Ch.4: Consumer Behaviour

Question 1

functional needs

Answer 1

pertain to the performance of a product or service (consumer decision process - step 1: need recognition)

Question 2

psychological needs

Answer 2

pertain to the personal gratification consumers associate with a product or service (consumer decision process - step 1: need recognition)

Question 3

internal search for information

Answer 3

occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences (consumer decision process - step 2: information search)

Question 4

external search for information

Answer 4

occurs when the buyer seeks information outside his or her personal knowledge base to help make the buying decision. (consumer decision process - step 2: information search)

Question 5

internal locus of control

Answer 5

refers to when consumers believe that they have some control over the outcomes of their actions, in which case, they generally engage in more search activities (consumer decision process - step 2: information search)

Question 6

external locus of control

Answer 6

refers to when consumers believe that fate or other external factors control all outcomes. (consumer decision process - step 2: information search)

Question 7

performance risk

Answer 7

involves the perceived danger inherent in a poorly performing product or service. (consumer decision process - step 2: information search)

Question 8

financial risk

Answer 8

risk associated with a monetary outlay; includes the initial cost of the purchase, as well as the costs of using the item or service. (consumer decision process - step 2: information search)

Question 9

social risk

Answer 9

involves the fears that consumers suffer when they worry that others might not regard their purchases positively. (consumer decision process - step 2: information search)

Question 10

physiological risk

Answer 10

risk associated with the fear of an actual harm should the product not perform properly. (consumer decision process - step 2: information search)

Question 11

psychological risk

Answer 11

associated with the way people will feel if the product or service does not convey the right image. (consumer decision process - step 2: information search)

Question 12

retrieval sets

Answer 12

consist of those brands or stores that can be readily brought forth from memory. (consumer decision process - step 3: alternative evaluation)

Question 13

evoked sets

Answer 13

includes only the brands that consumers consider when making a purchase decision. (consumer decision process - step 3: alternative evaluation)

Question 14

evaluative criteria

Answer 14

consist of a set of salient, or important, attributes about a particular product that are used to compare alternative products. (consumer decision process - step 3: alternative evaluation)

Question 15

determinant attributes

Answer 15

product or service features that are important to the buyer and which competing brands or stores are perceived to differ. (consumer decision process - step 3: alternative evaluation)

Question 16

consumer decision rules

Answer 16

the set of criteria consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives. (consumer decision process - step 3: alternative evaluation)

Question 17

compensatory decision rule

Answer 17

is at work when the consumer is evaluating alternatives and trades off one characteristic against another, such that good characteristics compensate for bad ones. (consumer decision process - step 3: alternative evaluation)

Question 18

non-compensatory decision rule

Answer 18

is at work when consumers choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. (consumer decision process - step 3: alternative evaluation)

Question 19

decision heuristics

Answer 19

mental shortcuts that help consumers narrow down choices; examples include price, brand, and product presentation. (consumer decision process - step 3: alternative evaluation)

Question 20

postpurchase dissonance

Answer 20

an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour, buyer’s remorse. (consumer decision process - step 5: postpurchase)

Question 21

negative word-of-mouth

Answer 21

occurs when consumers spread negative information about a product, service, or store to others. (consumer decision process - step 5: postpurchase)

Question 22

motives

Answer 22

a need or want that is strong enough to cause the person to seek satisfaction. (psychological factors influencing buying decisions)

Question 23

physiological needs

Answer 23

relate to the basic biological necessities of life: food, drink, rest, and shelter. (maslow’s hierarchy of needs)

Question 24

safety needs

Answer 24

pertain to protection and physical well-being (maslow’s hierarchy of needs)

Question 25

love (social) needs

Answer 25

relate to our interactions with others. (maslow’s hierarchy of needs)

Question 26

esteem needs

Answer 26

allow people to satisfy their inner desires. (maslow’s hierarchy of needs)

Question 27

self-actualization

Answer 27

occurs when you feel completely satisfied with your life and how you live. (maslow’s hierarchy of needs)

Question 28

attitude

Answer 28

a person’s enduring evaluation of his or her feelings and behavioural tendencies toward an object or idea; consists of three components: cognitive, affective, and behavioural. (psychological factors influencing buying decisions)

Question 29

cognitive component

Answer 29

a component of attitude that reflects what a person believes to be true. (psychological factors influencing buying decisions)

Question 30

affective component

Answer 30

a component of attitude that reflects what a person feels about the issue at hand - his or her like or dislike of something. (psychological factors influencing buying decisions)

Question 31

behavioural component

Answer 31

a component of attitude that comprises the actions a person takes with regard to the issue at hand. (psychological factors influencing buying decisions)

Question 32

perception

Answer 32

the process by which people select, organize, and interpret information to form a meaningful picture of the world. (psychological factors influencing buying decisions)

Question 33

learning

Answer 33

refers to a change in a person’s thought process or behaviour that arises from experience and takes place throughout the consumer decision process. (psychological factors influencing buying decisions)

Question 34

lifestyle

Answer 34

refers to the way consumers spend their time and money. (psychological factors influencing buying decisions)

Question 35

reference groups

Answer 35

one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. (social factors influencing buying decisions)

Question 36

situational factors

Answer 36

factors affecting the consumer decision process; those that are specific to the purchase and shopping situation and temporal state that may override, or at least influence, psychological and social issues.

Question 37

involvement

Answer 37

the consumer’s degree of interest in or concern about the product or service. (involvement and consumer buying decisions)

Question 38

extended problem solving

Answer 38

a purchase decision process during which the consumer devotes considerable time and effort to analyzing alternatives; often occurs when the consumer perceives that the purchase decision entails a great deal of risk. (involvement and consumer buying decisions)

Question 39

limited problem solving

Answer 39

occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. (involvement and consumer buying decisions)

Question 40

impulse buying

Answer 40

a buying decision made by customers on the sport when they see the merchandise. (involvement and consumer buying decisions)

Question 41

habitual decision making

Answer 41

a purchase decision process in which consumers engage with little conscious effort. (involvement and consumer buying decisions)