Consumer Behavior & Marketing Action
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Questions and Answers

How can unconscious thought be described?

  • Thought that is always optimal and leads to the best decision
  • Thought that occurs without conscious attention (correct)
  • A completely random process with no logical structure
  • Simple, repetitive thought patterns

    • What is a key advantage of unconscious thought, especially when dealing with complex choices?

  • Unconscious thought is more creative and innovative.
  • Unconscious thought is faster than conscious thought.
  • Unconscious thought is less susceptible to cognitive biases.
  • Unconscious thought can handle larger amounts of information. (correct)

    • Which of these scenarios would be considered a prime example of unconscious thought?

  • A chess player quickly calculating their next move based on the current game state.
  • A student memorizing a list of vocabulary words for a test.
  • A musician improvising a melody on the piano, drawing from years of musical training. (correct)
  • A person carefully weighing the pros and cons of two job offers before making a decision.

    • What does the Deliberation-without-Attention hypothesis in the Unconcious Thought Theory (UTT) propose?

    <p>The effectiveness of conscious or unconscious thought depends on the complexity of the problem. (B)</p> Signup and view all the answers

    What might be the reason why “sleeping on it” often leads to good decisions?

    <p>The unconscious mind continues to work on the problem even when consciously not focused on it. (D)</p> Signup and view all the answers

    What is the primary reason that modern marketing strategies require increased market segmentation?

    <p>Society is moving towards a diverse environment with a large number of choices for each consumer. (D)</p> Signup and view all the answers

    According to the 80/20 rule, which consumer group is most important to target to increase sales?

    <p>Consumers who demonstrate significant brand loyalty. (C)</p> Signup and view all the answers

    What is the primary benefit of understanding demographics for marketers?

    <p>It allows for precise prediction of consumer trends and market sizes. (C)</p> Signup and view all the answers

    What defines a 'market segment' in the context of consumer behavior?

    <p>A group of consumers with similar product preferences and buying behaviors. (D)</p> Signup and view all the answers

    What does brand loyalty typically create for companies?

    <p>A difficult barrier for other companies to enter. (B)</p> Signup and view all the answers

    What is the phenomenon where initial purchases increase the likelihood of further purchases?

    <p>Purchase momentum (B)</p> Signup and view all the answers

    Which of the following best describes 'consumer hyperchoice'?

    <p>A condition of being overwhelmed by too many choices, which can lead to decision fatigue. (B)</p> Signup and view all the answers

    Which type of consumer decision-making is characterized by being deliberate, rational, and sequential?

    <p>Cognitive (A)</p> Signup and view all the answers

    Which of the following is NOT a term relating to self-regulation?

    <p>Purchase momentum (B)</p> Signup and view all the answers

    What is 'constructive processing' in the context of consumer behavior?

    <p>Evaluating the effort required to make a choice and adjusting cognitive effort accordingly. (D)</p> Signup and view all the answers

    What is the primary purpose of 'implemental intentions' in self-regulation?

    <p>To specify how to respond in specific situations in advance. (B)</p> Signup and view all the answers

    Which of these options best describes a ‘mental budget’?

    <p>An estimate of what someone will consume over time. (A)</p> Signup and view all the answers

    What does the concept of counteractive construal describe?

    <p>The process of emphasizing the negative impacts of behaviors that interfere with a goal. (C)</p> Signup and view all the answers

    Which principle of persuasion is primarily associated with the idea that we are more likely to give if we first receive?

    <p>Reciprocity (A)</p> Signup and view all the answers

    What is the primary focus of balance theory in persuasion?

    <p>The harmonious relations among attitude objects (A)</p> Signup and view all the answers

    In the context of persuasion, how can scarcity make items more attractive?

    <p>By promoting limited availability (A)</p> Signup and view all the answers

    Which persuasion principle suggests that we are influenced by those we admire and like?

    <p>Liking (B)</p> Signup and view all the answers

    What is a key element of the triad in balance theory?

