Deck 9: Decision Making

Question 1

Veronica engaged in an extensive information search process before buying a pair of shoes and obtained a lot of detailed information. Her friend Rachel, bought the same pair of shoes, but obtained very little information before purchasing them. Veronica does not expect to be as happy with the product as Rachel. This is known as the:

A) familiarity- liking hypothesis
B) blissful- ignorance effect
C) disconfirmation hypothesis
D) looking- glass self
E) symbolic interactionism

Answer 1

B

Question 2

Although Greg had considered numerous factors when looking at several models of ten- speed bikes, the critical or deciding factors which led to an actual purchase were:

A) differential factors
B) determinant attributes
C) consensual factors
D) alternative weights
E) preference rules

Answer 2

B

Question 3

describes a consistent pattern whereby consumers buy the same brand just about every time they go to the store, out of habit, merely because it takes less effort.

A) Inertia
B) Hypohabituatism
C) Ritual shopping
D) Laziness
E) Sloth

Answer 3

A

Question 4

The dimensions or qualities a consumer uses when judging the merits of competing purchase options are called:

A) experiential dimensions
B) alternative rules
C) functional categories
D) evaluative criteria
E) purchase options

Question 5

Choosing a product on the basis of its having the largest number of positive attributes is typically the case when a consumer is using the:

A) conjunctive rule
B) simple additive rule
C) elimination- by- aspects rule
D) noncompensatory rule
E) attribute preference rule

Question 6

occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state.

A) Evaluation of the evoked set
B) Instrumental conditioning
C) Evaluation of alternatives
D) Problem recognition
E) Information search

Question 7

Google is a popular search engines. To ensure your website is found on Google when someone conducts a search for you, you must engage in the practice of:

A) search engine manipulation
B) search engine enhancement
C) search engine configuration
D) search engine optimization
E) search engine directing

Question 8

The practice of monitoring blood flow while we are exposed to various marketing stimuli illustrates the practice of:

A) neuromarketing
B) wavemarketing
C) hemomarketing
D) hypermarketing
E) cybermarketing

Question 9

If Bill used a mental or problem- solving shortcut to make a purchase decision, he would be utilizing a .

A) script
B) low- involvement connection
C) strategies
D) heuristic
E) importance weight

Question 10

Consumer- generated content has become so popular, yet most of these publishers do not get paid for their efforts. This suggests that they are doing it solely to enhance their:

A) need for power
B) need for uniqueness
C) cognitive processing skills
D) sexual appeal
E) reputation

Question 11

When Bill asked friends which TV set to buy, they warned him against certain ones but praised others. He went to a huge new "electronics supermarket" where he checked out features of the 27- inch colour sets. He saw two he liked overall, but one of them had a feature he really liked: stereo broadcast reception. The process by which Bill sought appropriate guidelines to use in making a purchase decision is:

A) research
B) window shopping
C) browsing
D) information search
E) cataloging

Question 12

Consumers realize they face risks in buying products, of which some factors are objective (unsafe products) and some subjective (embarrassment). Which type of perceived risk is inherent in the purchase of goods visible to others (a car) or symbolic goods (a home):

A) personal
B) consumptive
C) functional
D) physical
E) social

Question 13

Audi developed a car that can parallel park itself once its lined by the driver. This car would be classified as a:

A) mechanical shortcoming
B) cybermediary
C) smart product
D) hyperproduct
E) intelligence agent

Question 14

The strategic implications of product categorization include all of the following, EXCEPT:

A) product positioning
B) identifying competitors
C) product life cycling
D) exemplar products
E) locating products

Question 15

Some researchers characterize the consumer decision- making process as a continuum according to how much effort goes into the decision. They say it is anchored at each end by and .

A) habitual decision making; unlimited problem solving
B) limited problem solving; unlimited problem solving
C) habitual decision making; limited problem solving
D) habitual decision making; extended problem solving
E) limited problem solving; extended problem solving

Question 16

Ellen stated that she would marry a millionaire. She applied a heuristic in judging men. They must wear expensive shoes and have an expensive automobile. What type of decision rule was Ellen applying in her search for a millionaire husband?

