Exam 1: The Study of Consumer Behavior

Tom and Kelly watching a movie they rented. They are engaged in a consumer purchase activity.

According to your readings, Procter and Gamble executives believe that delighting customers during their usage experience with their products represent "moments of truth" for the company.

Focus groups often generate responses that participants would be unwilling or unable to give in a depth-interview.

In an experiment, independent variables are held constant so they can be controlled.

Organizations that market products or services often study consumer behavior in order to improve business performance.

A company's sales records represent primary data.

John is trying to decide where to attend college. He has researched several schools online; he has visited three colleges; and he has discussed his preferences with his family. John is currently engaged in what consumer activity?

Consumer behavior researchers are interested in consumer responses, which include their emotional, mental, and behavior responses.

The first step in the Scientific Method is to form a hypothesis and make a prediction.

Kay and Lucy are both consumer researchers. They are arguing about various research approaches. Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments. Consumer behavior can't be researched like chemistry! Consumers are irrational with their own subjective reality." Lucy responds, "I don't agree. Consumers behave more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers. Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on this discussion, what consumer behavior research approach does Kay most support?

Jane is on the spring formal organizing committee for her sorority. She notices that every time they meet to discuss new ideas, they seem to focus on just one idea. It seem like once an idea is presented, no one wants to disagree or offer anything different for the sake of unanimity. Jane's committee is probably experiencing:

In an experiment, participants should be randomly assigned to the conditions.

Customer perceived value is the idea that customer benefits should not only meet but exceed expectations in unanticipated ways.

Qualitative research methods require large representative samples of data to be valid; thus, their results can typically be generalized to the larger population of interest.

_____ include a consumer's overt decisions and actions during purchase, use, and disposal activities.

A key benefit of basic research is that conclusions drawn from it can be generalized across many situations.

Activities through which consumers purchase goods and services, including all of the search and evaluation activities that lead up to purchase, are classified as what type of consumer activity?

What type of correlation is shown in this graph?

What type of correlation is shown in this graph?

Qualitative research methods collect empirical data and use large representative samples so that statistical analyses can be performed and generalization of the results can be made.