Deck 7: Problem Recognition and Information Search

Question 1

If an attribute is salient, it must also be diagnostic.

Answer 1

False

Question 2

Priscilla can recall information such as the price, number of shelves, and color of the refrigerator she purchased. However, she cannot recall the refrigerator's capacity. This is an example of inhibition.

Answer 2

True

Question 3

Fred watches an ad for a new car and immediately likes the car. This is an example of selective perception.

Answer 3

False

Question 4

Online consumer reviews have a significant effect on sales of brands that enjoy strong brand equity.

Question 5

Frank realizes that he needs a new television. This is an example of his actual state.

Question 6

When consumers search by attribute, they compare brands in terms of one attribute at a time, such as by price.

Question 7

Consumers will search the same information sources no matter what stage of the search process they are in.

Question 8

Packaging can be an important retrieval cue for food products.

Question 9

In the consumer decision process, _____ is the perceived difference between an ideal and an actual state.

A) problem recognition
B) internal search
C) external search
D) postpurchase evaluation
E) decision-making

Question 10

Confirmation bias is related to the concept of selective perception.

Question 11

Felicia cannot remember how many miles per gallon her car gets, but she does recall it has very good mileage. This is an example of recall of brands.

Question 12

If two cars are the same price, then price is not diagnostic, or useful, when consumers are making a decision.

Question 13

Brandon is interested in electronic music and owns a used mixing deck. Recently, he realized that for better sound clarity, he needs a new music mixing deck. In this case, Brandon is in the stage of _____.

A) problem recognition
B) internal search
C) postpurchase evaluation
D) information storage
E) hypothesis testing

Question 14

Rather than remembering all available brands in any given situation, consumers tend to recall a subset of two to eight brands known as a consideration or evoked set.

Question 15

Ongoing search does not occur independent of problem recognition.

Question 16

Two types of external search are prepurchase search and ongoing search.

Question 17

A consideration set that contains only one or two brands reduces the need to search for information.

Question 18

Once a brand emerges as the leader early in the search process, subsequent information acquisition and evaluation are distorted in favor of that brand.

Question 19

Marketing can help put consumers in a state of problem recognition and motivate them to start the decision process by attempting to create dissatisfaction with the ideal state.

Question 20

Simple physical factors, such as running out of a product, having a product or become obsolete, or unexpectedly needing a service can influence consumers' perception of the actual state.

Question 21

Which of the following is an internal search that involves retrieving information from autobiographical memory in the form of specific images and the effect associated with them?

A) Recall through retailer search
B) Recall through experiential search
C) Recall of experiences
D) Recall of inhibitions
E) Recall through independent search

Question 22

Which of the following statements is true of the problem recognition stage of the consumer decision process?

A) It relates to consumption and acquisition decisions of consumers rather than disposition decisions.
B) It is the last step in the consumer decision-making process.
C) If consumers do not perceive a problem, their motivation to act will be high.
D) It occurs if consumers become aware of a discrepancy between the actual and the ideal states.
E) Consumers identify a problem in their ideal state.

Question 23

Which of the following statements is true of recalling attributes when consumers engage in internal search?

A) ​Consumers' goals will determine which attribute is recalled from memory.
B) Consumers access all product attributes stored in memory.
C) It is easier to remember specific attribute information than overall evaluations or attitudes.
D) Attribute information recalled tends to be in its original detail rather than in summary.
E) If all brands of a product are the same price, it is likely to be recalled.

Question 24

Michelle is planning to buy a new computer. Whenever she sees ads for computers, she evaluates whether the brand is good or not. In this case, Michelle is engaged in _____.

A) preattentive processing
B) subliminal perception
C) online processing
D) peripheral-route processing
E) habituation

Question 25

Internal information search is:

A) searching for information from within one's reference group.
B) examining online web information before referring other sources.
C) accessing information available within one's friends or family.
D) searching for information from experts, magazines, or ads.
E) the process of recalling stored information from memory.

Question 26

_____ is when a consumer is actively evaluating a brand as he or she views an ad for it.

A) Preattentive processing
B) Subliminal perception
C) Habituation
D) Socialization
E) Online processing

Question 27

Gnosis Inc. is an energy drink manufacturer. A white racing stag on a purple background is the logo on all of its drinks. When consumers see the logo, they immediately associate it with the brand. This increases the chances of them buying the energy drink. In this case, the logo of the brand is an example of a(n) _____.

