Chapter 6

Question 1

consumer behavior

Answer 1

processes a consumer uses to make purchase decisions and uses of a product

Question 2

consumer decision making process

Answer 2

five step process used by consumers when buying a product

1. need recognition
2. information search
3. evaluation of alternatives
4. purchase
5. post purchase behavior

Question 3

need recognition

Answer 3

result of an imbalance between actual and desired states

Question 4

want

Answer 4

the way a consumer goes about addressing a need

Question 5

stimulus

Answer 5

any unit of input affecting one or more of the five senses: sight, smell, taste, touch, learning

Question 6

internal information search

Answer 6

the process of recalling past information stored in memory

Question 7

external information search

Answer 7

the process of seeking information in the outside environment

Question 8

nonmarketing controlled information source

Answer 8

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

Question 9

marketing controlled information source

Answer 9

a product information source that originates with marketers promoting the product

Question 10

evoked set (consideration set)

Answer 10

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

Question 11

brand extensions

Answer 11

a well known and respected brand name from one product category is extended into other product categories

Question 12

cognitive dissonance

Answer 12

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

Question 13

involvement

Answer 13

the amount of time and effort a buyer invests in the search, evaluation, and decision processes of a consumer behavior

Question 14

routine response behavior

Answer 14

the type of decision making exhibited by consumers buying frequently purchased, low cost goods and services; requires little search and decision time

Question 15

limited decision making

Answer 15

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 16

extensive decision making

Answer 16

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 17

culture

Answer 17

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

Question 18

value

Answer 18

the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct

Question 19

subculture

Answer 19

a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group

Question 20

social class

Answer 20

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 21

reference group

Answer 21

a group in society that influences an individuals purchasing behavior

Question 22

primary membership group

Answer 22

a reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, or fellow employees

Question 23

secondary membership group

Answer 23

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 24

aspirational reference group

Answer 24

a group that someone would like to join

Question 25

norm

Answer 25

a value or attitude deemed acceptable by a groupn

Question 26

nonaspirational reference group

Answer 26

a group with which an individual does not want to associate

Question 27

opinion leaders

Answer 27

an individual who influences the opinions of others

Question 28

socialization process

Answer 28

how cultural values and norms are passed down to children

Question 29

personality

Answer 29

a way of organizing and grouping the consistencies of an individuals reactions to situations

Question 30

self concept

Answer 30

how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self evaluations

Question 31

ideal self image

Answer 31

the way an individual would like to be

Question 32

real self image

Answer 32

the way an individual actually perceives himself or herself

Question 33

lifestyle

Answer 33

a mode of living as identified by a person’s activities, interest, and opinions

Question 34

perception

Answer 34

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

Question 35

selective exposure

Answer 35

the process whereby a consumer notices certain stimuli and ignores others

Question 36

selective distortion

Answer 36

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

Question 37

selective retention

Answer 37

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

Question 38

motive

Answer 38

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

Question 39

maslow’s hierarchy of needs

Answer 39

a method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and selfactualization

Question 40

learning

Answer 40

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

Question 41

stimulus generalization

Answer 41

a form of learning that occurs when one response is extended to a second stimulus similar to the first

Question 42

stimulus discrimination

Answer 42

a learned ability to differentiate among similar products

Question 43

belief

Answer 43

an organizational pattern of knowledge that an individual holds as true about his or her world

Question 44

attitude

Answer 44

a learned tendency to respond consistently toward a given object