MBA 706 - DARRAT (EXAM 2)
QUESTIONS & ANSWERS!!
Culture - ANSWERa way of life among a group of people; the behaviors, beliefs,
values, and symbols that they accept, generally without thinking about them, and
that are passed along by communication and imitation from one generation to the
next.
Reference Group - ANSWERall 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 - ANSWERa 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 - ANSWERthe 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 - ANSWERset 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 - ANSWERa set of principles and notions of right and wrong
Consumer Needs - ANSWERbasic 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 - ANSWERaroused to a sufficient level of intensity to drive us
to act
Perception - ANSWERprocess by which we select, organize, and interpret
information inputs to create a meaningful picture of the world
Memory Encoding - ANSWERhow and where information gets into memory
Memory Retrieval - ANSWERthe way we reclaim information from memory
, - selective retention: remember only the positive aspects of a product we like,
forgetting its negative aspects and the good points about competing products
Consumer Decision Journey - ANSWERprocess by which consumers make
purchase decisions and their post purchase behavior
Information Sources - ANSWER- personal
- commercial
- public
- experiential
Selective Attention - ANSWERmarketers must work hard to attract the notice of
consumers
Subliminal Perception - ANSWERlong 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 - ANSWERtendency to interpret information to fit our
preconceptions
Emotions - ANSWERmental states that arise spontaneously rather than from
conscious effort and reflect people's positive or negative reactions to internal and
external stimuli
Memory - ANSWERthe brain's ability to record, store, and retrieve information and
events; also plays a role in consumers' purchasing decisions
- short term memory: temporary and limited repository of information
- long term memory: more permanent, poten- tially unlimited repository. All the
information and experiences we encode as we go through life can end up in our
long-term memory.
Three Types of Long Term Memory
- episodic memory: storing information about events (i.e., episodes) that we have
experienced in our lives. It is an individual's memory of autobiographical events that
capture the context—such as times, places, and associated emotions—in which a
particular event has occurred.
- semantic memory: storing information about the world, such as facts, meanings,
and concepts. Unlike episodic memory, which is directly linked to an individual's
personal experience, semantic memory captures general knowledge that is
independent of personal experience
- procedural memory: responsible for knowing how to perform certain procedures
such as walking, talking, and riding a bike. It is a memory of motor skills typically
acquired through repetition and involves automatic sensorimotor activities that are so
deeply embedded in our minds that they do not involve conscious thought.
Brand Associations - ANSWERconsist of all brand-related thoughts, feelings,
perceptions, images, experiences, beliefs, and attitudes that become linked to the
brand node
QUESTIONS & ANSWERS!!
Culture - ANSWERa way of life among a group of people; the behaviors, beliefs,
values, and symbols that they accept, generally without thinking about them, and
that are passed along by communication and imitation from one generation to the
next.
Reference Group - ANSWERall 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 - ANSWERa 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 - ANSWERthe 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 - ANSWERset 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 - ANSWERa set of principles and notions of right and wrong
Consumer Needs - ANSWERbasic 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 - ANSWERaroused to a sufficient level of intensity to drive us
to act
Perception - ANSWERprocess by which we select, organize, and interpret
information inputs to create a meaningful picture of the world
Memory Encoding - ANSWERhow and where information gets into memory
Memory Retrieval - ANSWERthe way we reclaim information from memory
, - selective retention: remember only the positive aspects of a product we like,
forgetting its negative aspects and the good points about competing products
Consumer Decision Journey - ANSWERprocess by which consumers make
purchase decisions and their post purchase behavior
Information Sources - ANSWER- personal
- commercial
- public
- experiential
Selective Attention - ANSWERmarketers must work hard to attract the notice of
consumers
Subliminal Perception - ANSWERlong 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 - ANSWERtendency to interpret information to fit our
preconceptions
Emotions - ANSWERmental states that arise spontaneously rather than from
conscious effort and reflect people's positive or negative reactions to internal and
external stimuli
Memory - ANSWERthe brain's ability to record, store, and retrieve information and
events; also plays a role in consumers' purchasing decisions
- short term memory: temporary and limited repository of information
- long term memory: more permanent, poten- tially unlimited repository. All the
information and experiences we encode as we go through life can end up in our
long-term memory.
Three Types of Long Term Memory
- episodic memory: storing information about events (i.e., episodes) that we have
experienced in our lives. It is an individual's memory of autobiographical events that
capture the context—such as times, places, and associated emotions—in which a
particular event has occurred.
- semantic memory: storing information about the world, such as facts, meanings,
and concepts. Unlike episodic memory, which is directly linked to an individual's
personal experience, semantic memory captures general knowledge that is
independent of personal experience
- procedural memory: responsible for knowing how to perform certain procedures
such as walking, talking, and riding a bike. It is a memory of motor skills typically
acquired through repetition and involves automatic sensorimotor activities that are so
deeply embedded in our minds that they do not involve conscious thought.
Brand Associations - ANSWERconsist of all brand-related thoughts, feelings,
perceptions, images, experiences, beliefs, and attitudes that become linked to the
brand node