A) retrieval cue
B) support argument
C) advertorial
D) infomercial
E) two-sided message

Question 28

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

Question 29

Ron wants to buy furniture for his living room. He does not know much about couches, but he knows that the expensive ones are better than the cheaper ones. In this case, the price of couches can be categorized as _____.

A) diagnostic information
B) vivid information
C) a peripheral cue
D) a goal-related cue
E) an affect-based cue

Question 30

Which of the following statements is true of an evoked set?

A) A brand's simply being recalled guarantees that it will be in a consumer's consideration set.
B) Brands toward which the consumer has negative attitudes tend to be included in the consideration set more often than brands that evoke positive attitudes.
C) Consumers' ability to recall brand information decreases as the size of the set decreases.
D) Consumers' consideration sets remain the same in terms of their size, stability, variety, and preference dispersion.
E) Brands that are closest to the prototype are more likely to be included in the consideration set than brands that are not typical of the category.

Question 31

Marketers can target the _____ by showing consumers how the product is the solution to their problems.

A) evidence
B) subliminal level
C) construal level
D) ideal state
E) external source

Question 32

Marketers at Cephida Corp., an automobile manufacturer, advertise the company's new product, an SUV, with the tagline "A must-have car for parents." The ad highlights features that benefit parents. In this case, the marketers at Cephida Corp. stimulate consumer problem recognition by:

A) creating a new ideal state.
B) making consumers involve in subliminal perception.
C) creating new inhibitions.
D) making consumers involve in preattentive processing.
E) product placement.

Question 33

Which of the following statements is true of diagnostic information?

A) Inhibition increases the recall of all diagnostic attributes.
B) If an attribute is highly salient, it is necessarily diagnostic.
C) Negative information tends to be more diagnostic than positive or neutral information.
D) Information is less likely to be recalled when it is diagnostic in nature.
E) If an information is diagnostic, it is always accessible.

Question 34

In the context of recalling attributes, which of the following statements is true of vivid information?

A) Vividness, as a variable that influences the recall of certain attributes, can actually decrease the inhibition of recall for other diagnostic attributes.
B) Vivid information is less likely to be recalled than nonvivid information.
C) Vivid information is more difficult to recall than less dramatic information.
D) Vivid information affects consumer attitudes positively in about the same way as nonvivid information.
E) Vividness affects attitudes only when the effort required to process the information matches the amount of effort the consumer is willing to put forth.

Question 35

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

A) hypothesis testing
B) postpurchase evaluation
C) high effort decision-making
D) evidence testing
E) internal information search

Question 36

When Eric runs out of toothpaste, he buys Shonder toothpaste. If that brand is not available, Eric purchases Smoshable toothpaste even though the store has other brands of toothpastes that are inexpensive and of good quality. In this scenario, Shonder toothpaste:

A) is recalled through external search.
B) has preference dispersion.
C) is part of the evoked set.
D) has no retrieval cues.
E) is bought without problem recognition.

Question 37

In the problem recognition stage of decision-making, the ideal state is the:

A) way that consumers would like a situation to be.
B) way to draw attention to the negative aspects of competitive brands.
C) state when a person identifies a consumption problem that needs to be solved.
D) discrepancy between consumers' motivation and ability.
E) state where consumers involve in internal search.

Question 38

Which of the following strategies can help marketers include a brand in consumers' consideration set?

A) Encouraging preference dispersion
B) Positioning the brand as far away as possible from the prototype
C) Associating products with certain goals and usage situations
D) Reducing the brand's association with retrieval cues
E) Avoiding incidental ad exposure

Question 39

Shawn is planning to gift his parents a camera for their wedding anniversary. As soon as he thought of gifting a camera, he is reminded of Armora brand of cameras. In this scenario, Shawn remembers Armora brand of cameras because:

A) of its lack of availability.
B) of its preference dispersion within the evoked set.
C) of its lack of retrieval cues.
D) of its prototypicality.
E) of its lack of diagnostic information.

Question 40

Consumers will attempt to recall more information from memory when:

A) they are satisfied with their actual state.
B) the perceived risk for cognition is low.
C) there are time pressure and distractions.
D) they have a greater degree of knowledge.
E) the need for cognition is low.

Question 41

Which of the following statements is true of an experiential search?

A) It is not used for hedonic products and services.
B) It involves getting advice from friends, relatives, neighbors, and coworkers.
C) It increases when a consumer's knowledge is higher and involvement is lower.
D) It is the least used form of external search.
E) It involves using product samples or service trials.

Question 42

Which of the following is a search bias that alters the nature of internal search?

A) Attribute determinance
B) Online processing
C) Echoic memory
D) Mood
E) Habituation

Question 43

When Martha visited her favorite salon, a salon representative gave her a new moisturizer that was yet to be launched in the market. She was asked to try the product and provide a review about it. In this scenario, Martha acquired information about the new moisturizer through _____.

A) media search
B) ongoing search
C) habituation
D) preattentive processing
E) experiential search

Question 44

Which of the following statements is true of the factors that might affect the search process?

A) Early in a search, consumers will use detailed decision rules than simpler criteria to screen out options.
B) Consumers who search by attribute remain high in uncertainty until the very end of the search process.
C) Consumers who face no time restrictions have more opportunity to search.
D) In any decision situation, the amount of information available to consumers is the same.
E) In the early stages of the process, consumers use interpersonal sources more than mass media.

Question 45

Which of the following statements is true of inhibition?

A) It increases the chances of fair judgement toward a brand.
B) It leads to information overload.
C) It promotes the equality of preferences toward brands or products in an evoked set.
D) Consumers may not always consider key aspects of a brand when making a decision.
E) Consumers may recall information that contradicts their overall beliefs.

Question 46

Jonathan has always been interested in computers. He consistently reads computer magazines, attends various seminars on computer technology, and follows developments in the field through the Internet. In this scenario, Jonathan is engaged in _____.

A) diagnostic information.
B) preattentive processing
C) ongoing search
D) problem recognition
E) internal search

Question 47

Which of the following statements is true of online sources for information search?

A) ​Consumers' Internet search patterns are the same for all types of product.
B) When researching experience, consumers spend less time on web pages.
C) Search activity through online sources is decreasing because they are difficult to use.
D) When researching search goods, consumers tend to dig into the details and spend some time on each web page.
E) Consumers use online sources as part of external information search.

Question 48

Which of the following statements is true of confirmation bias?

A) Confirmation bias is a bias that is related to the concept of online processing.
B) When confirmation bias is operating, we are more likely to recall positive rather than negative information about favored brands.
C) When confirmation bias is operating, we ignore moderately contradictory information because it is difficult to understand even when we think consciously about it.
D) Confirmation bias leads consumers to recall all important information, resulting in an optimal decision outcome.
E) Confirmation bias is a bias that applies to external information search.

Question 49

Which of the following is a source of internal information search?

A) Magazines
B) Experts
C) Experiences
D) Books
E) Friends

Question 50

_____ refers to the tendency to recall information that reinforces our overall beliefs rather than contradicting them.

A) The sleeper effect
B) Mood
C) Inhibition
D) Confirmation bias
E) The endowment effect

Question 51

_____ refers to the concept of seeing what we want to see.

A) Online processing
B) The sleeper effect
C) Selective perception
D) Inhibition
E) The endowment effect

Question 52

Consumers are highly motivated to conduct an external search when:

A) they are uncertain about which brand is the best.
B) their consideration sets contain only one or two brands.
C) they do not face risky decisions.
D) they evaluate services rather than products.
E) its perceived benefits are low relative to its costs.

Question 53

Relani.com is a new Internet search engine. The site focuses on displaying the most popular, frequently accessed sites worldwide first in any search, encouraging users to explore the most optimal options. In this case, Relani.com avoids:

A) attribute determinance.
B) peripheral-route processing.
C) information overload.
D) central-route processing.
E) problem recognition.

Question 54

Which of the following sources of prepurchase search involves gathering information from books, nonbrand-sponsored websites, government pamphlets, or magazines?

