Exam 5: Consumer Behavior

Provide two decision making examples: one of an occasion when a consumer might use a compensatory decision rule,and one when the consumer might use a noncompensatory decision rule.For each,briefly identify the characteristics of the decision that would make a compensatory or noncompensatory rule the best choice.Be specific.

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer.The guidelines include recommendations for hard disk capacity,memory size,battery life,and several other attributes.The Wall Street Journal is providing consumers with:

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home.After looking at several houses,they have developed a list of features that are important to them and that are different among the homes they have visited.The features on their list are called __________.

Though he has never owned a Jaguar,Jerry thinks they are poorly made and have many mechanical problems.For Jaguar to sell Jerry a car,the company would need to change the __________ component of Jerry's attitude.

Ralph,an accident and injury attorney,wants satisfied customers but does not want to create unrealistic expectations.To avoid this potential problem,Ralph will evaluate his:

Consumers use and process different aspects of advertising or messages.__________ yields greater attention and deeper processing,and leads to strong attitudes and purchase intentions.

Consumers consider universal,retrieval,and evoked sets during which stage of the consumer decision process?

For years Mark sold new cars,but he and his wife recently grew tired of city life and moved to a beach town.Now he sells costume jewelry (made by his wife)at an open-air market near the ocean.To be successful,what will Mark have to recognize about the difference between consumers' problem solving processes for cars and costume jewelry?

At a convenience store,Brian bought a bag of chips he had never tried before.Driving down the road,Brian opened the bag,took a bite,and realized he had purchased pork rinds by mistake.Being a vegetarian,Brian tossed the chips away.Brian felt very little buyer's remorse and soon forgot about the experience.Why?

Setting unrealistically high consumer expectation often leads to:

Natalia and her fiancée Dow are planning their wedding.She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating.Natalia would like to have an informal ceremony on the beach,since that type of wedding has become popular with her friends.Furthermore,Dow is from Thailand and would like to have a monk officiate.Natalia and Dow's wedding decisions are influenced by:

Vacation,restaurant,and entertainment choices require marketers to consider which of the following social factors?

The consumer decision process can be influenced by:

To attract and maintain habitual purchasers,marketers spend considerable effort:

When Roger decides which airline to use to fly from Baltimore to San Diego,he considers the price,number of stops,and frequent flyer miles he will earn.All three factors are equally important to him.Is Roger using a compensatory or noncompensatory decision rule? Explain your reasoning.

Maslow's Hierarchy of Needs is an interesting concept for psychology,but it has little relevance for marketing.

As manager of a local donut shop,Arnie greets his regular customers by name and often begins making their order when he sees them drive into the parking lot.Arnie knows habitual purchasers with strong store loyalty are great customers.

When the floor rusted through on her old car,Kelly knew she had a problem.Logically,Kelly's next step in the consumer decision process would be to:

How does the shopping situation affect consumer behavior?

The consumer's level of involvement can lead to two types of decision-making processes: __________ and __________.