SPMT 370 EXAM 1: FAN BEHAVIOR IN SPORT
Consumer Behaviors Role in Society - Answers --Consumer behavior (as a field of
study): the study of consumers as they go about the consumption process
-Provides input for business and marketing strategies
-Provides a "force" that shapes culture and society
Consumer Behavior (CB) definitions - Answers --The process, and actions, of people...
related to the buying and using of products (Waltermyer, 2022)
-CB is... A dynamic process, can involve many people, involves many decisions, and
requires consumer emotions
The Basic Consumer Decision-Making and Consumption Process - Answers -
Need/Want, to, Seek, to, Evaluate, too, Exchange/Aquire, too, Reaction, to, Value, too,
RESTART PROCESS
Ways to Aquire a Product - Answers -Buy, rent/lease, barter/trade, gifting, finding,
stealing
Segmentation- Types of Consumers - Answers --Behavior; need-based, discount, new,
potential (escalator)
-Demographic; age, race/ethnicity, sex/gender, social class/income
-Psychographic; believer, experiencer, innovator, impulsive, socialite, wanderer
Consumer Treatment - Answers --Competitive pressures motivate marketers to provide
good service
-Think about a business that is a "monopoly" vs. a business that has many
competitors...
-Touchpoints; direct contact between organization/marketer and consumer
What Affects Consumer Behavior - Answers --External (Social/Situational) influences
-Internal (Individual) influences
-Decision-Making-Process
-Outcomes and issues
Approaches to Studying Consumer Behavior - Answers --Descriptive; examination of
the relationship between two or more variables
-Explanatory; attempts to explain the how/why of a variable relationship
-Exploratory; attempts to gain an understanding of a problem or idea that has not clearly
identified
-Quantitative
Survey/Questionnaire
-Qualitative
Ethnography, interviews, focus groups, secret shoppers
, Marketing Implications of Consumer Behavior - Answers --Developing and
implementing consumer-oriented marketing strategies (P's), which create VALUE for
consumers
STP
-Consumer behavior is dynamic
Economy, technology, globalization
CB: Internal Influences - Answers --Consumer personality; individual characteristics
Motivation, values, personality, lifestyle, self-image, emotions
-Consumer psychology; the process of the mind
Attitudes, learning, perception, memory
Consumer Motivation - Answers -Motivation; inner reasons that provide the energy
needed to achieve a goal
Driving forces behind human actions that influence consumer wants and needs
Meaning, desires, emotions, feeling, etc.
Regulatory Focus theory - Answers --consumer behavior is centered around two
primary orientations
-Homeostasis (prevention-focused)
-Self-improvement (promotion-focused)
Motivation and Involvement: Types of Consumer Involvement: - Answers -Affective,
Behavioral, Cognitive, Enduring
Consumer Engagement - Answers -brand-related activities performed by the
consumer, which help create value for the brand (in the mind of the consumer)
Flow - Answers -extremely high emotional involvement in which a consumer is
engrossed in an activity
Consumer Perceived Risk - Answers --Perceived risk is the extent to which a consumer
anticipates:
-Negative consequences or outcomes to emerge
-Positive consequences or outcomes to emerge
Factors that affect perceived risk - Answers --Availability
-Price
-Lack of confidence/experience with a product
-Time to make decisions
Types of Perceived Consumer Risk - Answers --Financial
-Functional
--Physical
-Psychological/Social
Consumer Behaviors Role in Society - Answers --Consumer behavior (as a field of
study): the study of consumers as they go about the consumption process
-Provides input for business and marketing strategies
-Provides a "force" that shapes culture and society
Consumer Behavior (CB) definitions - Answers --The process, and actions, of people...
related to the buying and using of products (Waltermyer, 2022)
-CB is... A dynamic process, can involve many people, involves many decisions, and
requires consumer emotions
The Basic Consumer Decision-Making and Consumption Process - Answers -
Need/Want, to, Seek, to, Evaluate, too, Exchange/Aquire, too, Reaction, to, Value, too,
RESTART PROCESS
Ways to Aquire a Product - Answers -Buy, rent/lease, barter/trade, gifting, finding,
stealing
Segmentation- Types of Consumers - Answers --Behavior; need-based, discount, new,
potential (escalator)
-Demographic; age, race/ethnicity, sex/gender, social class/income
-Psychographic; believer, experiencer, innovator, impulsive, socialite, wanderer
Consumer Treatment - Answers --Competitive pressures motivate marketers to provide
good service
-Think about a business that is a "monopoly" vs. a business that has many
competitors...
-Touchpoints; direct contact between organization/marketer and consumer
What Affects Consumer Behavior - Answers --External (Social/Situational) influences
-Internal (Individual) influences
-Decision-Making-Process
-Outcomes and issues
Approaches to Studying Consumer Behavior - Answers --Descriptive; examination of
the relationship between two or more variables
-Explanatory; attempts to explain the how/why of a variable relationship
-Exploratory; attempts to gain an understanding of a problem or idea that has not clearly
identified
-Quantitative
Survey/Questionnaire
-Qualitative
Ethnography, interviews, focus groups, secret shoppers
, Marketing Implications of Consumer Behavior - Answers --Developing and
implementing consumer-oriented marketing strategies (P's), which create VALUE for
consumers
STP
-Consumer behavior is dynamic
Economy, technology, globalization
CB: Internal Influences - Answers --Consumer personality; individual characteristics
Motivation, values, personality, lifestyle, self-image, emotions
-Consumer psychology; the process of the mind
Attitudes, learning, perception, memory
Consumer Motivation - Answers -Motivation; inner reasons that provide the energy
needed to achieve a goal
Driving forces behind human actions that influence consumer wants and needs
Meaning, desires, emotions, feeling, etc.
Regulatory Focus theory - Answers --consumer behavior is centered around two
primary orientations
-Homeostasis (prevention-focused)
-Self-improvement (promotion-focused)
Motivation and Involvement: Types of Consumer Involvement: - Answers -Affective,
Behavioral, Cognitive, Enduring
Consumer Engagement - Answers -brand-related activities performed by the
consumer, which help create value for the brand (in the mind of the consumer)
Flow - Answers -extremely high emotional involvement in which a consumer is
engrossed in an activity
Consumer Perceived Risk - Answers --Perceived risk is the extent to which a consumer
anticipates:
-Negative consequences or outcomes to emerge
-Positive consequences or outcomes to emerge
Factors that affect perceived risk - Answers --Availability
-Price
-Lack of confidence/experience with a product
-Time to make decisions
Types of Perceived Consumer Risk - Answers --Financial
-Functional
--Physical
-Psychological/Social
