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          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
                                                       Select
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                                                      another
Who Wants to Be a Marketer? Round 1                   chapter
                                                                  Round 2


Chapter 5 - Consumer Decision Making                        Go to
                                                       Final Challenge!


  Basic        For Your             Personality             Odds &
  Terms      Information Got Class?  and Self                Ends

  100           100           100           100                 100
  200           200           200           200                 200
  300           300           300           300                 300
  400           400           400           400                 400
  500           500           500           500                 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 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
      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?




                Back to the answer board
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
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
    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?




              Back to the answer board
    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
                                                      Select another
Who Wants to Be a Marketer? Round 2                      chapter


 Chapter 5 - Consumer Decision Making                     Go to
                                                     Final Challenge!

               Core
 Make a      American      Reference    Perception      Learning
 Decision     Values        Groups

 100          100            100           100             100
 200          200            200           200             200
 300          300            300           300             300
 400          400            400           400             400
 500          500            500           500             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

				
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