MKT 3325-Test 3 Otto Consumer Behavior UPDATED Exam Questions and CORRECT Answers
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Course
KT 3325
Institution
KT 3325
MKT 3325-Test 3 Otto Consumer Behavior
UPDATED Exam Questions and
CORRECT Answers
Beliefs - CORRECT ANSWER- nonevaluative ratings about product attributes and benefits
-an assessment
-neither good nor bad
Verbal Compliance - CORRECT ANSWER- a situation where someone says "yes" to a
specifi...
MKT 3325-Test 3 Otto Consumer Behavior
UPDATED Exam Questions and
CORRECT Answers
Beliefs - CORRECT ANSWER- nonevaluative ratings about product attributes and benefits
-an assessment
-neither good nor bad
Verbal Compliance - CORRECT ANSWER- a situation where someone says "yes" to a
specific request
Behavioral Compliance - CORRECT ANSWER- a situation where someone actually carries
out a request
Six Compliance Techniques - CORRECT ANSWER- 1. Automaticity
2. Commitment and Consistency
3. Reciprocity
4. Scarcity
5. Liking
6. Authority
Automaticity Principle - CORRECT ANSWER- -the cornerstone of all influence techniques
-consumers think mindlessly without evaluating the consequences of a request
-The "Because" Heuristic (because triggers compliance)
Commitment and
Consistency Principle - CORRECT ANSWER- -consumers feel pressured to maintain stable
beliefs, attitudes, and behaviors
-inconsistencies make people think one has personality flaws
, Give once--> Give again
Foot in the Door Technique - CORRECT ANSWER- -a small request is followed with a.
larger request
-if consumers complete the small request, they will most likely comply with the large request
due to the resistance to change
GOAL: establish a commitment that the consumer feels awkward breaking
Reciprocity Principle - CORRECT ANSWER- -when someone does you a favor, you feel
obligated to return it in kind
-consumers return LARGER favors than they receive
Stores-->Free Samples
Door in the Face Technique - CORRECT ANSWER- -following up a large, unreasonable
request with a smaller, more sensible request
-the smaller request is viewed as a concession, engendering reciprocity
GOAL: establish an obligation for the consumer otherwise they feel bad after they think they
have been "helped out"
Scarcity Principle - CORRECT ANSWER- Consumers want:
1. Things they don't have
2. things that may not be available in the future
Liking Principle - CORRECT ANSWER- consumers comply with those whom they like
-familiarity
-physical attractiveness
-similarity
-ingratiation
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