Deck 4: Serviced Consumer Behavior

Question 1

Multi-attribute models are used most during which step of the consumer decision process?

A)stimulus
B)problem awareness
C)information search
D)consumption
E)evaluation of alternatives

Answer 1

E

Question 2

Pressure to perform as others wait behind them leads consumers to opt out of using a self-checkout.This is an example of which kind of perceived risk?

A)financial risk
B)performance risk
C)social risk
D)psychological risk
E)physical risk

Answer 2

C

Question 3

During the evaluation of alternatives stage,consumers sometimes rely on their "gut-level feelings." This type of decision making is called:

A)​the lexicographic approach.
B)​a systematic evaluation.
C)​a nonsystematic evaluation.
D)​the linear compensatory evaluation.
E)​the evoked set approach.

Answer 3

C

Question 4

Consumers determine a shortage or an unfulfilled desire exists during which step of the consumer decision process?

A)problem awareness
B)stimulus
C)evaluation of alternatives
D)postpurchase evaluation
E)the choice stage

Question 5

Services tend to be characterized by:

A)search attributes.
B)experience attributes.
C)credence attributes.
D)search and experience attributes.
E)experience and credence attributes.

Question 6

Which of the following statements is NOT correct?

A)Service consumers are more brand loyal.
B)Personal sources of information are more important to service consumers versus nonpersonal sources.
C)Service consumers have fewer alternatives to consider.
D)Self-service is a viable alternative for many services.
E)Customers always prefer customized services to standardized services.

Question 7

The consumer decision process consists of:

A)stimulus,problem awareness,and purchase stages.
B)prepurchase,consumption,and postpurchase stages.
C)problem awareness,evaluation of alternatives,and postpurchase behavior.
D)stimulus,information search,and postpurchase behavior.
E)information search,purchase,and postpurchase behavior.

Question 8

​Bill's parents finally convinced him to get a haircut.Bill's decision process was prompted by a:

A)​physical cue.
B)​psychological cue.
C)​pressure cue.
D)​social cue.
E)​commercial cue.

Question 9

The ____ is the fifth step in the consumer decision process.

A)postpurchase evaluation
B)evaluation of alternatives
C)problem awareness
D)stimulus
E)choice

Question 10

Which of the following is NOT an example of an external search for college selection?

A)campus visit
B)consumer's own memories
C)talking to friends
D)reading college magazines
E)asking professor questions

Question 11

Which of the following statements is NOT true?

A)Many service firms continue to be operations dominated rather than customer oriented.
B)Consumer orientation lies at the heart of the marketing concept.
C)Researchers clearly understand how consumers make decisions.
D)Differences exist between the ways consumers make decisions regarding services versus goods.
E)A variety of models have been developed to explain how consumers make decisions.

Question 12

During which stage of the consumer decision process do acquisition,production,and consumption become an entangled process?

A)the prepurchase stage
B)the consumption stage
C)the postpurchase stage
D)the information search stage
E)the problem awareness stage

Question 13

Exhibit 4-1
$\begin{array}{l}\text { Exhibit 4-1 }\\\begin{array} { l c c c c } \begin{array} { l } \text { Attributes } \\\text { (in order of } \\\text { importance) }\end{array} & \text { Avis } & \text { Hertz } & \begin{array} { c } \text { Providers } \\\text { Budget }\end{array} & \text { Alamo } \\\text { Price } & 9 & 9 & 10 & 8 \\\text { Courtesy } & 7 & 6 & 9 & 9 \\\text { Selection } & 10 & 10 & 7 & 8 \\\text { Location } & 10 & 10 & 8 & 8 \\\end{array}\end{array}$
$(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$

-Refer to Exhibit 4-1.Using a nonsystematic approach,which car rental firm should be selected?

A)Avis
B)Hertz
C)Budget
D)Alamo
E)Each customer's choice will differ based on his/her gut-level feelings.

Question 14

Co-producer risk is directly related to the concept of:

A)intangibility.
B)heterogeneity.
C)inseparability.
D)perishability.
E)nonstandardization.

Question 15

Attributes such as price,fit,and feel are called:

A)experience.
B)credence.
C)clearwater.
D)revival.
E)search.

Question 16

Which of the following statements is NOT true?

A)Service purchases are perceived as riskier than goods purchases.
B)The participation of the consumer in the service process increases the amount of perceived risk.
C)The variability in services increases the perceived risk associated with the purchase.
D)Consumers of services have less prepurchase information versus goods.
E)Services are primarily characterized by search attributes.

Question 17

The prepurchase stage consists of all of the following activities except:

A)the approach.
B)problem awareness.
C)information search.
D)stimulus.
E)evaluation of alternatives.

Question 18

The reason services have few search attributes is primarily attributed to:

A)inseparability.
B)heterogeneity.
C)intangibility.
D)perishability.
E)nonstandardization.

Question 19

Exhibit 4-1
$\begin{array}{l}\text { Exhibit 4-1 }\\\begin{array} { l c c c c } \begin{array} { l } \text { Attributes } \\\text { (in order of } \\\text { importance) }\end{array} & \text { Avis } & \text { Hertz } & \begin{array} { c } \text { Providers } \\\text { Budget }\end{array} & \text { Alamo } \\\text { Price } & 9 & 9 & 10 & 8 \\\text { Courtesy } & 7 & 6 & 9 & 9 \\\text { Selection } & 10 & 10 & 7 & 8 \\\text { Location } & 10 & 10 & 8 & 8 \\\end{array}\end{array}$
$(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$

-Refer to Exhibit 4-1.Using a linear compensatory approach,which car rental firm should be selected?

A)Avis
B)Hertz
C)Budget
D)Alamo
E)Each customer's choice will differ based on his/her gut-level feelings.

Question 20

Exhibit 4-1
$\begin{array}{l}\text { Exhibit 4-1 }\\\begin{array} { l c c c c } \begin{array} { l } \text { Attributes } \\\text { (in order of } \\\text { importance) }\end{array} & \text { Avis } & \text { Hertz } & \begin{array} { c } \text { Providers } \\\text { Budget }\end{array} & \text { Alamo } \\\text { Price } & 9 & 9 & 10 & 8 \\\text { Courtesy } & 7 & 6 & 9 & 9 \\\text { Selection } & 10 & 10 & 7 & 8 \\\text { Location } & 10 & 10 & 8 & 8 \\\end{array}\end{array}$
$(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$

-Refer to Exhibit 4-1.Using a lexicographic approach,which car rental firm should be selected?

A)Avis
B)Hertz
C)Budget
D)Alamo
E)Each customer's choice will differ based on his/her gut-level feelings.

Question 21

Consumers of services tend to rely on personal sources of information more than nonpersonal sources for all of the following reasons except:

A)many service providers are small and lack the resources or expertise to use nonpersonal sources.
B)opinion leaders play an important role in the purchase of services.
C)due to intangibility,mass media are more effective in communicating the qualities of a service than personal sources.
D)the use of personal sources reduces the risk associated with the purchase.
E)professional restrictions may limit the use of nonpersonal sources of information in some service sectors.

Question 22

The switching costs associated with the time it takes simply thinking about making a change in service providers are called _____ costs.

A)emotional
B)cognitive
C)learning
D)performance
E)customer habit

Question 23

With regards to the number of service alternatives available,which of the following statements is true?

A)Consumers are aware of fewer alternatives because less prepurchase information is available.
B)Self-service,in some instances,is a viable alternative.
C)In general,individual service providers tend to offer only one brand of service
D)In comparison with goods,the evoked set for services is smaller.
E)Services tend to have a larger number of outlets providing the same service.

Question 24

Discuss the special considerations about services during the prepurchase stage of the consumer decision process.

Question 25

The postpurchase model that is based on the idea that in a service encounter,customers and employees perform roles,and that satisfaction is a function of role congruence is called:

A)the dissonance model.
B)the perceived-control model.
C)the expectancy disconfirmation model.
D)the script perspective.
E)the servuction model.

Question 26

According to the perceived-control perspective,which of the following statements is true?

A)If a firm is due to make changes in its operation that will have an impact on consumers,it is importantto not tip off consumers that the changes are coming.
B)The more service providers concede control to customers,the higher their job satisfaction.
C)When considering strategies to increase consumer and employee control,it is equally important for theservice firm itself to maintain control of the service experience.
D)When consumers experience cognitive control,the effect is not the same as that achieved by behavioralcontrol.
E)Predictability provides behavioral control.

Question 27

Explain the relevance of search,experience,and credence attributes as they apply to services.

Question 28

Discuss the special considerations about services during the consumption stage of the consumer decision process.

Question 29

Switching costs generally associated with changing from one service provider to another include all of the following except:

A)performance costs.
B)loyal customer discounts.
C)emotional costs.
D)cognitive costs.
E)search costs.

Question 30

Which of the following best describes the perceived control perspective?

A)The more confident and in control the service provider,the more relaxed and satisfied the consumer will be with the service.
B)Customer satisfaction is achieved through the effective control of customer perceptions and expectations.
C)Customers are controlled through the use of scripts,and their satisfaction is a function of script congruence.
D)The higher the level of control over the situation perceived by consumers,the higher their satisfaction with the service will be.
E)Rules must be acknowledged and obeyed by all participants if satisfactory outcomes are to be generated.

Question 31

When changing dentists,the patient was required to pay for a new set of X-rays.This type of switching cost is referred to as:

A)performance costs.
B)loyal customer discounts.
C)emotional costs.
D)cognitive costs.
E)transaction costs.

Question 32

The postpurchase model in which consumers evaluate services by the amount of influence they have over the service encounter is the:

A)role congruence model.
B)perceived-control model.
C)expectancy disconfirmation model.
D)script perspective.
E)servuction model.

Question 33

Service consumers tend to be more brand loyal than goods consumers because:

A)more choices are available.
B)brand loyalty lowers the amount of perceived risk.
C)each service provider provides many brands.
D)the prices of their main provider are usually less expensive.
E)location of the provider is the major driver in the consumer selection process.

Question 34

What type of control has the ability to control what is actually going on?

A)behavioral control
B)cognitive control
C)service control
D)perception of control
E)none of these

Question 35

​Which of the following statements about the consumption stage of the consumer decision process for services is NOT true?

A)​The activities of production,acquisition,and use of services occur in a definite order and have clear boundaries between them.
B)​The concept of disposal is irrelevant with regards to services.
C)​The consumption stage is more complex for services than goods.
D)​Consumer evaluation of the service occurs during and after consumption.
E)​Service marketers are able to change consumer evaluations during the service encounter.

Question 36

The costs associated with changing from one provider to another are referred to as _____ costs.

A)performance
B)economic
C)selection
D)switching
E)financial

Question 37

Discuss the special considerations about services during the postchoice stage of the consumer decision process.

Question 38

Which of the following formulas correctly illustrates the expectancy confirmation theory?

A)Confirmation = Customer satisfaction − Perceptions −Expectations
B)Customer satisfaction = Perceptions≤Expectations
C)Customer satisfaction = Perceptions ≥Expectations
D)Customer satisfaction = Perceptions + Expectations
E)Confirmation = Customer satisfaction≥Expectations

Question 39

Describe models that attempt to explain the consumer's postpurchase evaluation.

Question 40

In which of the following postpurchase models do consumers evaluate services by comparing expectations with perceptions?

A)the role congruence model
B)the perceived-control model
C)the expectancy disconfirmation model
D)the script perspective
E)the servuction model

Question 41

Diagram the stages and steps of the consumer decision process model.

Question 42

Explain why consumers of services tend to be more brand loyal.