Chapter 6

Question 1

Consumer Behavior

Answer 1

Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use

Question 2

Value

Answer 2

A personal assessment of the net worth one obtains from making a purchase, or the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct

Question 3

Perceived Value

Answer 3

The value a customer expects to obtain from a purchase

Question 4

The Consumer Decision-Making Process

Answer 4

Need recognition
Information search
Evaluation of alternatives
Purchase
Postpurchase behavior

Question 5

Need recognition

Answer 5

Result of an imbalance between actual and desired states

Question 6

Want

Answer 6

Recognition of an unfulfilled need and a product that will satisfy it

Question 7

Stimulus

Answer 7

Any unit of input affecting one or more of the 5 senses

Question 8

How do we convince customers that they have a need?

Answer 8

Get them to realize the “want-got gap”

Question 9

Internal Information Search

Answer 9

The process of recalling information stored in the memory

Question 10

External Information Search

Answer 10

The process of seeking information in the outside environment

Question 11

Non-marketing-controlled information source

Answer 11

A product information source that is not associated with advertising or promotion

Question 12

Marketing-controlled information source

Answer 12

A product information source that originates with marketers promoting the product

Question 13

Evoked Set

Answer 13

A group of brands resulting from an information search from which a buyer can choose

Question 14

A customer does what during the evaluation of alternatives step?

Answer 14

Evaluate products based on what is most important to them - evaluative criteria

Question 15

3 types of purchases

Answer 15

Planned purchase
Partially planned purchase
Impulse purchase

Question 16

Psychological Ownership

Answer 16

When consumers feel a sense of ownership of a product, they are willing to pay more for it and are more likely to tell other consumers about it

Question 17

Jilting effect

Answer 17

Anticipation of receiving a highly desirable option only to have it become inaccessible

Question 18

Cognitive Dissonance

Answer 18

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions

Question 19

Routine Response Behavior

Answer 19

The type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services
Requires little search and decision time

Question 20

Limited decision making

Answer 20

The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category

Question 21

Extensive decision making

Answer 21

The most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item
Requires use of several criteria for evaluating options and much time for seeking information

Question 22

Culture

Answer 22

The set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the products of that behavior as they are transmitted from one generation to the next

Question 23

Subculture

Answer 23

A homogenous group of people who share elements of the overall culture as well as unique elements of their own group

Question 24

Social Class

Answer 24

A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms

Question 25

Reference Groups

Answer 25

All of the formal and informal groups in a society that influence an individual’s purchasing behavior

Question 26

Primary Membership group

Answer 26

A reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, coworkers

Question 27

Secondary Membership Group

Answer 27

A reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group

Question 28

Aspirational reference group

Answer 28

A group that someone would like to join

Question 29

Nonaspirational reference group

Answer 29

A group with which an individual does not want to associate

Question 30

Opinion Leaders

Answer 30

An individual who influences the opinion of others

Question 31

Family

Answer 31

Projects the strongest influence on values, attitudes, self-concept, and buying behavior

Question 32

Personality

Answer 32

A way of organizing an grouping the consistencies of an individual’s reactions to situations

Question 33

Perception

Answer 33

The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture

Question 34

Selective Exposure

Answer 34

A process whereby a consumer notices certain stimuli and ignores others

Question 35

Selective distortion

Answer 35

A process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs

Question 36

Selective Retention

Answer 36

A process whereby a consumer remembers only that information that supports his personal beliefs

Question 37

Motive

Answer 37

A driving force that causes a person to take action to satisfy specific needs

Question 38

Learning

Answer 38

A process that creates changes in behavior, immediate or expected, through experience and practice

Question 39

Experimental learning

Answer 39

Experience changes your behavior

Question 40

Conceptual learning

Answer 40

Based on reasoning, not acquired through direct experience