Decision-Making And Involvement Chapter 8 1e Exam Questions

Chapter 8: Decision-making and Involvement

Type: multiple choice question

Title: Chapter 08 Question 01

1) In low-involvement decisions, consumers may use simple evaluative criteria or

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.1

a. scanner data.

b. laddering.

c. decision rules.

d. nudging.

Type: multiple choice question

Title: Chapter 08 Question 02

2) In consumer research, the decision-making process starts with the assumption that the consumer

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.1

a. is attempting to solve a problem.

b. sees an advertisement.

c. is willing to make a large change.

d. is motivated to comply.

Type: multiple choice question

Title: Chapter 08 Question 03

3) The consumer decision-making process is initiated by the difference between the actual and the

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. definite.

b. choice.

c. ideal.

d. tangible.

Type: multiple choice question

Title: Chapter 08 Question 04

4) _______ occurs when a consumer realizes that there is a difference between what is happening and what ideally could happen.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. Active learning

b. Problem recognition

c. Disconfirmation paradigm

d. Choice heuristics

Type: multiple choice question

Title: Chapter 08 Question 05

5) What is an information search?

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. Eliminating the difference between what is happening and what ideally could happen

b. The phenomenon whereby brands with smaller market share have fewer buyers who buy the brand less often

c. The process by which we identify and gather appropriate data to help us make our choices

d. The assumption that the consumer is attempting to solve a problem or achieve a desired goal

Type: multiple choice question

Title: Chapter 08 Question 06

6) An internal search for information comes from

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. friends and family.

b. the stimuli that we are exposed to.

c. assessing product scarcity.

d. our own memories and experiences.

Type: multiple choice question

Title: Chapter 08 Question 07

7) A consumer wants to buy a new car. They go for a test drive and then ask their friends what they think of the car. This an example of an _______ search for information.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. impulsive

b. exciting

c. internal

d. external

Type: multiple choice question

Title: Chapter 08 Question 08

8) _______ information needs are fulfilled when a consumer is educated about a product’s utility and attributes.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. Functional

b. Innovation

c. Hedonic

d. Symbolic

Type: multiple choice question

Title: Chapter 08 Question 09

9) _______ information needs are fulfilled when consumers experience pleasure and fulfilment when they acquire new information.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. Functional

b. Hedonic

c. Aesthetic

d. Symbolic

Type: multiple choice question

Title: Chapter 08 Question 10

10) _______ information needs are fulfilled when information is shared with others to communicate the consumer’s social position.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. Aesthetic

b. Innovation

c. Symbolic

d. Hedonic

Type: multiple choice question

Title: Chapter 08 Question 11

11) _______ information needs are fulfilled when consumers acquire information that is new or different.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. Innovation

b. Functional

c. Aesthetic

d. Symbolic

Type: multiple choice question

Title: Chapter 08 Question 12

12) _______ information needs are fulfilled when information is used as a stimulus to creative thinking, beauty, and appreciation.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. Aesthetic

b. Hedonic

c. Symbolic

d. Functional

Type: multiple choice question

Title: Chapter 08 Question 13

13) What are evaluative criteria?

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. The ways in which an individual interacts with products on a regular basis

b. The conditions or benchmarks that are used to compare the alternative offerings to help make a choice

c. The processes by which consumers attempt to identify the catalyst of an unpleasant outcome

d. The differences between a consumer’s prepurchase expectations and the actual postpurchase experience

Type: multiple choice question

Title: Chapter 08 Question 14

14) The _______ model suggests that consumers start with a large number of brands, which gradually decrease as consumers move toward their final choice.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. brand loyalty

b. message-response involvement

c. impulse purchase

d. consumer decision journey

Type: multiple choice question

Title: Chapter 08 Question 15

15) The disconfirmation paradigm describes the difference between

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. a product's utilitarian function and the consumer’s subjective needs.

b. a consumer’s prepurchase expectations of the product’s performance and the actual postpurchase experience.

c. a consumer’s self-concept and how it may be contradictory to some of the products that they purchase.

d. the satisfaction levels of consumers who did thorough research before purchasing a product and those who did not.

Type: multiple choice question

Title: Chapter 08 Question 16

16) Attribution theory describes

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. how some products communicate a consumer’s social position.

b. the assumption that the consumer is attempting to achieve a desired goal.

c. how consumers attempt to find a reason for an outcome.

d. the process by which we identify and gather appropriate data to help us make choices.

Type: multiple choice question

Title: Chapter 08 Question 17

17) A consumer views an outcome as something that happened because of his or her own knowledge. This is called a(n) _______ attribution.

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. unstable

b. external

c. stable

d. internal

Type: multiple choice question

Title: Chapter 08 Question 18

18) What happens when a consumer believes that it is morally acceptable to forget negative ethical information and makes purchases without considering the ethical implications?

