consumer behavior study questions
Name five factors that are likely to increase prepurchase search with regards to a product or service.
****** 1. The consumer is purchasing it for the first time 2. High price 3. Frequent changes in product styles 4. Purchase is a gift 5. Product is socially visible
What is a ritual? Provide an example of a ritual artifact and explain why ritual artifacts are important to marketers.
A ritual is a type of symbolic activity consisting of a series of steps (multiple behaviors) occurring in a fixed sequence and repeated periodically. Rituals can be public, elaborate, or ceremonial (e.g., weddings), or mundane routines (e.g., daily grooming). Many rituals include artifacts and some products are marketed specifically for certain rituals. For instance, turkey, stuffing, and cranberries are part of the ritual of Thanksgiving Day. Rituals such as graduations, weekly card games, or visits to beauty salons include artifacts.
Differentiate between formal learning, informal learning, and technical learning.
Formal learning takes place when parents, older siblings, and other family members teach younger members "how to behave." Informal learning takes place when children imitate the behaviors of selected others, such as family, friends, or TV and movie heroes and characters. Technical learning happens when teachers instruct children in educational environments about what should be done, how it should be done, and why it should be done, in social as well as personal settings.
Describe the lexicographic rule and provide an example of how it might be used in the context of an automobile purchase.
When a consumer uses the lexicographic decision rule, the consumer ranks the attributes in terms of perceived relevance or importance, then compares the various alternatives in terms of the single attribute that is considered most important. For example, if a consumer was considering different automobiles and decided fuel efficiency (MPG) is the top ranked attribute, s/he will select the car that has the highest rating on fuel efficiency, regardless of the other attributes. Logged
what are the 3 levels of consumer decision making? briefley describe each
extensive, limited, routinized
