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Exam 6: Consumer Behavior

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Question 61

True/False

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Before buying a new car, Marel asked her parents which models they thought were the most fuel efficient. This is considered an external search for information.

A) True
B) False

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Question 62

Multiple Choice

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Which of these retailers is appealing to customers' auditory senses?

A) Hernan Carpet Shop has samples of its rugs on display for consumers to touch.
B) Cost Warehouse has sample tasting stations throughout the store every weekend for customers to try new food items.
C) Runners Way plays upbeat music in its shop that features songs many customers listen to when they participate in a race.
D) Corey's Cocoa Shop uses a fan to spread the smell of chocolate throughout the store.
E) Molson Sporting Goods features a colorful display of golf shirts in its store window.

F) A) and B)
G) B) and D)

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Question 63

Essay

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Gordon's Auto Repair Group is considering using the slogan, "We fix it the first time, every time." Why might this slogan be a bad idea if Gordon wants to maximize postpurchase satisfaction? Create a better slogan for Gordon.

The traditional marketing strategy of selling sunscreen to customers vacationing on the beach is an example of how factors influence consumers' decisions.

The consumer decision process model represents

A reference group may have direct or indirect influence on your attitude toward a clothing store.

What are the three stages of memory? What occurs in each of these stages? Provide an example of each stage within the purchase process.

After Marta graduated from college, she found a steady and good-paying job, got married, started to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Marta is advancing to which category on Maslow's Hierarchy of Needs?

How do reference groups affect the consumer decision making process? Provide an example of when your purchase was affected by a reference group. Which consumers are typically most affected by reference groups?

Zappos online shoe and clothing store has a unique way of dealing with abandoned shopping carts. If a site visitor places items into the shopping cart and then leaves the site without making a purchase, several days later Zappos sends a humorous e-mail saying, "Let us show you what your shopping cart did while you were gone," along with a photo of a cute dog intended to represent the shopping cart. This attention-getting device is designed to improve the site's

Americans often equate "bigger" with "better," and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce ________ risk in the consumer decision process.

Marketers love consumers who engage in ________, buying their company's product with little thought or consideration of alternatives.

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. Based on Maslow's hierarchy, most of the other 800 million Indian consumers would be primarily addressing their ________ needs.

Caroline is starting to wonder if she should have purchased her new cell phone because it cost so much money and she could have purchased a less expensive one. This scenario represents an especially critical time for marketers because Caroline is dealing with

Juan was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. Juan was addressing his ________ risk.

When professional cyclists purchase clothing for riding in the Tour de France, their purchases are primarily addressing ________ needs.

RaeAnne lives according to her own rules, unconcerned about designer labels, brand names, and luxury items. RaeAnne is at which level in Maslow's hierarchy of needs?

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its

A consumer's buying decision depends on the consumer's level of involvement or degree of interest in the product or service. A(n) consumer pays greater attention and engages in deeper processing, which leads to strong attitudes and purchase intentions.

Every time Shondra wants to eat salad for lunch, she and her friends go to Corner Bakery, but if she's craving dessert, she heads straight to The Cheesecake Factory. In making these choices, she relies on a(n)