Consumer Behavior
Chapter 1
1) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then
disposes of a product during the three stages of the consumption process.
A) marketer
B) consumer
C) influencer
D) content generator
2) Which term refers to the bond between product and consumer that is difficult for
competitors to break?
A) brand loyalty
B) custom
C) patronage
D) relationship
3) According to the basic marketing concept, a firm exists to ________, only to the extent that
they understand the people or organizations that will use the products and services they sell.
A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs
4) ________ are statistics that measure observable aspects of population.
A) Psychographics
B) Lifestyles
C) Demographics
D) Benefits
5) The 80/20 rule (20 percent of users account for 80 percent of sales) targets what user
group?
A) all consumers
B) light users
C) heavy users
D) moderate users
6) Age, gender, family structure social class, race, ethnicity and income are all used
________.
A) to divide a market
B) as part of promotion
C) in social media
D) as part of the marketing mix
7) Which marketing philosophy emphasizes interacting with customers on a regular basis and
giving them reasons to maintain a bond with the company over time?
A) differentiated marketing
B) global marketing
C) social marketing
If products take on masculine or feminine attributes, they are said to be_______.
A(n) _________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.
According to the basic marketing concept, a firm exists to_______.
Which of the following is NOT considered a demographic?
different age groups have different wants and needs
Why is age a common demographic category used in understanding consumer behavior?
Walmart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers’ needs based on the information collected. This is an example of_____ marketing.
occurs when companies make false or exaggerated claims on how environmentally friendly their product is.
When companies make false claims about how environmentally friendly their products are ______ has occurred.
refers to the strategy of promoting how environmentally friendly a product is.
Which term refers to the bond between product and consumer that is difficult for competitors to break?
Which of the following is NOT a stage of the consumption process?
opportunity to correct the situation
Which of the following is a benefit organizations receive when customers complain?
Which of the following is NOT one of the consumer rights established in President John F. Kennedy’s Declaration of Consumer Rights?
Ralph Nader’s book, Unsafe at Any Speed, was published in part to enforce the consumer’s right to ______.
Requires cigarette packages to carry warning labels
The Federal Cigarette Labeling and Advertising Act _______.
Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?
Advertisements reminding people to stay focused while driving and to avoid texting while driving are examples of _______.
corporate social responsibility
The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated _______ into its business
perceived effort required
Which of the following is the best predictor of whether people will recycle?
The saying “one man’s trash is another man’s treasure” is the philosophy behind______.
T/F: sustainability and greenwashing are the same thing?
what is the triple bottom line?
______ refers to the possession of both masculine and feminine traits.
three generations of a family
An extended family unit is characterized by _____ living together.
interact with customers on a regular basis and give them solid reasons to maintain a bond with the company over time
tracks specific consumers' buying habits closely and crafts products and messages tailored precisely to people's wants and needs based on this information
takes the view that much of consumer behavior resembles actions in a play (ex: geek, hipster, etc)
1. self-concept attachment 2. nostalgic attachment 3. interdependence 4. love
what are 4 types of relationships a person might have with a product?
occurs when the product helps to establish the user's identity
occurs when the product serves as a link with a past self
occurs when the product is part of the user's daily routine
happiness is linked to satisfying needs and wants whereas meaningfulness relates to activities that express oneself and impact others in a positive way
what is the difference between happiness and meaningfulness?
consumers who grew up "wired" in a highly networked, always-on world where digital technology had always existed
a belief in democracy; the ability to freely interact with other people, companies, and organizations; open access to venues that allow users to share content from simple comments to reviews, ratings, photos, stories, and more; power to build on the content of others from your own unique point of view
a set of beliefs that guide our understanding of the world
encourages us to stress the function of objects, celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future
interpretivism (postmodernism)
encourages the idea that the ordered, rational view of behavior denies/ignores the complex social and cultural world in which we really live; the belief that too much emphasis is placed on material well-being
consumer culture theory (ctt)
refers generally to research that regards consumption from a social and cultural point of view rather than more narrowly as an economic exchange
family unit consisting of parents and their children (one or more)
dual-income couples who are better educated on average who choose not to have kids
T/F: How consumers dispose of products can apply to the disposal of ideas just as it does to products.
middle-aged people who have to care for those above them and below them in age (ex: taking care of own parents as well as for their children)
the process "by which young people acquire skills, knowledge, and attitudes relative to their functioning in the marketplace
children who move back home after graduating from college rather than taking their own places
1. parents 2. family 3. peers 4. school 5. media
what are the 5 primary socialization agents?
Rules of conduct that guide actions in the marketplace are called ________.
refers to the importance people attach to worldly possessions
When consumers are unhappy with a product, they boycott the product and/or store and express dissatisfaction to friends. This is called _____ response.
the notion that shoppers are willing to pay more for an item when they know exactly where it came from
expressing dissatisfaction to friends and family and boycotting the store where you bought the product
When consumers are unhappy with a product, they may file a complaint in the form of legal action, Better Business Bureau complaint, or publishing a negative review. This is called a _______ response.
So called “gripe sites” exist for consumers to publish _______ responses against products or stores with which they are dissatisfied.
A small group of consumers that come into a facility to try new products while being observed is called ________.
Ralph Nader’s book, Unsafe at Any Speed, was published in part to enforce the consumer’s right to ______.
1. the right to safety 2. the right to be informed 3. the right to choose 4. the right to be heard
what are the 4 consumer's bill of rights?
A strategy that aligns a company brand with a cause to generate business and societal benefits is called _______.
the Food and Drug Administration (FDA)
create policies to advertise claims related to the contents of edible products and pharmaceuticals.
According to the Federal Trade Commission, the most common consumer complaint, accounting for nearly 20% of all problems reported is _________.
Scams where people receive fraudulent emails that ask them to supply account information are called ________.
1. food deserts 2. disabilities 3. media literacy
Market access can be limited due to _______.
Jan’s Tees creates t-shirts from natural materials that are fully reusable and recyclable so that the firm uses zero resources to manufacture the shirts. This is known as ______.
Factory conditions in the meatpacking industry in Chicago, totally unsafe and unsanitary working conditions, and how Upton Sinclair’s book (The Jungle) led to new federal legislation
. In the article, “Don’t Read This Over Dinner,” author Justin Ewers discussed:
In what year did the Federal Government require the amount of trans fats per serving to be listed on all nutrition labels?
1. Government and its agencies 2. self-regulatory groups 3. consumer advocacy groups
Oversight for Consumers’ Rights to be informed is conducted by:
occurs when companies must inform consumers that previous messages were wrong or misleading
the irresponsible use of pesticides
Rachel Carson's "Silent Spring" book published in 1962 discussed:
Federal Trade Commission (FTC)
monitors deceptive advertising
Wheeler Lea Amendment (1938)
broadened the FTC's powers to include protection for consumers from false advertising practices.
consumer products safety commission
in 1972, the _________ was created by Congress to "protect the public from unreasonable risks of injury from consumer products"
corporate social responsibility
processes that encourage the organization to make a positive impact on the various stakeholders in its community including consumers, employees, and the environment
a process in which already-purchased objects are sold to others or exchanged for other items
consumers have the right to know exactly what they are buying , the terms of the sale and guarantees, and the risks that might accompany the use of the product
one of the consumer bill of rights; federal and state governments have adopted antitrust legislation making it illegal to eliminate competition
one of the consumer bill of rights; departments have been created to handle and respond to customer inquiries and complaints
the target group that the advertising is directed toward
1. outright lie 2. claim-fact discrepancy 3. claim-belief discrepancy
what are the 3 types of deceptive advertising?
a false claim made intentionally
relevant facts or qualifications of a claim are omitted
no deceptive claim is made explicitly but deceptive belief is created
1. consumer terrorism 2. addictive consumption 3. compulsive consumption 4. consumed consumers 5. illegal activities
what are the 5 "dark sides" to consumerism?
children's television act (1990)
enacted to increase the quantity of educational and informational broadcast television programming for children
the federal statute that governs trademarks, service marks, and unfair competition. It was passed by Congress on July 5, 1946 and signed into law by President Harry Truman; eliminates consumer confusion (similar logo, packaging, etc.)
1. stress 2. excitement 3. sadness
what are the 3 emotions americans blame most for their overspending?
the notion that once you get something you need to get more things to go with that something; form of compulsive consumption
The process by which people select, organize, and interpret sensations is called ____.
refers to sensations that subtly influence how we think about a product?
