Deck 9: Individual Decision Making

Question 1

If John happens to test drive a new Acura Legend and then decides he should replace his 1978 clunker before starting his new job,what has occurred?

A) impulse shopping
B) marketing benefit
C) need recognition
D) opportunity recognition

Answer 1

D

Question 2

The consumer decision-making stages include all of the following,EXCEPT:

A) problem recognition.
B) information search.
C) evaluation of alternatives.
D) problem resolution.

Answer 2

D

Question 3

The view that consumers carefully gather,integrate,and weigh all the information available about a product before making a purchase decision is known as the:

A) rational perspective.
B) experiential perspective.
C) interpretative perspective.
D) behavioural influence perspective.

Answer 3

A

Question 4

Susan is trying to select a tour.She is going to Scotland but can't make up her mind what she wants to do when she gets there.There are so many variables including the cost,the weather,and Susan's desire to see the village her grandmother called home.Susan's problem emphasizes the importance of the ________ in hospitality marketing.

A) rational perspective
B) behavioural influence perspective
C) psychological perspective
D) experiential perspective

Question 5

A consumer could recognize a problem as either an opportunity or a need.How would promotions differ between those emphasizing opportunities and those emphasizing needs?

A) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.
B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
C) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.
D) Promotions for these products should not really differ significantly. In fact, they should both focus on increasing the ideal state.

Question 6

All of the following,EXCEPT ________,are types of consumer information search.

A) impending search
B) ongoing search
C) internal search
D) browsing

Question 7

Sometimes purchase decisions characterized by ________ are so routinized that consumers make them with minimal effort and without conscious control.

A) active information processing
B) choice parameters
C) decision habit strength
D) automaticity

Question 8

Having too many choices in the marketplace is referred to as ________.

A) purchase momentum.
B) consumer hyperchoice.
C) pseudo-choice.
D) maximizing.

Question 9

Bill could not tell the Argonauts from the Stampeders during CFL Football on his tiny,antiquated black-and-white TV set! After he watched the second half of the game on his neighbour's big TV set,he realized there was a significant difference between his current state of affairs and a desired or ideal state.His perception is labelled:

A) fantasy aspiration.
B) problem recognition.
C) latent response syndrome.
D) hemispheric communication.

Question 10

________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.

A) problem recognition
B) evaluation of alternatives
C) information search
D) product choice

Question 11

Some researchers characterize the consumer decision-making process as a continuum according to how much effort goes into the decision.They say it is anchored at each end by ________ and ________.

A) habitual decision making; limited problem solving
B) habitual decision making; extended problem solving
C) limited problem solving; extended problem solving
D) habitual decision making; unlimited problem solving

Question 12

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state.

A) Information search
B) Evaluation of alternatives
C) Evaluation of the evoked set
D) Problem recognition

Question 13

When Jenny goes to the supermarket to purchase cereal,she is overwhelmed by the sheer number of brands,flavours,and options.This is called consumer:

A) hyperchoice.
B) overload.
C) wearout.
D) adaptation.

Question 14

Pierre is out shopping for expensive watches,and he has narrowed his choices down so that he is now only considering TAG Heuer and Rolex.This is an example of ________ problem solving.

A) configured
B) limited
C) complex
D) extensive

Question 15

When purchase decisions are made under conditions of low involvement,often the consumer's decision results from cues in the shopping environment,such as surprise sales,the way products are displayed,etc.This view of what affects consumer decisions is known as the:

A) rational perspective.
B) experiential perspective.
C) behavioural influence perspective.
D) interpretivist perspective.

Question 16

All of the following,EXCEPT ________,concern the behavioural influence perspective.

A) high involvement
B) low involvement
C) learned response
D) buy on impulse

Question 17

Elena is in the toothpaste section of the grocery store,and picks up a box of $0.99 Colgate as she quickly passes through.This is an example of ________ decision making.

A) habitual
B) uncluttered
C) associative
D) peripheral

Question 18

Chet decides to buy a new hedge trimmer to care for his bushes and shrubs.Because Chet is familiar with the local lawn and garden shop and the brands that are carried there,he uses a few simple decision rules to arrive at a purchase option.Chet is following which of the following buying decision behaviour continuum alternatives to make his decision?

A) routine response behaviour
B) limited problem solving
C) graduated response behaviour
D) basic problem solving

Question 19

Spiro is shopping at Walmart and very quickly picks up everything on his shopping list that he needs.Because it went quickly and he feels good,he keeps shopping.This is an illustration of:

A) conspicuous consumption.
B) compulsive behaviour.
C) purchase momentum.
D) selection acceptance.

Question 20

When Bill asked friends which TV set to buy,they warned him against certain ones but praised others.He went to a huge new "electronics supermarket" where he checked out features of the 27-inch colour sets.He saw two he liked overall,but one of them had a feature he really liked: stereo broadcast reception.The process by which Bill sought appropriate guidelines to use in making a purchase decision is:

A) information search.
B) browsing.
C) research.
D) window shopping.

Question 21

Kent is a loyal Coca-Cola drinker.As a college student,he averages about six Cokes a day.He even prefers Coke to water.However,today when he passes a vending machine in his dorm,he buys a new flavour of soft drink called Big Red.Which of the following most appropriately explains his behaviour,given the facts about Kent's previous behaviour?

A) Kent is variety seeking.
B) Kent is creating brand parity.
C) Kent is influenced by advertising.
D) Kent is influenced by vending machine atmospherics.

Question 22

An on-going search involved all of the following,EXCEPT:

A) involvement with product
B) building of a bank of information for future use
C) increased product and market knowledge leading to personal influence
D) decreased impulse buying

Question 23

Allison is in the market to purchase a new computer.She uses a decision strategy whereby she evaluates all of the available options and comes up with the best possible option.This is an example of:

A) maximizing.
B) a heuristic.
C) a prepurchase solution.
D) satisficing.

Question 24

Consumers realize they face risks in buying products,of which some factors are objective (unsafe products)and some subjective (embarrassment).Which type of perceived risk is inherent in the purchase of goods visible to others (a car)or symbolic goods (a home):

A) functional
B) physical
C) social
D) consumptive

Question 25

What percentage of social media users follow a brand on its Facebook page post purchase?

A) approximately 50%
B) approximately 75%
C) less than 30%
D) approximately 15%
E) more than 85%

Question 26

As a rule,decisions that involve some kind of ________ are more likely to result in the consumer's engaging in a more extensive search.

A) need recognition
B) need opportunity
C) perceived risk
D) term payment

Question 27

What is the key distinction between a social risk and a psychological risk?

A) the cost of the product
B) the physical danger that the product may have to the user
C) whether the risk is public or private
D) whether the product is considered to be a high- or a low-involvement purchase

Question 28

Jill's purchase of the Miracle Diet pills was most sensitive to which kind of perceived purchase risk?

A) functional
B) physical
C) social
D) physiological

Question 29

Which buyers are most sensitive to psychological risks in purchase decisions?

A) those who are elderly, frail, or in ill health
B) those with little income and wealth
C) those who are insecure and uncertain
D) those lacking respect or attractiveness to peers

Question 30

Craig had heard stories about toaster disasters from his friends.This brand blew up,that one shorted out,another had not lasted even a year,and so on.He knew he should not consider those brands.They were Craig's:

A) retrieval set.
B) evoked set.
C) expanded set.
D) inept set.

Question 31

Casinos make their interiors very plush and expensive looking,knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings.Which of the following best explains the gambler's behaviour?

A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.
B) Most people are unaware of the true risk of making certain decisions and therefore believe that a larger wager has higher odds of winning.
C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behaviour that is not rational.
D) The functional risk of gambling is decreased in luxurious surroundings leading gamblers to wager more.

