Psychology of Advertising- Chapter 1
-Consumer Behavior (pg.3) - correct answer-The totality of consumers' decisions with
respect to the acquisition, consumption, and disposition of goods, services, time, and ideas
by human decision-making units (over time).
Consumer Behavior involves goods, services, activities, experiences, people, and ideas.
-Offering (pg.3) - correct answer-A product, service, activity, experience, or idea offered by a
marketing organisation to consumers.
B/c consumer behaviour includes the consumption of so many things, we use the simple
term offering to encompass these entities.
-Acquisition (pg.4) - correct answer-Acquiring.
The process by which a consumer comes to own an offering.
Acquisition included other ways of obtaining goods and services, such as buying, renting,
leasing, trading, and sharing.
-Usage (pg.4) - correct answer-Using.
The process by which a consumer uses an offering.
After consumers acquire an offering, they use it, which is why usage is at the very core of
consumer behavior.
Moreover, marketers, must be sensitive to when consumers are likely to use a product,
whether they find it effective, whether they control their consumption of it, and how they react
after using it ---do they spread positive or negative word-of-mouth reviews about a new film,
for instance.
-Disposition (pg.4) - correct answer-Disposing.
The process by which a consumer discards an offering.
Disposition, how consumers get rid of an offering they have previously acquired, can have
important implications for marketers.
Marketers see profit opportunities in addressing disposition concerns.
Disposition--> Consumers dispose of old products they acquired in a number of ways,
oftentimes through recycling or vintage shops.
Ex.
, Marketers see profit opportunities in addressing disposition concerns.--->
Terra Cycle, for example, markets tote bags, pencil cases, and other products made from
used packing and recycled materials.
Ex. Part 2:
In North and South America, Europe, and the Baltic, it partners with firms such as PepsiCo
to collect mountains of discarded packing and turn them into usable products for sale.
*Sharing* (pg.7) - correct answer-Is a form of acquisition, such as sharing possessions
within a family or sharing videos via YouTube.
Ways of Disposing of an Offering (pg.7): - correct answer--Find a new use for it.
Ex.
Using an old toothbrush to clean rust from tools or making shorts out of an old pair of jeans
shows how consumers can continue using an item instead of disposing of it.
-Get rid of it temporarily.
Ex.
Renting or lending an item is one way of getting rid of it temporarily.
-Get rid of it permanently.
Ex.
Throwing away an item, sending it a recycling center, trading it, giving it away or selling it are
all ways to get rid of it permanently.
Consumer Behavior Involves Emotions and Coping (pg.9) - correct answer-Consumer
researchers have studied the powerful role that emotions play in consumer behavior.
~Positive and negative emotions as well as specific emotions like hope, fear, regret, guilt,
embarrassment, general moods can affect how consumers think, the choices they make,
how they feel after making a decision, what they remember, and how much they enjoy an
experience.
-Because issues related to consumer behavior can involve stress, consumer often need to
cope in some way.
~Researchers have studied how consumers cope with difficult choices and an
overwhelming array of goods from which to choose; how consumers use goods and services
to cope with stressful events like having cancer; and how they cope with losing possessions
due to divorce, natural disasters, moving to residential-care facility, and other incidents.
WHAT EFFECTS CONSUMER BEHAVIOR? (pg.10-14) - correct answer-Exhibit 1.6***
KEY!!!
The many factors that affect acquisition, usage, and disposition decisions can be classified
into four broad domains, as shown in the model in Exhibit 1.6:
(1) the psychological core
(2) the process of making decisions
(3) the consumer's culture
-Consumer Behavior (pg.3) - correct answer-The totality of consumers' decisions with
respect to the acquisition, consumption, and disposition of goods, services, time, and ideas
by human decision-making units (over time).
Consumer Behavior involves goods, services, activities, experiences, people, and ideas.
-Offering (pg.3) - correct answer-A product, service, activity, experience, or idea offered by a
marketing organisation to consumers.
B/c consumer behaviour includes the consumption of so many things, we use the simple
term offering to encompass these entities.
-Acquisition (pg.4) - correct answer-Acquiring.
The process by which a consumer comes to own an offering.
Acquisition included other ways of obtaining goods and services, such as buying, renting,
leasing, trading, and sharing.
-Usage (pg.4) - correct answer-Using.
The process by which a consumer uses an offering.
After consumers acquire an offering, they use it, which is why usage is at the very core of
consumer behavior.
Moreover, marketers, must be sensitive to when consumers are likely to use a product,
whether they find it effective, whether they control their consumption of it, and how they react
after using it ---do they spread positive or negative word-of-mouth reviews about a new film,
for instance.
-Disposition (pg.4) - correct answer-Disposing.
The process by which a consumer discards an offering.
Disposition, how consumers get rid of an offering they have previously acquired, can have
important implications for marketers.
Marketers see profit opportunities in addressing disposition concerns.
Disposition--> Consumers dispose of old products they acquired in a number of ways,
oftentimes through recycling or vintage shops.
Ex.
, Marketers see profit opportunities in addressing disposition concerns.--->
Terra Cycle, for example, markets tote bags, pencil cases, and other products made from
used packing and recycled materials.
Ex. Part 2:
In North and South America, Europe, and the Baltic, it partners with firms such as PepsiCo
to collect mountains of discarded packing and turn them into usable products for sale.
*Sharing* (pg.7) - correct answer-Is a form of acquisition, such as sharing possessions
within a family or sharing videos via YouTube.
Ways of Disposing of an Offering (pg.7): - correct answer--Find a new use for it.
Ex.
Using an old toothbrush to clean rust from tools or making shorts out of an old pair of jeans
shows how consumers can continue using an item instead of disposing of it.
-Get rid of it temporarily.
Ex.
Renting or lending an item is one way of getting rid of it temporarily.
-Get rid of it permanently.
Ex.
Throwing away an item, sending it a recycling center, trading it, giving it away or selling it are
all ways to get rid of it permanently.
Consumer Behavior Involves Emotions and Coping (pg.9) - correct answer-Consumer
researchers have studied the powerful role that emotions play in consumer behavior.
~Positive and negative emotions as well as specific emotions like hope, fear, regret, guilt,
embarrassment, general moods can affect how consumers think, the choices they make,
how they feel after making a decision, what they remember, and how much they enjoy an
experience.
-Because issues related to consumer behavior can involve stress, consumer often need to
cope in some way.
~Researchers have studied how consumers cope with difficult choices and an
overwhelming array of goods from which to choose; how consumers use goods and services
to cope with stressful events like having cancer; and how they cope with losing possessions
due to divorce, natural disasters, moving to residential-care facility, and other incidents.
WHAT EFFECTS CONSUMER BEHAVIOR? (pg.10-14) - correct answer-Exhibit 1.6***
KEY!!!
The many factors that affect acquisition, usage, and disposition decisions can be classified
into four broad domains, as shown in the model in Exhibit 1.6:
(1) the psychological core
(2) the process of making decisions
(3) the consumer's culture
