Deck 14: Decision making

Question 1

At the _____ level of problem solving, consumers have already established the basic criteria for evaluating the product category and the various brands in the category. However, they have not fully established preferences concerning a select group of brands.

A) limited
B) routinised-response
C) extensive
D) primary

Answer 1

limited

Question 2

When consumers have some experience with the product category and a well-established set of criteria with which to evaluate the brands in their evoked sets, they would use:

A) routine problem solving.
B) extensive problem solving.
C) limited problem solving.
D) primary problem solving.

Answer 2

routine problem solving.

Question 3

The consumer-related model of decision making that portrays the consumer as one who makes rational decisions is the:

A) passive model.
B) active model.
C) cognitive model.
D) economic model.

Answer 3

economic model.

Question 4

The economic model of consumer decision making requires all the following except:

A) the consumer must be aware of all available product alternatives.
B) the consumer must be capable of ranking each alternative in terms of benefits.
C) the consumer must be able to identify the best alternative.
D) the consumer must have unique values and goals to use in evaluating the alternatives.

Question 5

Which of the following is not one of the levels of consumer decision making?

A) Extensive problem solving.
B) Non-response behaviour.
C) Routinised-response behaviour.
D) Limited problem solving.

Question 6

Marketers whose primary interest is in the 'hard sell' would prefer that consumers operate using the _____ of decision making.

A) economic model
B) passive model
C) cognitive model
D) active model

Question 7

Which of the four models is often rejected because it is too idealistic and simplistic?

A) The economic model of decision making.
B) The passive model of decision making.
C) The cognitive model of decision making.
D) The emotional model of decision making.

Question 8

In a purchase situation in which the consumer requires no additional information, the consumer would be using:

A) extensive problem solving.
B) routine problem solving.
C) limited problem solving.
D) primary problem solving.

Question 9

When the number of purchase alternatives is reduced to one, you have a(n):

A) decision.
B) alternative.
C) Hobson's choice.
D) forced consumption.

Question 10

The selection of an action from two or more alternative choices describes a(n):

A) alternative.
B) choice.
C) selection.
D) decision.

Question 11

Debbie has decided the criteria she is going to use in determining which refrigerator to purchase. She is now collecting information on how some of the brands on the market perform on these criteria. Debbie is using:

A) routine problem solving.
B) extensive problem solving.
C) limited problem solving.
D) primary problem solving.

Question 12

The consumer-related model of decision making which views the consumer as a thinking problem solver is the:

A) emotional model.
B) cognitive model.
C) active model.
D) passive model.

Question 13

Justine was online looking at all the available winter jackets from her favourite brand and trying to decide which one to purchase. Justine was faced with a(n):

A) alternative.
B) option.
C) selection.
D) decision.

Question 14

What determines whether or not a situation represents a decision?

A) Someone must want to buy something.
B) There are at least two alternatives.
C) There are at least two parties.
D) Each party wants what the other has.

Question 15

The consumer-related model of decision making that assumes near perfect information regarding the available alternatives and the characteristics of each is the:

A) passive model.
B) active model.
C) cognitive model.
D) economic model.

Question 16

Between classes, Bryan goes down to the canteen area and buys his favourite beverage from the canned drink machine. Bryan undoubtedly used:

A) extensive problem solving.
B) secondary problem solving.
C) limited problem solving.
D) routine problem solving.

Question 17

Consumers are perceived as impulsive and irrational purchasers, ready to yield to the arms and aims of marketers in which model of decision making?

A) Cognitive model.
B) Emotional model.
C) Active model.
D) Passive model.

Question 18

A 'no-choice' decision is referred to as:

A) a decision-making process.
B) a free decision.
C) Dobson's choice.
D) Hobson's choice.

Question 19

Which of the following is not one of the common consumer-related models of decision making?

A) Economic model.
B) Passive model.
C) Active model.
D) Cognitive model.

Question 20

Deciding to purchase the same item at David Jones or Myer, represent what kind of decision?

