Consumer Behavior

Question 1

The mental stress or discomfort experienced from having conflicting thoughts, beliefs, or attitudes
Humans strive for internal consistency

Answer 1

Cognitive dissonance

Question 2

Cognitive dissonance

Answer 2

The mental stress of discomfort experienced from having conflicting thoughts, beliefs, or attitudes
Humans strive for internal consistency

Question 3

Cognitive dissonance: humans strive for

Answer 3

Internal consistency

Question 4

Cognitive dissonance is the mental stress or discomfort experienced from having conflicting (3)

Answer 4

Thoughts, beliefs, or attitudes

Question 5

Consumer behavior 3 corners

Answer 5

Affect (how you feel)
Cognition (what you think)
Behavior (what you do)

Question 6

3 ways humans deal with cognitive dissonance

Answer 6

1. Change belief
2. Change action
3. Change action perception

Question 7

Action changes attitude _____ than attitude changes action

Answer 7

Faster

Question 8

9 ways to motivate action

Answer 8

Framing
Collectivism
Ownership
Play
Utility
Modeling
Skill
Ease
Commitment

Question 9

People react to a particular choice in different ways depending on how it is presented

Answer 9

Framing effect

Question 10

Why does reframing work?

Answer 10

Because our brains have limited processing capacity

Question 11

Framing effect

Answer 11

People react to a particular choice in different ways depending on how it is presented

Question 12

The practice or principle of giving a group priority over each individual in it

Answer 12

Collectivism

Question 13

Collectivism

Answer 13

The practice or principle of giving a group priority over each individual in it

Question 14

Four building blocks of collectivism

Answer 14

Obedience
Conformity
Action
Purpose

Question 15

Obedience study

Answer 15

Milgram study

Question 16

Conformity study

Answer 16

Line study

Question 17

Two ownership effects

Answer 17

The endowment effect

The IKEA effect

Question 18

People place a disproportionate value on something they own, build, or help create themselves

Answer 18

Ownership

Question 19

There is a connection between the things we own and our selves; we think highly of ourselves so we think highly of the things we own and create

Answer 19

Ownership

Question 20

Ownership

Answer 20

People place a disproportionate value on something they own, build, or help create themselves
There is a connection between the things we own and ourselves; we think highly of ourselves so we think highly of the things we own and create

Question 21

The use of game mechanisms and game structures to make situations playful

Answer 21

Gamification

Question 22

Gamification

Answer 22

The use of game mechanisms and game structures to make situations playful

Question 23

Why do humans like games?

Answer 23

Because activities with rewards activate dopamine

Question 24

Play is the intersection of what two things

Answer 24

Do what I enjoy (consumer wants)

Spend time with my brand (advertiser wants)

Question 25

The more value that can be injected into a brand (making the brand increasingly valuable to the consumer), the stronger the brand becomes

Answer 25

Utility

Question 26

Utility

Answer 26

The more value that can be injected into a brand (making the brand increasingly valuable to the consumer), the stronger the brand becomes

Question 27

Value =

Answer 27

Ability to meet my goal/price

Question 28

Three examples of "models"

Answer 28

Family Friends Reference groups

Question 29

An individual or group whose perspectives, values, or behavior is used by another individual as a basis for his or her judgements, opinions, and/or actions

Answer 29

Reference groups

Question 30

3 types of reference groups

Answer 30

Membership (officially belong) Aspirational (desire Association) Dissociative (to be avoided)

Question 31

Making a task easier through capacity building and providing resources to confidently engage in the behavior

Answer 31

Skill

Question 32

Skill

Answer 32

Making a task easier through capacity building and providing resources to confidently engage in the behavior

Question 33

A person's belief in their ability to succeed in a given situation

Answer 33

Self efficacy

Question 34

Self efficacy

Answer 34

A person's belief in their ability to succeed in a given situation

Question 35

This eliminates complexity - makes it easier for people to undertake behaviors Modify the environment or context of the bah cope to make it easier

Answer 35

Ease

Question 36

Ease: This system is fast, unconscious, automatic, everyday decisions, error prone

Answer 36

System 1

Question 37

Ease: This system is slow, conscious, effortful, complex decisions, reliable

Answer 37

System 2

Question 38

Foot in the door - people are more likely to do a larger task if you ask them to do a smaller task first Cognitive dissonance

Answer 38

Commitment

Question 39

Commitment example

Answer 39

Foot-in-the-door: people are more likely to do a larger task if you ask them to do a smaller task first