Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 14 Consumer Decision Making and Diffusion of Innovations
1) A ________ is the selection of an option from two or more alternative choices.
A) mood
B) decision
C) gift
D) consumer model
E) none of the above
2) Purchasing a diamond represents ________ because consumers buy diamonds infrequently
and have no established criteria for evaluating them.
A) impulse purchase behavior
B) limited problem solving
C) habitual purchase behavior
D) routinized response behavior
E) extensive problem solving
3) Kathleen Elizabeth has a sudden urge she couldn’t resist to buy a new purse; she was engaging
in ________.
A) unplanned buying
B) point of purchase stimuli
C) impulse buying
D) none of the above
4) The ________ process includes three components: input, process, and output.
A) consumer decision-making
B) routinized response
C) family branding
D) impulse purchase
E) consumer complexity
5) Extensive problem solving, 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
6) The first stage in the consumer decision-making process is ________.
A) information search
B) evaluation of alternatives
C) need recognition
D) product choice
E) none of the above
7) 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
8) 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
9) In cases of ________, the consumer needs a great deal of information to establish a set of
criteria on which to judge specific brands and a correspondingly large amount of information
concerning each of the brands to be considered.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
10) 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
11) Martin needs a new hybrid-electric car that can seat four people comfortably and has a trunk
that will hold a set of golf clubs, but isn’t sure which brand of hybrid-electric car would be best.
Martin’s is a case of ________.
A) habitual problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
12) 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
13) 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
14) A firm’s marketing activities that attempt to reach, inform, and persuade consumers to buy
and use its products are ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
15) A product’s package, guarantees, mass-media advertising for the product, direct marketing
for the product, and the selection of distribution channels to move the product from the
manufacturer to the consumer are examples of ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
16) Comments of a friend, an editorial in the newspaper, and usage of a product by a family
member are examples of ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
17) The ________ component of the consumer decision-making model draws on external
influences as sources of information about a particular product that influence a consumer’s
product-related values, attitudes, and behavior.
A) marketing mix
B) output
C) decision
D) input
E) emotional
18) Within the context of the model of consumer decision making, the marketing mix activities
of organizations and non-marketing sociocultural influences are the ________ factors.
A) cognitive
B) output
C) decision
D) input
E) emotional
19) Within the context of the model of consumer decision making, a firm’s ________ activities
are a direct attempt to reach, inform, and persuade consumers to buy and use its products.
A) marketing mix
B) output
C) decision
D) input
E) sociocultural environment
20) 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
21) Within the context of the model of consumer decision making, the ________ include the
unwritten codes of conduct that indicate which consumption behavior should be considered
“right” or “wrong.”
A) marketing mix
B) output
C) decision
D) input
E) sociocultural influences
22) 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
23) Within the context of the model of consumer decision making, the ________ represents the
internal influences that affect consumers’ decision-making processes.
A) marketing mix
B) prepurchase search
C) decision
D) evaluation of alternatives
E) psychological field
24) 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
25) Chaz is tired of lugging around a digital camera on location site visits as he tries to identify
potential retail properties, so he decides to buy a new cell phone with a high quality digital
camera. The desire for the new camera was prompted by ________.
A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field
26) John has decided that he needs to switch cellular service providers because his cell phone
doesn’t work in his new apartment. Within the context of the model of consumer decision
making, this is an example of ________ need recognition.
A) hypothetical state
B) actual state
C) desired state
D) avoidance state
E) psychological state
27) 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
28) When a product fails to perform satisfactorily, it triggers ________ need recognition.
A) hypothetical state
B) actual state
C) desired state
D) avoidance state
E) psychological state
29) ________ begins when a consumer perceives a need that might be satisfied by the purchase
and consumption of a product.
A) Marketing mix
B) Pre-purchase search
C) Need recognition
D) Evaluation of alternatives
E) Psychological field
30) Past experience is considered a(n) ________ source of information.
A) irrelevant
B) risky
C) external
D) internal
E) limited
31) Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase
information sources.
A) impersonal
B) evoked
C) independent
D) network
E) external
32) Newspaper or magazine articles, direct-mail brochures, and websites are considered
________ pre-purchase information sources.
A) external
B) evoked
C) independent
D) network
E) personal
33) In high risk situations, consumers are likely to engage in complex and extensive ________.
A) information search
B) need recognition
C) routinized behavior
D) psychological field reorganization
E) self-assessment
34) Which of the following is an important form of external information?
A) memories
B) past experience
C) shopping
D) heuristics
E) knowledge
35) External search effort associated with purchase is greatest when ________.
A) consumers have high product category knowledge
B) consumers do not care about the purchase
C) the purchase situation is low-risk
D) product category knowledge is low
E) subjective knowledge is high
36) According to a study of external search effort associated with different product categories, as
search effort increased, consumer attitudes toward shopping became more ________ and
________ time was made available for shopping.
A) negative; more
B) negative; less
C) positive; more
D) positive; less
E) negative; the same amount of
37) A study of ________ suggests postpurchase dissonance results from unsuccessful
prepurchase search.
A) search frustration
B) out-of-stock situations
C) discretionary search
D) search regret
E) cognitive challenges
38) Which of the following is NOT a factor that increases prepurchase search?
A) high price
B) short periods of time between successive purchases
C) no past experience
D) a socially visible product
E) high product involvement
39) ________ is the number of alternatives and the amount of information available for each
alternative.
A) Information organization
B) Psychological field
C) External source
D) Time constraint
E) Task complexity
40) ________ is the presentation, format, and content of available information.
A) Information organization
B) Psychological field
C) External source
D) Time constraint
E) Task complexity
41) 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
42) 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
43) 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
44) The ________ consists of brands the consumer is indifferent toward because they are
perceived as not having any particular advantages.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
45) 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
46) ________, which consists of a brand’s trustworthiness and expertise, improves the chances
that the brand will be included in the consideration set.
A) Brand personality
B) Brand risk
C) Brand effort
D) Brand credibility
E) Brand attractiveness
47) ________ are procedures used by consumers to reduce the burden of making complex
decisions by providing guidelines or routines that make the process less taxing.
A) Evoked sets
B) Inert sets
C) Decision rules
D) Inept sets
E) Independent sets
48) Consumers often develop shortcut decision rules 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
49) 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
50) 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
51) Conjunctive, disjunctive, and lexicographic rules are examples of ________.
A) affective decision rules
B) noncompensatory decision rules
C) effective decision rules
D) compensatory decision rules
E) cognitive decision rules
52) 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
53) Hank wants a new digital camera and will accept for consideration any camera with greater
than 10 megapixel resolution. Hank is using a(n) ________.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
54) 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