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Chapter 09—Judgment and Decision Making Based on Low Effort
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Page 1
1. Consumers are not guided by feelings when buying from a particular store.
a.
True
b.
False
ANSWER:
False
2. One way that consumers can make simple estimations or judgments is to make comparisons with a lesser known store-
brand product.
a.
True
b.
False
ANSWER:
False
3. Mike took an Algebra class with Miss Tenabaum and did not like her teaching style. He tells his three closest friends
not to take her class. The three friends modify their schedules so that they get to attend another teacher's classes. This is an
example of the law of small numbers.
a.
True
b.
False
ANSWER:
True
4. Satisfice is finding a brand that satisfies a need even though the brand may not be the best brand.
a.
True
b.
False
ANSWER:
True
5. Consumers engage in price-related tactics by simplifying decision heuristics that are based on price.
a.
True
b.
False
ANSWER:
True
6. Consumers use the same type of choice tactic for different product categories.
a.
True
b.
False
ANSWER:
False
7. A puppy is given a treat every time he comes when called. This is an example of operant conditioning.
a.
True
b.
False
ANSWER:
True
8. An end-of-aisle display can dramatically decrease sales by 100 to 400 percent.
a.
True
b.
False
ANSWER:
False
9. Sarah buys only CoolDay and SundayMist sodas; she can be called multibrand loyal.
a.
True
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b.
False
ANSWER:
True
10. Deal-prone consumers are often brand loyal.
a.
True
b.
False
ANSWER:
False
11. Consumers seek variety for two major reasons: satiation and boredom.
a.
True
b.
False
ANSWER:
True
12. Consumers are motivated to relieve their boredom because their level of arousal falls below the optimal stimulation
level (OSL).
a.
True
b.
False
ANSWER:
True
13. When motivation, ability, and opportunity (MAO) is low, individuals are motivated to:
a.
be affectively involved.
b.
be irrationally involved.
c.
simplify cognitive processes.
d.
justify impulse purchases.
e.
evaluate products by a single attribute.
ANSWER:
c
14. Representativeness and availability are two major types of _____.
a.
compensatory processes
b.
prototype processes
c.
heuristics
d.
evaluations
e.
emotional processing
ANSWER:
c
15. The process referred to as the _____ occurs when consumers make comparisons with a category prototype or
exemplar.
a.
prototype process
b.
comparative process
c.
compensatory process
d.
availability heuristic
e.
representativeness heuristic
ANSWER:
e
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16. Consumers can develop decision heuristics called choice tactics for quick, effortless decision-making:
a.
in repeat-purchase situations.
b.
in situations requiring the purchase of a product for the very first time.
c.
while purchasing large and expensive functional products.
d.
in purchases related to hedonic offerings.
e.
while purchasing goods and services that have symbolic value.
ANSWER:
a
17. Judith recently moved to a new town and went to the supermarket to buy some LastingFresh frozen meals. However,
all the supermarkets in the town only have store-brand frozen dinners. She wants to make sure that the frozen dinner is of
high quality and starts to compare its ingredients with those used in LastingFresh's products. This is an example of a(n):
a.
prototype process.
b.
comparative process.
c.
exemplar model.
d.
conjunctive model.
e.
learning process.
ANSWER:
e
18. _____ is how often an event really occurs on average.
a.
Attention processing
b.
Base-rate information
c.
Word-of-mouth information
d.
Affective processing
e.
Lexicographic processing
ANSWER:
b
19. Lois purchased an automobile that required constant repair and often broke down. Because of her bad experience with
the brand, she chose never to buy or recommend the brand to others. This is an example of how _____ is likely to
influence consumer judgements.
a.
representative knowledge
b.
base-rate information
c.
accessible information
d.
an attribute-based linkage
e.
an affective habit
ANSWER:
c
20. SparklySafe gum's advertisements focus on the statistical information that four out of five dentists recommend
SparklySafe. The advertisements humorously show the fifth dentist falling asleep or being bitten by a squirrel to explain
why all the dentists are not endorsing SparklySafe. This is an example of:
a.
providing consumers with vivid, base-rate information.
b.
making word-of-mouth information more specific.
c.
increasing the number of brands available.
d.
focusing consumer attention on attribute processing.
e.
encouraging consumers to engage in noncompensatory processing.
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ANSWER:
a
21. Judgments based on the availability heuristic are biased because consumers tend to ignore:
a.
representativeness.
b.
hierarchies of effect.
c.
misunderstandings.
d.
base-rate information.
e.
profound thinking.
ANSWER:
d
22. Ian purchased an Icewall refrigerator that regularly broke down. So, when his friend Susan asked him to recommend a
good refrigerator for her new home, Ian said, "You can buy any refrigerator other than an Icewall refrigerator because I
had a bad experience with it." This bias of judgement is an example of the _____.
a.
accessibility model
b.
attribute recall heuristic
c.
availability heuristic
d.
judgment-encoding process
e.
cognition-recall process
ANSWER:
c
23. Marketers can attempt to overcome the availability bias by providing consumers with _____ about the general
population.
a.
biased information
b.
accessibility information
c.
affect information
d.
base-rate information
e.
controversial information
ANSWER:
d
24. The _____ is the expectation that information obtained from a small sample of people represents the larger population.
a.
law of variable numbers
b.
unrepresentative assumption
c.
estimation assumption
d.
law of small probabilities
e.
law of small numbers
ANSWER:
e
25. Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or
relatives are more reflective of the majority than they may be. This is an example of:
a.
the size distortion bias.
b.
the extrapolation bias.
c.
the infrequency bias.
d.
the law of averages.
e.
the law of small numbers.
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ANSWER:
e
26. Consumers engage in thinking, which leads to feelings, which result in behaving, a progression known as the _____.
a.
law of numbers
b.
progressive system
c.
hierarchy of effects
d.
flowing structure
e.
sequential system
ANSWER:
c
27. Kimberly went to a bookstore looking for something to read. At the store, a particular cover attracted her eye and she
wanted to purchase the book. It was only after she started reading the book that she realized that the book was not as good
as the cover made it seem. This is best known as the:
a.
progression theory.
b.
cognitive primacy model.
c.
hierarchy of effects.
d.
box-and-arrow model.
e.
central processing theory.
ANSWER:
c
28. The hierarchy of effects for low-effort situations is:
a.
thinking, feeling, and behavior.
b.
feeling, thinking, and behavior.
c.
thinking, behavior, and feeling.
d.
behavior, feeling, and thinking.
e.
feeling, behavior, and thinking.
ANSWER:
e
29. In the context of low-effort decision-making, which of the following is true of consumers?
a.
High-effort purchases are the most frequent type of decisions that consumers make in everyday life.
b.
Consumers cannot process in both a cognitive and an affective manner.
c.
Consumers with a low need for cognition are not susceptible to the influence of a negatively framed message.
d.
Decisions made by consumers are based on how they think and not how they feel.
e.
Consumers can base a decision solely on how they feel rather than on what they think.
ANSWER:
e
30. Most low-effort decisions are made:
a.
with a rapid change in behavior pattern.
b.
with a high level of cognitive thinking.
c.
frequently and repeatedly over time.
d.
to choose the best possible selection.
e.
occasionally but with considerable expense.
ANSWER:
c
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31. Conscious low-effort decision-making can follow a hierarchy of effects in which:
a.
selection of brands is done based on overall evaluations.
b.
brands are selected after comparing the attributes of each brand.
c.
only the product category information is carefully considered.
d.
thinking leads to behaving and results in feeling.
e.
attention to marketing communications regarding that brand is evaluated.
ANSWER:
d
32. In common, repeat-purchase situations, choice tactics allow consumers to:
a.
memorize tasks through scripts.
b.
increase motivation, ability, and opportunity.
c.
decrease motivation, ability, and opportunity.
d.
use base-rate information.
e.
make quick, effortless decisions.
ANSWER:
e
33. Which of the following is a choice tactic that can be used in low-effort processing situations?
a.
Conjunctive
b.
Value addition
c.
Thrill seeking
d.
Effect
e.
