Exam 4: Consumer Perception and Positioning

Differentiate between intrinsic cues and extrinsic cues and provide examples of each.

Irrelevant sexuality in advertising leads viewers to remember the sexual aspects of the ad, not the product or brand advertised.

Delivery vehicles painted in distinct colors, restaurant matchbooks, packaged hotel soaps and shampoos are all ways to make service offerings seem more tangible with visual images.

________ refers to consumers' perceptions of all the components of products, services, and brands, and to how consumers evaluate the quality of marketers' offerings.

Why would a brand want to update its image?

People usually see what they expect to see, and what they expect to see is usually based on familiarity, previous experience, or expectations.

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is consistent with the perception factor of ________.

Consumers are more likely to view price as an indicator of quality if ________.

Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of ________ to gain quick customer acceptance of the new format.

Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will ________.

Reference pricing coupled with limited-time availability (e.g. regularly $599, now $359 and on sale, three days only) produces more favorable price and store perceptions than each technique used alone.

Positioning is more important to the ultimate success of a product than are its actual characteristics.

Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonald's because he is getting hungry. This is an example of ________.

Positioning Joy (a fragrance brand) as "the costliest perfume in the world" is an example of ________.

Which of the following is NOT a way for a consumer to overcome perceived risk?

When consumers encounter prices that are in line with their expectations and feel harmonious, they engage in dissonance reduction.

________ focuses on a brand's exclusivity to give the consumer a reason to buy the product.

When consumers evaluate concrete attributes of a product, such as performance and durability, they rely less on price and brand name as indicators of quality than when they evaluate the product's prestige and symbolic value.

When Healthy Choice positions its products as more nutritional than Italian sub sandwiches and prepared salads, which type of positioning is it using?

Positioning Bounty, a paper towels brand, as "the quicker picker upper" is an example of ________.