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Consumer Behavior > Consumer Behavior Exam > Flashcards

Consumer Behavior Exam Flashcards

1
Q

What is the difference between an unconditioned stimulus and a conditioned stimulus?

A

Unconditioned: naturally produces a response
Conditioned: produces a learned response through association over time

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2
Q

Give an exmaple of a halo effect in marketing:

A

celebrity endorsements, influencer marketing

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3
Q

How can marketers use repetition to increase the likelihood that consumers will learn about their brand?

A

slogans

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4
Q

Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the background?

A

consumer confusion/distraction

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5
Q

What is motivation and why is this idea so important to marketers?

A

Internal state that drives us to satisfy needs by activating goal-oriented behavior.
● Crucial to marketers as it drives purchasing decisions

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6
Q

List three dimensions that describe the self concept:

A

self-image, self esteem, ideal self

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7
Q

Describe three types of motivational conflicts. Cite an example of each from a current marketing campaign

A

approach-approach: two desirable options
approach-avoidance: when the option has both positive and negative sides
avoidance-avoidance: two bad options

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8
Q

Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy?

A

less effort

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9
Q

List the steps in the model of cognitive decision making:

A

problem recognition. information search. evaluation of alternatives. purchase decision. post purchase evaluation

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10
Q

What is purchase momentum, and how does it relate/notrelate to the model of rational decision making?

A

we are more likely to buy things when we have just bought something.
how does it relate tho

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11
Q

What is time poverty, and how can it influence our purchase decisions?

A

Time poverty is when people feel like they don’t have enough time to do all the things they need/want to do. We might purchase more things that add convenience to our lives or more convenient options of things

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12
Q

What are the two dimensions that determine whether we will react positively or negatively to a purchase environment?

A

pleasure and arousal

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13
Q

What’s the difference between classical conditioning and instrumental conditioning?

A

Classical conditioning involves reactive/involuntary decisions as a response to a stimulus. Instrumental decisions are more complex and deliberate, when we use past positive/negative outcomes to influence our decisions

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14
Q

What is the major difference between behavioral and cognitive theories of learning?

A

While behavioral learning theories frame learning as a response to things that
happen to us, cognitive learning theories frame learning as something we actively do
in approaching our environment

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15
Q

Name the three stages of information processing as we commit information about products to memory:

A
  1. encoding stage
  2. storage stage
  3. retrieval stage
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16
Q

What is external memory, and why is it important to marketers?

A

external memory uses cues from the environment in order to remember ideas
and sensations. marketers hope that memories will evoke emotional responses that encourage consumers to purchase

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17
Q

Explain the difference between a need and a want

A

A need reflects a basic goal while a want is a specific pathway one goes
in order to achieve their objectives.

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18
Q

What is cognitive dissonance?

A

when one has inconsistent/contradictory thoughts

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19
Q

Compare and contrast the real vs the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase:

A

ideal: clothes, makeup, gym membership
real: fast food, books, ??

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20
Q

Give an example of the type of purchase that each of the three types of decision making- cognitive, habitual, and affective, would most likely explain

A

cognitive: new book
habitual: toothpaste
affective: stuffed animal

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21
Q

name two ways in which a consumer problem arises:

A

hyperchoice. self-regulation (lack of?)

  1. a person’s standard of comparison may be altered.
    2.the quality of the consumer’s actual state can be move downward
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22
Q

Give an example of the sunk cost fallacy

A

continuing to put effort into things because of sunk costs, even though the current costs outweigh the current benefits

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23
Q

List 3 separate motivations for shopping and give an example of each

A

social experience: going to the mall w friends
sharing of common interests: music stores
status: designer items

is this correct lmao

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24
Q

Give an example of an episodic memory

A

events. traveling

25
Q

Why do US phone numbers have 7 digits?

A

long enough to put effort into memorizing, but short enough that it’s possible to remember properly

26
Q

List the 3 types of memory, & explain how they work together:

A

Sensory, Short-term, Long-term

information stored through sensory memory becomes short-term memory when retained for further processing and paid attention to. short-term memory becomes long-term memory through elaborative rehearsal, deep processing of the information

27
Q

name the levels in Maslow’s hierarchy and give an example of a marketing appeal focused at each level:

A

Self-actualization: creative outlet products

Ego: luxury goods

Belongingness: card games to play with friends

Safety: insurance

Psychological: healthy food

28
Q

How is associative memory like a spider web?

A

learning and remembering relationships between unrelated things. pieces of memory are connected in our brain with like spider webs, association memory, remembering things in the context of other things

29
Q

list the types of perceived risk

A

Monetary, Functional, Physical, Social, Psychological

30
Q

What does “the looking glass self” mean? How do feelings about the self influence what we buy?

A

looking glass self: we match our behavior to how we think others perceive us or how we want them to perceive us. buying a new upgrade when our old version works

31
Q

What is prospect theory? Does it support the argument that we are rational decision makers?

