Chapter 12

Question 0

Awareness set

Answer 0

Set of alternatives of which a consumer is aware

Question 1

Actual state

Answer 1

Consumers perceived current state

Question 2

Assumes many consumer decisions are actually learned responses to environmental influences

Answer 2

Behaviour influence decision-making perspective

Question 3

What occurs when a consumer simply buys a product repeatedly without any real attachment

Answer 3

Brand inertia

Question 4

Brand loyalty

Answer 4

Deeply held commitment to rebut a product or service regardless of situational influences that could lead to switching behaviour

Question 5

Consideration set

Answer 5

Alternatives that are considered acceptable for further consideration in decision making

Question 6

Behaviours that consumers engage in as they seek information that can be used to satisfy needs

Answer 6

Consumer search behaviour

Question 7

Desired state

Answer 7

Perceived state for which a consumer strives

Question 8

Experiential decision making perspective

Answer 8

Assumes consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behaviour under consideration

Question 9

Extended decision making

Answer 9

Consumers move diligently through various problem-solving activities in search of the best information that will help them reach a decision

Question 10

External search

Answer 10

Gathering of information from sources external to the consumer such as friends, family, salespeople, advertising, independent research reports, and the internet

Question 11

Habitual decision making

Answer 11

Consumers generally do no seek information at all when a problem is recognised and select a product based on habit

Question 12

Alternatives in the awareness set that are deemed to be unacceptable for further consideration

Answer 12

Inept set

Question 13

Alternatives in the awareness set about which consumers are indifferent or do not hold strong feel sing

Answer 13

Inert set

Question 14

Information overload

Answer 14

Situation in which consumers are presented with so much information that they cannot assimilate the variety of information presented

Question 15

Internal search

Answer 15

Retrieval of knowledge stored in memory about products, services, and experiences

Question 16

Limited decision making

Answer 16

Consumers search very little for information and often reach decisions based largely on prior beliefs about products and their attributes

Question 17

Ongoing search

Answer 17

Search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up to date on the topic

Question 18

Perception of the negative consequences that are likely to result from a course of action and the uncertainty of which course of action is best to take

Answer 18

Perceived risk

Question 19

Pre-purchase search

Answer 19

Search effort aimed at finding information to solve an immediate problem

Question 20

Price

Answer 20

Information that signals the amount of potential value contained in a product

Question 21

Perceived overall goodness or badness of some product

Answer 21

Quality

Question 22

Rational decision-making perspective

Answer 22

Assumes consumers diligently gather information about purchases, care-fully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy

Question 23

Practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions

Answer 23

Satisficing

Question 24

Search regret

Answer 24

Negative emotions that come from failed search processes

Question 25

Universal set

Answer 25

Total collection of all possible solutions to a consumer problem