chapter 7 consumer behavioral class

A study was conducted in a grocery store. Shoppers were given samples of fruit jams in two different​ situations: In the​ "limited choice" situation they were able to choose from six​ flavors, while in the​ "extensive choice" situation the group had 24 flavors to choose from. In the limited​ group, 30 percent of consumers actually bought a jar of jam as a​ result, and a measly 3 percent of those in the extensive choice group did. What phenomenon does this study​ illustrate?

Counteractive construal

B.

Consumer hyperchoice

C.

Mental budget

D.

​Self-regulation

E.

Purchase momentum

B.

Consumer hyperchoice

What is the biggest problem web surfers face these​ days?

A.

To easily find online product reviews

B.

To narrow down their choices

C.

To make their choices more complex

D.

To beef up their choices

E.

To find a search engine alternative to Google

B.

To narrow down their choices

What term is used for the basic idea that companies no longer need to rely solely on big hits​ (such as blockbuster movies or​ best-selling books) to find​ profits?

A.

Long tail

B.

Binary bias

C.

Digital selling assistants

D.

Inertia

E.

Context effects

A.

Long tail

Conservatives who faithfully tune into Fox News will view reporting that confirms their​ beliefs, while liberals who get their news from MSNBC get the same assurances. This is an example of a​ __________.

A.

filter bubble

B.

counteractive construal

C.

rational perspective

D.

problem recognition

E.

feedback loop

A.

filter bubble

Laura shops exclusively at big department stores. She believes that if she ever has an issue with an item that she​ buys, the return policies are the most lenient at large department stores. She also thinks that larger stores offer better prices than smaller stores. Which term applies to​ Laura's shortcut to decision​ making?

A.

Scarcity

B.

Reciprocity

C.

Maximizing solution

D.

Loss aversion

E.

Heuristics

E.

Heuristics

According to market​ research, if a consumer pays for something as opposed to getting it for​ free, they are more reluctant to waste it. The marketing term for this is​ __________.

A.

sunk-cost fallacy

B.

loss reluctance

C.

implementation intentions

D.

consumer hyperchoice

E.

purchase momentum

sunk-cost fallacy

What is meant by the term loss

aversion​?

People hate losing things more than they like getting things.

B.

People are more likely to comply with a requirement than to make the effort not to comply.

C.

People are more reluctant to waste something if​ they've paid for it.

D.

People exaggerate the negative aspects of behaviors that will interfere with their ultimate goal.

E.

People evaluate the effort needed to make a particular choice and then tailor the amount of cognitive​ "effort" expended to get the job done.

People hate losing things more than they like getting things.

What type of rule allows a product to make up for its shortcomings on one dimension by excelling on​ another?

A.

Compensatory rule

B.

Conjunctive rule

C.

Lexicographic rule

D.

Complex subtractive rule

E.

​Elimination-by-aspects rule

A.

Compensatory rule

When evaluating alternatives in step 3 of the rational​ decision-making process,​ ________ are the features we use to differentiate among our choices.

A.

filter bubbles

B.

decision rules

C.

compensatory rules

D.

determinant attributes

E.

evaluative criteria

D.

determinant attributes

Researchers who work on​ ________ analyze how the value of a decision depends on gains and

losseslong dash—and

how that choice is communicated to the buyer.

A.

nudging

B.

homo ludens

C.

priming

D.

heuristics

E.

prospect theory

E.

prospect theory

A good example of a simple​ _______ that changes how people act would be to switch from asking consumers to opt in to a​ program, and instead ask them to opt out of a program if they​ don't want to participate.

A.

additive rule

B.

priming

C.

criteria

D.

rule

E.

nudge

E.

nudge

A prime is a stimulus that encourages people to focus on some specific aspect of their lives such as their financial​ well-being or the environment. Which of the following is NOT an example of a prime or a study of​ prime-related behavior?

A.

When people see pictures of​ "cute" products, they are more likely to engage in indulgent behavior such as eating larger portions of ice cream.

B.

In a field study at a wine​ store, researchers played either stereotypically French or German music on alternate days. On the days when French music was in the​ background, people bought more French wine versus German​ wine, and the reverse happened on German music days.

C.

A study of cues in the environment makes us more likely to react in a certain way even though​ we're unaware of these influences.

D.

Richard made certain assumptions instead of conducting an extensive information search for a product. He assumed that the selection

D.

Richard made certain assumptions instead of conducting an extensive information search for a product. He assumed that the selection at Flash Auto was more than​ sufficient, so he did not bother to shop at any other car dealerships.

Research has shown that people tend to easily distinguish between positive rating and negative​ rating, but they are not sensitive to distinctions between more extreme and less extreme values. What term describes this​ phenomenon?

A.

Binary bias

B.

Long tail

C.

Behavioral bias

D.

Priming

E.

Context effects

A.

Binary bias

When Devon originally purchased and​ set-up her new​ iPhone, she was surprised that many popular apps would not download without permission to access her​ photos, contacts, and location. Based on​ research, consumers are more likely to comply with a​ requirement, rather than make the effort not to comply. Marketers refer to this as​ ________.

A.

loss aversion

B.

default bias

C.

ethnocentrism

D.

​sunk-cost fallacy

E.

compliance bias

B.

default bias

In which step of the​ decision-making process does the actual purchase​ occur?

A.

Step 1

B.

Step 4

C.

Step 5

D.

Step 3

E.

Step 2

B.

Step 4

We call the alternatives a consumer knows about the​ ________ set and the ones they seriously consider the​ ________ set.

A.

​evoked; consideration

B.

​consideration; evoked

C.

actual​ state; standard of comparison

D.

standard of​ comparison; consideration

E.

standard of​ comparison; actual state

A.

​evoked; consideration

Luke wants to treat Jessie to an expensive ghost tour and mystery dinner theatre with an​ all-you-can-eat buffet on Saturday evening. In anticipation of the large​ expenditure, he intends to pack his lunch on​ Monday, Wednesday, and Friday and forego lunch on Tuesday and Thursday. What has Luke created in anticipation of the dinner and​ expenditure?

A.

Feedback loop

B.

Habitual budget

C.

Heuristics

D.

Lexicographic rule

E.

Mental budget

E.

Mental budget

Consumer research revealed that study participants evaluated products less harshly when standing on a carpeted versus a tiled floor. Other research showed that when a product is​ scented, consumers are more likely to remember other attributes about the product after they encounter it. These are examples of​ ________.

A.

context effects

B.

prospect theory

C.

framing

D.

loss aversion

E.

​sunk-cost fallacy

A.

context effects

_______ recognizes that many decisions​ aren't worth agonizing​ over, so long as the end result is adequate.

A.

Heuristics

B.

Maximizing solution

C.

Homo economicus

D.

Bounded rationality

E.

Mental accounting

D.

Bounded rationality

A comparison shopping website such as Bizrate.com is a good example of​ a(n) _______________.

A.

search engine optimization

B.

market research

C.

cybermediary

D.

intermediary

E.

social scoring

C.

cybermediary

All EXCEPT which of the following are names for the two systems of consumer decision​ making?

A.

System 1 versus System 2

B.

Fast versus Slow

C.

Type 1 versus Type 2

D.

Intuitive versus Analytic

E.

Rational versus Irrational

E.

Rational versus Irrational

While food​ shopping, Luisa passes a grocery store endcap with ketchup and suddenly realizes that she has little left at home. She grabs a bottle of Heinz to replace the same brand that she has at home. What level of involvement is Luisa using in making her​ decision?

A.

Inertia

B.

Compulsion

C.

Mobility

D.

Uncaring

E.

Obsession

A.

Inertia

Which statement about feature creep is NOT​ true?

A.

Just providing clear instructions to users is a major​ "pain point" for many manufacturers.

B.

Some remote controls now have as many as 50 buttons.

C.

One electronics manufacturer found that at least half the returned products they received were brought back because customers​ couldn't figure out how to use them.

D.

It refers to the spiral of complexity as more and more features are added to products.

E.

Evidence shows that the proliferation of gizmos is quite productive.

E.

Evidence shows that the proliferation of gizmos is quite productive.

Which decision rule​ states, "Select the brand that is best on the most important​ attribute"?

A.

Compensatory rule

B.

Lexicographic rule

C.

Conjunctive rule

D.

Simple additive rule

E.

Weighted additive rule

B.

Lexicographic rule

Which view regards people as ideal decision makers with complete rationality and complete access to all the information we need to make an informed​ decision?

A.

Homo economicus

B.

Fast thinking

C.

Homo ludens

D.

Heuristics

E.

Mental accounting

A.

Homo economicus