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Chapter 16

Concept Challenge

Concept Challenge


This activity contains 22 questions.

	Decision rules that consumers use to take "shortcuts" in deciding among different brands are called:   the inept set. the inert set. heuristics. information overload.

	Another term for the evoked set of alternative products is:   information overload. inept set. inert set. consideration set.

	When the consumer sets a minimally acceptable level as a cutoff point for each attribute of a product, and when any brand falls below this level on any one attribute, this consumer stops considering this brand, this is called what type of decision rule?   Lexicographic rule Conjunctive rule Disjunctive rule Limited problem-solving rule

	When a consumer sets a separate, minimally acceptable cutoff level for each attribute of a product, and if when a brand meets or exceeds this cutoff for any one attribute the brand is accepted, this is called what type of decision rule?   Lexicographic rule Conjunctive rule Disjunctive rule Limited problem-solving rule

	When a consumer first ranks the attributes of a product in order of importance, and then compares brands on the attribute that he ranked the most important, and then selects a brand that scores "sufficiently high" on this one attribute, which type of decision rule is used?   Conjunctive rule Disjunctive rule Limited problem-solving rule Lexicographic rule

	Which consumer segment looks for "the best bargain" and is not brand loyal?   Bottom-line price shoppers Opportunistic switchers Practical loyalists Deal hunters

	At which stage of purchase behavior does a consumer attempt to evaluate a product through use of the product?   Trial purchase stage Repeat purchase stage Cognitive dissonance stage Postpurchase stage

	Gift purchases amount to about what dollar amount per year in the U.S.?   $100 billion $60 billion $80 billion $120 billion

	When one family exchanges Christmas gifts with another family, this is what type of gifting behavior?   Self-gifting Intergroup gifting Monadic gifting Intragroup gifting

	About what percentage of college students keep their first credit card for life?   50 percent 40 percent 60 percent 30 percent

	The economic model of consumer decision-making is frequently thought of as "too idealistic and simplistic."    True  False

	Evaluation of alternatives begins when a consumer perceives that a need that may be satisfied by the purchase and consumption of a product.    True  False

	A consumer's "personal search alternatives" include more than the consumer's past experience with the product.    True  False

	A compensatory decision rule allows a positive evaluation of a brand on one attribute and a negative evaluation on a different attribute.    True  False

	The conjunctive decision rule is not helpful in reducing quickly the number of considered alternatives.    True  False

	When the lexicographic rule is used, the highest-ranking attribute may reveal something about the consumer's basic shopping orientation.    True  False

	Trial of a product is always possible to a consumer.    True  False

	In postpurchase evaluation, consumers try to increase postpurchase cognitive dissonance.    True  False

	In the study of consumer behavior, consumer choices can be viewed as the beginning of a consumption process.    True  False

	The purpose of relationship marketing is to create long-lasting relationships with key customers.    True  False

	Discuss the type of consumer that is described by the problem-solving (cognitive) model.   To create paragraphs in your essay response, type <p> at the beginning of the paragraph, and </p> at the end.

	Discuss three possible outcomes of a consumer's postpurchase evaluation of a product.   To create paragraphs in your essay response, type <p> at the beginning of the paragraph, and </p> at the end.

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