Consumer Behavior: Chapter 14 Questions
and Answers High Distinction 2023
Purchase involvement - -the level of concern for, or interest in, the purchase process triggered by
the need to consider a particular purchase; temporary state, influenced by interaction of
individual, product, and situation
-Desire to resolve a problem depends on: - -1) magnitude of discrepancy between the desired and
actual states
2) relative importance of problem
-Nominal decision making - -no decision per se; problem is recognized, internal search and then
purchase; POP is important
-Automaticity - -choices made with little/no conscious effort
-Limited decision making - -involves internal and limited external search, few alternatives,
simple decision rules on few attributes, and little post purchase evaluation; in between nominal
and external
-External decision making - -involves an extensive internal and external info search followed by
complex evaluation of multiple alternatives and significant post-purchase evaluation
-Problem recognition - -the result of a discrepancy between a desired state and an actual state
that is sufficient to arouse and activate the decision process
-Actual state - -the way an individual perceives his/her feelings and situation to be at present
time
-Desired state - -the way an individual wants to feel or be at the present time
-Active problem - -a problem the consumer is aware of or will become aware of in the course of
normal events
marketing strategy: convince consumer you are superior solution
-Inactive problem - -a problem the consumer is not aware of
marketing strategy: convince consumer they have a problem and that their brand is the superior
solution
-4 concerns of marketing managers - -1) know the problems consumers are facing
2) know how to develop the marketing mix to solve consumer problems
3) cause consumers to recognize problems
4) when to desire to suppress problem recognition among consumers
and Answers High Distinction 2023
Purchase involvement - -the level of concern for, or interest in, the purchase process triggered by
the need to consider a particular purchase; temporary state, influenced by interaction of
individual, product, and situation
-Desire to resolve a problem depends on: - -1) magnitude of discrepancy between the desired and
actual states
2) relative importance of problem
-Nominal decision making - -no decision per se; problem is recognized, internal search and then
purchase; POP is important
-Automaticity - -choices made with little/no conscious effort
-Limited decision making - -involves internal and limited external search, few alternatives,
simple decision rules on few attributes, and little post purchase evaluation; in between nominal
and external
-External decision making - -involves an extensive internal and external info search followed by
complex evaluation of multiple alternatives and significant post-purchase evaluation
-Problem recognition - -the result of a discrepancy between a desired state and an actual state
that is sufficient to arouse and activate the decision process
-Actual state - -the way an individual perceives his/her feelings and situation to be at present
time
-Desired state - -the way an individual wants to feel or be at the present time
-Active problem - -a problem the consumer is aware of or will become aware of in the course of
normal events
marketing strategy: convince consumer you are superior solution
-Inactive problem - -a problem the consumer is not aware of
marketing strategy: convince consumer they have a problem and that their brand is the superior
solution
-4 concerns of marketing managers - -1) know the problems consumers are facing
2) know how to develop the marketing mix to solve consumer problems
3) cause consumers to recognize problems
4) when to desire to suppress problem recognition among consumers
