Consumer Psychology Quiz
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Questions and Answers

What psychological orientation significantly influences a consumer's willingness to engage in extensive search activities?

  • High risk aversion, leading to cautious information gathering
  • Preference for qualitative data over quantitative data
  • Internal locus of control, fostering a belief in influencing outcomes (correct)
  • External locus of control, assuming the consumer has extensive prior purchases

    • Which perceived risk is most closely associated with the potential for embarrassment if a product does not meet social expectations?

  • Social risk (correct)
  • Performance risk
  • Physiological risk
  • Financial risk

    • A consumer who avoids purchasing a new brand of sunscreen due to concerns about skin irritation is primarily concerned with which type of risk?

  • Financial risk
  • Physiological risk (correct)
  • Psychological risk
  • Performance risk

    • Which action would LEAST likely contribute to increased conversion rates during the purchase and consumption stage?

    <p>Increasing the complexity of the checkout process to ensure accuracy. (C)</p> Signup and view all the answers

    Which type of risk is exemplified by the potential loss of investment if a new product fails to deliver expected returns?

    <p>Financial risk (D)</p> Signup and view all the answers

    A consumer's worry that a newly purchased laptop might not function as expected is an example of which type of risk?

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

    In the context of postpurchase satisfaction, which strategy is LEAST beneficial for marketers?

    <p>Setting unrealisitic expectation (C)</p> Signup and view all the answers

    If a consumer feels regret over purchasing a product that does not align with their self-image, which type of risk are they experiencing?

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

    What is the primary characteristic of truly loyal customers in relation to their purchasing behavior?

    <p>They consistently choose specific brands or stores, disregarding alternatives. (C)</p> Signup and view all the answers

    Which of the following actions would be the LEAST effective approach for managing negative word-of-mouth spread through the internet?

    <p>Ignoring the comments in an effort to not amplify the negativity. (D)</p> Signup and view all the answers

    What is the key distinction between the evoked set and the retrieval set in the alternative evaluation stage?

    <p>The retrieval set is the subset of brands that the consumer can readily recall from memory, while the evoked set comprises the brands they would genuinely consider purchasing. (A)</p> Signup and view all the answers

    What is the long-term effect of customer loyalty?

    <p>Increased repeat purchases of a product. (B)</p> Signup and view all the answers

    How does an external locus of control influence a consumer's search for information compared to an internal locus of control?

    <p>Consumers with an external locus of control search less because they believe outcomes are beyond their control. (D)</p> Signup and view all the answers

    In which step of the purchase decision are customers ready to buy?

    <p>Step 4 (C)</p> Signup and view all the answers

    Which factor does NOT reduce abandoned carts?

    <p>Longer wait times (D)</p> Signup and view all the answers

    Which one of these is NOT a potential outcome of the postpurchase step?

    <p>Breathing exercises (D)</p> Signup and view all the answers

    What is the primary characteristic of non-compensatory decision rules?

    <p>They eliminate options that do not meet a specific criteria. (D)</p> Signup and view all the answers

    Which attribute had the highest importance weight in the evaluation of the car options?

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

    In the context of decision heuristics, which option best describes their role?

    <p>They are strategies to simplify the decision-making process. (A)</p> Signup and view all the answers

    If a consumer uses price as a decision heuristic, what is the likely outcome?

    <p>They may ignore the overall performance of the product. (C)</p> Signup and view all the answers

    Which car received the lowest overall score based on the evaluation criteria?

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

    The importance weights for attributes in the evaluation sum up to what total value?

    <p>1.0 (D)</p> Signup and view all the answers

    Which of the following is NOT an example of a decision heuristic mentioned in the material?

    <p>State of origin (C)</p> Signup and view all the answers

    What decision-making process does the term 'compensatory' imply regarding attributes?

    <p>Weaknesses in one attribute can be offset by strengths in another. (A)</p> Signup and view all the answers

    What primarily drives marketing strategies according to consumer behaviour principles?

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

    Which factor is NOT mentioned as influencing the consumer's search processes?

    <p>Time of year for purchase (B)</p> Signup and view all the answers

    In the consumer decision process, which step directly follows need recognition?

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

    What type of needs does a high-end fashion accessory, like a Dior Minaudière clutch, primarily satisfy?

    <p>Only psychological needs (D)</p> Signup and view all the answers

    Which of the following is a method of information search that involves recalling prior experiences or knowledge?

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

    How does consumers' perceived risk influence their product search process?

    <p>It affects the decision on whether to undertake the search. (A)</p> Signup and view all the answers

    Which aspect is critical to improving a firm’s marketing strategy according to consumer behaviour principles?

    <p>Listening and learning from customers (B)</p> Signup and view all the answers

    Which factor is least likely to influence the amount of time a consumer spends searching for information?

    <p>The advertising campaigns on similar products (C)</p> Signup and view all the answers

    How do psychological factors influence consumer buying decisions?

    <p>They encompass attitudes, perceptions, and learned experiences. (C)</p> Signup and view all the answers

    Which of the following best describes the role of family in consumer buying decisions?

