Topic psychological factors 80 p 108 109 negative

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Topic: Psychological Factors 80. (p. 108-109) Negative attitudes are typically difficult for marketers to change because: A. most consumers' attitudes depend on prices. B. consumers weigh performance risk against functional n C. attitudes are learned and long lasting. D. attitudes shift consumers from limited to extended prob E. consumers' attitudes are derived from unchanging deci While attitude change is possible, it is difficult since attitudes are long lasting. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 05-05 List the factors that affect the consumer decision process. Topic: Psychological Factors 81. (p. 109) Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the __________ component of Jerry's attitude. These are beliefs, which are part of the cognitive component of Jerry's attitude. The affective component is represented by his emotional responses to the car (he may feel anger, remembering a time he rode in someone else's Jaguar and it broke down). The behavioral component is represented by what he actually does (driving past a Jaguar dealer and not even looking at the cars as he goes by). AACSB: Analytic Blooms: Understand
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Difficulty: 3 Hard Learning Objective: 05-05 List the factors that affect the consumer decision process. Topic: Psychological Factors 82. (p. 109) Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of their customers' attitudes. A. soci al B. affective C. psychological D. cognitive E. physiological The words "like" and "love" are important here, as they represent feelings, which make up the affective component of an attitude. The cognitive component would be represented by beliefs (for example, the belief that Apple is better at innovation than its competitors). The behavioral component would be represented by actions (for example, the choice to buy an Apple computer instead of a Windows PC). AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 05-05 List the factors that affect the consumer decision process. Topic: Psychological Factors 83. (p. 109) __________ refer(s) to the process by which consumers select, organize, and interpret information. A. Attitu de B. Learning C. Perception D. Cultural norms E. Postpurchase dissonance This is the definition of perception. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 05-05 List the factors that affect the consumer decision process. Topic: Psychological Factors
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