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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 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 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 the primary benefit of hiring a world-class celebrity to endorse a product?
What is an attitude, according to the text?
What is an attitude, according to the text?
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What is the result of a person's attitudes towards a product?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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.
