Test Bank for Mid term: Consumer
Behavior: Buying, Having and Being 9th
edition 8th Canadian Edition by Solomon
Basic Research - ANSto study and research that is meant to increase our scientific knowledge
base. It is executed without thought of a practical end goal, without specific applications or
products in mind.
Primary Data - ANSData observed or collected directly from first-hand experience
Secondary Data - ANSrefers to data that were collected for other studies.
Independent Variable - ANSIn an experiment, this is the variable that is varied or manipulated by
the researcher. Presumed cause
Dependent VAriable - ANSis the response that is measured. Presumed effect.
Focus Group - ANSis a form of qualitative research in which a group of people are asked about
their perceptions, opinions, beliefs, and attitudes towards a product, service, concept,
advertisement, idea, or packaging. Advantages: Specific Questions and Answers
Surveys - ANSis used most often to describe a method of gathering information from a sample
of individuals. Advantages: allow researchers to collect a large amount of data in a relatively
short period of time. Disadvantages: Design issues, and Human uncertainty
Observations - ANSWatching how people act with your product. Advantages: Depth of
information, Answers specific questions. Disadvantages: Hard to determine ideal users, hard to
determine why or how.
Correlation Studies - ANSWhere you measure the independent variable (e.g., ad dollars spent)
and look to see if it is related to the dependent variable (e.g., sales revenue)
Experimentation - ANSare controlled studies where research involves manipulation and control
Sensation - ANSrefers to the immediate response of our sensory receptors (eyes ears nose
mouth fingers) to basic stimuli such as light, color, sound, odor and texture
Perception - ANSThe process by which people select, organize, and interpret these sensations.
Focuses what we add to raw sensations in order to give them meaning
, Sensory Marketing - ANSWhere companies pay extra attention to the impact on sensations on
our product experiences
Absolute Threshold - ANSThe lowest level of stimuli an organism can detect
Differential Threshold - ANSrefers to the ability of a sensory system to detect changes or
differences between two different stimuli
Sensory Threshold - ANSis the weakest stimulus that an organism can detect
Exposure Effect - ANSis a psychological phenomenon by which people tend to develop a
preference for things merely because they are familiar with them
Subliminal Perception - ANSOccurs when the stimulus is below the level of the consumers
awareness
Attention - ANSrefers to the extent to which processing activity is devoted to a particular stimuli
Sensory Overload - ANSWhere one is exposed to far more information than they could process
Multitasking - ANSwhere they process from more than one medium at a time
Cherry experiment - ANSSelective attention unattended ear test
Mckay Experiment - ANSPeople affected the meaning of the word in the attended ear. "bank"
Bank
Interpretation - ANSrefers to the meanings we assign to sensory stimuli
Perceptual Confirmation - ANSWe perceive and interpret ambiguous data to be in line with our
expectations and beliefs.
Semiotics - ANSthe study of signs and symbols as elements of communicative behavior; and
their roles in how we assign meanings
Object - ANSProduct that is the focus of message, a component of semiotics
Sign - ANSis the sensory image that represents the intended meaning of the object, a
component of semiotics
Interpretation - ANSThe meaning we derive from the sign, a component of semiotics.
Motivation - ANSrefers to the process that lead people tp behave like they do
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