Exam 7: Consumer Behaviour

When Nike introduces a new style of athletic shoe to the market, it often provides physical instructors and aerobics trainers with a free pair, anticipating that the trainers will pass on favourable word of mouth messages about the benefits of the style. In this case, Nike is cultivating:

Pat and Mike are mates despite their different political orientations. Pat is a Liberal voter while Mike votes Labour. The pair has just listened to a televised debate in which the leaders of the two major political leaders showcased their policies. Pat thinks the Liberal leader's performance was far superior, but Mike disagrees. The most likely explanation for the difference in interpretation is selective:

According to Maslow, the needs that will be satisfied before people will be concerned with other types of needs are:

Social class is determined by a combination of factors. Which of the following is NOT one of the variables used to measure social class?

Select the words that BEST complete the following sentence. For low involvement consumers, ad repetition creates brand ____ rather than brand ____ .

Unlike beliefs, attitudes are highly volatile entities which are easy to change.

The consumer's evaluation of alternatives begins with a need, progresses through analysis of the bundle of attributes, and results in a determination of the benefits the consumer needs to meet his/her needs.

If in order to buy a new recliner for his family room, Josh visited several furniture show rooms and test sat in a variety of chairs. This would be described as a public source of information.

Why is an understanding of perception essential to marketing success? Discuss the implications of selective exposure, selective distortion, and selective retention for the advertiser.

Which of the following statements BEST reflects the concept of bounded rationality?

The tendency for people to adapt information to personal meanings and interpret it in a way that supports their pre- held beliefs is known as:

Generally, it is easier to attempt to modify a market offering to make it acceptable to consumer predispositions than to attempt to change consumer attitudes.

A brand personality is the specific mix of human traits that can be attributed to a particular brand.

Mary Steele has just purchased a packet of razor blades as requested by her husband. In this purchasing situation, Mary has assumed the role of:

Early adopters should receive significant marketing attention as a result of their status as community opinion leaders.

The stages a family passes through over time are described by the:

A reference group is BEST described as:

Which of the following presents needs in the sequence, from lowest to highest, as set out in Maslow's hierarchy?

While watching Entertainment Tonight, Cordelia noticed the show had a feature on Chondroitin, a drug that helps promote cartilage regeneration and healthy joints. She has taken the medicine for the last three years and is convinced the medicine is the only reason she is able to work in her yard without her joints aching like they used to. The feature began with a description of how the product works and concluded with a discussion of its potential life- threatening side effects. Cordelia called her sister to tell her how the feature supported her belief in how good the drug was for joint pain. Due to _____ , Cordelia did not remember the negative comments about Chondroitin.

Andrew and Mitch are reading a list of sayings with which they both agree. Among the sayings are "if at first you don't succeed, try, try again," "hard work is its own reward" and "time is money." The sayings Andrew and Mitch are reading reflect their ____characteristics.