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Exam 9: Individual Decision-Making

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Question 21

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Demonstrate how a marketer could use neuromarketing to advance the cause of his or her product.You may use any example you choose for your demonstration.

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Neuromarketing uses functional magnetic ...

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Question 22

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If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have?

A) Opportunity recognition
B) Need recognition
C) Search recognition
D) No problem recognised

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Question 23

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Decisions are influenced by the way a problem is posed.This is called framing.

Three years ago, Tim and his family bought their first house.It was their dream home at the time, but now they want something bigger and nicer.They have experienced opportunity recognition.

Sylvester is a financially poor university student.He tries to make every purchase decision a wise one because of his economic situation.Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a perceived risk.

Under ________, utility is defined in terms of gains and losses.

Les just bought a jug of ginger beer.As he drinks from the jug, he eventually becomes full.One of his friends comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it and I am not going to waste one drop of it." Les's behaviour could best be described by which of the following mental biases?

In a thought process called ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive 'effort' we expend to make that choice.

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of problem solving?

Of the following products, which one would typically carry high psychological risk for the average consumer?

A customer searching for an SUV is trying to decide what to buy.He or he decides to limit his or her options by using the following strategy.First, the car must be a Honda or a Toyota because the customer believes that they have the highest quality.Second, the vehicle cannot cost more than $30,000 or get less than 10 km to the litre.Third, the remaining vehicles' interiors, comfort and instrument placing will be judged by giving each a score and summing them.The SUVs that are left, with the highest summed scores, will be selected for an intensive test drive.What type of decision rules was this customer proposing to use? There will be more than one rule used.

The alternatives actively considered during a consumer's choice process are his or her ________ set.

A consumer who moves his or her ideal state upward is experiencing ________.

In order to maintain our emotions, we change our thoughts or behaviours.This is explained by the affect control theory.

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.

Hirosi ordered the expensive 'heart attack special' at his local pub.It came with a double meat patty hamburger and a full plate of chips.Halfway through the meal, Hirosi was not feeling well.Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the 'special.'

Habitual decision making is the lowest order of buying decision making.

A consumer could recognise a problem as either an opportunity or a need.How would promotions differ between those emphasising opportunities and those emphasising needs?

Under what conditions would a customer resort to extended problem solving when presented with a problem characterised as a need recognition? Give an example.

A consumer is most likely to engage in ________ when he or she is in a good mood or when he or she is uninvolved in other activities.