Deck 15: Consumer Decision Making and Beyond

Question 1

In the ________,consumers are pictured as either receptive to or actively searching for products and services that fulfill their needs and enrich their lives.

A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Answer 1

C

Question 2

A consumer is most likely to use ________ when buying an expensive,important,or technically complicated product or service for the first time.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Answer 2

A

Question 3

Maria needs a new pair of jeans.She knows that pants from American Eagle,in size 10,tend to fit her very well in the waist and hips and are long enough,so she goes to American Eagle and picks up a pair.Maria's is a case of ________.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Answer 3

E

Question 4

Impulsive and irrational purchasers are basically adhering to the ________.

A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Question 5

A consumer is most likely to use ________ when purchasing a new,updated version of something that he or she has purchased before,such as replacing an old laptop with a new one.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 6

The economic model of consumer decision making is often rejected as ________.

A) too idealistic
B) too complex
C) outdated
D) irrational
E) culturally inappropriate

Question 7

The principal limitation of the ________ is that consumers' ability to behave completely rationally is limited by their existing skills,goals,and knowledge.

A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Question 8

The ________ portrays a world of perfect competition in which the consumer is characterized as making rational decisions.

A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Question 9

In cases of ________,consumers have experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 10

The principal limitation of the ________ is that it fails to recognize that the consumer plays an equal,if not dominant,role in many buying situations,seeking information about product alternatives and selecting the product that appears to offer the greatest satisfaction.

A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Question 11

Of the three levels of consumer decision making,________ requires the greatest effort on the part of the consumer.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 12

A no-choice decision is commonly referred to as a ________.

A) Hobson's choice
B) decision-making process
C) free decision
D) consumer model
E) Gilman's choice

Question 13

Martin needs a new hybrid-electric car that can seat 4 people comfortably and has a trunk that will hold a set of golf clubs,but isn't sure which brand of hybrid-electric car would be best.Martin's is a case of ________.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 14

Jim has an ear infection and has to take the specific medication that his doctor has prescribed.His selection of medications constitutes a ________ decision.

A) Hobson's choice
B) decision-making process
C) free decision
D) consumer model
E) Gilman's choice

Question 15

In cases of ________,the consumer needs a great deal of information to establish a set of criteria on which to judge specific brands and a correspondingly large amount of information concerning each of the brands to be considered.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 16

The ________ depicts the consumer as basically submissive to the self-serving interests and promotional efforts of marketers.

A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Question 17

Extensive and limited problem solving,and routinized response behavior are three specific levels of ________.

A) conjunctive decision rules
B) economic problem solving
C) affect referral rules
D) gifting behavior
E) consumer decision making

Question 18

In cases of ________,consumers have already established the basic criteria for evaluating the product category and the various brands in the category,but have not fully established preferences concerning a select group of brands.

A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior

Question 19

The ________ describes a consumer who falls somewhere between the extremes of the economic and passive consumer models.

A) active consumer model
B) perceptual consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Question 20

A ________ is the selection of an option from two or more alternative choices.

A) mood
B) decision
C) gift
D) consumer model
E) Hobson's choice

Question 21

Within the context of the model of consumer decision making,________ is likely to occur when a consumer is faced with a "problem."

A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field

Question 22

Within the context of the model of consumer decision making,the marketing mix activities of organizations and nonmarketing sociocultural influences are the chief ________ factors.

A) cognitive
B) output
C) decision
D) input
E) emotional

Question 23

The ________ component of the consumer decision-making model is concerned with how consumers make decisions.

A) process
B) output
C) decision
D) input
E) emotional

Question 24

In the ________,a consumer is likely to associate deep feelings,such as joy,fear,love,and hope with certain purchases or possessions.

A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model

Question 25

The consumer's experience with a product plays a major role in the ________ stage of the model of consumer decision making.

A) input
B) process
C) trial
D) output
E) decision

Question 26

Tom wants a candy bar and is trying to decide between a Crunch,a Snickers,or a Milky Way.These three candy bars are in Tom's ________.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 27

The ________ refers to the specific brands a consumer considers in making a purchase within a particular product category.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 28

Newspaper or magazine articles,direct-mail brochures,and web sites are considered ________ prepurchase information sources.

