Download Consumer Decision Making

Welcome to
Created for Marketing, 8th Ed.,
by Lamb, Hair and McDaniel
South-Western/Thomson Learning
Chapter 5 - Consumer Decision Making
Created by John T. Drea, Western Illinois University
Click here to start
Who Wants to Be a Marketer? Round 1
Chapter 5 - Consumer Decision Making
Basic
Terms
100
200
300
400
500
Personality
For Your
and Self
Information Got Class?
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
Select
another
chapter
Go to
Round 2
Go to
Final Challenge!
Odds &
Ends
100
200
300
400
500
Click on a point value to select an answer/question
Whoops! You’ve clicked on an
area other than a point value or
button. Please click below to
return to the main answer board.
Click to Return to the Answer Board
Basic Terms - 100 points
• Answer: It is a single word that describes
the set of values, language, norms, myths,
customs, attitudes, and other meaningful
symbols that shape human behavior. It is
the essential character of a society that
distinguishes it from other groups.
• Question:
What is culture?
Back to the answer board
Basic Terms - 200 points
• Answer: This term refers to the amount of
time and effort a consumer invests in the
search, evaluation, and decision processes
of consumer behavior.
• Question:
What is involvement?
Back to the answer board
Basic Terms - 300 points
• Answer: It is a single word that describes
the enduring beliefs shared by a society.
These beliefs indicate that a specific mode
of conduct is preferable to another mode of
conduct.
• Question:
What are values?
Back to the answer board
Basic Terms - 400 points
• Answer: It is a homogenous group of people
who share elements of the overall culture as
well as unique elements of their own group.
• Question:
What is a subculture?
Back to the answer board
Basic Terms - 500 points
• Answer: It is a group of people in a society
who
– are considered to be nearly equal in status,
– regularly socialize among themselves both
formally and informally, and
– share behavioral norms.
• Question:
What is a social class?
Back to the answer board
For Your Information - 100 points
(answers/questions associated with information processing)
• Answer: This type of information search
comes primarily from memories of a
previous experience with the product.
• Question:
What is internal
information search?
Back to the answer board
For Your Information - 200 points
(answers/questions associated with information processing)
• Answer: Also called the consideration set,
it is a group of brands resulting from an
information search from which a buyer can
choose (consider.)
• Question:
What is an evoked set?
Back to the answer board
For Your Information - 300 points
(answers/questions associated with information processing)
• Answer: Of the following, it is the one that
would be considered to be a marketing-controlled
information source.
– A report from the Consumer Products Safety
Commission.
– A television advertisement.
– A television report by a local consumer affairs reporter.
• Question:
What is a television
advertisement?
Back to the answer board
For Your Information - 400 points
(answers/questions associated with information processing)
• Answer: Typically occurring after a purchase
has been made, it is an inner tension that a
consumer experiences after recognizing an
inconsistency between their own
values/opinions and their own behavior.
• Question:
What is cognitive dissonance?
Back to the answer board
Determine how much of your total
you want to wager, then click below.
Go to the
Open Challenge
Question!
For Your Information - Open Challenge
(answers/questions associated with information processing)
• Answer: Of the following, it is the one that
would be considered to be a nonmarketingcontrolled information source.
–
–
–
–
A coupon
A sales representative
An advertisement
An article in Consumer Reports magazine.
• Question:
What is an article in
Consumer Reports magazine?
Back to the answer board
Got Class? - 100 points
(answers/questions concerning social class)
• Answer: The LARGEST social class group
in the U.S.
• Question:
What are the middle
classes? (65%)
Back to the answer board
Got Class? - 200 points
(answers/questions concerning social class)
• Answer: Of the six US social classes listed
in the text (capitalist, upper middle, middle,
working, working poor, and underclass), it
is the smallest group, accounting for only
1% of the population.
• Question:
What is the capitalist class?
Back to the answer board
Got Class? - 300 points
(answers/questions concerning social class)
• Answer: It is the label used to describe the
12% of the population found in this segment
of the lower class. The segment consists of
low-paid service workers and operatives.
They live below the mainstream living
standard but above the poverty line.
• Question:
Who are the working poor?
Back to the answer board
Got Class? - 400 points
(answers/questions concerning social class)
• Answer: The two classes between which
lifestyle distinctions are the greatest:
• Question:
What are the lower class
and the middle class?
Back to the answer board
Got Class? - 500 points
(answers/questions concerning social class)
• Answer: The percentage of adults in the
upper social class (self-identified) who have
a bachelor’s degree or higher.