    <p>Family can act as both decision-makers and influencers. (A)</p> Signup and view all the answers

    What is the impact of culture and tradition on consumer perception?

    <p>They determine a person's overall view of products and services. (A)</p> Signup and view all the answers

    Which psychological factor is most likely affected by social experiences?

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

    Which type of needs is specifically being satisfied by healthy eating promotions, as exemplified by the Subway ad?

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

    How does the learning process affect consumer behavior?

    <p>It influences both attitudes and perceptions through experiences. (C)</p> Signup and view all the answers

    Which option best describes reference groups in the context of consumer behavior?

    <p>They provide information, rewards, and influence self-image. (A)</p> Signup and view all the answers

    What motivates a consumer's buying decision related to their inner desires, as indicated in the content?

    <p>Self-esteem needs and satisfaction. (C)</p> Signup and view all the answers

    What type of buying decision is typically involved when purchasing fashion apparel?

    <p>Extended Problem Solving (C)</p> Signup and view all the answers

    Which of the following factors influences purchase decisions based on the context of shopping?

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

    Which term refers to the unique images retailers develop based on their internal environment?

    <p>Store Atmospherics (D)</p> Signup and view all the answers

    Which type of buying decision is characterized by spontaneous purchases?

    <p>Impulse Buying (D)</p> Signup and view all the answers

    In what way do cultural factors influence consumer behavior?

    <p>They shape shared meanings, beliefs, and customs. (B)</p> Signup and view all the answers

    What approach do marketers take to cater to diverse consumer needs across different cultures?

    <p>Culturally Tailored Products (D)</p> Signup and view all the answers

    What type of purchase is likely to require limited problem solving?

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

    Which option best describes the influence of situational factors on shopping behavior?

    <p>They can alter decision-making based on the context. (D)</p> Signup and view all the answers

    Flashcards

    Consumer Buying Decision Process

    The steps consumers take to make a purchase, including need recognition and information search.

    Need Recognition

    The first step in the consumer decision process where a consumer identifies a need, either functional or psychological.

    Information Search

    The second step where consumers seek information, either internally or externally, to make informed decisions.

    Internal Search

    The process of recalling past experiences or information from memory when searching for product information.

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    External Search

    Searching for information outside of one's own experience, such as reviews, advertisements, or asking others.

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    Perceived Benefits vs. Perceived Costs

    A factor affecting the search process that weighs the advantages of researching against the effort involved.

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    Actual vs. Perceived Risk

    The difference between the real risk of purchasing a product and the risk consumers believe they face.

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    Locus of Control

    A factor influencing the extent of search, referring to whether one feels in control over outcomes or not.

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    Compensatory Decision Rule

    A decision-making process where higher scores in one attribute can compensate for lower scores in another.

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    Non-compensatory Decision Rule

    A decision-making process that does not allow one attribute to compensate for another; usually based on a specific threshold.

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    Decision Heuristics

    Mental shortcuts that simplify decision-making by narrowing down choices.

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    Attributes in Evaluation

    Factors or characteristics considered when evaluating options, such as mileage, style, or price.

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    Importance Weight

    A value assigned to different attributes that reflects their significance in the decision-making process.

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    Attribute Rating Scale

    A scale ranging from 1 (very poor) to 10 (very good) used to evaluate various attributes.

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    Pricing as a Heuristic

    Using price as a key decision-making shortcut in evaluating products.

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    Distinctive Attributes

    Characteristics that differentiate a product from competitors, influencing consumer choice.

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    Internal Locus of Control

    Belief that one can control outcomes; leads to more search activities.

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    External Locus of Control

    Belief that external factors dictate outcomes; may lead to less motivation to search.

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    Actual Risk

    The real threat or danger involved with a product or decision.

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    Perceived Risk

    The anticipated negative consequences felt by the consumer regardless of actual risk.

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    Financial Risk

    The potential monetary loss involved with a purchase.

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    Social Risk

    The potential for social embarrassment or loss of status due to a purchase.

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    Determinant Attributes

    Specific features of a product that influence a consumer’s choice.

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    Retrieval Set

    All the brands or stores a consumer can recall when considering a purchase.

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    Physiological Needs

    Basic human requirements for survival, such as food and water.

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    Psychological Factors: Attitude

    A learned evaluation or feeling towards an object that can change over time.

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    Psychological Factors: Perception

    The process by which individuals interpret sensory information based on their background.

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    Psychological Factors: Learning

    The process that influences attitudes and perceptions through experience.

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    Social Factors: Family

    Family members who influence buying decisions as decision makers or influencers.

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    Social Factors: Reference Groups

    Groups that provide information and influence behaviors, such as family or friends.

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    Organic Juices

    Beverages made from organic ingredients, often marketed as healthy and sustainable.

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    Influence of Culture

    Cultural background shapes perception and decision-making processes.

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    Postpurchase Dissonance

    A feeling of uncertainty or regret after making a purchase.

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    Customer Loyalty

    A strong commitment to repurchase a product from the same brand.

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    Negative Word-of-Mouth

    When dissatisfied customers share their bad experiences with others.

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    Breathing Exercises

    Techniques used to manage anxiety and improve focus during the decision-making process.

