Chapter 4

Question 1

Consumer Decision Making Process

Answer 1

Problem recognition ( motivation)
Info search (perception)
Alternative evaluation (attitude formation)
Purchase decision (Decision rules)
Post purchase evaluation ( satisfaction)

Question 2

Sources of problem recognition

Answer 2

( w/out marketers involvement)
out of stock
new needs or wants ( new baby)

(w marketers involvement)
market induced recognition(buying a certain car suggest)
new products ( new iPhones)

Question 3

Maslow’s hierarchy of needs

Answer 3

Self actualization (self fulfillment)
Ego ( status, self respect)
social (friendship)
safety and security 
physiological (food, water, sex)

Question 4

information search

Answer 4

internal and external

Question 5

selective perception process

Answer 5

selective exposure
selective attention
selective comprehension
selective retention

Question 6

evaluation of alternatives

Answer 6

all available brands vs. evoked set of brands

Question 7

kinds of reminder advertising

Answer 7

Build brand awareness and keep the brand name in front of consumers– “mindshare marketing”

Remind consumers about the brand when a certain purchase situation occurs

Question 8

Fishbein’s Multiattribute Model

Answer 8

attitude towards brand = sum of number of attributes considered (X) belief ant brands performance (X)importance attached to attribute

Question 9

ways to change attitudes

Answer 9

• Change beliefs about an important attribute’
• Change perception of the importance of an attribute
• Add a new attribute

Question 10

Purchase Decision and Evaluation

Answer 10

•Heuristics: simplified decision rules

•Affect referral decision rule
oSelection is made on the basis of overall impression or summary evaluation of the various alternatives under consideration

Question 11

Post Purchase Evaluation (Expectancy-disconfirmation model:)

Answer 11

satisfaction= performance met expectations
dissatisfaction= performance did not meet expectations

Question 12

How promotional campaigns can change consumer attitudes according to the multiattribute attitude model

Answer 12

Belief score and importance score

Question 13

4 ENCODING FORMATS

Answer 13

verbal, graphics, musical, and animation

Question 14

elements in communication process

Answer 14

source>encoding> channel message>decoding>receiver

• goes from sender to reciever

Question 15

four traditional models of the response process and their correspondent marketing contexts

Answer 15

AIDIA(attention, interest, desire action) PERSONAL SELL
Heriachy of affects model; ADVERTISING
innovation adoption model; NEW PRODUCT
info processing model;ADVERTISING

Question 16

six categories of consumer cognitive responses

Answer 16

MESSAGE THOUGHTS: counter arguments and support arguments

Source oriented thoughts:source derogation and bolstering

Ad execution thoughts : Negative and positive thoughts

Question 17

Source attributes (and dimensions) and the persuasion process

Answer 17

Source attribute and process
credibility >internalization
attractiveness>identification
power > compliance

Question 18

Benefits of using humor appeals

Answer 18

Increases attention
Increases recall
Puts you in a good mood
Relate humor with key of product brand message

Question 19

When is using comparative messages appropriate

Answer 19

Used by smaller brands to put themselves on the map shows they are better than other company

Question 20

The meaning transfer model and the risk of using celebrities as spokespersons

Answer 20

Will influence how product is viewed. If celeb gets into scandal its bad for brand

Question 21

Attractiveness dimensions

Answer 21

similarity, familiarity, and likability

Question 22

credibility dimension

Answer 22

trustworthiness and expertise