Exam 4: Consumer Perception and Positioning

Low-risk perceivers have been described as broad categorizers and tend to ________.

Campbell's slogan "soup is good food" is an example of ________.

________ is the process by which a company intentionally changes the distinct image and identity that its product or brand occupies in consumers' minds.

What is the FIFTH step in the positioning process?

Completed messages or tasks are better remembered than those that are incomplete.

________ is promotion that is designed to promote a company's overall image without overtly referring to specific products.

Because services are intangible, image becomes a key factor in differentiating a service from its competition.

Which of the following is least likely to convey a fragrance brand's image on its own?

Which of the following is true of the relationship between consumers' perceptions and their expectations?

Barry has avoided purchasing a new laptop because prices keep falling and he is worried that, if he buys a laptop today, the same laptop will be cheaper in six months. Barry perceives ________ associated with the purchase of a new laptop.

Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on subway tunnels in between stations, and featured on doctor's examination tables are examples of ________.

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as well. The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness. -In the JUICE MINI CASE, Fruit Fusions' print ads are meant to draw a reader's attention through ________.

Define Weber's law in the context of the differential threshold and cite an example of Weber's law in practice.

________ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.

Alice needs a new cell phone, but is anxious about which phone she should buy. Many of her friends own popular phone models but complain about lost calls, short battery life, and poor predictive text functionality. While she has identified several attractive phone models, she doesn't feel like she can really try the phones out in such an artificial setting and is nervous that she might pick a phone that doesn't work as well as she had hoped. Alice perceives ________ associated with the purchase of a new phone.

The amount of risk perceived depends on the specific consumer.

As sensory input ________, our ability to detect changes in input or intensity ________.

________ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.

Positioning Avis using the claim that "We're No. 2. We Try Harder." was an example of ________.

________ occurs when consumers tune into messages that they find pleasant or with which they are sympathetic, and they actively avoid painful or threatening ones.