Exam 5: Consumer Decision Making

Assume a consumer is inspecting the package of a new cereal.The label on the box is packed with fact-filled nutrition information.Give specific examples of what might occur during the selective perception process,including selective exposure,distortion,and retention.

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

While Robinson was looking at the CDs at Wal-Mart,he was trying to remember the name of the group that sang the song he liked on last night's episode of Smallville,so he could buy it.Since recording companies pay to have their CDs promoted on television shows that air on the WB,the source of information Robinson is trying to recall is:

Ralph played mediocre golf for twenty years.The he retired and vowed to improve his golf game by buying one of the new golf clubs that promise increased distance and have a $700 price tag.Which of the following factors have determined Ralph's level of involvement in the purchase of a new technologically-advanced golf club?

An ad for Boys & Girls Club of America calls it "the positive place for kids" and shows a sample membership card.To which of Maslow's needs does this ad most likely appeal?

Loren saw an advertisement for an Internet bank that does not charge any service fees.He immediately went on line that day and moved his checking and savings account to the Internet bank.The process that created changes in Loren's immediate behavior is called:

Opinion leaders are:

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.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 vice-president,has 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 made a trip to the library to study Consumer Reports magazine 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.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Coca-Cola.According to Maslow's hierarchy of needs model,which need was Ed trying to satisfy?

A person's buying decisions are influenced by personal characteristics such as gender,age,subculture,personality,and self-concept.

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).

TAG Heuer is a prestigious brand of watch that is sold as a luxury product.It has a reputation based on quality and attention to details.When the company introduces new timepieces,it can count on a well-established market already existing for the new product due to:

Marketers often study _____,the processes used and the factors that influence the consumer when making purchase decisions.

Ranked from the lowest to the highest level,Maslow's hierarchy of needs model includes:

Cassandra,an accounting major,read an article stating that accounting graduates are receiving the highest starting salary offers for business majors.The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within ten years.Cassandra doesn't remember reading this last part of the article,just the first part.This is an example of:

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.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 vice-president,has 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 made a trip to the library to study Consumer Reports magazine 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.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -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.

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

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.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 vice-president,has 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 made a trip to the library to study Consumer Reports magazine 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.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Coca-Cola.Ed's Coke purchase best represents which type of consumer buying decision:

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.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 vice-president,has 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 made a trip to the library to study Consumer Reports magazine 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.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Women's Athletic Wear.To reach the women's market,Nike has created Nike Goddess stores that it hopes will offer the atmosphere and merchandise to attract and keep female athletes coming back.Nike is trying to cause its women customers to use:

Connors Bros.,a maritime seafood products manufacturer,plans to market its sardines to Ontario consumers through a campaign pushing the little fish as a positive food choice.The campaign aims to nullify the notion that sardines are boring by stressing their health benefits and their savory qualities.Connor Bros.is trying to:

Marketers are interested in attitudes because attitudes: