Consumer Behavior 7th Edition Hoyer

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Chapter 07—Problem Recognition and Information Search

1. Frank realizes that he needs a new television. This is an example of his actual state.
a. True
b. False
ANSWER: False

2. Simple physical factors, such as running out of a product, having a product or become obsolete, or unexpectedly
needing a service can influence consumers' perception of the actual state.
a. True
b. False
ANSWER: True

3. Marketing can help put consumers in a state of problem recognition and motivate them to start the decision process by
attempting to create dissatisfaction with the ideal state.
a. True
b. False
ANSWER: False

4. Rather than remembering all available brands in any given situation, consumers tend to recall a subset of two to eight
brands known as a consideration or evoked set.
a. True
b. False
ANSWER: True

5. Packaging can be an important retrieval cue for food products.

a. True
b. False
ANSWER: True

6. Felicia cannot remember how many miles per gallon her car gets, but she does recall it has very good mileage. This is
an example of recall of brands.
a. True
b. False
ANSWER: False

7. If two cars are the same price, then price is not diagnostic, or useful, when consumers are making a decision.
a. True
b. False
ANSWER: True

8. If an attribute is salient, it must also be diagnostic.

a. True
b. False
ANSWER: False

9. Fred watches an ad for a new car and immediately likes the car. This is an example of selective perception.

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Chapter 07—Problem Recognition and Information Search

a. True
b. False
ANSWER: False

10. Confirmation bias is related to the concept of selective perception.

a. True
b. False
ANSWER: True

11. Priscilla can recall information such as the price, number of shelves, and color of the refrigerator she purchased.
However, she cannot recall the refrigerator's capacity. This is an example of inhibition.
a. True
b. False
ANSWER: True

12. Two types of external search are prepurchase search and ongoing search.
a. True
b. False
ANSWER: True

13. Ongoing search does not occur independent of problem recognition.

a. True
b. False
ANSWER: False

14. Online consumer reviews have a significant effect on sales of brands that enjoy strong brand equity.
a. True
b. False
ANSWER: False

15. A consideration set that contains only one or two brands reduces the need to search for information.
a. True
b. False
ANSWER: True

16. Once a brand emerges as the leader early in the search process, subsequent information acquisition and evaluation are
distorted in favor of that brand.
a. True
b. False
ANSWER: True

17. Consumers will search the same information sources no matter what stage of the search process they are in.
a. True
b. False
ANSWER: False
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Chapter 07—Problem Recognition and Information Search

18. When consumers search by attribute, they compare brands in terms of one attribute at a time, such as by price.
a. True
b. False
ANSWER: True

19. In the consumer decision process, _____ is the perceived difference between an ideal and an actual state.
a. problem recognition
b. internal search
c. external search
d. postpurchase evaluation
e. decision-making
ANSWER: a

20. Brandon is interested in electronic music and owns a used mixing deck. Recently, he realized that for better sound
clarity, he needs a new music mixing deck. In this case, Brandon is in the stage of _____.
a. problem recognition
b. internal search
c. postpurchase evaluation
d. information storage
e. hypothesis testing
ANSWER: a

21. In the problem recognition stage of decision-making, the ideal state is the:
a. way that consumers would like a situation to be.
b. way to draw attention to the negative aspects of competitive brands.
c. state when a person identifies a consumption problem that needs to be solved.
d. discrepancy between consumers' motivation and ability.
e. state where consumers involve in internal search.
ANSWER: a

22. The _____ is the consumer's perception of the way things actually are.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
ANSWER: c

23. Marketers at Cephida Corp., an automobile manufacturer, advertise the company's new product, an SUV, with the
tagline "A must-have car for parents." The ad highlights features that benefit parents. In this case, the marketers at
Cephida Corp. stimulate consumer problem recognition by:
a. creating a new ideal state.
b. making consumers involve in subliminal perception.

