Chapter 5

an information search

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake ________.

self-concept

A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.

interpretive consumer research

A marketing research company asked members of a focus group to describe several brands as animals. This is an example of ________.

Lifestyle

________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.

buyer's decision process

According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?

cognitive dissonance

Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.

African American

Although more price-conscious than other population segments, ________ consumers tend to be strongly motivated by quality and selection, and give importance to brands.

selective distortion

Mark has long supported a particular brand of footwear and has always bought that brand of footwear. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to purchase the same brand of footwear. It is most accurate to say that Mark displays ________.

alternative evaluation

Marketers describe the way a consumer processes information to arrive at brand choices as ________.

Older, first-generation Hispanic consumers favor sellers who show special interest in them.

Refer to the scenario below to answer the following questions. The Attic Trunk opened in 1979 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers. By the late 1980s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices. Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the late 1980s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians. Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, colognes, and jewelry. Other owners followed suit in the early 1990s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge. Which of the following best supports the idea that The Attic Trunk's mature, wealthy clientele can remain a viable target market?

ruggedness

Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities. Which of the following brand personalities could be best associated with the new brand?

Lifestyle

The latest trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.

cognitive dissonance

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.

dissonance-reducing buying behavior

When consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will exhibit ________.

Opinion Leaders

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.

Asian American

________ consumers are the most affluent U.S. demographic segment and are expected to have an annual buying power approaching $775 billion by 2015.

Personality

________ refers to the unique psychological characteristics that distinguish an individual or group.