Question 1

Both expectations and aspirations influencing ideal state are stimulated by ____ and by aspects of our own culture.
A) our own personal experience
B) the style of encoding of information
C) homophily
D) the firing of semantic networks
E) diagnosticity

Accepted Answer

Our own personal experience can shape our expectations and aspirations, which in turn influence our ideal state.

Question 2

Problem recognition occurs in
A) acquisition only.
B) disposition only.
C) acquisition and consumption.
D) acquisition and disposition.
E) acquisition, consumption, and disposition.

Accepted Answer

Problem recognition occurs in all stages of the consumer behavior process, including acquisition, consumption, and disposition. This is because at any of these stages, consumers might identify a gap between their current state and a desired state, leading to problem recognition.

Question 3

Thirty years ago,consumers did not think much about the performance of their athletic shoes.Today we are continually bombarded with newer and better products that will make us run faster and jump higher.This can best be thought of as an example of marketers
A) creating a new actual state.
B) creating a new ideal state.
C) creating dissatisfaction with the actual state.
D) attaching new associations to a schema.
E) strengthening existing associations.

Accepted Answer

The marketing of newer and better athletic shoes that promise to make us run faster and jump higher is an example of marketers creating a new ideal state. This is because consumers are being presented with a new, improved version of their current shoes, which serves as a new ideal state that they may aspire to achieve.

Question 4

All of the following could be examples of factors that are likely to influence a consumer's perception of the actual state except
A) the depletion of needed products.
B) product malfunction.
C) hunger.
D) a neighbor's aspirations.
E) that Mother's Day is tomorrow and you have not bought anything yet.

Accepted Answer

Factors that influence a consumer's perception of the actual state typically relate directly to the consumer's personal situation or immediate needs, such as running out of a product (A), product failure (B), physiological needs like hunger (C), or an upcoming event requiring action (E). A neighbor's aspirations (D) are more likely to influence the consumer's desired state by creating aspirations or desires rather than affecting the perception of their current needs or situations.

Question 5

It is likely that only a small subset of stored information will be recalled at any one time.Thus,all of the following are internal search issues that would be of interest to consumer researchers except
A) the length of attention span for marketing communications messages.
B) the extent to which consumers might search memory for information about a brand.
C) what is recalled.
D) the process by which information is recalled.
E) the process by which feelings are recalled.

Accepted Answer

The length of attention span for marketing communications messages is not directly related to internal search and memory recall. The other options are all internal search issues that would be of interest to consumer researchers.

Question 6

PC Corps realizes that two years is too long for consumers to use a PC before buying a new one.They can stimulate problem recognition earlier by eliciting dissatisfaction with the actual state or by
A) creating a new ideal state.
B) creating a new actual state.
C) eliciting dissatisfaction with the ideal state.
D) decreasing MAO to create dissatisfaction with the ideal state.
E) increasing clutter that will block processing of the actual state.

Accepted Answer

By creating a new ideal state, PC Corps can stimulate consumers to recognize problems with their current PC earlier than the two-year mark. This can be achieved through advertising or introducing new and updated features that make consumers feel like their current PC is outdated or lacking in some way. By creating a new ideal state, consumers may feel more dissatisfied with their actual state and be more likely to consider purchasing a new PC sooner.

Question 7

Every season fashion designers introduce new "in" colors.One autumn green may be an in color,while the next autumn purple may be popular.The fashion industry stimulates consumer problem recognition by
A) creating a new ideal state.
B) creating dissatisfaction with consumers' actual state.
C) creating new evaluations.
D) creating new beliefs.
E) repositioning clothing brands.

Accepted Answer

Fashion designers introduce new "in" colors to create a new ideal state, encouraging consumers to desire the latest trends and colors, thus stimulating consumer problem recognition.

Question 8

Seeing an ad informing you of the rapidly increasing number of burglaries in your neighborhood awakens you to the need for a burglar alarm.This could best be thought of as
A) aspirations leading to a change in the ideal state.
B) high MAO leading to an increase in short-term memory.
C) low MAO leading to a decrease in short-term memory.
D) simple expectations leading to a formation of the ideal state.
E) external stimuli leading to a change in the actual state.