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.3

a. The wilfully ignorant memory effect

b. Message-response involvement

c. Passive learning

d. The balance theory of attitudes

Type: multiple choice question

Title: Chapter 08 Question 19

19) Service businesses use mystery shoppers

Feedback: Page reference: Consumer Decision-Making

Learning objective: 8.5

a. to get an accurate perspective on consumers’ decision-making processes.

b. because they want to make sure that consumers are motivated to buy high priced products.

c. to ensure that they are consistently providing the appropriate level of service.

d. because they increase consumer involvement by interacting with consumers face to face.

Type: multiple choice question

Title: Chapter 08 Question 20

20) _______ involvement reflects the consumer’s interest in marketing communications.

Feedback: Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.2

a. Enduring

b. Situational

c. Product

d. Message-response

Type: multiple choice question

Title: Chapter 08 Question 21

21) _______ involvement involves the perceived personal relevance of the product based on needs, values, or interest.

Feedback: Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.2

a. Message-response

b. Ego

c. Situational

d. Product

Type: multiple choice question

Title: Chapter 08 Question 22

22) _______ involvement is the preexisting relationship between the consumer and the product.

Feedback: Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.2

a. Product

b. Enduring

c. Message

d. Situational

Type: multiple choice question

Title: Chapter 08 Question 23

23) _______ involvement occurs when consumers perceive products or brands as relevant to their personal interests.

Feedback: Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.2

a. Ego involvement

b. Message-response involvement

c. Enduring involvement

d. Product involvement

Type: multiple choice question

Title: Chapter 08 Question 24

24) _______ involvement depends on some particular event or time in our lives.

Feedback: Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.2

a. Enduring

b. Situational

c. Message-response

d. Ego

Type: multiple choice question

Title: Chapter 08 Question 25

25) Which type of learning involves deliberate and extensive acquisition of knowledge before purchase?

Feedback: Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.3

a. Symbolic

b. Incidental

c. Active

d. Passive

Type: multiple choice question

Title: Chapter 08 Question 26

26) The acquisition of knowledge without active learning is called _______ learning.

Feedback: Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.3

a. symbolic

b. passive

c. dynamic

d. active

Type: multiple choice question

Title: Chapter 08 Question 27

27) What type of consumers actively seek information and like to share their expertise with others on a broad variety of products, attributes, services, and other marketplace characteristics?

Feedback: Page reference: Shopping Behavior

Learning objective: 8.4

a. Passive choosers

b. Chore-based shoppers

c. Market mavens

d. Indifferent consumers

Type: multiple choice question

Title: Chapter 08 Question 28

28) An unplanned purchase that has been made because of a sudden, powerful urge to buy the product with little regard to the consequences is called

Feedback: Page reference: Shopping Behavior

Learning objective: 8.4

a. the disconfirmation paradigm.

b. motivation to comply.

c. value segmentation.

d. an impulse purchase.

Type: multiple choice question

Title: Chapter 08 Question 29

29) The _______ impulse occurs when consumers purchase numerous items at a time and stockpile them in anticipation of some future need.

Feedback: Page reference: Shopping Behavior

Learning objective: 8.4

a. accelerator

b. blind

c. compensatory

d. breakthrough

Type: multiple choice question

Title: Chapter 08 Question 30

30) The _______ impulse occurs when consumers purchase items as a reward for themselves for a success, or as a “pick me up” for a failure.

Feedback: Page reference: Shopping Behavior

Learning objective: 8.4

a. accelerator

b. blind

c. compensatory

d. breakthrough

Type: multiple choice question

Title: Chapter 08 Question 31

31) The _______ impulse occurs when consumers suddenly make a purchase to resolve a long-held conflict or desire.

Feedback: Page reference: Shopping Behavior

Learning objective: 8.5

a. compensatory

b. breakthrough

c. accelerator

d. blind

Type: multiple choice question

Title: Chapter 08 Question 32

32) The _______ impulse occurs when the purchase of a product is not easily explained and can even be considered dysfunctional.

