Question 1

In low-risk situations,consumers are likely to engage in complex and extensive information search and evaluation.

Accepted Answer

In low-risk situations, consumers are more likely to engage in limited information search and evaluation, as the potential consequences of making a wrong decision are minimal. They may rely on simple decision rules, such as brand loyalty or price comparisons, rather than conducting extensive research. Extensive information search and evaluation is more likely to occur in high-risk situations where the potential consequences of making a wrong decision are significant.

Question 2

The inert set consists of the small number of brands the consumer is familiar with,remembers,and finds acceptable.

Accepted Answer

The inert set refers to brands a consumer is aware of but is indifferent towards; these brands do not evoke strong feelings or preferences and are neither accepted nor rejected. The correct term for the description given is the "consideration set" or "evoked set."

Question 3

The objective of the output portion of the consumer decision-making model is to increase the consumer's satisfaction with his or her purchase.

Accepted Answer

The output portion of the decision-making model involves the consumer evaluating the product or service based on their experience and determining if their expectations were met. The goal of this step is to increase the consumer's satisfaction with their purchase.

Question 4

Buying products that afford emotional satisfaction is a perfectly rational consumer decision.

Accepted Answer

Emotional satisfaction is a valid and important factor in consumer decision-making, and it can be perfectly rational to seek out products that provide such satisfaction. Purchasing products for emotional enjoyment or to improve one's mood can still align with a consumer's overall goals and values.

Question 5

Sue is looking for a new car.She had eliminated any car without comfortable seating for at least four people and that gets less than an average of 35 miles per gallon in fuel efficiency.Sue has used a lexicographic decision rule to narrow down her choices.

Accepted Answer

A lexicographic decision rule involves ranking criteria by importance, then comparing options based on the most important criterion first, moving to the next criterion only if there's a tie. Sue's method of eliminating options based on two specific criteria simultaneously does not fit this description.

Question 6

Repeat purchase usually signifies that the product meets with the consumer's approval and that he or she is willing to use it again and in larger quantities.

Accepted Answer

Repeat purchase is a strong indication of customer satisfaction and loyalty towards the product.

Question 7

The cognitive view of consumer decision making recognizes that the consumer is unlikely to even attempt to obtain all available information about every choice.

Accepted Answer

The cognitive view of consumer decision making acknowledges that consumers have limited information-processing abilities and therefore cannot obtain all the information available for all options. They may use shortcuts, such as heuristics or rules of thumb, to simplify the process of decision making.

Question 8

It is to a firm's advantage to develop long-term relationships with existing customers because it is harder and more expensive to make an additional sale to an existing customer than to make a new sale to a new customer.

Accepted Answer

It is generally easier and less expensive to sell to existing customers than to acquire new ones, as existing customers are already familiar with the company and its products or services.

Question 9

A person is more likely to spend more time in the prepurchase search if it is a gift he is looking for.

Accepted Answer

When purchasing a gift, the stakes are higher as the recipient's satisfaction and perceptions of the giver may be at stake. Therefore, the person may spend more time searching for the perfect gift, considering options, and weighing the potential outcomes of each choice.

Question 10

A unique feature of a compensatory decision rule is that it allows a positive evaluation of a brand on one attribute to balance out a negative evaluation on some other attribute.

Accepted Answer

Compensatory decision rules allow consumers to evaluate brands based on multiple attributes and balance out positive and negative evaluations. This means that a positive evaluation on one attribute can compensate for a negative evaluation on another attribute.

Question 11

The greater the degree of "newness," the more difficult it is for the consumer to evaluate the product and relate it to his or her need.

Accepted Answer

When a product is completely new or significantly different from anything the consumer has used before, they may not have a frame of reference to evaluate and understand its benefits or drawbacks. This can make it harder for them to relate to their needs and make a informed purchasing decision.

Question 12

There is a strong direct relationship between consumer satisfaction and consumer retention.

Accepted Answer

The answer of There is a strong direct relationship between...

Question 13

In applying the disjunctive decision rule,the consumer establishes a separate,minimally acceptable cutoff level for each attribute.If an option meets or exceeds the cutoff established for any one attribute,it is accepted.

Accepted Answer

This statement accurately describes the disjunctive decision rule, where the consumer sets minimum standards for each attribute and will accept an option that meets or exceeds at least one of those standards.

Question 14

When consumers make an emotional purchase,more emphasis is placed on the prepurchase search for information.

Accepted Answer

When consumers make an emotional purchase, they are less likely to engage in extensive prepurchase information search because their decision is largely based on their emotions rather than rational analysis of product features or benefits.

Question 15

Task complexity,information organization,and time constraint are the three major contextual factors in decision tasks.

Accepted Answer

Task complexity, information organization, and time constraint are indeed considered the major contextual factors in decision tasks.

Question 16

Past experience is considered an external source of information.The greater the relevant past experience,the less internal information the consumer is likely to need to reach a decision.

Accepted Answer

Past experience is considered an internal source of information because it is based on a consumer's previous interactions and learnings, not on external inputs like advertisements or advice from others.

Question 17

In buying a truck,Bob will only consider American-made trucks because he believes foreign truck brands,such as Nissan and Toyota,are of inferior quality.Nissan and Toyota are items in Bob's inept set.

Accepted Answer

Bob's inept set consists of foreign truck brands that he considers to be of inferior quality, such as Nissan and Toyota. Therefore, he will only consider American-made trucks.

Question 18

In general,individuals in a negative mood recall more information about a product than those in a positive mood.

Accepted Answer

The answer of In general,individuals in a negative mood recall...

Question 19

It is essential that a product be part of a consumer's evoked set if it is to be considered at all.

Accepted Answer

The evoked set refers to the brands that a consumer can recall and consider when making a purchase decision. If a product is not part of the evoked set, it is unlikely to be considered by the consumer. Therefore, it is essential for a product to be in the evoked set if it is to be considered at all.

Question 20

Negative disconfirmation of expectations involves the performance of a product exceeding the consumer's expectations,leading to consumer satisfaction.

Accepted Answer

Negative disconfirmation of expectations occurs when the performance of a product fails to meet the consumer's expectations, leading to dissatisfaction. Positive disconfirmation occurs when the performance exceeds expectations and leads to satisfaction.

Quiz 15: Consumer Decision Making and Beyond