ARE 136 Midterm Exam ACTUAL
QUESTIONS AND CORRECT ANSWERS
Consumer Decision Making Process (5) - CORRECT ANSWER 1. Problem
Recognition/ Need Recognition
2. Information Search
3. Evaluate Alternatives
4. Purchase Decision
5. Post-Purchase Evaluation
Problem Recognition - CORRECT ANSWER consumers state of being differs from
their desired state
-can be physiological or social
Information Search - CORRECT ANSWER -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
Evoked Set (aka Consideration set) - CORRECT ANSWER 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 - CORRECT ANSWER True
,Evaluate Alternatives - CORRECT ANSWER consumers compare product alternatives
based on specific criteria important to consumers
-consider MAAM (Multi-attribute attitude model)
Define attitude: - CORRECT ANSWER 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: - CORRECT
ANSWER Brand, dealer/retailer, quantity purchased, timing, payment method
Functional risk - CORRECT ANSWER product doesn't work as expected
financial risk - CORRECT ANSWER product isn't worth what you paid for it
social risk - CORRECT ANSWER embarassment
physical risk - CORRECT ANSWER may be harmful
4 Modes of Consumer Decision Making ? - CORRECT ANSWER 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)
Semantic Memory - CORRECT ANSWER -name interpretation
-often leads to low involvement goods
Episodic Memory - CORRECT ANSWER -based on previous experience
, brand attitude - CORRECT ANSWER summary evaluations that reflect preferences for
various products and services
beliefs - CORRECT ANSWER knowledge and feelings a person has accumulated
about an issue or object
OR
a descriptive thought that a person holds about something
salient beliefs - CORRECT ANSWER are critical determinants of an attitude
Multi-attribute attitude model (4 things) - CORRECT ANSWER Evaluative Criteria
Importance weights
consideration set
beliefs
3 basic attitude change strategies - CORRECT ANSWER 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? - CORRECT ANSWER 1. cognitive consistency
-may be hard to change people's beliefs
2. Advertising clutter
-get consumers to pay attention!
cognitive responses - CORRECT ANSWER when beliefs/attitudes are challenged by
persuasive communication
QUESTIONS AND CORRECT ANSWERS
Consumer Decision Making Process (5) - CORRECT ANSWER 1. Problem
Recognition/ Need Recognition
2. Information Search
3. Evaluate Alternatives
4. Purchase Decision
5. Post-Purchase Evaluation
Problem Recognition - CORRECT ANSWER consumers state of being differs from
their desired state
-can be physiological or social
Information Search - CORRECT ANSWER -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
Evoked Set (aka Consideration set) - CORRECT ANSWER 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 - CORRECT ANSWER True
,Evaluate Alternatives - CORRECT ANSWER consumers compare product alternatives
based on specific criteria important to consumers
-consider MAAM (Multi-attribute attitude model)
Define attitude: - CORRECT ANSWER 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: - CORRECT
ANSWER Brand, dealer/retailer, quantity purchased, timing, payment method
Functional risk - CORRECT ANSWER product doesn't work as expected
financial risk - CORRECT ANSWER product isn't worth what you paid for it
social risk - CORRECT ANSWER embarassment
physical risk - CORRECT ANSWER may be harmful
4 Modes of Consumer Decision Making ? - CORRECT ANSWER 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)
Semantic Memory - CORRECT ANSWER -name interpretation
-often leads to low involvement goods
Episodic Memory - CORRECT ANSWER -based on previous experience
, brand attitude - CORRECT ANSWER summary evaluations that reflect preferences for
various products and services
beliefs - CORRECT ANSWER knowledge and feelings a person has accumulated
about an issue or object
OR
a descriptive thought that a person holds about something
salient beliefs - CORRECT ANSWER are critical determinants of an attitude
Multi-attribute attitude model (4 things) - CORRECT ANSWER Evaluative Criteria
Importance weights
consideration set
beliefs
3 basic attitude change strategies - CORRECT ANSWER 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? - CORRECT ANSWER 1. cognitive consistency
-may be hard to change people's beliefs
2. Advertising clutter
-get consumers to pay attention!
cognitive responses - CORRECT ANSWER when beliefs/attitudes are challenged by
persuasive communication