Feedback: Page reference: Shopping Behavior

Learning objective: 8.5

a. compensatory

b. accelerator

c. breakthrough

d. blind

Type: multiple choice question

Title: Chapter 08 Question 33

33) _______ is the concept that it is rational to make a good enough decision, rather than the best decision, because the time, effort, and money to make the best decision may simply not be worth it.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. Persuasion

b. Representativeness

c. Satisficing

d. Maximization

Type: multiple choice question

Title: Chapter 08 Question 34

34) A _______ will often choose a brand based on simple decision criteria, such as price.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. trendsetter

b. maximizer

c. predictor

d. satisficer

Type: multiple choice question

Title: Chapter 08 Question 35

35) _______ are methods that simplify decision-making based on past experiences.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. Impulses

b. Satisifics

c. Heuristics

d. Maximizers

Type: multiple choice question

Title: Chapter 08 Question 36

36) Consumers use _______ heuristics to forecast a future outcome.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. prediction

b. choice

c. persuasion

d. compliance

Type: multiple choice question

Title: Chapter 08 Question 37

37) The _______ heuristic refers to a situation in which consumers judge the likelihood or frequency of something happening based on how easy it is to remember similar events.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. expertise

b. consensus

c. representativeness

d. availability

Type: multiple choice question

Title: Chapter 08 Question 38

38) The _______ heuristic occurs when consumers judge something based on how similar it is to some stereotypical case.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. availability

b. representativeness

c. expertise

d. consensus

Type: multiple choice question

Title: Chapter 08 Question 39

39) Consumers use _______ heuristics to challenge or change their attitudes.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. prediction

b. choice

c. compliance

d. persuasion

Type: multiple choice question

Title: Chapter 08 Question 40

40) _______ heuristics assist consumers by reducing the number of attributes to be considered; they are “rules” that help to make decisions easier.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. Choice

b. Persuasion

c. Compliance

d. Prediction

Type: multiple choice question

Title: Chapter 08 Question 41

41) _______ heuristics narrow down a consumer’s choice to those involved with obeying a request.

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. Choice

b. Compliance

c. Persuasion

d. Prediction

Type: multiple choice question

Title: Chapter 08 Question 42

42) _______ helps consumers start the choice process by helping them focus on one product attribute?

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. Scarcity

b. Framing

c. Consensus

d. Anchoring

Type: multiple choice question

Title: Chapter 08 Question 43

43) What is framing?

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. Helping consumers start the choice process by helping them focus on one product attribute

b. How consumers judge something based on how similar it is to some stereotypical case

c. The perspective from which the consumer considers the decision

d. When consumers judge the likelihood of something happening based on how easy it is to remember similar events

Type: multiple choice question

Title: Chapter 08 Question 44

44) Some experts and consumer advocates contend that greater amounts of choice lead to

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. discomfort and confusion.

b. brand loyalty.

c. the disconfirmation paradigm.

d. compliance.

Type: multiple choice question

Title: Chapter 08 Question 45

45) An advertisement reading “Limited time offer!” is an example of which type of heuristic?

Feedback: Page reference: When Choosing Is a Problem

Learning objective: 8.5

a. Scarcity

b. Consensus

c. Reciprocity

d. Prediction

Type: essay/short answer question

Title: Chapter 08 Question 46

46) What are the two key points about how attribution connects to consumer decision making? Provide an example of both. How does knowing how consumers make attributions provide important insights to marketers?

Feedback:

• Consumers can view attributes as internal or external
• Consumers can make attributes to stable or unstable causes
• Marketers must be aware of the likely type of attribution their products will be subject to and ensure that they respond appropriately

Page reference: Consumer Decision-Making

Learning objective: 8.1

Type: essay/short answer question

Title: Chapter 08 Question 47

47) A candy company wants to increase consumer involvement by linking their brand to hedonic needs. Provide an example of how they can accomplish this. Explain your reasoning.

Feedback:

• Compare product attributes and experiences to hedonistic pleasures

Page reference: Consumer Decision-Making

Learning objective: 8.2

Type: essay/short answer question

Title: Chapter 08 Question 48

48) What are the two most important benefits of the five-step model of consumer decision-making? Why is it important that marketers know how consumers proceed through the model?

Feedback:

• It can be used in a variety of different contexts and buying situations
• It provides clear guidelines to marketers as how to approach consumers as they proceed through the model
• Marketers can try to facilitate or influence the process at each of these steps

Page reference: Consumer Decision-Making

Learning objective: 8.3

Type: essay/short answer question

Title: Chapter 08 Question 49

49) How do consumers receive incidental information? Why do marketers need to be mindful of incidental learning when evaluating the consumer decision-making process?

Feedback:

• The acquisition of some information is unintentional and not deliberate
• Incidental learning can be used by marketers to influence consumers’ decisions
• It can also influence consumers to stay away from certain products

Page reference: Consumer Decision-Making

Learning objective: 8.3

Type: essay/short answer question

Title: Chapter 08 Question 50

50) What is the difference between evaluative criteria and decision criteria?

Feedback:

• Evaluative criteria are the conditions or benchmarks that are used to compare the alternative offerings to help make a choice
• Decision criteria are rules for making the decision, to help make the final choice among a set of alternatives that are all fairly good

Page reference: Consumer Decision-Making

Learning objective: 8.3

Type: essay/short answer question

Title: Chapter 08 Question 51

51) According to the consumer decision journeys model, what are the four key points whereby a brand may or may not be considered?

