Consumer Buying Behavour

Question 1

Explain the consumer product acquisition process

Answer 1

Motive development leads to information gathering which leads to product evaluation and selection and thereafter acquisition and reevaluation

Question 2

Why is repetition important in
marketing

Answer 2

To make the consumers more likely to notice and remember the offerings

Question 3

What is the difference between opinions, attitudes and values

Answer 3

Opinions are more easily changed than attitudes which in turn fluctuate more than values

Question 4

What are reference groups in regards to consumer behavior

Answer 4

People that consumers might want to emulate such as celebrities and spouses

Question 5

What are Cognitions

Answer 5

Thoughts

Question 6

What are transvections

Answer 6

How transactional goods are transformed into consumer goods by moving up the supply chain

Question 7

What does it mean that the consumer acquisition process is iterative

Answer 7

That each stage can ether lead to the next or back to the previous

Question 8

What is an overt search

Answer 8

When the consumer is actively looking for solutions

Question 9

What does it mean that consumers have an evoked set in mind when evaluating products

Answer 9

That they have a range of products they already know and consider

Question 10

What is the threat of showrooming

Answer 10

That consumers may change their preferences which firms need to tackle by improving their offerings

Question 11

Fo people think about routine purchases

Answer 11

No

Question 12

When are people more likely to use credit cards

Answer 12

On specialized irregular purchases

Question 13

How might producers reduce the pain of infrequently purchases

Answer 13

By offering credit options, generous warranties and a simple acquisition process especially for buying packages

Question 14

What is cognitive dissonance

Answer 14

That people are motivated to reevaluate when our position changes due to some event.

Question 15

What is the consequence of cognitive dissonance

Answer 15

As it causes anxiety people are motivated to adapt their behavior to avoid miscalculations and regret again

Question 16

What actions do people commonly take in the face of cognitive dissonance

Answer 16

Trying to forget, downplaying the issue, affirming our new opinion or attempting to undo the action

Question 17

What is UGC

Answer 17

User generated content that may be used to access their feelings and that perpetuate the offering through word of mouth

Question 18

What types of influencers are the most persuasive overall

Answer 18

Known peer influencers

Question 19

On the motive development and information gathering stages (awareness) who are the most effective influencers

Answer 19

Cose friends and family

Question 20

Who are the most affective influencers at the proposition evaluation and selection phases (consideration)

Answer 20

YouTube videos and anonymous peer reviews

Question 21

Who are the most effective influencers at the proposition selection and acquisition (action) phases

Answer 21

Family and friends

Question 22

What is system 1 thinking

Answer 22

Instinctive fast thinking

Question 23

What is system 2 thinking

Answer 23

Logical reasonable thinking

Question 24

If we are stressed or tired are we more likely to think fast or slow

Answer 24

Fast as it is less energy demanding

Question 25

How does AMA define perception

Answer 25

The cognitive impression that is formed of reality which influences the individual’s actions and behavior towards the object

Question 26

What is selective exposure

Answer 26

The fact that people filter what they are exposed to depending on perceived importance

Question 27

What is consumer involvement

Answer 27

The personal importance a consumer attaches to a given advertisement message. It explains how receptive they are to messages of that kind at the moment

Question 28

How should you advertise to the products where the customers are in the high involvement/thinking quadrant like lifeinsurance

Answer 28

Give high detail messages as all will be considered and evaluated

Question 29

How should you advertise high involvement/ feeling quadrant products like gold watches

Answer 29

Use highly emotional advertising and you may expose them for linger as they dint tire

Question 30

If a product is in the low involvement/ thinking quadrant how should you advertise it

Answer 30

Try to create and reinforce habitual buying

Question 31

How should low involvement/ feeling products be advertised

Answer 31

Cater too personal satisfaction

Question 32

What is perceptual mapping

Answer 32

Seeing how brands are related to certain keywords to maybe reposition if they are seen as negative

Question 33

What distinguishes the classical conditioning learning model

Answer 33

Building associations between conditioned stimuli like Pavlov’s bell to decided unconditioned stimuli like food

Question 34

What distinguishes the operant conditioning learning method

Answer 34

Reinforcing behavior with punishments and rewards. Rewarding also has the added benefit of increasing loyalty

