Question 1

Involvement and perceived risk are key factors in a consumer's motivation to process information.

Accepted Answer

Involvement and perceived risk are commonly recognized as key factors that determine a consumer's motivation to process information. When a consumer perceives high levels of involvement and risk associated with a product or service, they are more likely to actively seek out and process information to mitigate their risk and make informed decisions. Therefore, marketers often try to increase consumers' involvement in their products/services and reduce perceived risk to encourage information processing and decision-making.

Question 2

Confirmation bias refers to the fact that we tend to prefer those brands with which we are familiar.

Accepted Answer

Confirmation bias is the tendency to favor information that confirms our preexisting beliefs or values. In the context of brand preference, it means that people are more likely to choose brands they are already familiar with and have a positive association with, even if there are other brands that may be objectively better or more suitable for their needs. This is because familiarity creates a sense of comfort and security, and people are less likely to take risks with unfamiliar brands. Therefore, it is true that confirmation bias plays a role in shaping our brand preferences.

Question 3

It is possible to provide consumers with too much information so they become overloaded.

Accepted Answer

When consumers are provided with a lot of information, it can become overwhelming and make it difficult for them to make decisions. This is known as information overload, and it can lead to confusion, frustration, and even a decision paralysis. Therefore, it is important for businesses to provide relevant and concise information to customers to avoid overwhelming them.

Question 4

Thirty years ago,consumers did not think much about the performance of their athletic shoes.Today we are continually bombarded with newer and better products that will make us run faster and jump higher.This can best be thought of as an example of marketing creating a new ideal state.

Accepted Answer

The answer of Thirty years ago,consumers did not think much...

Question 5

Having a baby will probably result in changes in your ideal state.

Accepted Answer

Having a baby often results in changes in priorities, lifestyle, and overall perception of what your ideal state is.

Question 6

An example of a retrieval cue would be the smiley face in Walmart's ads.

Accepted Answer

A retrieval cue is any external or internal stimulus that helps evoke or recall a certain memory or information. The smiley face in Walmart's ads serves as a retrieval cue for the brand and its offerings, triggering people's memory and association with the company.

Question 7

When Fred sees an ad for a Toyota Camry,he immediately realizes he likes the car.This is an example of online processing.

Accepted Answer

Online processing is characterized by automatic, unconscious and effortless processing of information, which results in quick and intuitive decisions based on immediate reactions to stimuli. In this case, Fred's immediate liking for the car shows an automatic response to the ad, which is a hallmark of online processing.

Question 8

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

Accepted Answer

Consumers may use different information sources at different stages of the search process, such as social media or word-of-mouth recommendations in the early stages, and reviews or company websites in the later stages.

Question 9

Research suggests that consumer's degree of search activity is usually quite limited,even for purchases considered important.

Accepted Answer

Research has shown that consumers often engage in limited search activity even for important purchases, relying on prior knowledge, brand familiarity, and external cues such as recommendations from friends or family members.

Question 10

Some retail websites encourage consumers to post online reviews of brands.These reviews may be used by other consumers in the early stages of consumer decision making.

Accepted Answer

This is a common practice among many retail websites as it helps consumers make informed decisions based on the experiences of other customers. These reviews can also help improve the brand's image and attract new customers.

Question 11

____ is a critical stage in the decision process because it motivates the consumer to action.

Accepted Answer

Problem recognition is the first step in the consumer decision-making process, where the consumer identifies a need or problem that motivates them to seek a solution, leading to action such as making a purchase.

Question 12

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

Accepted Answer

The answer of When a brand emerges as the leader...

Question 13

Speed,user control,and graphics are the key elements of website interactivity for consumers conducting online searches.

Accepted Answer

While speed and graphics are important elements of website interactivity, user control is more about the overall user experience and navigation rather than a direct element of interactivity for online searches. Key elements of interactivity typically include responsiveness, ease of navigation, and the quality of multimedia elements.

Question 14

Frank realizes that he needs a new television.This would be an example of problem recognition.

Accepted Answer

Problem recognition is the first stage of the consumer decision-making process where the consumer recognizes that there is a problem or a need that requires a solution. In this scenario, Frank recognizes that his television is inadequate and outdated, and he needs a new one, which is an example of problem recognition.

Question 15

Two cars are the same price; this indicates that price will not be diagnostic information in the decision of which car to purchase.

Accepted Answer

If two cars are the same price, then price will not be a determining factor in the decision of which car to purchase. Other factors such as performance, features, and reliability will need to be considered.

Question 16

Priscilla purchased a house and recalls information such as the selling price,number of bathrooms,and paint color.She does not recall how big her backyard is.This is an example of inhibition.

Accepted Answer

Inhibition refers to the inability to retrieve or recall certain types of information, which is evident in Priscilla's inability to remember the size of her backyard.

Question 17

Consumers tend to recall a subset of six to ten brands known as an evoked set.

Accepted Answer

The answer of Consumers tend to recall a subset of...

Question 18

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

Accepted Answer

Prepurchase search refers to the search conducted by a consumer before making a purchase, while ongoing search refers to the search conducted by a consumer after making a purchase to ensure satisfaction and to gather information for future purchases.

Question 19

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

Accepted Answer

Salience and diagnosticity are two separate concepts. A salient attribute is one that stands out and is noticeable, while a diagnostic attribute is one that is informative in distinguishing between different options. A salient attribute may or may not be diagnostic, as it may simply draw attention without providing useful information for decision-making. Conversely, a diagnostic attribute may not be particularly salient but still be important in making a decision.

Question 20

Felicia cannot remember how many miles per gallon her car gets.She does recall it gets very good gas mileage.This is an example of recall of attributes.

Accepted Answer

Felicia remembers a general attribute ("very good gas mileage") but cannot recall the specific attribute ("how many miles per gallon"). This is an example of recall of attributes.

Quiz 7: Problem Recognition and Information Search