Consumer Behavior Final Exam Flashcards
What is meant by a central cue?
An ad element that makes an important argument about brand’s performance
ex. Before and after pictures
What is a Peripheral cue?
An attractive element that has little to do with the ad.
ex. A shirtless guy
Describe the knowledge-purchase information search relationship.
Inverted “U” shape
Give one managerial implication of absolute thresholds
Sign in a window
Describe the fear appeal
If they don’t have that product, something bad will happen making them want to buy it
If expectations meet perceived performance exactly, ________ results.
Cognitive satisfaction - mild affect only
What are the two processes when going from short term to long term
Rehearsal or elaboration
Describe two elements of the Theory of Reasoned Action
Measures behavioral intentions and attitude toward the act of buying
What is the capacity and duration of short term memory?
7 +/- 2 chunks, about 20 seconds
Example of puffery and a brand claim that would require substantiation
“You’ll love our fried chicken”
Order of the 3 attitude components in the ABC model and which is formed for a low involvement product?
Cognition, Behavior, Affect. Think Do Feel
Example of a 2 sided refutation argument
It costs more, but it’s worth it
When somebody is well-liked, they have a which type of power base?
Referent power
What is one way to improve a brand attitude by the multi-attribute attitude model discussed in class?
Improve belief score on an important attribute
Two dangers or risks in using comparative advertisements
Giving brand name exposure to competition, mean spirited, have to show proof
What is “retail atmospherics”
Sight, sound, mood for the store
What is it called when a company tries to control consumer word-of-mouth?
Amplified WOM (as opposed to organic WOM)
What are opinion leaders like?
Product-specific, have referent, expert, often legitimate power
Give two managerial implications of the expectancy disconfirmation model
Don’t overprice, quality control manage and understand expectations
What is the major advantage of Fishbein’s Theory of Reasoned Action?
Better predictor of behavior than traditional attitude models
If you had to describe to someone what basically all consumer behavior boils down to what is it?
Seeking value
Describe the processes behind need recognition and opportunity recognition
if the actual state drops, there is a need that needs to be filled.
What is the type of moral belief system that considers the fairness of an action?
Moral Equity
Three things that will influence how much pre-purchase a person will do on a product
Prior knowledge, Situational Influences, and Social Influences
What is the basic difference between consumer problem behavior and consumer misbehavior?
Problem behavior is beyond a consumers control. It includes compulsions and addictions. Misbehavior is intention and involves disregarding laws in order to get something for nothing.
Describe the logic behind consumer adoption categories diagram
The percentage of adopters is on the y axis, and the time they adopt is on the x axis. Divided into categories
Describe what is meant by “think, feel, do” including what it applies to and when it would apply
Low involvement product, the person would become aware of the product, try it, and decide if they like it or not
