Lecture 3 (AI)

Question 1

What is consumer behavior?

Answer 1

The study of how individuals or groups buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

Question 2

List the key psychological processes involved in consumer behavior.

Answer 2

• Motivation
• Perception
• Learning
• Memory

Question 3

True or False: Consumer behavior is only influenced by individual factors.

Answer 3

False

Question 4

What influences consumer behavior?

Answer 4

• Culture
• Social groups
• Individual consumers

Question 5

Define culture in the context of consumer behavior.

Answer 5

Meanings shared by most people in a social group, including common values, interests, and norms.

Question 6

What are reference groups?

Answer 6

All groups with a direct or indirect influence on an individual’s attitudes and behavior.

Question 7

Differentiate between primary and secondary reference groups.

Answer 7

• Primary: Continuous and informal interactions (e.g., family, friends)
• Secondary: Infrequent and formal interactions (e.g., boss, lecturer)

Question 8

What is an aspirational group?

Answer 8

Groups that a person hopes or wishes to join.

Question 9

What is a dissociative group?

Answer 9

Groups whose values, norms, or behavior a person rejects.

Question 10

Who is an opinion leader/influencer?

Answer 10

A person perceived to be credible who offers informal advice or information about products.

Question 11

Identify the two types of family reference groups.

Answer 11

• Family of Orientation
• Family of Procreation

Question 12

What role does status play in consumer behavior?

Answer 12

It indicates the degree to which one is respected in a social hierarchy, influencing product choices.

Question 13

List variables that influence consumer behavior.

Answer 13

• Age
• Education
• Income
• Gender
• Relationship status
• Nationality

Question 14

What is the lipstick effect?

Answer 14

During recessions, the desire for most consumer goods decreases, but spending on beauty products by women increases.

Question 15

Define personality in the context of consumer behavior.

Answer 15

A set of distinguishing psychological traits leading to consistent and stable responses to environmental stimuli.

Question 16

What are the Human Big Five personality traits?

Answer 16

• Extraversion
• Agreeableness
• Conscientiousness
• Neuroticism
• Openness

Question 17

What does self-concept refer to?

Answer 17

How we view ourselves and the brands we consume that align with our actual or ideal self-concepts.

Question 18

Define lifestyle.

Answer 18

A person’s way of living, expressed through activities, interests, and opinions.

Question 19

What are values in consumer behavior?

Answer 19

Belief systems that underlie attitudes and behaviors, guiding long-lasting choices and desires.

Question 20

What are the four key psychological processes?

Answer 20

• Motivation
• Perception
• Learning
• Memory

Question 21

Define motivation in consumer behavior.

Answer 21

When a need has been aroused to a sufficient level of intensity, shaping actions aimed at achieving a goal.

Question 22

What is Maslow’s hierarchy of needs?

Answer 22

A theory that arranges human needs from most to least pressing, with basic needs needing satisfaction before higher-order needs.

Question 23

What is perception?

Answer 23

The process of selecting, organizing, and interpreting information to create meaning.

Question 24

What is selective attention?

Answer 24

Screening out stimuli to focus on specific environmental cues.

Question 25

What is selective distortion?

Answer 25

The tendency to interpret information in a way that fits preconceptions.

Question 26

Provide an example of selective distortion.

Answer 26

Interpreting negative or neutral information about a strong brand as more positive.

Question 27

What is the tendency to remember good or bad things about something liked or disliked called?

Answer 27

Selective retention ## Footnote It refers to the phenomenon where individuals remember positive or negative aspects of experiences, reinforcing their preferences.

Question 28

What is subliminal perception?

Answer 28

Stimuli beyond our conscious awareness that may still influence our behavior ## Footnote Weak evidence exists for subliminal effects on consumer behavior, particularly with moderately important beliefs.

Question 29

What are the two common conceptualizations of learning? (conditioning)

Answer 29

Classical conditioning and Operant conditioning ## Footnote These are fundamental theories explaining how behavior changes through experiences.

Question 30

Define classical conditioning.

Answer 30

Based on frequent pairing of a conditioned stimulus with an unconditioned stimulus to create a conditioned response ## Footnote Example: Pavlov's dogs salivating when hearing a bell due to its association with food.

Question 31

What is the difference between classical conditioning and operant conditioning?

