Exam (elaborations)
Exam QUESTIONS BM01MM
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Here are sample exam questions (with points) for the consumer behavior course.
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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”?
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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?
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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?
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