Chapter 4 Belch & Belch

Question 1

Consumer behavior

Answer 1

The process and activities people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services to satisfy their needs and desires

Question 2

Consumer purchase decision process stages (CDMP)

Answer 2

1. Problem recognition
2. Information search
3. Alternative evaluation
4. Purchase decision
5. Post-purchase evaluation

Question 3

Relevant internal psychological processes (RIPP) with the consumer purchase decision process

Answer 3

1. Motivation
2. Perception
3. Attitude formation
4. Integration
5. Learning

Question 4

Stage 1 CDMP

Answer 4

Problem recognition = the consumer perceives a need and becomes motivated to solve the problem

Question 5

Sources of problem recognition

Answer 5

1. out of stock
2. dissatisfaction (not fitting)
3. new needs/wants (new financial situation)
4. related products
5. marketer-induced (novelty seeking behavior)
6. new products (innovative products)

Question 6

Stage 2 CDMP

Answer 6

Search for information =
a. internal (scan information stored in memory)
b. external (internet, personal sources, public sources, personal experience)

Question 7

Stage 3 CDMP

Answer 7

Evaluation of alternatives = consumer compares various brands he or she identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process

Question 8

Psychoanalytic theory

Answer 8

consumers’ motivations for purchasing are often very complex and unclear to the casual observer and to the consumers themselves. many motives for purchase may be driven by deep motives one can determine only by probing the subconscious

Question 9

Solution to encounter psychoanalytic theory

Answer 9

Motivation research in marketing (qualitative research). Critique = small sample size, too vague, lack of experimental validation

Question 10

Evaluative criteria (stage 3)

Answer 10

1. functional consequences (objective, directly experienced)
2. psychosocial consequences (subjective, how a product makes you feel)

Question 11

Stage 4 CDMP

Answer 11

Purchase decision = purchase intentions are generally based on a matching of purchase motives with attributes or characteristics of brands under consideration.

Question 12

Time delay

Answer 12

Once a consumer chooses which brand to buy, he or she must still implement the decision and make the actual purchase. There is time delay because additional decisions may be needed, such as when to buy, where to buy and how much money to spend

Question 13

Stage 5 CDMP

Answer 13

Post-purchase evaluation = after using the product or service the consumer compares the level of performance with expectations and is either satisfied or dissatisfied

Question 14

Cognitive Dissonance (stage 5)

Answer 14

a feeling of psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice.

Question 15

Stage 1 RIPP

Answer 15

Motivation = factors that compel a consumer to take a particular action. Two theories:
1. hierarchy of needs
2. psychoanalytic

Question 16

Hierarchy of needs

Answer 16

Five basic levels of human needs:
1. physiological needs (hunger, thirst)
2. safety needs (security, protection)
3. social needs (sense of belonging, love)
4. esteem needs (self-esteem, recognition, status)
5. self-actualization needs (self-development and realization)

Question 17

Stage 2 RIPP

Answer 17

Perception = the process by which an individual receives, selects, organizes and interprets information to create a meaningful picture of the world. Perception is an individual process; it depends on internal factors such as beliefs, experiences, needs and moods

Question 18

Three distinct processes of perception

Answer 18

1. sensation (direct response of the senses)
2. selecting information (psychological inputs)
3. interpreting information (filtering process)

Question 19

Selective perception

Answer 19

Occurs as consumers choose whether or not to make themselves available to information.

Question 20

Selective perception process

Answer 20

1. Exposure
2. Attention
3. Comprehension
4. Retention

Question 21

Mnemonics (stage 2 RIPP)

Answer 21

symbols, rhymes, associations and images that assist in the learning and memory process are helpful to remember something

Question 22

Subliminal perception

Answer 22

the ability to perceive a stimulus that is below the level of conscious awareness

Question 23

Stage 3 (RIPP)

Answer 23

Attitude formation = attitude is a consumer’s evaluation of an object and represents positive or negative feelings and behavioral tendencies.

Question 24

Multiattribute model (stage 3 RIPP)

Answer 24

views an attitude object such as a product or brand as possessing a number of attributes that provide the basis on which consumers form their attitudes

Question 25

Salient beliefs (stage 3 RIPP)

Answer 25

beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude

Question 26

Stage 4 (RIPP)

Answer 26

Integration = the way product knowledge, meanings and beliefs are combined to evaluate two or more alternatives. Analysis of the integration process focuses on the different types of decision rules or strategies consumers use to decide among purchase alternatives

Question 27

Affect referral decision rule

Answer 27

consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration. (e.g.: Gilette’s ‘the best a man can get’)

Question 28

Stage 5 (RIPP)

Answer 28

Learning = the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior

Question 29

Behavioral learning theories (stage 5 RIPP)

Answer 29

emphasize the role of external, environmental stimuli in causing behavior; they minimize the significance of internal psychological processes. Behavioral learning theories are based on the stimulus-response orientation (S-R)

Question 30

Stimulus-Response orientation (stage 5 RIPP)

Answer 30

The premise that learning occurs as the result of responses to external stimuli in the environment.
- classical conditioning
- operant conditioning

Question 31

Classical conditioning (Pavlov)

Answer 31

assumes that learning is an associative process with an already existing relationship between a stimulus and a response. The individual is passive

Question 32

Operant conditioning

Answer 32

the individual must actively operate or act on some aspect of the environment for learning to occur. Operant conditioning is sometimes referred to as instrumental conditioning because the individual’s response is instrumental in getting a positive reinforcement (reward) or negative reinforcement (a form of reward that occurs when a negative outcome is removed when the desired behavior is performed)

Question 33

Reinforcement

Answer 33

the reward or favorable consequence associated with a particular response. Two concepts:
1. schedules of reinforcement
2. shaping

Question 34

Schedules of reinforcement (2 concepts of reinforcement)

Answer 34

Learning occurs most rapidly under a continuous reinforcement schedule, in which every response is rewarded - but the behavior is likely to cease when the reinforcement stops. Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual’s responses are rewarded.

Question 35

Shaping (2 concepts of reinforcement)

Answer 35

The reinforcement of successive acts that lead to a desired behavior pattern or response.

Question 36

Cognitive learning theory

Answer 36

rejects the idea that learners are passive and simply react to stimuli in the environment.

Question 37

External factors that may influence consumer decision making

Answer 37

1. culture
2. subculture
3. social class
4. reference groups
5. situation determinants

Question 38

Reference groups (external factors CDMP)

Answer 38

1. aspirational (=to which we might like to belong)
2. associative (=whom we view as being our equals)
3. dissociative (tow which we do not wish to belong)

Question 39

Situational determinants (external factors CDMP)

Answer 39

= the specific situation in which consumers plan to use the product or brand
1. specific usage situation (=circumstance in which the product will be used)
2. purchase situation (=the environment operating at the time of the purchase)
3. communications situation (=condition in which an advertising exposure occurs)