Marketing 351 Final
Elastic
-1 to infinity
Inelastic
0 to -1
The disposition situation can create significant social problems as well as opportunities for marketers.
True
The major task dichotomy used by marketers is between purchases for self-use versus gift-giving.
True
The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.
False
The only aspect of music that influences consumer behavior is tempo
False
Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is not seeking information about the brand?
Acceptance strategy
Which of the following statements is true regarding moods?
Ad and brand attitudes are often influenced in a mood- congruent manner
Which of the following statements is true regarding moods?
Ad and brand attitudes are often influenced in a mood-congruent manner
Ritual Situation
A ritual situation is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning
The purchase decision and consumption process always occur in the context of _____.
A specific situation
Under conditions of crowding, consumers tend to _____
A) buy less B) make faster decisions C) use less information D) be less satisfied
Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?
Affective Choice
Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole?
Affective Choice
Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior?
Alternative evaluation
Net Promoter Score
An indirect word of mouth measure of true attitudinal loyalty Promoters Passively satisfied Detractors
Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called _____.
Antecedent states
Types of Information Sought
Appropriate evaluative criteria The existence of various alternatives Performance of each alternative on each evaluative criterion
What does AIDA stand for?
Attention Interest Desire Action
Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?
Attitude based choice
Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?
Attribute- Based choice
All of the brands that a consumer thinks of as potential solutions are known as the
Awareness set
Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting _____.
Brand Loyalty
Which marketing strategies are appropriate for limited decision making?
Capture strategy and intercept strategy
Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____.
Commitment
Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?
Commitment
.Which type of customer has an emotional attachment to the brand or firm?
Committed Customer
What are the four types of situations?
Communications situation Purchase situation Usage situation Disposition situation
The multiattribute model is which type of decision rule?
Compensatory
What is the only rule that is not non - compensatory?
Compensatory Rule
Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more that $1200, the computer must weigh no more that 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?
Conjunctive
Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?
Conjunctive
What rules are non compensatory?
Conjunctive Rule Disjunctive Rule Elimination by Aspects Rule Lexicographic Rule
Evoked set is also called the
Consideration set
To understand a consumer's behavior, we must know about the _____.
Consumer Situation Stimulus Object
Temporal perspectives
Deal with the effect of time on the consumer behavior
Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?
Decreasing the desirability of rejected alternatives.
Complements
Minus sign
Walker and his wife have two children. They have purchased a new computer for their household every four years or so for almost twenty years. When Walker purchases a new one, usually for him to be able to work at home, one of his children will get the old one. However, they have a few old computers sitting in the attic and garage because Walker doesn't really know how to get rid of them. This is an example of which type of situation?
Disposition situation
Which situation involves consumers disposing of products or product packages after or before product use?
Disposition situation
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
Disrupt Strategy
Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?
Disrupt Strategy
If brand is NOT in evoked set, which strategies should you use?
Disrupt, Intercept, Acceptance
Disposition of the product or the product's container may occur _____ product use
During After Before
Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?
Elimination by Aspects
Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?
Elimination by Aspects
Disjunctive Rule
Establishes a minimum required performance for each important attribute (often a high level) All brands that meet or exceed the performance level for any key attribute are acceptable.
Conjunctive Rule
Establishes minimum required performance for each evaluative criterion. Selects the first (or all) brand(s) that meet or exceed these minimum standards.
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____.
Evaluative Criteria
The desired features or characteristics required to meet a consumer's needs are his or her
Evaluative Criteria
The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.
Evaluative Criteria
To better understand a consumer's behavior, we must know about the consumer, about the primary stimulus object, and about the situation.
True
What are the subcategories of the awareness set?
Evoked Inert Inept
The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.
Evoked set
External Search
If a resolution is not reached through internal search, then the search process is focused on relevant external information. Ongoing search is done to acquire information and because the process is pleasurable.
Brands that are found completely unworthy of further consideration are members of the _____.
Inept set
Which of the following also includes a situation-specific component?
Involvement
Clark and his family normally live paycheck to paycheck. However, this month, they found themselves with a little extra money, so they decided to go out to a nice restaurant and to a movie. This is an example of the antecedent state of _____.
Momentary condition
Stan was feeling very tired and hungry in the mid-afternoon, so he ate a Snickers candy bar. Stan is attempting to manage his _____.
