Chapter Six: Consumer Decision Making

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 purchases decisions and products 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 consumer expects to obtain from a purchase

Question 4

Utilitarian Value

Answer 4

A value derived from a product or service that helps the consumer solve problems and accomplish tasks

Question 5

Hedonic Value

Answer 5

A value that acts as an ends in itself rather than as a means to an end

Question 6

Consumer Decision-Making Process

Answer 6

A five-step process used by consumer when buying goods and services

Question 7

Need Recognition

Answer 7

Result of an imbalance between actual and desired states

Question 8

Want

Answer 8

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

Question 9

Stimulus

Answer 9

Any unit of input affecting one or more of the five senses; sight, smell, taste, touch, hearing

Question 10

Internal Information Search

Answer 10

The process of recalling past information stored in the memory

Question 11

External Information Search

Answer 11

The process of seeking information in the outside environment

Question 12

Nonmarketing-Controlled Information Sources

Answer 12

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

Question 13

Marketing-Controlled Information Source

Answer 13

A product information source that originates with marketers promoting the products

Question 14

Evoked Set (Consideration Set)

Answer 14

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

Question 15

Cognitive Dissonance

Answer 15

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

Question 16

Involvement

Answer 16

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

Question 17

Routine Response Behavior

Answer 17

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

Question 18

Limited Decision Making

Answer 18

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 19

Extensive Decision Making

Answer 19

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

Question 20

Showrooming

Answer 20

The practice of examine merchandise in a physical retail location without purchasing it, and then shopping online for a better deal on the same time

Question 21

Culture

Answer 21

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 22

Subculture

Answer 22

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

Question 23

Social Class

Answer 23

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 24

Reference Group

Answer 24

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

Question 25

Primary Membership Group

Answer 25

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

Question 26

Secondary Membership Group

Answer 26

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

Question 27

Aspirational Reference Group

Answer 27

A group that someone would like to join

Question 28

Norm

Answer 28

A value or attitude deemed acceptable by a group

Question 29

Non Aspirational Reference Group

Answer 29

A group with which an individual does not want to associate

Question 30

Opinion Leader

Answer 30

An individual who influences the opinions of others

Question 31

Socialization Process

Answer 31

How cultural values and norms are passed down to children

Question 32

Separated Self-Schema

Answer 32

A perspective whereby a consumer sees himself or herself as distinct and separate from others

Question 33

Connected Self-Schema

Answer 33

A perspective whereby a consumer sees himself or herself as an integral part of a group

Question 34

Personality

Answer 34

A way of organizing and grouping the consistencies of an individual reaction to situations

Question 35

Self-Concept

Answer 35

How consumer percieve themselves in terms of attitudes, and perception, beliefs and self-evalutions

Question 36

Ideal Self-Image

Answer 36

The way an individual would like to be perceived

Question 37

Real Self-Image

Answer 37

The way an individual actually perceives himself or herself

Question 38

Perception

Answer 38

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

Question 39

Selective Exposure

Answer 39

A process whereby a consumer notices certain stimuli and ignores others

Question 40

Selective Distortion

Answer 40

A process whereby a consumer changes or distorts information that conflicts with his or her feeling or belief

Question 41

Selective Retention

Answer 41

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

Question 42

Motive

Answer 42

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

Question 43

Maslow’s Hierarchy of Needs

Answer 43

A method of classifying human needs and motivations into five categories in ascending order of importance: Physiological, Safety, Social Esteem, and Self-Actulaization

Question 44

Learning

Answer 44

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

Question 45

Stimulus Generalization

Answer 45

A form of learning that occurs when one response in extended to a second Stimulus to the first

Question 46

Stimulus Discrimination

Answer 46

A learned ability to differentiate among similar products