PMM Ch 3

Question 1

What are the four influences of consumer decision making? (p.43)

Answer 1

1) Social, 2) Marketing, and 3) Situational, which feed into 4) Psychological

Question 2

Name the 3 categories of social influence in consumer decision making. (p.44)

Answer 2

1) Culture/Sub-culture, 2) Social Class, and 3) Reference groups/Families

Question 3

What is an example of direct social influence in consumer decision making? (p.44)

Answer 3

Conversations between people about consumer decisions

Question 4

What is an example of indirect social influence in consumer decision making? (p.44)

Answer 4

The influence of society on an individuals values and attitudes

Question 5

How are cultural values transmitted?

3 organizations) (p.45

Answer 5

1) Family, 2) Religious organizations and 3) Educational institutions

Question 6

Define subculture (p.45)

Answer 6

A subculture is a group within society with which an individual has more interaction than with society at large

Question 7

On what types of characteristics might subcultures be based? (p.45)

Answer 7

geography, ethnicity, age, religion, nationalities, e.g., Mormons, teens, African Americans, Baby Boomers

Question 8

According to marketers, what are the four main “social classes” in the US? (p.45)

Answer 8

Upper, Middle, Working and Lower

Question 9

What % of US is “Middle Class”? (p.45)

Answer 9

34%

Question 10

What is the single best indicator of social class? (p.45)

Answer 10

Occupation

Question 11

Which class wants to “do the right thing and buy what’s popular”? (p.45)

Answer 11

Middle class

Question 12

Which class is concerned with fashion and buying what experts in media recommend? (p.45)

Answer 12

Middle class

Question 13

What % of US is “Upper Class”? (p.45)

Answer 13

14%

Question 14

What is most prized by “Upper Class” consumers? (p.45)

Answer 14

Prestige brands and high quality

Question 15

Spending with good taste is a priority for what social class? (p.45)

Answer 15

Upper class

Question 16

What class emulates the Upper Class? (p.45)

Answer 16

Middle class

Question 17

What % of US is “working class”? (p.45)

Answer 17

38%

Question 18

Who do working class people rely on for financial and emotional support? (p.45)

Answer 18

Relatives / family

Question 19

Which class emphasizes family ties/relationships? (p.45)

Answer 19

Working class

Question 20

Which class pursues ease of labor and leisure? (p.45)

Answer 20

Working class

Question 21

What % of US is “Lower Americans”? (p.45)

Answer 21

16%

Question 22

What class’s primary needs are food, clothing and other staples? (p.45)

Answer 22

Lower Americans

Question 23

What are “reference groups”? (p.46)

Answer 23

Groups to which a person looks to when forming opinions and attitudes

Question 24

Why might someone have multiple reference groups? (p.46)

Answer 24

To account for different product types and decisions

Question 25

When is reference group influence considered to be stronger? (p.46)

Answer 25

When the product is for public consumption

Question 26

Why is the HH a potentially more relevant unit of study for consumer behavior? (p.46)

Answer 26

Because the actual purchaser may be a different member of the HH than the final user of the product

Question 27

What are some stages of the "family life cycle? (p.46)

Answer 27

single, married no kids, married with kids, older couples, solitary survivors

Question 28

What are the four categories of marketing influence on consumer decision making? (p.46)

Answer 28

Product, Price, Promotion, Place

Question 29

When can a higher price be a positive for the consumer? (p.46)

Answer 29

When it is believed to signal higher quality

Question 30

What are some elements of product influence on consumer behavior? (p.46)

Answer 30

Brand name, packaging, labeling, appearance of product,

Question 31

What can promotion influences affect? (p.47)

Answer 31

How consumers think and feel about the product, the purchase experience,

Question 32

Because consumers tend to screen out marketing messages, what should marketers do to overcome this? (p.47)

Answer 32

1) offer consistent messages about their product, 2) place the messages in media where target market is most likely to see it.

