Chapter 16: Part 1

Question 1

Consumers don’t always

Answer 1

have the goal of finding the “optimal brand” for them

Question 2

Metagoal

Answer 2

the general nature of the outcome being sought

Question 3

Bounded rationality

Answer 3

limited capacity for processing information

Question 4

Consumers who have low purchase involvement

Answer 4

may engage in little or no external search because they can recall from memory a brand that is at least satisfactory

Question 5

Most decisions do not generate

Answer 5

enough purchase involvement to motivate consumers to seek an optimal solution through extended decision-making

Question 6

Optimal solution

Answer 6

does not change as a function of situational factors such as time pressure, task definition, or competitive context

Question 7

Important to keep in mind that consumer decisions

Answer 7

(a) are often not rational in the sense of finding the optimal solution, (b) not optimal due to cognitive and time limits of consumers, and (c) malleable in that they change based on the situation

Question 8

Three choices processes are

Answer 8

affective choice, attitude-based choice, and attribute-based choice

Question 9

Affective choice

Answer 9

tends to be more holistic in nature, the brand is not decomposed into distinct components

Question 10

Consummatory motives

Answer 10

underlying behaviors that are intrinsically rewarding to the individual involved

Question 11

Instrumental motives

Answer 11

activate behaviors are designed to achieve a second goal

Question 12

Attitude-based choice

Answer 12

involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice