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MKT351 – CONSUMER MARKET BEHAVIOR REVIEW SHEET – EXAM 4

Chapter 14 – Consumer Decision Process & Problem Recognition

● What are the types of consumer decisions? (pp. 498-501)


○ Nominal
○ Limited
○ Extended

● What is the nature of ​problem recognition?​ (pp. 502-503) ​Hint: There is no need
to memorize Figure 14-2.
○ The first stage in the consumer decision process
○ The result of a discrepancy between a desired state and an actual state
that is sufficient to arouse and activate the decision process
○ Without recognition of a problem there is no need for a decision

● What are the types of consumer problems? (pp. 502)


○ Active
○ Inactive

● What are the stages of the consumer decision process model? (Slides)

1.) Problem Recognition

2.) Information Search

3.) Alternative Evaluation & Selection

4.) Outlet Selection & Purchase

5.) Consumption

6.) Post-consumption Evaluation

7.) Divestment

● What are ​product involvement a​ nd ​purchase involvement? ​(Slides)


○ Product Involvement: ​A consumer’s level of interest in a product
category.
○ Purchase Involvement: ​A consumer’s degree of concern with making the
right choice in a buying decision

Chapter 15 – Information Search

● What is the nature of information search? (Slides)

Internal Search

○ Search of long-term memory to determine if


■ 1.a satisfactory solution is known
■ 2.what are types of potential solutions, and
■ 3.ways to compare the possible solutions.

External Search

○ If a resolution is not reached through internal search, then the search


process is focused on relevant external information.
○ Search can occur in the absence of problem recognition. ​Ongoing search
is done to acquire information and because the process is pleasure.

● What are ​evaluative criteria? ​(p. 521)


○ Desired characteristics that consumers look for in things

● What are the four categories of decision alternatives (i.e., sets)? (pp. 521-524)
○ All potential alternatives
○ Awareness set
○ Evoked set
○ Specific alternative purchased
● What marketing strategies affect information search on the Internet? (pp.
​ olded and ​italicized t​ erms.
529-531) ​Hint: Pay attention to b
○ Bots: do the searching on the internet for the consumers
○ Behavioral targeting: tracking consumer click patterns on a website and
using that information to decide on banner ad placement
○ Search engine optimization: involves techniques designed to ensure that a
company’s web pages “are accessible to search engines and focused in
ways that help improve the chances they will be found”

● What is the nature of ​evoked sets & awareness sets? (​ Slides)


○ A recent study examined awareness & evoked sets across numerous
product categories. Several findings included:
■ Awareness sets are always larger than evoked sets (i.e.,
consumers are always aware of more brands than they will
consider).
■ The evoked set for some categories is one brand (e.g., toothpaste,
mouthwash, etc.)

● What is ​variety seeking? (​ Slides)


○ Nobody wants to do or eat the same things everyday

● What is ​behavioral targeting? ​(Slides)


○ involves tracking consumer click patterns on a website and using that
information to decide on banner ad placement.

● How do various factors influence external search? (Slides)


○ Previous product experience
○ Involvement
○ Perceived risk
○ Value of search effort
○ Time availability
○ Attitudes toward shopping
○ Personal factors
○ Situational influencers

Chapter 18 – Postpurchase Processes, Customer Satisfaction, & Customer


Commitment

● What is ​postpurchase dissonance? (​ pp. 622-623)


○ a type of cognitive dissonance) occurs when a consumer has doubts or
anxiety regarding the wisdom of a purchase

● What conditions increase the likelihood of postpurchase dissonance? (Slides)


○ The degree of commitment or irrevocability of the decision
○ The importance of the decision to the consumer
○ The difficulty of choosing among the alternatives
○ The individual’s tendency to experience anxiety

● How can postpurchase dissonance be reduced? (Slides)


○ After the purchase is made, the consumer may utilize one or more of the
following to reduce dissonance:
■ Increase the desirability of the brand purchased
■ Decrease the desirability of rejected alternatives
■ Decrease the importance of the purchase decision
■ Reverse the purchase decision (return before use)

● What is ​use innovativeness? ​(pp. 624-625)


○ Consumers using products in a new or different way

● What is the ​expectancy disconfirmation model? ​(Slides)


○ Expectancy disconfirmation model ​(Richard Oliver): Satisfaction
depends on a comparison of pre-purchase expectations to consumption
outcomes (i.e., post-consumption evaluation of product performance)
● What is the nature and characteristics of ​customer satisfaction​? (Slides)
○ Customer Satisfaction is ​necessary​ for customer loyalty but does not
guarantee customer loyalty.
○ Leads to:
■ Increased use
■ Repeat purchases
■ Brand loyalty
■ WOM

● What are the types of customers that are created through relationship marketing
(pp. 637-639, Slides) ​Hint: Understand the difference between behavioral loyalty
and affective loyalty.
○ Loyalty
○ behavioral= purchase it
○ affective= feelings
● What is ​brand loyalty? I​ s it typically a habit or an emotional connection? (p. 638)
○ Brand loyalty: a biased behavioral response expressed over time by a
decision-making unit with respect to one or more alternative brands out of
a set of such brands that is a function of psychological processes
○ Driven by habit
● What is ​relationship marketing? (​ p. 643)
○ An attempt to develop an ongoing expanding exchange relationship with a
firm’s customers
● What are the keys to a successful relationship marketing strategy? (Slides)

1.Developing a core service or product around which to build a customer relationship

2.Customizing the relationship to the individual customer

3.Augmenting the core service or product with extra benefits

4.Pricing in a manner to encourage loyalty

5.Marketing to employees so that they will perform well for customers

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