消费者行为学简答题答案

①Salient belief

53. What are salient beliefs? Briefly explain how it is important to marketers?

Answer:

Activated beliefs are called salient beliefs. Only the salient beliefs about an object (those that are activated at a particular time and in a specifi c context) create a person’s attitude toward that object. Thus, one key to understanding consumers’ attitudes is to identify and understand the underlying set of salient beliefs. If activated, any of these beliefs could influence a consumer’s attitude towa rd a product. Marketers may find that consumers’ salient beliefs vary over time or situations for some products. That is, different sets of salient beliefs about a product may be activated in different situations or at different times.

Page: 134 – 136 第六章

Difficulty: Medium

②Classical and operant conditioning

53. Briefly describe the ways in which classical and operant conditioning vary. Also

explain the marketing implications of the operant conditioning principle?

Answer:

Operant conditioning is the process of altering the probability of a behavior being emitted by changing the consequences of the behavior. While classical conditioning is concerned with involuntary responses, operant conditioning deals with behaviors that are usually assumed to be under the conscious control of the individual. Additionally, classically conditioned behaviors are elicited by stimuli that occur before the response, while operant behaviors are emitted because of consequences that occur after the behavior.

The methods of operant conditioning include reinforcement schedules, shaping, and discriminative stimuli. Many marketing strategies and tactics are consistent with operant conditioning principles. Most strategies involve keeping product and service quality on a continuous reinforcement schedule, other types of rewards can be offered on a partial reinforcement schedule. Shaping is used to develop earlier behaviors in a purchase sequence to increase the chances of later behaviors. Many store and brand symbols and logos have become discriminative stimuli for some consumers.

Page: 216, 220 第九章

Difficulty: Medium

③Theory of reasoned action

58. Briefly describe/critique the theory of reasoned action.

Answer:

The theory of reasoned action asserts that the consumer consciously considers the consequences of possible alternative behaviors in order to select the most desirable behavior. This approach presents the consumer as a rational decision-maker involved in voluntary behavior. Primary emphasis is placed upon the purchase intentions that result from this process, not simple attitudes. Intentions are still not perfect predictors.

The consumer can change their intentions or simply tell researchers what they want to hear. Intention research becomes less accurate with the passage of time and is not useful for involuntary behavior.

Page: 145 第六章

Difficulty: Hard

④Modeling effectiveness

60.Explain the factors influencing modeling effectiveness.

Answer:

The factors influencing modeling effectiveness are: (1) model and modeled behavior characteristics, (2) observer characteristics, and (3) characteristics of modeled consequences.

Several personal characteristics of observed models influence the probability that an observer will imitate the modeled behavior. Observers are also influenced by the manner in which the modeled behavior is performed. If the sequence of the modeled behavior is detailed very carefully and vividly, modeling effects tend to increase.

Perceptive and confident people readily emulate idealized models who demonstrate highly useful behaviors. In modeling, the observer does not experience the consequences directly. A major advantage of modeling for consumers is that they can learn effective purchase and use behavior while avoiding negative consequences.

Page: 224-226 第九章

Difficulty: Medium

⑤Involvement and knowledge on …

58. Explain the effect of involvement and knowledge on problem solving processes.

Answer:

Consumers’ problem-solving processes are greatly affected by the amount of product

knowledge they have acquired through their past experiences and by their level of

involvement with the product and/or the choice process. The activated knowledge

about goals, choice alternatives, choice criteria, and heuristics affects consumers’

ability to create an effective decision plan. Also, consumers’ involvement with the

product or decision affects their motivation to engage in the problem-solving process. Exhibit 7.7 summarizes how different combinations of product knowledge and involvement influence specific el ements of consumers’ problem representations and the overall problem-solving process.

Page: 176 (Exhibit 7.7) 第七章

Difficulty: Medium

⑥Type/role reinforcement schedule

55. Briefly describe the types/roles of reinforcement schedules in operant conditioning.

Answer:

Continuous reinforcement seeks to assure that the consumer receives consistent satisfactions at a predictable quality level in every purchase/use experience. In today's market, predictable, satisfactory quality is critical and expected. Conditions can also

be arranged so that every second, third, or tenth time the behavior is performed, it is reinforced. This is called a fixed ratio schedule. Similarly, it is possible to have a reinforcer follow a desired behavior on an average of, say, one-half, one-third, or one-fourth the time the behavior occurs, but not necessarily every second, third, or fourth time. This is called a variable ratio schedule. The variable ratio schedules are of particular interest because they produce high rates of behavior that are reasonably resistant to extinction. Gambling devices are good examples. Property of the ratio schedule is particularly important for marketers because it suggests that a great deal of desired behavior can be developed and maintained with relatively small, infrequent rewards.

Page: 218 第九章

Difficulty: Easy

⑦Various sub-goals .. increase the purchase probability of consumer

54. Outline the various sub-goals that are often hoped to be achieved by a firm that

designs consumer promotions aimed to increase the purchase probability of consumers.

Answer:

Most consumer promotions are designed to increase the probability that consumers will purchase a particular brand or combination of products. The primary goal may be to get consumers to try a new product. A second sub-goal of consumer promotions is to position a brand or company in the minds of consumers to encourage them to purchase and continue to purchase the company’s brand. Another use of promotion for positioning purposes is to offer to make contributions to charity for each coupon or refund certificate redeemed by consumers. A third sub-goal of consumer promotions is to obtain a brand switch. A final goal of consumer promotions is to develop brand loyalty.

Page: 237 第十章

Difficulty: Medium

⑧Social marketing

56. What is social marketing?

Answer:

Social marketing is ―the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society.‖ The end goal of social marketing is to benefit the target audience or the broader society.

Social marketing is typically concerned with influencing and c hanging consumers’ overt behavior, but can also be used to influence affect and cognitions as an intermediate step. Social marketing can be applied at the individual, household, target market, or societal levels.

Page: 240 第十章，不过是B卷的最后一题10分的。

Difficulty: Medium

⑨Limit/extensive decision making

60. Briefly explain limited decision making and extensive decision making.

Answer:

Most consumer decisions involve limited problem-solving effort. Since most consumers already have a lot of information about the product from previous experiences., the basic marketing strategy is to make additional pieces of information available to consumers when and where they need them. Advertisements to increase top-of-mind awareness may help get a brand into the evoked set of choice alternatives at the beginning of the decision process.

When consumers engage in extensive decision making, they need information about everything—including which end goals are important, how to organize goal hierarchies, which choice alternatives are relevant, what choice criteria are appropriate.

Since consumers intentionally seek product information during extensive decision making, interrupting their problem-solving processes with a brand promotion is relatively easy.

Page:178-179 第七章

Difficulty: Medium

⑩Extent of consumer search behavior .. advertising

55. Briefly explain the factors that impact the extent of consumer search behavior. What

role does advertising play in this process?

Answer:

As a rational decision-maker, the consumer is assumed to seek and use information in his/her choice process. Consumers tend to engage in more search when purchasing higher-priced, more visible, and more complex products—that is, products that intrinsically create greater perceived risk. Search is also influenced by individual factors such as the perceived benefits of search, self-confidence, purchase role, demographic aspects of the consumer, and product knowledge already possessed.

Search efforts are also influenced by factors in the marketplace and by situational factors.

However, there are differences in the effort required by consumers to obtain information from different sources and in the believability of the information.

Advertising is an easily available information source which, unfortunately, is perceived as having low credibility. While advertising may not directly spur purchase, it can create awareness and assist in efforts to break into the consumer’s consideration set.

Page: 196-198 第八章

Difficulty: Hard