Exam 6: Analyzing Consumer Markets

Selective retention works to the advantage of strong brands.

Because of selective retention, we are likely to forget about the good points of competing products.

Sensory memory is the virtually unlimited repository where information that we encounter as we go through life ends up.

Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.

Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts her to make the choice. Anne's behavior can be best described as ________.

The milder information search state where a person simply becomes more receptive to information about a product is called ________.

Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.

A(n) ________ group is one whose values or behavior an individual rejects.

Briefly explain Freud's theory on human motivation and explain how this might be related to marketing.

A belief is a person's enduring favorable or unfavorable evaluation, emotional feeling, and action tendency toward some object or idea.

________ assumed that the psychological forces shaping people's behavior are largely unconscious, and that a person cannot fully understand his or her own motivations.

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs according to importance.

List and briefly define Maslow's Hierarchy of Needs.

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events. When would a consumer use an anchoring and adjustment heuristic?

If a company finds that a consumer has chosen a competitive product over their company's offering, one way to get the consumer back could be by developing a strategy wherein the company "shifts the buyer's ideals" on one or more levels.

Elmer is focused on how much he likes the jingle for the advertised product and evaluates the product using his association of this brand with his positive feelings toward the song playing in the background. Explain how Elmer is processing the advertisement, using the elaboration likelihood model as a base.

A key driver of sales frequency is the product ________ rate.

Mention the personal factors that can influence the decision of a buyer.

Culture is the fundamental determinant of a person's wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. What values are typical American young children exposed to?

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.