    <p>The connection between a person and an attitude object (C)</p> Signup and view all the answers

    Why is consistency important in persuasive communications?

    <p>It minimizes contradictions in statements and actions (B)</p> Signup and view all the answers

    Which principle does NOT describe a method of influencing consumer behavior?

    <p>Indifference (B)</p> Signup and view all the answers

    What motivates individuals to change perceptions according to balance theory?

    <p>The motivation to resolve tension when relations are unbalanced (A)</p> Signup and view all the answers

    What is the primary role of attention in processing stimuli?

    <p>Devoting processing activity to a particular stimulus (A)</p> Signup and view all the answers

    Which factor contributes to perceptual selection when consumers are exposed to stimuli?

    <p>Personal needs and desires (B)</p> Signup and view all the answers

    What happens to stimuli that are frequently encountered over time?

    <p>They are subject to habituation (A)</p> Signup and view all the answers

    How does the intensity of a stimulus affect consumer attention?

    <p>Less intense stimuli may lead to habituation (D)</p> Signup and view all the answers

    What characteristic of a stimulus can help it command attention in a competitive market?

    <p>Size in contrast to competitors (D)</p> Signup and view all the answers

    What is the effect of perceptual defense on stimulus processing?

    <p>It causes distortion of threatening stimuli to make them more acceptable (C)</p> Signup and view all the answers

    Which of the following describes a factor that enhances stimulus selection?

    <p>Position in expected viewing locations (D)</p> Signup and view all the answers

    What role does novelty play in capturing attention?

    <p>Unexpected stimuli tend to attract attention (D)</p> Signup and view all the answers

    What is one effective way to increase message involvement?

    <p>Include celebrity endorsers (A)</p> Signup and view all the answers

    What does situational involvement refer to?

    <p>Engagement with a store or location where products are consumed (C)</p> Signup and view all the answers

    How can retailers increase situational involvement?

    <p>Through the use of high-tech tools like augmented reality (D)</p> Signup and view all the answers

    In the Elaboration Likelihood Model, which route involves conscious thinking?

    <p>Central route (A)</p> Signup and view all the answers

    Which factor is NOT mentioned as a way to increase message involvement?

    <p>Providing exclusive discounts (C)</p> Signup and view all the answers

    Why is personalization effective in retail?

    <p>It enhances the overall shopping experience. (B)</p> Signup and view all the answers

    Which of the following is an example of a novel stimulus in advertising?

    <p>Unexpected silence (D)</p> Signup and view all the answers

    What impact does involvement have on information processing?

    <p>It affects motivation to process information. (D)</p> Signup and view all the answers

    According to balance theory, what happens when the multiplication of the three elements within a triad is negative?

    <p>It creates tension and motivates individuals to alter their perceptions to restore balance. (A)</p> Signup and view all the answers

    Within the principles of persuasion, which element is best described by making an offer limited in quantity or time?

    <p>Scarcity (A)</p> Signup and view all the answers

    In the context of balance theory, what does a 'unit relation' indicate?

    <p>A connection that links a person to an attitude object. (C)</p> Signup and view all the answers

    Which method is the most effective for using the persuasion principle of 'authority'?

    <p>Featuring an expert in the field publicly endorsing the product. (A)</p> Signup and view all the answers

    According to persuasion principles, why does 'consistency' influence consumer behavior?

    <p>People avoid contradicting their own past statements or actions publicly. (D)</p> Signup and view all the answers

    Which of the following scenarios best represents the 'liking' principle of persuasion?

    <p>An individual is more likely to agree with a friend's viewpoint on a new product. (D)</p> Signup and view all the answers

    How does the principle of 'reciprocity' function in persuasive marketing?

    <p>By providing something of value first, hoping to elicit a reciprocal action. (A)</p> Signup and view all the answers

    According to balance theory, what type of relationship is considered when a person expresses liking or disliking towards an attitude object?

    <p>Sentiment Relation (A)</p> Signup and view all the answers

    According to social judgment theory, what effect occurs when arguments are perceived as more similar to one's own attitude than they actually are?

