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Exam 6: Consumer Behavior

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Question 51

Multiple Choice

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Steve wasn't sure what kind of salsa he wanted to get for his upcoming Super Bowl party.It seemed like there were dozens of varieties to choose from.He noticed that he could sample a few at a station in the store.He tried four,rejected two,and bought several jars of the two he really liked.He also ended up buying a different-and more expensive-kind of tortilla chip after tasting it.Marketers identify this as a success story of

A) learning.
B) decision rules.
C) social factors.
D) advertisements.
E) in-store demonstrations.

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Question 52

Multiple Choice

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A(n) __________ is a need or want strong enough to cause a person to seek satisfaction.

A) locus of control
B) motive
C) attitude
D) perception
E) learning curve

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Question 53

True/False

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Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.

At a convenience store,Brian bought a bag of chips he had never tried before.Driving down the road,Brian opened the bag,took a bite,and realized he had purchased pork rinds by mistake.Being a vegetarian,Brian threw away the chips.Brian felt very little buyer's remorse and soon forgot about the experience.Why?

Why are attitudes important in consumer decision making?

Apple computer users tend to like the company and love its products.Apple has nurtured this __________ component of its customers' attitudes.

The consumer decision process model represents

Marketers believe that the decision-making process begins with a consumer's need recognition.Not everyone agrees.How would you answer critics who believe marketers can force people to buy things they don't want?

Jonathan prefers shirts made with 100 percent cotton,but he will sometimes buy shirts with less cotton if they are less expensive.Jonathan uses __________ to decide which shirts to buy.

Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live,otherwise known as

Dawn flies regularly between Atlanta and Los Angeles.She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program) .Still,she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule.Dawn uses __________ to decide which airline to fly.

When Hakim asked Marta where she wanted to go for lunch,she said Chili's because she went there at least once a week and always liked it.Marta conducted an internal search for information.

Using examples,describe the difference between impulse buying and habitual decision making.

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

Alex decides to make a donation to the Autism Research Institute.Which component of Alex's attitude toward autism research does this represent?

Assume you are the manager of a resort property that is close to the mountains,to several recreational sites,and to a few luxury restaurants and stores.How would you manage customer expectations to enhance postpurchase satisfaction? Be specific.

The consumer buying process begins when

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to

Marketers frequently design customer relationship management programs to

As manager of a local donut shop,Arnie greets his regular customers by name and often begins making their order when he sees them drive into the parking lot.Arnie knows habitual purchasers with strong store loyalty are great customers.