Exam 5: Consumer Behaviour

A mutual funds representative is delivering a sales presentation to a husband and wife. He directs his conversation primarily to the husband, while the wife watches the presentation. By focusing the presentation heavily on the husband, we can assume the salesperson perceives this to be a syncratic purchasing decision.

How can marketers attempt to shape the outcome of the post-purchase evaluation?

When consumers are minimally involved and experience little risk in a buying decision, it is likely to be a routinized response behaviour.

Successful shaping leads to strong brand loyalty.

What does consumer behaviour refer to?

What is a microculture? Why should marketers pay attention to microcultures?

Define cognitive dissonance. How can marketers manage a consumer's cognitive dissonance?

Which of the following best characterizes virtual reality?

The act of deciding to buy goods and services for one's personal use or a business is considered consumer behaviour.

Culture can be defined as values, beliefs, preferences, and tastes that are handed down from one generation to the next.

A newly married couple is looking to rent an apartment. What kind of a decision is this likely to be?

The Quebec market has many different lifestyle types, which have significantly different product and activity preferences to the populations in other provinces.

What is included in the personal determinants of consumer behaviour?

As a marketing research intern for a personal-care products company, you are asked to present information on the learning process to the marketing department. Discuss the elements of learning you would include in your presentation. What advice would you give your peers about shaping?

Which product purchase would most likely require a high-involvement decision?

What is an opinion leader? Why are they important to marketers, and how has the Internet affected the power of opinion leaders?

Rachael, an advertising executive, shops for clothing at a trendy store. Despite the fact that bright prints and bold colours are the latest trends, she purchases a wardrobe in neutrals and black. What type of influence has most likely driven Rachael's decision?

What is the easiest thing for a marketer to accomplish regarding a product?

What is the tendency of opinion leaders?

Newly introduced products are often included in the consumer's evoked set simply because they are new.