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MBA 706 - DARRAT (EXAM 2) questions and answers verified answers||Latest 2024/2025
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MBA 706 - DARRAT (EXAM 2)Culture - ANSa way of life among a group of people; the behaviors, beliefs, values, and symbols
that they accept, generally without thinking about them, and that are passed along by
communication and imitation from one generation to the next.
Reference Group - ANSall the groups that have a direct or indirect effect on a person's beliefs,
decisions, and behavior
- family the most influential one
Opinion Leader/Influencer - ANSa person who offers informal advice or information about a
specific product or product category, such as which of several brands is best or how a particular
product may be used
Family - ANSthe most influential primary reference group,11 is the most important consumer
buying organization in society
- family of orientation: parents/siblings
- family of procreation: spouse/children
Personality - ANSset of distinguishing human psychological traits that lead to relatively
consistent and enduring responses to environmental stimuli, including buying behavior
- actual self concept: how we view ourselves
- ideal self concept: how we would like to view ourselves
- others' self concept: how we like others to see us
Value System - ANSa set of principles and notions of right and wrong
Consumer Needs - ANSbasic human requirements, such as air, food, water, clothing, and
shelter
- biological: from physiological states of tension (hunger, thirst, discomfort)
- psychological: from psychological states of tension (recognition, esteem, belonging)
Consumer Motivation - ANSaroused to a sufficient level of intensity to drive us to act
Perception - ANSprocess by which we select, organize, and interpret information inputs to
create a meaningful picture of the world
Selective Attention - ANSmarketers must work hard to attract the notice of consumers
, Subliminal Perception - ANSlong fascinated armchair marketers, who argue that marketers
embed covert, subliminal messages in ads or packaging that consumers are not consciously
aware of but that affect their behavior. Although it's clear that mental processes include many
subtle subconscious effects,
Selective distortion - ANStendency to interpret information to fit our preconceptions
Emotions - ANSmental states that arise spontaneously rather than from conscious effort and
reflect people's positive or negative reactions to internal and external stimuli
Memory - ANSthe brain's ability to record, store, and retrieve information and events; also plays
a role in consumers' purchasing decisions
- short term memory: temporary and limited repository of information
- long term memory: more permanent, poten- tially unlimited repository. All the information and
experiences we encode as we go through life can end up in our long-term memory.
Three Types of Long Term Memory
- episodic memory: storing information about events (i.e., episodes) that we have experienced
in our lives. It is an individual's memory of autobiographical events that capture the
context—such as times, places, and associated emotions—in which a particular event has
occurred.
- semantic memory: storing information about the world, such as facts, meanings, and
concepts. Unlike episodic memory, which is directly linked to an individual's personal
experience, semantic memory captures general knowledge that is independent of personal
experience
- procedural memory: responsible for knowing how to perform certain procedures such as
walking, talking, and riding a bike. It is a memory of motor skills typically acquired through
repetition and involves automatic sensorimotor activities that are so deeply embedded in our
minds that they do not involve conscious thought.
Brand Associations - ANSconsist of all brand-related thoughts, feelings, perceptions, images,
experiences, beliefs, and attitudes that become linked to the brand node
Memory Encoding - ANShow and where information gets into memory
Memory Retrieval - ANSthe way we reclaim information from memory
- selective retention: remember only the positive aspects of a product we like, forgetting its
negative aspects and the good points about competing products
Consumer Decision Journey - ANSprocess by which consumers make purchase decisions and
their post purchase behavior
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