Consumer Behavior
Test #1 Study Guide
Chapter 1
Chapter 6
1)
2)
3)
4)
5)
6)
7)
8)
1)
2)
3)
4)
5)
5 Trends
Customer satisfaction
Touch points
2 research approaches
Basic Consumption Process
Consumer orientation
Ways of doing business
Approaches to consumer behavior
Chapter 2
1)
2)
3)
4)
5)
6)
Consumer Value Framework (CVF)
2 Types of Value
Total Value Concept
Market Segmentation
Perceptual Maps
Customer Lifetime Value
Chapter 3
1)
2)
3)
4)
5)
6)
7)
Learning
Consumer perception
Consumer perception process
Cognitive organization
Just noticeable difference
Implicit and Explicit memory
Factors that get attention
Chapter 4
1) Comprehension
2) Sensory memory
3) Four mental processes that help consumers
remember
4) Social schema
Chapter 5
1)
2)
3)
4)
5)
6)
What drives human behavior
Classifications of consumer motivations
Consumer Involvement
Types of involvement
Cognitive appraisal theory
Emotional involvement
Pleasure principle
Materialism
Competitiveness - Conspicuous consumption
VALS – eight groups
Self concept in consumer behavior – ideal self
vs. actual self vs. social self, vs. possible self,
etc.
Chapter 7
1) Functions of Consumer Attitudes (4)
2) Hierarchy of Effects
3) Behavioral Intentions model
4) Elaboration Likelihood model
5) Message appeal
Consumer Behavior
Test #1 Study Guide
RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has
been hired by a national chain of family restaurants
to help them better understand their customers and
how to serve them better. The restaurant chain has
several competitors competing for the same type of
customers and has experienced sales declines in the
past few years. Researchers go “under cover” and
pretend to be customers so that they will fit in while
they observe the interactions between customers
and the wait staff. Then they write a report of their
interpretations of what they experienced personally Ex
while pretending to be a customer as well as what
they saw regarding interactions of other customers
with each other and with the employees of the
restaurant. Some example conclusions drawn were
that the employees were not especially attentive to
the customers and that customers were overheard
as saying they didn’t intend to come back. Some
researchers also noted that the food was not very
good, and they saw several customers send orders
back.
Refer to Restaurant Research Scenario. Which of the
following is the best reason why this restaurant
chain should be concerned about customer
satisfaction?
a. because all restaurants should be concerned
about customer satisfaction
b. because treating customers well is the concern
of all businesses
c. because the marketplace is competitive and the
restaurant is dependent on repeat business
d. because serving customers well is just the right
thing to do
e. because other restaurants in the marketplace are
offering price discounts and delivering superior
customer satisfaction
Refer to Restaurant Research Scenario. When
customers interact with the wait staff, what are
these interactions called?
a. moments of truth
b. interactions
c. process nodes
d. touchpoints
e. performance evaluations
Refer to Restaurant Research Scenario. Which
research approach is Insight Research using to better
understand this restaurant’s customers?
a. quantitative
b. selective
c. secondary
d. focused
e. qualitative
Example question: Customers pay money for
products they believe will satisfy their needs and
wants. This transfer of money for goods or services
is best described as exchange.
a. benefit gratification
b. consumption
c. transformational marketing
d. exchange
e. consumer behavior