Consumer Behavior Fundamentals

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the key characteristic of a firm with a consumer orientation?

They prioritize consumer value and satisfaction above all other concerns. (correct)
They focus on generating the highest possible profits.
They strive to be the most innovative company in the industry.
They aim to create the most efficient production process.

Which of the following is NOT a primary function of marketing?

Distribution
Human Resources (correct)
Production
Pricing

Why is competitive pressure beneficial for marketers?

It forces marketers to lower prices for consumers.
It motivates marketers to provide good service. (correct)
It discourages innovation and new product development.
It eliminates the need for advertising and promotion.

What are some examples of 'touchpoints' in relationship marketing?

Phone calls, emails, text messages, and social media interactions (A) Signup and view all the answers

What is the primary purpose of the Robinson-Patman Act, the Sherman Act, and the Clayton Act?

To restrict monopolistic practices and protect competition (D) Signup and view all the answers

What is the concept of "figure-ground distinction" in advertising?

The idea that a message can be separated into the focal point (figure) and the background (ground). (D) Signup and view all the answers

Which of the following is NOT a factor related to the message receiver's characteristics that can influence comprehension?

Production budget (A) Signup and view all the answers

How does "habituation" impact advertising effectiveness?

It can decrease the effectiveness of advertising due to repeated exposure. (A) Signup and view all the answers

What is the significance of "expectations" in the context of advertising?

Expectations can influence a consumer's perception of an advertisement. (B) Signup and view all the answers

Which of the following is a characteristic of left-brain dominant consumers?

Better at processing verbal information (A) Signup and view all the answers

What is the term used to describe the way in which time or age influences the interpretation of things?

Temporal Framing (D) Signup and view all the answers

Which of the following is NOT a characteristic of workbench memory?

It is a long-term storage area that holds information indefinitely (C) Signup and view all the answers

What is the term used to describe the amount of information available for a consumer to process within a given environment?

Information Intensity (D) Signup and view all the answers

What is the theory that suggests that a decision or argument can be made to appear more or less appealing depending on how it is presented?

Prospect Theory (A) Signup and view all the answers

What is the term used to describe the cognitive process in which context or environment activates particular concepts or ideas?

Priming (A) Signup and view all the answers

Which of the following is NOT a characteristic of sensory memory?

It is a long-term storage area for information. (A) Signup and view all the answers

How does timing affect comprehension?

Both B and C (A) Signup and view all the answers

What is the process by which information is transferred from workbench memory to long-term memory?

Encoding (D) Signup and view all the answers

What is the key difference between utilitarian and hedonic value?

All of the above options accurately describe the key difference between utilitarian and hedonic value. (D) Signup and view all the answers

Which of the following is NOT a characteristic of 'marketing myopia'?

A company prioritizes the total value concept and co-creation with customers. (D) Signup and view all the answers

How does 'value co-creation' contribute to a company's success?

It enables companies to develop a more comprehensive understanding of customer needs and preferences. (C) Signup and view all the answers

What is the primary motivation for consumers to engage in activities or purchase products?

To maximize their personal gain and benefit. (D) Signup and view all the answers

What is the role of 'marketing tactics' in a company's overall marketing strategy?

To implement specific actions and techniques to achieve the desired marketing goals. (D) Signup and view all the answers

How does a company enhance its chances of long-term survival?

By establishing strong customer relationships and providing value through continuous innovation. (C) Signup and view all the answers

What is the purpose of incorporating an 'augmented product' in a company's value offering?

To enhance the overall customer experience and provide greater value. (B) Signup and view all the answers

What is the effect of being exposed to a stimulus multiple times, even when it is not consciously noticed?

Mere exposure effect (A) Signup and view all the answers

What is the central idea of the 'total value concept'?

Companies should consider all aspects of a product's value, including its basic benefits, augmented services, and customer co-creation. (A) Signup and view all the answers

What is the key difference between subliminal messaging and the mere exposure effect?

Subliminal messages are below the threshold of perception, while mere exposure messages are evident. (D) Signup and view all the answers

Which of the following is NOT a characteristic of "System 1 processing"?

It is highly analytical and deliberative. (D) Signup and view all the answers

Which of the following is the BEST example of "product placement"?

A character in a movie drinking a specific brand of soda. (C) Signup and view all the answers

What is "Mere Association Effect"?

The transfer of meaning between two unrelated objects by exposure to them simultaneously. (D) Signup and view all the answers

Which of the following is a primary goal of effective marketing communication?

To capture consumer attention. (B) Signup and view all the answers

Which of the following is NOT a key characteristic of "involuntary attention"?

It is a deliberate and focused process. (D) Signup and view all the answers

How do the two theories of learning, behaviorism and cognitive learning theory, differ?

Behaviorism focuses on observable behaviors, while cognitive learning theory explores internal mental processes. (D) Signup and view all the answers

What is a schema?

A portion of an associative network representing a specific entity. (A) Signup and view all the answers

How do product schemas function?

By offering consumers a basis for comparing new products to established ones. (B) Signup and view all the answers

What is the main difference between an exemplar and a prototype?

An exemplar is a specific instance of a brand or product, while a prototype is a more general representation. (D) Signup and view all the answers

How do consumers use scripts in their decision-making process?

To understand and anticipate the expected sequence of events during a purchase. (D) Signup and view all the answers

How do emotions relate to episodic memory?

Emotions help consumers recall the details of a past event, making it more relevant to their decision-making. (A) Signup and view all the answers

How can marketing firms use scripts in their strategies?

By manipulating consumer expectations to ensure a positive and memorable experience. (A) Signup and view all the answers

What is the role of social schemata in consumer behavior?

To influence consumer perceptions and preferences for certain brands or products. (D) Signup and view all the answers

How do associative networks contribute to the understanding of consumer behavior?

By providing a framework for understanding how consumers organize and process information about products and brands. (B) Signup and view all the answers

Flashcards

Marketing

Activities that facilitate exchanges between buyers and sellers, including production and promotion.

Consumer Orientation

Business practice prioritizing consumer value and satisfaction in decision-making.