A) Basic purchase or consumption decision.
B) Channel purchase decision.
C) Payment purchase decision.
D) Brand decision.

Question 21

The cognitive model of the decision-making process yields _____ decisions.

A) perfect
B) satisfactory
C) poor
D) irrational

Question 22

Unlike an emotion, which is a response to a particular environment, a _____ is more typically an unfocused, pre-existing state already present when a consumer experiences an advertisement, a retail environment, a brand or a product.

A) feeling
B) mood
C) thought
D) none of the above

Question 23

Impulsive purchases would be best explained by the model of decision making known as the:

A) passive model.
B) cognitive model.
C) economic model.
D) emotional model.

Question 24

The consumer-related model of decision making which places the most focus on the process of alternative evaluation is the:

A) emotional model.
B) economic model.
C) active model.
D) cognitive model.

Question 25

Mark recognises that he cannot gain all the information about every car available in the market before he makes his purchase decision. So he gathers information until he is satisfied that the information is sufficient to make an informed decision. Mark is most likely to be operating by the model of decision making known as the:

A) active model.
B) cognitive model.
C) passive model.
D) economic model.

Question 26

With respect to consumer decision making, in the _____ the consumer is perceived as being impulsive and irrational and ready to yield to the arms and aims of marketers.

A) economic model
B) passive model
C) cognitive model
D) emotional model

Question 27

The principal limitation with the _____ of consumer decision making is that it fails to recognise that consumers can play an equal or even dominant role in many buying situations.

A) economic model
B) passive model
C) cognitive model
D) emotional model

Question 28

In general, consumers in a _____ mood recall more information about a product than those in a _____ mood.

A) positive; negative
B) negative; positive
C) neutral; positive
D) negative; neutral

Question 29

When consumers place less emphasis on pre-purchase search, they are most likely following the _____ of the consumer decision-making process.

A) economic model
B) passive model
C) cognitive model
D) emotional model

Question 30

_____ are important to decision making. They can be defined as a 'feeling state' or state of mind.

A) Emotions
B) Senses
C) Moods
D) Goals

Question 31

'Feeling-oriented' advertising would have the greatest effect on the:

A) passive consumer.
B) cognitive consumer.
C) economic consumer.
D) emotional consumer.

Question 32

In the cognitive model of decision making, consumers often develop shortcut decision rules called _____ to facilitate the decision-making process.

A) disjunctions
B) evoked sets
C) lexicographic rules
D) heuristics

Question 33

Consumers often develop shortcut decision rules called heuristics to facilitate the decision making process and to cope with:

A) too little information.
B) too much information.
C) contradictory information.
D) negative information.

Question 34

The _____ of consumer decision making depicts the consumer as basically submissive to the self-serving interests of marketers.

A) economic model
B) passive model
C) cognitive model
D) emotional model

Question 35

External influences that serve as sources of information about a particular product would be considered to be:

A) inputs.
B) processes.
C) activities.
D) considerations.

Question 36

The classical economic model of decision making has been criticised for all the following except:

A) people are limited by their existing skills, habits and reflexes.
B) people are limited by their existing values and goals.
C) people are limited by the extent of their knowledge.
D) people are limited by the resources they are able to refer to.

Question 37

With respect to consumer decision making, in the _____ the consumer is perceived as being an information processor and thinking problem solver who is actively searching for products and services that fulfil his needs and enrich his daily life.

A) economic model
B) passive model
C) cognitive model
D) emotional model

Question 38

In a(n) _____ purchase decision, less emphasis is placed on the search for pre-purchase information and greater emphasis is placed on current mood and feeling.

A) cognitive
B) passive
C) impulse
D) emotional

Question 39

The carrying of deep feelings or associations about a particular product would be consistent with the consumer-related model of decision making known as the:

A) active model.
B) cognitive model.
C) passive model.
D) emotional model.

Question 40

Wendy was having a bad day, so she decided to treat herself to a gourmet meal. Wendy's decision would best be explained by the model of decision making known as the:

A) passive model.
B) emotional model.
C) economic model.
D) active model.

