Study

Question 1

• Consumer Behavior

Answer 1

is defined as the study of the buying units and
the exchange processes involved in acquiring, consuming, and
disposing of goods, services, experiences, and ideas.

Question 2

There are several reasons for studying Consumer Behavior:

Answer 2

1. Foundation of Marketing Management
2. Public Policy and Consumer Behavior
3. Altruistic Marketing
4. Personal Value

Question 3

• Three research perspectives are usually adopted on consumer
behavior:

Answer 3

1. 1. The Decision-Making Perspective
2. The Experiential Perspective
3. 3. The Behavioral Influence Perspective

Question 4

The Decision-Making Perspective

Answer 4

• proposes that buying results from consumers perceiving that they have a problem and then they move through a series of rational steps to solve the problem:

Question 5

The Experiential Perspective

Answer 5

• proposes that in some instances buying results from the consumer’s need for fun, to create fantasies, obtain emotions, and feelings. Under this perspective, interpretative research methods are frequently used

Question 6

The Behavioral Influence Perspective

Answer 6

• assumes that strong environmental forces propel consumers to make purchases without necessarily first developing strong feelings or beliefs about the product.

Question 7

Relational exchange

Answer 7

is usually practiced between members of

marketing channel

Question 8

Ethics

Answer 8

is the study of the normative judgments concerned with what is normally right and wrong, good and bad. Free riding is an example of an unethical action

Question 9

Information Processing

Answer 9

the content of what is exchanged with the outer world as we adjust to it and make our adjustment felt upon it. Information is crucial, since it allows us to adapt to and even influence the world around us

Question 10

Three important Stages

Answer 10

1. Perception
2. Involvement
3. Memory

Question 11

3. Memory

Answer 11

affects the exposure, attention and comprehension stages. It also allows consumers to anticipate the stimuli they might encounter. There are different types of memory storages.

a. Sensory Memory happens in the preattention stage where a stimulus is briefly analyzed to determine if it will receive additional processing.
b. Short Term is where imfromation is temp stored.
c. Long Term is connected to short term memory through encoding and retrieval processes.

Question 12

Involvement

Answer 12

is perceived personal importance and/or interest attached to the acquisition, consumptions and disposition of a good , service or idea

Question 13

Perception

Answer 13

is the process through which individuals are exposed to information, attend to the information, and comprehend the information.

a. Exposure stage- consumers receive information through their senses.
b. Attention Stage- consumers allocate processing capacity to a stimulus.
c. Comprehension Stage- consumers organize and interpret the information to obtain meaning from it.

Question 14

Consumer Motivation -

Answer 14

activated state within a person that leads to goal-directed behavior. It consists of the drives, urges, wishes or desires that initiate the sequence of events leading to a behavior.

Question 15

Maslow’s

Answer 15

hierarchy of needs implies that the order of development is fixed. This hierarchy is most closely associated with product benefits that people might be looking for. Lower order needs must be satisfied before climbing the needs ladder.
 The 
a.	Physiological 
b.	 Safety
c.	Social 
d.	Esteem
e.	Self- Actualization

Question 16

McClelland’s Theory of Learned Needs Achievement

Answer 16

motivation is seeking to get ahead, to strive for success, and to take responsibility for solving problems.
a. Need for affiliation motivates people to make friends, to become
members of groups, and to associate with others.
b. Need for power refers to the desire to obtain and exercise control
over others.
c. Need for uniqueness refers to desires to perceive ourselves as
original and different.

Question 17

Classical Conditioning

Answer 17

A neutral stimulus, such as a brand name, is paired with a stimulus
that elicits a response. Through a repetition of the pairing, the
neutral stimulus takes on the ability to elicit the response.
a. The conditioned stimulus (CS) is a previously neutral stimulus which is repeatedly paired with the eliciting stimulus.
b. The unconditioned stimulus (UCS) is an eliciting stimulus.
c. The conditioned response (CR) is the response elicited by the CS.
d. The unconditioned response (UCR) is the reflexive response
elicited by the unconditioned stimulus.

Question 18

Operant Conditioning

Answer 18

is the process in which the frequency of
occurrence of a bit of behavior is modified by the consequences of
the behavior. If positively reinforced, the likelihood of the behavior being repeated increases. If punished, the likelihood of the behavior being repeated decreases.

Question 19

Personality

Answer 19

is defined as “the distinctive patterns of behavior,
including thoughts, and emotions, that characterize each individual’s adaptation to the situations of his or her life”. The goal is to identify personality variables that distinguish large groups of people from each other.

Question 20

Trait Theory

Answer 20

A trait is any characteristic in which one person differs from another in a relatively permanent and consistent way. A person’s personality is described in terms of a particular combination of traits.

Question 21

The Self-concept

Answer 21

concept represents the “totality of the individual's thoughts  and feelings having reference to himself as an object.”
People have more than one self-concept:
a.	 The actual self
b.	 The ideal self
c.	 The social self

Question 22

• Psychographic inventories

Answer 22

often result in clever descriptions of a
target market that can result in stereotypes. It can result in
managers disparaging the target group. It can cause managers to
view the target market as more homogeneous than it really is.

Question 23

AIO

Answer 23

A. Activity questions ask consumers to indicate what they do, what
they buy, and how they spend their time.
I. Interest questions focus on what the consumers’ preferences and
priorities are.
O. Opinion questions ask for consumers’ views and feelings on such
things as world, local, moral, economic, and social affairs.

Question 24

VALS

Answer 24

V. Values
A. Attitude
L. Lifestyles

Question 25

Beliefs

Answer 25

are the knowledge and inferences that a consumer has
about objects, their attributes, and their benefits provided. Beliefs
result from cognitive learning.

Question 26

Attitude

Answer 26

is the amount of affect or feeling for or against a
stimulus. Attitudes are stored in long-term memory, while beliefs
are the cognitive knowledge about an object. In high involvement
situations, beliefs predict attitudes.

Question 27

• Consumer

Answer 27

behaviors consist of all the actions taken by
consumers related to acquiring, disposing, and using products and
services. Behavioral intentions may be defined as the intentions of
consumers to behave

Question 28

• Persuasion

Answer 28

is the explicit attempt to influence beliefs, attitudes,
and/or behaviors. Persuasive communications are often used by
marketing managers to elicit behaviors. Communication is defined
broadly to include all aspects of the message, including the source
of the message, the type of message given, and through what
channel it moved (e.g., television, radio, Internet or print media).