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Exam 12: Decision Making I: Need Recognition and Search

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Question 61

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Which of the following decision-making perspectives assumes that consumers often make purchases and reach decisions based on the affect,or feeling,attached to the product or behavior under consideration?

A) Rational decision-making perspective
B) Experiential decision-making perspective
C) Functional decision-making perspective
D) Behavioral influence decision-making perspective
E) Implemental decision-making perspective

F) C) and E)
G) A) and B)

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Question 62

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Satisficing is the practice of using decision-making shortcuts to arrive at satisfactory,rather than optimal,decisions.

A) True
B) False

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Question 63

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Define universal set of alternatives.Describe the three categories of alternatives found in the awareness set.

Which of the following represents the perceived overall goodness or badness of some product from a consumer perspective?

Which of the following is true about the consumer decision-making process?

The total collection of all possible solutions to a recognized need is referred to as the _____ set of alternatives.

Compare and contrast the three decision-making approaches.Describe which one you used while making a recent purchase.

A consumer's perceived current state is also known as his or her _____ state.

Need recognition occurs when a consumer's actual state matches his/her desired state.

Brand loyalty involves deeply-held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior.

COFFEE-MAKER SCENARIO Jane was visiting her friend and was served a coffee drink at her friend's house that was similar to the ones she's had at coffee shops. Her friend told her that she can make such coffee drinks with her single-serve pod coffee maker. Jane decided she'd like to buy one as she wanted to enjoy similar coffee drinks at home, but she didn't know much about them. She searched the Internet and visited Bed Bath & Beyond, Sur La Table, Williams Sonoma, and even Walmart. She realized there were several brands of the product, such as Tassimo, Keurig, Brevity, Cuisinart, Bunn, Senseo, and Mr. Coffee. With prices ranging from as low as $20 to several hundreds of dollars, it was difficult for Jane to decide on a single brand. She was concerned about paying several hundred dollars for a coffee maker. In the end, she shortlisted Tassimo, Keurig, and Cuisinart over the others for further consideration, keeping in mind her budget as well as the product features she was looking for. She deliberately left out Real and Fresh Coffeez, even though it was believed to be a good brand as she had a bad experience with one of its products. She did notice that Tassimo featured Well-Fresh coffee while none of the others did, and she ended up purchasing Tassimo for $130. She bought it because that's her favorite brand of coffee and Jane strongly feels that the coffee experience at Well-Fresh coffee is found nowhere else. In buying Tassimo, Jane hoped to replicate the Well-Fresh coffee experience at home. -Refer to Coffee-Maker Scenario.Jane realized there were several brands of the product,but in the end,she shortlisted Tassimo,Keurig,and Cuisinart over the others for further consideration,keeping in mind her budget as well as the product features she was looking for.Which of the following activities in the decision-making process best reflects Jane's choice of these three brands?

Some consumers won't purchase certain brands of automobiles because there is no dealership in their town to provide maintenance services for their vehicles.In some cases,they would have to drive for several hours to the closest dealership.Which of the following is most likely influencing the decision against purchasing one of these brands?

Which of the following is an example of behavioral influence perspective?

Most young adults would like to own a high-end luxury automobile,even though most of them could not afford one.Which of the following types of risk is likely to prevent them from purchasing one?

Explain the types of consumer search behavior with an example each.

The ability to control information flow increases the value of information and increases the consumers' ability to remember information that is gathered.

REAL ESTATE BROKER SCENARIO Jane, a consumer researcher, worked with a real estate broker as part of her research on consumer decision-making behavior. During the course of her research, she found that young couples, mostly professionals, look out for a space they can call their own. Although young, they seldom make spontaneous and impulsive decisions while buying a house. All of them arrive at a decision after an exhaustive effort of finding more information, talking to different people, and checking out neighborhoods through various sources. This strengthens Jane's hypothesis that people tend to make wise and informed decisions while buying a house. In her experience of working with the real estate broker, Jane has had a successful run, except for the time when an elderly man left disappointed after weeks of continuous search. After his retirement, he had wanted to invest in a "dream house," but sadly he could not find what he was looking for. Whatever he liked exceeded his budget. Jane also met a young couple who spent most of their weekends house hunting. After being out with them week after week, they finally admitted that they never intended to buy a house and that they were mostly interested in gathering information and being updated about the real estate industry. -Refer to Real-Estate Broker Scenario.Young couples seldom make spontaneous,impulsive decisions while buying a house.All of them arrive at a decision after an exhaustive effort of finding more information,talking to different people,and checking out neighborhoods through various sources.Which of the following decision-making approaches are they most likely to employ?

In opportunity recognition,a consumer's actual state doesn't change,but his or her desired state changes in some significant way.

Tina,a consumer researcher,conducted a research on consumers' dining behaviors.The research findings showed that diners tend to spend more time and money when the ambience consists of dim light and soft music being played in the background.Which of the following decision-making perspectives best corresponds to Tina's research findings on her research subjects?

Vince harbors a passion for cars.He constantly seeks out information on new automobile models without any intention of buying them.Which type of consumer search behavior does this represent?