Chapter 5 Vocab

Question 1

Attitude

Answer 1

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Question 2

Beliefs

Answer 2

A consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.

Question 3

Brand Community

Answer 3

A specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.

Question 4

Brand Loyalty

Answer 4

A favorable attitude toward and consistent purchase of a single brand over time.

Question 5

Cognitive Dissonance

Answer 5

The feeling of post purchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.

Question 6

Consideration Set

Answer 6

The group of brands that a consumer would consider acceptable form among all the brands in the product class of which he or she is aware.

Question 7

Consumer Behavior

Answer 7

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.

Question 8

Consumer Socialization

Answer 8

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.

Question 9

Evaluative Criteria

Answer 9

Factors that represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands.

Question 10

Family Life Cycle

Answer 10

The distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.

Question 11

Involvement

Answer 11

The personal, social, and economic significance of the purchase to the consumer.

Question 12

Learning

Answer 12

Those behaviors that result from (1) repeated experience and (2) reasoning.

Question 13

Lifestyle

Answer 13

A mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Question 14

Motivation

Answer 14

The energizing force that stimulates behavior to satisfy a need.

Question 15

Opinion Leaders

Answer 15

Individuals who exert direct or indirect social influence over others.

Question 16

Perceived Risk

Answer 16

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.

Question 17

Perception

Answer 17

The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Question 18

Personality

Answer 18

A person’s consistent behaviors or responses to recurring situations.

Question 19

Purchase Decision Process

Answer 19

The five stages a buy passes through in making choices about which products and services to buy: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior.

Question 20

Reference Groups

Answer 20

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards.

Question 21

Self-concept

Answer 21

The way people see themselves and the way the believe others see them.

Question 22

Situational Influences

Answer 22

The five aspects of the purchase situation that impact the consumer’s purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.

Question 23

Social Class

Answer 23

The relatively permanent, homogenous divisions in a society into which people sharing similar values, interests, and behaviors can be grouped.

Question 24

Subcultures

Answer 24

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes.

Question 25

Subliminal Perception

Answer 25

Seeing or hearing messages without being aware of them.

Question 26

Word of Mouth

Answer 26

The influencing of people during conversations.

Question 27

selective perception

Answer 27

a filtering of exposure, comprehension, and retention.

Question 28

selective exposure

Answer 28

occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with them.

Question 29

selective exposure often occurs in the postpurcahse stage of the consumer decision process, when consumers read advertisements for the brand they just bought.

Answer 29

it also occurs when a need exists—you are more likely to “see” a mcdonald’s advertisement when you are hungry rather than after you have eaten a pizza.

Question 30

selective comprehension

Answer 30

involves interpreting information so that it is consistent with your attitudes and beliefs.
a marketer’s failure to understand this can have disastrous results.

Question 31

selective retention

Answer 31

means that consumers do not remember all the information they see, read, or head, even minutes after exposure to it.
this affects the internal and external information search stage of the purchase decision process.

Question 32

high-involvement decisions

Answer 32

typically have at least one of the three characteristics

• the item to be purchased is
  1) expensive
  2) can have serious personal consequences
  3) could reflect on one’s social image.

Question 33

extended problem solving

Answer 33

each of the five stages of the consumer purchase decision process is used and considerable time and effort are devoted to the search for external information and the identification and evaluation of alternatives. several brands are in the consideration set, and these are evaluated on many attributes.extended problem solving exists in high-involvement purchase situations for items such as automobiles and audio systems.

Question 34

limited problem solving

Answer 34

consumers typicaly see some information or rely on a friend to help them evaluate alternatives. several brands might be evaluated using a moderate number of attributes. limited problem solving is appropriate for situations that do not merit a great deal of time or effort, such as choosing a toaster or a restaurant for lunch.

Question 35

routine problem solving

Answer 35

for products such as table salt and milk, consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives. the purchase process for such items is virally a habit and typifies low-involvement decision making. routine problem solving is typically the case for low-priced, frequently purchased products.