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Ashton Emeterio Review Assignment 1 a. Chapter 1 & 2 Word count 679 a. Provide a definition of consumer behavior. Word count 68 i. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. A consumer may purchase, use, and dispose of a product, but different people may perform these functions. In addition, we can think of consumers as ole players who need different products to help them play their various parts. b. What are demographics? Give three examples of demographics characteristics. Word count 54 i. Demographics refer to statistical data that is used to describe a population of people in a given area. These characteristics include age, gender, race, income, education level. They are used to analyze and understand the distribution of trends within and population and can be really help for marketers to understand to be successful. c. What is popular culture, and how does this concept relate to marketing and consumer behavior? Word count 89 i. Popular culture can be a wide verity of things like books, movies, music, sports, and celebrities. In less obvious ways popular culture is always weddings like when Kate and William got married, death, like when Kobe died, and holidays like pride. How this relates to consumer behavior is because marketers play a significant role in our view of the world and how we live in it. Marketing impact on consumer behavior is so large it is hard to overlook, that’s why popular culture is marketing is pop culture. d. List three types of perceived risk, and give an example of each. Word count 172 i. Perceived risk means that a person believes there may be negative consequences if he or she chooses the wrong option, and the risk is greater when the product is more expensive or complicated. The first example of perceived risk is social risk, recently Balenciaga was in trouble in the court of public opinion because they featured an ad campaign that sexualized children. Now Balenciaga has a perceived risk with its consumers because of the social risk. The second type of perceived risk is monetary risk which consists of money, an example of this type of risk is purchasing something over $1000. No matter what the item is it is a large purchase and can’t be done without prior thought. The third type of perceived risk is function risk which consists of performing the function or meeting the need of something and an example of this is deciding to buy a manual or automatic car. The manual care does not have a perceived risk because it is most functional for everyday usage. e. List the steps in the model of cognitive decision making. World count 99 i. Step 1: Problem Recognition – occurs when we experience a significant difference between our current state of affairs and some state we desire.

ii. Step 2: Information Search- is the process by which we survey the environment for appropriate data to make a reasonable decision. iii. Step 3: Evaluate alternatives: dimensions we use to judge the merits of competing options. iv. Step 4: Product Choice: Using your knowledge to choose the right product. v. Step 5: Post purchase evaluation: occurs when we experience the product or service we selected and decide whether it meets (or maybe exceeds) our expectations. f. What is “Big Data”? Word count 63 i. Big data is the collection and analysis of extremely large datasets to identify patterns of behavior in a group of consumers. The term big data is both volume and variety of data, people like police officers use big data to find hot zones for crimes. Third intelligence enable them to assign and reassign law enforcement agents exactly where they need to be. g. What do we mean by an exchange? Word count 54 i. An exchange is a transaction in which two or more organizations o people give and receive something of value and is an integral part of marketing and the exchange theory remains an important part of consumer behavior, the expanded view emphasizes the entire consumption process which is before, during, and after the purchase. h. What do we mean by the term global consumer culture? Word count 55 i. Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place. Global consumer culture is marketed by the dominance of global brands that are recognized and desired across different countries and cultures. Examples of these types of brand are Coca-Cola, McDonalds, and apple. i. What is the difference between C2C and B2C e-commerce? Word count 29 i. C2C e-commerce are transactions that occur directly between individuals and consumers. These types of platforms typically create a space for consumers to list, buy, and sell goods or services. Examples would be craigslist, eBay, and poshmark. C2C e-commerce are transactions between individuals or businesses and consumers. The difference between the two Is who is involved in the transaction. j. Why is it important for businesses to learn about their heavy users? Word count 67 i. Heavy users are a name companies use to identify their customers who consume their products in large volumes. It is important for businesses to identify this group of people so they can study their demographics and make better marketing decisions. It is also important for product development and innovation because by learning about your heavy users you can create more product they will want to buy. b. Chapter 3, 4, & 5 Word count 651 i. What is culture? List three dimensions that social scientists use to describe a culture and give an example of each. Word count 54

1. Hofstede’s dimensions of national culture have five total power distance which is the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally. Individualism or the degree to which individuals are integrated into groups. Uncertainty avoidance or the society’s tolerance for uncertainty and ambiguity. ii. What is a ritual? Describe three kinds of rituals and provide an example of each. Word count 64 1. A ritual is a set of multiple symbolic behaviors that occurs in a fixed sequence and is repeated periodically. Examples of rituals include of a ritual is animal sacrifices in tribes, baptisms, and special sporting event traditions. College are home to some of the most rituals socially among students for example at MIT each spring students haul a steer into a dorm courtyard. iii. What is cultural formula? Give an example. Word count 63 1. Many popular art forms such as detective stories or science fiction follow a cultural formula. Cultural formula is a sequence of media events in which certain roles and props tend to occur consistently. An example of this is how western movies always have cowboy hats and horses or a family sitcom featuring a family that has six kids and drives a minivan. iv. Give two examples of important legislation that relates to American consumers. Word count 70 1. Some of the most important legislation to consumers is within the food industry. This is because food is vital to human health, so the United States government made the food and drug administration to create legislation to protect the food we eat. Another example of legislation for consumers is product safety legislation like children clothing, companies have to label stay away from fire because the fabric can be flammable. v. The economics of information perspective argues that advertising is important. Why? Word count 67 1. Economics of information perspective is advertising as an important source of consumer information, emphasizing the economic cost of the time spent searching for products. This perspective makes advertising important because consumers are willing to pay because the information it provides reduces their search time. This is why advertising today tries to lead us to believe that their product has magical properties that will transform our lives. vi. Define hedonic consumption and provide an example. Word count 56 1. hedonic consumption is part of the experimental hierarchy and is the multisensory, fantasy, and emotional aspect of consumers interactions with products. An example of hedonic consumption is purchasing a luxury sports car because buying a luxury sports car

