CHAP 5 REV_Understanding Consumer Behavior

What is the role of social media in the information search process?

• Marketing-controlled source

• Nonmarketing-controlled source

• Product-controlled source

• Brand-controlled source

Which of the following is NOT a marketing-controlled source?

• Salespeople

• Social media

• Packaging/labelling

• Personal recommendations

Which of the following is a marketing-controlled source?

• Consumer feedback

• Social media

• Peer influence

• Product trials

What type of information search is associated with packaging/labeling?

• Internal information search

• External information search

• Marketing-controlled

• Consumer-driven

What is the second step in the information search process according to the diagram?

• Decision Making

• Information Search

• Evaluation of Alternatives

• Purchase

How does prior experience affect the information search process?

• It increases perceived risk

• It reduces the need for extensive information search

• It complicates decision-making

• It has no impact

What is the impact of a high level of interest in a product during the information search?

• It increases perceived risk

• It reduces the need for information

• It enhances the search for more information

• It complicates decision-making

Which factor is likely to reduce the complexity of the decision-making process?

• High perceived risk

• Extensive knowledge

• Low level of interest

• Lack of confidence

How does the information search step impact the decision-making process?

• It finalizes the purchase

• It broadens the options

• It narrows down the alternatives

• It evaluates satisfaction

What is the primary goal of the information search in marketing?

• To make a purchase

• To gather and filter alternatives

• To evaluate post-purchase behavior

• To recognize a problem