Hemispheric lateralisation refers to:
transfers from long- to short-term memory.
transfers from short- to long-term memory.
information flow from the nervous system to the brain.
different types of activities being controlled by each side of the brain.
High-involvement learning:
occurs primarily in response to television commercials.
occurs when the individual is motivated to learn the material.
is rare in consumer behaviour.
is not very effective.
Households in the __________ group would more often purchase piano lessons.
full nest I
single parent I
young single
full nest II
How can a firm influence problem recognition?
by altering either the desired state or the perceptions of the existing state
through the use of advertising
by highlighting the importance of an existing discrepancy
All of the given answers are correct.
Husband-dominant decisions generally occur with the purchase of:
cars
alcohol.
houses.
cars and alcohol.
If a consumer has a high-performance expectation for a product and after use performance is perceived as worse than expected, this consumer will be:
non-satisfied.
satisfied.
dissatisfied
unsatisfied
If you want consumers to stay longer, you should:
use slow background music.
use fast background music.
play music that the target market does not like.
keep the environment quiet.
In general consumers use convenience outlets for:
high-involvement purchases.
purchases of durable goods.
services
routine purchases.
In general, adopter categories:
are product-category specific.
are composed of similar individuals across numerous product categories.
change frequently for the same product category.
are not useful to marketing managers.
In most individuals, the left brain appears to control:
rational thought.
emotions.
verbal material.
both rational thought and verbal material
In order to utilise situational influences, a marketer must be able to understand:
the strength of the situational influence.
how situational influences may change over time.
when specific situational influences occur.
all of the given answers
In the text it is suggested that subliminal messages:
do not present a threat to the general public.
area clearly being used by marketers.
do not attract media attention.
are always deliberate.
In using social stratification to develop marketing strategy, the following steps should be followed:
1. Make marketing mix decisions; 2. Target social strata; 3. Relate status variables to product consumption; 4. Develop product position.
1. Target social strata; 2. Relate status variables to product consumption; 3. Make marketing mix decisions; 4. Develop product position.
1. Relate status variables to product consumption; 2. Target social strata; 3. Develop product position; 4. Make marketing mix decisions.
1. Relate status variables to product consumption; 2. Make marketing mix decisions; 3. Develop product position; 4. Target social strata.
Indirect appeals are often necessary to reach:
perceptual motives.
articulated motives.
social motives.
none of the given answers.
Individuals drawn to a store by an advertised item most often:
do not purchase anything.
do not purchase the advertised item but purchase one or more other items.
purchase only the advertised item.
purchase the advertised item and one or more additional items.
Information processing is:
a series of activities by which decision rules are applied to information.
a series of activities by which information is retrieved from memory and used to make a decision.
the conversion of estimates, predictions and generalised relationships into facts.
Insecure consumers who purchase only popular brands, because of insecurity, may be influenced by the __________________ motive.
causation
ego-defensive
consistency
categorisation
Knowing the subjective discretionary income of a consumer is important for marketers because:
it is useful in predicting the use of financial services.
for some product categories it can predict purchases that family income cannot.
it adds predictive power to total family income.
Knowledge and attitudes about stores, products and brands that are important for actual purchase are examples of:
indirectly relevant consumer learning.
directly relevant consumer learning.
consumer decision process.
indirectly relevant consumer learning and directly relevant consumer learning.
Laggards:
enjoy social interaction but do not like to spend money.
tend to be relatively dogmatic.
never adopt innovations.
