Question 1

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

Accepted Answer

Different consumer decision-making situations require varying degrees of information search depending on factors such as the complexity of the product, the consumer's prior experience, and the perceived risk associated with the purchase.

Question 2

In buying a truck, Bob will only consider American-made trucks because he believes foreign truck brands, such as Nissan and Toyota, are of inferior quality. Nissan and Toyota are items in Bob's inept set.

Accepted Answer

Bob's inept set includes brands he considers inferior or unacceptable, which in this case are Nissan and Toyota due to his perception of their quality.

Question 3

Negative disconfirmation of expectations involves the performance of a product exceeding the consumer's expectations, leading to consumer satisfaction.

Accepted Answer

Negative disconfirmation of expectations occurs when a product performs below the consumer's expectations, leading to consumer dissatisfaction.

Question 4

In high-risk situations, consumers are likely to engage in complex and extensive information search and evaluation.

Accepted Answer

In high-risk situations, consumers tend to engage in more complex and extensive information search and evaluation processes to mitigate the perceived risk and make informed decisions.

Question 5

Task complexity, information organization, and time constraint are the three major contextual factors in decision tasks.

Accepted Answer

These three factors significantly influence how decisions are made, affecting the approach, process, and effectiveness of decision-making in various contexts.

Question 6

It is not essential that a product be part of a consumer's evoked set if it is to be considered at all.

Accepted Answer

A product must be part of a consumer's evoked set to be considered for purchase, as the evoked set consists of the brands or products a consumer can recall and would consider buying.

Question 7

Sue is looking for a new car. She had eliminated any car without comfortable seating for at least four people and that gets less than an average of 35 miles per gallon in fuel efficiency. Sue has used a lexicographic decision rule to narrow down her choices.

Accepted Answer

A lexicographic decision rule involves ranking criteria by importance, then comparing options based on the most important criterion first, moving to the next criterion only if there's a tie. Sue's method of eliminating options based on two specific criteria simultaneously does not fit this description.

Question 8

Past experience is considered an external source of information. The greater the relevant past experience, the less internal information the consumer is likely to need to reach a decision.

Accepted Answer

Past experience is considered an internal source of information because it is based on a consumer's previous interactions and learnings, not on external inputs like advertisements or advice from others.

Question 9

When a single person gives a gift to a family as a thank you for letting him visit in their home for a week, it is an example of intercategory giving.

Accepted Answer

Intercategory giving involves giving gifts across different social categories, such as an individual giving a gift to a family.

Question 10

A gift given to a romantic other involves lower emotional expectation than a gift given to a friend.

Accepted Answer

Gifts given to a romantic partner often carry higher emotional expectations due to the intimate nature of the relationship, compared to gifts given to friends which might be more casual or based on different dynamics.

Question 11

Needs are created when the actual state of a customer declines.

Accepted Answer

Needs are created when there is a gap between the actual state of a customer and their desired or ideal state. This gap can be caused by a decline in the customer's current state or by external factors such as new information, changes in circumstances, or the introduction of new products or services. Therefore, the statement is true.

Question 12

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.

Accepted Answer

Vanessa's high expectations likely prolong the "prepurchase search" stage, as Winston would spend more time searching for the perfect gift to meet these expectations.

Question 13

The inert set consists of the small number of brands the consumer is familiar with, remembers, and finds acceptable.

Accepted Answer

The inert set refers to brands a consumer is aware of but is indifferent towards; these brands do not evoke strong feelings or preferences and are neither accepted nor rejected. The correct term for the description given is the "consideration set" or "evoked set."

Question 14

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 ________.

Accepted Answer

Intrapersonal gifting refers to the act of giving a gift to oneself, which is exactly what Winston is doing when he buys a watch for himself.

Question 15

A unique feature of a compensatory decision rule is that it allows a positive evaluation of a brand on one attribute to balance out a negative evaluation on some other attribute.

Accepted Answer

A compensatory decision rule indeed allows for a positive evaluation on one attribute to offset a negative evaluation on another, enabling a more balanced overall assessment of options.

Question 16

Intrapersonal gifting is a state of mind where the giver and the receiver are the same individual.

Accepted Answer

Intrapersonal gifting refers to the act of giving gifts to oneself, which means the giver and the receiver are indeed the same individual. This concept emphasizes self-care and personal reward.

Question 17

Gifting behavior includes gifts we give because we want to and gifts we give out of obligation.

Accepted Answer

Gifting behavior encompasses both altruistic gifts, given from the desire to please or help another, and obligatory gifts, given out of a sense of duty or social expectation.

Question 18

Repeat purchase usually signifies that the product meets with the consumer's approval and that he or she is willing to use it again and in larger quantities.

Accepted Answer

Repeat purchases often indicate customer satisfaction with a product, as consumers are likely to buy again and potentially in larger quantities if the product meets or exceeds their expectations.

Question 19

The number of alternatives available when making a purchase decision does not affect the decision-making process.

Accepted Answer

The number of alternatives can significantly affect the decision-making process, as it can influence the complexity of the decision, the time taken to make a decision, and the satisfaction with the chosen option.

Question 20

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

Accepted Answer

When consumers lack established criteria for evaluating a product category, they typically engage in extensive problem solving to gather information and establish criteria for making a decision.

Quiz 14: Consumer Decision Making and Diffusion of Innovations