Nhóm 4 MKT304

The standard learning hierarchy in consumer purchase situations follows which sequence?

• Feel - do - learn
• Do - learn - feel
• Learn - feel - do
• Feel - learn - do

When is the standard learning hierarchy likely to occur?

• When there is low involvement in the purchase process
• When there is little differentiation among competing brands
• When the consumer is highly involved in the purchase process
• When the consumer relies on emotional decision-making

Which types of products or services are mentioned as examples of high-involvement purchase decisions?

• Fast food and beverages
• Clothing and accessories
• Industrial products and services, personal computers, printers, cameras, appliances, and cars
• Books and magazines

What type of advertising approach is usually employed for products/services that follow the standard learning hierarchy?

• Emotional appeals
• Minimal information
• Celebrity endorsements
• Detailed and informative

In the standard learning hierarchy, what role does the consumer play in the communication process?

• Passive recipient of information
• Active participant in gathering information
• Influencer of brand differentiation
• Decision-maker based on emotional responses

What is the basis for developing affect or feelings in the standard learning hierarchy?

• Active learning
• Actual trial or purchase
• Information and knowledge acquired
• Differentiation among competing brands

The dissonance/attribution hierarchy response model consists of which sequence?

• Learn - feel - do
• Feel - learn - do
• Do - feel - learn
• Learn - do - feel

In which situations does the dissonance/attribution hierarchy response model typically occur?

• When consumers have low involvement in the purchase process
• When consumers face simple choices with known attributes
• When consumers have no post-purchase dissonance
• When consumers rely on mass media for decision-making

What is the purpose of developing attitudes or feelings in the dissonance/attribution hierarchy?

• To reinforce the wisdom of the purchase
• To reduce post-purchase dissonance
• To create positive brand associations
• To influence the consumer's initial purchase decision

When is the dissonance/attribution hierarchy response model likely to occur?

• During low-involvement purchase decisions
• When choices have clear and known attributes
• In pre-purchase situations
• When the consumer is involved in the purchase situation