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Unformatted text preview: NATIVES. You
consider product attributes of various
television brands and models in an evoked set.
These attributes might include sound quality,
looks, price, warranty, brand name reputation,
components, and so on.
PURCHASE. You buy the HD television after
POSTPURCHASE BEHAVIOR. You are
satisfied with your purchase, which was the
result of extensive decision making.
Alternatively, you are dissatisfied with your
purchase, return the television, and begin the
OBJ: 06-2 | 06-3 TOP: AACSB MSC: BLOOMS Synthesis 3. Assume that you have decided to purchase a new automobile. Describe your internal information
search. Then name the two types of external information sources. For each source, give two
specific examples of information sources you might use.
An internal information search is the process of recalling past information stored in memory. This
stored information would come from previous experience with automobiles. By searching your
memory, you could remember good and bad features––such as gas mileage, style, reliability, and
so one––that you have experienced.
MARKETING-CONTROLLED information sources could include mass media advertising
(radio, television, newspaper, or direct mail); sales promotion (e.g., rebates); salespeople at
dealerships; and finally, product characteristics like warranties.
NONMARKETING-CONTROLLED information sources could include personal experience,
personal sources (family, friends, acquaintances, and coworkers), and public sources ( Consumer
Reports or other consumer rating organizations).
KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB MSC: BLOOMS Synthesis 4. Define cognitive dissonance and describe how can consumers and marketers can reduce it.
Cognitive dissonance is the inner tension that a consumer experiences after recognizing an
inconsistency between behavior and values or opinions. Consumers can take steps to reduce
dissonance by justifying their decision, seeking new information, avoiding contradictory
information, or returning the product. Marketers can help consumers reduce dissonance by
sending a postpurchase thank you or letter, displaying product superiority in ads, and offering guarantees.
KEY: CB&E Model Customer | CB&E Model Strategy TOP: AACSB
MSC: BLOOMS Synthesis 5. Assume that you have gone to the corner convenience store to pick up your usual brand of potato
chips. What type of decision making will take place? How would this differ from the decision
making that would take place if the store was out of your regular brand?
With a low-involvement product such as potato chips, routine response behavior would take place
because the product is low priced and the same brand is frequently purchased. The purchase
would be habitual. If the store was out of the regular brand, limited decision making, or acquiring
information about an unfamiliar brand in a familiar product category (su...
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This document was uploaded on 09/29/2013.
- Fall '13