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《消费者行为学》教学大纲课程名称：消费者行为学英文名称：Consumer Behavior课程代码：ZB352071 课程类别：专业必修课学分学时数：3学分，51学时（理论讲授36学时，实验实训15课时）适用专业：市场营销专业制订人：制订日期：年月日审核人：审核日期：年月日审订人：审订日期：年月日一、课程的性质与目的(一) 课程性质消费者行为学是市场营销专业的一门专业主干课程。
它是一门在多学科交叉基础上形成的综合性、边缘性学科，是心理学与行为科学基础理论在当代市场营销理论与实践中的应用，是在市场经济需求的推动下产生的一门应用学科。
消费者行为学旨在揭示与描述消费者行为的表现、提示消费者行为规律与产生的原因、预测与引导消费者行为。
其研究内容主要有：影响消费者行为的内在因素如知觉、学习与记忆、动机与价值观、态度、个性与自我观念等；影响消费者行为的外在因素如文化、亚文化等；消费者决策过程及组织购买行为等方面。
（二）课程目的通过该课程的学习，要达到以下的教学目标与任务：1. 要求学生掌握消费者行为学的基本理论，知道这些基本理论在市场营销中的应用价值。
2. 熟悉消费者购买行为的一般特征与购买决策过程，了解不同消费者个体差异对其消费行为的影响。
3. 要求学生熟悉购买动机与消费者需求、消费者行为的关系，掌握购买动机的概念、特点、了解购买动机理论的研究状况。
4. 熟悉消费者的知觉、学习与记忆、态度等个性心理因素的特点与规律，从而掌握消费者购买行为的产生，发展与变化的一般规律。
5. 知道各种影响消费者行为的环境因素，如文化、社会因素、群体、家庭与情景因素以及消费者保护。
二、教学内容、重（难）点、教学要求及学时分配第1章导论(理论讲授3 学时)教学内容：1、要求学生掌握消费者行为的基本概念；2、熟悉消费者行为研究的意义；3、了解消费者行为研究的历史与现状；4、掌握消费者行为研究的方法教学重点：消费者、消费者行为的定义；研究消费者行为的意义、方法；消费者行为研究的框架。
Chapter 1 Consumer Rule1.Consumer behavior(消费者行为):the study of the process involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experience to satisfy needs and desires.※2.Relationship marketing(关系营销):interact with customers regularly;give them reasons to maintain a bond with the company.3.Database marketing(数据库营销):tracking specific consumers’buying habits and crafting products and messages tailored precisely to people’s wants.4.C2C e-commerce:(consumer to consumer activity) the new world of virtual brand communities.5.Business ethics(商业道德):are rules of conduct that guide action in the marketplace----the standards against which most people in a culture judge what is right and what is wrong,good or bad.Chapter 2 Perception1.Sensory systems感觉系统Sensation感觉: is the immediate response of our sensory receptors(eyes,ears,nose,mouth,and,fingers)to,basicstimuli(light,color,sound,odor,and texture).Perception知觉:is the process by which sensations are selected,organized,and interpreted.Hedonic Consumption享乐消费: multisensory,fantasy,and emotional aspects of consumers’ interactions with products.2.Sensory marketing感觉营销:companies pay extra attention to the impact of sensations on our product experiences.3.Absolute threshold绝对阈限:the minimum amount of stimulation that can be detected on a given sensory channel.4.Different threshold差别阈限:ability of a sensory system to detect changes or differences between two stimuli/5.Weber’s law韦伯定律: the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus.K=Ii∆K=a constant(this varies across the senses)i∆=the minimal change in intensity of the stimulus required to produce a j.n.d.I=the intensity of the stimulus where the change occurs.6.Subliminal perception阈下知觉:occurs when stimulus is below the level of the consumer’s awareness.7.Sensory overload感官超载:consumers exposed to far more information than they can process.8.Perceptual selection:people attend to only a small portion of the stimuli to which they are exposed.9.Perceptual vigilance知觉警惕:consumers are more likely to be aware of stimuli that relate to their current needs.10.Perceptual defense知觉防御:people see what they want to see--and don’t see what they don’t want to see. 11.Adaptation适应:the degree to which consumers continue to notice a stimulus over time.12.Semiotics符号学:is the study of the correspondence between signs and symbols and their roles in how we assign meanings.13.Perceptual positioning知觉定位:constitutes the product’s market position,and it may have more to do with our expectations of product performance as communicated by its color,packaging,or styling with the product itself.14.Perceptual map知觉地图:a vivid way to paint a picture of where products or brands are”located”in consumers’ minds.Chapter 3 Learning and memory1.Behavioral learning theories行为学习理论:assume that learning takes place as the result of responses to external events.2.Classical conditioning经典条件反射理论:a stimulus that elicits a response is paired with another stimulus that initially doe not elicit a response on its own.3.Instrumental conditioning(also operant conditioning)工具性条件反射:the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.4.Stimulus generalization刺激泛化:tendency for stimuli similar to a conditioned stimulus to evoke similar,unconditioned responses.5.Stimulus discrimination刺激辨别:occurs when a UCS does not folloiw a stimulus similar to a CS.指对于相近但不同的刺激学会做出不同反应的过程。
⏹Chapter 1 Consumer Behavior: Its Origins and Strategic Applications1.Consumer behavior:The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。
2.Consumer decision making: In put, process, out put.消费者决策及其模型：输入、处理、输出3.Marketing concept:A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction.市场营销观念：关注买方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。
