Attitude change strategies can initially focus on the:
cognitive component.
affective component.
behavioural component.
cognitive component, affective component or behavioural component.
Background music, scent, short aisles and neutral-colour carpets all make up a store's:
atmospherics
price level.
central environment.
defining cues.
Because consumers generally learn more information than they can readily retrieve:
marketers should match the retrieval and learning environments
marketers should use more bright colours in their packaging.
they can hardly make use of advertising information.
All of the given answers are correct.
Benefit segmentation is different to lifestyle segmentation because it involves grouping consumers in segments on the basis of:
similar affective ratings.
similar perceptions/beliefs of performance on specific attributes.
similar behavioural components.
none of the given answers.
Brand leverage is:
placing an existing brand name on a new product.
family branding.
umbrella branding.
all of the given answers.
Brand loyalty differs from repeat purchase behaviour in that brand loyalty:
involves at least 90 per cent of product category purchases with a single brand.
must exist over a minimum of six repurchase cycles.
must not include any purchase of another brand when the primary brand is available.
implies a psychological commitment to the brand.
Brands in the schematic memory for a consumer problem are referred to as:
associated brands.
semantic brands.
recalled set.
evoked set.
Celebrity sources may enhance attitude change due to the fact that:
they may be viewed as more credible than non-celebrities.
consumers may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desires.
celebrities may attract more attention to the advertisement than non-celebrities would.
Changes in disposable income can be directly linked to:
changes in market demand for non-durable products and essential services.
changes in market demand for non-durable products only.
changes in population shifts.
changes in market demand for durable products and non-essential services.
Cognitive dissonance is:
a term first used by Leon Festinger.
usually more likely to occur with high-involvement purchases.
the experience of inconsistency between attitude components.
Cognitive preservation motives include the need for:
consistency.
attribution of causation.
categorisation.
Comparative advertising:
tends to be considered as more interesting by consumers than non-comparative advertising.
promotes competition among companies.
sometimes leads to negative impressions.
Compared to the youth of earlier generations, the youth market today:
does not get bored so quickly.
is less intelligent.
has higher willingness to spend.
is more patient.
Conditioning refers to learning:
based upon association of stimulus and response
under low-involvement conditions.
under high-involvement conditions.
using elaborative activities.
Consumer characteristics that are associated with a high level of external search include all of the following except:
extensive experience with the product category.
early stages of the household life cycle.
a high level of perceived risk in the purchase.
All of the given answers are associated with a high level of external search.
Consumer dissatisfaction may result from a failure of:
expressive performance.
classical performance.
instrumental performance.
expressive performance and instrumental performance.
Consumers infer retail outlets' personality traits from:
music
sales staff.
products offered for sale.
Consumers select alternatives based on:
the type of problem recognition that occurs.
the relative performance on the appropriate evaluative criteria
the amount of information search required.
Consumers who do not complain directly to the firm but tell others of their dissatisfaction:
should be ignored by the firm as it is expensive to deal with them and the benefits are not clear.
do so because they prefer to help others rather than get compensation for themselves.
in reality seek compensation for themselves.
can cause a lot of harm to the reputation of a firm.
Corrective advertising:
may support 'unlearning' of product information.
is undertaken to 'correct' false consumer impressions of a brand.
may speed up extinction.
