Exam 5: Understanding Buyer Behavior and the Communication Process

Emotional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.

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) Phil told a friend that, "I don't know much about buying blenders; do you?" This is a pretty clear indication that he must:

Culture is

The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as

A company that sells charcoal briquettes places an advertisement that says that it's not the Fourth of July unless there's a cookout, and it's not a cookout unless you have plenty of their charcoal. This is an example of a company trying to

Which one of the following statements would most likely be made by someone experiencing cognitive dissonance?

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) Most consumers have no experience with Voice-It products and view the purchase of this product as low involvement. What mode of consumer decision making does this indicate?

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) On the syndicated television show Seinfeld, Jerry (the main character) often offers guests a Snapple when they stop by his New York apartment. If viewers admire Jerry Seinfeld and begin to drink Snapple because they see him drink it, Seinfeld

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) The concept of selective attention suggests that the most effective time to deliver a television commercial for Aspirin Regimen Bayer with Calcium is

____ is defined as the overall evaluation of any object, person or issue that varies from positive to negative along a continuum.

Advertising cannot affect an internal search. However, it can be a very effective tool once a consumer begins an external search.

Evaluative criteria are the shared attributes of the products within an evaluation set.

Mental discomfort or anxiety that motivates action in the consumer occurs during the ____ stage of the consumer decision process.

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) A consumer decides that a commercial for Aspirin Regimen Bayer with Calcium is a bunch of Madison Avenue hooey. He believes that people get enough calcium from the food they regularly eat. The commercial failed to have its desired effect on him because

After Mary purchased a Mercedes Benz, she nervously questioned her decision; she experienced cognitive dissonance.

Mr. Olson picks up one of his wife's house decorating magazines, and skims through the pages. There are six ads in the magazine for headache remedies, yet he does not stop to read any of the ads because he does not have a headache and he does not need headache relief. The man is experiencing:

Scenario 5-4 An American automobile company sees that the market share of one model has steadily declined. It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition. In an effort to regain market share, the automobile company decides to promote its American-made heritage. In fact, every part of its car is manufactured in the United States. The advertising agency for the company comes up with the slogan "Right here. Right now. Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response. -(Scenario 5-4) After running a MAAM analysis, the advertising agency discovers that the fact that the car is made in America is a consideration for consumers; in fact, most consumers are aware of where a car is made. However, it's a relatively unimportant consideration. The task that confronts the advertising agency is to

Peripheral cues are often used as an attention-getting tool in advertising. Smart advertisers realize they are best used when

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) The decision-making process for the blender began when Phil:

The book says that advertising, like books, movies, posters and paintings are socio-cultural texts that are read and interpreted by consumers. If so, which of the following is true?