Kapitel 1

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• A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product during the three stages of the consumption process consumer
• Which of the following time periods is encompassed in the study of consumer behavior? Prepurchase Purchase Postpurchase
• Consumer behaviour can be understood by considering _______ theory, whereby consumers act differently in various consumption situations. Role
• Why is age a common demographic category used in understanding consumer behavior? Different age groups have different wants and needs.
• When a person buys a product for emotional reasons, the need is ________. hedonic
• The growth of the internet has created ________. consumption communities
• ________ is a term which refers to the ability of people voicing their opinions about products, brands, and companies on blogs, podcasts, and social networking sites User-generated content
• Role theory takes the perspective that most consumers are ________. like actors in a play seeking the right props
• What is the aim of transformative consumer research (TCR)? To assist consumers or support social change in the marketplace.
• Because many different perspectives shape the field of consumer behavior, the field is ________. interdisciplinary in nature
• A person's marital status is important to which demographic variable? family structure
• Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace. position
• The importance people attach to worldly possessions is called ________. materialism

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