Consumer Behavior Exam Preparation Guide
Important Information (Must Know for Exam)
1a) – one page
1b) – write on another page
No need writes until the end
Consumer Behavior – (Whole) Definition
Needs and Wants
One whole question on Motivation. (Lecture 2A, Slide 4) might come up in exam
Nature of Motivation
Consumption Patterns / Profile of Consumers Changed Over the Last 10-15 Years. (Exam Ask for at Least 10)
Important Thing: Critiques (Under Criticisms of Maslow’s Theory)
- Everybody has 5 levels of needs.
- How to use hierarchy needs in marketing?
- Last part Maslow must know is the underlying assumptions.
- Exam Will Ask to Define, Explain and Apply the Assumption. Each Part Is 25 Marks
These 4 Are Important for Exams:
Maslow’s Hierarchy of Needs Is Based on Four Premises:
1. All Humans Acquire a Similar Set of Motives Through Genetic Endowment and Social Interaction.
2. Some Motives Are More Basic or Critical Than Others.
3. The More Basic Motives Must Be Satisfied to a Minimum Level Before Other Motives Are Activated.
4. As the Basic Motives Become Satisfied, More Advanced Motives Come into Play
Basic Necessity
Half Question Related to Exam (Useful)
Every Product Has a Brand Personality
- Need to Explain Different Brand Personality (For Exam)(Sincerity, Excitement, All 5)
- Personality (Exam)
- Must Know Perception Definition for Exam
- Three Aspects of Interpretation(IMPT FOR EXAM, Know How to Explain)
Perception Expectation Biases – Wanting Cosmetics from Korea (2B)
Figure-Ground Must Have Clear Interpretation
Culture – Interpretation (Topic 2B, Slide 36)
Define Perception
3 Characteristics
Lec 3A – The 5 Ways People Learn (This Part Is Impt)
Learning Topic
Exam on Whole Topic of 3B – Attitudes
(Must Draw in the Exam) Affective, Cognitive, Behavioral -> These 3 Things Are Important.
Affective – Feelings
Cognitive – Thinking
Behavioral – Output; How Will I Behave Towards the Product.
Must Know How to Explain Everything in Slide 9 (What Does It Mean)
Exam: Model, Definition of Attitude, Model of Attitude Change. (Important)
Definition of Culture -> Must Explain and Give an Example of Culture.(Exam) (5a)
Cultural Variations in Nonverbal Communications IMPORTANT FOR EXAM
