Consumer Psychology and Research Methods Quiz

Dividing a market based on consumers' psychological characteristics, like personality traits, values, lifestyles, opinions, and interests.

A method used to understand the deeper motivations behind consumer choices by exploring the relationships between product attributes, consequences, and values.

A set of personality traits that attempt to describe an individual's personality, including Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism.

A framework used to categorize consumers based on their values, beliefs, and lifestyles, helping marketers understand their motivations and predict their behavior.

A type of research technique used to gather qualitative data, involving open-ended questions and probing the respondents' opinions and experiences.

A psychological concept that describes how people strive for consistency within their beliefs and relationships.

This refers to the connection between a person and an object, like whether they like or dislike a product.

Describes a person's feelings towards another person, such as admiration, dislike, or indifference.

When all three elements of a triad (person, attitude toward an object, perception of another person) are in alignment.

This occurs when the elements in the triad are not aligned, leading to psychological discomfort.

A persuasion tactic where a large request is presented first, followed by a smaller, more agreeable request.

A persuasion tactic where small requests are gradually increased to elicit a larger commitment.

A persuasion technique where an initial agreement is made at a lower price, then additional fees are added later.

A type of advertising that uses a well-known person to promote a product or service.

Using images, illustrations, or videos in advertising to capture attention and convey a message.

The idea that repeated exposure to a message or product can increase familiarity and positive feelings.

The process of becoming used to a message or product, leading to a decline in its effectiveness.

A theory suggesting that two opposing forces operate simultaneously with repeated exposure to a message: learning and boredom.

The credibility of a source is based on their perceived expertise, objectivity, and trustworthiness.

A source's perceived social value, including physical appearance, personality, and social status.

The tendency to attribute positive qualities to attractive people, including intelligence, competence, and happiness.

Consumers who aim to find the best possible solution, even if it takes extensive effort and research.

Consumers who aim for an adequate solution that meets their basic needs, and are willing to settle for something good enough.

Mental shortcuts used to simplify decision-making and reduce information processing. They may not always lead to the most accurate choice.

The tendency to believe that a product's price is a reliable indicator of its quality.

The tendency to believe that a product's brand name is a reliable indicator of its quality.

The tendency to believe that a product's country of origin is a reliable indicator of its quality.

The set of alternatives that a consumer actively considers during the decision-making process.

The tendency for people to continue investing in something, even if it's unsuccessful or failing, because they've already invested time, money, or effort in it.

A group whose opinions matter to an individual and influence their choices.

Groups that share similar values, interests, and goals, making individuals feel a strong sense of belonging.

This describes how strongly individuals are attracted to their group and value their membership.

A group, often a celebrity or influencer, that someone admires and wants to be like.

A group an individual actively avoids or wants no association with.

A group whose values or norms people deliberately choose to go against.

These are enthusiastic customers who promote a brand to others on their own accord.

This refers to when consumers' beliefs, attitudes, and actions are aligned, enhancing brand loyalty.

The extent to which a culture emphasizes traditional, hierarchical social structures with strong social norms and a focus on group harmony.

A culture that emphasizes achievement, assertiveness, and competition; values individual success and material possessions.

A culture that prioritizes long-term goals, perseverance, and saving for the future.

A society that allows its members to freely pursue pleasure and enjoy life, emphasizing personal happiness and indulgence.

A set of planned actions that are performed in a fixed order, often with religious or social significance, and repeated periodically.

Any object used during a ritual, carrying symbolic meaning and significance.

A type of innovation that involves a significant change in existing products or services, requiring a learning curve for users.

A type of innovation that represents a completely new product category with a completely new way of doing things.