Deck 3: The Consumer Decision Process

Question 1

The CDP model can be used to help guide product mix, communication, and sales strategies.

Answer 1

True

Question 2

Need recognition occurs when an individual perceives the ideal state and the actual state of affairs to be in harmony.

Answer 2

False

Question 3

Marketers must know consumers' needs.

Answer 3

True

Question 4

Understanding what consumers want enables manufacturers to better manage the number of product variations they offer to consumers.

Question 5

By understanding the stages in the consumer decision process model, marketers can discover why people are buying or not buying products.

Question 6

The acronym SKU refers to stock keeping unit.

Question 7

Marketers usually are unable to raise consumers' awareness of unrecognized needs or problems.

Question 8

Marketers are able to actually create consumer needs.

Question 9

Information search may be of either an internal or external nature.

Question 10

Searching for information from a close family member is an example of internal information search.

Question 11

Paying attention to ads on television is an example of external information search.

Question 12

When consumers are unhappy with current brands or offerings, search expands to include other alternatives.

Question 13

Information sources can be either marketer-dominated or nonmarketer-dominated.

Question 14

Consumer Reports is an example of a marketer-dominated source.

Question 15

The Internet has become an important source for consumer search.

Question 16

The first stage of information processing is attention.

Question 17

Comprehension is when new information is stored in memory.

Question 18

The final stage of information processing is acceptance.

Question 19

Consumers always use pre-existing evaluations stored in memory to determine their product choices.

Question 20

Standards and specifications used to compare different products and brands are called evaluative criteria.

Question 21

Salient attributes are more important to the consumer than determinant ones.

Question 22

Determinant attributes are those that determine which brand or store consumers choose.

Question 23

When retailers achieve equivalence on salient attributes such as price and quality, consumers make choices based on "the details"
such as ambiance or personal attention given to the customer.

Question 24

Sometimes, consumers buy products they didn't intend to buy.

Question 25

Purchase and consumption always occur simultaneously.

Question 26

Consumers may experience a sense of either satisfaction or dissatisfaction during post-consumption evaluation.

Question 27

Satisfaction occurs when a consumer's experiences do not match his/her expectations.

Question 28

The most important determinant of satisfaction is consumption.

Question 29

Post-purchase regret or cognitive dissonance occurs when consumers second-guess their purchase decisions.

Question 30

Emotions never play a role in consumers' evaluation of a product.

Question 31

The final stage in the CDP model is consumption.

Question 32

Divestment is the final stage in the CDP model.

Question 33

In the information processing model, the comprehension stage comes after the acceptance stage.

Question 34

From an information processing perspective, consumer researchers are interested in how people receive, process, and understand marketing communications.

Question 35

Consumer decision making is influenced and shaped by many factors, including individual differences, environmental influences, and psychological processes.

Question 36

Decision making complexity can be thought of as a continuum ranging from lower to higher.

Question 37

Limited problem solving refers to a narrow and intense focus on solving the problem at hand.

Question 38

In most situations, consumers have both the motivation and time to engage in extended problem solving during decision making.

Question 39

Habitual decision making represents the least complex of all decision processes.

Question 40

"Buy the cheapest brand"
is an example of a decision process based on extended problem solving.

Question 41

Repeat purchases can be accomplished with either repeated problem solving or habitual decision-making.

Question 42

Habitual behavior can be of two types: loyalty or inertia.

Question 43

Extended problem solving is more likely under situations when strong time pressures exist.

Question 44

Impulse buying is a more complex form of limited problem solving.

Question 45

Impulse buying is characterized by a high degree of emotional involvement and urgency.

Question 46

Consumers often express satisfaction with their present brand but still engage in brand switching.

Question 47

Involvement is the level of perceived personal importance and/or interest evoked by a stimulus within a specific situation.

Question 48

A consumer that is involved during decision making tends to minimize the risks and maximize the benefits to be gained from purchase and use.

Question 49

New products should be based on what the consumer will buy rather than what the firm is able to manufacture and sell.

Question 50

Researchers have proved that online retailing decreases the cost of searching for price information and leads consumers to become more price sensitive.

Question 51

The consumer decision process has seven major stages. Which of the following is not one of these stages?

A) Need recognition
B) Purchase
C) Information processing
D) Divestment
E) All the above are stages in the consumer decision process.

Question 52

What is the first stage of the consumer decision process?

A) Internal search
B) External search
C) Pre-Purchase Evaluation
D) Purchase
E) None of the above.

Question 53

Need recognition occurs when a person perceives a difference between the ____ and the ____ state of affairs.

A) ideal; actual
B) past; future
C) expected; obtained
D) primary; secondary
E) None of the above.

Question 54

Retrieving knowledge from memory is known as ____. Collecting information from peers, family, and the marketplace is known as ____.

A) initial search; secondary search
B) internal search; external search
C) memory search; reference group search
D) thinking; searching
E) None of the above are correct.

Question 55

Which of the following is not a component of the search stage in the consumer decision process model?

A) Internal
B) External
C) Prolonged
D) A and B
E) A, B, and C

Question 56

Search is determined by all the following except:

A) Personality
B) Social class
C) Income
D) Past experiences
E) All of the above affect search.

Question 57

Which of the following is not an example of a marketer-dominated source of information?

A) Advertising
B) Salespersons
C) Infomercials
D) Word-of-mouth communication
E) All of these are examples of marketer-dominated sources of information.

Question 58

Which of the following is an example of a nonmarketer-dominated source of information?

A) Consumer Reports
B) Infomercials
C) Advertising
D) Salespersons
E) None of these are examples of a nonmarketer-dominated source of information.

Question 59

Exposure, attention, comprehension, acceptance and retention are the steps involved in:

A) search
B) need recognition
C) information processing
D) pre-purchase evaluation
E) None of the above.

Question 60

Which of the following is not a stage of information processing?

A) Attention
B) Acceptance
C) Comprehension
D) Emotion
E) All of these are stages in information processing.

Question 61

At what stage during information processing is the message further analyzed against categories or meaning stored in memory?

A) Retention
B) Attention
C) Exposure
D) Comprehension
E) Acceptance

Question 62

The standards and specifications used to compare different products and brands are called:

A) salient attributes
B) determinant attributes
C) evaluative criteria
D) decision factors
E) None of the above.

Question 63

____ occurs when product performance falls short of consumers' expectations.

A) Post-consumption evaluation
B) Satisfaction
C) Dissatisfaction
D) Post-purchase regret
E) Cognitive dissonance

Question 64

____ occurs when consumers second guess their purchase decisions.

A) Post-consumption evaluation
B) Satisfaction
C) Dissatisfaction
D) Post-purchase regret
E) Cognitive dissonance

Question 65

What stage follows search in the consumer decision process model?

A) Need recognition
B) Purchase
C) Pre-purchase evaluation
D) Post-purchase evaluation
E) Divestment

Question 66

The final stage in the consumer decision process model is

A) Need recognition
B) Search
C) Pre-purchase evaluation
D) Post-purchase evaluation
E) Divestment

Question 67

In the consumer decision process model, the ____ stage is where satisfaction with the product experience is determined.

A) Need recognition
B) Search
C) Pre-purchase evaluation
D) Post-purchase evaluation
E) Divestment

Question 68

The CDP model cannot be used to:

A) identify relationships between variables that affect consumer decision making
B) identify topics for additional research
C) develop and implement marketing mix strategies
D) A and B
E) The CDP can be used to do all of the above.

Question 69

Which of the following is an option to consumers in the divestment stage of the consumer decision process model?

A) Disposal
B) Recycling
C) Remarketing
D) A and B
E) A, B, and C

Question 70

Which of the following is not one of the categories identified in Chapter 3 that influences consumer decision making?

A) Individual differences
B) Psychological processes
C) Physiological factors
D) Environmental influences
E) All of these categories were identified in Chapter 3.

Question 71

Which of the following is not one of the individual differences discussed in Chapter 3?

A) Demographics
B) Social Class
C) Motivation
D) Knowledge
E) All of these are individual differences discussed in Chapter 3.

Question 72

According to Chapter 3, if you wish to understand and influence consumer behavior you must have a grasp of which psychological process?

A) Learning
B) Information processing
C) Attitude and behavior change
D) A and B
E) A, B, and C

Question 73

Which of the following is not one of the three primary consumer resources?

A) Time
B) Money
C) Knowledge
D) Information processing capabilities

Question 74

____ is defined as information stored in memory.

A) Motivation
B) Knowledge
C) Attitude
D) Value
E) Personality

Question 75

____ is an overall evaluation of an alternative.

A) Motivation
B) Knowledge
C) Attitude
D) Consumer resource
E) None of the above.

Question 76

Which of the following is not one of the environmental influences discussed in Chapter 3?

A) Attitudes
B) Culture
C) Family
D) Personal influence
E) All of these are environmental influences discussed in Chapter 3.

Question 77

____ is used in the study of consumer behavior and refers to the values, ideas, artifacts and other symbols that help individuals communicate, interpret and evaluate as members of society.

A) Culture
B) Social Class
C) Family
D) Personal influence
E) Situational influence

Question 78

The most complex of the decision processes is:

A) limited problem solving
B) midrange problem solving
C) extended problem solving
D) habitual decision making
E) None of the above.

Question 79

Consider the consumer making a purchase decision in a particular product category for the very first time. In this situation, it would be impossible for the consumer to make the purchase decision using which of the following decision processes?

A) limited problem solving
B) midrange problem solving
C) extended problem solving
D) habitual decision making
E) None of the above.

Question 80

For repeat purchases, the two main forms of decision-making processes are ____ and ____.

A) repeated problem solving; brand loyalty
B) repeated problem solving; habitual decision making
C) habitual decision making; brand loyalty
D) LPS; EPS
E) brand loyalty; brand disloyalty