SOLUTION MANUAL FOR m m
Consumer mBehavior m8th mEdition mWayne mD.mHoyer, mDeborah mJ.mMacInnis, mRikm
Pieters
Chapter m1:mUnderstanding mConsumer mBehavior
TABLE OF CONTENTS
M M
PurposemandmPerspectivemofmthemChapter.................................. 2
ListmofmStudentmDownloads ............................................. 3
ChaptermObjectives ................................................... 3
CompletemListmofmChaptermActivitiesmandmAssessments...................... 3
KeymTerms ............................................................ 4
What'smNewminmThismChapter ............................................. 5
ChaptermOutline ...................................................... 6
End-Of-ChaptermQuestionsmformReviewmandmDiscussion ..................... 15
AdditionalmDiscussionmQuestions ...................................... 18
AdditionalmActivitiesmandmAssignments................................. 19
1
, Instructor mManual: mChapter m1: mUnderstanding mConsumer mBehavior
PURPOSE AND PERSPECTIVE OF THE CHAPTER
M M M M M
Thempurposemofmthismchaptermismtomexploremthemfundamentalsmofmconsumermbehav
ior.mConsumermbehaviorminvolvesmunderstandingmthemsetmofmdecisionsm(what,mw
hether,mwhy,mwhen,mhow,mwhere,mhowmmuch,mandmhowmoften)mthatmanmindividualmo
rmgroupmofmconsumersmmakesmovermtimemaboutmthemacquisition,muse,mormdisposit
ionmofmgoods,mservices,mideas,mormothermofferings.mThempsychologicalmcoreme
xertsmconsiderableminfluencemonmconsumermbehavior.mAmconsumer‘smmotivation
,mability,mandmopportunitymaffectmtheirmdecisionsmandminfluencemwhatmampers
onmismexposedmto,mwhatmtheympaymattentionmto,mandmwhatmtheymperceivemandmcomp
rehend.mThesemfactorsmalsomaffectmhowmconsumersmcategorizemandminterpretmin
formation,mhowmtheymformmandmretrievemmemories,mandmhowmtheymformmandmchange
mattitudes.mEachmaspectmofmthempsychologicalmcoremhasmambearingmonmthemconsu
mermdecision-makingmprocess,mwhichminvolves
(1)mproblemmrecognition,m(2)minformationmsearch,m(3)mjudgmentsmandmdecisionmmak
ing,mandm(4)mevaluatingmsatisfactionmwithmthemdecision.
Consumermbehaviormismaffectedmbymthemconsumer‘smculturemandmbymthemtypicalmo
rmexpectedmbehaviors,mnorms,mandmideasmofmamparticularmgroup.mConsumersmbelo
ngmtomamnumbermofmgroups,msharemtheirmculturalmvaluesmandmbeliefs,mandmusemth
eirmsymbolsmtomcommunicatemgroupmmembership.
Householdmandmsocialmclassminfluencesmareminvolvedminmconsumermbehavior,mas
maremeachmindividual‘smvalues,mpersonality,mandmlifestyles.mConsumermbehav
iormcanmbemsymbolicmandmexpressmanmindividual‘smidentity.mItmismalsomindicat
ivemofmhowmquicklymanmofferingmspreadsmthroughoutmammarket.mFurther,methicsm
andmsocialmresponsibilitymplaymamroleminmconsumermbehavior.
Marketersmstudymconsumermbehaviormtomgainminsightsmthatmwillmleadmtommoremef
fectivemmarketingmstrategiesmandmtactics.mEthicistsmandmadvocacymgroupsmar
emkeenlyminterestedminmconsumermbehavior,masmarempublicmpolicymmakersmandmre
gulatorsmwhomwantmtomprotectmconsumersmfrommunsafemorminappropriatemofferin
gs.mConsumersmandmsocietymcanmbothmbenefitmasmmarketersmlearnmtommakemproduc
tsmmoremuser-
friendlymandmtomshowmconcernmformthemenvironment.mFinally,mstudyingmconsume
rmbehaviormhelpsmmarketersmunderstandmhowmtomsegmentmmarketsmandmhowmtomdeci
demwhichmtomtarget,mhowmtompositionmanmoffering,mandmwhichmmarketing-
mixmstrategiesmwillmbemmostmeffective.
ChaptermAppendix
Thismchapter‘smAppendixmfocusesmonmconsumermbehaviormresearchmandmitsmspeci
almimplicationsmformmarketers.mStudentsmwillmlearnmaboutmvariousmresearchmm
ethods,mtypesmofmdata,mandmethicalmissuesmrelatedmtomconsumermresearch.mWit
hmthismbackground,mtheymwillmbemablemtomunderstandmhowmconsumermresearchmhe
lpsmmarketersmdevelopmmoremeffectivemstrategiesmandmtacticsmformreachingma
ndmsatisfyingmcustomers.
2
m 2m
, Instructor mManual: mChapter m1: mUnderstanding mConsumer mBehavior
LIST OF STUDENT DOWNLOADS
M M M
StudentsmshouldmdownloadmthemfollowingmitemsmfrommthemStudentmCompanionmCen
termtomcompletemthemactivitiesmandmassignmentsmrelatedmtomthismchapter:
• DownloadablemStudentmPowerPoints
CHAPTER OBJECTIVES
M
Themfollowingmobjectivesmaremaddressedminmthismchapter:
1-1 Explainmthemcomponentsmthatmmakemupmthemdefinitionmofmconsumermbeha
vior.
1-2 Identifymthemfourmdomainsmofmconsumermbehaviormthatmaffectmacqu
isition,musage,mandmdispositionmdecisions.
1-3 Discussmthembenefitsmofmstudyingmconsumermbehavior.
1-4 Explainmhowmcompaniesmapplymconsumermbehaviormconceptsmwhenmmak
ingmmarketingmdecisions.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
M M M M M M
Themfollowingmtablemorganizesmactivitiesmandmassessmentsmbymobjective,msomt
hatmyoumcanmseemhowmallmthismcontentmrelatesmtomobjectivesmandmmakemdecision
smaboutmwhichmcontentmyoumwouldmlikemtomemphasizeminmyourmclassmbasedmonmyourm
objectives.mFormadditionalmguidance,mrefermtomthemTeachingmOnlinemGuide.
ChaptermOb Activity/Assessment Sourcem(i.e.,mPPTmslide,m Duration
jective Workbook)
N/A Icebreaker PowerPointmSlidem3 5–10mmins.
1-1 GroupmActivity PowerPointmSlidem15 15-25mmins.
1-2 PollingmActivity PowerPointmSlidem23 5–10mmins.
1-4 DiscussionmActivity PowerPointmSlidem31 10-15mmins.
1-1m–m1-4 KnowledgemCheckmActivit PowerPointmSlidem39 5mmins.
y
1-1m–m1-4 LearnmIt:mConceptmCheckm MindTapmLearningmPathmCh 35–45mmins.
Quiz:mChapterm01mUnders apterm1mFolder
tandingmConsumer
Behavior
1-1m–m1-4 ApplymIt:mAssignment:mCh MindTapmLearningmPathmCh 35–45mmins.
apterm01mUnderstandingmC apterm1mFolder
onsumer
Behavior
1-1m–m1-4 ApplymIt:mCase MindTapmLearningmPath 35–45mmins.
2
m 3m
, Instructor mManual: mChapter m1: mUnderstanding mConsumer mBehavior
Activity:mChapterm01 Chapterm1mFolder
UnderstandingmConsumermB
ehavior
[returnmtomtop]
KEY TERMS
M
Chapterm1
Acquisition:mThemprocessmbymwhichmamconsumermcomesmtomownmormexper
iencemanmoffering.
