Consumer Behavior Exam

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I I I I I I Date:

EXAMINATION NO.

Name: 080631

Consumer Behavior Proctored Final Examination (Alternate)

Part A: Answer each of the following questions in a composition of 10 to 20 sentences. Each answer is worth 20 points.

1. Consider a Center for Disease Control print ad designed to encourage people to quit

smoking that depicts a person in a wheelchair, along with the statement, "You're a

STROKE waiting to happen." What principle of attitude change is at work in this ad? How might the use of such a Vivid image be effective?

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2. A recently married couple ex~ecting their first child is contemplating moving from an apartment and purchasing! their first house. What kind of purchasing decision does

the couple face? Justify your ~nswer and explain the degree of cognitive effort problem I

solving that's likely to be required, and the implications for information search as well as the factors involved in evaluation information.

3. When introducing a new, technologically advanced digital camera to the marketplace

at a cost of $400, what three steps might a firm take to overcome the perceived value

barrier when consumers compare the price of the new camera to that of older, less

expensive ones?

(Continued on reverse side)

PEZ263(1310)

Proctored Final Examination (Alternate)

Part B: Answer each of the following items in two or three sentences. Each response is worth 4 points.

1. What are the most commonly observed factors that determine the extent of a child's influence on his or her parents' purchasing decisions?

2. When Toyota and Nissan introduced expensive new models to the marketplace, what

strategy did they use to link their cars with other prestigious brands? On what perceptual model did they base their decision?

3. When designing promotional materials for personal-care products such as deodorant

soaps and antiperspirants, which personality theory are marketers most likely to draw

on and why?

4. How does a person's role within a group differ from his or her status?

5. What factor distinguishes the multistep model of personal influence from the two-step model?

6. What social class do print ads for Jaguar and Porsche aim to reach and why?

7. A recent Pepsi ad depicted multiple images of the Pepsi can labeled in a variety of languages, with the tagline "Fortunately, nothing's lost in translation." What cultural

factor does this ad address and how might it be considered effective?

8. How would an airline company use behavioral segmentation to increase profitability?

9. How do Burger King's "Have it your way" jingle, the word association "1-800-M-A-T-T-R-E-S,"

and the Michelin Tire Man benefit their respective firms?

10. Why are products such as homes, automobiles, clothing, jewelry, and luggage

more susceptible to reference group influence than products like salt, waxed paper,

and antifreeze?

Proctored Final Examination (Alternate)