• Question:
What is 61%?
Back to the answer board
Personality and Self - 100 points
• Answer: It is the term that describes the way
an individual would like to be.
• Question:
What is the ideal self-concept?
Back to the answer board
Personality and Self - 200 points
• Answer: It is a broad concept that can be
though of as a way of organizing and
grouping how an individual typically reacts
to situations, including both psychological
and environmental forces.
• Question:
What is personality?
Back to the answer board
Personality and Self - 300 points
• Answer: It is defined as a mode of living, as
identified by a person’s activities, interests,
and opinions.
• Question:
What is a lifestyle?
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Personality and Self - 400 points
• Answer: This broad term describes how a
consumer defines his/her identity. It is a
consumer perceives himself/herself in terms
of attitudes, perception, beliefs and selfevaluation.
• Question:
What is self-concept?
Back to the answer board
Personality and Self - 500 points
• Answer: In general, consumers are
motivated to try to move from this towards
an ideal self image.
• Question:
What is the real self image?
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Odds and Ends - 100 points
• Answer: Between “high involvement” and
“low involvement” the one most frequently
associated with the purchase of a soft drink.
• Question:
What is low involvement?
Back to the answer board
Odds and Ends - 200 points
• Answer: It is an individual who influences
the opinions of others.
• Question:
What is an opinion leader?
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Odds and Ends - 300 points
• Answer: Of the following, it is a factor that
increases the level of purchase involvement.
– Lack of previous experience with the product.
– Perceived risk of negative consequences.
– Lack of social visibility for consuming the product.
• Question:
What is perceived risk of
negative consequences?
Back to the answer board
Odds and Ends - 400 points
• Answer: It is the consumer behavior term
exemplified by the following:
– Bill has just bought a new BMW automobile.
He is excited about the purchase, but feels
considerable inner tension since the monthly
payment is 50% of his take home pay.
• Question:
What is cognitive
dissonance?
Back to the answer board
Odds and Ends - 500 points
• Answer: The type of information search
associated with a low involvement purchase
situation.
• Question:
What is an internal search only?
Back to the answer board
Who Wants to Be a Marketer? Round 2
Chapter 5 - Consumer Decision Making
Select another
chapter
Go to
Final Challenge!
Make a
Decision
Core
American
Values
Reference
Groups
Perception
Learning
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
Click on a point value to select an answer/question
Whoops! You’ve clicked on an
area other than a point value or
button. Please click below to
return to the main answer board.
Click to Return to the Answer Board
Make a Decision - 100 points
(answers/questions about routine, limited, extensive decision making)
• Answer: This type of decision making can
happen when the buyer has previous product
experience, but is unfamiliar with the current
brands that are available.
• Question:
What is limited decision
making?
Back to the answer board
Determine how much of your total
you want to wager, then click below.
Go to the
Open Challenge
Question!
Make a Decision - Open Challenge
(answers/questions about routine, limited, extensive decision making)
• Answer: Of the following, it is the one that is NOT
related to an increase in consumer involvement.
– Previous positive experience with a brand.
– A decrease in the perceived risk of negative consequences of
purchasing a brand.
– An increase in the social visibility of the product.
• Question:
What is a decrease in the perceived
risk of negative consequences of
purchasing a brand?
Back to the answer board
Make a Decision - 300 points
(answers/questions about routine, limited, extensive decision making)
• Answer: This type of decision making is
associated with high levels of involvement and
is the most complex type of decision making.
• Question:
What is extensive decision
making?
Back to the answer board
Make a Decision - 400 points
(answers/questions about routine, limited, extensive decision making)
• Answer: This type of decision making is
common for low involvement products that
require little search and decision time.
• Question:
What is routine response
behavior?
Back to the answer board
Make a Decision - 500 points
(answers/questions about routine, limited, extended decision making)
• Answer: It is the type of decision making found in
the following example.
– A consumer is shopping for laundry detergent finds his
regular brand (Tide) is unavailable. He is completely out
of detergent, so he must buy another brand. He examines
Oxydol and Surf briefly, compares prices and
descriptions, and decides on Oxydol.
• Question:
What is limited decision making?
Back to the answer board
Core American Values - 100 points
• Answer: This core American value is
exemplified by the recognition (money,
status, prestige) given to people like
Microsoft founder Bill Gates.
• Question:
What is success?
Back to the answer board
Core American Values - 200 points
• Answer: Of the following, it is the one that best
describes an American core value.
– An emphasis on materialism.
– A de-emphasis on materialism.
– Materialism is irrelevant to American core values.
