BUSML 4201 Consumer Behavior OSU
Exam 1|Verified Q’s and A’s
Consumer Behavior - -Reflects 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
- Acquiring - -Deciding whether to buy, what/when/where to buy, how to
pay. Ex. Leasing, trading, borrowing, gift-giving, finding, stealing
- Using - -Who, how, how much and how satisfied
- Disposing - -How/when/how much to dispose
- Offering - -A product, service, activity, or idea offered by a marketing
organization to consumers
- Secondary Data - -Data collected from external sources. Ex. Store audits
or the internet
- In-Depth Interviews - -Conducted face-to-face with one respondent with
the objective of exploring the subject matter in more detail. Ex. Laddering,
ZMET
- Focus Groups - -Group of respondents discuss a marketing problem by
responding and reacting to each other
- Observational Research - -Making observations of behavior and recording
those observations in an objective manner
- Experimental Research - -Test hypotheses about causal relationship
between variables
- Elements of Experiments - -1. Control/manipulate the cause (independent
variable) and hold "everything else" constant
2. The cause (independent variable) has to precede the effect
3. Random assignment -makes experimental groups statistically equivalent
- Motivation - -Energy directed at objects, activities or goals
- High Involvement - -Active search, elaborate on messages, focus on
message content, focus on accuracy of decisions, attitude change is more
difficult
, - Low Involvement - -Limited attention, limited search, don't elaborate on
messages, repetition and message source crucial, focus on effort of decisions
- Inconsistency with Prior Attitudes - -We tend to process messages that are
moderately inconsistent with our attitudes more carefully
- Perceived Risk - -The extent to which a consumer is uncertain about the
consequences of buying, using, or disposing of an offering
- Performance risk - -Will the product perform?
- Physical risk - -Is it safe?
- Social risk - -Will it hurt my social standing?
- Psychological risk - -Does it fit with what I think of myself?
- Time risk - -Do I have the time to invest in it?
- Financial risk - -Can I afford it? What happens to my investment if
something goes wrong?
- Need - -Discrepancy between present (actual) state & ideal (desired) state
- Maslow's Hierarchy of Needs - -1. Physiological Needs
2. Safety Needs
3. Social Needs
4. Personal Needs
5. Self-Actualization Needs
- Primary Needs - -Physiological Needs and Safety Needs
- Secondary Needs - -Social Needs, Personal Needs and Self-Actualization
Needs
- Approach-Approach Conflict - -Choice between two desirable alternatives.
Ex. "Best Beach Vacation"
- Approach-Avoidance Conflict - -Positive & negative aspects in a single
product, Guilt of desire occurs. Ex. "You deserve it"
- Avoidance-Avoidance Conflict - -Choice between two undesirable
alternatives. Ex. "Replace to save future costs"
- Values - -Enduring beliefs that a given behavior, or outcome is desirable or
good
Exam 1|Verified Q’s and A’s
Consumer Behavior - -Reflects 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
- Acquiring - -Deciding whether to buy, what/when/where to buy, how to
pay. Ex. Leasing, trading, borrowing, gift-giving, finding, stealing
- Using - -Who, how, how much and how satisfied
- Disposing - -How/when/how much to dispose
- Offering - -A product, service, activity, or idea offered by a marketing
organization to consumers
- Secondary Data - -Data collected from external sources. Ex. Store audits
or the internet
- In-Depth Interviews - -Conducted face-to-face with one respondent with
the objective of exploring the subject matter in more detail. Ex. Laddering,
ZMET
- Focus Groups - -Group of respondents discuss a marketing problem by
responding and reacting to each other
- Observational Research - -Making observations of behavior and recording
those observations in an objective manner
- Experimental Research - -Test hypotheses about causal relationship
between variables
- Elements of Experiments - -1. Control/manipulate the cause (independent
variable) and hold "everything else" constant
2. The cause (independent variable) has to precede the effect
3. Random assignment -makes experimental groups statistically equivalent
- Motivation - -Energy directed at objects, activities or goals
- High Involvement - -Active search, elaborate on messages, focus on
message content, focus on accuracy of decisions, attitude change is more
difficult
, - Low Involvement - -Limited attention, limited search, don't elaborate on
messages, repetition and message source crucial, focus on effort of decisions
- Inconsistency with Prior Attitudes - -We tend to process messages that are
moderately inconsistent with our attitudes more carefully
- Perceived Risk - -The extent to which a consumer is uncertain about the
consequences of buying, using, or disposing of an offering
- Performance risk - -Will the product perform?
- Physical risk - -Is it safe?
- Social risk - -Will it hurt my social standing?
- Psychological risk - -Does it fit with what I think of myself?
- Time risk - -Do I have the time to invest in it?
- Financial risk - -Can I afford it? What happens to my investment if
something goes wrong?
- Need - -Discrepancy between present (actual) state & ideal (desired) state
- Maslow's Hierarchy of Needs - -1. Physiological Needs
2. Safety Needs
3. Social Needs
4. Personal Needs
5. Self-Actualization Needs
- Primary Needs - -Physiological Needs and Safety Needs
- Secondary Needs - -Social Needs, Personal Needs and Self-Actualization
Needs
- Approach-Approach Conflict - -Choice between two desirable alternatives.
Ex. "Best Beach Vacation"
- Approach-Avoidance Conflict - -Positive & negative aspects in a single
product, Guilt of desire occurs. Ex. "You deserve it"
- Avoidance-Avoidance Conflict - -Choice between two undesirable
alternatives. Ex. "Replace to save future costs"
- Values - -Enduring beliefs that a given behavior, or outcome is desirable or
good