Question 32

Mona feels that she is moderately knowledgeable about foreign films.Her friend Kim admits to knowing almost nothing about these films,while her other friend Wanda has just finished a class in foreign films with the highest grade in the class.Of the three friends,who is most likely to seek the most information about a new foreign film being shown on campus before deciding to see the film?

A) Wanda
B) Kim
C) Mona
D) Both Mona and Kim will seek more information than Wanda.

Question 33

Jamie is considering ordering a dessert for lunch.Before she ever decides on the kind she prefers,she must decide whether to get a fattening or nonfattening dessert.This decision relates to which of the following levels of abstraction of dessert categories?

A) superordinate level
B) ordinate level
C) normal level
D) basic level

Question 34

There is a snowstorm tonight,and the Toronto Maple Leafs game is going ahead as scheduled.Your roommate,Alexei,got a free ticket from a work associate and is staying home.You,however,paid $75 (non-refundable)and feel like you have to go.This is an example of:

A) cost-benefit dichotomy.
B) value perception.
C) brand loyalty.
D) sunk-cost fallacy.

Question 35

Shawna believes she is a practical consumer.She is always on the lookout for better ways to order her life and make housework easier.New products that promise to help with these work tasks catch her eye.However,she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required.Considering the above description,Shawna could be prone to which of the following types of perceived risk?

A) functional
B) physical
C) social
D) consumptive

Question 36

Yasser has expert knowledge about computers.He is now in the market for a new model.He will make a:

A) top-down search.
B) subordinate search.
C) extended search.
D) selective search.

Question 37

Over a period of time,many of us acquire product information just by being exposed to advertising,store promotions,or by observing what other people use.This acquisition is termed:

A) unconditioned response
B) directed exposure
C) non-conditioned response
D) incidental learning

Question 38

When Jacob first thought of buying a new vehicle,he could name at least eight SUV models.His friend Emily could think of only four.Jacob spent several weeks researching SUVs and rejected five of the models.His evoked set is now smaller than Emily's.Why?

A) The evoked set contains only the products that can be remembered at any given time.
B) The evoked set is gender specific in that women remember products better than men.
C) A product is not likely to be in the evoked set once it has been considered and then rejected.
D) Functional risk creates a cognitive dissonance that makes certain products difficult to consciously remember.

Question 39

High-ticket items that require substantial expenditures are most subject to which form of purchase risk?

A) monetary
B) functional
C) physical
D) social

Question 40

Rachael would like to shop around comprehensively for her car insurance this year.However she is very busy at work,so instead of searching more exstensively she simply does a quick check on 3 well-known options and chooses one.According to Herbert Simon,this is known as what?

A) a maximized solution
B) a rational solution
C) a satisficing solution
D) a general search solution

Question 41

A small company,Graig Inventions,produced a pill that had the nutrient value of a healthy breakfast.They put it on the market as a substitute for breakfast for busy people.The product failed.Graig Inventions then marketed the pill as a diet product and it became very successful.What does the example best demonstrate?

A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level, but it did appear to fit within the category of diet pills.
B) The company confused a subordinate level with a basic level of categorization.
C) The company confused a normal level with a basic level of categorization.
D) The determinant attributes between diet pills and breakfast was not sufficiently strong.

Question 42

Directories and portals,Web site evaluators,forums,fan clubs,and user groups are all forms of which of the following?

A) cybercash
B) design groups
C) cybermediaries
D) focus groups

Question 43

When consumers anticipate having to use a product in from of other consumers,they tend to prefer:

A) feature-rich products.
B) feature-poor products.
C) highly visible products.
D) symbolic products.

Question 44

If a consumer selects a brand that performs best on the most important attribute for that product,which decision rule is s/he using?

A) lexicographic rule
B) elimination-by-aspects rule
C) conjunctive rule
D) attribute preference rule

Question 45

Product designers making items such as smart phones and tablets have a tendency to maximise the features included.This is called what?

