Unformatted text preview: see what the experts think. After
evaluating all options, Zena has decided to purchase a new Chrysler. She believes that the car is a good fit with her new image and position in her company. Since her purchase, she has seen more
advertisements touting the car’s features than she ever noticed before. She also has noticed many
models of her car on the road. Zena thinks the fact that so many others are driving the same
model car as hers is proof that she made a good decision.
114. Refer to New Car Purchase. Zena’s visits to the dealers and looking at ratings in magazines best
represent which step of the consumer decision-making process?
Evaluation of alternatives
These activities best represent an information search. Zena needed to collect the information
before she could begin evaluating alternatives.
KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 115. Refer to New Car Purchase. In noticing similar cars on the road and advertising supporting her
decision, Zena is reinforcing her decision and reducing the doubts she sometimes feels regarding
this purchase. The feelings of inner tension are called:
Cognitive dissonance is the term for postpurchase tension and anxiety.
KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Application 116. Refer to New Car Purchase. Which type of consumer buying decision does Zena’s purchase
Limited decision making
Extensive decision making
Consumers practice extensive decision making when purchasing an unfamiliar, expensive product
or an infrequently bought item.
PTS: 1 REF: 82 OBJ: 06-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Customer MSC: BLOOMS Application 117. Refer to New Car Purchase. Zena spent a considerable amount of time and effort on her new car
purchase. This suggests that the car is a(n) _____ product for Zena.
Involvement is the amount of time and effort a buyer invests in the search, evaluation, and
decision processes of consumer behavior. A consumer who deliberately searches for information
about products and brands in order to evaluate them thoroughly is most likely engaging in highinvolvement decision making.
KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 118. Refer to New Car Purchase. Susanne has influenced Zena’s choice of a new automobile. In this
instance, Susanne is acting as a(n):
An opinion leader is an individual who influences the o...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model