Exam 1

Question 1

Consumer Behavior

Answer 1

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Question 2

Demographics

Answer 2

Age
Gender
Family structure
Social class/income
Race/ethnicity

Question 3

Psychographics

Answer 3

the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.

Question 4

Role Theory

Answer 4

You’re taking part in a greater picture. You have a role and you buy products that reinforce that role.

Question 5

Paradigm

Answer 5

a set of beliefs that guide our understanding of the world

Question 6

Consumer Behavior is a…

Answer 6

process

Question 7

Modernism

Answer 7

emphasizes that human reason is supreme, and that there is a single, objective truth that can be discovered by science. Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future

Question 8

Postmodernism

Answer 8

Proponents argue that there is too much emphasis on science and technology in our society and that this ordered, rational view of consumers denies the complex social and cultural world in which we live. Others say positivism puts too much emphasis on material well-being, and that this logical outlook is dominated by an ideology that stresses the homogeneous views of a culture dominated by white males.