You are on page 1of 25

Chapter 14 Consumer Decision Process and Problem Recognition

Multiple Choice Questions


1. Beiersdorf is working to have their Nivea for Men brand introduced and publicized in
America in order to _____.
A) fulfill a governmental mandate
B) have men recognize a problem with respect to facial care
C) market its new home hair coloring system
D) increase brand awareness
E) none of the above
Answer: B Page: 509 Difficulty: moderate
2. What is the first stage of the consumer decision process?
A) information search
B) problem recognition
C) alternative evaluation
D) purchase
E) postpurchase behavior
Answer: B Page: 510 Difficulty: easy
3. Which of the following statements is FALSE regarding consumer decisions and the
consumer decision process?
A) The decision process model provides useful insight into all types of consumer
purchases.
B) Consumer decisions are frequently the result of a single problem.
C) Consumer decisions are rational and functional; otherwise they do not involve
decisions per se.
D) Some consumer decisions result from the convergence of several problems.
E) Once the decision process begins, it may evolve and become more complex with
multiple goals.
Answer: C Page: 510 Difficulty: hard
4. Which of the following is a type of consumer decision making discussed in your text?
A) nominal decision making
B) limited decision making
C) extended decision making
D) b and c
E) a, b, and c
Answer: E Page: 511 Difficulty: moderate

94

Chapter 14 Consumer Decision Process and Problem Recognition


5. Which of the following is NOT a type of consumer decision making discussed in your
text?
A) nominal decision making
B) extended decision making
C) complex decision making
D) limited decision making
E) all of the above are types of decision making
Answer: C Page: 511 Difficulty: moderate
6. The level of concern for, or interest in, the purchase process triggered by the need to
consider a particular purchase is known as _____.
A) personal involvement
B) product involvement
C) purchase involvement
D) enduring involvement
E) activated involvement
Answer: C Page: 511 Difficulty: moderate
7. Blake doesn't much care about cars but is engaging in a substantial amount of
information search about cars since he is about to buy a new car. In terms of
involvement, Blake is _____.
A) high in product involvement; low in purchase involvement
B) high in value-expressive involvement; low in product involvement
C) high in product involvement; high in purchase involvement
D) low in product involvement; low in purchase involvement
E) low in product involvement; high in purchase involvement
Answer: E Page: 511 Difficulty: moderate
8. Very high levels of purchase involvement tend to produce _____.
A) extended decision making
B) nominal decision making
C) affective decision making
D) limited decision making
E) none of the above
Answer: A Page: 511 Difficulty: moderate

95

Chapter 14 Consumer Decision Process and Problem Recognition


9. Emma noticed that she was almost out of gas, so she pulled into the nearest gas station
and filled up her tank. Emma's decision on which gas to purchase is characterized by
_____.
A) a high level of cognitive processing
B) a low level of purchase involvement
C) limited decision making
D) extended decision making
E) a high level of affective processing
Answer: B Page: 511 Difficulty: moderate
10. Which type of consumer decision making only includes the stages of problem
recognition, limited internal information search, purchase, and limited postpurchase
behavior?
A) nominal decision making
B) normal decision making
C) limited decision making
D) extended decision making
E) simple decision making
Answer: A Page: 511 Difficulty: moderate
11. Which type of consumer decision making does NOT include alternative evaluation?
A) routine decision making
B) nominal decision making
C) extended decision making
D) simple decision making
E) limited decision making
Answer: B Page: 511 Difficulty: moderate
12. Which type of consumer decision making includes only a limited internal information
search and no external search for information?
A) routine decision making
B) nominal decision making
C) extended decision making
D) simple decision making
E) limited decision making
Answer: B Page: 511 Difficulty: moderate

96

Chapter 14 Consumer Decision Process and Problem Recognition


13. Which type of consumer decision making includes the evaluation of only a few
attributes, simple decision rules, and few alternatives?
A) routine decision making
B) nominal decision making
C) extended decision making
D) simple decision making
E) limited decision making
Answer: E Page: 511 Difficulty: moderate
14. Which type of consumer decision making involves the evaluation of many attributes
and alternatives and employs complex decision rules?
A) routine decision making
B) nominal decision making
C) extended decision making
D) simple decision making
E) limited decision making
Answer: C Page: 511 Difficulty: moderate
15. Which type of decision making process in effect involves no decision per se?
A) simple decision making
B) nominal decision making
C) extended decision making
D) automatic decision making
E) default decision making
Answer: B Page: 512 Difficulty: moderate
16. Nominal decision making is sometimes referred to as _____.
A) habitual decision making
B) routine decision making
C) simple decision making
D) automatic decision making
E) default decision making
Answer: A Page: 512 Difficulty: moderate

