Exam 6: Consumer Behavior

When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but when she visited her local Best Buy, she limited her search to only those brands she would consider buying. This represents Maya's ________ set.

Brenda was planning a small dinner party, and had gone to a new specialty food store with coupons she'd found in the food section of the paper. At the store she also found a "buy one, get one free" deal, and a gift offered with the purchase of a particular dessert. She altered the menu as a result of the ________ and ended up spending less than she'd planned.

When Hakim asked Marta where she wanted to go for lunch, she said Panera Bread because she used to go there at least once a week and always liked it. Marta conducted an internal search for information.

Elena is in the process of buying a new flatscreen. There are many possible flatscreens to choose from, but she is focused on a few she would actually consider buying. These make up her ________ set.

When Karen realized her dog had fleas, Karen was faced with

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.

Where Caroline grew up, everyone knew everyone else, no one locked their doors, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Caroline had to adjust to ________ differences.

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

After purchasing an expensive pair of shoes, you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their ________ needs.

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

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.

When making an important purchase, consumers often consult friends and family. This is considered an external search for information.

Generally, people buy one product or service instead of another because they

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.

Maslow's hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.

Larry operates a fishing resort in the Galapagos Islands. Few guests visit his remote island more than once, but Larry has his assistant e-mail recent customers each month to see how satisfied they were with their stay at his resort. Why would Larry spend effort on past customers if few guests come more than once?

Brenda wants a new, dependable car that also looks good. She wants to satisfy both functional and psychological needs.

Situational factors sometimes override psychological and social factors in the consumer decision process.

The consumer decision process model represents