mkt chapter 6

Darrell went to a restaurant where the beer was mediocre and the place was run down. The restaurant was out of many of its more popular menu items. Yet Darrell remembered the restaurant fondly because he had dinner with the woman that he would end up dating steadily. They really hit it off that night. A few months later he decides to return to the restaurant, only to find that he was disappointed in the food and service. He thinks it's strange because he had such a good experience last time. What situational factor likely influenced Darrell's first experience?

Social surroundings

Ben is a double major pursuing degrees in both Finance and Marketing. He is interested in obtaining a position as a personal financial advisor after graduation and is interning with a global financial services company. During his internship, he observes that the most successful advisors wear white shirts, dress very conservatively, and read The Wall Street Journal to stay up to date with the latest business and world news. Ben starts to read The Wall Street Journal too and modifies his dress and grooming style to be more like the representatives he admires. Ben is influenced by _______.

a reference group

Psychological influences

Factors that in part determine people's general behavior, thus influencing their behavior as consumers

Which of the following can strongly influence an individual's lifestyle?

-Media preferences -Product needs -Aspects of the consumer buying decision process

Consumer Decision Process

-Problem recognition -Information search -Evaluation of alternatives -Purchase -Post purchase evaluation

Which of the following categories is a situational factor?

-Reason for purchase -Physical surroundings

5 categories of situational influences

1. Physical surroundings 2. Social surroundings 3. Time perspective 4. Reason for purchase 5. Buyer's momentary mood and condition

Extended decision making

A consumer problem-solving process employed when purchasing unfamiliar, expensive, or infrequently bought products

Routinized response behavior

A consumer problem-solving process used when buying frequently purchased, low-cost items that require very little search-and-decision effort

Limited decision making

A consumer problem-solving process used when purchasing products occasionally or needing information about an unfamiliar brand in a familiar product category

Consideration set

A group of brands within a product category that a buyer views as alternatives for possible purchase

Information search

After recognizing the problem or need, a buyer will decide whether to pursue satisfying that need

Levels of involvement

An individual's degree of interest in a product and the importance of the product for that person

Internal search

An information search in which buyers search their memories for information about products that might solve their problem ***is a mental review

External search

An information search in which buyers seek information from sources other than their memories

Impulse buying

An unplanned buying behavior resulting from a powerful urge to buy something immediately

Purchase

Chooses to purchase the product or brand yielded by the evaluation of alternatives

Aleksi has made the decision that it is time to purchase a condo. His apartment is too small, and he is tired of paying rent. His price range is between $200,000 and $250,000. He would like to purchase a condo that is within a half hour of his work. With these criteria set in mind, he sets out to search for his ideal home. Refer to Scenario 6.1. What type of decision making will this purchase most likely involve?

Extended decision making

As Darby stands in line at the grocery store, he notices a new flavor of gum on the nearby stand. He grabs the gum and throws it in the cart. What type of behavior is Darby exhibiting?

Impulse buying

You are thinking about buying a tablet to help with your classes and for entertainment purposes. When you search your memory for information about products that might address these needs, you are engaging in which aspect of the consumer buying decision process?

Internal information search

For which of the following products would a consumer most likely use limited decision making in a purchase situation?

Living room curtains

How can consumers reduce their risk of buying an unknown product?

Looking for recommendations on social media

Jackson stops by the grocery store after work to purchase items for the week. He has a grocery list to help him stay on track but finds himself making lots of impulse purchases, placing items in his cart that he could consume immediately, like cookies and other snack foods. Jackson is hungry because he skipped lunch due to a meeting. Jackson's purchasing decision is influenced by which category of situational factors?

Mood and condition

Evaulative Criteria

Objective and subjective product characteristics that are important to a buyer

Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Suppose Catalina is out shopping for children's clothes with one of her friends. When Catalina mentions how much she admires Rochelle Davis, her friend replies that she heard Rochelle is being investigated for allegedly plagiarizing some of her books. Catalina tells her friend she must be mistaken as Rochelle has too much integrity to do such a thing. She argues that other people are just jealous because their books are not as popular. This is an example of which of the following?

Selective distortion

Postpurchase Evaluation

The outcome of this stage is either satisfaction or dissatisfaction

Selective exposure

The process by which some inputs are selected to reach awareness and others are not

Perception

The process of selecting, organizing, and interpreting information inputs to produce meaning

A recently married couple purchased a new home. Their purchase of _______ is classified as limited decision-making behavior, but they would use extended decision making to purchase _______.

a coffee maker; a home theater system

Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Catalina greatly admires Rochelle Davis and those like her. She views them as a(n) _______ that she wants to emulate and be like.

aspirational reference group

Companies often use celebrities popular with their target market to promote their products. In this case, the celebrities represent a(n) _______.

aspirational reference group

Which psychological influence consists of three major components: cognitive, affective, and behavioral?

attitude

Evaluation of Alternatives

buying decision process is evaluation of alternatives

A buyer's doubts shortly after a purchase about whether the decision was the right one

cognitive dissonance

Rayana enjoys cycling and is in the market for a new bicycle. She is fairly knowledgeable about bikes and knows most of the major brands, such as Trek, Cannondale, Specialized, and Giant, and will likely purchase one of these brands. These four brands are part of Rayana's _______ set.

consideration

Aleksi has made the decision that it is time to purchase a condo. His apartment is too small, and he is tired of paying rent. His price range is between $200,000 and $250,000. He would like to purchase a condo that is within a half hour of his work. With these criteria set in mind, he sets out to search for his ideal home. Refer to Scenario 6.1. Suppose that after an extensive search Aleksi has narrowed down his decision to three condos. All fall within his price range, and all of them are in a desirable location in town. These three condos are now a part of Aleksi's _______.

consideration set

The collection of alternatives a consumer actually considers when making a decision is known as the _______.

consideration set

Problem recognition

consumer becomes aware of a gap between their existing situation and the desired or ideal situation

Kaya bought a $300 dress for homecoming. She wore it to homecoming and had a great time. However, afterwards she decided she did not want the dress. She returned it for a full refund. The cashier did not ask about the missing tags. This is an example of ______.

consumer fraud

Using fraudulently obtained credit cards, debit cards, checks, or bank accounts and making false insurance claims are examples of _______.

consumer fraud

Behavior that violates generally accepted norms of a particular society

consumer misbehavior

The accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and passes on to future generations

culture

The process through which a person acquires the knowledge and skills to function as a consumer

customer socialization

When a consumer has previous experience with a product or brand, it is likely the level of involvement would

decrease

Some people avoid buying specific products and brands, so they are not associated with specific groups. These groups would be classified as _______.

disassociative reference groups

The ______ is perhaps the most important determinant of consumer behavior because it helps them acquire the knowledge and skills to function as a consumer through a process called _____

family; consumer socialization

products tend to be those that are visible to others (such as cars) and are more expensive

high involvement

The Martinez family is going on vacation in a few months. Their youngest son is very interested in sharks and wants to go to a beach where they could find shark teeth. Mr. Martinez has planned the whole vacation to a beach in North Carolina and booked the flights, rental car, and hotel. In this family, the youngest son plays the role of _______, while Mr. Martinez acts as _______.

influencer; decider and buyer

Sensations received through sight, taste, hearing, smell, and touch

information inputs

The second stage of the consumer decision-making process is

information search

During _______, the consumer conducts a mental review and asks questions like "Do I have experience with this product?"

internal search

Felipe is out shopping for a motorcycle. He sees a motorcycle he really likes, but he seems to remember reading something about its gas mileage. He racks his brain trying to remember but is unable to recall the information. He therefore decides to come back another day. He goes home and researches the motorcycle on the internet. During his information search, Felipe performed _______ and then _______.

internal; external

Evaluative criteria

is/are the features that a consumer considers in choosing among alternatives.

is/are the changes in a consumer's thought processes and behavior as a result of experience or information.

learning

Nike is updating data about its many marketing segments for athletic shoes. The company uses a number of variables for segmenting the athletic shoe market, but is especially interested in consumer patterns of living as expressed through activities, interests, and opinions including the ways people spend time, the extent of their interaction with others, and their general outlook on life. Nike is currently evaluating _______.

lifestyles

When buyers purchase products occasionally or from unfamiliar brands within a product category, they are most likely to use _______.

limited decision making

products are much less expensive (such as paper towels) and have less associated social risk

low involement

The driving force that causes a consumer to take action and satisfy a specific need is a _______

motivation

A member of an informal group who provides information about a specific topic to other group members

opinion leader

Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Rochelle Davis' blog is so popular that a local children's toy company regularly sends her product samples in the hopes she will give them a positive review on her blog. Rochelle is most likely which of the following for the local children's toy company?

opinion leader

Someone who influences the opinions of others is a(n) _______.

opinion leader

According to Maslow, the most basic needs are _______.

physiological needs

What is the latest stage during which a buyer can terminate the buying decision process?

purchase

Jiao just got the news that she got passed over for a job she wanted. Now she is at a shopping center looking for a gift for her best friend's birthday. She is in a bad mood and does not want to be there. It's the holiday season, so the store is very crowded. After searching for a long time at a jewelry store, she finally finds the necklace her friend wanted. Jiao thinks the necklace is too expensive and is not even that attractive, but she buys it because she knows her best friend likes it. Refer to Scenario 6.3. Which situational factor most contributed to Jiao's purchase?

reason for purchase

A group that a person identifies with so strongly that he or she adopts the values, attitudes, and behavior of group members, regardless of group membership

reference group

Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons

roles

According to a well-known psychologist, Abraham Maslow, individuals seek to satisfy five levels of needs from the most basic level to higher-order needs. These needs, in order from most basic to least basic, are _______.

safety, physiological, social, self-actualization, and esteem

An individual's changing or twisting of information that is inconsistent with personal feelings or beliefs

selective distortion

Individuals receive various kinds of stimuli simultaneously throughout the day, and marketers try to break through the clutter with advertising and promotion. Selena is reviewing her Facebook updates and notices some advertisements for various products such as McDonald's coffee, Starbucks' new lunch menu, and an advertisement for Shutterfly. Later, Selena is out running errands and decides to stop somewhere for lunch. She remembers the ad for Starbucks and decides to try the new lunch items. Selena has engaged in _______.

selective distortion

Individuals do not pay attention to all sensory inputs and mostly unconsciously engage in _______ to determine which inputs are consciously recognized.

selective exposure

When consumers notice certain stimuli in the environment, they use _______ to choose what information is processed

selective exposure

When you are using the internet to research a school project, and you ignore the banner ads on websites even though you see them flashing on the page, you are probably engaging in the process of _______.

selective exposure

Remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not

selective retention

REI targets individuals who love and appreciate the outdoors. It therefore appeals to customers who have a(n) _______ as outdoor enthusiasts.

self concept

is an individual's perception or view of themself

self concept

Cholula Hot Sauce, a Mexican made chili-based sauce brand, is introducing a new hot sauce flavor and wants to use its owners' understanding of its target market to promote the sauce successfully. The company is sampling the new sauce at a number of supermarkets in Texas, where there are multiple market segments likely to enjoy hot sauces. Cholula's goal is to give customers experience with the new hot sauce flavor to reduce their risk of purchase and thereby increase trial purchases. The tactic that Cholula is using is called _______.

shaping

Jayden and his partner just purchased their first home and are now shopping for a lawnmower. Ben does not really enjoy lawn care or gardening and views it as a chore, although he does enjoy spending time outside. His yard is small, and a standard upright model lawnmower will fulfill his needs. He has visited several stores to check out prices and has read reviews in online forums about different brands. The purchase of a lawnmower for Jayden is most likely influenced by _______ involvement.

situational

Influences that result from circumstances, time, and location that affect the consumer buying decision process

situational influences

Which of the following influences on the consumer buying decision process result from time, circumstances, and location?

situational influences

Fahad's lawnmower stopped working midway through mowing his front yard. His interest in researching replacement lawnmower brands is most likely to be _______.

situational involvement

Ji-eun loves her car. Recently, she noticed her tires were getting worn. She took it into the dealership, where she was told that all her tires were worn and should be replaced. Ji-eun knows this will be a significant investment. She decided on getting the most expensive tires because they are high quality and she wants the best. She hopes she is making the right decision. At least she will not have to purchase tires for several more years, unless she gets a flat. Ji-eun's involvement with her tire purchase is an example of ______.

situational involvement

An open group of individuals with similar social rank

social class

The forces other people exert on one's buying behavior

social influences

Jessie is out with a group of friends for dinner at a local restaurant and then a movie. While the service at the restaurant was slow and the food was just okay, Jessie still had a great time and left with a positive opinion of the restaurant experience. Jessie's experience was likely influenced by

social surroundings

A group of individuals whose characteristics, values, and behavioral patterns are similar within the group and different from those of people in the surrounding culture

subcultures

Scenario 6.3. Jiao just got the news that she got passed over for a job she wanted. Now she is at a shopping center looking for a gift for her best friend's birthday. She is in a bad mood and does not want to be there. It's the holiday season, so the store is very crowded. After searching for a long time at a jewelry store, she finally finds the necklace her friend wanted. Jiao thinks the necklace is too expensive and is not even that attractive, but she buys it because she knows her best friend likes it. Refer to Scenario 6.3. Jiao wants to stop by her favorite bookstore before it closes in 15 minutes. However, because she is thirsty, she decides to stop quickly for a drink. She heads over to Boba Tea but notices the line is very long. She notices there is hardly anyone in the Starbucks line and decides to get a latte instead, even though she would have preferred a tea. Which situational factor most contributed to Jiao's purchase?

time dimension

Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Catalina's husband tends to defer to Catalina for most family purchase decisions, especially knowing how much effort she puts into researching them. Although he tends to make purchase decisions related to items that he wants to buy for himself, Catalina makes the remaining purchase decisions for herself, her children, and the household in general. When it comes to purchase decisions, Catalina's family is

wife dominant