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business
consumer behaviour

Questions and Answers of Consumer Behaviour

What techniques or strategies can you use to improve your listening skills?
How is the outcome of customer service encounters improved by using a variety of questions?
What primary behavioral style is Mrs. Sakuro exhibiting? What specific strategies should you use to address her behavior?
From the behavioral style information in this chapter and other subjects discussed in this book, what do you think is causing the complaints being made?
Are the complaints valid? If so, why?
What can you do at this point to solve the problem?
What system changes would you suggest for Child’s Play?Why?
What are behavioral styles?
What are the four behavioral style categories discussed in this chapter?
When communicating with someone who has an “I” preference, what can you do to improve your effectiveness?
When communicating with someone who has a “D” preference, what can you do to improve your effectiveness?
What are some typical things that customers want?
What separates average organizations from excellent ones?
What are some of the tools used by organizations to measure their service culture?
What questions should you ask yourself about your role as a service provider?
If you were a customer, what kind of service would you expect to receive at United Booksellers? Why?
When communicating with someone who has an “E” preference, what can you do to improve your effectiveness?
If you were an employee, in what ways would you feel that you could contribute to the organizational culture?
Are there indicators of United Booksellers’ service culture?If so, what are they?
If a customer asks for a service that PackAll does not provide, how will you handle the situation? Exactly what will you say?
As a new employee, what general questions about the organization and handling of customers should you ask your supervisor?
After reading through this chapter, are there other skills and knowledge that you might need to acquire to perform required duties in this organization? How will you go about reducing those deficits?
What interpersonal skills do you currently have that will allow you to be successful in your new position?
Search www.YouTube.com for the following topic and be prepared to discuss at least three things that you learned.Trends in customer service (insert the current year)
Search Ted Talks for videos on customer service topics discussed in this chapter. Here is a starting point—https://binged.it/2gs2Z10.
For additional articles and information on the customer service profession and job of CSRs, visit the author’s Customer Service Skills Blog www.customerserviceskillsbook.com to search “Customer
To learn more about the history, background, and components of customer service occupations, select one of the topics below, log on to the Internet, and gather additional research data. One valuable
Why are many organizations changing to learning organizations?
What are the six key components of a service environment and how does each directly impact customer loyalty and satisfaction?
When organizations select a delivery method for products or services, where do they get information on the best approach to take?
What two factors related to an organization’s products or services can lead to customer satisfaction or dissatisfaction?
What role does the human resources element of the service environment play in customer satisfaction?
Describe the impact of a company’s culture on its success in a customer-focused business environment. Discuss why each is important.
What have been some of the causes of the changing business environment in recent decades?
What are some of the factors that have facilitated the shift to a service economy?
Describe some of the earliest forms of customer service.
What is service?
▸▸ 1-1 Explain the components that make up the definition of consumer behavior.
▸▸ 1-2 Identify the four domains of consumer behavior that affect acquisition, usage, and disposition decisions.
▸▸ 1-3 Discuss the benefits of studying consumer behavior.
▸▸ 1-4 Explain how companies apply consumer behavior concepts when making marketing decisions.
1. How is consumer behavior defined?
2. What is an offering?
5. How is marketing defined?
8. How can you benefit from studying consumer behavior?
▸▸ 2-1 Discuss how consumer motivation affects high-effort information processing, high-effort behavior, and high-effort decision-making.
▸▸ 2-2 List the four types of influences that determine the consumer’s motivation to process information, make a decision, or take an action.
▸▸ 2-3 Explain factors that affect the individual’s ability to engage in consumer behaviors.
▸▸ 2-4 Identify the three main types of influences on the consumer’s opportunity to process information and acquire, consume, or dispose of products.
2. How is motivation defined?
3. What are some objects of involvement for consumers?
