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Belch: Advertising and
Promotion, Sixth Edition
Key Terms
consumer behavior, 105
problem recognition, 107
want, 107
motives, 109
hierarchy of needs, 109
psychoanalytic theory,
110
motivation research, 110
internal search, 112
external search, 112
perception, 113
sensation, 113
selective perception, 114
134
II. Integrated Marketing
Program Situation Analysis
selective exposure, 114
selective attention, 114
selective comprehension,
114
selective retention, 114
mnemonics, 114
subliminal perception, 114
evaluative criteria, 116
functional consequences,
117
psychosocial
consequences, 117
Discussion Questions
1. A number of factors may lead to
problem recognition among
consumers. Discuss the various
causes of problem recognition,
and give an example of each.
2. Explain the concept of an evoked
set. Why is this concept important
to marketers? Give examples of an
evoked set, and how marketers
might attempt to influence
consumers to gain consideration.
3. Jerry Olson and J. Paul Peter
define two broad categories of
evaluative consequences. Describe
each of these and provide
examples.
4. Figure 4-10 details a number of
external influences on consumer
behavior. Describe each of these
4. Perspectives on
Consumer Behavior
multiattribute attitude
model, 117
salient beliefs, 118
integration processes, 119
heuristics, 119
affect referral decision
rule, 120
purchase intention, 120
brand loyalty, 120
cognitive dissonance, 121
classical conditioning, 123
conditioned stimulus, 123
conditioned response, 123
influences, explaining how it might
have an impact on consumer
behavior, and provide an example
of each.
5. Psychoanalytic theory has
been criticized for its problems
with validity and reliability. How
do the current methods discussed
in the lead-in—for example,
hypnosis—fare in regard to these
criteria?
6. Explain how consumers might
engage in each of the processes of
selective perception described in
the chapter. Provide examples.
7. Describe how cultural
differences might impact viewers’
perceptions of advertisements.
Provide examples.
© The McGraw−Hill
Companies, 2003
operant conditioning,
125
reinforcement, 125
schedules of
reinforcement, 125
shaping, 126
culture, 127
subcultures, 128
social class, 128
reference group, 129
situational
determinants, 130
8. In the text it was indicated
that families may influence the
consumer decision-making
process. Describe how various
family members may assume the
different roles described in Figure
4-11. Also explain how these roles
might change depending upon the
product under consideration.
9. The text discusses alternative
approaches to studying consumer
behavior. Explain how these
approaches differ from those
described earlier in the chapter.
10. Postmodern research often
involves a sociological perspective
to understanding consumer behavior.
Give examples of how sociology
might impact purchase
behaviors.