Question 33

Wide distribution to increase convenience of purchase, and thus increase chances of purchase is an example of what type of marketing influence? (p.47)

Answer 33

Place

Question 34

What message can limited distribution send to consumers? (p.47)

Answer 34

That the product or brand is higher quality

Question 35

What are situational influences on consumer behavior? (p.49)

Answer 35

All the factors related to time and place with systematic impact on consumer behavior

Question 36

What are the 5 categories of situational influences on consumer behavior? (p.49)

Answer 36

1) physical, 2) social, 3) time, 4) task related, and 5) condition related

Question 37

What category of situational influence includes: location, décor, sounds, aroma, lighting, weather, and visible arrangement of merchandise? (p.49)

Answer 37

Physical

Question 38

What category of situational influence includes: the other people present, their roles and interactions? (p.49)

Answer 38

Social

Question 39

What category of situational influence includes: time of day, season of year, length of time before or since purchase? (p.49)

Answer 39

Time

Question 40

What category of situational influence concerns issues such as whether the purchase is for self or others? (p.49)

Answer 40

Task

Question 41

What category of situational influence relates to momentary states of being (being sad, ill or no cash on hand) rather than chronic? (p.49)

Answer 41

Current conditions

Question 42

Name 2 important psychological factors in consumer decision making. (p.49)

Answer 42

Product knowledge, and product involvement

Question 43

Define product knowledge (p.49)

Answer 43

The amount of information a consumer has stored in memory about product classes, brands, models and ways to purchase

Question 44

What types of factors can influence initial product knowledge? (p.50)

Answer 44

Social, Marketing and Situational factors

Question 45

How does a consumer's initial level of product knowledge impact the amount of information sought prior to purchase? (p.50)

Answer 45

A consumer's perception of high prior knowledge of a product reduces the effort spent to acquire new information

Question 46

What is a consumer's perception of a product's importance/relevance to them called? (p.50)

Answer 46

Product involvement

Question 47

What is the relationship between product involvement and consumer decision making? (p.50)

Answer 47

High involvement products tend to have high involvement decision making, e.g., more time, effort and information sought

Question 48

What are the 5 steps in the consumer decision making process? (p.51)

Answer 48

1) need recognition, 2) alternative search, 3) alternative evaluation, 4) purchase decision (which is not always to actually purchase) and 5) post-purchase evaluation.

Question 49

What are the 3 types of consumer decision making? (p.50)

Answer 49

1) Extensive, 2) limited, and 3) routine

Question 50

Providing lots of factual information highlighting competitive advantages is appropriate for what type of consumer decision? (p.50)

Answer 50

Extensive

Question 51

How can marketers influence consumers engaged in "limited" decision making? (p.51)

Answer 51

Eye-catching advertising and in-store displays

Question 52

Eye-catching advertising and in-store displays are appropriate for what level of consumer decision making? (p.51)

Answer 52

Limited

Question 53

Describe Maslow's hierarchy of needs. (p.51)

Answer 53

1) Physiological, 2) Safety, 3) Belongingness/Love, 4) Esteem, and 5) Self-actualization

Question 54

What are the 5 information sources used in searching for alternatives to satisfy a consumer need? (p. 52)

Answer 54

1) Internal sources, 2) Reference group sources, 3) Marketing sources, 4) Public sources and 5) Experiential sources

Question 55

Describe the four steps in information processing (p.53)

Answer 55

1) exposure to information, 2) attentive to information, 3) understanding of information and 4) retention of information

Question 56

During alternative evaluation, which brand is most likely selected? (p.53)

Answer 56

The brand perceived to offer the greatest number of desirable attributes in the desired amounts and order is selected

Question 57

What are the 2 categories of perceived risk in consumer decisions? (p.53)

Answer 57

Functional (related to financial or performance issues) and psychosocial (related to how it will affect one's self- or reference group image

Question 58

What is the relationship between information level and post purchase dissonance in consumer decision making? (p.54)

Answer 58

More information tends to lead to less dissonance

Question 59

Why is it important for marketers to address possible post-purchase dissonance? (p.54)

Answer 59

Positive post-purchase experience increases chances of repeat purchase, while negative post-purchase experience decreases chances of repeat purchase

Question 60

What can marketers do to address post-purchase dissonance? (p.54)

Answer 60

Reassure purchasers that they've made a wise decision in purchasing their product

Question 61

What is the disconfiguration paradigm? (p.55)

Answer 61

the idea that customer satisfaction is made up of two other variables - product expectations and the difference between expectations and reality of the product

Question 62

What two other variables make up customer satisfaction? (p.55)

Answer 62

Product expectations and the difference between expectations and reality of the product