Marketing 10th Canadian Edition By Frederick Crane - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below Chapter 05 Consumer Behaviour Multiple Choice Questions Which of the following statements about how women buy cars today is NOT true? A.Women prefer minimal maintenance. B. Most …
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Marketing 10th Canadian Edition By Frederick Crane – Test Bank
Instant Download – Complete Test Bank With Answers
Sample Questions Are Posted Below
Chapter 05
Consumer Behaviour
Multiple Choice Questions
(Chapter Opening Example) Research has indicated that women dread car price negotiations.
Blooms: Understand
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-02 Enlightened Carmakers Know What Custom(h)ers Value
(Chapter Opening Example) Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand and serve this valuable automobile consum(h)er and influenc(h)er of purchase decisions.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-02 Enlightened Carmakers Know What Custom(h)ers Value
(Chapter Opening Example) For men, styling is more about a car’s exterior lines and accents. Women are more interested in interior design and finishes.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-02 Enlightened Carmakers Know What Custom(h)ers Value
The actions that a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-02 Enlightened Carmakers Know What Custom(h)ers Value
The stages a buyer passes through in making choices about which products and services to buy.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-03 Consumer Purchase Decision Process
A buyer passes through five stages of the purchase decision process when making choices about which products and services to buy. The initial step in the process is problem recognition.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-04 Problem Recognition
Problem recognition, the initial step in the purchase decision, is perceiving a difference between a person’s ideal and actual situations that is big enough to trigger a decision.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-04 Problem Recognition
During the purchase decision process, an individual at the problem recognition will perceive differences between his or her ideal and actual situations big enough to trigger a decision. The student would be unable to get to class without a car.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-04 Problem Recognition
During the purchase decision process, an individual at the problem recognition will perceive differences between his or her ideal and actual situations big enough to trigger a decision. The student would be unable to mow the large lawn without a power mower.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-04 Problem Recognition
During the purchase decision process, an individual at the problem recognition will perceive differences between his or her ideal and actual situations big enough to trigger a decision. Marty realized that he was unable to pass statistics without the right tools.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-04 Problem Recognition
Once a need is recognized the consumer enters the information search stage.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
The information search stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
The information search stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
After a consumer has recognized a problem, the next step in the decision making process is to search for information. When past experience or personal knowledge does not provide adequate information upon which a consumer can make a decision, the consumer may seek information from external sources. Primary external sources of information for many consumers are family and friends.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
When you scan your memory for previous purchase experiences, you are engaged in an internal search.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
The stage in the consumer decision process when consumers scan their memory for previous experiences with products or a brand is called internal search.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
The stage in the consumer decision process when consumers scan their memory for previous experiences with products or a brand is called internal search.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
A consumer would typically find an internal search or previous experiences provide enough purchase information for frequently purchased products such as cat litter.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
The stage in the consumer decision process when consumers scan their memory for previous experiences with products or a brand is called internal search.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
As you have already learned from previous chapters, more and more often, consumers are relying on social media for information on products, services, and brands, and paying very close attention to what others are saying about various brands on these social media sites.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
An external search for information is especially needed when past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Sarah is externally searching for information about iPads. An external search is especially important when the cost of gathering information is low, when past experience is insufficient and when the risk of making a wrong decision is high.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Public sources include various product-rating organizations such as Consumer Reports, government agencies, and radio and TV “consumer programs.”
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, salespeople, and point-of-purchase displays in stores.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Marketer-dominated sources of information originate with the sellers of products and services, and include company websites, advertising, salespeople, and point-of-purchase displays in stores.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Marketer-dominated sources of information originate with the sellers of products and services, and include company websites, advertising, salespeople, and point-of-purchase displays in stores.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, salespeople, and point-of-purchase displays in stores.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
The problem recognition stage prompted the need for a new classier piece of ‘jewelry’, the information stage clarified the problem for the consumer by suggesting methods of satisfying the need by means of an watch, earrings, necklace, etc. The alternative evaluation stage provides evaluative criteria by which to make a decision from an evoked set. In this case the purchase will be a specific watch, but is it more important to image or preferred look?
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
Factors that represent both the objective attributes of a brand (such as display screen) and the subjective ones (such as brand prestige) you use to compare different products and brands.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
Factors that represent both the objective attributes of a brand (such as display screen) and the subjective ones (such as brand prestige) you use to compare different products and brands.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
Evaluative criteria represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
The group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
The group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
The key influence in determining the products in the evoked set is to have a set of important attributes, which matches the evaluative criteria employed by consumers. The most important evaluative criteria establish the brands in consumers’ evoked set. Therefore, by identifying the most important attributes, a firm can design a product which matches consumers’ interests.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
The group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
The group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
Having examined the alternatives of the evoked set, the consumer makes a purchase decision.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-07 Purchase Decision
The stages a buyer passes through in making choices about which products and services to buy.
Blooms: Understand
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-07 Purchase Decision
The stages a buyer passes through in making choices about which products and services to buy.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-07 Purchase Decision
After buying a product, a consumer compares it with his or her expectations and is either satisfied or dissatisfied. The consumer may attempt to reduce cognitive dissonance by reinforcing the belief that he or she made the right choice. This occurs at the post-purchase stage.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
Firms such as General Electric (GE), Johnson & Johnson, Coca-Cola, and British Airways focus attention on post-purchase behaviour to maximize customer satisfaction and retention. These firms, among many others, provide toll-free telephone numbers, offer liberalized return and refund policies, and engage in staff training to handle complaints, answer questions, and record suggestions.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
Various marketers have calculated the value of customer retention over time and found it to be very profitable. Customers continue to buy from a specific marketer because that marketer provided them with value.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-07 Purchase Decision
After buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied. If the consumer is dissatisfied, marketers must decide whether the product was deficient or consumer expectations were too high.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
Firms often use ads at the post-purchase stage to reduce cognitive dissonance by convincing consumers that they made the correct purchase decision.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
More and more firms are monitoring social media for customer satisfaction.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
To alleviate cognitive dissonance, consumers attempt to applaud themselves for making the right choice. One way to seek information to confirm a choice is by reading ads about the product.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
The feeling of post-purchase psychological tension or anxiety is called cognitive dissonance.
Blooms: Apply
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
The feeling of post-purchase psychological tension or anxiety is called cognitive dissonance.
Blooms: Apply
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
Consumers are often faced with the dilemma of choosing between two or more comparable alternatives. After making a purchase, consumers may question the purchase decision and wonder whether or not they selected the best alternative.
Blooms: Apply
Difficulty: Easy
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-08 Post-purchase Behaviour
The personal, social, and economic significance of the purchase to the consumer.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
TB Figure 1
| Make | Model | Price | Quality of Smartphone Features | ||||
| Camera | Screen | Battery | Storage | Waterproof | |||
| Apple | iPhone 7 | $1200 | Very Good | Very Good | Fair | Very Good | Very Good |
| Samsung | Galaxy S7 | $900 | Excellent | Excellent | Good | Fair | Good |
| Sony | Xperia X | $700 | Excellent | Poor | Good | Good | Very Good |
| HTC | 10 | $900 | Poor | Good | Fair | Good | Poor |
| LG | G5 | $750 | Good | Excellent | Fair | Fair | Poor |
| BlackBerry | Passport | $750 | Good | Good | Good | Excellent | Poor |
| Nexus | 6P | $500 | Fair | Fair | Fair | Good | Poor |
Factors that represent both the objective attributes of a brand (such as display screen) and the subjective ones (such as brand prestige) you use to compare different products and brands.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. The evaluative criteria given in the question result in Apple as the best choice.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
A consideration set is the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
For these types of products, consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives. These behaviours are characteristics of routine problem solving.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Figure 5-2
Extended problem solving makes use of each stage of the consumer purchase decision process including considerable time and effort on external information search and in identifying and evaluating alternatives.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
In limited problem solving, consumers typically seek some information or rely on a friend to help them evaluate alternatives. There is little time or effort used in these situations. In general, several brands might be evaluated using a moderate number of different attributes.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Routine problem solving involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Routine problem solving is typically the case for low-priced, frequently purchased products.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
In limited problem solving, consumers typically seek some information to help them evaluate alternatives. There is little time or effort used in these situations.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
In limited problem solving, consumers typically seek some information to help them evaluate alternatives. There is little time or effort used in these situations.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
In this case the person seeks some information, but has little interest in spending time or effort in searching out the right place to purchase the item. These are characteristics of limited problem solving.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Extended problem solving makes use of each stage of the consumer purchase decision process including considerable time and effort on external information search and in identifying and evaluating alternatives.