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would only be for the pleasure and enjoyment it brings, rather than for practical reason like transportation. vii. Describe two factors that can lead to stimulus adaption. Word count 71 1. Adaption is the degree to which consumers continue to notice a stimulus over time. The process of adaption occurs when we no longer pay attention to a stimulus because it is so familiar. Intensity is the first factor that can lead to stimulus adaption because with less intense stimuli habituate the less sensor impact, they have. The second factor is exposure, the more exposure of a stimuli habituate increases adaption. viii. Identify and describe the three stages of perception. Word count 62 1. The first stage of perception is the exposure stage and exposure occurs when a stimulus comes within the range of someone sensory receptors. The second stage is the attention stage which refers to the extent to which processing activity is devoted to a particular stimulus. The third stage is the interpretation stage that is the meaning we assign to sensory stimuli. ix. Dos subliminal perception work? Why or why not? Word count 59 1. Subliminal perception refers to a stimulus below the level of the consumers awareness. There is no proof that subliminal perception does work but in a survey completed among consumers they found that majority of people believed that subliminal perception does work and is a convincing technique to get consumers to purchase things they don’t really want to buy. x. List the three semiotic components of a marketing message, giving an example of each. World count 85 1. Object, sign, and icon are all semiotic components of a marketing message. The object is the product that is the focus of the message and example of this is McDonalds hamburgers. Then the sign is the sensor image that represents the intended meaning of the object, using the same example the McDonalds M. The icon is a sign that resembles the product in some way examples of icons for McDonalds include Microsoft and Mastercard because they both use the letter M as their logo. c. Chapter 6, 7, & 10 Word count 595 a. List the three types of memory, and explain how they work together. Word count 98 i. There are three types of memory systems, sensory memory, short-term memory, long-term memory. Sensory memory stores the information we receive from our sense. Short-term memory also stores information for a limited period of time, and it has limited capacity. The short-term memory is a working memory and holds information we are currently processing. Long-term memory is the system that allows us to retain information for a long period of time. The way these three work together is through continuous flow of information processing because they all must collaborate ti facilitate the encoding, storage, and retrieval of information.

b. How is associated memory like a spider web? Word count 59 i. Associated networks contain bits of related information and their structures can be complex spider webs filled with pieces of data. Incoming information gets put into nodes that connect to one another. This is why the internet is called the world wide web because it works the same as associated memory and is like a spider web of information. c. Why do phone numbers have seven digits Word count 71 i. Short-term memory stores information for a limited period of time and it has limited capacity. To store this information as we combine small pieces into larger ones in a process we call chunking. Now three to four chinks is the optimal size for efficient retrieval, this is why we remember seven-digit phone numbers because we chunk the individual digits so we may remember three digits as one piece of information. d. List three dimensions that describe the self-concept Word count 60 i. Self-concept is the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities. Self-esteem is the first self- concept, and it refers to the positivity of a person’s self-concept. The second self-concept is real and ideal selves when consumers compare some aspect of himself to an deal, this judgement influences his self- eteem. e. How did tattoos originate? World count 55 i. Tattoo has been found all the way back in ancient times when civilizations across the world would tattoo symbols on their bodies, marking their tribes’ symbols. Tattoo also has a long history in various Asian cultures and Japan in most particular where the Japanese indigenous people practice tattoo as a cultural and spiritual purpose. f. Have ideals of beauty in the United States changed during the past 50 years? If so how? What is fattism? Word count 81 i. Beauty ideals in the United States are always changing and we have seen many different phases throughout history. In the 19 th century the ideal of beauty was desirable waistlines. Our culture communicates these standards subtly and not so subtly. Fattism is deeply ingrained in our culture, as early as nursery school age children prefer drawings of peers in wheelchairs, on crutches, or with facial disbursement to those of fat children. Fattism has started by an obsession with weight in America. g. Why does pioneering brand have a memory advantage over follower brands? Word count 58 i. Pioneering brand is the first brand to enter a market from memory than we can for follower brands because the first products introduction is likely to be distinctive and for the time being no competitors divert our attention. Pioneering brands often have an advantage over follower brands because of first mover advantage, brand recognition, and consumer trust. h. Define nostalgia and explain why it’s such a widely used adverting strategy. Word count 50

i. Nostalgia describes the bittersweet emotion that arises when we view the past with both sadness and longing. This is a popular method of advertising because they will try to use the good ole days as a mechanism to make you remember those times and corelate that to their product. i. Give an example of an episodic memory. Word count 63 i. An episodic memory is a personal recollection that is tied to a particular time and place. The most common example of this is when I am hanging out with a friend that I have known for years and we talk about our times in college living together. This is a episodic memory because I can vividly recall memories from that specific moment.

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