97

Chapter 14 Consumer Decision Process and Problem Recognition


17. A completely nominal decision does not even include consideration of _____.
A) information
B) problem recognition
C) the do not purchase alternative
D) purchase evaluation
E) all of the above
Answer: C Page: 512 Difficulty: moderate
18. Nominal decisions can be broken into which two distinct categories?
A) brand loyal decisions and repeat purchase decisions
B) primary decisions and secondary decisions
C) high involvement decisions and low involvement decisions
D) expensive decisions and inexpensive decisions
E) first purchase decisions and repeat purchase decisions
Answer: A Page: 512 Difficulty: moderate
19. Which type of nominal decision is characterized by a fairly high degree of product
involvement but a low degree of purchase involvement?
A) routine decision
B) inexpensive decision
C) primary decision
D) brand loyal decision
E) low visibility decision
Answer: D Page: 512 Difficulty: moderate
20. Brad was out of soft drinks in his dorm room, so he went to the store and purchased
Coke. This is the brand he always buys, and he would not even consider purchasing
another brand. Which type of nominal decision does this illustrate?
A) routine decision
B) repeat purchase decision
C) primary decision
D) brand loyal decision
E) low visibility decision
Answer: D Page: 512 Difficulty: moderate

98

Chapter 14 Consumer Decision Process and Problem Recognition


21. Which type of nominal decision is characterized by a consumer believing that all
brands within a given product category are about the same and not attaching much
importance to the product category or purchase?
A) routine decision
B) repeat purchase decision
C) secondary decision
D) inconsequential decision
E) indifferent decision
Answer: B Page: 512 Difficulty: moderate
22. Rita is doing her family's grocery shopping and purchases ice cream. She's purchased
Blue Bell ice cream before and purchases it again. She's not committed to this brand;
it's just that she and her family like it. Which type of nominal decision is this?
A) inconsequential decision
B) indifferent decision
C) automatic decision
D) repeat purchase decision
E) secondary decision
Answer: D Page: 512 Difficulty: moderate
23. Which type of decision making involves internal and external search, few alternatives,
simple decision rules on a few attributes, and little postpurchase evaluation?
A) nominal decision making
B) routine decision making
C) limited decision making
D) partial decision making
E) extended decision making
Answer: C Page: 513 Difficulty: moderate
24. Which type of decision making covers the middle ground between nominal and
extended decision making?
A) limited decision making
B) partial decision making
C) mid-range decision making
D) modified decision making
E) internal decision making
Answer: A Page: 513 Difficulty: moderate

99

Chapter 14 Consumer Decision Process and Problem Recognition


25. Marla is bored with her cell phone. She wants to purchase a new one that has cool
ring tones and can take a picture. She's not going to conduct a big search for a new
phone as she's just going to consider a few others. Which type of decision making is
this?
A) nominal decision making
B) limited decision making
C) extensive decision making
D) extended decision making
E) truncated decision making
Answer: B Page: 513 Difficulty: moderate
26. Which type of decision making involves an extensive internal and external
information search followed by a complex evaluation of multiple alternatives and
significant postpurchase evaluation?
A) limited decision making
B) nominal decision making
C) extended decision making
D) complex decision making
E) complete decision making
Answer: C Page: 513 Difficulty: moderate
27. The Smith's oldest daughter, Olivia, is a senior in high school. She has all A's and
scored a 34 on the ACT. She is president of the debate team and the national honor
society as well as a member of the cheerleading squad. Olivia wants to attend medical
school, so both she and her parents are very concerned about which undergraduate
school she attends. They have spent countless hours on the Internet examining
universities, and they have already visited five campuses. For Olivia and her parents,
which type of decision making does this represent?
A) limited decision making
B) nominal decision making
C) extended decision making
D) complex decision making
E) complete decision making
Answer: C Page: 513 Difficulty: moderate

