Test Bank For Consumer Behavior, 6th Edition

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© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.CHAPTER1Understanding Consumer BehaviorCHAPTER SUMMARYThe goal of this chapter is to introduce students to the topic of consumer behavior. Thechapter defines what consumer behavior is, what factors affect it, and why it should bestudied. Consumer behavior is defined as involving (1) the set of decisions (whether,what, why, how, when, where, how much, how often, how long), (2) made about theacquisition, use, or disposition (3) of products, services,activities,ideas, people or time(4) made by one or more decision-making entities (5) over time.Consumers’ motivation, ability, and opportunity affect their decisions. These factorsinfluence what consumers are exposed to, what they attend to and what they perceive,how they categorize or interpret information, how they form and change attitudes, andhow they form and retrieve memories. Each of these aspects of the psychological corehas a bearing on consumer decision making. Decision making itself is based onproblem recognition and the search for information, involves some judgment anddecision-making processes, and affects others’ decisions as well as one’s own post-decision satisfaction level. Furthermore, consumer decisions are affected by theconsumer’s culture, defined as the myriad groups and social systems to whichindividuals belong,that influence the values and beliefs they hold and the symbols theyuse to communicate group membership. Factors associated with both the psychologicalcore and culture can influence outcomes such as symbolic consumer behavior and thediffusion of new consumer behavior throughout a market.Studying consumer behavior can provide useful input to marketing strategies likemarket segmentation, target market selection, and positioning. It can also guidemarketing tactics like product, pricing, distribution, and promotion decisions.Furthermore, the study of consumer behavior can be of interest to ethicists andconsumer advocacy groups, and can be helpful in designing laws and regulations thatprotect consumers. Finally, it can help consumers to improve their own lives by makingthe environment more user friendly, safer, cleaner, and healthier.CHAPTER LEARNING OBJECTIVESAfter studyingthis chapter, students will be able to1.Define consumer behavior and explain the components that make up thedefinition.2.Identify the four domains of consumer behavior shown in Exhibit 1.6that affectacquisition, usage, and disposition decisions.3.Discuss the benefits of studying consumer behavior.

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