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

One beer distributor identified a marketing segment as the "campus guzzlers." Explain what factors could be used to identify this segment and why.

Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much.

When a product elicits emotional bonds of warmth and affection, the user is said to have a(n) ________ type of relationship with the product.

Which theory suggests that consumer expectations of achieving desirable outcomes motivate behavior?

A consumer researcher who examines consumers' lifestyles and personalities is studying ________.

What is database marketing? Why is it so widely used by today's marketers?

A paradigm is a belief that guides an understanding of the world.

A common way to segment consumers is to identify which consumers are heavy users of a given product.

Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas.

When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This story is an example of how consumer behavior is a(n) ________.

Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations.

Consumer-generated content is a trend that helps to define the era of Web 2.0.

When a person buys a product for emotional reasons, we can say that the need is ________.

Research suggests that some consumer behaviors can be explained by a productivity orientation, a continual striving to use time constructively.

Brands like Colgate that are a part of a user's every day existence likely relate to customers with a(n) ________ type of relationship.

Which of the following is an example of C2C e-commerce?

The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

A consumer experience that integrates multiple media channels, ranging from television, email, and digital, to engage a community of players who collaborate to solve a puzzle is called a(n) ________.

Which of the following best explains how a minority of a product's users make up a majority of sales of that product?