1) In studying consumers like Gail, a college junior, marketers often find it useful to learn
how they spend their leisure time, their interests in music or clothing, even atand titudes
about social issues, to be able to categorize them according to their
1) _ may be thought of as a person's unique psychological characteristics and
how these features consistently influence the way that person will respond to his or her
b. The self
d. Self-focus cognate
1) The process by which stimuli are selected, organized, and interpreted is called:
a. free response.
d. stream of consciousness.
Page Reference: 35
Objective: L2-01 Understand the diff
1) A lasting general evaluation of people (including oneself), objects, and issues is:
a. an opinion.
b. an impression.
c. an attitude.
d. a value.
Page Reference: 187
Objective: L7-01 It is important for consumer
CH 7: ATTITUDES & PERSUASION (p. 235-237)
Persuasion: Effectiveness of marketing communications to change attitudes
Basic psychological principles:
1) Reciprocity: likely to give if receive something first (ex: money
incentive to answer survey) (give back
CHAPTER 8 NOTES
CHANGING ATTITUDES THROUGH COMMUNICATION
Persuasion: attempt to change attitudes
Basic psychological principals that influence people to change their minds
Reciprocity give if they receive something, gratuity to complete
CHAPTER 10: BUYING AND DISPOSING
Relationship marketing: base don building strong customer service experiences
with loyal customers in ways that foster a continued relationship over time
SITUATIONAL EFFECTS ON CONSUMER BEHAVIOR
CHAPTER 11: GROUP INFLUENCE AND SOCIAL MEDIA
Reference groups: actual or imaginary individual or group conceived of as having
relevance upon evaluations, aspirations, or behavior
Influence us in 3 ways
CHAPTER 12: INCOME, SOCIAL CLASS, AND FAMILY STRUCTURE
Av family income pretty high (75,000) in Canada
Linked to shift in womens roles and increases in educational attainment
Larger proportion of people in labour force
CHAPTER 7 NOTES
Attitude: lasting, general evaluation of people, objects or issues
Lasting and general because it endures and can be applied to anything
The Functions of Attitudes
Functional theory of attitudes: attitudes exist because they s
CHAPTER 9: INDIVIDUAL DECISION MAKING
Consumers as Problem Solvers
4 steps to the purchase process
Evaluation of alternatives
Biggest prob is not having too few choice but having TOO MANY
CHAPTER 5- THE SELF
Self-concept: belefs a person holds about his or her own attributes and he or she
evaluates these qualities
Content facial attractiveness, mental aptitude
Positivity or negativity self esteem
CHAPTER 6: PERSONALITY, LIFESTYLES, AND VALUES
Personality: persons unique psychological makeup and how it consistently
influences the way he or she responds to the environment
Things that make up lifestyle
CHAPTER 4: MOTIVATION AND AFFECT
The Motivation Process
Motivation: process that cause people to behave as they do
Occur when need is aroused and consumer wishes to satisfy it
Can be utilitarian (desire to achieve a practical or functional benefit)
CHAPTER 3: LEARNING AND MEMORY
Learning: relatively permanent change in behavior caused by an experience
We can learn vicariously by observing events
Casual, unintentional acquisition of knowledge is known as incidental learning
BEHAVIORAL LEARNING THEORI
CHAPTER 2: PERCEPTION
Sensation: immediate response of our sensory receptors
Perception: process by which sensations are selected, organized, interpreted
Only a small amount of stimuli in our environment are noticed
3 stages make up proc
CHAPTER 13: SUBCULTURES
SUBCULTURES, MICROCULTURES, CONSUMER IDENTITY
Subculture: group whos memebrs hsare believes and common exp that set them
apart from others
Age, ethnicity, region we live in
Microculture: based on a lifestyle or aesthetic preferen
CHAPTER 13 NOTES
Culture: accumulation of shared meanings, rituals, norms, traditions among
members of org/society
Determines priorities ppl attach to products
Products that reflect cultural processes
Tv dinner change in cultural s
THE CREATION AND DIFFUSION OF CULTURE
How Do We Know Whats In?
Cultural selection: possibilities initially compete for adoption, but most drop out
of mix as they go from conception to consumption
Characteristics of fashion and pop culture
1) Designers will give actors complete wardrobes to wear to high-visibility events like
Globe and Academy Awards shows. They do this because _.
a. influential people in the media play a large role in what will become stylish
b. styles are largely determin
1) In many ways, culture can be thought of as a society's:
d. aesthetic side.
Page Reference: 425
Objective: L14-01 A culture is like a societys personality and it shapes o
1) Erika and Hans, aged 21 and 22 years, have shared many different experiences: a U2
concert in Brussels, skydiving in Bonn, and sailing in the Irish Sea. Erika and Hans could
be said to be part of the same age _.
1) At purchase decision time, one's situational self-image varies according to all of the
a. the consumer's reason for selecting a product or brand.
b. the role the consumer is playing by making the purchase.
c. appropriateness of purch
1) If you were to buy a new Saturn and join their "Saturn Owners Club," regularly
attending club outings, the other club members would be known as a/an:
b. reference group.
c. power group.
d. applied affiliative group.
1) Bill could not tell the Argonauts from the Stampeders during CFL Football on his tiny,
antiquated black-and-white TV set! After he watched the second half of the game on his
neighbour's big TV set, he realized there was a significant difference between
1) Victor wanted to be able to show Marilyn's parents that he had some money, too, so he
wore his best Italian suit and his large cubic zirconium pinky ring. They were Victor's
way of advertising his achievements. Products used in this way are called:
1) A central goal of many marketing communications is an active attempt to change a
person's attitude, an action called:
Page Reference: 211
1) Timothy ate just before his 11:00 class, but now he's beginning to feel hunger pangs.
He goes off to buy something to eat. Which need is being fulfilled?
1) The concept of self is _.
a. uniform in almost all cultures
b. a relatively new concept
c. a perception of other people
d. an idea that is untestable
Page Reference: 121
Objective: L5-01 The self-concept strongl
1) _ refers to a relatively permanent change in behaviour that is caused by
Page Reference: 63
Objective: L3-01 Understand why it is important to know h
CHAPTER 1: AN INTRODUCTION TO CONSUMER BEHAVIOR
What is Consumer Behavior?
Study of the processes involed when individuas or groups select, purchase, use or dispose
of products, services, ideas, experiences to satisfy needs and desires
Mark 305 Full Notes Chapter 1 14
Chapter 1: Consumer Behaviour
The customer can be defined by various aspects :
Demographics : Statistics that measure observable aspects of a population. (gender ;
income ; occupation ; ethnicity ; geography ; f
Course Number: MARK 305
Course Section: Section B
Instructor: Mary Ann Cipriano
Office Location: MB.14.278
Office Hours: Thursdays (9:00-10:30) or by appointment