Deck 7: Consumer Decision Making

Question 1

The consumer's salient beliefs about relevant consequences become a choice criteria during which of the following stages of the consumer problem solving process?

A) Problem recognition
B) Search for alternative solutions
C) Evaluation of alternatives
D) Purchase
E) Post-purchase use/reevaluation

Answer 1

C

Question 2

The multiattribute attitude model is part of the:

A) noncompensatory model.
B) combination model.
C) compensatory model.
D) summation model.
E) heuristic model.

Answer 2

C

Question 3

All salient beliefs about the consequences of the choice alternatives are combined to form a summary evaluation or attitude toward each behavioral alternative by the:

A) compensatory integration process.
B) BI integration process.
C) AI integration process.
D) noncompensatory process.
E) combination process.

Answer 3

A

Question 4

Jane decided to purchase a car that was one or two years old with low mileage.In this regard,Jane has started visiting a few dealers,talking to salespeople,and has discussed the purchase with her father.Jane is currently in which of the following phases of the Generic Model of Consumer Problem Solving?

A) Purchase
B) Searching for alternative solutions
C) Evaluation of alternatives.
D) Satisfaction maximization
E) Problem recognition/definition

Question 5

Alternative selection and evaluative models are NOT followed using any single strategy since it is affected by all of the following EXCEPT:

A) the fact that not all models are appropriate for single alternative choices.
B) the fact that consumers may not have sufficient cognitive capacity to simultaneously integrate several beliefs about many alternatives.
C) the fact that most decision problems are actually a complex collection of interrelated sub-problems.
D) the fact that consumers probably do not have easily accessible decision models stored in memory.
E) the fact that most integration processes are not subject to be 'constructed' at the time they are needed.

Question 6

All of the following statements about the consumer decision process are true EXCEPT:

A) that the consumer usually progresses through the stages of the decision process in a linear fashion.
B) that the process begins with problem recognition.
C) that the choice results from the comparison of alternatives.
D) that the consumers often reevaluate their choice after use.
E) that consumer problem solving involves a single decision.

Question 7

Each behavioral intention formed in the process of problem solving is a step in the overall decision plan; this in turn produces a sequence of _____ for goal achievement.

A) multiple problems
B) multiple decisions
C) cognitive decisions
D) purposive behaviors
E) affective responses

Question 8

A consumer has to choose between two equally attractive products each of which satisfies a desired goal; however,neither product can satisfy both goals.The consumer is experiencing a(n):

A) approach-avoidance conflict.
B) avoidance-avoidance conflict.
C) approach-approach conflict.
D) satisfaction conflict.
E) choice conflict.

Question 9

Which of the following product involvement/knowledge situations is most likely to produce an extensive problem solving activity?

A) High involvement/low knowledge
B) Low involvement/low knowledge
C) Low involvement/high knowledge
D) High involvement/high knowledge
E) Medium involvement/medium knowledge

Question 10

Keith is trying to decide on purchasing a new Microwave that is on sale for a 50% discount; however Keith is doubtful that the quality may not meet standards.She is experiencing a(n):

A) approach-avoidance conflict.
B) avoidance-avoidance conflict.
C) approach-approach conflict.
D) satisfaction conflict.
E) choice conflict.

Question 11

Under the _____ model,choice alternatives that fail to meet minimum acceptance levels for choice criteria are systematically eliminated until only one alternative remains.

A) elimination by aspects
B) lexicographic
C) disjunctive
D) conjunctive
E) multiattribute

Question 12

The choice which results from consumer decision making is best described as a(n):

A) behave oral intention.
B) purchase outcome.
C) action.
D) integrative process.
E) affective outcome.

Question 13

A product/brand's position in the consumer's consideration set may be enhanced by all of the following EXCEPT:

A) repetitive advertising campaigns.
B) effective packaging design.
C) intensive distribution strategies.
D) considering familiarity/past use.
E) consistently offering lower prices.

Question 14

The flow of the problem solving process can be interrupted by the following environmental effects EXCEPT:

A) prominent environmental stimuli.
B) heuristics.
C) affective states.
D) conflicts.
E) unexpected information.

Question 15

The key process in consumer decision making is:

A) identification of multiple purchase alternatives.
B) acquiring information.
C) the integration/evaluation process which produces a choice.
D) making the purchase decision.
E) problem identification.

Question 16

Brands that are activated directly from memory upon problem recognition make up the:

A) evoked set.
B) activation set.
C) memory set.
D) consideration set.
E) alternative set.

Question 17

New firms seeking to sell unfamiliar products/brands will find their task most difficult under which of the following choice behavior condition?

