Question 1

The situation in which consumers are presented with so much information that they cannot assimilate it all is known as information _____.
A) bias
B) asymmetry
C) bottleneck
D) overload
E) exposure

Accepted Answer

Information overload refers to a situation where consumers are presented with a large amount of information that they cannot effectively process or assimilate. This can lead to difficulty in making decisions or choosing among products or services.

Question 2

When Dane was invited for dinner by his friend who is a self-confessed cheese lover,Dane felt obligated to buy cheese for him.However,Dane has very little knowledge of cheese and seldom buys it.On the day of the dinner,he was stalled at work with some business meetings and did not have the time to decide on which cheese to buy.He grabbed the first block of cheese he saw at the store for his friend.Which of the following decision-making approaches best reflects Dane's final choice of cheese?
A) Limited decision making
B) Extended decision making
C) Habitual decision making
D) Routine decision making
E) Involved decision making

Accepted Answer

Limited decision making involves making quick decisions based on limited information or previous experience. Dane had little knowledge of cheese and was in a hurry due to work commitments, so he likely quickly picked the first block of cheese he saw without much thought or research, which fits the limited decision making approach.

Question 3

George was planning to buy the latest smartphone.However,when he started searching for related information on the Internet,he was overwhelmed by the amount of information that was available on smartphones.George decided to ignore all the details as he was unable to comprehend most of it.This is an example of information _____.
A) bias
B) overload
C) asymmetry
D) bottleneck
E) entropy

Accepted Answer

George was unable to process the massive amount of information he found on smartphones, which is an example of information overload.

Question 4

Bill wants to be elected as the mayor of his town.This perceived state for which he aspires is called his _____ state.
A) actual
B) desired
C) social
D) current
E) temporary

Accepted Answer

The statement mentions that Bill wants to be elected as the mayor, which indicates his desired state or aspiration. Option A, actual state, would refer to his current position if he already held the office of the mayor. Option C, social state, does not fit the context of the question. Option D, current state, would again refer to his current position, which is not mentioned in the question. Option E, temporary state, is not relevant to the question.

Question 5

Jake has been driving the same car for ten years now,and he thinks it's getting old.This describes Jake's _____ state with respect to his car.
A) ideal
B) compatible
C) social
D) desired
E) actual

Accepted Answer

The word "getting old" implies that Jake's car is not in its prime condition anymore, which aligns with his actual state with respect to his car rather than any ideal, compatible, social or desired state.

Question 6

When a consumer simply buys a product repeatedly without any real attachment,it is referred to as brand _____.
A) loyalty
B) inertia
C) longevity
D) consistency
E) persistence

Accepted Answer

Brand inertia refers to the behavior of consumers who continue to purchase a particular brand out of habit or convenience, without any strong emotional attachment to the brand. They may simply be used to buying the product and don't see a reason to switch to a different brand. Other options like brand loyalty, consistency, longevity, and persistence indicate some level of attachment or preference towards the brand, which is not the case with brand inertia.

Question 7

Which of the following consumer search behaviors focuses on locating information that will enable the consumer to reach a decision for a specific problem?
A) Prepurchase search
B) Postpurchase search
C) Ongoing search
D) Binary search
E) Passive search

Accepted Answer

Prepurchase search is the process of gathering information about a product or service before making a purchase decision. This behavior specifically focuses on identifying information that will help the consumer make a decision for a particular problem or need. Postpurchase search, ongoing search, and passive search are all types of consumer search behaviors, but they are not specifically related to making a decision for a specific problem. Binary search is a computer science term and is not related to consumer behavior.

Question 8

When the search effort is not necessarily focused on an upcoming purchase; rather the effort is focused on staying up to date on a topic of interest,it is called a(n)_____ search.
A) ongoing
B) postpurchase
C) binary
D) passive
E) prepurchase

Accepted Answer

An ongoing search refers to a continuous effort to stay up to date on a particular topic of interest, rather than a search aimed specifically at making a purchase. It can involve regularly browsing online forums, following blogs or news sources, or actively seeking out new information through online searches.

