Consumer Psychology and Research Methods Quiz

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Questions and Answers

What does psychographic segmentation focus on when dividing the market?

Geographical locations of consumers

Psychological characteristics of consumers (correct)

Product pricing strategies

Demographic factors like age and gender

Which research method is characterized by using a Likert scale for data collection?

Quantitative simple question approach (correct)

Focus group discussions

Qualitative probing interview

Observational research

What is the main purpose of the laddering technique in qualitative research?

To quantify product sales in different markets

To measure consumer preferences on price

To analyze demographic data only

To uncover personal and emotional benefits of products (correct)

What kind of consumer response is typically gathered through qualitative research?

Implicit attitudes Signup and view all the answers

Which of the following best describes the type of analysis used in quantitative research?

Objective and statistical analysis Signup and view all the answers

What does Balance Theory primarily focus on?

Consistency in beliefs and relationships Signup and view all the answers

What is an example of a Unit Relation in Balance Theory?

A person's opinion on a product they buy Signup and view all the answers

Which technique involves starting with a small request before making a larger one?

Foot-in-the-door technique Signup and view all the answers

Which of the following best describes Normative Influence?

Following group attitudes to fit in Signup and view all the answers

What do Injunctive Norms refer to?

Behaviors perceived as approved by others Signup and view all the answers

In the context of the Door-in-the-face technique, what is usually the initial request?

A large, unreasonable favor Signup and view all the answers

What type of appeal is most effective for getting attention and reducing counterarguments in advertisements?

Humor appeal Signup and view all the answers

What outcome did the 1951 Asch Experiment highlight?

The influence of group pressure on decisions Signup and view all the answers

Which factor does NOT contribute to source credibility in advertising?

Popularity of the product Signup and view all the answers

What is the primary goal when achieving a Balanced Triad in Balance Theory?

Maintaining harmony between the three elements Signup and view all the answers

What is the negative consequence of excessive repetition in advertising?

Desensitization to the message Signup and view all the answers

Which bias refers to a source's inaccurate knowledge about a topic?

Knowledge bias Signup and view all the answers

How does a moderate amount of fear appeal in advertising impact its effectiveness?

Enhances evaluative effects if combined with action information Signup and view all the answers

What is the term for the phenomenon where beautiful people are perceived more positively across various attributes?

Halo effect Signup and view all the answers

Which of the following best describes the tedium effect in advertising?

Growing frustration due to overexposure to a message Signup and view all the answers

What is an emotional response that is NOT primarily driven by cognitive processing?

Affect Signup and view all the answers

What is the primary difference between maximizers and satisficers?

Maximizers aim for the best possible outcome while satisficers settle for good enough. Signup and view all the answers

How does bounded rationality affect consumer decision-making?

It forces consumers to satisfice when resources are limited. Signup and view all the answers

What is the sunk cost fallacy?

Avoiding waste based on what has already been spent or invested. Signup and view all the answers

Which of the following describes the decoy effect?

Changing preferences based on the presence of a less attractive alternative. Signup and view all the answers

What effect can choice overload have on consumers?

It can lead to dissatisfaction and analysis paralysis. Signup and view all the answers

Which statement correctly describes heuristics in decision-making?

Heuristics simplify the decision-making process through mental shortcuts. Signup and view all the answers

What characterizes the inept set in evaluating alternatives?

Options that consumers are aware of but do not consider buying. Signup and view all the answers

How do maximizers typically feel after making a decision?

They feel more regret and lower satisfaction due to high expectations. Signup and view all the answers

What role do brand missionaries play in brand communities?

They are highly loyal customers who promote the brand. Signup and view all the answers

Which factor can increase group cohesiveness?

Defined limits between in-group and out-group Signup and view all the answers

What characterizes aspirational reference groups?

Groups you do not currently belong to but aspire to join. Signup and view all the answers

Why is it important for brands to build communities?

To maintain cognitive consistency and loyalty. Signup and view all the answers

What is a common characteristic of in-groups?

Members share similar interests or values. Signup and view all the answers

What is anti-conformity?

The deliberate act of going against group norms. Signup and view all the answers

What can brands use dissociative groups for in their advertising?

To highlight what they do not support. Signup and view all the answers

What is propinquity in the context of social connections?

The attraction between people due to physical or psychological closeness. Signup and view all the answers

What is the primary focus of long-term oriented societies?

Future-oriented goals and perseverance Signup and view all the answers

In cultural contexts, what defines the concept of masculinity vs femininity?

The degree to which cultures value success and competition over nurturing values Signup and view all the answers

Which type of innovation represents a significant change that creates a new product category?

Discontinuous Innovation Signup and view all the answers

What distinguishes price skimming from penetration pricing?

