Exam (elaborations)
Exam QUESTIONS BM01MM
- Course
- Institution
Here are sample exam questions (with points) for the consumer behavior course.
[Show more]
Seller
Follow
antoniaboege
Content preview
QUESTION 1 (25 points)In class we discussed how “culture can be learned”, “culture makes living efficient”, and
“culture is adaptive” please discuss what these imply, if needed provide examples. What
is the interplay between “culture” and marketing? For example, how does “culture”
shape marketing and how does marketing shape “culture”?
______________________________________________________________________
QUESTION 2 (25 points)
According to the elaboration likelihood model, there are two routes/paths by which
consumers can process information. I often describe how information can be processed
via more peripheral (also discussed as affective/intuitive processing) and/or more
central routes (also discussed as deliberative/calculative processing).
(a) Describe the factors that determine to what extent consumers process
information via one route or another.
(b) Discuss how the two types of information processing differ with regard to
their influence on consumers’
attitudes and behaviors.
(c) How should marketers advertise to consumers who are using
peripheral-route processing?
(d) How should marketers advertise to consumers who are using central-route
processing?
______________________________________________________________________
QUESTION 4 (30 points)
During the course we discussed message congruence on a number of occasions. This
is a key component of effective marketing because it encompasses many of the
individual topics discussed in this course. Consider the Mother’s Day advertisement for
the cleaning product below. Please discuss what went right and what went wrong in
terms of message congruence, and why that is the case. Consider as well consumer
heterogeneity. What would you recommend for this company to do moving forward?
______________________________________________________________________
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller antoniaboege. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $0.00. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67096 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now