Feedback:

• The consumer creates an initial consideration set based on existing brand perceptions and recent touchpoints
• As the consumer evaluates products and creates evaluative criteria, the consumer brings new brands in for consideration while dropping other brands
• One brand is selected, and the purchase is made
• The consumer assesses the purchase, which will inform the next decision journey

Page reference: Consumer Decision-Making

Learning objective: 8.3

Type: essay/short answer question

Title: Chapter 08 Question 52

52) Why do marketers use celebrities as a way to increase brand involvement? What are the advantages of using celebrities to promote a brand? How does a brand choose a celebrity to work with? What role does social media play in this relationship?

Feedback:

• If celebrities are admired, they can help increase involvement with a brand
• There should be a match between the brand and the celebrity who endorses it
• Marketers know that social media is an indispensable tool in strengthening the celebrity effect by forging even stronger connections between consumers and celebrities, as well as consumers and brands

Page reference: Involvement and Consumer Decision-Making

Learning objective: 8.2

Type: essay/short answer question

Title: Chapter 08 Question 53

53) Describe two types of impulse purchasing and provide examples of how a marketer can use them to encourage consumers to purchase their products.

Feedback:

• Accelerator, compensatory, breakthrough, and blind

Page reference: Shopping Behavior

Learning objective: 8.4

Type: essay/short answer question

Title: Chapter 08 Question 54

54) What are heuristics and when are they helpful?

Feedback:

• They are methods that simplify decision-making that are based on past experiences
• They are helpful in situations where there are many choices, when there are few differences between brands, and when the consumer is faced with a low-involvement choice

Page reference: When Choosing Is a Problem

Learning objective: 8.5

Type: essay/short answer question

Title: Chapter 08 Question 55

55) Define compliance heuristics. What are the two types of compliance heuristics listed in the text? Define them and provide an example of how a marketing manager can use them.

Feedback:

• Compliance heuristics narrow down a consumer’s choice to those involved with complying with a request
• Scarcity is based on the notion that consumers will respond when they perceive that a product is rare or scarce
• Reciprocity involves the return of a favour

Page reference: When Choosing Is a Problem

Learning objective: 8.5

Type: essay/short answer question

Title: Chapter 08 Question 56

56) What is the difference between anchoring and framing?

Feedback:

• Anchoring helps consumers start the choice process by helping them focus on one product attribute
• Framing describes how consumers make decisions within different contexts

Page reference: When Choosing Is a Problem

Learning objective: 8.5

Type: essay/short answer question

Title: Chapter 08 Question 57

57) What are the four sets used to categorize the results of information searches? Identify and define each one. How does knowing the content of a consumer’s sets help marketers?

Feedback:

• The evoked set includes a broad set of possible brands that first come to mind when the consumer is faced with a choice.
• The consideration set is the subset of brands from the evoked set that the consumer might consider buying
• The inept set are those brands that the consumer has rejected from consideration
• The inert set includes brands in the product category that the consumer has neither a positive nor a negative opinion about
• It reinforces the need to ensure that consumers are familiar with their brands and that they are readily available in memory
• It reinforces the need for a company to craft well-designed marketing communications and distribution strategies
• It tells marketers important information about how consumers view the product compared to the competition

Page reference: Consumer Decision-Making

Learning objective: 8.3

Type: essay/short answer question

Title: Chapter 08 Question 58

58) Consumer researchers have found that consumers have both personal and social motivations when they shop. Identify and describe at least three personal and three social motivations for shopping. Provide an example of each.

Feedback:

• Personal—role playing, diversion, self-gratification, learning about new trends, etc.
• Social—social experiences, communicating with others who have similar interests, peer group attraction, status and authority, etc.

Page reference: Shopping Behavior

Learning objective: 8.4

Type: essay/short answer question

Title: Chapter 08 Question 59

59) Define satisficing and maximizing. What criteria does a satisficer base purchasing behavior on? What criteria does a maximizer base purchasing behavior on? What are some of the pros and cons to both approaches? Describe a situation where it would be better to be a maximizer and one where it would be better to be a statisficer

Feedback:

• Satisficing—it is rational to make a good enough decision, rather than the best decision, because the time, effort, and money to make the best decision may simply not be worth it
• A satisficer will often choose a brand based on simple decision criteria
• Over time, satisficers often find other brands that meet their decision criteria and switch to those brands
• Maximizers tend to carefully consider all the alternatives and purchase the brand with the best combination of features and benefits
• Maximizers often have a difficult time making a choice
• If they have not been able to evaluate all of the alternatives, maximizers will often doubt their decision, feel unhappy with their choice, and experience regret

Page reference: When Choosing Is a Problem

Learning objective: 8.5