Question 1

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

This statement is true. Compensatory decision rules allow consumers to balance the strengths and weaknesses of different product attributes when making a purchasing decision. This means that a weak or unattractive attribute may be overlooked or ignored if the product has other strong or attractive attributes.

Question 2

Customer satisfaction with a purchase is based on which of the following?

Accepted Answer

The answer of Customer satisfaction with a purchase is based...

Question 3

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 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

Marketers can influence the evaluative criteria consumers use by emphasizing certain features or benefits of their products/services, creating a perception of quality or value, and shaping consumer preferences through advertising and other forms of promotion. However, consumers also have their own personal evaluative criteria based on factors such as price, quality, convenience, and brand reputation. While marketers can try to influence these criteria, they cannot fully control them.

Question 6

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, where she realizes that she needs a warmer coat for skiing. She has not yet started evaluating different products or searching for information, as she has only just recognized the problem.

Question 7

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, which falls under the information search stage of the purchase decision process.

Question 8

High-involvement purchase decisions likely involve extended problem solving.

Accepted Answer

High-involvement purchase decisions require more information-seeking and evaluation and are generally more complex, so they often involve extended problem solving.

Question 9

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 10

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(n) ________ to provide him with pricing information from all the bookstores that currently have the requested book in stock.

Accepted Answer

A shopbot (shopping robot) is specifically designed to search multiple online retailers and aggregators to provide pricing information on a specific product. Therefore, Jason would most likely use a shopbot to find the best price for a first edition Stephen King novel with a dust jacket in mint condition.

Question 11

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 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

Cognitive dissonance refers to the discomfort or psychological stress that people experience when they hold beliefs or attitudes that conflict with their behavior, such as buying a product that later turns out to have disadvantages. This can lead to a need for justification, rationalization, or even regret for the decision made. Perceived risk refers to the uncertainty and potential negative consequences associated with a decision, which may affect the decision-making process before the purchase is made. Multitasking refers to the ability to perform multiple tasks simultaneously, which is not related to Pat's situation. Compensatory decision making refers to the trade-offs made between different attributes of a product to make a decision, which is also not relevant to Pat's situation. Consumerism refers to the social and economic system that encourages the acquisition of goods and services in ever-increasing amounts, which is also not relevant to Pat's situation.

Question 13

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 14

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

Accepted Answer

The answer of Purchase decision making usually begins with information...

Question 15

When a customer feels regret after purchasing a product, she is experiencing ________.

Accepted Answer

Cognitive dissonance is the discomfort or regret a customer feels after making a purchase, especially if it involves a significant decision or expense. It is the psychological phenomenon of having inconsistent thoughts, beliefs or attitudes and it is a common experience for customers after a purchase.

Question 16

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 is evaluating the different hydration systems that he has researched, so he is in the evaluation of alternatives stage of his purchase decision.

Question 17

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 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 or rules of thumb that individuals use to make decisions quickly and efficiently. In the case of Madelyn, she likely has developed a heuristic for choosing her preferred brand of deodorant, possibly based on past positive experiences or advertising. Ralph, on the other hand, may be using the availability heuristic, where he simply chooses the first brand that comes to mind or that he sees in the store.

Question 19

Discuss how marketers may be able to reduce postpurchase cognitive dissonance.

Accepted Answer

The answer of Discuss how marketers may be able to...

Question 20

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 motivation, perception, and attitudes), situational (such as time, place, and social surroundings), and social (such as family, culture, and reference groups). Option B lists these three categories correctly. Option E is not precise enough, as personal influences are part of the internal category, and option D is incorrect as it lists "external" instead of situational. Option A doesn't include the social category. Option C includes familial and sociocultural influences, but doesn't mention the situational category.

Quiz 6: Understand Consumer and Business Markets