A) lexicographic rule
B) weighted additive rule
C) conjunctive rule
D) elimination- by- aspects
E) simple additive rule

Question 17

Loyalty to a brand can become so powerful that the loyalty itself is often considered to be a positive product attribute, called . It can be defined as the difference between the market value and the book value of the brand.

A) demand value
B) stock- side value
C) annuities
D) goodwill
E) product parity

Question 18

What is the key distinction between a social risk and a psychological risk?

A) the cost of the product
B) the physical danger that the product may have to the user
C) whether the product is considered to be a high- or a low- involvement purchase
D) whether the risk is public or private
E) whether the product is healthy or unsafe

Question 19

Which kind of decision rule is being used by a consumer who says that good performance on one or more attributes cannot "make up for" poor performance on other product attributes:

A) simple additive rule
B) compensatory rule
C) prototypicality rule
D) average mean rule
E) noncompensatory rule

Question 20

Yasser has expert knowledge about computers. He is now in the market for a new model. He will make a:

A) selective search
B) extended search
C) top- down search
D) subordinate search
E) subservient search

Question 21

Casinos make their interiors very plush and expensive looking knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gambler's behaviour?

A) Most people are unaware of the true risk of making certain decisions and therefore believe that a larger wager has higher odds of winning.
B) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behaviour that is not rational.
C) In luxurious surroundings, gamblers look at lost bets as a price to pay to be in that kind of environment.
D) The functional risk of gambling is decreased in luxurious surroundings leading gamblers to wager more.
E) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

Question 22

Justin has always had an intense interest in steam engines. He has one of the largest collections of pictures and facts about the engines in the Unites States. He decides to share his interest with others by being a cybermediary. Of the following, which is the best description of what Justin will do as a cybermediary?

A) Justin will join a user group created by others to get more information about steam engines.
B) Justin will sell his services to help others organize their own computer programs related to steam engines.
C) Justin will organize a user group online for steam engine enthusiasts.
D) Justin will market software featuring steam engines.
E) Justin will optimize other people's web sites for search engines

Question 23

If John happens to test drive a new Acura Legend and then decides he should replace his 1978 clunker before starting his new job, what has occurred:

A) impulse shopping
B) marketing benefit
C) need recognition
D) opportunity recognition
E) marketing potentiality

Question 24

is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.

A) problem recognition
B) lead generation
C) information search
D) product choice
E) evaluation of alternatives

Question 25

Ariel is looking over the used cars on the lot. He gives high marks to a car which has a rebuilt engine. In his mind that outweighs or "makes up for" relatively lower marks he gave on its fenders and interior appearance. He is using which decision rule:

A) balance
B) compensatory
C) elimination- by- aspects
D) average mean
E) prototypicality

Question 26

There is a snowstorm tonight, and the Toronto Maple Leafs game is going ahead as scheduled. Your roommate, Alexei, got a free ticket from a work associate and is staying home. You, however, paid $75. (non- refundable) and feel like you have to go. This is an example of:

A) cost- benefit dichotomy
B) brand loyalty
C) event priority
D) sunk- cost fallacy
E) value perception

Question 27

All of the following, EXCEPT, concern the behavioural influence perspective.

A) buy on impulse
B) reaction to environmental cues
C) low involvement
D) high involvement
E) learned response

Question 28

Over a period of time, many of us acquire product information just by being exposed to advertising, store promotions, or by observing what other people use. This acquisition is termed:

A) directed learning
B) unconditioned response
C) non- conditioned response
D) incidental learning
E) directed exposure

Question 29

When purchase decisions are made under conditions of low involvement, often the consumer's decision results from cues in the shopping environment, such as surprise sales, the way products are displayed, etc. This view of what affects consumer decisions is known as the:

A) behavioural influence perspective
B) interpretivist perspective
C) integrated perspective
D) rational perspective
E) experiential perspective

Question 30

Coca- Cola would be an example of a(n) because it has come to characterize an entire category of soft drinks.

A) exemplar product
B) evoked product
C) heuristic product
D) inert product
E) criteria product

Question 31

A marketer tries to convince consumers that his brand of dishwasher is better at solving their problem than others in the category. The marketer is said to be trying to create:

A) secondary demand
B) needs
C) primary demand
D) category awareness
E) aided recognition

Question 32

Pierre is out shopping for expensive watches, and he has narrowed his choices down so that he is now only considering TAG Heuer and Rolex. This is an example of problem solving.

