Chapter 1

Question 1

What is consumer behavior?

Answer 1

The study of the processes involved when individuals or groups select, acquire, use/consume, and dispose of products, services ideas, or experiences to satisfy their needs and desires.

Question 2

Buyer behaviour

Answer 2

Focusses on the moment of purchase

Question 3

Consumer behaviour

Answer 3

Explore consumption as an ongoing process

Question 4

The dark side of consumer behaviour

Answer 4

• compulsive buying
• shoplifting
• piracy
• compulsive or addictive consumption

Question 5

Deviant consumer behaviour

Answer 5

Psychological abnormality or illegal behaviour: including Aunt acquisition behavior, and deviant usage behaviour.

Question 6

Psychological deviant acquisition behaviour

Answer 6

Compulsive buying

Question 7

Psychological abnormality, deviant usage behaviour

Answer 7

Addictive consumption: smoking, drugs, alcohol.
Compulsive consumption: compulsive gambling, binge eating.

Question 8

Illegal behaviour and acquisition behaviour

Answer 8

Consumer, theft, and black markets

Question 9

Illegal behaviour and deviant usage behaviour

Answer 9

Underage drinking, underage smoking, drug use.

Question 10

What is compulsive buying also known as

Answer 10

• shopping addiction
• pathological buying
• the urge to shop
• compulsive buying-shopping disorder (CBSD)

Question 11

What are traits of compulsive buying?

Answer 11

• chronic lack of restriction for excessive and repeated browsing and shopping or purchasing of items
• maladaptive preoccupations
• urges and craving for buying and shopping online or off-line
• significant distress caused by the buying preoccupations which interfere with social or occupational functioning
• often result in severe financial problems

Question 12

Wicked Problems

Answer 12

Stopping a shopping addiction could lead to the person developing a (possibly worse) other addiction.

Question 13

What does shoplifting do to the market?

Answer 13

• retailers lose about 0.8% of merchandise due to shoplifting
• consumers blow due to raised prices to cover shrinkage

Question 14

Reasons for shoplifting

Answer 14

• real needs (can’t afford food)
• greed
• embarrassment (fungus creams, condoms)
• ability to rationalize/not think of themselves as thieves

Question 15

What is financial infidelity?

Answer 15

When one of the people in a relationship/marriage is not honest about what is happening in their joint financial lives.

Question 16

What is the main conflict of marketing ethics?

Answer 16

Conflict between succeeding in the marketplace and maximizing consumer welfare.

Question 17

Sources of marketing information

Answer 17

• tracking purchases
• applications
• marketing research
• public domain information

Question 18

What are some customer responses to marketing practises that may invade on their privacy?

Answer 18

• uncomfortable
• complaints
• lack of trust
• data having errors

Question 19

What is deceptive advertising?

Answer 19

Making incorrect claims or making claims that are not substantiated.
- using the word in relation to the price of a product if a significant price reduction has not occurred.
- etc.

Question 20

Social marketing

Answer 20

Using marketing techniques to encourage positive behaviours and discourage bad ones.
- SGI: Be a good wingman

Question 21

Transformative consumer research (TCR)

Answer 21

Consumer researchers, attempting to study and rectify, pressing problems in the marketplace and working with vulnerable populations.

Question 22

Corporate social responsibility (CSR)

Answer 22

Firms voluntarily choose to protect or enhance their positive social and environmental impacts

Question 23

Cause-related marketing

Answer 23

Firm donations to charity as purchased incentives

Question 24

Green marketing

Answer 24

Firms offer products in ways that are less harmful to the environment and position their brand on sustainable attributes.

Question 25

The elevated marketing concept

Answer 25

Marketing must be elevated to a higher level of consciousness that grows beyond solving small and immediate problems to addressing long-term large problems that goes beyond individual, customer satisfaction, and short term financial performance.

Question 26

Interdisciplinary research

Answer 26

- focuses on micro consumer behaviour (individual focus) to macro consumer behaviour (social focus) - this includes: neuroscience, psychology, human ecology, micro economics, social, psychology, sociology, macro, economics, literary criticism, demography, history, and cultural anthropology.

Question 27

Models of consumers

Answer 27

- economic view - passive view - cognitive view - emotional view

Question 28

The economic view of consumers

Answer 28

- consumers are limited by their skills, habits, values, goals, and the extent of their knowledge - consumers will generally settle for a satisfactory decision (good enough)

Question 29

The passive view of consumers

Answer 29

- consumers are submissive to the self serving interest and promotional efforts of marketers - a critique is that consumers play equal or even dominate in many buying situations, as they seek information about alternative products

Question 30

The cognitive view of consumers

Answer 30

- consumers as thinking problem solvers - consumers are receptive to or actively searching for products and services that meet their needs - information processing leads to preferences and purchase intentions, information seeking when a satisfactory decision can be made

Question 31

The emotional view of consumers

Answer 31

- deep feelings of emotions like joy, fear, love, hope, fantasy, and magic as associated with certain purchases/possessions - possessions can preserve the sense of the past

Question 32

Consumer activism

Answer 32

- individual resistance to unethical marketing (avoid purchasing & word-of mouth) - boycott initiated by individuals or small groups (companies held cannibal gain publicity, hurt the company financially) - advocacy groups (campaigns)