Question 1

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?
A) latent
B) manifest
C) active
D) inactive
E) blatant

Accepted Answer

Active problems require the marketer only to convince consumers that its brand is the superior solution.

Question 2

Which of the following statements is FALSE regarding problem recognition?
A) Problem recognition is the first stage in the consumer decision process.
B) Only when the desired state is greater than the actual state will a problem exist.
C) Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.
D) Without recognition of a problem, there is no need for a decision.
E) All of the above are true regarding problem recognition.

Accepted Answer

Only when the actual state is greater than the desired state will a problem exist.

Question 3

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.
A) actual state
B) ideal state
C) healthy state
D) desired state
E) future state

Accepted Answer

A desired state is the way an individual wants to feel or be at the present time.

Question 4

Which type of decision making covers the middle ground between nominal and extended decision making?
A) limited decision making
B) partial decision making
C) mid-range decision making
D) modified decision making
E) internal decision making

Accepted Answer

Limited decision making covers the middle ground between nominal and extended decision making.

Question 5

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.
A) current state
B) actual state
C) desired state
D) self-concept
E) self-assessment

Accepted Answer

An actual state is the way an individual perceives his or her feelings and situation to be at the present time.

Question 6

Which type of decision making involves recognizing a problem for which there are several possible solutions?
A) nominal decision making
B) normal decision making
C) alternate decision making
D) modified decision making
E) limited decision making

Accepted Answer

In general, limited decision making involves recognizing a problem for which there are several possible solutions.

Question 7

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?
A) inconsequential decision
B) indifferent decision
C) automatic decision
D) repeat purchase decision
E) secondary decision

Accepted Answer

In a repeat purchase situation, the consumer believes all brands within a given product category are about the same.

Question 8

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____.
A) current state
B) desired state
C) actual state
D) self-concept
E) self-assessment

Accepted Answer

An actual state is the way an individual perceives his or her feelings and situation to be at the present time.

Question 9

The level of one's desire to resolve a particular problem depends on which factors?
A) the consumer's perception of his or her actual state and the desired state
B) the length of time required to make a decision and the level of purchase involvement
C) the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
D) the degree of brand loyalty and the amount of time required to make a decision
E) the direction of the discrepancy between the desired and actual states and the relative importance of the purchase

Accepted Answer

The discrepancy must be large enough to motivate the consumer to proceed to the next step in the decision process.

Question 10

Relative importance of a problem is determined by which of the following?
A) how critical the problem is to the maintenance of the consumer's desired lifestyle
B) how critical the problem is to others
C) the magnitude of the discrepancy between the desired and actual states
D) the magnitude of the discrepancy between the actual self-concept and the ideal self-concept
E) the level of risk associated with the decision process

Accepted Answer

A large discrepancy may exist and the consumer may not proceed to information search because the relative importance of the problem is small.

Question 11

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.
A) Alternative evaluation
B) Problem recognition
C) Information search
D) Purchase
E) Postpurchase evaluation

Accepted Answer

Without recognition of a problem, there is no need for a decision.

Question 12

A(n) _____ is the way an individual wants to feel or be at the present time.
A) current state
B) desired state
C) actual state
D) ideal state
E) idolized state

Accepted Answer

A desired state is the way an individual wants to feel or be at the present time.

Question 13

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?
A) limited decision making
B) nominal decision making
C) extended decision making
D) complex decision making
E) complete decision making

Accepted Answer

Extended decision making involves the evaluation of many attributes and alternatives and employs complex decision rules.

Question 14

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?
A) limited decision making
B) nominal decision making
C) extended decision making
D) complex decision making
E) complete decision making

Accepted Answer

Extended decision making involves the evaluation of many attributes and alternatives and employs complex decision rules.

Question 15

Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
A) nominal decision making
B) routine decision making
C) limited decision making
D) partial decision making
E) extended decision making

Accepted Answer

Limited decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives.

Question 16

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?
A) problem recognition
B) information search
C) alternative evaluation
D) postpurchase evaluation
E) dissonance

Accepted Answer

Without recognition of a problem, there is no need for a decision.

Question 17

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?
A) nominal decision making
B) limited decision making
C) extensive decision making
D) extended decision making
E) truncated decision making

Accepted Answer

Limited decision making can occur in response to some emotional or situational needs.

Question 18

What are the types of consumer problems?
A) latent and manifest
B) primary and secondary
C) low involvement and high involvement
D) active and inactive
E) actual and perceived

Accepted Answer

An active problem is one the consumer is aware of or will become aware of in the normal course of events; an inactive problem is one of which the consumer is not aware.

Question 19

Which of the following drives problem recognition?
A) the consumer's perception of the actual state
B) objective reality of the consumer's actual state
C) the amount of information available
D) the number of alternatives from which to choice
E) others' perception of an individual's actual state

Accepted Answer

It is the consumer's perception of the actual state that drives problem recognition, not some objective reality.

Question 20

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?
A) routine decision
B) repeat purchase decision
C) secondary decision
D) inconsequential decision
E) indifferent decision

Accepted Answer

In a repeat purchase situation, the consumer believes all brands within a given product category are about the same.

Quiz 14: Consumer Decision Process and Problem Recognition

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

Which of the following statements is FALSE regarding problem recognition?

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.

Which type of decision making covers the middle ground between nominal and extended decision making?

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.

Which type of decision making involves recognizing a problem for which there are several possible solutions?

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?

The level of one's desire to resolve a particular problem depends on which factors?

Relative importance of a problem is determined by which of the following?

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

A(n) _____ is the way an individual wants to feel or be at the present time.

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?

What are the types of consumer problems?

Which of the following drives problem recognition?

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?