Question 1

Marketers can have little to no effect on the evaluative criteria consumers use.

Accepted Answer

Marketers can try to influence the evaluative criteria consumers use by highlighting certain features or benefits of their products. For example, a car company can promote the fuel efficiency of its vehicles to appeal to consumers who prioritize fuel economy. However, ultimately it is up to the individual consumer to determine what evaluative criteria they consider most important when making a purchase decision.

Question 2

What is consumer behavior? Give examples of the types of questions about consumer behavior that marketers investigate.

Accepted Answer

The answer of What is consumer behavior? Give examples of...

Question 3

In part due to the effective use of artificial intelligence, email marketing campaigns that are personalized are more effective than social media and search in delivering marketing results.

Accepted Answer

Studies have shown that personalized email marketing campaigns, especially with the use of artificial intelligence, have higher open rates, click-through rates, and conversion rates compared to social media and search marketing.

Question 4

In today's environment of hyperchoice, consumers actually make poorer decisions and feel more frustrated than when they had fewer choices.

Accepted Answer

This is supported by research findings which suggest that an abundance of choice can lead to decision paralysis, anxiety, and dissatisfaction with the chosen option. This is known as the paradox of choice.

Question 5

Consumers use compensatory decision rules when they allow one weak or unattractive product attribute to be outweighed or offset by a strong or attractive product attribute.

Accepted Answer

Compensatory decision rules involve balancing the pros and cons of a product's attributes, allowing a strong attribute to compensate for a weak one.

Question 6

In the evaluation of alternatives stage, determinant criteria are more specific than evaluative criteria.

Accepted Answer

Determinant criteria are a subset of evaluative criteria that are most important to the decision-maker, but not necessarily more specific. Evaluative criteria encompass all factors considered in making a decision, while determinant criteria are those that actually determine the choice.

Question 7

Purchase decision making usually begins with information search and then moves to evaluation of alternatives.

Accepted Answer

The purchase decision-making process typically begins with the recognition of a need or problem, followed by an information search and evaluation of alternatives.

Question 8

The invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision?

Accepted Answer

Donna is in the problem recognition stage because she recognizes the need for a warmer coat for the ski weekend.

Question 9

To determine the best price for a first edition copy of a Stephen King novel with a dust jacket in mint condition, Jason would most likely use a ________ to provide him with pricing information from all the bookstores that currently have the requested book in stock.

Accepted Answer

Jason would most likely use a shopbot to provide him with pricing information from all the bookstores that currently have the requested book in stock. A shopbot is a software application that searches multiple online stores for a specific product and provides the user with a list of prices from each store. This would allow Jason to compare prices and determine the best price for the first edition Stephen King novel with a dust jacket in mint condition.

Question 10

Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he will need to get adequate water when he is bike riding, so he wants to buy a hydration system. Having gathered a great deal of information, he has decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision.

Accepted Answer

Robert has already recognized the problem (the need for a hydration system) and is now in the stage of evaluating alternatives. He has gathered information on the three systems and is comparing them to make a decision.

Question 11

How do heuristics affect a consumer's decision-making process? Give two examples of heuristics you might use when shopping.

Accepted Answer

The answer of How do heuristics affect a consumer's decision-making...

Question 12

Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain disadvantages of his new car as he learned more about other cars. Pat was experiencing ________.

Accepted Answer

Pat's feelings of regret and dissatisfaction with the purchase of his new car indicate that he is experiencing buyer's remorse. This is a common feeling that can occur after making a significant purchase and realizing that other options may have been better. Perceived risk, multitasking, compensatory decision making, and consumerism are not relevant to Pat's situation.

Question 13

High-involvement purchase decisions likely involve extended problem solving.

Accepted Answer

High-involvement purchase decisions are those that require significant effort and time to research, compare, and evaluate different options before making a purchase. This type of decision-making process is known as extended problem solving.

Question 14

The three main categories of influences that affect the consumer decision-making process are ________.

Accepted Answer

The three main categories of influences that affect the consumer decision-making process are internal (such as personal beliefs and attitudes), situational (such as the context in which the decision is being made), and social (such as the influence of family, friends, and culture). Option A is too narrow and doesn't cover all the main categories, option C combines situational and social influences into one category, option D is too broad and includes behavioral influences which are part of internal influences, and option E doesn't differentiate between internal and social influences.

Question 15

When Tom wanted to buy a new gas grill, he searched for grills on the Internet. He was able to gather information on grills and learn what features were available. Tom used the Internet during the ________ stage of his purchase decision.

Accepted Answer

Tom used the Internet to gather information on grills, indicating that he was in the information search stage of his purchase decision.

Question 16

Explain the role of marketers in the information search step of the consumer decision-making process. Give an example of how the marketer might execute this role.

Accepted Answer

The answer of Explain the role of marketers in the...

Question 17

What is ZMOT and how does it relate to the digital age?

Accepted Answer

The answer of What is ZMOT and how does it...

Question 18

Heuristics can be used to explain why Madelyn always buys a specific brand of deodorant and why Ralph always buys whatever brand he happens to see first.

Accepted Answer

Heuristics are mental shortcuts that individuals use to make decisions quickly and efficiently. In Madelyn's case, she may be using the heuristic of brand loyalty, where she has developed a preference for a specific brand of deodorant and continues to purchase it without considering other options. In contrast, Ralph may be using the heuristic of availability, where he chooses whatever brand he sees first without putting much thought into the decision.

Question 19

How does a television commercial about a company that will help a person lose weight attempt to influence the problem recognition phase of the consumer decision-making process? Explain your answer.

Accepted Answer

The answer of How does a television commercial about a...

Question 20

Briefly describe each step in the consumer decision-making process.

Accepted Answer

The answer of Briefly describe each step in the consumer...

Quiz 6: Understand Consumer and Business Markets