Ch 9: Decision Making

Question 1

Every consumer decision made is a response to a _____

Answer 1

problem

Question 2

For many of us our biggest problems is not having too few choices, but rather too many

Answer 2

Hyperchoice

Question 3

The perspective of ____ argues that we evaluate the effort we’ll need to make a particular choice and then tailor the amount of cognitive “effort” we expend to get the job done

Answer 3

constructive processing

Question 4

What are the 3 different types of decision making?

Answer 4

• cognitive
• habitual
• affective

Question 6

What type of decision making is this?

deliberate, rational, and sequential

Answer 6

cognitive

Question 7

What decision making type is this?

behavioral, unconscious, and automatic

Answer 7

habitutal

buying coffee –> something you buy everyday

Question 9

what type of decision making is this?

emotional and instantaneous

Answer 9

affective

Question 10

Traditionally, consumer researchers approached decision making from a ____ . According to this view, people integrate as much information as possible with what they already know about a product, weigh the pluses and minuses of each laternative, and arrive at a satisfactory decision

Answer 10

rational perspective

Question 11

What are the 5 stages in consumer decision making?

Answer 11

1. problem recognition
2. information search
3. evaluation of alternatives
4. product choice
5. outcomes

Question 12

____ occurs when we experience a significant difference between our current state of affairs and some state we desire

Answer 12

problem recognition

Question 13

A problem may arise in one of two ways:

stages of decision making

Answer 13

1. a decline in the quality of the actual state (need recognition)
2. a change in the ideal state (opportunity recognition)

Question 14

____ is the process by which we survey the environment for appropriate data to make a reasonable decision

stages of decision making

Answer 14

information search

Question 15

____: when you recognize a need and then search the marketplace for specific information

Answer 15

prepurchase search

Question 16

____: information retrieval that involves recalling past experiences and information regarding various purchase alternatives

Answer 16

internal search

Question 17

____: seeking information from external sources

internet, personal, and public sources
marketer-controlled sources

Answer 17

external search

Question 18

____: the search involves external search activities independent of solving an immediate purchase problem

fashion item and camera

Answer 18

ongoing search

Question 19

What’s the relationship between the amount of information search and product knowledge?

Answer 19

• Moderate knowledge = highest amount of search
• Least knowledge = low amount of search (not interested or don’t know where to search)
• Most knowledge = low amount of search (they already know everything)

Upside down U-shaped

Question 21

The alternatives a consumer knows about are called the ____ and the ones they seriously consider are known as _____

Answer 21

evoked set; consideration set

Question 22

____: once we assemble and evaluate the relecant options in a category, eventually we hav to choose one

Answer 22

product choice

Question 23

____ occurs when products become too overly complex with myriad features the typical consumer connot or has difficulty understanding

Answer 23

feature creep

Question 24

____: occurs when we experience the product or service we selected and decide whether it meets our expectations

Answer 24

postpurchase evaluation

Question 25

____: a conundrum in which marketers must create sufficiently high expectations to induce brand trial, but not so high as engender disappointment

Answer 25

satisfaction paradox

Question 26

Consumer cognitively represent product information in a _____ | refers to a set of bleiefs & the way we organize them in our minds

Answer 26

knowledge structure

Question 27

What are the 3 categories of categorization?

Answer 27

1. superordinate 2. basic level 3. subordinate

Question 28

Strategic implications of product categorization | 4 of them

Answer 28

* position a product * identify competitors * creat an exemplar product * locate products in a store

Question 29

____ are the dimensions we use to jedge the merits of competing options

Answer 29

evaluative criteria

Question 30

Criteria on which products differ from one another carry _ weight in the decision process than do those where the alternatives are similar

Answer 30

more

Question 31

____ are the features we actually use to differentiate among our choices

Answer 31

Determinant attributes

Question 32

Under conditions of ____ cognitive involvement, people tend to think carefully about the pros and cons of various options

Answer 32

high

Question 33

The ____ rule allows a product to make up for its shortcomings on one dimension by excelling on another

Answer 33

compensatory

Question 34

The ____ rule leads to the option that has the largest number of positive attributes

Answer 34

simple additive

Question 35

A ____ rule allows the consumer to take into account the relative importance of the attributes by weighting each one

Answer 35

weighted additive

Question 36

When we make habirtual or emotional decisions we typically use a ____ rule. This means that if an option doesn't suit us on one dimension, we just reject it out of hand and move on to something else

Answer 36

noncompensatory

Question 37

The ____ rule says "select the brand that is the best on the most important attribute

Answer 37

lexicographic

Question 38

The ____ rule is similar to the lexicographic rule beacuse they buyer evaluates brands on the most important attribute. In this case, though, s/he imposes specific cut-offs. Alternatives that fail below the onsumer imposed cutoffs get eliminated. Process continues until a single alternative remains

Answer 38

elimination-by-aspect

Question 39

The ____ rule entails processing by brand (not by attribute)

Answer 39

conjunctive

Question 40

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

Answer 40

Habitual

Question 41

Why does a person buy the same brand over and over?

Answer 41

inertia brand loyalty

Question 42

____ involves less effort to pick a familiar brand

Answer 42

inertia

Question 43

____ describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the sam brand

Answer 43

brand loyalty

Question 44

____ solution: we want to arrive at the best result possible outcome

Answer 44

maximizing

Question 45

____ solution: we seek simply to receive an adequate outcome

Answer 45

satisfycing

Question 46

"good enough" perspective on decision making is called ____

Answer 46

bounded rationality

Question 47

# Maximizers or sacrificers? exhaustively seek the best compare decisions with others expend more time and energy unhappier with outcomes

Answer 47

maximizer

Question 48

____: mental shortcuts, mental rules-of-thumb | e.g. higher-priced products are higer-quality products

Answer 48

Heuristics

Question 49

The association among events that may or may not actually influence one another is known as ____ | e.g. judgin a used car's mechanical condition by its appearance

Answer 49

covariation

Question 50

____ : where a product is produced matters. Consumers strongly associate certain items wth specific countries

Answer 50

country of origin (COO)

Question 51

____ refers to the belief that products from other places are inferior to local versions

Answer 51

ethnocentrism

Question 52

We sometimes witness ____ toward a brand due to an intense dislike for the manufacturer

Answer 52

consumer animosity

Question 53

We like brand names that we know and that have been around a long time

Answer 53

family brand names

Question 54

many people assume that a ____ priced alternative is better quality tan a ____ priced option

Answer 54

higher; lower

Question 55

____ : the effect in which recent experience of a stimulus facilitates or inhibits later processing of the same or a similar stimulus

Answer 55

priming

Question 56

Cues in the environment that make us more likely to react in a certain way even though we're ____ of these influences

Answer 56

unaware

Question 57

in psychology, ____ is a technique in which the introduction of on stimulus influences how people respond to a subsequent stimulus

Answer 57

priming

Question 58

____ : the process of defining the context or issues surrounding a question, problem, or event in a way that serves to influence how the context or issues are perceived and evaluated

Answer 58

framing

Question 59

A ____ , is any aspect of the choice architecture that alters people's behavior in predictable way without forbidding any options or significantly changing their economic incentives | e.g. the arrangement of foods at a buffet

Answer 59

nudge