Exam 6: Analyzing Consumer Markets

A(n)________ is a descriptive thought that a person holds about something.

Perception depends only on the physical stimuli experienced by the person.

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

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

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

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

Volvo has the reputation for being one of the most "safe" 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.

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

What is brand personality and what are the five traits that has been linked to it?

The buying process starts when the buyer decides to or actually enters a store or service provider's facility.

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?

________ are rules of thumb or mental shortcuts in the decision process.

Identify three types of risk consumers might perceive in the context of purchasing a car.

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.

With noncompensatory models of consumer choice, positive and negative attribute considerations usually net out.

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

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

Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

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

Steve has only 20 minutes to have lunch. Although he really likes McDonald's, the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work. Steve perceives ________ in going to McDonald's today.