Consumer Behavior Final Exam – Questions With
Complete Solutions
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Teacher 78 terms 42 terms 69 terms
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Terms in this set (285)
1. Problem solver
2. Economic creature
Five visions of the consumer 3. Computer
4. Shopper
5. Reveler
(Vision of consumer)
Problem solver
Searching for solutions to needs
(Vision of consumer)
Economic creature
Prudent decision maker
(Vision of consumer)
Computer
Information processors
(Vision of consumer)
Shopper
Seeking market input. Wants opinions.
(Vision of consumer)
Reveler
hedonic pursuit. (Want enjoyment)
the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of
Consumer behavior
products, services, experiences, or ideas to satisfy needs, and
the impacts that these processes have on the consumer society.
= Total Benefits - Total Costs Value =
Why consumer behavior is Understanding consumer needs allows is to effectively market to
important? them and create value for consumers in society.
Money, time, knowledge, Value is predicted on our five resources
energy, social capital
Addresses general questions independent of specific products,
brands, etc.
(what affects your perception of taste? What makes a
Basic Research spokesperson credible? How can attitudes be changed? How do
peers influence consumption?)
Theory-oriented: discover new theory, extend/refute of existing
theory.
, Answers specific questions relevant to a product, market, ad,
campaign, etc.
(Market segmentation, branding, product design and testing,
advertising and marketing communications testing, pricing,
customer satisfaction and loyalty, etc).
Applied Research
Applications:
- identify and evaluate opportunities
- analyze and select target markets
- plan and implement a marketing mix
- evaluate marketing performances.
Research that describes data and characteristics about
population or phenomenon being studied.
Ex:
Descriptive research
- Who reads fashion magazines?
- What are the ten most common cold remedies?
- When do teenagers surf the web?
- Where is alcohol consumption per capita the highest?
Correlation is a statistical measurement indicating the scale and
Correlational research
direction of a relationship between at least two variables.
Positive correlation price -> quality perceptions
Negative correlation income -> fast food consumption.
(causal research)
Experimental Method Asks why. Tests cause and effect relationships while controlling
for most other variables. Tests the effect of the independent
variable on the dependent variable.
key terms of causal research Independent variable (IV) and Dependent variable (DV)
a variable (often denoted by x) whose variation does not depend
Independent variable (IV)
on that of another.
a variable whose value depends on that of another. (often
Dependent variable (DV)
denoted by y).
Data that you must collect (does not yet exist)/ Gathered to
answer a specific question.
Primary data
Cons: Slow and expensive, requires more effort.
Pros: created to solve your need.
Data you can find/ already exists. Repurposed to answer a
specific question.
Secondary Data
Cons: Might not suit your need and be outdates
Pros: Quick and relatively cheap, requires less effort.
an acquires behavior pattern regularly followed until it has
Habit become almost involuntary OR a dominant or regular disposition
of tendency.
Conscious decisions decisions that are made by following the decision process.
Non-conscious decisions decisions that are made following a different model.
- its uncontrolled (we don't have the whole story)
- often not timely (outdated)
Cons to secondary data
- often very general
- often a lot of it (too much maybe).
, - mere measurement effect ( just because a behavior is measured
can change that behavior)
- Social desirability (we want to portray ourselves in the best
light).
Cons in Surveys
- Self-presentation concerns (we do not want to give negative
signals about ourselves).
- Sensitive Issues (there are some topics we aren't comfortable
discussing).
- an identified variable is one of MANY potential causes
Cons in experimentation - the results tend to be probabilistic NOT deterministic.
- In social experiments, we cant definitively prove causation.
importance of understanding so we can rely on science rather than intuition.
research
Motivation human drive to attain a goal object
Drive energy that impels us to act
something we seek, that which we judge will bring us
Goal object
comfort/value.
Innate needs Needs we are born with
Learned needs Needs we acquire through experience.
Biogenic needs What our body needs
Psychogenic needs what our mind needs
Approach Approach Conflict When we have to pick between two things we like.
Ex: Approach Approach Conflict Going to Italy or Bali on vacation
Having to chose between something you don't want and
Approach Avoid conflict
something you do, but in a conflicting manner
Eating ice cream but gaining weight. Or not eating ice cream to
Ex: Approach Avoid conflict
avoid gaining weight.
Avoid Avoid Conflict Having to chose between two things you don't like
Ex: Avoid Avoid Conflict Having to sleep on the floor or in a wet bed.
(example)
Online Travel Shopping:
Regulatory Focus
1. Prevention focused Ad: worked best for last minute shoppers.
2. Promotion focused Ad:
worked best for shoppers buying for future travel.
a motivational state caused by consumer perceptions that a
Involvement
product, brand, or advertisement is relevant or interesting.
higher effort behaviors and Increased involvement leads to...
information processing.
1. Something is personal
2. perceived risk of a situation is high
When is motivation enhanced?
3. Information is moderately inconsistent with out prior attitudes
4. Our needs are unsatisfied
are context dependent relevance and involvent
(relevance and involvement)
Enduring
Involvement is long-lasting
(relevance and involvement)
Situational
Involvement is short-lived.
Complete Solutions
Save
Students also studied
Perio Study DENT 475 - Implant components NBDE II Review - Pro
Teacher 78 terms 42 terms 69 terms
Hunter_Charters Preview gillphil Preview melissa_jarvis7
Terms in this set (285)
1. Problem solver
2. Economic creature
Five visions of the consumer 3. Computer
4. Shopper
5. Reveler
(Vision of consumer)
Problem solver
Searching for solutions to needs
(Vision of consumer)
Economic creature
Prudent decision maker
(Vision of consumer)
Computer
Information processors
(Vision of consumer)
Shopper
Seeking market input. Wants opinions.
(Vision of consumer)
Reveler
hedonic pursuit. (Want enjoyment)
the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of
Consumer behavior
products, services, experiences, or ideas to satisfy needs, and
the impacts that these processes have on the consumer society.
= Total Benefits - Total Costs Value =
Why consumer behavior is Understanding consumer needs allows is to effectively market to
important? them and create value for consumers in society.
Money, time, knowledge, Value is predicted on our five resources
energy, social capital
Addresses general questions independent of specific products,
brands, etc.
(what affects your perception of taste? What makes a
Basic Research spokesperson credible? How can attitudes be changed? How do
peers influence consumption?)
Theory-oriented: discover new theory, extend/refute of existing
theory.
, Answers specific questions relevant to a product, market, ad,
campaign, etc.
(Market segmentation, branding, product design and testing,
advertising and marketing communications testing, pricing,
customer satisfaction and loyalty, etc).
Applied Research
Applications:
- identify and evaluate opportunities
- analyze and select target markets
- plan and implement a marketing mix
- evaluate marketing performances.
Research that describes data and characteristics about
population or phenomenon being studied.
Ex:
Descriptive research
- Who reads fashion magazines?
- What are the ten most common cold remedies?
- When do teenagers surf the web?
- Where is alcohol consumption per capita the highest?
Correlation is a statistical measurement indicating the scale and
Correlational research
direction of a relationship between at least two variables.
Positive correlation price -> quality perceptions
Negative correlation income -> fast food consumption.
(causal research)
Experimental Method Asks why. Tests cause and effect relationships while controlling
for most other variables. Tests the effect of the independent
variable on the dependent variable.
key terms of causal research Independent variable (IV) and Dependent variable (DV)
a variable (often denoted by x) whose variation does not depend
Independent variable (IV)
on that of another.
a variable whose value depends on that of another. (often
Dependent variable (DV)
denoted by y).
Data that you must collect (does not yet exist)/ Gathered to
answer a specific question.
Primary data
Cons: Slow and expensive, requires more effort.
Pros: created to solve your need.
Data you can find/ already exists. Repurposed to answer a
specific question.
Secondary Data
Cons: Might not suit your need and be outdates
Pros: Quick and relatively cheap, requires less effort.
an acquires behavior pattern regularly followed until it has
Habit become almost involuntary OR a dominant or regular disposition
of tendency.
Conscious decisions decisions that are made by following the decision process.
Non-conscious decisions decisions that are made following a different model.
- its uncontrolled (we don't have the whole story)
- often not timely (outdated)
Cons to secondary data
- often very general
- often a lot of it (too much maybe).
, - mere measurement effect ( just because a behavior is measured
can change that behavior)
- Social desirability (we want to portray ourselves in the best
light).
Cons in Surveys
- Self-presentation concerns (we do not want to give negative
signals about ourselves).
- Sensitive Issues (there are some topics we aren't comfortable
discussing).
- an identified variable is one of MANY potential causes
Cons in experimentation - the results tend to be probabilistic NOT deterministic.
- In social experiments, we cant definitively prove causation.
importance of understanding so we can rely on science rather than intuition.
research
Motivation human drive to attain a goal object
Drive energy that impels us to act
something we seek, that which we judge will bring us
Goal object
comfort/value.
Innate needs Needs we are born with
Learned needs Needs we acquire through experience.
Biogenic needs What our body needs
Psychogenic needs what our mind needs
Approach Approach Conflict When we have to pick between two things we like.
Ex: Approach Approach Conflict Going to Italy or Bali on vacation
Having to chose between something you don't want and
Approach Avoid conflict
something you do, but in a conflicting manner
Eating ice cream but gaining weight. Or not eating ice cream to
Ex: Approach Avoid conflict
avoid gaining weight.
Avoid Avoid Conflict Having to chose between two things you don't like
Ex: Avoid Avoid Conflict Having to sleep on the floor or in a wet bed.
(example)
Online Travel Shopping:
Regulatory Focus
1. Prevention focused Ad: worked best for last minute shoppers.
2. Promotion focused Ad:
worked best for shoppers buying for future travel.
a motivational state caused by consumer perceptions that a
Involvement
product, brand, or advertisement is relevant or interesting.
higher effort behaviors and Increased involvement leads to...
information processing.
1. Something is personal
2. perceived risk of a situation is high
When is motivation enhanced?
3. Information is moderately inconsistent with out prior attitudes
4. Our needs are unsatisfied
are context dependent relevance and involvent
(relevance and involvement)
Enduring
Involvement is long-lasting
(relevance and involvement)
Situational
Involvement is short-lived.