A) feature creep
B) product loading
C) high selection optioning
D) product enriching

Question 46

Although Greg had considered numerous factors when looking at several models of ten-speed bikes,the critical or deciding factors that led to an actual purchase were:

A) alternative weights.
B) differential factors.
C) preference rules.
D) determinant attributes.

Question 47

________ describes a consistent pattern whereby consumers buy the same brand just about every time they go to the store,out of habit,merely because it takes less effort.

A) Laziness
B) Inertia
C) Sloth
D) Ritual shopping

Question 48

What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

A) the consumer's degree of risk aversion
B) the degree to which the consumer seeks out hedonic attributes
C) whether the consumer is a repeat purchaser
D) whether the customers hold a very positive or weak attitude toward the product

Question 49

Coca-Cola would be an example of a(n)________ because it has come to characterize an entire category of soft drinks.

A) exemplar product
B) criteria product
C) heuristic product
D) evoked product

Question 50

Consumers' belief that there is no significant difference among competing brands of the same product (e.g.,paper towels,soaps)is referred to as:

A) non-distinctive positioning.
B) brand parity.
C) attribute similarity cognate.
D) brand generalization.

Question 51

Which kind of decision rule is being used by a consumer who says that good performance on one or more attributes cannot "make up for" poor performance on other product attributes?

A) noncompensatory rule
B) compensatory rule
C) average mean rule
D) simple additive rule

Question 52

A form of repeat purchasing behaviour reflecting a conscious decision to continue buying the same brand is called:

A) post-purchase partum.
B) brand loyalty.
C) brand preference awareness.
D) inertia.

Question 53

Wei Wei decides that the camera she buys must meet minimum standards on all of the key attributes she wants in a camera of this type or she will reject it,regardless of its performance on other attributes.Which decision rule has she decided to follow?

A) elimination-by-aspects rule
B) conjunctive rule
C) attribute preference rule
D) simple additive rule

Question 54

If Bill used a mental or problem-solving shortcut to make a purchase decision,he would be utilizing a(n)________.

A) importance weight.
B) script.
C) strategy.
D) heuristic.

Question 55

The dimensions or qualities a consumer uses when judging the merits of competing purchase options are called:

A) purchase options.
B) alternative rules.
C) evaluative criteria.
D) functional categories.

Question 56

Justin has always had an intense interest in steam engines.He has one of the largest collections of pictures and facts about the engines in the United States.He decides to share his interest with others by being a cybermediary.Of the following,which is the best description of what Justin will do as a cybermediary?

A) Justin will sell his services to help others organize their own computer programs related to steam engines.
B) Justin will market software featuring steam engines.
C) Justin will organize a user group online for steam engine enthusiasts.
D) Justin will join a user group created by others to get more information about steam engines.

Question 57

The strategic implications of product categorization include all of the following,EXCEPT:

A) product life cycling.
B) locating products.
C) identifying competitors.
D) exemplar products.

Question 58

When Japanese cars first became popular in the United States,some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep the balance of trade between Japan and the United States more toward an American advantage.The attitude expressed by the stickers is called ________.

A) national inertia
B) lexicographic determinism
C) stereotyping
D) ethnocentrism

Question 59

Ellen stated that she would marry a millionaire.She applied a heuristic in judging men: they must wear expensive shoes and have an expensive automobile.What type of decision rule was Ellen applying in her search for a millionaire husband?

A) lexicographic rule
B) elimination-by-aspects
C) conjunctive rule
D) simple additive rule

Question 60

Some consumers make judgments about hidden dimensions of products from observable attributes,such as inferring that because a used car is clean and shiny,its mechanical condition is likewise of top quality.In this case,the clean and shiny exterior is a/an:

A) intrinsic attribute.
B) guarantee.
C) product signal.
D) warranty.

Question 61

Ian discovers the apartment has run out of toilet paper.This is an example of necessity recognition.

