CH01 An Intro to Consumer Behaviour

Question 1

define consumption communities

Answer 1

consumption communities are web groups in which members share views and product recommendations online (eg. tiktok)

Question 2

define consumer behaviour

Answer 2

consumer behaviour are the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

Question 3

define an exchange

Answer 3

an exchange is the process whereby two or more organizations or people give and receive something of value

Question 4

define market segmentation

Answer 4

market segmentation identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups

Question 5

define psychographics

Answer 5

psychographics uses psychological, sociological, and anthropological factors to construct market segments

Question 6

define relationship marketing

Answer 6

relationship marketing is the process of creating, maintaining, and enhancing strong, value-laden relationships with customers (eg. Sephora provides its most loyal customers with rewards, personalized beauty recommendations, and even special gifts on their birthdays)

Question 7

define database marketing

Answer 7

database marketing focuses on tracking specific consumers’ buying habits very closely and crafting products and messages tailored precisely to people’s wants and needs based on this information

Question 8

define some types of relationships a person might have with a product

Answer 8

• self-concept attachment: the product helps establish the user’s identity
• nostalgic attachment: the product serves as a link with a past self
• interdependence: the product is a part of the user’s daily routine
• love: the product elicits emotional bonds of warmth, passion, or other strong, positive feelings

Question 9

define pop culture

Answer 9

pop culture consists of the music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market

Question 10

define user-generated content (UGC)

Answer 10

user-generated content (UGC) in any context – text, videos, images, reviews, etc. – created by people, rather than brands (eg. micro-influencers aka mommy mel <3)

Question 11

define business ethics

Answer 11

business ethics are the rules of conducts, that guide actions in the marketplace; the standards against which most people in a culture judge what is right or wrong

Question 12

define parental yielding

Answer 12

parental yielding occurs when the parent surrenders or gives in to a child’s request (think if the child throwing a tantrum)

Question 13

define anti-consumption

Answer 13

anti-consumption are the actions taken by consumers that involve the deliberate defacement or mutilation of products (eg. “buy nothing day” or “tv turnoff week”)

Question 14

define social corporate responsibility (CPR)

Answer 14

corporate social responsibility (CSR) are corporate activities that benefit the community in some way through a positive social, ethical, or environmental impact (eg. LUSH and fighting animal testing, Bell’s Let’s Talk media campaign)

Question 15

define cause-related marketing

Answer 15

cause-related marketing is a type of marketing that involves collaboration between a for-profit business and a non-for-profit organization for mutual benefit; cause marketing differs from corporate giving (or philanthropy) in that cause marketing is not solely base don donations

Question 16

define green marketing

Answer 16

green marketing is a marketing strategy involving an emphasis on protecting the natural environment

Question 17

define social marketing

Answer 17

social marketing refers to the promotion of causes and ideas (social products), such as energy conservation, charities, and population control

Question 18

define transformative consumer research (TCR)

Answer 18

transformative consumer research (TCR) promotes research projects that include the goal of helping people or bringing about social change

Question 19

define addiction

Answer 19

addiction is a condition in which a person is unable to stop using a substance or engaging in a behaviour (eg. of a addictive product: video games)

Question 20

define compulsive consumption

Answer 20

compulsive consumption is the process of repetitive, often excessive, shopping used to relieve tension, anxiety, depression, or boredom; centers around the process of buying and not necessarily the product itself

Question 21

define counterfeiting

Answer 21

counterfeiting is when companies or individuals sell fake versions of real products (eg. faux designer bags)

Question 22

define primary research

Answer 22

primary research is research conducted to specifically address the research question at hand

Question 23

define secondary research

Answer 23

secondary research is research conducted by another party that can be utilized or applied to the research question at hand

Question 24

define consumer insights

Answer 24

consumer insights draws important info about the consumer in ways that probe deeper to understand the underlying motivations for a given behaviour, as opposed to simply just observing or describing what consumers are doing