Blooms: Apply
Difficulty: Easy
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Extended problem solving makes use of each stage of the consumer purchase decision process including considerable time and effort on external information search and in identifying and evaluating alternatives.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Avoiding stock-out decisions would benefit Dasani. The decision is and will remain a low-involvement one. Persuading retailers to stock only one brand is unlikely unless they are paid.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Have an impact on your purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Have an impact on your purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Have an impact on your purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
The factor prompting the purchase in this case is the sister’s first anniversary. This reason for engaging in the decision process is called the purchase task.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Social surroundings, including other people present when a purchase decision is made, may affect what is purchased.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Physical surroundings such as decor, music in retail stores, and crowded aisles may alter how purchase decisions are made.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Antecedent states, which include the consumer’s mood or amount of cash on hand, can influence purchase behaviour and choice.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
The five psychological influences are: motivation and personality; perception; learning; values, beliefs, and attitudes; and lifestyle. Antecedent states are a situational influence.
Blooms: Apply
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-10 Psychological Influences on Consumer Behaviour
Figure 5-3
The psychological influences include motivation and personality; perception; learning; values, beliefs, and attitudes; and lifestyle.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
The marketing mix influences are the 4Ps: product, price, promotion, and place.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-10 Psychological Influences on Consumer Behaviour
The socio-cultural influences include personal influence; reference groups; family; social class; and culture and subculture influences.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-10 Psychological Influences on Consumer Behaviour
The situational influences include purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-10 Psychological Influences on Consumer Behaviour
The energizing force that causes behaviour that satisfies a need.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
People have both physiological needs and learned needs. Once the physiological needs are met, people seek to satisfy their learned needs. Refer to Figure 5-4.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Figure 5-4 illustrates the hierarchy of needs, with self-actualization needs at the top.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Needs that are basic to survival and must be satisfied first are physiological needs.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
People possess physiological needs for basics such as water, food, and sex, which are basic to survival and must be satisfied first.
Blooms: Understand
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Safety needs involve self-preservation and physical well-being.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
A distinct set of personality characteristics common among people of a country or society.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
The Michelin tire ad seeks to appeal to parents’ needs to ensure the safety of their children.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Needs concerned with love and friendship are called social needs.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Personal needs are needs that are represented by the need for achievement, status, prestige, and self-respect.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
A person’s consistent behaviours or responses to recurring situations.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Safety needs involve self-preservation and physical well-being. Providing security for one’s family would help to satisfy that need.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Lenovo wants you to know that your laptop is a clear reflection of you.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
The school wants the parents to know that the school will make sure that each student achieves as much as possible.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
The slogan suggested that using L’Oreal products could satisfy an individual’s need for self-fulfillment.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
A person’s consistent behaviours or responses to recurring situations.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
A distinct set of personality characteristics common among people of a country or society.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
National character is a distinct set of personality characteristics common among people of a particular country or society.
Blooms: Apply
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
The way people see themselves and the way they believe others see them.
