Exam 6: Consumer Behavior

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?

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.

Postpurchase cognitive dissonance is especially likely for products that are

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

Which of the following is NOT an element of the factors affecting consumers' search processes?

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?

The greater the discrepancy between a consumer's needy state and the desired state, the greater

A(n) __________ is a need or want strong enough to cause the person to seek satisfaction.

Last semester, Henri bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to decide right away how and where to purchase his books. Henri will most likely engage in a(n) __________ process.

Marketers should not encourage customer feedback because it can lead to negative word of mouth.

Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a __________ need.

When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda's __________ set.

Many states have laws regulating the prices businesses charge during emergencies like hurricanes. These laws are designed to protect consumers whose __________ state may impair their ability to make sound purchase decisions.

Zappo's 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 Zappo's sends a humorous email 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

What evaluative criteria would consumers be likely to use in choosing a family physician?

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

For which of the following purchases would consumers most likely engage in limited problem solving?

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information.

Black Friday, as the day after Thanksgiving has come to be known in the U.S., is a day marked by many special deals in most retail stores, including deep-discounted products available in limited quantities, called doorbusters, and 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.

Define the term postpurchase cognitive dissonance and give an example of when this happened to you. Then explain what the company could have done to lessen your dissonance.