Exam 6: Analyzing Consumer Markets

A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance?

Members within a social class tend to behave more alike compared to members from two different social classes.

The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called ________.

Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious, and that people cannot fully understand their motivations.

When consumers evaluate the risks associated with a purchase, only real risks with a high likelihood of occurrence should be considered.

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to search for information about a product or service?

According to Maslow's hierarchy of needs model, recognition, self-esteem, and status constitute a person's social needs.

When State Farm uses consumer research to create a mental map of consumers that indicates that consumers perceive State Farm as conservative, safe, responsive, and convenient, they are interested in subliminal perceptions.

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. How does Herzberg's theory affect sellers' marketing strategy?

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision, the marketer is using ________.

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.

Volvo has the reputation of being one of the safest cars on the road. For those that value safety, Volvo would be the logical choice. This is an example of the lexicographic heuristic of consumer choice.

The behavior people exhibit as they pass through certain life-cycle stages, such as becoming a parent, is largely fixed and does not change over time.

The associative network memory model views long-term memory as ________.

The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two family categorization in the buyer's life. Name the two families and their impact on buying behavior.

Prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function.

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly describe these processes.

Describe the lexicographic heuristic used to make consumer choices.

________ accounting refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices.