CH 06 - Consumer Behavior

If the marketer wants to change consumer's thoughts on their product, they should change their ___________ first, and then ___________. behavior; perspective perspective; behavior attitude; belief belief; attitude

? Wrong answer: perspective; behavior

What is an evoked set?

A group of alternative brands that the consumers will consider buying

What is cognitive dissonance?

A level of dissatisfaction with purchase

Gap between the desired state and actual state is called ___________.

Needs

Marketers found out that consumers usually based their decision on ___________ rather than reality.

Perception

According to A. H. Maslow, one's need for burglar alarm systems, retirement investments, insurance, and smoke and carbon monoxide detectors grows out of one's need for:

Safety

When consumers don't have an interest in something, they limit the amount of information they notice. This is:

Selective exposure

___________ is ignoring messages that do NOT relate to you.

Selective exposure

______________ is/are evaluative statements.

Attitudes

Let's suppose that you are invited to lead a marketing campaign for Ford Fusion to change consumer attitude positively. As a consultant, you are considering a number of actions you would like Ford to consider. You also need to explain why each strategy will work by using one of the principles of attitude change. If you recommend them to introduce an electronic car that is similar to the current Fusion model in every respect, but is powered by a reliable, environmentally friendly battery, which strategy are you using?

By adding new salient beliefs that are positive

Let's suppose that you are invited to lead a marketing campaign for Ford Fusion to change consumer attitude positively. As a consultant, you are considering a number of actions you would like Ford to consider. You also need to explain why each strategy will work by using one of the principles of attitude change. If you recommend them to launch an advertising in which you criticize Toyota's reliability, which strategy are you using?

By discrediting competitor's claims.

Let's suppose that you are invited to lead a marketing campaign for Ford Fusion to change consumer attitude positively. As a consultant, you are considering a number of actions you would like Ford to consider. You also need to explain why each strategy will work by using one of the principles of attitude change. If you recommend them to run an advertisement in which you show how much Ford has helped U.S. economy by creating jobs right here in America, which strategy are you using? (Assume that American car manufacturers have been seen as helping U.S. economy).

By reinforcing existing positive beliefs

To get a consumer to buy a firm's product or service, firms must often change the consumer's attitude toward its offerings. Which of the following is not one of the three ways in which this attitude change can be accomplished?

Changing learning process

Which of the following describes culture? Culture is easy to change Culture does not have a direct impact on how we think Culture is a set of values, norms, and attitude Culture is not pervasive

Culture is a set of values, norms, and attitude

Based on Maslow's hierarchy of needs, prestige, and feeling of accomplishment can be defined as ___________ needs.

Esteem

In ___________ a consumer goes through all stages of the decision process.

Extensive decision making

___________ search refers to an internet search on websites such as Yelp. ___________ search refers to knowledge based on personal experience

External; Internal

Which model suggests consumers evaluate brands on several attributes, and choose the one with highest score?

Fishbein model

Who are opinion leaders?

Knowledgeable people in a society who influence consumption behavior of others.

___________ happens when a consumer is familiar with the product, but not with the brand.

Limited decision making

Which of the following is in between the two extremes of routine response behavior and extensive decision-making? Limited decision-making Consumer involvement Higher involvement Regular decision-making

Limited decision-making

Which of the following is NOT one of the three components of the wheel of consumer analysis expressed in the definition of consumer behavior by American Marketing Association?

Marketing strategy

Which of the following is NOT a social factor influencing consumer decision making? -Opinion leader -Social class -Subculture - Motivation

Motivation

Roadside bakeries often leave their doors open with the hopes that the fresh smell of baked goods will entice passersby. What does the above scenario create?

Need recognition

What does 'learning' mean in marketing?

The change in consumer behavior that results from their use of the product.

Which of the following is false about social classes? -They have a nearly equal status and community esteem -They have little to no impact on purchasing behavior -They seek others' opinions - They hare behavior norms

They have little to no impact on purchasing behavior

Which of the following is NOT a characteristic of an extensive decision-making process? -High involvement cost -High social visibility -Very few alternatives are considered - Lack of experience

Very few alternatives are considered

A relatively enduring, learned predisposition to act favorably or unfavorably toward a given object (e.g., a store, company, or brand).

attitude

As the perceived risk (the likelihood of making a mistake) involved in buying a product increases, so does the post purchase likelihood of

cognitive dissonance

The term "affect" refers to:

emotions, feelings, and moods

When the __________ goes up, the amount of information consumers search for externally would go down

level of knowledge

What is the underlying basis for all action; the driving force behind all consumer behavior?

motivation

Jill goes to the supermarket to purchase a toothpaste. She is likely to engage in:

routine response behavior

When Steve goes to the grocery store every other week, he buys the same brands of coffee, milk, cereal, and dog food. This type of consumer decision making is called:

routine response behavior

When consumers don't have interest in something, they limit the amount of information they notice. This is:

selective exposure

Ralph played mediocre golf for over 20 years. Then he retired and vowed to improve his golf game by buying one of the new golf clubs that promise increased distance and have a $700 price tag. According to Maslow's hierarchy of needs, Ralph is most likely trying to satisfy his _____ needs.

self-actualization

A _______________ is defined by the status or esteem in the community.

social class

A ____________ is shaped by culture and individual preferences.

want