Chapter 6.

18.(A) Based on the model of consumer behavior (Exhibit 5.3) discussed in the text, provide a brief explanation of how each factor affects consumer behavior.

(B) Provide an example for how each individual, psychological, social and cultural factor affects consumer decisions to buy.

APPLICATION Chapter 6.

19. Based on the knowledge of consumer behavior that you have acquired from the study of the text (as opposed to your uninformed opinion) comment on the following statements. First, agree or disagree. Second, support your answer with evidence from the text or readings.

COMPREHENSION - The husband is the key family decision maker for car purchases.

- The article "Cueing the Consumer" suggests ways for using subliminal stimuli (stimuli below the perceptual threshold level) in persuading consumers to buy.

- A consumer who has a favorable attitude toward a brand means that s/he will buy it

.- Routinized response behavior is typical in the purchase of a St. Valentine's Day card for a loved one.

Chapter 6 and Reading: Cueing the Consumer

20. Consumer perception is selective. What is the relationship between consumer perception and salient cues? Reading: Cueing the Consumer21.

(A) Describe the consumer decision making process.

(B) What decision making process do you follow when you buy soda? Why?

APPLICATION Chapter 6.

22. Jans MiniCooper is badly damaged in a crash with a SUV. Immediately after Jan is informed by the insurance company that her car is a total loss, Jan is probably in the ______ stage of the consumer decision making process.

APPLICATION Chapter 6

. 23. How is learning different from motivation as a psychological influence on consumer buying decisions?

ANALYSIS Chapter 6.

24.Provide 2 examples of how reference groups influence consumer buying decisions?

APPLICATION Chapter 6

25.(A) Why is market segmentation often preferred to marketing to the total market?

(B) How is market segmentation connected to the formulation of the marketing strategy?

need help then read the text cueing the customer: the role of salient cues in consumer perception. Gail Tom

