Chapter 8

Question 1

Constructive Processing

Answer 1

A tendency of consumers to tailor their cognitive effort to suit the task at hand

Question 2

Involvement

Answer 2

The degree of personal relevance that a purchase holds for the consumer

Question 3

Low Involvement

Answer 3

A case in which consumers attach minimal personal relevance to a purchase.

Question 4

High Involvement

Answer 4

A case in which consumers attach elevated relevance to a purchase.

Question 5

Nonprogrammed decision

Answer 5

A case in which a novel or infrequently encountered situation requires a customized solution

Question 6

Extended Problem Solving

Answer 6

An elevated level of expended effort used in making risky and significant decisions

Question 7

Limited problem solving

Answer 7

A reduced level of expended effort used in making less-risky decisions.

Question 8

Impulse Purchases

Answer 8

Spontaneous and unplanned purchases made in response to environmental cues.

Question 9

Programmed Decisions

Answer 9

Cases where consumers follow habitual routines to deal with frequently encountered situations.

Question 10

Brand Loyalty

Answer 10

An attachment to brands that have proven satisfactory in the past.

Question 11

Internal Search

Answer 11

Search the process of retrieving relevant information from memory.

Question 12

Sharpening

Answer 12

A process of changing stimuli from ambiguous forms to more conventional ones.

Question 13

Leveling

Answer 13

A process in which details are omitted in order to simplify the memory structure.

Question 14

External Search

Answer 14

The process of seeking information from exogenous sources.

Question 15

Evoked Set

Answer 15

Those few brands that come to mind when one thinks of a product category.

Question 16

Heuristics

Answer 16

Simple rules of thumb consumers use as shortcuts to reduce shopping effort.

Question 17

Evaluative Criteria

Answer 17

Product characteristics consumers use to judge the merits of competing options.

Question 18

Salient Attributes

Answer 18

Important aspects of a product that affect the choices consumers make.

Question 19

Determinant Attributes

Answer 19

Those features on which alternatives are beloved to differ.

Question 20

Prospect theory

Answer 20

A view of how decision makers, under risk conditions, value different options and assess their outcomes.

Question 21

Framing

Answer 21

A view that a given decision can be structured from either a gain or a loss perspective.

Question 22

Decision Rules

Answer 22

Alternative analytical procedures consumers use to process information and arrive at a selection.

Question 23

Compensatory Decision Rule

Answer 23

A selection procedure where a high score on one attribute of a brand can make up for a low score on another.

Question 24

Noncompensatory decision rule

Answer 24

A selection procedure where a high score on one attribute of a brand cannot offset a low score on another.