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MBA 706 - DARRAT (EXAM 2) questions and answers
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MBA 706 - DARRAT (EXAM 2) questions and answers
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MBA706
-
DARRAT
(EXAM
2)
Culture
-
ANSWER-a
way
of
life
among
a
group
of
people;
the
behaviors,
beliefs,
values,
and
symbols
that
they
accept,
generally
without
thinking
about
them,
and
that
are
passed
along
by
communication
and
imitation
from
one
generation
to
the
next.
Reference
Group
-
ANSWER-all
the
groups
that
have
a
direct
or
indirect
effect
on
a
person's
beliefs,
decisions,
and
behavior
-
family
the
most
influential
one
Opinion
Leader/Influencer
-
ANSWER-a
person
who
offers
informal
advice
or
information
about
a
specific
product
or
product
category ,
such
as
which
of
several
brands
is
best
or
how
a
particular
product
may
be
used
Family
-
ANSWER-the
most
influential
primary
reference
group,1 1
is
the
most
important
consumer
buying
organization
in
society
-
family
of
orientation:
parents/siblings
-
family
of
procreation:
spouse/children
Personality
-
ANSWER-set
of
distinguishing
human
psychological
traits
that
lead
to
relatively
consistent
and
enduring
responses
to
environmental
stimuli,
including
buying
behavior
-
actual
self
concept:
how
we
view
ourselves
-
ideal
self
concept:
how
we
would
like
to
view
ourselves
-
others'
self
concept:
how
we
like
others
to
see
us
Value
System
-
ANSWER-a
set
of
principles
and
notions
of
right
and
wrong
Consumer
Needs
-
ANSWER-basic
human
requirements,
such
as
air,
food,
water ,
clothing,
and
shelter
-
biological:
from
physiological
states
of
tension
(hunger ,
thirst,
discomfort)
-
psychological:
from
psychological
states
of
tension
(recognition,
esteem,
belonging)
Consumer
Motivation
-
ANSWER-aroused
to
a
sufficient
level
of
intensity
to
drive
us
to
act Perception
-
ANSWER-process
by
which
we
select,
organize,
and
interpret
information
inputs
to
create
a
meaningful
picture
of
the
world
Selective
Attention
-
ANSWER-marketers
must
work
hard
to
attract
the
notice
of
consumers
Subliminal
Perception
-
ANSWER-long
fascinated
armchair
marketers,
who
argue
that
marketers
embed
covert,
subliminal
messages
in
ads
or
packaging
that
consumers
are
not
consciously
aware
of
but
that
affect
their
behavior .
Although
it's
clear
that
mental
processes
include
many
subtle
subconscious
effects,
Selective
distortion
-
ANSWER-tendency
to
interpret
information
to
fit
our
preconceptions
Emotions
-
ANSWER-mental
states
that
arise
spontaneously
rather
than
from
conscious
effort
and
reflect
people's
positive
or
negative
reactions
to
internal
and
external
stimuli
Memory
-
ANSWER-the
brain's
ability
to
record,
store,
and
retrieve
information
and
events;
also
plays
a
role
in
consumers'
purchasing
decisions
-
short
term
memory:
temporary
and
limited
repository
of
information
-
long
term
memory:
more
permanent,
poten-
tially
unlimited
repository .
All
the
information
and
experiences
we
encode
as
we
go
through
life
can
end
up
in
our
long-term
memory .
Three
Types
of
Long
Term
Memory
-
episodic
memory:
storing
information
about
events
(i.e.,
episodes)
that
we
have
experienced
in
our
lives.
It
is
an
individual's
memory
of
autobiographical
events
that
capture
the
context—such
as
times,
places,
and
associated
emotions—in
which
a
particular
event
has
occurred.
-
semantic
memory:
storing
information
about
the
world,
such
as
facts,
meanings,
and
concepts.
Unlike
episodic
memory ,
which
is
directly
linked
to
an
individual's
personal
experience,
semantic
memory
captures
general
knowledge
that
is
independent
of
personal
experience
-
procedural
memory:
responsible
for
knowing
how
to
perform
certain
procedures
such
as
walking,
talking,
and
riding
a
bike.
It
is
a
memory
of
motor
skills
typically
acquired
through
repetition
and
involves
automatic
sensorimotor
activities
that
are
so
deeply
embedded
in
our
minds
that
they
do
not
involve
conscious
thought.
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