Performance
ANSWER:
e
34. Jane and her friends went out for ice cream one day. All her friends bought CreamFreeze ice cream, but Jane bought
FreezyDelight ice cream. When her friends asked her why she prefers FreezyDelight ice cream over CreamFreeze ice
cream, she said, "I like the brand, so I bought it." In this scenario, Jane's response is an example of _____.
a.
conjunctive
b.
affect
c.
normative
d.
variety seeking
e.
performance
ANSWER:
b
35. Manson and his wife went out shopping for clothes one day. Since Manson always wore SoftSewn brand shirts, his
wife picked out only those shirts for him to try on. However, when shown the shirts, Manson said, "I need to try
something different." Manson's response is an example of _____.
a.
the performance heuristic
b.
the normative heuristic
c.
a price-related tactic
d.
a variety-seeking tactic
e.
a conjunctive tactic
ANSWER:
d
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36. SummerCool, a popular soft drinks manufacturer in Sparanthia, installed vending machines throughout the country
and doubled its sales. The company took advantage of the fact that most consumers were used to buying its soft drinks
from convenience stores and supermarkets and were already familiar with the brand. In this scenario, Summer cool used
_____ to capture consumers.
a.
habit
b.
multibrand loyalty
c.
price
d.
additive differentiation
e.
brand relevance
ANSWER:
a
37. John really did not think much about Wind Out breath mints until he bought a pack and realized how strong they were.
He instantly liked them and decided to buy all the available flavors of the mint. This is an example of how:
a.
a purchase will be reinforced from a feeling of satisfaction.
b.
advertising has a strong effect on purchases.
c.
word-of-mouth information has a strong effect on purchases.
d.
repetition has little effect on decision making.
e.
processing of information about attributes can affect purchases.
ANSWER:
a
38. Operant conditioning views behavior as being influenced by:
a.
a conditioned stimulus being attached to an unconditioned stimulus.
b.
an unconditioned stimulus being attached to a conditioned stimulus.
c.
judgments on comparisons with a category prototype.
d.
previous actions and the reinforcement from these actions.
e.
cognitive reasoning built up from previous decisions.
ANSWER:
d
39. Judy sees a new shoe store near her school. Though she is initially reluctant to shop there, she decides to take a look
anyway. She finds several shoes that she really likes and buys a pair. When Judy wears them to school the next day, her
friends compliment her on the shoes. In the context of operant conditioning, this is an example of:
a.
a price-related process.
b.
positive reinforcement.
c.
affect referral.
d.
the punishment effect.
e.
a conditional approval.
ANSWER:
b
40. Harry recently purchased a new store-brand laundry detergent and was impressed by the product. He has decided that
he is going to buy another box of the same detergent as soon as he runs out of the one he's using. In the context of operant
conditioning, this is an example of the nature of:
a.
physiological response obtained from former actions.
b.
cognitive dissonance obtained from former actions.
c.
retrieval obtained from former actions.
d.
cognitive approval obtained from former actions.
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e.
reinforcement obtained from former actions.
ANSWER:
e
41. _____ increases the probability that we will purchase the same brand again.
a.
Reinforcement
b.
Punishment
c.
Compliance
d.
Reactance
e.
Commitment
ANSWER:
a
42. A consumer may have a bad experience with a product or service and decide not to purchase it again. In operant
conditioning terms, this is known as:
a.
a utilitarian reaction.
b.
punishment.
c.
compliance.
d.
a hedonic purchase.
e.
a null response.
ANSWER:
b
43. _____ may lead consumers to reevaluate the choice tactic and use a different tactic for the next purchase.
a.
Incidental learning
b.
Satisfice
c.
Punishment
d.
Passive learning
e.
Schematic learning
ANSWER:
c
44. A principal objective of marketing strategy should be to increase the likelihood of _____ through offering quality.
a.
elaboration
b.
negative affect
c.
cognitive effort
d.
reinforcement
e.
satisfaction
ANSWER:
e
45. Advertising can play a central role in influencing performance evaluations by increasing the:
a.
consumer's expectation of positive reinforcement and satisfaction.
b.
number of source derogations for a brand.
c.
evaluation of alternatives for a product.
d.
retrieval of overall brand evaluations for decision-making.
e.
number of support arguments for a brand.
ANSWER:
a
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46. The advertisement for CoolBreeze air conditioners claims that it is the fastest cooling, lowest power consuming, and
easiest to install air conditioner. This advertisement is an example of a marketing strategy appealing to consumers' use of
_____ tactics.
a.
subjunctive
b.
performance-related
c.
power-related
d.
reinforcement
e.
conjunctive
ANSWER:
b
47. _____ is the most effortless type of consumer decision-making, and is characterized by little or no information
seeking.
a.