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Chapter 07—Problem Recognition and Information Search

c. creating new inhibitions.
d. making consumers involve in preattentive processing.
e. product placement.
ANSWER: a

24. Which of the following statements is true of the problem recognition stage of the consumer decision process?
a. It relates to consumption and acquisition decisions of consumers rather than disposition decisions.
b. It is the last step in the consumer decision-making process.
c. If consumers do not perceive a problem, their motivation to act will be high.
d. It occurs if consumers become aware of a discrepancy between the actual and the ideal states.
e. Consumers identify a problem in their ideal state.
ANSWER: d

25. Marketers can target the _____ by showing consumers how the product is the solution to their problems.
a. evidence
b. subliminal level
c. construal level
d. ideal state
e. external source
ANSWER: d

26. Typically, the next step in consumer decision-making after problem recognition is _____.
a. hypothesis testing
b. postpurchase evaluation
c. high effort decision-making
d. evidence testing
e. internal information search
ANSWER: e

27. Internal information search is:

a. searching for information from within one's reference group.
b. examining online web information before referring other sources.
c. accessing information available within one's friends or family.
d. searching for information from experts, magazines, or ads.
e. the process of recalling stored information from memory.
ANSWER: e

28. Consumers will attempt to recall more information from memory when:
a. they are satisfied with their actual state.
b. the perceived risk for cognition is low.
c. there are time pressure and distractions.
d. they have a greater degree of knowledge.
e. the need for cognition is low.

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Chapter 07—Problem Recognition and Information Search

ANSWER: d

29. When Eric runs out of toothpaste, he buys Shonder toothpaste. If that brand is not available, Eric purchases Smoshable
toothpaste even though the store has other brands of toothpastes that are inexpensive and of good quality. In this scenario,
Shonder toothpaste:
a. is recalled through external search.
b. has preference dispersion.
c. is part of the evoked set.
d. has no retrieval cues.
e. is bought without problem recognition.
ANSWER: c

30. Which of the following statements is true of an evoked set?

a. A brand's simply being recalled guarantees that it will be in a consumer's consideration set.
b. Brands toward which the consumer has negative attitudes tend to be included in the consideration set more
often than brands that evoke positive attitudes.
c. Consumers' ability to recall brand information decreases as the size of the set decreases.
d. Consumers' consideration sets remain the same in terms of their size, stability, variety, and preference
dispersion.
e. Brands that are closest to the prototype are more likely to be included in the consideration set than brands that
are not typical of the category.
ANSWER: e

31. Which of the following strategies can help marketers include a brand in consumers' consideration set?
a. Encouraging preference dispersion
b. Positioning the brand as far away as possible from the prototype
c. Associating products with certain goals and usage situations
d. Reducing the brand's association with retrieval cues
e. Avoiding incidental ad exposure
ANSWER: c

32. Shawn is planning to gift his parents a camera for their wedding anniversary. As soon as he thought of gifting a
camera, he is reminded of Armora brand of cameras. In this scenario, Shawn remembers Armora brand of cameras
because:
a. of its lack of availability.
b. of its preference dispersion within the evoked set.
c. of its lack of retrieval cues.
d. of its prototypicality.
e. of its lack of diagnostic information.
ANSWER: d

33. Gnosis Inc. is an energy drink manufacturer. A white racing stag on a purple background is the logo on all of its
drinks. When consumers see the logo, they immediately associate it with the brand. This increases the chances of them
buying the energy drink. In this case, the logo of the brand is an example of a(n) _____.
a. retrieval cue
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Chapter 07—Problem Recognition and Information Search

b. support argument
c. advertorial
d. infomercial
e. two-sided message
ANSWER: a

34. Which of the following statements is true of diagnostic information?

a. Inhibition increases the recall of all diagnostic attributes.
b. If an attribute is highly salient, it is necessarily diagnostic.
c. Negative information tends to be more diagnostic than positive or neutral information.
d. Information is less likely to be recalled when it is diagnostic in nature.
e. If an information is diagnostic, it is always accessible.
ANSWER: c

