Consumer Behavior Dynamics

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Questions and Answers

What does the term 'affect' refer to in consumer behavior?

How a consumer thinks about a product

The advertising strategies used by marketers

The actual behavior of purchasing a product

How a consumer feels about a person, object, or issue (correct)

Consumers can only hold one feeling about a product at a time.

False

What are the two terms used to describe what a consumer intends to do and what they actually purchase?

intention and behavior

A consumer's ability to make a purchase may be limited by their __________.

income Signup and view all the answers

Which factor might cause consumers to behave inconsistently with their attitudes?

Social influence Signup and view all the answers

Match the reasons for inconsistent consumer behavior to their descriptions.

Ability = Limited income affecting purchasing decisions Competing demands = Desire for multiple items that conflict with one's budget Social influence = Peer pressure affecting personal choices Measurement issues = Inaccurate self-reporting of feelings towards products Signup and view all the answers

Consumers always provide accurate answers when asked about their feelings toward products.

False Signup and view all the answers

Give an example of a situation where a consumer's behavior contradicts their attitude.

A mother purchasing a doll she opposes to avoid disappointing her daughter. Signup and view all the answers

Why do marketers prefer products to be shelved at eye level?

So their brands can be seen first by consumers Signup and view all the answers

Consumers are generally quick to change their beliefs about brands when presented with factual information.

False Signup and view all the answers

What is the average profit petroleum companies make per gallon at the petrol station?

$0.07 Signup and view all the answers

The _____ likelihood model posits two routes to persuasion: central and peripheral.

elaboration Signup and view all the answers

Match the advertising appeal with its description:

Fear appeal = Highlights negative consequences to invoke change Humor appeal = Uses comedy to engage consumers Emotional appeal = Targets feelings and personal connections Rational appeal = Focuses on facts and logical arguments Signup and view all the answers

What kind of endorser is effective for important products, such as medication for children?

A respected pediatrician Signup and view all the answers

Humor in advertising is most effective when it makes fun of the consumer.

False Signup and view all the answers

What is a common tactic used in political advertising?

Fear appeals Signup and view all the answers

The type of appeal that focuses on humor to grab attention is called _____ appeal.

humor Signup and view all the answers

According to the elaboration likelihood model, what determines the route taken for persuasion?

The importance of the message content Signup and view all the answers

An amusing advertisement will never be effective.

False Signup and view all the answers

What is the primary difference between central and peripheral routes in the elaboration likelihood model?

Central route involves deep processing of message content, while peripheral route relies on superficial cues. Signup and view all the answers

To effectively change consumer beliefs, marketers might aim to change the _____ of certain beliefs.

importance Signup and view all the answers

Which type of emotional appeal helps consumers relate personally to a product?

Emotional appeal Signup and view all the answers

Which of the following refers to the acceptance by a consumer that something exists or is true?

Cognition Signup and view all the answers

Negative beliefs about a product can affect a consumer's attitude toward that product.

True Signup and view all the answers

What is the name of the model used by marketers to evaluate consumer attitudes?

Multiattribute attitude model Signup and view all the answers

A consumer might hold simultaneous beliefs about coffee, such as it tastes good but is __________.

overstimulating Signup and view all the answers

Match the type of belief with its example:

Positive Belief = I am more awake after a cup of coffee Negative Belief = Coffee drinking is not a productive task Neutral Belief = An espresso is served without milk Contradictory Belief = Coffee is good for weight loss but may lead to weight gain Signup and view all the answers

What is the primary challenge marketers face when evaluating consumer attitudes?

Consumers hold multiple beliefs about products Signup and view all the answers

Product placement involves subtly inserting a product into a TV show or movie.

True Signup and view all the answers

Name one strategy used to change consumer affect toward a product.

Classical conditioning Signup and view all the answers

The __________ is an example of a multiattribute attitude model used in marketing.

Fishbein model Signup and view all the answers

Which of the following is NOT a strategy for changing consumer attitudes?

Negative reinforcement Signup and view all the answers

Consumers are likely to switch brands if they receive temporary price discounts or coupons.

True Signup and view all the answers

What kind of beliefs can consumers hold regarding a single product?

Positive, negative, neutral, contradictory, or incorrect beliefs Signup and view all the answers

Changing consumer __________ is challenging when they suspect marketers have ulterior motives.

attitudes Signup and view all the answers

Which of the following attributes received the highest score for Wal-Mart in the multiattribute analysis?

Job security Signup and view all the answers

Match the following marketing concepts with their definitions:

Classical Conditioning = Teaching a consumer to associate a product with a positive stimulus Likability = Connection based on qualities like friendliness Product Placement = Exposure of a product in media Multiattribute Attitude Model = Summarizing attitudes with a single score Signup and view all the answers

Study Notes

Affect, Behavior, and Cognition in Consumer Research

Affect encompasses feelings about objects/issues; consumers hold various, sometimes conflicting, feelings about products.
Example: Someone may believe animal cruelty is wrong yet buy steak.
Intention (intended actions) and behavior (actual purchases) often differ.
Consumer behavior can be influenced by ability, competing demands, social influence, or measurement problems.
Example: A teenager's desire for a new car might be challenged by a new computer need.

Factors Influencing Consumer Behavior

Ability: Insufficient income can prevent a purchase, even if desired.
Competing demands: Limited resources hinder multiple desires.
Social influence: Friends' opinions can override personal preferences.
Measurement problems: Consumers may provide inaccurate assessments of product feelings.

Cognition/Beliefs

Cognition/beliefs are consumer acceptance of truths (factual or not).
Example: Beliefs about coffee can range from positive ("wake me up") to negative ("not productive").
Beliefs can be positive, negative, neutral, or simultaneously positive/negative; also, inconsistent beliefs are possible.

Multiattribute Attitude Models

Multiattribute models aim to gauge overall consumer product attitudes via a single score.
These models assume consumer evaluation depends on product attribute beliefs.
Example Fishbein Model: scores US supermarkets based on importance of attributes like price, quality, and satisfaction using a belief analysis.

Changing Attitudes

Changing attitudes is hard; consumers are wary of marketer motives.
Strategies to change affect:
- Classical conditioning: Connect a product with a positive stimulus (e.g., attractive people and desirable cars in ads).
- Increase likability: Make the brand more endearing (e.g., the Pillsbury Doughboy, Energizer Bunny).
- Increased exposure: Frequent exposure increases familiarity and brand preference.

Changing Behavior

Consumers often buy products that align with past experiences.
Incentives like temporary price reductions can motivate switching.
Strategic store placement (e.g., eye-level) influences visibility.

Changing Beliefs

Changing strongly held beliefs is challenging.
Strategies include:
- Changing existing beliefs: Challenging difficult.
- Changing importance of beliefs: Reinforce existing positive beliefs (e.g., importance of iron).
- Adding new beliefs: Integrate new beliefs that do not conflict with current beliefs (e.g., adding the belief that stress causes vitamin depletion).

Elaboration Likelihood Model (ELM)

ELM suggests two routes for persuasion: central (focus on message content) and peripheral (focus on message traits).
Consumers' involvement determines route choice.
Product importance influences elaboration levels; endorsements are more influential for important products (e.g., a pediatrician for kids medicine).

Emotional vs. Rational Appeals

Emotional appeals (using 'heart') and Rational appeals (using 'mind') vary in effectiveness.
Humor can be effective, but subtlety and consistency with product image are key.
Fear appeals emphasize avoiding negative outcomes.

Persuasion

Consumer involvement dictates which cognitive processes are employed.
The effectiveness of a message's source vs. content depends on audience characteristics.

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Description

This quiz explores the intricate relationships between affect, behavior, and cognition in consumer research. It highlights how emotions, social influences, and beliefs shape purchasing decisions and the complexities involved when intentions do not align with actions. Test your understanding of the factors influencing consumer behavior.

Consumer Behavior Dynamics

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Podcast

Questions and Answers

What does the term 'affect' refer to in consumer behavior?

Consumers can only hold one feeling about a product at a time.

What are the two terms used to describe what a consumer intends to do and what they actually purchase?

A consumer's ability to make a purchase may be limited by their __________.

Which factor might cause consumers to behave inconsistently with their attitudes?

Match the reasons for inconsistent consumer behavior to their descriptions.

Consumers always provide accurate answers when asked about their feelings toward products.

Give an example of a situation where a consumer's behavior contradicts their attitude.

Why do marketers prefer products to be shelved at eye level?

Consumers are generally quick to change their beliefs about brands when presented with factual information.

What is the average profit petroleum companies make per gallon at the petrol station?

The _____ likelihood model posits two routes to persuasion: central and peripheral.

Match the advertising appeal with its description:

What kind of endorser is effective for important products, such as medication for children?

Humor in advertising is most effective when it makes fun of the consumer.

What is a common tactic used in political advertising?

The type of appeal that focuses on humor to grab attention is called _____ appeal.

According to the elaboration likelihood model, what determines the route taken for persuasion?

An amusing advertisement will never be effective.

What is the primary difference between central and peripheral routes in the elaboration likelihood model?

To effectively change consumer beliefs, marketers might aim to change the _____ of certain beliefs.

Which type of emotional appeal helps consumers relate personally to a product?

Which of the following refers to the acceptance by a consumer that something exists or is true?

Negative beliefs about a product can affect a consumer's attitude toward that product.

What is the name of the model used by marketers to evaluate consumer attitudes?

A consumer might hold simultaneous beliefs about coffee, such as it tastes good but is __________.

Match the type of belief with its example:

What is the primary challenge marketers face when evaluating consumer attitudes?

Product placement involves subtly inserting a product into a TV show or movie.

Name one strategy used to change consumer affect toward a product.

The __________ is an example of a multiattribute attitude model used in marketing.

Which of the following is NOT a strategy for changing consumer attitudes?

Consumers are likely to switch brands if they receive temporary price discounts or coupons.

What kind of beliefs can consumers hold regarding a single product?

Changing consumer __________ is challenging when they suspect marketers have ulterior motives.

Which of the following attributes received the highest score for Wal-Mart in the multiattribute analysis?

Match the following marketing concepts with their definitions:

Study Notes

Affect, Behavior, and Cognition in Consumer Research

Factors Influencing Consumer Behavior

Cognition/Beliefs

Multiattribute Attitude Models

Changing Attitudes

Changing Behavior

Changing Beliefs

Elaboration Likelihood Model (ELM)

Emotional vs. Rational Appeals

Persuasion

Studying That Suits You

Description

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