Performance processing
b.
Reactance
c.
Habit
d.
Emotional processing
e.
Satisfice
ANSWER:
c
48. In the context of brand selection, decision-making based on habit decreases:
a.
operant conditioning.
b.
brand loyalty.
c.
classical conditioning.
d.
risk.
e.
repeat purchase.
ANSWER:
d
49. _____ is leading consumers through a series of steps to create a desired response.
a.
Charging
b.
Modeling
c.
Phrasing
d.
Eliciting
e.
Shaping
ANSWER:
e
50. Getting consumers to acquire or use an offering repeatedly is important because repeat purchases:
a.
encourage the consumers to purchase competitors' products.
b.
overcome availability bias.
c.
lead to strong preference for alternative brands.
d.
cause consumers to break their buying habits.
e.
lead to profitability.
ANSWER:
e
51. In the context of low-effort thought-based decision-making, shaping involves:
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a.
taking consumers through a series of successive steps to lead them to a desired response.
b.
selling all products at premium prices, leading to only the high-income group consumers purchasing them.
c.
focusing consumer attention on processing negative attributes of competing brands.
d.
the strengthening of brand associations.
e.
utilizing the law of small numbers to form evaluations.
ANSWER:
a
52. A company decided to move all its products to the end of every aisle in a supermarket. Over a period of time, the
company observed that the sale of its products increased exponentially. This is an example of marketers attempting to:
a.
shape buyers' habits.
b.
capture the habitual buyer's attention.
c.
reinforce purchasing behavior.
d.
punish incorrect purchase behavior.
e.
utilize the strength of brand associations to promote products.
ANSWER:
b
53. An out-of-stock condition could force consumers to break a habit because:
a.
of a positive brand impression on them.
b.
they forget about the brand message.
c.
they are able to process fewer brand associations.
d.
they are resistant to switching brands.
e.
of a lack of affective processing in them.
ANSWER:
d
54. Brand loyalty is:
a.
the optimization of consumer utility through brand image.
b.
the repeat purchase of a brand because of habit.
c.
a reduction of cognitive processes through low-effort brand retrieval.
d.
a commitment to two or more brands that consumers purchase repeatedly.
e.
the repeat purchase of a brand because of a conscious evaluation.
ANSWER:
e
55. Li is a doctor. She works in a hospital and has her own private practice. Li uses different phones when she is at the
hospital and when she is at home, and both of these phones are from different brands. She switches to the newest version
of each phone every year. Li is _____.
a.
multibrand loyal
b.
a habitual buyer
c.
operant conditioned
d.
a repeated-brand purchaser
e.
a market maven
ANSWER:
a
56. _____ form a solid base on which companies can build brand profitability.
a.
Brand-loyal consumers
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b.
Brand-averse consumers
c.
Multibrand loyal consumers
d.
Market mavens
e.
Price purveyors
ANSWER:
a
57. Which of the following is true of brand-loyal customers?
a.
They switch brands as soon as they receive discount coupons for other brand products.
b.
They only make purchases during special promotions such as contests and sweepstakes.
c.
They are enticed by frequency programs from any brands that reward them with free products.
d.
They are committed to multiple brands for the same product.
e.
They are strongly committed to one brand and do not switch to another one easily.
ANSWER:
e
58. Price-related tactics are more likely to be employed when there are:
a.
large differences in the quality between brands.
b.
strongly established competitors.
c.
few perceived differences among brands.
d.
a few brands with strong brand loyalty established among consumers.
e.
many habitual buyers in the market.
ANSWER:
c
59. Naoki believes that food prices should be standardized and a restaurant should not charge more simply because it is a
popular brand. He feels that $10 to $20 is a suitable price for a meal at a restaurant and all restaurants should follow the
same pricing strategy. This is what is best known as his:
a.
pricing strategy.
b.
expectation pricing.
c.
known price range.
d.
zone of acceptance.
e.
appropriate acceptability range.
ANSWER:
d
60. Zone of acceptance refers to consumers':
a.
choices of the first acceptable alternative.
b.
acceptable range of prices for any purchase situation.
c.
complex feelings of satisfaction.
d.
satisfaction with the level of quality.
e.
satisfaction when making a low-effort decision.