5. What are some examples of functional, hedonic, and symbolic needs?
6. What types of goals do consumers have?
10. What are six types of perceived risk, and how does perceived risk affect personal relevance?
11. What five types of resources affect ability to process information and make decisions?
▸▸ 3-1 Describe how marketers can enhance consumers’ exposure to their brands.
▸▸ 3-2 Describe how marketers can try to attract and sustain consumers’ attention.
▸▸ 3-3 Describe the major senses that are part of perception.
▸▸ 3-4 Outline how marketing-mix elements can affect consumers’ inferences about products and brands.
1. Why is exposure so important to marketers?
2. What is attention, and what can marketers do to enhance consumers’ attention to marketing stimuli?
3. What is perception, and how can sensory perceptions influence consumer behavior?
5. What are the differences between objective and subjective comprehension?
6. What are some ways that companies can use price, brand names, product features, and packaging to affect consumer inferences?
▸▸ 4-1 Explain the difference and importance of two aspects of prior knowledge:knowledge content and knowledge structure.
▸▸ 4-2 Identify factors that enhance the likelihood that information will be stored in long-term memory.
▸▸ 4-3 Explain what marketers can do to increase the likelihood that information will be retrieved from memory.
6. How do high- (abstract) and low-level (concrete)associations differ, and what does this mean for knowledge structure?
9. Which three elements affect retrieval failures?
10. How can consumers’ ability to retrieve information in memory be enhanced?
▸▸ 5-1 Understand what attitudes are and why they are important.
▸▸ 5-2 Discuss the various cognitive models underlying consumers’ attitudes based on high-effort thought processes.
▸▸ 5-3 Describe some of the methods for using the communication source and the message to favorably influence consumers’ attitudes in high-effort situations.
▸▸ 5-4 Identify the emotional foundations of attitudes when consumers’ processing effort is high.
▸▸ 5-5 Explain how and why a company might try to change consumers’ attitudes by influencing their feelings.
▸▸ 5-6 Outline the three main factors that lead to a positive overall consumer attitude toward an advertisement.
▸▸ 5-7 Discuss the various elements that can affect whether a consumer’s attitudes will influence their behavior.
1. What are attitudes, and what three functions do they serve?
▸▸ 6-1 Outline some issues marketers face in trying to change consumers’ attitudes when processing effort is low.
▸▸ 6-2 Explain the role of unconscious influences on attitudes and behavior in low-effort situations.
▸▸ 6-3 Discuss how consumers form beliefs based on low-processing cognitive effort.
▸▸ 6-4 Explain how marketers can influence cognitive attitudes through various methods.
▸▸ 6-5 Describe how consumers form attitudes through affective reactions when cognitive effort is low.
▸▸ 6-6 Describe how marketers can influence consumers’ feelings and attitudes when processing effort is low.
2. What role do source, message, context, and repetition play in influencing consumers’ cognitive attitudes in low-effort situations?
5. Explain the dual-mediation hypothesis. What are the implications for affecting consumers’ brand attitudes?
▸▸ 7-1 Describe how marketers can influence the process of consumers recognizing a consumption problem.
▸▸ 7-2 Identify the ways in which marketers can affect consumers’ internal search.
▸▸ 7-3 Explain how marketing strategy is influenced by a consumer’s external search.
5. How do involvement and perceived risk, perceived costs and benefits, and the consideration set affect a consumer’s motivation to conduct an external search?
▸▸ 8-1 Distinguish between judgment and decision-making.
▸▸ 8-2 Describe the types of decisions consumers face in situations where motivation, ability, and opportunity to process are high.
▸▸ 8-3 Understand the two types of cognitivedecision models that consumers use in a purchase situation.
▸▸ 8-4 Discuss the role of appraisals and feelings, affective forecasting, and imagery in high-effort decisions.
▸▸ 8-5 Discuss the high-effort situations of delaying a decision or making a decision when the alternatives cannot be compared.
▸▸ 8-6 Outline the ways that consumer characteristics, decision characteristics, and other people can influence higheffort decisions.
4. Explain how consumers use their goals, decision timing, and framing to decide which criteria are important for a particular choice.
6. How do appraisals and feelings as well as affective forecasting influence consumer decision-making?
7. Under what circumstances do consumers use an alternative-based strategy or an attribute-based strategy for decision-making?
▸▸ 9-1 Identify the types of heuristics that consumers can use to make low-effort judgments.

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