100

Chapter 14 Consumer Decision Process and Problem Recognition


28. _____ is the result of a discrepancy between a desired state and an actual state that is
sufficient to arouse and activate the decision process?
A) Alternative evaluation
B) Problem recognition
C) Information search
D) Purchase
E) Postpurchase evaluation
Answer: B Page: 514 Difficulty: moderate
29. Tess noticed that she was almost out of shampoo. Which stage of the decision process
will this observation activate?
A) problem recognition
B) information search
C) alternative evaluation
D) postpurchase evaluation
E) dissonance
Answer: A Page: 514 Difficulty: easy
30. A(n) _____ is the way an individual perceives his or her feelings and situation to be at
the present time.
A) current state
B) actual state
C) desired state
D) self-concept
E) self-assessment
Answer: B Page: 514 Difficulty: moderate
31. Bessie is at the grocery store and is trying to remember some of the things she needs to
buy. She is in the cleaning products aisle looking at the floor cleaning products. She's
pretty sure she has another bottle left at home, so she doesn't purchase another.
Bessie's perception of her current situation regarding this product reflects her ____.
A) current state
B) desired state
C) actual state
D) self-concept
E) self-assessment
Answer: C Page: 514 Difficulty: moderate

101

Chapter 14 Consumer Decision Process and Problem Recognition


32. A(n) _____ is the way an individual wants to feel or be at the present time.
A) current state
B) desired state
C) actual state
D) ideal state
E) idolized state
Answer: B Page: 514 Difficulty: moderate
33. Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now,
which represents her _____.
A) actual state
B) ideal state
C) healthy state
D) desired state
E) future state
Answer: D Page: 514 Difficulty: moderate
34. Which of the following statements is FALSE regarding problem recognition?
A) Problem recognition is the first stage in the consumer decision process.
B) Only when the desired state is greater than the actual state will a problem exist.
C) Problem recognition is the result of a discrepancy between a desired state and an
actual state that is sufficient to arouse and activate the decision process.
D) Without recognition of a problem, there is no need for a decision.
E) all of the above are true regarding problem recognition
Answer: B Page: 514-515 Difficulty: hard
35. Which of the following drives problem recognition?
A) the consumer's perception of the actual state
B) objective reality of the consumer's actual state
C) the amount of information available
D) the number of alternatives from which to choice
E) others' perception of an individual's actual state
Answer: A Page: 515 Difficulty: moderate

102

Chapter 14 Consumer Decision Process and Problem Recognition


36. The level of one's desire to resolve a particular problem depends on which factors?
A) the consumer's perception of his or her actual state and the desired state
B) the length of time required to make a decision and the level of purchase
involvement
C) the magnitude of the discrepancy between the desired and actual states and the
relative importance of the problem
D) the degree of brand loyalty and the amount of time required to make a decision
E) the direction of the discrepancy between the desired and actual states and the
relative importance of the purchase
Answer: C Page: 516 Difficulty: hard
37. Relative importance of a problem is determined by which of the following?
A) how critical the problem is to the maintenance of the consumer's desired lifestyle
B) how critical the problem is to others
C) the magnitude of the discrepancy between the desired and actual states
D) the magnitude of the discrepancy between the actual self-concept and the ideal
self-concept
E) the level of risk associated with the decision process
Answer: A Page: 516-517 Difficulty: moderate
38. What are the types of consumer problems?
A) latent and manifest
B) primary and secondary
C) low involvement and high involvement
D) active and inactive
E) actual and perceived
Answer: D Page: 517 Difficulty: moderate
39. Which type of consumer problem is one the consumer is aware of or will become
aware of in the normal course of events?
A) latent
B) manifest
C) active
D) inactive
E) blatant
Answer: C Page: 517 Difficulty: moderate

103

Chapter 14 Consumer Decision Process and Problem Recognition


40. Many elderly consumers have problems with arthritis. This painful condition makes it
almost impossible for them to open jars or medicine containers because the joints in
their fingers are so stiff. Which type of consumer problem is this?
A) latent
B) manifest
C) active
D) inactive
E) blatant
Answer: C Page: 517 Difficulty: moderate
41. Which type of consumer problem is one on which the consumer is not aware?
A) latent
B) manifest
C) active
D) inactive
E) blatant
Answer: D Page: 517 Difficulty: moderate
42. The Martin's home has potentially unsafe levels of radon, but they have no idea
because it is odorless and they have not been feeling any ill effects from it. In fact,
several homes have this problem and the owners are not aware of it, and they may
never become aware of it unless testing is done. What type of consumer problem is
this?
A) latent
B) manifest
C) active
D) inactive
E) dangerous
Answer: D Page: 517 Difficulty: moderate

104

Chapter 14 Consumer Decision Process and Problem Recognition


43. Which of the following statements is true regarding active and inactive consumer
problems?
A) Active problems require the marketer only to convince consumers that its brand is
the superior solution.
B) Active and inactive problems do not require different marketing strategies.
C) An active problem is one of which the consumer is not aware.
D) Even though a consumer is aware of it, an inactive problem is one that he or she
has no desire to rectify.
E) Active problems are more serious than inactive ones.
Answer: A Page: 517 Difficulty: hard
44. What has research revealed regarding consumers' variety-seeking behavior?
A) Once a consumer tries another brand, there is a high probably that he or she will
not return to the previous brand.
B) Consumers usually switch to options within the same brand.
C) Consumers are unwilling to switch to options within the brand.
D) Consumers are more likely to become bored on sensory attributes such as taste.
E) Consumers are more likely to become bored with non-sensory attributes such as
brand name.
Answer: D Page: 519 Difficulty: moderate
45. James likes to eat a strawberry Pop-Tart for breakfast before school. After about two
weeks of this, he starts to get bored with that and switches to waffles. James is
displaying which type of behavior?
A) variety-seeking
B) brand-switching
C) entertainment
D) limited search
E) extended search
Answer: A Page: 519 Difficulty: easy
46. Which of the following is a nonmarketing factor affecting problem recognition?
A) social status
B) past decisions
C) motives
D) situation
E) all of the above
Answer: E Page: 519 Difficulty: easy

105

Chapter 14 Consumer Decision Process and Problem Recognition


47. Which nonmarketing factor affects a consumer's desired state?
A) culture/subculture
B) normal depletion
C) product/brand performance
D) availability of products
E) all of the above
Answer: A Page: 519 Difficulty: hard
48. All EXCEPT which of the following nonmarketing factor affects consumers' desired
state?
A) reference group
B) household characteristics
C) normal depletion
D) financial status/expectations
E) culture
Answer: C Page: 519 Difficulty: hard
49. Which of the following is a nonmarketing factor affecting consumers' actual state?
A) social status
B) household characteristics
C) product/brand performance
D) motives
E) culture
Answer: C Page: 519 Difficulty: hard
50. All EXCEPT which of the following nonmarketing factors affect a consumer's actual
state?
A) past decisions
B) normal depletion
C) product/brand performance
D) reference group
E) availability of products
Answer: D Page: 519 Difficulty: hard

106

Chapter 14 Consumer Decision Process and Problem Recognition


51. Which of the following is a concern marketing managers have related to problem
recognition?
A) discovering consumer problems
B) developing the marketing mix to solve consumer problems
C) helping consumers recognize problems
D) suppressing problem recognition among consumers
E) all of the above
Answer: E Page: 520 Difficulty: easy
52. What is the most common approach to discovering consumer problems?
A) activity analysis
B) intuition
C) product analysis
D) problem analysis
E) qualitative research
Answer: B Page: 520 Difficulty: moderate
53. Rudy is a product category manager for a major consumer packaged goods
manufacturer. Part of his job requires that he analyze a given product category and
logically determine where improvements could be made. Rudy has determined
several consumer problems this way. Which of the following best describes how Rudy
uncovers consumer problems?
A) activity analysis
B) intuition
C) product analysis
D) problem analysis
E) qualitative research
Answer: B Page: 520 Difficulty: moderate
54. Which research technique asks relatively large numbers of individuals about the
problems they are facing?
A) survey
B) focus group
C) content analysis
D) laddering
E) perceptual mapping
Answer: A Page: 520 Difficulty: easy

107

Chapter 14 Consumer Decision Process and Problem Recognition


55. Which type of research technique gathers 8 to 12 similar individuals (e.g., working
mothers) brought together to discuss a particular topic?
A) survey
B) focus group
C) content analysis
D) laddering
E) perceptual mapping
Answer: B Page: 520 Difficulty: easy
56. Mickey and his three roommates were asked to participate in a research study. They
arrived and were seated in a room with about 8 other guys their age. Then the
researcher started asking them questions about their sporting activities, but he let them
talk pretty freely. Mickey and the others participated in which type of research
technique?
A) survey
B) focus group
C) content analysis
D) laddering
E) perceptual mapping
Answer: B Page: 520 Difficulty: easy
57. The person present during a focus group discussion that keeps the discussion moving
and focused on the topic is called a(n) _____.
A) coordinator
B) director
C) moderator
D) initiator
E) interpreter
Answer: C Page: 520 Difficulty: moderate
58. Which of the following is an approach to problem identification?
A) activity analysis
B) product analysis
C) problem analysis
D) emotion research
E) all of the above
Answer: E Page: 520 Difficulty: easy

108

Chapter 14 Consumer Decision Process and Problem Recognition


59. Which approach to problem identification focuses on a particular activity such as lawn
maintenance?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: A Page: 520 Difficulty: easy
60. Kim was participating in a focus group in which the discussion centered around the
participants' problems encountered while taking care of their hair. Which approach to
problem identification is this?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: A Page: 520 Difficulty: moderate
61. Which approach to problem recognition examines the purchase or use of a particular
product or brand?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: B Page: 521 Difficulty: easy
62. A manufacturer of a digital music player asked several consumers the problems
associated with using these types of products. Several consumers said that they had
trouble downloading music onto their computers and then onto their music players.
Which approach to problem recognition is this marketer using?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: B Page: 521 Difficulty: moderate

109

Chapter 14 Consumer Decision Process and Problem Recognition


63. Which approach to problem recognition starts with a problem and asks respondents to
indicate which activities, products, or brands are associated with (or perhaps could
eliminate) those problems?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: C Page: 521 Difficulty: moderate
64. A food manufacturer asked a group of working mothers to think about the problem of
serving nutritious meals to their families given their time constraints and to indicate
what activities, products, or brands are associated with or perhaps could eliminate
those problems. This manufacturer is using which approach to problem recognition?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: C Page: 521 Difficulty: moderate
65. Which approach to problem recognition attempts to determine human capabilities in
areas such as vision, strength, response time, flexibility, and fatigue and the effect on
these capabilities of lighting, temperature, and sound?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: D Page: 521 Difficulty: easy

110

Chapter 14 Consumer Decision Process and Problem Recognition


66. The manager of a bank branch is concerned about the number of mistakes the tellers
were making, so he started manipulating different aspects of the environment in the
bank to see what effect each has on the tellers' performance. He examined factors
such as the lighting, temperature, and the volume of the music playing in the bank.
Which approach to problem recognition is this manager using?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: D Page: 521 Difficulty: moderate
67. Which approach to problem recognition examines emotions associated with certain
problems?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: E Page: 521 Difficulty: easy
68. One retailer asked a group of consumers the types of emotions they experience in both
positive and negative retail situations. The purpose of this research was to uncover
consumer reactions to various situations so that clerks could be trained to respond
appropriately. Which approach to problem recognition is this?
A) activity analysis
B) product analysis
C) problem analysis
D) human factors research
E) emotion research
Answer: E Page: 521 Difficulty: moderate
69. Two basic approaches to causing problem recognition are _____.
A) generic problem recognition and selective problem recognition
B) active problem recognition and inactive problem recognition
C) actual problem recognition and desired problem recognition
D) perceived problem recognition and objective problem recognition
E) primary problem recognition and secondary problem recognition
Answer: A Page: 522 Difficulty: moderate

111

Chapter 14 Consumer Decision Process and Problem Recognition


70. Which problem recognition involves a discrepancy that a variety of brands within a
product category can reduce?
A) generic problem recognition
B) selective problem recognition
C) active problem recognition
D) inactive problem recognition
E) primary problem recognition
Answer: A Page: 522 Difficulty: moderate
71. Campbell's soup used several advertising campaigns that stressed the benefits of soup
in general. For example, one tagline used was Soup is good food, and another was
Never underestimate the power of soup. Which type of problem recognition was
Campbell's attempting to stimulate?
A) generic problem recognition
B) selective problem recognition
C) active problem recognition
D) inactive problem recognition
E) primary problem recognition
Answer: A Page: 522 Difficulty: moderate
72. Which condition is appropriate to attempt to influence generic problem recognition?
A) It is early in the product life cycle.
B) The firm has a high percentage of the market.
C) External search after problem recognition is apt to be limited.
D) It is an industry-wide cooperative effort.
E) all of the above
Answer: E Page: 522 Difficulty: easy
73. Which of the following is NOT an appropriate condition to attempt to influence
generic problem recognition?
A) It is early in the product life cycle.
B) The firm has a small percentage of the market.
C) External search after problem recognition is apt to be limited.
D) It is an industry-wide cooperative effort.
E) all of the above are appropriate conditions to attempt to influence generic problem
recognition
Answer: B Page: 522 Difficulty: moderate

112

Chapter 14 Consumer Decision Process and Problem Recognition


74. Which problem recognition involves a discrepancy that only one brand can solve?
A) generic problem recognition
B) selective problem recognition
C) active problem recognition
D) inactive problem recognition
E) primary problem recognition
Answer: B Page: 523 Difficulty: moderate
75. An advertisement for Topol toothpaste, which is targeted at smokers and coffee and
wine drinkers, stresses how this is the only brand that can remove the stains associated
with these consumption behaviors. Which type of problem recognition is this
marketer attempting to stimulate?
A) generic problem recognition
B) selective problem recognition
C) active problem recognition
D) inactive problem recognition
E) primary problem recognition
Answer: B Page: 523 Difficulty: moderate
76. A firm that introduces a new line of non-fat snack food due to increasing consumer
concern with health is _____.
A) activating problem recognition
B) reacting to problem recognition
C) suppressing problem recognition
D) triggering problem recognition
E) none of the above
Answer: B Page: 522 Difficulty: easy
77. Effective quality control and distribution and package inserts that assure the consumer
of the wisdom of their purchase are attempts at _____.
A) responding to consumer problems
B) helping consumers recognize problems
C) discovering consumer problems
D) diverting consumers' attention away from problems
E) suppressing problem recognition
Answer: E Page: 526 Difficulty: moderate

113

Chapter 14 Consumer Decision Process and Problem Recognition


True/False Questions
78. Problem recognition is the first stage of the consumer decision process.
Answer: True Page: 510 Difficulty: easy
79. If purchase involvement is high, then enduring product involvement will also be high.
Answer: False Page: 511 Difficulty: moderate
80. The three types of decision making are rebuy, limited, and extended.
Answer: False Page: 511 Difficulty: moderate
81. Nominal decision making is sometimes referred to as habitual decision making.
Answer: True Page: 512 Difficulty: moderate
82. Two distinct categories of nominal decision making are brand loyal decisions and
repeat purchase decisions.
Answer: True Page: 512 Difficulty: moderate
83. Problem recognition is the result of a discrepancy between a desired state and an
actual state that is sufficient to arouse and activate the decision process.
Answer: True Page: 514 Difficulty: moderate
84. When a consumer's actual state is perceived as being greater than the desired state,
recognition of a problem does not occur.
Answer: False Page: 515 Difficulty: hard
85. The level of one's desire to resolve a particular problem depends on two factors: the
actual state and the desired state.
Answer: False Page: 516 Difficulty: hard
86. An latent problem is one of which the consumer is not aware.
Answer: False Page: 517 Difficulty: moderate

114

Chapter 14 Consumer Decision Process and Problem Recognition


87. A consumer's desired state can be influenced by previous decisions.
Answer: True Page: 518-519 Difficulty: moderate
88. Variety-seeking behavior is a challenge to marketers because it means the consumers
switch brands for reasons beyond a company's control.
Answer: True Page: 519 Difficulty: moderate
89. One difficulty with using intuition alone to identify consumer problems is that it is a
complex research technique that requires extensive training.
Answer: False Page: 520 Difficulty: moderate
90. Approaches to discovering consumer problems include activity analysis, product
analysis, problem analysis, human factors research, and emotion research.
Answer: True Page: 520-521 Difficulty: moderate
91. Universal problem recognition involves a discrepancy that a variety of brands within a
product category can reduce.
Answer: False Page: 522 Difficulty: moderate
92. Attempts to influence generic problem recognition are appropriate for brands that have
a high market share.
Answer: True Page: 522 Difficulty: moderate
93. Firms attempt to cause selective problem recognition to gain or maintain market share.
Answer: True Page: 523 Difficulty: moderate