4.Ethics in Marketing营销道德⏹Unethical practices occur at every level of the marketing mix:❑in the design of the products, in packaging, in pricing, in advertising, and in distribution不道德的行为发生在营销组合的各个层面：在产品的设计，包装，定价，广告，和在分配There are two different types of theories:teleological theories and deontological theories有两种不同类型的理论：目的论的理论和道义论的理论Teleology目的论An ethical philosophy which considers the moral worth of a behavior as determinedby its consequences. 道德哲学，认为一个行为的道德价值作为其后果决定。
Part 1 IntroductionChapter 1 Introduction1. Which of the following decision should be considered legitimate topics of concern in thestudy of consumer behavior:(a). selecting a college (b). purchasing a life insurance policy(c). Smoking a cigarette (d).selecting a church to join(e).selecting a dentist (f).visiting an auto showroom to see new models(g).purchasing a college textbook2. Consumption behavior begins with the step of:(a). purchasing process (b). Information search and evaluation(c). Problem recognition (d). Postpurchasing behavior3. ____occurs when an individual perceives a difference between an ideal state of affairs andthe actual state at any given moment.(a). Problem recognition (b).search (c).alternative evaluation(d).choice (e).outcome4. The research scope of consumer behavior includes:(a). Psychological characteristics of consumer such as needs, motives, personality, attitudes andgeneral effect of such psychological process as perception and learning on consumer behavior(b).Application of psychology research accomplishments on marketing strategies such asinfluences of such factors as brand, package, price, advertisement on consumer behavior(c). Family, social group, social class, culture, subculture influences on consumer purchasing5. From which of the following we can see the research of consumer behavior is beingwidened?(a). From the past research of “customer” to present “consumer”(b). From the simple describe of the relationship of variables to the study of the cause and effectrelationship, and performing laboratory research of many problems(c).The work abstract level improvedMany consumer theory models are put forward.(d).From static concept to dynamic concept6. What are the two parts psychology includes:(a). Psychology process(b). Psychology characteristic(c).recognition and perception(d).personality consciousness7. AD( Absolutely Difference) refers to____JND(Just Noticed Difference) refers to____(a). The least difference that people can detect.(b). The least stimulus that people can detect.8. The discoverer of the forgetting curve is :(a).Fisher (b).Wundt (c).Ebbinghaus (d).Herbent Simon9. Explain the main difference of the theory of S-R, S-P-R, S-L-R, S-T(J)-R.10.Choose the factors that influence consumer purchase:(a). Education of family(b).New product development and produce of enterprise(c).Persuade ability of enterprise(d). Function of brand(e).Store location and service quality11.What is consumer balance and what is the condition of it?Answer: 1)a,b,e,g; 2)c; 3)a; 4)a,b,c; 5)a,b,c,d; 6)a,b; 7)b,a; 8)c; 10)a,b,c,d,ePoints1、Consumer behavior is defined as those acts of individuals directly involves in obtaining,using, and disposing of economic goods and services, including the decision processes thatprecede and determine of these acts.2、Psychology is a subject that studies the laws of people’s psychological activities. Generally, itincludes two part s：1.Psychology process 2.Psychology characteristic3、Absolutely Difference( AD):Just noticed Difference (JND):Part 2 Consumer Decision MakingChapter 2 Complex Decision MakingChoice Questions1.Which of the following is a proper function for a consumer model :A to provide an integrative view of consumer behaviorB to provide detailed guidelines for the development of media and advertising strategiesC to identify new product characteristics to meet consumer needsD to provide a basis for organizing marketing activities2.It is generally easier to organize information by:A attributeB brandC neitherD both3.Stimuli are more likely to be perceived when they:A conform to cultural normsB are complexC deal with information about existing brandsD relate to consumer needs ANSWER: 1 A 2 A 3 DTrue-False Questions1.A model of consumer behavior is equally relevant for all product categories.2.A model of consumer behavior should provide detailed guidance in establishing criteria by which to position a product.3.A consumer’s action tendency toward a brand is represented by whether it was the brand last purchased.4.Consumer information processing always requires interpretation and comprehension of a stimulus.5.Generally, consumer like to use as few need criteria as possible in evaluating brands, consistent with choosing a satisfactory rather than an optimal product.ANSWER: 1 F 2 F 3 F 4 F 5 TQuestionsA large auto manufacturer conducted a survey of recent car purchasers to determine their needs in buying a new car and their perceptions of the company’s makes so as to evaluate possible new product offerings. Information collected by the company can be classified into information dealing with each of the four stages of the decision-making model,namely:A,Need arousal1)consumer thought variables2)consumer characteristicsB,Information processing1)exposure to marketing stimuli2)perceptions of marketing stimuliC,Evaluation of alternative brands of carsD,Purchase and postpurchase evaluationSpecify the types of information the auto manufacturer might collect from consumers for each of the four stages described above,Specify the strategic applications of such information.Pointsconsumer decision is the activity when the consumer chooses one alternative from two or more ones.Chapter 3 Brand LoyaltyChoice Question1.Habit is a means of :A choosing and processing marketing information in an efficientB insuring satisfaction based on past experienceC assessing the positive and negative attributes of a brandD considering alternative brands and choosing the best one.2.Brand loyalty is a result of :A a favorable attitude towards the brandB repurchasing the brand over timeC reinforcementD all of the above3.Purchasing by habit tends to :A increase riskB decrease brand involvementC reduce shopping timeD increase price sensitivity4.Which of following concept is associated with classical conditioning:A repetitionB reinforcementC forgettingD satisfactionE all of the above5.Which of following concept is associated with instrumental conditioning:A contiguityB reinforcementC problem solvingD information processing6.Cognitive theory describes learning as a:A stochastic processB repetitive processC process of problem solvingD behavioral processE all of above7.Brand loyal consumers are more likely to be :A opinion leadersB youngerC self-confident in brand choiceD innovators8.Brand loyalty is more likely to occur when the brand is:A well-knownB a private brandC a durableD not seen as risky goodANSWER: 1 B 2 D 3 C 4 A 5 B 6 C 7 C 8 ATrue-False Question1.Boredom with the existing brand might be a sufficient reason to cause a consumer to switchfrom habit to decision-making.2.Widespread distribution provides an important reminder effect when consumers purchase byhabit.3.Cognitive learning theory is more relevant in understanding complex decision-making thanhabit.4.Consumers who buy a brand regularly but are not strongly committed to it are brand loyal. ANSWER: 1 T 2 T 3 T 4 FQuestionsThis chapter suggests that boredom and desire for variety may result in a change from habit to decision making.Is this more likely for certain product categories than others?Is this more likely for certain consumers than others? That is, is there a “stick with it ”type as opposed to a “novelty seeker type”?PointsBrand loyalty represents a favorable attitude toward and consistent purchase of a single brand over time.Chapter 4 Low Involvement Decision MakingChoice Question1.A low involvement decision model also involves a sequence of three steps. Place a___ next tothe first step, a ___ next to the second, and a ___ next to the third.A beliefsB intentionsC behaviorD need-arousalE evaluation2.Buying by inertia generally involvesA high involvement and significant differences between brandsB high involvement and few differences between brandsC low involvement and significant differences between brandsD low involvement and few differences between brandsE none of the above3.High involvement purchasing behavior does not involve one of the followingA consumer involvementB cognitive evaluationC passive learningD post- purchase evaluationE information processing4.According to Krugman, television encourage passive learning becauseA the advertising is active while the viewer is passiveB both the advertising and the viewer are passiveC the viewer can control the pace of viewingD the viewer is active while the advertising is passive5.According to Sherif’s theory of social judgement, a highly involved consumer would haveA a narrow latitude of rejectionB a narrow latitude of acceptanceC a wide latitude of acceptanceD a wide latitude of rejection6.Advertising in a low involvement situation is not likely toA increase brand awarenessB increase brand trialC increase in-store brand recognitionD change brand attitudesANSWER: 1 A C E 2 D 3 C 4 A 5 B 6 DTrue-False Question1.Consumers are not highly involved with most products.2.The primary basis for inducing trial under low involvement conditions is through price andin-store promotional strategies.3.Marketing strategies should be directed to minimizing consumer problems in the highinvolvement case and to maximizing consumer benefits in the low involvement case.4.The leading brand in a market should encourage variety-seeking behavior.ANSWER: 1T 2 T 3 F 4 FPointsA low involvement purchase is one where the consumer does not consider the productsufficiently important to his or her belief system and does not strongly identify with the product.Chapter 5 Situational Determinants of Consumer BehaviorChoice Question1.Which of the following is not a situational variableA nutritional orientationB a social occasionC being in a storeD between mealsE shopping for a gift2.Which of the following situational influences is most likely to influence behaviorA the consumption situationB the social situationC the environment situationD the in-store situation3.Which of the following is not a characteristic of a usage or purchase situationA timeB social surroundingC brand attitudeD antecedent statesE physical surroundings4.The theory that best explain the relative influence of product versus situation on consumer behavior isA dissonance theoryB balance theoryC attribution theoryD learning theoryE assimilation/contrast theory5.The situation “eating a snack while working at home”is made up of which of the following situational characteristicsA social surroundingB task definitionC timeD antecedent states6.Price sensitive consumers are most likely to be influenced byA the usage situationsB the purchase situationC product attributesD the communication situationE peer group influencesANSWER: 1 A 2 A 3 C 4 C 5 B 6 BTrue-False Questions1. The assumption in most multiattribute models is that brand attitudes are the same, regardless of usage situation.2. The greater the degree of brand loyalty, the more important are situational influence.3. If a situation is close to behavior in time, then it is more likely to influence behavior.4. Purchase situation variables are most likely to be defined by in-store conditions. ANSWER: 1 T 2 F 3 T 4 TPoints1、Type of situations：1.The Communications Situations；2.The Purchase Situation；3.The Consumption Situation2、Characteristics of consumption situations：1.The physical surrounding.2.Social Surrounding.3.Time.4.Task definition.5.Antecedent States.Part 3 The Individual ConsumerChapter 6 Consumer PerceptionQuestion1. What is perception and what is the basic characteristic of it?2. Suppose that a consumer cannot recall seeing advertisements for any brand of hair spray otherthan her preferred brand even through she had the opportunity in a given day to see 20 or morecompeting ads. What explanation can be given?3. Two consumers are exposed to the same ad. One is in the market for this product while theother is not. How might these two consumers differ in their perception of this ad?4. Why is figure-ground concept important for designing an effective ad? Give an example tosupport you answer.5. What is closure and how can it be used to marketers’ advantage?Give an example to support you answer.6.Distinguish between classical conditioning and instrumental conditioning and assess therelative importance of each in an analysis of consumer behavior.7. Learning which increases the probability of a particular response being emitted is:(a).* Instrumental conditioning(b).*classical conditioning(c).conditioned response(d).hit-miss conditioning8. “change in response to tendencies due to the effects of experience” is the definition of:(a).dissonance(b).fatigue©*.learning(d).reactive evaluation9. Learning will occur more rapidly if:(a)*.every response is rewarded(b).there is a large interval between each response and reward(c).the reward is large(d).the respondent has a broad range of experience10.Tell what is packaging , its benefit and how it can be used to influence consumers’ behavior.11.Explain what is branding, brand loyalty and expected satisfaction. Use examples to supportyour answer.12.Brand loyalty is a:(a) general attribute across products(b)product specific phenomenon, with high variability of loyalty across items.13.In picking a brand name, What criteria should be followed?14.How do consumers evaluate a brand? Use examples to explain what is conpensatory model and nonconpensatory model for consumers’ brand evaluation.15.The product manager for a new brand of skin softener is considering two possible names: Soft