Exam 6: Consumer Behavior

Why is it dangerous for marketers to set unrealistically high consumer expectations?

When Brandon decided he needed a new car,he immediately called his old college roommate,who owns a BMW dealership,to ask questions about options and financing.Brandon was searching for information from

Fred's Heating and Air Conditioning Service is considering using the slogan,"We fix it the first time,every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.

Every year before he puts his boat in the water,James has his mechanic put a new battery in the boat.James is most likely concerned with __________ risk.

Several years ago,BMW produced The Hire,a series of short films that were distributed online.The purpose of the film was to make the BMW brand relevant to young males who,BMW hoped,would become interested in the brand and would be more likely to purchase a BMW in the future.The films were directed by popular action-film directors of that time,and showed the BMW engaging in high-speed chases and other high-adrenaline situations.No actual product information was provided.BMW made it easy for site visitors to share the videos with friends.The films were viewed millions of times,and BMW considered it a highly successful promotion.Of the factors affecting the consumer decision process,which ones were the primary factors this campaign sought to use to affect the consumer decision process of those who watched the films?

Rachael is visiting colleges before applying to schools.Rachael is likely to be involved in an impulse buying process.

What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs?

Paula is about to open a new hardware store.She is making decisions regarding lighting,colors,and layout of merchandise.Paula knows these __________ factors will influence consumers' purchase decisions.

Whenever major golf professionals use a new piece of golf equipment,sales of that equipment jump rapidly.What type of social influence do PGA and LPGA professionals represent for average golfers?

After her first year in college,Veronica wants to decide on a major.What internal and external sources of information will she use to help her in making a decision?

Maslow's hierarchy of needs is an interesting concept for psychology,but it has little relevance for marketing.

Where Caroline grew up,everyone knew everyone else,no one locked their doors,and a person's word could be trusted.When she went to work in another part of the country,she was surprised by how few people had similar values and beliefs.Caroline had to adjust to __________ differences.

Consumers use and process different aspects of advertising or messages.__________ yields greater attention and deeper processing,and leads to strong attitudes and purchase intentions.

Before going on his first business trip to China,Brad asked his Chinese American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter.Brad is trying to avoid __________ business blunders.

A(n)__________ is a need or want strong enough to cause a person to seek satisfaction.

Thanh has to decide which college to attend.This is the most important,riskiest,and most expensive decision she has ever made.She will be engaged in

Every time Katie wants to eat salad for lunch,she and her friends go to Sweet Tomatoes,but if she's craving dessert,she heads straight to The Cheesecake Factory.In making these choices,she relies on a(n)

Many states have laws regulating the prices businesses charge during emergencies like hurricanes.These laws are designed to protect consumers whose __________ state may impair their ability to make sound purchase decisions.

When Magda decided to buy a new computer,she considered all the brands she could recall seeing advertised.This represents Magda's __________ set.

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home.After looking at several houses,they have developed a list of features that are important to them and that are different among the homes they have visited.The features on their list are called