During the Internal Search Process for Purchasing Alternatives, a Key

question 19

Multiple Choice

During the internal search process for purchasing alternatives, a key objective for creatives and brand managers is to:

• A) have information readily available to consumers
• B) make sure the company's brand is part of the consumer's inert set
• C) have the brand in the person's cognitive map
• D) make sure the company's brand is part of the consumer's set of potential alternatives

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Definitions:

Distress

A negative emotional state that is a response to stress, characterized by feelings of anxiety, sorrow, or pain.

Approach-avoidance

A psychological conflict that involves being drawn to and simultaneously repelled by the same object, situation, or action.

Avoidance-avoidance

A decision-making process involving a choice between two equally undesirable outcomes or options.

Approach-approach

A conflict arising from having to choose between two desirable outcomes.