MKTG 345: Chapter 4

lifestyle

- how people spend their time and resources - lifestyle analysis is useful for targeting consumers

customer satisfaction studies:

- satisfied customers tell 3 people - dissatisfied customers will not buy product again and will tell 9 people

Consumer behavior includes which of the following? (Choose all that apply)

Actions related to the purchase and use of a product Mental and social processes Processes before and after purchase and use

2 types of self-concept:

Actual self concept Ideal self concept

Which of the following are categories of information search?

Internal and external

________ influences like motivation and learning and ________ influences like reference groups and culture impact a consumer's decision to buy.

Psychological; sociocultural

From whom to buy and when to buy are decisions made during which stage of the purchase decision process?

Purchase decision

Social surroundings

Your mom decides to come with you when you say you're going to the mall.

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

Problem recognition is perceived as

a difference between a person's ideal and an actual situation.

brand loyalty

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

Which two of the following are characteristic of attitudes?

They are learned; they are shaped by values and beliefs

Which of these characteristics are central to defining culture?

Values and Attitudes

Actual self concept

how you are

self-concept

how you see yourself and how you believe other people will see you

cognitive learning

makes connections between ideas

Individuals who exert direct or indirect social influence over others are called _________ leaders.

opinion

Using a celebrity spokesperson in order to sell a product is an example of using the influence of _______ leaders.

opinion

situational influences

purchase task, social surroundings, physical surroundings, temporal effects, antecedent states

Personal influence, reference groups, family influence, and culture are types of ________ influence on the consumer purchase decision process.

sociocultural

Ideal self concept

something you strive to be

involvement

the personal, social, and economic significance of the purchase to the consumer - extended -limited -routine

perception

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

subliminal perception

unconscious perception. See and hear messages even if you don't pay attention

What behavior does Beth show when she seems to know the exact location in the grocery store for every item on her shopping list?

learning

A consumer's is identified partly by what that person considers important in her environment and what she thinks of herself and the world around her.

lifestyle

Psychographics is considered to be a measure of consumers'

lifestyles

Physical surroundings

You like the look of the new sushi restaurant, but the chairs are really uncomfortable.

The purchase task

You need to buy a gift for a friend's birthday party

problem recognition starts with the difference between:

- consumer's ideal situation - consumer's actual situation

Behavioral learning develops automatic responses to situations:

- drive (need) -cue (symbol) -response (action) -reinforcement (award)

Strategies to reduce perceived risk:

-obtain seals of approval -secure endorsements -provide free trials/samples -give extensive instructions -provide warranties/guarantees

Three approaches to changing beliefs:

1. Change beliefs about a brand's attributes 2. change perceived importance of attributes 3. add new product attributes

VALS identifies 8 consumer segments

1. Consumers with abundant resources are near top of the network 2. consumers with minimal resources are at the bottom of the framework 3. consumer groups within a motivation can be targeted together

Make the purchase decision by:

1. decide from whom to buy 2. decide when to buy

hierarchy of needs

1. physiological needs 2. safety needs 3. social needs 4. personal needs 5. self-actualization needs

The purchase decision consists of five stages:

1. problem recognition 2. Information search 3. Alternative evaluation 4. Purchase Decision 5. postpurchase behavior

Put the five stages of the purchase decision process in the sequence in which they occur for high involvement purchases. (Put the first stage on top.)

1. problem recognition 2. information search 3. alternative evaluation 4. purchase decision 5. postpurchase behavior

Alternative evaluation stage

1. suggests criteria for purchase 2. yields brands that meet criteria 3. develops value perception

The sociocultural factors that influence consumer behavior include which of the following?

Friends and family Culture

The sociocultural factors that influence consumer behavior include which of the following?

Friends and family; culture

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?

He must decide when he will make the purchase. He needs to determine from whom he should buy

_______ refers to those behaviors that result from repeated experience and reasoning.

Learning

Which two of the following are considered psychological influences on the purchase decision process?

Learning; values, beliefs, and attitudes

Motivation, perception, and lifestyle are considered what type of influence on the purchase decision process?

Psychological

learning

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

Temporal effects

You just heard the store manager announce that the store will be closing in ten minutes.

Antecedent states

You just ran into a friend who paid you back the $20 dollars he owes you.

attitude formation

a learned response to objects in consistent way (favorable or unfavorable)

personality

a person's consistent behaviors or responses to recurring situations

achievement-motivated groups

achievers, strivers

The five stages of purchase decision process are problem recognition, information search, _______, purchase decision and ________ behavior.

alternative evaluation; postpurchase

alternative evaluation

assessing value

Gretta has never tried Pert shampoo but she doubts that a shampoo can be effective as a two-in-one shampoo and conditioner. Her negative predisposition toward the brand is her

attitude

Consumer is defined as 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.

behavior

purchase decision

buying value

low involvement

common products, maintain product quality, avoid stockouts, and reduce cognitive dissonance with ads

consumer behavior

consists of 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

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, is known as

consumer behavior.

When Time, Inc. publishes a kid's version of its Sports Illustrated publication it is attempting to influence today's children to purchase SI when they become adults. This process is an example of

consumer socialization

The process by which children learn how to save money and use a bank account is part of an overall process known as

consumer socialization.

selective retention

consumers do not remember info you see, read, or hear. Retention level is not always there; selective

high involvement

consumers seek information, use comparative ads, and use personal selling

A set of values, ideas, and attitudes that is learned and shared among members of a group is called

culture

Which of the following is NOT a reference group that might influence a buyer's choices and behaviors?

culture

selective exposure

don't pay attention to everything in your environment. you pay attention because you agree

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.

evaluated

Having completed his information search, a consumer's next step in decision making is ______.

evaluation of alternatives

self-expression - motivated groups

experiencers, makers

The highest levels of consumer involvement in the decision process lead to _______ problem solving while the lowest levels lead to ______ problem solving.

extended; routine

high-and low-resource groups

innovators, survivors

selective comprehension

involves interpreting info so that it is consistent with a person's attitudes and beliefs

_______ is the energizing force that stimulates behavior to satisfy a need.

motivation

problem recognition

perceiving a need

The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world is called

perception

The sociocultural influences that affect the consumer's behavior include all of the following EXCEPT which?

perception

________ is an individualistic process; one sees the Cadillac as a mark of achievement, another sees it as ostentatious.

perception

external search

personal, public, and marketer - dominated sources

During the last stage of the purchase decision process, known as ________, a consumer compares a purchased product with his or her expectations.

postpurchase behavior

The final step in the purchase decision process is known as

postpurchase behavior.

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

problem

Extended, limited, and routine are variations of ________ for consumer decisions.

problem solving

postpurchase behavior

realizing value

A consumer will often turn to one of her formal or informal (one word) groups for advice and guidance on acceptable beliefs, attitudes, and consumer behaviors. This group might be colleagues at work, team members on sports team, or a club in which she is a member.

reference

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

reference group

Motivation is an energizing force that stimulates behavior to

satisfy a need

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

search

information search

seeking value

information search

seeking value. internal and external search

purchase decision process

the 5 stages a buyer passes through in making choices about which products and services to buy

perceived risk

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

motivation

the energizing force that stimulates behavior to satisfy a need

selective perception

the filtering process of exposure, comprehension, and retention by the brain to organize and interpret information

According to the consumer behavior model, sociocultural, psychological, and situational influences affect

the purchase decision process.

The five situational influences that have an impact on the purchase decision process are

the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.

ideals-motivated groups:

thinkers, believers

From whom to buy from and ________ to buy are the two choices left for a consumer once she has made the decision on an alternative.

when