Why We Buy Test 1 Review Questions

What are unconscious motives?

Consumers cannot necessarily tell us their true motivation when they choose products, even if we can devise a sensitive way to ask them directly.

What feelings does the color red stimulate in people?

Creates feelings of arousal and stimulate appetite

According to the definition given in the textbook, the object of an attitude can be an object but not a person?

False

What is the theory of cognitive dissonance?

Individuals tend to avoid information that is opposed to their own points of view and tend to seek out information that is consonant with their own attitudes. Perhaps he will change his attitude or modify his behavior to restore consistency. Our motivation to reduce the negative feelings of dissonance makes us find a way for our beliefs and feelings to fit together.

Peripheral Route Persuasion

When we're not really motivated to think about the marketer's arguments. Instead, we're likely to use other cues to decide how to react to the message.

What is the major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

Whether the customers hold a very positive or weak attitude toward the product.

What elements in TV commercials are likely to have positive effects?

A viewer who is more involved with a television show will respond more positively to commercials he sees during that show, and that these spots will have a greater chance to influence his purchase intentions. A large-scale analysis of TV commercials found that viewers recall commercials shown first in a series of ads better than those they see last. Showing convenience of use Showing new product or improved features Casting background (i.e., people are incidental to message) Indirect comparison to other products Demonstration of the product in use Demonstration of tangible results (e.g., bouncy hair) An actor playing the role of an ordinary person No principal character (i.e., more time is devoted to the product) Repeating product information boosts consumers' awareness of the brand, even though the marketer says nothing new. When we hear happy music or watch happy programs, we experience more positive reactions to commercials and products

What are the stages of the process of perception?

Exposure occurs when a stimulus comes within the range of someone's sensory receptors. Attention refers to the extent to which processing activity is devoted to a particular stimulus. Interpretation refers to the meanings we assign to sensory stimuli.

Why do consumers sometimes replace a product that still functions?

Desire for new features, change in the environment, change in person's role

As a customers product knowledge increases, what typically happens to the amount of search conducted by the consumer?

It will increase, and then decrease as the customer becomes more knowledgeable.

Do fear ads work?

Most research on this topic indicates that these negative messages are most effective when the advertiser uses only a moderate threat and when the ad presents a solution to the problem.

Do sex related adds work?

Overall, the use of a strong sexual appeal is not very well received.

What is priming?

Properties of a stimulus that evoke a schema that leads us to compare the stimulus to other similar ones we encountered in the past.

Pros of two sided messages

Repetition is that it increases familiarity and thus reduces uncertainty about the product.

What is the best predictor of someone who recycles?

Researchers identified the most important lower-order goals to be "avoid filling up landfills," "reduce waste," "reuse materials," and "save the environment." They linked these to the terminal values of "promote health/avoid sickness," "achieve life-sustaining ends," and "provide for future generations." one way to ease the pain is to reward consumers for recycling

Why are fantasy appeals effective?

Self-induced shift in consciousness, which is sometimes a way to compensate for a lack of external stimulation or to escape from problems in the real world. Many products and services succeed because they appeal to our fantasies. An ad may transport us to an unfamiliar, exciting situation; things we purchase may permit us to "try on" interesting or provocative roles.

Central Route Persuasion

The implication is that message factors, such as the quality of arguments an ad presents, will determine attitude change.

Why do people alter their physical bodies?

To separate group members from nonmembers, to place the individual in the social organization, to place the person in a gender category, to enhance sex-role identification, to indicate desired social conduct, to indicate high status or rank, to provide a sense of security

Know the common elements of destructive consumer behavior

anticonsumption - events in which people deliberately deface or mutilate products and services. Anticonsumption ranges from relatively mild acts like spray-painting graffiti on buildings and subways to serious incidences of product tampering or even the release of computer viruses that can bring large corporations to their knees. It can also take the form of political protest in which activists alter or destroy billboards and other advertisements that promote what they feel to be unhealthy or unethical acts.

Cons of two sided messages

over time boredom increases with each exposure.