Session 22: Needs Recognition, Search, Judgment, and Decision Making

Question 1

What are the 5 decision heuristics (choice tactics)

Answer 1

1. Habit
2. Price
3. Feeling
4. Variety Seeking
5. Buying on Impulse (Relevance to self-control)

Question 2

Choice Tactics - “Variety seeking”

Answer 2

• Low effort situations when consumers wants to try something different!

Question 3

In a Carolina Brewery, when people ordered out loud in sequence, they ordered more types of beer per table, compared to when people ordered in private writing down their preferred beer?

Is this statement above true or false?

Answer 3

True

Question 4

Imagine two individuals, A and B. Person A has higher self-control than Person B. Who would have more frequent positive emotions and experience more intense happiness in their daily life?

A) Person A would have LESS intense happiness but would experience positive emotions MORE OFTEN.
B) Person A would have MORE intense happiness but would experience positive emotions LESS OFTEN.
C) Person A would have both LESS intense happiness and would experience positive emotions LESS OFTEN.
D) Person A would have both MORE intense happiness and would experience positive emotions MORE OFTEN.

Answer 4

D

Question 5

Delayed Gratification and the Marshmallow Test

Answer 5

• Kids were given the opportunity to eat the marshmallow right away or wait ten minutes to get another one

Question 6

What impairs consumers’ self-control?

Answer 6

1. Priming cute products on indulgent consumption

2. Computer Interfaces

Question 7

Computer Interfaces

Answer 7

“Direct-Touch” increases the choice of hedonic food (cake)

Question 8

Ariely assigned students into three conditions at the beginning of the semester:

(1) a fixed deadline dictated by the instructor (equally spaced)
(2) an end deadline, in which all three submissions were required by the end of the semester
(3) a self-imposed deadline, which students decided for three papers

Which group of students did the best, and which group did the worst?
A. Fixed deadline did the best and self-imposed deadline did the worst.
B. End deadline did the best and fixed deadline did the worst.
C. Self-imposed deadline did the best and fixed deadline did the worst.
D. Fixed deadline did the best and end deadline did the worst.

Answer 8

D

Question 9

Self-control and pre-commitment in small packages

Answer 9

Snack food makes like 100-calorie packs are able to charge more per ounce of food than a big 6.6 ounce bag

Question 10

Ice Glass Method

Answer 10

Self-control over spending by freezing credit card in irce