Chapter 5 - Buyer Behavior

Question 1

consumer behavior

Answer 1

The dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives

Question 2

5 steps in the buyer decision process

Answer 2

• need recognition
• information search
• evaluation of alternatives
• purchase decision
• postpurchase behvior

Question 3

need recognition

Answer 3

• Perception of a difference between the desired state of affairs and the actual situation
• Need can be triggered by internal or external stimuli

Question 4

Maslow’s hierarchy of needs (bottom to top)

Answer 4

• Physiological needs
• safety needs
• social needs
• esteem needs
• self-actualization needs

Question 5

types of information search

Answer 5

internal search

external search

Question 6

internal search

Answer 6

Scan for relevant knowledge in memory

If sufficient, external search not necessary

Question 7

external search

Answer 7

Seeks information outside personal knowledge
Motivated by desire to make a better choice
Personal sources – most effective

Question 8

three types of risk

Answer 8

performance
financial
psychological

Question 9

performance risk

Answer 9

involves the perceived danger inherent in a poorly performing product

Question 10

financial risk

Answer 10

associated with a monetary outlay

Question 11

psychological

Answer 11

associated with the way people will feel if the product does not convey the right image

Question 12

locus of control

Answer 12

• indicates how much control people think they have over the outcomes of various activities
• Can be internal or external

Question 13

internal locus of control

Answer 13

requires more search

Question 14

external locus of control

Answer 14

person leaves decision up to fate, chance, or other external factors

Question 15

what 3 “brands in product” make up a consideration set

Answer 15

1. unknown brands found accidentally
2. unknown brands found through intentional search
3. familiar brands activated from memory (evoked set)

Question 16

which “brands in product” not included in a consideration set?

Answer 16

Un-recalled brands

Question 17

evaluative criteria

Answer 17

consist of a set of important attributes about a particular product

Question 18

determinant attributes

Answer 18

product features that are important to the buyer and on which competing brands or stores are perceived to differ

Question 19

evaluation of alternatives

Answer 19

Consumers use the set of criteria (decision rules) to quickly and efficiently select from several alternatives

Question 20

what are 3 common mental shortcuts

Answer 20

price
brand
product presentation

Question 21

What are the 4 steps leading to post-purchase behavior

Answer 21

purchase
usage
evaluation
satisfaction

Question 22

satisfaction depends on…

Answer 22

consumers’ comparison of their perceived level of product performance (based on usage) to their expected level of product performance

Question 23

What are the 5 post-purchase behaviors?

Answer 23

positive word-of-mouth
repeat purchase
negative word-of-mouth
switch to competitor
complain to company

Question 24

cognitive dissonance

Answer 24

The discomfort caused by an inconsistency between consumer expectations and product performance

Question 25

What is a key to building relationships with customers?

Answer 25

customer satisfaction

Question 26

3 types of buying decisions

Answer 26

extended decision making limited decision making habitual decision making

Question 27

extended decision making

Answer 27

Involves a substantial amount of search behavior | Substantial cognitive and behavioral effort

Question 28

limited decision making

Answer 28

Amount of effort ranges from low to moderate Choices typically are carried out fairly quickly Impulse buying

Question 29

habitual decision making

Answer 29

Requires very little cognitive capacity or conscious control