Deck 7: Problem Recognition and Information Search

Question 1

Involvement and perceived risk are key factors in a consumer's motivation to process information.

Answer 1

True

Question 2

Confirmation bias refers to the fact that we tend to prefer those brands with which we are familiar.

Answer 2

True

Question 3

It is possible to provide consumers with too much information so they become overloaded.

Answer 3

True

Question 4

Thirty years ago,consumers did not think much about the performance of their athletic shoes.Today we are continually bombarded with newer and better products that will make us run faster and jump higher.This can best be thought of as an example of marketing creating a new ideal state.

Question 5

Having a baby will probably result in changes in your ideal state.

Question 6

An example of a retrieval cue would be the smiley face in Walmart's ads.

Question 7

When Fred sees an ad for a Toyota Camry,he immediately realizes he likes the car.This is an example of online processing.

Question 8

Consumers will search the same information sources no matter what stage of the search process they are in.

Question 9

Research suggests that consumer's degree of search activity is usually quite limited,even for purchases considered important.

Question 10

Some retail websites encourage consumers to post online reviews of brands.These reviews may be used by other consumers in the early stages of consumer decision making.

Question 11

____ is a critical stage in the decision process because it motivates the consumer to action.

A) Problem recognition
B) Internal search
C) External search
D) Information storage
E) Purchase

Question 12

When a brand emerges as the leader early in the search process,subsequent information acquisition and evaluation is distorted in favor of that brand.

Question 13

Speed,user control,and graphics are the key elements of website interactivity for consumers conducting online searches.

Question 14

Frank realizes that he needs a new television.This would be an example of problem recognition.

Question 15

Two cars are the same price; this indicates that price will not be diagnostic information in the decision of which car to purchase.

Question 16

Priscilla purchased a house and recalls information such as the selling price,number of bathrooms,and paint color.She does not recall how big her backyard is.This is an example of inhibition.

Question 17

Consumers tend to recall a subset of six to ten brands known as an evoked set.

Question 18

Two types of external searches are prepurchase search and ongoing search.

Question 19

If an attribute is salient,it also must be diagnostic.

Question 20

Felicia cannot remember how many miles per gallon her car gets.She does recall it gets very good gas mileage.This is an example of recall of attributes.

Question 21

Both expectations and aspirations influencing ideal state are stimulated by ____ and by aspects of our own culture.

A) our own personal experience
B) the style of encoding of information
C) homophily
D) the firing of semantic networks
E) diagnosticity

Question 22

Problem recognition occurs in

A) acquisition only.
B) disposition only.
C) acquisition and consumption.
D) acquisition and disposition.
E) acquisition, consumption, and disposition.

Question 23

Thirty years ago,consumers did not think much about the performance of their athletic shoes.Today we are continually bombarded with newer and better products that will make us run faster and jump higher.This can best be thought of as an example of marketers

A) creating a new actual state.
B) creating a new ideal state.
C) creating dissatisfaction with the actual state.
D) attaching new associations to a schema.
E) strengthening existing associations.

Question 24

All of the following could be examples of factors that are likely to influence a consumer's perception of the actual state except

A) the depletion of needed products.
B) product malfunction.
C) hunger.
D) a neighbor's aspirations.
E) that Mother's Day is tomorrow and you have not bought anything yet.

Question 25

It is likely that only a small subset of stored information will be recalled at any one time.Thus,all of the following are internal search issues that would be of interest to consumer researchers except

A) the length of attention span for marketing communications messages.
B) the extent to which consumers might search memory for information about a brand.
C) what is recalled.
D) the process by which information is recalled.
E) the process by which feelings are recalled.

Question 26

PC Corps realizes that two years is too long for consumers to use a PC before buying a new one.They can stimulate problem recognition earlier by eliciting dissatisfaction with the actual state or by

A) creating a new ideal state.
B) creating a new actual state.
C) eliciting dissatisfaction with the ideal state.
D) decreasing MAO to create dissatisfaction with the ideal state.
E) increasing clutter that will block processing of the actual state.

Question 27

Every season fashion designers introduce new "in" colors.One autumn green may be an in color,while the next autumn purple may be popular.The fashion industry stimulates consumer problem recognition by

A) creating a new ideal state.
B) creating dissatisfaction with consumers' actual state.
C) creating new evaluations.
D) creating new beliefs.
E) repositioning clothing brands.

