EXAM 1

Question 1

7 Keys of Consumer Behavior (MAPTRIP)

Answer 1

1) Motivated Behavior - more than one motive happening
2) Activities - engaged in some activity (24/7)
3) Process - the decision process
4) Timing & Complexity - how complex is the decision and how much time you have
5) Roles - diff. roles (emotional influence, financial supplier etc.)
6) Internal and external factors (I - personality, emotions etc. / E - Culture, social status etc.)
7) People are different

Question 2

Why is understanding consumer behavior important?

Answer 2

1)Provides theory/framework for marketing strategy
2)Enables us to ask the right questions
3)Helps us predict

Question 3

Consumer behavior definition

Answer 3

selection, acquisition, consumption and disposal of goods, services, experiences, time, and ideas by individuals and groups

Question 4

Know the consumer behavior model

Answer 4

External and Internal Influences > Self-concept and lifestyle > needs and desires > decision process

Question 5

Definition of Culture

Answer 5

The complex whole that includes knowledge, beliefs, art, laws, morals, customs, habits, symbols, and language acquired by persons as members of a society

Question 6

Why is culture important?

Answer 6

*Guides our “wants” ie. Provides the objects we choose to satisfy needs
*Values
*Teaches us how to act in each situation, sets boundaries > norms
*Symbols and language

Question 7

List the cultural values

Answer 7

1) Other oriented values
2) Environment-oriented values
3) Self-oriented values

Question 8

Other-oriented values

Answer 8

• individual/collective
• extended/limited family
• masculine/feminine
• competitive/cooperative
• youth/age
• diversity/uniformity

Question 9

Environment-oriented values

Answer 9

• cleanliness
• performance/status
• tradition/change
• risk-taking/security
• problem-solving/fatalistic
• nature

Question 10

Self-oriented values

Answer 10

• active/passive
• material/non-material
• hard work/ leisure
• postponed gratification/ immediate gratification
  -sensual gratification/abstinence
• religious/secular

Question 11

Nonverbal communications

Answer 11

1) Time
2) Space
3) Symbols
4) Relationships
5) Agreements
6) Things
7) Etiquette

Question 12

Core American Values

Answer 12

1. Achievement and Success
2. Activity – multi-tasking, staying busy
3. Efficiency and practicality
4. Progress – growing as a culture & as an individual
5. Material comfort – unnecessary but a helpful addition
6. Individualism
7. Freedom
8. External Conformity
9. Humanitarianism
10. Youthfulness
11. Fitness and Health
12. Work
13. Equality and Democracy
14. Education
15. Romance
16. Religious Values

Question 13

Changing American Values

Answer 13

T = Traditional
E = Emerging
C = Current

Question 14

Ascribed vs Achievement goals

Answer 14

Ascribed - you have little control over these, in some cultures, you are born into social class and gender roles
Achievement - based on performance (ex - occupational role)

Question 15

Role-related Product Cluster (Product Consumption Constellation)

Answer 15

A set of goods/services necessary or helpful to physically or symbolically play a given role

Question 16

Demographic trends

Answer 16

1)population size and mobility (pop. # and where ppl are moving)
2)Age
3)Income
4)Education
5)Occupation

Question 17

Population Density (pop. per unit of land)

Answer 17

USA - 96
North Carolina - 219
New Hanover County - 1173
Wake County - 1353
NYC - 26,403

Question 18

Indicators (i.e., variables) of social class

Answer 18

*based on Income + wealth *
*Education *
*Occupation * “recommended judge of social class”

Question 19

Status crystallization

Answer 19

consistency of the social class variables

Question 20

The Coleman-Rainwater Social Class Hierarchy

Answer 20

UPPER AMERICANS
*Upper upper – 0.3%
*Lower upper – 1.2%
*Upper middle – 12.5%
MIDDLE AMERICANS
*Middle class – 32%
*Working class – 38%
LOWER AMERICANS
*Upper lower – 9%
*Lower lower – 7%

Question 21

Hollingshead Index (ISP)

Answer 21

• education + occupation
• ISP Score = (Occupation x7) + (Education Score x 7)

Question 22

Creative research approaches to social status

Answer 22

• Leisure activities
• Social language
• Living room objects

Question 23

Family (household) Life Cycle (Diagram)

Answer 23

Stage: <35, 35-64, > 64
Marital Status: Single, Married
Children at home: None, <6 years, > 6 years

Question 24

Roles played by family members

Answer 24

• Influencers (Children)
• Initiators (Parents, children)
• Information gatherers (parents)
• Decision makers (parents, children)
• Purchasers (parents)
• Users (children)

Question 25

Conflict Resolution (Family Influence Strategies)

Answer 25

1)Additional info/Expert – someone with more expertise = has more power
2)Reasoning – tell a story/make a logical argument > reason (SAME AS #1)
3)Use of authority/legitimate – ex) Prof. Hunt choosing lawnmower, wife picking windows (each of their domain)
4)Bargaining
5)Reward/referent – one person can reward the other = they have more power (ex – your boss over his employees)
6)Playing on emotion
7)Impression management – premeditated attempt to make decision by blaming an external force (ex – getting the cookies n cream instead of chocolate ice cream bc he wants the cookies n cream and blames it on the store for not having any)

Question 26

parental yielding

Answer 26

how children ask their parents for stuff and how they go about it

Question 27

Consumer socialization (IN BOOK)

Question 28

Sheth’s Determinants of Family Consumption

Answer 28

1)Social class – family decisions became more wife-dominant
2)Lifestyle – differences within families
3)Role Orientation
4)Family Life Cycle (FLC)
5)Perceived Risk
6)Product Importance
7)Time

Question 29

“DADvertising”

Answer 29

Very common to see TV commercials that depict a domestic version of fathers who tenderly and wisely look after their kids