MKG310: CH14 Flashcards
(77 cards)
Quaker introduced its “Quaker Oats to go” bar and marketed it as a healthy and convenient breakfast choice. Quaker’s marketing message is designed to help the consumer to _____.
A: c and d
c and d
What is the first stage of the consumer decision process?
A: problem recognition
problem recognition
Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?
A: The decision process model provides useful insight into all types of consumer purchases.
The decision process model provides useful insight into all types of consumer purchases.
Which of the following is a type of consumer decision making discussed in your text?
A: a, b, and c
a, b, and c
Which of the following is NOT a type of consumer decision making discussed in your text?
A: complex decision making
complex decision making
The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.
A: purchase involvement
purchase involvement
Blake doesn’t much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____.
A: low in product involvement; high in purchase involvement
low in product involvement; high in purchase involvement
Very high levels of purchase involvement tend to produce _____.
A: extended decision making
extended decision making
Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma’s decision on which gas to purchase is characterized by _____.
A: a low level of purchase involvement
a low level of purchase involvement
Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?
A: nominal decision making
nominal decision making
Which type of consumer decision making does NOT include alternative evaluation?
A: nominal decision making
nominal decision making
Which type of consumer decision making includes only a limited internal information search and no external search for information?
A: nominal decision making
nominal decision making
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?
A: limited decision making
limited decision making
Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?
A: extended decision making
extended decision making
Which type of decision making process in effect involves no decision per se?
A: nominal decision making
nominal decision making
Nominal decision making is sometimes referred to as _____.
A: habitual decision making
habitual decision making
A completely nominal decision does not even include consideration of _____.
A: the “do not purchase” alternative
the “do not purchase” alternative
Nominal decisions can be broken into which two distinct categories?
A: brand loyal decisions and repeat purchase decisions
brand loyal decisions and repeat purchase decisions
Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?
A: brand loyal decision
brand loyal decision
Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?
A: brand loyal decision
brand loyal decision
Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?
A: repeat purchase decision
repeat purchase decision
Rita is doing her family’s grocery shopping and purchases ice cream. She’s purchased Blue Bell ice cream before and purchases it again. She’s not committed to this brand; it’s just that she and her family like it. Which type of nominal decision is this?
A: repeat purchase decision
repeat purchase decision
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
A: limited decision making
limited decision making
Which type of decision making covers the middle ground between nominal and extended decision making?
A: limited decision making
limited decision making