Companies that think carefully about the impact of sensations on product experiences are practicing ______.
As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide _____ value.
The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the _______.
When Coke weaves a sound into a piece of music, the advertisement is using ______.
The ______ sense appears to moderate the relationship between product experience and judgment confidence.
The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of _______.
Processing information from more than one medium at a time is known as ______.
Size, color, position, and novelty are all strategies for creating which of the following?
Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary’s response to the ads?
T/F: Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.
When a stimulus comes within the range of someone’s sensory receptor, a(n) _____ occurs.
just-noticeable difference
The minimum difference that can be detected between two stimuli is known as the ______.
The _______ threshold refers to the ability of a sensory system to detect changes between two stimuli.
According to Weber’s Law, the ______the initial stimulus, the greater a change must be for people to notice the change.
1. exposure 2. attention 3. interpretation
what are the 3 stages in the perception process?
If a consumer chooses not to perceive they are reaching ______.
Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?
A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?
A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?
most relevant to a company that wants to position a new brand on price leadership
1. similarity 2. proximity 3. continuity
what are the 3 key issues pertaining to grouping?
Perceptual integration is most related to the concept of:
the extent to which we encounter a stimulus in our environment
occurs when we are constantly being exposed to several things at once so certain things go unnoticed in our minds; not sought out
occurs when our eyes and minds seek out and notice only what interests us
occurs when the factors that influence the extent to which a stimuli will be noticed in the future; step after selective exposure; cognitive process
The multi-sensory, fantasy, and emotional aspects of consumers interactions with products
when some color combinations become so strongly associated with a corporation that they become known as the company _______
The process by which the way a word sounds influences our assumptions about what it describes and attributes such a size.
the notion that people value things more highly if they own them
the point at which a stimulus is strong enough to make a conscious impact on a consumer's awareness
the minimum amount of stimulation a person can detect on a given sensory channel
Refers to the ability of a sensory system to detect changes or differences between two stimuli
the concept that a "just noticeable difference" in a stimulus is proportional to the magnitude of the original stimulus
occurs when the stimulus is below the level of consumers' awareness (below absolute threshold)
people attend to only a small portion of the stimuli to which they are exposed
states that people tend to perceive an incomplete picture as complete
a discipline that studies the correspondence between signs and symbols and their roles in how we assign meanings
states "the whole is not merely the sum of its parts;" putting smaller components together to create a bigger, common meaning
states that one art of the stimulus will dominate the figure and other parts recede into the background
1. learning 2. usage 3. brand image
stimulus discrimination/sensory discrimination is based on what 3 things?
behavioral learning theory
assume that learning takes place as the result of responses to external events
occurs when a stimulus that elicits a response is paired with another stimulus that does not elicit a response on its own
When Sophie hums a McDonald’s jingle, it is an example of ______.
Unintentional acquisition of knowledge
Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?
conditioned stimulus; unconditioned stimulus
Classical conditioning takes place when a(n) ________ is continuously matched with a(n) _________.
If a conditioned response is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ______.
The tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses
was first demonstrated by Ivan Pavlov?
Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.
Frank is sitting on his Psychology 101 class listening to his professor attempt to explain the “black box” process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. “I wish I were sitting next to him,” Frank thinks, “because I know how I could steal a bite.” What Frank just went through in class was similar to the “black box” process being described by his professor. This process is more closely associated with which of the following learning methods?
Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association of Scott’s company.
Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors’ products became more successful. What characteristics of learning was most likely ruining Scott’s apparent success?
T/F: Conditioning effects are more likely to occur after the conditioned response and unconditioned stimuli have been paired a number of times.
T/F: Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.
refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.
Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic pf the herbal supplement market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy’s shelf. They were rectangular with white labels that looked very professional. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?
If a woman receives compliments after weaving Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?
Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.
In instrumental conditioning, what is the distinction between negative reinforcement and punishment?
When a consumer learns a desired behavior over a period of time, it is called ______.
A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation?
positive reinforcement, negative reinforcement, and punishment
Instrumental conditioning occurs with _________.
The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases, with value.
cognitive learning theory
What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?