    <p>Assimilation effect (D)</p> Signup and view all the answers

    In the context of social judgment theory, when is a person most likely to experience attitude change?

    <p>When arguments fall within the latitude of non-commitment (D)</p> Signup and view all the answers

    According to social judgment theory, a wide latitude of non-commitment indicates what about an individual's attitude?

    <p>The individual has a weak attitude. (D)</p> Signup and view all the answers

    According to the Fishbein Model, which of these is NOT a method to create attitude change?

    <p>Change the personal relevance of a belief. (D)</p> Signup and view all the answers

    According to the Fishbein Model, what does 'B' represent in relation to the attitude towards a product?

    <p>The belief that the product has certain characteristics. (C)</p> Signup and view all the answers

    In the context of advertising, which of the following best describes the effect of sexual appeals on memory?

    <p>They enhance memory for the advertisement. (C)</p> Signup and view all the answers

    When are humorous appeals most effective?

    <p>When involvement is low. (C)</p> Signup and view all the answers

    Why can humorous appeals have reduced message comprehension?

    <p>The humor can overshadow the products message. (B)</p> Signup and view all the answers

    According to the provided material, when are fear appeals generally most effective?

    <p>When the threat is moderate and a solution is presented. (A)</p> Signup and view all the answers

    What is the core action related to 'implementation intentions'?

    <p>Linking a situational cue with a specific action. (A)</p> Signup and view all the answers

    What is the primary purpose of anticipating regret in the context of behavior change?

    <p>To increase the link between intention and behavior. (B)</p> Signup and view all the answers

    According to Heider's balance theory, what does the valence of a person's tie to a second person influence?

    <p>The focal person's opinion or attitude about others. (A)</p> Signup and view all the answers

    In Heider's balance theory, what is the preference of individuals in the context of relationships?

    <p>They prefer balanced configurations over imbalanced ones. (B)</p> Signup and view all the answers

    What is a common disadvantage of employing sexual appeals in advertising?

    <p>Men recall less brand-related information. (A)</p> Signup and view all the answers

    What does the contrast effect in social judgment theory suggest about an argument that falls within the latitude of rejection?

    <p>It is perceived as more different from one's own stance than in reality. (A)</p> Signup and view all the answers

    What is one of the key effects of social exclusion on responses to deceptive advertisements?

    <p>It can lead to a higher level of trust towards subsequent advertisements. (A)</p> Signup and view all the answers

    Which phenomenon describes how excluded individuals can search for positive cues when processing information?

    <p>Defensive processing (A)</p> Signup and view all the answers

    What outcome is typically observed in individuals who experience both social exclusion and deception?

    <p>Diminished negative impacts of deception on future advertisements (A)</p> Signup and view all the answers

    How does depressive realism influence the judgment of individuals exposed to deceptive advertisements?

    <p>It results in more realistic evaluations of the advertisements. (D)</p> Signup and view all the answers

    What is a critical aspect of children's development of Theory of Mind (ToM) in relation to advertising?

    <p>Knowledge of selling intent develops sooner than persuasive intent. (C)</p> Signup and view all the answers

    What do children's second-order beliefs enable them to understand about persuasive messages?

    <p>They understand that advertisements aim to influence others’ opinions. (C)</p> Signup and view all the answers

    What impact does social exclusion have on an individual's perception of positive and negative information after encountering a deceptive ad?

    <p>It promotes a tendency to focus on positive information. (A)</p> Signup and view all the answers

    What is a potential consequence of deceptive advertising for individuals who do not experience social exclusion?

    <p>They may develop a reduced trust in all products. (D)</p> Signup and view all the answers

    Which of the following best describes the interaction between social exclusion and deceptive advertising?

    <p>Social exclusion can mitigate the distrust fostered by deceptive advertising. (C)</p> Signup and view all the answers

    Which of these hypothesis states that when two people dislike the same individual, they are likely to bond or maintain their friendship?

