Exam 12: Decision Making I: Need Recognition and Search

The term ranking criteria is used to refer to the attributes of a product that consumers consider when reviewing possible solutions to a problem.

What is another term for a consumer's perceived current state?

Search tends to decrease as a consumer's level of education and income increase.

A consumer performs an ongoing search when he or she seeks information simply because he or she is interested in a particular topic.

Which term refers to the set of alternatives of which a consumer is cognizant?

Pre-purchase search activities are focused on locating information that will enable the consumer to reach a decision for a specific problem.

Describe the three major decision-making perspectives and describe a purchase decision you or your family made that illustrates each one.

For the past six months John has been searching online dating services for that perfect partner. Unfortunately, all of his effort has come to nothing none of his searches have resulted in life mate. What is John most likely suffering from?

The activities found in the decision-making process are referred to as steps because consumers proceed through the activities in sequential fashion and always complete the process.

Name and describe the types of risk consumers face when making decisions, and discuss how a marketer can reduce each type of risk for consumers.

Consumers most often perform internal searches before any other type of search begins.

Which of the following is NOT a decision-making perspective?

Vince is really into Harley Davidson motorcycles and seeks out information on these bikes online and through social media, simply because he is interested in them. Which type of search does this represent?

Which set of alternatives is the largest?

Frank only knows about five brands of cellphones. What does this set of brands represent for Frank?

John will never purchase a Ford automobile because of a previous bad experience with that brand. To which set of alternatives does Ford belong for John?

A billionaire business woman wants to run for public office, but she's concerned about how voting constituents will react to her rich lifestyle. Her constituents are more frugal, and she's concerned that they might think less of her because of her background. Which type of risk is this?

Name and describe the different "sets" available to consumers when making a decision. Identify the schools that were in each of your sets when you were deciding which school to attend.

A consumer's alternative set includes alternatives that are considered acceptable for further consideration in decision making.

List the activities in the consumer decision-making process and explain why these activities are not referred to as steps.