Accepted Answer

The ad informing the person of the increasing number of burglaries is an external stimulus that has led them to recognize the need for a burglar alarm. This is an example of external stimuli leading to a change in the actual state.

Question 9

The ____ is the consumer's perception of the way we want things to be.
A) desirable stimulation level
B) ideal state
C) actual state
D) optimal stimulation level
E) real condition

Accepted Answer

The ideal state is the consumer's perception of the way they want things to be. This is in contrast to the actual state, which is the consumer's perception of the way things currently are. The desirable stimulation level and optimal stimulation level refer to the level of arousal or excitement that a consumer seeks or prefers, and the real condition is a general term that could refer to either the actual state or the current condition of a product or service, but it does not specifically relate to the consumer's perception of the way they want things to be.

Question 10

Typically,the next step in consumer decision making after problem recognition is
A) external information search.
B) prepurchase intentions.
C) brand choice.
D) behavior.
E) internal information search.

Accepted Answer

After recognizing a problem, consumers typically engage in an internal information search, where they recall past experiences or knowledge related to the product or service in question.

Question 11

The ____ is the consumer's perception of the way things actually are.
A) desirable stimulation level
B) ideal state
C) actual state
D) optimal stimulation level
E) real condition

Accepted Answer

The actual state refers to the consumer's perception of the way things currently are. It is contrasted with the ideal state, which refers to the way the consumer would like things to be, and the desirable stimulation level and optimal stimulation level, which refer to the level of arousal or stimulation that the consumer seeks. The term "real condition" is not a commonly used term in consumer behavior and is not the best choice in this context.

Question 12

Consumers are likely to recall ____ when they engage in internal search.
A) primarily information encoded when in a positive mood
B) only a small subset of stored information
C) primarily information encoded when in a negative mood
D) most information stored in memory
E) primarily information from unrelated schemas

Accepted Answer

Internal search involves retrieving information from memory. However, consumers are unlikely to recall all the information they have stored. Instead, they are likely to retrieve only a small subset of stored information, based on its relevance and accessibility to the current search.

Question 13

The subset of brands evaluated when making a choice is known as
A) the evaluated group.
B) an online judgment group.
C) the inert set.
D) a consideration set.
E) the favored subgroup.

Accepted Answer

The subset of brands evaluated when making a choice is known as a consideration set. Option A, B, C, and E are not the correct terms used in marketing literature to describe this subset of brands.

Question 14

Many consumers might have the desire to wear an expensive watch (e.g.,a Rolex)or buy an expensive car in order to gain the admiration of others.This can be thought of as an example of
A) problem recognition determined by beliefs.
B) ideal state formed by aspirations.
C) internal search influenced by beliefs.
D) external search influenced by beliefs.
E) problem recognition determined by values.

Accepted Answer

The desire to own an expensive watch or car in order to gain the admiration of others is an example of an ideal state formed by aspirations. The consumer aspires to be seen as wealthy or successful, and they believe that owning a luxury item will help them achieve this ideal state.

Question 15

Graduating from college,getting a job,or getting married can change the possessions that we desire to have.This can be best thought of as an example of
A) how age changes our information processing.
B) a periodic and random transformation of our purchases over time.
C) changes in our personal circumstances influencing the ideal state.
D) external information search transformed by changing beliefs.
E) the problem recognition process as influenced by marketer-driven factors over time.

Accepted Answer

This scenario involves changes in personal circumstances (graduating, getting a job, getting married) influencing the possessions we desire to have. Therefore, the best choice is C, which refers to changes in our personal circumstances influencing the ideal state. The other options don't adequately capture this specific situation.

Question 16

Buick put out a computer disk with pictures and information about new cars.Buick hoped that by viewing this information,consumers would realize that now might be a good time to buy a car.That is,they hoped consumers would enter into a state of
A) problem recognition.
B) internal search.
C) postpurchase evaluation.
D) information storage.
E) behavioral intentions.

