consumer behavior exam 1
1. Exposure - correct answer-- placed within a person relevant environment and comes
within range of his or her sensory receptor nerves
ex: watching tv and realized that you were not paying attention to the commercial being aired
1. selective exposure:
where a listener will prefer and focus on the information that confirms the individual's
perceptions on a certain topic
ex: Beverly watches only Fox News because its reporters and commentators reinforce her
existing beliefs and attitudes.
2. Voluntary exposure
they activly seek them out for various reasons including purchase goals, entertainment, and
information
ex:clicking on a banner ad or a pop up & deliberately visiting a firms homepage
-Barry decided he needs a new car, so he started looking at commercials on television and
ads in magazines as well as visiting several Web sites.
3. Viral ads
1. Individual Characteristics - correct answer-Traits
Learning and Knowledge
Expectations
1.Cognitive Preservation Motives(McGuire's Motives) - correct answer-need for consistency
--> desire to have all facets of oneself consistent with each other
cognitive dissonances: making a major purchase is not consistent with the need to save this
inconsistency motivates the individual to reduce it
need for attribute --> credible spokesperson
need to categorize --> prices are categorized such that different prices connote different
categories of goods
need for objectification -->-observable cues or symbols that enable people to infer what they
feel and know-clothing plays an important role in presenting meaning of a desired image &
consumer lifestyle
1.marketing analysis - correct answer-1. Consumer:
Discovering consumers needs that can be accomplished through market research, knowing
the customer requires knowing and understanding behavioral principles that guide
consumption behaviors
2. Competitors:
Competitors capabilities and strategies helps answer key questions on which company's will
respond to your marketing strategy and those that are capable of responding
3. Company:
Must understand your own company's capabilities, which means evaluating the firm's
financial condition, managerial skills, production, R&D, capabilities, technological
sophistication, reputation, and marketing skills
4. Conditions:
,State of Economy, Physical environment, and government regulation affect consumer needs.
Very important to keep up with social and technological trends that are changing the
environment
2. Attention - correct answer-One or more of the sensory receptors are activated and these
senses are passed on to the brain for processing.
stimulus factors
-physical characteristics
1.size
2.intensity-soundness, brightness, length
- the degree to which one is forced to see or interact with a banner
ex: a study in which the banner ad was only on the screen for a brief period
- repetition occurs: number of time an individual is exposed to a stimuls
* decrease attention when exposure occur in a short period of time
3. Attractive visuals
-mountain, attractive models
4. Color and movement
-dynamic animation
5.position
-ads on the right hand receive more attention
6. contract and expectation
- ads that differ from the type of ad consumers expect for a product category motive more
attention
-cause adaptive level theory: if stimulus doesn't change we begin to notice it less
-being original
7.Interestingness
- increase curiosity, such as a plot, the possibility of a surprise ending, and uncertainty to the
point of message
8. Information quantity
- attracts attention in print ad but not TV
2.Cognitive Growth Motives - correct answer-need for autonomy --> the need for
independence and individuality is a characteristic of the American culture.
ex: developing limited editions of products and providing wide variety and customization
options(uniqueness)
need for stimulation --> need for change; prime reasons for brand switching and impulse
purchases ; become bored and desire change
teleological needs --> outcomes that view how the world should work (the good guise win)
utilitarian need --> problem solvers who approach situations
ex: watching comedy tv not only for entertainment but is learning clothing styles, lifestyle
option
2.Market Segmentation - correct answer-- a portion of a larger market whose needs differ
somewhat from the large market
1. identifying product related need sets
What need is the product filling; status, age, life stage, gender, social class...? Identifying
need sets requires consumer research so firms c an segment a portion of the market to
segment
, 2. Customers with similar need sets
Group customers who have similar needs by consumer research, surveys, and product tests
3.Describing Each Group
Describe groups based on lifestyle, demographics, and media usage to help effectively
communicate your message.
4.Select Attractive Segments to Target
Find a target market that is growing and will be profitable. Make sure your can provide
superior value to customers
3. Marketing Strategies - correct answer-How will we provide superior customer value to our
target market?
/ MARKETING MIX
1. product
Anything a customer acquires to meet a perceived need. The product must meet the needs
of the target market better than a competitor's product can
-buying need satisfaction
-product related decision include issues of packaging,branding, and logos
2. communications
Everything that includes the advertising, sales force, PR, and packaging that the firm
provides about itself and its products
3. price
Amount someone will pay for the product. The price may signal quality, also very important
to understand consumer cost (everything the consumer must surrender in order to receive
the benefits of the product)
ex. the post of owning an automobile includes gasoline, maintenance, finance charge
,licensing fee, time and discomfort while shopping for the car
4. Distribution
Having the product available where people buy. Important to know where and when target
market shops
service:Auxiliary or peripheral activities that are performed to enhance the primary product or
primary service such as free pick up and delivery. Can be a competitive advantage
3.Affective Preservation Motives - correct answer-need for tension reduction
->tension relief
need for expression --> individual express who they are
ex: search watches are more than a function need to tell time - allow consumers to express
who they are
need for ego defense --> produce provide ego defence
need for reinforcement -->keepsake diamond "enter a room and you are immediately
surround by friends sharing your excitement"
4. consumer decison - correct answer-- intervenes between the marketing strategy and the
outcome
-The firm can succeed only if consumers see a need that its product can solve, become
aware of the product and its capabilities, decide that it is the best available solution, proceed
to buy it, and become satisfied with the result of the purchase.
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