Deck 14: Consumer Decision Making and Diffusion of Innovations

Question 1

A ________ is the selection of an option from two or more alternative choices.

A) mood
B) decision
C) gift
D) consumer model
E) Hobson's choice

Answer 1

B

Question 2

In cases of ________, consumers have experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Answer 2

E

Question 3

The ________ model includes three components: input, process, and output.

A) consumer decision-making
B) routinized response
C) family branding
D) impulse purchase
E) consumer complexity

Answer 3

A

Question 4

Purchasing a diamond represents ________ because consumers buy diamonds infrequently and have no established criteria for evaluating them.

A) impulse purchase behavior
B) limited problem solving
C) habitual purchase behavior
D) routinized response behavior
E) extensive problem solving

Question 5

A consumer is most likely to use ________ when purchasing a new, updated version of something that he or she has purchased before, such as replacing an old laptop with a new one.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 6

Comments of a friend, an editorial in the newspaper, and usage of a product by a family member are examples of ________.

A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs

Question 7

A product's package, guarantees, mass-media advertising for the product, direct marketing for the product, and the selection of distribution channels to move the product from the manufacturer to the consumer are examples of ________.

A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs

Question 8

In cases of ________, the consumer needs a great deal of information to establish a set of criteria on which to judge specific brands and a correspondingly large amount of information concerning each of the brands to be considered.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 9

Within the context of the model of consumer decision making, a firm's ________ activities are a direct attempt to reach, inform, and persuade consumers to buy and use its products.

A) marketing mix
B) output
C) decision
D) input
E) sociocultural environment

Question 10

A firm's marketing activities that attempt to reach, inform, and persuade consumers to buy and use its products are ________.

A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs

Question 11

Maria needs a new pair of jeans. She knows that pants from American Eagle, in size 10, tend to fit her very well in the waist and hips and are long enough, so she goes to American Eagle and picks up a pair. Maria's is a case of ________.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 12

In cases of ________, consumers have already established the basic criteria for evaluating the product category and the various brands in the category, but have not fully established preferences concerning a select group of brands.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 13

Within the context of the model of consumer decision making, the marketing mix activities of organizations and non-marketing sociocultural influences are the chief ________ factors.

A) cognitive
B) output
C) decision
D) input
E) emotional

Question 14

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
E) decision

Question 15

Extensive and limited problem solving, and routinized response behavior are three specific levels of ________.

A) conjunctive decision rules
B) economic problem solving
C) affect referral rules
D) gifting behavior
E) consumer decision making

Question 16

A consumer is most likely to use ________ when buying an expensive, important, or technically complicated product or service for the first time.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 17

Purchasing Advil represents ________ because consumers have experience with over-the-counter pain relievers and do not need to establish the criteria for evaluating them.

A) impulse purchase behavior
B) partial problem solving
C) high involvement purchase behavior
D) routinized response behavior
E) extensive problem solving

Question 18

Martin needs a new hybrid-electric car that can seat four people comfortably and has a trunk that will hold a set of golf clubs, but isn't sure which brand of hybrid-electric car would be best. Martin's is a case of ________.

A) habitual problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 19

Of the three levels of consumer decision making, ________ requires the greatest effort on the part of the consumer.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 20

The ________ component of the consumer decision-making model draws on external influences as sources of information about a particular product that influence a consumer's product-related values, attitudes, and behavior.

A) marketing mix
B) output
C) decision
D) input
E) emotional

Question 21

________ begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product.

A) Marketing mix
B) Prepurchase search
C) Need recognition
D) Evaluation of alternatives
E) Psychological field

Question 22

According to a study of external search effort associated with different product categories, as search effort increased, consumer attitudes toward shopping became more ________ and ________ time was made available for shopping.

A) negative; more
B) negative; less
C) positive; more
D) positive; less
E) negative; the same amount of

Question 23

In high risk situations, consumers are likely to engage in complex and extensive ________.

A) information search
B) need recognition
C) routinized behavior
D) psychological field reorganization
E) self-assessment

Question 24

Beth is tired of carrying around a cumbersome CD player and a heavy collection of CDs so she can listen to her music on-the-go, and so has decided to convert her CD music collection to MP3 and buy an iPod. This is an example of ________ need recognition.

A) hypothetical state
B) acquired state
C) desired state
D) avoidance state
E) psychological state

Question 25

External search effort associated with purchase is greatest when ________.

A) consumers have high product category knowledge
B) consumers do not care about the purchase
C) the purchase situation is low-risk
D) product category knowledge is low
E) subjective knowledge is high

Question 26

________ is the number of alternatives and the amount of information available for each alternative.

A) Information organization
B) Psychological field
C) External source
D) Time constraint
E) Task complexity

Question 27

Within the context of the model of consumer decision making, the ________ represents the internal influences that affect consumers' decision-making processes.

A) marketing mix
B) prepurchase search
C) decision
D) evaluation of alternatives
E) psychological field

Question 28

Which of the following is an important form of external information?

A) memories
B) past experience
C) shopping
D) heuristics
E) knowledge

Question 29

________ is the presentation, format, and content of available information.

A) Information organization
B) Psychological field
C) External source
D) Time constraint
E) Task complexity

Question 30

The ________ component of the consumer decision-making model is concerned with how consumers make decisions.

A) process
B) output
C) decision
D) input
E) emotional

Question 31

Within the context of the model of consumer decision making, ________ is likely to occur when a consumer is faced with a "problem."

A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field

Question 32

When a product fails to perform satisfactorily, it triggers ________ need recognition.

A) hypothetical state
B) actual state
C) desired state
D) avoidance state
E) psychological state

Question 33

Past experience is considered a(n)________ source of information.

A) irrelevant
B) risky
C) external
D) internal
E) limited

Question 34

John has decided that he needs to switch cellular service providers because his cell phone doesn't work in his new apartment. Within the context of the model of consumer decision making, this is an example of ________ need recognition.

A) hypothetical state
B) actual state
C) desired state
D) avoidance state
E) psychological state

Question 35

Which of the following is NOT a factor that increases prepurchase search?

A) high price
B) short periods of time between successive purchases
C) no past experience
D) a socially visible product
E) high product involvement

Question 36

Chaz is tired of lugging around a digital camera on location site visits as he tries to identify potential retail properties, so he decides to buy a new cell phone with a high quality digital camera. The desire for the new camera was prompted by ________.

A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field

Question 37

Newspaper or magazine articles, direct-mail brochures, and websites are considered ________ prepurchase information sources.

A) external
B) evoked
C) independent
D) network
E) personal

Question 38

Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase information sources.

A) impersonal
B) evoked
C) independent
D) network
E) external

Question 39

Within the context of the model of consumer decision making, the ________ includes the unwritten codes of conduct that indicate which consumption behavior should be considered "right" or "wrong."

A) marketing mix
B) output
C) decision
D) input
E) sociocultural influences

Question 40

A study of ________ suggests postpurchase dissonance results from unsuccessful prepurchase search.

A) search frustration
B) out-of-stock situations
C) discretionary search
D) search regret
E) cognitive challenges

Question 41

________ are consumers who use coupons or sales to decide among brands and products that fall within their evoked set.

A) Practical loyalists
B) Opportunistic switchers
C) Bottom-line price shoppers
D) Deal hunters
E) Cherry pickers

Question 42

Bob wants to save electricity and considers energy-efficient light bulbs. He finds that the light they emit is too faint to be acceptable, and so he returns to using less energy-efficient bulbs. Bob made his bulb choice using a(n)________.

A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule

Question 43

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) emotional set
D) independent set
E) evoked set

Question 44

The ________ consists of brands the consumer is indifferent toward because they are perceived as not having any particular advantages.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 45

Hank wants a new digital camera and will accept for consideration any camera with greater than 10 megapixel resolution. Hank is using a(n)________.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 46

________ occurs when a product's performance is below expectations and the consumer is dissatisfied.

A) Positive disconfirmation of expectations
B) Negative disconfirmation of expectations
C) Reverse dissonance
D) Postpurchase analysis
E) Brand loyalty

Question 47

A ________ is the exploratory phase of purchase behavior in which consumers attempt to evaluate a product through direct use.

A) gift purchase
B) trial purchase
C) loyalty purchase
D) repeat purchase
E) long-term commitment purchase

Question 48

Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a Milky Way. These three candy bars are in Tom's ________.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 49

Helen enjoys Jack's Links beef jerky. By contrast, she is indifferent to Oberto beef jerky, and dislikes Pemmican beef jerky. Oberto beef jerky is part of Helen's ________.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 50

Karen is buying a new laptop. She is looking for a light-weight computer. The laptop she purchases is a little heavier than she had originally hoped, but she was willing to accept the extra weight for a computer with a bigger, clearer screen. Karen made her purchase decision using a(n)________.

A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule

Question 51

Which of the following is NOT one of the ways consumers cope with missing information during the decision-making process:

A) develop arguments for why the missing information is important
B) delay the decision until the missing information is obtained
C) ignore missing information and continue with current decision rule using available attribute information
D) change customarily used decision strategy to one that better accommodates missing information
E) infer the missing information

Question 52

Conjunctive, disjunctive, and lexicographic rules are examples of ________.

A) affective decision rules
B) noncompensatory decision rules
C) effective decision rules
D) compensatory decision rules
E) cognitive decision rules

Question 53

________ are procedures used by consumers to reduce the burden of making complex decisions by providing guidelines or routines that make the process less taxing.

A) Evoked sets
B) Inert sets
C) Decision rules
D) Inept sets
E) Independent sets

Question 54

________, which consists of a brand's trustworthiness and expertise, improves the chances that the brand will be included in the consideration set.

A) Brand personality
B) Brand risk
C) Brand effort
D) Brand credibility
E) Brand attractiveness

Question 55

________ behavior is closely related to the concept of brand loyalty, which most firms try to encourage because it contributes to greater stability in the marketplace.

A) Gifting
B) Trial purchase
C) Permission marketing
D) Repeat purchase
E) Long-term commitment purchase

Question 56

In a(n)________, the consumer ranks a product's attributes in terms of perceived relevance or importance, then compares the various alternatives in terms of the single attribute that is considered most important. When two or more alternatives are comparable for the most important attribute, the consumer rates those alternatives on the basis of the second most important attribute.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 57

In a(n)________, the consumer establishes a separate, minimally acceptable level as a cutoff point for each brand attribute he or she is considering.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 58

A consumer who selects the product with the highest overall rating when considering all its attributes has used a(n)________.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 59

Consumers often develop shortcut decision rules to facilitate the decision-making process and to cope with ________.

A) lack of information
B) too much information
C) contradicting information
D) negative information
E) inconsistent information

Question 60

The ________ consists of brands the consumer excludes from the purchase consideration because they are felt to be unacceptable.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 61

During the ________ stage of the adoption process, the consumer undertakes a "mental trial" of the innovation.

A) awareness
B) trial
C) adoption
D) interest
E) evaluation

Question 62

Digital cameras and digital video recorders were somewhat disruptive to consumers, but did not change the basic behavior patterns established with photography and film. These are best described as ________.

A) discontinuous innovations
B) dynamically discontinuous innovations
C) dynamically continuous innovations
D) statically continuous innovations
E) continuous innovations

Question 63

The Lambert family (which has five family members)gives their babysitter a high school graduation gift. This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 64

In the COLLEGE MINI CASE, Columbia is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Question 65

In the COLLEGE MINI CASE, Yale is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Question 66

The degree to which potential customers perceive new products as superior to existing substitutes is its ________.

A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability

Question 67

Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks. This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 68

Many software companies allow customers to use limited versions of their software free for 30 days. This strategy tries to increase the diffusion of a new product through increasing ________.

A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability

Question 69

In the COLLEGE MINI CASE, Cornell is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Question 70

________ can be thought of as the gift exchange that takes place between a giver and a recipient.

A) Postpurchase evaluation
B) Loyalty programs
C) Gifting behavior
D) Permission marketing
E) Long-term commitment purchase

Question 71

A ________ involves the introduction of a modified product rather than a totally new product, and has the least disruptive influence on established patterns.

A) discontinuous innovation
B) dynamically discontinuous innovation
C) dynamically continuous innovation
D) statically continuous innovation
E) continuous innovation

Question 72

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday. He knows she will expect the "perfect" gift. He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume. His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."
In the GIFT MINI CASE, when Winston gives Vanessa a gift for her birthday, this is known as ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 73

________ is a macro process concerned with the spread of a new product from its source to the consuming public.

A) Adoption
B) Assumption
C) Diffusion
D) Innovation
E) Introduction

Question 74

In the COLLEGE MINI CASE, when Cornell tries to convince students that they have made the right decision, they are trying to encourage a positive ________.

A) need recognition
B) postpurchase evaluation
C) purchase behavior
D) evaluation of alternatives
E) prepurchase evaluation

Question 75

Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its accounting firm. This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 76

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
In the COLLEGE MINI CASE, Evelyn's college counselor is a(n)________ source of prepurchase information.

A) impersonal
B) affective
C) cognitive
D) inert
E) personal

Question 77

Barry buys a necklace as a gift for his girlfriend. This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 78

________ implies the notion of a trade-off of benefits - like the features of the purchased item - versus the sacrifice necessary to purchase it - like the time investment and the price.

A) Satisfaction
B) Dissonance
C) Value
D) Influence
E) Perception

Question 79

________, the degree to which a new product is difficult to understand or use, is especially important when it comes to innovation in high-tech consumer products.

A) Relative advantage
B) Compatibility
C) Complexity
D) Trialability
E) Observability

Question 80

Marge and Steve treat themselves (a small family unit)to a Caribbean cruise for their 25?? wedding anniversary. This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting