Chapter Six

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

Consumer Decision Making Process

Answer 2

a five-step process used by consumers when buying goods or services (Need recognition, information search, evaluation of alternatives, purchase, post-purchase behavior)

Question 3

Culture

Answer 3

the 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 4

Evoked Set (consideration set)

Answer 4

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

Question 5

Extensive Decision Making

Answer 5

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 6

External Information Search

Answer 6

the process of seeking information in the outside environment

Question 7

Internal Information Search

Answer 7

the process of recalling past information stored in the memory

Question 8

Levels of Involvement

Answer 8

Routine, Limited and Extensive

Question 9

Value

Answer 9

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 10

Want

Answer 10

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