Question 62

Veronica engaged in an extensive information search process before buying a pair of shoes and obtained a lot of detailed information.Her friend Rachel bought the same pair of shoes,but obtained very little information before purchasing them.Veronica does not expect to be as happy with the product as Rachel.This is known as the:

A) blissful-ignorance effect.
B) familiarity-liking hypothesis.
C) looking-glass self.
D) disconfirmation hypothesis.

Question 63

When a consumer bases a purchase decision on the ________ rule,s/he takes into account the relative importance of positively-rated attributes; that is,"brand ratings" on each attribute are intuitively multiplied by their importance weights.

A) noncompensatory rule
B) weighted additive rule
C) attribute preference rule
D) simple additive rule

Question 64

As a customer's product knowledge continually increases,what typically happens to the amount of search conducted by the consumer?

A) It will continually increase.
B) It will continually decrease.
C) It will increase, and then decrease as the customer becomes more knowledgeable.
D) It stays the same.

Question 65

The basic idea behind the long tail is that:

A) marketers should pay more attention to its top 20% of customers.
B) marketers no longer need to rely on popular selling items to make a profit. Instead, they should offer more choices to consumers.
C) only a small percentage of people use online recommendation programs, therefore, marketers need to be cautious when implementing them.
D) consumers' evoked sets are becoming eroded because of too much choice.

Question 66

Most consumer decisions are made from a rational perspective.

Question 67

The "economics-of-information approach" to search states that consumers will continue to acquire as much information as they need to make a decision so long as the benefits from searching outweigh the costs.

Question 68

Store managers realize that under conditions of low involvement,consumers are affected by product placement and other cues in the shopping environment such as surprise specials.Managers with the behavioural influence perspective try to facilitate "impulse" buying decisions.

Question 69

The decision-making continuum is anchored at one end by limited problem solving,and by extended problem solving at the other end.

Question 70

Consumer-generated content has become very popular,yet most of these publishers do not get paid for their efforts.This suggests that they are doing it solely to enhance their:

A) need for uniqueness.
B) need for power.
C) cognitive processing skills.
D) reputation.

Question 71

Which of the following most accurately describes one of linguist George Kingsley Zipf's findings in the 1930s?

A) People prefer English titles on products ten-to-one over other titles.
B) The word "the" occurs about twice as often as the word "of" in the English language.
C) People prefer short words rather than long words in advertising.
D) The word "sex" should be left out of marketing promotions.

Question 72

Hirosi ordered the expensive "heart attack special" at his local pub.It came with a full pound of hamburger and a full bucket of fries.Halfway through the meal,Hirosi was not feeling well.Yet according to the sunk-cost fallacy,Hirosi will continue until he has finished the "special."

Question 73

Claire remembers that uniquely wonderful taste that can only come from a "frosty mug" of root beer.As she heads to the soft drink aisle in her grocery store,she decides that today is the day to experience root beer again.Claire has just conducted what is called an internal search for information.

Question 74

Choosing a product on the basis of its having the largest number of positive attributes is typically the case when a consumer is using the:

A) conjunctive rule.
B) elimination-by-aspects rule.
C) simple additive rule.
D) attribute preference rule.

Question 75

Research fnds that when consumers engage in prepurchase search they use only generic terms such as hard drive.

Question 76

Information searches usually happen before we are aware of a problem.

Question 77

The practice of monitoring blood flow while we are exposed to various marketing stimuli illustrates the practice of:

A) hypermarketing.
B) hemomarketing.
C) cybermarketing.
D) neuromarketing.

Question 78

Ariel is looking over the used cars on the lot.He gives high marks to a car which has a rebuilt engine.In his mind that outweighs or "makes up for" relatively lower marks he gave on its fenders and interior appearance.He is using which decision rule?

A) prototypicality
B) balance
C) compensatory
D) elimination-by-aspects

Question 79

When a consumer becomes satiated with a favourite product,he/she may trade enjoyment just to try a different product.This is termed variety seeking.

Question 80

When shopping at the supermarket,Russ always unconsciously grabs a carton of milk.This is an example of an automatic purchase.