Question 9

The practice of using decision-making shortcuts to arrive at satisfactory,rather than optimal,decisions is called _____.
A) modeling
B) satisficing
C) shilling
D) shaping
E) renquing

Accepted Answer

Satisficing refers to the practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions. It involves selecting a course of action that meets the minimum requirements for solving a problem, rather than trying to find the best possible option. The focus is on finding a solution that is good enough, rather than the best possible solution. A common example of satisficing is when a consumer chooses a product that meets their needs and budget, rather than spending time and effort finding the best product on the market.

Question 10

Laurie owns a Pluto X20 convertible.She and her husband have owned several other Pluto automobiles over the years.She has even convinced several family members and friends to buy Pluto automobiles.Recently,however,she had a bad service experience at the Pluto dealership in the city she just moved to.Nevertheless,she still decides to purchase a Pluto Y20 this year for her daughter and another Z20 when she needs a new car in a few years.Which of the following best illustrates Laurie's engagement with Pluto automobiles?
A) Brand loyalty
B) Brand inertia
C) Brand longevity
D) Brand consistency
E) Brand equity

Accepted Answer

Laurie's repeated purchases of Pluto automobiles over the years, her convincing of family and friends to buy Pluto automobiles, and her continued intention to purchase more Pluto automobiles despite a bad service experience demonstrate her brand loyalty to Pluto.

Question 11

When Joanna decided to buy a laptop,she was overwhelmed by the amount of information available on helping one to decide on the right laptop.Even though she tried to assimilate all the information and make use of it,she was exhausted from trying to understand all the technical jargons.She finally decided to use product price as an indicator of quality.Which of the following best describes Joanna's method of decision making?
A) Shilling
B) Renquing
C) Modeling
D) Infiltrating
E) Satisficing

Accepted Answer

Joanna's method of decision making is called satisficing. Satisficing is a decision-making strategy in which the decision-maker focuses on finding an option that is good enough to meet their minimum criteria, rather than seeking out the best possible option based on all available information. In this case, Joanna was overwhelmed by the amount of information available and decided to focus on a single criterion, which was price, to simplify her decision-making process.

Question 12

Don is visiting digital stores and searching the Internet to learn about high-definition DVD players as he is planning to buy one.This is an example of a _____ search.
A) postpurchase
B) preemptive
C) prepurchase
D) passive
E) binary

Accepted Answer

This is a prepurchase search as Don is searching for information before making the purchase decision.

Question 13

In opportunity recognition,_____.
A) a consumer's desired state doesn't change
B) a consumer's actual state doesn't change
C) a consumer's ideal state doesn't change
D) a consumer's other state changes in some significant way
E) a consumer's current state changes in some significant way

Accepted Answer

In opportunity recognition, the consumer's actual state doesn't change, but they perceive a gap between their current state and a more desirable state, prompting them to seek opportunities to improve or enhance their situation.

Question 14

The total collection of all possible solutions to a recognized need is referred to as the _____ set of alternatives.
A) awareness
B) universal
C) consideration
D) inert
E) inept

Accepted Answer

The universal set of alternatives refers to all possible solutions to a recognized need, including the feasible and unfeasible alternatives. The other options, such as awareness, consideration, inert, and inept, do not accurately describe the total collection of possible solutions.

Question 15

Many consumers shop at discount stores,even though they don't really like shopping there.Most of the consumers don't feel any connection with the store; it's just that they don't want to pay higher prices elsewhere.Which of the following best describes this phenomenon of shopping repeatedly at discount stores without a commitment or feeling of connectedness to the store?
A) Brand loyalty
B) Brand inertia
C) Brand equity
D) Brand consistency
E) Brand longevity

Accepted Answer

Brand inertia refers to the phenomenon of customers sticking with a brand or store out of habit or convenience, even though there is no real emotional connection. In the case of shopping repeatedly at discount stores despite not enjoying the experience, customers may be exhibiting brand inertia by choosing to prioritize low prices over a more enjoyable shopping experience. Brand loyalty (A) refers to customers who have a strong emotional attachment to a brand and actively seek it out. Brand equity (C) refers to the value a brand holds in the minds of consumers. Brand consistency (D) refers to a brand's ability to deliver consistently reliable products or services. Brand longevity (E) refers to a brand's ability to stay relevant and profitable over a long period of time. None of these concepts fully capture the phenomenon described in the question.