Skin versus Dickson’ Skin Moisturizer. What name would you select?16. For years, The Linx Company has had a reputation for producing high-quality crystal stemware. Because of economical pressure on consumers, the company plans to market a lower priced glass for the mass market. What branding strategy would you recommend? What are the trade-offs with your recommended strategy?17.Generic brands are a new entry into the marketplace. Assume you are the manufacturer of the Green Giant canned vegetables. Would you introduce a generic line of canned vegetables? Explain your rationale.18. Tell the definition of advertising and advantages and disadvantages of major advertising medias.19. A recent study reveals that a particular ad was much more effective in magazine A than in magazine B, even though the readership of the two magazines is virtually identical. How can you explain this finding?20. In this chapter we discussed many factors that can influence the perception of ads. What do you perceived as the important principles that can be learned from this chapter for making ads more effective?21. Many critics contend that too much advertising today is gimmicky and cute. The argument if that creative people are carried away by flashy attention-attracting devices and are forgetting that good advertising must sell. How would you respond to this criticism?22. Do you believe that recognition and/or recall measures are appropriate measures for advertising effectiveness?PointsPerception is the process of organizing and interpreting sensory impressions in order to give meaning to the environment. Selection is the basic characteristic of perception .Inferences are knowledge or beliefs that are not based on explicit information in the environment.A means-end chain is a knowledge structure that links consumers’knowledge about productattributes with knowledge about consequences and values.Chapter 7 Consumer Needs and MotivesChoices1 Enduring dispositions to strive to attain goals are called:A: attitudes B: intention *C: motives D: aspirations E: recognized problem2 ___ integrates motives into a purposeful pattern that is reflected in purchasing behavior.A: The evoked set B: The charged need state*C: The self-concept D: The rational-emotional center3 That “Why don’t we just leave well enough alone?” is always ____customer’s say.A: Q1 * B:Q2 C:Q3 D: Q4True-False Questions1 Motive patterns are not likely to be changed through persuasive activity of any type.(T)2 The theory of needs –based approach to motivation is based on the M aslow’s hierarchy of needtheory .(T)3 Expectancy theory includes three variables, they are value, expectancy and reinforcer.(F)Questions1 Can motives be changed through advertising? Why or why not?2 Can you distinguish needs with motives?PointsNeed refers to resulting from a discrepancy between an actual and a desired state of beingMotive refers to an activated state within a person that leads to goal-directed behavior. That is to say, motive is the direct reason of the behavior.Choices1 which of the following is not one of the four functions of attitudes defined by Daniel Katz? A: the utilitarian function B: the value-expressive functionC: the ego-defensive function D: the beliefs functionE: the knowledge function2 Which of the following is not a true principle of attitude change ?A: attitudes are easier to change than needsB: weakly held attitudes are easier to changeC: attitudes of consumers with less confidence in brand evaluation are easier to changeD: culturally derived attitudes are easier to changeE: attitudes are easier to change if there is a low level of ego-involvement3 Trying to convince non-users of a brand that it provides useful benefits is an attempt to change attitudes by using ____A: the utilitarian function B: the value-expressive functionC: the ego-defensive function D: the evaluative functionE: the knowledge functionTrue-False Questions1 In marketing situations, attitude change is probably best achieved by one or a few exposures, each of which encompasses a fairly large discrepancy.2 Attitude consistsof three components, that is , cogntive, affectice and conative.3 We can changes the consumer’s behavior by changing the attitude to the brand.Questions1 What explanations can you give for the contradictory evidence in the literature until recently regarding the relationship of change in attitude to a change in behavior? Is attitude change a valid marketing goal?2 What is the relationship between evaluative criteria, beliefs, attitude and intention?3 How can we change the existing attitudes?Answer: 1 D 2 D 3 A 1F 2 T 3 TPointsAttitudes are the amount of effect or feeling for or against a stimulus, such as a person, product, company or idea.Attitude has some structure,and it consists of three components: cognitive, affective, intention. Conclusion: It was found that in each case, a person’s buying intention could be predicted with considerable accuracy from knowledge of his corresponding attitude and subjective norm.Choices1.____ is defined as responses to the outer stimuli in the same way .A: Needs * B: Personality C: Intention D: Attitude2. In A.I.O terminology, an ____is something generating both excitement and attention.A: activity B: attitude C: intention * D: interest E: opinion3.In A.I.O terminology, an ____is manifest behavior, such as shopping.*A: activity B: attitude C: intention D: interest E: opinion4. Life-styles are represented by consumer’____A: brand attitude B: needs *C: activities D: perceptions E: beliefs5.Life-styles research has been used by marketers to provide guidelines for ____A: identifying target markets B: advertising C: product positioningD: media selection *E: all of the above6.When somebody always judges himself by the other ideals, we can call that kind of the formation of the self-conception_____.A: self-evaluation *B: reflection evaluation C: social compare D: self formationTrue-False Questions1. Lifestyles are derivatives of a consumer’s personal value system and personality.(T)2.Lifestyle is the operational measure of psychographics.(F)3. Personality has not been demonstrated convincingly as a useful means of market segmentation.(T)4. Consumer with a wide discrepancy between their actual and ideal self-image are more likely to be influenced by appeals to fantasy.(T)Questions1. What is the self-conception? How is it formed? Would measurement of self-concept be of any use to a brand manager who has full responsibility for the marketing of a new brand of household detergent?2. How the dress forms and developes the self-conception?Definition：1、In consumer behavior, personality is defined as consistent responses to environmental stimuli.2、A life-style is broadly defined as a mode of living that is identified by how people spend their time(activities); what they consider important in their environment(interests);and what they think of themselves and the world around them(opinions).3、The self-concept, or self-structure, may be thought of as an organized configuration of perceptions of the self which are admissible to awareness.4、Activities, Interests, and Opinions (AIO)Part 4 Environmental Influences on ConsumerChapter 10 Household Decision MakingChoices1.One factor that is important in family decision making but not in individual decision making is :A:stimulus expose B:changes in attitudes C:role specializationD:advertising awareness E:post-purchase evaluation2.The individual who has the role of influencing the type of stimuli the decision unit is exposed tois known as the:A:information-gatherer B:influencer C:decision maker D:purchasing agentE:consumer3.Joint decisions are more likely whenA:the product is purchased frequentlyB:there is little time to make a decisionC:the product is technologically complexD:the level of perceived risk in purchasing is highE:the product is likely to be used by more than one family member4.When family members agree about goals, the primary strategy for conflict resolution is throughA:consensus B:accomodation C:coercion D:bargaining E:persuasion5.When family members disagree about goals, the primary strategy for conflict resolution isthrough:A:consensus B:accomodation C:problem solvingD:budgetary allocation E:role specialization6.Wives tend to make the decision for:A:automobiles B:food C:housing D:vacations E:garden tools7.A joint decision is most likely to be made forA:small appliances B:food C:housing D:automobiles E:garden toolsAnswer:1 C 2 A 3 D 4 A 5 B 6 B 7 CTrue-False Questions1.Expressive roles are more likely to be performed by the husband, instrumental roles by the wife.2.Joint decision making is more likely when there is little time pressure in making the decision.3.Conflict is norm in family decision making.4.The profile of the husband-dominant family suggests a family with more traditional values andattitudes towards marital roles.5.The mother is the most important source of information for a child in evaluating alternativebrands.6.Most studies that have interviewed husbands and wives separatly have found little agreementbetween them regarding their respective influence on the purchase decision.Answer: 1 F 2 T 3 T 4 T 5 F 6 FPoints1、The U.S, Census Bureau defines a housing unit as having its own entrance(inside and outside )and basic facilities .If the housing unit has people living in it ,they constitute a household.2、A family is a group of two or more persons related by blood, marriage, or adoption who residetogether.In view of function it can be defined as the basic unit of society , in which two or more persons live together for personal and municipal purpose. So family is one kind of household.3、Consumer socialization refers to how children acquire knowledge about products and servicesand various consumption-related skills(such as how to search for bargains).Chapter 11 Group FactorsChoices1.Which of the following is membership groupA:symbolic groups B:avoidance groups C:aspirational groupsD:disclaimant groups E:none of the above2.The most important influence on purchasing decisions is generally provided byA:primary informal groups B:secondary informal groupsC:primary formal groups D:secondary formal groupsE:aspiration groups3.A consumer whose main objective is self-maintenance and enrichment is most likely to acceptwhich of the following types of influenceA:informational B:material C:comparative D:cultural E:normative4.Normative influence is most closely linked to which of the following types of powerA:expert power B:bargaining power C:referent power D:reward powerE:coercive powerAnswer:1 D 2 A 3 C 4 DTrue-False Questions1.Both membership and aspiration groups are reference groups.2.A disclaimant group is a membership group.3.Most group influence on consumer purchasing behavior is achieved through reward power.rmational influence is an overrated aspect of group influence.Much of what passes forinformational influence is really normative influence.Answer: 1 T 2 T 3 F 4 FPointsTABLE11.2 Conditions Reflecting Informational,Comparative, and Normative Influences Informational influence1.The individual seeks information about various brands of the product from an associationof professionals or independent group of experts .2.The individual seeks brand-related knowledge and experience (such as how Brand A’sperformance compares to Brand B’s ) from those friends,neighbors,relatives ,or workassociates who have reliable information about the brands .3.The individual’s observation of what experts do influences his or her choice of a brand(such as observing the type of car which police drive or the brand of TV which repairpeople buy ).Comparative influence4.The individual feels that the purchase or use of a particular brand will enhance the imagewhich others have of him or her .5.The individual feels that the purchase of a particular brand helps show others what he orshe is ,or would like to be (such as an athlete ,successful businessperson ,etc. ).6.The individual feels that those who purchase or use a particular brand process thecharacteristics which he or she would like to have.7.The individual sometimes feels that it would be nice to be like the type of person whichadvertisements show using a particular brand .Normative influence8.The individual’s decision to purchase a particular brand is influenced by the preferencesof people with whom he or she has social interaction .9.The individual’s decision to purchase a particular brand is influenced by the preferencesof family members .10.The desire to satisfy the expectation which others have of him or her has an impact on theindividual’s brand choice .Chapter 12 Social Class InfluencesChoices1.The most important distinction between social classes is that they are likely to have differentA:life-style B:brand perceptions C:patterns of group influenceD*:value systems E:personality characteristics2.The group that is most likely to engage in impulse purchasing is theA:upper-upper class B:lower-upper class C:upper-middle classD*:lower-middle class E*:upper-lower class F*:lower-lower class3. The group that is most likely to emphasize quality and value in purchasing is theA*:upper-upper class B*:lower-upper class C*:upper-middle classD:lower-middle class E:upper-lower class F:lower-lower class4.The reason that upper and upper-middle class consumers tend to engage in more active leisureactivities than lower-class consumers isA:to make up for less activity in their occupationsB*:as a means of self-ecpressionC:because of more disposable incomeD:to spend more time with their familiesE:because they are more achievement orientedTrue-False Questions1.Income is the best criterion of social stratification in Chinese society.2.Lower class consumers tend to be more oriented to traditional values.3.Social classes are face to face groups that exert direct influence on the individual consumer.。
