Chapter 14: Part 1

Question 1

Consumer decision

Answer 1

produces an image of an individual carefully evaluating the attributes of set of brands, products or services and selecting the one that solves their need

Question 2

Many consumer decisions do not focus on

Answer 2

brand attributes but focus on emotions associated with acquiring or using the brand

Question 3

Consumer decisions =

Answer 3

often the result of one problem

Question 4

Once decision process begins,

Answer 4

may become more complex with multiple goals

Question 5

Purchase involvement

Answer 5

level of concern for or interest in the purchase process triggered by the need to consider a particular purchase

Question 6

Purchase involvement/product involvement are

Answer 6

NOT the same

Question 7

Nominal decision-making

Answer 7

also known as habitual decision making, involves no decision per se, problem is recognized and internal search (long-term memory) provides a single preferred solution

Question 8

Limited decision-making

Answer 8

involves internal and limited search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation

Question 9

Extended decision-making

Answer 9

involves extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation

Question 10

Active problem

Answer 10

one that the consumer is aware of or will become aware of in the normal course of events

Question 11

Inactive problem

Answer 11

one of which the consumer is not aware

Question 12

Simple intuition

Answer 12

most common approach to discovering consumer problems

Question 13

Pros of Simple intuition

Answer 13

relatively inexpensive, fast, easy

Question 14

Cons of Simple intuition

Answer 14

intuition may be wrong, not apply to an array of consumers since it is typically generated by an individual