MAR 3503 Exam 2 Dr. Scott || with 100% Verified Solutions.
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MAR 3503
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MAR 3503
Consumer decision making process correct answers 1.) problem recognition
2.) information search
3.) evaluation of alternatives
4.) purchase
e.) post purchase behavior
problem recognition correct answers a discrepancy between a current state and ideal state sufficient to arouse and activat...
MAR 3503 Exam 2 Dr. Scott || with 100% Verified Solutions.
Consumer decision making process correct answers 1.) problem recognition
2.) information search
3.) evaluation of alternatives
4.) purchase
e.) post purchase behavior
problem recognition correct answers a discrepancy between a current state and ideal state
sufficient to arouse and activate a decision process
4 avenues of problem recognition correct answers Stock depletion- out of stock of something
Life stage changes- baby detergent for first baby
New products/new technology- self driving cars
Developing new tastes- whole foods new food trends
ideal state correct answers where we want to be
actual state correct answers where we are now
Influences on problem recognition correct answers -situational influences- broken, lost, worn,
product acquisition, changed circumstances
-consumer influences- actual vs. ideal state consumer (want to be skinnier)
-marketing influences- the four Ps: Price, promotional activities, product developments, place
actions
Marketing's Influence correct answers Marketing helps consumers recognize an imbalance
between present status and preferred state (internal stimuli vs. external stimuli)
internal correct answers memory, thinking
external correct answers word of mouth, media, store visits, trial
-recall of attributes
-recall of evaluations
-recall of experiences correct answers what kind of information is retrieved from internal search?
-accessibility- repeated message, highly relevant
-diagnostic information- helps us distinguish objects from one another, price, quality
-salient- prominent attributes
-vividness-vivid info via pictures, concrete words
-goals- if the goal is to take a cheap vacation, more likely to remember price correct answers
recall of attributes
-easier to remember (likes/dislikes) vs. specific attributes over time correct answers recall of
evaluations
, more vivid, salient of frequent experiences more likely to be recalled (positive experiences)
correct answers recall of experiences
confirmation bias correct answers the tendency to recall information that reinforces or confirms
our overall beliefs- a more positive judgement that should be
inhibition correct answers the recall of one attribute that inhibits the recall of another (limitations
in processing capacity)
Recall the selling price and # of bathrooms, but do not remember the name of the school system
external search correct answers the process of collection information from outside sources-
friends, magazines, ads
prepurchase search correct answers occurs to help a specific decision
ongoing search correct answers occurs regularly, regardless of whether consumer is making
decisions, attend auto shoes, read auto magazines
5 main sources of external search correct answers Retailer search- visit, call stores, review
pamphlets
Media search- ads, online ads, manufacturer
Interpersonal search- advice from friends
Independence search- books, non-brand sponsored info
Experiential search- product samples, trials
-motivation to process information
-ability to process info
-opportunity to process information correct answers how do we engage in external search?
-Involvement- situational vs. enduring involvement and perceived risk
-Perceived costs and benefits
-The consideration set- more alternatives sercha more; only 2 brands- search lessons
-Relative brand uncertainty
-Attitude toward search- some consumers like to search more than other
-Discrepancy of information- highly incongruent information, search more to resolve incongruity
correct answers motivation to process information
-Consumer knowledge- Subjective and objective knowledge
-Cognitive abilities- Process complex information
-Demographics- Higher education search more due to better access to information searches
correct answers ability to process information
Who searches the most? correct answers Moderately knowledgeable consumers
-Amount of information available- search more with more available information
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