Consumermbehavior:mThemtotalitymofmconsumers‘mdecisionsmwithmrespectmtomt
hemacquisition,mconsumption,mandmdispositionmofmgoods,mservices,mtime,mpl
aces,mandmideasmbymhumanmdecision-makingmunitsm(overmtime).
Culture:mThemtypicalmormexpectedmbehaviors,mnorms,mandmideasmthatmcharacterizema
mgroupmofmpeople.
Disposition:mThemprocessmbymwhichmamconsumermdiscardsmanmoffering.
Marketing:mThemactivity,msetmofminstitutions,mandmprocessesmformcreating,mc
ommunicating,mdelivering,mandmexchangingmofferingsmwithmvaluemformindividu
als,mgroups,mandmsociety.
Offering:mAmproduct,mservice,mactivity,mexperience,mormideamofferedmbymammar
ketingmorganizationmtomconsumers.
Referencemgroup:mAmgroupmofmpeoplemconsumersmcomparemthemselvesmwithmforminf
ormationmregardingmbehavior,mattitudes,mormvalues.
Symbols:mExternalmsignsmthatmconsumersmusemtomexpressmtheirmidentity.
Usage:mThemprocessmbymwhichmamconsumermusesmormconsumesmanmoffering.
Chapterm1mAppendix
Conjointmanalysis:mAmresearchmtechniquemtomdeterminemthemrelativemimportanceman
dmappealmofmdifferentmlevelsmofmanmoffering‘smattributes.
Datammining:mSearchingmformpatternsminmamcompanymdatabasemthatmoffermcluesmt
omcustomermneeds,mpreferences,mandmbehaviors.
Ethnographicmresearch:mIn-
depthmqualitativemresearchmusingmobservationsmandminterviewsm(oftenmovermr
epeatedmoccasions)mofmconsumersminmreal-
worldmsurroundings.mOftenmusedmtomstudymthemmeaningmthatmconsumersmascribemt
omamproductmormconsumptionmphenomenon.
2
m 4m
Consumer mBehavior m8th mEdition mWayne mD.mHoyer, mDeborah mJ.mMacInnis, mRikm
Pieters
Chapter m1:mUnderstanding mConsumer mBehavior
TABLE OF CONTENTS
M M
PurposemandmPerspectivemofmthemChapter.................................. 2
ListmofmStudentmDownloads ............................................. 3
ChaptermObjectives ................................................... 3
CompletemListmofmChaptermActivitiesmandmAssessments...................... 3
KeymTerms ............................................................ 4
What'smNewminmThismChapter ............................................. 5
ChaptermOutline ...................................................... 6
End-Of-ChaptermQuestionsmformReviewmandmDiscussion ..................... 15
AdditionalmDiscussionmQuestions ...................................... 18
AdditionalmActivitiesmandmAssignments................................. 19
1
, Instructor mManual: mChapter m1: mUnderstanding mConsumer mBehavior
PURPOSE AND PERSPECTIVE OF THE CHAPTER
M M M M M
Thempurposemofmthismchaptermismtomexploremthemfundamentalsmofmconsumermbehav
ior.mConsumermbehaviorminvolvesmunderstandingmthemsetmofmdecisionsm(what,mw
hether,mwhy,mwhen,mhow,mwhere,mhowmmuch,mandmhowmoften)mthatmanmindividualmo
rmgroupmofmconsumersmmakesmovermtimemaboutmthemacquisition,muse,mormdisposit
ionmofmgoods,mservices,mideas,mormothermofferings.mThempsychologicalmcoreme
xertsmconsiderableminfluencemonmconsumermbehavior.mAmconsumer‘smmotivation
,mability,mandmopportunitymaffectmtheirmdecisionsmandminfluencemwhatmampers
onmismexposedmto,mwhatmtheympaymattentionmto,mandmwhatmtheymperceivemandmcomp
rehend.mThesemfactorsmalsomaffectmhowmconsumersmcategorizemandminterpretmin
formation,mhowmtheymformmandmretrievemmemories,mandmhowmtheymformmandmchange
mattitudes.mEachmaspectmofmthempsychologicalmcoremhasmambearingmonmthemconsu
mermdecision-makingmprocess,mwhichminvolves
(1)mproblemmrecognition,m(2)minformationmsearch,m(3)mjudgmentsmandmdecisionmmak
ing,mandm(4)mevaluatingmsatisfactionmwithmthemdecision.
Consumermbehaviormismaffectedmbymthemconsumer‘smculturemandmbymthemtypicalmo
rmexpectedmbehaviors,mnorms,mandmideasmofmamparticularmgroup.mConsumersmbelo
ngmtomamnumbermofmgroups,msharemtheirmculturalmvaluesmandmbeliefs,mandmusemth
eirmsymbolsmtomcommunicatemgroupmmembership.
Householdmandmsocialmclassminfluencesmareminvolvedminmconsumermbehavior,mas
maremeachmindividual‘smvalues,mpersonality,mandmlifestyles.mConsumermbehav
iormcanmbemsymbolicmandmexpressmanmindividual‘smidentity.mItmismalsomindicat
ivemofmhowmquicklymanmofferingmspreadsmthroughoutmammarket.mFurther,methicsm
andmsocialmresponsibilitymplaymamroleminmconsumermbehavior.
Marketersmstudymconsumermbehaviormtomgainminsightsmthatmwillmleadmtommoremef
fectivemmarketingmstrategiesmandmtactics.mEthicistsmandmadvocacymgroupsmar
emkeenlyminterestedminmconsumermbehavior,masmarempublicmpolicymmakersmandmre
gulatorsmwhomwantmtomprotectmconsumersmfrommunsafemorminappropriatemofferin
gs.mConsumersmandmsocietymcanmbothmbenefitmasmmarketersmlearnmtommakemproduc
tsmmoremuser-
friendlymandmtomshowmconcernmformthemenvironment.mFinally,mstudyingmconsume
rmbehaviormhelpsmmarketersmunderstandmhowmtomsegmentmmarketsmandmhowmtomdeci
demwhichmtomtarget,mhowmtompositionmanmoffering,mandmwhichmmarketing-
mixmstrategiesmwillmbemmostmeffective.
ChaptermAppendix
Thismchapter‘smAppendixmfocusesmonmconsumermbehaviormresearchmandmitsmspeci
almimplicationsmformmarketers.mStudentsmwillmlearnmaboutmvariousmresearchmm
ethods,mtypesmofmdata,mandmethicalmissuesmrelatedmtomconsumermresearch.mWit
hmthismbackground,mtheymwillmbemablemtomunderstandmhowmconsumermresearchmhe
lpsmmarketersmdevelopmmoremeffectivemstrategiesmandmtacticsmformreachingma
ndmsatisfyingmcustomers.
2
m 2m
, Instructor mManual: mChapter m1: mUnderstanding mConsumer mBehavior
LIST OF STUDENT DOWNLOADS
M M M
StudentsmshouldmdownloadmthemfollowingmitemsmfrommthemStudentmCompanionmCen
termtomcompletemthemactivitiesmandmassignmentsmrelatedmtomthismchapter:
• DownloadablemStudentmPowerPoints
CHAPTER OBJECTIVES
M
Themfollowingmobjectivesmaremaddressedminmthismchapter:
1-1 Explainmthemcomponentsmthatmmakemupmthemdefinitionmofmconsumermbeha
vior.
1-2 Identifymthemfourmdomainsmofmconsumermbehaviormthatmaffectmacqu
isition,musage,mandmdispositionmdecisions.
1-3 Discussmthembenefitsmofmstudyingmconsumermbehavior.
1-4 Explainmhowmcompaniesmapplymconsumermbehaviormconceptsmwhenmmak
ingmmarketingmdecisions.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
M M M M M M
Themfollowingmtablemorganizesmactivitiesmandmassessmentsmbymobjective,msomt
hatmyoumcanmseemhowmallmthismcontentmrelatesmtomobjectivesmandmmakemdecision
smaboutmwhichmcontentmyoumwouldmlikemtomemphasizeminmyourmclassmbasedmonmyourm
objectives.mFormadditionalmguidance,mrefermtomthemTeachingmOnlinemGuide.
ChaptermOb Activity/Assessment Sourcem(i.e.,mPPTmslide,m Duration
jective Workbook)
N/A Icebreaker PowerPointmSlidem3 5–10mmins.
1-1 GroupmActivity PowerPointmSlidem15 15-25mmins.
1-2 PollingmActivity PowerPointmSlidem23 5–10mmins.
1-4 DiscussionmActivity PowerPointmSlidem31 10-15mmins.
1-1m–m1-4 KnowledgemCheckmActivit PowerPointmSlidem39 5mmins.
y
1-1m–m1-4 LearnmIt:mConceptmCheckm MindTapmLearningmPathmCh 35–45mmins.
Quiz:mChapterm01mUnders apterm1mFolder
tandingmConsumer
Behavior
1-1m–m1-4 ApplymIt:mAssignment:mCh MindTapmLearningmPathmCh 35–45mmins.
apterm01mUnderstandingmC apterm1mFolder
onsumer
Behavior
1-1m–m1-4 ApplymIt:mCase MindTapmLearningmPath 35–45mmins.
2
m 3m
, Instructor mManual: mChapter m1: mUnderstanding mConsumer mBehavior
Activity:mChapterm01 Chapterm1mFolder
UnderstandingmConsumermB
ehavior
[returnmtomtop]
KEY TERMS
M
Chapterm1
Acquisition:mThemprocessmbymwhichmamconsumermcomesmtomownmormexper
iencemanmoffering.
Consumermbehavior:mThemtotalitymofmconsumers‘mdecisionsmwithmrespectmtomt
hemacquisition,mconsumption,mandmdispositionmofmgoods,mservices,mtime,mpl
aces,mandmideasmbymhumanmdecision-makingmunitsm(overmtime).
Culture:mThemtypicalmormexpectedmbehaviors,mnorms,mandmideasmthatmcharacterizema
mgroupmofmpeople.
Disposition:mThemprocessmbymwhichmamconsumermdiscardsmanmoffering.
Marketing:mThemactivity,msetmofminstitutions,mandmprocessesmformcreating,mc
ommunicating,mdelivering,mandmexchangingmofferingsmwithmvaluemformindividu
als,mgroups,mandmsociety.
Offering:mAmproduct,mservice,mactivity,mexperience,mormideamofferedmbymammar
ketingmorganizationmtomconsumers.
Referencemgroup:mAmgroupmofmpeoplemconsumersmcomparemthemselvesmwithmforminf
ormationmregardingmbehavior,mattitudes,mormvalues.
Symbols:mExternalmsignsmthatmconsumersmusemtomexpressmtheirmidentity.
Usage:mThemprocessmbymwhichmamconsumermusesmormconsumesmanmoffering.
Chapterm1mAppendix
Conjointmanalysis:mAmresearchmtechniquemtomdeterminemthemrelativemimportanceman
dmappealmofmdifferentmlevelsmofmanmoffering‘smattributes.
Datammining:mSearchingmformpatternsminmamcompanymdatabasemthatmoffermcluesmt
omcustomermneeds,mpreferences,mandmbehaviors.
Ethnographicmresearch:mIn-
depthmqualitativemresearchmusingmobservationsmandminterviewsm(oftenmovermr
epeatedmoccasions)mofmconsumersminmreal-
worldmsurroundings.mOftenmusedmtomstudymthemmeaningmthatmconsumersmascribemt
omamproductmormconsumptionmphenomenon.
2
m 4m
