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Consumer Decision Making 2
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Consumer Decision Making 2
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25 Questions

1. Opinion leaders are often the first to try new products and services.
2. Noah perceives the purchase of a tattoo to be a socially risky decision because he thinks people will judge him unfairly if he has a tattoo. Hayley, however, does not perceive getting a tattoo as particularly risky behavior. As far as social risk is concerned, getting a tattoo will be a higher-involvement activity for Noah than for Hayley.
3. An attitude is a physiological difference among consumers.
4. Once an individual's evoked set has been established, evaluation of those alternatives will determine what information must be obtained during the information search.
5. By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products, Nabisco is attempting to capitalize on stimulus generalization.
6. When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl, Edelweiss, or Wild Country brands even though other brands exist. These listed brands make up Alan’s awareness set.
7. An attitude is a physiological difference among consumers.
8. Noah perceives the purchase of a tattoo to be a socially risky decision because he thinks people will judge him unfairly if he has a tattoo. Hayley, however, does not perceive getting a tattoo as particularly risky behavior. As far as social risk is concerned, getting a tattoo will be a higher-involvement activity for Noah than for Hayley.
9. Selective exposure occurs when consumers change information that conflicts with their feelings or beliefs.
10. An ad showing a thirsty athlete drinking a cold bottle of Gatorade is an example of an appeal to self-actualization needs.
11. Opinion leaders are often the first to try new products and services.
12. When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl, Edelweiss, or Wild Country brands even though other brands exist. These listed brands make up Alan’s awareness set.
13. Stimulus discrimination is a learned ability to differentiate among similar products.
14. Over the past two decades, the United States has entered a period of slow cultural change.
15. Consumers with prior experience in buying a certain product will spend less time searching for product information and will limit the number of products that they consider.
16. The socialization process involves adopting the values of the culture in which a person was raised and is usually strongly influenced by the family.
17. Selective exposure occurs when consumers change information that conflicts with their feelings or beliefs.
18. One way marketers are identifying true opinion leaders is by looking to teen blogs to identify the social trends that are shaping consumer behavior.
19. It is usually easier to change consumer beliefs about a service attribute than a product attribute.
20. In general, detailed, informative advertisements are most effective for high-involvement products because consumers actively search for additional information prior to making their decisions.
21. In general, detailed, informative advertisements are most effective for high-involvement products because consumers actively search for additional information prior to making their decisions.
22. Low self-monitors typically have a very poor self-image, and are therefore more likely to respond to image-based appeals that promise to make them look good.
23. One way marketers are identifying true opinion leaders is by looking to teen blogs to identify the social trends that are shaping consumer behavior.
24. There are two types of learning: concrete and abstract.
25. Low self-monitors typically have a very poor self-image, and are therefore more likely to respond to image-based appeals that promise to make them look good.

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