Exam 12: Decision Making I: Need Recognition and Search

When consumers engage in extended decision making, they tend to search diligently for information that will help them reach a satisfactory decision.

Which type of risk is a concern for consumers who are worried about how other consumers will view their purchases?

Which type of risk is associated with the safety of the product and the likelihood that bodily harm will result from its consumption?

Carl and his wife are considering the purchase of a new home. They are very involved with this purchase decision, particularly because of the high perceived risk associated with this purchase. Which decision-making approach are they likely to use?

Consumer researchers view the decision-making process from two perspectives: utilitarian and hedonic.

Don is visiting stores and searching the Internet to learn about high-definition DVD players because he's considering buying one. Which type of search is this?

Brand loyalty involves deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behaviour.

Tanya is considering purchasing a digital camera, so she searched "digital cameras" in Google and was overwhelmed with millions of results. There was so much information available that Tanya could not assimilate all of it. What is the term for this phenomenon?

Habitual decision making typically occurs in low-involvement, low-risk purchase situations.

What is the term for the practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions?

On her weekly grocery shopping trips, Anna buys Tropicana orange juice for her family. She doesn't seek information at all when she realizes they need juice, and her choice is based on habit. Which type of decision making is Anna using for this product?

Search tends to increase when a consumer possesses a high level of purchase involvement.

With habitual decision making, choice is often based on habit.

Which term refers to the perceived state toward which a consumer strives?

Holly is a consumer researcher who assumes that consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behaviour under consideration. Which decision making perspective is Holly advocating?

As perceived risk increases, search effort increases.

Donna's kids want hover boards but she's concerned about the safety of this product, given that a handful of the new gadgets have caught on fire. Which type of risk is Donna considering?

Which of the following is a deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behaviour?

Cognitive dissonance refers to the negative emotions that come from failed search processes.

The affective decision-making perspective assumes that consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behaviour under consideration.