chapter 3

Question 1

explores how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants

Answer 1

consumer behavior

Question 2

The tactics shaping the offering and the context of the market in which the offering will be sold are filtered
through the cultural, social, and personal lenses of target customers, as well as being influenced by consumer motivation, perception, emotions, and memory. This, in turn, influences the consumer buying process—a journey that entails recognition of a need, a search for the best means to fulfill that need, and evaluation of the available options to finally arrive at the ultimate decision of what, when, where, and how much to buy, and how to pay for these purchases

Answer 2

understanding consumer behavior

Question 3

A consumer’s buying behavior is influenced by cultural, social, and personal factors.

Question 4

Consumer Characteristics

Answer 4

1. Cultural Factors
2. Social Factors
3. Personal Factors

Question 5

Of these, cultural factors exert the broadest and deepest influence on people’s perceptions and desires and on how they go about fulfilling their needs and wants.

Question 6

a way of life among a group of people—the behaviors, beliefs, values, and symbols that they accept, generally without thinking about them, and that are passed along by communication and imitation from one generation to the next.

Answer 6

Culture

Question 7

Culture, subculture, and social class are particularly important influences on consumer buying behavior

Question 8

is a fundamental determinant of a person’s wants and behavior. Through family and other key institutions.

Answer 8

Culture

Question 9

include nationalities, religions, racial groups, and geographic regions

Answer 9

Subcultures

Question 10

includes lower, middle, and
upper classes.

Answer 10

Social Class

Question 11

include all the groups that have a direct or indirect effect on a person’s beliefs, decisions, and behavior. Family members typically constitute the most influential primary reference group

Answer 11

Reference groups

Question 12

Reference groups include not only those that individuals belong to, such as friends, neighbors, coworkers, and religious and interest-based groups. Individuals may also be influenced by groups to which they do not belong, such as aspirational groups that they hope to join and dissociative groups whose values or behavior they reject.

Question 13

is a person who offers informal advice or information about a specific product or product category, such as which of several brands
is best or how a particular product may be used.

Answer 13

opinion leader, or an influencer

Question 14

the most influential primary reference group, is the most important consumer buying organization in society.

Answer 14

Family

Question 15

A role consists of the activities a person is expected to perform. Each role in turn connotes a status.

Answer 15

role and status

Question 16

Personal characteristics that influence buyers’ decisions include their age and stage in the life cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and values. Because many of these factors have a direct impact on consumer behavior, it is important for marketers to follow them closely.

Question 17

set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli, including buying behavior

Answer 17

personality

Question 18

traits as self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability.

Answer 18

self-concept

Question 19

a set of principles and
notions of “right and wrong”—that determines what is meaningful and important to consumers and
how they choose to live and interact with others.

Answer 19

value system

Question 20

is a person’s pattern of living in the world, as expressed in activities, interests, and opinions. It portrays the “whole person” interacting with his or her environment.

Answer 20

lifestyle

Question 21

When marketing and environmental stimuli enter the consumer’s consciousness, a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions. The marketer’s task is to understand what happens in the consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key psychological processes—motivation, perception, learning, and memory—fundamentally influence
consumer responses.

Answer 21

Consumer Psychology

Question 22

Understanding consumer motivation begins with understanding the needs consumers aim to fulfill
with their actions.

Answer 22

Consumer Motivation

Question 23

Needs are the basic human requirements, such as air, food, water, clothing, and
shelter. Some needs are biological and arise from physiological states of tension such as hunger, thirst,
or discomfort. Other needs are psychological and arise from psychological states of tension such as the
need for recognition, esteem, or belonging.

Answer 23

Consumer Needs

Question 24

Maslow Hierarchy

Answer 24

physiological needs
safety needs
social needs
esteem needs
self-actualization needs

Question 25

We all have many needs at any given time. A need becomes a motivation when aroused to a sufficient level of intensity to drive us to act.

Answer 25

Consumer Motivation

Question 26

is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world

Answer 26

Perception

Question 27

People emerge with different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention.

Question 28

means that marketers must work hard to attract the notice of consumers.

Answer 28

Selective attention

Question 29

the tendency to interpret information to fit our preconceptions.

Answer 29

Selective distortion

Question 30

are mental states that arise spontaneously rather than from conscious effort and reflect people’s positive or negative reactions to internal and external stimuli

Answer 30

Emotions

Question 31

the brain’s ability to record, store, and retrieve information and events—also plays a role in consumers’ purchasing decisions

Answer 31

Memory

Question 32

Memory Models

Answer 32

long-term memory short-term memory

Question 33

temporary and limited repository of information

Answer 33

short-term memory

Question 34

more permanent, potentially unlimited repository

Answer 34

long-term memory

Question 35

three types of long-term memory:

Answer 35

episodic, semantic, and procedural.

Question 36

responsible for storing information about events (i.e., episodes) that we have experienced in our lives. It is an individual’s memory of autobiographical events that capture the context—such as times, places, and associated emotions—in which a particular event has occurred.

Answer 36

Episodic memory

Question 37

responsible for storing information about the world, such as facts, meanings, and concepts. Unlike episodic memory, which is directly linked to an individual’s personal experience, semantic memory captures general knowledge that is independent of personal experience.

Answer 37

Semantic memory

Question 38

responsible for knowing how to perform certain procedures such as walking, talking, and riding a bike. It is a memory of motor skills typically acquired through repetition and involves automatic sensorimotor activities that are so deeply embedded in our minds that they do not involve conscious thought.

Answer 38

Procedural memory

Question 39

consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, and attitudes that become linked to the brand node.

Answer 39

Brand associations

Question 40

describes how and where information gets into memory

Answer 40

Memory encoding

Question 41

the way we reclaim information from memory.

Answer 41

Memory retrieval

Question 42

we’re likely to remember only the positive aspects of a product we like, forgetting its negative aspects and the good points about competing products.

Answer 42

selective retention

Question 43

consumer-behavior questions that marketers should ask in terms of who, what, when, where, how, and why:

Answer 43

Who buys our product or service? Who makes the decision to buy the product or service? Who influences the decision to buy the product or service? How is the purchase decision made? Who assumes what role in the decision process? What does the customer buy? What needs must be satisfied? What wants are fulfilled? Why do customers buy a particular brand? What benefits do they seek? Where do customers go or look to buy the product or service? Online and/or offline? When do they buy? Any seasonality factors? Any time of day/week/month? How is our product or service perceived by customers? What are customers’ attitudes toward our product or service? What social factors might influence the purchase decision? Do customers’ lifestyles influence their decisions? How do personal, demographic, or economic factors influence the purchase decision?

Question 44

Smart companies try to fully understand a customer’s buying decision process, which involves all the experiences in learning, choosing, using, and even disposing of a product.

Question 45

The Buying Decision Process

Answer 45

1. Problem Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase Decision 5. Post-Purchase Behavior

Question 46

The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli.

Answer 46

Problem Recognition

Question 47

one of the person’s basic needs—hunger, thirst, sex—rises to a threshold level and becomes a drive.

Answer 47

internal stimulus

Question 48

A person may admire a friend’s new car or see a television ad for a Hawaiian vacation, which inspires thoughts about the possibility of making a similar purchase.

Answer 48

external stimulus

Question 49

Surprisingly, consumers often search for only limited information. Surveys have shown that half of all consumers look for durable goods at just one store, and a mere 30 percent look at more than one brand of appliances.

Answer 49

Information Search

Question 50

Two levels of engagement of Information Search:

Answer 50

Heightened Attention Active Information

Question 51

The milder search state. At this level a person simply becomes more receptive to infor- mation about a product

Answer 51

heightened attention

Question 52

At the next level, the person may enter looking for reading material, phoning friends, going online, and visiting stores to learn about the product.

Answer 52

active information

Question 53

The way consumers decipher the pros and cons of available options is affected by the beliefs and attitudes they hold, whether these are valid or erroneous.

Answer 53

Evaluation of Alternatives

Question 54

a conviction that something is true or real, regardless of whether or not it is

Answer 54

belief

Question 55

person’s enduring favorable or unfavor- able evaluations, emotional feelings, and behavioral tendencies toward an object or idea

Answer 55

attitudes

Question 56

How does the consumer process the information about the available options and make a final value judgment? No single process is used by all consumers or by one consumer in all buying situations. The most current models see the consumer forming judgments largely on a conscious and rational basis

Answer 56

Information Processing

Question 57

consumers evaluate products and services by combining their brand beliefs—both positive and negative—according to importance.

Answer 57

Expectancy-Value Model.

Question 58

In the evaluation stage, the consumer forms preferences among the brands in the choice set and may also form an intention to buy the most preferred brand. In executing a purchase intention, the consumer may make as many as five purchase decisions: brand (Brand A), distribution channel (Retailer X), quantity (one computer), timing (weekend), and payment method (credit)

Answer 58

Purchase Decision

Question 59

Rather than calculating the perceived importance of every attribute across products in a consideration set, consumers often take “mental shortcuts,” or rules of thumb, in the decision process.

Answer 59

heuristics

Question 60

Even if consumers form an evaluation, two general factors can intervene between the purchase intention and the purchase decision

Answer 60

Intervening Factors

Question 61

The marketer’s job doesn’t end with the purchase. Marketers must monitor postpurchase satisfaction, postpurchase actions, and postpurchase product uses and disposal.

Answer 61

Post-Purchase Behavior