Question 1

The first stage in the consumer decision-making process is ________.
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice

Accepted Answer

The first stage in the consumer decision-making process is problem recognition, which is when the consumer recognizes a need or want that they want to fulfill. This can be triggered by internal factors (such as hunger) or external factors (such as seeing an advertisement for a product).

Question 2

What is an evoked set?

Accepted Answer

The evoked set consists of all those product alternatives actively considered by the consumer during his/her choice process. It is composed of products already in memory (the retrieval set) as well as those prominently displayed in the retail environment.

Question 3

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.
A) purchase momentum
B) rational decision making
C) behaviorally influenced purchase
D) inertia

Accepted Answer

The customer's initial purchase (the cool drink) created momentum towards buying another drink, even though he was no longer thirsty. This is an example of purchase momentum, which is a behavioral influence on purchasing.

Question 4

A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving?
A) Extended problem solving
B) Limited problem solving
C) Habitual problem solving
D) Recognition problem solving

Accepted Answer

Extended problem solving involves a high degree of involvement, risk, and uncertainty. When a customer is buying an unfamiliar product that carries a fair degree of risk, they are likely to engage in extended problem solving to gather as much information as possible before making a decision. This may involve researching the product, seeking input from friends or family, and comparing features and prices of different brands or options. Limited problem solving is used for products that are familiar or have low risk, while habitual problem solving is used for products that are purchased frequently and require little thought. Recognition problem solving occurs when a customer is already familiar with the product or brand and can quickly make a decision based on past experience.

Question 5

Decisions driven by our emotional responses to a product are called ________.
A) affective
B) habitual
C) cognitive
D) compensatory

Accepted Answer

Affective decisions are those that are based on emotional responses to a product, rather than any rational or cognitive thought processes. These decisions are often made quickly, and can be influenced by factors such as personal experiences or brand loyalty. With affective decisions, the individual is less concerned with weighing the pros and cons of the product, and more interested in how it makes them feel.

Question 6

A straight rebuy is considered a habitual decision.

Accepted Answer

A straight rebuy is a situation where a buyer continuously purchases the same product from the same supplier without considering other options. This type of decision-making can become habitual over time.

Question 7

Evaluative criteria are the dimensions used to judge the merits of competing options.

Accepted Answer

This statement is true. Evaluative criteria are used to evaluate or judge the advantages and disadvantages of different options.

Question 8

________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.
A) Problem recognition
B) Evaluation of alternatives
C) Constructive perspective
D) Behavioral influence perspective

Accepted Answer

The answer of ________ is the process by which the...

Question 9

List and describe the three "buckets" of consumer decision making.

Accepted Answer

The answer of List and describe the three "buckets" of...

Question 10

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.
A) constructive process
B) mental budget
C) diet
D) cognitive process

Accepted Answer

Janice is using a mental budget, which is a cognitive process of estimating consumption over time and regulating behavior. A diet may be a factor in her decision to limit her eating the day before the party, but it is not the specific cognitive process she is utilizing. The term "constructive process" is vague and does not accurately describe the situation.

Question 11

The first step in the consumer decision-making process is to conduct information search.

Accepted Answer

The answer of The first step in the consumer decision-making...

Question 12

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.
A) Information search
B) Evaluating alternatives
C) Evaluating of evoked set
D) Problem recognition

Accepted Answer

Problem recognition occurs when a consumer realizes that there is a significant difference between their current state and their desired state. This recognition can trigger the consumer's decision-making process, leading them to search for information, evaluate alternatives and make a purchase.

Question 13

List and explain the five types of perceived risk.

Accepted Answer

The answer of List and explain the five types of...

Question 14

The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category.
A) identifying competitors
B) positioning strategy
C) exemplar products
D) product locations

Accepted Answer

The positioning strategy is crucial in convincing the consumer to consider the product within a given category. It involves creating a perceived image of the product that distinguishes it from competitors and resonates with the target audience. Identifying competitors, exemplar products, and product locations are important, but they do not solely determine the success of convincing the consumer to consider a product within a given category.

Question 15

A shortcut to making a decision is called inertia.

Accepted Answer

The answer of A shortcut to making a decision is...

Question 16

Self-regulation refers to a person's efforts to change or maintain his actions over time.

Accepted Answer

Self-regulation involves a person's ability to monitor and control their thoughts, behaviors, and emotions in order to achieve a desired outcome or goal. This requires effort and intentionality over time.

Question 17

Evaluating the effort when we need to make a particular choice is called the ________.
A) want
B) constructive process
C) need
D) routine process

Accepted Answer

The term "constructive process" refers to the mental activity involved in evaluating the effort required to make a particular choice, constructing preferences, and making decisions. This process is not about routine or automatic choices (routine process), nor directly about desires (want) or necessities (need), but rather about the cognitive effort in decision-making.

Question 18

According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.
A) cognitive processing
B) mental processing
C) constructive processing
D) behavioral processing

Accepted Answer

Constructive processing is a theory suggesting that we evaluate the effort needed for a particular choice and adjust the amount of cognitive effort we use accordingly.

Question 19

A bucket in consumer decision making is ________.
A) cognitive
B) habitual
C) affective
D) all of the above

Accepted Answer

The bucket theory suggests that all three factors (cognitive, habitual, and affective) play a role in consumer decision-making. Therefore, the best choice is D, all of the above.

Question 20

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making?
A) cognitive
B) limited
C) habitual
D) affective

Accepted Answer

Cognitive decision making involves extensive problem solving and gathering of information, which would be necessary for someone buying an unfamiliar product that carries a fair degree of risk. Limited and habitual decision making are typically used for low-risk and familiar products, while affective decision making is based on emotional reactions and would not necessarily involve extensive information gathering.

Quiz 9: Decision Making

The first stage in the consumer decision-making process is ________.

What is an evoked set?

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.

A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving?

Decisions driven by our emotional responses to a product are called ________.

A straight rebuy is considered a habitual decision.

Evaluative criteria are the dimensions used to judge the merits of competing options.

________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.

List and describe the three "buckets" of consumer decision making.

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.

The first step in the consumer decision-making process is to conduct information search.

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.

List and explain the five types of perceived risk.

The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category.

A shortcut to making a decision is called inertia.

Self-regulation refers to a person's efforts to change or maintain his actions over time.

Evaluating the effort when we need to make a particular choice is called the ________.

According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.

A bucket in consumer decision making is ________.

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making?