Consumer Behavior Review Sheet 1
Intro
Marketing: building a brand in the mind of the prospect
Role of the Brand:
1. Importance of brand is contingent on a variety of factors including country,
product category, decision making, and situational constrai
Consumer Behavior Test 1
Sample
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.
TEST FORMAT
M
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
Introduction
Decision Making Errors
Consumer behavior: study of human responses to products, services, and the marketing of products and
services
Class Themes
1. Consumer psychology as it applies to decision-making & choice in mar
Influence Tactics: Infomercials as Examples
http:/www.youtube.com/watch?v=
gw1g2yKxb0I
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.
`E
Super Bowl Commercials
http:/www.superbowlcommercials.org/cat/2012
Story Ads
Character missing
*
Google 2010 (No. 4 Spot)
VW Passat 2011 (No. 1 Spot)
*
Product as a prop
Doritos's mama 2010 (No. 1 Spot) *
Informational Ads
Creating/Responding to Flux
Best
Lab Decision Making
Search websites
Your own ads
Informational Ads
Check websites for Chevy Volt, Priyas,
other new car introductions.
Look at ads for computers, cell phone
carriers.
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
670
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
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
Heinz w
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
Choice Architecture
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.
Wa
CONSUMER BEHAVIOR TEST 1 STUDY GUIDE
INTRODUCTION
Consumer Behavior:
The study of human responses to products, services, and the marketing of
products and services
Marketing:
Building a brand in the mind of the prospect
Role of the Brand:
1. Importance
Consumer Behavior Test 2 Study Guide
CONTEXT EFFECTS
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
Consumer Behavior
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:
(a)
(b)
(c)
(d)
Vividn
Consumer Behavior Review Sheet 2
Class Notes
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
o Mo
Consumer Behavior Test 1
Sample
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.
TEST FORMAT
M
Consumer Judgments and Choice
The Multi-Attribute Model of Judgment and Choice
Brand Extensions
Success or Failure?
A-1 Poultry Sauce
Country Time Cider
Hersheys Hugs
Pepsi Clear
Swiss Swatch Cars
S
S
S
S
S
F
F
F
F
F
Determined by attribute compatibility
PERSUASION MODELS
WITH A FOCUS ON EMOTION
The General Model of Persuasion
Encoding
Or
Creating
The Message
Transmitting
Or
Sending
Decoding
Or
Interpreting
Key Issues:_
Source vs. Message
Radio
Ad and Brand Recall
The Drama Format
Print
Cognitive Respon
Decision Making:
A Historical Survey of Branding
Water Water Everywhere
Article in the New York Times
Attributes discussed
Source: Spring or Municipal
Processing: Very Little, Reverse Osmosis and other Purification
Processes
FDA has standards on labels su
INSIDE THE MIND: Principles of Attention
Voluntary Attention
Internal motivation to attend
Involuntary Attention
Physical characteristics (Size, Color, Proximity)
Vividness (Context-Independent)
Vs.
Salience (Context-Dependent)
What color should Pepsi be?
Positioning: the distinct space the brand
occupies in the consumers mind
Segment-based
The water for athletes
Usage-based
The breakfast
beverage
Competition-based
Half the calories than
the leading brand
Benefit-based
Improves
performance
POSITION
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
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
