MKT 312 Final Exam Questions With
Correct Answers
Why and to whom does the knowledge of CB matter? - ANSWER -more business
have become more consumer-focused
-marketers need this info so they can find out how to most effectively
create/communicate/deliver offerings
What CB topics include/involve? - ANSWER 1. The totality of decisions
2. About the consumption
3. Of an offering
4. By decision-making units
5. Over time
5 Stages of Decision Making - ANSWER 1. Problem Recognition (recognizing a
need)
2. Information Search (product search)
3. Evaluation of Alternatives (attitudes)
4.Decision (integration)
5. Satisfaction (post purchase feeling)
What marketers should do with decision making info? - ANSWER -Marketers
should try to facilitate each stage so that consumers can move smoothly from
one stage to the next, and prevent consumers from getting "stuck"
-Also helps consumers have a positive and engaging experience
Willful Ignorance - ANSWER The tendency to avoid information about unethical
firm behavior
Goal Pursuit - ANSWER determined by both:
Desirability - how bad do you want to achieve this goal
Attainability - how likely it is to be achieved
Equifinity - ANSWER multiple ways to achieve the same goal
Vicarious Goal Fulfillment - ANSWER when people feel like they've fulfilled a goal
when they really haven't (i.e. Starbucks star program)
Unconscious Goals - ANSWER 1. Intentionality (cannot stop goal from being
activated)
2. Controllability (once activated, cannot stop)
, 3. Awareness (unaware goal pursuit)
4. Efficiency (once activated, takes little mental resources)
External Search - ANSWER searching for info outside of memory (research,
other people, etc.)
Internal Search - ANSWER searching for info in memory, tends to happen when
motivation, ability, or opportunity is low
Marketer Controlled Info - ANSWER -advertisements, company website, store
displays, anything the company can control
Nonmarketer Controlled Info - ANSWER consumer reports (reviews), 3rd party
review sites, whatever the company cannot control
-people tend to trust this info more
Higher Income
Higher Education
Younger age
all lead to..... - ANSWER more external searches
Exposure - ANSWER presence of the stimuli in the consumer environment
(products in the store)
Attention - ANSWER Allocation of cognitive resources towards the stimuli
(products displayed that you notice)
Perception - ANSWER what consumer perceives when they pay attention (the
way consumer see's the noticed products)
Elaboration Likelihood Model (ELM) - ANSWER a model of persuasion
maintaining that there are two different routes to persuasion: the central route
and the peripheral route
-that explain how attitudes form and change
How attitudes influence behavior - positive attitude - ANSWER approach
behavior (search, buy, visit, use, advocate)
How attitudes influence behavior - negative attitude - ANSWER avoidance
behavior
How attitudes influence behavior - Explicit attitude - ANSWER predict more
explicit, deliberate, and or controlled behaviors
How attitudes influence behavior - Implicit attitude - ANSWER predict more
unconscious, automatic, and or impulsive behaviors
Correct Answers
Why and to whom does the knowledge of CB matter? - ANSWER -more business
have become more consumer-focused
-marketers need this info so they can find out how to most effectively
create/communicate/deliver offerings
What CB topics include/involve? - ANSWER 1. The totality of decisions
2. About the consumption
3. Of an offering
4. By decision-making units
5. Over time
5 Stages of Decision Making - ANSWER 1. Problem Recognition (recognizing a
need)
2. Information Search (product search)
3. Evaluation of Alternatives (attitudes)
4.Decision (integration)
5. Satisfaction (post purchase feeling)
What marketers should do with decision making info? - ANSWER -Marketers
should try to facilitate each stage so that consumers can move smoothly from
one stage to the next, and prevent consumers from getting "stuck"
-Also helps consumers have a positive and engaging experience
Willful Ignorance - ANSWER The tendency to avoid information about unethical
firm behavior
Goal Pursuit - ANSWER determined by both:
Desirability - how bad do you want to achieve this goal
Attainability - how likely it is to be achieved
Equifinity - ANSWER multiple ways to achieve the same goal
Vicarious Goal Fulfillment - ANSWER when people feel like they've fulfilled a goal
when they really haven't (i.e. Starbucks star program)
Unconscious Goals - ANSWER 1. Intentionality (cannot stop goal from being
activated)
2. Controllability (once activated, cannot stop)
, 3. Awareness (unaware goal pursuit)
4. Efficiency (once activated, takes little mental resources)
External Search - ANSWER searching for info outside of memory (research,
other people, etc.)
Internal Search - ANSWER searching for info in memory, tends to happen when
motivation, ability, or opportunity is low
Marketer Controlled Info - ANSWER -advertisements, company website, store
displays, anything the company can control
Nonmarketer Controlled Info - ANSWER consumer reports (reviews), 3rd party
review sites, whatever the company cannot control
-people tend to trust this info more
Higher Income
Higher Education
Younger age
all lead to..... - ANSWER more external searches
Exposure - ANSWER presence of the stimuli in the consumer environment
(products in the store)
Attention - ANSWER Allocation of cognitive resources towards the stimuli
(products displayed that you notice)
Perception - ANSWER what consumer perceives when they pay attention (the
way consumer see's the noticed products)
Elaboration Likelihood Model (ELM) - ANSWER a model of persuasion
maintaining that there are two different routes to persuasion: the central route
and the peripheral route
-that explain how attitudes form and change
How attitudes influence behavior - positive attitude - ANSWER approach
behavior (search, buy, visit, use, advocate)
How attitudes influence behavior - negative attitude - ANSWER avoidance
behavior
How attitudes influence behavior - Explicit attitude - ANSWER predict more
explicit, deliberate, and or controlled behaviors
How attitudes influence behavior - Implicit attitude - ANSWER predict more
unconscious, automatic, and or impulsive behaviors
