49) All consumers carry schemata in their minds when they enter the marketplace. According tothe principles of perceptual vigilance and defense, a marketer should be careful to create apromotion for the new product that ________.A) conforms to the customers' schemataB) violates the customers' schemataC) requires that customers defend their current views about the product categoryD) is simple and easy to understandAnswer:ADiff: 2
Learning Outcome:Identify and discuss the factors influencing consumer buying behavior.Skill:SynthesisObjective:5-5AACSB:Reflective thinking50) A common practice among advertisers is to create new relationships between objects andinterpretants by inventing new connections between products and benefits. How would amarketer use hyperreality to find a new use for baking soda?BDiff: 3
Learning Outcome:Identify and discuss the factors influencing consumer buying behavior.Skill:Critical ThinkingObjective:5-6AACSB:Reflective thinking16ScholarStock
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51) Perception refers to the immediate response of our sensory receptors to such basic stimuli aslight, color, and sound.
Diff: 1Learning Outcome:Identify and discuss the factors influencing consumer buying behavior.Skill:ConceptObjective:5-352) Unlike computers, people do not passively process whatever information happens to bepresent.
Diff: 2Learning Outcome:Identify and discuss the factors influencing consumer buying behavior.Skill:ConceptObjective:5-353) The first step in the perception process is exposure to a stimulus. Without exposure, therewould be no perception.Diff: 2
Learning Outcome:Identify and discuss the factors influencing consumer buying behavior.Skill:ConceptObjective:5-3AACSB:Written and oral communication54) Interpretation is the last stage of the perceptual process.
Diff: 2Learning Outcome:Identify and discuss the factors influencing consumer buying behavior.Skill:ConceptObjective:5-355) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotionalfactors in selecting products is studying hedonic consumption.
Diff: 2Learning Outcome:Identify and discuss the factors influencing consumer buying behavior.Skill:ConceptObjective:5-317ScholarStock
56) As people's incomes rise, they are more likely to prefer additional experiences overadditional possessions.
Diff: 2Learning Outcome:Describe the influence of social class and economic class on consumerbehavior.Skill:ConceptObjective:5-157) Sensory marketing has proven to be largely ineffective as a marketing approach.