Question 41

Ed is watching his favourite TV show. The commercials that he sees according to the model of consumer decision making would be:

A) considerations.
B) processes.
C) activities.
D) inputs.

Question 42

If influences in the model of consumer decision making are non-commercial in nature, then you know you are dealing with inputs that are:

A) psychographic.
B) lifestyle.
C) demographic.
D) sociocultural.

Question 43

When considering marketing inputs in the model of consumer decision making, marketers must pay the most attention to the message's:

A) intended impact.
B) perceived impact.
C) desired impact.
D) planned impact.

Question 44

_____ in the consumer decision-making process begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product.

A) Need recognition
B) Evaluation of alternatives
C) Pre-purchase search
D) Motivation

Question 45

Which of the following is not one of the sociocultural inputs that affect the consumer decision-making process?

A) Family.
B) Social class.
C) Motivation.
D) Consumer reports.

Question 46

The psychological field represents an important part of the process stage in the consumer decision-making model. Which of the following is not a psychological factor?

A) Learning.
B) Personality.
C) Perception.
D) Experience.

Question 47

Sarah is deciding on what brand laundry detergent to purchase and the first thing she thinks about are the previous laundry detergents she has purchased. This example shows that the pre-purchase search often starts with which type of information?

A) External information.
B) Primary information.
C) Internal information.
D) Secondary information.

Question 48

A firm that had developed an innovative new product would hope to trigger a consumer's:

A) expectation state.
B) actual state.
C) performance state.
D) desired state.

Question 49

The major inputs in the model of consumer decision making are:

A) marketing-related and psychographic.
B) lifestyle and sociocultural.
C) psychographic and demographic.
D) marketing related and sociocultural.

Question 50

When problem recognition is triggered for a consumer because a product fails to perform satisfactorily, this is known as the consumer's:

A) desired state.
B) actual state.
C) performance state.
D) expectation state.

Question 51

The aspect of the model of consumer decision making that is involved with how consumers make decisions is called the:

A) consideration.
B) process.
C) activity.
D) input.

Question 52

Which of the following is not part of the process stage of the model of consumer decision making?

A) Need recognition.
B) Evaluation of alternatives.
C) Trial.
D) Pre-purchase search.

Question 53

Which of the following is not an example of a marketing input in the model of consumer decision making?

A) Product.
B) Price.
C) Promotion.
D) All of the above are examples of marketing inputs.

Question 54

The consumer's experience with a product plays a major role in the _____ stage of the model of consumer decision making.

A) input
B) process
C) trial
D) output

Question 55

Which of following is correct order of events of the process component of the model of consumer decision making?

A) Pre-purchase search - need recognition - evaluation of alternatives.
B) Sociocultural environmental influence - pre-purchase search - evaluation of alternatives.
C) Pre-purchase search - sociocultural environmental influence - evaluation of alternatives.
D) Need recognition - pre-purchase search - evaluation of alternatives.

Question 56

A company had carefully designed its promotional message to convince its target market that it produced the best athletic shoe. Tom had seen the firm's ads and thought the product was useless. The firm should be most interested in their message's:

A) intended impact.
B) desired impact.
C) perceived impact.
D) planned impact.

Question 57

Which of the following statements about sociocultural inputs is false?

A) The sociocultural environment exerts a major influence on the consumer.
B) Sociocultural inputs consist of a wide range of non-commercial influences.
C) The comment of a celebrity endorser in an advertisement of a product is an example of a sociocultural input.
D) Sociocultural inputs do not necessarily support the purchase or consumption of a specific product.

Question 58

The uncertainty of a purchase and its consequences are the primary elements of the concept of:

A) perceived risk.
B) cognitive dissonance.
C) fear.
D) post-purchase dissonance.

Question 59

Betty was not happy to rely on public transport as she could not afford a car. In terms of problem recognition, this suggests that she is in a(n):

A) actual state.
B) desired state.
C) performance state.
D) expectation state.

Question 60

A consumer making a routine purchase is most likely to place the strongest reliance on:

A) internal information.
B) primary information.
C) external information.
D) secondary information.

