MBA 706 EXAM 3 2025/2026 GRADED A+ QUESTIONS AND
100% ANSWERS
Culture - a way of life among a group of people; the behaviours, 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 - all the groups that have a direct or indirect effect on a person's beliefs, decisions,
and behaviour
- family the most influential one
Opinion Leader/Influencer - 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 - 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 - set of distinguishing human psychological traits that lead to relatively consistent and
enduring responses to environmental stimuli, including buying behaviour
- 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 - a set of principles and notions of right and wrong
Consumer Needs - 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 - aroused to a sufficient level of intensity to drive us to act
, Perception - process by which we select, organize, and interpret information inputs to create a
meaningful picture of the world
Selective Attention - marketers must work hard to attract the notice of consumers
Subliminal Perception - 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 - tendency to interpret information to fit our preconceptions
Emotions - mental states that arise spontaneously rather than from conscious effort and reflect
people's positive or negative reactions to internal and external stimuli
Memory - the 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 - consist of all brand-related thoughts, feelings, perceptions, images, experiences,
beliefs, and attitudes that become linked to the brand node
100% ANSWERS
Culture - a way of life among a group of people; the behaviours, 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 - all the groups that have a direct or indirect effect on a person's beliefs, decisions,
and behaviour
- family the most influential one
Opinion Leader/Influencer - 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 - 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 - set of distinguishing human psychological traits that lead to relatively consistent and
enduring responses to environmental stimuli, including buying behaviour
- 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 - a set of principles and notions of right and wrong
Consumer Needs - 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 - aroused to a sufficient level of intensity to drive us to act
, Perception - process by which we select, organize, and interpret information inputs to create a
meaningful picture of the world
Selective Attention - marketers must work hard to attract the notice of consumers
Subliminal Perception - 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 - tendency to interpret information to fit our preconceptions
Emotions - mental states that arise spontaneously rather than from conscious effort and reflect
people's positive or negative reactions to internal and external stimuli
Memory - the 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 - consist of all brand-related thoughts, feelings, perceptions, images, experiences,
beliefs, and attitudes that become linked to the brand node
