Exam 4: Learning and Memory

Consumers differ in their level of involvement with a product message. By being aware of some basic factors that increase or decrease attention, marketers can increase the likelihood that product information will get through. Name some specific techniques which marketers can use to enhance consumers' motivations to process product information and increase their involvement.

Most researchers feel there are several broad types of involvement. Define and describe involvement and its relationship to motivation. Link your discussion to the identification of the various types of involvement. Is the concept useful in differentiating among competing brands or types of products?

The valence of a goal is negative, but not positive, when a person experiences an approach- avoidance conflict.

Each of the following is a type of socialization agent except:

Yuri purchased a bike to cycle to work. He was satisfying his utilitarian needs.

Elaboration is the term used to refer to the level of personal importance or interest the consumer perceives, evoked by a stimulus within a specific situation.

The process of learning the beliefs and behaviours which are endorsed by one's own culture is called:

TV requires more involvement on the part of the consumer than print media do.

"My garden gives me a sense of peace," describes the satisfaction of a safety need.

Some marketers have problems with taking Maslow's hierarchy of needs too literally. What are their criticisms of the hierarchical approach?

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self- actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

Sony airs a new ad for MP3 players five times a night for a week on the top three television stations in Calgary. When market research is conducted on these ads during day 4, persons aged 55+ generally recall seeing a Sony ad, but most cannot identify the specific product. This is most likely due to:

Shaun became tired of his routine IT job and decided to enroll in a Fine Arts degree. He was trying to satisfy which of Murray's psychogenic needs:

The local Harley- Davidson motorcycle outlet has special events on Saturday mornings. Vintage bikes are shown, food is served, and some people travel more than a 100 miles on their Harleys to be there almost every Saturday morning. This marketing dream is possible because Harley- Davidson has become a product.

Ling's hierarchy of needs are different from his Western friends since he values the welfare of the group as more important than:

Joan picked up a book in a bookstore and began to read the introduction. She was enchanted by what she read. An hour later, she was surprised to find that she had read almost half the book. Joan had just experienced what is called a flow state.

Denise liked some things about the dresses she saw even though the same dresses also had drawbacks. She really wanted the smashing black dress, but it cost a steep $395. This purchase situation is typical of which type of motivational conflict:

MECCAS is a technique for mapping the relationship between functional product or service attributes and terminal values, information which then is used for developing an advertising strategy.

Mary finds that many of her customers experience avoidance- avoidance conflicts when considering purchasing one her products. One way she can overcome this problem is to use messaging that helps consumers to overcome their guilt.

A street person found lying inside a doorway is satisfying which biogenic need as defined by Murray?