Exam 2: Perspectives on Consumer Behavior

As you are watching television,have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create:

When Sunkist introduced Almond Accents,a topping for everything from salads to casseroles,the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags.In addition,consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America.The use of these promotional tools is a good example of the application of:

According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.

Symbols,rhymes,association and images that assist in the learning and memory processes are known as:

Why are principles of operant conditioning useful in the development of promotional strategies?

In the family decision-making process,the person in the family who is responsible for problem recognition is the:

_____ is the immediate,direct response of the senses to stimuli like the smell of coffee,the feel of an ocean breeze,and the taste of chocolate.

_____ are the dimensions or attributes of a product that are used to compare different alternatives.

_____ views a consumer's attitude toward a brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

Through the use of mnemonics,advertisers hope consumers will engage in _____ when they see the advertisements.

Factors such as time of day,store environments,or occasion for which a product will be used are examples of:

Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is the most durable and goes the farthest.This ad campaign attempted to influence consumers' attitudes by:

_____ are factors that compel or drive a consumer to take a particular action.

_____ are the abstract outcomes of product or service usage that are intangible,subjective and personal.

In-depth interviews,projective techniques and association tests in which consumers are encouraged to bring out associations related to products and brands are methodologies used primarily by:

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior.

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced.This strategy is focused on reaching consumers at the _____ stage of the consumer decision making process.

Which of the following statements describes a major advantage inherent in the use of multiattribute models to study consumer behavior?

Ilon loves his car and does everything necessary to keep the vehicle in top running condition.When he heard a strange popping noise under the hood,he knew the car needed the services of a mechanic.The noise triggered the _____ stage of the consumer decision-making process.

A product manager for a new brand of laundry detergent must: