Voluntary memory is the memory for information one is exposed to, attends to, and
applies effort to remember.
Marketers should maximize incongruity in marketing messages if the primary goal is to
create a favorable attitude rather than increased comprehension.
The strength of sensory memory is duration, but the weakness is capacity.
Sensing alone allows a consumer to make sense out of something.
A woman claimed to have found a fingernail in her burger which she had bought from a
national fast food restaurant chain. Considerable negative public publicity followed this
accusation. Discuss alternative courses of action this fast food chain could pursue to
handle this negative public publicity and suggest the best method in this situation.
Experiential decision processes often focus on utilitarian value.
In societies with a high long-term orientation, consumers tend to be spendthrifts and
indolent.
A consumer is considered loyal if she simply buys the same product habitually.
Selective distortion is a process by which consumers interpret information in ways that
are biased by their previously held beliefs.
Outshopping is a term used to refer to consumers who are shopping in a city or town
they must travel to rather than in their own hometown.
The differences between societal expectations of men and women vary more in Western
cultures than they do in Eastern cultures.
All the customers are equally valuable to a firm.
Two common interpretative orientations are psychology and sociology.
Market mavens are trusted sources who can guide consumers in focusing on various
product attributes.
Failing to consider psychographic measures leads to the flawed assumption that all
consumers of a certain demographic have different tastes.