Exam 6: Consumer Behavior

Gerard recognized his old, rusty car had seen its last mile. Considering the context of this situation, when he began searching for a new car to replace it, he most likely relied on both ________ sources of information.

After her first year in college, Maria wants to decide on a major. What internal and external sources of information can she use to help her in making a decision?

Sanjay decided not to purchase the Hulu app because he didn't think it would give him access to all the shows and movies that he wanted for the price. Sanjay was assessing the financial risk of purchasing the Hulu app.

Michelle is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Michelle is trying to reduce her customers' ________ risk.

Sybil is visiting colleges before applying to schools as part of her extended problem-solving process.

Last semester, Kyle bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to decide today how and where to purchase his books. Kyle will most likely engage in a(n)________ process.

While on vacation, Linda's camera was stolen. Not wanting to waste vacation time shopping for a new camera, Linda simply purchased another camera just like her old one. For Linda, the ________ was low.

The consumer decision process begins with a comparison of available alternatives.

At a convenience store, Allyson bought a bag of chips she had never tried before. Driving down the road, Allyson opened the bag, took a bite, and realized she had purchased pork rinds by mistake. Being a vegetarian, Allyson threw away the chips. She felt very little buyer's remorse and soon forgot about the experience. Why?

Serena knows that habitual purchasers make great customers for her coffee shop. How can Serena attract and maintain habitual purchasers?

A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's Hierarchy of Needs?

Within Maslow's hierarchy, esteem needs allow people to satisfy their inner desires.

When Anne was deciding where her bridesmaids should buy their dresses, she considered all the stores she could recall seeing advertised. This represents Anne's ________ set.

Several years ago, BMW produced The Hire, a series of short films that were distributed online. The purpose of the film was to make the BMW brand relevant to young males who, BMW hoped, would become interested in the brand and would be more likely to purchase a BMW in the future. The films were directed by popular action-film directors of that time, and showed the BMW engaging in high-speed chases and other high-adrenaline situations. No actual product information was provided. BMW made it easy for site visitors to share the videos with friends. The films were viewed millions of times, and BMW considered it a highly successful promotion. Of the factors affecting the consumer decision process, which ones were the primary factors this campaign sought to use to affect the consumer decision process of those who watched the films?

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these "models" will serve as a(n)________ and influence consumers.

Marketers particularly want their brands and products to be in consumers' ________ sets.

After purchasing an expensive pair of shoes, you may question whether the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.

What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs?

Marketers fear negative word of mouth because when consumers are dissatisfied, they