CUEING THE CONSUMER: THE ROLE OF SALIENT CUES IN CONSUMER PERCEPTION Gail Tom Teresa Barnett William Lew fodean Selmants Gail Tom is professor of marketing. Department of Man. consumers' perception of the flavor of the agement in the School of Business and Public Administration pudding at California Suat: l'niversity, Sacramento. She holds a B.A.. an M.S. are a P.D. from the University of California. Davis: It is hard to believe that within a two-week and an M.B.A. from the University of California. Riverside period. 33 adults and 45 children mistakenly and an M.S from California Suate University, Sacramento drank dishwashing liquid thinking it was lemon Dr. Tom's research has appeared in Human Factors, Inter juice. The confusion arose da 1962 when as a fore. International Journal of Obenry. Sociology and Social part of a promotional campaign. Lever Brothers Research. Behaviore! Science. Journal of Marketing Educa Co. mailed samples of its new product Sunlight. 1971. Journal of Personality and Social Psychology Current Issues and Research in Advertising. She is the author of the a dishwashing liquid containing real lemon juice book. A pica loss of Consumer Behavior for extra cleaning to households in Maryland, Terers Barnett is a graduate student at California State The package label clearly stated tha: Sunlight is L'haversary of Sacramento and is graduate intern with the a dishwashing liquid. Apparently, however. Marketing and Communications Unit of the Sute of California people saw the word Sunlight, the large picture Department of Commerce. She holds a B.S. in Business of lemons, and the phrase with "reai lemon Administration with an emphasis in marketing from California juice" and thought it was lemon juice. When Suate University, Sacramento William Lew : a graduate of California Sute University consumers opened the package. It smelled like Sacramento, with a B.S. degree in Business Administration lemon juice, so their conclusion that it was lemon with a marketing concentration. He is currency in manage juice was further reinforced and they used the meat with Macy's of California. liquid in their ice tea. Jodean Selmants is currenty completing her M.B.A. a California Sure L'niversity, Sacramento, and holds a B.S. degree in Finance Management from the same institution. She also has as A.A. degree in Nursing Consumers use cues to identify and give meaning to products and brands. Consumers buy what they perceive, and what they perceive is heavily influenced by the cues -- brand name, packaging. color that marketers What happened in the Sunlight promotional send to them. This article reports on an empirical campaign illustrates the critical role of cues in study that cenonstrates the influence of color the consumers' perceptual process. Consumers use cues to identify and give meaning to products in cueing consumers to the taste of pudding. Vanilla pudding, colored to look like chocolate and brands. It has been suggested that the process pudding, was perceived by consumers as tasting by which consumers do this in response to stimuli like chocolate pudding. The results indicate that occurs in the following steps: color is a more influential cue than taste in the 1. Primitive categorization. The basic char The Corner M. Vol. Ne 2. Spring 1957 2377 C 17 The Conan 1344 WHEN I Canyuressona mare. Avec une sy Grayson AB RESEARCH, MARKETS, AND CONSUMER BEHAVIOR: Consumer Behavior Color cues are also used by consumers as cream is white colored. These results applied to ndicators of temperature. Reds. oranges, and both men and women. ellow's indicate warmth while blues. greens. :nd white indicate coolness. It is not surprising Color proved to be a critical cue for chocolate hal advertisements for menthol cigarettes are pudding. In fact, we might correctly conclude rwash in greens, blues, and whites to commu. that the color of the pudding was more important dicate to consumers the reireshing and soothing than its taste in the consumer's identification nature of the products. Vitamin pills are colored and evaluation of the product. These results ed, yellow, or orange to cue consumers to their would suggest that the positioning of this product sealth maintenance qualities. should focus upon the important attribute of the Even though we are living in the post-peacock pudding's color. revolution consumers inier the proper gender Other research has demonstrated the extensive for a product by its color. Girl babies have pink effect that color can have on a consumer's ind boy babies have blue. perception of food. Eating food that is the wrong color" can make people physically ill. A "group Tasting With Our Eyes of young children taking part in a test with dyed vegetables became decidedly ill after eating The extent to which color's key role can harmless. blue-colored potatoes." nfluence the consumers's taste of a food was Studies have shown that even "experts" taste nvestigated empirically. The product chosen or the study was chocolate pudding. Intuitively. as much with their eyes as with their mouths. I was believed that color is an important cue in Experienced pharmacy students had difficulty the consumer's identification of the flavor of identifying the flavors of colorless jellies and sudding, and it was believed that consumers Syrups by taste and had even more difficulty ase the color of the chocolate pudding to infer identifying the jellies and Syrups when they had Other attributes oi the procuct. been inappropriately colored. Expert wine tasters rated rose-colored wines as sweeter than un To create the chocolate pudding used in the colored wines, when in reality both wines were study, food coloring was added to vanilla pudding, identical. These expert wine tasters evaluations Three "flavors" of pudding were created: dart may have been influenced by their knowledge brown. medium brown, and light brown. Eighty that rose wines contain more sugar and are college students were asked to taste the chocolate therefore, sweeter than white wines. pudding and to answer short questionnairs The participants were taformed that the study Most important from a marketing point of was being conducted to determine consumer view. the wrong color can drastically affect sales. prefereace for a new variation of chocolate In 1969 the managing director of the major puddias. Although all the participants were American market research firm. Ernest Dichter actually tasting vanilla pudding. none of the International, recounted the following tale: there participants indicated that they were tasting a was a celebrated case in Switzerland, where a flavor of pudding other than chocolate. Some famous designer completely reorganized the visual participants eren spontaneously stated that the side of an instant coffee. It was beautifully chocolate pudding was delicious Integrated with display material packaging, everything in diagonal stripes of mauve. It won The majority of participants perceived the e prize for design, but the sales dropped off darkest brown pudding as having the best alarmingly. The problem was simply that mauve chocolate flavor (62%) and as being the thickest was absolutely wrong for coffee." 161'). Participants perceived the lighter chocolate puddings as being creamiest (37%, for the medium Marketing Potentials chocolate pudding and 36for the light chocolate Marketers must recognize the importance of pudding). Clearly. color was an important cue cues in the consumer's identification. Categori in the identification of the product the pudding zation and perception of the product Marketers looked like chocolate pudding and it therefore must first identify the important attributes that tasted like chocolate pudding. Color was also consumers desire in a product or service and used by consuers to make interences about then design the critical cuets) to communicate the product. The darkest puddine was perceived these desired characteristics to the consumers to have the most chocolate flavor and to be the For example, ceiling tiles are perforated with thickest: the lichter chocolate puddings were holes because consumers want sound absorbent perceived to be the creamiest. probably because tiles, and they perceive perforated tiles as 26 CUEING THE CONSUMER: THE ROLE OF SALIENT CUES IN CONSUMER PERCEPTION Gail Tom Teresa Barnett William Lew fodean Selmants Gail Tom is professor of marketing. Department of Man. consumers' perception of the flavor of the agement in the School of Business and Public Administration pudding at California Suat: l'niversity, Sacramento. She holds a B.A.. an M.S. are a P.D. from the University of California. Davis: It is hard to believe that within a two-week and an M.B.A. from the University of California. Riverside period. 33 adults and 45 children mistakenly and an M.S from California Suate University, Sacramento drank dishwashing liquid thinking it was lemon Dr. Tom's research has appeared in Human Factors, Inter juice. The confusion arose da 1962 when as a fore. International Journal of Obenry. Sociology and Social part of a promotional campaign. Lever Brothers Research. Behaviore! Science. Journal of Marketing Educa Co. mailed samples of its new product Sunlight. 1971. Journal of Personality and Social Psychology Current Issues and Research in Advertising. She is the author of the a dishwashing liquid containing real lemon juice book. A pica loss of Consumer Behavior for extra cleaning to households in Maryland, Terers Barnett is a graduate student at California State The package label clearly stated tha: Sunlight is L'haversary of Sacramento and is graduate intern with the a dishwashing liquid. Apparently, however. Marketing and Communications Unit of the Sute of California people saw the word Sunlight, the large picture Department of Commerce. She holds a B.S. in Business of lemons, and the phrase with "reai lemon Administration with an emphasis in marketing from California juice" and thought it was lemon juice. When Suate University, Sacramento William Lew : a graduate of California Sute University consumers opened the package. It smelled like Sacramento, with a B.S. degree in Business Administration lemon juice, so their conclusion that it was lemon with a marketing concentration. He is currency in manage juice was further reinforced and they used the meat with Macy's of California. liquid in their ice tea. Jodean Selmants is currenty completing her M.B.A. a California Sure L'niversity, Sacramento, and holds a B.S. degree in Finance Management from the same institution. She also has as A.A. degree in Nursing Consumers use cues to identify and give meaning to products and brands. Consumers buy what they perceive, and what they perceive is heavily influenced by the cues -- brand name, packaging. color that marketers What happened in the Sunlight promotional send to them. This article reports on an empirical campaign illustrates the critical role of cues in study that cenonstrates the influence of color the consumers' perceptual process. Consumers use cues to identify and give meaning to products in cueing consumers to the taste of pudding. Vanilla pudding, colored to look like chocolate and brands. It has been suggested that the process pudding, was perceived by consumers as tasting by which consumers do this in response to stimuli like chocolate pudding. The results indicate that occurs in the following steps: color is a more influential cue than taste in the 1. Primitive categorization. The basic char The Corner M. Vol. Ne 2. Spring 1957 2377 C 17 The Conan 1344 WHEN I Canyuressona mare. Avec une sy Grayson AB RESEARCH, MARKETS, AND CONSUMER BEHAVIOR: Consumer Behavior Color cues are also used by consumers as cream is white colored. These results applied to ndicators of temperature. Reds. oranges, and both men and women. ellow's indicate warmth while blues. greens. :nd white indicate coolness. It is not surprising Color proved to be a critical cue for chocolate hal advertisements for menthol cigarettes are pudding. In fact, we might correctly conclude rwash in greens, blues, and whites to commu. that the color of the pudding was more important dicate to consumers the reireshing and soothing than its taste in the consumer's identification nature of the products. Vitamin pills are colored and evaluation of the product. These results ed, yellow, or orange to cue consumers to their would suggest that the positioning of this product sealth maintenance qualities. should focus upon the important attribute of the Even though we are living in the post-peacock pudding's color. revolution consumers inier the proper gender Other research has demonstrated the extensive for a product by its color. Girl babies have pink effect that color can have on a consumer's ind boy babies have blue. perception of food. Eating food that is the wrong color" can make people physically ill. A "group Tasting With Our Eyes of young children taking part in a test with dyed vegetables became decidedly ill after eating The extent to which color's key role can harmless. blue-colored potatoes." nfluence the consumers's taste of a food was Studies have shown that even "experts" taste nvestigated empirically. The product chosen or the study was chocolate pudding. Intuitively. as much with their eyes as with their mouths. I was believed that color is an important cue in Experienced pharmacy students had difficulty the consumer's identification of the flavor of identifying the flavors of colorless jellies and sudding, and it was believed that consumers Syrups by taste and had even more difficulty ase the color of the chocolate pudding to infer identifying the jellies and Syrups when they had Other attributes oi the procuct. been inappropriately colored. Expert wine tasters rated rose-colored wines as sweeter than un To create the chocolate pudding used in the colored wines, when in reality both wines were study, food coloring was added to vanilla pudding, identical. These expert wine tasters evaluations Three "flavors" of pudding were created: dart may have been influenced by their knowledge brown. medium brown, and light brown. Eighty that rose wines contain more sugar and are college students were asked to taste the chocolate therefore, sweeter than white wines. pudding and to answer short questionnairs The participants were taformed that the study Most important from a marketing point of was being conducted to determine consumer view. the wrong color can drastically affect sales. prefereace for a new variation of chocolate In 1969 the managing director of the major puddias. Although all the participants were American market research firm. Ernest Dichter actually tasting vanilla pudding. none of the International, recounted the following tale: there participants indicated that they were tasting a was a celebrated case in Switzerland, where a flavor of pudding other than chocolate. Some famous designer completely reorganized the visual participants eren spontaneously stated that the side of an instant coffee. It was beautifully chocolate pudding was delicious Integrated with display material packaging, everything in diagonal stripes of mauve. It won The majority of participants perceived the e prize for design, but the sales dropped off darkest brown pudding as having the best alarmingly. The problem was simply that mauve chocolate flavor (62%) and as being the thickest was absolutely wrong for coffee." 161'). Participants perceived the lighter chocolate puddings as being creamiest (37%, for the medium Marketing Potentials chocolate pudding and 36for the light chocolate Marketers must recognize the importance of pudding). Clearly. color was an important cue cues in the consumer's identification. Categori in the identification of the product the pudding zation and perception of the product Marketers looked like chocolate pudding and it therefore must first identify the important attributes that tasted like chocolate pudding. Color was also consumers desire in a product or service and used by consuers to make interences about then design the critical cuets) to communicate the product. The darkest puddine was perceived these desired characteristics to the consumers to have the most chocolate flavor and to be the For example, ceiling tiles are perforated with thickest: the lichter chocolate puddings were holes because consumers want sound absorbent perceived to be the creamiest. probably because tiles, and they perceive perforated tiles as 26