Deck 8: Decision-Making and Involvement

Question 1

In low-involvement decisions, consumers may use simple evaluative criteria or

A) scanner data.
B) laddering.
C) decision rules.
D) nudging.

Answer 1

C

Question 2

In consumer research, the decision-making process starts with the assumption that the consumer

A) is attempting to solve a problem.
B) sees an advertisement.
C) is willing to make a large change.
D) is motivated to comply.

Answer 2

A

Question 3

The consumer decision-making process is initiated by the difference between the actual and the

A) definite.
B) choice.
C) ideal.
D) tangible.

Answer 3

C

Question 4

_______ occurs when a consumer realizes that there is a difference between what is happening and what ideally could happen.

A) Active learning
B) Problem recognition
C) Disconfirmation paradigm
D) Choice heuristics

Question 5

What is an information search?

A) Eliminating the difference between what is happening and what ideally could happen
B) The phenomenon whereby brands with smaller market share have fewer buyers who buy the brand less often
C) The process by which we identify and gather appropriate data to help us make our choices
D) The assumption that the consumer is attempting to solve a problem or achieve a desired goal

Question 6

An internal search for information comes from

A) friends and family.
B) the stimuli that we are exposed to.
C) assessing product scarcity.
D) our own memories and experiences.

Question 7

A consumer wants to buy a new car. They go for a test drive and then ask their friends what they think of the car. This an example of an _______ search for information.

A) impulsive
B) exciting
C) internal
D) external

Question 8

_______ information needs are fulfilled when a consumer is educated about a product's utility and attributes.

A) Functional
B) Innovation
C) Hedonic
D) Symbolic

Question 9

_______ information needs are fulfilled when consumers experience pleasure and fulfilment when they acquire new information.

A) Functional
B) Hedonic
C) Aesthetic
D) Symbolic

Question 10

_______ information needs are fulfilled when information is shared with others to communicate the consumer's social position.

A) Aesthetic
B) Innovation
C) Symbolic
D) Hedonic

Question 11

_______ information needs are fulfilled when consumers acquire information that is new or different.

A) Innovation
B) Functional
C) Aesthetic
D) Symbolic

Question 12

_______ information needs are fulfilled when information is used as a stimulus to creative thinking, beauty, and appreciation.

A) Aesthetic
B) Hedonic
C) Symbolic
D) Functional

Question 13

What are evaluative criteria?

A) The ways in which an individual interacts with products on a regular basis
B) The conditions or benchmarks that are used to compare the alternative offerings to help make a choice
C) The processes by which consumers attempt to identify the catalyst of an unpleasant outcome
D) The differences between a consumer's prepurchase expectations and the actual postpurchase experience

Question 14

The _______ model suggests that consumers start with a large number of brands, which gradually decrease as consumers move toward their final choice.

A) brand loyalty
B) message-response involvement
C) impulse purchase
D) consumer decision journey

Question 15

The disconfirmation paradigm describes the difference between

A) a product's utilitarian function and the consumer's subjective needs.
B) a consumer's prepurchase expectations of the product's performance and the actual postpurchase experience.
C) a consumer's self-concept and how it may be contradictory to some of the products that they purchase.
D) the satisfaction levels of consumers who did thorough research before purchasing a product and those who did not.

Question 16

Attribution theory describes

A) how some products communicate a consumer's social position.
B) the assumption that the consumer is attempting to achieve a desired goal.
C) how consumers attempt to find a reason for an outcome.
D) the process by which we identify and gather appropriate data to help us make choices.

Question 17

A consumer views an outcome as something that happened because of his or her own knowledge. This is called a(n) _______ attribution.

A) unstable
B) external
C) stable
D) internal

Question 18

What happens when a consumer believes that it is morally acceptable to forget negative ethical information and makes purchases without considering the ethical implications?

A) The wilfully ignorant memory effect
B) Message-response involvement
C) Passive learning
D) The balance theory of attitudes

Question 19

Service businesses use mystery shoppers

A) to get an accurate perspective on consumers' decision-making processes.
B) because they want to make sure that consumers are motivated to buy high priced products.
C) to ensure that they are consistently providing the appropriate level of service.
D) because they increase consumer involvement by interacting with consumers face to face.

Question 20

_______ involvement reflects the consumer's interest in marketing communications.

A) Enduring
B) Situational
C) Product
D) Message-response

Question 21

_______ involvement involves the perceived personal relevance of the product based on needs, values, or interest.

A) Message-response
B) Ego
C) Situational
D) Product

Question 22

_______ involvement is the preexisting relationship between the consumer and the product.

A) Product
B) Enduring
C) Message
D) Situational

Question 23

_______ involvement occurs when consumers perceive products or brands as relevant to their personal interests.

A) Ego involvement
B) Message-response involvement
C) Enduring involvement
D) Product involvement

Question 24

_______ involvement depends on some particular event or time in our lives.

A) Enduring
B) Situational
C) Message-response
D) Ego

Question 25

Which type of learning involves deliberate and extensive acquisition of knowledge before purchase?

A) Symbolic
B) Incidental
C) Active
D) Passive

Question 26

The acquisition of knowledge without active learning is called _______ learning.

