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AACSB: Reflective ThinkingBloom's: ApplyDifficulty: HardLearning Objective: 04-03 To understand various internal psychological processes; their influence on consumer decision making; and implications for advertising and promotion.Topic: Postpurchase Evaluation75.(p. 128)Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by: A.routine response behavior.B. limited problem solving.C. extended problem solving.D. high involvement.E. cognitive learning.Many of the purchase decisions we make as consumers are based on a habitual or routine choice process. For many low-priced, frequently purchased products, the decision process consists of little more than recognizing the problem, engaging in a quick internal search, and making the purchase. The consumer spends little or no effort engaging in external search or alternative evaluation.AACSB: AnalyticBloom's: RememberDifficulty: EasyLearning Objective: 04-03 To understand various internal psychological processes; their influence on consumer decision making; and implications for advertising and promotion.Topic: Postpurchase Evaluation4-66
Chapter 04 - Perspectives on Consumer Behavior76.(p. 128)For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving? A. The purchase of laundry detergentB. The purchase of a new pair of running shoes by a consumer who runs regularlyC. The purchase of a new set of skis by an avid skierD. The selection of a restaurant for lunch with friendsE.The first time purchase of a personal computer by someone with no prior knowledge of PCsA more extensive decision-making process may occur when consumers have limited experience in purchasing a particular product or service and little or no knowledge of the brands available and/or the criteria to use in making a purchase decision.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: HardLearning Objective: 04-03 To understand various internal psychological processes; their influence on consumer decision making; and implications for advertising and promotion.Topic: Postpurchase Evaluation77.(p. 128)A product manager for a new brand of laundry detergent must: A. increase problem recognition for detergent purchases.B.interrupt consumers' routine choice behavior and get them to consider a new brand.C. maintain a lower price than competitors.D. provide detailed information to consumers.E. create pioneering advertising.Marketers of new brands or those with a low market share face a different challenge. They must find ways to disrupt consumers' routine choice process and get them to consider different alternatives. High levels of advertising may be used to encourage trial or brand switching, along with sales promotion efforts in the form of free samples, special price offers, high-value coupons, and the like.