Question 1

If an attribute is salient, it must also be diagnostic.

Accepted Answer

Salient attributes are those that are noticeable or prominent to consumers, but they may not necessarily be diagnostic of a product's quality or performance. Diagnostic attributes are those that are critical in determining a product's quality or performance. Therefore, a salient attribute may or may not be diagnostic.

Question 2

Priscilla can recall information such as the price, number of shelves, and color of the refrigerator she purchased. However, she cannot recall the refrigerator's capacity. This is an example of inhibition.

Accepted Answer

Inhibition refers to the ability to intentionally forget or inhibit certain information or memories. In this case, Priscilla is unable to recall the capacity of the refrigerator despite being able to remember other details about it, indicating a form of inhibition.

Question 3

Fred watches an ad for a new car and immediately likes the car. This is an example of selective perception.

Accepted Answer

Selective perception refers to the process by which individuals perceive what they want to in media messages while ignoring opposing viewpoints. Fred liking a car immediately after watching an ad is an example of an immediate positive reaction, not selective perception.

Question 4

Online consumer reviews have a significant effect on sales of brands that enjoy strong brand equity.

Accepted Answer

The answer of Online consumer reviews have a significant effect...

Question 5

Frank realizes that he needs a new television. This is an example of his actual state.

Accepted Answer

The answer of Frank realizes that he needs a new...

Question 6

When consumers search by attribute, they compare brands in terms of one attribute at a time, such as by price.

Accepted Answer

When consumers search by attribute, they focus on one attribute at a time, such as price, quality, or features, and compare brands based on that specific attribute.

Question 7

Consumers will search the same information sources no matter what stage of the search process they are in.

Accepted Answer

Consumers may search different information sources depending on their stage in the search process. For example, in the early stage, they may rely more on search engines and social media, while in later stages they may seek reviews and recommendations from friends or specialized websites.

Question 8

Packaging can be an important retrieval cue for food products.

Accepted Answer

Packaging can provide important information and cues about a food product, including its brand, appearance, and nutritional information, which can help consumers recognize and recall the product when they encounter it again. This is why companies invest in packaging design and branding to create a memorable and distinctive product identity.

Question 9

In the consumer decision process, _____ is the perceived difference between an ideal and an actual state.
A) problem recognition
B) internal search
C) external search
D) postpurchase evaluation
E) decision-making

Accepted Answer

Problem recognition refers to the realization of a discrepancy between the actual state (a consumer's current situation or problem) and the ideal state (what the consumer wants or needs). The other options refer to different stages in the consumer decision process but do not directly relate to the perceived difference between an ideal and actual state.

Question 10

Confirmation bias is related to the concept of selective perception.

Accepted Answer

Confirmation bias refers to the tendency of people to seek out information that confirms their existing beliefs while ignoring or downplaying information that contradicts their beliefs. Selective perception refers to the tendency of people to selectively interpret and remember information based on their preexisting expectations or beliefs. Both concepts are related to the idea that people have a natural inclination to seek out information that supports their existing beliefs and perceptions.

Question 11

Felicia cannot remember how many miles per gallon her car gets, but she does recall it has very good mileage. This is an example of recall of brands.

Accepted Answer

This is not an example of recall of brands, but rather a failure to recall a specific detail about the car's mileage.

Question 12

If two cars are the same price, then price is not diagnostic, or useful, when consumers are making a decision.

Accepted Answer

If two cars are the same price, price is no longer a differentiating factor and other factors such as brand reputation, features, and personal preferences become more important in the decision-making process. Therefore, price is not useful or diagnostic in this scenario.

Question 13

Brandon is interested in electronic music and owns a used mixing deck. Recently, he realized that for better sound clarity, he needs a new music mixing deck. In this case, Brandon is in the stage of _____.
A) problem recognition
B) internal search
C) postpurchase evaluation
D) information storage
E) hypothesis testing

Accepted Answer

Brandon is realizing that he has a problem, which is the lack of sound clarity in his current mixing deck, and recognizing that he needs to take action by purchasing a new one. This stage is called problem recognition, where the consumer becomes aware of a problem or need that they have.

Question 14

Rather than remembering all available brands in any given situation, consumers tend to recall a subset of two to eight brands known as a consideration or evoked set.

Accepted Answer

This statement is true. Consumers typically rely on their consideration or evoked set, which consists of a small subset of brands they are familiar with and actively consider when making a purchasing decision.

Question 15

Ongoing search does not occur independent of problem recognition.

Accepted Answer

The answer of Ongoing search does not occur independent of...

Question 16

Two types of external search are prepurchase search and ongoing search.

Accepted Answer

Prepurchase search refers to the information gathering process consumers undertake before making a purchase, while ongoing search refers to the continuous search for information about a product or service even after the purchase has been made.

Question 17

A consideration set that contains only one or two brands reduces the need to search for information.

Accepted Answer

When the consideration set contains only one or two brands, the consumer has fewer options to consider and compare, thus reducing the need for extensive information search.

Question 18

Once a brand emerges as the leader early in the search process, subsequent information acquisition and evaluation are distorted in favor of that brand.

Accepted Answer

This phenomenon is known as confirmation bias, which means that people tend to focus on information that confirms their existing beliefs and attitudes. As a result, they may overlook or dismiss information that contradicts their initial impressions, which can reinforce their loyalty to the dominant brand.

Question 19

Marketing can help put consumers in a state of problem recognition and motivate them to start the decision process by attempting to create dissatisfaction with the ideal state.

Accepted Answer

The answer of Marketing can help put consumers in a...

Question 20

Simple physical factors, such as running out of a product, having a product or become obsolete, or unexpectedly needing a service can influence consumers' perception of the actual state.

Accepted Answer

Yes, simple physical factors can influence consumers' perception of the actual state. For example, if a product is out of stock or becomes obsolete, consumers may perceive the brand negatively or go elsewhere to find an alternative product. Similarly, if a service is unexpectedly needed, consumers may be dissatisfied if they are unable to find a provider to meet their needs.

Quiz 7: Problem Recognition and Information Search