Considering the factor of "proof of friendship" stimulating word-of-mouth, what does Dichter (1966) argue to be the main problem with the "convey personal experience" method?
Answer: The advertiser often has not experienced his product and therefore has limited knowledge about its effects on others.
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Buyer Behaviour
- According to Eben Harrell (Neuromarketing, what we need to know) there are 5 neuromarketing techniques:
- Which neuromarketing techniques is more expensive and invasive than many other methods?
- An EEG (electroencephalogram) reads brain-cell activity using sensors placed on the subject's scalp; it can track changes in activity over fractions of a second. » (Harrell, 2019)How can we use it as a tool of neuromarketing?
- According to Harrell's article on neuromarketing, which of the following is not a reason why physiological measuring techniques are more popular in the marketing industry?
- A brand measures a consumer's eye tracking to ensure the consumers attention is focused on the right thing at the right moment. What neuromarketing technique are they applying?
- What are the weaknesses of traditional approaches that increase the utility of neuromarketing?
- In experiments conducted using fMRI, what two factors were considered to alter consumers' perception of the product?
- Which neuromarketing measurement tool is described as "The use of magnetic fields to track the blood flow across the brain and is administered while a person lies inside a machine that tracks continuous measurements over time."
- Why will physiological measuring techniques most likely remain the most popular (within Neuromarketing)?
- According to Harrell (2018), which of the following neuromarketing techniques is NOT able to reveal the level of engagement of the consumer?
- Based on Gallagher's assertion as people moved from rural communities into cities they lost their safeguard against possible hardship or adversity and to mitigate this they started developing funds. What level would this connect to in Malsow's hierarchy of needs?
- When United Way tried to increase its engagement with donors from inside its employer-partners In Atlanta in the mid-1990s, what was the question of employees who were donating via payroll deduction?
- Considering the article "United Way's CEO on Shifting a Century-Old Business Model", which of the results below was not achieved after digitalization attempts?
- United Way decided to change their business model from a B2B to a B2B2C. The organization wanted to create a more direct relationship with individual donors as surveys showed that they needed to get people more involved and measuring behaviors showed that donors who engaged with the organization online gave more and continued giving from year to year. According to Maslow (1943), what could be a possible motivation for the donors to give to the organization?
- Considering the article "United Way's CEO on Shifting a Century-Old Business Model", which of the results below was not achieved after digitalization attempts?
- What according to the B. Gallagher, is the best way to process engaged customers in the turnaround and helped restore revenue growth in scaling?
- In the article « United way's CEO on Shifting a Century-Old Business Model », United Way moved from a B2B model to a B2B2C model. The purpose of this change was:
- In the article « United way's CEO on Shifting a Century-Old Business Model », United Way moved from a B2B model to a B2B2C model. The purpose of this change was (Hanna's comment: Important to know why?)
- In Dichter's article, which of the following statement is wrong regarding to psychological findings from speakers' perspective in WOM?
- Since it is difficult for consumers to avoid exposure to advertising, many people have turned to accepting it for its independent attraction and entertainment value. They are inclined to lean back and let the advertisers compete with the show. Thus entertainment value and originality of ads have become topics of talk.' Which is the correct answer to describe this case?
- According to Dichter (1966) there are four (4) categories of speaker motivation. Message-involvement is one of these categories. What is this message-involvement 'talk' based on?
- If someone recommends me a new cell phone through word-of-mouth, what is the most basic motivation for me as a "listener" for accepting and acting on that recommendation?
- What is the most typical reward of a Word-of-Mouth incident?
- According to Dichter (1966), "Motivations to talk about products or services were found to fall into four main categories, frequently overlapping or combined." What are the four categories?
If the answers is incorrect or not given, you can answer the above question in the comment box. If the answers is incorrect or not given, you can answer the above question in the comment box.