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202 tests > Consumer behavior > Flashcards

Consumer behavior Flashcards

1
Q

What are nonconscious processes?

A

Psychological processes we are not consciously aware of that impact our perceptions and behavior. Triggered by stimuli in the environment

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1
Q

What are the 3 stages of the perceptual process? Understand what happens in each stage and the differences between stages.

A

Exposure: Refers to the process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human sense

Attention: Is the purposeful allocation of information processing capacity toward developing an understanding

Comprehension: Occurs when the consumer attempts to understand meaning from what they heard

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2
Q

What is the mere exposure effect?

A

People tend to develop a liking for things they are familiar with. Exposure increases liking

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3
Q

How does the “octagon” experiment illustrate the mere exposure effect?

A

People tend to develop a preferences for which ever octagon they saw FIRST because they have been exposed to it repeatedly

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4
Q

What is the absolute threshold?

A

Smallest level of stimulus that a person is able to detect 50% of the time

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5
Q

What is the key difference between nonconscious processes and subliminal influences?

A

Nonconscious processes are driven by stimuli ABOVE the absolute threshold hold and subliminal influences are driven by stimuli BELOW the absolute threshold

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6
Q

What is change blindness? Be able to identify an example of change blindness.

A

Failure to notice an obvious change, the door study. A person asking for directions from a stranger, halfway through the convo workers carrying a door pass between them and the person asking for directions is swapped

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7
Q

What elements of stimuli tend to capture consumer attention?

A

Surprising, contrast, movement, intensity

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8
Q

What is the Just Noticeable Difference (JND)?

A

Smallest incremental difference between two stimuli that a person can detect half the time

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9
Q

Understand the difference between absolute threshold and just noticeable difference.

A

Absolute threshold is smallest level of stimulus and JND is the smallest incremental difference between two stimuli

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10
Q

What is Weber’s Law?

A

The just noticeable difference is proportional to the intensity of the original stimulus

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11
Q

Understand how to calculate the constant of proportionality and apply this to a basic marketing scenario

A

To find the JND we rely on proportional change

Change in I/I=k

i= stimulus

change in i=smallest change in stimulus a consumer can detect

k=constant of proportionality

Chip change (doritos)

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12
Q

When do marketers want to keep changes above the JND? When do they want to keep changes below the JND?

A

Above JND: product improvements and quality upgrades.

Below JND: Price increases

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13
Q

What is brand personality?

A

Human characteristics or traits that consumers attribute to a brand

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14
Q

What three main categories of characteristics influence consumer comprehension? (characteristics of product/message, characteristics of the consumer, characteristics of the environment). Be able to categorize a given example.

A

Product message: a clear and concise product label that benefits without too much that aids comprehension

Consumer: a smart phone person will understand the new smartphone compared to someone who doesn’t know

Environment: a brightly lit store with clear product display and minimal noise will improve a shoppers experiences

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15
Q

What is anthropomorphism? How does it influence consumers?

A

Design that gives humanlike characteristics to inanimate objects

Creates a strong emotional attachment

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16
Q

What are the five key characteristics of a message source that can influence credibility of a message?

A

Likeability
Attractiveness
Trustworthiness
Expertise
Congruence

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17
Q

How do expectations influence consumer perception?

A

Perceptions are influences by both prior experience and expectations

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18
Q

How do consumer perceptions of a parent brand influence the expectations they have for any category extension introduced by that parent brand?

A

They apply the quality and reputations of the parent brand to the new product, they have high expectations

19
Q

We watched a video that showed how consumers experienced a wine as tasting better when it had a higher price tag. A similar study involved trialing fries out of plain or McDonald’s bags. What did these studies illustrate?

A

Power of expectations, contrast effect

20
Q

Why did Kraft Mac & Cheese secretly drop artificial flavors instead of widely promoting the change at the launch of the reformulation?

A

To avoid consumer backlash. People hear change and jump to conclusions that it tastes different/bad

21
Q

What is a contrast effect? Be able to identify an example

A

Evaluation of a target stimulus has negative correlations between judgment and contextual stimuli

EX:Difference between two wines. If the first wine is cheap and low quality the second, moderately priced wine, seems much better by comparison than it would have if tasted on its own

22
Q

What is the compromise effect? Be able to identify an example

A

Consumers are more likely to choose a middle option in a choice set

EX: Tips, donations, test choices, subscriptions

23
Q

What is the attraction effect? Be able to identify an example

A

Adding an option (decoy) that is inferior to an alternative in the choice set increases the share of the relatively superior alternative

EX: Food choices because of price; popcorn

24
Q

What is a context effect?

A

The perception of an object changes when the context changes (surrounding factors), without any physical change to the object itself. Contrast, compromise, and attraction are ALL context effects

25
Q

What is a framing effect?

A

When consumer choice is influenced by how information is presented, either as positive or negative without changing the information itself

26
Q

What is a default option?

A

Predetermined outcome a person gets under the status quo

27
Q

What is the status quo bias? Be able to identify an example

A

Human preference for the current state of affairs which results in the tendency to do nothing, avoid change and/or be resistant to change

EX: switch software in an office setting but the employees use the old software because that is what they are used to

28
Q

What is the endowment effect? Be able to identify an example

A

Circumstance in which an individual places a higher value of an object they already own than the value they would place on that same object if they did not own it

EX: There are 2 people, one is given a coffee mug and another isn’t. The person given the mug valued it at $10. The other person only values the mug at $5. It is based on ownership

29
Q

What is choice architecture?

A

Influencing a decsion by how it is presented

30
Q

What is a “nudge”? Be able to identify the nudge in a given example

A

Features of the choice architecture that influence the decision people make without changing objective payoffs

EX: Green footprints placed on the ground that leads to trash can, reduces littering

31
Q

Reading: Behavioral Economics from Nuts to Nudges – understand key premise of what behavioral economics studies and what it states about human behavior in relation to standard economic theory.

A

Humans do not always act in rational predictable ways, influenced by bias, heuistics, and framing effects. Real-world decisions are influenced by factors like emotions, habits, and social norms

32
Q

What is the associative network?

A

Linking all knowledge within memory

33
Q

What are the benefits of repetition in marketing?

A

Memory, mere exposure effect, truth effect

34
Q

What is the truth effect?

A

Exposure to repeated claims leads to increased belief in those claims

35
Q

What is dual coding?

A

Process in which two (or more) different sensory “traces” are available to remember something

36
Q

What is meaningful encoding?

A

Connecting new information with pre-existing knowledge

37
Q

We discussed the concept of triggers and how they relate to meaningful encoding. Be able to identify a trigger in an example

A

Mcdonalds- Don’t make your heart’s life harder compared to don’t make your brain’s life harder

38
Q

What is nostalgia marketing? Be able to identify an example

A

Associates a product or brand with a consumers’ memories to create a positive, emotional feeling

39
Q

Reading: Dead or Alive? Bringing Brands Back to Life; Don’t Look Now but Brim is Back – understand key takeaways from readings.

A

Brand revitalization. Nostalgia, update branding, relevance, leverage, word-of-mouth, etc

40
Q

How does the act of reviving “dead” brands relate to the associative network?

A

Posits that memory is organized in a network of associations

41
Q

When is a need identified in relation to actual and ideal states?

A

Occurs during the evaluation of a consumer’s current situations versus the desired situations

42
Q

What are common ways that organizations create needs (ie. decrease actual state or raise ideal state?). Be able to identify in an example whether the actual state is being decreased or ideal state being raised

A

Organizations create needs by either decreasing the actual state through awareness of problems and consequences or by raising the ideal state though aspirational marketing and innovation

43
Q

What is the purpose of creating a consumer benefit ladder (mean-end chain analysis)?

A

Personal values drive much of one’s behavior

44
Q

Reading: The Elements of Value – understand key takeaways from reading.

A

30 elements in 4 categories. A comprehensive understanding of customer value. If companies leverage this they can better align their offering with consumer needs

202 tests (5 decks)

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