Chapter 15 Consumer Decision Making and Beyond
Multiple Choices
1) A ________ is the selection of an option from two or more alternative choices.
A) mood
B) decision
C) gift
D) consumer model
E) Hobson's choice
Answer: B
2) A no-choice decision is commonly referred to as a ________.
A) Hobson's choice
B) decision-making process
C) free decision
D) consumer model
E) Gilman's choice
Answer: A
3) Jim has an ear infection and has to take the specific medication that his doctor has prescribed.
His selection of medications constitutes a ________ decision.
A) Hobson's choice
B) decision-making process
C) free decision
D) consumer model
E) Gilman's choice
Answer: A
4) Extensive and limited problem solving, and routinized response behavior are three specific
levels of ________.
A) conjunctive decision rules
B) economic problem solving
C) affect referral rules
D) gifting behavior
E) consumer decision making
Answer: E
5) A consumer is most likely to use ________ when buying an expensive, important, or
technically complicated product or service for the first time.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer: A
6) A consumer is most likely to use ________ when purchasing a new, updated version of
something that he or she has purchased before, such as replacing an old laptop with a new one.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer: C
7) In cases of ________, consumers have already established the basic criteria for evaluating the
product category and the various brands in the category, but have not fully established
preferences concerning a select group of brands.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer: C
8) In cases of ________, consumers have experience with the product category and a well-
established set of criteria with which to evaluate the brands they are considering.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer: E
9) Maria needs a new pair of jeans. She knows that pants from American Eagle, in size 10, tend
to fit her very well in the waist and hips and are long enough, so she goes to American Eagle and
picks up a pair. Maria's is a case of ________.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer: E
10) The ________ portrays a world of perfect competition in which the consumer is
characterized as making rational decisions.
A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
Answer: A
11) The ________ depicts the consumer as basically submissive to the self-serving interests and
promotional efforts of marketers.
A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
Answer: B
12) Impulsive and irrational purchasers are basically adhering to the ________.
A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
Answer: B
13) In the ________, consumers are pictured as either receptive to or actively searching for
products and services that fulfill their needs and enrich their lives.
A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
Answer: C
14) The ________ describes a consumer who falls somewhere between the extremes of the
economic and passive consumer models.
A) active consumer model
B) perceptual consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
Answer: C
15) Consumers often develop shortcut decision rules called heuristics to facilitate the decision
making process and to cope with ________.
A) lack of information
B) too much information
C) contradicting information
D) negative information
E) inconsistent information
Answer: B
16) In the ________, a consumer is likely to associate deep feelings, such as joy, fear, love, and
hope with certain purchases or possessions.
A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
Answer: D
17) ________ is typically an unfocused state that is already present at the time a consumer
"experiences" an advertisement, a retail environment, a brand, or a product.
A) Gifting behavior
B) Mood
C) Permission marketing
D) Consumer decision-making
E) Emotion
Answer: B
18) Within the context of the model of consumer decision making, the marketing mix activities
of organizations and nonmarketing sociocultural influences are the chief ________ factors.
A) cognitive
B) output
C) decision
D) input
E) emotional
Answer: D
19) The consumer's experience with a product plays a major role in the ________ stage of the
model of consumer decision making.
A) input
B) process
C) trial
D) output
E) decision
Answer: B
20) The ________ component of the consumer decision-making model is concerned with how
consumers make decisions.
A) process
B) output
C) decision
D) input
E) emotional
Answer: A
21) Within the context of the model of consumer decision making, ________ is likely to occur
when a consumer is faced with a "problem."
A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field
Answer: C
22) Beth is tired of carrying around a cumbersome CD player and a heavy collection of CDs so
she can listen to her music on-the-go, and so has decided to convert her CD music collection to
MP3 and buy an iPod. This is an example of ________ need recognition.
A) hypothetical state
B) acquired state
C) desired state
D) avoidance state
E) psychological state
Answer: C
23) ________ begins when a consumer perceives a need that might be satisfied by the purchase
and consumption of a product.
