Consumer Behaviour (Part 2)

Question 1

What are psychological influences in consumer behaviour?

Answer 1

Internal cognitive factors like motivation, perception, learning, attitudes, and self-concept that impact behaviour.

Question 2

What is motivation in marketing?

Answer 2

An energizing force that stimulates behaviour to satisfy a need.

Question 3

What are needs?

Answer 3

States of felt deprivation that drive motivation.

Question 4

What is Maslow’s Hierarchy of Needs?

Answer 4

A motivational theory classifying needs into levels from physiological to self-actualization.

Question 5

What are physiological needs?

Answer 5

Basic survival requirements like food, water, and sleep.

Question 6

What are safety needs?

Answer 6

Needs for security, stability, and comfort (e.g., financial security).

Question 7

What are social needs?

Answer 7

Needs to form relationships and feel belonging (e.g., friendship, love).

Question 8

What are esteem needs?

Answer 8

Needs for self-respect and recognition from others.

Question 9

What is self-actualization?

Answer 9

The desire to achieve one’s full potential and personal growth.

Question 10

What is self-concept?

Answer 10

The collection of beliefs and ideas individuals hold about themselves.

Question 11

What is the real self vs self-image?

Answer 11

Real self is who you are; self-image is who you think you are.

Question 12

What is the looking-glass self?

Answer 12

How we believe others perceive us.

Question 13

What is the ideal self?

Answer 13

Who we aspire to be.

Question 14

What is perception?

Answer 14

The process of selecting, organizing, interpreting, and responding to information to form a view of the world.

Question 15

What is neuromarketing?

Answer 15

Using tools like fMRI to study consumer responses to marketing stimuli.

Question 16

What is behavioural learning?

Answer 16

Learning through association between stimulus and consequence.

Question 17

What are the steps of behavioural learning?

Answer 17

Drive, Cue, Response, Reinforcement.

Question 18

What is stimulus generalization?

Answer 18

Responding to a similar cue as the original learned cue.

Question 19

What is stimulus discrimination?

Answer 19

Ability to differentiate among similar products or brands.

Question 20

What is cognitive learning?

Answer 20

An active process of acquiring, storing, and using information using rational thought.

Question 21

What are attitudes in marketing?

Answer 21

Evaluations of ideas, products, or people based on beliefs and values.

Question 22

What are beliefs?

Answer 22

Assumptions believed to be true based on experience or information.

Question 23

What are values?

Answer 23

Principles or standards regarded as important (e.g., honesty, loyalty).

Question 24

How can attitudes be changed?

Answer 24

By changing beliefs, emphasizing attributes, or adding new ones.

Question 25

What are socio-cultural influences?

Answer 25

External influences from society and culture like family, reference groups, and culture.

Question 26

What is a reference group?

Answer 26

People who influence an individual’s attitudes and behaviours.

Question 27

What is a membership reference group?

Answer 27

A group you belong to and try to fit into.

Question 28

What is an aspiration reference group?

Answer 28

A group you aspire to belong to and emulate.

Question 29

What is a dissociative reference group?

Answer 29

A group you avoid being associated with.

Question 30

What is consumer socialization?

Answer 30

Learning how to function as a consumer through experience and observation.

Question 31

What is the family life cycle?

Answer 31

Stages a family goes through from formation to retirement, influencing purchases.

Question 32

What purchases are typical in the bachelor stage?

Answer 32

Personal care, entertainment, basic home goods, impulse buys.

Question 33

What purchases are typical in the newly married stage?

Answer 33

Durable goods, vacations, financial stability purchases.

Question 34

What purchases are typical in the full nest stage?

Answer 34

Child needs, savings, home necessities.

Question 35

What purchases are typical in the empty nest stage?

Answer 35

Travel, hobbies, medical needs.

Question 36

What purchases are typical in the solitary survivor stage?

Answer 36

Security, healthcare, downsizing.

Question 37

What is culture in marketing?

Answer 37

Shared values, ideas, and attitudes that influence consumer decisions.

Question 38

What are traits of individualistic cultures?

Answer 38

Value independence and personal achievement; prefer personalized products.

Question 39

What are traits of collectivist cultures?

Answer 39

Value tradition and group needs; prefer group-endorsed products and loyalty.

Question 40

How does communication differ in individualistic vs collectivist cultures?

Answer 40

Individualistic = benefit gain (e.g., good taste); Collectivist = risk avoidance (e.g., heart health).