Momentary condition
Which of the following reflects temporary states of being rather than temporary states of mind?
Momentary conditions
A market research study asked consumers to rate themselves with respect to several adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research trying to assess?
Mood
Transient feeling states that are generally not tied to a specific event or object are known as _____.
Moods
Which of the following are antecedent states?
Moods, Momentary conditions
What are the situational characteristics of consumer behavior?
Physical surroundings Social surroundings Temporal surroundings Task Definitions Antecedent states
Substitute
Plus sign
When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results.
Satisfaction
Internal Search
Search of long- term memory to determine if : a satisfactory solution is known what are types of potential solutions, and ways to compare the possible solutions.
Which of the following statements is FALSE regarding information search?
Searching for information is free
Which of the following is an alternative once a consumer has decided to get rid of a product?
Sell it Give it away Loan it to someone Throw it away
Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant.
Servicescape
Compensatory Decision Rule
States that the brand that rates highest on the sum of the consumers judgments of the relevant evaluative criteria will be chosen
The sum of all the physical features of a retail environment is referred to as the _____.
Store atmosphere
Which of the following is NOT a consumption response?
Task definition
A consumer decision requires information on which of the following?
The appropriate evaluative criteria for the solution of a problem. The existence of various alternative solutions. The performance level or characteristic of each alternative solution on each evaluative criterion.
The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?
The degree of commitment or irrevocability of the decision. The importance of the decision to the consumer. The difficulty of choosing among the alternatives. The individual's tendency to experience anxiety.
Which of the following is FALSE regarding committed customers?
They are less likely to forgive an occasional product or service failure.
Which disposition alternative is the most widely used by consumers?
Throw away
A consumer can be neither satisfied nor dissatisfied.
True
Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.
True
Consumers might experience guilt by the use of a product or a service.
True
Determining how products are currently used across situations can help the marketer develop appropriate advertising and positioning strategies.
True
Disposition of the product or the product's container may occur before, during, or after product use.
True
Expanded usage situation strategies can produce major sales gains for established products.
True
Individuals tend to comply with group expectations, particularly when the behavior is visible.
True
Post purchase Dissonance
When a consumer has doubts or anxiety regarding the wisdom of a purchase made
Which of the following is NOT a situation in which consumer behavior occurs
all of the above are situations in which consumer behavior occurs
Switching costs
are the costs of finding, evaluating, and adopting another solution
In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness?
communications
The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation.
communications situation
Which of the following is a situation in which consumer behavior occurs?
communications situation purchase situation usage situation disposition situation
A store's atmosphere can influence which of the following?
consumers' judgments of the quality of the store store's image shoppers' moods shoppers' willingness to visit and linger
A brand whose perceived performance falls below expectations generally produces _____.
dissatisfaction
In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to _____.
expand the usage situation
Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as _____.
expanded usage situation
Which of the following is a reason consumers give gifts?
social expectations ritualized consumption experiences to elicit return favors as an expression of love and caring
A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?
importance of the purchase to the consumer ease of taking action consumer's existing level of overall satisfaction with the brand or outlet characteristics of the consumer involved
Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment?
larger amount of bar purchases
Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____.
non satisfaction
Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____.
non satisfaction
An outlet or brand whose performance confirms a low-performance expectation generally will result in _____.
nonsatifactiion
A closed-in feeling created by a crowded store will result in adaptive strategies that could _____.
reduce shopping time, reduce purchases, and alter the use of in-store information
Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation?
whether or not to take any external action
John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave this gift?
to elicit a return favor
Nominal and most limited decision making will not produce postpurchase dissonance.
true
What is the first decision a dissatisfied customer will make?
whether or not to take any external action
Even if a dissatisfied consumer takes no external action, which of the following is likely?
will have a less favorable attitude toward the store or brand
Which of the following is true regarding word-of-mouth (WOM)?
Consumers trust WOM more than many other sources.
One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company?
Intercept Strategy
If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?
Intercept strategy
If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.
Intercept the consumer during the search for information on the brands in the evoked set
Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?
Internal search
Attitude-Based Choice
Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute by attribute comparisons are made at the time of choice.
Shopping on the Internet provides which important time-related dimension?