Blooms: Apply
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them. Moreover, lifestyle reflects consumers’ self-concept, which is the way people see themselves and the way they believe others see them. This example illustrates the point.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-11 Motivation and Personality
The strongest ethical argument against subliminal advertising is that it exploits a psychological vulnerability in human perception to persuade consumers to act in a manner they might not if they were consciously making the choice. In other words, if it did have any effect on behaviour, subliminal advertising might rob the consumer of the freedom to make a choice.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Human brain attempts to organize and interpret information in a complex environment with a process called selective perception.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Selective perception occurs because consumers operate in a complex environment, and they are unable to respond to all stimuli to which they are exposed.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Selective perception is a filtering of exposure, comprehension, and retention.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
The tendency to pay attention to messages consistent with one’s attitudes and beliefs and to ignore messages that are inconsistent is called selective exposure.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Selective exposure is the tendency to pay attention to messages consistent with one’s attitudes and beliefs and to ignore messages that are inconsistent.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Selective exposure occurs when people pay attention to messages that are consistent with their attitudes or when a need exists.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Interpreting information so that it is consistent with your attitudes and beliefs is called selective comprehension.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
A consumer using selective comprehension is interpreting information so that it is consistent with his or her attitudes and beliefs.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
When the consumers do not remember all the information they see, read, or hear, even minutes after exposure to it is called selective retention.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Selective retention means consumers do not remember all they see, hear, or read, even minutes after exposure to it. Furniture and automobile retailers often give consumers product brochures to take home after they leave the showroom to help them remember.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Means that you see or hear messages without being aware of them.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Subliminal perception suggests consumers view or hear messages without consciously being aware of those messages. The concept of subliminal perception is that after hearing or seeing such messages, the behaviour of consumers might be altered in a manner that would benefit the marketer. Little evidence exists to support the effectiveness of subliminal perception in the marketing realm.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Many experts suggest that the use of subliminal messages by marketers, effective or not, is deceptive and unethical.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences is called perceived risk.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be a negative consequence associated with making the wrong purchase decision. Because of the widespread usage of cell phones and the ease with which servers are changed, the phone would not be a source of nearly as much risk as the outfit.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
The text example of psychosocial risk is concern over whether my friends will like my sweater. Whether my co-workers will like my clothes is a similar concern.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences is called perceived risk.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Those behaviours that result from (1) repeated experience, and (2) thinking.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Behavioural learning is the process of developing automatic responses to a situation built up through repeated exposure to it.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Behavioural learning is the process of developing automatic responses to a situation built up through repeated exposure to it. This is what the classic Pavlov experiment proved.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Behavioural learning is the process of developing automatic responses to a situation built up through repeated exposure to it.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
A drive is a need that moves an individual to action. Drives, such as hunger, might be represented by motives.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
A cue is a stimulus (in this case a smell) perceived by consumers.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
A cue is a stimulus or symbol perceived by consumers.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Behavioural learning is the process of developing automatic responses to a situation built up through repeated exposure to it.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
See Marketing Matters box.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
Cognitive learning is a type of learning in which consumers learn through thinking, reasoning, and mental problem solving without direct experience.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Cognitive learning is a type of learning in which consumers learn through thinking, reasoning, and mental problem solving without direct experience.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
The reinforcement is the reward.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
The occurrence of a response elicited by one stimulus (cue) generalized to another stimulus is known as stimulus generalization.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Stimulus generalization exists when a response elicited by one stimulus (cue) is generalized to another stimulus. The consumer would have the same feelings toward one Law & Order series as for another even before the new series was shown.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Stimulus discrimination refers to a person’s ability to perceive differences in stimuli.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Stimulus discrimination refers to a person’s ability to perceive differences in stimuli.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Stimulus discrimination refers to a person’s ability to perceive differences in stimuli.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Cognitive learning is a type of learning in which consumers learn through thinking, reasoning, and mental problem solving without direct experience.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Cognitive learning involves making the connections between two or more ideas or simply observing the outcomes of others’ behaviour and adjusting your own accordingly.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Marketers attempt to influence cognitive learning by linking a brand with an idea. In this case, Betty Crocker is linking a box mix to home cooking.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Cognitive learning requires thinking, reasoning, and mental problem solving without direct experience. This happens when connections are made between two or more ideas, or when the outcomes of others’ behaviours are observed. The proposed new method of rice preparation can be linked to the products in advertising messages, highlighted on packages, or observed among current users.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
See Marketing Matters box.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
Brand loyalty appears to be decreasing in North America, Mexico, European Union nations, and Japan.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Habit formation is the basis of routine problem solving, and there is a close link between habits and brand loyalty.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
A learned predisposition to respond to an object or class of objects in a consistently favourable or unfavourable way is called an attitude.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
See Marketing Matters box.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
A consumer’s subjective perception of how well a product or brand performs on different attributes is called a belief.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
A learned predisposition to respond to an object or class of objects in a consistently favourable or unfavourable way is called an attitude.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
Adding a new attribute-always-on feature-one of three methods of attitude change available to marketers.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
Tums is trying to change the perceived importance of consuming calcium. By focusing on this attribute, it is hoping consumers will have a more favourable attitude towards Tums. Since consumers know Tums already contains calcium, a new attribute had not been added.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
P&G had to change consumers’ beliefs that the spray was deadly to their pets before consumers could see the value of its odour-controlling capabilities.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
Lifestyle analysis has proven useful in segmenting and targeting consumers for new and existing products and services. PRIZM is an example of one of the tools used in this analysis.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
A mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
The practice of combining psychology and demographics to uncover consumer motivations for buying and using products and services is called psychographics.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
Lifestyle is a mode of living that is identified by how people spend their time and resources (activities, including hobbies), what they consider important (interests, including hobbies, too), and what they think of themselves and the world around them (opinions).
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
One aspect of lifestyle is mode of living which is identified by how people spend their time, including eating out.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
The most prominent example of lifestyle (or psychographic) analysis is the VALS program developed by SRI International and currently run by SRI Consulting Business Intelligence.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
Both VALS and PRIZM are lifestyle analysis tools.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
See GOING ONLINE (www.environicsanalytics.ca) box.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
See Marketing Matters box.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
See Marketing Matters box.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
If a company hires Matchstick, a typical buzz marketing campaign is constructed as follows: Matchstick will hire “brand seeders” on a freelance basis. These seeders are close in age or lifestyle to the relevant product category’s target consumer. Seeders are paid by Matchstick to identify potential influencers, or “influentials”-individuals who are naturally enthusiastic toward the brand and who will gladly spread the word about the brand.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
Increasingly, companies are working hard to stimulate positive consumer word of mouth about their products or services. This is called buzz marketing-popularity created by consumer word of mouth. Although he subscribes online, his messages to his friends about Sony are face-to-face.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
The online version of word of mouth, involving the use of messages “infectious” enough that consumers wish to pass them along to others through online communication.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
Viral marketing involves the use of messages “infectious” enough that consumer wish to pass along to others through online forums, social networks, chat rooms, bulletin boards, blogs, message board threads, instant messages, and e-mails.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
Opinion leaders exert direct or indirect influence over others and word-of-mouth activity influences others through conversation.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
Those knowledgeable about users of particular products and services, and so their opinions influence others’ choices are opinion leaders.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
Those knowledgeable about users of particular products and services, and so their opinions influence others’ choices are opinion leaders.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
Opinion leaders are individuals who exert direct or indirect social influence over others. They are more likely to be important for products that provide a form of self-expression.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
