Exam 1: Consumer Behavior Overview

Which social science theory incorporates drives, stimuli, association, responses, and reinforcement to make up the "conditioned consumer"?

Maggie is adjusting to her new life as a first-year college student. She notices that all of her housemates use Redken Shampoo. On her next trip to the drugstore, she purchases Redken even though she has a full bottle of Head & Shoulders in her dorm room. Which sociocultural influence does this example demonstrate?

Describe the difference between the information-processing paradigm and the experiential paradigm. Provide an example of a product that encompasses both assumptions.

Cite two problems inherent in the selling concept.

What is the study of symbols and signs-something that has meaning, such as words, images, and body language?

Marketing myopia is the result of excessive product focus which can often distract marketers from identifying and responding to consumer needs and wants.

Practitioners of the selling concept believe that customers' wants can be persuasively molded to fit the product or service.

What are the two major influences on the consumer decision process?

Sex, fear, and fantasy appeals are common advertising techniques which relate to Freud's Psychoanalytical Model.

Cite three examples of marketing strategies/tactics that would be used by a marketer who believes in the Pavlovian consumer.