All Consumers Carry Schemata in Their Minds When They Enter

question 31

Multiple Choice

All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.

• A) conforms to the consumers' schemata
• B) violates the customers' schemata
• C) requires that customers defend their current views about the product category
• D) is simple and easy to understand

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Definitions:

Self-Actualization

The act of reaching one's full potential and making use of their talents, perceived as a universal desire or requirement.

Abraham Maslow

An American psychologist known for creating Maslow's hierarchy of needs, a theory of psychological health predicated on fulfilling innate human needs.

Sexual Orientation

A person’s sexual attraction to and affection for members of either the opposite or the same sex.

Regulatory Fit

A concept in psychology that suggests people are more motivated and perform better when their approach to a task matches their regulatory orientation or preferred way of pursuing goals.