35. Ron wants to buy furniture for his living room. He does not know much about couches, but he knows that the
expensive ones are better than the cheaper ones. In this case, the price of couches can be categorized as _____.
a. diagnostic information
b. vivid information
c. a peripheral cue
d. a goal-related cue
e. an affect-based cue
ANSWER: a

36. Which of the following statements is true of recalling attributes when consumers engage in internal search?
a. Consumers' goals will determine which attribute is recalled from memory.
b. Consumers access all product attributes stored in memory.
c. It is easier to remember specific attribute information than overall evaluations or attitudes.
d. Attribute information recalled tends to be in its original detail rather than in summary.
e. If all brands of a product are the same price, it is likely to be recalled.
ANSWER: a

37. In the context of recalling attributes, which of the following statements is true of vivid information?
a. Vividness, as a variable that influences the recall of certain attributes, can actually decrease the inhibition of
recall for other diagnostic attributes.
b. Vivid information is less likely to be recalled than nonvivid information.
c. Vivid information is more difficult to recall than less dramatic information.
d. Vivid information affects consumer attitudes positively in about the same way as nonvivid information.
e. Vividness affects attitudes only when the effort required to process the information matches the amount of
effort the consumer is willing to put forth.
ANSWER: e

38. _____ is when a consumer is actively evaluating a brand as he or she views an ad for it.
a. Preattentive processing
b. Subliminal perception
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Chapter 07—Problem Recognition and Information Search

c. Habituation
d. Socialization
e. Online processing
ANSWER: e

39. Michelle is planning to buy a new computer. Whenever she sees ads for computers, she evaluates whether the brand is
good or not. In this case, Michelle is engaged in _____.
a. preattentive processing
b. subliminal perception
c. online processing
d. peripheral-route processing
e. habituation
ANSWER: c

40. Which of the following is an internal search that involves retrieving information from autobiographical memory in the
form of specific images and the effect associated with them?
a. Recall through retailer search
b. Recall through experiential search
c. Recall of experiences
d. Recall of inhibitions
e. Recall through independent search
ANSWER: c

41. Which of the following is a source of internal information search?

a. Magazines
b. Experts
c. Experiences
d. Books
e. Friends
ANSWER: c

42. Anna sees an ad for Naimo Lands, a theme park. Though she does not remember the price of the ticket or the names of
the rides, she remembers how the employees had entertained the crowd during her last trip to Naimo Lands. She also
remembers that she was given a gift before she left the park. In this case, the details remembered by Anna can be
categorized as _____.
a. information gathered for problem recognition
b. information stored in olfactory memory
c. recall through external search
d. nonvivid information
e. recall of experiences
ANSWER: e

43. Which of the following is a search bias that alters the nature of internal search?
a. Attribute determinance

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b. Online processing
c. Echoic memory
d. Mood
e. Habituation
ANSWER: d

44. _____ refers to the tendency to recall information that reinforces our overall beliefs rather than contradicting them.
a. The sleeper effect
b. Mood
c. Inhibition
d. Confirmation bias
e. The endowment effect
ANSWER: d

45. _____ refers to the concept of seeing what we want to see.

a. Online processing
b. The sleeper effect
c. Selective perception
d. Inhibition
e. The endowment effect
ANSWER: c

46. Which of the following statements is true of confirmation bias?

a. Confirmation bias is a bias that is related to the concept of online processing.
b. When confirmation bias is operating, we are more likely to recall positive rather than negative information
about favored brands.
c. When confirmation bias is operating, we ignore moderately contradictory information because it is difficult to
understand even when we think consciously about it.
d. Confirmation bias leads consumers to recall all important information, resulting in an optimal decision
outcome.
e. Confirmation bias is a bias that applies to external information search.
ANSWER: b

