MARK 3321 EXAM 2 (CH 6, 8 , 9, 10) QUESTIONS AND
CORRECT DETAILED ANSWERS (VERIFIED ANSWERS)
ALREADY GRADED A+
Consumer Making Decision Process Ans✓✓✓1) Need Recognition
2) Information Search
3) Evaluation of Alternatives
4) Purchase
5) Post-Purchase Behavior
Step 1: Need Recognition Ans✓✓✓Result of an imbalance between
actual and desired states.
How does Marketing influence need recognition? Ans✓✓✓Marketing
helps consumers recognize an imbalance between present status and
preferred state. (External and Internal Marketing and Non Marketing).
External Non-Marketing Ans✓✓✓Word of mouth, consumer reports or
publications.
External Marketing Ans✓✓✓Advertising, commercials that are
informative and persuasive.
Internal Non-Marketing Ans✓✓✓Previous experience with a product.
,Internal Marketing Ans✓✓✓?
Stimulus Ans✓✓✓Any unit of input affecting one or more of the five
senses: Sight, Smell, Taste, Touch, Hearing.
Reasons for "Need Recognition" Ans✓✓✓When a current product isn't
performing properly
When the consumer is running out of a product
When another product seems superior to the one currently used
Step 2: Information Search Ans✓✓✓Internal Information Search:
Recall information in memory
External Information search:
Seek information in outside environment
Nonmarketing controlled
Marketing controlled
External Information Searches Ans✓✓✓Need Less Information:
Less Risk
,More knowledge
More product experience
Low level of interest
Confidence in decision
Example: Everyday needs s/a toilet paper
Need More Information:
More Risk
Less knowledge
Less product experience
High level of interest
Lack of confidence
Example: Luxury purchases s/a car.
Evoked Set Ans✓✓✓Group of brands, resulting from an information
search, from which a buyer can choose.
Example: Travelocity, Amazon.
(Comparing other companies and brands)
Step 3: Evaluation of Alternatives Ans✓✓✓Evoked Set - Purchase
Analyze product attributes
, Use cutoff criteria
Rank attributes by importance
Step 4: Purchase Ans✓✓✓To buy or not to buy.
Marketing: Determines which attributes are most in influencing a
consumer's choice
Step 5: Post Purchase Behavior Ans✓✓✓Cognitive Dissonance: Inner
tension that a consumer experiences after recognizing an inconsistency
between behavior and values or opinions.
How to reduce cognitive dissonance? Ans✓✓✓Consumers can reduce
dissonance by:
Seeking information that reinforces positive ideas about the purchase
Avoiding information that contradicts the purchase decision
Revoking the original decision by returning the product
Marketing can minimize dissonance through effective communication
with purchasers.
Involvement Ans✓✓✓The amount of time and effort a buyer invests in
the search, evaluation, and decision processes of consumer behavior.
CORRECT DETAILED ANSWERS (VERIFIED ANSWERS)
ALREADY GRADED A+
Consumer Making Decision Process Ans✓✓✓1) Need Recognition
2) Information Search
3) Evaluation of Alternatives
4) Purchase
5) Post-Purchase Behavior
Step 1: Need Recognition Ans✓✓✓Result of an imbalance between
actual and desired states.
How does Marketing influence need recognition? Ans✓✓✓Marketing
helps consumers recognize an imbalance between present status and
preferred state. (External and Internal Marketing and Non Marketing).
External Non-Marketing Ans✓✓✓Word of mouth, consumer reports or
publications.
External Marketing Ans✓✓✓Advertising, commercials that are
informative and persuasive.
Internal Non-Marketing Ans✓✓✓Previous experience with a product.
,Internal Marketing Ans✓✓✓?
Stimulus Ans✓✓✓Any unit of input affecting one or more of the five
senses: Sight, Smell, Taste, Touch, Hearing.
Reasons for "Need Recognition" Ans✓✓✓When a current product isn't
performing properly
When the consumer is running out of a product
When another product seems superior to the one currently used
Step 2: Information Search Ans✓✓✓Internal Information Search:
Recall information in memory
External Information search:
Seek information in outside environment
Nonmarketing controlled
Marketing controlled
External Information Searches Ans✓✓✓Need Less Information:
Less Risk
,More knowledge
More product experience
Low level of interest
Confidence in decision
Example: Everyday needs s/a toilet paper
Need More Information:
More Risk
Less knowledge
Less product experience
High level of interest
Lack of confidence
Example: Luxury purchases s/a car.
Evoked Set Ans✓✓✓Group of brands, resulting from an information
search, from which a buyer can choose.
Example: Travelocity, Amazon.
(Comparing other companies and brands)
Step 3: Evaluation of Alternatives Ans✓✓✓Evoked Set - Purchase
Analyze product attributes
, Use cutoff criteria
Rank attributes by importance
Step 4: Purchase Ans✓✓✓To buy or not to buy.
Marketing: Determines which attributes are most in influencing a
consumer's choice
Step 5: Post Purchase Behavior Ans✓✓✓Cognitive Dissonance: Inner
tension that a consumer experiences after recognizing an inconsistency
between behavior and values or opinions.
How to reduce cognitive dissonance? Ans✓✓✓Consumers can reduce
dissonance by:
Seeking information that reinforces positive ideas about the purchase
Avoiding information that contradicts the purchase decision
Revoking the original decision by returning the product
Marketing can minimize dissonance through effective communication
with purchasers.
Involvement Ans✓✓✓The amount of time and effort a buyer invests in
the search, evaluation, and decision processes of consumer behavior.