A) Internal search
B) Retailer search
C) Independent search
D) Scientific search
E) Interpersonal search

Question 55

Cathy and Don are soon to be parents. Lately, they have been interested in childcare products. In this scenario, Cathy and Don's behavior is an example of _____.

A) ongoing search
B) online processing
C) preattentive processing
D) quick response
E) situational involvement

Question 56

_____ is the consumer's perception about what he or she knows relative to what others know.

A) Normative influence
B) The ideal state
C) A subjective norm
D) Confirmation bias
E) Subjective knowledge

Question 57

Enduring involvement is:

A) an ongoing response.
B) a response that disagrees with the message.
C) a situational response.
D) a response that discounts or attacks the message source.
E) a response to consumers' complaints.

Question 58

_____ occurs in response to the activation of problem recognition.

A) Source derogation
B) Prepurchase search
C) Postpurchase evaluation
D) Confirmation bias
E) Habituation

Question 59

Diana likes Anakia, a tent-making company. When she saw the latest ad for its tents, she could recall how sturdy and easy to use they were. However, she could not recall any flaws about them. This is an example of _____.

A) problem recognition
B) preference dispersion
C) information overload
D) source derogation
E) confirmation bias

Question 60

Anna sees an ad for Naimo Lands, a theme park. Though she does not remember the price of the ticket or the names of the rides, she remembers how the employees had entertained the crowd during her last trip to Naimo Lands. She also remembers that she was given a gift before she left the park. In this case, the details remembered by Anna can be categorized as _____.

A) ​information gathered for problem recognition
B) information stored in olfactory memory
C) recall through external search
D) nonvivid information
E) recall of experiences

Question 61

Briefly explain the problem recognition stage.

Question 62

Brenda is an interior designer. Before buying products for interior furnishing, she gathers information about the products manufactured by a company and then moves on to the next company's products. In this scenario, Brenda is:

A) searching by brand.
B) influenced by product placement.
C) subjected to subliminal perception.
D) engaged in preattentive processing.
E) involved in selective perception.

Question 63

The insurance on Carlos' car is due to expire, and he wants to renew it with a different company. He met different insurance agents to collect information about individual policies. In this scenario, Carlos meets with different insurance agents because:

A) his involvement is low.
B) of the information format affecting the opportunity to process information.
C) his consideration set has only one item.
D) of the perceived low benefits relative to the costs of searching information.
E) of the number of items being chosen.

Question 64

Discuss the factors that lead to the formation of the ideal state.

Question 65

Ted has owned his car for five years and is happy with it. Explain how marketers can help put him in a state of problem recognition and motivate him to buy a new car.

Question 66

Explain recall of experiences in the process of internal search.

Question 67

Some marketers include _____ in various marketing elements so that consumers can get more information via cell phone.

A) smart cards
B) simulations
C) quick response codes
D) two-sided messages
E) retrieval cues

Question 68

Explain the two types of external search for information.

Question 69

Explain the process of internal information search.

Question 70

Discuss the factors that can influence the perception of the actual state.

Question 71

Marcus wants to buy a new car. List the external sources that he can use to search for information.

Question 72

Explain a consumer's ideal state and actual state and the difference between them with an example.

Question 73

Explain how the recall of brands can have an impact on decision-making.

Question 74

Kimberly wants to buy a digital camera. She compares cameras of different brands by their picture quality, level of optical zoom, and the availability of lenses, respectively. In this scenario, Kimberly is:

A) influenced by confirmation bias.
B) involved in experiential search.
C) buying experience goods.
D) searching by attribute.
E) involved in internal search.

Question 75

Compare the recall of attributes and the recall of evaluations.

Question 76

In the context of internal search, explain how inhibition limits consumers' processing capacity.

Question 77

Discuss the factors that increase the possibility of consumers' recalling a particular brand during internal search, and including that brand in their consideration set.

Question 78

Discuss two ways by which marketers can stimulate consumers' problem recognition.

Question 79

Explain how confirmation bias alters the nature of internal search.

Question 80

In external search, _____ is the most frequently accessed type of information because it is a central node around which other information can be organized in memory.​

A) retail source
B) dealer information
C) interactivity
D) brand name
E) usage instruction