The Fourth and Final Step in the Sequential Process of Building

question 301

Multiple Choice

The fourth and final step in the sequential process of building brand equity is to

• A) develop positive brand awareness.
• B) establish a brand's meaning in the minds of consumers.
• C) elicit the proper consumer responses to a brands identity and meaning.
• D) create an intense, active, and loyal consumer-brand connection.
• E) reward loyal customer behavior.

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Definitions:

Pessimistic Attributions

The tendency to explain the causes of negative events in one's life as internal, stable, and global.

Anchoring Effect

A cognitive bias where an individual relies too heavily on an initial piece of information (the "anchor") when making decisions.

Confirmation Bias

The inclination to seek out, interpret, prefer, and remember data in a manner that affirms one's existing beliefs or hypotheses.

Psychological Disorder

A mental disorder characterized by patterns of thought, behavior, or emotions that are significantly distressing, dysfunctional, or deviant from cultural norms.