CONSUMER BEHAVIOR TEST 1
Decision Making Errors
Consumer behavior: study of human responses to products, services, and the marketing of products and
1. Consumer psychology as it applies to decision-making & choice in mar
Presenting options so that the easy
choice is indeed the best one.
Increasing impact on public policy
Driver sign-ups for organ donation.
In the USA you opt in. In Europe you opt out.
Proportions of sign-ups consistent with default.
Influence Tactics: Infomercials as Examples
Y ouTube - Sham Wow.the LOW BUDGET infomerc
Influence Tactics: Click-Whirr Laws
The Click-Whirr Laws. Automatic enactment or whirring of a
scripted set of behaviors in
Chef Emeril Lagasse to do toothpaste ads
In 2003 Crest announced that Emeril Lagasse, renowned chef and restaurateur, will
be featured in a new TV campaign that will launch Crest Whitening Expressions, a
line of uniquely flavored whitening toothpastes.
Super Bowl Commercials
Google 2010 (No. 4 Spot)
VW Passat 2011 (No. 1 Spot)
Product as a prop
Doritos's mama 2010 (No. 1 Spot) *
Creating/Responding to Flux
Lab Decision Making
Your own ads
Check websites for Chevy Volt, Priyas,
other new car introductions.
Look at ads for computers, cell phone
Review your print ads.
How much information is conveyed?
What is emotion
After the smart change to video games in the 1970s, Nintendo went on to become
one of the most influential companies in the industry and is the worlds largest video
game company. In March 31, 2014, Nintendo reported historical cumulative sales of over
I think this advertisement is a perfect example of a high-involvement, low-habit
product because it is a purchase that requires a lot of time, as far as researching
better alternatives through other brands of
This is an advertisement for Sprite, which could be a variety-seeking product.
Although it may not have much difference between Sprite and Sierra Mist and other
lemon-lime soft drink products, there are very not
Consumer Behavior Test #1 Study Guide
Marketing= building a brand in the mind of the prospect
Reading 1: Introduction; Decision Making Errors
Scientific approach to analyzing and solving consumer marketing problems
o Dont fall into intuition trap
I think a very obvious, and amazing, marketing stimulus was when Coke created the
packaging design and campaign that said Share a Coke with (Insert Name or
Relation Here). The campaign probably was never really
This advertisement for BMWs efficient dynamics being at the top of their class is an
example of a lexicographic heuristic, where the dynamics of the car are the most
important aspect of the car and should have
The Apple Watch that just came out is certainly a new introduction to technology,
allowing for a convenient smartphone on your wrist. In that case, it would be a
discontinuous innovation, introducing a new p
CONSUMER BEHAVIOR TEST 1 STUDY GUIDE
The study of human responses to products, services, and the marketing of
products and services
Building a brand in the mind of the prospect
Role of the Brand:
Consumer Behavior Test 2 Study Guide
Framing Effects: How alternatives are presented, how they are described, and the
context in which they are embedded
Attraction Effect: Influencing consumers choice of a product by introducing a similar
Test 1 Study Guide
Marketing Stimuli Analysis (About 15%)
The marketing stimuli are appended. Please use them to answer these questions.
Stimulus X (the open wide ad for Jello) uses an attention principle based on:
Consumer Behavior Review Sheet 2
General Model of Persuasion:
o Encoding or Creating the Message
o Transmitting or Sending
o Decoding or Interpreting
Key Issues of the General Model of Persuasion:
o Source vs. Message
o The Drama Format
Consumer Behavior Test 1
Always pick the best answer.
Please return both the test booklet and the scan sheet.
This is a closed book test. Please do not have access to notes, cell phones or
computers. BRING YOUR PICTURE ID to the test.
Consumer Judgments and Choice
The Multi-Attribute Model of Judgment and Choice
Success or Failure?
A-1 Poultry Sauce
Country Time Cider
Swiss Swatch Cars
Determined by attribute compatibility
WITH A FOCUS ON EMOTION
The General Model of Persuasion
Source vs. Message
Ad and Brand Recall
The Drama Format
A Historical Survey of Branding
Water Water Everywhere
Article in the New York Times
Source: Spring or Municipal
Processing: Very Little, Reverse Osmosis and other Purification
FDA has standards on labels su
INSIDE THE MIND: Principles of Attention
Internal motivation to attend
Physical characteristics (Size, Color, Proximity)
What color should Pepsi be?
Positioning: the distinct space the brand
occupies in the consumers mind
The water for athletes
Half the calories than
the leading brand
This advertisement uses the autobiographical effect by using a silhouette. It allows
any male consumer to be able to see himself in this advertisement, showing that
anyone can enjoy their iPods. However, this is l
This is an example of celebrity advertising for obvious reasons, and I think it
definitely supports the brands image of being high class and the obvious choice for
audiences of any kind, just like George Clooney
While watching the Super Bowl ads this year, I was disappointed by the lack of witty
commercials. Yes, they were all very touching and rather depressing, but not the
feeling I was hoping to have while watching