Chapter 4

Question 1

Which of the following is NOT one of the factors affecting consumers’ search processes?

a. The perceived benefits versus perceived costs of search
b. The locus of control
c. The actual or perceived risk
d. The kind of search

Answer 1

d. The kind of search

Question 2

Decision heuristics are ____ that help a consumer narrow down his or her choices.

a. Mental shortcuts
b. Breathing exercises
c. Logical steps
d. Compensatory decision rules

Answer 2

a. Mental shortcuts

Question 2

Which of the following is NOT a step to use to ensure post-purchase satisfaction?

a. Provide money-back guarantees and warranties
b. Build unrealistic expectations
c. Encourage customer feedback
d. Demonstrate correct product use

Answer 2

b. Build unrealistic expectations

Question 3

What retailers and service providers have developed unique images taht are based at least in part on their internal environment, they are using?

a. Salespeople
b. Store atmospheres
c. Crowding
d. In-store demonstrations

Answer 3

b. Store atmospheres

Question 4

Whta type of buying decision required the least amount of time and effort?

a. Extended
b. Habitual decision making
c. Limited problem solving
d. Impulse buying

Answer 4

b. Habitual decision making