In the early stages of development, consumer behavior was knownas buyer behavior. What important aspect of the exchange processdoes this change in name reflect? What is relationship marketing? Why is it so widely practiced bytoday’s marketers? Popular culture is both a product of marketing and aninspiration for marketing. Is it true or false? Why or Why not? List and briefly characterize four types of relationships aperson might have with a product. Provide examples to illustrateeach. Because the brain’s capacity to process information is limited,consumers are very selective about what they pay attention to andtend to select stimuli that relate to their current needs. Thistype of perceptual filter is called ________. What is the difference between sensation and perception? Evaluate the effectiveness of subliminal persuasion and messagesin marketing. Be sure to demonstrate your knowledge of the evidenceabout the success of the technique as presented in the text. Answer: Under very specificconditions, some clinical psychologists suggest that people can beinfluenced by subliminal messages. However, the technique seemsunlikely to be of use in marketing contexts; effective messagesmust be tailored to specific individuals rather than to massmarkets. It has also been found that there arewide differences in individual threshold levels. In order for amessage to avoid conscious detection by consumers who have a lowthreshold, the message would have to be so weak that it would notreach those with a high threshold. Next, advertisers lack controlover where consumers are positioned in relationship to the sourceof the message; perhaps only a few would be within range of thestimulus. Lastly, consumers typically shift their attention whenwatching television or a movie. They might not even be looking atthe screen when the message was flashed. Though there is virtually no proofthat subliminal messages have any effect on consumer behavior, manyconsumers believe that subliminal persuasion is being used on themin some form. Define perceptual selection and describe the types of filtersthat prevent clear perception and the reception of marketingstimuli. On Breaking Bad. the popular television drama, thefictional Los Pollos Hermanos is a popular fast-food chain. ManyBreaking Bad web sites now sell items bearing the LosPollos Hermanos name and logo. This is an exampleof——————–. What does the study of semiotics attempt to do? If a woman receives compliments after wearing Obsession perfume,she is more likely to keep buying the product and wearing it. Whattype of instrumental conditioning has occurred in thesituation? List the three types of memory, and explain how they worktogether. How do different types of reinforcement enhance learning? Howdoes the strategy of frequency marketing relate toconditioning? What is a schema? Give an example. Describe three types of motivational conflicts, citing anexample of each from current marketing campaigns. What is cognitive dissonance? List three types of perceived risk and give an example ofeach? What is consumer involvement? How does this conceptrelate to motivation? In the early stages of development, consumer behavior was knownas buyer behavior. What important aspect of the exchange processdoes this change in name reflect? What is relationship marketing? Why is it so widely practiced bytoday’s marketers? Popular culture is both a product of marketing and aninspiration for marketing. Is it true or false? Why or Why not? List and briefly characterize four types of relationships aperson might have with a product. Provide examples to illustrateeach. Because the brain’s capacity to process information is limited,consumers are very selective about what they pay attention to andtend to select stimuli that relate to their current needs. Thistype of perceptual filter is called ________. What is the difference between sensation and perception? Evaluate the effectiveness of subliminal persuasion and messagesin marketing. Be sure to demonstrate your knowledge of the evidenceabout the success of the technique as presented in the text. Answer: Under very specificconditions, some clinical psychologists suggest that people can beinfluenced by subliminal messages. However, the technique seemsunlikely to be of use in marketing contexts; effective messagesmust be tailored to specific individuals rather than to massmarkets. It has also been found that there arewide differences in individual threshold levels. In order for amessage to avoid conscious detection by consumers who have a lowthreshold, the message would have to be so weak that it would notreach those with a high threshold. Next, advertisers lack controlover where consumers are positioned in relationship to the sourceof the message; perhaps only a few would be within range of thestimulus. Lastly, consumers typically shift their attention whenwatching television or a movie. They might not even be looking atthe screen when the message was flashed. Though there is virtually no proofthat subliminal messages have any effect on consumer behavior, manyconsumers believe that subliminal persuasion is being used on themin some form. Define perceptual selection and describe the types of filtersthat prevent clear perception and the reception of marketingstimuli. On Breaking Bad. the popular television drama, thefictional Los Pollos Hermanos is a popular fast-food chain. ManyBreaking Bad web sites now sell items bearing the LosPollos Hermanos name and logo. This is an exampleof——————–. What does the study of semiotics attempt to do? If a woman receives compliments after wearing Obsession perfume,she is more likely to keep buying the product and wearing it. Whattype of instrumental conditioning has occurred in thesituation? List the three types of memory, and explain how they worktogether. How do different types of reinforcement enhance learning? Howdoes the strategy of frequency marketing relate toconditioning? What is a schema? Give an example. Describe three types of motivational conflicts, citing anexample of each from current marketing campaigns. What is cognitive dissonance? List three types of perceived risk and give an example ofeach? What is consumer involvement? How does this conceptrelate to motivation? Attached