The influencing of people during conversations is known as word of mouth.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
This was a rumour that resulted in negative word of mouth.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
This was a rumour that resulted in negative viral marketing.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are called reference groups.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
Negative word of mouth is particularly damaging for a product that has just been introduced in a new country or area. It has been shown to reduce the credibility of a company’s advertising. It also reduces consumers’ buying intentions.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
A membership group is one to which a person actually belongs, including fraternities and sororities, social clubs, and the family.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
A membership group is one to which a person actually belongs, including fraternities and sororities, social clubs, and the family.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
An aspiration group is one that a person wishes to be a member of or wishes to be identified with. Besides wanting the chance to play, new members should view the golf club members as an aspiration group.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
An aspiration group is one that a person wishes to be a member of or wishes to be identified with, such as a professional society.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
An aspiration group is one that a person wishes to be a member of or wishes to be identified with, such as a professional society.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
A dissociative group is one that a person wishes to maintain a distance from because of differences in values or behaviours.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
An aspiration group is one that a person wishes to be a member of or wishes to be identified with.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
Reference groups have an important influence on the purchase of luxury products but not of necessities-groups exert a strong influence on the brand chosen when its use and consumption is highly visible to others.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
Since a fraternity is a membership group, potential new members should view the fraternity as an aspiration group.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-18 Reference Groups
Family influence on consumer behaviour results from three sources: consumer socialization, passage through the family life cycle, and decision making within the family.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
Consumer socialization is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
The distinct phases that a family progresses through, from formation to retirement, each phase bringing with it identifiable purchasing behaviours is called family life cycle.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
The family life cycle concept describes the distinct phases a family progresses through from formation to retirement. Only 23.5 percent of all households today are composed of traditional families. Young marrieds with children are the most likely group to buy life insurance. Singles with children are the least financially secure of households with children.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
Two decision-making styles exist: spouse dominant and joint decision making. Spouse-dominant decisions are those for which either the husband or wife is responsible. With a joint decision-making style, both the husband and the wife make most decisions.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
Decisions about cars, vacation, and homes are typically made jointly. The two types of family decision making are joint and spouse-dominant. Wives typically make decisions about food and medicine.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
The five roles are information gatherer, influencer, decision maker, purchaser, and user. Family members assume different roles for different products and services and this knowledge is important to firms.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
Family vacations are typically selected jointly.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
Mrs. Monroe and Wenda acted as users and influencers. Keith did not take on the role of decision maker. As the father Mr. Monroe did not engage in information gathering; he told Keith to do that. Gatekeeper is not one of the five roles listed in the text.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
The father is not acting as an information gatherer; the grandmother is.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
According to the way the question is worded, the grandparents will be the ones living in the facility. They have decided to play no other role besides user.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
According to the text on French Canadian subculture, Quebeckers enjoy living in the moment and are prone to seek instant gratification.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
The relatively permanent, homogeneous divisions in a society into which people sharing similar values, lifestyles, interests, and behaviour can be grouped is called social class.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-20 Social Class
A person’s occupation, source of income, and education determine his or her social class.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-20 Social Class
In the end, to be successful in marketing to French Canadians living in Quebec, marketers must be sensitive to the wants and needs of Quebecois consumers and appreciate the inherent differences between them and other Canadians.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
Social class structure has been observed in Canada, Great Britain, Western Europe, and Latin America. To some degree, persons within the same social class exhibit common attitudes, lifestyles, and buying behaviours. The text lists several examples where the company has chosen a social class to target. A person’s social class is determined by income source, education, and occupation.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-20 Social Class
Quebecers are more likely to say they follow their instincts than listen to experts. Yet, Quebecers like advertising more than do other Canadians. But they are no more likely to believe its claims than are English Canadians, and they are more likely than other Canadians to say that they have been offended by an ad.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are called as subcultures.