A) limited
B) complex
C) extensive
D) low involvement
E) configured

Question 33

Sometimes purchase decisions characterized by are so routinized that consumers make them with minimal effort and without conscious control.

A) decision habit strength
B) emotional affect
C) choice parameters
D) automaticity
E) active information processing

Question 34

The basic idea behind the long tail is that:

A) Consumers' evoked sets are becoming eroded because of too much choice.
B) Marketers no longer need to rely on popular selling items to make a profit. Instead, they should offer more choices to consumers.
C) Marketers should pay more attention to its top 20% of customers.
D) Only a small percentage of people use online recommendation programs, therefore, marketers need to be cautious when implementing them.
E) Consumers are becoming less loyal to marketers and it's becoming more difficult to find consumers with loyal personalities..

Question 35

Which buyers are most sensitive to psychological risks in purchase decisions:

A) those lacking respect or attractiveness to peers
B) those who are practical
C) those with little income and wealth
D) those who are elderly, frail, or in ill health
E) those who are insecure and uncertain

Question 36

If a consumer selects a brand that performs best on the most important attribute for that product, which decision rule is s/he using:

A) elimination- by- aspects rule
B) conjunctive rule
C) lexicographic rule
D) weighted additive rule
E) attribute preference rule

Question 37

What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

A) whether the purchase is made after a compensatory or noncompensatory decision process
B) the cost of the product
C) the functional benefits of the product
D) the social risk of the product
E) whether the customers hold a very positive or weak attitude toward the product

Question 38

When a consumer bases a purchase decision on the rule, s/he takes into account the relative importance of positively- rated attributes; that is, "brand ratings" on each attribute are intuitively multiplied by their importance weights.

A) weighted additive rule
B) noncompensatory rule
C) simple additive rule
D) attribute preference rule
E) conjunctive rule

Question 39

Elena is in the toothpaste section of the grocery store, and picks up a box of .99 Colgate as she quickly passes through. This is an example of decision making.

A) habitual
B) category
C) uncluttered
D) associative
E) peripheral

Question 40

As a rule, decisions which involve some kind of are more likely to result in the consumer's engaging in a more extensive search.

A) perceived risk
B) need opportunity
C) effort
D) need recognition
E) term payment

Question 41

Bill could not tell the Argonauts from the Stampeders during CFL Football on his tiny, antiquated black- and- white TV set! After he watched the second half of the game on his neighbour's big TV set, he realized there was a significant difference between his current state of affairs and a desired or ideal state. His perception is labelled:

A) hemispheric communication
B) problem recognition
C) fantasy aspiration
D) latent response syndrome
E) purchase differential

Question 42

Meghan does not believe that television advertisements offer enough product information, and so she researches products online before purchasing them. On average she spends at least 30 minutes online every week researching purchases. Meghan could be labelled a:

A) new age shopper
B) brand advocate
C) new info shopper
D) online shopper
E) shopping researcher

Question 43

In terms of people's ability to read and understand marketing stimuli, it is important for marketers to remember that:

A) More than half of Canadians read at a sixth grade level.
B) Most Canadians are excellent readers.
C) More than half of Canadians read at a tenth grade level.
D) Canada has one of the worst literacy rates in the world.
E) Most Canadians can read books well, but have trouble understanding advertisements.

Question 44

High ticket items that require substantial expenditures are most subject to this form of purchase risk:

A) monetary
B) functional
C) physical
D) social
E) physiological

Question 45

When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep the balance of trade between Japan and the United States more toward an American advantage. The attitude expressed by the stickers is called .

A) stereotyping
B) lexicographic determinism
C) ethnocentrism
D) national inertia
E) categorization

Question 46

You receive a $300. bonus at work for winning a sales contest, and take your mate out to a fancy restaurant. The final bill is $200.-significant since the most you would normally spend for the both of you is $60. This is most likely an example of:

A) sunk- cost
B) loss aversion
C) value selection
D) stringent choice
E) limited analysis

Question 47

Advertisers may spur problem recognition by urging consumers to buy a product, such as a microwave oven, regardless of which brand they choose. Such marketers are:

A) presenting product benefits superior to another brand's
B) seeking a demand response
C) creating secondary demand
D) creating primary demand
E) building needs

Question 48

Mona feels that she is moderately knowledgeable about foreign films. Her friend Kim admits to knowing almost nothing about these films, while her other friend Wanda has just finished a class in foreign films with the highest grade in the class. Of the three friends, who is most likely to seek the most information about a new foreign film being shown on campus before deciding to see the film?

