Question 1

While many advertisers use celebrity endorsements,Dove's "Real Beauty" campaign used "real" women of different shapes and sizes as a(n)________,enforcing the idea that women who do not subscribe to unrealistic beauty standards established by conventional supermodels can set fashion and appearance standards.

Accepted Answer

A reference group is a group of people to whom an individual looks for guidance in establishing their own behavior and standards. In this case, the "real" women used in Dove's campaign serve as a reference group for women who do not fit the conventional beauty standards established by supermodels, showing them that they too can be beautiful and set fashion and appearance standards.

Question 2

Barbara doesn't like to make major purchase decisions,such as choosing which car to buy.However,she had to replace the old car she owned because it was no longer reliable,so she purchased a new Honda Accord.Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost,she is still concerned whether she made the right decision.Barbara is suffering from ________.

Accepted Answer

Barbara's concern and second-guessing of her decision to purchase the new car despite the assistance of her family and a close friend salesperson indicate that she is experiencing cognitive dissonance. This is a feeling of discomfort or psychological stress that arises from holding two or more conflicting beliefs, attitudes, or values. In this case, Barbara's reluctance to make major purchase decisions may clash with her need to replace a car, leading to cognitive dissonance after the purchase is made.

Question 3

A belief that your family is more important than your job is an example of a value.

Accepted Answer

A belief about what is important in life, such as valuing family, is an example of a value.

Question 4

When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident,the company is appealing to a secondary need on Maslow's Hierarchy of Needs.

Accepted Answer

Maslow's Hierarchy of Needs categorizes safety needs, which include protection from elements, security, order, law, stability, and freedom from fear, as primary rather than secondary needs. Tailoring promotional messages to show protection from natural disasters or accidents directly appeals to these fundamental safety needs.

Question 5

Define segmenting and then name and describe typical approaches to segmentation.

Accepted Answer

The answer of Define segmenting and then name and describe...

Question 6

Because people are able to move between social classes,these classes are relatively impermanent and disordered divisions composed of members who do not share values,interests,or behaviors.

Accepted Answer

The answer of Because people are able to move between...

Question 7

Juan was born in Mexico but moved to the United States when he was five years old.His family is still close to relatives living in Mexico,and he lives in a neighborhood where most people speak Spanish,eat traditional Mexican dishes,wear traditional Mexican clothing,and listen to Mexican music.He remembers fondly his grandfather telling him stories of his home country's customs and heroes.All of these factors form the ________ that will influence Juan's consumer behavior.

Accepted Answer

The factors mentioned, such as speaking Spanish, eating traditional Mexican dishes, and listening to Mexican music, all point to Juan's culture as a significant influence on his consumer behavior. His grandfather's stories also suggest an intergenerational transmission of cultural values that will shape Juan's preferences and attitudes towards goods and services. Social class, family, niche, and psychographics may all be relevant factors as well, but they are not explicitly mentioned in the scenario.

Question 8

Max is trying to get into a fraternity in college.Because he wants to be accepted by this group,he notices the brands of clothes they all seem to wear and the types of beer they drink at parties,and he does the same.Actually,he doesn't even like beer,but that seems to be what is expected of people in this fraternity.What influence does this fraternity represent with respect to Max's consumption behavior?

Accepted Answer

The fraternity represents a reference group for Max, a group that he is using as a standard for his own behavior and consumption choices. He is trying to conform to the group's expectations in order to be accepted.

Question 9

Name and describe four social and cultural influences on consumer decisions.Why are they important for advertisers?

Accepted Answer

The answer of Name and describe four social and cultural...

Question 10

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.She decided she needed a much warmer coat.Donna was in which stage of the purchase decision?

Accepted Answer

Donna is recognizing a need for a warmer coat as a result of the invitation to go skiing, which places her in the need recognition stage of the purchase decision. The other stages (product evaluation, situational analysis, problem screening, and information search) are not relevant to her decision at this point.

Question 11

A person buying a boat would be likely to exhibit low-involvement buying behavior.

Accepted Answer

Buying a boat is a high-involvement purchase since it often involves a significant amount of money, research, and evaluation of different options. The buyer may also have a strong emotional attachment to the boat and its intended use.

Question 12

Recently,an adventurous millionaire successfully made a dangerous climb in the Himalayas.This gentleman really has all of his basic needs satisfied,and he claims to do the things he does for self-fulfillment and enrichment.According to Maslow's Hierarchy of Needs,which need is this man most likely satisfying?

Accepted Answer

Self-actualization is the highest level in Maslow's Hierarchy of Needs, which represents the desire to achieve one's full potential and personal growth. This man's climb in the Himalayas, which was done for self-fulfillment and enrichment, aligns with the characteristics of someone who is striving for self-actualization. The fact that his basic physiological and safety needs are already satisfied allows him to focus on higher-level needs, such as self-actualization.

Question 13

Name the stages of the consumer decision process.What role might marketing communication play in each?

Accepted Answer

The answer of Name the stages of the consumer decision...

Question 14

Describe the psychological influences of needs,wants,and motivations and explain why they are important to advertisers.

Accepted Answer

The answer of Describe the psychological influences of needs,wants,and motivations...

Question 15

Which of the following statements is most likely true regarding social class in the United States?

Accepted Answer

While income level is certainly a factor in social class, there are many other factors, including education level, occupation, and cultural capital. Social class is also not fixed or rigid, as there is some degree of social mobility. However, people in different social classes do tend to have different consumption patterns and preferences, as indicated by research on consumer behavior.

Question 16

Describe how an understanding of brand usage patterns and innovation and adoption patterns helps marketers target consumers.

Accepted Answer

The answer of Describe how an understanding of brand usage...

Question 17

Lexus works to keep customers happy after each sale,aiming to delight the customer in order to gain a customer for life.In this pursuit,Lexus is focused on which step of the buyer decision process?

Accepted Answer

The statement mentions Lexus's focus on keeping customers happy after each sale in order to gain a customer for life. This indicates a focus on post-purchase evaluation, which refers to the customer's assessment of whether the product met their expectations and whether they are satisfied with the purchase. Therefore, the best choice is E, post-purchase evaluation.

Question 18

Ed purchases new technological devices such as PDAs,DVRs,and MP3 players after many people he knows already own the devices.However,Ed is rarely among the last people he knows to purchase a new technology.Ed is part of the late majority adopter group.

Accepted Answer

Ed's behavior of purchasing new technology after many people he knows already own the devices but not being last to purchase suggests that he belongs to the late majority adopter group.

Question 19

In an advertisement for a local carpet retailer,a well-known radio personality explains how the company solved his problem of replacing his old carpet.Toward what part of the consumer decision process was this ad aimed?

Accepted Answer

The ad is aimed at the beginning of the consumer decision process where the consumer realizes a need for new carpet. The radio personality explains how the company solved his problem, which is a way to trigger recognition of the need for new carpet in listeners.

Question 20

Old Navy's "SuperModelquins" campaign features mock supermodels with celebrity-worthy stories that are featured on TV and the Web.They've been featured in a flyer patterned after a celebrity magazine,have attended high-profile events,and have a presence on Twitter.What type of influence on consumer decision making is this campaign attempting?

Accepted Answer

The answer of Old Navy's "SuperModelquins" campaign features mock supermodels...

Quiz 5: Segmenting and Targeting the Audience