    <p>Shared Enemy Hypothesis (D)</p> Signup and view all the answers

    According to the concept of structural balance, which combination of relationships is considered stable?

    <p>Two negative ties and one positive tie (A), Three positive ties (B)</p> Signup and view all the answers

    Which of the following is NOT considered a deception tactic employed in advertising?

    <p>Genuine endorsements from satisfied customers (C)</p> Signup and view all the answers

    What is the primary difference between addictive consumption and compulsive consumption?

    <p>Addictive consumption is focused on the process of buying, while compulsive consumption is focused on the purchase itself. (C)</p> Signup and view all the answers

    Which one of these describes the concept of structural balance, as applied to relationships?

    <p>Relationships are most stable when they are characterized by a balance between shared opinions and opposing opinions. (C)</p> Signup and view all the answers

    What is the core idea behind the "Reinforced Animosity Hypothesis"?

    <p>If you dislike someone, you will likely dislike their friends. (B)</p> Signup and view all the answers

    Which of these marketing tactics is used to make consumers feel like they could miss out on a limited-time opportunity?

    <p>Fear of Loss (B)</p> Signup and view all the answers

    Which of the following is an example of a 'false objective claim' in advertising?

    <p>A car company claiming their car to be the &quot;safest car on the market&quot;, without providing any concrete data to support their claim. (D)</p> Signup and view all the answers

    Study Notes

    Consumer Behavior & Marketing Action

    • Consumer behavior refers to the processes individuals or groups undertake when selecting, purchasing, using, or disposing of products, services, ideas or experiences.

    • The consumption process includes the stages before, during, and after a purchase.

    • There are three stages in the process:

      • Prepurchase issues: Consumer's perspective (how does a consumer decide they need a product?), Marketer's perspective (how are consumer attitudes towards products formed?)

      • Purchase issues: Consumer's perspective (Is acquiring a product a stressful or pleasant experience?), Marketer's perspective (How are situational factors, such as time pressure or displays, affecting the consumer's decision?)

      • Postpurchase issues: Consumer's perspective (How is the product eventually disposed of?), Marketer's perspective (What determines whether a consumer will be satisfied with a product and whether they will buy it again?).

    • Consumer behavior analysis considers the individual, family, group, and organizational roles during the consumer process.

    • Market Segmentation: segmenting consumers based on product usage (80/20 rule), demographics (age, gender, etc.) or psychographics (lifestyle).

    • Database marketing tracks specific consumer buying habits.

    • Marketers can influence consumers through popular culture, role theory (actions in a play), and various motivators that affect their consumer choices.

    • Motivation to consume is influenced by biogenic needs (e.g., water, shelter), psychogenic needs (e.g., need for status), and hedonic needs (e.g., emotional responses, fantasy).

    • People buy products for both their functional and symbolic or emotional value.

    • There are different levels of consumer decision-making: habitual, limited and extended.

    • Various factors, including the consumer's personality, interest in the product category, and the situation, influence consumer involvement.

    • Different persuasive strategies can influence consumers such as, sexual appeals, humorous appeals and fear appeals, etc.

    • Deliberation and unconscious thought affect decision-making. There are several rules governing decisions (e.g., compensatory, simple additive, weighted additive, elimination-by-aspects, conjunctive).

    • Consumers’ perception of products is influenced by how they are presented (e.g., size, color, brand name).

    • Companies use sensory marketing to evoke specific feelings in relation to their products (e.g., colors, sounds, scents).

    • Cognitive consistency and self-perception theories explain how attitudes form and change.

    • Different aspects of memory (e.g., encoding, storage, retrieval) impact consumer decision-making.

    • Many factors influence purchase decisions, including consumption situations (e.g., time pressure, physical environment), interpersonal conflicts, and consumer conflicts.

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    Description

    Explore the intricacies of consumer behavior and the factors influencing purchasing decisions in this quiz. Understand the stages of the consumption process, from pre-purchase to post-purchase, and the differing perspectives of consumers and marketers. Test your knowledge on how consumer attitudes and experiences shape marketing actions.

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