A) Mona
B) Wanda
C) Kim
D) Both Mona and Kim will seek more information than Wanda.
E) They will all seek the same amount of information

Question 49

Wei Wei decides that the camera she buys must meet minimum standards on all of the key attributes she wants in a camera of this type or she will reject it, regardless of its performance on other attributes. Which decision rule has she decided to follow:

A) conjunctive rule
B) elimination- by- aspects rule
C) attribute preference rule
D) lexicographic rule
E) simple additive rule

Question 50

Craig had heard stories about toaster disasters from his friends. This brand blew up, that one shorted out, another had not lasted even a year, and so on. He knew he should not consider those brands. They were Craig's:

A) inert set
B) retrieval set
C) evoked set
D) inept set
E) expanded set

Question 51

Shawna believes she is a practical consumer. She is always on the lookout for better ways to order her life and make housework easier. New products that promise to help with these work tasks catch her eye. However, she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required. Considering the above description, Shawna could be prone to which of the following types of perceived risk?

A) physical
B) social
C) personal
D) functional
E) consumptive

Question 52

A small company, Graig Inventions, produced a pill that had the nutrient value of a healthy breakfast. They put it on the market as a substitute for breakfast for busy people. The product failed. Graig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?

A) The company confused a subordinate level with a basic level of categorization.
B) The determinant attributes between diet pills and breakfast was not sufficiently strong.
C) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level, but it did appear to fit within the category of diet pills.
D) The company confused a normal level with a basic level of categorization.
E) The company confused a superordinate level with a subordinate level of categorization.

Question 53

Kent is a loyal Coca- Cola drinker. As a college student, he averages about six Cokes a day. He even prefers Coke to water. However, today when he passes a vending machine in his dorm, he buys a new flavor of soft drink called Big Red. Which of the following most appropriately explains his behaviour, given the facts about Kent's previous behaviour?

A) Kent is influenced by advertising.
B) Kent is creating brand parity.
C) Kent is variety seeking.
D) Kent is influenced by vending machine atmospherics.
E) Kent is influenced by peer pressure.

Question 54

Some consumers make judgments about hidden dimensions of products from observable attributes, such as inferring that because a used car is clean and shiny, its mechanical condition is likewise of top quality. In this case, the clean and shiny exterior is a/an:

A) product signal
B) heuristic
C) warranty
D) guarantee
E) intrinsic attribute

Question 55

A form of repeat purchasing behaviour reflecting a conscious decision to continue buying the same brand is called:

A) brand preference awareness
B) post- purchase partum
C) inertia
D) brand parity
E) brand loyalty

Question 56

Which of the following most accurately describes one of linguist George Kingsley Zipf's findings in the 1930s?

A) Words that start with vowels are not ideal for advertisement headlines.
B) The word "sex" should be left out of marketing promotions.
C) People prefer English titles on products ten- to- one over other titles.
D) The word "the" occurs about twice as often as the word "of" in the English language.
E) People prefer short words rather than long words in advertising.

Question 57

All of the following, EXCEPT, are types of consumer information search.

A) impending search
B) external search
C) internal search
D) ongoing search
E) browsing

Question 58

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

A) web retailers
B) cybercash
C) focus groups
D) cybermediaries
E) design groups

Question 59

When Jacob first thought of buying a new vehicle, he could name at least eight SUV models. His friend Emily could think of only four. Jacob spent several weeks researching SUVs and rejected five of the models. His evoked set is now smaller than Emily's. Why?

A) A product is not likely to be in the evoked set once it has been considered and then rejected.
B) The evoked set is gender specific in that women remember products better than men.
C) Social risk creates a cognitive dissonance that makes certain products difficult to consciously remember.
D) The evoked set contains only the products that can be remembered at any given time.
E) Functional risk creates a cognitive dissonance that makes certain products difficult to consciously remember.

