LSUS MBA 776 DARRAT EXAM 2
COMPREHENSIVE QUESTIONS AND
SOLUTIONS
◉ Reference Group
Answer: all the groups that have a direct or indirect effect on a
person's beliefs, decisions, and behavior
- family the most influential one
◉ Opinion Leader/Influencer
Answer: a person who offers informal advice or information about
a specific product or product category, such as which of several
brands is best or how a particular product may be used
◉ Family
Answer: the most influential primary reference group,11 is the
most important consumer buying organization in society
- family of orientation: parents/siblings
- family of procreation: spouse/children
◉ Personality
,Answer: set of distinguishing human psychological traits that lead
to relatively consistent and enduring responses to environmental
stimuli, including buying behavior
- actual self concept: how we view ourselves
- ideal self concept: how we would like to view ourselves
- others' self concept: how we like others to see us
◉ Value System
Answer: a set of principles and notions of right and wrong
◉ Consumer Needs
Answer: basic human requirements, such as air, food, water,
clothing, and shelter
- biological: from physiological states of tension (hunger, thirst,
discomfort)
- psychological: from psychological states of tension (recognition,
esteem, belonging)
◉ Consumer Motivation
Answer: aroused to a sufficient level of intensity to drive us to act
◉ Perception
Answer: process by which we select, organize, and interpret
information inputs to create a meaningful picture of the world
, ◉ Selective Attention
Answer: marketers must work hard to attract the notice of
consumers
◉ Subliminal Perception
Answer: long fascinated armchair marketers, who argue that
marketers embed covert, subliminal messages in ads or packaging
that consumers are not consciously aware of but that affect their
behavior. Although it's clear that mental processes include many
subtle subconscious effects,
◉ Selective distortion
Answer: tendency to interpret information to fit our
preconceptions
◉ Emotions
Answer: mental states that arise spontaneously rather than from
conscious effort and reflect people's positive or negative reactions
to internal and external stimuli
◉ Memory
Answer: the brain's ability to record, store, and retrieve
information and events; also plays a role in consumers'
purchasing decisions
COMPREHENSIVE QUESTIONS AND
SOLUTIONS
◉ Reference Group
Answer: all the groups that have a direct or indirect effect on a
person's beliefs, decisions, and behavior
- family the most influential one
◉ Opinion Leader/Influencer
Answer: a person who offers informal advice or information about
a specific product or product category, such as which of several
brands is best or how a particular product may be used
◉ Family
Answer: the most influential primary reference group,11 is the
most important consumer buying organization in society
- family of orientation: parents/siblings
- family of procreation: spouse/children
◉ Personality
,Answer: set of distinguishing human psychological traits that lead
to relatively consistent and enduring responses to environmental
stimuli, including buying behavior
- actual self concept: how we view ourselves
- ideal self concept: how we would like to view ourselves
- others' self concept: how we like others to see us
◉ Value System
Answer: a set of principles and notions of right and wrong
◉ Consumer Needs
Answer: basic human requirements, such as air, food, water,
clothing, and shelter
- biological: from physiological states of tension (hunger, thirst,
discomfort)
- psychological: from psychological states of tension (recognition,
esteem, belonging)
◉ Consumer Motivation
Answer: aroused to a sufficient level of intensity to drive us to act
◉ Perception
Answer: process by which we select, organize, and interpret
information inputs to create a meaningful picture of the world
, ◉ Selective Attention
Answer: marketers must work hard to attract the notice of
consumers
◉ Subliminal Perception
Answer: long fascinated armchair marketers, who argue that
marketers embed covert, subliminal messages in ads or packaging
that consumers are not consciously aware of but that affect their
behavior. Although it's clear that mental processes include many
subtle subconscious effects,
◉ Selective distortion
Answer: tendency to interpret information to fit our
preconceptions
◉ Emotions
Answer: mental states that arise spontaneously rather than from
conscious effort and reflect people's positive or negative reactions
to internal and external stimuli
◉ Memory
Answer: the brain's ability to record, store, and retrieve
information and events; also plays a role in consumers'
purchasing decisions
