Brand Bonds
The theoretical definition of consumption names three things consumers do with products, services, ideas or experiences. Name them.
Acquiring, using and disposing.
Name the five stages of the consumer decision-making process, in order.
Problem recognition, information search, evaluation of alternatives, purchase decision, post-purchase evaluation.
What are the three original Vs of big data?
Volume, velocity and variety.
Name Maslow’s five levels, from bottom to top.
Physiological, safety, belongingness, esteem, self-actualisation.
Name the two behavioural learning theories.
Classical conditioning and operant (instrumental) conditioning.
Sara keeps buying the body lotion her mum used when she was little. Which brand attachment is this?
Nostalgic attachment: the product links her to her past.
Buying a bottle of water at a kiosk: is involvement high or low, and what is the decision style called?
Low involvement: habitual / limited problem solving.
Anghami and Netflix let you stream instantly. Which mobile-era outcome is this?
Immediate gratification.
Which type of motive do consumers freely admit: manifest or latent?
Manifest. Latent motives are hidden or not admitted.
Define stimulus generalisation and name ONE marketing strategy that uses it.
Responding to similar stimuli in the same way. Family branding, line extensions, licensing or look-alike packaging.
Buying a product mainly so that other people see your status is called…?
Conspicuous consumption.
Define involvement.
The perceived relevance of a purchase to the consumer: how much time and effort they will spend on the decision.
Shoppers now compare prices on their phones in seconds. Name the mobile-era outcome this causes and what it means for brands.
Pressure on prices. Brands must compete on price and show extra value.
Pay for a costly repair or risk a breakdown on the ring road. Which motivational conflict?
Avoidance–avoidance.
A coffee app gives a free drink after every 10 purchases. Which learning principle is this?
Positive reinforcement (frequency marketing).
A café is so part of Mona’s morning that her day feels off without it. Name the attachment and one way the brand could strengthen it.
Interdependence (daily routine). E.g. a loyalty card, a morning combo offer or pre-ordering in an app.
Name FOUR ways a brand can increase involvement.
link to hedonic needs, novel communication, celebrities, tell a story, build a relationship, get consumers to participate.
When consumers boycotted global brands, what opportunity appeared for local brands?
Visibility and new consumers; some forgotten local brands were revived.
Dina says she bought an expensive bag “for the quality”. Give a likely latent motive and the Maslow level it matches.
Latent: to show success or status. Maslow: esteem.
A perfume ad shows a woman alone on a Saturday night because she did not use the fragrance. Which principle, and why?
Negative reinforcement: using the product would avoid a negative outcome (being alone).
A new Egyptian clothing brand wants customers to feel “this brand is me” AND “it reminds me of my childhood”. Name the TWO attachments and one tactic for each.
Self-concept (e.g. identity slogans, user imagery of people like them) + Nostalgic (e.g. retro designs, classic 90s patterns, reissued items).
A student is buying a laptop. Walk through ALL five stages, giving one realistic action for each.
1 Notices the old laptop is too slow. 2 Reads reviews, asks friends. 3 Compares price, battery and weight. 4 Chooses brand, store and payment plan. 5 Compares performance with expectations; reviews or returns it.
A Cairo delivery start-up wants more repeat orders. Give ONE idea using data, ONE using social media, and ONE risk.
e.g. Data: personalised reorder suggestions. Social: a user-photo contest with a hashtag. Risk: privacy / too personal, or inaccurate data.
An ad shows adventurous people hiking with the product. Name the two tactics for communicating brand personality, and say which one this is.
Celebrity endorsers and user imagery. This is user imagery.
Name the four conditions for observational learning and apply them to an influencer promoting a snack.
Attention to an attractive or similar model; remember what they do; convert it into action; be motivated. e.g. the influencer’s reaction is memorable, easy to copy, and gets compliments.