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WorksheetsConsumer Information Search and Evaluation Worksheet
Total questions: 94
Worksheet time: 47mins
Which source of information is most influential in high-involvement purchases where risk is high?
Memory-based internal search
Retailer website descriptions
Peer-generated social reviews
Brand advertising
Which type of information search relies only on stored past experiences?
Ongoing search
External search
Internal search
Selective search
A consumer compares laptops by speed, RAM, and reputation. Which evaluation rule is this?
Compensatory evaluation
Lexicographic
Disjunctive
Elimination-by-aspects
Lexicographic rule means consumers:
Choose the first acceptable option
Select the brand best on the most important attribute
Reject brands below cutoffs
Evaluate only overall utility
Habitual shoppers prioritize which factor most when selecting a retail outlet?
Atmospherics
Price sensitivity
Convenience/proximity
Sales interaction
The “evoked set” refers to:
All known brands
Unacceptable brands
Brands actively considered
Recommended brands
Online reviews influence brand choice primarily by affecting:
Transaction cost
Perceived risk and trust
Brand availability
Offline loyalty
Which attribute has the least effect on emergency purchases?
Location
Product variety
Store ambience
Accessibility
Most cognitively demanding decision rule is:
Lexicographic
Conjunctive
Compensatory
Disjunctive
Eliminating any car with mileage below 15 km/l follows which rule?
Lexicographic
Conjunctive
Disjunctive
Affective
The disjunctive rule selects alternatives that:
Meet all cutoffs
Meet at least one high cutoff
Fail all minimums
Are emotionally preferred
Which information type is marketer-controlled?
Word-of-mouth
Consumer memory
Social media reviews
Advertising messages
Store atmospherics influence shoppers the most when:
Purchases are utilitarian
Time pressure is high
Decisions are hedonic
Budget is fixed
Consumers who prefer “one-stop shopping” look for:
Low price
High convenience
Multiple store visits
Risk reduction
A consumer rejecting a brand due to poor past experience is influenced by:
Internal search
External search
Selective retention
Social norms
Online influence is highest for which product type?
Electronics
Groceries
Furniture
Clothing
A consumer using product reviews for comparison is using:
Personal information
Non-personal external information
Internal memory
Controlled exposure
Which factor increases reliance on external search?
Strong brand loyalty
Low risk
High involvement
High familiarity
Outlet choice is strongly influenced by consumer:
Mood
Age and lifestyle
Store layout
Promo offers
A consumer selecting the highest-rated smartphone attribute first follows:
Compensatory
Lexicographic
Disjunctive
Elimination-by-aspects
Retail loyalty is strengthened most by:
Low price
Better ambience
Consistent positive experience
Frequent discounts
Post-purchase dissonance increases when:
Alternatives are similar
Purchase is cheap
Decision is important
Time pressure is low
Customer satisfaction depends primarily on:
Price only
Expectations vs. performance
Brand design
Past loyalty
Using a product in unintended ways is called:
Disposition
Misuse
Extended use
Recycling
Customer commitment is strongest when:
Pre-purchase search
Impulse buying
External memory
Risk perception
Dissatisfied consumers most commonly respond by:
Legal action
Complaining privately
Switching brands
Loyalty
A customer who continues buying despite alternatives shows:
Habit
True loyalty
Convenience
Affective bias
Post-purchase evaluation helps marketers understand:
Pre-purchase motivations
Consumption satisfaction
Competitor pricing
Market segmentation
Which disposal method is most common today?
Dumping
Reuse
Recycling
Trading
Which factor most strongly affects retail outlet selection for high-involvement products?
Store ambience
Sales promotions
Product expertise of staff
Shelf layout
Consumers relying on symbolic meaning while choosing a store are influenced by:
Functional attributes
Emotional attachment
Price sensitivity
Convenience
“Evoked set” refers to:
All brands in the market
Brands the consumer rejects
Brands remembered for future purchase
Brands considered seriously for purchase
A consumer using “lexicographic rule” will:
Select the brand with the highest price
Compare brands attribute by attribute
Choose based on intuition
Ignore all minor attributes
Situational factors affecting outlet choice include:
Core brand beliefs
Consumer personality
Store crowding
Price-quality inference
Online influence on brand choice is strongest when:
Consumers dislike technology
Reviews are inconsistent
Peer recommendations are visible
Physical inspection is required
A consumer experiencing post-purchase dissonance is likely to:
Ignore product flaws
Seek justification for the purchase
Return to the store
Purchase the same brand again
Product nonuse often occurs when:
Product exceeds expectations
Consumer forgets its purpose
Knowledge or motivation is low
Product is highly durable
Disposition decisions involve:
Selecting a store
Selecting a salesperson
How to throw or pass on a product
Evaluating alternatives
Customer satisfaction is primarily influenced by:
Social class
Expectation–performance gap
Retailer’s promotion
Word-of-mouth
41. The most common response for mild dissatisfaction is:
complaint
anger
indifference
gratitude
Customer commitment is strongest when:
Switching costs are high
Satisfaction is high + emotional bonding exists
Few alternatives exist
Trial offers are given
In predictive targeting, the primary ethical issue is:
High advertising cost
Limited consumer access
Uninformed data collection
Poor segmentation
Algorithmic bias occurs when:
AI models use balanced data
Data reflects historical inequalities
AI is monitored regularly
AI predicts equally for all groups
Responsible AI in marketing aims to:
Maximize ads shown
Reduce transparency
Ensure fairness and accountability
Track all consumer behaviour
“Perceived risk” increases the importance of:
Legal action
Switching brands
Negative word-of-mouth
Public complaints
Consumers preferring convenience stores often value:
Broad product variety
Lowest prices
Speed and accessibility
High-end brands
A consumer uses compensatory decision rule when:
Weak attributes can be offset by strong ones
Only one attribute matters
Alternatives are rejected instantly
The consumer uses intuition
The emotional reaction after product use is known as:
Perceived value
Affective evaluation
Risk analysis
Outlet loyalty
Online product nonuse increases due to:
Fast delivery
Lack of instructions
Attractive UI
High ratings
AI-driven consumer surveillance becomes unethical when:
it invades personal privacy without consent.
it is used to improve customer service.
it collects anonymized data for research.
it follows all legal regulations.
Which of the following is a privacy concern?
Data is anonymized
Consent is explicit
Tracking occurs without awareness
Data is encrypted
Predictive targeting becomes harmful when:
It improves personalization
It reduces search time
It exploits vulnerable groups
It increases convenience
Source credibility strongly affects:
In-store shelf height
Review authenticity perceptions
Store colour theme
Return policy
Internal search is mainly driven by:
Personal memory
Social media
Paid ads
Store promotions
The most objective evaluation criterion is:
Emotional resonance
Prestige value
Functional performance
Brand symbolism
Dissatisfied customers with low assertiveness tend to:
avoid confrontation and remain silent
express their dissatisfaction loudly
seek immediate resolution aggressively
complain to higher authorities
Which of the following is the most likely response when dissatisfied with a product?
Immediately complain
Switch silently
Call customer care
Write online reviews
High involvement leads to:
Impulse buying
Minimal search
Extensive evaluation
Random choice
Store loyalty is strengthened by:
Unfriendly staff
Consistent positive experiences
High waiting times
Frequent stockouts
Brand-choice heuristics are used when:
Time is limited
All brands are unknown
Consumer is expert
Product is high-risk
AI fairness ensures that:
Data from one group is ignored
Predictions work equally across user groups
Personalization decreases
Advertising cost drops
Affective choice occurs when:
Consumer compares prices
Decision is emotional
Attributes are analyzed
Alternatives are few
Post-purchase regret occurs when:
Expectations are exceeded
Alternatives seem better after buying
The product is durable
Price is discounted
Customer satisfaction directly predicts:
Brand avoidance
Repeat purchase
Product nonuse
Negative WOM
Ethical AI requires:
Biased training data
Hidden algorithms
Transparency and accountability
Aggressive retargeting
Consumers prefer outlets with:
Number of aisles
Parking convenience
Window displays only
Music volume
Which of the following is most likely to improve a store's environment?
Poor lighting
Trustworthy salespeople
Confusing layout
Low visibility
Problem recognition increases when:
Current state matches desired state
Discrepancy between states grows
Product is expensive
Consumer is loyal
Attribute importance varies based on:
Festivals
Consumer goals
Store opening hours
Random choice
Shelf placement influences:
Perceived product popularity
Consumer learning
Online loyalty
Post-purchase regret
Negative disconfirmation results in:
Delight
Satisfaction
Dissatisfaction
Loyalty
AI systems that over-target a user may cause:
user annoyance and disengagement
increased user satisfaction
improved system accuracy
greater user privacy
a) Customer empowerment b) Intrusion and annoyance c) Higher trust d) Reduced recall
Customer empowerment
Intrusion and annoyance
Higher trust
Reduced recall
A retailer offering loyalty programs is increasing:
Temporal risk
Brand switching
Customer commitment
Product disposal
Nonuse due to fear of misuse indicates:
Functional risk
Psychological risk
Physical risk
Time risk
Consumers rejecting AI recommendations due to distrust exhibit:
Algorithm appreciation
Algorithm aversion
Decision shortcuts
Product involvement
Dissatisfied consumers with high assertiveness will:
Stay silent
Avoid complaining
Voice complaints
Buy again
Outlet image includes:
Sockets and plug points
Light bulbs
Switches only
Wires only
Which of the following influences consumer behavior the most?
Customer IQ
Store layout and environment
AI algorithms
Government policies
The conjunctive rule rejects brands that:
Meet all minimum standards
Fail even one minimum standard
Excel in all attributes
Have high price
Positive WOM spreads when:
Product exceeds expectations
Consumers face issues
Low commitment exists
Retailers ignore feedback
AI data privacy requires:
Unclear opt-in
Explicit consent
Forced data collection
Default tracking
Repeat purchases occur when consumers experience:
Moderate dissatisfaction
Satisfaction and trust
Inconsistent quality
Hidden charges
Outlet choice for emergency purchases relies on:
Customer IQ
Store layout and environment
AI algorithms
Government policies
Attribute-based rules apply when:
Evaluation is detailed
Decisions are emotional
Only packaging is assessed
No alternatives exist
Post-purchase satisfaction increases when:
Cognitive dissonance rises
Performance exceeds expectations
Product breaks quickly
Store policies are unclear
Predictive targeting becomes manipulative when:
It suggests relevant products
It supports informed choice
It exploits behavioural weaknesses
It uses consented data
Consumers often dispose by:
Ignoring the product
Trading or recycling
Increasing usage
Returning the product
AI fairness requires:
Elimination of bias in AI systems
Maximizing computational speed
Ignoring data quality
Focusing only on user interface design
Which of the following is a responsible approach in AI marketing?
Auditing bias sources
Ignoring consumer groups
Random predictions
Automated surveillance
In-store promotions affect:
Problem recognition
Impulse purchases
Product disposal
Dissonance levels
Brand switching is likely when:
Satisfaction is high
Alternatives offer better value
Loyalty rewards increase
Risk perception is low
Consumers with high time pressure rely on:
Detailed comparison
Heuristics
Advanced analytics
Emotional memory
Responsible AI marketing includes:
Persuasive manipulation
Unethical retargeting
Consent-based personalization
Behavioural exploitation
