Consumer Behavior – 8th Edition
ST
SOLUTIONS
UV
MANUAL
IA
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Wayne D. Hoyer
PP
Comprehensive Solutions Manual for Instructors
RO
and Students
VE
© Wayne D. Hoyer
All rights reserved. Reproduction or distribution without permission is prohibited.
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©STUDYSTREAM
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VE
RO
PP
_A
IA
UV
ST
, Instructor Manual: Chapter 1: Understanding Consumer Behavior
CHAPTER OUTLINE
The following outline organizes activities (including any existing
ST
discussion questions in PowerPoints or other supplements) and
assessments by chapter (and therefore by topic), so that you can see
how all the content relates to the topics covered in the text.
I. Defining Consumer Behavior (LO 1-1, PPT Slides 5–15)
UV
a. Consumer behavior: The totality of consumers‘ decisions
with respect to the acquisition, consumption, and
disposition of goods, services, time, places, and ideas by
human decision-making units (over time) (See Exhibit 1.1 on
PPT Slide 6)
IA
Offering: A product, service, activity, experience,
or idea offered by a marketing organization to
consumers
Acquisition: The process by which a consumer comes to
_A
own or experience an offering
Usage: The process by which a consumer uses or
consumes an offering
Disposition: The process by which a consumer discards
an offering
PP
b. Consumer behavior involves understanding the set of
decisions (what, whether, why, when, how, where, how much,
and how often) that an individual or group of consumers
makes over time.
More than just the way a person buys tangible
RO
products like toilet paper and soap
Involves goods, services, activities, experiences,
people, and ideas
Reflects totality of consumers‘ decisions with
respect to acquisition, usage/consumption, and
disposition
VE
Takes into account managing money and balancing
financial decisions
c. Consumer behavior is a dynamic process.
The sequence of acquisition, consumption, and
disposition can occur over time in a dynamic order—
D?
hours, days, weeks, months, or years.
Entire markets are designed around linking one
consumer‘s disposition decision to other consumers‘
acquisition decisions.
Major life events have a major impact on consumer
??
behavior as well.
2
6
, Instructor Manual: Chapter 1: Understanding Consumer Behavior
d. Consumer behavior can involve many people.
It does not necessarily reflect the action of a
single individual.
ST
Individuals engaging in consumer behavior can take on
one or more roles.
e. Consumer behavior involves many decisions.
It involves understanding whether, why, when, where,
how, how much, how often, and for how long consumers
UV
will buy, use, or dispose of an offering.
Decisions are often related to personal goals, safety
concerns, or a desire to reduce economic, social, or
psychological risk.
Decisions can also be affected by subtle cues in our
IA
environment.
f. U.S. consumers spend an average of about $90 per day on
goods and services in a typical month. (See Table 1.1 on
PPT Slide 10)
_A
On average, U.S. consumers spend more for basics like
housing, transportation, and food than for other
categories of expenditures.
g. Consumption can occur for a number of reasons.
Among the most important reasons, are the ways in
PP
which an offering meets someone‘s needs, values, or
goals.
Acquisition may be related to a consumer‘s attitudes
toward money, materialism, status, emotions, and
self-control.
RO
Sometimes our reasons for using an offering are
filled with conflict, which leads to some difficult
consumption decisions.
h. Marketers also try to understand why consumers do not
acquire, use, or dispose of an offering.
Transparency is increasingly of concern when
VE
consumers want to know what a brand or company stands
for.
i. Table 1.2 in the text shows that there are many ways that
consumers can acquire an offering:
Buying
D?
Trading
Renting or Leasing
Bartering
Gifting
??
Finding
Stealing
Sharing
7
© 2024 Cengage. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole 7
ST
SOLUTIONS
UV
MANUAL
IA
_A
Wayne D. Hoyer
PP
Comprehensive Solutions Manual for Instructors
RO
and Students
VE
© Wayne D. Hoyer
All rights reserved. Reproduction or distribution without permission is prohibited.
D?
??
©STUDYSTREAM
, ??
D?
VE
RO
PP
_A
IA
UV
ST
, Instructor Manual: Chapter 1: Understanding Consumer Behavior
CHAPTER OUTLINE
The following outline organizes activities (including any existing
ST
discussion questions in PowerPoints or other supplements) and
assessments by chapter (and therefore by topic), so that you can see
how all the content relates to the topics covered in the text.
I. Defining Consumer Behavior (LO 1-1, PPT Slides 5–15)
UV
a. Consumer behavior: The totality of consumers‘ decisions
with respect to the acquisition, consumption, and
disposition of goods, services, time, places, and ideas by
human decision-making units (over time) (See Exhibit 1.1 on
PPT Slide 6)
IA
Offering: A product, service, activity, experience,
or idea offered by a marketing organization to
consumers
Acquisition: The process by which a consumer comes to
_A
own or experience an offering
Usage: The process by which a consumer uses or
consumes an offering
Disposition: The process by which a consumer discards
an offering
PP
b. Consumer behavior involves understanding the set of
decisions (what, whether, why, when, how, where, how much,
and how often) that an individual or group of consumers
makes over time.
More than just the way a person buys tangible
RO
products like toilet paper and soap
Involves goods, services, activities, experiences,
people, and ideas
Reflects totality of consumers‘ decisions with
respect to acquisition, usage/consumption, and
disposition
VE
Takes into account managing money and balancing
financial decisions
c. Consumer behavior is a dynamic process.
The sequence of acquisition, consumption, and
disposition can occur over time in a dynamic order—
D?
hours, days, weeks, months, or years.
Entire markets are designed around linking one
consumer‘s disposition decision to other consumers‘
acquisition decisions.
Major life events have a major impact on consumer
??
behavior as well.
2
6
, Instructor Manual: Chapter 1: Understanding Consumer Behavior
d. Consumer behavior can involve many people.
It does not necessarily reflect the action of a
single individual.
ST
Individuals engaging in consumer behavior can take on
one or more roles.
e. Consumer behavior involves many decisions.
It involves understanding whether, why, when, where,
how, how much, how often, and for how long consumers
UV
will buy, use, or dispose of an offering.
Decisions are often related to personal goals, safety
concerns, or a desire to reduce economic, social, or
psychological risk.
Decisions can also be affected by subtle cues in our
IA
environment.
f. U.S. consumers spend an average of about $90 per day on
goods and services in a typical month. (See Table 1.1 on
PPT Slide 10)
_A
On average, U.S. consumers spend more for basics like
housing, transportation, and food than for other
categories of expenditures.
g. Consumption can occur for a number of reasons.
Among the most important reasons, are the ways in
PP
which an offering meets someone‘s needs, values, or
goals.
Acquisition may be related to a consumer‘s attitudes
toward money, materialism, status, emotions, and
self-control.
RO
Sometimes our reasons for using an offering are
filled with conflict, which leads to some difficult
consumption decisions.
h. Marketers also try to understand why consumers do not
acquire, use, or dispose of an offering.
Transparency is increasingly of concern when
VE
consumers want to know what a brand or company stands
for.
i. Table 1.2 in the text shows that there are many ways that
consumers can acquire an offering:
Buying
D?
Trading
Renting or Leasing
Bartering
Gifting
??
Finding
Stealing
Sharing
7
© 2024 Cengage. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole 7
