Exam 11: Consumer Decision Making

The process that creates changes in behavior is called:

An ad showing a thirsty athlete drinking a cold bottle of Gatorade is an example of an appeal to self-actualization needs.

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 have talked to advisors regarding his chosen major of 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.Juan has narrowed his decision down to three schools.These schools comprise Juan's _____ set.

Your best friend has sought your advice on what type of clothing she should buy for a job interview.If she gets the job,she will be the assistant to the producer of her favorite television program.She really wants this job and considers it a once in a lifetime opportunity.By asking your help with her wardrobe,your friend is most likely trying to:

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 have talked to advisors regarding his chosen major of 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?

A group in society,such as family,friends,or a professional organization,that influences an individual's purchasing behavior is called a(n):

Kent Longino is the marketing VP for Andersen,one of the largest manufacturers of windows in the world.He is directing the introduction of a glass-encased sunroom that can be assembled in a weekend.He wants to capitalize on Andersen's existing reputation.Which learning method should he attempt to stimulate when introducing the new product?

The purchase of products like soft drinks,cleaning products,and gasoline generally exemplify routine response behavior.

A direct reference group is composed of:

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 spent a significant amount of time and effort in selecting the day care center for Kate.This suggests the center is a(n)_____ product for Fiona.

Assume that 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?

Rod saw a television commercial for a Honda S2000 and wants to test-drive one.The commercial is an example of a(n)_____ stimulus.

Compare and contrast beliefs and attitudes.

Selective exposure occurs when consumers change information that conflicts with their feelings or beliefs.

Feeding her family healthy foods is important to Terri.She makes a point of buying organic products as often as possible.As she goes through the grocery store she remembers that she needs milk,so she heads over to the dairy case,intending to purchase the organic variety.She notices that a carton of organic milk is priced at $4.89; however,the store-brand milk is on sale for 99 cents.She hesitates for a moment,then selects the cheaper store brand,telling herself that she just can't pass up such a good bargain.As Terri wonders if she made the right purchase decision,she is experiencing:

The most defining element of a culture is its:

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:

For marketers,reference groups have three important implications.Describe them.

Celestial Seasonings is a well-recognized brand of tea.It has differentiated itself from traditional teas by producing herbal teas and others using the more exotic white tea leaves.It has recently introduced Celestial Seasonings Tea Dreams ice cream,a product it hopes will be successful due to consumers' awareness of the brand.Celestial Seasonings is relying on _____ to make its new product a success.

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.