Question 1

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

Accepted Answer

Problem recognition occurs when the consumer identifies a significant difference between their current situation and their desired situation. This difference, or problem, triggers the consumer decision-making process by prompting the search for information and evaluation of alternative solutions.

Question 2

A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?

Accepted Answer

Limited problem solving involves using simple decision rules or heuristics to make a purchase decision, typically when the consumer has some prior experience with the product but needs to gather a small amount of additional information.

Question 3

When is a consumer most likely to engage in extended problem solving?

Accepted Answer

Extended problem solving occurs when the decision has a high degree of risk and is related to the consumer's self-concept. In this situation, the consumer is motivated to gather as much information as possible and evaluate all of their options before making a decision. This decision mode is less likely to be used for low-risk products or products that do not have a significant impact on the consumer's self-concept.

Question 4

Which of the following processes on consumer decision making is most closely associated with the economics of information approach to the search process, assuming that consumers collect just as much data as needed to make an informed decision?

Accepted Answer

The answer of Which of the following processes on consumer...

Question 5

A(n) ________ refers to a set of beliefs and the way we organise those beliefs in our minds.

Accepted Answer

A knowledge structure refers to the framework of beliefs and concepts that individuals use to organize and interpret information. It includes both declarative knowledge (factual information we know) and procedural knowledge (how we apply that information in a given situation). Mental accounting refers to the way individuals categorize and label their financial activities, rational perspective refers to a decision-making approach that considers all available information and carefully weighs options, and influence perspective refers to a decision-making approach that relies heavily on the opinions and behaviors of others.

Question 6

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

Accepted Answer

Purchase momentum refers to the tendency of customers to make additional purchases after their initial purchase. In this case, the customer's satisfaction with the first drink led to the impulse to buy another drink even though they were not thirsty. This behavior is an example of purchase momentum.

Question 7

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

Accepted Answer

Information search is the process where the consumer gathers information to make a reasonable decision. It involves scanning the environment to identify the products or services that may satisfy their needs or wants. The other options, problem recognition, evaluation of alternatives, and product choice, are all steps in the consumer decision-making process but do not specifically refer to the process of searching for information.

Question 8

Sam sees a new kind of coffee at his local supermarket and instantly buys it without considering the usual coffee he buys or any of the other alternatives.Which 'bucket' of consumer decision making did Sam use?

Accepted Answer

Sam's decision was driven by an emotional response to the new coffee, indicating affective decision-making.

Question 9

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

Accepted Answer

When a customer is buying an unfamiliar product that carries a fair degree of risk, they are likely to engage in extensive problem solving. This is because they need to gather a lot of information about the product before making a decision. They may also consult with others, compare different options, and carefully evaluate the risks and benefits of each option. This type of problem solving is typically used for high-involvement purchases.

Question 10

Intentions, will and volition to perform an action is known as ________.

Accepted Answer

Conation refers to the intention, will or volition to perform an action. Cognition refers to the mental processes related to acquiring and processing knowledge, while affect refers to emotions and feelings. Behaviour refers to the actual actions that a person performs. Therefore, the best choice in this case is C) conation.

Question 11

A consumer is most likely to engage in ________ when he or she is in a good mood or when he or she is uninvolved in other activities.

Accepted Answer

Variety seeking is typically done when a consumer is not heavily invested in a decision or is in a good mood. It involves trying new brands or products to add excitement and change to the shopping experience. Inertia refers to a lack of motivation to switch from one brand or product to another, which would not be likely when a consumer is in a good mood. Extended problem solving refers to a high level of involvement in a decision, which would not be the case when a consumer is not invested. Mental accounting refers to the way consumers categorize and allocate their money, and is not related to mood or involvement in a decision.

Question 12

Jamie is considering ordering a dessert for lunch.Before she decides on the kind she prefers, she must decide whether to get a fattening or non-fattening dessert.This decision relates to which of the following levels of abstraction of dessert categories?

Accepted Answer

The basic level of abstraction refers to categories that are not too general or too specific, and are commonly used in everyday language. In this case, the decision of whether to get a fattening or non-fattening dessert is a basic-level categorization of desserts. It is not too general (like the superordinate level of "food") or too specific (like the subordinate level of "chocolate lava cake with raspberry coulis").

Question 13

As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer?

Accepted Answer

As the customer's product knowledge increases, they will start with conducting more search to gain knowledge about the product, but as they become more knowledgeable, their search behavior will decrease as they become more confident in their knowledge and decision-making. Therefore, the amount of search conducted will initially increase and then decrease as the customer becomes more knowledgeable.

Question 14

The presence of too many product options in the marketplace is referred to as ________.

Accepted Answer

Consumer hyperchoice refers to a situation where a large number of options are presented to consumers, making it difficult for them to make a decision. This can result in decision fatigue or avoidance of the purchase altogether. Therefore, too many product options in the marketplace can have a negative impact on consumer decision making and overall sales.

Question 15

In a thought process called ________, 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.

Accepted Answer

Constructive processing refers to the way we evaluate the effort needed to make a decision and adjust our cognitive effort accordingly.

Question 16

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

Accepted Answer

The first stage in the consumer decision-making process is problem recognition. This means that the consumer becomes aware of a need that they have, which initiates the entire decision-making process. Only after recognizing the problem do consumers move on to searching for information, evaluating alternatives, and making a product choice.

Question 17

A consumer who moves his or her ideal state upward is experiencing ________.

Accepted Answer

Opportunity recognition occurs when a consumer perceives a potential improvement in their situation, leading them to aspire to a higher ideal state.

Question 18

The alternatives actively considered during a consumer's choice process are his or her ________ set.

Accepted Answer

The evoked set refers to the alternatives that a consumer actively considers during their choice process. The inert set includes alternatives that the consumer is aware of but not actively considering, while the evaluative set includes alternatives that the consumer considers but ultimately rejects. The consideration set typically includes both the evoked and the inert sets.

Question 19

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have?

Accepted Answer

If a consumer's ideal state is very near or identical to his or her actual state, then there is no problem to be recognized, hence the answer is D (No problem recognized). The other options such as opportunity recognition, need recognition, and search recognition indicate that there is an existing problem that needed to be solved or fulfilled.

Question 20

________ are products of which a consumer is aware but that are not actively considered.

Accepted Answer

Inert sets are products that consumers are aware of but do not actively consider. Evoked sets are products that are actively considered by the consumer during the decision-making process. Product sets refer to all of the products in a particular category, and inept sets are products that the consumer actively avoids or dislikes.

Quiz 9: Individual Decision-Making