• Question:
What is an emphasis on
materialism?
Back to the answer board
Core American Values - 300 points
• Answer: Of the following, the one that IS a
core American value.
– Progress through technological advancements.
– Quiet contemplation and personal introspection.
– Respect for the wisdom of the elderly.
• Question:
What is progress through
technological advancements?
Back to the answer board
Core American Values - 400 points
• Answer: Of the following, the one that is
NOT a core American value.
– Progress through technological advancements
– Hard work and success.
– Respect for the wisdom of the elderly.
• Question:
What is respect for the
wisdom of the elderly?
Back to the answer board
Core American Values - 500 points
• Answer: Of the following, the one that is NOT
a core American value.
– Quiet contemplation and personal introspection.
– Capitalism and the free enterprise system.
– Religious and political freedom.
• Question:
What is “quiet contemplation
and personal introspection?”
Back to the answer board
Reference Groups - 100 points
• Answer: It is a term used to describe a value
or attitude deemed acceptable to the
members of a reference group.
• Question:
What is a norm?
Back to the answer board
Reference Groups - 200 points
• Answer: This type of reference group
includes all groups with which an individual
has regular, informal contact (such as family
or coworkers.)
• Question:
What is a primary
membership reference
group?
Back to the answer board
Reference Groups - 300 points
• Answer: Also called a disassociative group,
it is a type of reference group with which an
individual does NOT want to be associated.
• Question:
What is a nonaspirational
reference group?
Back to the answer board
Reference Groups - 400 points
• Answer: It is the type of reference group
described by the following:
– Bob wants to be a musician. He starts hanging
out in places frequented by musicians. He
changes his speech and personal habits to be
more like the musicians he meets.
• Question:
What is an aspirational
reference group?
Back to the answer board
Reference Groups - 500 points
• Answer: This is a type of reference group
with which people associate less
consistently and more formally than a
primary membership group.
• Question:
What is a secondary
membership reference
group?
Back to the answer board
Perception - 100 points
• Answer: It is a process whereby a consumer
notices certain stimuli and ignores other
stimuli.
• Question:
What is selective exposure?
Back to the answer board
Perception - 200 points
• Answer: It is a process whereby the
consumer remembers only that information
that supports his/her personal beliefs.
• Question:
What is selective retention?
Back to the answer board
Perception - 300 points
• Answer: It is the process by which
consumers select, organize, and interpret
stimuli into a meaningful and coherent
picture.
• Question:
What is perception?
Back to the answer board
Perception - 400 points
• Answer: It is a process whereby a consumer
changes information that conflicts with his
or her feelings or beliefs.
• Question:
What is selective distortion?
Back to the answer board
Perception - 500 points
• Answer: An example of this term would be
in the following:
– A consumer who holds positive beliefs about
Retailer X watches a series of TV ads. Of the
dozens of ads she sees that night, she can only
recall seeing the ad for Retailer X.
• Question:
What is selective exposure?
Back to the answer board
Learning - 100 points
• Answer: It is a learned tendency to respond
in a consistent manner toward a given
object/stimulus.
• Question:
What is an attitude?
Back to the answer board
Learning - 200 points
• Answer: It is a driving force that causes a
person to take action to satisfy specific
needs.
• Question:
What is a motive?
Back to the answer board
Learning - 300 points
• Answer: This occurs when a response
learned for one stimulus is generalized onto
another stimulus. An example can be found
with Jell-O anticipating that consumers will
transfer beliefs about Jell-O gelatin onto
other Jell-O products.
• Question:
What is stimulus
generalization?
Back to the answer board
Learning - 400 points
• Answer: It is term that describes a
consumer’s learned ability to differentiate
between stimuli. An example is a
consumer’s ability to detect a difference
between Pepsi and Coke.
• Question:
What is stimulus
discrimination?
Back to the answer board
Learning - 500 points
• Answer: According to the text, the three
ways to change an attitude are 1) changing
beliefs about attributes, 2) adding new
beliefs, and 3) this action.
• Question:
What is changing the
importance of beliefs about
an attribute?
Back to the answer board
And now, it’s time for
Directions:
•Get two pieces of paper.
•On one piece, write your team’s wager.
•Use the other piece of paper to write the
“question” for the final challenge “answer.”
Click here for the Final Challenge Answer
Final Challenge!
• Answer: They are two of the five factors that
determine the level of consumer involvement in a
purchase.
• Question:
What are (accept any two of the
following)
–
–
–
–
–
Previous experience
Interest
Perceived risk of negative consequences
Situation
Social visibility