t is likely that only a small subset of stored information will be recalled at any
one time. Thus, all of the following are internal search issues that would be of interest to
consumer researchers except:
a. the length of attention span for marketing
communications messages.
b. the extent to w...
It is likely that only a small subset of stored information will be recalled at any
one time. Thus, all of the following are internal search issues that would be of interest to
consumer researchers except:
a. the length of attention span for marketing
communications messages.
b. the extent to which consumers might search
memory for information about a brand.
c. what is recalled.
d. the process by which information is recalled.
e. the process by which feelings are recalled. - CCORRECT ANSWER-a.
Consumers are likely to recall ____ when they engage in internal search - CCORRECT
ANSWER-only a small subset of stored information
In order to maximize the chance of being considered when consumers engage in
internal search, marketers want to position their brands - CCORRECT ANSWER-as
close to the category prototype as posible
The subset of brands evaluated when making a choice is known as - CCORRECT
ANSWER-consideration set
A consideration set usually contains - CCORRECT ANSWER-between two to eight
brands
Some consumers fly rather than taking the train, even when train travel is faster
and cheaper, simply because they do not consider train travel. This is an example of -
CCORRECT ANSWER-a choice not included in the consideration
, Global brands such as Sony, IBM, McDonald's, Mercedes, and Coca-Cola are
more likely to be in many consumers' consideration set primarily because of -
CCORRECT ANSWER-brand familiarity
Seeing an apple (for Macintosh) or the Marlboro Man may make it easier for
consumers to remember and consider these brands when making a decision. This is
best thought
of as an example of a(n) ____ placing the brand in the consideration set. - CCORRECT
ANSWER-retrieval cue
Factors that will increase the motivation to process information as it relates to
external search could include all of the following except - CCORRECT ANSWER-the
speed at which information is processed
The major variables that will influence the recall of attribute information might
include all of the following except
a.accesibility
b diagnosicity of attributes
c. saience
d. brand name lngth
e. vividness - CCORRECT ANSWER-d
Factors that directly affect the opportunity to process information might include
all of the following except:
a. the consumers' cognitive abilities.
b. the number of retail outlets or dealers.
c. the attribute information available about each
brand.
d. the information format.
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