Chapter 15

Question 1

What is a decision?

Answer 1

A decision is the selection of an option from two or more choices

Question 2

What are the three levels of consumer decision- making? (effort)

Answer 2

1. Extensive problem solving
   • a lot of information needed
   • must establish a set of criteria for evaluation
   • expensive, important, or complex purchase
2. limited problem solving
   • Already have evaluation criteria established
   • fine tuning with additional information
   • updated product
3. routine behaviour
   • usually just review what they already know

Question 3

what are the four views of consumer decision making models?

Answer 3

1. An economic view – Rational, rank benefits and choose best alternative
2. a passive view - the consumer is passive and yield to the aims of marketers
3. a cognitive view - thinking problem solver, by processing information, consumers established preferences which ultimately result in purchase intentions.
4. an emotional view – emotions and moods, superstitions, impulsive buying

Question 4

define heuristics

Answer 4

shortcut decision rules

Question 5

A model of consumer decision- making:

what are the three major components of the consumer decision making model?

Answer 5

1. Input
2. process
3. output

Question 6

Define and What Makes up the input?

Answer 6

External influences that serve as sources of information on a particular product or good that influences the consumers viewpoint on life. Marketing inputs and socio-cultural inputs

Question 7

Explain the marketing inputs

Answer 7

The firm’s marketing activities are a direct attempt to reach and persuade consumers to buy and use its products. these activities or inputs are the product itself, advertising and distribution channels

Question 8

explain sociocultural inputs

Answer 8

Friends, media, opinion leaders influence this source of information
Social class, subculture, and culture influence how consumers perceive the
evaluation of these products