Deck 3: Problem Recognition

Question 1

A highly brand-loyal consumer generally purchases his/her favourite brand using:

A) peripheral decision making.
B) limited decision making.
C) habitual decision making.
D) none of the given answers.

Answer 1

C

Question 2

High levels of product involvement may generate extended consumer decision making.

Answer 2

True

Question 3

Limited decisions:

A) reflect very high purchase involvement.
B) involve more cognition than extended decisions.
C) do not include problem recognition.
D) None of the given answers are correct.

Answer 3

D

Question 4

Brand-loyal purchases generally involve habitual decisions.

Question 5

Very high levels of purchase involvement tend to produce habitual decisions.

Question 6

A discrepancy between a desired state and an actual state is the basis for:

A) alternative evaluation.
B) stimulus discrimination.
C) problem recognition.
D) approach-avoidance conflict.

Question 7

Problem recognition involves:

A) choosing between two or more potentially satisfactory alternatives.
B) a discrepancy between a situational variable and a psychological variable.
C) determining which of two or more alternative goals to pursue.
D) none of the given answers.

Question 8

Intermediate levels of purchase involvement tend to produce:

A) brand-loyal decisions.
B) habitual decisions.
C) limited decisions.
D) none of the given answers.

Question 9

Problem recognition occurs when a consumer's desired state differs from their actual state.

Question 10

Both consumers' desired and actual states may be influenced by emotions and situational characteristics.

Question 11

Very high levels of purchase involvement tend to produce extended decisions.

Question 12

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is:

A) decision making.
B) purchase involvement.
C) evaluation.
D) none of the given answers.

Question 13

Very high levels of purchase involvement tend to produce:

A) brand-loyal decisions.
B) habitual decisions.
C) limited decisions.
D) none of the given answers.

Question 14

Extended decisions generally reflect:

A) very high product involvement.
B) very low product involvement.
C) very high purchase involvement.
D) very low purchase involvement.

Question 15

Multiple goals will lead to more complex decision processes.

Question 16

Very low levels of purchase involvement tend to produce:

A) habitual decisions.
B) extended decisions.
C) limited decisions.
D) none of the given answers.

Question 17

Repeat purchases of often-consumed items such as Kellogg's Special K cereal generally involve extended decisions.

Question 18

'Active problems' are those that the consumer is unaware of.

Question 19

A decision that does not necessarily include alternative evaluation is:

A) an extended decision.
B) a partial decision.
C) a limited decision.
D) a habitual decision.

Question 20

Intermediate levels of purchase involvement tend to produce habitual decisions.

Question 21

A problem of which the consumer is not aware is:

A) a situational problem.
B) a potential problem.
C) a manifest problem.
D) none of the given answers.

Question 22

The existing or actual state is affected by:

A) inability to afford certain products.
B) lack of awareness of products or brands.
C) inability to afford certain products and lack of awareness of products or brands.
D) inability to afford certain products, absence of particular products and lack of awareness of products or brands.

Question 23

Purchase involvement exists on/along:

A) a matrix.
B) a three-dimensional grid.
C) a continuum.
D) all of the given answers.

Question 24

An approach to determining the problems consumers face by analysing how a particular task is performed is known as:

A) problem analysis.
B) decision analysis.
C) latent problem analysis.
D) none of the given answers.

Question 25

Consumer dissatisfaction may result from a failure of:

A) expressive performance.
B) classical performance.
C) instrumental performance.
D) expressive performance and instrumental performance.

Question 26

Determining consumer problems can be done using:

A) surveys and focus groups.
B) activity, product and problem analysis.
C) surveys, focus groups and intuition.
D) surveys, focus groups, intuition, and activity, product and problem analysis.

Question 27

Which of the following are common approaches to determining the problems consumers face?

A) surveys and focus groups
B) intuition
C) human factors research
D) all of the given answers

Question 28

An active problem is one which the consumer:

A) is aware of.
B) has given up solving.
C) has solved.
D) assigns a high relative importance to.

Question 29

Selective problem recognition involves:

A) a discrepancy that only innovative brands within a product category can reduce.
B) a discrepancy that a variety of brands within a product category can reduce.
C) recognition of a problem for which there is no solution.
D) none of the given answers.

Question 30

An approach to determining the problems consumers face by analysing the types of activities or products that are associated with certain problems is known as:

A) problem analysis.
B) activity analysis.
C) product analysis.
D) latent problem analysis.

Question 31

An inactive problem is one which the consumer:

A) is unaware of.
B) has given up solving.
C) assigns low relative importance to.
D) has solved.

Question 32

A problem of which a consumer is aware is:

A) a latent problem.
B) a current problem.
C) a situational problem.
D) an active problem.

Question 33

Generic problem recognition involves:

A) a discrepancy that only one brand within a product category can reduce.
B) a discrepancy that a variety of brands within a product category can reduce.
C) recognition of a problem for which there is no solution.
D) none of the given answers.

Question 34

The uncontrollable factors that affect the desired state include:

A) changing family characteristics.
B) previous decisions.
C) individual development.
D) all of the given answers.

Question 35

Measuring problem recognition by starting with a list of problems and asking respondents to indicate which activities, products or brands are associated with those problems is:

A) product analysis.
B) problem analysis.
C) activity analysis.
D) none of the given answers.

Question 36

Recognition of a discrepancy that any brand within a product category can reduce is:

A) active problem recognition.
B) selective problem recognition.
C) generic problem recognition.
D) none of the given answers.

Question 37

The physical or functional performance of a product is _____________ performance.

A) instrumental
B) constructive
C) expressive
D) impressive

Question 38

An approach to determining the problems consumers face by analysing the purchase and/or use of a particular product or brand is known as:

A) activity analysis.
B) situation analysis.
C) latent problem analysis.
D) none of the given answers.

Question 39

Surveys and focus groups may be used to measure:

A) problem recognition.
B) observed behaviour.
C) objective assessments of consumer behaviour.
D) problem recognition, observed behaviour and objective assessments of consumer behaviour.

Question 40

The uncontrollable factors that affect the actual state include:

A) the situation.
B) emotions.
C) depletion.
D) all of the given answers.

Question 41

Discuss how emotion research can be done.

Question 42

Some of the key methods for measuring problem recognition are:

A) surveys, focus groups, activity, problem and product analysis.
B) surveys, questionnaires and interviews.
C) observational research and focus groups.
D) scanner data, observational research and marketing intelligence gathered from external sources.

Question 43

Timing problem recognition can sometimes be difficult for a marketer to influence because:

A) consumers vary in how long they decide they may have an actual problem.
B) some consumers aren't influenced by marketing at all.
C) some consumer needs can arise suddenly.
D) some consumers aren't influenced by marketing at all and some consumer needs can arise suddenly.

Question 44

Product analysis is best described as:

A) analysis that examines the purchase or use of a particular product or brand.
B) analysis of a product for high-involvement purchases.
C) analysis that solves the problem by the consumer writing down a list of all products that can best solve the problem.
D) analysis of products that the consumer has purchased previously against their current needs.

Question 45

How can a firm influence problem recognition?

A) by altering either the desired state or the perceptions of the existing state
B) through the use of advertising
C) by highlighting the importance of an existing discrepancy
D) All of the given answers are correct.

Question 46

Suppressing problem recognition is done because:

A) some companies want their consumers to have a low level of involvement for their product.
B) companies want consumers to be influenced primarily by packaging, price and other marketing variables at the point of purchase.
C) governments regulate certain products.
D) some companies want their consumers to have a low level of involvement for their product and companies want consumers to be influenced primarily by packaging, price and other marketing variables at the point of purchase.

Question 47

Apart from a reaction to technology, the fact that many retailers and service providers have developed a website to tailor their offerings (e.g. internet banking) can be attributed to:

A) marketers' creativity.
B) marketers' larger budgets.
C) marketers reacting to a recognised problem of time-poor consumers.
D) none of the given answers.

Question 48

Define the concept of problem recognition and how it may affect consumer behaviour.

Question 49

The level of a person's desire to resolve a particular problem depends on which two key factors?

A) the relative importance of the problem and the magnitude of the discrepancy between the desired state and the actual state
B) information search and alternative evaluation
C) environmental and situational factors
D) the involvement level of the product and previous decisions made

Question 50

When are consumers predicted to take no action in the problem recognition process?

A) when the desired state exceeds the actual state
B) when the actual state exceeds the desired state
C) when there is no discrepancy between desired and actual state
D) when the actual state is double the desired state

Question 51

Which are the two types of situations when consumers are predicted to start the problem recognition process?

A) when they are satisfied and loyal
B) when either the desired state exceeds their actual state, or vice versa
C) when they are purchasing or disposing of a product
D) when they are satisfied and loyal and when they are purchasing or disposing of a product

Question 52

Explain human factors research and explain how this may affect marketing strategy.

Question 53

Generally a firm like Dairy Australia Ltd will attempt to influence generic problem recognition when:

A) the problem is latent or of low importance.
B) the external search after problem recognition is likely to be limited.
C) it can be part of an industry-wide cooperative effort.
D) All of the given answers are correct.

Question 54

All of the following play a role in repeat-purchase intentions except:

A) habit.
B) trust.
C) time pressure.
D) satisfaction.