Chapter 7

Question 1

Problem recognition

Answer 1

The perceived difference between an ideal and an actual state

Question 2

ideal state

Answer 2

The way that consumers would like a situation to be (having an excellent carmera or wearing attractive clothing)

Question 3

The actual state

Answer 3

The real situation as consumers perceive it now

Question 4

Internal search: searching for information from memory

Answer 4

The process of recalling stored information from memory

Question 5

Researchers have examined the recall of four major types of information

Answer 5

Brands

Attributes

Evaluations

Experiences

Question 6

Brands (the recall of four major types of information)

Answer 6

Rather than remembering all available brands in any given situation, consumers tend to recall a subset of two to eight brands known as a consideration or evoked set. In general the consideration set consists of brands that are top of mind, easy to remember, when a consumer is making a decision

Question 7

Attributes (the recall of four major types of information)

Answer 7

Consumers can often recall some details when they engage in internal search, and the recalled attribute information can strongly influence their brand choices. Information that is more accessible or available - having the strongest associative links - is the most likely to be recalled and entered into the decision process

Question 8

Diagnostic information

Answer 8

Helps us distinguish objects from one another. If all brads of computers are the same price, then price is not diagnostic, or useful, when consumers are making a decision

Question 9

Salient (prominent) attributes are recalled by consumers even when

Answer 9

their opportunity to process is low.

Question 10

For information to be recalled and entered into the decision it must have

Answer 10

Attribute determinance, which means the information is both salient and diagnostic

Question 11

Evaluations

Answer 11

Because our memory for specific details decas rapidly over time, we find overall evaluations or attitudes easier to remember than specific attribute information. IN addition, our evaluations tend to form strong associative links with the brand

Question 12

Experiences (internal search)

Answer 12

Internal serach can involve the recall of experiences from autobiographical memory in the form of specific images and the effect associated with them. Like information in semantic memory, experiences that are more vivid, salient or frequent are the most likely to be recalled

Question 13

Confirmation bias

Answer 13

Refers to our tendency to recall information that reinforces or confirms our previous information

Question 14

Inhibition (memory)

Answer 14

Refers to the recall of one attribute inhibiting the recall of another

Question 15

Consumers engaged in internal search

Answer 15

Are most likely to recall information, feeling and experiences that match their mood

Question 16

External search

Answer 16

Refers to a search that occurs regularly, regardless of whether the consumer is making a choice

Question 17

Prepurchase searc

Answer 17

A search for information that aids a specific acquisition decision

Question 18

Ongoing search

Answer 18

A search that occurs regularly, regardless of whether or not the consumer is making a choice

Question 19

Five key aspects of the external search process

Answer 19

The source of information

The extent of external search

The context of the external serach

Search typologies

The process or order of the search

Question 20

For either prepurchase or ongoing search, consumers can acquire information from a number of external sources

Answer 20

Retailer search

Media and social media search

Interpersonal search

Independent search

Experimetial search

Question 21

Retailer search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)

Answer 21

Visits or calls to stores or dealers, including the examination of package information or pamphlets about brands; in particular, consumers belive they save time by going to store that are clustered together

Question 22

Media and social media search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)

Answer 22

Information from advertising, online ads, manufacturer sponsored websites and forums and other types of marketer-produced communications as well as from facebook, twitter, bogs, and other social media sources

Question 23

Interpersonal search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)

Answer 23

Advice from friends, relatives, neighbours, co-workers, and/or other consumers, whether sought in person, by phone, online, text message, or in another way

Question 24

Independent search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)

Answer 24

Contact with independent sources of information, such as books, nonbrand-sponsored websites like shopping.com, government pamphlets, or magazines

Question 25

Experimental search (for either prepurchase or ongoing searchm consumers can acquire information from a number of external sources)

Answer 25

Using product samples or product/service trials (such as a test-drive or experiencing the product lin

Question 26

Six factore increase our motivation to condut an external search

Answer 26

Involvement and perceived risk

The perceived costs of and benefits resulting from the search

The nature of the consideration set

Relative brand uncertainty

Attitudes toward the search

The level of discrepance of new information