Exam 5: Understanding Buyer Behavior and the Communication Process

A model that takes into account consumers involvement levels, information processing, cognitive responses and attitude formation in a single framework is called

____ is most likely to occur in high involvement decisions where the consumer has a rich prior experience

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) It is obvious to the advertising agency that not all groups are responding to the "all-American" benefit the same way. People who are in blue-collar jobs respond quite favorably to it. White-collar office workers do not seem to care much one way or another. This difference is best attributed to differing

You have written an advertisement for a swimming pool. The copy is detailed and very informative. In general, this ad would be most appropriate for someone who is

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) Voice-It hired Madonna to do a TV advertisement in which she merely states "Don't Write It, Voice-It!" In this ad, Madonna is:

Beliefs are the accumulation of knowledge and feelings a person has about a brand or an object or an issue - either factual or self-serving.

Related to how a consumer's culture shapes his or her tastes and preferences is the concept of Cultural Capital, which is

Family is cited as being important in the consumer behavior mix. List some of the important types of primary families discussed in the book and how family influence and an intergenerational effect can influence purchase behavior.

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) By running delayed response advertising, the advertising agency is hoping to

____ represent the knowledge and feelings a person has accumulated about a object or issue and can be logical and factual or biased and self-serving.

The multi-attribute attitude model contains four components: evaluative criteria, importance weights, consideration set, and beliefs.

While habitual purchases are often consumption simplifiers, brand loyalty is the result of commitment to a specific brand time after time.

For a thought to be considered a brand attitude, it must be based on personal experience.

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) If the makers of Aspirin Regimen Bayer with Calcium wanted to ascertain whether the belief that their product contained calcium was a salient belief, they might run a MAAM analysis. The fundamental component of the analysis that would provide them with the most insight on the salience of the belief would be

Consumers may choose products that provide pleasure, avoid guilt, or relieve fear by seeking out products that offer ____.

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) Snapple may have an opportunity to increase sales by encouraging variety seeking. Which one of the following characteristics of the Snapple brand situation suggests that this tactic might not be successful?

There are two obstacles to overcome if a message is to have its intended effect: Consumer resistance to changing previously satisfactory beliefs and which medium is used to deliver the message.

Features of a brand, such as convenience, reliability, durability, and economy, appeal to a consumer's desire for

Consumers demonstrate brand loyalty when they repeatedly purchase a single brand solely because it fulfills a specific functional need.

Which one of the following benefits of purchasing a premium brand of cat food would not be considered a functional benefit?