Consumer Behavior Overview
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Questions and Answers

What characterizes low involvement in consumer behavior?

  • Decisions are based on comprehensive analysis of alternatives
  • Consumers demonstrate high emotional engagement in their choices
  • Consumers engage in lengthy deliberation before acting
  • Decisions are made quickly without deep consideration (correct)

Which approach is NOT suggested to increase consumer involvement?

  • Provide minimal information to consumers (correct)
  • Maintain ongoing relationships with consumers
  • Create personalized products and services
  • Use celebrity endorsements

When consumers are in a state of high involvement, they are most likely to experience which of the following?

  • Indifference towards the product or service
  • Quick decision-making without reflection
  • An elated state of focus and flow (correct)
  • A lack of focus and distraction

Which of the following best describes the continuum of involvement?

<p>Involvement can shift from low to high based on context (B)</p> Signup and view all the answers

What is a key aspect of learning as described in the content?

<p>Learning involves acquiring knowledge through experience (C)</p> Signup and view all the answers

What aspect of stimuli is mainly responsible for their habituation when they require lengthy exposure to be processed?

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

Which characteristic of stimuli typically makes them more noticeable according to Weber's Law?

<p>Size (C)</p> Signup and view all the answers

What principle from gestalt psychology suggests that consumers perceive incomplete pictures as complete?

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

How does the principle of similarity influence consumer perception?

<p>It leads consumers to group similar objects together. (D)</p> Signup and view all the answers

Why do stimuli that are encountered frequently habituate more easily?

<p>They become unimportant over time. (C)</p> Signup and view all the answers

What is a common tactic used by advertisers to attract attention using the principle of novelty?

<p>Placing ads in unexpected locations. (D)</p> Signup and view all the answers

What role do symbols play in the interpretation of stimuli?

<p>They help create shared interpretations. (D)</p> Signup and view all the answers

What is the main takeaway from the figure-ground principle in perception?

<p>One part typically dominates while others recede. (C)</p> Signup and view all the answers

What is meant by the term 'sensory overload'?

<p>A condition where individuals are exposed to more information than they can process. (A)</p> Signup and view all the answers

Which personal factor can influence a consumer's attention to stimuli?

<p>Perceptual vigilance (C)</p> Signup and view all the answers

What does adaptation refer to in the context of consumer attention?

<p>The degree to which consumers continue to notice a stimulus over time. (B)</p> Signup and view all the answers

Which of the following terms refers to when consumers block out unwanted stimuli?

<p>Perceptual defence (C)</p> Signup and view all the answers

What role does location state play in attention?

<p>It indicates the placement and availability of stimuli in the environment. (D)</p> Signup and view all the answers

How do consumers minimize sensory overload according to the concept of psychic economy?

<p>By selectively focusing on chosen stimuli. (D)</p> Signup and view all the answers

What factor is NOT associated with adaptation according to the content?

<p>Consumer's emotional investment (D)</p> Signup and view all the answers

What is the effect of multitasking on a consumer's attention?

<p>It diminishes attention given to any single stimulus. (C)</p> Signup and view all the answers

What is described as a reliable and credible form of marketing that influences sales?

<p>Word-of-mouth communication (B)</p> Signup and view all the answers

In the decision-making process, what is the first step that leads to the purchase?

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

What describes the phenomenon where an excess of choices can lead to drained psychological energy?

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

Which perspective involves careful integration of information to arrive at a decision?

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

What is the term for the search process where consumers gather information until the benefits exceed the costs?

<p>Economics of information (A)</p> Signup and view all the answers

Which of the following steps is NOT part of the consumer purchase decision process?

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

What type of norms should be used to stimulate positive thoughts and humor without cognitive deliberation?

<p>Injunctive norms (D)</p> Signup and view all the answers

How can consumers' differences in cognitive processing style impact their purchasing decisions?

<p>They affect information gathering and decision-making. (D)</p> Signup and view all the answers

What does behavioural economics primarily focus on?

<p>The psychological factors influencing economic decisions (C)</p> Signup and view all the answers

What is hyperopia in the context of consumer behavior?

<p>Preparing excessively for the future at the cost of present enjoyment (A)</p> Signup and view all the answers

Which set includes alternatives that the consumer is aware of but does not consider buying?

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

What does loss aversion emphasize in consumer decision-making?

<p>Losses are felt more intensely than equivalent gains (D)</p> Signup and view all the answers

Which of the following terms describes the alternatives a consumer is actively considering?

<p>Consideration set (D)</p> Signup and view all the answers

What does product categorization help in terms of marketing?

<p>Structuring beliefs and improving recall (D)</p> Signup and view all the answers

What is the relationship between consumer knowledge and external search effort?

<p>An inverted-U relationship with moderate knowledge increasing search (D)</p> Signup and view all the answers

Evaluative criteria in product choice refers to what?

<p>The dimensions used to judge competing options (D)</p> Signup and view all the answers

What does the substitution effect indicate about adding an item to a choice set?

<p>It negatively impacts similar items more than dissimilar items. (A)</p> Signup and view all the answers

Which effect describes an increase in favorable perceptions of a superior item due to the introduction of a new, similar item?

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

What is primarily illustrated by the compromise effect in a choice set?

<p>Items gain market share by being the middle option. (D)</p> Signup and view all the answers

What does the range effect enhance between a focal item and its competitor?

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

In the context of cultural systems, what does the ideology functional area primarily focus on?

<p>Beliefs that form a common worldview. (C)</p> Signup and view all the answers

Which statement correctly characterizes subcultures within a larger culture?

<p>They maintain unique cultural values while sharing larger ones. (B)</p> Signup and view all the answers

Which of the following best describes the ecological area of a cultural system?