ANSWER:
b
61. Caroline and her friends are going out of state for a vacation. The journey will require her to fill her car with gas.
Since she needs a lot of gas for the journey, she does not care much about where she buys it, as long as it is cheap. In this
scenario, Caroline is a:
a.
market maven.
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b.
price purveyor.
c.
deal-prone consumer.
d.
high-effort decision maker.
e.
price perception consumer.
ANSWER:
c
62. In context of price changes, consumers tend to be:
a.
relatively insensitive to any price change.
b.
equally responsive to price increases and to price decreases.
c.
more responsive to price decreases than to price increases.
d.
only responsive to price changes when elaboration is high.
e.
more responsive to price increases than to price decreases.
ANSWER:
c
63. Customers recall from memory when making a choice; this process is called:
a.
affect referral.
b.
emotional transfer.
c.
emotional retrieval.
d.
global associations.
e.
evaluative recall.
ANSWER:
a
64. Affect can also be generated from brand familiarity through _____.
a.
the bandwagon effect
b.
the mere exposure effect
c.
schema processing
d.
high-exposure processing
e.
operant conditioning
ANSWER:
b
65. Healthy Bite ice cream formed a partnership with the Fingerlicking candy bars to come up with a new flavor of ice
cream. This is an example of _____.
a.
operant conditioning
b.
co-branding
c.
variety seeking
d.
vicarious exploration
e.
shaping
ANSWER:
b
66. Jason likes to drink a particular brand of soda and has been drinking that brand of soda for the last ten years. Lately,
one of the newer brands has been gaining popularity and he wants to switch to that brand. In the context of marketing and
consumer behavior, this phenomenon is referred to as _____.
a.
indirect consumption
b.
hedonic consumption
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c.
variety seeking
d.
impulse purchase
e.
symbolic consumption
ANSWER:
c
67. Mel recently started following a healthy diet and has promised his nutritionist that he is going to eat only healthy food.
On his way back home from work one day, he notices a new fast food restaurant. He decides to enter the restaurant to just
have a look at the menu but ends up buying a large pizza. This is an example of:
a.
affect.
b.
intermediate consumption.
c.
variety seeking.
d.
impulse purchase.
e.
symbolic consumption.
ANSWER:
d
68. _____ is the easy recognition of a well-known brand.
a.
Brand equity
b.
Brand familiarity
c.
Brand seeking
d.
Brand loyalty
e.
Brand coherence
ANSWER:
b
69. There is a bias against base-rate information. Explain.
ANSWER:
Responses will vary.
70. Discuss the role of the representativeness heuristic in consumers' decision-making.
ANSWER:
Responses will vary.
71. Why is the availability heuristic important to marketers?
ANSWER:
Responses will vary.
72. How can marketers overcome the availability bias?
ANSWER:
Responses will vary.
73. Explain why low-elaboration consumer decision-making is so common.
ANSWER:
Responses will vary.
74. Discuss the hierarchy of effects.
ANSWER:
Responses will vary.
75. Under high-elaboration decision-making, consumers optimize their choices. Is this true under low-elaboration
decision-making? Explain.
ANSWER:
Responses will vary.
76. Identify some choice tactics and the situations within which they could be used.
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ANSWER:
Responses will vary.
77. Discuss the process of operant conditioning.
ANSWER:
Responses will vary.
78. Compare the roles of reinforcement, punishment, and repetition in consumer learning.
ANSWER:
Responses will vary.
79. How can habitual purchasing help or hurt marketers?
ANSWER:
Responses will vary.
80. What are the ways in which marketers can appeal to habitual purchasers of other brands?
ANSWER:
Responses will vary.
81. In what ways is brand loyalty different from habitual purchasing?
ANSWER:
Responses will vary.
82. What role do consumer price perceptions play in the use of price-related tactics?
ANSWER:
Responses will vary.
83. How can marketers use price to influence decision-making for low-effort products?
ANSWER:
Responses will vary.
84. Explain how normative influences can be a simplifying strategy for consumers.
ANSWER:
Responses will vary.
85. Discuss the importance of feelings in making low-effort decisions.
ANSWER:
Responses will vary.