It has the potential to reduce the amount of time required to make a specific purchase. It provides the consumer with almost total control over when the purchase is made.
James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is giving this gift?
It is a ritualized consumption experience
Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?
Lexicographic
Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?
Maintenance strategy
Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market?
Maintenance strategy
Which marketing strategies are appropriate for nominal decision making?
Maintenance strategy and disrupt strategy
If brands are in evoked set which strategies should you use?
Maintenance, Capture, Preference
Under conditions of crowding, consumers tend do to all of the following EXCEPT
Make more demands on the sales personnel
Which of the following statements is FALSE regarding ritual situations?
Marketers cannot change or create consumption patterns associated with ritual situations
Which of the following statements is FALSE regarding appropriate alternatives?
Marketing strategy that focuses only on creating awareness is adequate
Antecedent states
Moods: transient feeling states that are generally not tied to a specific event of object. Momentary conditions: temporary states of being (tired, ill, having extra money, being broke)
Which of the following statements is true regarding consumer choice processes?
Motivation, information availability, and situational factors interact to determine which choice process will be used.
Given what was said in class, when would Best Buy be better able to sell product warranties?
Much crowd in the store
Extended decision making with the brand in the evoked set requires which marketing strategy?
Preference strategy
Which marketing strategies are appropriate for extended decision making?
Preference strategy and acceptance strategy
Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?
Product non use
Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?
Product nonuse
Which of the following is NOT a subcategory of the awareness set?
Purchase set
PRICE GOES UP
QUANTITY GOES DOWN
Which of the following is NOT an alternative if a consumer decides to retain a product's package?
Recycle it
Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____.
Repeat purchaser
_____ continue to buy the same brand though they do not have an emotional attachment to it.
Repeat purchasers
Attribute- Based Choice
Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute by attribute comparisons across brands
Product use
Retailers can frequently take advantage of the fact that the use of one product may require or suggest the use of other products e.g. dresses and shoes
Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____.
Ritual Situation
Binge drinking among college students can be described as a(n) _____.
Ritual behavior
A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____.
Ritual situation
Every year around the 4th of July, families get together and celebrate a family reunion as well as Independence Day. The Normans, one such family, does this every year, and the party is pretty much the same every year. A cookout is held at one family member's home, and games for the children are played, such as a three-legged race and an egg toss competition. The family that wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This is an example of a _____.
Ritual situation
Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____.
Situation based marketing strategies
All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as _____.
Situational influence
Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store targeted to teens and young adults. They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in this store represent the _____.
Social surroundings
The other individuals present in the particular situation are referred to as the _____.
Social surroundings
Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as the _____.
Store atmosphere
Physical surroundings
Store atmosphere is the sum of all the physical feature of a retail environment.
Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represent Sandy's _____.
Switching costs
The costs of finding, evaluating, and adopting another solution are known as _____.
Switching costs
A person who shops a nicer store than normal because he or she is buying a gift is influenced by the _____ characteristic of the situation.
Task definition
Mark is developing the marketing strategy for his business, which is a retail store. He knows that situation characteristics will interact with his marketing activity. Which of the following is a situation characteristic he needs to consider?
Task definition
Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior?
Task definition
Affective Choice
Tend to be more holistic. Brand not decomposed into distinct components for separate evaluation. Evaluations generally focus on how they will make the user feel as they are used Choices are often based primarily on the immediate emotional response to the product or service.
Which of the following is true regarding postpurchase dissonance?
The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.
Task Definition
The reason the consumption activity is occurring.
If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.
True
Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.
True
To which set do alternatives the consumer does not know about belong?
Unawareness set
When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation?
Usage
Even if a dissatisfied consumer takes no external action, which of the following is likely?
Will have a less favorable attitude toward the store or brand
Repeat purchasers
continue to buy the same brand though they do not have an emotional attachment to it
Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced _____.
satisfaction
Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way not because she really wants to, but rather, she does it because others around her are doing it. The influence these others have on Mimi represent which situational characteristic?
social surroundings
The awareness set has generally been found to be smaller than the evoked set
False
How does music influence consumer behavior?
Influences mood
The brands found to be completely unworthy of further consideration comprise the excluded set.
False
Which of the following statements is FALSE regarding crowding as a situational characteristic?
Crowding is unpleasant regardless of a consumers' culture.
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five good pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____.
Awareness Set
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____.
Awareness set
Jason will only drink Pepsi cola, and he feels an emotional attachment to it. That is the brand he was brought up on and is the one he continues to drink every day. Jason is exhibiting _____.
Brand loyalty
George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a _____.
Committed customer
Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?
Compensatory
Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?
Compensatory
Lexicographic Decision Rule
Consumer ranks the criteria in order of importance. Then selects brand that performs best on the most important attribute. If two or more brands tie, they are evaluated on the second most important attribute. This continues through the attributes until one brand outperforms the others
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____.
Consumption guilt
Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive, but she really liked it. She was going to her brother's house with her mother, and she asked that her mother drive. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____.
Consumption guilt
Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____.
Consumption guilt
Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?
Disjunctive
Decisions made by consumers regarding the _____ situation can create significant social problems as well as opportunities for marketers.
Disposition
Gertrude is very environmentally-conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation?
Disposition situation
Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____.
Evoked set
Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and IBM Web sites and has consulted Consumer Reports. Nathan is conducting which type of information search?
External Search
Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?
External search
All of the brands thought of as potential solutions are known as the consideration set
False
Consumer behavior occurs within four broad categories or types of situations: the communications situation, the purchase situation, the usage situation, and the social situation.
False
Counterintuitive thinking refers to imagining the outcome if a different decision had been made in the past.
False
Individuals cannot "create" the situations they face.
False
Marketers do not attempt to change or create consumption patterns associated with rituals.
False
Mood is an example of a momentary condition reflecting a temporary state of being.
False
Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.
False
Physical surroundings represent the situational characteristic that has the greatest impact on consumption behavior.
False
Repeat purchasers continue to buy the same brand because of their emotional attachment to it.
False
Elimination by Aspects Rule
First, evaluative criteria ranked in terms of importance Second, cutoff point for each criterion is established Finally (in order of attribute importance) brands are eliminated if they fail to meet or exceed the cutoff.
Crowding generally produces which outcome for the retail outlet and the consumer?
Generally negative outcomes for both
Situational influence
Includes all those factors particular to a time and place that do not follow knowledge of stable attributes of the consumer and that have an effect on consumer behavior. "State" variable
After the purchase is made, the consumer may utilize one or more of the following to reduce dissonance
Increase the desirability of the brand purchased Decrease the desirability of rejected alternatives Decrease the importance of the purchase decision Reverse the purchase decision (return before use)
Which of the following is NOT an action a consumer may utilize to reduce dissonance?
Increase the desirability of the brand purchased. Decrease the desirability of rejected alternatives. Decrease the importance of the purchase decision. Reverse the purchase decision (return the product before use).
Which of the following is NOT an action a consumer may utilize to reduce dissonance?
Increase the importance of alternatives that were not considered in the purchase initially.
Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her _____.
Inept Set
Brands for which a consumer is aware but basically indifferent toward compose his or her _____.
Inert set
Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's _____.
Inert set
Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____.
Internal search
Brand Loyalty
Involves commitment to the brand- it is a biased behavioral response expressed over time
Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____.
Ongoing search
Decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic?
Physical surroundings
Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic?
Physical surroundings
Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____.
Post purchase dissonance
Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.
Post purchase dissonance
Doubt or anxiety regarding a purchase a consumer has made is known as _____.
Post purchase dissonance
The reason the consumption activity is occurring is the situation characteristic of
Task definition
Which of the following is NOT an individual characteristic influencing consumer behavior?
Task definition
One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the "offer" will expire within a certain amount of time, creating a sense of urgency among consumers. Teresa watches this channel frequently, and admitted that this aspect of the situation does influence her decision to buy something. Which characteristic of the situation is influencing Teresa and others' behavior?
Temporal perspective
Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic?
Temporal perspective
Which of the following is a situation characteristic?
Temporal perspective
Which situational characteristic deals with the effect of time on consumer behavior?
Temporal perspective
Attribute based choice requires
The knowledge of specific attributes at the time the choice is made. Attribute by attribute comparisons across brands
Marketing strategy that focuses only on creating awareness may be inadequate
True
One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.
True
Sometimes consumers purchase products and do not use them.
True