Question 1

Multi-attribute models are used most during which step of the consumer decision process?
A)stimulus
B)problem awareness
C)information search
D)consumption
E)evaluation of alternatives

Accepted Answer

Multi-attribute models are used in the evaluation of alternatives step of the consumer decision process. They help consumers compare the strengths and weaknesses of different options based on various attributes and their importance to the consumer.

Question 2

Pressure to perform as others wait behind them leads consumers to opt out of using a self-checkout.This is an example of which kind of perceived risk?
A)financial risk
B)performance risk
C)social risk
D)psychological risk
E)physical risk

Accepted Answer

The pressure to perform while others wait behind them can cause consumers to feel socially at risk. They may worry about making a mistake or taking too much time, leading to potential embarrassment or social judgment.

Question 3

During the evaluation of alternatives stage,consumers sometimes rely on their "gut-level feelings." This type of decision making is called:
A)​the lexicographic approach.
B)​a systematic evaluation.
C)​a nonsystematic evaluation.
D)​the linear compensatory evaluation.
E)​the evoked set approach.

Accepted Answer

Nonsystematic evaluation refers to decision making based on subjective feelings or intuition, without a systematic comparison of alternatives. This type of decision making is commonly used during the evaluation of alternatives stage. The other options, such as the lexicographic approach and linear compensatory evaluation, involve more rational and systematic methods that rely on objective criteria and comparisons across alternatives.

Question 4

Consumers determine a shortage or an unfulfilled desire exists during which step of the consumer decision process?
A)problem awareness
B)stimulus
C)evaluation of alternatives
D)postpurchase evaluation
E)the choice stage

Accepted Answer

During the problem awareness stage, consumers realize they have an unfulfilled desire or a problem that needs to be solved, which leads to the need for further information search and evaluation of alternatives.

Question 5

Services tend to be characterized by:
A)search attributes.
B)experience attributes.
C)credence attributes.
D)search and experience attributes.
E)experience and credence attributes.

Accepted Answer

Services can have experience and credence attributes. Experience attributes can only be measured after the service has been consumed and include factors such as ambiance, attitude of service providers, and the overall experience of the service. Credence attributes are characteristics that are difficult to verify even after the service has been consumed, such as the quality of medical treatment or the effectiveness of legal advice. Services may also have search attributes, which can be evaluated before purchase, but they are not necessarily a defining characteristic of all services.

Question 6

Which of the following statements is NOT correct?
A)Service consumers are more brand loyal.
B)Personal sources of information are more important to service consumers versus nonpersonal sources.
C)Service consumers have fewer alternatives to consider.
D)Self-service is a viable alternative for many services.
E)Customers always prefer customized services to standardized services.

Accepted Answer

This statement is not always correct, as some customers may prioritize consistency and reliability over personalized services. It ultimately depends on the individual preferences and needs of the customer.

Question 7

The consumer decision process consists of:
A)stimulus,problem awareness,and purchase stages.
B)prepurchase,consumption,and postpurchase stages.
C)problem awareness,evaluation of alternatives,and postpurchase behavior.
D)stimulus,information search,and postpurchase behavior.
E)information search,purchase,and postpurchase behavior.

Accepted Answer

The answer of The consumer decision process consists of:
A)stimulus,problem awareness,and...

Question 8

​Bill's parents finally convinced him to get a haircut.Bill's decision process was prompted by a:
A)​physical cue.
B)​psychological cue.
C)​pressure cue.
D)​social cue.
E)​commercial cue.

Accepted Answer

The fact that Bill's parents convinced him to get a haircut suggests that his decision was prompted by social pressure or a social cue.

Question 9

The ____ is the fifth step in the consumer decision process.
A)postpurchase evaluation
B)evaluation of alternatives
C)problem awareness
D)stimulus
E)choice

Accepted Answer

The answer of The ____ is the fifth step in...

Question 10

Which of the following is NOT an example of an external search for college selection?
A)campus visit
B)consumer's own memories
C)talking to friends
D)reading college magazines
E)asking professor questions

Accepted Answer

Consumer's own memories refer to the consumer's internal search process, not external search. The other options listed are examples of external search.

Question 11

Which of the following statements is NOT true?
A)Many service firms continue to be operations dominated rather than customer oriented.
B)Consumer orientation lies at the heart of the marketing concept.
C)Researchers clearly understand how consumers make decisions.
D)Differences exist between the ways consumers make decisions regarding services versus goods.
E)A variety of models have been developed to explain how consumers make decisions.

Accepted Answer

While researchers have made great strides in understanding consumer behavior, they do not fully comprehend every aspect of how consumers make decisions. Therefore, it is not accurate to say that they clearly understand how consumers make decisions.

Question 12

During which stage of the consumer decision process do acquisition,production,and consumption become an entangled process?
A)the prepurchase stage
B)the consumption stage
C)the postpurchase stage
D)the information search stage
E)the problem awareness stage

Accepted Answer

The entangled process of acquisition, production, and consumption occurs during the consumption stage of the consumer decision process. This is when the consumer actually uses the product or service they have acquired, and the production and supply chain processes that went into creating and delivering the product become intimately linked with the consumer's experience of it.

Question 13

Exhibit 4-1
 $\begin{array}{l}
\text { Exhibit 4-1 }\
\begin{array} { l c c c c } 
\begin{array} { l } 
\text { Attributes } \
\text { (in order of } \
\text { importance) }
\end{array} & \text { Avis } & \text { Hertz } & \begin{array} { c } 
\text { Providers } \
\text { Budget }
\end{array} & \text { Alamo } \
\text { Price } & 9 & 9 & 10 & 8 \
\text { Courtesy } & 7 & 6 & 9 & 9 \
\text { Selection } & 10 & 10 & 7 & 8 \
\text { Location } & 10 & 10 & 8 & 8 \

\end{array}
\end{array}$
$(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$
-Refer to Exhibit 4-1.Using a nonsystematic approach,which car rental firm should be selected?
A)Avis
B)Hertz
C)Budget
D)Alamo
E)Each customer's choice will differ based on his/her gut-level feelings.

Accepted Answer

A nonsystematic approach relies on subjective judgment rather than a strict evaluation of the data presented. Therefore, the choice will vary based on individual preferences and gut feelings.

Question 14

Co-producer risk is directly related to the concept of:
A)intangibility.
B)heterogeneity.
C)inseparability.
D)perishability.
E)nonstandardization.

Accepted Answer

Co-producer risk refers to the potential risk that an active involvement of the customer in the service delivery process may affect the quality of the service outcome. This is directly related to the inseparability characteristic of services, which means that the customer cannot be separated from the service production process. In other words, the customer becomes a co-producer of the service, and therefore, may affect the service quality depending on his/her behavior, skills, and knowledge.

Question 15

Attributes such as price,fit,and feel are called:
A)experience.
B)credence.
C)clearwater.
D)revival.
E)search.

Accepted Answer

Attributes like price, fit, and feel are considered search attributes because consumers can evaluate them prior to purchase.

Question 16

Which of the following statements is NOT true?
A)Service purchases are perceived as riskier than goods purchases.
B)The participation of the consumer in the service process increases the amount of perceived risk.
C)The variability in services increases the perceived risk associated with the purchase.
D)Consumers of services have less prepurchase information versus goods.
E)Services are primarily characterized by search attributes.

Accepted Answer

Services are primarily characterized by experience attributes, which are not easily evaluated before purchase, unlike search attributes which are tangible and visible (such as color, shape, and size).

Question 17

The prepurchase stage consists of all of the following activities except:
A)the approach.
B)problem awareness.
C)information search.
D)stimulus.
E)evaluation of alternatives.

Accepted Answer

The approach is not part of the prepurchase stage; it is typically associated with the sales process, where a salesperson approaches a potential customer. The prepurchase stage involves recognizing a problem or need (problem awareness), searching for information to solve the problem (information search), and evaluating different options to address the need (evaluation of alternatives). Stimulus can also be considered a part of the problem awareness phase, where an external factor triggers the recognition of a need or problem.

