Chapter 4: Services Consumer Behavior

Question 1

The three-step process consumers use to make purchase decisions; includes the prepurchase stage, the consumption stage, and the postpurchase evaluation stage.

Answer 1

Consumer decision process

Question 2

The thought, action, or motivation that incites a person to consider a purchase.

Answer 2

Stimulus

Question 3

An event or motivation that provides a stimulus to the consumer and is a promotional effort on the part of the company.

Answer 3

Commercial cue

Question 4

An event or motivation that provides a stimulus to the consumer, obtained from the individual’s peer group or from significant others.

Answer 4

Social cue

Question 5

A motivation, such as thirst, hunger, or another biological cue that provides a stimulus to the consumer.

Answer 5

Physical cue

Question 6

The second phase of the prepurchase stage, in which the consumer determines whether a need exists for the product.

Answer 6

Problem awareness

Question 7

The need for a product or service due to the consumer’s not having that particular product or service.

Answer 7

Shortage (need)

Question 8

The need for a product or service due to a consumer’s dissatisfaction with a current product or service.

Answer 8

Unfulfilled desire (want)

Question 9

The phase in the prepurchase stage in which the consumer collects information pertaining to possible alternatives.

Answer 9

Information search

Question 10

The set of alternatives of which a consumer is aware.

Answer 10

Awareness set

Question 11

Alternatives that the consumer actually remembers at the time of decision making.

Answer 11

Evoked set

Question 12

Of the brands in the evoked set, those considered unfit (eg. too expensive, too far away, etc.) are eliminated right away. The remaining alternatives are termed the __________.

Answer 12

Consideration set

Question 13

A passive approach to gathering information in which the customer’s own memory is the main source of information about a product.

Answer 13

Internal search

Question 14

A proactive approach to gathering information in which the consumer collects new information from sources outside the consumer’s own experience.

Answer 14

External search

Question 15

The phase of the prepurchase stage in which the consumer places a value or “rank” on each alternative.

Answer 15

Evaluation of alternatives

Question 16

Choosing among alternatives in a random fashion or by a “gut-level feeling” approach.

Answer 16

Nonsystematic evaluation

Question 17

Choosing among alternatives by using a set of formalized steps to arrive at a decision.

Answer 17

Systematic evaluation

Question 18

A systematic model that proposes that the consumer creates a global score for each brand by multiplying the rating of the brand on each attribute by the importance attached to the attribute and adding the scores together.

Answer 18

Linear compensatory approach

Question 19

A systematic model that proposes that the consumer make a decision by examining each attribute, starting with the most important, to rule out alternatives.

Answer 19

Lexicographic approach

Question 20

The activities of buying, using, and disposing of a product.

Answer 20

Consumption process

Question 21

Doubt in the consumer’s mind regarding the correctness of the purchase decision.

Answer 21

Cognitive dissonance

Question 22

The possibility of a monetary loss of the purchase goes wrong or fails to operate correctly.

Answer 22

Financial risk

Question 23

The possibility that the item or service purchased will not perform the task for which it was purchased.

Answer 23

Performance risk

Question 24

The possibility that if something does go wrong, injury could be inflicted on the purchaser.

Answer 24

Physical risk

Question 25

The possibility of a loss in personal social status associated with a particular purchase.

Answer 25

Social risk

Question 26

The possibility that a purchase will affect an individual's self-esteem.

Answer 26

Psychological risk

Question 27

Product attributes that can be determined prior to purchase.

Answer 27

Search attributes

Question 28

Product attributes that can be evaluated only during and after the production process.

Answer 28

Experience attributes

Question 29

Product attributes that cannot be evaluated confidently even immediately after receipt of the good or the service.

Answer 29

Credence attributes

Question 30

Costs that can accrue when changing one service providers to another.

Answer 30

Switching costs

Question 31

The theory proposing that consumers evaluate services by comparing expectations with perceptions.

Answer 31

Expectancy disconfirmation theory

Question 32

A model in which consumers evaluate services by the amount of control they have over the perceived situation.

Answer 32

Perceived-control perspective

Question 33

Argues that rules, mostly determined by social and cultural variables, exist to facilitate interactions in daily repetitive events, including a variety of service experiences.

Answer 33

Script perspective

Question 34

Occurs when the actual scripts performed by customers and staff are consistent with the expected scripts.

Answer 34

Script congruence