A) Marketing mix
B) Prepurchase search
C) Need recognition
D) Evaluation of alternatives
E) Psychological field
Answer: B
24) Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase
information sources.
A) impersonal
B) evoked
C) independent
D) network
E) personal
Answer: E
25) The ________ refers to the specific brands a consumer considers in making a purchase
within a particular product category.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: E
26) Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a Milky
Way. These three candy bars are in Tom's ________.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: E
27) The ________ consists of brands the consumer excludes from the purchase consideration
because they are felt to be unacceptable.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: B
28) Helen enjoys Jack's Links beef jerky. By contrast, she is indifferent to Oberto beef jerky, and
dislikes Pemmican beef jerky. Oberto beef jerky is part of Helen's ________.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer: A
29) Karen is buying a new laptop. She is looking for a light-weight computer. The laptop she
purchases is a little heavier than she had originally hoped, but she was willing to accept the extra
weight for a computer with a bigger, clearer screen. Karen made her purchase decision using a(n)
________.
A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule
Answer: D
30) Bob wants to save electricity and considers energy-efficient light bulbs. He finds that the
light they emit is too faint to be acceptable, and so he returns to using less energy-efficient bulbs.
Bob made his bulb choice using a(n) ________.
A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule
Answer: B
31) In a(n) ________, the consumer establishes a separate, minimally acceptable level as a cutoff
point for each brand attribute he or she is considering.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
Answer: D
32) In a(n) ________, the consumer ranks a product's attributes in terms of perceived relevance
or importance, then compares the various alternatives in terms of the single attribute that is
considered most important. When two or more alternatives are comparable for the most
important attribute, the consumer rates those alternatives on the basis of the second most
important attribute.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
Answer: A
33) A consumer who selects the product with the highest overall rating when considering all its
attributes has used a(n) ________.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
Answer: B
34) A ________ is the exploratory phase of purchase behavior in which consumers attempt to
evaluate a product through direct use.
A) gift purchase
B) trial purchase
C) loyalty purchase
D) repeat purchase
E) long-term commitment purchase
Answer: B
35) ________ behavior is closely related to the concept of brand loyalty, which most firms try to
encourage because it contributes to greater stability in the marketplace.
A) Gifting
B) Trial purchase
C) Permission marketing
D) Repeat purchase
E) Long-term commitment purchase
Answer: D
36) Barry buys a necklace as a gift for his girlfriend. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer: A
37) The Lambert family gives their babysitter a high school graduation gift. This is an example
of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer: B
38) Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its
accounting firm. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer: C
39) Marge and Steve treat themselves to a Caribbean cruise for their 25th wedding anniversary.
This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer: E
40) ________ is the "art of asking consumers if they would like to receive a targeted e-mail ad,
promotion, or message before it appears in their in-box."
A) Gifting behavior
B) Relationship marketing
C) Set evocation
D) Permission marketing
E) Trial purchase
Answer: D
COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to
colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She
chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away
from home. A college counselor had suggested to her that Columbia has a comparable
reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having
any particular advantage over the schools to which she had already decided to apply. She is
eventually accepted to, and decides to attend Cornell University. Upon arriving on campus,
Evelyn immediately notices a deliberate effort on the part of the college to make new students not
only feel at home, but that they have absolutely made the right decision in attending Cornell.
41) In the COLLEGE MINI CASE, Evenlyn's college counselor is a(n) ________ source of
prepurchase information.
A) impersonal
B) affective
C) cognitive
D) inert
E) personal
Answer: E
42) In the COLLEGE MINI CASE, Cornell is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer: E
43) In the COLLEGE MINI CASE, Yale is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer: A
44) In the COLLEGE MINI CASE, Columbia is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer: D
45) In the COLLEGE MINI CASE, when Cornell tries to convince students that they have made
the right decision, they are trying to encourage a positive ________.
