Consumer Behavior Concepts

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Questions and Answers

What does the self-perception theory primarily explain regarding attitudes?

Observing others’ behaviors for clues.

Accepting information within the non-commitment zone.

Identifying inconsistencies between beliefs and actions.

Rationalizing attitudes based on past actions. (correct)

In social judgment theory, what does the zone of rejection refer to?

Attitudes that align closely with personal values.

Neutral attitudes requiring further persuasion.

Information that is incompatible with current beliefs. (correct)

Indifference to new or conflicting data.

Which of the following does NOT need to be consistent in the balance theory triad?

Person’s perception of self.

Perception of another person.

Perception of an unrelated third-party product. (correct)

Perception of an attitude object.

What is a defining characteristic of risk in organizational buying decisions?

High stakes for business operations. Signup and view all the answers

In Hofstede's power distance dimension, what does it measure?

Tolerance of unequal power distribution. Signup and view all the answers

What does deindividuation refer to in group dynamics?

Lost sense of identity within a group Signup and view all the answers

What is included in the consideration set when evaluating alternatives for a purchase?

Brands we decide on taking into consideration while making the purchase decision Signup and view all the answers

How do children primarily influence the consumer market?

By guiding their parents' purchasing decisions Signup and view all the answers

What is a common consequence of social loafing in group tasks?

Less effort put into achieving group goals Signup and view all the answers

What role do opinion leaders play in consumer behavior?

They provide expert opinions that shape product preferences Signup and view all the answers

What effect does time pressure have on consumer decision-making?

Leads to impulsive buying behaviors Signup and view all the answers

How is subliminal perception defined in consumer context?

Stimuli below the level of consumer’s awareness Signup and view all the answers

What does the weighted additive model involve in evaluating alternatives?

Multiplying scores of attributes and summing them up Signup and view all the answers

What defines a primary group?

Informal, close relationships such as family and friends. Signup and view all the answers

Which option is an example of utilitarian influence?

Buying a product based on professional advice. Signup and view all the answers

What type of family decision is made independently by a single family member?

One made independently by a single family member. Signup and view all the answers

Vertical social mobility involves a change in what?

Socioeconomic class, upward or downward. Signup and view all the answers

Which variable is NOT included in the Hollingshead Index of Social Position?

Housing type. Signup and view all the answers

What approach may help consumers resolve avoidance-avoidance conflict?

Emphasizing unexpected benefits of one option. Signup and view all the answers

Which scenario illustrates perceptual vigilance?

Paying attention to low-fat product labels while shopping. Signup and view all the answers

What type of need is described as hedonic?

Entertainment or fun-driven Signup and view all the answers

Which factor is NOT a stimulus selection factor?

Individual motivation. Signup and view all the answers

In the perceptual process, absolute threshold refers to:

The minimum level of stimulation detectable. Signup and view all the answers

The 3-times rule in classical conditioning emphasizes which outcome?

Conditioning a response through immediate repetition. Signup and view all the answers

In classical conditioning, stimulus generalization can lead to:

Responding to stimuli similar to the conditioned stimulus. Signup and view all the answers

In instrumental conditioning, punishment leads to what effect on behavior?

Decreased likelihood of behavior repetition. Signup and view all the answers

Observational learning requires:

Attention to others' behavior and imitation. Signup and view all the answers

Retroactive interference occurs when:

New information disrupts recall of old information. Signup and view all the answers

A consumer believes a product's performance meets their expectations. This describes:

Cognitive consistency Signup and view all the answers

Which psychological principle makes scarcity appealing to consumers?

Scarcity Signup and view all the answers

The Fishbein model calculates overall attitudes by:

Multiplying attributes by probability linkages and summing them. Signup and view all the answers

Deliberate information search occurs when:

A consumer specifically looks for information to solve a problem. Signup and view all the answers

Cybermediaries like Trivago help consumers by:

Compiling information for easier comparison. Signup and view all the answers

Which of the following is NOT a characteristic of consumer behavior?