Question 28

Seeing an ad informing you of the rapidly increasing number of burglaries in your neighborhood awakens you to the need for a burglar alarm.This could best be thought of as

A) aspirations leading to a change in the ideal state.
B) high MAO leading to an increase in short-term memory.
C) low MAO leading to a decrease in short-term memory.
D) simple expectations leading to a formation of the ideal state.
E) external stimuli leading to a change in the actual state.

Question 29

The ____ is the consumer's perception of the way we want things to be.

A) desirable stimulation level
B) ideal state
C) actual state
D) optimal stimulation level
E) real condition

Question 30

Typically,the next step in consumer decision making after problem recognition is

A) external information search.
B) prepurchase intentions.
C) brand choice.
D) behavior.
E) internal information search.

Question 31

The ____ is the consumer's perception of the way things actually are.

A) desirable stimulation level
B) ideal state
C) actual state
D) optimal stimulation level
E) real condition

Question 32

Consumers are likely to recall ____ when they engage in internal search.

A) primarily information encoded when in a positive mood
B) only a small subset of stored information
C) primarily information encoded when in a negative mood
D) most information stored in memory
E) primarily information from unrelated schemas

Question 33

The subset of brands evaluated when making a choice is known as

A) the evaluated group.
B) an online judgment group.
C) the inert set.
D) a consideration set.
E) the favored subgroup.

Question 34

Many consumers might have the desire to wear an expensive watch (e.g.,a Rolex)or buy an expensive car in order to gain the admiration of others.This can be thought of as an example of

A) problem recognition determined by beliefs.
B) ideal state formed by aspirations.
C) internal search influenced by beliefs.
D) external search influenced by beliefs.
E) problem recognition determined by values.

Question 35

Graduating from college,getting a job,or getting married can change the possessions that we desire to have.This can be best thought of as an example of

A) how age changes our information processing.
B) a periodic and random transformation of our purchases over time.
C) changes in our personal circumstances influencing the ideal state.
D) external information search transformed by changing beliefs.
E) the problem recognition process as influenced by marketer-driven factors over time.

Question 36

Buick put out a computer disk with pictures and information about new cars.Buick hoped that by viewing this information,consumers would realize that now might be a good time to buy a car.That is,they hoped consumers would enter into a state of

A) problem recognition.
B) internal search.
C) postpurchase evaluation.
D) information storage.
E) behavioral intentions.

Question 37

A greater degree of product category expertise and knowledge will ____ an information search.

A) restrict
B) decrease
C) increase
D) lower the evaluation of
E) increase the evaluation of

Question 38

Whether targeting real or ideal states,it is important for marketers to ____ in order to avoid the consumer's consideration of other alternatives.

A) detach affect from the attitudes toward the product
B) detach cognitions from the attitudes toward the product
C) narrow the discrepancy between the ideal and actual states
D) position the product as the solution to the consumer's problem
E) narrow the discrepancy between the expectations and aspirations

Question 39

Internal information search is

A) searching for information from within one's reference group.
B) examining online web information before going to other sources.
C) surprisingly restricted to external sources of influence.
D) searching one's closet before going shopping.
E) the process of recalling stored information from memory.

Question 40

The greater the discrepancy between the ideal state and the actual state,

A) the lower the recall for marketing communications.
B) the higher the ability to process information about the product.
C) the lower the number of support arguments to marketing communications about the ideal state.
D) the more likely the consumer is to act.
E) the less likely the consumer is to act.

Question 41

In order to maximize the chance of being considered when consumers engage in internal search,marketers want to position their brands

A) as far away from the prototype as possible.
B) to maximize preference dispersion.
C) as close to the category prototype as possible.
D) at the beginning or the end of a consideration set.
E) near the end, but not last.

Question 42

Global brands such as Sony,IBM,McDonald's,Mercedes,and Coca-Cola are more likely to be in many consumers' consideration set primarily because of

A) cognitive dissonance.
B) brand image.
C) brand associations.
D) neutral attitudes.
E) brand familiarity.

Question 43

All of the following statements of the relationship between brand recall and choice are true except

A) there is a strong relationship between brand recall and choice.
B) there is a strong inverted U-shaped relationship between brand recall and choice.
C) the relationship between brand recall and choice is positive.
D) brands that are recalled are more likely to be chosen.
E) consumers' choices could be altered simply by manipulating recall, even when brand preferences were unchanged.

Question 44

If you are in the market to buy a new computer and suddenly see an ad for a particular brand,you will probably determine whether you like the brand at the time you see the ad.This is known as

A) goal-oriented processing.
B) online processing.
C) determinative cognitions.
D) determinative processing.
E) goal-oriented cognitions.

Question 45

Research has shown that grocery shoppers can remember whether something was expensive or the general size of the package,but they cannot remember numbers.This is an example of the fact that when consumers recall attribute information,it tends to be

A) broad but limited in the number of brands.
B) specific to one product category.
C) in summary or simplified form.
D) in detail.
E) only for consumers who have encoded the information under low MAO.

Question 46

Ron did not know much about sofas,but he did know that the more expensive ones were better than the cheaper ones.Ron was using price as

A) diagnostic information.
B) vivid information.
C) a peripheral cue.
D) a goal-related cue.
E) an affect-based cue.

Question 47

Armor All created the category of automotive protectants and is the dominant brand in many countries.This brand is a good example of a

A) brand extension.
B) line extension.
C) schema.
D) prototype.
E) stereotype.

Question 48

Research has clearly shown that consumers can recall ____ even when the opportunity to process is low.

A) concrete cues
B) messages not related to aspirations
C) messages not related to expectations
D) abstract cues
E) salient attributes

Question 49

Our evaluations tend to form ____ the brand.

A) strong associative links with
B) less likely recalled neural networks for
C) more easily changed online judgments for
D) weaker schemas about
E) fewer retrieval cues about

Question 50

In order to gain a competitive advantage for a product or a service,marketers need to identify when attributes are

A) peripheral.
B) ideal.
C) diagnostic.
D) actual.
E) subliminal.

Question 51

When people think of "fast food with good value," they think of burger chains such as McDonald's or Wendy's.This is best thought of as an example of ____ increasing recall.

A) affect
B) a goal
C) an attitude
D) a salient attribute
E) a support argument

Question 52

Some consumers fly rather than taking the train,even when train travel is faster and cheaper,simply because they do not consider train travel.This is an example of

A) a choice not included in the consideration set.
B) restriction of memory by the actual state of the consumer.
C) restriction of memory by the ideal state of the consumer.
D) brand extensions that a consumer would consider purchasing.
E) choices that are limited by the extent of favorable information available.

Question 53

The major variables that will influence the recall of attribute information might include all of the following except

A) accessibility.
B) diagnosticity of attributes.
C) salience.
D) brand name length.
E) vividness.

Question 54

A consideration set usually contains

A) only one brand.
B) between 15 and 20 brands.
C) one or two brands, depending on the product category.
D) at least 20 brands.
E) between two to eight brands.

Question 55

When information is both salient and diagnostic,there is what is known as

A) attribute determinacy.
B) diagnostic salience.
C) accessibility.
D) vivid salience.
E) neural network enrichment.

Question 56

Seeing an apple (for Macintosh)or the Marlboro Man may make it easier for consumers to remember and consider these brands when making a decision.This is best thought of as an example of a(n)____ placing the brand in the consideration set.

A) retrieval cue
B) usage situation
C) attitude
D) brand image
E) evaluation

Question 57

Timberland stresses the attribute "sturdiness" in all its global advertising,thereby having the same image in every country.Timberland is trying to make this attribute

A) an affective cue.
B) a goal-related cue.
C) a new ideal state.
D) a salient attribute.
E) a support argument.

Question 58

The ability of consumers to process information as they are viewing it is known as

A) dual coding mode.
B) dual enhancement.
C) central integration.
D) peripheral integration.
E) online processing.

Question 59

____ help(s)us distinguish objects from one another.

A) Accessibility
B) Availability
C) External and internal retrieval cues
D) Consumption goals
E) Diagnostic information

Question 60

Everything else at the restaurant was fine,but after Kimberly discovered an insect in her soup,she decided not to return.This is an example of how

A) retrieval cues affect decision making for services.
B) negative information can be diagnostic.
C) consumption goals can affect repurchase decisions.
D) the consideration set can be important for consumption.
E) goal-related cues affect decision making for services.

Question 61

When there is problem recognition,a(n)____ will usually be started.

A) ongoing search
B) prepurchase search
C) actual state formation
D) consumptive reaction
E) evaluative myopia

Question 62

All of the variables that influence the recall of certain attributes can lead to the ____ for other diagnostic attributes due to limitations in consumers' processing capacity.

