Exam 5: Understanding Consumer Behavior

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Nico wants to buy a new digital camera for his semester studying abroad, but he knows very little about cameras, having never owned one. As a result, he has begun asking for advice from friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best Buy and he has looked at some websites. Nico is engaging in

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

Figure 5-2 -Figure 5-2 above shows the recent ratings from an independent rating agency for selected smartphone brands and models. Which smartphone should be chosen if you want a model that costs less than $900 and has superior camera quality?

Marketers use three approaches to try to change consumer attitudes toward products and brands. One of these is

__________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective) identified during the information search step. What is this stage called?

Which of the following is a concept from behavioral learning theory that marketers use?

Figure 5-1 -In Figure 5-1 above, C represents which stage of the consumer purchase decision process?

Consumer socialization refers to

In the VALS framework, consumers can have abundant or minimal psychological, physical, and material resources. One segment with minimal resources, known as ________, are the quiet rank and file focused on meeting basic needs. They are analog not digital.

________ marketing is the practice of focusing on the identification and recruitment of individuals to advocate for products, services, and brands, often on social media, rather than focusing exclusively on prospective buyers.

A brand community refers to

Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that

Elsa contends that she can taste the difference between fat-free cheeses and those with regular fat content. Elsa is exhibiting

The analysis of consumer lifestyles is known as

Subliminal perception is

All of the following are marketing strategies designed to reduce consumers' perceived risk and encourage purchases except which?

One evening while watching Hulu, your stomach growls. You see an ad for Jimmy John's. You walk to the shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a