Consumer Behavior Exam 1 Chapter 1-4
80/20 rule - correct answer-20 percent of users account for 80 percent of sales
Absolute Threshold - correct answer-It is the minimum amount of stimulation a person can
detect on a given sensory channel. E.g. a highway billboard with very small print for passing
motorists to see it.
activation models of memory - correct answer-depending on the nature of the processing
task different levels of processing occur that activate some aspects of memory rather than
others
Ad-specific (Activation Model and Associative Networks) - correct answer-Memories stored
in terms of the medium or content of the ad itself.
Addictive Consumption: - correct answer-Physiological or psychological dependency on
products or services.
Associative network - correct answer-according to activation models of memory, an incoming
piece of information gets stored in an associative network that contains many bits of related
information. We each have organized systems of concepts that relate to brands,
manufacturers, and stores stored in our memories; the contents, of course, depend on our
own unique experiences
Behavioral Learning Theories - correct answer-assume that learning takes place as the
result of responses to external events
Brand identification (Activation Model and Associative Networks) - correct answer-Memories
stored in terms of the brand name.
Brand-Specific (Activation Model and Associative Networks) - correct answer-Memory is
stored in terms of claims the brand makes
Business Ethics - correct answer-are rules of conduct that guide actions in the marketplace
Classical Conditioning - correct answer-a stimulus that elicits a response is paired with
another stimulus that initially does not elicit a response on its own.
Cognitive learning Theory - correct answer-approaches stress the importance of internal
mental processes. This perspective views people as problem- solvers who actively use
information from the world around them to master their environments
Compulsive Consumption: - correct answer-Repetitive and often excessive shopping
performed as an antidote to tension, anxiety, depression, or boredom.
, Consumed consumers: - correct answer-are people who are used or exploited, willingly or
not, for commercial
gain in the marketplace. Examples - prostitutes, selling babies, blood, organ and hair donors.
Consumer Behavior - correct answer-the study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires
Consumer Behavior as a process: Consumer's Perspective - correct answer-Prepurchase
Issues: how does a consumer decide that he/she needs a product? What are the best
sources of information to learn more about the alternative choices?
Purchase Issues: Is acquiring a product a stressful or pleasant experience? What does the
purchase say about the consumer?
Postpurchase Issues: Does the product provide pleasure or perform its intended function?
How is the product eventually disposed of, and what are the environmental consequences of
this act?
Consumer Behavior as a process: Marketer's Perspective - correct answer-Prepurchase
Issues: How are consumer attitudes toward products formed and/or changed? What cues do
consumers use to infer which product are superior to others?
Purchase Issues: How do situational factors, such as time pressure or store displays, affect
the consumer's purchase decision?
Postpurchase Issues: What determines whether a consumer will be satisfied with a product
and whether he/she will buy it again? Does this person tell others about his/her experiences
with the product and influence their purchase decisions?
Consumer Course of Action - correct answer-Voice: Appealing directly to the retailer
Private: Sharing your dissatisfaction with your immediate social circle
Third-Party Response: Taking legal action or going through an organization like the Better
Business Bureau.
Consumer Rights and Product Satisfaction - correct answer-Marketers have an obligation to
provide safe and functional products as part of their business. If that doesn't happen
Market Regulation
Corrective advertising: The company must inform consumers that previous messages were
wrong or misleading. E.g. Bayer Heath
Consumer Terrorism: - correct answer-Is the use of computers and information technology to
cause severe disruption or widespread fear in society.
Consumer-Product Relationships - correct answer-Self-concept attachment: Products which
help to establish the user identity
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