CH 1

Question 1

consumer behavior def

Answer 1

the study of the psyc processes involved when indv or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs nad desires

Question 2

consumer insights

Answer 2

gained by studying processes

Question 3

what is the goal of studying consumer behavior

Answer 3

1. supply and demand: help identify and understand marketplace demands 2. marketers almost always want to influence consumers
2. understand and predict how consumers will react (and adapt) to change

Question 4

who needs to understand consumer behavior

Answer 4

marketers, finance, nonprofits, org/consulting, and policymakers/regulators

Question 5

why do we collect data in consumer behavior? why not just use intuition

Answer 5

1. we are atypical - tend to be different from the median
2. our expectations and preconceived notions can strongly color our experiences
3. we lack introspective access

Question 6

differences in ourselves and our target audience

Question 7

strong intuitions can be wrong

Question 8

people don’t accurately report what influences their behaviors

Question 9

consumers don’t have introspective access to non-conscious processes

Question 10

expectations can color our experiences

Question 11

hindsight bias

Answer 11

somethings become clear after we learn/know the answer to it

Question 12

correlational methods

Answer 12

purpose: prediction
approach: measure 2 or more variables
why: to develop a relationship

Question 13

correlational research:

Answer 13

examines the relationship between 2 or more variables (whether they correlate or not) // x change y, predicting y because of x

Question 14

correlation research pros and cons

Answer 14

pros: predict when an effect will occur, establish a relationship between variables, easy to collect data, can study variables that can not be manipulated
cons: correlations does not equal causation

Question 15

positive and negative correlation

Answer 15

negative: one goes up, one goes down
positive:

Question 16

correlation coefficient

Answer 16

statistical technique for calculating the degree of association between two variables; r = size and direction of the relationship between 2 variables

Question 17

correlation ≠ causation

Question 18

third variable problem

Question 19

random selection

Answer 19

random selection of participants allows conclusions to be drawn about a larger pop. a rep sample of people is asked the same questions and everyone in the pop has an equal chance of being selected for the sample

Question 20

random sample

Question 21

representative sample

Answer 21

a group fo respondents that accurately reflects a larger pop from which it was drawn to which the researcher wants to generalize

Question 22

experimental research

Answer 22

manipulate one variable (x) to measure its effect on another variable (y) by randomly assigning participants to conditions // manipulate indp x and keep everything else the same to see how x changed compared to y

Question 23

pros and cons of experimental research

Answer 23

pros: establish causai=lity
cons: can be unethical to manipulate certain variables (esp if some variables can not be easily manipulated)

Question 24

independent variable

Question 25

dependent variable

Question 26

random assignment

Answer 26

all people have an equal chance of being assigned various levels of x // people in a group roughly shares the same characteristics

Question 27

what qualifies as an experiment

Question 28

difference between random selection and random assignment

Answer 28

random selection generalizes beyond selection and random assignment assigned condition

Question 29

advantages and disadvantages of experimental vs correlational research

Question 30

nolan has both positive and negative reactions toward alcohol. he likes the partying but does not enjoy the hangover

Answer 30

ambivalent

Question 31

a researcher conducts that frustrating people with tasks that can not be solved will make them more aggressive. only. ___ warrants this type of conclusion