Matthew Jimenez
Consumer Behavior (96883)
2371 Test 2 Essay Part
1. Explain the 6 roles that frequently occur in family decisions process (making) for
children’s products like breakfast cereal.
#1 Bargaining. Trying to reach a compromise.
#2 impression management. Misrepresenting the facts in order to win.
#3 Use of authority. Claiming superior expertise or role appropriateness (the husband or wife
should make such decisions).
#4 Reasoning. Using logical argument to win.
#5 Playing on emotion. Using the silent treatment or withdrawing from the discussion.
#6 Additional information. Getting additional data or a third- party opinion.
2. Explain consumer socialization.
Consumer socialization is the process by which young people acquire skills, knowledge, and
attitudes relevant to their functioning as consumers in the marketplace. The content of
consumer socialization refers to what children learn with respect to consumption; the process
refers to how they learn it. We need to consider the ability of children of various ages to learn
consumption- related skills.
3. A 5 stage model has been developed on how children learn to shop by visiting a retail