Question 60

Having too many choices in the marketplace is referred to as .

A) pseudo- choice
B) primary demand
C) secondary demand
D) consumer hyperchoice
E) purchase momentum

Question 61

Consumers' belief that there are no significant differences among competing brands of the same product (e.g., "All toothpastes are alike.") is called .

Question 62

James popped into the drug store to pick up some aspirin, but on seeing his favourite deodourant was on special he purchased it as well. This decision is described as the
.

Question 63

Spiro is shopping at Wal- Mart, and very quickly picks up everything on his shopping list that he needs. Because it went quickly and he feels good, he keeps shopping. This is an illustration of:

A) compulsive behaviour
B) conspicuous consumption
C) purchase momentum
D) reference values
E) selection acceptance

Question 64

Chet decides to buy a new hedge trimmer to care for his bushes and shrubs. Because Chet is familiar with the local lawn and garden shop and the brands that are carried there, he uses a few simple decision rules to arrive at a purchase option. Chet is following which of the following buying decision behaviour continuum alternatives to make his decision?

A) extensive problem solving
B) routine response behaviour
C) graduated response behaviour
D) limited problem solving
E) basic problem solving

Question 65

An on- going search involved all of the following, EXCEPT:

A) increased product and market knowledge leading to personal influence
B) experiencing fun and pleasure
C) involvement with product
D) building of a bank of information for future use
E) decreased impulse buying

Question 66

Susan is trying to select a tour. She is going to Scotland but can't make up her mind what she wants to do when she gets there. There are so many variables including the cost, the weather, and Susan's desire to see the village her grandmother called home. Susan's problem emphasizes the importance of the in hospitality marketing.

A) behavioural influence perspective
B) rational perspective
C) psychological perspective
D) interpretivist perspective
E) experiential perspective

Question 67

Jamie is considering ordering a dessert for lunch. Before she ever decides on the kind she prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories?

A) superordinate level
B) basic level
C) normal level
D) ordinate level
E) subordinate level

Question 68

The dimensions or standards which consumers use to judge the merits of competing purchase options are known as .

Question 69

consumers are likely to feel it is wrong to buy products from other countries, particularly because of the negative effect this may have on the domestic economy.

Question 70

Issy wants to repaint his bedroom. He goes straight to the paint department at Home Depot, because he knows it has a selection of designer paints. This choice of store, due to limited problem solving prior to making a paint choice, is based on his .

Question 71

What is an evoked set?

Question 72

Jill's purchase of the Miracle Diet pills was most sensitive to which kind of perceived purchase risk:

A) monetary
B) functional
C) physical
D) social
E) physiological

Question 73

A (an) is an intermediary that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently.

Question 74

When she decided to sell her house Sally chose a real estate agency that had been in business for a long time and specialized in her area of town. This is an example of
.

Question 75

A consumer could recognize a problem as either an opportunity or a need. How would promotions differ between those emphasizing opportunities and those emphasizing needs?

A) Promotions for these products should not really differ significantly. In fact, they should both focus on increasing the ideal state.
B) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.
C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state. .
D) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
E) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.

Question 76

As a customer's product knowledge continually increases, what typically happens to the amount of search conducted by the consumer?

A) It will continually increase.
B) It will increase, and then decrease as the customer becomes more knowledgeable.
C) It will continually decrease.
D) It stays the same.
E) It will decrease, and then increase as the customer becomes more knowledgeable.

Question 77

Consumers' belief that there is no significant difference among competing brands of the same product (e.g., paper towels, soaps) is referred to as:

A) non- distinctive positioning
B) promotional ineptness syndrome
C) brand generalization
D) attribute similarity cognate
E) brand parity

Question 78

The DVD player is in the early stage of its lifecycle. Marketers are attempting to create
, whereas marketers for VCRs are concerned with _ .

Question 79

The view that consumers carefully gather, integrate, and weigh all the information available about a product before making a purchase decision is known as the:

A) interpretative perspective
B) rational perspective
C) integrated perspective
D) behavioural influence perspective
E) experiential perspective

Question 80

Although Otis had always drunk, Mike's Hard Lemonade, his favourite drink, one day he surprised his friends and ordered a vodka martini. This is an example of .