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    Conversion Rate

    The percentage of consumers who complete a desired action, such as a purchase.

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    Reducing Abandoned Carts

    Strategies to minimize the number of customers who leave without purchasing.

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    Encouraging Customer Feedback

    Inviting customers to express their opinions to improve satisfaction and loyalty.

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    Culture

    Shared meanings, beliefs, morals, and customs influencing consumer behavior.

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    Consumer Culture

    Understanding the cultural traits that guide consumer preferences.

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    Situational Factors

    External influences such as time and context affecting purchase decisions.

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    Purchase Context

    The specific reasons or occasions for making a purchase.

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    Store Atmospherics

    Unique images retailers create through their environments.

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    Types of Buying Decisions

    Various levels of consumer decision-making: extended, limited, impulse, habitual.

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    Extended Problem Solving

    Involves significant thought and research before buying, often for expensive items.

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    Impulse Buying

    Unplanned, spontaneous purchases without deliberation.

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    Study Notes

    Chapter 4: Consumer Behaviour

    • This chapter focuses on consumer behaviour, exploring the steps in the consumer buying decision process, factors influencing consumer behaviour, and the impact of involvement on consumer decisions.
    • Consumer behaviour is crucial for successful marketing strategies, as firms need to understand consumer needs to effectively market their products or services.
    • A key principle is that firms should listen to and learn from their customers to improve their products and services. Customer feedback is critical.
    • The consumer buying decision process involves several sequential steps: need recognition, information search, alternative evaluation, purchase decision, and postpurchase.

    Learning Objectives

    • LO1: Describe the steps in the consumer buying decision process.
    • LO2: Identify factors that determine the time consumers spend researching information before making a purchase.
    • LO3: Summarize the influence of psychological, social, and situational factors on consumer buying behaviour.
    • LO4: Explain how involvement influences the consumer buying decision process.

    The Consumer Decision Process

    • The process starts with need recognition, which can be functional (e.g., basic needs) or psychological (e.g., desire for status).
    • Next is the information search, where consumers gather information about available product or service options, either internally (from memory) or externally (from external sources).
    • This leads to alternative evaluation, during which consumers assess different options and select criteria to make a choice.
    • The purchase decision stage involves choosing a specific option.
    • Postpurchase evaluations assess satisfaction or dissatisfaction. Key outcomes from this evaluation can be customer satisfaction, postpurchase dissonance (buyer's remorse), customer loyalty, and negative word-of-mouth.

    Factors Affecting Consumer Search Processes

    • Perceived benefit vs. perceived cost.
    • Actual or perceived risk (different types of risks exist and can influence research).
    • Locus of control (internal vs. external, affecting research time).
    • Time effort is a factor.

    Factors Influencing Consumer Buying Decisions

    • Psychological factors - motives, attitudes, perceptions, learning, lifestyle.

    • Motives: Self-actualization, esteem, love, safety, physiological.

    • Attitudes: Evaluations or feelings towards products/services.

      • Attitudes are learned, often long-lasting, but can change.
      • Attitude has components including affective, behavioural, and cognitive.

    • Perceptions: Understanding perceptions of the world (influenced by culture and upbringing).

    • Learning: Impacts attitudes and perceptions, affected by social experiences.

    • Lifestyle: Consumer's overall life choices or patterns.

    • Social Factors - family, reference groups, culture

    • Family: Influential decision makers and influencers.

    • Reference groups: Family, friends, coworkers, famous people. Reference groups provide information, rewards, and influence self-image

    • Culture: Shared beliefs, customs, values, and morals influence consumer behavior. Marketers need to adapt to differing cultures in various contexts.

    • Situational Factors - Purchase situation, shopping situation, and temporal state, important purchase decisions that frequently influence decisions (e.g., gift-giving situation may differ from a personal situation).

    Types of Buying Decisions

    • Extended Problem Solving: Consumers devote substantial time and effort to making a decision (e.g., purchasing a car).
    • Limited Problem Solving: Consumers spend moderate time and effort (e.g., grocery shopping for milk).
    • Impulse Buying: Decisions made spontaneously.
    • Habitual Decision Making: Consumers make little to no effort (e.g., buying toothpaste routinely).

    Alternative Evaluation: Decision Rules

    • Compensatory: Weighing various product attributes (like price and quality).
    • Non-compensatory: Focusing on key features or attributes, ignoring tradeoffs (like deciding simply based on price in a compensatory situation).
    • Decision Heuristics: Mental shortcuts that help make purchasing decisions simpler. (includes decisions based on price, brand, or product presentation).

    Key Takeaways

    • Understanding consumer behaviour is fundamental to successful marketing.
    • Consumers have specific factors that determine buying decisions, some psychological, some social, and some situational. -These factors interact, influencing how we evaluate products and services.

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    Consumer Behaviour (Chapter 4) - PDF

    Description

    This quiz explores various psychological factors that influence consumer behavior and decision-making. It covers concepts such as perceived risk, postpurchase satisfaction, and the impact of consumer beliefs on purchasing actions. Test your knowledge of how psychological orientations affect consumer choices and marketing strategies.

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