Study Guide II: Exam 2

I. Personality

1. Why is personality important to the study of consumer behavior?
2. How is personality developed?
3. How is personality used by marketers?
4. What links have been made between personality and consumer behavior? Why haven't more been made?
5. Why is self concept an important area for consumer researchers to explore?

II. Group Dynamics

1. Why are reference groups important in the study of consumer behavior?
2. What are the different types of reference groups?
3. What factors affect reference groups?
4. How are reference groups used to persuade consumers?
5. Identify some goods that have strong product associations, weak product associations, strong brand associations and weak brand associations. Why?
6. Why is family decision making difficult to analyze?
7. What functions of the family are important to the study of consumer behavior?
8. What are the major types of family influence?
9. What are the differences between the traditional and modern lifecycle definitions?
10. What are the various roles family members play that are important to the analysis of decision making?

III. Motivation

1. What is motivation? How do needs and goals relate to motivation?
2. Why can marketing and the study of consumer behavior continue once needs are met?
3. How does Maslow's hierarchy of needs relate to consumer behavior?
4. How are motives measured? What are the problems with measurement of motives?

IV. Perception

1. What is a JND and how is it used to influence consumer behavior?
2. What factors distort perceptions and how can they be used to influence consumer behavior?
3. What is perceptual mapping? Why is it useful?
4. What is the relationship between perceived risk and consumer behavior?
5. Distinguish between the halo effect and stereotyping.

V. Learning

1. What is learning as it relates to consumer behavior?
2. Relate the basic principles of learning to the purchase of a durable, such as a car, and a non- durable, such as toothpaste. In what ways are the processes likely to be different? Which learning theories are most likely to be used by marketers in the above situations? Why? Are there any times the situations may be reversed? Discuss.
3. What principles associated with classical conditioning are important in consumer behavior? Why?
4. What are the major differences between cognitive learning, instrumental conditioning and classical conditioning?
5. What are some factors associated with involvement? How do persuasive efforts vary by level of involvement?
6. Why are brand loyalty and brand switching so difficult to get a handle on?
7. How is motivation related to learning?
8. How is classical conditioning used in advertising? Give an example.

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