47. Diana likes Anakia, a tent-making company. When she saw the latest ad for its tents, she could recall how sturdy and
easy to use they were. However, she could not recall any flaws about them. This is an example of _____.
a. problem recognition
b. preference dispersion
c. information overload
d. source derogation
e. confirmation bias
ANSWER: e

48. Which of the following statements is true of inhibition?

a. It increases the chances of fair judgement toward a brand.
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Chapter 07—Problem Recognition and Information Search

b. It leads to information overload.
c. It promotes the equality of preferences toward brands or products in an evoked set.
d. Consumers may not always consider key aspects of a brand when making a decision.
e. Consumers may recall information that contradicts their overall beliefs.
ANSWER: d

49. _____ occurs in response to the activation of problem recognition.

a. Source derogation
b. Prepurchase search
c. Postpurchase evaluation
d. Confirmation bias
e. Habituation
ANSWER: b

50. Jonathan has always been interested in computers. He consistently reads computer magazines, attends various
seminars on computer technology, and follows developments in the field through the Internet. In this scenario, Jonathan is
engaged in _____.
a. diagnostic information.
b. preattentive processing
c. ongoing search
d. problem recognition
e. internal search
ANSWER: c

51. Which of the following sources of prepurchase search involves gathering information from books, nonbrand-
sponsored websites, government pamphlets, or magazines?
a. Internal search
b. Retailer search
c. Independent search
d. Scientific search
e. Interpersonal search
ANSWER: c

52. When Martha visited her favorite salon, a salon representative gave her a new moisturizer that was yet to be launched
in the market. She was asked to try the product and provide a review about it. In this scenario, Martha acquired
information about the new moisturizer through _____.
a. media search
b. ongoing search
c. habituation
d. preattentive processing
e. experiential search
ANSWER: e

53. Which of the following statements is true of an experiential search?

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Chapter 07—Problem Recognition and Information Search

a. It is not used for hedonic products and services.
b. It involves getting advice from friends, relatives, neighbors, and coworkers.
c. It increases when a consumer's knowledge is higher and involvement is lower.
d. It is the least used form of external search.
e. It involves using product samples or service trials.
ANSWER: e

54. Consumers are highly motivated to conduct an external search when:

a. they are uncertain about which brand is the best.
b. their consideration sets contain only one or two brands.
c. they do not face risky decisions.
d. they evaluate services rather than products.
e. its perceived benefits are low relative to its costs.
ANSWER: a

55. Relani.com is a new Internet search engine. The site focuses on displaying the most popular, frequently accessed sites
worldwide first in any search, encouraging users to explore the most optimal options. In this case, Relani.com avoids:
a. attribute determinance.
b. peripheral-route processing.
c. information overload.
d. central-route processing.
e. problem recognition.
ANSWER: c

56. Which of the following statements is true of online sources for information search?
a. Consumers' Internet search patterns are the same for all types of product.
b. When researching experience, consumers spend less time on web pages.
c. Search activity through online sources is decreasing because they are difficult to use.
d. When researching search goods, consumers tend to dig into the details and spend some time on each web page.
e. Consumers use online sources as part of external information search.
ANSWER: e

57. _____ is the consumer's perception about what he or she knows relative to what others know.
a. Normative influence
b. The ideal state
c. A subjective norm
d. Confirmation bias
e. Subjective knowledge
ANSWER: e

58. Enduring involvement is:

a. an ongoing response.
b. a response that disagrees with the message.

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Chapter 07—Problem Recognition and Information Search

c. a situational response.
d. a response that discounts or attacks the message source.
e. a response to consumers' complaints.
ANSWER: a

59. Cathy and Don are soon to be parents. Lately, they have been interested in childcare products. In this scenario, Cathy
and Don's behavior is an example of _____.
a. ongoing search
b. online processing
c. preattentive processing
d. quick response
e. situational involvement
ANSWER: e

60. Which of the following statements is true of the factors that might affect the search process?
a. Early in a search, consumers will use detailed decision rules than simpler criteria to screen out options.
b. Consumers who search by attribute remain high in uncertainty until the very end of the search process.
c. Consumers who face no time restrictions have more opportunity to search.
d. In any decision situation, the amount of information available to consumers is the same.
e. In the early stages of the process, consumers use interpersonal sources more than mass media.
ANSWER: c

61. The insurance on Carlos' car is due to expire, and he wants to renew it with a different company. He met different
insurance agents to collect information about individual policies. In this scenario, Carlos meets with different insurance
agents because:
a. his involvement is low.
b. of the information format affecting the opportunity to process information.
c. his consideration set has only one item.
d. of the perceived low benefits relative to the costs of searching information.
e. of the number of items being chosen.
ANSWER: b

62. Some marketers include _____ in various marketing elements so that consumers can get more information via cell
phone.
a. smart cards
b. simulations
c. quick response codes
d. two-sided messages
e. retrieval cues
ANSWER: c

63. In external search, _____ is the most frequently accessed type of information because it is a central node around which
other information can be organized in memory.
a. retail source

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Chapter 07—Problem Recognition and Information Search

b. dealer information
c. interactivity
d. brand name
e. usage instruction
ANSWER: d

64. Brenda is an interior designer. Before buying products for interior furnishing, she gathers information about the
products manufactured by a company and then moves on to the next company's products. In this scenario, Brenda is:
a. searching by brand.
b. influenced by product placement.
c. subjected to subliminal perception.
d. engaged in preattentive processing.
e. involved in selective perception.
ANSWER: a

65. Kimberly wants to buy a digital camera. She compares cameras of different brands by their picture quality, level of
optical zoom, and the availability of lenses, respectively. In this scenario, Kimberly is:
a. influenced by confirmation bias.
b. involved in experiential search.
c. buying experience goods.
d. searching by attribute.
e. involved in internal search.
ANSWER: d

66. Briefly explain the problem recognition stage.

ANSWER: Responses will vary.

67. Explain a consumer's ideal state and actual state and the difference between them with an example.
ANSWER: Responses will vary.

68. Discuss the factors that lead to the formation of the ideal state.
ANSWER: Responses will vary.

69. Discuss the factors that can influence the perception of the actual state.
ANSWER: Responses will vary.

70. Discuss two ways by which marketers can stimulate consumers' problem recognition.
ANSWER: Responses will vary.

71. Ted has owned his car for five years and is happy with it. Explain how marketers can help put him in a state of
problem recognition and motivate him to buy a new car.
ANSWER: Responses will vary.

72. Explain the process of internal information search.

ANSWER: Responses will vary.

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Chapter 07—Problem Recognition and Information Search

73. Explain how the recall of brands can have an impact on decision-making.
ANSWER:
Responses will vary.

74. Discuss the factors that increase the possibility of consumers' recalling a particular brand during internal search, and
including that brand in their consideration set.
ANSWER: Responses will vary.

75. Compare the recall of attributes and the recall of evaluations.

ANSWER: Responses will vary.

76. Explain recall of experiences in the process of internal search.

ANSWER: Responses will vary.

77. Explain how confirmation bias alters the nature of internal search.
ANSWER:
Responses will vary.

78. In the context of internal search, explain how inhibition limits consumers' processing capacity.
ANSWER: Responses will vary.

79. Explain the two types of external search for information.

ANSWER:
Responses will vary.

80. Marcus wants to buy a new car. List the external sources that he can use to search for information.
ANSWER: Responses will vary.

81. Discuss the advantages and the perceived disadvantages of online information searches.
ANSWER: Responses will vary.

82. Explain the factors that increase our motivation to conduct an external search.
ANSWER:
Responses will vary.

83. Explain the inverted-U relationship between knowledge and search.

ANSWER: Responses will vary.

84. Explain the situational factors that might affect consumers' search process.
ANSWER: Responses will vary.

85. Discuss the kind of information acquired in external search.

ANSWER: Responses will vary.

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