55) 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
56) ________ are consumers who use coupons or sales to decide among brands and products that
fall within their evoked set.
A) Practical loyalists
B) Opportunistic switchers
C) Bottom-line price shoppers
D) Deal hunters
E) Cherry pickers
57) Which of the following is NOT one of the ways consumers cope with missing information
during the decision-making process?
A) develop arguments for why the missing information is important
B) delay the decision until the missing information is obtained
C) ignore missing information and continue with current decision rule using available attribute
information
D) change customarily used decision strategy to one that better accommodates missing
information
E) infer the missing information
58) 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
59) ________ 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
60) ________ occurs when a product’s performance is below expectations and the consumer is
dissatisfied.
A) Positive disconfirmation of expectations
B) Negative disconfirmation of expectations
C) Reverse dissonance
D) Postpurchase analysis
E) Brand loyalty
61) ________ implies the notion of a trade-off of benefits – like the features of the purchased
item – versus the sacrifice necessary to purchase it – like the time investment and the price.
A) Satisfaction
B) Dissonance
C) Value
D) Influence
E) Perception
62) ________ can be thought of as the gift exchange that takes place between a giver and a
recipient.
A) Postpurchase evaluation
B) Loyalty programs
C) Gifting behavior
D) Permission marketing
E) Long-term commitment purchase
63) 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
64) The Lambert family (which has five family members) 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
65) Kim finishes a big project for school and treats herself to a coffee and piece of cake at
Starbucks. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
66) 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
67) Marge and Steve treat themselves (a small family unit) 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
68) ________ is a macro process concerned with the spread of a new product from its source to
the consuming public.
A) Adoption of innovations
B) Assumption
C) Diffusion of innovations
D) Innovation
E) Introduction
69) A ________ involves the introduction of a modified product rather than a totally new
product, and has the least disruptive influence on established patterns.
A) discontinuous innovation
B) dynamically discontinuous innovation
C) dynamically continuous innovation
D) statically continuous innovation
E) continuous innovation
70) Digital cameras and digital video recorders were somewhat disruptive to consumers, but did
not change the basic behavior patterns established with photography and film. These are best
described as ________.
A) discontinuous innovations
B) dynamically discontinuous innovations
C) dynamically continuous innovations
D) statically continuous innovations
E) continuous innovations
71) The degree to which potential customers perceive new products as superior to existing
substitutes is its ________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability
72) ________, the degree to which a new product is difficult to understand or use, is especially
important when it comes to innovation in high-tech consumer products.
A) Relative advantage
B) Compatibility
C) Complexity
D) Trialability
E) Observability
73) Many software companies allow customers to use limited versions of their software free for
30 days. This strategy tries to increase the diffusion of a new product through increasing
________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability
74) During the ________ stage of the adoption process, the consumer undertakes a “mental trial”
of the innovation.
A) awareness
B) trial
C) adoption
D) interest
E) evaluation
75) In the COLLEGE MINI CASE, Evelyn’s college counselor is a(n) ________ source of
prepurchase information.
A) impersonal
B) affective
C) cognitive
D) inert
E) personal
76) 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
77) 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
78) 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
79) 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
80) In the GIFT MINI CASE, when Winston gives Vanessa a gift for her birthday, this is known
as ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
81) In the GIFT MINI CASE, when Winston buys a watch for himself as a self-gift, this is
known as ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
82) In the GIFT MINI CASE, Vanessa’s high expectations of Winston are likely to prolong the
________ stage of the decision-making process.
A) need recognition
B) prepurchase search
C) postpurchase evaluation
D) permission marketing
E) relationship marketing
83) Needs are created when the actual state of a customer declines.
84) The number of alternatives available when making a purchase decision does not affect the
decision-making process.
85) All consumer decision-making situations require the same degree of information search.
86) When consumers have no established criteria for evaluating a product category, they engage
in extensive problem solving.
87) Past experience is considered an external source of information. The greater the relevant past
experience, the less internal information the consumer is likely to need to reach a decision.
88) In high-risk situations, consumers are likely to engage in complex and extensive information
search and evaluation.
89) 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.
90) The inert set consists of the small number of brands the consumer is familiar with,
remembers, and finds acceptable.
91) It is not essential that a product be part of a consumer’s evoked set if it is to be considered at
all.
92) 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.
93) Sue is looking for a new car. She had eliminated any car without comfortable seating for at
least four people and that gets less than an average of 35 miles per gallon in fuel efficiency. Sue
has used a lexicographic decision rule to narrow down her choices.
94) Task complexity, information organization, and time constraint are the three major
contextual factors in decision tasks.
95) 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.
96) Negative disconfirmation of expectations involves the performance of a product exceeding
the consumer’s expectations, leading to consumer satisfaction.
97) When a single person gives a gift to a family as a thank you for letting him visit in their
home for a week, it is an example of intercategory giving.
98) A gift given to a romantic other involves lower emotional expectation than a gift given to a
friend.
99) Gifting behavior includes gifts we give because we want to and gifts we give out of
obligation.
100) Intrapersonal gifting is a state of mind where the giver and the receiver are the same
individual.
101) Diffusion of innovation is the macro process by which the acceptance of an innovation
takes place among members of a social system over time.
102) The four elements of the diffusion of innovations process include: the innovation, the
channels of communication, the social system, and time.
103) Airplanes, radios, TVs, automobiles, fax machines, PCs, videocassette recorders, and the
Internet are all examples of dynamically continuous innovations.
104) Technological fear includes fear of technical complexity, fear of rapid obsolescence, fear of
social rejection, and fear of physical harm.
105) Products that are used in private are diffused more easily than products that have a high
degree of social visibility.
106) One of the weaknesses of the innovation adoption process framework is it does not
adequately provide for the possibility of evaluation and rejection of a new product or service
after each stage.
107) Ricky had a positive experience when she tried the new cell phone from a well-known cell
phone manufacturer, so she decides to regularly use the new cell phone. She is currently in the
adoption stage of the innovation adoption process.
108) What are the three levels of consumer decision making? Briefly define each.
109) What factors determine how extensive a consumer’s problem-solving task is?
110) Name five factors that are likely to increase prepurchase search with regard to a product or
service.
111) Consumers are frequently presented with incomplete information. Identify four strategies
that consumers can adopt for coping with missing information.
112) Describe the lexicographic rule and provide an example of how it might be used in the
context of an automobile purchase.
113) Differentiate between the types of gifting and provide an example of each.
114) What are the differences between continuous, dynamically continuous, and discontinuous
innovation?
115) Define and give examples of the five product characteristics that influence the diffusion of
innovation.
116) Identify and give an example of what happens during each of the five stages of the adoption
process.
117) In what ways is the traditional adoption process model inadequate in its depiction of the
consumer adoption process?