A) increased motivation in processing
B) increased attention
C) inhibition of recall
D) decreased motivation in processing
E) increased structuring of information

Question 63

There are two basic types of external search by consumers:

A) prepurchase and ongoing.
B) consumptive and disposal.
C) short range and long term.
D) immediate and medium range.
E) iconic and echoic.

Question 64

____ is (are)a consumer's own perception about what he or she knows relative to others.

A) Objective schemas
B) Objective knowledge
C) Perceptual position
D) Subjective knowledge
E) Objective criteria

Question 65

Inhibition is important for marketers because

A) it can increase MAO to process information about the general evaluation of a brand.
B) it can decrease MAO to process information about the general evaluation of a brand.
C) it will usually bias information about a brand in a positive direction.
D) key aspects of a brand may not even enter the consumer decision process.
E) it can lead to forgetting attitudes about a brand.

Question 66

Confirmation bias refers to the fact that

A) we are more likely to recall information that reinforces rather than contradicts our overall beliefs.
B) we only like brands with which we are familiar.
C) positive information about a brand is most likely to be recalled.
D) negative information about a brand is most likely to be recalled.
E) diagnostic information about a brand is most likely to be recalled.

Question 67

Enduring involvement is

A) a high level of ongoing response over time.
B) affective responses to specific brands.
C) the long-term perceptual response to involvement.
D) the long-term cognitive effects of involvement in a product category.
E) a perceptual framework that is particularly resistant to change.

Question 68

Diana hated Leakthrough tents.She could easily remember negative information about the brand,but had a difficult time recalling any positive information she had heard.This is referred to as

A) the reinforcement bias.
B) the diagnosticity complex.
C) attribute determinance.
D) recall bias.
E) confirmation bias.

Question 69

Consumers can acquire additional information from outside sources through

A) internal search.
B) inhibition.
C) diagnosticity.
D) discursive processing.
E) external search.

Question 70

Recall of ____ involves the recall of information from autobiographical memory.

A) attributes
B) ordinal information
C) experiences
D) chunks
E) consideration sets

Question 71

Amy enjoyed fine wine.She subscribed to Wine Spectator magazine,attended wine tastings,and visited wineries.In terms of external information search,Amy was engaged in

A) prepurchase search.
B) ongoing search.
C) situational search.
D) enduring search.
E) inebriated search.

Question 72

Sometimes we can recall moderately contradictory information because

A) it is irritating.
B) we elaborate on it as we attempt to understand it.
C) there are more associations attached to it.
D) this information is better organized.
E) this information is processed under low MAO.

Question 73

Online search activity is increasing because namely:

A) online sources are very convenient.
B) online search has low delivery costs.
C) offline search is less expensive.
D) offline search is less time consuming.
E) online sources are merging into main search engines.

Question 74

Factors that will increase the motivation to process information as it relates to external search could include all of the following except

A) involvement and perceived risk.
B) the perceived costs and benefits of search.
C) the nature of the consideration set.
D) the speed at which information is processed.
E) attitudes toward the search.

Question 75

In buying a house,very vivid or salient information,such as selling price,carpet,and the number of bathrooms,might ____ other important information,thus biasing judgment because important information will be ignored.

A) increase need for cognition to increase the processing of
B) increase the processing speed of
C) inhibit the recall of
D) decrease the motivation to process
E) increase the structuring of information for

Question 76

____ is a processing bias that alters the nature of recall.

A) A goal-oriented cognition
B) Relative deprivation
C) Echoic memory
D) A search bias
E) Reactance

Question 77

Consumers can now search online for information from all of the major categories of external searches except

A) retail sources.
B) media sources.
C) interpersonal sources.
D) independent sources.
E) All of these sources can be accessed online.

Question 78

The relationship between involvement and perceived risk is

A) inverse.
B) direct.
C) uncertain.
D) very weak.
E) U-shaped.

Question 79

Because Cathy was about to have triplets,her husband Don was very interested in any baby-related products.This is referred to as

A) enduring involvement.
B) particular involvement.
C) perceptual response.
D) particular response.
E) situational involvement.

Question 80

A consumer might consistently read computer magazines because of a high degree of enduring involvement.This is an example of

A) diagnosticity.
B) vivid involvement.
C) ongoing search.
D) problem recognition.
E) internal search.