Exam 6: Consumer Behavior

Jordana travels a lot for work and is looking to buy a carry-on bag that fits size and weight regulations. Although she has looked at several brands, she refuses to buy a bag that cannot also fit underneath the seat in front of her. Jordana is basing her decision on

Western visitors to the Indonesian island of Bali are often aghast when they see the swastika symbol etched above the entrances of some of its temples and homes. Westerners associate the swastika symbol with Nazi Germany while the Balinese associate the symbol with divinity and spirituality. These different associations are based on different

________ factors override or at least influence psychological and social issues.

Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley. Harley-Davidson also appeals to its more traditional market: cyclists who want a smooth, powerful ride. To be successful, Harley-Davidson needs to appeal to which type(s) of needs?

According to Maslow's hierarchy of needs, safety needs are the needs that people first seek to meet.

Assume you are the manager of a resort property that is close to the mountains, to several recreational sites, and to a few luxury restaurants and stores. How would you manage customer expectations to enhance postpurchase satisfaction? Be specific.

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

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?

Natalie and her fiancé Mayuree are planning their wedding. She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating. Natalie would like to have an informal ceremony on the beach, since that type of wedding has become popular with her friends. Furthermore, Mayuree is from Thailand and would like to have a monk officiate. Natalie and Mayuree's wedding decisions are most influenced by

Why is it dangerous for marketers to set unrealistically high consumer expectations?

Alex decides to make a donation to the Autism Research Institute. Which component of Alex's attitude toward autism research does this represent?

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.

Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael's favorite phrase, when confronted by the need to make a decision, is "Whatever." In marketing terms, Ryan is said to have a(n) ________ and Michael, a(n) ________.

André was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. André was addressing his ________ risk.

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing ________ needs.

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

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by

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

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to

For years Mark sold new cars, but he and his wife recently grew tired of city life and moved to a beach town. Now he sells costume jewelry (made by his wife) at an open-air market near the ocean. To be successful, what will Mark have to recognize about the difference between consumers' problem-solving processes for cars and costume jewelry?