1. Provide a definition of consumer behavior.
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. It also focuses on how mark
*Objective 1: Perception is a three-stage process that translates raw
stimuli into meaning.
sensation: the immediate response of our sensory receptors (eyes, ears, nose,
mouth, fingers, skin) to basic stimuli such as light, color, sound, o
1. Define hedonic consumption and provide an example.
Hedonic consumption is moving away from the utilitarian consumption of the
past. Hedonic consumption includes multisensory, emotional, and fantasy
aspects of consumers interactions with produ
Consumer Behavior: People in the Marketplace
demographics: descriptive characteristics of a population; ex) age, gender,
psychographics: aspects of a persons lifestyle and personality
consumption communities: where members share opinion
*Objective 1: A consumers personality influences the way he responds to marketing
stimuli, but efforts to use this information in marketing contexts meet with mixed results.
personality: a persons unique psychological makeup and how it consist
*Objective 1: The self-concept strongly influences consumer behavior.
What is the self?
self-concept: summarizes the beliefs a person holds about his own attributes and how he
evaluates the self on these qualities
self-esteem: the positivity
*Objective 1: It is important for marketers to recognize that products can satisfy a range
of consumer needs.
The Motivation Process: Why Ask Why?
motivation: refers to the processes that lead people to behave as they do; occurs when a
need is aroused tha
Chapter 6 Personality and psychographics
1. Consumers personality influences the way he or she responds to marketing stimuli,
but efforts to use this information in marketing contexts meet with mixed results
o Motivational research and consumption motive
Chapter 5 the Self
1.The self-concept strongly influences consumer behavior
o Self-concept: beliefs a person holds about his own attributes and how he evaluates
o Attribute dimensions: content, positivity, intensity, stability over time,
Consumer Behavior Spring 2017
Study Guide Exam 1
What would we call a group that exists to share information about a product or brand, like Gibson guitars?
o Consumption Communities: Members share opinions and recommendations about any given topic. Form
*Objective 1: It is important to understand how consumers learn
about products & services.
Learning: a relatively permanent change in behavior caused by experience
the learner need not have the experience directly; we can also learn when we