Exam 7: Consumer Behaviour

The study of how people make decisions when the outcome is uncertain, and the departures from optimal or "rational" choice that sometimes result is known as:

A reference group is a relatively homogeneous and enduring division of society.

Sam and Lizzie regularly read restaurant reviews in their daily newspaper. Whenever they see a favourable review of a restaurant, they will try it out. For Sam and Lizzie, the restaurant reviewer is an example of a(n):

Some budget airlines have unbundled traditional air- fares by separating the seat from other ancillary service components by charging separate fees for baggage, head- phones, in- flight meals, issuing boarding passes etc. While this strategy allows the airline to advertise highly competitive fares, in practice it has annoyed customers. Customer responses to these unpopular additional charges are BEST explained by which of the following concepts from behavioural economics?

Motivation research refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

Technically, generational segments are not demographic segments. Implicit in the understanding of generational segments is the notion that members of each segment share value systems based on common life- experiences and situations. As such, one way of thinking about generational segments is that they are subcultures. For each of the following generational segments, briefly discuss the major life experiences that might have shaped their value systems:

While marketers know a great deal about the general characteristics of opinion leaders, the identification of appropriate opinion leaders for specific products is difficult. How might the marketer deal with this problem?

According to the concept of consumer buying roles, the initiator is typically the person who ultimately makes part, or all, of the purchase decision.

Consumers frequently notice more makes and models of cars after their purchase than they did before their purchase. This phenomenon is most closely related to:

What special problems are likely to be associated with the marketer's attempts to use psychographics? Why is psychographic information usually used with demographic data?

A sub- culture is defined as:

An aspirational group is BEST defined as:

Lou is constantly begging his mother to buy him a pair of in- line skates because all of the popular boys at his school have these. His mother contends that he'll just break something if she buys him the skates. For Lou, the most popular boys in his school are an example of:

A group that serves as a direct or indirect point of comparison in forming a person's attitudes or behaviour is known as a(n):

Brand personality analysts have labeled the popular music channel, MTV, as daring, spirited, and highly imaginative. Which of the following brand personality traits BEST suits MTV?