11. Every season fashion designers introduce new "in" colors. One autumn green may be an in color, while the next autumn purple may be popular. The fashion industry stimulates consumer problem recognition by
a. creating a new ideal state.
b. creating dissatisfaction with consumers' actual state.
c. creating new evaluations.
d. creating new beliefs.
e. repositioning clothing brands.
Answer: A
12. PC Corps realizes that two years is too long for consumers to use a PC before buying a new one. They can stimulate problem recognition earlier by eliciting dissatisfaction with the actual state or by
a. creating a new ideal state.
b. creating a new actual state.
c. eliciting dissatisfaction with the ideal state.
d. decreasing MAO to create dissatisfaction with the ideal state.
e. increasing clutter that will block processing of the actual state.
Answer: A
13. Thirty years ago, consumers did not think much about the performance of their athletic shoes. Today we are continually bombarded with newer and better products that will make us run faster and jump higher. This can best be thought of as an example of marketers
a. creating a new actual state.
b. creating a new ideal state.
c. creating dissatisfaction with the actual state.
d. attaching new associations to a schema.
e. strengthening existing associations.
Answer: B
14. Whether targeting real or ideal states, it is important for marketers to ____ in order to avoid the consumer's consideration of other alternatives.
a. detach affect from the attitudes toward the product
b. detach cognitions from the attitudes toward the product
c. narrow the discrepancy between the ideal and actual states
d. position the product as the solution to the consumer's problem
e. narrow the discrepancy between the expectations and aspirations
Answer: D
15. Typically, the next step in consumer decision making after problem recognition is
a. external information search.
b. prepurchase intentions.
c. brand choice.
d. behavior.
e. internal information search.
Answer: E
16. Internal information search is
a. searching for information from within one's reference group.
b. examining online web information before going to other sources.
c. surprisingly restricted to external sources of influence.
d. searching one's closet before going shopping.
e. the process of recalling stored information from memory.
Answer: E
17. It is likely that only a small subset of stored information will be recalled at any one time. Thus, all of the following are internal search issues that would be of interest to consumer researchers except
a. the length of attention span for marketing communications messages.
b. the extent to which consumers might search memory for information about a brand.
c. what is recalled.
d. the process by which information is recalled.
e. the process by which feelings are recalled.
Answer: A
18. Consumers are likely to recall ____ when they engage in internal search.
a. primarily information encoded when in a positive mood
b. only a small subset of stored information
c. primarily information encoded when in a negative mood
d. most information stored in memory
e. primarily information from unrelated schemas
Answer: B
19. A greater degree of product category expertise and knowledge will ____ an information search.
a. restrict
b. decrease
c. increase
d. lower the evaluation of
e. increase the evaluation of
Answer: C
20. The subset of brands evaluated when making a choice is known as
a. the evaluated group.
b. an online judgment group.
c. the inert set.
d. a consideration set.
e. the favored subgroup.
Answer: D
a. creating a new ideal state.
b. creating dissatisfaction with consumers' actual state.
c. creating new evaluations.
d. creating new beliefs.
e. repositioning clothing brands.
Answer: A
12. PC Corps realizes that two years is too long for consumers to use a PC before buying a new one. They can stimulate problem recognition earlier by eliciting dissatisfaction with the actual state or by
a. creating a new ideal state.
b. creating a new actual state.
c. eliciting dissatisfaction with the ideal state.
d. decreasing MAO to create dissatisfaction with the ideal state.
e. increasing clutter that will block processing of the actual state.
Answer: A
13. Thirty years ago, consumers did not think much about the performance of their athletic shoes. Today we are continually bombarded with newer and better products that will make us run faster and jump higher. This can best be thought of as an example of marketers
a. creating a new actual state.
b. creating a new ideal state.
c. creating dissatisfaction with the actual state.
d. attaching new associations to a schema.
e. strengthening existing associations.
Answer: B
14. Whether targeting real or ideal states, it is important for marketers to ____ in order to avoid the consumer's consideration of other alternatives.
a. detach affect from the attitudes toward the product
b. detach cognitions from the attitudes toward the product
c. narrow the discrepancy between the ideal and actual states
d. position the product as the solution to the consumer's problem
e. narrow the discrepancy between the expectations and aspirations
Answer: D
15. Typically, the next step in consumer decision making after problem recognition is
a. external information search.
b. prepurchase intentions.
c. brand choice.
d. behavior.
e. internal information search.
Answer: E
16. Internal information search is
a. searching for information from within one's reference group.
b. examining online web information before going to other sources.
c. surprisingly restricted to external sources of influence.
d. searching one's closet before going shopping.
e. the process of recalling stored information from memory.
Answer: E
17. It is likely that only a small subset of stored information will be recalled at any one time. Thus, all of the following are internal search issues that would be of interest to consumer researchers except
a. the length of attention span for marketing communications messages.
b. the extent to which consumers might search memory for information about a brand.
c. what is recalled.
d. the process by which information is recalled.
e. the process by which feelings are recalled.
Answer: A
18. Consumers are likely to recall ____ when they engage in internal search.
a. primarily information encoded when in a positive mood
b. only a small subset of stored information
c. primarily information encoded when in a negative mood
d. most information stored in memory
e. primarily information from unrelated schemas
Answer: B
19. A greater degree of product category expertise and knowledge will ____ an information search.
a. restrict
b. decrease
c. increase
d. lower the evaluation of
e. increase the evaluation of
Answer: C
20. The subset of brands evaluated when making a choice is known as
a. the evaluated group.
b. an online judgment group.
c. the inert set.
d. a consideration set.
e. the favored subgroup.
Answer: D