midterm sample key-1

midterm sample key-1 - 1 1) Consider McDonalds decision to...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
1) Consider McDonald’s decision to name the new burger the Arch Deluxe. To what node in the adult consumer’s schema for McDonald’s do you think they were trying to link this new sandwich? What kinds of associations stored in memory do you think they were trying to counter? (8 marks) The Arch portion of the name suggests that they were trying to link their new sandwich to the Golden Arches symbol (4 marks). The Deluxe portion suggests that they were trying to counter perceptions of their fast food as being cheap and fattening (4 marks). 2) Briefly outline how information, identification and normative reference group influence could affect someone’s decision to eat (or not eat) at McDonald’s. (12 marks) Informational : any example that makes the point that information influence occurs when individuals use the behaviours and opinions of others as simple sources of information (4). “One of the students in Consumer Behavior mentions that McDonald’s has a great deal on toasted deli sandwiches this week.” A description of the information provided by marketer-generated sources is not appropriate. Identification:
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 06/17/2011 for the course BUS 600 taught by Professor N/a during the Summer '11 term at McMaster University.

Page1 / 2

midterm sample key-1 - 1 1) Consider McDonalds decision to...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online