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Consumer Behavior Midterm questions
Terms in this set (39)
what is CB? how is consumption related to CB?
-consumer behavior- set of value-seeking activities that take place as people go about addressing their real needs
-consumption- the process by which goods, services or ideas are used and transformed into value
-produces value through the interactions between the marketer and the consumer
in what ways is CB a field that applies knowledge from other fields?
how do various firm orientations affect the way firms do business?
-consumer orientation- actions and decision making of the institution prioritize consumer value/satisfaction above everything else (key component of a firm with a market-oriented culture)
-market orientation- importance of creating value for customers among all employees
-stresses need to monitor/understand competitor actions
-stakeholder marketing- firms recognize that more than just the buyer and seller are involved in the process
what are some of the different approaches researchers can take to study consumer behavior?
-qualitative research- case analyses, clinical interviews, focus groups (consumers are free to respond in their own words/through their own behavior)
-quantitative research- surveys, use numerical measurements and analysis tools, measurement is structured (ex. multiple choice), not researcher dependent
what is meant by the phrase, "consumer behavior is dynamic?"
-marketers now have to use a number of different ways to capture a consumer
how can product differentiation, relationship marketing and the consumer value framework be used to add value and thus increase repeat sales?
-product differentiation- marketplace condition in which consumers don't view all competing products as identical to one another
-consumer value framework- illustrates factors that shape consumption-related behaviors: internal influences, value, external influences, relationship quality
why is value such an important concept in CB?
-value is what a customer sees that makes them want to purchase a product
list three examples of products you have consumed that provide high utilitarian value. list three exams of items that provide high hedonic value. think of at lease one product or brand that you would associate with both high utilitarian and hedonic value
-utilitarian value- food, gas, weights
-hedonic- books, Netflix, movie ticket
-both- going out to eat
how do firms create value for consumers? try apply your answer to explain why Starbucks is such a successful company
how do concepts such as product differentiation, market segmentation, and marketing mix relate to each other? how can they be distinguished?
why are perception and learning important concepts to study in the field of CB? how are these concepts similar and different?
-perception- consumer's awareness and interpretation of reality
-learning- change in behavior resulting from some interaction between a person and a stimulus
-perception serves as a foundation upon which consumer learning takes place
how does a consumer form perceptions?
-perception represents a subjective reality
how does the just noticeable different concept play a role in consumers' perception and learning processes? how about the just meaningful difference?
-JND- how much stronger one stimulus has to be relative to another so that someone can notice that the two aren't the same
-JMD- smallest amount of change in a stimulus that would influence consumer consumption and choice
list three examples each of how consumers might learn through explicit and implicit memory
-explicit- studying something
-implicit- being exposed to something (song lyrics from hearing it again and again)
what types of mere exposure effects might effectively cause consumers to "learn" to like a product?
-says consumers will prefer stimuli they've been exposed to before
how can marketers enhance consumer attention?
-intensity of stimuli- vivid colors, loud sounds
-size of stimuli
what is intentional versus unintentional learning, and why do we use different theories to distinguish them in the field of CB?
-intentional- consumers set out to learn a specific subject
-unintentional- consumers sense/react to their environment
how is comprehension similar and different from perception and learning? what are factors that affect comprehension?
-the way people assign meaning to understand things they encounter
what is the multiple stores approach to memory and why is it useful to cognitive learning?
-use three different storage areas within the human brain
list three examples each of products you have high and low involvement with
how do the different types of mental processes relate to learning?
how do associative networks work in relation to consumer knowledge?
what do the various concepts related to product and brand schemas have to do with consumer knowledge?
what is consumer motivation and how does it relate to regulatory focus theory?
how do utilitarian and hedonic motivations differ?
what is consumer involvement and how do different types of involvement play a role in consumer behavior?
compare and contrast mood, affect and emotion
what are differences between the two major approaches to measuring emotions?
how can marketers use different types of appeals to grasp consumers' attention and create affect toward a product or brand?
what is personality and how can consumer behavior researchers use different approaches to study it? what is brand personality?
explain the major traits examined in consumer research and why they are important to the study of consumer behavior
how can lifestyles, psychographics and demographics be distinguished, and how can consumer researchers use information based on these concepts?
explain the various types of selves that consumer researchers have identified and how they affect consumers' behaviors
how do self-congruency theory, consumer identity and organization identification apply to the study of consumer behavior?
why is the study of attitudes important to consumer researchers?
describe the ABC approach to attitudes, using an example to illustrate each component of the attitude toward a particular product. how can the hierarchy of effects approach explain differences in the order of the ABC approach?
using your own examples, explain how the functions of attitude can be distinguished
in general, how does the attitude-toward-the-object model work, and how do the related models used to study attitudes and attitude change differ from this model?
what are message appeals, and how to various appeals impact the persuasiveness of an ad?
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