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Questions and Answers
What is the primary goal of a manufacturer when launching a campaign to correct wrong beliefs about their product?
What is a key factor in determining the prominence of a 'Made in Label' in promoting a brand?
What is the primary benefit of hiring a world-class celebrity to endorse a product?
What is an attitude, according to the text?
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What is the result of a person's attitudes towards a product?
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What is the primary reason why a company would consider co-production with a foreign company?
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What is the impact of country of origin on consumer behavior, according to the text?
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What is an example of a country that is known for producing high-quality products in a specific category, according to the text?
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What is the primary challenge in applying self-concept theory to predict consumer responses to brand images?
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Which of the following is a psychogenic need?
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What is the primary goal of marketers in terms of brand image and self-concept?
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Which of the following is a psychological factor that influences consumer behavior?
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What is the term for the distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment?
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Which of the following is an example of a biogenic need?
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What is the primary goal of marketers in terms of personality and consumer behavior?
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What is the term for a person's beliefs and attitudes towards a product or brand?
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What is the primary reason why marketers struggle to capture consumers' attention?
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What is the tendency of people to notice stimuli that relate to their current needs?
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What is the process called when people twist information into personal meanings and interpret it in a way that fits their preconceptions?
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Why is a person more likely to notice an advertisement offering N1,000 off the list price of a mobile phone than one offering N200?
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What is the primary challenge for marketers in terms of selective attention?
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Why are people more likely to notice mobile phones than radios in a mobile phone store?
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What is the reason why marketers cannot do much about selective distortion?
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What is the result of selective attention, selective distortion, and selective retention?
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Study Notes
Consumer Behavior
- Beliefs can inhibit purchase, and manufacturers may need to launch campaigns to correct them, especially those related to country of origin.
Country of Origin
- Country of origin has an impact on consumer purchase decisions, with varying effects depending on the type of product.
- Certain countries have a reputation for producing high-quality goods in specific categories (e.g., Japan for electronics, the US for high-tech innovations, France for luxury goods).
- A favorable country image can benefit a brand, and the "Made in" label should be prominently displayed.
- Attitudes toward country of origin can change over time (e.g., Japan's quality image improved post-WWII).
Overcoming Negative Country of Origin Perceptions
- Companies can consider co-production with a foreign company to improve their product's image.
- Hiring a world-class celebrity to endorse the product can also help overcome negative perceptions.
- Nike's successful use of Michael Jordan to promote its footwear in Europe is a notable example.
Attitudes
- Attitudes are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward an object or idea.
- Attitudes influence behavior, leading people to consistently like or dislike objects and ideas.
- Cautious consumers tend to be loyal to favorable brands.
Personality and Self-Concept
- Personality is a distinguishing psychological characteristic that influences buying behavior.
- Personality traits include self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability.
- Understanding personality types can help marketers design targeted product advertisements.
- Self-concept (or self-image) is related to personality and can influence purchasing decisions.
- Marketers aim to develop brand images that match the target market's self-image.
Psychological Factors in Consumer Behavior
- Four psychological factors influence buying choices: motivation, perception, learning, and beliefs and attitudes.
Motivation
- Consumers have multiple needs, both biogenic (physiological) and psychogenic (psychological).
- One person's perception of a salesperson can differ significantly from another's due to perceptual processes.
Perception
- People are exposed to numerous daily stimuli, and selective attention helps them filter out irrelevant information.
- Marketers must work hard to attract consumers' notice.
- Selective attention is influenced by current needs, anticipation, and deviations from the norm.
- Selective distortion can occur when people interpret information in a way that fits their preconceptions.
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Description
Assess your understanding of how country of origin influences consumer purchase decisions, including the impact of product type and national reputation.
