Chapter 3: Consumer Behavior

Question 1

Belongingness and Love Needs

Answer 1

According to Maslow, the needs related to the social and gregarious nature of humans and the need for companionship.

Question 2

Cognitive Dissonance

Answer 2

A lack of harmony among a person’s thoughts after a decision has been made- that is, the individual has doubts and second thoughts about the choice the was made.

Question 3

Current Conditions

Answer 3

Situational influences such as momentary moods and conditions that influence consumer behavior.

Question 4

Disconfirmation Paradigm

Answer 4

Approach that views consumer satisfaction as the degree to which the actual performance of a product is consistent with expectations a consumer had before purchase. If the product is as good as expected, then the consumer will be satisfied; if not, then the consumer’s expectations are disconfirmed.

Question 5

Esteem Needs

Answer 5

According to Maslow, the needs that consist of both the need for awareness of importance to others (self-esteem) and actual esteem from others.

Question 6

Experiential Sources of Information

Answer 6

The information a consumer gets from handling, examining, and perhaps trying a product while shopping.

Question 7

Family Life Cycle

Answer 7

Framework that divides the development of a family into a number of stages based on the needs, assets, debts, and expenditures that change as a family begins, grows, and matures.

Question 8

Group Sources of Information

Answer 8

A common source of information for purchase decisions that comes from communication with other people such as family, friends, neighbors, and acquaintances.

Question 9

Internal Sources of Information

Answer 9

Stored information and experience a consumer has in memory for dealing with a particular need.

Question 10

Limited Decision Making

Answer 10

Level of decision making that requires a moderate amount of time and effort to search for and compare alternatives.

Question 11

Lower Americans

Answer 11

Comprise 16 percent of the population and have the lowest education levels and resources; the bottom of the social class hierarchy.

Question 12

Marketing Sources of Information

Answer 12

Include such things as advertising, salespeople, dealers, packaging, and displays offered by marketers to influence consumer decision making and behavior.

Question 13

Middle Class

Answer 13

Middle social class; comprises 34 percent of the population and is concerned with doing the right thing and buying what is popular. This class tends to emulate Upper Americans.

Question 14

Need Recognition

Answer 14

The first step in the consumer decision making process; the recognition by the consumer of a felt need or want.

Question 15

Physical Features of a Situation

Answer 15

The geographical and institutional decor, sounds, aromas, lighting, weather, and visible configurations of merchandise or other materials.

Question 16

Physiological Needs

Answer 16

According to Maslow, the primary needs of the human body such as food, water, and sex.

Question 17

Product Knowledge

Answer 17

The amount of information a consumer has stored in her or his memory about particular product classes, product forms, brands, and models, and ways to purchase them.

Question 18

Public Sources of Information

Answer 18

Publicity, such as newspaper articles about the product, and independent ratings of the product, such as Consumer Reports.

Question 19

Reference Groups

Answer 19

Groups that an individual looks to (uses as a reference) when forming attitudes and opinions.

Question 20

Routine Decision Making

Answer 20

The most common type of decision making, involves little in the way of thinking and deliberation. It is often habitual and is the way consumers commonly purchase packaged goods that are inexpensive, simple, and familiar.

Question 21

Safety Needs

Answer 21

According to Maslow, things such as protection from physical harm, ill health, and economic disaster and avoidance of the unexpected.

Question 22

Self-Actualization Needs

Answer 22

According to Maslow, the desire to become everything one can become and fully realize talents and capabilities.

Question 23

Situational Influences

Answer 23

All of the factors particular to a time and place that have a demonstrable and systematic effect on current behavior.

Question 24

Social Features of a Situation

Answer 24

Include other persons present in a situation, their characteristics, their apparent roles and interpersonal interactions.

Question 25

Task Features of a Situation

Answer 25

Include the intent or requirement to select, shop for, or obtain information about a general or specific purchase.

Question 26

Time Dimension of a Situation

Answer 26

The temporal dimension of a situation such as the time of day or season of the year. It can also be relative to other life events such as the time since the last purchase or time until payday.

Question 27

Upper Americans

Answer 27

Social class that comprises 14 percent of the population and is differentiated mainly by having high incomes. This social class remains the group in which quality merchandise is most prized and prestige brands are commonly sought.

Question 28

Working Class

Answer 28

Social class that comprises 38 percent of the population; “family folk” who depend heavily on relatives for economic and emotional support.