Exam 4: Understanding Consumer Behavior

Psychologists point out that an individual's needs may be hierarchical; that is, once one set of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name each of the five levels in the hierarchy in order and give an example of each.

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.

In the Maslow hierarchy of needs, those needs involving personal fulfillment are called __________.

Spouse dominant decision-making implies that

-Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. A number of factors are listed, such as price, display, audio quality, and text messaging. These factors are the typical __________ for smartphones.

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a __________.

In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as __________.

Why is the family life cycle important to marketing?

The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline. Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes by

Which of the following statements about subliminal perception is most accurate?

An aspiration group is one

In the Maslow hierarchy of needs, __________ needs involve self-preservation as well as physical and financial well-being.

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an __________ for information.

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-confident than Achievers.

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?

You need to buy a gift for a young cousin's birthday. You go to the mall and see a girl wearing a Hello Kitty t-shirt. You remember there is a store in the mall with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, seeing the girl with the Hello Kitty t-shirt was a __________.

-In Figure 4-1 above, E represents which stage of the consumer purchase decision process?

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

An opinion leader is an individual