Question 1

Why is it important to understand whether the consumer recalls a brand from a consideration set or merely recognizes it?

Accepted Answer

Because it changes the emphasis of what a company should try to teach consumers. If consideration is contingent on consumers' ability to recall the company's offering, then it's clearly in the company's best interests to educate consumers sufficiently so that they are able to do so. In this situation, simply recognizing the brand name for product packaging is not sufficient. At other times, however, such recognition is sufficient, as is often the case for many of the decisions made inside the supermarket. In these instances, teaching consumers about what the name and packaging looks like is critical.

Question 2

A funnel search strategy is where consumers begin their Internet search with generic terms but eventually refine their search with terms focusing on specific products.

Accepted Answer

A) True 
 B)False  True

Question 3

Businesses are able to encourage need recognition by:

Accepted Answer

A)   changing consumers' desired states
B)   changing consumers' perceptions of their actual states
C)   reminding consumers of their needs
D)   A and B
E)   A, B, and C E

Question 4

When information acquisition occurs on a relatively regular basis regardless of sporadic purchase needs, it is called pre-purchase search.

Accepted Answer

A) True 
 B)False

Question 5

Under a lexicographic strategy, brands are compared initially on the most important attribute.

Accepted Answer

A) True 
 B)False

Question 6

The consideration set:

Accepted Answer

A)   consists of those alternatives considered during decision making.
B)   typically contains only a subset of the total number of alternatives available in the marketplace.
C)   is fairly stable in size across different consumers.
D)   A and B
E)   A, B, and C

Question 7

One potential benefit of understanding need recognition is that it may reveal a market segment with unsatisfied desires, thereby providing businesses with new sales opportunities.

Accepted Answer

A) True 
 B)False

Question 8

This evaluation strategy closely resembles the lexicographic decision rule except that it also involves the use of cutoffs.

Accepted Answer

A)   Simple additive
B)   Conjunctive
C)   Elimination by aspects
D)   Compensatory
E)   None of the above.

Question 9

Which of the following could serve as a signal to consumers in making judgments about a product's quality?

Accepted Answer

A)   Price
B)   Warranty
C)   Brand Name
D)   A and C
E)   A, B, and C

Question 10

There is ____ relationship between consumer knowledge and search.

Accepted Answer

A)   a positive
B)   a negative
C)   a U-shaped
D)   an inverted-U
E)   None of the above.

Question 11

Cutoffs are an important part of the categorization process.

Accepted Answer

A) True 
 B)False

Question 12

Mary Jane is quite satisfied with her most recent purchase of hair care items. For future purchases of that nature, she is most likely to rely on:

Accepted Answer

A)   internal search
B)   the generation of new needs
C)   external search
D)   the advice of friends
E)   the advice of her beautician

Question 13

Influencing product recognition is a more effective way of gaining consideration than influencing product recall, especially when the consideration set is formed based on a search of memory.

Accepted Answer

A) True 
 B)False

Question 14

Haptic information is information acquired through the consumer's sense of smell.

Accepted Answer

A) True 
 B)False

Question 15

The most notable difference between the consideration set and the retrieval set is that the size of the retrieval set is always larger than the size of the consideration set.

Accepted Answer

A) True 
 B)False

Question 16

____ search involves the retrieval of knowledge from memory, whereas ____ search consists of collecting information from the marketplace.

Accepted Answer

A)   Primary; secondary
B)   Internal; external
C)   Generic; selective
D)   Subjective; objective
E)   None of the above.

Question 17

According to a funnel search strategy, consumers begin their Internet search by entering ____ into a search engine.

Accepted Answer

A)   a particular brand name
B)   a generic term
C)   a particular retailer's name
D)   All of the above.
E)   None of the above.

Question 18

When a consumer uses a piecemeal process, a choice alternative is evaluated in terms of the category to which it is assigned.

Accepted Answer

A) True 
 B)False

Question 19

Piecemeal processing normally involves constructing an evaluation of a product by adding together bits and pieces of information.

Accepted Answer

A) True 
 B)False

Question 20

In this evaluation strategy, cutoffs are established for each salient attribute. Each brand is compared, one at a time against this set of cutoffs.

Accepted Answer

A)   Lexicographic
B)   Simple additive
C)   Conjunctive
D)   Elimination by aspects
E)   Compensatory

Exam 4: Pre-Purchase Processes: Need Recognition, Search, and Evaluation

Why is it important to understand whether the consumer recalls a brand from a consideration set or merely recognizes it?

A funnel search strategy is where consumers begin their Internet search with generic terms but eventually refine their search with terms focusing on specific products.

Businesses are able to encourage need recognition by:

When information acquisition occurs on a relatively regular basis regardless of sporadic purchase needs, it is called pre-purchase search.

Under a lexicographic strategy, brands are compared initially on the most important attribute.

The consideration set:

One potential benefit of understanding need recognition is that it may reveal a market segment with unsatisfied desires, thereby providing businesses with new sales opportunities.

This evaluation strategy closely resembles the lexicographic decision rule except that it also involves the use of cutoffs.

Which of the following could serve as a signal to consumers in making judgments about a product's quality?

There is ____ relationship between consumer knowledge and search.

Cutoffs are an important part of the categorization process.

Mary Jane is quite satisfied with her most recent purchase of hair care items. For future purchases of that nature, she is most likely to rely on:

Influencing product recognition is a more effective way of gaining consideration than influencing product recall, especially when the consideration set is formed based on a search of memory.

Haptic information is information acquired through the consumer's sense of smell.

The most notable difference between the consideration set and the retrieval set is that the size of the retrieval set is always larger than the size of the consideration set.

search involves the retrieval of knowledge from memory, whereas search consists of collecting information from the marketplace.

According to a funnel search strategy, consumers begin their Internet search by entering ____ into a search engine.

When a consumer uses a piecemeal process, a choice alternative is evaluated in terms of the category to which it is assigned.

Piecemeal processing normally involves constructing an evaluation of a product by adding together bits and pieces of information.

In this evaluation strategy, cutoffs are established for each salient attribute. Each brand is compared, one at a time against this set of cutoffs.