Exam 5: Segmenting and Targeting the Audience

Miriam purchased a new car last month, but she continues to look at advertising for cars and notes how many other cars like hers are on the road. When a news article came out the other day indicating problems with the transmission noted by owners of her make of car, Miriam took that to mean that all types of cars in that class can have those problems, not just hers. She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability. What is Miriam experiencing?

________ is made up of tangible itemssuch as art, literature, buildings, and musicand intangible conceptssuch as knowledge, laws, morals, and customs.

Which of the following is a social/cultural influence on consumer decision making?

Which of the following is NOT a social/cultural influence on consumer decision making?

Using which strategy do planners treat the market as homogeneous and use general appeals for all consumers?

Name and describe the psychological influences that motivate consumers and why they are important to advertisers.

A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment, respect from others, a sense of accomplishment, security, self-respect, and thrift are all examples of ________.

Which category of the adoption process represents the 2.5 percent of the population willing to try something new?

Ron is single and not a very good cook, so he eats a lot of pizza. In fact, he orders it sometimes five nights per week from his favorite pizza place, Pizza Hut. Why is Ron an important customer for Pizza Hut?

In the VALS Framework, psychographic groups are arranged vertically by self-orientation and horizontally by resources.