Question 1

_______ heuristics narrow down a consumer's choice to those involved with obeying a request.

Accepted Answer

Compliance heuristics involve following requests or rules, which can narrow down choices to those that align with the request.

Question 2

_______ helps consumers start the choice process by helping them focus on one product attribute?

Accepted Answer

Anchoring helps consumers start the choice process by focusing their attention on one product attribute, often the first piece of information they receive, which influences their subsequent decisions.

Question 3

What is framing?

Accepted Answer

Framing refers to the perspective or context from which a consumer considers a decision, influencing how they perceive and evaluate information.

Question 4

Some experts and consumer advocates contend that greater amounts of choice lead to

Accepted Answer

Greater amounts of choice can overwhelm consumers, leading to discomfort and confusion as they struggle to make decisions.

Question 5

An advertisement reading "Limited time offer!" is an example of which type of heuristic?

Accepted Answer

The advertisement uses the scarcity heuristic by implying that the offer is available for a limited time, creating a sense of urgency and encouraging people to act quickly.

Question 6

What are the two key points about how attribution connects to consumer decision making? Provide an example of both. How does knowing how consumers make attributions provide important insights to marketers?

Accepted Answer

The answer of What are the two key points about...

Question 7

A candy company wants to increase consumer involvement by linking their brand to hedonic needs. Provide an example of how they can accomplish this. Explain your reasoning.

Accepted Answer

The answer of A candy company wants to increase consumer...

Question 8

What are the two most important benefits of the five-step model of consumer decision-making? Why is it important that marketers know how consumers proceed through the model?

Accepted Answer

The answer of What are the two most important benefits...

Question 9

How do consumers receive incidental information? Why do marketers need to be mindful of incidental learning when evaluating the consumer decision-making process?

Accepted Answer

The answer of How do consumers receive incidental information? Why...

Question 10

What is the difference between evaluative criteria and decision criteria?

Accepted Answer

The answer of What is the difference between evaluative criteria...

Question 11

According to the consumer decision journeys model, what are the four key points whereby a brand may or may not be considered?

Accepted Answer

The answer of According to the consumer decision journeys model,...

Question 12

Why do marketers use celebrities as a way to increase brand involvement? What are the advantages of using celebrities to promote a brand? How does a brand choose a celebrity to work with? What role does social media play in this relationship?

Accepted Answer

The answer of Why do marketers use celebrities as a...

Question 13

Describe two types of impulse purchasing and provide examples of how a marketer can use them to encourage consumers to purchase their products.

Accepted Answer

The answer of Describe two types of impulse purchasing and...

Question 14

What are heuristics and when are they helpful?

Accepted Answer

The answer of What are heuristics and when are they...

Question 15

Define compliance heuristics. What are the two types of compliance heuristics listed in the text? Define them and provide an example of how a marketing manager can use them.

Accepted Answer

The answer of Define compliance heuristics. What are the two...

Question 16

What is the difference between anchoring and framing?

Accepted Answer

The answer of What is the difference between anchoring and...

Question 17

What are the four sets used to categorize the results of information searches? Identify and define each one. How does knowing the content of a consumer's sets help marketers?

Accepted Answer

The answer of What are the four sets used to...

Question 18

Consumer researchers have found that consumers have both personal and social motivations when they shop. Identify and describe at least three personal and three social motivations for shopping. Provide an example of each.

Accepted Answer

The answer of Consumer researchers have found that consumers have...

Question 19

Define satisficing and maximizing. What criteria does a satisficer base purchasing behavior on? What criteria does a maximizer base purchasing behavior on? What are some of the pros and cons to both approaches? Describe a situation where it would be better to be a maximizer and one where it would be better to be a statisficer

Accepted Answer

The answer of Define satisficing and maximizing. What criteria does...

Quiz 8: Decision-Making and Involvement