Deck 4: Understanding Consumer Behavior

Question 1

Describe the four drivers of human behavior that the authors organize the chapter around. (BCOS)

Answer 1

.Benefits: the positive consequences of a marketing exchange
.Costs: what has to be given up or incurred from the exchange such as time
.Others interpersonal or social influence
.Self-efficacy; feeling that one can actually behave in the desired way

Question 2

Describe the stages of change involved in making a highly complex decision

Answer 2

.Precontemplation; where the person is unaware of the issue
.Contemplation: where the persons things about the costs, benefits, social influence and efficacy of the behaviors proposed
.Preparation and action: where the person is ready to act
.Maintenance; where the person has begun to act and faces keeping up the behavior

Question 3

What levels of relationships between variables should a marketing manager study in order to understand consumer behavior?

Answer 3

. Descriptive understanding of the characteristics of the market
. Understanding of the associations between market characteristics and behaviors
.Understanding the causal relationships where one variable leads to another
.Ability to explain why causal relationships exist

Question 4

What are the Strategic options for changing behavior?

Question 5

What are the characteristics of the kinds of high involvement exchanges that marketers in nonprofit organizations manage?

Question 6

The high involvement that is typical in consumer decision making in nonprofit marketing exchanges does NOT include the following:

A) the decision is seen as of high personal importance
B) a sense of self-efficacy is needed
C) the decision has been taken many times before
D) the personal or social risks of a "wrong" decision are perceived as high
E) Outside peer pressure is high

Question 7

Believing that the ratio of benefits to costs of the option is positive, is characteristic of:

A) behavior change
B) exchange
C) behavioral intention
D) indications of positive peer pressure
E) all of the above

Question 8

A perception that quitting smoking will cause a person to gain weight is an example of:

A) a behavior consequence or outcome
B) self-efficacy
C) interpersonal influences
D) cost/benefit analysis
E) "wrong-headed" thinking

Question 9

what are key factors that determine what criteria are used in choosing amongst options in a marketing exchange?

A) elaboration likelihood
B) behavioral intentions
C) personal needs
D) social need
E) fixed duration exchanges

Question 10

According to Maslow's hierarchy of needs, a sense of belonging is a:

A) physiological need
B) safety need
C) social need
D) self-esteem needs
E) self-actualization needs

Question 11

Which is an example of a Cost incurred in an exchange?

A) loss of self-respect (from the perspective of the "client" of a nonprofit)
B)the values received (from the perspective of the “client” of a nonprofit)
C)acquiring a new idea (from the perspective of the “client” of a nonprofit)
D)the nonprofit acquiring a new volunteer (from the nonprofit’s perspective)
E)quitting smoking – from the point of view of smoking cessation program

Question 12

In nonprofit marketing, the equivalent of the for-profit CRM model is:

A) fixed duration exchanges
B) multiple party exchanges
C) maximizing perceived benefit
D) continuing duration exchanges
E) developing a compelling value proposition

Question 13

A case of a non-profit smoking cessation program creating a superhero "captain smokefree" to visit schools and show fifth-graders gross pictures of blackend lungs and pictures of people pulling oxygen tanks, is an attempt by the marketer to:

A) influence the perceived benefits of stopping smoking
B) increase the perceived cost of starting to smoke

Question 14

Relatively habitual routine consumer behavior

A) is best predicted from past behavior
B) occurs with relatively cognitive evaluation
C) is low involvement behavior
D) is aligned with incidental learning theory
E) all of the above

Question 15

Members of a target audience may be more affected by their feelings and mood when facing a decision which

A) involves fixed duration exchanges
B) involves multiple party exchanges
C) has a clear high benefit
D) involves continuing duration exchanges
E) has a high perceived psychological cost and involves greater perceptions of self assurance