Question 1

Which term refers to the behaviour that consumers engage in as they seek information that can be used to satisfy needs?

Accepted Answer

Consumer search behaviour refers to the process of seeking information in order to satisfy a need or want. This includes both internal (e.g. memory, past experiences) and external (e.g. internet, word of mouth) sources of information. Need recognition is the first stage in the consumer decision-making process, alternative evaluation is the stage where consumers compare and evaluate options, and choice is the stage where a decision is made and action is taken.

Question 2

Which of the following is present when a consumer simply buys a product repeatedly without any real attachment?

Accepted Answer

Brand inertia is when a consumer continues to purchase a product out of habit or convenience rather than true brand loyalty or attachment. Brand longevity refers to the duration or lifespan of a brand, and brand persistence may refer to the brand's ability to maintain its presence or relevance over time.

Question 3

Which term refers to the perceived state toward which a consumer strives?

Accepted Answer

The ideal state refers to the perceived state toward which a consumer strives.

Question 4

Many consumers shop at Walmart every week or so even though they don't really like shopping there. They don't have any real attachment to the store, it's just that they don't want to pay higher prices elsewhere. Which term best describes this phenomenon of repeatedly shopping at Walmart without a commitment or attachment to the store?

Accepted Answer

Brand inertia refers to the tendency of consumers to continue buying from a brand out of habit or convenience rather than a genuine attachment or loyalty. In this scenario, the consumers are shopping at Walmart because of its lower prices and convenient locations, not because they have a strong loyalty or attachment to the brand. Therefore, brand inertia is the best term to describe this phenomenon.

Question 5

Alec recognizes he needs to buy an interview suit because he's about to graduate from university. Because this is an important decision to him and he wants to land the perfect job, he shops at a variety of men's shops in hope of finding the perfect suit. What is Alec likely to perform next?

Accepted Answer

The answer of Alec recognizes he needs to buy an...

Question 6

Joanna is overwhelmed with the amount of information available when trying to decide on a laptop computer purchase. She is exhausted from trying to understand all the technical jargon, so she decides that she will use price as an indicator of quality to arrive at a satisfactory, rather than optimal, decision. What practice does her decision illustrate?

Accepted Answer

Joanna's decision to use price as an indicator of quality and to settle for a satisfactory decision rather than an optimal one illustrates the practice of satisficing, which involves searching for a solution or option that is good enough to meet one's needs rather than trying to find the best possible one.

Question 7

Which of the following is a deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behaviour?

Accepted Answer

Brand loyalty is a deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behaviour. Brand equity is the value and strength of a brand in the market. Brand inertia refers to the tendency of customers to continue using a particular brand out of habit or convenience, rather than choice. Brand preference is a customer's preference for a particular brand over others, but it does not necessarily entail a commitment to rebuy the product or service.

Question 8

Tanya is considering purchasing a digital camera, so she searched "digital cameras" in Google and was overwhelmed with millions of results. There was so much information available that Tanya could not assimilate all of it. What is the term for this phenomenon?

Accepted Answer

Information overload is the term used to describe when a person is presented with too much information and is unable to process or comprehend it all. It can lead to confusion, frustration, and decision paralysis. In the case of Tanya searching for digital cameras, the abundance of information available to her on the internet meant that she was unable to absorb it all and ultimately struggled to make a decision.

Question 9

Don is visiting stores and searching the Internet to learn about high-definition DVD players because he's considering buying one. Which type of search is this?

Accepted Answer

Don is conducting a pre-purchase search because he is gathering information before making a buying decision.

Question 10

What is the term for the practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions?

Accepted Answer

The term for the practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions is satisficing. This term refers to the tendency of individuals to settle for a "good enough" choice rather than investing the additional time and effort required to identify the absolute best option. Satisficing allows individuals to conserve cognitive resources and make efficient decisions, but it may result in suboptimal outcomes.

Question 11

Which type of search activities are focused on locating information that will enable the consumer to reach a decision for a specific problem?

Accepted Answer

Pre-purchase search activities are focused on locating information to help consumers make a decision. These activities occur before the actual purchase and are designed to help consumers evaluate the options available to them and make an informed purchase decision. Proactive search activities are focused on gathering information in anticipation of future needs, while ongoing search activities are focused on staying up-to-date with information related to a particular topic or product. Pre-emptive search activities are not a recognized type of search.

Question 12

Which statement does NOT accurately describe brand loyalty?

Accepted Answer

Brand loyalty does include an attitudinal component, as consumers need to have a positive attitude towards the brand to consistently choose it over other options.

Question 13

Laurie has a Honda Accord that she really loves. She and her husband have owned several other Honda automobiles over the years. She's even convinced several family members and friends to buy Hondas. Recently, however, she had a bad service experience at the Honda dealership in the city she just moved to. Nevertheless, she will still purchase a Honda Civic this year for her daughter and another Honda Accord when she needs a new car in a few years. Which of the following does this example illustrate?

Accepted Answer

The example highlights Laurie's brand loyalty towards Honda despite a bad service experience at a dealership. She has owned several Honda cars, recommended them to friends and family, and plans to purchase more Honda vehicles in the future.

Question 14

A consumer recognizes a need when he or she perceives a difference between which of the following?

Accepted Answer

A consumer recognizes a need when he or she perceives a difference between his or her actual state (current situation) and desired state (ideal situation or goal). This can create a sense of dissatisfaction or a problem that the consumer wants to solve, which leads to the search for a solution or product that can meet the need.

Question 15

Which term refers to the situation in which consumers are presented with so much information they cannot assimilate it all?

Accepted Answer

Information overload is the term used to describe the situation in which consumers are presented with so much information that they cannot effectively process or assimilate all of it. This can lead to feelings of confusion, frustration, and overwhelm, and may even result in decision paralysis or avoidance altogether.

Question 16

Bill wants to be elected mayor of his town. Which term refers to the perceived state for which he strives?

Accepted Answer

Bill's desired state is to be elected mayor of his town, which refers to the perceived state for which he strives. The actual state is the current state of affairs, and the extended state and personal state are not relevant to the context of an election campaign.

Question 17

Vince is really into Harley Davidson motorcycles and seeks out information on these bikes online and through social media, simply because he is interested in them. Which type of search does this represent?

Accepted Answer

This represents ongoing search, as Vince is continuously seeking out information on Harley Davidson motorcycles out of personal interest.

Question 18

What is another term for a consumer's perceived current state?

Accepted Answer

The actual state refers to the consumer's current perception of their situation, including their needs, wants, and preferences. It is distinct from the desired state, which represents the ideal situation the consumer would like to achieve. The personal state and ideal state are not synonymous with the actual state.

Question 19

A consumer has had a car for 10 years and he thinks it's getting old. Which state does this describe in regard to this consumer's automobile?

Accepted Answer

The answer of A consumer has had a car for...

Question 20

What is the term for a search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up to date on the topic?

Accepted Answer

An ongoing search refers to the continuous effort of searching for information and staying up to date on a particular topic without the intention of making an immediate purchase or decision. This type of search is common for consumers who have a strong interest in a particular subject or product category and want to stay informed about the latest news and developments. Option B, extended search, usually refers to a more intensive search effort conducted before making a purchasing decision. Option C, proactive search, can also be used to describe ongoing search efforts, but it implies a more proactive approach to gathering information rather than simply staying informed. Option D, pre-purchase search, specifically refers to the search efforts made before a consumer makes a purchasing decision.

Quiz 12: Decision Making I: Need Recognition and Search