Chapter #6: Consumer Behavior/Markets

Question 1

Consumer behavior

Answer 1

actions of those buying the goods/services

Question 2

What are consumer decisions based on? (3 types of factors)

Answer 2

1-Cultural
2-Social
3-Personal

Question 3

Information processing models vs. hedonic/experiential models
OF Consumer Behavior

Answer 3

Information Processing Models: 
Says that consumer behavior is almost always predictable.
-logical
-same
-thought is utilized. 

Hedonic/Experiential Models: says that consumer behavior is all about pleasure, fun, fantasies, and feelings.

• off a whim
• act on emotions/desires
• think Axe and its sexual desires that sell

Question 4

First people to teach CB?

Answer 4

2 Professors from Ohio State University who also created the EKB model of decision making.

Question 5

Name the 5 stages of the (EKB) consumer buying process.

Answer 5

PRISE PDP
Problem Recognition
Information Search
Evaluation
Purchase Decision
Post Decision

Question 6

What is culture?

Answer 6

values, perceptions, preferences, ideas, or behaviors that come from family, surroundings, or an institution.

Question 7

5 Factors influencing consumer buying behavior

Answer 7

CSFPM
Cultural
Social
Family
Psychographic
Motivational

Question 8

3 Things people today are struggling with:

Answer 8

1-multi-tasking
2-time starved
3-money constrained

Question 9

Behind Motivation: 3 Ways to look at it

Answer 9

Freud’s Theory: everything is done because there is a subconscious motive

Maslow’s Hierarchy of Needs: Behavior is driven by the lowest, unmet need. The pyramid starts with most basic needs at the bottom when they are achieved one is able to move up the ladder.

Herzberg’s 2-Factor Theory: Behavior is guided by dissatisfiers and satisfiers.

Question 10

Opinion Leader

Answer 10

Those individuals who others seek advice from. (Think that blonde headed girl Tori who gives her opinion on everything. )

Question 11

Social Class Ideal

Answer 11

People tend to act alike within a class.

Question 12

Syncratic vs Autonomic (Family) Decisions

Answer 12

Syncratic: Something done together/jointly
(vacation decisions, how to raise kids, what house to buy)

Autonomic: Done individually. Choice what each person eats, clothes to buy

Question 13

Describe decision process in a family/personal setting.

Answer 13

Problem Recognition ——> Search
(autonomic decision)

Search ——–> Final Decision
(Syncratic decision)

Question 14

5 Pieces of Adoption Process

Answer 14

1-Awareness (that it exists) 
2-Interest
3-Evaluation
4-Trial
5-Adoption

Question 15

McGruire’s Stages of Information Processing

Answer 15

Exposure
Attention
Comprehension
Yielding/Acceptance
Retention

Question 16

Multiple Store Approach to Memory

Answer 16

Sensory Receptors (information goes in and is received.)

Sensory Stores (information lost unless attention is on the stimuli)

Short Term Memory (limited/lost after 30 seconds)

Long Term Memory (No limited capacity, brand schema stored here)

Question 17

Sets involved in Decision Making

Answer 17

Total Set
Awareness Set
Consideration Set
Choice Set
Decision

Question 18

What is learning?

Answer 18

a change in a person’s thought processes.

• drive
• cues
• discrimination

Question 19

Role for neural cues in affecting processing and choice?

Answer 19

Think of the article with the sounds that lure us in. People loved the baby giggle the most or steak sizzling, an atm, star spangled banner. Think of jingles and slogans that we cannot help but remember. Advertising usually only stimulates sight but hearing can be just as vital.