Ch 6: Consumer Buying Behavior

Question 1

Define:

Consumer Buying Behavior

Answer 1

Buying behavior of people who purchase products for personal use and not for business purposes

Question 2

What are the five steps of the Consumer Buying Decision Process?

Answer 2

1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase
5. Postpurchase Evaluation

Question 3

What are the three influences of the
Consumer Buying Decision Process?

Answer 3

Situational

Psychological

Social

Question 4

# Define:
Level of Involvement

Answer 4

An individual’s degree of interest in a product and the importance of the product for that person

Question 5

Identify and Define the two types of involvement

Answer 5

Enduring Involvement: Ongoing and long term involvement

Situational: temporary and dynamic involvement

Question 6

Define High and Low involvement Products

Answer 6

High: products that are visible to others and or are expensive

Low: products that tend to be less expensive and have less associated social risk

Question 7

# Define:
Routinized Response Behavior

Answer 7

The process used when buying frequently purchased, low-cost items that require little search-and-decision effort

Question 8

# Define:
Limited and Extended Problem Solving

Answer 8

Limited: The process that buyers use when purchasing products only occasionally or when they need information about an unfamiliar brand in a familiar product category

Extended: the process employed when purchasing unfamiliar, expensive, or infrequently bought products

Question 9

# Define:
Impulse Behavior

Answer 9

An unplanned buying behavior resulting from a powerful uge to buy something immediately

Question 10

What happens in the Problem Recognition Stage

Answer 10

A buyer becomes aware of a difference between a desired state and an actual condition

Question 11

What happens in the Information Search

Answer 11

Buyers search either internally or externally for information about the best products to get them to their desired state

Question 12

# Define: 
Internal and External Search

Answer 12

Internal: Buyers search their memories for information about products that might solve their problems

External: Buyers seek information from outside sources (such as Personal contacts, Marketer-Dominated Sources, Independent Sources

Question 13

What happens in the Evaluation of Alternatives Stage

Answer 13

You evaluate your Consideration (or evoked) set based on the evaluation criteria you create for it

Question 14

# Define:
Consideration (Evoked) Set

Answer 14

A group of brands/choices that the buyer views as alternatives for possible purchase

Question 15

# Define:
Evaluation Criteria

Answer 15

Identifying objective and subjective characteristics that are important to the buyer (attributes or factors)

Question 16

# Define:
Salience

Answer 16

How important is a specific attribute of a product?

Question 17

# Define:
Valence

Answer 17

How much of that attribute is available in a specific product?

Question 18

What does it mean to Frame the Alternatives

Answer 18

Describing the alternatives and their attributes in a “certain manner” to make a particular characteristic appear mroe important especially to the
inexperienced buyer

Question 19

What happens in the Purchase Stage

Answer 19

Choosing the brand or product to be bought based on the outcome of the evaluation stage

Question 20

What happens in the postpurchase evaluation stage

Answer 20

Does the actual performance meet expectations

Question 21

# Define:
Cognitive Dissonance

Answer 21

aka Buyers Remorse

A buyer’s doubt shortly after a purchase about whether the decision was the right one

Question 22

What makes up the Situational Influences that can effect the decision process

Answer 22

Physical Surroundings
Social Surroundings
Time
Purchase Reason
Buyer’s Mood and Condition
Environment of the Store

Question 23

What makes up the psychological influences that can effect the decision process

Answer 23

Perception
Motives
Learning
Attitudes
Personality and Self concept
Lifestyles

Question 24

What are the three aspects of Attitude

Answer 24

Cognitive- rational

Affective- Core emotional reaction

Behavioral- attitudes about how you do things and
what your patterns are

Question 25

# Define:
Perception

Answer 25

The process of selecting, organizing, and interpreting information inputs to produce meaning

Question 26

# Define:
Selective Exposure

Answer 26

The process of selecting inputs to be exposed to our awareness while ignoring others

Question 27

Define:

Selective Distortion

Answer 27

An individual’s changing or twisting of information when it is inconsistent with personal feelings or beliefs

Question 28

Define:

Selective Retention

Answer 28

Remembering information, inputs that support personal feelings and beliefs and forgetting inputs that do not

Question 29

Define:

Maslow’s Hirearchy of Needs

Answer 29

The five levels of needs that humans are motivated to seek and satisfy, from most to least important are

Physiological needs

Safety needs

Social Needs

Esteem needs

Self-actualization needs

Question 30

What make up the Social Influences of the buying decision process

Answer 30

Roles
Family Influences
Reference Groups
Opinion Leaders
Digital Networks
Social Class
Cultures and Sub-Cultures

Question 31

# Define:
Roles

Answer 31

Actions and activities that a person in a particular position is supposed to perform based on expectancies of the individual and surrounding persons

Question 32

# Define:
Reference Groups

Answer 32

Any Group that positively or negatively affects a person’s values attitudes or behavior

Question 33

What are the three types of Reference Groups

Answer 33

Membership: you belong to

Aspirational: you want to belong to

Dissassociative: not wanting to belong to