MKTG 367 Ch. 10

One study examined how quickly consumers make decisions about their laundry detergent. The study found that on average, it takes _______________ for consumers to make a decision.

85 seconds

__________ tells us how often the event occurs across all consumers.

Base-rate information

In low-effort purchase situations

Consumers may use a multiattribute model to choose between brands.

________ can be characterized by little or no processing.

Habit

___________ refers to the progression of thinking, feeling, and doing during consumers' decision making.

Hierarchy of effects

What is the best way to attract the brand loyal customers of a competing brand?

It is usually better to avoid marketing to these consumers as they are already strongly committed to the competitor's brand.

________ is the term for operant conditioning used to elicit repeat purchases

Shaping

________ can lead to affect generation through brand familiarity.

The mere exposure effect

Every three weeks Coca Cola products go on sale at 30% off the regular price. How is this likely to affect consumers' perceptions?

They will begin to believe that the sale price is the regular price and not buy Coca Cola unless it is on sale.

Suppose you purchased an automobile that was a lemon. It required constant repair. This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today. This is an example of how __________ is more likely to be recalled and thus, influence judgments.

accessible information

All of the following are choice tactics used under low-effort consumer judgments and decision making except

additive differential decisions.

A consumer says "I like the brand, so I bought it." This could best be described as a(n) ________ tactic.

affect

Brands are associated with global affective evaluations that can be recalled from memory when making a choice. This process has been called

affect referral.

One study demonstrated that consumers who were given case history scenarios of refrigerator breakdown provided 30 percent higher estimates of breakdown than those who were given actual statistics about the incidence of breakdown. This is an example of how the __________ can bias judgment.

availability heuristic

Judgments based on the availability heuristic are biased because they ignore

base-rate information.

In one study, eye-catching displays increased sales of frozen dinners by 245 percent, laundry detergent by 207 percent, and salty snacks by 172 percent. This is best thought of as an example of marketers attempting to

capture the habitual buyer's attention.

Satisficing refers to consumers

choices of the first acceptable alternative

When MAO is low, individuals are motivated to be

cognitive simplifiers.

A low level of motivation to process is most often found with

common repeat-purchase products.

All of the following might be choice tactics that are used in low-effort processing situations except ________ tactics.

conjunctive

When consumers make a judgment about a soft drink such as Coca-Cola or Pepsi Cola, they will likely

employ "rules of thumb."

The hierarchy of effects for pure affective choice would be

feeling, behavior, thinking.

Amber is buying music on iTunes. Her likely hierarchy of effects is

feeling-behaving-thinking

Some researchers have challenged the belief-behavior link in low involvement situations. Robert Zajonc and others believe that consumers can make a decision based primarily on

feelings

Price-related tactics are more likely to be employed when there are

few perceived differences among brands.

Most low-effort decisions are made

frequently and repeatedly over time.

Sophie is very brand loyal to Duracell batteries. She needs new batteries for her digital camera and she is leaving for a vacation the next day. When she goes to a local discount store to purchase batteries, the Duracell batteries she needs are out of stock. Sophie will probably

go to another store to buy Duracell batteries.

Upon entering the East German market, Coca-Cola took advantage of the fact that most consumers were used to taking their soft drinks from vending machines to focus on vending machines when setting up their distribution system. They were utilizing _______ to capture consumers.

habit

Representativeness and availability are two major types of

heuristics

Kimberly thought about buying a book. When she went into the bookstore, a cover attracted her eye and she wanted to purchase the book. She grabbed it and went to the cashier. It was only after she began to read the book that she began forming an attitude about it. This is best known as the

hierarchy of effects.

A major contributing factor to the ___________ of low-effort decision making by consumers is the relative unimportance of these decisions.

high frequency

Melvin went into the car dealership just to look, but he walked out with a brand new automobile. This is an example of

impulse purchase.

The __________ is the expectation that information obtained from a small sample of people represents the larger population.

law of small numbers

Choice tactics allow consumers in common, repeat-purchase situations to

make quick, effortless decisions.