Accepted Answer

Buick's intention was to make consumers recognize that they have a problem (e.g. a car that is outdated or needs replacement). Therefore, the state that Buick hoped consumers would enter into is problem recognition.

Question 17

A greater degree of product category expertise and knowledge will ____ an information search.
A) restrict
B) decrease
C) increase
D) lower the evaluation of
E) increase the evaluation of

Accepted Answer

Greater expertise and knowledge about a product category will increase the consumer's confidence in their ability to evaluate and select the right product, leading to a more extensive information search.

Question 18

Whether targeting real or ideal states,it is important for marketers to ____ in order to avoid the consumer's consideration of other alternatives.
A) detach affect from the attitudes toward the product
B) detach cognitions from the attitudes toward the product
C) narrow the discrepancy between the ideal and actual states
D) position the product as the solution to the consumer's problem
E) narrow the discrepancy between the expectations and aspirations

Accepted Answer

By positioning the product as the solution to the consumer's problem, marketers can effectively communicate the benefits of the product in meeting their needs and desires. This can prevent the consumer from considering other alternatives and increase the likelihood of purchase. Option A and B are not recommended as they suggest detaching attitudes/cognitions which can negatively impact brand perception. Option C and E are not necessarily effective in preventing consideration of alternatives as there may still be other products that could meet the consumer's needs better.

Question 19

Internal information search is
A) searching for information from within one's reference group.
B) examining online web information before going to other sources.
C) surprisingly restricted to external sources of influence.
D) searching one's closet before going shopping.
E) the process of recalling stored information from memory.

Accepted Answer

Internal information search refers to recalling information that is already stored in one's memory.

Question 20

The greater the discrepancy between the ideal state and the actual state,
A) the lower the recall for marketing communications.
B) the higher the ability to process information about the product.
C) the lower the number of support arguments to marketing communications about the ideal state.
D) the more likely the consumer is to act.
E) the less likely the consumer is to act.

Accepted Answer

When the actual state falls far short of the ideal state, the consumer is more likely to take action in order to close the gap between the two states. This can be a motivation to seek out information about the product or make a purchase, leading to higher engagement and purchase intent.

Quiz 7: Problem Recognition and Information Search

Both expectations and aspirations influencing ideal state are stimulated by ____ and by aspects of our own culture.

Problem recognition occurs in

Thirty years ago,consumers did not think much about the performance of their athletic shoes.Today we are continually bombarded with newer and better products that will make us run faster and jump higher.This can best be thought of as an example of marketers

All of the following could be examples of factors that are likely to influence a consumer's perception of the actual state except

It is likely that only a small subset of stored information will be recalled at any one time.Thus,all of the following are internal search issues that would be of interest to consumer researchers except

PC Corps realizes that two years is too long for consumers to use a PC before buying a new one.They can stimulate problem recognition earlier by eliciting dissatisfaction with the actual state or by

Every season fashion designers introduce new "in" colors.One autumn green may be an in color,while the next autumn purple may be popular.The fashion industry stimulates consumer problem recognition by

Seeing an ad informing you of the rapidly increasing number of burglaries in your neighborhood awakens you to the need for a burglar alarm.This could best be thought of as

The ____ is the consumer's perception of the way we want things to be.

Typically,the next step in consumer decision making after problem recognition is

The ____ is the consumer's perception of the way things actually are.

Consumers are likely to recall ____ when they engage in internal search.

The subset of brands evaluated when making a choice is known as

Many consumers might have the desire to wear an expensive watch (e.g.,a Rolex) or buy an expensive car in order to gain the admiration of others.This can be thought of as an example of

Graduating from college,getting a job,or getting married can change the possessions that we desire to have.This can be best thought of as an example of

Buick put out a computer disk with pictures and information about new cars.Buick hoped that by viewing this information,consumers would realize that now might be a good time to buy a car.That is,they hoped consumers would enter into a state of

A greater degree of product category expertise and knowledge will ____ an information search.

Whether targeting real or ideal states,it is important for marketers to ____ in order to avoid the consumer's consideration of other alternatives.

Internal information search is

The greater the discrepancy between the ideal state and the actual state,