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?

Marketers often use the principles and theories from other disciplines to understand consumer actions and develop marketing strategies. According to the text, what disciplines are most useful to marketers trying to understand consumer behavior?

Postpurchase cognitive dissonance is especially likely for products that are

Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.

A consumer's external social environment includes

When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be to

Paula is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Paula knows these ________ factors will influence consumers' purchase decisions.

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

Americans often equate "bigger" with "better," and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce ________ risk in the consumer decision process.

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

Describe Nike's advertising strategies on the Weather Channel app. Why does the company advertise on the app? What insights did Nike gain with its advertising campaigns?

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

Jordana 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. Jordana is trying to reduce her customers' ________ risk.

How does the shopping situation affect consumer behavior, both positively and negatively?

Jackson's place of business is rather fashion conscious. This fashion consciousness influences how he dresses and where he shops. It also reflects the business's

Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Dawn uses ________ to decide which airline to fly.

Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is most likely concerned with ________ risk.

The text lists five psychological factors that can influence purchase decisions. List and give an example of each.

Zappos online shoe and clothing store has a unique way of dealing with abandoned shopping carts. If a site visitor places items into the shopping cart and then leaves the site without making a purchase, several days later Zappos sends a humorous e-mail saying, "Let us show you what your shopping cart did while you were gone," along with a photo of a cute dog intended to represent the shopping cart. This attention-getting device is designed to improve the site's

Reginald greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays, and offers them free meals on their birthdays. Reginald hopes that this attention to his "regulars" will encourage them to