Consumer Behavior Quiz

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Questions and Answers

What is the first step in the purchase decision process?

Information Search

Post-Purchase Evaluation

Evaluation

Need Recognition (correct)

Which step directly follows the information search in the purchase decision model?

Purchase Decision

Evaluation (correct)

Post-Purchase Evaluation

Need Recognition

What is the main focus of the post-purchase evaluation step?

Increasing brand awareness

Identifying new needs

Determining the need versus desire

Assessing the effectiveness of the chosen option (correct)

In Blackwell, Kollat & Engel's model, what does 'need recognition' specifically relate to?

Realizing a gap between ideal and actual conditions Signup and view all the answers

Which of the following factors primarily differentiates needs from desires in the context of purchase decision making?

Perceived necessity versus wish fulfillment Signup and view all the answers

What term describes someone who makes unplanned purchases?

Impulse purchaser Signup and view all the answers

Which of the following best defines sensation in the context of purchasing?

Information received through sensory organs Signup and view all the answers

What primarily triggers emotions leading to impulse buying?

Immediate product exposure Signup and view all the answers

In the perception process, what comes after exposure?

Observation Signup and view all the answers

Which factor does NOT influence a consumer's selection of stimuli?

Emotional resilience Signup and view all the answers

Which statement correctly describes organization in the perception process?

It is the process of grouping sensory input meaningfully Signup and view all the answers

What role does atmospherics play in consumer behavior?

They create a sensory environment that influences perception Signup and view all the answers

What is a potential consequence of seeing the color red in marketing?

Triggering protective behaviors Signup and view all the answers

What does the Intent-Behavior GAP signify?

There is often a discrepancy between what consumers intend to do and what they actually do. Signup and view all the answers

Which consumer role is responsible for influencing the final purchase decision?

Influencer Signup and view all the answers

Which characteristic is associated with low involvement purchases?

Consumers typically invest less effort. Signup and view all the answers

In high involvement decision making, which factor is most likely to influence the purchase?

Risk associated with alternatives. Signup and view all the answers

Which role in the consumer decision process is referred to as the 'Decider'?

The person responsible for the final decision on the purchase. Signup and view all the answers

What is the primary difference between low and high involvement purchases?

Low involvement purchases require less consumer engagement compared to high involvement purchases. Signup and view all the answers

Which external sources might influence consumer decisions?

Friends, family, and other social circles. Signup and view all the answers

Which statement about ethically-minded consumers is most accurate?

Their intentions to purchase ethically often do not result in actual purchases. Signup and view all the answers

Which type of search involves retrieving knowledge from one's memory or genetic tendencies?

Internal search Signup and view all the answers

What is considered a salient attribute in the context of evaluating alternatives for a car purchase?

Color Signup and view all the answers

In Blackwell, Kollat & Engel’s model, which attribute is classified as discriminant for car buying decisions?

Design Signup and view all the answers

What does the endowment effect imply about consumer behavior?

Consumers have a stronger preference for products they own rather than new alternatives. Signup and view all the answers

What are decision heuristics typically characterized by?

Applying decision shortcuts Signup and view all the answers

Which of the following factors is NOT mentioned as influencing consumer decisions during the purchase process?

Advertisements Signup and view all the answers

What occurs during the post-purchase evaluation phase?

Cognitive dissonance may arise, causing doubt about the decision made. Signup and view all the answers

In the context of making choices, what do attribute-based heuristics focus on?

Comparing options based on the most important feature. Signup and view all the answers

Which concept refers to establishing choice criteria based on different rules to evaluate alternatives?

Evaluation Phase Signup and view all the answers

What is impulse purchasing primarily characterized by?

Spontaneous decisions without premeditated intent. Signup and view all the answers

What is the term for attributes that consumers do not consider important in their purchase decisions?

Non-important attributes Signup and view all the answers

What effect do red packaged products have on perceptions compared to green and blue packaged products?

They are perceived as sweeter. Signup and view all the answers

Which factor contributes to the burden of decision-making according to the Paradox of Choice?

The complexity of evaluating multiple alternatives. Signup and view all the answers

Which of the following is an example of an attitude-based heuristic?

Making a choice influenced by previous experiences Signup and view all the answers

What must consumers consider for products intended for delayed consumption?

Storage methods and timing of consumption are essential. Signup and view all the answers

What is described as a soothing-inducing color effect in consumer behavior?

Healthier perceptions. Signup and view all the answers

Which type of music in a restaurant leads to faster eating and increased food consumption?

Loud, fast music. Signup and view all the answers

What role do producers play at the end of a product's lifecycle?

Producers should provide information for recycling and handling end-of-life products. Signup and view all the answers

Which describes the alternative heuristic in decision-making?

Finding products that fulfill all baseline criteria across multiple factors. Signup and view all the answers

What is the term used for the audio associated with a brand logo?

Sound branding. Signup and view all the answers

What psychological effect is directly linked to approach behaviors in consumer contexts?

Soothing-inducing colors. Signup and view all the answers

Which of the following correctly identifies a food's sonic characteristics that influence consumer perception?

Sound texture. Signup and view all the answers

How does classical music typically affect consumer behavior in a dining environment?

Fosters longer stays. Signup and view all the answers

What kind of feelings do arousal-inducing colors typically evoke in competitive contexts?

Negative feelings. Signup and view all the answers

Study Notes

Consumer Behavior - Choosing and Using Products

This topic focuses on consumer behavior within the GBBA 2024-2025 curriculum.
The concept of the "Intent-Behavior GAP" highlights a disconnect between what consumers intend to do and their actual behavior.
Consumers do not always act in alignment with their stated intentions or feelings.
The "Mind the GAP" concept emphasizes this often overlooked distinction.
Important elements in choice such as intention and behavior need to be considered.
Intention is a decision to carry out an action, while behavior is the action itself.
"Intention ≠ Behavior."
Understanding this gap is crucial for both consumers and marketers.

Key Questions for Consumer Behavior

Who? Identifying the consumer and their characteristics is key.
Where? Knowing the context (e.g., location) where the purchase is made is crucial.
How? Understanding the decision-making process is essential.
What? The desired products, their features, and benefits are crucial.
When? When are products or services purchased?

Consumer Roles in Decision Process

Initiator: Identifies an unfulfilled need
Influencer: Offers external influence during the decision process
Decider: Responsible for the final decision
Buyer: The person making the final purchase
User: The person who ultimately uses the product or service

Types of Decision Making

Cognitive: Deliberate, rational, and sequential decision-making
Habitual: Unconscious, automatic, and driven by habit in consumer behavior
Affective: Emotional and instantaneous decision making

Types of Purchases

Low Involvement: Less effort, quicker, lower risk. Focuses on price and convenience.
High Involvement: Fully engaged, effortful, long time, and risky purchase. Focus on price and risk factors

Purchase Decision Model (Steps)

Need Recognition
Information Search (Both internal and external)
Evaluation
Purchase
Post-Purchase Evaluation

Purchase Decision Heuristics

Attitude-based: Relies on overall attitudes stored in memory.
Attribute-based: Focuses on comparing specific product attributes.
Alternative-based: Requires all criteria to be met.

The Paradox of Choice

Increased uncertainty in choices may lead to decision fatigue, regret, and decreased overall satisfaction.
Too much choice is often counterproductive in consumer behavior.

Cognitive Dissonance

Consumers experience doubt about their decisions after purchase, especially with expensive items
High price leads to higher cognitive dissonance and concern about potentially better choices.

Endowment Effect

This concept is in reference to the video.
People place higher value on things they own as opposed to things they do not own.

Consumption

Immediate consumption vs. delayed consumption. This leads to considerations of storage and purchase timing.

Divestment

Consumers and producers should be mindful of end-of-life product handling and disposal processes.

Impulse Purchases

Unplanned decisions made just before a purchase.
Emotions, feelings, and attitudes play a significant role in such purchases.

Situational Factors in Consumer Behavior

Sensorial Activation: The immediate environment, including sights, sounds, smells, and comfort, has major impact.

Basic Definitions

Sensation: Receiving information by sensory receptors.
Perception: Deciphering the sensory information

Perception and Selective Attention

Perception involves a subjective process of assigning meaning to sensory information.
Selective attention is the process of focusing on specific stimuli while ignoring others.
Limitations of attention capacity and duration.

Inattentional Blindness

The inability to perceive obvious, unexpected things due to attention being elsewhere.

Sensory Modalities

Vision: Visual cues and imagery are significant in consumer behavior.
Hearing: Sound can affect purchase decisions through sound branding.
Smell: Sensory environments impact perceptions and preferences.
Taste: Taste sensations impact perceptions and preferences.
Touch: Tactile experiences play a part in purchasing and consumer perception.

Additional Considerations in Consumer Behavior

Size, packaging, places to buy, environmental elements, and other products offered affect consumer choices.

Team Activity

Students will conduct interviews on a designated product to understand the process of purchase.
Prepare and upload an interview guide before the session.

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Description

Test your knowledge on the key concepts of consumer behavior including the purchase decision process, need recognition, and impulse buying. This quiz covers various models and psychological factors that influence consumer choices and evaluations. Explore how emotions and atmospherics play a role in consumer purchasing decisions.