Exam 6: Analyzing Consumer Markets

Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store.He rarely even reads the box or checks the price.Which of the following heuristics is most likely being used by Ben?

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

How is the expectancy-value model used in the evaluation of alternatives as a consumer engages in a buying process?

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Selective retention works to the advantage of strong brands.

________ teaches marketers that they can build demand for a product by associating it with strong drives,using motivating cues,and providing positive reinforcement.

Consumers often choose and use brands that have a brand personality consistent with how they see themselves,also known as the ________.

Give an example of how age affects a consumer's taste in products.

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?

A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past.In this situation,the consumer used a ________ to arrive at this purchase decision.

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

What four strategies can marketers of low-involvement products employ in an effort to convert their products into ones of higher involvement?

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.

Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite.Ford might employ a(n)________ strategy to change buyers' perceptions of its competition.

Whereas economic circumstances can have a profound effect on consumption,occupation does not impact how people spend their money and what they buy.

With the ________,the consumer chooses the best brand on the basis of its perceived most important attribute.

Brands that meet consumers' initial buying criteria are called the ________.

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness,and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

According to Herzberg's two-factor theory,satisfiers will make the major difference as to which brand the customer buys.

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