Question 1

Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.

Accepted Answer

The answer of Sylvester is a financially poor college student....

Question 2

Ian discovers the apartment has run out of toilet paper. This is an example of necessity recognition.

Accepted Answer

The answer of Ian discovers the apartment has run out...

Question 3

Alice is a researcher that is involved with a study focused on recording brain activity as a participants tour a virtual store. To study this, she will be using a technology called functional magnetic resonance imaging to monitor brain activity.

Accepted Answer

Functional magnetic resonance imaging (fMRI) is a technology used to measure and map brain activity by detecting changes in blood flow, making it suitable for studies like the one Alice is conducting.

Question 4

Bob was trying to decide which of two bicycles to buy. Both bicycles rated the same in terms of their shock absorbers. These attributes are termed their determinant attributes.

Accepted Answer

Determinant attributes are those that significantly influence a consumer's purchase decision. If both bicycles have the same rating for shock absorbers, this attribute may not be determinant in Bob's decision.

Question 5

Before making a purchase, a consumer already has in mind a number of brands which would be acceptable possibilities, which is called the consumer's retrieval set.

Accepted Answer

The set of brands a consumer considers acceptable before making a purchase is called the "evoked set," not the "retrieval set."

Question 6

Constructive processing involves making rapid, impulsive decisions for many purchases.

Accepted Answer

Constructive processing involves a thoughtful and deliberate approach to decision-making, rather than rapid and impulsive decisions.

Question 7

Silent commerce are a type of retail transaction in which a person purchases through a salesperson, but they do not expect any type of service.

Accepted Answer

Silent commerce typically refers to transactions that occur without direct human interaction, often through automated systems or self-service technology, rather than involving a salesperson.

Question 8

Bob chose his new television because of its great screen clarity and sound quality. Screen clarity and sound quality were Bob's evaluative criteria.

Accepted Answer

Evaluative criteria are the attributes or features that consumers consider important when making a purchase decision, such as screen clarity and sound quality in this case.

Question 9

When a consumer becomes satiated with a favourite product, he/she may trade enjoyment just to try a different product. This is termed variety seeking.

Accepted Answer

When a consumer becomes satiated with a product, he/she may look to try different products in order to break the monotony and seek variety. This is known as variety seeking.

Question 10

Dr. Pepper doesn't quite fit into any soda categorical niche. This puts Dr. Pepper at a great disadvantage when customers are selecting a soda drink.

Accepted Answer

Dr. Pepper's unique flavor profile can be an advantage, as it appeals to consumers looking for something different from traditional cola or fruit-flavored sodas.

Question 11

Information searches usually happen before we are aware of a problem.

Accepted Answer

Information searches typically occur after we become aware of a problem or need, as this awareness motivates us to seek out information to solve the problem or fulfill the need.

Question 12

When Cathy is considering purchasing expensive household appliances, she engages in extended problem solving techniques. Thus, she would process information she finds about products passively and use many criteria when evaluating alternatives.

Accepted Answer

Extended problem solving involves active information processing and using multiple criteria to evaluate alternatives, not passive processing.

Question 13

Consumers expert in product knowledge are more likely than other groups of consumers to engage in an information search because they have a better sense of what information they need.

Accepted Answer

The answer of Consumers expert in product knowledge are more...

Question 14

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

Accepted Answer

The answer of Needs are created when the actual state...

Question 15

Products that customers put on the subordinate level always have at least one thing in common.

Accepted Answer

Products that customers put on the subordinate level have one thing in common, which is that they are viewed as less important or necessary compared to other products.

Question 16

Branding is a marketing strategy that often functions as a heuristic.

Accepted Answer

Branding serves as a heuristic by simplifying decision-making for consumers, allowing them to rely on brand recognition and reputation rather than evaluating all product attributes.

Question 17

When shopping at the supermarket Russ always unconsciously grabs a carton of milk. This is an example of an automatic purchase.

Accepted Answer

An automatic purchase is a habitual buying behavior where a consumer routinely purchases a certain item without much conscious thought, such as Russ grabbing a carton of milk without really thinking about it.

Question 18

The decision- making continuum is anchored at one end by limited problem solving, and by extended problem solving at the other end.

Accepted Answer

The answer of The decision- making continuum is anchored at...

Question 19

Purchases consumers make occur as a result of being a response to a problem.

Accepted Answer

Purchases are often made to solve a problem or fulfill a need, which can be seen as a response to a problem.

Question 20

Most consumer decisions are made from a rational perspective.

Accepted Answer

Consumer decisions are influenced by various factors such as emotions, personal preferences, social norms, and cultural biases. Therefore, most consumer decisions are not made purely from a rational perspective.

Quiz 9: Decision Making