Blooms: Remember
Difficulty: Easy
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
French Quebecois buyers give more credence to advertising than the average Canadian.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
Quebecers are more likely to say they follow their instincts than listen to experts.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
Acadians are very different than their Quebec counterparts.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
The Chinese Canadian market is concentrated predominately in Toronto and Vancouver, and is the fastest growing subculture in Canada. They are significantly younger than the general Canadian population and are more likely to be employed.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, salespeople, and point-of-purchase displays in stores.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, salespeople, and point-of-purchase displays in stores.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, company websites, salespeople, and point-of-purchase displays in stores.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-05 Information Search
The group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware is called consideration set.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-06 Alternative Evaluation
Short Answer Questions
Answers will vary.
Feedback: (1) This purchase would require five purchase decision stages:
(2) Problem recognition: the car is needed for the new job.
(3) Information search: Check internal and external sources.
(4) Alternative evaluation: objective and subjective attributes considered from evoked set.
(5) Purchase decision: decision made after judging the alternatives.
(6) Post-purchase evaluation: evaluate car in terms of expectations.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-03 Consumer Purchase Decision Process
Answers will vary
Feedback: Students should agree. Firms have begun to put a financial value on good customer relationships. Firms try to put a dollar value on what satisfied loyal, repeat customers spend on the firm’s product during a year or a lifetime. These calculations have focused marketer attention on customer retention. Examples in the book include Frito-Lay, Exxon, Kimberly-Clark and Ford Motor Company. Firms have learned that it’s a lot cheaper and easier to keep existing customers than to try to find new ones.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: 05-01 Consumer Behaviour
Answers will vary
Feedback: Routine, limited, and extended problem solving are three general variations in the consumer purchase decision process. Routine problem solving is used for low-priced, frequently purchased products such as toothpaste or milk. Little effort is made to seek information or evaluate alternatives. In limited problem solving, consumers typically seek some information or rely on a friend to help evaluate alternatives. This process may apply to the purchase of a toaster or a decision on a restaurant, or situations where little time or effort is possible. Extended problem solving uses each of the five stages of the consumer purchase decision process because the item to be purchased is expensive, has social consequences, or could reflect on the consumer’s image. Products such as stereo equipment, automobiles, and investments typically require extended problem solving. Students may have other examples.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Answers will vary
Feedback: Situational influences are:
(1) the purchase task
(2) social surroundings
(3) physical surroundings
(4) temporal effects
(5) antecedent states.
Blooms: Remember
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Answers will vary.
Feedback: The purchase of a special baby gift for a best friend is the purchase task. The fact that she has limited shopping time is the temporal effect. Having her sister with her while she is shopping relates to the social surroundings. Her desire to have a baby of her own is an antecedent state. The only situational influence not mentioned is physical surroundings.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
Topic: 05-09 Situational Influences
Answers will vary.
Feedback: The human brain employs a process called selective perception to organize and interpret information. Selective exposure occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent. This might occur when a radio talk show had a caller whose political views were contrary to those of the listener; when the caller finished the listener might say that the caller made no sense at all, however cogent the message had actually been. Selective comprehension involves interpreting information so it is consistent with one’s attitudes and beliefs. For example, a person who was trying to lose weight might interpret a “low fat” mayonnaise as “no fat,” and therefore as having no effect on gaining weight. Selective retention means consumers do not remember all the information they see, read, or hear, even minutes after exposure to it. For example, a loud and intrusive television commercial for a used car lot might attract the attention of a viewer, but shortly after it was over, the viewer might be unable to name the advertiser.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-12 Perception
Answers will vary.
Feedback: Learning is important to marketing because much consumer behaviour is learned. Consumers learn which information sources to use, which evaluative criteria to use when assessing alternatives, and, in general, how to make purchase decisions. Learning is also important because it relates to habit formation which is the basis of routine problem solving.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-13 Learning
Answers will vary.
Feedback: Attitudes are learned predispositions to respond to an object or class of objects in a consistently favourable or unfavourable way. This definition highlights several important dimensions of attitudes. First, attitudes are learned. Attitudes are shaped by our values and beliefs, which are learned. Second, attitudes affect a person’s behaviour. Third, because attitudes are consistently favourable or unfavourable, they have a tendency to be stable over time and are difficult to change.
