A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured Show
format and that have symbolic meaning is referred to as a _____. A. ritual situation B. momentary condition C. prescriptive D. schema E. holiday Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____. A. ritual situations B. momentary conditions C. prescriptives D. schemas E. social surroundings Which of the following statements is FALSE regarding ritual situations? A. Rituals are receiving increasing attention by marketing scholars and practitioners. B. Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors. C. There is enough shared behavior across individuals and households that marketers can develop products and promotions around the common ritual situations that arise each year. D. Ritual situations can also result in injurious consumption. E. Marketers cannot change or create consumption patterns associated with ritual situations. E. Marketers cannot change or create consumption patterns associated with ritual situations. Binge drinking among college students can be described as a(n) _____. A. ritual behavior B. socially desirable behavior C. task accomplishing behavior D. antecedent behavior E. value-expressive behavior Mood is an example of a momentary condition reflecting a temporary state of being. true or false Explain why ritual situations are important to marketers. behaviors that occur in a structured format and that have symbolic meaning. Ritual situations are of importance to marketers because they often involve prescribed consumption behaviors. While there is significant variation across individuals and households, there is enough shared behavior that marketers can develop products and promotions around the common ritual situations that arise each year. Marketers also attempt to change or create consumption patterns associated with ritual situations. However, marketers must also be aware that ritual situations can also result in injurious consumption (i.e., binge or excessive drinking). 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. C. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. 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 B. Only when the desired state is greater than the actual state will a problem exist. 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 C. the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem 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. A. Active problems require the marketer only to convince consumers that its brand is the superior solution. 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 All EXCEPT which of the following nonmarketing factors affect consumers' desired state? A. reference group B. household characteristics C. normal depletion D. financial status/expectations E. culture 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 C. product/brand performance 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 When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur. true or false The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state. true or false 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 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 E. limited decision making 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 A. the consumer's perception of the actual state 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 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 Some companies attempt to initiate problem recognition through ______. A. mass media advertising B. focus groups C. content analysis D. point-of-purchase displays E. a and d 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 D. human factors research 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 A. generic problem recognition 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 E. suppressing problem recognition Which of the following statements is FALSE regarding appropriate alternatives? A. An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B. The brand found completely unworthy of further consideration is a member of the inept set. C. Marketing strategy that focuses only on creating awareness is adequate. D. Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. E. Alternatives the consumer does not know about compose the unawareness set. C. Marketing strategy that focuses only on creating awareness is adequate. Which information source is NOT actively acquired by consumers? A. past searches B. personal experience C. low-involvement learning D. independent groups E. marketer information C. low-involvement learning Research shows that the most important search-related use of the Internet is _____. A. finding information B. getting news C. buying a product D. using e-mail E. checking the weather Research has shown that most of the online search leading up to a purchase was _____. A. brand only B. generic C. brand-item D. retail E. price-related Consumers conducting a generic search in an Internet search engine use which type of terms? A. retailer-related terms B. brand-related terms C. general product-related terms D. brand-plus product-related terms E. price-related terms C. general product-related terms Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making? A. How can they get more consumers to use the Internet instead of seeking information from salespeople? B. How can they drive their information to consumers? C. How can they drive consumers to their information? D. How (if at all) can online selling be utilized or integrated with existing channels? E. all of the above are major issues marketers must deal with A. How can they get more consumers to use the Internet instead of seeking information from salespeople? Which of the following is probably the most important situational variable with respect to search behavior? A. temporal perspective B. task definition C. physical surroundings D. antecedent state E. social surrounding Which marketing strategies are appropriate for nominal decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy A. maintenance strategy and disrupt strategy Which marketing strategies are appropriate for limited decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy B. capture strategy and intercept strategy Which marketing strategies are appropriate for extended decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy C. preference strategy and acceptance strategy If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate? A. maintenance strategy B. intercept strategy C. capture strategy D. preference strategy E. all of the above are appropriate Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? A. disrupt strategy B. maintenance strategy