Analyzing Consumer Behavior: How People Make Buying Decisions

Impulse buying refers to the act of purchasing a product without any prior planning or forethought. It is characterized by spontaneous and unplanned decisions, often driven by emotions or immediate desires. This behavior is typically influenced by factors such as attractive packaging, sales promotions, or the desire for instant gratification. Impulse buying is different from other types of purchasing behaviors, such as high-involvement purchasing or extended problem solving, which involve more rational decision-making processes and careful consideration of options. Post-purchase dissonance, on the other hand, refers to the feeling of regret or uncertainty that may occur after making a purchase, which is not synonymous with impulse buying.

Situational influences refer to temporary conditions that can impact how buyers behave. These influences can include factors such as the physical environment, social surroundings, time constraints, and the buyer's mood or momentary needs. For example, a buyer may be more likely to make impulsive purchases when they are in a crowded and busy store, or they may be more influenced by discounts and promotions when they have a limited budget. Situational influences can have a significant impact on consumer behavior and can vary from one situation to another.

The correct answer is "how a person would like to view himself." This refers to the concept of an individual's ideal self, which represents their aspirations, goals, and the characteristics they strive to possess. It reflects the image that a person desires to project and the qualities they want to be associated with. It may differ from their actual self or how others perceive them, as it is based on their own subjective perspective and self-perception.

Post-purchase dissonance refers to the feeling of regret or doubt that a buyer may experience after making a purchase. It is the psychological discomfort that arises when there is a discrepancy between the buyer's expectations and the actual product or service received. This term is used to describe the cognitive dissonance that occurs when a buyer questions their decision and wonders if they made the right choice. It can lead to feelings of dissatisfaction and can prompt buyers to seek reassurance or return the product.

The correct answer is atmospherics. Atmospherics refers to the elements and factors that create a certain atmosphere or ambiance in a store, such as the layout, lighting, music, and product placement. By strategically placing the bread in aisle #1 and the milk next to aisle #10, Al is using atmospherics to control the flow of customers and increase the time they spend in the store. This is done in the hopes that the longer customers stay, the more likely they are to make additional purchases, ultimately leading to increased sales.

Roger offers a money-back guarantee on his new salsa flavor to try to prevent buyer's remorse. This means that if customers are not satisfied with the product after purchasing it, they can get their money back. By offering this guarantee, Roger aims to reassure potential customers and reduce their hesitation in trying out the new salsa flavor. This can help prevent buyer's remorse, which is the feeling of regret or disappointment that a customer may experience after making a purchase.

When consumers become aware of a discrepancy between their current situation and their desired situation, they experience a need recognition. This is the first stage of the buying process where consumers realize that they have a need or a problem that needs to be addressed. It is at this stage that they start to actively seek out information and consider potential solutions to fulfill their needs.

The correct answer is "how a person sees himself." Self-concept refers to an individual's perception and understanding of themselves, including their beliefs, thoughts, feelings, and overall identity. It is the way individuals define and evaluate themselves based on their own self-perception, which can include aspects such as their values, abilities, appearance, and personality traits. This self-perception plays a crucial role in shaping an individual's behavior, attitudes, and interactions with others.

Consumer Reports and Epinions.com aid consumers in both the search for information and product evaluation stages of the buying process. Consumer Reports provides unbiased reviews and ratings on various products, helping consumers gather information about different options available in the market. Epinions.com, on the other hand, allows consumers to read and write reviews about products, aiding in the evaluation process. Both platforms assist consumers in making informed decisions by providing valuable information and insights about products they are considering to purchase.

Situational factors that affect people's buying behavior include the consumer's mood, the reason for the consumer's purchase, the consumer's social situation, and the consumer's physical situation. However, the consumer's lifestyle is not considered a situational factor. Lifestyle refers to the way a person lives and the choices they make, which can influence their buying behavior but is not specific to a particular situation.