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Consumer Behavior Fall 2007 Exam 1 Study Guide Chapter 1 KEY TERMS Consumer behavior Market segmentation Organizational consumer Teleology Apostles Hostages Psychology Marketing Production Concept Consumer research Marketing concept Personal consumer Utilitarianism Defectors Mercenaries Anthropology Positivist Selling Concept Deontology Marketing ethics Societal marketing concept Loyalists Terrorists Sociology Economics Interpretivist KEY CONCEPTS Consumer Decision Making Process _____________________________________________________________________________________ Chapter 2 KEY TERMS Depth interview Experimentation Focus group Interpretivist Metaphor Analysis Nonprobability sample Observation Positivism Primary Research Probability sample Projective techniques Qualitative research Quantitative research Reliability Secondary data Validity Motivational Research Consumer Sovereignty Attitude Scales Likert Scale Survey KEY CONCEPTS Consumer Research – Qualitative/ Quantitative What is Positivist / Interpretivist Research Ernst Dichter _____________________________________________________________________________________ Chapter 3 KEY TERMS AIOs (Activities, Interests, Opinions) Demographic characteristics Geographic segmentation Market segmentation Psychographic inventory Repositioning Sociocultural segmentation Use-situation segmentation VALS Benefit segmentation Demographic segmentation Hybrid segmentation Micromarketing Psychographic Segmentation Segmentation Buying Unit Use-related segmentation Countersegmentation Differentiated mark Mass marketing Positioning Psychological Segmentation Segments Environmental Analysis KEY CONCEPTS Bases for Segmentation (Geographic, Demographic, etc…) Criteria for Effective Targeting of Market Segments _____________________________________________________________________________________ Chapter 4 KEY TERMS Motive Approach vs. Avoidance goals Defense mechanisms Levels of aspiration Positive vs. Negative motivation Rational vs. Emotional motives Physiological Arousal Envrionmental Arousal Drive Biogenic vs. Psychogenic Needs Generic vs. Product-specific Goals Maslow's hierarchy of human needs Primary vs. Secondary needs Substitute goals Cognitive Arousal Motivation Innate vs. Acquired Needs Motivational research Desire Emotional Arousal KEY CONCEPTS Model of Motivation Process Defensive Mechanisms (Aggression, Rationalization, etc….) Maslow’s Hierarchy of Needs _____________________________________________________________________________________ Chapter 7 KEY TERMS Behavioral learning theory Brand loyalty Brand equity Classical Conditioning Instrumental Conditioning Consumer Learning Observational (Modeling) Learning Central and peripheral routes to persuasion Cognitive associative learning Cues Involvement Theory Elaboration Likelihood Model (ELM) Limited versus extensive information processing Motivation Instrumental (Operant) conditioning Mass vs. Distributed Learning Positioning Differentation Reinforcement Reinforcement Response Repetition Rehearsal Retention (episodically, semantically) Recognition Recall (aided, unaided) Retrieval Sensory, short-term, and long-term stores Shaping Stimulus-Response theories Stimulus discrimination Stimulus generalization KEY CONCEPTS Information Processing and Memory Stores Adapted Tri-component Model and Decision-Making Model Limited and Extensive Information Processing, Involvement Theory, and Elaboration Likelihood Model Professor Don Thacker Kent State University Stark Campus
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