Purchase momentum occurs when our initial impulse purchases the likelihood that we will A. have no effect on; buy less B. decrease; buy anything C. decrease; buy more D. increase; buy less E. increase; buy more What is the first step in the consumer decision making process? A. Product choice B. Information search C. Post-purchase evaluation D. Problem recognition E. Evaluation of alternatives Patricia discovers that the owner of her favorite fast food restaurant makes donations to a political candidate that she can't stand. She decides to stop eating at this chain and encourages her friends to boycott too. What does Patricia's behavior exemplify? A. COO B. Consumer animosity C. Buyer beware D. Gatekeeper discontent E. Loss aversion What is meant by the term loss aversion? A. People hate losing things more than they like getting things. B. People exaggerate the negative aspects of behaviors that will interfere with their ultimate goal. C. People evaluate the effort needed to make a particular choice and then tailor the amount of cognitive "effort" expended to get the job done. D. People are more reluctant to waste something if they've paid for it. E. People are more likely to comply with a requirement than to make the effort not to comply