Chapter 1

Question 1

What is “Consumer Behavior”?

Answer 1

the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units (over time)

Question 2

Offering

Answer 2

a product, service, activity, experience, or idea offered by a marketing organization to consumers.

Question 3

Acquisition

Answer 3

the process by which a consumer comes to own an offering, ie. buying, renting, leasing, trading, sharing.

Question 4

Usage

Answer 4

the process by which a consumer uses an offering; at the very core of consumer behavior.

Question 5

Disposition

Answer 5

the process by which a consumer discards an offering.

Question 6

Culture

Answer 6

the typical or expected behaviors, norms, and ideas that characterize a group of people

Question 7

Reference Groups

Answer 7

a group of people consumers compare themselves with for information regarding behavior, attitudes, or values; people we perceive to be similar to ourselves or who we want to emulate; people who we admire & listen to their WOM (ex/ athletes, musicians, movie stars)

Question 8

Symbols

Answer 8

external signs that consumers use to express their identity (ex/ Jason wearing a North Face parka and Bolle goggles while skiing communicates his status as an experienced skier; he may snap a selfie or buy souvenirs to take home, to symbolize his vacation)

Question 9

Marketing

Answer 9

the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings with value for individuals, groups, and society.

Question 10

Examples of Acquisition

Answer 10

payment methods; ex/ rising costs of car insurance, consumer may instead use services like Zipcar or Uber.

Question 11

Examples of Use

Answer 11

marketers want to make sure consumers are using the offerings correctly (improper usage may cause health or safety problems). Consumers may ignore label warnings & directions & marketers aim to make them more effective.

Question 12

Examples of Disposal

Answer 12

 Find a new use for it – ex/ using an old toothbrush to clean rust from tools or making shorts out of an old pair of jeans instead of tossing them
 Get rid of it temporarily – renting or lending an item
 Get rid of it permanently – throwing an item away, sending it to a recycling center, trading it, giving it away, or selling it are all permanent disposal solutions

Question 13

What are the 4 domains of consumer behavior?

Answer 13

1) the psychological core, 2) the process of making decisions, 3) the consumer’s culture, and 4) consumer behavior outcomes.

Question 14

Stages of the Psychological Core

Answer 14

1) problem recognition, 2) information research, 3) decision making, 4) post-purchase evaluation

Question 15

What does the Psychological Core cover?

Answer 15

a. Before the consumer can make a decision, they must have some source of knowledge or info upon which to base the decision
i. Covers the motivation, ability, opportunity, exposure, attention, perception, comprehension, memory and knowledge, and attitudes about the offering

Question 16

What is positioning?

Answer 16

• Deciding how an offering should be positioned in consumer’s minds (image should reflect the product & set it apart from the competition)