A) impersonal
B) evoked
C) independent
D) network
E) personal

Question 29

The cognitive view of the decision making process yields ________ decisions.

A) perfect
B) satisfactory
C) poor
D) irrational
E) ideal

Question 30

Beth is tired of carrying around a cumbersome CD player and a heavy collection of CDs so she can listen to her music on-the-go,and so has decided to convert her CD music collection to MP3 and buy an iPod.This is an example of ________ need recognition.

A) hypothetical state
B) acquired state
C) desired state
D) avoidance state
E) psychological state

Question 31

Consumers often develop shortcut decision rules called heuristics to facilitate the decision making process and to cope with ________.

A) lack of information
B) too much information
C) contradicting information
D) negative information
E) inconsistent information

Question 32

John has decided that he needs to switch cellular service providers because his cell phone doesn't work in his new apartment.Within the context of the model of consumer decision making,this is an example of ________ need recognition.

A) hypothetical state
B) actual state
C) desired state
D) avoidance state
E) psychological state

Question 33

The ________ component of the consumer decision-making model draws on external influences as sources of information about a particular product that influence a consumer's product-related values,attitudes,and behavior.

A) marketing mix
B) output
C) decision
D) input
E) emotional

Question 34

Within the context of the model of consumer decision making,the ________ includes the unwritten codes of conduct that indicate which consumption behavior should be considered "right" or "wrong."

A) marketing mix
B) output
C) decision
D) input
E) sociocultural environment

Question 35

The ________ consists of brands the consumer excludes from the purchase consideration because they are felt to be unacceptable.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 36

________ is typically an unfocused state that is already present at the time a consumer "experiences" an advertisement,a retail environment,a brand,or a product.

A) Gifting behavior
B) Mood
C) Permission marketing
D) Consumer decision-making
E) Emotion

Question 37

Within the context of the model of consumer decision making,a firm's ________ activities are a direct attempt to reach,inform,and persuade consumers to buy and use its products.

A) marketing mix
B) output
C) decision
D) input
E) sociocultural environment

Question 38

________ begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product.

A) Marketing mix
B) Prepurchase search
C) Need recognition
D) Evaluation of alternatives
E) Psychological field

Question 39

Friends,neighbors,coworkers,and salespeople are considered ________ prepurchase information sources.

A) impersonal
B) evoked
C) independent
D) network
E) personal

Question 40

Within the context of the model of consumer decision making,the ________ represents the internal influences that affect consumers' decision-making processes.

A) marketing mix
B) prepurchase search
C) decision
D) evaluation of alternatives
E) psychological field

Question 41

Conjunctive,disjunctive,and lexicographic rules are examples of ________.

A) affective decision rules
B) noncompensatory decision rules
C) effective decision rules
D) compensatory decision rules
E) cognitive decision rules

Question 42

________ are procedures used by consumers to reduce the burden of making complex decisions by providing guidelines or routines that make the process less taxing.

A) Evoked sets
B) Inert sets
C) Heuristics
D) Inept sets
E) Independent sets

Question 43

Marge and Steve treat themselves to a Caribbean cruise for their 25ᵗʰ wedding anniversary.This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 44

Hank wants a new digital camera and will accept for consideration any camera with greater than 5 megapixel resolution.Hank is using a(n)________.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 45

________ stresses a firm's long-term commitment to the individual customer.

A) Gifting behavior
B) Relationship marketing
C) Set evocation
D) Permission marketing
E) Trial purchase

Question 46

The ________ consists of brands the consumer is indifferent toward because they are perceived as not having any particular advantages.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 47

Karen is buying a new laptop.She is looking for a light-weight computer.The laptop she purchases is a little heavier than she had originally hoped,but she was willing to accept the extra weight for a computer with a bigger,clearer screen.Karen made her purchase decision using a(n)________.

A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule

Question 48

Bob wants to save electricity and considers energy-efficient light bulbs.He finds that the light they emit is too faint to be acceptable,and so he returns to using less energy-efficient bulbs.Bob made his bulb choice using a(n)________.

A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule

Question 49

________ can be thought of as the gift exchange that takes place between a giver and a recipient.

A) Postpurchase evaluation
B) Loyalty programs
C) Gifting behavior
D) Permission marketing
E) Long-term commitment purchase

Question 50

________ behavior is closely related to the concept of brand loyalty,which most firms try to encourage because it contributes to greater stability in the marketplace.

A) Gifting
B) Trial purchase
C) Permission marketing
D) Repeat purchase
E) Long-term commitment purchase

Question 51

Custom Interiors,an interior design firm,sends a holiday basket of Florida citrus fruit to its accounting firm.This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 52

Barry buys a necklace as a gift for his girlfriend.This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 53

A consumer who selects the product with the highest overall rating when considering all its attributes has used a(n)________.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 54

Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks.This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 55

A ________ is the exploratory phase of purchase behavior in which consumers attempt to evaluate a product through direct use.

A) gift purchase
B) trial purchase
C) loyalty purchase
D) repeat purchase
E) long-term commitment purchase

Question 56

Helen enjoys Jack's Links beef jerky.By contrast,she is indifferent to Oberto beef jerky,and dislikes Pemmican beef jerky.Oberto beef jerky is part of Helen's ________.

A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set

Question 57

The Lambert family gives their babysitter a high school graduation gift.This is an example of ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 58

________ is the "art of asking consumers if they would like to receive a targeted e-mail ad,promotion,or message before it appears in their in-box."

A) Gifting behavior
B) Relationship marketing
C) Set evocation
D) Permission marketing
E) Trial purchase

Question 59

In a(n)________,the consumer ranks a product's attributes in terms of perceived relevance or importance,then compares the various alternatives in terms of the single attribute that is considered most important.When two or more alternatives are comparable for the most important attribute,the consumer rates those alternatives on the basis of the second most important attribute.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 60

In a(n)________,the consumer establishes a separate,minimally acceptable level as a cutoff point for each brand attribute he or she is considering.

A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule

Question 61

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.He knows she will expect the "perfect" gift.He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume.His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."
In the GIFT MINI CASE,Winston's perception of what he is "supposed" to get Vanessa is the result of ________.

A) psychological field
B) evaluation of alternatives
C) prepurchase search
D) sociocultural inputs
E) need recognition

Question 62

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.He knows she will expect the "perfect" gift.He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume.His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."
In the GIFT MINI CASE,when Winston buys a watch for himself as a self-gift,this is known as ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 63

All consumer decision-making situations require the same degree of information search.

Question 64

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.He knows she will expect the "perfect" gift.He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume.His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."
In the GIFT MINI CASE,Winston's sister represents a(n)________ source of prepurchase information.

A) impersonal
B) sociocultural
C) personal
D) evoked
E) inept

Question 65

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.He knows she will expect the "perfect" gift.He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume.His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."
In the GIFT MINI CASE,when Winston gives Vanessa a gift for her birthday,this is known as ________.

A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Question 66

No-choice purchase or consumption situations are fairly common.

Question 67

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges.She has decided to apply to the University of Pennsylvania, Cornell, and Princeton.She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home.A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply.She is eventually accepted to, and decides to attend Cornell University.Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
In the COLLEGE MINI CASE,Yale is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Question 68

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges.She has decided to apply to the University of Pennsylvania, Cornell, and Princeton.She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home.A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply.She is eventually accepted to, and decides to attend Cornell University.Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
In the COLLEGE MINI CASE,Columbia is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Question 69

Consumers operate in an imperfect world in which they do not maximize their decisions in terms of economic considerations.

Question 70

MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs.She currently runs with a CD player, but is irritated with the frequency with which it skips and the limited amount of music that can be stored on a CD.After reviewing several consumer reviews on various tech websites, she identifies 5 different MP3 player models that might meet her needs.She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all options with fewer than 20 GB.There are now 3 models remaining.She then decides that she will only accept players with at least 15 hours of battery life.She is now considering only 2 players.Player A is heavier, but has a longer battery life.Player B is lighter, but has a shorter battery life.Judy chooses Player A because she believes that the longer battery life more than compensates for the additional weight.
In the MP3 MINI CASE,the online consumer reviews that Judy reads before selecting a new MP3 player are part of the ________ component of the consumer decision making model.

A) output
B) experience
C) input
D) trial
E) process

Question 71

MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs.She currently runs with a CD player, but is irritated with the frequency with which it skips and the limited amount of music that can be stored on a CD.After reviewing several consumer reviews on various tech websites, she identifies 5 different MP3 player models that might meet her needs.She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all options with fewer than 20 GB.There are now 3 models remaining.She then decides that she will only accept players with at least 15 hours of battery life.She is now considering only 2 players.Player A is heavier, but has a longer battery life.Player B is lighter, but has a shorter battery life.Judy chooses Player A because she believes that the longer battery life more than compensates for the additional weight.
In the MP3 MINI CASE,Judy's need recognition style makes her a(n)________ type.

A) desired state
B) affective state
C) actual state
D) aspired state
E) deficiency state

Question 72

Consumers rarely have all the information or sufficiently accurate information or even an adequate degree of involvement or motivation to make the "perfect" decision.

Question 73

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges.She has decided to apply to the University of Pennsylvania, Cornell, and Princeton.She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home.A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply.She is eventually accepted to, and decides to attend Cornell University.Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
In the COLLEGE MINI CASE,Evenlyn's college counselor is a(n)________ source of prepurchase information.

A) impersonal
B) affective
C) cognitive
D) inert
E) personal

Question 74

MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs.She currently runs with a CD player, but is irritated with the frequency with which it skips and the limited amount of music that can be stored on a CD.After reviewing several consumer reviews on various tech websites, she identifies 5 different MP3 player models that might meet her needs.She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all options with fewer than 20 GB.There are now 3 models remaining.She then decides that she will only accept players with at least 15 hours of battery life.She is now considering only 2 players.Player A is heavier, but has a longer battery life.Player B is lighter, but has a shorter battery life.Judy chooses Player A because she believes that the longer battery life more than compensates for the additional weight.
In the MP3 MINI CASE,Judy selects Player A over Player B based on a ________.

A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule

Question 75

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges.She has decided to apply to the University of Pennsylvania, Cornell, and Princeton.She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home.A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply.She is eventually accepted to, and decides to attend Cornell University.Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
In the COLLEGE MINI CASE,Cornell is part of Evelyn's ________.

A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Question 76

MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs.She currently runs with a CD player, but is irritated with the frequency with which it skips and the limited amount of music that can be stored on a CD.After reviewing several consumer reviews on various tech websites, she identifies 5 different MP3 player models that might meet her needs.She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all options with fewer than 20 GB.There are now 3 models remaining.She then decides that she will only accept players with at least 15 hours of battery life.She is now considering only 2 players.Player A is heavier, but has a longer battery life.Player B is lighter, but has a shorter battery life.Judy chooses Player A because she believes that the longer battery life more than compensates for the additional weight.
In the MP3 MINI CASE,Judy narrows her options from 3 to 2 player models based on a ________.

A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule

Question 77

MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs.She currently runs with a CD player, but is irritated with the frequency with which it skips and the limited amount of music that can be stored on a CD.After reviewing several consumer reviews on various tech websites, she identifies 5 different MP3 player models that might meet her needs.She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all options with fewer than 20 GB.There are now 3 models remaining.She then decides that she will only accept players with at least 15 hours of battery life.She is now considering only 2 players.Player A is heavier, but has a longer battery life.Player B is lighter, but has a shorter battery life.Judy chooses Player A because she believes that the longer battery life more than compensates for the additional weight.
In the MP3 MINI CASE,Judy narrows her options from 5 to 3 player models based on a ________.

A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule

Question 78

When consumers have no established criteria for evaluating a product category,they engage in extensive problem solving.

Question 79

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.He knows she will expect the "perfect" gift.He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume.His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."
In the GIFT MINI CASE,Vanessa's high expectations of Winston are likely to prolong the ________ stage of the decision-making process.

A) need recognition
B) prepurchase search
C) postpurchase evaluation
D) permission marketing
E) relationship marketing

Question 80

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges.She has decided to apply to the University of Pennsylvania, Cornell, and Princeton.She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home.A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply.She is eventually accepted to, and decides to attend Cornell University.Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
In the COLLEGE MINI CASE,when Cornell tries to convince students that they have made the right decision,they are trying to encourage a positive ________.

A) need recognition
B) postpurchase evaluation
C) purchase behavior
D) evaluation of alternatives
E) prepurchase evaluation