Skimming starts at high prices then reduces them, whereas penetration begins at low prices and raises them. Signup and view all the answers

How do early adopters typically behave in market psychology?

They often seek unique products and manage perceived scarcity. Signup and view all the answers

What is the purpose of rituals in a cultural context?

To establish fixed behaviors that are repeatable and symbolic Signup and view all the answers

In what way does gift-giving differ culturally according to the concepts of economic and symbolic exchange?

Symbolic exchange prioritizes cultural gestures over monetary value. Signup and view all the answers

Which demographic is typically categorized as low-involvement consumers?

Individuals interested in hedonic experiences and emotional engagement Signup and view all the answers

Study Notes

Segmentation

Traditionally, markets are segmented demographically (age, gender, income).
Psychographic segmentation segments based on psychological characteristics.
Examples include personality traits (Big 5), values, and lifestyles (VALS).
Psychographic needs include Culture-related needs (Achievement, Status/Recognition, Ambition, etc.).

Qualitative vs Quantitative Research

Qualitative:
- Sample size: small
- Information per respondent: high
- Type of analysis: subjective, interpretative
- Consumer responses: implicit attitudes, feelings, motivation
Quantitative:
- Sample size: large
- Information per respondent: low
- Type of analysis: objective, statistical
- Consumer responses: explicit attitudes, awareness, choice

Laddering

A qualitative research technique to uncover the deeper meanings and motivations behind consumer needs.
Categorizes attributes, consequences, and values of products. Provides a hierarchical understanding.

Big 5 Personality Model

Measures personality dimensions.
The dimensions include: Openness to experience, Conscientiousness, Extraversion, Agreeableness, and Neuroticism.

Attitude Components

Affective component: How consumers feel about a product.
Behavioral component: Consumers' intention toward a product.
Cognitive component: Consumers' beliefs about a product.

Overview of Attitude Consistency

Cognitive dissonance theory: Tension arising from conflicting attitudes or behaviors.
Balance theory: Maintaining harmony in relationships.
Commitment and consistency: Influencing attitudes by commitment.
Normative influence: Attitude is influenced by others.
Reciprocity: Act consistently with commitments made.

Influencing Attitudes

Commitment & consistency:
- Door-in-the-face technique: Asking for a large favor first, then a smaller one.
- Foot-in-the-door technique: Starting with a small request, then a larger one.
- Low-ball technique: Changing terms of agreement later.

Overview of Elaboration Likelihood Model

Product involvement influences persuasion, based on consumer needs, values, and interests.
Consumers with high involvement follow the central route of processing information (logic, evidence).
Low involvement consumers follow the peripheral route (emotion, cues).

Comparative Advertising

Pros: Demonstrates uniqueness and strengths relative to competitors. Builds brand identity. More effective than non-comparative ads.
Cons: Sources can be derogated (discredited) because of perceived aggression. Priming the competitor can create awareness and free exposure.

Ch.9 Judgment and Decision Making

Problem Recognition: Ideal vs Actual State.
Information Search: Internal (memory) or External (environment) search.
Evaluation of Alternatives: Evoked set (considered), inert set (unconsidered), inept set (rejected).
Product Choice: Sunk cost fallacy, asymmetric dominance effect (decoy effect).

Attitude Changes

Cognitive Dissonance Theory: Internal tension created by conflicting ideas or behaviors. (example: buying a plane despite concern for the environment)
Balance Theory: Consumers strive to maintain consistency among their attitudes. (example: admiration for a celebrity who is also endorsed for a product)

Reference Groups: a group with influence on your evaluations, aspirations or behavior
Brand Communities: consumers who share common interest in a product or brand.

Gini Coefficient: A measure of income inequality (0 = perfect equality, 100 = perfect inequality)..

Consumer confidence is a metric forecasting economic trends.

Ch. 13 Cultural Influences

Culture influences attitudes.
Different cultures react differently to marketing strategies.
Standardized (one size fits all) or localized marketing.

Ch. 14 & 15 Cultural Influences & Innovation

Hofstede's Cultural Dimensions: Cultural values affect behavior.
Rituals, Social Conventions, and Symbolic Behavior: Patterns of behavior based on culture.
Innovation Types: Continuous, dynamically continuous, and discontinuous innovations.
Crossing the Chasm: Stages of consumer adoption of innovation.
Psychology of Early Adopters and Majorities.

Consumer Behavior/Decision Making

Stages: Problem recognition, information search, evaluation of alternatives, choice, and consumption.
Maximizers: Seek the perfect option, more likely to experience regret.
Satisficers: Find a good-enough option.

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Description

Test your knowledge on consumer psychology concepts and research methods. This quiz covers psychographic segmentation, qualitative and quantitative research techniques, and key theories such as Balance Theory. Perfect for students learning about market research in psychology or marketing courses.