Question 1

Features actually used to differentiate among choices are called ________ attributes.

Accepted Answer

Determinant attributes are the features actually used by consumers to differentiate among their choices. These attributes significantly influence the purchase decision.

Question 2

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search.

Accepted Answer

Ongoing search refers to the process of continually gathering information about a market or topic of interest without an immediate need or intention to make a purchase. Tanya's behavior of scanning newspaper ads daily for fashion trends, despite not planning to buy clothes soon, exemplifies an ongoing search for information.

Question 3

Latrell finds that every time he goes to select athletic shoes he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process in an example of ________.

Accepted Answer

Latrell's consistent choice of the same brand without considering others indicates brand loyalty, where a consumer repeatedly purchases the same brand due to a positive experience or preference.

Question 4

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

Accepted Answer

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

Question 5

Neuromarketing uses functional magnetic resonance imaging (or fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features.

Accepted Answer

Neuromarketing employs techniques like fMRI to observe the brain's activity in response to marketing stimuli, allowing researchers to understand how consumers react on a neurological level to advertisements, products, and brand messaging.

Question 6

Dimensions we use to judge the merits of competing options are called ________.

Accepted Answer

Evaluative criteria are the various dimensions, attributes, or performance characteristics that consumers use to compare different alternatives when making decisions.

Question 7

List and define the five stages of the consumer decision-making process.

Accepted Answer

The answer of List and define the five stages of...

Question 8

Which of the following best describes intelligent agents?

Accepted Answer

Intelligent agents are sophisticated software programs that have the ability to learn from past user behavior and make decisions or recommendations, such as suggesting new purchases through technologies like collaborative filtering.

Question 9

Cybermediaries describes a website or app that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently.

Accepted Answer

Cybermediaries are online agents or intermediaries that facilitate the flow of information in the digital marketplace, helping consumers to sift through vast amounts of data to find relevant products or services, thereby making the decision-making process more efficient.

Question 10

Which of the following occurs when a consumer uses a selected product and decides whether it merits his or her expectations?

Accepted Answer

Post-purchase evaluation occurs when a consumer uses a product and decides whether it meets or exceeds their expectations. This process is crucial for understanding consumer satisfaction and potential future purchasing behavior.

Question 11

Cedric runs out of gas on the way to work. He thinks to himself-"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state.

Accepted Answer

Cedric's realization that he has run out of gas and his self-criticism for allowing it to happen indicates a recognition of a problem (running out of gas) that results from a decline in his actual state (from being on his way to work to being stranded), which is a downward movement in his actual state.

Question 12

According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision.

Accepted Answer

This description aligns with the rational perspective on consumer behavior, which posits that consumers engage in a logical, thorough decision-making process, carefully evaluating the pros and cons of different options before making a choice.

Question 13

According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.

Accepted Answer

The correct answer is B) the long tail. This concept suggests that businesses can profit by selling a large number of unique items in relatively small quantities, as opposed to relying solely on selling large volumes of a few popular items.

Question 14

Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special."

Accepted Answer

The sunk-cost fallacy refers to the misconception where people continue an endeavor because of previously invested resources (time, money, effort), even if it no longer serves their best interest. In this case, Hirosi might feel compelled to finish the meal despite feeling unwell, because he has already paid for it and consumed part of it.

Question 15

Define problem recognition. Show how problems can arise. Give a brief example to illustrate the problem recognition process.

Accepted Answer

The answer of Define problem recognition. Show how problems can...

Question 16

A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?

Accepted Answer

Promotions focusing on opportunities should aim to elevate the consumer's ideal state, presenting the product or service as a way to reach higher aspirations or solve problems they hadn't considered. On the other hand, promotions emphasizing needs should address more immediate or recognized problems, guiding consumers directly to where they can fulfill these needs, rather than altering their perception of their ideal state.

Question 17

Evaluative criteria are the dimensions we use to judge the merits of competing options.

Accepted Answer

Evaluative criteria are indeed the standards or benchmarks used to assess and compare the value, worth, or suitability of different options or alternatives.

Question 18

The evaluation of alternatives is the third stage of the consumer decision-making process.

Accepted Answer

The consumer decision-making process typically includes five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Evaluation of alternatives is indeed the third stage, where consumers compare different products or services to make the best choice.

Question 19

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

Accepted Answer

Directories and portals, web site evaluators, forums, fan clubs, and user groups act as intermediaries on the internet, facilitating the flow of information and transactions between users and providers. They do not directly sell goods or services like web retailers, nor do they deal with digital currency like cybercash, nor are they specifically focused on design. Hence, they are best categorized as cybermediaries.

Question 20

Habitual decision making describes the choices we make with little or no conscious effort.

Accepted Answer

Habitual decision making involves making choices out of habit, without much deliberation or conscious thought, often because the decision is routine or the individual has had positive outcomes from similar choices in the past.

Quiz 9: Decision Making