A) Extensive decision making
B) Moderate decision making.
C) Impulse purchasing.
D) Limited decision making.
E) Routinized decision making.

Question 18

Problem representation may include all of the following EXCEPT:

A) tangible and abstract end goals.
B) a set of subgoals organized into a goal hierarchy.
C) relevant product knowledge.
D) heuristics.
E) selection of a best alternative.

Question 19

In which of the following Noncompensatory Models of Information Integration Processes
Must each acceptable alternative meet/exceed a minimum cutoff level established by the consumer?

A) Elimination by aspects
B) Lexicographic
C) Disjunctive
D) Conjunctive
E) Multiattribute

Question 20

A rank ordering of acceptance criteria,based on their importance to the consumer,is used to select the best choice alternative under the:

A) elimination by aspects model.
B) multiattribute model.
C) conjunctive model.
D) disjunctive model.
E) lexicographic model.

Question 21

Consumer decision making is a goal-directed,problem-solving process.

Question 22

In the problem-solving process,usually only a subset of all possible alternatives,called the consideration set ,is evaluated.

Question 23

In the absence of a complete decision plan,a general goal hierarchy provides a useful structure for developing an effective decision plan without a great deal of problem-solving effort.

Question 24

Beliefs about common or very similar consequences of the choice alternatives do not discriminate among alternative actions.

Question 25

One essential task of the integration processes involved in problem solving is to evaluate choice criteria in terms of the choice alternatives.

Question 26

A compensatory strategy might be used to quickly reduce the choice alternatives to a manageable number by rejecting those that lack a conjunctive strategy.

Question 27

In a consideration set where both the level of knowledge and involvement are low,very few choice alternatives are known or considered.

Question 28

Routinized choice behavior requires high conscious control.

Question 29

Approach-approach conflict occurs when consumers must choose between two alternatives with different negative consequences.

Question 30

In using the multiattribute model,a product is acceptable only if it exceeds the
minimum level on at least one criterion.

Question 31

The effects of interrupts on consumers' problem-solving processes depend on how consumers comprehend the interrupting event.

Question 32

In extensive decision making situations,marketers have minimal opportunities to interject their brands into consumers' consideration sets during problem solving.

Question 33

Top-of-mind awareness is influenced by the amount of past experience consumers have had in purchasing and using the brand.

Question 34

Store selection is an example of search heuristic.

Question 35

Marketers can try to influence less abstract end goals through promotional strategies.

Question 36

Consumers with a satisfaction/maintenance end goal are likely to engage in minimal search behavior.

Question 37

Since heuristics are applied to only a few bits and pieces of knowledge at a time,heuristics are highly adaptive to specific environmental situations.

Question 38

Evaluation heuristics are simple procedures for comparing evaluations of alternative actions in order to choose one.

Question 39

If the dominant end goal is to optimize satisfaction,the basic purchase motivation is to seek satisfactory balance of positive and negative consequences.

Question 40

The components of a problem representation often change during the decision-making process.

Question 41

The end goal and its associated subgoals form a(n)_____.

Question 42

The process of identifying,evaluating,and choosing among alternatives during problem solving produces a _____ made up of one or more behavioral intentions.

Question 43

_____ are simple "if ...,then ..." propositions that connect an event with an appropriate action.

Question 44

Briefly explain how the environment affects consumer decision.

Question 45

What are choice alternatives?

Question 46

The specific consequences used to evaluate and choose among choice alternatives are called _____.

Question 47

What are decision plans?

Question 48

Explain the effect of goal hierarchies on problem solving processes.

Question 49

A problem representation serves as a _____,through which the decision maker
views the problem and the alternatives to be evaluated.

Question 50

_____ choice behavior occurs relatively automatically with little or no apparent cognitive processing.

Question 51

Why is problem representation the most important element of the problem solving process?

Question 52

Explain the effect of involvement and knowledge on problem solving processes.

Question 53

Why must a product/brand break into the consumer's consideration set? How does this occur? Why would the marketer desire to achieve entry into the consumers' evoked set? How does this occur?

Question 54

The outcome of the integration process is a _____,represented cognitively as a behavioral intention.

Question 55

Briefly explain limited decision making and extensive decision making.

Question 56

What are heuristics?

Question 57

_____are the alternative behaviors that consumers consider in the problem-solving process.

Question 58

Explain the effect of end goals on problem solving processes.

Question 59

Only _____ consequences can be used as choice criteria.

Question 60

For highly familiar decisions,consumers may not consider any brands beyond those in the _____ set.