BUSML 4201 Consumer Behavior OSU
Exam 1
Consumer Behavior - Answer-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 - Answer-Deciding whether to buy, what/when/where to buy, how to pay. Ex. Leasing, trading,
borrowing, gift-giving, finding, stealing
Using - Answer-Who, how, how much and how satisfied
Disposing - Answer-How/when/how much to dispose
Offering - Answer-A product, service, activity, or idea offered by a marketing organization to consumers
Secondary Data - Answer-Data collected from external sources. Ex. Store audits or the internet
In-Depth Interviews - Answer-Conducted face-to-face with one respondent with the objective of
exploring the subject matter in more detail. Ex. Laddering, ZMET
Focus Groups - Answer-Group of respondents discuss a marketing problem by responding and reacting
to each other
Observational Research - Answer-Making observations of behavior and recording those observations in
an objective manner
, Experimental Research - Answer-Test hypotheses about causal relationship between variables
Elements of Experiments - Answer-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 - Answer-Energy directed at objects, activities or goals
High Involvement - Answer-Active search, elaborate on messages, focus on message content, focus on
accuracy of decisions, attitude change is more difficult
Low Involvement - Answer-Limited attention, limited search, don't elaborate on messages, repetition
and message source crucial, focus on effort of decisions
Inconsistency with Prior Attitudes - Answer-We tend to process messages that are moderately
inconsistent with our attitudes more carefully
Perceived Risk - Answer-The extent to which a consumer is uncertain about the consequences of buying,
using, or disposing of an offering
Performance risk - Answer-Will the product perform?
Physical risk - Answer-Is it safe?
Social risk - Answer-Will it hurt my social standing?
Exam 1
Consumer Behavior - Answer-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 - Answer-Deciding whether to buy, what/when/where to buy, how to pay. Ex. Leasing, trading,
borrowing, gift-giving, finding, stealing
Using - Answer-Who, how, how much and how satisfied
Disposing - Answer-How/when/how much to dispose
Offering - Answer-A product, service, activity, or idea offered by a marketing organization to consumers
Secondary Data - Answer-Data collected from external sources. Ex. Store audits or the internet
In-Depth Interviews - Answer-Conducted face-to-face with one respondent with the objective of
exploring the subject matter in more detail. Ex. Laddering, ZMET
Focus Groups - Answer-Group of respondents discuss a marketing problem by responding and reacting
to each other
Observational Research - Answer-Making observations of behavior and recording those observations in
an objective manner
, Experimental Research - Answer-Test hypotheses about causal relationship between variables
Elements of Experiments - Answer-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 - Answer-Energy directed at objects, activities or goals
High Involvement - Answer-Active search, elaborate on messages, focus on message content, focus on
accuracy of decisions, attitude change is more difficult
Low Involvement - Answer-Limited attention, limited search, don't elaborate on messages, repetition
and message source crucial, focus on effort of decisions
Inconsistency with Prior Attitudes - Answer-We tend to process messages that are moderately
inconsistent with our attitudes more carefully
Perceived Risk - Answer-The extent to which a consumer is uncertain about the consequences of buying,
using, or disposing of an offering
Performance risk - Answer-Will the product perform?
Physical risk - Answer-Is it safe?
Social risk - Answer-Will it hurt my social standing?
