1) The first stage in the consumer decision-making process is ________.
A) information search
B) evaluation of alternatives
C) problem recognition
D) product choice
2) The presence of too many product options in the marketplace is referred to as ________.
A) purchase dilemma
B) consumer hyperchoice
C) pseudo-choice
D) hyperopia
3) Which of the following perspectives on consumer decision making is most closely associated with the economics of information approach to the search process, assuming that consumers collect just as much data as needed to make an informed decision?
A) experiential perspective
B) rational perspective
C) constructive perspective
D) behavioral influence perspective
4) 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.
A) utility processing
B) experiential processing
C) constructive processing
D) behavioral processing
5) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of problem solving?
A) extended problem solving
B) limited problem solving
C) habitual problem solving
D) recognition problem solving
6) When is a consumer most likely to engage in extended problem solving?
A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk.
B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements.
C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set.
D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement.
7) Which of the following describes the visual nature of a social game?
A) platform
B) mode
C) milieu
D) genre
8) 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
B) limited problem solving
C) graduated response behavior
D) extended problem solving
9) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.
A) Information search
B) Evaluation of alternatives
C) Evaluation of the evoked set
D) Problem recognition
10) A consumer who moves his or her ideal state upward is experiencing ________.
A) opportunity recognition
B) search recognition
C) habitual recognition
D) need recognition
The Correct Answer and Explanation is :
- C) problem recognition
The first step in the consumer decision-making process is recognizing a problem or need. This recognition occurs when a consumer identifies a gap between their current state and a desired state, triggering the decision-making process. For example, when someone realizes they need a new smartphone because their current phone is outdated or malfunctioning, they recognize a problem. - B) consumer hyperchoice
Consumer hyperchoice refers to the overwhelming feeling consumers experience when faced with too many options in the marketplace. This abundance of choices can lead to decision fatigue and make the buying process more difficult. The vast number of product options can lead to anxiety or confusion in making the right decision. - B) rational perspective
The rational perspective on consumer decision-making is closely aligned with the economics of information approach. This perspective assumes that consumers are logical and will seek out enough information to make the best decision, without overloading themselves. They gather the right amount of data to make an informed choice, emphasizing efficiency and value. - C) constructive processing
Constructive processing refers to a thought process where individuals evaluate the effort needed to make a decision and adjust their cognitive effort accordingly. Consumers tailor their decision-making process by expending just enough cognitive resources to arrive at a satisfactory choice, depending on the complexity of the decision at hand. - A) extended problem solving
When a consumer is faced with an unfamiliar product that involves a high degree of risk (financial, social, or emotional), they engage in extended problem solving. This process is more thorough and time-consuming, as the consumer collects extensive information, evaluates alternatives, and carefully considers the risks before making a purchase decision. - A) This decision mode is most common when the decision is related to the person’s self-concept and the outcome has a high degree of risk.
Extended problem solving is most likely when the consumer is making decisions that affect their self-image or when the stakes are high. For example, purchasing a car or a home involves significant investment and risk, so a consumer will spend more time researching and evaluating their options. - C) milieu
Milieu refers to the overall environment or context of a social game, including its atmosphere, culture, and setting. This concept is critical in understanding how the environment of a social game influences a player’s experience and decisions. - B) limited problem solving
Limited problem solving is when a consumer uses a few simple decision rules to make a purchase decision. It typically occurs when the product or decision is somewhat familiar but still requires some consideration. For example, buying a specific brand of toothpaste may involve a simple comparison of price or features. - D) Problem recognition
Problem recognition occurs when a consumer identifies a significant difference between their current state and their desired state. This realization of a need drives the decision-making process forward, prompting the consumer to search for solutions, compare alternatives, and eventually make a purchase decision. - A) opportunity recognition
Opportunity recognition happens when a consumer’s ideal state moves upward, indicating that they see the potential for improvement or enhancement in their life. This could be driven by external influences, such as advertising or social trends, encouraging the consumer to pursue new or better products that were previously unconsidered.
In summary, these concepts describe the various stages and processes consumers undergo when making purchasing decisions, from recognizing a need or problem to engaging in complex decision-making strategies. Understanding these stages helps marketers tailor their strategies to meet consumer needs effectively.