MKTG3316_Essay Exam 1_Fall 2022

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Tarleton State University *

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3316

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Marketing

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Apr 3, 2024

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Student Name (Last, First): Turner, Jordan MKTG3316 Consumer Behavior Fall 2022 Short Answer and Essay Exam 1 (15 pts in course grade) Answer the questions in the best way you can. You may use bullet point format, charts or graphs in your answers. If you choose to use charts or graphs, be sure to annotate them to receive full credit. For short essay questions, use your own words to explain by making connection to the course contents. You have TWO short-answer or short essay questions. Each question contains several sub-questions . You need to answer all of them . Different questions are worth different amount of points. PLEASE ANSWER UNDER EACH SUB- QUESTION. DO NOT START AN ANSWER SHEET WITHOUT QUESTIONS. Note: Answers to all the questions are in the course slides and slide notes. You need to understand rather than memorize them to be able to do well in answering some questions. 1. (7 points in total) Please refer to “Memory and Learning” . a. Please briefly explain the Model of Memory describing how information is recorded in our brain. Make sure you mention three types of Memory units as you describe this process and how information is processed in three basic memory processes (6 points) The Model of Memory has three types of memory units; sensory memory, short-term memory, and long-term memory. Input from the environment gives information to the sensory memory. The information stays in the sensory memory for about one second. After the second is up, the information moves to the short-term memory. The process of information moving from the sensory memory to the short-term memory is referred to as encoding. The short-term memory is capable of holding five to nine pieces of information for about twenty seconds before it becomes a response, is lost, or permanently stored in long-term memory. The process that stores the information from short-term memory into long-term memory is referred to as storage. Long-term 1
memory is said to have an unlimited amount of capacity. The retrieval process allows the long-term memory to recall its stored information and use it in a response. b. Use one or two sentences to briefly explain what marketers could do to help consumers retrieve (not ‘encode’ or ‘store’) their brand/product information. (1 point) If marketers want to help consumers retrieve the information about their brand or product, they can use target memory and retrieval cues. The bull in the commercial for Lincoln is a good example of a memorable retrieval cue. 2. (8 points in total) Please refer to “Motivation and Needs”. We have discussed about two systems (1) System 1: Low MAO (2) System 2: High MAO. Please answer the following questions. a. MAO stands for ______, _______, and_______. (3 points) motivation, ability, opportunity b. What can cause high motivation of consumers in processing product/brand information in order to make a decision (1 point)? ▪ Personal Relevance - High level of importance ▪ Values – Strong connection to values ▪ Inconsistency with Attitudes- Expectations and actions do not match up (Cognitive Dissonance Theory, motivated reasoning) ▪ Unmet Needs – A desire to satisfy unmet needs ▪ Goals – Determination to reach unrealized goals ▪ Perceived Risks - Perception of little or no risks What can cause low ability of consumers in processing product/brand information (1 point)? ▪ Financial - Lack of money ▪ Cognitive - Lack of knowledge or intelligence ▪ Social and Cultural Resources - Lack of social and cultural resources ▪ Education and Age - Unable to relate because of age or education 2
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