Exam 9: Individual Decision Making

Justin has always had an intense interest in steam engines. He has one of the largest collections of pictures and facts about the engines in the United States. He decides to share his interest with others by being a cybermediary. Of the following, which is the best description of what Justin will do as a cybermediary?

When a consumer bases a purchase decision on the ________ rule, one takes into account the relative importance of positively-rated attributes.

________ shoppers, who have more to lose when they make a bad purchase, actually search less before they buy than do ________ shoppers.

Ellen stated that she would marry a millionaire. She applied a heuristic in judging men: they must wear expensive shoes and have an expensive automobile in order to even get her attention. What type of decision rule was Ellen applying in her search for a millionaire husband?

When consumers anticipate having to use a product in front of others, they tend to prefer ________ products.

Over the last few months Katie has been acquiring information about the organizational buying process at work through incidental learning. Explain the process and how this may affect future purchasing decisions.

What is Zipf's law and how does it relate to brands?

Product designers making items such as smartphones and tablets have a tendency to maximize the features included. What is this called?

When Bill asked friends which TV set to buy, they warned him against certain ones but praised others. He went to a huge new "electronics supermarket" where he checked out features of the 27-inch HD flat screen. He saw two he liked overall, but one of them had a feature he really liked: 4K. The process by which Bill sought appropriate guidelines to use in making a purchase decision is:

Explain the disjunctive rule, and include a simple example.

John happened to stop by a showroom and test drive a new Acura LX and then decided he should replace his 2001 clunker before starting his new job. What has occurred?

What is a non-compensatory rule? Describe the different types of non-compensatory rules used in purchase decision making.

What is problem recognition?

Ariel is looking over the used cars on the lot. He gives high marks to a car which has a rebuilt engine. In his mind that outweighs or "makes up for" relatively lower marks he gave on its fenders and interior appearance. He is using which decision rule?

The basic idea of feature creep is that a competitor starts to steal product features from another company.

Yasser has expert knowledge about computers. He is now in the market for a new model. He will make a(n):

Shawna believes she is a practical consumer. She is always on the lookout for better ways to obtain order in her life and make housework easier. New products that promise to help with these work tasks catch her eye. However, she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required. Considering the above description, Shawna could be prone to which of the following types of perceived risk?

Store managers realize that under conditions of low involvement, consumers are affected by product placement and other cues in the shopping environment such as surprise specials. Managers with the behavioural influence perspective try to facilitate "impulse" buying decisions.

Ian discovers the apartment has run out of toilet paper. This is an example of necessity recognition.

Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behaviour?