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