GB 350 ALL CORE TIPS ANSWERS AND QUESTIONS
SET A+
✔✔Non-compensatory alternative evaluation model - ✔✔consumer will not select an
alternative unless all attribute criteria are met
✔✔Consumers have to make the following decisions: - ✔✔1. whether to buy
2. when to buy
3. what to buy
4. where to buy
5. how to pay
✔✔Private, Actual self-concept - ✔✔How I view myself
✔✔Private, Desired self-concept - ✔✔How I would like to view myself
✔✔Social, Actual self-concept - ✔✔how others view me
✔✔Social, Desired self-concept - ✔✔How I would like for others to view me
✔✔Three "Sets" - ✔✔1. Evoked/Consideration
2. Inept
3. Inert
✔✔Inept - ✔✔unacceptable alternatives, either due to situation or negative attributes
change opinions of unacceptable attributes
highlight presence of competitors' negative attributes
✔✔Inert - ✔✔alternatives that may be acceptable but the consumer doesn't know/think
about
raise awareness of alternative as an acceptable solution
, ✔✔Allyn and Carmen both own vehicles that have over 250,000 miles. Allyn has
decided it's time to get a new car, while Carmen thinks hers will last another 50,000
miles at least. This scenario indicates that...
A. Information search is objective
B. Need recognition is subjective
C. Information search is subjective
D. Need recognition is objective - ✔✔B. Need recognition is subjective (?)
✔✔Cognitive Dissonance - ✔✔Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and values/opinions
✔✔Consumer reduce dissonance by: - ✔✔-Seeking information the reinforces the
purchase decision
-Avoiding information that contradicts the purchase decision
-Revoking the original decision by returning the product
✔✔Marketing and Cognitive Dissonance - ✔✔-reduce perceived risks by understanding
what is important to the customer and emphasizing the positive features that reinforce
his/her criteria
-communicate quality in marketing messages/packaging
-(if chosen) reinforce purchase decisions through marketing communications and
support
-(if not chosen) stimulate/emphasize the regret
✔✔Equity Theory - ✔✔proposes consumers evaluate experiences (products, brands,
services) based on ratio of outcomes to investments through assessments of three
forms of justice
✔✔Disruptive - ✔✔-Economic/utilitarian
Ex. How reliable is DirectTV in bad weather?
✔✔Procedural - ✔✔Policy/process
Ex. Cash discount? Who carries cash anymore?
✔✔Interactional - ✔✔-Interpersonal
-Most associated with customer outrage
Ex. Was the customer service rep. truly concerned about my issue or did he/she just try
to upsell me without solving my problem?
✔✔Post-decision Individual factors - ✔✔-personality
-prior experience
SET A+
✔✔Non-compensatory alternative evaluation model - ✔✔consumer will not select an
alternative unless all attribute criteria are met
✔✔Consumers have to make the following decisions: - ✔✔1. whether to buy
2. when to buy
3. what to buy
4. where to buy
5. how to pay
✔✔Private, Actual self-concept - ✔✔How I view myself
✔✔Private, Desired self-concept - ✔✔How I would like to view myself
✔✔Social, Actual self-concept - ✔✔how others view me
✔✔Social, Desired self-concept - ✔✔How I would like for others to view me
✔✔Three "Sets" - ✔✔1. Evoked/Consideration
2. Inept
3. Inert
✔✔Inept - ✔✔unacceptable alternatives, either due to situation or negative attributes
change opinions of unacceptable attributes
highlight presence of competitors' negative attributes
✔✔Inert - ✔✔alternatives that may be acceptable but the consumer doesn't know/think
about
raise awareness of alternative as an acceptable solution
, ✔✔Allyn and Carmen both own vehicles that have over 250,000 miles. Allyn has
decided it's time to get a new car, while Carmen thinks hers will last another 50,000
miles at least. This scenario indicates that...
A. Information search is objective
B. Need recognition is subjective
C. Information search is subjective
D. Need recognition is objective - ✔✔B. Need recognition is subjective (?)
✔✔Cognitive Dissonance - ✔✔Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and values/opinions
✔✔Consumer reduce dissonance by: - ✔✔-Seeking information the reinforces the
purchase decision
-Avoiding information that contradicts the purchase decision
-Revoking the original decision by returning the product
✔✔Marketing and Cognitive Dissonance - ✔✔-reduce perceived risks by understanding
what is important to the customer and emphasizing the positive features that reinforce
his/her criteria
-communicate quality in marketing messages/packaging
-(if chosen) reinforce purchase decisions through marketing communications and
support
-(if not chosen) stimulate/emphasize the regret
✔✔Equity Theory - ✔✔proposes consumers evaluate experiences (products, brands,
services) based on ratio of outcomes to investments through assessments of three
forms of justice
✔✔Disruptive - ✔✔-Economic/utilitarian
Ex. How reliable is DirectTV in bad weather?
✔✔Procedural - ✔✔Policy/process
Ex. Cash discount? Who carries cash anymore?
✔✔Interactional - ✔✔-Interpersonal
-Most associated with customer outrage
Ex. Was the customer service rep. truly concerned about my issue or did he/she just try
to upsell me without solving my problem?
✔✔Post-decision Individual factors - ✔✔-personality
-prior experience