A) symbolic
B) passive
C) dynamic
D) active

Question 27

What type of consumers actively seek information and like to share their expertise with others on a broad variety of products, attributes, services, and other marketplace characteristics?

A) Passive choosers
B) Chore-based shoppers
C) Market mavens
D) Indifferent consumers

Question 28

An unplanned purchase that has been made because of a sudden, powerful urge to buy the product with little regard to the consequences is called

A) the disconfirmation paradigm.
B) motivation to comply.
C) value segmentation.
D) an impulse purchase.

Question 29

The _______ impulse occurs when consumers purchase numerous items at a time and stockpile them in anticipation of some future need.

A) accelerator
B) blind
C) compensatory
D) breakthrough

Question 30

The _______ impulse occurs when consumers purchase items as a reward for themselves for a success, or as a "pick me up" for a failure.

A) accelerator
B) blind
C) compensatory
D) breakthrough

Question 31

The _______ impulse occurs when consumers suddenly make a purchase to resolve a long-held conflict or desire.

A) compensatory
B) breakthrough
C) accelerator
D) blind

Question 32

The _______ impulse occurs when the purchase of a product is not easily explained and can even be considered dysfunctional.

A) compensatory
B) accelerator
C) breakthrough
D) blind

Question 33

_______ is the concept that it is rational to make a good enough decision, rather than the best decision, because the time, effort, and money to make the best decision may simply not be worth it.

A) Persuasion
B) Representativeness
C) Satisficing
D) Maximization

Question 34

A _______ will often choose a brand based on simple decision criteria, such as price.

A) trendsetter
B) maximizer
C) predictor
D) satisficer

Question 35

_______ are methods that simplify decision-making based on past experiences.

A) Impulses
B) Satisifics
C) Heuristics
D) Maximizers

Question 36

Consumers use _______ heuristics to forecast a future outcome.

A) prediction
B) choice
C) persuasion
D) compliance

Question 37

The _______ heuristic refers to a situation in which consumers judge the likelihood or frequency of something happening based on how easy it is to remember similar events.

A) expertise
B) consensus
C) representativeness
D) availability

Question 38

The _______ heuristic occurs when consumers judge something based on how similar it is to some stereotypical case.

A) availability
B) representativeness
C) expertise
D) consensus

Question 39

Consumers use _______ heuristics to challenge or change their attitudes.

A) prediction
B) choice
C) compliance
D) persuasion

Question 40

_______ heuristics assist consumers by reducing the number of attributes to be considered; they are "rules" that help to make decisions easier.

A) Choice
B) Persuasion
C) Compliance
D) Prediction

Question 41

_______ heuristics narrow down a consumer's choice to those involved with obeying a request.

A) Choice
B) Compliance
C) Persuasion
D) Prediction

Question 42

_______ helps consumers start the choice process by helping them focus on one product attribute?

A) Scarcity
B) Framing
C) Consensus
D) Anchoring

Question 43

What is framing?

A) Helping consumers start the choice process by helping them focus on one product attribute
B) How consumers judge something based on how similar it is to some stereotypical case
C) The perspective from which the consumer considers the decision
D) When consumers judge the likelihood of something happening based on how easy it is to remember similar events

Question 44

Some experts and consumer advocates contend that greater amounts of choice lead to

A) discomfort and confusion.
B) brand loyalty.
C) the disconfirmation paradigm.
D) compliance.

Question 45

An advertisement reading "Limited time offer!" is an example of which type of heuristic?

A) Scarcity
B) Consensus
C) Reciprocity
D) Prediction

Question 46

What are the two key points about how attribution connects to consumer decision making? Provide an example of both. How does knowing how consumers make attributions provide important insights to marketers?

Question 47

A candy company wants to increase consumer involvement by linking their brand to hedonic needs. Provide an example of how they can accomplish this. Explain your reasoning.

Question 48

What are the two most important benefits of the five-step model of consumer decision-making? Why is it important that marketers know how consumers proceed through the model?

Question 49

How do consumers receive incidental information? Why do marketers need to be mindful of incidental learning when evaluating the consumer decision-making process?

Question 50

What is the difference between evaluative criteria and decision criteria?

Question 51

According to the consumer decision journeys model, what are the four key points whereby a brand may or may not be considered?

Question 52

Why do marketers use celebrities as a way to increase brand involvement? What are the advantages of using celebrities to promote a brand? How does a brand choose a celebrity to work with? What role does social media play in this relationship?

Question 53

Describe two types of impulse purchasing and provide examples of how a marketer can use them to encourage consumers to purchase their products.

Question 54

What are heuristics and when are they helpful?

Question 55

Define compliance heuristics. What are the two types of compliance heuristics listed in the text? Define them and provide an example of how a marketing manager can use them.

Question 56

What is the difference between anchoring and framing?

Question 57

What are the four sets used to categorize the results of information searches? Identify and define each one. How does knowing the content of a consumer's sets help marketers?

Question 58

Consumer researchers have found that consumers have both personal and social motivations when they shop. Identify and describe at least three personal and three social motivations for shopping. Provide an example of each.

Question 59

Define satisficing and maximizing. What criteria does a satisficer base purchasing behavior on? What criteria does a maximizer base purchasing behavior on? What are some of the pros and cons to both approaches? Describe a situation where it would be better to be a maximizer and one where it would be better to be a statisficer