Exam 6: Consumer Decision Making

On any given day,a person may be subjected to over 2,500 advertising messages but may only be aware of 10 to 20 of them.This is called:

Interface,a manufacturer of floor covering products,has recently entered into an agreement with Cargill,Inc.and Dow Chemical Company to develop a carpeting manufactured from corn fiber,rather than the traditional nylon.Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles.Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent. -Refer to Interface.Influencing consumers that petroleum-based carpeting is bad for the environment and that the new fibers are better for the environment will involve which attitude-change strategy by marketers?

Which of the following statements about reference groups is true?

Which of the following items is MOST likely to be a fully planned purchase?

Which of the following is LEAST likely to be described as a subculture?

Assume you have been invited to join a social club whose members typically wear leather bombardier jackets.You have never bought or worn a leather jacket before.List and briefly describe four factors that could influence your level of involvement in the purchase of the leather jacket.How involved will you be in this purchase and why?

Apply the three methods of changing attitudes or beliefs about brands to possibilities for the marketing activities of Kellogg's Corn Flakes (or another breakfast cereal you are more familiar with).

There are two types of learning: concrete and abstract.

The way a consumer goes about addressing a need is called a:

_____ occurs when consumers remember only information that supports their personal feelings or beliefs.

Define stimulus generalization and stimulus discrimination and give an example of how each is used.

New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate.Susanne,another vice-president,suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also studied Consumer Reports magazine,Car and Driver ratings,and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.Now that she has purchased the car,she has seen more advertisements touting its features than she ever noticed before.She also has noticed many models of her car on the road.Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision. -Refer to New Car Purchase.Which type of consumer buying decision does Zena's purchase represent?

New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle had over 100,000 miles on it and no longer seemed appropriate.Susanne,another vice-president,suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also studied Consumer Reports magazine,Car and Driver ratings,and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.Now that she has purchased the car,she has seen more advertisements touting its features than she ever noticed before.She also has noticed many models of her car on the road.Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision. -Refer to New Car Purchase.Zena's visits to the dealers and looking at ratings in magazines best represent which step of the consumer decision-making process?

College Decision Juan is a senior in high school and is deciding which university to go to after he graduates.He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score.He and his parents have visited several schools and talked to advisors regarding his chosen major,marketing.Juan is thinking about going to the local community college where all of his friends are planning to go,but his parents want him to go to a more prestigious school because they think he will get a better education there. -Refer to College Decision.The direct mail pieces with scholarship information that schools are sending to Juan are examples of which type of information sources?

The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as:

Day Care Fiona is considering a day-care facility for her five-week-old daughter Kate.She has been visiting day-care centers for the past two weeks and has interviewed caregivers at eight different centers.It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule.After considering all eight day-care centers,Fiona chose PerfectCare.While she is quite pleased with her choice,she does continue to wonder if she made the correct decision. -Refer to Day Care.Fiona's uncertainty about whether she made the correct decision and the feelings that go along with this uncertainty are called:

Breyer's Ice Cream One hot August afternoon,as Nelson is driving home from work,he sees a billboard for Breyer's Ice Cream.He remembers that he is out of ice cream at home,and thinks it would be really great to have a nice,cold bowl of ice cream on such a hot day.So he stops into the convenience store near his home,heads straight for the dairy case,and picks up a half-gallon of strawberry ice cream. -Refer to Breyer's Ice Cream.When Nelson realized he was out of ice cream at home,which stage of the consumer decision-making process is this?

How can marketers reduce consumers' cognitive dissonance?

One way marketers are identifying true opinion leaders is by looking to teen blogs to identify the social trends that are shaping consumer behavior.

Which of the following is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing?