Page 202 - Foundations of Marketing

Consumer Buying Behavior | Chapter 6 169

goods from retail stores. Organized retail crime is on the rise of consumer misbehavior is piracy, the copying or sharing
and involves people paying others to shoplift certain goods of music, movies, video games, and computer software. One
from retail stores, which are then usually sold on the black final area of concern with regards to consumer misbehavior
market. Another form of consumer misbehavior is consumer is abusive consumers, which include customers who are rude,
fraud, which involves purposeful actions to take advantage verbally or physically abusive, and/or uncooperative, which
of and/or damage others. Common examples of consumer may violate some companies’ policies. In order to respond
fraud are false insurance claims, identity theft, returning an to or even prevent these growing problems, organizations
item of clothing after wearing it, and fraudulently obtain- need to understand the psychological and social reasons for
ing credit cards, checks, and bank accounts. Another form consumer misbehavior.

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Key Concepts

buying behavior 145 routinized response selective exposure 152 self-concept 158
consumer buying behavior 149 selective distortion 152 lifestyle 159
behavior 145 limited decision making 150 selective retention 153 social influences 159
consumer buying decision extended decision motive 154 roles 159
process 145 making 150 Maslow’s hierarchy of consumer socialization 160
internal search 146 impulse buying 150 needs 154 reference group 161
external search 146 situational influences 151 patronage motives 155 opinion leader 162
consideration set 147 psychological learning 155 social class 162
evaluative criteria 147 influences 152 attitude 156 culture 163
cognitive dissonance 148 perception 152 attitude scale 157 subculture 165
level of involvement 149 information inputs 152 personality 158 consumer misbehavior 166

Issues for Discussion and Review

1. What are the major stages in the consumer buying deci- 9. How do roles affect a person’s buying behavior?
sion process? Are all these stages used in all consumer Provide examples.
purchase decisions? Why or why not? 10. What are family influences, and how do they affect
2. How does a consumer’s level of involvement affect his buying behavior?
or her choice of decision-making process? 11. What are reference groups? How do they influence
3. Name the types of consumer decision-making processes. buying behavior? Name some of your own reference
List some products you have bought using each type. groups.
Have you ever bought a product on impulse? If so, 12. How does an opinion leader influence the buying
describe the circumstances. decision process of reference group members?
4. What are the categories of situational factors that influ- 13. How might consumer behavior be influenced by digital
ence consumer buying behavior? Explain how each of networks?
these factors influences buyers’ decisions. 14. In what ways does social class affect a person’s
5. What is selective exposure? Why do people engage in it? purchase decisions?
6. How do marketers attempt to shape consumers’ 15. What is culture? How does it affect a person’s buying
learning? behavior?
7. Why are marketers concerned about consumer 16. Describe the subcultures to which you belong. Identify
attitudes? buying behavior that is unique to one of your subcultures.
8. In what ways do lifestyles affect the consumer buying 17. What is consumer misbehavior? Describe the various
decision process? forms of consumer misbehavior.

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