Exam 14: Consumer Decision Making and Diffusion of Innovations

When a single person gives a gift to a family as a thank you for letting him visit in their home for a week, it is an example of intercategory giving.

A unique feature of a compensatory decision rule is that it allows a positive evaluation of a brand on one attribute to balance out a negative evaluation on some other attribute.

External search effort associated with purchase is greatest when ________.

Describe the lexicographic rule and provide an example of how it might be used in the context of an automobile purchase.

A ________ involves the introduction of a modified product rather than a totally new product, and has the least disruptive influence on established patterns.

Many software companies allow customers to use limited versions of their software free for 30 days. This strategy tries to increase the diffusion of a new product through increasing ________.

The inert set consists of the small number of brands the consumer is familiar with, remembers, and finds acceptable.

What are the three levels of consumer decision making? Briefly define each.

Name five factors that are likely to increase prepurchase search with regard to a product or service.

According to a study of external search effort associated with different product categories, as search effort increased, consumer attitudes toward shopping became more ________ and ________ time was made available for shopping.

Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its accounting firm. This is an example of ________.

Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase information sources.

When consumers have no established criteria for evaluating a product category, they engage in extensive problem solving.

Karen is buying a new laptop. She is looking for a light-weight computer. The laptop she purchases is a little heavier than she had originally hoped, but she was willing to accept the extra weight for a computer with a bigger, clearer screen. Karen made her purchase decision using a(n) ________.

It is not essential that a product be part of a consumer's evoked set if it is to be considered at all.

Barry buys a necklace as a gift for his girlfriend. This is an example of ________.

________ behavior is closely related to the concept of brand loyalty, which most firms try to encourage because it contributes to greater stability in the marketplace.

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell. -In the COLLEGE MINI CASE, Cornell is part of Evelyn's ________.

Martin needs a new hybrid-electric car that can seat four people comfortably and has a trunk that will hold a set of golf clubs, but isn't sure which brand of hybrid-electric car would be best. Martin's is a case of ________.

Within the context of the model of consumer decision making, the ________ include the unwritten codes of conduct that indicate which consumption behavior should be considered "right" or "wrong."