A

individual decision-making based on overall net benefit.

insurance: we overestimate probability of bad events
–> not rational, does not support

32
Q

“Marketers need to be extra sure their product works as promised when they first introduce it.” How does this statement relate to what we know about consumers’ evoked sets?

A

needs to be sure that if the product ever gets chosen it doesn’t get discredited for not working well.

evoked sets contain brands that work

33
Q

Describe the difference between a superordinate category, a basic level category, and a subordinate category:

A

superordinate: highest most basic category

basic level category: what the thing is, specific item

subordinate category: lowest level, specific type of that product

household cleaning products –> vacuum –> cordless stick vacuum

34
Q

What are some important pros and cons of e-commerce?

A

reach more customers, lower cost,

but

lack of relationship, no personal touch or experience quality control

35
Q

How does the likelihood that a person wants to use an ATM machine relate to a schema?

A

schema: organized collection of beliefs represented in a cognitive category

older people want to bank with a real person, don’t believe in tech, reluctant to change and automated services

36
Q

Why does a pioneering brand have a memory advantage over follower brands?

A

it it’s the first product of this type and a lack of competitors, the memory is more easily retrieved because it’s more distinctive and no other competitors exist yet to divert attention

37
Q

If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?

A

prior familiarity enhances recall.

but if they’re TOO familiar, they won’t retain info from an ad because they believe they know about the product already

38
Q

Define nostalgia, and explain why it’s such a widely used advertising strategy:

A

nostalgia: bittersweet emotion of sadness and longing for the past. memories of the past that are good

creates strong feelings that marketers hope to use to translate to their product and convince people to buy

39
Q

What is the difference between a MOOD and an EMOTION?

A

moods: temporary positive or negative affective states accompanied by moderate levels of arousal

emotions: more intense affective reactions, such as happiness, anger, fear

40
Q

What is mood congruency and how to advertisers use it?

A

our judgements tend to be shaped by our moods.

marketers try to put consumers in a good mood such as playing ads after funny TV shows or playing upbeat music in stores and having friendly staff

41
Q

How do Eastern and Western cultures differ in how people think about the self?

A

eastern: people are members of larger collective groups, like families/communities

western: individualistic view of the self

42
Q

What is an example of an exemplar product?

A

really good example of the category

apple pie, tesla

43
Q

List three product attributes that consumers use as product quality signals and provide an example of each

A

price: high price high quality

country of origin

brand name

44
Q

How does a brand name work as a heuristic?

A

heuristic: mental shortcuts we make to speed up the decision making process

brand names work because they shortcut past experience or knowledge of the brand

45
Q

List 3 factors that help to determine store image;

A

location
merchandise suitability
knowledge and congeniality of the sales and staff

apple store has a great image. ag

46
Q

What is the difference between unplanned buying and impulse buying?

A

unplanned: did not plan on it but recognized the need once they saw it in the store

impulse: sudden urge that they can’t resist. spontaneous

47
Q

Name the two basic memory measures and describe how they differ from one another:

A

recognition: remember from exposure

recall: remembering something on your own without any hints

48
Q

List 3 problems with measures of memory for advertising:

A

response bias: someone tries to provide what they believe the right answer should be

memory loss: inaccurate or missing info

emotional response: creates bias and inaccurate info because it hones in on feelings rather than facts

49
Q

How do different types of reinforcement enhance leanring? How does the strategy of frequency marketing relate to conditioning?

A

diff types of reinforcement enhance learning will encourage certain emotions and repeated behaviors. like sephora rewards points

strat of frequency marketing relates to conditioning bc increased exposure increases probability of consumer interacting with the product

50
Q

How does learning new information make it more likely we’ll forget things we’ve already learned?

A

as we learn additional info, it displaces the previous info. interference. new/old phone numbers

51
Q

What is consumer involvement? How does this concept relate to motivation?

A

a person’s perceived relevance of the object based on their inherent needs, values, and interests. our motivation to attain a goal increases our desire to acquire the products or services that we believe will satisfy it

example: specifics of qualities of a car they want

52
Q

What are some strategies marketers can use to increase consumers’ involvement with their products?

A

novel stimuli
prominent stimuli
celebrity endorsements
provide value that customers appreciate

53
Q

How did tattoos originate?

A

social outcasts. community identification

54
Q

Describe the difference between inertia and brand loyalty:

A

inertia: habit and lack of motivation for alternatives

brand loyalty: conscious decision to keep buying that brand

55
Q

What is the difference between a noncompensatory and compensatory decision rule? exmaples

A

noncompensatory: nonnegotiable

compensatory: negotiable, certain pros can outweigh certain cons

56
Q

What is a prime? How does it differ from a nudge?

A

prime: cues in an environment that make you act in a certain way

nudge: deliberate change done by an org to modify behavior
opt in vs opt out

57
Q

How do business models in the sharing economy differ from traditional purchase processes?

A

more mutually beneficial transaction, transacting with real people

airbnb vs hotel

58
Q

What is the difference between recycling and lateral cycling?

A

recycling: converting waste into reusable items

lateral cycling: one mans trash is another mans treasure

Consumer Behavior (7 decks)

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