Question 1

Briefly explain the problem recognition stage.

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Question 2

Brenda is an interior designer. Before buying products for interior furnishing, she gathers information about the products manufactured by a company and then moves on to the next company's products. In this scenario, Brenda is:
A) searching by brand.
B) influenced by product placement.
C) subjected to subliminal perception.
D) engaged in preattentive processing.
E) involved in selective perception.

Accepted Answer

Brenda is focusing on products from one company at a time, which indicates she is searching by brand, as she gathers information about all products from one company before moving to the next.

Question 3

The insurance on Carlos' car is due to expire, and he wants to renew it with a different company. He met different insurance agents to collect information about individual policies. In this scenario, Carlos meets with different insurance agents because:
A) his involvement is low.
B) of the information format affecting the opportunity to process information.
C) his consideration set has only one item.
D) of the perceived low benefits relative to the costs of searching information.
E) of the number of items being chosen.

Accepted Answer

Carlos meets with different insurance agents to collect information about individual policies because the format in which information is presented can affect his opportunity to process that information effectively. Different agents may present their information in various ways, influencing his ability to compare and understand the options.

Question 4

Discuss the factors that lead to the formation of the ideal state.

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Question 5

Ted has owned his car for five years and is happy with it. Explain how marketers can help put him in a state of problem recognition and motivate him to buy a new car.

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Question 6

Explain recall of experiences in the process of internal search.

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Question 7

Some marketers include _____ in various marketing elements so that consumers can get more information via cell phone.
A) smart cards
B) simulations
C) quick response codes
D) two-sided messages
E) retrieval cues

Accepted Answer

Quick response codes, or QR codes, can be scanned by consumers using their cell phones to access additional information about a product or service.

Question 8

Explain the two types of external search for information.

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Question 9

Explain the process of internal information search.

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Question 10

Discuss the factors that can influence the perception of the actual state.

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Question 11

Marcus wants to buy a new car. List the external sources that he can use to search for information.

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Question 12

Explain a consumer's ideal state and actual state and the difference between them with an example.

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Question 13

Explain how the recall of brands can have an impact on decision-making.

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Question 14

Kimberly wants to buy a digital camera. She compares cameras of different brands by their picture quality, level of optical zoom, and the availability of lenses, respectively. In this scenario, Kimberly is:
A) influenced by confirmation bias.
B) involved in experiential search.
C) buying experience goods.
D) searching by attribute.
E) involved in internal search.

Accepted Answer

Kimberly is comparing cameras by specific attributes such as picture quality, level of optical zoom and availability of lenses, which suggests that she is involved in searching by attributes.

Question 15

Compare the recall of attributes and the recall of evaluations.

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Question 16

In the context of internal search, explain how inhibition limits consumers' processing capacity.

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Question 17

Discuss the factors that increase the possibility of consumers' recalling a particular brand during internal search, and including that brand in their consideration set.

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Question 18

Discuss two ways by which marketers can stimulate consumers' problem recognition.

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Question 19

Explain how confirmation bias alters the nature of internal search.

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Question 20

In external search, _____ is the most frequently accessed type of information because it is a central node around which other information can be organized in memory.​
A) retail source
B) dealer information
C) interactivity
D) brand name
E) usage instruction

Accepted Answer

Brand name is a central node around which other information can be organized in memory. Therefore, it is the most frequently accessed type of information in external search. Consumers are likely to start their search with a brand they are familiar with or have heard about, and then look for additional information about that brand or other similar products.

Quiz 7: Problem Recognition and Information Search