Advertising and Promotion (Chapter 4) -
Perspectives on Consumer Behavior
Consumer Behavior - correct answer-the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of products and
services so as to satisfy their needs and desires
Stages in Consumer Decision-Making Process - correct answer-1) Problem Recognition
2) Information Search
3) Alternative Evaluation
4) Purchase Decision
5) Post Purchase Evaluation
Relevant Internal Psychological Processes - correct answer-1) Motivation
2) Perception
3) Attitude Formation
4) Integration
5) Learning
Sources of Problem Recognition - correct answer--Out of Stock
-Dissatisfaction
-New Needs/Wants
-Related Products/Purchase
-Marketer-Induced Problem Recognition
-New Products
Want - correct answer-a desire for something one does not have
Motives - correct answer-those factors that compel a consumer to take a particular action
Hierarchy of Needs - correct answer-1) psychological needs (the basic level of primary
needs for things required to sustain life - food, shelter, clothing, and sex)
2) safety needs (the need for security and safety from physical harm)
3) social/love and belonging (the desire to have satisfying relationships with others and feel
a sense of love, affection, belonging, and acceptance
4) esteem (the need to feel a sense of accomplishment and gain recognition, status, and
respect from others)
5) self-actualization (the need for self-fulfillment and a desire to realize one's own potential)
Psychoanalytic Theory - correct answer-theory applied to the study of consumer behavior by
marketers interested in probing deeply rooted motives that may underlie purchase decisions
Motivation Research - correct answer--uses a variety of methodologies to gain insight into
the underlying causes of consumer behavior
, -methods include in-depth interviews, projective techniques, association tests, and focus
groups in which consumers are encouraged to bring out associations related to products and
brands
-more controversial approach
In-depth Interviews - correct answer-face-to-face situations in which an interviewer asks a
consumer to talk freely in an unstructured interview using specific questions designed to
obtain insights into his or her motives, ideas, or opinions
Projective Techniques - correct answer-effort designed to gain insights into consumers'
values, motives, attitudes, or needs that are difficult to express or identify by having them
project these internal states upon some external object
Association Tests - correct answer-a technique in which an individual is asked to respond
with the first thing that comes to mind when he or she is presented with a stimulus; the
stimulus may be a word, picture, ad and so on.
Focus Groups - correct answer-a small number of people with similar backgrounds and/or
interests who are brought together to discuss a particular product, idea, or issue
Problems of Psychoanalytical Theory - correct answer--too vague
-unresponsive to the external environment
-too reliant on the early development of the individual
-small sample for drawing conclusions
-since motivation research studies typically use so few participants, there is also concern
that it really discovers the idiosyncrasies of a few individuals and its findings are not
generalizable to the whole population
Internal Search - correct answer--the initial search effort often consists of an attempt to scan
information stored in memory to recall past experiences and/or knowledge regarding various
purchase alternatives
-sufficient for comparing alternatives and making a decision
External Search - correct answer--Internet sources
-Personal sources
-Marketer-controlled (commercial) sources
-Public sources
-Personal experience
Internet Source - correct answer-organic and sponsored information available through
companies' websites, consumers postings, and organizations like Angie's List, Yelp, and so
on
Personal Sources - correct answer-friends, relatives, or co-workers
Marketer-Controlled - correct answer-information from advertising, salespeople, or
point-of-purchase displays and the internet
Perspectives on Consumer Behavior
Consumer Behavior - correct answer-the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of products and
services so as to satisfy their needs and desires
Stages in Consumer Decision-Making Process - correct answer-1) Problem Recognition
2) Information Search
3) Alternative Evaluation
4) Purchase Decision
5) Post Purchase Evaluation
Relevant Internal Psychological Processes - correct answer-1) Motivation
2) Perception
3) Attitude Formation
4) Integration
5) Learning
Sources of Problem Recognition - correct answer--Out of Stock
-Dissatisfaction
-New Needs/Wants
-Related Products/Purchase
-Marketer-Induced Problem Recognition
-New Products
Want - correct answer-a desire for something one does not have
Motives - correct answer-those factors that compel a consumer to take a particular action
Hierarchy of Needs - correct answer-1) psychological needs (the basic level of primary
needs for things required to sustain life - food, shelter, clothing, and sex)
2) safety needs (the need for security and safety from physical harm)
3) social/love and belonging (the desire to have satisfying relationships with others and feel
a sense of love, affection, belonging, and acceptance
4) esteem (the need to feel a sense of accomplishment and gain recognition, status, and
respect from others)
5) self-actualization (the need for self-fulfillment and a desire to realize one's own potential)
Psychoanalytic Theory - correct answer-theory applied to the study of consumer behavior by
marketers interested in probing deeply rooted motives that may underlie purchase decisions
Motivation Research - correct answer--uses a variety of methodologies to gain insight into
the underlying causes of consumer behavior
, -methods include in-depth interviews, projective techniques, association tests, and focus
groups in which consumers are encouraged to bring out associations related to products and
brands
-more controversial approach
In-depth Interviews - correct answer-face-to-face situations in which an interviewer asks a
consumer to talk freely in an unstructured interview using specific questions designed to
obtain insights into his or her motives, ideas, or opinions
Projective Techniques - correct answer-effort designed to gain insights into consumers'
values, motives, attitudes, or needs that are difficult to express or identify by having them
project these internal states upon some external object
Association Tests - correct answer-a technique in which an individual is asked to respond
with the first thing that comes to mind when he or she is presented with a stimulus; the
stimulus may be a word, picture, ad and so on.
Focus Groups - correct answer-a small number of people with similar backgrounds and/or
interests who are brought together to discuss a particular product, idea, or issue
Problems of Psychoanalytical Theory - correct answer--too vague
-unresponsive to the external environment
-too reliant on the early development of the individual
-small sample for drawing conclusions
-since motivation research studies typically use so few participants, there is also concern
that it really discovers the idiosyncrasies of a few individuals and its findings are not
generalizable to the whole population
Internal Search - correct answer--the initial search effort often consists of an attempt to scan
information stored in memory to recall past experiences and/or knowledge regarding various
purchase alternatives
-sufficient for comparing alternatives and making a decision
External Search - correct answer--Internet sources
-Personal sources
-Marketer-controlled (commercial) sources
-Public sources
-Personal experience
Internet Source - correct answer-organic and sponsored information available through
companies' websites, consumers postings, and organizations like Angie's List, Yelp, and so
on
Personal Sources - correct answer-friends, relatives, or co-workers
Marketer-Controlled - correct answer-information from advertising, salespeople, or
point-of-purchase displays and the internet
