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Questions and Answers
What is the primary role of the family home in relation to an individual's identity?
What is the primary focus of the VALS psychographic segmentation tool?
What is the main difference between limited and extended decision-making?
What is the primary trigger for problem recognition in the consumer decision process?
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What is the role of landmarks and symbols in a social group?
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What is the primary goal of the PRIZM geo-demographic classification system?
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What is the main factor that influences purchase involvement?
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What is the primary outcome of extended decision-making?
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What is the primary stage in the consumer decision process where a discrepancy exists between the consumer's desired state and actual state?
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What is the primary reason for limited external search behavior in consumer decision making?
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What is the term for the alternatives that consumers are aware of and view positively?
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What is the primary goal of evaluative criteria in consumer decision making?
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What is the term for consumer decision making that involves choosing based on emotions and feelings?
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What is the primary reason for consumers to engage in a cost-benefit analysis when searching for information?
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What is the term for the alternatives that consumers are aware of but view negatively?
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What is the primary characteristic of attribute-based choice in consumer decision making?
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What is the primary purpose of shaping in consumer behavior?
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What is the definition of a motive in the context of consumer behavior?
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According to Maslow's Hierarchy of Needs, what must be satisfied before other motives are activated?
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What is the difference between manifest and latent motives?
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What type of motivation conflict involves a choice between two attractive alternatives?
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What is the primary focus of promotion-focused motivation?
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What is the role of regulatory-focused theory in consumer behavior?
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What is the primary goal of pairing popular music with a brand?
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Study Notes
Place and Identity
- Family home and its furnishings/decor reflect collective identity and provide a sense of belonging.
- Environmental factors in the neighborhood/town/city influence self-concept, sense of belonging, and identity through culture, history, and landmarks.
- Social groups, clubs, or sports teams contribute to individual identity and sense of belonging, with landmarks and symbols reinforcing collective identity and shared values.
Psychographics and Lifestyle Measurement Systems
- VALS (Values and Lifestyle Survey) is a psychographic segmentation tool based on enduring psychological characteristics correlating with purchase patterns.
- VALS categorizes individuals into: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors.
- PRIZM is a geo-demographic classification system that stands for "Potential Rating Index by Zip Market".
Consumer Decision Process
- Purchase involvement is the level of concern for or interest in the purchase process, triggered by a need and influenced by individual, product, and situational characteristics.
- Problem recognition is the first stage in the consumer decision process, involving a discrepancy between the desired state and actual state.
- Internal search refers to the consumer's memory and past experiences, while external search involves seeking information from outside sources.
- Evaluative criteria are characteristics important to the consumer in evaluating and choosing alternatives.
- Inert set: alternatives viewed neutrally, Inept set: alternatives viewed negatively, and Evoked set: alternatives viewed positively.
- Limited external search behavior refers to consumers conducting minimal external information search after recognizing a need.
- High search costs, opportunity costs, and cost-benefit analysis influence the extent of external search.
Choice Processes
- Affective choice: based on emotions, Attitude-based choice: based on overall attitude, and Attribute-based choice: based on specific attributes.
- Examples: pairing popular music with a brand to elicit positive emotions.
Motivation, Personality, and Emotion
- Motive: an unobservable inner force that stimulates and compels a behavioral response, providing specific direction to that response.
- Maslow's Hierarchy of Needs: all humans acquire similar motives, some motives are more basic, basic motives must be satisfied, and advanced motives come into play after basic needs are met.
- Manifest motives: known and freely admitted, Latent motives: unknown or reluctantly admitted.
- Motivation conflicts: Approach-Approach, Approach-Avoidance, and Avoidance-Avoidance.
- Regulatory-focused theory: consumers react differently depending on promotion-focused (seeking positive outcomes) or prevention-focused (avoiding negative outcomes) motives.
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Description
Explore how family, community, and social groups influence an individual's sense of identity and belonging. Learn about the psychological factors that shape our self-concepts and relationships.