Exam 1: Buying, Having, and Being: an Introduction to Consumer Behavior

When a product serves as a link to the user's past or past self, the user is said to have a(n) ________ type of relationship with the product.

Explain the difference between a need and a want, giving an example of each.

Using the chapter topics, discuss why an alternate reality game such as McDonald's the Lost Ring could be useful for targeting customers.

Many needs can influence consumer behavior including one's need for power and need for uniqueness.

George says that he sees everything as "black or white-no in between." George would most accurately be characterized as a(n) ________.

Demographics are statistics that measure observable aspects of a population.

When a product is part of a user's daily routine, the user is said to have a(n) ________ type of relationship with the product.

Global consumer culture and popular culture are interchangeable terms.

Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They could be said to have a(n) ________ type of relationship with the product.

List and briefly characterize four types of relationships a person might have with a product. Be specific.

A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________.

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

In an online ________, members share opinions and recommendations about products.

The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm.

Briefly explain how marketers play a significant role in our view of the world and how we live in it. Give a specific example.

When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product.

Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.

People buy products for ________.

Tracy buys Eight O'Clock coffee because it reminds her of her grandmother, who always purchased this brand. Tracy has a(n) ________ type of relationship with the product.