A) need recognition
B) postpurchase evaluation
C) purchase behavior
D) evaluation of alternatives
E) prepurchase evaluation
Answer: B
MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs. She
currently runs with a CD player, but is irritated with the frequency with which it skips and the
limited amount of music that can be stored on a CD. After reviewing several consumer reviews
on various tech websites, she identifies 5 different MP3 player models that might meet her needs.
She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all
options with fewer than 20 GB. There are now 3 models remaining. She then decides that she will
only accept players with at least 15 hours of battery life. She is now considering only 2 players.
Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter battery
life. Judy chooses Player A because she believes that the longer battery life more than
compensates for the additional weight.
46) In the MP3 MINI CASE, the online consumer reviews that Judy reads before selecting a new
MP3 player are part of the ________ component of the consumer decision making model.
A) output
B) experience
C) input
D) trial
E) process
Answer: C
47) In the MP3 MINI CASE, Judy's need recognition style makes her a(n) ________ type.
A) desired state
B) affective state
C) actual state
D) aspired state
E) deficiency state
Answer: C
48) In the MP3 MINI CASE, Judy narrows her options from 5 to 3 player models based on a
________.
A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule
Answer: E
49) In the MP3 MINI CASE, Judy narrows her options from 3 to 2 player models based on a
________.
A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule
Answer: D
TRUE OR FALSE
1) No-choice purchase or consumption situations are fairly common.
Answer: FALSE
2) All consumer decision-making situations require the same degree of information search.
Answer: FALSE
3) When consumers have no established criteria for evaluating a product category, they engage in
extensive problem solving.
Answer: TRUE
4) Consumers rarely have all the information or sufficiently accurate information or even an
adequate degree of involvement or motivation to make the "perfect" decision.
Answer: TRUE
5) The cognitive view of consumer decision making recognizes that the consumer is unlikely to
even attempt to obtain all available information about every choice.
Answer: TRUE
6) The greater the degree of "newness," the more difficult it is for the consumer to evaluate the
product and relate it to his or her need.
Answer: TRUE
7) Buying products that afford emotional satisfaction is a perfectly rational consumer decision.
Answer: TRUE
8) In general, individuals in a negative mood recall more information about a product than those
in a positive mood.
Answer: FALSE
9) In low-risk situations, consumers are likely to engage in complex and extensive information
search and evaluation.
Answer: FALSE
10) In buying a truck, Bob will only consider American-made trucks because he believes foreign
truck brands, such as Nissan and Toyota, are of inferior quality. Nissan and Toyota are items in
Bob's inept set.
Answer: TRUE
11) The inert set consists of the small number of brands the consumer is familiar with,
remembers, and finds acceptable.
Answer: FALSE
12) It is essential that a product be part of a consumer's evoked set if it is to be considered at all.
Answer: TRUE
13) A unique feature of a compensatory decision rule is that it allows a positive evaluation of a
brand on one attribute to balance out a negative evaluation on some other attribute.
Answer: TRUE
14) In applying the disjunctive decision rule, the consumer establishes a separate, minimally
acceptable cutoff level for each attribute. If an option meets or exceeds the cutoff established for
any one attribute, it is accepted.
Answer: TRUE
15) Task complexity, information organization, and time constraint are the three major contextual
factors in decision tasks.
Answer: TRUE
16) Repeat purchase usually signifies that the product meets with the consumer's approval and
that he or she is willing to use it again and in larger quantities.
Answer: TRUE
17) Negative disconfirmation of expectations involves the performance of a product exceeding
the consumer's expectations, leading to consumer satisfaction.
Answer: FALSE
18) There is a strong direct relationship between consumer satisfaction and consumer retention.
Answer: FALSE
19) It is to a firm's advantage to develop long-term relationships with existing customers because
it is harder and more expensive to make an additional sale to an existing customer than to make a
new sale to a new customer.
Answer: FALSE
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