Question 1

The term evaluative criteria is used to refer to the product attributes that consumers consider when reviewing possible solutions to a problem.

Accepted Answer

Evaluative criteria are the factors that consumers use to evaluate and compare products when making purchase decisions. These criteria can include features, price, quality, brand reputation, customer service, and other factors that are deemed important by consumers.

Question 2

When Carl decided to migrate to England,he was preoccupied with looking up on the Internet for data on accommodation.He also talked with his friends and relatives in England on available options for stay on his arrival.Which of the following activities in the decision-making process best represents Carl's preoccupation?

Accepted Answer

Carl's preoccupation with looking up information on accommodation represents the search for information stage in the decision-making process. This stage involves seeking out sources of information that can help with the decision-making process. Carl is trying to gather information on available options for accommodation in order to make an informed decision.

Question 3

Regret is less likely to be experienced when consumers exert much energy and utilize unfamiliar techniques during the search process.

Accepted Answer

Regret is more likely to be experienced when consumers exert much energy,experience more emotion,and utilize unfamiliar techniques during the search process.

Question 4

Greg is considering the purchase of a new truck.He wants to purchase the best one within his budget.He searches the Internet,asks friends,and visits dealerships to learn more about different brands and their features.He even found a website where he can directly compare different brands to help him in his decision.Which of the following decision-making perspectives would best describe Greg's decision-making process?

Accepted Answer

Greg's decision-making process involves researching and comparing different brands and their features in order to choose the best option within his budget. This approach is consistent with the rational decision-making perspective, which involves gathering and analyzing information before making a decision. The other decision-making perspectives listed are not as applicable to Greg's process. The experiential decision-making perspective involves relying on personal feelings and experiences, the behavioral influence decision-making perspective involves being influenced by external factors, the functional decision-making perspective involves focusing on the practical aspects of a decision, and the implemental decision-making perspective involves planning and taking action to implement a decision.

Question 5

Search tends to decrease as a consumer's level of education and income increases.

Accepted Answer

Search tends to increase as a consumer's level of education and income increases.

Question 6

When Carl migrated to England,he decided to stay in a cottage in Goodwood,Leicester,even though he had the option of staying in a better place.He opted to stay in Goodwood as the rent was reasonable and the neighborhood culture suited him well.Which of the following activities in the decision-making process best represents Carl's decision to stay in Goodwood?

Accepted Answer

Carl has already recognized his need, searched for information, and evaluated alternatives. His final decision to stay in Goodwood represents the choice stage of the decision-making process.

Question 7

Situational factors influence the amount of search that takes place.

Accepted Answer

Situational factors such as time constraints, perceived risk, and the importance of the decision can influence the amount of search a consumer conducts before making a purchase.

Question 8

The term search regret refers to the negative emotions that come from failed search processes.

Accepted Answer

Search regret is a real phenomenon and refers to the negative emotions such as frustration, disappointment, and regret that arise from unsuccessful search processes.

Question 9

Price is information signaling how much potential value may be derived from consuming something.

Accepted Answer

Price serves as an indicator of the value that can be obtained from consuming a particular product or service. It reflects the market's assessment of the benefits of that product or service, including its quality, availability, and other factors. As a result, the price conveys information about the potential value of the product and helps individuals and firms make decisions about how to allocate their resources.

Question 10

Which of the following is true about the consumer decision-making process?

Accepted Answer

The consumer decision-making process can involve intangible products or services as well, such as choosing a college or selecting a healthcare provider. Therefore, option C is true while the other options are not entirely accurate. Consumers do not always proceed through the activities in a sequential fashion, as they may skip or repeat certain steps depending on the decision at hand. Similarly, consumers may not always complete the decision-making process once it is initiated, especially if they encounter barriers or challenges in their choices. Consumers' decision-making processes operate based on their value perceptions, which include their beliefs, attitudes, and preferences. Finally, consumers' decision-making always involves a choice, which can be linked to value in terms of costs, benefits, or outcomes.

Question 11

Consumers who are very sensitive to the negative role of price tend to be very bargain conscious.

Accepted Answer

Consumers who are very sensitive to the negative role of price are likely to be very aware of bargains and seek out deals in order to avoid feeling like they overpaid.

Question 12

It has been a month since Carl moved into a new apartment in Leicester.He spent most of his life savings on purchasing the apartment.He now considers his decision and feels that he has made the right selection in terms of the amount of money spent and the value received on the purchase.Which of the following activities in the decision-making process best represents Carl's consideration of his decision?

Accepted Answer

Postchoice evaluation refers to the process of reflecting on a decision after it has been made, assessing whether it was the right choice based on the outcomes and satisfaction with the decision.

Question 13

Which of the following decision-making perspectives assumes that consumers often make purchases and reach decisions based on the affect,or feeling,attached to the product or behavior under consideration?

Accepted Answer

The experiential decision-making perspective assumes that consumers often make purchases and reach decisions based on the affect or feeling attached to the product or behavior under consideration. This perspective recognizes that emotions and feelings play an important role in decision-making processes. The other perspectives listed prioritize practicality, utility, and efficiency as the main drivers of decision-making.

Question 14

The ability to control information flow increases the value of information and increases the consumers' ability to remember information that is gathered.

Accepted Answer

By controlling the flow of information, the sender can emphasize certain points or messages, making them more memorable to the receiver. This ultimately increases the value of the information being conveyed.

Question 15

A positive role of price exists when product price signals the desirability as well as the prestige associated with owning the product.

Accepted Answer

Price can act as a signaling mechanism, indicating the perceived value and desirability of a product. In certain cases, a higher price may signal higher quality or prestige associated with owning the product, which can be seen as a positive role of price.

Question 16

Quality represents the perceived overall goodness or badness of a product.

Accepted Answer

Quality is indeed the perceived overall goodness or badness of a product. It is subjective and varies from person to person.

Question 17

When Carl arrived in England,he compared four different options for accommodation,keeping in mind the budget as well as the neighborhood culture that would suit him.Which of the following activities in the decision-making process best represents Carl's comparison?

Accepted Answer

Carl comparing the four different options for accommodation is part of the evaluation of alternatives, which involves comparing and contrasting options based on a set of criteria. In this case, Carl is comparing based on budget and neighborhood culture.

Question 18

Which of the following decision-making perspectives assumes that consumers diligently gather information about purchases,carefully compare various brands of products on salient attributes,and make informed decisions regarding what brand to buy?

Accepted Answer

The rational decision-making perspective assumes that consumers are rational beings who gather information, compare brands, and make informed decisions based on attributes.

Question 19

Tina,a consumer researcher,assumes that her buying decisions are influenced majorly by the emotions associated with the product,such as the enjoyment involved with the use of the product or service.Which of the following decision-making perspectives does Tina demonstrate?

Accepted Answer

Tina demonstrates the Experiential decision-making perspective, which emphasizes the role of emotions and feelings in the decision-making process. This perspective suggests that consumers may make decisions based on their overall experience and enjoyment of the product or service, rather than just rational considerations or functional benefits.

Question 20

When Carl,a Cuban,migrated to England,he realized he had no suitable clothes for the winter.Carl felt that he required some warm clothes to brace himself up for the English winter.Which of the following activities in the decision-making process represents this perceived requirement?

Accepted Answer

Need recognition is the first step in the decision-making process, where the consumer perceives a problem or an unfulfilled need. In this scenario, Carl realized that he needed warm clothes for the winter, which represents the need recognition stage. The other stages in decision-making, such as search for information, evaluation of alternatives, choice, and post-choice evaluation, are subsequent steps that follow need recognition.

Quiz 12: Decision Making I: Need Recognition and Search