Chapter 4

Question 1

affective component

Answer 1

A component of attitude that reflects what a person feels about the issue at hand/ his or her dislike about something.

Question 2

attitude

Answer 2

A person’s enduring evaluation of his or her feelings about and behavioural tendencis toward an object or idea; consists of three components: cognitive, affective, and behavioural.

Question 3

behavioural component

Answer 3

A component of attitude than comprise the actions a person takes with regards to the issue at hand.

Question 4

cognitive component

Answer 4

A component of attitude that reflects what a person believes to be true.

Question 5

compensatory decision rule

Answer 5

Is at work when the consumer is evaluating alternatives and trades off one characteristic against another, such that good characteristics compensate for bad ones.

Question 6

consumer decision rules

Answer 6

The set of criteria consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives.

Question 7

decision heuristics

Answer 7

Mental shortcuts that help consumers narrow down choices; examples include price, brand and product presentation.

Question 8

determinant attributes

Answer 8

Product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.

Question 9

esteem needs

Answer 9

Allow people to satisfy the inner desires.

Question 10

evaluative criteria

Answer 10

Consist of a set of salient, or important, attributes about a particular product that are use to compare alternative products.

Question 11

evoked set

Answer 11

include only the brand that customers consider when taking a purchase decision.

Question 12

extended problem solving

Answer 12

A purchase decision process during which the consumer devotes considerable time and effort to analyzing alternatives; often occurs when the consumer perceives that the purchase decision entails a great deal of risk.

Question 13

external locus of control

Answer 13

Refers to when a customer believes that fate or other external factors control all outcomes.

Question 14

external search for information

Answer 14

Occurs when the buyer seeks information outside his or her personal knowledge base to help make the buying decision.

Question 15

financial risk

Answer 15

Risk associated with a monetary outlay; includes the initial cost of the purchase, as well as the cost of using the item or service.

Question 16

functional needs

Answer 16

Pertain to the performance of a product or service.

Question 17

habitual decision making

Answer 17

A purchase decision process in which consumers engage with little conscious effort.

Question 18

impulse buying

Answer 18

A buying decision made by customers on the spot when they see a merchandise.

Question 19

internal locus of control

Answer 19

Refers to when consumers believe they have some control over the outcomes of their actions, in which case, they generally engage in more search activities.

Question 20

internal search of information

Answer 20

Occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences.

Question 21

involvement

Answer 21

The consumer’s degree of interest in or concern about the product or service.

Question 22

learning

Answer 22

Refers to a change in a person’s thought process or behavior that arises from experience and take place throughout the consumer decision process.

Question 23

lifestyle

Answer 23

Refers to the way consumers spend their time and money.

Question 24

limited problems solving

Answer 24

Occurs during a purchase decision that calls for, at most, a moderate amount of effort and time.

Question 25

love (social) needs

Answer 25

Refers to our interactions with each other.

Question 26

motive

Answer 26

A need or want that is strong enough to cause the person to seek satisfaction.

Question 27

need recognition

Answer 27

The beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their needy state to a different, desired state.

Question 28

negative word-of-mouth

Answer 28

Occurs when consumers spread negative information about a product, service, or store to others.

Question 29

noncompensatory decision rule

Answer 29

Is at work when consumers choose a product or service on the basis of a subset of its characteristics, regardless of the values of its attributes.

Question 30

perception

Answer 30

The process by which people select, organize, and interpret information to form a meaningful picture of the world.

Question 31

performance risk

Answer 31

Involves the perceived danger inherent in a poorly performing product or service.

Question 32

physiological needs

Answer 32

Relates to the basic biological necessities of life: food, drink, rest, and shelter.

Question 33

physiological risk

Answer 33

Risk associated with the fear of an actual harm should the product not perform properly.

Question 34

postpurchase dissonance

Answer 34

An internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behavior; buyer's remorse.

Question 35

psychological needs

Answer 35

Pertain to the personal gratification consumers associate with a product or service.

Question 36

psychological risk

Answer 36

Associated with the way people will feel if the product or service does not convey the right image.

Question 37

reference group

Answer 37

One or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviors.

Question 38

retrieval sets

Answer 38

Consist of those brands or stores that can be readily brought forth from memory.

Question 39

safety needs

Answer 39

Pertain to protection and physical well-being.

Question 40

self-actualization

Answer 40

Occurs when you feel completely satisfied with your life and how you live.

Question 41

situational factors

Answer 41

Factor affecting the consumer decision process; those that are specific to the purchase and shopping situation and temporal state that may override, or at least influence, psychological and social issues.

Question 42

social risk

Answer 42

Involves the fear that consumers suffer when they worry that others might not regard their purchases positively.

Question 43

specialty goods/services

Answer 43

Products or services towards which the customers shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers.