Consumer Behavior Exam 1|65
Questions and Answers
Consumer Behavior - -The totality of consumers' decisions with respect to
the acquisition, consumption, and disposition of goods, services, time, and
ideas by human decision-making units (over time)
- Offering - -A product, service, activity, or idea offered by a marketing
organization to consumers
- Acquisition - -The process by which a consumers comes to own an offering
- Usage - -The process by which a consumer discards an offering
- Culture - -The typical or expected behaviors, norms, and ideas that
characterize a group of people
- Reference Group - -A group of people we compare ourselves with for
information regarding behavior, attitudes, or values
- Symbols - -External signs that we use to express our identity
- Marketing - -A social and managerial process through which individuals
and groups obtain what they need and want by creating and exchanging
products and value with others.
- Primary Data - -Data originating from a researcher and collected to
provide information relevant to a specific research project
- Secondary Data - -Data collected for some other purpose that is
subsequently used in a research project
- Survey - -A written instrument that asks consumers to respond to a
predetermined set of research questions
- Focus Group - -A form of interview involving 8-12 people; a moderator
leads the group and asks participants to discuss a product, concept, or other
marketing stimulus
- Storytelling - -A research method by which consumers are asked to tell
stories about product acquisition, usage, or disposition experiences. These
stories help marketers gain insights into consumer needs and identify the
product attributes that meet these needs.
, - Independent Variable - -The "treatment" or the entity that researchers
vary in a research project
- Market Test - -A study in which the effectiveness of one or more elements
of the marketing mix is eliminated by evaluating sales of the product in an
actual market
- Conjunct Analysis - -A research technique to determine the relative
importance and appeal of different levels of an offering's attributes.
- Ethnographic Research - -In-depth qualitative research using observations
and interviews (often over repeated occasions) of consumers in real world
surroundings. Often used to study the meaning that consumers ascribe to a
product or consumption phenomenon.
- Data Mining - -Searching for patterns in a company database that offer
clues to customer needs, preferences, and behaviors.
- Research Foundation - -A nonprofit organization that sponsors research on
topics relevant to the foundation's goals
- Trade Group - -A professional organization made up of marketers in the
same industry
- Motivated Reasoning - -Processing information in a way that allows
consumers to reach the conclusion that they want to reach
- Felt Involvement - -Self-reported arousal or interest in an offering, activity,
or decision
- Enduring Involvement - -Long-term interest in an offering, activity, or
decision
- Situational Involvement - -Temporary interest in an offering, activity, or
decision, often caused by situational circumstances
- Cognitive Involvement - -Interest in thinking about and learning
information pertinent to an offering, activity, or decisions
- Affective Involvement - -Interest in expanding emotional energy and
evoking deep feelings about an offering, activity, or decision
- Response Involvement - -Interest in certain decisions and behaviors
- Personal Relevance - -Something that has a direct bearing on the self and
has potentially significant consequences or implications or our lives.
Questions and Answers
Consumer Behavior - -The totality of consumers' decisions with respect to
the acquisition, consumption, and disposition of goods, services, time, and
ideas by human decision-making units (over time)
- Offering - -A product, service, activity, or idea offered by a marketing
organization to consumers
- Acquisition - -The process by which a consumers comes to own an offering
- Usage - -The process by which a consumer discards an offering
- Culture - -The typical or expected behaviors, norms, and ideas that
characterize a group of people
- Reference Group - -A group of people we compare ourselves with for
information regarding behavior, attitudes, or values
- Symbols - -External signs that we use to express our identity
- Marketing - -A social and managerial process through which individuals
and groups obtain what they need and want by creating and exchanging
products and value with others.
- Primary Data - -Data originating from a researcher and collected to
provide information relevant to a specific research project
- Secondary Data - -Data collected for some other purpose that is
subsequently used in a research project
- Survey - -A written instrument that asks consumers to respond to a
predetermined set of research questions
- Focus Group - -A form of interview involving 8-12 people; a moderator
leads the group and asks participants to discuss a product, concept, or other
marketing stimulus
- Storytelling - -A research method by which consumers are asked to tell
stories about product acquisition, usage, or disposition experiences. These
stories help marketers gain insights into consumer needs and identify the
product attributes that meet these needs.
, - Independent Variable - -The "treatment" or the entity that researchers
vary in a research project
- Market Test - -A study in which the effectiveness of one or more elements
of the marketing mix is eliminated by evaluating sales of the product in an
actual market
- Conjunct Analysis - -A research technique to determine the relative
importance and appeal of different levels of an offering's attributes.
- Ethnographic Research - -In-depth qualitative research using observations
and interviews (often over repeated occasions) of consumers in real world
surroundings. Often used to study the meaning that consumers ascribe to a
product or consumption phenomenon.
- Data Mining - -Searching for patterns in a company database that offer
clues to customer needs, preferences, and behaviors.
- Research Foundation - -A nonprofit organization that sponsors research on
topics relevant to the foundation's goals
- Trade Group - -A professional organization made up of marketers in the
same industry
- Motivated Reasoning - -Processing information in a way that allows
consumers to reach the conclusion that they want to reach
- Felt Involvement - -Self-reported arousal or interest in an offering, activity,
or decision
- Enduring Involvement - -Long-term interest in an offering, activity, or
decision
- Situational Involvement - -Temporary interest in an offering, activity, or
decision, often caused by situational circumstances
- Cognitive Involvement - -Interest in thinking about and learning
information pertinent to an offering, activity, or decisions
- Affective Involvement - -Interest in expanding emotional energy and
evoking deep feelings about an offering, activity, or decision
- Response Involvement - -Interest in certain decisions and behaviors
- Personal Relevance - -Something that has a direct bearing on the self and
has potentially significant consequences or implications or our lives.
