Chapter Five

1. Discuss each of the following steps in the consumer decision making process:

a. Need recognition

b. Information search and alternative evaluation

c. Purchase

d. Post purchase use and evaluation

2. Explain each of the following modes of consumer decision making:

a. Extended problem solving

b. Limited problem solving

c. Habit or variety seeking

d. Brand loyalty

3. Describe each of the following psychological aspects of advertising:

a. Brand attitudes

b. Salient beliefs

4. Explain how each of the following help advertisers understand the relationship among

attitudes, beliefs and the effect of advertising:

a. Multi-Attribute Attitude Models

b. Information Processing and Perceptual Defense

c. Elaboration Likelihood Model

5. Since the consumer is a social being, discuss how each of the following influences

what the consumer buys:

a. Culture f. Family

b. Values g. Cool

c. Rituals h. Race and ethnicity

d. Social Class i. Gender

e. Reference Groups j. Community

6. Explain how ads transmit sociocultural meaning.