It is a simple and linear process. Signup and view all the answers

In consumer behavior, the role of the 'influencer' is to:

Affect others' decisions through suggestions. Signup and view all the answers

Problem recognition occurs when:

A stimulus highlights a gap between the actual and ideal state. Signup and view all the answers

Prepurchase information search is characterized by:

High involvement in finding a specific product. Signup and view all the answers

A dissociative group is one that:

The consumer avoids being associated with. Signup and view all the answers

Which type of influence causes individuals to change their behavior to conform to societal expectations?

Normative. Signup and view all the answers

The sandwich generation refers to adults:

Caught between caring for aging parents and their children. Signup and view all the answers

Social stratification involves:

The dynamic distribution of power and prestige. Signup and view all the answers

High-income levels always correlate with high social class.

False. Signup and view all the answers

Which of the following describes an approach-avoidance conflict?

Wanting a goal but simultaneously wishing to avoid it. Signup and view all the answers

Study Notes

Deindividuation

Lost sense of identity within a group
A sense of identity within a group is not deindividuation

Consideration Set

Brands a consumer considers when evaluating the alternatives before purchase.
Brands a consumer is aware of but doesn't recall are not part of the consideration set

Children's Market

Children influence their parents' purchasing decisions
Children spend their own money

Less effort put into group achievement of a goal

Opinion Leaders in Consumer Behavior

Experts who influence others' product choices

Time Pressure and Consumer Behavior

Time pressure leads to more impulsive buying
More time leads to more research

The Superego in Personality Theories

Represents moral conscience

Subliminal Perception

Stimuli below the level of consumer awareness

Weighted Additive Model

Model in evaluating alternatives: select the best overall outcome

Psychographics in Consumer Behavior

Focuses on consumer lifestyles and values

Consumer Behavior Activities

Selecting, purchasing, using, and disposing of products
To satisfy needs and desires

Consumer Behavior Characteristics

Complex and multidimensional
Motivated by internal and external factors

Consumer Behavior Influencer

Affect others' purchase decisions through suggestions

Problem Recognition

Gap between the actual and ideal state, triggering a need

Prepurchase Information Search

Continuous learning about a product category
Low involvement, minimal effort

High vs. Low Involvement Consumers

High involvement consumers search more for information
Low-involvement consumers are not information-driven

Dissociative Groups

Groups a consumer avoids associating with

Dynamic distribution of power and prestige
Horizontal mobility is part of social stratification

Reputational, subjective, quantitative, not objective

Approach-Avoidance Conflict

Desire for a goal but also wishing to avoid it

Hedonic Needs

Entertainment or fun-driven
Not survival-driven

Absolute Threshold

Minimum level of detectable stimulation

Classical Conditioning: Stimulus Generalization

Responding to stimuli similar to the conditioned stimulus

Observational Learning

Requires attention to others, imitation, rewards/punishments for reinforcement

Retroactive Interference

New information disrupts recall of old information

Retroactive Interference

Consumer Expectations vs. Performance

Belief that product performance matches expectations
Not belief that product performance exceeds expectations

Scarcity Effect

Scarcity is appealing to consumers

Fishbein Model

Calculates overall attitudes by multiplying attributes with probability linkages and then summing them

Deliberate Information Search

Intentional search for information to resolve a problem
Not unintentional but relevant data-driven search

Cybermediaries

Help consumers by eliminating the need to search

Decision-Making Strategies

Lexicographic, elimination by aspects, simple additive, weighted additive

Decision-Making in Families

Joint decisions
Autonomous decisions

Change in socioeconomic class, either up or down

Not: gender, includes occupation, education, and income

Avoidance-Avoidance Conflict

Choosing between two undesirable outcomes

Perceptual Vigilance

Paying attention to a stimulus

Factors Affecting Stimulus Selection

Size, color, individual motivation, not novelty

Classical Conditioning

Focuses on increasing awareness, information, and stressing benefits, not reducing product selection effort

Stimulus Discrimination

Distinguishing between similar stimuli, instead of generalizing

Instrumental Conditioning

Punishments decrease, rewards increase likelihood of repetition, not neutral effects

Self-Perception Theory

Explains attitudes as inconsistent behavior rationalizes the beliefs

Incompatibility with current beliefs; neutral and indifferent not closely align

Organizational Buying

Group decisions

Risk in Organizational Buying

Emotional impulse purchasing, not always unstructured decision making