Exam 2 Review - MKT 372 Exam 2 Review Understand the...

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MKT 372 Exam 2 Review o Functional - convenience, reliability, nutrition, durability, and energy efficiency o Emotional - more subjective; help consumers feel pride, avoid guilt, relieve fear, and experience pleasure o Internal search - draw on personal experience and prior knowledge o External search - involves visiting retail stores to examine alternatives, seeking input from friends and relatives about their experiences with the products o Consideration set - the subset of brands from a particular product category that becomes the focal point of the consumer’s evaluation; cars priced less than $20,000 o Evaluative criteria - price, texture, warranty terms, service support, color, scent, carb content, etc. Know the modes of consumer decision making o Involvement - the degree of perceived relevance and personal importance accompanying the choice of a certain product or service within a particular context o Extended problem solving - when consumers are inexperienced in a particular consumption setting yet find the setting highly involving o Limited problem solving - experience and involvement are both low; a consumer is less systematic in his or her decision making o Habit - buying a single brand repeatedly as a solution to a simple consumption problem o Variety seeking - the tendency of consumers to switch their selection among various brands in a given category in a seemingly random pattern o Brand loyalty - consumers demonstrate brand loyalty when they repeatedly purchase a single brand as their choice to fulfill a specific need Know when peripheral cues are significant o Peripheral cues - features of the ad other than the actual arguments about the brand’s performance; include an attractive or comical spokesperson, novel imagery, humorous incidents o Can be important for mature brands in low-involvement categories where the challenge is to keep the consumer from getting bored Identify key psychological processes o Attitude - an overall evaluation of an object, person, or issue that varies along a continuum, such as favorable to unfavorable or positive to negative o Brand attitudes - summary evaluations that reflect preferences for various products and services o Beliefs - represent the knowledge and feelings a person has accumulated about an object or issue
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o Salient beliefs - small number of key beliefs, typically form the critical determinants of attitude o Evaluative criteria - the attributes or performance characteristics that consumers use in comparing competitive brands o Importance weights - reflect the priority that a particular evaluative criterion receives in the consumer’s decision-making process o Consideration set - group of brands that represents the real focal point for the consumer’s decision o Cognitive consistency impetus
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This note was uploaded on 04/16/2008 for the course MKT 372 taught by Professor Cooper during the Spring '08 term at Sam Houston State University.

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Exam 2 Review - MKT 372 Exam 2 Review Understand the...

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