Chapter 9

Question 1

Habitual decision-making

Answer 1

Choices made with little to no conscious effort

Question 2

Limited problem-solving

Answer 2

More straightforward or simple purchases, consumers use simple decision rules to choose am among alternatives

Question 3

Extended problem-solving

Answer 3

High involvement and purchase decision is perceived as high risk. The consumer will collect extensive information and conduct evaluation of brand attributes.

Question 4

The decision-making process

Answer 4

1. Problem recognition.
2. Information search.
3. Evaluation of alternatives.
4. Product choice.
5. Consumption and learning.

Question 5

Internal information search

Answer 5

Scanning memory to assemble product alternative information

Question 6

External information search

Answer 6

Obtaining information from advertisements, retailers, catalogs, friends, family, people watching, and consumer reports.

Question 7

Relying on a product signal

Answer 7

Observable product attributes that communicate underlying qualities.

A shiny car leads consumers to believe it’s in mechanical condition

Question 8

Covariation

Answer 8

Perceived associations among events

Question 9

Country of origin

Answer 9

We strongly associate certain items with specific countries.

Think, German cars, switch watches, and French wines.

Question 10

Brand habit

Answer 10

We buy out of habit because it requires less effort, but branding may occur frequently due to cheaper price or original brand out out of stock, point-of-purchase displays.

Question 11

Brand loyalty

Answer 11

Repeat purchase behavior, reflecting a conscious decision to continue buying the same brand.

Question 12

Compensatory decision rules

Answer 12

A weakness on one attribute can be compensated by for a strength on another attribute.

Simple additive rule: the brand with a number of positive attributes is chosen.

Weighted additive rule: multiply brand scores by importance weighing, and then brand with high score is chosen.

Question 13

Non-compensatory decision rules

Answer 13

A weakness on one attribute cannot be compensated by strength on another attribute.

Assessment of attributes across all brands:
- lexicographic rule
- elimination by aspect rule
- conjunctive rule
- disjunctive rule

Question 14

Lexicographic rule

Answer 14

1. Most important attribute.
2. Winner, then choose that brand. Tie…
3. If tie then second most important attribute.

Question 15

Elimination by aspects

Answer 15

1. Most important attribute.
2. Set minimum cut off.
3. Does the brand meet the cut off?
4. If more than one brand left, go to next most important attribute.

Question 16

Conjunctive rule

Answer 16

1. Decide on most important attributes.
2. Set minimum desired level for these attributes.
3. Select a brand that meets minimum level on all important attributes.

Question 17

Disjunctive rule

Answer 17

1. Decide on most important attributes.
2. Set desired level for attributes.
3. Select first that meets or exceeded the desired level for either attribute.