Blooms: Understand
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
Answers will vary.
Feedback: (1) Change beliefs: Ford may emphasize quality control in its ads to reduce consumers’ concerns about reliability.
(2) Change perceived importance of attributes: Ford might try to increase the perceived importance of pollution control in automobiles and then create awareness of Ford’s pollution control characteristics.
(3) Adding new attributes: Ford might add a new attribute, such as a video tape player for people in back seat, and hope consumers will perceive this new attribute favourably.
Blooms: Apply
Difficulty: Hard
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-14 Values, Beliefs, and Attitudes
Answers will vary
Feedback: Lifestyle is a mode of living that is identifiable by how people spend their time (activities); what they consider important in their environment (interests); and what they think of themselves and the world around them (opinions). The analysis of consumer lifestyles (also called psychographics) has produced many insights into consumer’s behaviour. For example, lifestyle analysis has proven useful in segmenting and targeting consumers for new and existing products.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
Answers will vary.
Feedback: Garth Brooks is a famous country music performer, and he would have a personal influence. He was selected for the Dr. Pepper ads with the hope he would act as an opinion leader. Because he drank Dr. Pepper, it was hoped other people would want to emulate his behaviour.
Blooms: Apply
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-17 Personal Influence
Answers will vary.
Feedback: Consumer socialization is a process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. Children learn how to purchase by:
(1) interacting with adults in purchase situations,
(2) their own purchasing and product usage experiences.
As children mature into adults, they develop brand preferences which may last a lifetime.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
Answers will vary.
Feedback: Consumers act and purchase differently as they go through life. From this observation comes the family life cycle concept, which holds that each family progresses through a number of distinct phases from point of formation to retirement, each phase bringing with it identifiable purchasing behaviours. For example, young singles’ buying preferences are for nondurable items, while young married couples without children typically purchase home furnishings and gifts for each other.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-19 Family Influence
Answers will vary
Feedback: Subculture refers to a subgroup with unique values, ideas, and attitudes within the larger, or national, culture. Three important Canadian subcultures are French Canadians, Acadians, and Chinese Canadians. Each subculture has different buying behaviours. For example, knowing that French Canadians are more likely to respond to specials and price discounts, Metro-Richelieu Inc. has responded by offering more discount coupons and weekly specials.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
Answers will vary.
Feedback: Answers can vary widely, and can include the observation that a subculture made up of people of English ancestry may like creamed fish, and minced beef in a cup of Yorkshire pudding, whereas people of Hungarian ancestry may prefer carp soup, and lots of paprika in their stews. These differences can be observed on the menus of restaurants and in the product inventories of grocery stores where such subcultures represent a significant portion of the local population. Variations in Canadian subcultures also involve styles of dress, types of music enjoyed, and home decor, among many other factors, all of which affect consumer marketing significantly.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-04 Identify the major socio-cultural influences on consumer behaviour.
Topic: 05-21 Culture and Subculture
Answers will vary.
Feedback: Marketing Matters provides the “Lunch at Tim’s” example lifestyle segment from PRIZM5 to discuss the characteristics of this group. Marketers can use the information of the segment to better develop their communication message to meet the interests and needs of this segment; for example, Lunch at Tim’s consumers are bargain hunters and that means creating regular promotions will appeal to this customer target market.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
Answers will vary.
Feedback: Marketing Matters discusses PRIZM5’s 68 lifestyle segments and discusses “Lunch at Tim’s.” Marketers can use the information of the segment to better develop their communication message to meet the interests and needs of this segment; for example, Lunch at Tim’s consumers are bargain hunters and that means creating regular promotions will appeal to this customer target market.
Blooms: Understand
Difficulty: Medium
Learning Objective: 05-03 Identify the major psychological influences on consumer behaviour.
Topic: 05-15 Lifestyle
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
