chapter 6

Question 1

aspirational reference group

Answer 1

a group that someone would like to join

Question 2

attitude

Answer 2

a learned tendency to respond consistently toward a given object

Question 3

belief

Answer 3

an organized pattern of knowledge that an individual holds as true about his or her world

Question 4

cognitive dissonance

Answer 4

inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions

Question 5

consumer behavior

Answer 5

processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use

Question 6

consumer decision making process

Answer 6

a five-step process used by consumers when buying goods or services

Question 7

culture

Answer 7

the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next

Question 8

evoked set [consideration set]

Answer 8

a group of brands resulting from an information search from which a buyer can choose)

Question 9

extensive decision making

Answer 9

the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information

Question 10

external information search

Answer 10

the process of seeking information in the outside environment

Question 11

ideal self-image

Answer 11

the way an individual would like to be perceived

Question 12

internal information search

Answer 12

the process of recalling past information stored in the memory

Question 13

involvement

Answer 13

the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior

Question 14

learning

Answer 14

a process that creates changes in behavior, immediate or expected, through experience and practice

Question 15

limited decision making

Answer 15

the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category

Question 16

marketing-controlled information source

Answer 16

a product information source that originates with marketers promoting the product

Question 17

Maslow’s hierarchy of needs

Answer 17

a method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and self-actualization

Question 18

motive

Answer 18

a driving force that causes a person to take action to satisfy specific needs

Question 19

need recognition

Answer 19

result of an imbalance between actual and desired states

Question 20

nonaspirational reference group

Answer 20

a group with which an individual does not want to associate

Question 21

nonmarketing-controlled information source

Answer 21

a product information source that is not associated with advertising or promotion

Question 22

norm

Answer 22

a value or attitude deemed acceptable by a group

Question 23

opinion leader

Answer 23

an individual who influences the opinions of others

Question 24

perception

Answer 24

the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture

Question 25

personality

Answer 25

a way of organizing and grouping the consistencies of an individual’s reactions to situations

Question 26

primary membership group

Answer 26

a reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers

Question 27

real self-image

Answer 27

the way an individual actually perceives himself or herself

Question 28

reference group

Answer 28

all of the formal and informal groups in society that influence an individual’s purchasing behavior

Question 29

routine response behavior

Answer 29

the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time

Question 30

secondary membership group

Answer 30

a reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group

Question 31

selective distortion

Answer 31

a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs

Question 32

selective exposure

Answer 32

the process whereby a consumer notices certain stimuli and ignores others

Question 33

selective retention

Answer 33

a process whereby a consumer remembers only that information that supports his or her personal beliefs

Question 34

self-concept

Answer 34

how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations

Question 35

social class

Answer 35

a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms

Question 36

socialization process

Answer 36

how cultural values and norms are passed down to children

Question 37

stimulus

Answer 37

any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing

Question 38

stimulus discrimination

Answer 38

a learned ability to differentiate among similar products

Question 39

stimulus generalization

Answer 39

a form of learning that occurs when one response is extended to a second stimulus similar to the first

Question 40

subculture

Answer 40

a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group

Question 41

value

Answer 41

the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct

Question 42

want

Answer 42

recognition of an unfulfilled need and a product that will satisfy it