Q&A Hero

Q: A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel. A) postpurchase process B) purchase process C) consumption situation D) psychological situation

Q: Which of the following is considered a postpurchase process? A) the shopping experience B) mood C) consumer satisfaction D) shopping orientation

Q: According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions. A) antecedent state B) postpurchase process C) cognitive process D) purchase environment

Q: A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________. A) time pressure B) sales interactions C) product disposal D) point-of-purchase stimuli

Q: Explain what is meant by a family identity. Then give two examples of how a family identity may be constructed.

Q: What are the two types of purchase decisions made by families? Indicate the common practice within families with respect to these decisions and give an example of each form.

Q: Characterize the straight rebuy, the modified rebuy, and the new task decision in organizational purchasing. Provide an example of each.

Q: Identify and explain the three decision-making dimensions that describe the purchasing strategies of an organizational buyer. These dimensions form the basis of a buyclass theory of purchasing.

Q: According to exchange theory, what might occur if a salesperson interacts with an assertive consumer?

Q: Why does a typical casino have low ceilings, no windows, no clocks, and no straight aisles?

Q: Why are modern industrialized societies dependent upon perceptions of time?

Q: The likelihood that people will become part of a consumer's membership reference group is affected by three factors. Name and briefly discuss each of these factors.

Q: Describe the concepts of normative influence and comparative influence among reference groups.

Q: Reference groups influence consumers in threeways. Name these three ways and describe the nature of the influence upon the consumer.

Q: Define the term reference group and explain the difference between a membership reference group and an aspirational reference group.

Q: If you were designing a large retail outlet for customers with a polychronic orientation, what would you want to provide?

Q: What two basic dimensions determine if a shopper will react positively or negatively to a consumption environment? What factors can affect a consumer's moods in the shopping environment that are a) under the control of the marketer and b) not under the control of the marketer?

Q: Time is viewed differently around the world. Discuss how time might be seen in different cultures.

Q: Identify and describe the various temporal factors that might affect a consumer and his or her buying process.

Q: Collective decision-making occurs when more than one person is involved in the purchasing process for products or services that may be used by multiple consumers.

Q: When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to social power of groups.

Q: An individual's motivation to distance himself from a negative reference group is never as powerful as his motivation to please a positive group.

Q: The likelihood that someone will belong to your reference group is enhanced if you and the person have propinquity.

Q: A membership reference group is made up of idealized figures such as successful business people, athletes, or performers.

Q: Groups maintain fundamental standards of conduct through normative influence.

Q: People we admire influence us because they hold reward power.

Q: A person with social power has the ability to alter the actions of others.

Q: A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

Q: Putting more and more people into the same marketing space will increase arousal in customers. This can be seen as either positive or negative, depending upon each customer's interpretation of this arousal.

Q: A retailer using a marketscape theme gives consumers the opportunity to enter into a world of fantasy (such as one where the person becomes a virtual hunter, race car driver, or fashion model) as they shop.

Q: The fact that some customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and physical surroundings in the marketplace.

Q: When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying.

Q: A pop-up store is purposefully designed to come and go very rapidly.

Q: If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on information and communications technology features.

Q: A typical utilitarian shopping motive is interpersonal attraction.

Q: Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.

Q: Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of time as a map rather than as a river.

Q: It would be difficult to sell consumers life insurance if their notion of time is like a mirror.

Q: A good metaphor for women whose timestyles are spontaneous in their planning orientation and have a present focus is "Time is a mirror."

Q: Time poverty seems to be more a problem of perception than of fact.

Q: An anti-smoking campaign showed autopsies of people who died of lung cancer. The campaign seemed to have no effect on the rate that teenagers took up smoking. Why?

Q: Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

Q: Retail stores put a number of items in the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.

Q: What is the elaboration-likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

Q: Compare and contrast the uses of the emotional appeals of sex, humor, and fear in advertising. What are the strengths and weaknesses of each?

Q: Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to marketing strategy.

Q: Why should marketers be aware of consumers' cognitive consistency and cognitive dissonance? How can dissonance be reduced? Use the post-purchase behavior of a customer as an example.

Q: How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao). Describe the strength of commitment involved in each of the following and give an example: Compliance Identification Internalization

Q: It is generally felt that a hierarchy of effects describes the relative influence of the ABC model of attitudes. Which hierarchy would be most appropriate for a consumer who is a loyal Coca-Cola consumer and drinks Coca-Cola for the "pleasure of it"? Cite the hierarchy and briefly describe its order and function.

Q: One of the key characteristics of a source is credibility. What is source credibility and how can it affect attitude change?

Q: What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.

Q: Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

Q: Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation. List and briefly describe each of the three hierarchies that were presented in the chapter. Be explicit with your description.

Q: Most researchers agree that an attitude has three components. List and briefly describe those three components.

Q: Describe the functional theory of attitudesand its components (functions).

Q: It is impossible for a person to hold two contradictory attitudes toward the same object.

Q: Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

Q: A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Q: According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

Q: The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

Q: Humorous ads get attention, but many times the humor distracts from the promotional message.

Q: Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchyof the ABC model of attitudes.

Q: Justin is in charge of promoting a product that most of his customers perceive as a low-involvement product. He created a TV ad and aired it over and over. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

Q: Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of what is called the social adaptation perspective.

Q: Tyler told a local reporter about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specialized in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the reporter created a situation in which reporting bias has occurred.

Q: The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Q: Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yards. Later, the manager called the same people and asked if a larger sign could be placed in their yards. He was rarely turned down. This is an example of the foot-in-the-door technique.

Q: Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for success"; therefore Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

Q: The elaboration likelihood model assumes that under conditions of high-involvement processing, the consumer normally takes what is called the peripheral routeto persuasion.

Q: In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Q: The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

Q: The communications model requires a source and a message, but receivers of the message are not part of the model.

Q: The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

Q: According to the Fishbein model, salient beliefs are those beliefs about an object that are considered during evaluation.

Q: Balance theory helps explain why consumers like being linked to positively valued objects.

Q: Latitudes of acceptance and rejection are important aspects of social judgment theory.

Q: Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

Q: In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Q: According to the functional theory of attitudes, attitudes exist because they are hereditary.

Q: According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person.