unit 1

Question 1

Consumer Decision Process

1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase
5. Consumption
6. Post-choice evaluation

Question 2

A ___ can be a change in either the desired state or the actual state

Answer 2

need

Question 3

An ____ information search is retrieval from memory

Answer 3

internal

Question 4

____ information searches are marketer sources and non-marketer sources

Answer 4

external

Question 5

Heuristic search

• Ad-hoc
• convenience-based
• relies on rules of thumb

Question 6

Systematic search

• organized
• comprehensive
  -effortful

Question 7

Heuristic search

• less risk
• low level of involvement
• less time
• more knowledge

Question 8

Systematic search

• more risk
• high level of involvement
• more time
• less knowledge

Question 9

____ set: all possible options

Answer 9

universal

Question 10

____ set: options one is aware of

Answer 10

awareness

Question 11

____ set: options one can recall

Answer 11

evoked

Question 12

____ set: options one will consider

Answer 12

consideration

Question 13

____ is the frequency and volume of use, as well as the mode of use (proper use, alternate uses)

Answer 13

consumption

Question 14

____ is when a product meets or exceeds expected performance

Answer 14

satisfaction

Question 15

____ is when a product performs below expectation

Answer 15

dissatisfaction

Question 16

Imagine that you have been asked to analyze why sales for a certain brand are down. Which of the research questions below would you tackle first?

a) Do people have a favorable attitude toward the brand?
b) Do people include the brand in their consideration set?
c) Do people see a need for the brand?
d) Are people able to recall the brand?

Answer 16

c.) Do people see a need for the brand?

Question 17

____ memory is the initial recording of sensory information

Answer 17

sensory

Question 18

____ memory:

• unlimited capacity
• takes exact record of everything one is exposed to
• limited duration: perishable and lasts a short time

Answer 18

sensory

Question 19

____-____ memory is where information is processed (working)

Answer 19

short-term

Question 20

____-____ memory

• duration: limited
• capacity: limited, 7 +- 2 units of information

Answer 20

short-term

Question 21

____-____ memory is where information is ultimately stored

Answer 21

long-term

Question 22

____-____ memory:

• duration: unlimited
• capacity: unlimited
• organization: very efficient

Answer 22

long-term

Question 23

Consumers store concepts, feelings, and events in ____

Answer 23

nodes

Question 24

Nodes are connected by _____ ____

Answer 24

associative links

Question 25

Links in networks are created through ____ and ____

Answer 25

knowledge, experience

Question 26

____ ____ are drivers of brand equity

Answer 26

brand associations

Question 27

____ provides info about an item and allows for quicker processing

Answer 27

categorization

Question 28

An ____ is the single best representation of a category. Most easily recalled, used as standard to compare new and unknown products

Answer 28

exemplar

Question 29

Categorization influences: - influences - may be right or wrong - evaluation - consideration sets

Question 30

____-____-____ ____ drives brand equity. It influences: - perception - evaluation - retrieval

Answer 30

top-of-mind awareness

Question 31

Top-of-mind awareness depends on: - frequency of brand activation - recency of brand activation - spreading of activation from other nodes (strength and number of connections)

Question 32

Models of Learning - cognitive learning - classical conditioning - operant conditioning - modeling

Question 33

Cognitive learning has two types: 1. repetition 2. elaboration

Question 34

____ is repeated exposure to information

Answer 34

repetition

Question 35

____ is associating active information in short-term memory with other information from long-term memory

Answer 35

elaboration

Question 36

____ conditioning is repeated pairing of objects (brands) with affective stimuli, resulting in the transfer of affect from stimulus (US) to object (brand) CS

Answer 36

evaluative

Question 37

____ stimuli may be music, scenery, people (celebrities), animals, anything that elicits an affective response in consumers

Answer 37

affective

Question 38

____ reinforcement is when the customer engages in behavior, something good happens

Answer 38

positive

Question 39

____ reinforcement is when a consumer engages in behavior, something bad stops happening

Answer 39

negative

Question 40

____ is when a consumer engages in behavior and something bad happens

Answer 40

punishment

Question 41

____ is learning by observing the actions of others

Answer 41

modeling

Question 42

Factors that influence modeling - attractiveness of model - similarity of model to self

Question 43

We ____ when information is not encoded properly

Answer 43

forgetting

Question 44

We also forget when we can't retrieve information from ____ ____ ____

Answer 44

long-term memory

Question 45

____ ____ refers to integrating different sources of information in remembering (actual information, accessible cues)

Answer 45

reconstructive memory

Question 46

Model of Consumer Motivation 1. Discrepancy between actual & desired state 2. Tension (felt discomfort) 3. Drive (energy) 4. Means to reduce discrepancy

Question 47

Needs and goals are stored in memory in ____ ____

Answer 47

associative networks

Question 48

The ____ ____ is an in-depth 1-on-1 interview technique that uncovers how consumers relate: - attributes to their consequences (benefits) - benefits to consumer values - "Why is that important to you?"

Answer 48

laddering technique

Question 49

Maslow's Original Hierarchy of Needs 1. Immediate physiological needs 2. Safety 3. Love (affection, belongingness) 4. Esteem (respect) 5. Self-actualization

Question 50

Maslow's Revised Pyramid of Needs 1. Immediate physiological needs 2. Self-protection 3. Affiliation 4. Status/Esteem 5. Mate Acquisition 6. Mate Retention 7. Parenting

Question 51

Recommendations for Need Recognition and Marketing - Get consumers to perceive a need - Position your product as a means to satisfy needs - Segment based on needs

Question 52

Triggers of Need Recognition - Inventory runs out - Family life cycle - Changing reference groups - Boredom, novelty seeking

Question 53

____ motivation is encouragement from an outside force

Answer 53

extrinsic

Question 54

____ motivation is the stimulation or drive stemming from within oneself

Answer 54

intrinsic

Question 55

When to use related rewards 1. 2.

Answer 55

1. People already like it (intrinsic) --> reward related to behavior 2. People don't already like it (no intrinsic) --> reward not related to behavior

Question 56

____ is the process by which the consumer comes into contact with the stimulus

Answer 56

exposure

Question 57

How can brands get exposure? 1. Advertising 2. In-store 3. Freebies 4. Non-traditional high-traffic locations 5. Product placement 6. Non-traditional strategies

Question 58

____: - media, timing, placement - targeted advertising, programmatic advertising

Answer 58

advertising

Question 59

____-____: shelf space, POP displays, end caps

Answer 59

in-store

Question 60

____ is devoting cognitive resources to a stimulus

Answer 60

attention

Question 61

Properties of attention: - selective - capable of being divided - limited