Question

Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French-sounding names were feminine, and that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious-looking, just right. His evaluations stem from his:

A) schemas.
B) icons.
C) historic imagery.
D) tactile cues.

Answer 1

Gary's purchase decision for Drakkar Noir cologne is influenced by his schemas, which are his organized collection of beliefs, feelings, and experiences that shape his perception of products.

Step-by-step explanation:

Gary's evaluations stem from his schemas, which are organized collections of beliefs and feelings that influence a consumer's purchase decision. A schema includes experiences, expectations, and accumulated knowledge, all of which play a role in how a consumer evaluates products. Gary's belief that colognes heighten romantic appeal, his view of fancy French-sounding names as feminine, and his aversion to thick, cloying scents due to their association with his old aunts, are all part of his schema that affects his perception of Drakkar Noir's black, exotic, and mysterious-looking bottle as 'just right' for him.

Schemas are powerful because they help consumers quickly make sense of new information by relating it to their existing knowledge. This mental framework not only shapes the consumer's perceptions but also their emotions and behaviors towards products and brands. In the example provided, Gary's schema directed him to a positive perception of Drakkar Noir, influenced by his specific associations and experiences with scents and packaging aesthetics.