Decision Making

Question 1

List the four types of decisions

Answer 1

1. Brand laziness
2. Brand loyalty
3. Variety seeking
4. Problem solving

Question 2

What distinguishes brand loyalty from laziness

Answer 2

EMOTIONS

Question 3

What are the most important marketing aspects for brand laziness?

Answer 3

Price and accessibility

Question 4

What are the most important marketing aspects for brand loyalty

Answer 4

Status/quality & brand name

Question 5

What are the most important marketing aspects for variety seeking

Answer 5

Originality & product attributes

Question 6

What are the most important marketing aspects for problem solving

Answer 6

EVERYTHING

Question 7

Which of the four types of decisions are most likely to result in repeat purchase behavior?

Answer 7

Brand loyalty

Question 8

For which type of decisions can preferences be changed by repetitive advertising?

Answer 8

Variety seeking

Question 9

List the three things consideration sets are derived from

Answer 9

1. Evoked set (memory)
2. External information search
3. Accidental (point of purchase)

Question 10

What is it called when you repeatedly present names of a few brands to increase prominence?

Answer 10

Part list cuing

Question 11

Which strategy is designed to push consumers toward the extremes?

Answer 11

Attraction effect

Question 12

Which strategy is designed to push consumers toward the middle?

Answer 12

Compromise effect

Question 13

Which type of processing is more common and relies on the use of heuristics?

Answer 13

Non-compensatory

Question 14

When are heuristics used?

Answer 14

1. Used for less important decisions
2. Used when available info increases → consumer is overwhelmed
3. When there are many choice alternatives