Lecture 4 - Consumer Behaviour Flashcards
Which of the following are two useful frameworks for classifying consumer decisions?
A) Brand Loyalty & Equity vs. Price Sensitivity
B) Effort & Involvement Framework and Cognitive vs. Emotional Decisions
C) Rational vs. Impulse Buying and Online vs. In-Store Purchasing
D) Product Quality vs. Marketing Influence
E) Maslow’s Hierarchy of Needs and the Marketing Mix (4Ps)
B) Effort & Involvement Framework and Cognitive vs. Emotional Decisions
What does NOT add to the involvement when the consumer is making a decision to purchase?
1. If the product is popular.
2. If the product is costly.
3. If the product is identity-related.
- If the product is popular.
Which of the following best describes “Variety Seeking” behavior in consumer decision-making?
A) Consumers always buy the same brand due to strong loyalty.
B) Consumers are invested in a product category but do not have a set brand preference.
C) Consumers avoid trying new products and stick to familiar choices.
D) Consumers make purchases solely based on price and discounts.
B) Consumers are invested in a product category but do not have a set brand preference.
Which of the following best describes consumer “Problem Solving” in decision-making?
A) Consumers make impulse purchases without much thought.
B) Consumers rely on habit and brand loyalty when making a purchase.
C) Consumers carefully gather and evaluate information before purchasing an unfamiliar, expensive product.
D) Consumers always choose the cheapest option available.
C) Consumers carefully gather and evaluate information before purchasing an unfamiliar, expensive product.
Which of the following scenarios best demonstrates strong brand loyalty?
A) Emma always buys the same brand of sneakers because she believes they are the most comfortable and align with her values, even if competitors offer similar options at a lower price.
B) Jake frequently switches between different laptop brands based on the latest features and discounts available.
C) Sarah purchases a well-known coffee brand for the first time because she saw an ad about its sustainable sourcing.
D) Tom prefers a specific shampoo brand but only buys it when it’s on sale, otherwise, he switches to a cheaper alternative.
A) Emma always buys the same brand of sneakers because she believes they are the most comfortable and align with her values, even if competitors offer similar options at a lower price.
Which of the following best represents a consumer decision that blends both cognitive and emotional elements?
A) After extensively comparing performance metrics, price points, and warranty options, Lisa buys a laptop purely based on its superior technical specifications.
B) Jason purchases a luxury watch because he associates it with status and success, despite knowing there are more affordable options with similar features.
C) Emma is drawn to a particular brand of running shoes due to nostalgia, but she also evaluates their durability, support, and price before making her final purchase.
D) Tom impulsively buys a sports car without researching its fuel efficiency, resale value, or safety features, purely because he loves its design.
C) Emma is drawn to a particular brand of running shoes due to nostalgia, but she also evaluates their durability, support, and price before making her final purchase.
Which of the following best differentiates cognitive and emotional decision-making in consumer behavior?
A) Cognitive decisions involve impulse buying, whereas emotional decisions require extensive product research.
B) Emotional decisions are always based on brand loyalty, while cognitive decisions are influenced by advertising.
C) Consumers who make cognitive decisions rely solely on rationality, whereas those who make emotional decisions never consider product quality.
D) Cognitive decisions typically involve utilitarian products requiring detailed evaluation, while emotional decisions are often driven by hedonic or experiential products.
D) Cognitive decisions typically involve utilitarian products requiring detailed evaluation, while emotional decisions are often driven by hedonic or experiential products.
Which step is not part of the decision lifecycle?
1. Need recognition.
2. Evaluations of alternatives.
3. Information Search.
4. Choice.
5. Post-choice evaluation.
6. Internal analysis.
- Internal analysis.
Which of the following scenarios best illustrates a consumer engaging in both internal and external search before making a purchase decision?
A) Mike recalls that he previously bought a laptop from Brand A and liked it, so he purchases the same brand again without further research.
B) Sophia watches online reviews, asks her friends for recommendations, and visits a store to test out different headphones before deciding which one to buy.
C) Daniel remembers his past experience with different coffee brands and chooses his usual favorite without seeking additional input.
D) Olivia recalls liking a particular brand of sneakers but also looks up reviews and asks her friends for advice before finalizing her purchase.
D) Olivia recalls liking a particular brand of sneakers but also looks up reviews and asks her friends for advice before finalizing her purchase. (Remembering past experiences with brands & asking friends or family for recommendations)
Which of the following best differentiates internal and external information search in consumer decision-making?
A) Internal search is always more reliable than external search because it is based on personal experience.
B) External search is primarily used for low-involvement purchases, while internal search is used for high-involvement purchases.
C) Internal search relies on long-term memory recall of past experiences and known options, while external search involves seeking new information from outside sources.
D) Consumers engaging in internal search always make more rational decisions than those relying on external search.
C) Internal search relies on long-term memory recall of past experiences and known options, while external search involves seeking new information from outside sources (friends or family, marketing information, trials).
Which of the following best explains why consumers seek more information before making certain purchase decisions?
A) Consumers always research every purchase equally, regardless of price, risk, or importance.
B) The level of perceived risk—whether monetary, physical, social, psychological, or functional—determines how much information a consumer seeks.
C) Consumers only engage in extensive information search for products that are expensive and technologically advanced.
D) Marketing strategies, rather than consumer perceptions, are the primary driver of information search behavior.
B) The level of perceived risk—whether monetary, physical, social, psychological, or functional—determines how much information a consumer seeks.
Which of the following best differentiates the compensatory and non-compensatory decision-making models?
A) The compensatory model allows a weakness in one attribute to be offset by a strength in another, whereas the non-compensatory model eliminates options that fail to meet a set criterion.
B) The non-compensatory model involves evaluating all attributes equally, while the compensatory model ignores trade-offs.
C) The compensatory model is only used for high-involvement purchases, while the non-compensatory model is only used for low-involvement purchases.
D) Consumers using the non-compensatory model always make irrational decisions, whereas those using the compensatory model are completely rational.
A) The compensatory model allows a weakness in one attribute to be offset by a strength in another, whereas the non-compensatory model eliminates options that fail to meet a set criterion.
Which of the following is not a source of internal influence on consumer behavior?
A) The motivation of the consumer to put effort in to buy the product.
B) Does the consumer perceive the advertisement.
C) The knowledge and cognitions of the consumer
D) The consumer’s emotional experience of your brand.
E) The consumer‘s beliefs about the brand.
E) The consumer‘s beliefs about the brand.
How do reference groups influence consumer behavior?
A) Reference groups impact decision-making through informational influence (seeking expert advice), normative influence (adopting social norms), and comparative influence (evaluating oneself against others).
B) Only aspirational reference groups (those we admire) influence consumer behavior, while dissociative groups (those we avoid) have no effect.
C) Consumers are primarily influenced by reference groups when purchasing luxury or status-symbol products, but not for everyday goods.
D) Reference group influence is strongest in individualistic cultures, where people are more focused on standing out rather than conforming.
A) Reference groups impact decision-making through informational influence (seeking expert advice), normative influence (adopting social norms), and comparative influence (evaluating oneself against others).
Which of the following best defines a subculture in consumer behavior?
A) A subculture is a small, temporary group of consumers who follow short-term trends in the market.
B) A subculture refers to consumers who reject mainstream culture and refuse to engage in traditional purchasing behavior.
C) Subcultures only exist within ethnic groups and have no impact on consumer preferences outside of cultural traditions.
D) A subculture is a group of individuals who share distinct beliefs, values, and experiences that differentiate them from the larger culture.
D) A subculture is a group of individuals who share distinct beliefs, values, and experiences that differentiate them from the larger culture.
Which of the following scenarios best demonstrates the impact of situational variables (time available, mood & physical and social environment) on consumer decision-making?
A) Emily, feeling happy after receiving good news, decides to buy an expensive perfume she wouldn’t normally consider.
B) James, who has done extensive research on televisions, purchases a model based purely on technical specifications.
C) Olivia, shopping alone in a quiet store, takes the same amount of time to evaluate products as she would in a crowded store with friends.
D) Mark, who is in a rush, carefully reads all product descriptions before purchasing a new phone.
A) Emily, feeling happy after receiving good news, decides to buy an expensive perfume she wouldn’t normally consider.
Which of the following consumer actions does not fall under the term ”consumer behavior”?
1. Jenny selects which ice creams to buy for her child’s birthday party
2. Madeline has decided to do a closet purge, and is getting rid of all the clothes that no longer bring her joy
3. Boya drives her car to work every day
4. Marco pays for his lunch using a credit card
All of the above are consumer behaviour
- Marco pays for his lunch using a credit card
All of the above are consumer behaviour
Which of the following is the least likely to be a high-involvement decision?
1. Buying a wedding dress
2. Ordering take-out
3. Selecting which kitten to adopt from the SPCA
4. Buying a new fridge
- Ordering take-out
Levin is out of shampoo, and he needs to buy more. Levin likes to try new shampoos, and almost never buys the same one twice. What type of decision is Levin’s shampoo purchase?
1. Brand Laziness
2. Brand Loyalty
3. Variety Seeking
4. Problem Solving
- Variety Seeking
The consumer decision making process (i.e., the decision lifecycle) is…
1. The process marketers use to sell products
2. The steps consumers take while in-store to research, evaluate, and choose a product
3. A list of heuristics and biases that affect consumers’ decision making
4. All the steps consumers use when making a decision from recognizing the need for a product to evaluating the decision
- All the steps consumers use when making a decision from recognizing the need for a product to evaluating the decision
When consumers recognize a need, it’s said that they experience a ”desire-got gap” (i.e., a difference between what they have and what they desire). Which of the following is not an example of a desire-got gap?
1. Adele loves her teddy bear, even though it’s falling apart
2. Beatrice’s running shoes wear out, so she wants new ones
3. Edith has one pair of jeans, but she wants three
4. Andy is hungry
- Adele loves her teddy bear, even though it’s falling apart.
Adil decides that he wants to buy a new pan. He is considering both the quality of the material and the price of the pan. He is willing to pay $50 for an aluminum pan, $80 for a stainless steel pan, and $150 for a copper pan. What type of choice model is Adil using?
1. Compensatory choice
2. Non-compensatory choice
3. Strategic canvas
4. Variety seeking
- Compensatory choice
Which of the following is not an example of consumer choice?
1. Rosie buys gas from the gas station close to her house
2. Anu decides which political candidate to vote for
3. Parker donates money to Amnesty International
4. Bill decides that he wants a haircut
5. Chelsea tries on 4 pairs of pants, but doesn’t buy any of them
- Bill decides that he wants a haircut
When the show Jersey Shore was popular, Abercrombie offered Michael “The Situation” Sorrentino a substantial sum of money not to wear their clothes anymore. Which type of the following processes was Abercrombie taking advantage of?
1. Motivation
2. Perception
3. Reference Groups
4. Contextual Influences (how the consumer is feeling and comes into the situation)
- Reference Groups
