Activity Points : 4 / 7

Activity points and multipage navigation

Page 2 of 2

Information content

Case Activity: The Consumer Decision-Making Process When Buying a Digital Camera

Yka has enrolled in a photography class at her university. She needs to purchase a new digital camera for the course. Her instructor has included a list of recommended cameras on the course syllabus, but ultimately the students can choose the camera that works best for them. Consider the consumer decision-making process and influences that affect that process as Yka purchases a new digital camera.

Assessment content

Apply It! Chapter 7 Part 2

Assessment details

Total points: --/3

Attempts left: 1

Assessment question

During her external information search, Yka discovers she has many brands to choose from: Canon, Nikon, Pentax, Sony, Panasonic, Fuji, and more. Based on price and functionality, Yka is able to narrow down the brands she will actually consider purchasing to Nikon, Canon, and Sony. These three brands represent Ykas _______.

universal set

consideration set

problem recognition set

evaluative criteria set

Assessment question

Yka is strongly considering the Sony camera as the price point and features meet her requirements. She goes to the store and starts to talk to a salesperson about her class. The salesperson then begins to explain how much better a Nikon camera would be for the photography class. After speaking with the salesperson for a while, the salesperson convinced Yka to buy the Nikon camera over the Sony camera. Yka has experienced _______.

psychological influence

consumer misbehavior

social influence

situational influence

Assessment question

Yka ultimately purchases a Canon and is happy with her purchase as most of the students in her class purchased the same camera. Another student, Jayden, has been using a Canon for several years. He often gives his classmates suggestions that classmates utilize when buying accessories and lenses. Jayden is likely _______.

in Ykas disassociative reference group

trying to influence the consumer socialization process

influencing others self-concept

an opinion leader