Guaranteed Questions Flashcards
You are facing your customer. In what situation are they likely to seek an opinion leader?
High likelihood → low knowledge, high involvement
Moderate likelihood → low knowledge, low involvement
Moderate likelihood → high knowledge, high involvement
Why are innovations adopted and who is likely to be opinion leaders?
adopted to be popular, early adopters are likely to be opinion leaders
Zipping
fast-forwarding
Zapping
switching channels
Muting
turning off sound
Mere exposure effect is
repeat things and create a favorable attitude
When a consumer has a high level of product involvement, will they pay more or less attention?
more
Many companies do not want to do ads in news because they want to be associated with positive things. What is this an example of?
Classical conditioning
You have difficult vocab and repeat it to learn it. What is this?
Iconic rote learning
Customer ethnocentrism
reflects an individual difference in consumers’ propensity to be biased against purchase of foreign products
Need for cognition
reflects an individual difference in consumers’ propensity to engage in and enjoy thinking
Consumers’ Need for Uniqueness
reflects an individual difference in consumers’ propensity to pursue differences relative to others through the acquisition, utilization, and disposition of consumer goods
Consumers high in need for cognition are more likely to
respond to ads rich in product-related information
Consumers low in need for cognition are more likely to
be attracted to background or peripheral aspects of an ad
What is not used to create personality?
length of the ad