Answer 31

Classical conditioning is involuntary and reflexive, while operant conditioning is voluntary and active ## Footnote This distinction highlights how behaviors are influenced by preceding stimuli vs. anticipated outcomes.

Question 32

What is short-term memory?

Answer 32

A temporary and limited repository of information ## Footnote It allows for the retention of information for brief periods.

Question 33

What is long-term memory?

Answer 33

A more permanent and largely unlimited repository ## Footnote It holds information that can be accessed over extended periods.

Question 34

What is the Associative Network Model?

Answer 34

Views long-term memory as a set of nodes (stored information) and links (associations) ## Footnote This model explains how information retrieval occurs through connections between related concepts.

Question 35

What is the mere exposure effect?

Answer 35

The phenomenon where increased exposure to a stimulus leads to greater liking of that stimulus ## Footnote This effect demonstrates how familiarity can enhance preferences.

Question 36

What are the five stages of the Buying Decision Process?

Answer 36

1. Problem Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase Decision 5. Post-Purchase Behavior ## Footnote These stages outline the cognitive steps consumers go through when making purchasing decisions.

Question 37

What is the Expectancy-Value Model?

Answer 37

Assumes that consumers evaluate attributes leading to beliefs about brand performance on each attribute ## Footnote This model helps understand consumer choices based on perceived strengths and weaknesses.

Question 38

What is a conjunctive heuristic?

Answer 38

A decision-making process where a minimum acceptance level for each attribute is set ## Footnote Consumers choose the first option that meets these minimum standards.

Question 39

What influences post-purchase behavior?

Answer 39

Comparison of expectations with perceived performance ## Footnote Satisfaction or dissatisfaction can lead to consumer loyalty or switching.

Question 40

What is the focus of the Behaviorist Perspective on consumer behavior?

Answer 40

The impact of external influences on behavior, with less emphasis on mental processes ## Footnote This perspective is rooted in classical and operant conditioning theories.

Question 41

What does the Information-Processing Perspective emphasize?

Answer 41

How consumers mentally process, store, retrieve, and use information in decision-making ## Footnote It views consumers as active problem solvers.

Question 42

What is the Emotional Perspective in consumer behavior?

Answer 42

It argues that emotions and affective states are central to understanding decision-making ## Footnote This perspective highlights that emotions can significantly influence brand attitudes and purchase intentions.

Question 43

What is central for understanding decision-making according to the emotional perspective?

Answer 43

Consumers’ emotions and affective states ## Footnote Emotions are influenced by appraisals of stimuli in the environment.

Question 44

What influences brand attitudes and purchase intentions aside from cognitive aspects?

Answer 44

Emotions ## Footnote For example, a cute kitten in an ad may create positive spillover effects.

Question 45

How is marketing viewed from the cultural perspective?

Answer 45

As a value transmitter shaping and shaped by culture ## Footnote Products are seen as symbols representing beliefs, norms, and values.

Question 46

What do symbols in marketing vary across?

Answer 46

Cultures ## Footnote Symbols can be used for positioning purposes.

Question 47

Are the prior perspectives in marketing contradictory or mutually exclusive?

Answer 47

No ## Footnote A combination of several perspectives may enable a more nuanced understanding.

Question 48

What happens when motivation, ability, and opportunity (MAO) are all high?

Answer 48

Elaboration likelihood is high, leading to central-route processing ## Footnote Consumers engage deeply with the information.

Question 49

What occurs if one or more MAO factors are low? | Motivation, ability, oppertunity.

Answer 49

Consumers are more likely to process information peripherally ## Footnote Evaluation based on simple, superficial, and peripheral cues.

Question 50

Define attitude in the context of the Theory of Planned Behavior.

Answer 50

An enduring evaluation with a positive or negative charge ## Footnote Leads to a tendency to like or dislike objects or ideas.

Question 51

What are subjective group norms in the Theory of Planned Behavior?

Answer 51

Beliefs about what different reference groups consider socially desirable behavior ## Footnote Weighted by the consumer’s willingness to behave according to such norms.

Question 52

What does perceived behavioral control reflect?

Answer 52

The perceived ease or difficulty of performing a behavior ## Footnote Assumed to reflect past experiences and anticipated obstacles.

Question 53

What non-motivational factors can influence behavior?

Answer 53

Time, money, skills ## Footnote Relates to the ability and opportunity factors of MAO.