Test 1 Module 3

When do attitudes predict behavior?

- Involvement/effort is high - Knowledge is high - Confidence is high - Peer pressure is high

Question: If one is influenced in a positive manner by a group by which they are not a member, that group to this person is a(n) 1) Primary 2) Direct group 3) Aspirational group 4) Dissociative group

3)

Which of the following statements is most accurate 1) The consideration set is comprised of all known brands 2) Rejected brands are examples of unknown brands 3) The evoked set describes the choices that first come to mind when thinking of a particular product category and could be choices that we find acceptable or unacceptable 4) The awareness set describes all brands that fit the product category

3)

Which of the following about the Theory of Reasoned Action (TORA) is least accurate? 1) TORA allows marketers to understand how to target changing existing consumer beliefs 2) Understanding ones belief is key component to predicting behavioral intentions 3) TORA works best in situations when product knowledge and confidence is high 4) TORA is most useful in predicting behavior in peripheral-route processing

4)

Theory of Reasoned Action (TORA)

A theory suggesting that the decision to engage in a particular behavior is the result of a rational process in which behavioral options are considered, consequences or outcomes of each are evaluated, and a decision is reached to act or not to act. That decision is then reflected in behavioral intentions, which strongly influence overt behavior.

BDI

Brand/population

cognitive dissonance

Buyers remorse

explanatory:

Experiments . Quantitative

In the consumer decision-making process, our preferred or desired state is best described as: 1) Actual state 2) Ideal state 3) Present state 4) Purchase

Ideal State

descriptive research data

Interviews

Non-probability purposive Sample

Judgmental. Researcher gets to choose what is chosen

5-Step Decision-Making Process

Need recognition Information search Evaluate alternatives Purchase decision cognitive dissonance

Exploratory research data

Observation ethnography. qualitative

representative

People

What is the consideration set

Positively rated under the known brands model.

Reliable data

Questions asked

selective retention

Remember only the good things or only the bad.

Non-probability Quota Sample

Researcher finds a prescribed number of subjects across several categories.

Non-probability Convenience Sample

Select easiest population. Like friends and family

Non-probability Snowball Sample

Subjects help researcher find additional subjects that are similar to initial subject.

selective distortion

Twist the way you remember it

selective exposure

You decide what you're exposed to

What is the evoked set model

all known brands that are either acceptable or unacceptable. like Walmart

Predictive Marketing Research

attempting to estimate the results of a planned marketing decision

Attitudes

cognitions + affects + behavior

Diagnostic Marketing Research

explaining = why is happening

Descriptive Marketing Research

gathering = what is happening

Explain when cognitive dissonance is NOT resolved

if it was bad, worse than you expected

Explain when cognitive dissonance is resolved

if it was good, satisfied

customer insights

is perceived meanings of data collected from the study of consumer behavior

Valid data

questions asked