Exam 5: Understanding Buyer Behavior and the Communication Process

"Involvement" in the context of consumer decision making is

Consumer behavior includes

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) Which of the following is not a functional benefit of the car?

The four fundamental components of MAAMs analysis include:

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) Chicken of the Sea was the kind of tuna her mother always bought when she was a child. Although the consumer is not sure why she buys it as an adult, she saw it around the house when she lived with her parents, and it was okay then, it's okay now. This is:

When Bob, owner of a Chicago Burger King, and Ted, owner of a Detroit Burger King, experience a sense of connectedness by virtue of their common ownership, a brand community exists.

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 stated that he thinks that any blender with a plastic base is of low quality and one with a stainless steel base is of high quality. These statements represents Phil's ____.

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) People who respond to the "all-American" benefit admire deceased actor John Wayne and see him as the prototypical all-American guy. As a response to this, the advertising agency combines old footage from John Wayne movies and new footage of the car as part of its television campaign. Which of the following statements regarding John Wayne is not true?