Question 35

What distinguishes the social learning method

Answer 35

Learning by observing others behavior

Question 36

Why do companies have simple logos

Answer 36

Because it makes it easier to remember the company and build associations

Question 37

What are the pros and cons of a unique message

Answer 37

It is easy to recognize but hard to recal

Question 38

Are recognition or recall increased under excitement and pressure

Answer 38

Recognizing becomes easier but recalling becomes more difficult

Question 39

Dies it go faster to transfer recognition or recall from short term to long term memory

Answer 39

Recognizing is faster 2-5 sec while recall takes 5-10 sec

Question 40

Is context important for memorization

Answer 40

Yes, people remember things in a supporting context better

Question 41

What are load processing effects of memorization

Answer 41

You cannot learn when presented with too much at the same time

Question 42

Is sound or images recalled faster on average

Answer 42

Sound is faster, this is the input mode effect

Question 43

Is interaction more effective when the consumer has little experience with the offer

Answer 43

Yes

Question 44

What are personalties

Answer 44

The way we respond to our environment in a relatively stable way over time

Question 45

What is the trait approach to determining personality

Answer 45

To categorize personalities by where you fall between two bipolar traits such as sociable to timid one can lean more to one or the other.

Question 46

Which are the big five personality traits

Answer 46

Extraversion, openness, conscientiousness, neuroticism and agreeableness

Question 47

What is the self concept approach to consumer behavior

Answer 47

That consumers may buy to reinforce their identity to themselves or others

Question 48

What are latent, passive and active needs

Answer 48

Latent are unknown, passive are not worth it but active are

Question 49

Name some extrinsic reasons for picking a product

Answer 49

Economic competitiveness ,technical superiority, social coercion, legal requirements and adapting to a group

Question 50

What affects the behavior according to the theory of planned behavior

Answer 50

Attitude towards the behavior, subjective norms and perceived self control affect behavior and can be targeted to change it

Question 51

What are the flaws with the theory of planned behavior

Answer 51

People may be limited in their capability and their attitudes may not be fully formed until they are required to form them

Question 52

What does it mean that values are conative

Answer 52

They are linked to motivation and behavior

Question 53

What is meant by that a group can have positive and negative influence in a marketing context

Answer 53

That consumers may follow group norms (positive) or directly rebel against them (negative)

Question 54

What are social grades (classes)

Answer 54

Groups based on the occupation of the chief income earner in the household that may have different outlooks, goals and habits in their consumption

Question 55

How dies the social grading scale go

Answer 55

A ( upper middle, top) B ( middle) C1 ( low middle) C2 ( skilled manual worker) D ( unskilled worker) E (untermensch like pensioners)

Question 56

What options are there to market to different ethnicities

Answer 56

Total standardization (no adaptation), product adaptation, advertising adaptation and ethnic marketing ( new special product and marketing mix for ethnicity)

Question 57

How much dies sweeds consume yearly

Answer 57

2.5 k billion sek about 40% of gdp

Question 58

What do sweeds consume most

Answer 58

Housing, 26% followed by transportation groceries and leisure ~ 12%

Question 59

Do consumers mostly use system 1 or 2 thinking

Answer 59

System 1, think fast

Question 60

Name some consumer biases

Answer 60

Confirmation bias, availability effect, endowment effect, present bias, dunning Kruger effect, suk cost fallacy, anchoring bias

Question 61

Give some examples of classical conditioning in marketing

Answer 61

Jingles, good smelling bakery sections, free samples

Question 62

What is culture

Answer 62

Values, norma, perceptions, ideas, practices and behaviors. It is not a factor that can be isolated

Question 63

What are the differences between traditional and experience oriented views in consumption

Answer 63

Tradition focuses in utility while experience focuses in subjective ideas and emotions

Question 64

Name the different types of loyalty

Answer 64

Emotional, price, incentivized and false monopoly loyalty.

Question 65

What are the four realms of customer experience. What might consumers appreciate through the purchasing process

Answer 65

If it is educational, entertaining, beautiful (aesthetic) and immersive (escapist)

Question 66

Which are the five dimensions of customer experience

Answer 66

The sensory, affective emotional, intellectual, behaviorally (physically stimulating) and relational dimension

Question 67

How has customer relationship concepts evolved through history.

Answer 67

60s satisfaction, 70s loyalty, 80s relationship and 2000s community