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Question
A common way to segment consumers is to identify which consumers are heavy users of a given product.Answer
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Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.
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Traditionally, consumer researchers have approached the study of decision making from an information-processing perspective.
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The first step in the cognitive decision-making process is to conduct an information search.
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A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?
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B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors.
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Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior?
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B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning.
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A) habitual decision
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C) noncompensatory
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Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible.
A) high in need for cognition
B) superprocessors
C) utility maximizers
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What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon?
A) prepurchase search
B) ongoing search
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Under ________, utility is defined in terms of gains and losses.
A) prospect theory
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A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?
A) routine decision making
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In a thought process called ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.
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Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?
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In Japanese, the word gemba means ________.
A) a possible interpretation of the truth
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A) Japan
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Rules of conduct that guide actions in the marketplace are known as ________.
A) norms
B) business ethics
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Anna's best friend Aubrey was getting married. Anna spent a lot of time thinking of the perfect gift. She was so excited about the gift that she gave it to Aubrey before the wedding. Aubrey cried and told Anna that she would never in her life have a better friend. Reformulationis the proper term for the new bond between Anna and Aubrey.
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Values associated with a long-term orientation are respect for social obligations and the need to save face.
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The indulgence versus restraint dimension of Hofstede's Dimensions of National Culture deals with the extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life.
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A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.
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A) cultural funnel
B) culture production system (CPS)
C) culture distribution system (CDS)
D) culture gatekeeping process (CGP)