Exam 6: Consumer Decision Making

List and briefly describe the five different roles various family members can play to influence the purchase decision-making process when deciding on a family vacation.

In general,detailed,informative advertisements are most effective for high-involvement products because consumers actively search for additional information prior to making their decisions.

Define self-concept.Choose a product (i.e. ,a good,service,or idea),and use that product to illustrate how a marketer would apply the idea of self-concept to market the product.

Reference groups can be categorized very broadly as either:

Lauren announced to her family last night that she wanted a pair of Heelys.Her sister Stephanie said she thought it was a stupid idea.Their mother,Susan,said Lauren deserved a special treat for winning the science fair.Because her father Tom said nothing,Lauren knew she was not getting the Heelys.In terms of the roles played by family members in the consumer decision-making process:

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:

Interface Interface,a manufacturer of floor covering products,has recently entered into an agreement with Cargill,Inc.and Dow Chemical Company to develop a carpet 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 not petroleum dependent. -Refer to Interface.Which of the following is an example of a cultural influence on consumer buying decisions?

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 centers,Fiona chose PerfectCare.While she is quite pleased with her choice,she continues 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:

Rayshawn's favorite soft drink is Coca-Cola.If he orders a Coke at a restaurant and is told that the restaurant serves only Pepsi products,he will often just order water rather than order a Pepsi.He insists that he can tell the difference between the two brands.Which learning concept is Rayshawn demonstrating?

Homogeneous groups of people who share elements of the overall culture as well as unique elements of their own group are called:

New Car Purchase Zena has been promoted to VP of the management consulting firm where she works..Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another VP,suggests that Zena consider a car produced in the United States because the firm 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.After evaluating all options,Zena has decided to purchase a new Chrysler.She believes that the car is a good fit with her new image and position in her company.Since her purchase,she has seen more advertisements touting the car's 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.Susanne has influenced Zena's choice of a new automobile.In this instance,Susanne is acting as a(n):

After a need or want is recognized,a consumer may search for information about the various alternatives available to satisfy it.This occurs during which part of the consumer decision-making process?

Marketers are interested in social class for two main reasons.What are they? Give a real-world example for each.

Bethany is in the market for a new cell phone.She tweets to her followers on Twitter: "Hey,looking for some info about good cell phone deals.Any advice?" Bethany is using a(n)_____ information source to help her make her decision.

The United States,unlike some other countries,does not have a status structure or social class system.

Interface Interface,a manufacturer of floor covering products,has recently entered into an agreement with Cargill,Inc.and Dow Chemical Company to develop a carpet 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 not petroleum dependent. -Refer to Interface.To reduce potential _____,Interface could include a letter in every box of corn-fiber carpet tiles congratulating the buyer on helping to protect the environment.

While Robinson was looking at the CDs at Walmart,he was trying to remember the name of the group that sang the song he liked on last night's episode of his favorite television show so he could buy it.Since recording companies pay to have their CDs promoted on television,the source of information Robinson is trying to recall is:

Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family.Jan cannot cook and wishes she could do the same.An ad for Stove Top stuffing promises "one box,three meal ideas,30 minutes." Jan makes a point of adding this item to her grocery list.According to Maslow's hierarchy of needs,this ad appeals to Jan's _____ needs.

New Car Purchase Zena has been promoted to VP of the management consulting firm where she works..Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another VP,suggests that Zena consider a car produced in the United States because the firm 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.After evaluating all options,Zena has decided to purchase a new Chrysler.She believes that the car is a good fit with her new image and position in her company.Since her purchase,she has seen more advertisements touting the car's 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 spent a considerable amount of time and effort on her new car purchase.This suggests that the car is a(n)_____ product for Zena.

Extending a well-known and respected brand name from one product category to another product category is referred to as: