Question 1

The ____________ view notes that consumers are rational decision-makers that buy and use sport products based on expected outcomes.&#10;A) Passive&#10;B) Cognitive&#10;C) Economic&#10;D) Emotional

Accepted Answer

The economic view emphasizes that consumers are rational decision-makers and they make purchases based on expected outcomes, such as the perceived value and benefits of the product. This view considers factors such as price, quality, and function in the consumer's decision-making process.

Question 2

A decision requires selecting from two or more options. The selection depends upon __________ and ___________.&#10;A) Cost / Colour&#10;B) The buying and using situation / Consumer characteristics&#10;C) Emotions / Needs&#10;D) Availability / Economic impact

Accepted Answer

The buying and using situation, as well as consumer characteristics, are critical factors when making a decision. Factors such as budget, the purpose of the purchase, personal preferences, and available alternatives must be considered in choosing an option. Cost, colour, emotions, needs, availability, and economic impact may also be a consideration, but they do not cover all the critical factors in decision-making. Thus, option B is the best choice as it offers a more comprehensive explanation of the factors affecting decision-making.

Question 3

Which of the following is NOT a factor that influences sport consumption?&#10;A) Motivation&#10;B) Literacy&#10;C) Social class&#10;D) Lifestyle

Accepted Answer

Literacy is not a factor that influences sport consumption. Factors such as motivation, social class, and lifestyle can all play a role in an individual's decision to consume sports.

Question 4

If a consumer searches for tickets to a tennis match on multiple websites, this is an example of which stage of the consumer decision making process?&#10;A) Need recognition&#10;B) Use and evaluation&#10;C) Identify and evaluate alternatives&#10;D) None of the above

Accepted Answer

Searching for tickets on multiple websites demonstrates that the consumer is in the "identify and evaluate alternatives" stage of the decision-making process. They have already recognized their need for a tennis match ticket and are now exploring their options and comparing prices on different websites.

Question 5

Which of the following are steps consumers go through when deciding to buy or use a sport product?&#10;A) Identify and evaluate alternatives&#10;B) Need recognition&#10;C) Use and evaluation&#10;D) All of the above

Accepted Answer

Consumers go through the process of need recognition, identifying and evaluating alternatives, and then using and evaluating the product. Therefore, all of the above options are steps consumers go through when deciding to buy or use a sport product.

Question 6

________ decisions are important to consumers and often have risks associated with making a bad decision.&#10;A) Sport consumer&#10;B) Low-involvement&#10;C) High-involvement&#10;D) High-cost

Accepted Answer

High-involvement decisions are typically those that are important to consumers and involve a significant amount of risk if a bad decision is made. These types of decisions typically require more research and consideration before making a choice, compared to low-involvement decisions which are generally more routine and have less risk involved. High-cost decisions may be a factor in high-involvement decisions, but not all high-cost decisions necessarily require the same level of involvement. Sport consumer decisions may or may not be high-involvement depending on the significance of the decision to the consumer.

Question 7

Which of the following is NOT one of the evaluation criteria for a decision?&#10;A) Personal experience&#10;B) Information searches&#10;C) Memories&#10;D) Product awareness

Accepted Answer

Personal experience, information searches, and memories are all factors that can be used to evaluate a decision. Product awareness is not a criteria for evaluation, but rather an input in the decision-making process.

Question 8

A consumer choosing to purchase officially licensed team apparel may make this choice because ____________.&#10;A) It is the right colour&#10;B) It is lower cost&#10;C) It is lower quality&#10;D) There is less uncertainty related to the product

Accepted Answer

Choosing officially licensed team apparel reduces uncertainty related to the product as it guarantees authenticity and quality, making the decision-making process easier for the consumer.

Question 9

In general, there are two types of decision rules: _____________ and _______________.&#10;A) Cost-based / Effort-based&#10;B) Time-based / Processing-based&#10;C) Bandwidth-based / Emotion-based&#10;D) Attribute-based / Attitude-based

Accepted Answer

Attribute-based decision rules are based on specific attributes or characteristics of the options being considered, while attitude-based decision rules are based on overall impressions, feelings, or beliefs about the options. These are the two main types of decision rules commonly used in consumer behavior and market research. Cost-based, effort-based, time-based, processing-based, bandwidth-based, and emotion-based decision rules are less commonly used or are specific to certain contexts.

Question 10

The sport consumer decision-making process is as follows:&#10;A) Need recognition > Gather and process information > Identify and evaluate alternatives > Decision > Use and evaluation&#10;B) Gather and process information > Identify and evaluate alternatives > Problem and desire recognition > Decision > Use and evaluation&#10;C) Need recognition > Decision > Identify and evaluate alternatives > Gather and process information > Use and evaluation&#10;D) Need recognition > Gather and process information > Identify and evaluate alternatives > Use and evaluation > Decision

Accepted Answer

The sport consumer decision-making process starts with need recognition, followed by gathering and processing information, identifying and evaluating alternatives, making a decision, and then using and evaluating the product or service. Option A is the correct sequence of this process. Option B has problem and desire recognition occurring after gathering and processing information, which does not make sense. Option C has the decision-making process happening before identifying and evaluating alternatives, which is incorrect. Option D has the decision-making process happening after use and evaluation, which is also incorrect.

Question 11

A ______________ rule is a decision strategy commonly used to quickly reduce the number of potential options down to one or two and requires less cognitive effort.&#10;A) Non-compensatory&#10;B) Mandatory&#10;C) Compensatory&#10;D) Conjoint

Accepted Answer

The answer of A ______________ rule is a decision strategy...

Question 12

Which of the following is NOT a decision rule?&#10;A) Disjunctive rule&#10;B) Attitudinal rule&#10;C) Lexicographic rule&#10;D) Elimination-by-aspect rule

Accepted Answer

The answer of Which of the following is NOT a...

Question 13

A consumer's mood can influence which of the following?&#10;A) Behaviour&#10;B) Evaluation&#10;C) Recall&#10;D) All of the above

Accepted Answer

The answer of A consumer's mood can influence which of...

Question 14

If a consumer's favourite team loses a big match, the result may influence the consumers' behaviour.

Accepted Answer

The answer of If a consumer's favourite team loses a...

Question 15

Which of the following decisions requires the most cognitive effort?&#10;A) Routine decisions&#10;B) Consumer decisions&#10;C) Novel decisions&#10;D) Sport product decisions

Accepted Answer

The answer of Which of the following decisions requires the...

Question 16

Cognitive ______________ describes a mental state in which a consumer holds two or more conflicting beliefs about a decision.&#10;A) Load&#10;B) Dissonance&#10;C) Availability&#10;D) Distance

Accepted Answer

The answer of Cognitive ______________ describes a mental state in...

Question 17

The decision-making process is:&#10;A) A feedback loop&#10;B) Completed after purchase&#10;C) Only applicable to sport consumers&#10;D) Only available when a consumer has the funds necessary to make a purchase

Accepted Answer

The answer of The decision-making process is:&#10;A) A feedback loop&#10;B)...

Deck 5: Sport Consumer Decision-Making