Question 1

The cognitive model of the decision-making process yields _____ decisions.

Accepted Answer

The cognitive model assumes that decision-makers are limited in their ability to process all available information and alternatives, and must therefore settle for a satisfactory, rather than optimal, decision. This means that the decision will not be perfect, but it will still be considered acceptable under the circumstances.

Question 2

Unlike an emotion, which is a response to a particular environment, a _____ is more typically an unfocused, pre-existing state already present when a consumer experiences an advertisement, a retail environment, a brand or a product.

Accepted Answer

A mood is a pre-existing state of mind that is not necessarily triggered by a specific environment or experience. It can influence how a consumer perceives an advertisement, retail environment, brand or product. A feeling, on the other hand, is typically a specific response to a particular situation or stimulus. A thought is a mental process of considering or reasoning about something. None of the above is not a suitable answer as the statement specifically asks for a type of mental state.

Question 3

Impulsive purchases would be best explained by the model of decision making known as the:

Accepted Answer

Impulsive purchases are often driven by emotions rather than a carefully thought-out decision-making process. Therefore, the emotional model of decision making best explains this behavior.

Question 4

The consumer-related model of decision making which places the most focus on the process of alternative evaluation is the:

Accepted Answer

The cognitive model of decision making places the most focus on alternative evaluation as it emphasizes the importance of information processing, problem-solving, and rational decision making based on consideration of available alternatives. This model assumes that consumers are active, rational decision makers who engage in careful evaluation of alternatives before making a choice.

Question 5

Mark recognises that he cannot gain all the information about every car available in the market before he makes his purchase decision. So he gathers information until he is satisfied that the information is sufficient to make an informed decision. Mark is most likely to be operating by the model of decision making known as the:

Accepted Answer

Mark is operating by the cognitive model of decision making, which acknowledges that individuals have limited capacity to process information and thus make decisions based on satisficing, or gathering enough information to make a decision that is good enough, rather than optimizing every choice.

Question 6

With respect to consumer decision making, in the _____ the consumer is perceived as being impulsive and irrational and ready to yield to the arms and aims of marketers.

Accepted Answer

The passive model assumes that the consumer is passive and easily influenced by marketing tactics, implying impulsiveness and irrationality. The economic model, in contrast, assumes that consumers are rational and make decisions based on their own best interests. The cognitive model assumes that consumers are actively processing information and making decisions based on rational and logical thinking. The emotional model assumes that consumers make decisions based on emotional responses to products or brands.

Question 7

The principal limitation with the _____ of consumer decision making is that it fails to recognise that consumers can play an equal or even dominant role in many buying situations.

Accepted Answer

The statement specifically highlights the limitation of the passive model, which assumes that consumers are passive recipients of marketing messages and do not actively participate in the decision-making process. However, in reality, consumers often take an active or even dominant role in buying situations, which the passive model fails to acknowledge. The other models listed (economic, cognitive, and emotional) do not address this particular limitation.

Question 8

In general, consumers in a _____ mood recall more information about a product than those in a _____ mood.

Accepted Answer

Research has shown that consumers in a positive mood are more likely to engage with and remember information about a product. On the other hand, negative moods can lead to cognitive processing biases that result in less attention being paid to product information.

Question 9

When consumers place less emphasis on pre-purchase search, they are most likely following the _____ of the consumer decision-making process.

Accepted Answer

The emotional model suggests that consumers rely more on feelings and emotions rather than extensive pre-purchase research and rational evaluation.

Question 10

_____ are important to decision making. They can be defined as a 'feeling state' or state of mind.

Accepted Answer

The answer of _____ are important to decision making. They...

Question 11

'Feeling-oriented' advertising would have the greatest effect on the:

Accepted Answer

Feeling-oriented advertising focuses on appealing to emotions and creating a connection with the consumer on a more personal level. Emotional consumers, who make purchasing decisions based on their feelings and personal experiences, are more likely to respond positively to this type of advertising.

Question 12

In the cognitive model of decision making, consumers often develop shortcut decision rules called _____ to facilitate the decision-making process.

Accepted Answer

The cognitive model of decision making suggests that consumers use heuristics to simplify the decision-making process, as they are quick and easy mental shortcuts that help individuals make decisions with limited information or cognitive effort. These heuristics can take many forms, such as relying on prior experiences with a product or brand (availability heuristic) or choosing the option that requires the least cognitive effort (satisficing heuristic). Therefore, choice D, heuristics, is the best answer to complete the sentence.

Question 13

Consumers often develop shortcut decision rules called heuristics to facilitate the decision making process and to cope with:

Accepted Answer

Heuristics are developed by consumers to simplify the decision-making process, particularly when faced with an overwhelming amount of information. Therefore, heuristics are used to cope with too much information.

Question 14

The _____ of consumer decision making depicts the consumer as basically submissive to the self-serving interests of marketers.

Accepted Answer

The passive model depicts consumers as passive and submissive to the marketing strategies of marketers. This model assumes that consumers make purchases without much thought or consideration and are easily influenced by advertising and other marketing tactics.

Question 15

External influences that serve as sources of information about a particular product would be considered to be:

Accepted Answer

Inputs refer to the information that is used to make decisions. External influences, such as customer feedback, reviews, and recommendations, provide valuable input for individuals when considering a particular product. Processes and activities relate more to internal operations and functions, while considerations are factors to be taken into account when making a decision, rather than sources of information.

Question 16

The classical economic model of decision making has been criticised for all the following except:

Accepted Answer

The classical economic model assumes that people have access to all necessary resources and information to make rational decisions, so it is not criticized for limitations in resources.

Question 17

With respect to consumer decision making, in the _____ the consumer is perceived as being an information processor and thinking problem solver who is actively searching for products and services that fulfil his needs and enrich his daily life.

Accepted Answer

The cognitive model assumes that the consumer is an active problem solver who has needs and wants that need to be fulfilled. This model suggests that consumers engage in a rational decision-making process, where they search for information, evaluate alternatives, and make a decision based on logical reasoning.

Question 18

In a(n) _____ purchase decision, less emphasis is placed on the search for pre-purchase information and greater emphasis is placed on current mood and feeling.

Accepted Answer

The answer of In a(n) _____ purchase decision, less emphasis...

Question 19

The carrying of deep feelings or associations about a particular product would be consistent with the consumer-related model of decision making known as the:

Accepted Answer

The carrying of deep feelings or associations about a particular product suggests an emotional response, which is consistent with the emotional model of decision making. The emotional model emphasizes the role of affect and emotions in decision making, rather than strictly rational considerations.

Question 20

Wendy was having a bad day, so she decided to treat herself to a gourmet meal. Wendy's decision would best be explained by the model of decision making known as the:

Accepted Answer

Wendy's decision to treat herself to a gourmet meal was likely driven by her emotions, as she was having a bad day and wanted to make herself feel better through the experience of enjoying a delicious, luxurious meal. This aligns with the emotional model of decision making, which emphasizes the role of feelings and emotions in shaping our choices.

Quiz 14: Decision making