MKT 340 CH. 6 QUESTIONS AND
CORRECT ANSWERS
According to the consumer decision process, after consumers recognize the need for a product, they
then engage in ✅✅CORRECT ANSW-an information search.
_____ involves the buyer considering his own personal knowledge about a product based on past
experience. ✅✅CORRECT ANSW-An internal search for information
When John was considering buying a new car, he sought out unbiased information and ratings about
different makes and models in Consumer Reports magazine as well as from Edmunds.com. Which of
the following corresponds most closely to this aspect of the decision process? ✅✅CORRECT
ANSW-external search for information
The fact that a family would spend a lot more time researching the market before buying a new car
than it would in the decision to purchase an inexpensive kitchen appliance, like a coffeemaker, can
best be explained by which of the following concepts? ✅✅CORRECT ANSW-perceived benefits
versus perceived costs of search
Of the five types of risk associated with purchase decisions, which one involves the perceived danger
inherent in a poorly performing product or service? ✅✅CORRECT ANSW-performance
When a manufacturer offers a money-back guarantee on the purchase of its products to show that
the products will perform as expected, it is most likely attempting to alleviate which risk?
✅✅CORRECT ANSW-financial
External agencies and government bodies publish safety ratings for cars to help consumers alleviate
_____ risk. ✅✅CORRECT ANSW-physiological
Alternative evaluation often occurs while the consumer is engaged in which of the following steps of
the consumer decision process? ✅✅CORRECT ANSW-information search
When consumers are engaged in the consumer decision process, the specific brands or stores they
can readily recall in a product category are referred to as their _____ set. ✅✅CORRECT ANSW-
retrieval
CORRECT ANSWERS
According to the consumer decision process, after consumers recognize the need for a product, they
then engage in ✅✅CORRECT ANSW-an information search.
_____ involves the buyer considering his own personal knowledge about a product based on past
experience. ✅✅CORRECT ANSW-An internal search for information
When John was considering buying a new car, he sought out unbiased information and ratings about
different makes and models in Consumer Reports magazine as well as from Edmunds.com. Which of
the following corresponds most closely to this aspect of the decision process? ✅✅CORRECT
ANSW-external search for information
The fact that a family would spend a lot more time researching the market before buying a new car
than it would in the decision to purchase an inexpensive kitchen appliance, like a coffeemaker, can
best be explained by which of the following concepts? ✅✅CORRECT ANSW-perceived benefits
versus perceived costs of search
Of the five types of risk associated with purchase decisions, which one involves the perceived danger
inherent in a poorly performing product or service? ✅✅CORRECT ANSW-performance
When a manufacturer offers a money-back guarantee on the purchase of its products to show that
the products will perform as expected, it is most likely attempting to alleviate which risk?
✅✅CORRECT ANSW-financial
External agencies and government bodies publish safety ratings for cars to help consumers alleviate
_____ risk. ✅✅CORRECT ANSW-physiological
Alternative evaluation often occurs while the consumer is engaged in which of the following steps of
the consumer decision process? ✅✅CORRECT ANSW-information search
When consumers are engaged in the consumer decision process, the specific brands or stores they
can readily recall in a product category are referred to as their _____ set. ✅✅CORRECT ANSW-
retrieval
