Question 1

Consistent with the elaboration memory model, consumer brand knowledge in memory can be conceptualized as consisting of a brand node in memory with a variety of linked associations.

Accepted Answer

The answer of Consistent with the elaboration memory model, consumer...

Question 2

Brands that meet consumers' initial buying criteria are called the ________ set.

Accepted Answer

The consideration set refers to the brands that meet a consumer's initial criteria for purchase and are actively being considered as options. The total set includes all possible options, including those that do not meet the initial criteria. Awareness refers to a consumer's knowledge and recognition of a brand, but does not necessarily mean it is being considered for purchase. The choice set refers to the final options that a consumer chooses from after evaluating the consideration set. The decision set is not a commonly used term in marketing.

Question 3

Because of selective retention, we are likely to forget about the good points of competing products.

Accepted Answer

Selective retention means that we tend to remember information that supports our beliefs and forget information that contradicts them. In terms of competing products, this means that we are more likely to remember the good points of the product we prefer and forget about the good points of competing products.

Question 4

Maria considers buying a car for herself, after she notices the advantages experienced by her best friend from his new car. Which of the following forms of stimulus has activated Maria's problem recognition process?

Accepted Answer

Maria's problem recognition process is activated by external stimuli, in this case, observing the advantages experienced by her best friend from his new car. External stimuli refer to influences from the outside environment that trigger a recognition of needs or wants.

Question 5

Briefly explain Freud's theory on human motivation and explain how this might be related to marketing.

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The answer of Briefly explain Freud's theory on human motivation...

Question 6

Memory is a very constructive process. This means people do not remember information and events completely and accurately and often remember only bits and pieces that they fill in based on whatever else they know.

Accepted Answer

Memory is not a perfect recording of events or information, and people often fill in the gaps in their memories with their own interpretations and knowledge. Therefore, memory is a constructive process.

Question 7

Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.

Accepted Answer

Brand associations are all the various attributes and qualities that consumers associate with a particular brand, including their thoughts, feelings, perceptions, experiences, beliefs, attitudes, and more. These associations can be positive or negative and can greatly impact consumer behavior and brand loyalty.

Question 8

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source?

Accepted Answer

Experiential information sources refer to the information gained from personal experience or direct interaction with a product or service. Personal handling and examination are examples of experiential information sources.

Question 9

Within the context of the Freudian theory, explain how the laddering technique can be used.

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The answer of Within the context of the Freudian theory,...

Question 10

Abraham Maslow sought to explain why people are driven by particular needs at particular times. Describe Maslow's hierarchy of needs. How does Maslow's theory help marketers?

Accepted Answer

The answer of Abraham Maslow sought to explain why people...

Question 11

What does the learning theory teach marketers about demand for products?

Accepted Answer

The answer of What does the learning theory teach marketers...

Question 12

List and briefly define Maslow's Hierarchy of Needs.

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The answer of List and briefly define Maslow's Hierarchy of...

Question 13

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly describe these processes.

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The answer of People can emerge with different perceptions of...

Question 14

Selective retention works to the advantage of strong brands.

Accepted Answer

Selective retention refers to the tendency of consumers to remember and retain certain information while forgetting others. Strong brands are more likely to be remembered and retained by consumers, giving them an advantage over weaker brands.

Question 15

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. How does Herzberg's theory affect sellers' marketing strategy?

Accepted Answer

The answer of Frederick Herzberg developed a two-factor theory that...

Question 16

The buying process starts when the buyer recognizes a(n) ________.

Accepted Answer

The buying process starts when the buyer recognizes a problem or need. This recognition can be triggered by various factors such as running out of a product, experiencing a problem, or a desire to improve one's current situation.

Question 17

Explain the concept of selective retention and its association with marketing.

Accepted Answer

The answer of Explain the concept of selective retention and...

Question 18

Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. For a marketer, what is the key point of perception?

Accepted Answer

The answer of Perception is the process by which an...

Question 19

The milder information search state where a person simply becomes more receptive to information about a product is called ________.

Accepted Answer

The milder information search state where a person becomes more receptive to information about a product is called heightened attention. This means that the person is paying more attention to information about the product, but may not actively search for it. Active information search (A) refers to when a person actively seeks out information about a product. Information search (B) is a broader term that encompasses both active and passive information search. Purchase decision (D) refers to the final stage of the consumer decision-making process when a consumer decides whether or not to purchase the product. Dynamic information search (E) is not a commonly used term in marketing or consumer behavior.

Question 20

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to search for information about a product or service?

Accepted Answer

Active information search involves an individual actively seeking out information, which may involve phoning friends or researching online, and is considered to be a more advanced form of information search as compared to other options listed.

Quiz 6: Analyzing Consumer Markets