115

Chapter 14 Consumer Decision Process and Problem Recognition


Essay Questions
94. Name and describe the three types of consumer decision making, and discuss the
factor that influences the type consumers will use.
Page: 510-513 Difficulty: moderate
Answer:
The three types of consumer decision making are nominal, limited, and extended. As
the consumer moves from a very low level of involvement with the purchase to a high
level of involvement, decision making becomes increasingly complex.
Purchase involvement is the level of concern for, or interest in, the purchase process
triggered by the need to consider a particular purchase. While purchase involvement
is a continuum, it is useful to consider nominal, limited, and extended decision making
as general descriptions of the types of processes that occur along various points along
the continuum.
Nominal decision making, sometimes referred to as habitual decision making, in
effect involves no decision per se. A problem is recognized, internal search provides a
single preferred solution, that brand is purchased, and an evaluation occurs only if the
brand fails to perform as expected. Nominal decisions occur when there is very low
involvement with the purchase, and there are two distinct categories: brand loyal
decisions and repeat purchase decisions.
Limited decision making involves internal and limited external search, few
alternatives, simple decision rules on a few attributes, and little postpurchase
evaluation. It covers the middle ground between nominal decision making and
extended decision making.
Extended decision making involves an extensive internal and external information
search followed by a complex evaluation of multiple alternatives and significant
postpurchase evaluation. It is the response to a high level of purchase involvement.
After the purchase, doubt about its correctness is likely and a thorough evaluation of
the purchase takes place.
95. Explain what is meant by the term problem recognition.
Page: 514-515 Difficulty: moderate
Answer:
Problem recognition is the first stage in the consumer decision process and is the
result of a discrepancy between a desired state and an actual state that is sufficient to
arouse and activate the decision process. An actual state is the way an individual
perceives his or her feelings and situation to be at the present time. A desired state is
the way an individual wants to feel or be at the present time. Any time the desired
state is perceived as being greater than or less than the actual state, a problem exists.
It is important to note that it is the consumer's perception of the actual state that drives
problem recognition, not some objective reality.

116

Chapter 14 Consumer Decision Process and Problem Recognition


96. Joan currently drives a Toyota automobile, and it's been a very reliable car. However,
she desires to own a BMW, but her finances cannot support such a purchase as she has
to pay her mortgage, utilities, and her son's college tuition. Explain the two factors
that affect one's desire to resolve a particular problem, and specify which one most
likely is influencing Joan's inaction to resolve this discrepancy between her actual
state and her desired state.
Page: 516-517 Difficulty: moderate
Answer:
The level of one's desire to resolve a particular problem depends on two factors: (a)
the magnitude of the discrepancy between the desired and actual states, and (b) the
relative importance of the problem. Joan has an automobile that works just fine, so the
magnitude of the discrepancy is not large enough to spur her to action. However, if
her car was damaged in an accident, then the magnitude of the discrepancy would
become much larger. To Joan, she has other, more important financial commitments
that preclude her from solving this problem. Compared to her other more important
problems, this one is perceived as relatively unimportant.
97. List the four concerns marketing managers have related to problem recognition.
Page: 520 Difficulty: easy
Answer:
First, they need to know the problems consumers are facing. Second, they must know
how to develop the marketing mix to solve consumer problems. Third, managers
occasionally want to cause consumers to recognize problems. Finally, there are times
when they desire to suppress problem recognition among consumers.

117

Chapter 14 Consumer Decision Process and Problem Recognition


98. Alex is a brand manager tasked with discovering consumer problems related to the
several products and brands his company manufactures. Name and describe three of
the several approaches discussed in the chapter that he could use to identify consumer
problems.
Page: 520-521 Difficulty: moderate
Answer:
There were five approaches discussed in the chapter, and students can discuss any
three:
a. Activity Analysis--focuses on a particular activity and attempts to determine what
problems consumers encounter during the performance of the activity.
b. Product Analysis--similar to activity analysis but examines the purchase or use of
a particular product or brand.
c. Problem Analysis--starts with a problem and asks respondents to indicate which
activities, products, or brands are associated with (or perhaps could eliminate)
those problems.
d. Human Factors Research--attempts to determine human capabilities in areas
such as vision, strength, response time, flexibility, and fatigue and the effect on
these capabilities of lighting, temperature, and sound.
e. Emotion Research--examines the emotions associated with certain problems.

118

You might also like