ARE 136 Midterm Exam Questions
and Answers 100% Pass
Consumer Decision Making Process (5) - ✔✔1. Problem Recognition/ Need Recognition
2. Information Search
3. Evaluate Alternatives
4. Purchase Decision
5. Post-Purchase Evaluation
Problem Recognition - ✔✔consumers state of being differs from their desired state
-can be physiological or social
Information Search - ✔✔-typically the product you hope to buy will determine the
length and intensity of the information search
-5 info. sources:
1. Experimental -past history
2. Personal -family/friends
3. Commercial -ads, sales
4. Mass Media -TV, radio
5. Public -consumer report
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,Evoked Set (aka Consideration set) - ✔✔consists of all brands a consumer considers
during information search and evaluation process
-minimum goal of a marketer is to get the brand into the evoked set
T/F?
In total set, you may not be aware of some brands - ✔✔True
Evaluate Alternatives - ✔✔consumers compare product alternatives based on specific
criteria important to consumers
-consider MAAM (Multi-attribute attitude model)
Define attitude: - ✔✔a persons favorable or unfavorable evaluation, emotional feeling,
and action tendencies toward some object or idea.
5 things a consumer may consider in their purchase decision: - ✔✔Brand,
dealer/retailer, quantity purchased, timing, payment method
Functional risk - ✔✔product doesn't work as expected
financial risk - ✔✔product isn't worth what you paid for it
social risk - ✔✔embarassment
physical risk - ✔✔may be harmful
4 Modes of Consumer Decision Making ? - ✔✔1. Involvement (High/low) -->
Experience (High/low)
2. Extended problem solving (careful searching, EX: buying a house)
3. limited problem solving - (common decision making)
4. habit/variety seeking (mindless purchasing)
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, Semantic Memory - ✔✔-name interpretation
-often leads to low involvement goods
Episodic Memory - ✔✔-based on previous experience
brand attitude - ✔✔summary evaluations that reflect preferences for various products
and services
beliefs - ✔✔knowledge and feelings a person has accumulated about an issue or object
OR
a descriptive thought that a person holds about something
salient beliefs - ✔✔are critical determinants of an attitude
Multi-attribute attitude model (4 things) - ✔✔Evaluative Criteria
Importance weights
consideration set
beliefs
3 basic attitude change strategies - ✔✔1. give consumers an accurate perception of
relative performance of the brand
2. brand viewed best performer on a not respected evaluative criterion
3. only way to improve attitude toward brand would be to introduce a new attitude
featured in their advertising
2 obstacles to cover? - ✔✔1. cognitive consistency
-may be hard to change people's beliefs
2. Advertising clutter
COPYRIGHT © 2025 BY SOPHIA BENNETT, ALL RIGHTS RESERVED 3
and Answers 100% Pass
Consumer Decision Making Process (5) - ✔✔1. Problem Recognition/ Need Recognition
2. Information Search
3. Evaluate Alternatives
4. Purchase Decision
5. Post-Purchase Evaluation
Problem Recognition - ✔✔consumers state of being differs from their desired state
-can be physiological or social
Information Search - ✔✔-typically the product you hope to buy will determine the
length and intensity of the information search
-5 info. sources:
1. Experimental -past history
2. Personal -family/friends
3. Commercial -ads, sales
4. Mass Media -TV, radio
5. Public -consumer report
COPYRIGHT © 2025 BY SOPHIA BENNETT, ALL RIGHTS RESERVED 1
,Evoked Set (aka Consideration set) - ✔✔consists of all brands a consumer considers
during information search and evaluation process
-minimum goal of a marketer is to get the brand into the evoked set
T/F?
In total set, you may not be aware of some brands - ✔✔True
Evaluate Alternatives - ✔✔consumers compare product alternatives based on specific
criteria important to consumers
-consider MAAM (Multi-attribute attitude model)
Define attitude: - ✔✔a persons favorable or unfavorable evaluation, emotional feeling,
and action tendencies toward some object or idea.
5 things a consumer may consider in their purchase decision: - ✔✔Brand,
dealer/retailer, quantity purchased, timing, payment method
Functional risk - ✔✔product doesn't work as expected
financial risk - ✔✔product isn't worth what you paid for it
social risk - ✔✔embarassment
physical risk - ✔✔may be harmful
4 Modes of Consumer Decision Making ? - ✔✔1. Involvement (High/low) -->
Experience (High/low)
2. Extended problem solving (careful searching, EX: buying a house)
3. limited problem solving - (common decision making)
4. habit/variety seeking (mindless purchasing)
COPYRIGHT © 2025 BY SOPHIA BENNETT, ALL RIGHTS RESERVED 2
, Semantic Memory - ✔✔-name interpretation
-often leads to low involvement goods
Episodic Memory - ✔✔-based on previous experience
brand attitude - ✔✔summary evaluations that reflect preferences for various products
and services
beliefs - ✔✔knowledge and feelings a person has accumulated about an issue or object
OR
a descriptive thought that a person holds about something
salient beliefs - ✔✔are critical determinants of an attitude
Multi-attribute attitude model (4 things) - ✔✔Evaluative Criteria
Importance weights
consideration set
beliefs
3 basic attitude change strategies - ✔✔1. give consumers an accurate perception of
relative performance of the brand
2. brand viewed best performer on a not respected evaluative criterion
3. only way to improve attitude toward brand would be to introduce a new attitude
featured in their advertising
2 obstacles to cover? - ✔✔1. cognitive consistency
-may be hard to change people's beliefs
2. Advertising clutter
COPYRIGHT © 2025 BY SOPHIA BENNETT, ALL RIGHTS RESERVED 3
