Consumer Decision Making in Marketing

1. Welcome to Who Wants to Be a Marketer? 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

2. Select another chapter Go to Round 2 Who Wants to Be a Marketer? Round 1 Chapter 5 - Consumer Decision Making Go to Final Challenge! For Your Information Basic Terms Personality and Self Odds & Ends Got Class? 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. Open Challenge!!! Determine how much of your total you want to wager, then click below. Go to the Open Challenge Question!

14. 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 nonmarketing-controlled 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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? Back to the answer board

23. 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 self-evaluation. • Question: What is self-concept? Back to the answer board

24. 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? Back to the answer board

25. 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

26. Odds and Ends - 200 points • Answer: It is an individual who influences the opinions of others. • Question: What is an opinion leader? Back to the answer board

27. 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

28. 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

29. 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

30. Select another chapter Who Wants to Be a Marketer? Round 2 Chapter 5 - Consumer Decision Making Go to Final Challenge! Core American Values Make a Decision 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

31. 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

32. 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

33. Open Challenge!!! Determine how much of your total you want to wager, then click below. Go to the Open Challenge Question!

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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 referencegroup? Back to the answer board

48. 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

49. 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

50. 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