Exam 1: Understanding Consumer Behavior and Consumer Research

Consumer actions that are unhealthy, unethical, or potentially dangerous to an individual or society are often called "the dark side of consumer behavior."

Discuss the differences between "Behavioral Science" and "Interpretivism."

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

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

If a retailer knows that advertising is highly correlated with increased store traffic, then he or she can be confident that increased advertising will cause an increase in store traffic.

include a consumer's affect, feelings, and moods during purchase, use, and disposal activities.

Researchers at Kraft Foods were interested in how dads prepare dinners when they use the company's macaroni and cheese product, so they asked some dads if they could fihn them making dinner.This is an example of unobtrnsive observation.

Hospitals, schools, and goverrnnent agencies are all considered organizational consumers.

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

What is the most valid criticism of the following question that appears on a questionnaire given to college students: "Have you ever cheated on an examination?"

Paul wants to perform a research study to explore how people feel while they shop for a house.He really wants to be able to describe a person's emotional experience during this buying process.Paul will probably use qualitative research methods.

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

The Scientific Method should only be used in the physical sciences, not in marketing.

Design an experiment to determine ifthere is a causal relationship between humorous advertisements and brand attitude (reminder: brand attitude means how much someone likes a brand).Make sure to indicate the independent and dependent variables.

Customer perceived value is the consumer's overall assessment of the utility of a product based on the perceptions of what is given and received.

Studying how consumers decide to buy products is a good defmition of consumer behavior.

What can a correlational relationship tell a researcher? What can't it tell a researcher?

Consumer welfare is the establishment of laws and regulations that guide and govern business practices in order to protect consumers.

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

entails all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer's emotional, mental, and behavioral responses that precede, determine, and follow these activities.