Quiz 1

Question 1

All of the following are recalled during internal search except 
A. Estimation of likelihood
B. Brands
C. Attributes
D. Evaluations
E. Experiences

Answer 1

A. Estimation of likelihood

Question 2

Assume you are planning a trip to another country. While doing so, you realize that the fact that it is cold there this time of the year is good while the fact that travelling there is expensive is bad. In other words, you are evaluating the attributes (weather & cost) of the country. In making such judgments, you are trying to estimate
A.the validity of your consideration set.
B. whether to use a rational decision making model.
C. the estimation of likelihood.
D. whether there are biases in your judgment process.
E. none of the above.

Answer 2

E. None of the above

Question 3

Factors that affect ability determining the amount of external information search include consumer knowledge, cognitive abilities, and

a. time availability.
b. amount of information available.
c. demographics.
d. perceived risk.
e. number of items being chosen.

Answer 3

Demographics

Question 4

Generally, how many brands are usually present in the consideration/evoked set?

a. always more than 12.
b. usually less than 3.
c. somewhere between 2 – 8.
d. 6.
e. anywhere between 10 & 15.

Answer 4

C. Somewhere between 2-8

Question 5

When issue involvement is high, messages that frame the appeal in terms of benefits are likely to be more effective. This is

a. true
b. false

Answer 5

False

Question 6

You are choosing between different brands of car tires. You decide to buy a brand that has at least a rating of 3 (out of 5), that does not cost more than $100 (per tire), and that will last at least 25,000 miles. You are most likely using what kind of a decision rule?

a. disjunctive.
b. affective
c. reflective..
d. conjunctive
e. judgmental

Answer 6

Conjunctive

Question 7

You are in the market to buy a car. You always had a good impression regarding Subaru and when you came across a recent article on the web mentioning as to how Subaru won this year’s award for the best car engine beating competitors (like Audi, BMW, etc.) your initial evaluation regarding Subaru became even more positive. Hence, you realized that you would definitely consider this car. This above example most closely resembles

a. self-positivity bias.
b. framing.
c. imagery.
d. attribute determinance.
e. anchoring & adjustment.

Answer 7

E. Anchoring anad Adjustment

Question 8

While thinking about a house, vivid or salient information such as selling price, views from the house, and the number of rooms might hinder the recall of other important information. This biases information recall because other important information will be ignored. In terms of internal search, operation of such a bias is an example of

a. mood.
b. negativity bias.
c. inhibition
d. salience bias.
e. confirmation bias.

Answer 8

C. Inhibition

Question 9

When consumers are getting ready to make a decision, they first consider the criteria (i.e. the different attributes of the brands) based on which the decision will be made. The way they choose the criteria depends on their goals, how the decision is framed, and _______.

a. their attitudes toward search.
b. the timing of their decision.
c. their consideration set.
d. their intensity of external search.
e. their estimation of likelihood.

Answer 9

The timing of their decision

Question 10

For information search, we, as researchers, specifically investigate how M, A & O dictate the extent of external search. However, for internal search, the impact of M, A & O is not examined that specifically. This is because

a. marketers are more interested in the external search of consumers than they are with the internal search.
b. external search involves more costs than internal search.
c. external search is something that consumers do not do automatically; internal search is an automatic involuntary process.
d. external search is always accurate.
e. internal search is almost never done.

Answer 10

External search is something that consumers do not do automatically; internal search is an automatic involuntary process

Question 11

In terms of the cognitive decision-making models, for the _________ model consumers seek maximum performance for the most important attribute.

a. elimination-by-aspects.
b. emotional.
c. conjunctive.
d. lexicographic.
e. alternative based strategy.

Answer 11

Lexicographic

Question 12

During brand recall for internal search, the primary reason why consumers easily recall well-known brands like Sony, Mc Donald’s, or Coca-Cola is because of:

a. diagnosticity.
b. vividness.
c. mood.
d. familiarity.
e. none of the above.

Answer 12

Familiarity

Question 13

Cultural characteristics play a role in external search. For instance, members of a sub-group who identify with the surrounding culture – that is, are assimilated with the broader culture, are more likely to search for external information from media ads. This is

a. true.
b. false

Answer 13

True

Question 14

During attribute recall for internal search, attribute determinance refers to

a. recalling evaluations and experiences simultaneously.
b. an attribute that is both vivid and salient.
c. any information regarding attribute/s that is more accessible or available.
d. an attribute that is both salient and diagnostic.
e. none of the above.

Answer 14

An attribute that is both salient and diagnostic

Question 15

In terms of judgment, estimation of likelihood refers to

a. consumers’ evaluation of the desirability of the offering’s features.
b. making a decision.
c. ongoing search.
d. probability that something (good or bad) will occur post-purchase
e. none of the above.

Answer 15

Probability that something (good or bad) will occur post-purchase

Question 16

In terms of biases that affect our judgment, for self-positivity bias consumers’ weight negative information more heavily than positive information while making judgments. This is

a. true.
b. false.

Answer 16

False

Question 17

When one makes high effort feelings based decision regarding an offering, all of the following are true, EXCEPT that

a. decision is made in a holistic manner.
b. decision is made because it is the right thing to do or because it just feels right.
c. more satisfaction experienced post-purchase when the decision turns out to be right.
d. the offering is decomposed into attributes and each such attribute is evaluated
e. none of the above.

Answer 17

the offering is decomposed into attributes and each such attribute is evaluated

Question 18

The following are some of the factors that increase the possibility of consumers recalling a brand during internal search, EXCEPT

a. familiarity.
b. goals and usage situation.
c. prototypicality.
d. vividness.
e. brand preference.

Answer 18

Vividness

Question 19

You have to decide between different job offers you have received. You will choose one that has a good pay package or is within 20 miles of your home. You are probably using the conjunctive model of decision-making. This is

a. true.
b. false.

Answer 19

False

Question 20

Decision-Making is the end-result of a judgement?
A. True
B. False

Answer 20

False

Question 21

All of the following determine the recall of attributes during internal search, EXCEPT:

a. salience.
b. vividness.
c. diagnosticity.
d. goals.
e. prior experiences.

Answer 21

Prior Experiences

Question 22

Diana loved Mountain Pass Tents. She could easily remember all the positive information about the brand, but had a difficult time recalling any negative information. In terms of internal information search, this bias is referred to as

a. the reinforcement bias.
b. salience bias.
c. attribute determinance.
d. positivity bias.
e. confirmation bias.

Answer 22

Confirmation bias

Question 23

While the lexicographic model is a _______ model, the conjunctive model is a _____ model.

a. attribute based compensatory; brand based non-compensatory.
b. affective; cognitive.
c. judgmental; decision-making.
d. brand based compensatory; attribute based compensatory.
e. attribute based non-compensatory; brand based non-compensatory.

Answer 23

Attribute based non-compensatory; brand based non-compensatory

Question 24

Problem recognition might be stimulated by creating dissatisfaction with the actual state or

a. by colorful advertisements.
b. by promoting well known branded products.
c. when a previous experience resulted in cognitive dissonance.
d. by creating a new ideal state.
e. none of the above.

Answer 24

By creating a new ideal state

Question 25

Thinking of the golden arches for McDonald’s or the red-and-white bull’s eye for Target stores makes it easier for consumers to recall these brands. In terms of brand recall during internal search, the golden arches and the red-and-white bull’s eye refer to _________.

a. salience
b. evaluation recall
c. retrieval cues
d. vividness
e. none of the above

Answer 25

Retrieval cues