Exam 5: Understanding Buyer Behavior and the Communication Process

Scenario 5-6 Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20.00. Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!" -(Scenario 5-6) A consumer who was examining a sample of the product from Voice-It said, "If you ask me, it really gets down to buying either this device, another pad of paper, or a much more expensive voice messaging system." Which of the following components of MAAMs analysis had the consumer just indicated?

Viewing the consumer as a social being whose ways of viewing brands is broader than information processing focuses advertisers on the meanings consumers associate with branded products.

Scenario 5-3 A woman decides that she's going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won't harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it's the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn't tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years. -The woman cannot explain why she buys Kraft macaroni and cheese. In fact, if the store was out of it, she would just buy the store brand. Which of the following statements regarding her purchase of Kraft macaroni and cheese is true?

Select a product that you use at least once a week. Then describe three possible functional benefits and three possible emotional benefits a person might receive from using the product. Be as specific as possible.

Scenario 5-5 Phil was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like. Having never purchased a blender before, Phil felt that he needed to shop carefully and enlist in the help of friends for advice. After visiting several stores and examining numerous models, Phil settled on a Kitchen-Aid model that cost nearly $100.00. -(Scenario 5-5) Which of the following best describes Phil's mode of consumer decision making toward buying a blender?

A subset of brands from a particular product category that becomes the focal point of a consumer's evaluation is a(n)

Scenario 5-1 At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth." ("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.) -(Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea. Therefore, one necessary step toward Snapple's future success is to

Phil is interested in purchasing a Sony Playstation 2 because his friends have one and he has enjoyed playing games at their house, but he distracted by the many ads for other games and other opportunities to spend his money on recreation. Phil is encountering

In one consumer decision-making mode, when experience and involvement are both low, the consumer is engaging in ____.

Describe what you consider to be a cultural value (other than individualism) held by Americans and the criteria by which you judge it to be a cultural value. Discuss the effects that advertising can have on shaping this value. Describe how advertising can use this value in selling a product.

Rituals are things done in a certain way - not randomly. Members of a culture tend to do them one way and members of a different culture do them another way.

When researchers study consumer behavior, they study a process that begins with the perception of a need and ends with the post-purchase product evaluation.

Scenario 5-3 A woman decides that she's going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won't harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it's the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn't tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years. -(Scenario 5-3) A psychologist and a sociologist would explain the woman's shopping behavior in different ways. Which one of the following statements regarding these different perspectives is true?

The text tells us something that common sense also tells us: that it is difficult to get people to process a message about a headache remedy when they don't have a headache. This problem is a consumer phenomenon called

The "consumer insights" approach to understanding how advertising works in the real world views

Scenario 5-2 Bayer Women's Aspirin Plus Calcium pitches protection against two threats to women's health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium. It's the aspirin that could pose a problem for people who don't need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it. Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure. (Francesca Lunzer Kritz, "Aspirin for women raises some questions," Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp -(Scenario 5-2) Which one of the following would not be considered a functional benefit of Aspirin Regimen Bayer with Calcium?

The elaboration likelihood model of information processing (ELM) includes two paths to a consumer's attitude change, a central, low involvement route and a peripheral high involvement route.

Scenario 5-6 Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20.00. Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!" -(Scenario 5-6) A consumer who purchased the product from Voice-It was heard to say, "It's better than having pieces of paper around all the time. In fact, I thought it was a good deal on price too." The statement reflects the consumer's ____.

Scenario 5-3 A woman decides that she's going to feed her family pasta salad for dinner. She makes a trip to the grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company uses nets that won't harm dolphins, she knows the company has a talking tuna in its commercials, she thinks Chicken of the Sea is tastier than the competition, and it's the kind her mother always buys. She chooses Kraft macaroni and cheese but really couldn't tell you why. Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years. -(Scenario 5-3) The woman chooses Chicken of the Sea tuna because she thinks that the company uses nets that won't harm dolphins, she knows the company has that funny, talking tuna in its commercials, she thinks it's tastier than the competition, and it's the kind her mother always buys. These thoughts are known as:

Using involvement levels and prior experience as the basis of comparison, compare and contrast the characteristics of a product a consumer will engage in extended problem solving before purchasing and a product a consumer is likely to hold brand loyalties toward. Describe the role advertising can play in each situation.