Test 3 HW Questions

Question 1

Ch 13: 1) What is meant by the term situational influences?

Answer 1

All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.

Question 2

Ch 13: 2) What are the four broad categories of situations (when they affect the consumer)?

Answer 2

Communications:
Purchase:
Usage:
Disposition:

Question 3

Ch 13: 3) What are the five key dimensions or characteristics of situation (what happens to affect the consumer)?

Answer 3

Physical Surroundings: 
Social Surroundings: 
Temporal Perspectives: 
Task Definition: 
Antecedent States:

Question 4

Ch 13: 4) What is store atmosphere?

Answer 4

(Environment) The sum of all the physical features of a retail environment.

Question 5

Ch 13: 4a) What is atmospherics?

Answer 5

The process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.

Question 6

Ch 13: 4b) What is a servicescape?

Answer 6

The atmosphere when describing a service business such as a hospital, bank, or restaurant.

Question 7

Ch 13: 5) How do the four components of physical surroundings affect consumer behavior?

Answer 7

Colors:
Aromas:
Music:
Crowding:

Question 8

Ch 13: 6) How do social surroundings affect consumer behavior?

Answer 8

An example of this would be that one is shopping with their parents, and that changes the way they shop.

Question 9

Ch 13: 7) How does time pressure affect consumer behavior?

Answer 9

If you’re in a rush to get something you do not have time to fully evaluate the decision.

Question 10

Ch 13: 8a) What is a self-gift?

Answer 10

When a consumer purchases something for his or her own reward or treat.

Question 11

Ch 13: 9) What is the difference between moods and momentary conditions?

Answer 11

Moods reflect states of mind, momentary conditions reflect temporary states of being.

Question 12

Ch 13: 9b) What are the effects of bad mood on consumer behavior?

Answer 12

Consumers will purchase something to try and cheer themselves up.

Question 13

Ch 13: 9c) How do marketers attempt to influence mood?

Answer 13

With positive mood-inducing events.

Question 14

Ch 13: 9d) How do momentary conditions affect consumer behavior?

Answer 14

Consumers try to purchase goods or services to make themselves better than their current state.

Question 15

Ch 13: 10) How might your physical surroundings affect you during a(n):

a) communication situation (when you hear/see an ad)?
b) purchase situation?
c) usage situation?
d) disposition situation?

Answer 15

(This is a personal response question. Just understand the concepts behind it.)

Question 16

Ch 13: 11) How might your social surroundings affect you while:

a) communication situation (when you hear/see an ad)?
b) purchase situation?
c) usage situation?
d) disposition situation?

Answer 16

(This is a personal response question. Just understand the concepts behind it.)

Question 17

Ch 13: 12) How might your antecedent state affect you during a:

a) purchase situation?
b) usage situation?

Answer 17

(This is a personal response question. Just understand the concepts behind it.)

Question 18

Ch 13: 13) What are ritual situations and how do they affect consumer behavior?

Answer 18

A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. (Anniversaries, holidays, etc.) Consumers have more predictable consumption patterns related to the events.

Question 19

Ch 14: 1) What is meant by the term situational influences?

a) Restate the definition in your own words.
b) Why is it important for a marketing manager to understand situational influences on purchasing behavior?

Answer 19

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Question 20

Ch 14: 2) What are the four broad categories of situations (when they affect the consumer)?
a) Give examples of each.

Answer 20

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Question 21

Ch 14: 3) What are the five key dimensions or characteristics of situation (what happens to affect the consumer)?
a) Give examples of each.

Answer 21

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Question 22

Ch 14: 4) What is store atmosphere?

a) What is atmospherics?
b) What is a servicescape?

Answer 22

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Question 23

Ch 14: 5) How do the four components of physical surroundings affect consumer behavior?

Answer 23

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Question 24

Ch 14: 6) How do social surroundings affect consumer behavior?
a) What is the role of embarrassment?

Answer 24

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Question 25

Ch 14: 7) How does time pressure affect consumer behavior?

Answer 25

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Question 26

Ch 14: 8) How might the receipt of a gift affect the relationship between the giver and the receiver? a) What is a self-gift?

Answer 26

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Question 27

Ch 14: 9) What is the difference between moods and momentary conditions?

Answer 27

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Question 28

Ch 14: 9a) What are the effects of good mood on consumer behavior?

Answer 28

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Question 29

Ch 14: 9b) What are the effects of bad mood on consumer behavior?

Answer 29

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Question 30

Ch 14: 9c) How do marketers attempt to influence mood?

Answer 30

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Question 31

Ch 14: 9d) How do momentary conditions affect consumer behavior?

Answer 31

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Question 32

Ch 14: 10) How might your physical surroundings affect you during a(n): a) communication situation (when you hear/see an ad)? b) purchase situation? c) usage situation? d) disposition situation?

Answer 32

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Question 33

Ch 14: 11) How might your social surroundings affect you while: a) communication situation (when you hear/see an ad)? b) purchase situation? c) usage situation? d) disposition situation?

