Chapter 6 Questions
Affinity marketing, a marketing strategy used by MBNA to market its
credit cards, relies on the following social factor:
After purchasing a new Sony CD player, Alex Brown (marketing instructor
par excellence!!), visits his close friend's house (Brett Favre!!), and
notices his sofisticated Kenwood CD system. Alex begins to wonder if he
has made the right choice. He is affected by:
Alex, an avid Pepsi drinker, sees a television advertisement indocating
that [important celebrity] has switched from Pepsi to Coke. This gives
him the impression that Pepsi has won over another influential person.
Which one of the following has occurred?
The major psychological elements that influence consumer behavior are:
- attitudes, perceptions and
needs
- perceptions, motives,
learning, attitudes, and social class
- motives, learning, attitudes,
and cultural
- perception, motives,
attitudes and consumer demands
- perception, motives, knowledge,
attitudes and personality
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