Chapter 5: Understanding Consumer Behavior

Lifestyle

A consumer's __________ is identified by what that person considers important in his environment and what he thinks of himself and the world around him.

C. beliefs

A consumer's attitude toward Apple is formed because she has developed __________ over time that Apple's products are cutting-edge, innovative, and must-haves. A. an affection B. an understanding C. beliefs D. ideas

Beliefs

A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.

Brand Loyalty

A favorable attitude toward and consistent purchase of a single brand over time.

Attitude

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Personality

A person's consistent behaviors or responses to recurring situations.

Brand Community

A specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.

Both A. and D.

According to the consumer behavior model, which of the following are major categories of influence on the purchase decision process? (Check all that apply.) A. Psychological influences B. Childhood influences C. Spending influences D. Sociocultural influences

Cognitive Dissonance

After her purchase of a car, Mariah experienced __________ as she agonized over whether or not she made the right choice.

Internal Search

After recognizing a problem, a consumer begins a(n) __________, and sometimes an external one, for relevant information.

D. cognitive learning

An advertisement for a security company cites various crime statistics to make consumers aware of growth in home theft and how security systems impact the rate of victimization. The consumer looking at the ad will have to use __________ in order to process the information. A. personal learning B. extended learning C. behavioral learning D. cognitive learning

B. stage of the family life cycle

Ben's patents' __________ changed as did their purchasing patterns when Ben graduated from college, got a job and moved into his own apartment. A. reference groups B. stage of the family life cycle C. attitude and beleifs D. perception

B. positive reinforcement.

Brand loyalty may result from behavioral learning, specifically due to the __________ A. word-of-mouth. B. positive reinforcement. C. attitude change. D. cultural buying patterns.

Both B. and C.

Casey is looking to buy a new replacement set of golf clubs. After he settles on a particular set of Callaway clubs, what other two choices does Casey have to make? (Check all that apply.) A. He needs to consider all brands in his consideration set. B. He needs to determine from whom he should buy. C. He must decide when he will make the purchase. D. He needs to identify his motivations for purchase.

Psychology

Concepts from the field of __________ like perception and personality help marketers understand why and how consumers behave as they do.

A. consistent

Personality is defined as a person's __________ behaviors or responses to recurring situations. A. consistent B. social C. identifiable D. subconscious

A. perceived risk.

Danillo just received a quote from his car dealership and now must decide on this purchase. He is not sure he can afford the car, or of it gets high enough crash ratings. Danillo is contemplating __________ A. perceived risk. B. value consciousness. C. risk exposure. D. external threats.

A. attitude.

Gretta has never tried Pet shampoo but she doubts that a shampoo can be effective as a two-in-one conditioner. Her negative predisposition toward the brand is her __________ A. attitude. B. learned behavior. C. motive. D. brand cluster. E. attribute.

Opinion Leaders

Individuals who exert direct or indirect social influence over others.

D. second

Information search is the __________ stage in the purchase decision process. A. first B. last C. only required D. second

C. evaluated

Information that is gathered about various products and brands in the information search stage must then be sorted out so that alternatives can be __________ in the next stage of the purchase decision process. A. chosen B. created C. evaluated D. recalled

Temporal Effect

It is your turn to next to order from the waitress, and your friends are waiting. This is an example of a __________ acting as a situation influence on the purchase

D. consideration set.

Jamila is in the market to buy a new automobile but she will only consider purchasing models made by American companies. The American car makers are a part of Jamila's __________ A. alternative set. B. retrieval set. C. universal set. D. consideration set.

Both A. and B.

Jenny has decided to purchase a particular Dell laptop but is having trouble deciding where she should purchase her laptop. She is considering purchasing the laptop at the Best Buy store or from Dell.com. Which of the following are likely to be evaluative criteria in this decision? (Check all that apply.) A. Cost B. Return policy and process C. Computer processing speed D. Brand prestige

B. evaluative criteria

Jon is using __________ when he bases his decision to purchase textbooks on price, condition, and location. A. determinant attributes B. evaluative criteria C. habitual buying D. personal preferences

Extended

Kathy has a broken washing machine and she searches online for several hours comparing brands and features. Then she goes to three appliance dealers to review those models and consults with the sales staff about delivery, installation, and price. In the store from which she finally makes her purchase, they give her a demonstration of the machine. Kathy's purchase is an example of the __________ problem solving variation.

D. Limited

Mason is trying to decide where to go for lunch. He wants to try a new place. He asks his coworkers for suggestions about where he should go. He is demonstrating which type of problem solving? A. Situational B. Routine C. Extended D. Limited

D. Temporal effects

Match the following example with the correct situational influence: You just heard the store manager announce that the store will be closing in ten minutes. A. The purchase task B. Social surroundings C. Physical surroundings D. Temporal effects E. Antecedent states

E. Antecedent states

Match the following example with the correct situational influence: You just ran into a friend who paid you back the $20 he owes you. A. The purchase task B. Social surroundings C. Physical surroundings D. Temporal effects E. Antecedent states

C. Physical surroundings

Match the following example with the correct situational influence: You like the look of the new sushi restaurant, but the chairs are really uncomfortable. A. The purchase task B. Social surroundings C. Physical surroundings D. Temporal effects E. Antecedent states

A. The purchase task

Match the following example with the correct situational influence: You need to buy a gift for a friend's birthday party. A. The purchase task B. Social surroundings C. Physical surroundings D. Temporal effects E. Antecedent states

B. Social surroundings

Match the following example with the correct situational influence: Your mom decides to come with you when you say you're going to the mall. A. The purchase task B. Social surroundings C. Physical surroundings D. Temporal effects E. Antecedent states

C. repeated

One key to behavioral learning is __________ exposure to a situation. A. quick and intense B. avoiding C. repeated D. obsreving

B. reference group.

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are known as a __________ A. social class. B. reference group. C. consideration set. D. family life cycle.

Reference Groups

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards.

Problem Recognition

Perceiving a difference in one's ideal and actual situations is the initial stage of the purchase decision process, one that is known as __________.

Problem Recognition

Realizing that your notebook computer may not be working properly is an example of the __________ step in the purchase decision.

Both A. and D.

Social class is determined by which two of the following? (Check all that apply.) A. A person's occupation B. A person's brand preferences C. A person's level of income D A person's education

Subcultures

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes.

Consumer Behavior

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.

Perceived Risk

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.

Family Life Cycle

The distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.

Motivation

The energizing force that stimulates behavior to satisfy a need.

D. postpurchase behavior.

The final step in the purchase decision process is known as __________ A. disposal. B. purchase decision. C. loyal D. postpurchase behavior.

Situational Influences

The five __________ that have an impact on the purchase decision process are: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.

C. word or mouth.

The influencing of people during conversation, in either positive or negative ways is called __________ A. referencing. B. involvement. C. word or mouth. D. socializing.

Word of Mouth

The influencing of people during conversations.

C. physiological; personal

The needs for shelter and food can be categorized as __________ needs, while the need for designer fashions can be classified as a __________ need. A. personal; social B. psychological; self-actualization C. physiological; personal D. safety; psychological

A. evaluation criteria.

The objective and subjective attributes that are considered as a consumer evaluates a product are known as __________ A. evaluation criteria. B. the consideration set. C. cognitive dissonance. D. value attributes.

Involvement

The personal, social, and economic significance of the purchase to the consumer.

Perception

The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Social Class

The relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Both A. and B.

The sociocultural factors that influence consumer behavior include which of the following? (Check all that apply.) A. Friends and family B. Culture C. Consumer lifestyle D. Preferred learning styles

Purchase Decision Process

The stages a buyer passes through in making choices about which products and services to buy: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior.

Physical Surroundings

The store layout, decor, and music describes the situational influence known as __________.

Problem-Solving Variations

There are three __________ in the consumer purchase decision process based on consumer involvement and product knowledge: (1) extended, (2) limited, and (3) routine.

C. changing beliefs about certain attributes

There are three approaches used by marketers to change consumers' attitudes. They are changing the perceived importance of attributes, adding new attributes to the product, and __________ A. communicating more. B. changing the communication. C. changing beliefs about certain attributes. D. increasing or decreasing the prices.

A. cognitive learning.

Thinking, reasoning, and mental problem solving without direct experience are characteristic of __________ A. cognitive learning. B. behavioral learning C. factual learning D. attitude learning

Learning

Those behaviors that result from (1) repeated experience and (2) reasoning.

False

True or false: A way to perform an internal search for information when deciding where to go get lunch is to go to a new area of town and look around.

False

True or false: Adding a new ingredient to the Tide formula is not a good way for Proctor and Gamble to change a consumer's attitude towards Tide.

True

True or false: Brian is buying a cup of coffee at the corner coffee shop, which he does most days. He is likely to skip some stages of the purchase decision process.

True

True or false: Recalling each of the four Toyota cars your mother has owned, which you loved, is an example of an an external search for information when looking to purchase a new car.

Psychographics

Two consumers each earn $87,000 annualy but they spend their money quite differently. The first owns four motorcycles and enjoys hunting and fishing. The second plays golf weekly and drives an SUV. The marketing manager might target these two consumers as part of two different segments based on their __________.

B. Learning

What behavior does Beth show when she seemed to know the exact location in the grocery store for every item on her shopping list? A. Motivation B. Learning C. Cognitive dissonance D. Selective attention

A. opinion leadership

When Cindy Crawford or Michael Phelps appear on Omega watch print ads, Omega uses their __________ to influence customers. A. opinion leadership B. celebrity leadership C. positional leadership D. persuasive leadership

D. stimulus generalization.

When Marrriott uses its name on a second line of properties, Courtyard by Marriott hotels, it uses the behavioral learning theory called __________ A. cognitive dissonance. B. discrimination. C. cue identification. D. stimulus generalization.

D. be highly involved.

When a product is expensive, can have serious personal consequences, or could reflect on one's social image, those considering buying it are likely to __________ A. use routine problem solving. B. have someone else make the purchase decision. C. skip some steps of the purchase decision process. D. be highly involved.

Both B. and C.

Which of the following are problem-solving variations for consumer purchase decisions? (Check all that apply.) A. Involved B. Routine C. Limited D. Situational

Both A. and B.

Which of the following factors increase the depth and duration of a consumer's information search? (Check all that apply.) A. High risk involved with making a wrong decision B. Little past experience and knowledge of the product C. First-hand knowledge of the product D. Frequent, repetitive buying habits

D. Anxiety

Which of the following is most likely to be felt by a consumer experiencing perceived risk? A. Fear B. Complacency C. Anticipation D. Anxiety

A., C., and D.

Which of the following may occur during the postpurchase behavior stage of the purchase decision process? A. Having cognitive dissonance B. Choosing evaluative criteria C. Comparing a product to one's expectations D. Feeling satisfied or dissatisfied

Both B. and C.

Which two of the following are the variables with which the VALS system categorizes buyers? A. Their preferred learning styles B. Their resources C. Their primary motivation for buying and having products D. Their education levels

Consumer Socialization

__________ is the process by which people acquire the skills, knowledge, and attitude necessary to function as consumers.

B. Beliefs

__________, which are a consumer's subjective perception of how a product or brand performs on different attributes, affect attitude formation. A. Needs B. Beliefs C. Personality traits D. Values