Answer 33

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Question 34

Ch 14: 12) How might your antecedent state affect you during a: a) purchase situation? b) usage situation?

Answer 34

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Question 35

Ch 14: 13) What are ritual situations and how do they affect consumer behavior?

Answer 35

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Question 36

Ch 15: 1) How do the company websites featured in the chapter opening example help consumers with their information search?

Answer 36

They identified their customer’s needs and tailored the web sites to match.

Question 37

Ch 15: 2) What is internal search?

Answer 37

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth.

Question 38

Ch 15: 3) What are the types of information sought in an external search for information? a) Give examples of each.

Answer 38

Evaluative Criteria: Appropriate Alternatives: Alternative Characteristics:

Question 39

Ch 15: 4) What are the sources of information search? a) Which are most credible? b) Which is least credible?

Answer 39

Memory of past searches, personal experiences, and low-involvement learning. Personal sources, such as friends, family, and others. Independent sources, such as magazines, consumer groups, and government agencies. Marketing sources, such as sales personnel, Web sites, and advertising. Experiential sources, such as inspection or product trial.

Question 40

Ch 15: 5) Describe a recent information search you did in terms of: a) the problem you were solving, b) the alternative solutions, c) evaluative criteria, and d) performance of each solution on each criterion.

Answer 40

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Question 41

Ch 15: 6) List your evoked set, inert set, and inept set for the following product categories. Record the number of alternatives in each column. a) Beer b) Wireless phone providers c) Deodorant d) Gasoline e) Candy

Answer 41

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Question 42

Ch 15: 7) List sources of information college students might use for the following. a) Movies b) Restaurants c) Apartment d) Dorm/apartment furnishings e) Business suit f) Father’s Day gifts

Answer 42

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Question 43

Ch 15: 8) What is behavioral targeting? | a) What is search engine optimization?

Answer 43

Involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. Involves techniques designed to ensure that a company’s Web pages “are accessible to search engines and focused in ways that help improve the chances they will be found.

Question 44

Ch 15: 9) How do nonsearchers, limited information searchers, and extended information searchers differ in their search for information? a) What type of searcher are you? Explain.

Answer 44

Nonsearchers: little or no search. Limited information searchers: low to moderate search. Extended information: high search.

Question 45

Ch 15: 10) What are the costs and benefits of search?

Answer 45

Decision-making Saving money Learning about the product

Question 46

Ch 15: 11) How do market characteristics influence a consumer’s information search effort?

Answer 46

Market characteristics include the number of alternatives, price range, store distribution, and information availability.

Question 47

Ch 15: 12) How do consumer characteristics influence a consumer’s information search effort?

Answer 47

A variety of consumer characteristics affect perceptions of expected benefits, search costs, and the need to carry out a particular level of external information search.

Question 48

Ch 15: 13) How do product characteristics influence a consumer’s information search effort?

Answer 48

Product differentiation – feature and quality variation across brands—is associated with increased external search.

Question 49

Ch 15: 14) How do situational characteristics influence a consumer’s information search effort?

Answer 49

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Question 50

Ch 16: 1) What does bounded rationality mean? a) Describe affective choice processes and give an example. b) Describe attribute-based choice processes and give an example. c) Describe attitude-based choice processes and give an example. d) What are the general differences between the three choice processes?

Answer 50

A limited capacity for processing information.

Question 51

Ch 16: 2) Explain the differences between consummatory motives and instrumental motives using examples.

Answer 51

Consummatory is you want it just for the enjoyment or satisfaction from the product, while instrumental is to fulfill some other goal. E.G. if you read a book for the pleasure of reading it is a consummatory purchase, but if you read it to get information to use for something else it is an instrumental purchase.

Question 52

Ch 16: 3) Would you use an attribute-based, attitude-based, or affective choice process for each of the following. Why? a) a present for your romantic partner b) a present for your Mom or Dad c) a movie d) a motorcycle e) a cat f) a smart phone

Answer 52

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Question 53

Ch 16: 4) What are evaluative criteria? Give some examples.

Answer 53

The various dimensions, features, or benefits a consumer looks for in response to a specific problem.

Question 54

Ch 16: 5) What evaluative criteria would be important in the purchase of a car by: a) Yourself b) 55-year-ol,d bank president c) 23-year-old, single, male blue collar worker d) 30-year-old married, female with small children e) 40-something couple, both working, with 5 children

Answer 54

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Question 55

Ch 16: 6) Discuss surrogate indicators that could be used to evaluate perceived quality for each of the following. a) a new shampoo b) a personal trainer c) a new movie d) a cat e) a university f) a business suit

Answer 55

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Question 56

Ch 17: 1) Name a product category for which (justify your selections): a) the brand is generally selected first and the outlet second b) the outlet is selected first and the brand second c) brand and outlet are made simultaneously.

Answer 56

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Question 57

Ch 17: 2) What is a retail outlet? | a) What is in-home shopping?

