CH 1

Question 1

Buyer behavior

Answer 1

study of psychological process involved when individuals or groups purchase, select, use, or dispose of products and services to satisfy needs or desires

Question 2

posityive approach (modern)

Answer 2

cause & effect, reality objective, goal is prediction, reseracher and subject are seperate, researcher is blinded to condition of subject

Question 3

correlation

Answer 3

more general, one doesn’t cause the other, i.e. advertising to sales- may be something that is a better predictor than ads for sales

Question 4

causation

Answer 4

has an ind. and dep. varaible and where one is the cause and condition of the other, more specific, wear helmets less accidents

Question 5

stages of positive approach

Answer 5

1. observe 2. form 3. test 4. theory

Question 6

interpreative approach (post modern approach)

Answer 6

reality is socially constructed, goal is understanding, causlity: multiple, shaping, events

Question 7

interpreative (role of researcher/world)

Answer 7

interacts, is apart of the study, two people do not see the world in the same way

Question 8

phases of consumption

Answer 8

1. pre purcahse (how to best reach consumer?) 2. purchase issues (what influences choice?) 3. post-purchase (what determines satisfaction w product?)

Question 9

segmentation

Answer 9

age gender social class ethinicty lifestyle geogrpahy social graphics

Question 10

self concept attachment

Answer 10

product helps establish users idenity ie apple

Question 11

nostalgic attachment

Answer 11

coca cola

Question 12

interdepndence

Answer 12

product part of daily routine i.e starbucks

Question 13

love

Answer 13

product elictis emotions of warmth

Question 14

blurred boundaries

Answer 14

how much is product influnencd by media?

Question 15

who controlls the market?

Answer 15

do markets manipualte consumers?

Question 16

addicitve consumption

Answer 16

nicotine

Question 17

compulsive shopping

Answer 17

repetative shopping as an anadote to tension

Question 18

culture jamming

Answer 18

disrupt coroporate world from dominating landscape

Question 19

affect/behavioral view

Answer 19

automatic behavior, prefences/choices change w context, easily influenced by marketer, emotions play important role in decision making i/e. good mood= take risk to try new thing

Question 20

rational perspective

Answer 20

rational consumers (believe we can predict behavior) preferences are stable

Question 21

qualitative/interpretative research method

Answer 21

watching/beginning of experiment, exploratory research i.e. crack dealing experiment TED TALK, secondary data, plasa research experiment