Exam 6: Analyzing Consumer Markets

Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.

Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?

With respect to a consumer buying situation that involves variety-seeking behavior, the market leader generally encourages variety seeking by offering lower prices or deals.

Identify an economic circumstance that can greatly affect any product or brand choice.

When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days?

Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television.

With the ________ heuristic, predictions of usage are based on quickness and ease of use.

Abraham Maslow sought to explain why people are driven by particular needs at particular times. Describe Maslow's hierarchy of needs. How does Maslow's theory help marketers?

In Maslow's Hierarchy of Needs, a sense of belonging and love are examples of social needs.

Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision: one is unanticipated situational factors; what is the other factor?

Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals.

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse, I get poor service." Whether this is true or not, it is the consumer's perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.

Brand personality is the specific mix of human traits that may be attributed to a particular brand.

According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure.

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source?

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers?

An example of a subculture would be a person's geographic region.

Memory is a very constructive process. This means people do not remember information and events completely and accurately and often remember only bits and pieces that they fill in based on whatever else they know.