Exam 6: Consumer Behavior

Whenever major golf professionals use a new piece of golf equipment, sales of that equipment jump rapidly. What type of social influence do PGA and LPGA professionals represent for average golfers?

When Stefan decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Stefan was searching for information from

One benefit of having satisfied customers is that they may spread positive word of mouth.

Often political candidates position themselves as "outsiders," not part of the establishment. These candidates assume that voters have a negative attitude toward incumbent politicians (i.e., those currently in office). Describe three components of attitudes voters might have toward incumbent politicians.

There is a saying "Never go to the grocery store hungry." This saying suggests that a consumer's ________ state may adversely affect purchasing decisions.

Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.

Though he has never owned a Jaguar, Jamie thinks that Jaguar vehicles are poorly made and have many mechanical problems. For Jaguar to sell Jamie a car, the company would need to change the ________ component of Jamie's attitude.

Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer. Based on the use of humor in advertising for beer, does Budweiser believe that beer is a high-involvement or low-involvement purchase for most consumers? Explain your answer using the elaboration likelihood model.

Which purchase situation best exemplifies limited problem solving?

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on ________ associated with the product or service being considered.

Upscale men's and women's clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' ________ needs.

Using examples, describe the difference between impulse buying and habitual decision making.

Jason wants to impress Camille with the perfect engagement ring. He has been saving money for months, and he realized his attitudes and perceptions about diamond rings have been changing as he began paying attention to ads for rings. Marketers call this process

When considering a purchase decision, people generally buy one product or service instead of another because they perceive it to be a better value.

Tomas wants an unbiased source of information to help him decide what brand of carpeting to buy for his new condominium. Tomas would most likely search for information from

Negative attitudes are typically difficult for marketers to change because

"Black Friday," as the day after Thanksgiving has come to be known in the United States, is a day marked by special deals in most retail stores, including deep-discounted products available in limited quantities, called "doorbusters," that are designed to get shoppers into the store. But one danger of running out of the doorbuster deals is that a shopper may become angry or discouraged at failing to get the special item and decide not to do any more shopping. This is an example of the impact of ________ on the consumer decision process.

Marketers frequently design customer relationship management programs to

Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as