Deck 4: Stages in Consumer Decision Making

Question 1

Causes of need recognition include life circumstance change, new product availability, and new information.

Answer 1

False

Question 2

When retail stores place trinkets and small jewelry and accessories at and around the checkout counters, the store is making use of behavioral influence techniques.

Answer 2

True

Question 3

Brands that shoppers consider, compare, and evaluate are part of the shopper's awareness set.

Answer 3

False

Question 4

Alternatives in a consumer's awareness set that a consumer views as unacceptable are in the consumer's inept set.

Question 5

Nonpersonal consumer information sources are preferred where buyers lack competence to intelligently judge a product, such as hi-tech items and professional services.

Question 6

"Buy whatever is on sale" is an example of a decision heuristic.

Question 7

Instrumental values are personal desirable end states of being, or how people would like to eventually experience their lives.

Question 8

Noncompensatory decision strategies tend to be used when the consumer experiences time pressure, there are too many alternatives to consider, and there is a low involvement decision to be made.

Question 9

The lexicographic decision rule begins by ranking criteria in order of perceived importance and later requires the determining of a cutoff for each criterion.

Question 10

Customer relationship management includes activities that encourage repeat patronage through offering incentives and rewards. It captures, stores, and analyzes customer information that will help optimize those rewards.

Question 11

Leighton purchases a beautiful charm bracelet for her niece's eighth birthday. After purchasing the bracelet, she realizes that the gift will not appear to be complete unless she purchases at least one charm for the bracelet. This is an example of __________.

A) Activity analysis
B) Product analysis
C) Need recognition
D) Latent recognition
E) Opportunity recognition

Question 12

John generally makes his consumer decisions based on whether or not the product is made domestically. He takes pride in owning and will only purchase American brands. He is about to purchase a gourmet cutlery set with the wood block included for his newly renovated kitchen. The brands he knows of are two German-made brands Henckels and Wusthof, and Cutco which is made in the United States. Which brand(s) exist in John's inept set?

A) Cutco
B) Henckels
C) Wusthof
D) Henckels and Wusthof
E) Cutco, Henckels and Wusthof

Question 13

Mass media advertising and publicity are examples of __________.

A) Nonpersonal sources
B) Personal sources
C) Nonmarketer-controlled sources
D) Third party (neutral) sources
E) Ongoing search sources

Question 14

The process of obtaining information from enjoyable recreational shopping is an example of __________.

A) Direction of search
B) Internal search
C) External search
D) Ongoing search
E) Deliberate search

Question 15

Salient attributes are __________.

A) Attributes that come readily to a buyer's mind
B) Attributes that are significant to the consumer
C) Attributes that are important and used to distinguish brands from one another
D) Attributes that relate to objective, physical properties of a product such as size and shape
E) Decision heuristics

Question 16

Which scale would be most useful if you are trying to determine whether or not a Magic Hat brew is a light beer or a heavy beer?

A) Evaluative scale
B) Rank-order importance scale
C) Constant sum scale
D) Desirability scale
E) Product attribute scale

Question 17

Which decision model makes trade-offs regarding an alternative's performance on various attributes?

A) Conjunctive decision rule
B) Disjunctive decision rule
C) Lexicographic decision rule
D) Elimination-by-aspects rule
E) Weighted linear compensatory decision rule

Question 18

Which category of decision rules focuses on a single criterion to simplify decision making when the consumer is faced with information overload?

A) Compensatory decision rule
B) Noncompensatory decision rule
C) Decision heuristic
D) Conjunctive decision rule
E) Disjunctive decision rule

Question 19

Which of the following is NOT a consumer reason for using shopping bots?

A) Convenience
B) Learning about experience goods
C) Acquiring broad information
D) Saving time and money
E) Doing comparison shopping

Question 20

Kiosks and in-store broadcasts are examples of __________.

A) Interactivity
B) POP displays
C) Atmospherics
D) Shelf positioning
E) Captive products
Short-Answer Questions

Question 21

Cite the major marketing opportunities suggested by the problem recognition stage.

Question 22

What should or could a marketer do if that marketer's brand is in the consumer's:
a. Inert set?
b. Inept set?

Question 23

Cite at least one major role or task of marketing during the consumer's external information search.

Question 24

Describe the logic behind and the marketing research process of means-end chain analysis.

Question 25

Cite three conditions where compensatory decision models are most likely to be used.

Question 26

Cite the two types of retail advertising and define each.

Question 27

What are point-of-purchase displays? Why are they important?

Question 28

What is postpurchase dissonance? Cite two characteristics of a purchase situation that are likely to contribute to dissonance. Cite two ways a marketer (not a consumer) can reduce a consumer's dissonance.

Question 29

How does brand loyalty differ from repeat purchase behavior?