Consumer Behavior Chapter One

Front 1

The study of the buying units and the exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas.

Back 1

Consumer Behavior

Front 2

Why Study Consumer Behavior?

Back 2

*Marketing Management
*Public Policy and Consumeer Behavior
*Altruistic Marketing
*Personal Value

Front 3

________: proposes that buying results from consumers perceiving that they have a problem then they move through a series of rational steps to solve a problem

Back 3

Decision-Making Perspective

Front 4

Steps of decision-making perspective:

Back 4

1. Problem Recognition
2.Search
3.Alternative Evaluation
4.Choice
5.Postacquistion
6.Evaluation

Front 5

_______: proposes that in some instances buying results from the consumer's need for fun, to create fantasies, obtain emotions, and feelings.

-Frequently uses interpretative research methods

Back 5

Experiential Perspective

Front 6

________: assumes that strong environmental forces propel consumers to make purchases without necassarily first developing strong feelings or beliefs about the product.

Back 6

Behavioral influence perspective

Front 7

________: the process that involves the "transfer of something tangible or intangible, actual or symbolic, between two or more social actors."

Back 7

Exchange

Front 8

Prereq's for Exchange

Back 8

1. two or more parties
2.have something of value
3.capable of communication & delivery
4.free to accept or reject offers
5.believe it is appropriate or desirable to deal with the other

Front 9

Six types of Resources Are Exchanged:

Back 9

1.Goods
2.Service
3.Money
4. Information
5.Status
6.Feeling

Front 10

______:the most simple type of exchange, involves two parties interacting in a reciprocal relationship.

example: a patient and his physician

Back 10

Restricted Exchange

Front 11

_____: type of exchange that involves a set of three or more actors enmeshed in a set of mutual relations

example: a channel of distribution in which an automobile goes from manufacturer to a dealer, which then sells it to a consumer.

Back 11

Complex exchanges

Front 12

_____: type of exchange in which is a complex sets of relations that occur within a family.

example: members of an organization or group avoid going into the market to obtain a good or service

Back 12

Internal Exchange

Front 13

______: a type of exchange in which the transactions occur between members of a family or company and retailers

Back 13

external exchange

Front 14

______: a type of exchange that involves an explicit written or verbal contract and will frequently occur in external exchanges.

Back 14

Formal Exchange

Front 15

______: type of exchange that is unwritten, social contracts are created between parties
Occurs more frequently.

example: dating

Back 15

Informal Exchange

Front 16

______: type of exchange that is short, one-time interaction in which money is paid for an easily measured commodity.

-does not involve the creation of a relationship

Back 16

Discreate Exchange

Front 17

______: type of exchange in which a transaction involves a long-term commitment in which trust and the development of social relations play an important role

Back 17

Relational Exchange

Front 18

_______: the social ties between buyer and seller increase the perceived value of the exchange.

-example house parties of
tupperware and Mary Kay

Back 18

Market Embeddedness

Front 19

_____: the study of the normative judgements concerned with what is morally right and wrong, good and bad

Back 19

Ethics

Front 20

_____: a decision that involves the trade-off between lowering one's personal values in exchange for increased organizational or personal profits

Back 20

Ethical Dilemma

Front 21

Ethics 4 Rules of Thumb

Back 21

1.Golden Rule
2.Professional Ethic
3.Kant's categorical imperative
4.TV test

Front 22

Which of the below concepts is a component of the definition of consumer behavior given in the text?

a. acquisition phase b. marketing concept
c. segmentation
d. exchange processes e. consumer primacy.

Back 22

d. Exchange processes

Front 23

Five Primary Components:

Back 23

1.The Buying Unit
2. The Exchange Process
3. The Marketer's Strategy
4. The Individual Influencers
5.The Environment

Front 24

_____: Five factors to consider when using consumer behavior principles to develop managerial strategy are:

Back 24

Positioning and differentation
Environmental analysis
Research-marketing
Marketing mix
Segmentation

Front 25

90% of consumer behavior is ________

Back 25

aquiring

Front 26

_____: Garbage, left-over consumption

Back 26

Detritus

Front 27

The Dove Campaign commercials are an example of____

Back 27

Altruistic Marketing

Front 28

_____: technique to anticpate the negative- bring it up and defend it.

Back 28

Immunization

Front 29

the Taurus Car Commercials that have one copy point- POWER, own the road.
and
Coke- creatures, fantasy, no copy points but good feelings towards coke

is an example of?

Back 29

Experiental Perspective

Front 30

Billy May's Pitchman shows strong feelings and deal after deal, this is an example of _____

Back 30

behavioral influences

Front 31

Status and Feelings are not resources but?

Back 31

results of resources

Front 32

4 Fundamental resources

Back 32

Material- Money
Information
Social
Body
sometimes:
emotional and spirtual

Front 33

____ Ads are the most unethical

Back 33

Political