<p>It refers to how the culture adapts to its habitat and resources. (B)</p> Signup and view all the answers

What role does language play in consumer behavior regarding brands?

<p>It helps consumers infer inferences based on the brand’s country-of-origin. (A)</p> Signup and view all the answers

Flashcards

Attention

The extent to which consumers focus on stimuli they are exposed to.

Sensory overload

A state where consumers are exposed to more information than they can process.

Perceptual selection

The process where consumers select which stimuli to focus on.

Psychic economy

A mental strategy consumers use to avoid being overwhelmed by stimuli.

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Perceptual vigilance

Increased awareness of stimuli related to current needs.

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Perceptual defense

Ignoring or blocking out stimuli that are unpleasant or threatening.

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Adaptation

The decreasing ability to notice a stimulus over time.

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Intensity

Less intense stimuli are less noticed, leading to faster adaptation.

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Stimulus Habituation

The tendency for frequently encountered stimuli to be less noticed over time due to increased exposure.

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Stimulus Discrimination

Simple stimuli that don't require attention to detail are more likely to be habituated.

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Exposure Rate

The greater the frequency of exposure to a stimulus, the more likely it is to be habituated.

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Stimulus Relevance

Stimuli that lack relevance or importance are more likely to be ignored due to lack of attention.

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Stimulus Contrast

The principle that we are more likely to notice stimuli that differ from others around us.

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Stimulus Interpretation

The meaning that people assign to a sensory stimulus based on their personal experiences and understanding.

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Closure Principle

A Gestalt psychology principle that emphasizes the human tendency to perceive complete figures even when parts are missing.

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Similarity Principle

A Gestalt psychology principle that states consumers tend to group together objects that share similar physical characteristics.

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Involvement

The level of involvement someone has in a purchase decision. It can range from low (decision made out of habit without much thought) to high (passionate and meaningful purchase).

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Inertia

A state of low involvement, characterized by habitual decisions made without much thought or consideration for alternatives. This often occurs when someone is lacking the information needed to compare options.

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Flow state

A state of high involvement, characterized by passion, emotional intensity, and a deep connection to the purchase decision. This can lead to a flow state - a feeling of complete focus and absorption.

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Strategies to increase involvement

Strategies to increase consumer involvement in a product or service. Examples include using novel stimuli, celebrity endorsements, and building relationships with customers.

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Learning

The process of acquiring knowledge and experience that influences future behavior. It can range from simple associations to complex cognitive activity.

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Descriptive Norms

A type of social influence where people conform to the behavior of others, even if it goes against their own beliefs or preferences.

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Injunctive Norms

A type of social influence where people conform to the behavior of others based on the perceived consequences of their actions.

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Word-of-Mouth (WOM) Communication

Information about a product that is shared between individuals, typically through word-of-mouth communication.

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Problem Recognition

The consumer's initial awareness of a need or problem that could be solved by a product or service.

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Information Search

The process where consumers actively seek out information about different products or services to make an informed decision.

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Evaluation of Alternatives

The process where consumers compare different products or services based on their attributes and their own preferences.

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Product Choice

The final stage of the consumer decision-making process, where the consumer chooses a specific product or service.

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Outcomes

The outcomes of a purchase decision, both positive (e.g., satisfaction) and negative (e.g., regret) experiences that the consumer has with the product or service.

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Loss Aversion

A psychological bias where individuals focus more on the potential losses than potential gains, leading them to make risk-averse decisions.

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Anchoring

The tendency for consumers to rely heavily on the first piece of information they encounter when making a decision, even if it is irrelevant.

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Behavioral Economics

A field that combines insights from psychology and economics to understand how people make decisions, recognizing that emotions and biases play a role alongside rational thinking.

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Hyperopia

The tendency for consumers to overemphasize future goals and sacrifice present enjoyment, often leading to a sense of missing out on the present moment.

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Consideration Set

The set of products that a consumer is aware of and actively considers when making a purchase, regardless of whether they actually choose one of them.

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Inept Set

Products that consumers are aware of but intentionally avoid purchasing.

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How Much Do We Search

The level of knowledge a consumer has about a product, influencing the amount of information they actively seek before making a purchase. Moderate knowledge usually leads to the most extensive search.

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Simple Additive Rule

Choosing the alternative with the most positive attributes, without considering their relative importance.

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Weighted Additive Rule

Choosing the alternative that maximizes the weighted sum of the utility of each attribute. This method accounts for the relative importance of each attribute.

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Substitution Effect

Adding a new item to a choice set hurts similar items more than dissimilar items, causing consumers to favor different options.

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Attraction Effect

A new item can increase the perceived positive attributes of similar but superior items in a choice set.

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Compromise Effect

Items that become the compromise or middle option in a choice set gain market share.

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Range Effect

Adding an item that expands the range of options can enhance the perceived similarity between a focal item and its competitor.

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Categorisation Effect

Adding an item from a different category can enhance the perceived similarity between a focal item and its competitor.

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Frequency Effect

Adding intermediate products can enhance the distinctiveness of the top product in a choice set.

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Study Notes

Consumer Behavior Summary

  • This document is a summary of consumer behavior from the Universidad Carlos III de Madrid.
  • It covers various topics, including the self, perception, market research, motivation, learning, memory, attitudes, emotions, social influence, decision making, and culture.
  • The document is organized into distinct sections (topics) with page numbers assigned for each.

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Consumer Behavior Summary PDF

Description

This summary provides insights into consumer behavior as studied by Universidad Carlos III de Madrid. Key topics include self-perception, motivation, decision making, and the impact of culture on consumer choices. It serves as a comprehensive guide to understanding the factors influencing consumer actions.

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