C. capture strategy D. preference strategy E. all of the above If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____. A. disrupt the existing decision patterns B. capture as large a share of the purchases as practical C. intercept the consumer during the search for information on the brands in the evoked set D. develop a strong position on those attributes important to the target market E. defend against the disruptive tactics of competitors C. intercept the consumer during the search for information on the brands in the evoked set All of the brands thought of as potential solutions are known as the consideration set. true or false Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase. true or false Mobile marketing efforts can be viewed in much the same way as those on the Internet; that is, driving information to consumers (pull strategy) and driving consumers to information (push strategy). true or false The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources. true or false Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability. true or false The perceived risk associated with unsatisfactory product performance increases information search prior to purchase. true or false Consumers make decisions with the help of recommendation agents or bots when ____. A. there are few evaluative criteria and the decision is less complicated B. the decision is straight-forward and there are minimal evaluative criteria involved C. there are numerous alternatives D. there are a limited number of evaluative criteria and the decision involves a repeat purchase E. none of the above C. there are numerous alternatives Which of the following does NOT influence the evaluation of alternatives on each criterion? A. decision rules applied B. evaluative criteria C. importance of criteria D. alternatives considered E. all of the above influence the evaluation of alternatives on each criterion A. decision rules applied Which of the following is NOT a type of consumer choice process? A. affective choice B. attitude-based choice C. rational choice D. a and b E. all of the above are types of consumer choice processes Which of the following statements is true regarding consumer choice processes? A. Attitude-based choices require the knowledge of specific attributes at the time the choice is made. B. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. D. Consumers do not use attitude-based choices for important products. E. Attitude-based choices require the comparison of each specific attribute across all brands considered. C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. Evaluative criteria differ on all EXCEPT which of the following? A. type B. number C. quality D. importance E. evaluative criteria can differ on all of the above With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____. A. how the position of brands changes in response to marketing efforts B. how different brands are positioned according to evaluative criteria C. how to position new brands using evaluative criteria D. how consumers will trade one evaluative criteria for another E. all of the above D. how consumers will trade one evaluative criteria for another Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E. nominal scales B. semantic differential scales Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E. nominal scales Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? A. Telephone Consumer Protection Act B. Truth-in-Lending law C. Federal Trade Commission Act D. Wheeler-Lea Amendment E. Just Noticeable Difference law Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity? A. Number of diapers per package was not important to consumers. B. The reduction in the quantity did not reach the level of a just noticeable difference. C. Price is more important than quantity to consumers. D. Consumers are price conscious for this product category. E. Consumers are brand loyal. B. The reduction in the quantity did not reach the level of a just noticeable difference. Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand? A. conduct blind tests B. form brand alliances C. use two-sided messages D. form conjoint alliances E. form conjunctive alliances A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate? A. blind test B. brand alliance C. two-sided message D. conjoint alliance E. conjunctive alliance Amelia is a marketing researcher and conducts studies to determine which evaluative criteria consumers use in a given purchase situation, their judgments of brand performance on specific criteria, and the relative importance they place on evaluative criteria. Explain how Amelia does this.Determination of Which Evaluative Criteria Are Used. To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize either direct or indirect methods of measurement. Direct methods include asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes. Direct measurement techniques assume that consumers can and will provide data on the desired attributes. Indirect measurement techniques differ from direct in that they assume consumers will not or cannot state their evaluative criteria. Hence, frequent use is made of indirect methods such as projective techniques, which allow the respondent to indicate the criteria someone else might use. Perceptual mapping is another useful indirect technique for determining evaluative criteria. Determination of Consumers' Judgments of Brand Performance on Specific Evaluative Criteria. A variety of methods are available for measuring consumers' judgments of brand performance on specific attributes. T Think of a major purchase decision you (or your family) have made. Identify from the decision rules discussed in the text the specific rule you used (or combination of rules), define that rule, and describe how you used that rule to select the alternative that you purchased. If you cannot think of a recent major purchase in your life, explain the decision rule you would use to make a major purchase decision (e.g., purchasing a car, computer, home, etc.).e. e. Compensatory--the brand that rates highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen, which is the same as the multiattribute attitude model discussed in Chapter 11. Which of the following statements is true regarding consumer choice processes? A. Attitude-based choices require the knowledge of specific attributes at the time the choice is made. B. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. D. Consumers do not use attitude-based choices for important products. E. Attitude-based choices require the comparison of each specific attribute across all brands considered. C. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? A. rank ordering scales B. semantic differential scales C. constant sum scales D. Likert scales E. nominal scales B. semantic differential scales Which of the following is true regarding Internet shopping? A. Most future growth will come from new users. B. Most future growth will come from existing buyers. C. Annual growth in the number of Internet users is low. D. b and c E. a and c It is predicted that the total web-influenced in-store sales will be _____ in 2015. A. $217 million B. $38 billion C. $1.2 billion D. $232 billion E. $1,543 billion Which of the following statements is FALSE regarding Internet retailing? A. The Internet is a major influence on in-store sales. B. Annual growth in online sales remains steady at 12 percent. C. Research has shown that consumers shop online for reasons different to those for shopping from catalogs. D. Catalogs and the Internet appear to work in a complementary fashion. E. Online sales are only about 15 percent of retail sales. C. Research has shown that consumers shop online for reasons different to those for shopping from catalogs. Which of the following is NOT a reason consumers gave for why they don't like shopping in stores? A. don't like shopping B. dealing with crowds C. salespeople are poorly informed D. parking and traffic E. all of the above were reasons why consumers don't like shopping in stores E. all of the above were reasons why consumers don't like shopping in stores What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores? A. don't like shopping B. dealing with crowds C. salespeople are poorly informed D. parking and traffic E. the time it takes to shop C. salespeople are poorly informed The "Merchandise" dimension of store image includes _____. A. quality B. selection C. price D. style E. all of the above The "Service" dimension of store image includes all of the following EXCEPT _____. A. easy returns B. sales personnel C. delivery D. credit E. all of the above are included E. all of the above are included A $10 savings on a $200 item should _____. A. not show the regular price B. show the dollar savings but not the percentage savings C. show the percentage savings but not the dollar savings D. show both the dollar savings and the percentage savings E. show neither the dollar savings nor the percentage savings B. show the dollar savings but not the percentage savings All other things being equal, consumers tend to prefer _____. A. external reference prices over internal reference prices B. dollar savings over percentage savings C. percentage savings over dollar savings D. larger retail outlets over smaller outlets E. smaller retail outlets over larger outlets D. larger retail outlets over smaller outlets Which of the following is an ambient condition related to store atmosphere? A. customer characteristics B. symbols C. layout D. temperature E. furnishings Studies continue to show that price is frequently the prime reason consumers select a retail outlet. true of false Bargain Seekers are motivated by their perceived role as a shopper who gets good deals and lower prices. true or false Unplanned purchases can be further subdivided into substitute and impulse purchases. true or false Recent research finds that roughly 20 percent of online consumers abandon their shopping carts without making a purchase. true or false Name and describe three of the shopping segments identified by Experian. d. Mall Maniacs--15 percent less likely than average to have bought online in the past 12 months. Middle income, this group likes trying new things. They enjoy shopping. Second highest mall shoppers. e. Just the Essentials--27 percent less likely than average to have bought online in the past 12 months. Older and middle income, this group is only looking for functional necessity. Score lower than average on all forms of shopping. f. Original Traditionalists--55 percent less likely than average to have bought online in the past 12 months. Older and lower income, this group is brand and store loyal, buy American, buy green. Roughly average on mall shopping. Highest catalog shoppers. Stacy owns a retail store specializing in home decor products. She is considering using price advertising but is not sure what she needs to consider before doing so. She knows you are a marketing major and has asked for your advice. Discuss three decisions she needs to consider when using price advertising. a. How large a price discount should be used? b. Should comparison or reference prices be used? Showing a comparison price increases the perceived savings significantly. However, the strength of the perception varies with the manner in which the comparison or reference price is presented. Most consumers understand external reference prices (i.e., those presented by the marketer) and are influenced by them but do not completely believe them because of the perception that retailers inflate reference prices. c. What verbal statements should accompany the price information? The best approach for retailers seems to be to present the sale price and either the dollar amount saved if it is large, the percentage saved when it is large, or both if both are large. The regular price could be shown in any of these conditions. Such words or phrases as "now only," "compare at," or "special" appear to enhance the perceived value of a sale. However, this varies by situation, initial price level and discount size, consumer group, and retail outlet. Which online shopping segment found by Experian buys in stores and does heavy online research prior to buying? A. Upscale Clicks and Bricks B. Business Users C. Fearful Browsers D. Virtual Shoppers E. Original Traditionalists A. Upscale Clicks and Bricks Which of the following is NOT a key decision for retailers considering price advertising? A. How large a discount to use? B. Should a reference price be used? C. What verbal statements should be used? D. What is the cost of the item compared to the total media cost? E. None of the above are key decisions. D. What is the cost of the item compared to the total media cost? Todd owns a discount sporting goods store, and several of the items in his store have a manufacturer's suggested retail price (MSRP) above Todd's lower price. Todd is using the MSRP as a(n) _____. A. base reference price B. external reference price C. perceptual reference price D. internal reference price E. disclosed reference price B. external reference price Which of the following is NOT a possible outcome once a consumer is satisfied? A. committed customer B. discontinued use C. repeat purchases D. increased use E. all of the above are possible outcomes E. all of the above are possible outcomes Why must manufacturers design products with both the primary purpose and other potential uses in mind? A. consumers demand it B. competition requires it C. to be able to promote secondary uses D. stringent product liability laws E. to save on research and development costs D. stringent product liability laws Which of the following is NOT an alternative if a consumer decides to retain a product's package? A. store it B. use it for original purpose C. recycle it D. use it for a new purpose E. all of the above are alternatives in this situation Which of the following factors is the MOST likely reason consumers change providers of a service? A. core service failure B. service encounter failure C. pricing D. attraction by competitors E. ethical problems Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as ______. A. technology bias B. service design flaw C. customer failure D. negativity bias E. financial failure Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____. A. trapped purchaser B. committed customer C. repeat purchaser D. nonsatisfied customer E. indifferent purchaser _____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. A. Acquisition cost B. Referral C. Price premium D. Price indifferent E. Price insensitive For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer? A. auto services B. branch banks C. insurance brokerage D. industrial laundry E. credit insurance A consumer can be neither satisfied nor dissatisfied. true or false If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company. true or false Which of the following is NOT a possible outcome once a consumer is satisfied? A. committed customer B. discontinued use C. repeat purchases D. increased use E. all of the above are possible outcomes E. all of the above are possible outcomes Why must manufacturers design products with both the primary purpose and other potential uses in mind? A. consumers demand it B. competition requires it C. to be able to promote secondary uses D. stringent product liability laws E. to save on research and development costs D. stringent product liability laws Which of the following is NOT an alternative if a consumer decides to retain a product's package? A. store it B. use it for original purpose C. recycle it D. use it for a new purpose E. all of the above are alternatives in this situation Which of the following sources is rated as the most important information source for purchasers and purchase influencers within organizations? A. online database services B. B-to-B magazines C. salespeople D. television business networks E. general business press The culture of most organizations is influenced most heavily by which of the following? A. government B. overall membership C. founder and top management D. competition E. customers C. founder and top management Lead users tend to accelerate diffusion of information through infrastructure, which is labeled as _____. A. market pull B. primary demand C. market push D. secondary demand E. leading indicator For which type of industry are average costs per sales call the highest? A. manufacturing B. service C. retail D. wholesale distribution E. nonprofit Which of the following is a reason for the significant role of salespeople in industrial markets? A. Because it is the least expensive form of communication for the selling organization. B. Business buyers prefer to do business with firms they know, like, and trust, and sales personnel are the most common representative of the selling organization. C. Because advertising has been shown to not have any positive impact on awareness and sales. D. Business buyers usually are not allowed to purchase without the assistance of a sales representative. E. none of the above B. Business buyers prefer to do business with firms they know, like, and trust, and sales personnel are the most common representative of the selling organization How many of CARU's basic principles focus on the concern regarding the impact of commercial messages on children's values and their health and safety? A. 1 B. 2 C. 3 D. 4 E. 5 Which of the following statements regarding marketing and children's health and safety is FALSE? A. Ensuring that advertisements portray only safe uses of products is sometimes difficult, and it is a controversial area. B. Even ads clearly not targeting children can have potentially harmful consequences. C. In many instances, children and teenagers are exposed to advertising directed at adults. D. Advertising of health-related products, particularly snack foods and cereals, is controversial. E. Advertising sugared products such as presweetened breakfast cereals does increase their consumption. A. Ensuring that advertisements portray only safe uses of products is sometimes difficult, and it is a controversial area. Estimates of the number of TV ads that children are exposed to per year range from _____. A. 1,000 to 5,000 B. 8,500 to 15,000 C. 18,000 to 40,000 D. 48,000 to 60,000 E. 73,000 to 100,000 Which of the following statements is true regarding the Children's Online Privacy Protection Act (COPPA)? A. It does not apply to nonprofits. B. Information cannot be collected from children, used or disclosed unless the website operator has obtained verifiable parental consent after the information has been collected. C. The COPPA rules don't appear to be working. D. It authorizes CARU to develop specific rules to implement the provisions of the act. E. all of the above A. It does not apply to nonprofits. What are trans fats? A. hydrogenated oils B. fats found in animal fat C. healthy fats D. fats found in olive and other plant oils E. synthetic fats Which type of consumer problem is one which the consumer is not aware?An latent problem is one of which the consumer is not aware. A consumer's desired state can be influenced by previous decisions.
Which problem recognition involves a discrepancy that a variety of brands within a product?Generic problem recognition involves a discrepancy that a variety of brands within a product category can reduce.
Is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?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.
Which research technique asks relatively large numbers of individuals?Qualitative research methods. Techniques involving relatively large numbers of respondents, which are designed to generate information that can be projected to the whole population. Quota sampling.
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Which of the following statements is true regarding active and inactive consumer problems?
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