Question 16

A consumer's perceived current state is also known as his or her _____ state.
A) desired
B) ideal
C) actual
D) social
E) compatible

Accepted Answer

Perceived current state refers to the consumer's actual state, which is their current situation or condition. This can include their current level of satisfaction or dissatisfaction with a product or service, their current needs and wants, and any other relevant factors that influence their behavior. Desired and ideal states refer to the consumer's ideal situation or condition, while social and compatible states do not apply to the consumer's internal state.

Question 17

Alternatives in a consumer's awareness set that are deemed to be unacceptable for further consideration are referred to as the _____ set.
A) inept
B) inert
C) indifferent
D) passive
E) dormant

Accepted Answer

The inept set refers to alternatives that are considered unacceptable or unusable due to issues with their performance or design. The other options (inert, indifferent, passive, dormant) do not necessarily imply negative evaluation or rejection.

Question 18

Vince harbors a passion for cars.He constantly seeks out information on new automobile models without any intention of buying them.Which type of consumer search behavior does this represent?
A) Postpurchase search
B) Passive search
C) Binary search
D) Prepurchase search
E) Ongoing search

Accepted Answer

Vince's behavior of constantly seeking out information on new automobile models without any intention of buying them represents ongoing search behavior, as he is interested in keeping up-to-date with the latest trends and developments in the automotive industry.

Question 19

John will never purchase Sunshine Cereals because of a previous bad experience he has had with the brand.For John,Sunshine Cereals corresponds to a(n)_____ set of alternatives within his awareness set.
A) inert
B) indifferent
C) passive
D) dormant
E) inept

Accepted Answer

The inept set consists of brands that a consumer is aware of but considers unacceptable due to negative experiences or perceptions.

Question 20

Which of the following is a deeply-held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior?
A) Brand equity
B) Brand inertia
C) Brand longevity
D) Brand preference
E) Brand loyalty

Accepted Answer

Brand loyalty is the deeply-held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior. Brand equity refers to the value a brand adds to a product or service, brand inertia refers to the resistance of consumers to switch to a different brand even when faced with a better option, brand longevity refers to how long a brand lasts in the marketplace, and brand preference refers to a consumer's tendency to choose a particular brand over others based on personal preference or liking.

Quiz 12: Decision Making I: Need Recognition and Search

The situation in which consumers are presented with so much information that they cannot assimilate it all is known as information _____.

Bill wants to be elected as the mayor of his town.This perceived state for which he aspires is called his _____ state.

Jake has been driving the same car for ten years now,and he thinks it's getting old.This describes Jake's _____ state with respect to his car.

When a consumer simply buys a product repeatedly without any real attachment,it is referred to as brand _____.

Which of the following consumer search behaviors focuses on locating information that will enable the consumer to reach a decision for a specific problem?

When the search effort is not necessarily focused on an upcoming purchase; rather the effort is focused on staying up to date on a topic of interest,it is called a(n) _____ search.

The practice of using decision-making shortcuts to arrive at satisfactory,rather than optimal,decisions is called _____.

Don is visiting digital stores and searching the Internet to learn about high-definition DVD players as he is planning to buy one.This is an example of a _____ search.

In opportunity recognition,_____.

The total collection of all possible solutions to a recognized need is referred to as the _____ set of alternatives.

A consumer's perceived current state is also known as his or her _____ state.

Alternatives in a consumer's awareness set that are deemed to be unacceptable for further consideration are referred to as the _____ set.

Vince harbors a passion for cars.He constantly seeks out information on new automobile models without any intention of buying them.Which type of consumer search behavior does this represent?

John will never purchase Sunshine Cereals because of a previous bad experience he has had with the brand.For John,Sunshine Cereals corresponds to a(n) _____ set of alternatives within his awareness set.

Which of the following is a deeply-held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior?