Which of the following statements is true of non marketing controlled information sources

Process a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods and services also includes factors that influence purchase decisions and the product use. Consumer Decision Making Process: Need Recognition Is the result of an imbalance between actual and desired states.

-Triggered when a consumer is exposed to either a internal or external stimulus (any unit of input affecting the five senses). -Internal-occurrences you experience such as hunger or thirst -External-influences from an outside source, such as someone's recommendation of a new restaurant, the color of an automobile, the design of a package, a brand name mentioned by a friend, or an advertisement on television or radio.

-The imbalance between actual and desired states is sometimes referred to as the want-got gap. That is, there is a difference between what a customer has and what he or she would like to have.

Understand the Needs and Wants of Consumers Consumer Decision Making Process: Information Search Internal-Person recalls information stored in the memory. This stems largely from previous experience with a product. For example, while traveling with your family, you may choose to stay at a hotel you have stayed in before because you remember that the hotel had clean rooms and friendly service.

External-seeks information in the outside environment. There are two basic types of external information sources: nonmarketing-controlled and marketing-controlled.

A nonmarketing-controlled information source- is a product information source that is not associated with marketers promoting a product. These information sources include personal experiences (trying or observing a new product), personal sources (family, friends, acquaintances, and coworkers who may recommend a product or service), and public sources (such as Rotten Tomatoes, Consumer Reports, and other rating organizations that comment on products and services)

Living in the digital age has changed the way consumers get nonmarketing-controlled information. It can be from blogs, bulletin boards, activists, Web sites, Web forums, or consumer opinion sites such as consumerreview, tripadvisor, or epinions.

A marketing-controlled information source- is biased toward a specific product because it originates with marketers promoting that product. Marketing-controlled information sources include mass media advertising (radio, newspaper, television, and magazine advertising), sales promotion (contests, displays, premiums, and so forth), salespeople, product labels and packaging, and the Internet.

-Many consumers, however, are wary of the information they receive from marketing-controlled sources, believing that most marketing campaigns stress the product's positive attributes and ignore its faults.

-A consumer's knowledge about the product or service will also affect the extent of an external information search. A consumer who is knowledgeable and well informed about a potential purchase is less likely to search for additional information.

-The extent of a consumer's external search is also affected by confidence in one's decision-making ability. A confident consumer not only has sufficient stored information about the product but also feels self-assured about making the right decision.

A third factor influencing the external information search is product experience. Consumers who have had a positive experience with a product are more likely to limit their search to items related to the positive experience.

-Finally, the extent of the search is positively related to the amount of interest a consumer has in a product. A consumer who is more interested in a product will spend more time searching for information and alternatives.

The consumer's information search should yield a group of brands, sometimes called the buyer's evoked set (or consideration set), which are the consumer's most preferred alternatives. From this set, the buyer will further evaluate the alternatives and make a choice. Consumers do not consider all brands available in a product category, but they do seriously consider a much smaller set. Consumer Decision Making Process: Evaluation of Alternatives

After getting information and constructing an evoked set of alternative products, the consumer is ready to make a decision. A consumer will use the information stored in memory and obtained from outside sources to develop a set of criteria.

Further research also suggests that consumer reviews are influenced by existing reviews—if there are existing one- star ratings, even positive consumer reviews will have fewer stars. Additionally, if consumers see large variations in consumer reviews, they are more likely to purchase the item and make a postpurchase evaluation on that site.

The environment, internal information, and external information help consumers evaluate and compare alternatives. One way to begin narrowing the number of choices in the evoked set is to pick a product attribute and then exclude all products in the set that don't have that attribute.

Cutoffs are either minimum or maximum levels of an attribute that an alternative must pass to be considered. A final way to narrow the choices is to rank the attributes under consideration in order of importance and evaluate the products based on how well each performs on the most important attributes.

The purchase decision process described above is a piecemeal process. That is, the evaluation is made by examining alternative advantages and disadvantages along important product attributes. A different way consumers can evaluate a product is according to a categorization process. The evaluation of an alternative depends upon the particular category to which it is assigned. Consumer Decision Making Process: Purchase Ultimately, the consumer has to decide whether to buy or not buy. Specifically, consumers must decide:

-Whether to buy -When to buy -What to buy (product type and brand) -Where to buy (type of retailer, specific retailer, online or in store) -How to pay

When a person is buying an expensive or complex item, it is often a fully planned purchase based upon a lot of information. People rarely buy a new home simply on impulse. Often, consumers will make a partially planned purchase when they know the product category they want to buy (shirts, pants, reading lamp, car floor mats) but wait until they get to the store to choose a specific style or brand. Finally, there is the unplanned purchase, which people buy on impulse.

The Great Recession has affected peoples' willingness to make unplanned purchases. In a recent study, 54 percent of consumers said they were buying fewer items on impulse. Fifty-nine percent reported that more than half of their purchases were bought on sale, and 65 percent reported that they would wait to purchase an item until it went on sale Consumer Decision Making Process: Postpurchase Behavior When buying products, consumers expect certain outcomes from the purchase. How well these expectations are met determines whether the consumer is satisfied or dissatisfied with the purchase.

When people recognize inconsistency between their values or opinions and their behavior, they tend to feel an inner tension called cognitive dissonance.

Consumers try to reduce dissonance by justifying their decision. They may seek new information that reinforces positive ideas about the purchase, avoid information that contradicts their decision, or revoke the original decision by returning the product. In some instances, people deliberately seek contrary information in order to refute it and reduce dissonance.

Marketing managers can help reduce dissonance through effective communication with purchasers.

Postpurchase letters sent by manufacturers and dissonance-reducing statements in instruction booklets may help customers feel at ease with their purchase. Advertising that displays the product's superiority over competing brands or guarantees can also help relieve the possible dissonance of someone who has already bought the product. Upgrade to remove ads Only $1/month

Types of Consumer Buying Decisions and Consumer Involvement All consumer buying decisions generally fall along a continuum of three broad categories: routine response behavior, limited decision making, and extensive decision making.

Cultural Influences A culture can be divided into subcultures on the basis of demographic characteristics, geographic regions, national and ethnic background, political beliefs, and religious beliefs.

A subculture is a homogeneous group of people who share elements of the overall culture as well as cultural elements unique to their own group.

Social Class -A group of people in society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.

Measured as a combination of occupation, income, education, wealth, and other variables.

Marketers are interested in social class for two main reasons. First, social class often indicates which medium to use for advertising. Second, knowing what products appeal to which social classes can help marketers determine where to best distribute their products. Social Influences: Reference Group Consists of all the formal and informal groups that influence the buying behavior of an individual. Consumers may use products or brands to identify with or become a member of a group. They learn from observing how members of their reference groups consume, and they use the same criteria to make their own consumer decisions.

Reference groups can be categorized very broadly as either direct or indirect.

Direct reference groups are face-to-face membership groups that touch people's lives directly. They can be either primary or secondary.

Primary Membership Group-includes all groups with which people interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers. Today, they may also communicate by e-mail, text messages, Facebook, Skype, or other electronic means.

Secondary Membership Group-less consistently and more formally. These groups might include clubs, professional groups, and religious groups.

Consumers also are influenced by many indirect, nonmembership reference groups to which they do not belong. An aspirational reference group is a group a person would like to join.

Nonaspirational reference groups, or dissociative groups, influence our behavior when we try to maintain distance from them.

In short, the activities, values, and goals of reference groups directly influence consumer behavior. For marketers, reference groups have three important implications:

(1) They serve as information sources and influence perceptions;

(2) they affect an individual's aspiration levels; and

(3) their norms either constrain or stimulate consumer behavior. Social Influences: Opinion Leaders & Family Reference groups frequently include an individual known as a group leader, or opinion leader—a person who influences others.

Opinion leaders are often the first to try new products and services out of pure curiosity. They are often the most influential, informed, plugged-in, and vocal members of society. Technology companies have found that teenagers, because of their willingness to experiment, are key opinion leaders for the success of new technologies.

The family is the most important social institution for many consumers, strongly influencing values, attitudes, self- concept, and buying behavior.

Moreover, the family is responsible for the socialization process, the passing down of cultural values and norms to children. Children learn by observing their parents' consumption patterns, so they tend to shop in similar patterns. Individual Influences on Consumer Buying Decisions: Gender

A person's buying decisions are also influenced by personal characteristics that are unique to each individual, such as gender; age and life cycle stage; and personality, self-concept, and lifestyle.

Physiological differences between men and women result in many different needs, such as with health and beauty products. Just as important are the distinct cultural, social, and economic roles played by men and women and the effects that these have on their decision-making processes. Trends in gender marketing are influenced by the changing roles of men and women in society. Individual Influences on Consumer Buying Decisions: Age Life Cycle A consumer's age and family life cycle stage can have a significant impact on his or her behavior. How old a consumer is generally indicates what products he or she may be interested in purchasing. Consumer tastes in food, clothing, cars, furniture, and recreation are often age related.

Related to a person's age is his or her place in the family life cycle. As Chapter 8 explains in more detail, the family life cycle is an orderly series of stages through which consumers' attitudes and behavioral tendencies evolve through maturity, experience, and changing income and status.

Another way to look at the life cycle is to look at major events in one's life over time. Life-changing events can occur at any time. Individual Influences on Consumer Buying Decisions: Personality, Self-Concept, and Lifestyle is a broad concept that can be thought of as a way of organizing and grouping how an individual typically reacts to situations.

Self-concept, or self-perception, is how consumers perceive themselves. Self-concept includes attitudes, perceptions, beliefs, and self-evaluations.

Self-concept combines the ideal self-image (the way an individual would like to be perceived) and the real self-image (how an individual actually perceives himself or herself). Generally, we try to raise our real self-image toward our ideal (or at least narrow the gap).

Personality is a broad concept combining psychological makeup and environmental forces. Self-concept combines the ideal self-image and the real self-image. Consumers seldom buy products that jeopardize their self-image. A lifestyle is a mode of living as identified by a person's activities, interests, and opinions. Psychological Influences on Consumer Buying Decisions An individual's buying decisions are further influenced by psychological factors: perception, motivation, learning, and beliefs and attitudes.

Perception-People cannot perceive every stimulus in their environment. Therefore, they use selective exposure to decide which stimuli to notice and which to ignore.

Selective distortion occurs when consumers change or distort information that conflicts with their feelings or beliefs.

Selective retention is remembering only information that supports personal feelings or beliefs. The consumer forgets all information that may be inconsistent. Maslow's Hierarchy of Needs

Learning & Beliefs and Attitudes Learning Theory -Experiential vs. conceptual learning -Stimulus generalization vs. discrimination

Changing Target Consumers' Attitudes -Changing beliefs about attributes -Changing the importance of beliefs -Adding new beliefs

What is a marketing controlled information source?

Which of the following statements is true of post purchase Behaviour?

Which statement is true of the factors determining the level of consumer involvement quizlet?

Which statements is true of consumer behavior?