Marketing exam 2

Which type of ad directly compares the features or benefits of two or more brands? A. one-sided message B. two-sided message C. fear appeal D. third-party endorsement E. comparative ad

E

Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. stronger more resistant to counterpersuasion attempts more accessible from memory more predictive of behavior all of the above

All of the above

Gertrude is very environmentally-conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation? A. socially sensitive situation B. disposition situation C. usage situation D. purchase situation E. communications situation

Answer: B Explanation: Decisions made by consumers regarding the disposition situation can create significant social problems as well as opportunities for marketers. This has nothing to do with the actual product; but more reflects a consumer's values

When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? A. communication B. usage C. purchase D. disposition E. All of these choices are correct.

Answer: B Explanation: Marketers need to understand the usage situations for which their products are, or may become, appropriate. Orange juice is typically a breakfast drink; the key is to expand into other occasions

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? A. physical features B. social surroundings C. temporal perspective D. antecedent state

Answer: C Explanation: Temporal perspectives are situational characteristics that deal with the effect of time on consumer behavior. This is an instance of time pressure.

If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will NEVER have influence on brand preferences. A. True B. False

B

The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective? A. Change consumers' beliefs about attributes of his restaurant. B. Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant. C. Convince consumers that an attribute for which this restaurant is strong is more important than other attributes consumers consider for this product category. D. Inform consumers that delivery is now available. E. Offer coupons to get consumers to visit the restaurant.

B

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? A. knowledge B. cognitive C. affective D. behavioral E. orientation

C

Momentary Conditions (Antecedent State)

Temporary states of being (tired, ill, having extra money, being broke, etc.)

Moods (Antecedent States)

Transient feeling states that are generally not tied to a specific event of object.

types of consumer problems

active problem and inactive problem

three components

affective, cognitive, behavioral

why is internet shopping growing

as a result of the time pressures felt by consumers

value-expressive appeals

attempt to build a personality for the product or create an image of the product user

why does ritual improve the consumption experience

because they lead to greater involvement and interest

behavioral component manifestation

behavioral intentions with respect to specific attributes or overall objects

cognitive component manifestation

beliefs about specific attributes or overall object

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate? A. routine decision B. repeat purchase decision C. primary decision D. brand loyal decision E. low visibility decision

brand loyal decision

temporal perspectives

deal with the effect of time on consumer behavior

affective component manifestation

emotions or feelings about specific attributes or overall objects

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? A. routine decision making B. nominal decision making C. extended decision making

extended decision making

communication characteristics that influence attitude formation and change

fear appeals humorous appeals comparative ads emotional appeals value-expressive vs utilitarian appeals

utilitarian appeals most effective

for functional products

value-expressive appeals most effective

for products designed to enhance self-image or provide other intangible benefits

nominal decision making is also known as

habitual decision making (in effect involves no decision)

situational influence

includes all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and yet have an effect on current behavior

attitude components and manifestations

initiator, component, component manifestation, and attitude

utilitarian appeals

involve informing the consumer of one of more functional benefits that are important to the target market

extended decision making

involves extensive internal and external search followed by a complex evaluation of multiple alternatives it is a response to the high level of purchase involvement emotional decision may involve substantial cognitive effort

limited decision making

involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post purchase evaluation middle ground between nominal and extended decision making involves recognizing a problem for which there are several possible solutions decision based only on buying the cheapest pasta

ritual situation

is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning

inactive problem

is on which the consumer is not aware

active problem

is one the consumer is aware of or will become aware of in normal course events

task definition

is the reason the consumption activity is occurring major distinction between purchases for self vs gift

central route to persuasion vs peripheral route

lots of effort and involvement vs not much effort

inactive problem marketing strategy

marketer must convince consumers that they have problem and that their brand is a superior solution

types of antecedent states

moods and momentary conditions

Which type of consumer decision making includes only a limited internal information search and no external search for information? A. extended decision making B. nominal decision making

nominal decision making

types of decision making

nominal decision making limited decision making extended decision making

message structure characteristics

one sided vs two sided messages positive vs negative framing

marketing strategy of active problem

only require marketer to convince consumers that its brand is the superior solution

5 characteristics of situation

physical surroundings social surroundings temporal perspectives task definition antecedent states

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate? A. problem recognition B. information search C. alternative evaluation D. postpurchase evaluation

problem recognition

what is atmosphere referred to as when describing a service business such as hospital, bank or restaurant

servicescape

initiation component

stimuli: products, situations, retail outles, sales personall, advertisements

core tenets of ELM - compared to attitudes formed under the peripheral route, attitude formed under central route tend to be

stronger more resistant to counter-persuasion attempts more accessible from memory more predictive of behaviors`

four types of situations

the communications situation/mood the purchase situation the usage situation the disposition situation

purchase involvement

the level of concern for, or interest in, the purchase process, triggered by need to consider a particular purchase, and so it is a temporary state influenced by the interaction of individual, product, and situational characteristics.

physical surroundings

the sum of all the physical features of a retail environment

attitude

the way one thinks/feels/acts towards some stimulus

nominal decision occurs when...

there is very low involvement with the purchase a completely nominal decision does not even include consideration of the "do not purchase" alternative does not consider other brands

what drives advertising decisions

weather

example of mood

win/lose games

purchase situation example

with/without children