Question 18

The reason services have few search attributes is primarily attributed to:
A)inseparability.
B)heterogeneity.
C)intangibility.
D)perishability.
E)nonstandardization.

Accepted Answer

The intangibility of services means that they cannot be seen, tasted, touched, or felt prior to purchase, which means fewer physical attributes to search for.

Question 19

Exhibit 4-1
 $\begin{array}{l}
\text { Exhibit 4-1 }\
\begin{array} { l c c c c } 
\begin{array} { l } 
\text { Attributes } \
\text { (in order of } \
\text { importance) }
\end{array} & \text { Avis } & \text { Hertz } & \begin{array} { c } 
\text { Providers } \
\text { Budget }
\end{array} & \text { Alamo } \
\text { Price } & 9 & 9 & 10 & 8 \
\text { Courtesy } & 7 & 6 & 9 & 9 \
\text { Selection } & 10 & 10 & 7 & 8 \
\text { Location } & 10 & 10 & 8 & 8 \

\end{array}
\end{array}$
$(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$
-Refer to Exhibit 4-1.Using a linear compensatory approach,which car rental firm should be selected?
A)Avis
B)Hertz
C)Budget
D)Alamo
E)Each customer's choice will differ based on his/her gut-level feelings.

Accepted Answer

Based on the linear compensatory approach, Avis has the highest total score (36) when adding up the scores for each attribute, followed by Hertz (35), Budget (34), and Alamo (33). Therefore, Avis should be selected as the optimal car rental firm.

Question 20

Exhibit 4-1
 $\begin{array}{l}
\text { Exhibit 4-1 }\
\begin{array} { l c c c c } 
\begin{array} { l } 
\text { Attributes } \
\text { (in order of } \
\text { importance) }
\end{array} & \text { Avis } & \text { Hertz } & \begin{array} { c } 
\text { Providers } \
\text { Budget }
\end{array} & \text { Alamo } \
\text { Price } & 9 & 9 & 10 & 8 \
\text { Courtesy } & 7 & 6 & 9 & 9 \
\text { Selection } & 10 & 10 & 7 & 8 \
\text { Location } & 10 & 10 & 8 & 8 \

\end{array}
\end{array}$
$(10=\text { best } / \text { most } ; 1=\text { worst } / \text { least })$
-Refer to Exhibit 4-1.Using a lexicographic approach,which car rental firm should be selected?
A)Avis
B)Hertz
C)Budget
D)Alamo
E)Each customer's choice will differ based on his/her gut-level feelings.

Accepted Answer

In a lexicographic decision rule, the option that is best on the most important attribute is selected. Here, the most important attribute is Price, and Budget has the highest score (10) on Price.

Quiz 4: Serviced Consumer Behavior

Multi-attribute models are used most during which step of the consumer decision process?

Pressure to perform as others wait behind them leads consumers to opt out of using a self-checkout.This is an example of which kind of perceived risk?

During the evaluation of alternatives stage,consumers sometimes rely on their "gut-level feelings." This type of decision making is called:

Consumers determine a shortage or an unfulfilled desire exists during which step of the consumer decision process?

Services tend to be characterized by:

Which of the following statements is NOT correct?

The consumer decision process consists of:

​Bill's parents finally convinced him to get a haircut.Bill's decision process was prompted by a:

The ____ is the fifth step in the consumer decision process.

Which of the following is NOT an example of an external search for college selection?

Which of the following statements is NOT true?

During which stage of the consumer decision process do acquisition,production,and consumption become an entangled process?

Co-producer risk is directly related to the concept of:

Attributes such as price,fit,and feel are called:

Which of the following statements is NOT true?

The prepurchase stage consists of all of the following activities except:

The reason services have few search attributes is primarily attributed to:

Bill's parents finally convinced him to get a haircut.Bill's decision process was prompted by a: