Introduction to Marketing Psychology
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Questions and Answers

What is the main implication of the 'Foot-in-the-Door Technique'?

  • Smaller requests lead to higher compliance with subsequent larger requests (correct)
  • Bonding with the requester is more likely to occur if there is only one request
  • People are more likely to say 'yes' to an initial request if they feel a connection with the requester
  • Large requests are more effective than smaller ones

What is the key element of the Scarcity principle in marketing?

  • Using testimonials from satisfied customers to build trust and credibility
  • Creating a limited-time offer to encourage immediate purchase
  • Emphasizing high demand and limited availability to increase perceived value (correct)
  • Highlighting exclusive features that set a product apart from competitors

How does the 'Verbatim Effect' influence consumer behavior?

  • Consumers tend to remember the overall message of an advertisement rather than specific details (correct)
  • Consumers are more likely to be influenced by advertisements with catchy slogans
  • Consumers are more likely to purchase products that have a strong emotional appeal
  • Consumers tend to remember specific details of an advertisement more than general information

What does the 'Environment Effect' suggest about consumer decisions?

<p>Consumers' decisions are influenced by subconscious environmental cues, such as past experiences or feelings (A)</p> Signup and view all the answers

Which of these is NOT a characteristic of 'Affect' as a key element in consumer behavior?

<p>Objective evaluations of products and services (B)</p> Signup and view all the answers

How does the 'Scarcity' principle apply to event marketing?

<p>Creating a sense of exclusivity by limiting the number of attendees (A)</p> Signup and view all the answers

What is a key takeaway from the 'Foot-in-the-Door Technique' experiment by Freedman and Fraser?

<p>People are more likely to comply with a large request if they have already agreed to a smaller one (C)</p> Signup and view all the answers

What is a practical application of the 'Verbatim Effect' in marketing?

<p>Creating memorable slogans and taglines that encapsulate the brand's message (D)</p> Signup and view all the answers

What is the main limitation of the PANAS scales?

<p>They do not cover the full range of positive and negative affect. (B)</p> Signup and view all the answers

What is the "How-do-I-feel-about-it?" heuristic used for?

<p>Evaluating targets by consciously inspecting one's feelings. (D)</p> Signup and view all the answers

What is a potential problem with the "How-do-I-feel-about-it?" heuristic?

<p>It can lead to biased evaluations. (A)</p> Signup and view all the answers

What is meant by the term "integral feelings" in evaluating a target?

<p>Feelings that are based on a holistic assessment of the target. (B)</p> Signup and view all the answers

What is a characteristic of decisions and judgments based on integral affect?

<p>They are often myopic. (D)</p> Signup and view all the answers

What does the term "protective frame" refer to in the context of mixed emotions?

<p>A state of detachment or non-involvement in a situation. (A)</p> Signup and view all the answers

What is the primary way that individuals are more likely to experience mixed emotions?

<p>When they are in a protective frame of mind. (A)</p> Signup and view all the answers

According to the passage, how do emotional appeals in advertising relate to the idea of mixed emotions?

<p>Emotional appeals are more effective when they evoke mixed emotions. (B)</p> Signup and view all the answers

Under which of the following conditions are affective responses to a target perceived as more relevant?

<p>When the consumer generally trusts his or her feelings. (D)</p> Signup and view all the answers

What is the 'representativeness principle' in the context of anticipatory feelings?

<p>It suggests that people are more likely to trust anticipatory feelings when they are aware of their source. (D)</p> Signup and view all the answers

What is the relationship between the affective response to an advertisement and the evaluation of the advertised brand, according to the text?

<p>The affective response to the advertisement generally has a stronger influence on the evaluation of the advertisement itself than on the evaluation of the advertised brand. (A)</p> Signup and view all the answers

Which of the following is NOT considered a condition that makes affective responses more relevant?

<p>The consumer is exhibiting utilitarian motives. (C)</p> Signup and view all the answers

What is the 'relevance principle' in the context of incidental affective states?

<p>It suggests that incidental affective states are more relevant when they are perceived as related to the decision at hand. (C)</p> Signup and view all the answers

What does the text suggest about the influence of gift wrapping on the evaluation of a gift?

<p>It suggests that gift wrapping can enhance the evaluation of a gift by elevating the recipient's mood. (D)</p> Signup and view all the answers

What is an example of an 'anticipatory feeling' as described in the passage?

<p>The feeling of excitement while browsing through a luxury fashion store. (D)</p> Signup and view all the answers

Which of the following is NOT a moderator of congruency effects of incidental affective states, as mentioned in the text?

<p>The consumer's level of involvement in the decision. (A)</p> Signup and view all the answers

What is the primary concern for researchers focusing on the affective aspects of marketing stimuli?

<p>Examining how people describe their emotional responses to marketing materials. (A)</p> Signup and view all the answers

According to the James-Lange theory, what triggers emotional experiences?

<p>Cognitive interpretations of bodily responses. (B)</p> Signup and view all the answers

What is the main limitation of the Personal Experience Method when testing the effects of emotional manipulations?

<p>It requires a high level of participant motivation for accurate results. (A)</p> Signup and view all the answers

How does Richins (1997) contribute to the understanding of emotion measurement in consumer research?

<p>She identified and compiled a comprehensive list of emotion terms used in consumer research. (A)</p> Signup and view all the answers

Which of the following is NOT a key aspect of effective marketing content design based on the passage?

<p>Leveraging the principles of peripheral arousal to activate emotional responses. (B)</p> Signup and view all the answers

What is the main idea of the passage?

<p>Understanding consumer emotions is crucial for designing effective marketing content. (D)</p> Signup and view all the answers

Why is the Schachter and Singer experiment mentioned in the context of marketing psychology?

<p>It shows that emotional stimuli can be manipulated to influence consumer behaviors. (A)</p> Signup and view all the answers

Which of the following is NOT a limitation of using peripheral arousal measures in marketing research?

<p>They are not easily applicable to large-scale consumer research studies. (B)</p> Signup and view all the answers

How does a negative mood affect an individual's approach to a task, according to the text?

<p>It prompts the individual to maintain a diligent and vigilant approach to the task. (D)</p> Signup and view all the answers

What is a key implication of the 'Mood as Input' hypothesis in the context of a task?

<p>Individuals are more likely to stop a task when they are experiencing a negative mood. (D)</p> Signup and view all the answers

Under what circumstances does a positive mood promote risk-taking behavior?

<p>When the potential for loss is low, but the chances of success are high. (A)</p> Signup and view all the answers

How does negative affect influence an individual's decision-making process?

<p>It prompts individuals to seek out activities that will maintain or enhance their positive affect. (A)</p> Signup and view all the answers

What is the main implication of the concept of 'Task-Related Affect' in judgment and decision-making?

<p>The process of making judgments about situations is often influenced and colored by emotions, especially when the trade-offs involve strong emotional content. (D)</p> Signup and view all the answers

How can mood-threatening stimuli be persuasive in communication?

<p>By eliciting feelings of fear or anxiety, prompting the audience to take action. (B)</p> Signup and view all the answers

Which of the following is NOT a characteristic of a positive mood?

<p>It can make individuals less willing to take risks, even in situations where the chances of loss are low. (C)</p> Signup and view all the answers

Which of the following is NOT an example of how people experiencing negative affect attempt to regulate their emotions?

<p>Suppressing or ignoring their negative feelings, hoping they will eventually go away. (A)</p> Signup and view all the answers

What is the main function of anticipatory feelings in decision-making?

<p>They provide a basis for predicting the hedonic outcomes of potential choices. (C)</p> Signup and view all the answers

How does the Cognitive-Complexity Hypothesis explain the effect of high arousal on judgment?

<p>High arousal simplifies representations of target objects, reducing cognitive complexity. (A)</p> Signup and view all the answers

What is a key characteristic of the 'Risk-at-Feelings' Hypothesis?

<p>It suggests that subjective risk perceptions are largely driven by anticipatory feelings. (C)</p> Signup and view all the answers

Which of the following is NOT a factor that influences the impact of incidental affect on judgment and decision-making?

<p>The individual's personality characteristics, such as risk aversion. (D)</p> Signup and view all the answers

What is the main distinction between 'Predicted Utility' and 'Beyond Simple Valence Congruency' types of affect in decision-making?

<p>'Predicted Utility' refers to rational decision-making, while 'Beyond Simple Valence Congruency' highlights the influence of mood states. (C)</p> Signup and view all the answers

According to Levental's (1970) theory, how does threat-related information influence behavior?

<p>It initiates both problem-solving and threat avoidance processes. (A)</p> Signup and view all the answers

What does the text suggest about the relationship between anticipatory feelings and decision-making?

<p>Anticipatory feelings are only relevant when they relate to a specific judgment or decision. (A)</p> Signup and view all the answers

How do incidental affective states potentially influence the judgment and decision-making process?

<p>They can indirectly influence the process by which judgments and decisions are made. (B)</p> Signup and view all the answers

Flashcards

Scarcity Principle

A marketing strategy that leverages limited availability to drive demand.

Foot-in-the-Door Technique

A compliance strategy where a small request increases the likelihood of agreeing to a larger request later.

Verbatim Effect

A cognitive bias causing people to remember the gist of information, rather than the exact words used.

Environment Effect

Influence of subconscious environmental cues on people's decisions and behavior.

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Requests and Compliance

The likelihood of agreeing to a request increases after a previous smaller agreement.

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Cognitive Bias

Systematic patterns of deviation from norm or rationality in judgment.

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Emotions in Consumer Behavior

Feelings that impact how consumers act and make purchasing decisions.

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Mood Effect on Decisions

Mood states can play a significant role in influencing choices and preferences.

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PANAS Scales

Positive and Negative Affect Scales used to measure affective experiences.

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Affective Experience

Emotional responses that influence consumer behavior.

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Evaluation Heuristic

A mental shortcut for figuring out feelings towards something.

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Integral Affect

Judgments based on immediate emotional experiences rather than descriptions.

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Mixed Emotions

Experiencing both positive and negative feelings simultaneously.

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Judgment Speed

The rate at which decisions are made based on emotional cues.

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Processing Resources

The mental effort needed to evaluate decisions.

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Myopic Decisions

Short-term focus in decision making based on immediate feelings.

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Positive Mood Manipulation

Using strategies to induce positive emotions in marketing.

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Clustering in Content

Grouping similar ideas to enhance memory retention.

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Affect-Inducing Stimulus

Stimuli that provoke emotional responses in individuals.

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Memory Retention Design

Creating content layouts that aid in remembering information.

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Emotional Intensity

How strong an emotional response is felt.

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James-Lange Theory

The theory suggesting emotions arise from bodily responses.

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Peripheral Arousal

Bodily reactions, like heart rate, that accompany emotions.

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Richins' Emotion Inventory

A comprehensive list of emotions used in consumer research.

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Affect carryover

When feelings about an experience influence evaluations of a target.

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High-involvement decisions

Decisions requiring significant emotional investment, such as marriage or buying a house.

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Experiential motives

Consumer motives based on personal experience and feelings.

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Judgment relevance

Affective responses are perceived as more relevant in specific situations.

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Promotion-focused consumers

Consumers motivated by achieving positive outcomes or gains.

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Trust in feelings

When consumers rely on their emotions as valid sources of information.

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Anticipatory feelings

Emotions experienced while deciding, impacting evaluations of targets.

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Representativeness principle

People's perception of emotions can be influenced by understanding their sources.

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Predicted Utility

Evaluations made based on the expected pleasure of options.

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Risk-at-Feelings Hypothesis

Subjective risk estimates are influenced by anticipatory emotions tied to threats.

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Cognitive-Complexity Hypothesis

High arousal simplifies people's views of objects.

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Incidental Affect

Unrelated emotional states impacting judgment and decisions.

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Mood-Congruent Evaluations

Assessments aligned with one's current mood states.

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Fear Control Process

Method focusing on avoiding threats rather than solving problems.

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Danger Control Process

A problem-solving approach triggered by perceiving threats.

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Positivity Offset

The tendency for weakly positive affect when motivational input is neutral.

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Mood as Input Hypothesis

Negative moods signal dissatisfaction, causing early task stopping; positive moods encourage task perseverance.

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Negative Affect and Choices

People with negative affect seek behaviors that will improve their feelings.

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Risk-Taking in Positive Moods

Positive moods promote risk-taking when stakes are low, but risk-avoidance when stakes are high.

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Task-Related Affect

Emotions experienced while making judgments or decisions affect the outcome.

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Moods and Processing

Sad moods lead to vigilant processing; happy moods allow for relaxed processing.

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Affect Regulation in Decision Making

Using affect to regulate choices; feelings can persuade decisions and judgments.

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Emotional Trade-offs

When decisions involve emotions, they can generate specific feelings influencing the outcome.

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Study Notes

Introduction to Marketing Psychology

  • Marketing psychology combines psychological principles with marketing strategies for better understanding consumer behavior.
  • Understanding consumer thought processes is crucial for effective marketing.

Understanding Basic Human Needs

  • Maslow's Hierarchy of Needs (1943) outlines human needs in a hierarchical structure.
  • Physiological needs include food, water, sleep, oxygen, temperature, and reproduction.
  • Safety needs encompass physical and financial security, like health, safety, and security in a home or neighborhood.
  • Belonging and love needs involve human connection in family, friendship, and intimacy.
  • Esteem needs focus on respect and recognition within communities, including job promotions and recognition for achievements.
  • Self-actualization needs relate to achieving full potential, including finding passions or leaving lasting legacies.

Key Principles of Human Behavior

  • Priming: Exposing a consumer to one stimulus affects their response to another. This can influence buying behavior.
  • Reciprocity: If someone does something for you, you'll naturally want to reciprocate. This principle can be used in marketing through offering free samples or gifts to encourage purchase.

Other Marketing Principles

  • Anchoring: Consumers base decisions on initial information. This usually applies to sales promotions or comparison pricing.
  • Scarcity: The rarer an item, the more valuable it seems. This concept can boost sales, especially in limited-time offers.
  • Decoy Effect: Including a "decoy" option, typically more expensive, nudges customers towards a more desirable choice.
  • Loss Aversion: People resist losing something they already possess. This can be used for selling premium or upgraded services.
  • Foot-in-the-Door Technique: Getting someone to agree to a small request makes them more likely to agree to a larger one.
  • Environmental Factors: Environmental cues, like temperature, influence decisions and recall. (Examples: warm temperatures lead to positive emotions, and cooler to cautious ones).
  • Mood: Moods impact consumer behavior, shaping their perceptions. Research includes both short/long term affects.
  • Affect-as-Information: Affect (mood or feeling) informs judgments and decisions.
  • Anticipatory and Anticipated Affect: Feelings related to past and future experiences impact and influence decisions.
  • Mood States in Judgment and Decision Making: Positive moods can induce risk-taking while negative moods can make people more cautious. Negative states also make people more susceptible to persuasions attempts.

Factors influencing consumer behavior

  • Perception: Consumers interpret information in their own unique way.
  • Personality and Values: Consumers' personalities and values shape their product choices.
  • Culture, Social Influences, and Reference Groups, and Personal Experiences

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Explore the intersection of psychology and marketing with this quiz on consumer behavior and human needs. Understand key concepts such as Maslow's Hierarchy of Needs and the role of psychological principles in marketing strategies. Perfect for those interested in enhancing their marketing skills through psychological insights.

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