Exam 3 - 9,11,13,14

Question 1

The Five Stages in Consumer Decision Making

Answer 1

1. Need for recognition
2. Information Research
3. Evaluation of Alternatives
4. Purchase Decision
5. Post Purchase Behavior

Question 2

Purchase Momentum

Answer 2

influences decision making - like a spending spree!

Question 3

Consumer Hyperchoice

Answer 3

too many choices can become a problem, repeated decisions drain our or psychological energy and decreases our ability to make smart choices

Question 4

Three Types of Consumer Decision Making

Answer 4

1. Cognitive (deliberate, rational, sequential)
2. Habitual (behavioral, unconscious, automatic)
3. Affective (emotional, instantaneous)

Question 5

What is a mental budget?

Answer 5

my preset expectations of how much i intend to spend on shopping/intent to consume

Question 6

The “morning morality effect”

Answer 6

easier to self-regulate and control decisions in the morning - harder as the day goes on

Question 7

evaluative criteria

Answer 7

the dimensions we use to judge the merits of competing options

Question 8

determinant features

Answer 8

what we use to differentiate our choices

Question 9

2 types of decision making in family

Answer 9

1. consensual purchase decision
2. accommodative purchase decision

Question 10

consensual purchase decision

Answer 10

agree on the “what”, need to solve the “how”

Question 11

accommodative purchase decision

Answer 11

disagreement, use bargaining, coercion, and/or compromise

Question 12

factors in group decision making that create conflict

Answer 12

interpersonal need
power
responsibility
product involvement and utility

Question 13

The Synoptic Ideal

Answer 13

spouses act as joint decision makers (this is JUST an ideal!)

Question 14

Social Identity Theory

Answer 14

an “I” but also a “we”, each of us have several “selves” that relate to groups

Question 14

Social Power

Answer 14

one person admires another’s qualities and copies that behavior

Question 14

Minimal Group Paradigm

Answer 14

Even when group assignment is random, we still favor our group

Question 14

Other Types of Power

Answer 14

1. Information Power
2. Legitimate Power
3. Expert Power
4. reward Power
5. Coercive Power

Question 15

Reference Groups

Answer 15

1. Membership - knows people, advertised as “ordinary people”
2. Avoidance - distance yourself from them (the freaks)
3. Aspirational - you don’t know but admire, like a celebrity

Question 16

Reasons we conform

Answer 16

• cultural presence
• fear of deviance
• being one with the group (unanimity)
• interpersonal influence

Question 17

negative word of mouth is stronger than positive word of mouth

Answer 17

True

Question 18

Opinion Leaders

Answer 18

• people who are knowledgeable, they influence others behaviors/attitudes

Question 19

What types of power do opinion leaders have?

Answer 19

• social power
  they might have…
  -expert/knowledge/legitimate power
• first to get a product, similar to the consumer, and they’re socially active

Question 20

Sociometric Method

Answer 20

trace communication in groups
- most precise method
- but expensive and difficult to implement

Question 21

What is a subculture?

Answer 21

a group that shares beliefs and preferences (age, religion, gender, ethnicity, etc.)

Question 22

4 Basic Conflicts (Gen Y and Gen Z)

Answer 22

1. Autonomy vs. Belonging 2. Rebellion vs. Conformity 3. Idealism vs. Pragmatism 4. Narcissism vs. Intimacy

Question 23

The Big 3 American Subcultures

Answer 23

1. Black 2. Hispanic 3. Asian

Question 24

Social Identity id intersubjective

Answer 24

how a person thinks of themselves and how others think of them

Question 25

Dominant vs. Non-Dominant Identities

Answer 25

dominant identities - normal (mainstream) and normative (aspirational)

Question 26

Models of non-dominant identities

Answer 26

1. cultural normalization model (non-dominant are represented exactly like dominant, i.e. using black people instead of white but no cultural reference) 2. cultural appropriation model (borrowing stereotypical representations of non-dominate identities - appeals to people who Aren't part of that identify) 3. effortful accommodation model (uses culture in advertising i.e. the Hispanic wells Fargo commercial)

Question 27

Culture is...

Answer 27

a society's personality , shared meanings, rituals, norms IN ORDER TO UNDERSTAND CONSUMPTION YOU MUST UNDERSTAND CULTURE

Question 28

The 3 components of a cultural system

Answer 28

1. ecology - how culture adapts to it's surroundings 2. social structures - how do people maintain an orderly social life? 3. Ideology - what are the mental characteristics of a people?

Question 29

Myths

Answer 29

stories with symbolic elements that represent a culture's ideals

Question 30

Rituals

Answer 30

- a set of multiple, symbolic behaviors that occur in a fixed sequence and is repeated periodically - can symbolize a transition from 1 status to another (gifting, holidays)