Understanding Consumer Behavior and Decision Making Quiz

Feeling discomfort about if you made the right decision or not is called post-decision ______

The negative feeling when you regret your purchase and feel like you should've bought something else is known as post-decision ______

Information search, exposure to marketing communications, observation of others, and direct experience are 4 ways consumer acquires ______

Comparing prior belief or expectations with new information is the definition of hypothesis ______

Hypothesis generation, exposure to evidence, encoding of evidence, and integration of evidence and prior beliefs are the 4 stages in testing ______ for learning

If motivation is high, consumers will ______, research, engage, and test

Ambiguity of information: Not enough info and experience to confirm or disprove one's ______

High knowledge consumers have well defined beliefs and expectations, making them less likely to generate new ______

Processing biases: When consumers avoid both negative and highly diagnostic information because of ______

Top-dog strategy: A market leader or brand with a large or the largest market share benefits from low motivation to learn because consumers will not learn new things, thus confirming existing ______

Underdog strategy: A lower share brand that is perceived to be doing well in spite of the odds can instigate learning by comparing itself to the market leader, but must have a distinct advantage to overcome confirmation ______ and overconfidence

High involvement consumers express higher satisfaction because of their extensive evaluation, but satisfaction declines ______

Low involvement consumers have low satisfaction initially, but it increases with greater ______ overtime

Utilitarian dimension of consumer judgment focuses on how ______ and functional a product is

Hedonic dimension of consumer judgment focuses on how a product makes consumers ______