Question 61

After considering all of the information on washing machines available, Adrian had four models that he felt would sufficiently meet his purchase criteria. These four would make up his:

A) evoked set.
B) inept set.
C) inert set.
D) acceptable set.

Question 62

An examination of the external search efforts associated with the purchase of different product categories found that as the amount of total search effort increased, consumer attitudes toward shopping:

A) became more positive.
B) made more time available for shopping.
C) became more negative.
D) both (a) and (b).

Question 63

Concern that a product will not perform as expected is known as:

A) physical risk.
B) time risk.
C) functional risk.
D) financial risk.

Question 64

The act of making a decision includes a stage that has been identified as (the):

A) want development.
B) perceived risk.
C) evaluation of alternatives.
D) feedback.

Question 65

The concern that a product will not be consistent with one's self-image deals with:

A) functional risk.
B) psychological risk.
C) physical risk.
D) time risk.

Question 66

Jim had tried a particular brand of barbecue sauce. He felt that the product was okay, but that there were several others on the market that were better. It is most likely that Jim places the product in this:

A) evoked set.
B) acceptable set.
C) inept set.
D) inert set.

Question 67

Sam had purchased a new deodorant and was worried whether it would really eliminate the smell to avoid embarrassment. Sam was concerned with:

A) physical risk.
B) time risk.
C) functional risk.
D) social risk.

Question 68

The evoked set is also called the:

A) inert set.
B) inept set.
C) evaluation set.
D) consideration set.

Question 69

The amount of external search depends on the previous knowledge and experience of the consumer, the ______ involved in the decision, and other factors related to the information itself.

A) fear
B) cognitive dissonance
C) perceived risk d post-purchase dissonance

Question 70

The _____ refers to the specific brands a consumer considers in making a purchase within a particular product category.

A) inert set
B) inept set
C) evoked set
D) evaluation set

Question 71

_______ risk is the risk that a poor product choice will bruise the consumer's ego. For example: 'Will I really be proud to invite friends to this house?'.

A) Ego
B) Social
C) Functional
D) Psychological

Question 72

Janice is gathering information about flat screen televisions because she feels that it is about time to replace her old TV. She is involved in the stage of making a consumer decision that is known as (the):

A) want development.
B) evaluation of alternatives.
C) perceived risk.
D) pre-purchase search.

Question 73

When consumers engage in smart shopping, they are:

A) willing to spend a considerable amount of time and effort to seek and use promotional information to obtain price saving.
B) likely to cut their shopping time considerably to settle for a satisfactory decision.
C) utilising technology to find the best combination of price and quality.
D) shopping in the off-season.

Question 74

Which of the following factors is not likely to increase pre-purchase search?

A) First-time purchase.
B) New products.
C) Highly satisfactory experience with a previous brand.
D) Large variation in features.

Question 75

John is thinking about purchasing a new car, but he is not sure his favourite model is really what he needs and is concerned that he might buy a 'lemon'. John's decision is being affected by:

A) post-purchase dissonance.
B) cognitive dissonance.
C) fear.
D) perceived risk.

Question 76

A firm would be most concerned about its marketing mix if a significant number of the target market place the product in their:

A) evoked set.
B) acceptable set.
C) inept set.
D) inert set.

Question 77

If one does not have faith in the cost-benefit analysis of the product purchase then they are being influenced by:

A) financial risk.
B) psychological risk.
C) physical risk.
D) time risk.

Question 78

The concern that a product may pose a danger to one's self or to others is:

A) functional risk.
B) time risk.
C) social risk.
D) physical risk.

Question 79

The _____ consists of brands the consumer excludes from purchase consideration because they are felt to be unacceptable or seen as inferior.

A) inert set
B) inept set
C) evoked set
D) consideration set

Question 80

Anne spent a whole week searching for a new couch for her living room. She is concerned she has spent too much effort, she is concerned with:

A) functional risk.
B) psychological risk.
C) physical risk.
D) time risk.