Exam 1: What Is CB and Why Should I Care

Anthropology has contributed to consumer behavior research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate.

The roots of interpretive consumer research go back over 150 years to the earliest days of consumer research.

Compare and contrast the concepts consumption and consumer behavior.

Undifferentiated marketers generally adopt a market orientation.

_____ research addresses questions about consumer behavior using numerical measurement and analysis tools.

When consumers recognize they have an unmet need, they usually seek out specific products or services that they believe will satisfy that need and provide value to them. They are willing to give up something, such as money and effort, to find the products or services that will provide the benefits they seek. This process that consumers go through to satisfy their needs is best described as the _____ process.

A market orientation means innovation is geared primarily toward making the production process as efficient and economic as possible.

There are several approaches to studying consumer behavior, but most researchers agree that the interpretive approach is the best.

Which discipline is often defined as the study of production and consumption?

Obtaining resources from consumers in return for the value they create is a basic tenet of _____, which is a theory explaining why companies succeed or fail.

An ethnographic approach to studying consumers often involves analyzing the artifacts associated with consumption.

Interpretation of quantitative research data is a function of the researcher's opinion.

Interaction points refer to direct contacts between the firm and a customer.

Explain the role of consumer behavior in business and society.

Clark is a college student and has been hired by a consumer research firm to help a pizza restaurant learn more about the college market. Part of his job entails hanging out with other students and observing how they decide when to order pizza, which pizza restaurants they order from, how they eat it, and what they do with the leftovers, if any. Clark learned from his observations that some students like to put French dressing on their pizza, which led the pizza restaurant to advertise and offer the dressing with orders. Which interpretive orientation does this best illustrate?

A market-oriented firm stresses the importance of creating value for customers among all employees.

Which of the following is NOT a trend shaping the value received by consumers today?

What is the last step in the basic consumption process?

While consumer behavior refers to human thought and action, it is not considered a field of study.

Which of the following is a demographic trend shaping consumer behavior patterns?