Exam 4: Understanding Consumer Behavior

Because Marla was so strongly committed to a fat-free diet, she did not bother to read a recent report by the New England Journal of Medicine suggesting that some fat in our diet is healthy. The report was in a newspaper that Marla reads daily, but the headline did not appeal to her as the result of

If a fraternity or sorority wants to attract new members, it should focus on people who view its current members as a(n) __________ group.

Learning refers to

The purchase of bottled water is a low-involvement purchase. How can a market leader like Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Which of the following statements about African American buying patterns is most accurate?

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material __________.

Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as

Which of the following statements about psychographics is most accurate?

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

A(n) __________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.

Five situational influences have an impact on a consumer's purchase decision process. They are: purchase task, social surroundings, physical surroundings, __________, and antecedent states.

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth EXCEPT:

-According to Figure 4-5 above, E defines what level in the Maslow hierarchy of needs?

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of the new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Research shows that consumer socialization with respect to brand preferences begin at

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

What percentage of adults is considered to be opinion leaders?

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________; (2) changing the perceived importance of attributes; and (3) adding new attributes to the product.

When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known as

Compare and contrast routine problem solving, limited problem solving, and extended problem solving. Give an example of when each might be used.