From Test #1

Question 1

Define consumer behavior. What influences it?

Answer 1

Acquiring, consuming, and disposing of goods, services, time and ideas.

Influenced by: WOM, friends/family, social media, ads

Question 2

3 Components of consumption.

Answer 2

Acquisition: how you get it into your hands.
Consumption (Usage): using it
Disposition: getting rid of it

Question 3

Define consumer motivation.

Answer 3

Whatever leads a consumer to actually buy a product, service, or idea.

Question 4

Personal relevance, how does self concept play a role in this?

Answer 4

Personal relevance: How relevant is it to you? does it stir something in you? Does it matter? Example: if you are a mom then the mom commercial appeals to you vs someone who is not.

Self-Concept: How YOU see yourself. You buy based on the person you think you are. Ex: if you think you are a giving person then you buy Toms shoes because they give back.

Question 5

3 Needs and example.

Answer 5

Functional: takes care of a need in the bare minimum way.
Symbolic: has meaning and reflects how we see ourselves while meeting the need.
Hedonic: all about pleasure seeking/fun

Credit card ex:
-Functional: merely does the job
Symbolic: platinum or special rewards car
Hedonic: Disney card that sends you on trips

Question 6

3 conflicts

Answer 6

approach avoidance: working out. You know it is good for you, everyone says it is good, so you end up doing it anyways.

approach approach: baseball or football game. Whether you are in the seat or walking around either way you’re there and it’s good

avoidance avoidance: like choosing between the dentist and the auto repair shop

Question 7

Prototypical brand and example.

Answer 7

The brand you think of when a category is mentioned.
Best search engine? Google
Best pop? Coca-Cola

Question 8

3 Components of Cognitive Response Model

Answer 8

Counter arguments: do you disagree with ad?
Support arguments: do you agree with ad?
Source derogation: do you trust the source of the message?

Question 9

One sided, two sided and comparative messages.

Answer 9

One sided: only + info
Two sided: + and - info
Comparative: makes direct comparisons with competitors.

Question 10

Think sliced judgements:

Answer 10

evaluations made off of brief observations

ex: knowing it will be “a long class” after first 5 mins with teacher

Question 11

Wear in and wear out.

Answer 11

Wear in: It’s a trend, you love it.

Wear out: You’re bored with it, you hate it.