Answer 57

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Question 58

Ch 17: 3) What is multi-channel shopping? a) What implications does it hold for retailer strategy? b) How can marketers convert browsers to buyers (CI-17-1)?

Answer 58

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Question 59

Ch 17: 4) What are 5 evaluative criteria for evaluating stores?

Answer 59

Outlet Image, Store Brands, Retail Advertising, Location, and Size “What are the three most important things in retail? ‘Location, location, location.’”

Question 60

Ch 17: 5) What is key to success for store brands?

Answer 60

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Question 61

Ch 17: 6) Outlet image: a) What is a store image and what are its dimensions and components? b) Compare/contrast Internet retailer image and bricks-and-mortar store image. c) Does the image of a retail outlet affect the image of the brands it carries? How? d) Do the brands carried affect the image of the retail outlet? How?

Answer 61

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Question 62

Ch 17: 7) Describe your store image for the following. Be sure to mention some of the dimensions of store/online retailer image from p. 594. a) Nordstrom b) Wal-mart c) JC Penney d) Amazon.com e) Expedia.com

Answer 62

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Question 63

Ch 17: 8) Rank order the evaluative criteria you would use to choose a store in the following situations. Be sure to think about the brands carried, types of advertising, store size, and store location. a) On a major grocery shopping trip b) Buying a quart of milk when in a hurry c) Buying a suit d) Buying a watch e) Buying clothes

Answer 63

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Question 64

Ch 17: 9) What social, physical, and/or economic (financial, time, effort) risks might be associated with the following products and how might the risks affect the outlet choice behavior of consumers? How can retailers reduce the risk? a) Business suit b) Haircut c) Mountain bike d) Mouthwash e) DVD Player

Answer 64

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Question 65

Ch 17: 10) Describe someone you know (not by name) who matches each of the following motivation-based shopping orientations of college students described in the text. Explain your answer. a) Chameleons b) Collectors/Gatherers c) Foragers d) Hibernants e) Predators f) Scavengers

Answer 65

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Question 66

Ch 17: 11) What are unplanned purchases? | a) What are the categories of unplanned purchases?

Answer 66

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Question 67

Ch 17: 12) For each of the following factors, describe a purchase you made where the factor affected your brand or product choice. a) Point-of-purchase display (POP) b) Price reductions and promotional deals c) Outlet atmosphere d) Stockouts e) Web site functioning and requirements f) Sales personnel

Answer 67

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Question 68

Ch 17: 13) If you were a store manager, how would you use each of the following to influence consumer perceptions (exposure, attention, interpretation) and product/brand choice? a) Point-of-purchase display (POP) b) Price reductions and promotional deals c) Outlet atmosphere d) Stockouts e) Web site functioning and requirements f) Sales personnel

Answer 68

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Question 69

Ch 18: 1) What is postpurchase dissonance? a) What characteristics of a purchase situation are likely to contribute to postpurchase dissonance? b) What actions do consumers take to avoid postpurchase dissonance before the purchase? c) Describe the 4 tactics consumers use to reduce dissonance after a purchase?

Answer 69

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Question 70

2) Think of a past purchase decision where you experienced strong postpurchase dissonance. What tactic(s) did you use to deal with your dissonance? Explain.

Answer 70

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Question 71

3) What specific action would you recommend to the marketer to prevent or reduce postpurchase dissonance, and what effect would you intend it to have on the consumer for the following? a) Charitable donation b) Airline vacation package c) Dance lessons d) New car e) Microwave oven f) Tropical fish

Answer 71

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Question 72

4) What is use innovativeness? a) How did Arm & Hammer (p 626) and P&G Bounce (CI 18-1) use innovativeness to engage consumers and increase sales? b) Can use innovativeness hurt a firm? How?

Answer 72

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Question 73

5) What is meant by the disposition of products and product packaging a) Why does it interest governmental regulatory agencies and marketers? b) What is e-waste and why is it a growing concern? c) Is the US more wasteful than other countries?

Answer 73

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Question 74

6) What factors influence consumer satisfaction and how do they influence it? a) What is the difference between instrumental and symbolic performance? b) What is affective performance? c) What courses of action can a consumer take in response to dissatisfaction? d) Which are used most often?

Answer 74

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Question 75

7) Describe a purchase for which you were satisfied and one for which you were dissatisfied. a) What expectations and performance perceptions determined the outcome? b) What was your response in the instance of dissatisfaction?

Answer 75

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Question 76

8) Name a brand, service, or outlet for which you are a committed customer and one for which you are a mere purchaser and explain why.

Answer 76

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Question 77

9) How do firms use the service segmentation strategies described in Consumer Insight 18-2? a) What ethical issues might arise from these practices?

Answer 77

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Question 78

10) How do relationship marketing and customer loyalty programs help develop brand loyalty and committed customers? a) List a loyalty program you belong to and what benefits you get b) Does this make you a committed customer?

Answer 78

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