Regarding price changes, consumers tend to be

more responsive to price decreases than to price increases.

Li purchases only Dove, Ivory, and Irish Spring soaps. She is what is best known as

multibrand loyal.

In ________, learning occurs because the same act is repeatedly reinforced or punished over time.

operant conditioning

Overall, ________ has been found to be a very critical factor in brand choice

past experience

An advertisement for "Bounty, the quicker picker-upper," is an example of a marketing strategy appealing to consumers' use of ________ tactics.

performance

Judy wears a new pair of shoes and gets several compliments about them from her friends. In operant conditioning terms, this would be considered

positive reinforcement.

Operant conditioning views behavior as being influenced by

previous actions and the reinforcement from these actions.

Trident gum's ads focus on the base rate information that 4 out of 5 dentists recommend Trident. They humorously show what happened to the 5th dentist, such as falling asleep or being bitten by a squirrel to explain why 100% of the dentist are not endorsing Trident. This is an example of

providing consumers with vivid, base rate information.

A consumer may have a bad experience with a product or service and decide not to purchase it again. In operant conditioning terms, this is known as

punishment.

When MAO to process is low, consumers use heuristics to

reduce the effort at making a judgment.

If a consumer buys Liquid Tide and is impressed by its ability to clean clothes, he will be more likely to buy it again. This is best thought of as an example of the nature of ________ obtained from former actions.

reinforcement

All of the following are techniques commonly used to change the purchasing habits of habitual buyers of other brands except

reinforcement of repeat purchasing behavior.

Low-effort decisions are often made by

remembering previous decisions for the next choice.

To identify the truly brand-loyal customer, ________ must be measured.

repeat purchase behavior and preference

Two major types of heuristics that have major implications for consumer behavior are

representativeness and availability

The process referred to as the ___________ occurs when consumers make comparisons to a category prototype or exemplar.

representativeness heuristic

If we want to estimate the likelihood that a new, low-calorie frozen dinner is of high quality, we might compare it to a very common brand such as Weight Watchers. This is an example of a(n)

representativeness heuristic.

Habit simplifies the decision-making process. Consumers do not have to spend any time evaluating the alternatives. It also reduces

risk

The key to development of performance-related tactics is

satisfaction

Hilga realized she needed gas but she did not care much about where she filled up. In this case, she will be more likely to ________ than to optimize.

satisfice

Advertising can play a central role in influencing performance evaluations by

setting up expectations of reinforcement.

A free sample generates a trial use of a brand. A high-value coupon might be included with the sample to induce the consumer to purchase the product. Then, a series of lower-value coupons are used to promote further repurchase. When the coupons are withdrawn, marketers hope that the consumer will purchase by habit. This is an example of

shaping

John really did not think much about Wind Out breath mints until he bought a pack and realized how strong they were. Then he decided he liked them. This is an example of how, for these types of products,

strong attitudes are more likely to develop after purchase

Shaping involves

taking consumers through a series of successive steps to lead them to a desired response

Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be. This is an example of

the law of small numbers.

Brand loyalty is

the repeat purchase of the brand because of a conscious evaluation.

Healthy Choice ice cream co-branded with the Butterfinger brand of candy bars to come up with a new flavor. Why did Healthy Choice do this?

to benefit from the combined power and familiarity of both brand names

A consumer might drink Classic Coke on a regular basis, but one day suddenly gets the urge to have a Pepsi, and then returns to Coke for later purchases. In marketing and consumer behavior, this phenomenon has been referred to as

variety seeking.

A consumer says "I need to try something different." This could best be described as a(n) ________ tactic.

variety-seeking

An out-of-stock condition could force a consumer to break a habit because

without a strong preference, the consumer is more likely to buy another brand than go to another store.

Naoki feels strongly that between $10 and $20 is a suitable price for a meal at a buffet restaurant. This is what is best known as his

zone of acceptance