Consumer Research Techniques Quiz

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Questions and Answers

What is the primary purpose of consumer research?

To collect and analyze information about consumer preferences and behaviors (correct)

To investigate regulatory policies for marketing

To assess the effectiveness of social marketing campaigns

To promote products through advertisements

Which technique is designed to uncover feelings and motivations that consumers may not readily express?

Projective techniques (correct)

Scaling

Surveying

Experimentation

What technique is used to measure qualitative responses regarding consumer preferences?

Scaling (correct)

Perceptual mapping

Sensory marketing

Projective techniques

Which of the following refers to the minimal difference that can be detected between two stimuli?

Differential threshold Signup and view all the answers

What is the purpose of perceptual mapping in marketing?

To plot consumers' perceptions related to product attributes Signup and view all the answers

Which of the following best describes sensory marketing?

Techniques that engage consumers through their five senses Signup and view all the answers

What process involves selecting, organizing, and interpreting information received by consumers?

Perception Signup and view all the answers

What describes the absolute threshold of perception?

The minimum intensity level that makes a stimulus detectable Signup and view all the answers

What is the main premise of selective exposure theory?

Individuals favor information that supports their existing views. Signup and view all the answers

Who is primarily associated with the development of selective exposure theory?

Leon Festinger Signup and view all the answers

What main process is involved in classical conditioning?

Creating an association between a stimulus and a response. Signup and view all the answers

In the context of consumer behavior, what does operant conditioning focus on?

Associating a specific response with a consequence. Signup and view all the answers

Why are personality traits significant in marketing?

They enable better targeting and customization of messages. Signup and view all the answers

Which theory emphasizes unconscious needs as central to human motivation?

Freudian theory Signup and view all the answers

What does the Multi-Attribute Attitude Model measure?

Attitudes towards specific products based on various attributes. Signup and view all the answers

Which aspect of personality does trait theory focus on?

Quantifying personality traits through measurable data. Signup and view all the answers

What does de-ethnicization refer to in the context of culture?

The incorporation of a product into mainstream society by removing its ethnic association Signup and view all the answers

What is the primary purpose of consumption in an economic context?

To transform goods into value Signup and view all the answers

Which of the following best describes sacralization?

The transformation of ordinary objects into ones with sacred status Signup and view all the answers

Which concept emphasizes that the needs and wants of consumers shape economic activities?

Consumer sovereignty Signup and view all the answers

What characterizes profane consumption?

Engagement with ordinary, everyday objects and events Signup and view all the answers

Counter culture is defined as which of the following?

A type of subculture that actively opposes the larger culture's norms and values Signup and view all the answers

What is a negative impact often associated with consumerism?

Promotion of materialism Signup and view all the answers

Which consumer behavior model focuses on impulsive purchases triggered by visual cues?

Hawkins-Stern Model Signup and view all the answers

What role does nonverbal communication play in cultural expression?

It encompasses the arbitrary meanings assigned by a culture to various actions and events. Signup and view all the answers

In the Engel-Kollat-Blackwell Model, which stage follows the information search?

Evaluation Signup and view all the answers

Which model suggests that consumers are influenced by societal group dynamics?

Sociological Model Signup and view all the answers

What is a primary driver of consumption as described?

Basic needs and practical desires Signup and view all the answers

Which of the following models addresses how advertising influences consumer decisions?

Nicosia Model Signup and view all the answers

What is a reference group primarily used for?

To provide a basis for an individual's behavior. Signup and view all the answers

Which type of social influence is characterized by conforming to individuals believed to have accurate information?

Informational social influence Signup and view all the answers

What does the Gini coefficient measure?

The equality of income distribution within a population. Signup and view all the answers

Social comparison theory primarily aims to enhance what aspect of an individual?

Stability of self-evaluation. Signup and view all the answers

What does social stratification refer to?

The categorization of society members based on social status. Signup and view all the answers

An opinion leader is best defined as someone who:

Frequent influences others' attitudes and behaviors. Signup and view all the answers

Which of the following components is NOT included in the definition of culture?

Physical health Signup and view all the answers

The GLOBE project focused on how cultural values affect which of the following?

Organizational leadership. Signup and view all the answers

Study Notes

Consumption and Production

Consumption is the ultimate goal of production; producers' welfare serves to enhance consumer welfare.
Consumer sovereignty emphasizes that consumer needs shape economic activities.
Consumption transforms goods, services, or ideas into value, where the experience often exceeds the product itself.

Characteristics of Consumption

Primarily driven by basic needs and practical desires.
Its effects depend on the sustainability and balance of consumed goods.
Considered a routine aspect of daily life.

Consumerism

A movement advocating for the interests of buyers, influenced by psychological, social, and cultural factors.
Associated with excessive consumption beyond basic needs, leading to materialism, overconsumption, and resource depletion.

Consumer Behavior

Ongoing process that encompasses all aspects of a purchase decision, not just the transaction moment.
Traditional models include:
- Learning Model: Consumers learn through choices driven by needs.
- Economic Model: Aims to meet needs while minimizing resource expenditure.
- Psychoanalytical Model: Decisions driven by deep-rooted conscious and unconscious motives.
- Sociological Model: Influenced by an individual's societal interactions.

Contemporary Consumer Behavior Models

EKB Model: Five stages of consumer decision-making: need recognition, information search, evaluation, purchase, and post-purchase.
Black Box Model: Highlights internal and external stimuli processing in purchase decisions.
Hawkins-Stern Model: Focuses on impulsive purchases triggered by visual cues.
Nicosia Model: Examines the impact of advertising on consumer attitudes and choices.
Webster and Wind Model: Focuses on B2B buying behavior.

Applications of Consumer Behavior

Utilized for marketing strategies regarding product, pricing, distribution, and promotion.
Informs regulatory policy and social marketing efforts.
Assists in creating informed consumer bases.