Consumer Behavior Exam

Question 1

What is the difference between an unconditioned stimulus and a conditioned stimulus?

Answer 1

Unconditioned: naturally produces a response
Conditioned: produces a learned response through association over time

Question 2

Give an exmaple of a halo effect in marketing:

Answer 2

celebrity endorsements, influencer marketing

Question 3

How can marketers use repetition to increase the likelihood that consumers will learn about their brand?

Answer 3

slogans

Question 4

Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the background?

Answer 4

consumer confusion/distraction

Question 5

What is motivation and why is this idea so important to marketers?

Answer 5

Internal state that drives us to satisfy needs by activating goal-oriented behavior.
● Crucial to marketers as it drives purchasing decisions

Question 6

List three dimensions that describe the self concept:

Answer 6

self-image, self esteem, ideal self

Question 7

Describe three types of motivational conflicts. Cite an example of each from a current marketing campaign

Answer 7

approach-approach: two desirable options
approach-avoidance: when the option has both positive and negative sides
avoidance-avoidance: two bad options

Question 8

Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy?

Answer 8

less effort

Question 9

List the steps in the model of cognitive decision making:

Answer 9

problem recognition. information search. evaluation of alternatives. purchase decision. post purchase evaluation

Question 10

What is purchase momentum, and how does it relate/notrelate to the model of rational decision making?

Answer 10

we are more likely to buy things when we have just bought something.
how does it relate tho

Question 11

What is time poverty, and how can it influence our purchase decisions?

Answer 11

Time poverty is when people feel like they don’t have enough time to do all the things they need/want to do. We might purchase more things that add convenience to our lives or more convenient options of things

Question 12

What are the two dimensions that determine whether we will react positively or negatively to a purchase environment?

Answer 12

pleasure and arousal

Question 13

What’s the difference between classical conditioning and instrumental conditioning?

Answer 13

Classical conditioning involves reactive/involuntary decisions as a response to a stimulus. Instrumental decisions are more complex and deliberate, when we use past positive/negative outcomes to influence our decisions

Question 14

What is the major difference between behavioral and cognitive theories of learning?

Answer 14

While behavioral learning theories frame learning as a response to things that
happen to us, cognitive learning theories frame learning as something we actively do
in approaching our environment

Question 15

Name the three stages of information processing as we commit information about products to memory:

Answer 15

1. encoding stage
2. storage stage
3. retrieval stage

Question 16

What is external memory, and why is it important to marketers?

Answer 16

external memory uses cues from the environment in order to remember ideas
and sensations. marketers hope that memories will evoke emotional responses that encourage consumers to purchase

Question 17

Explain the difference between a need and a want

Answer 17

A need reflects a basic goal while a want is a specific pathway one goes
in order to achieve their objectives.

Question 18

What is cognitive dissonance?

Answer 18

when one has inconsistent/contradictory thoughts

Question 19

Compare and contrast the real vs the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase:

Answer 19

ideal: clothes, makeup, gym membership
real: fast food, books, ??

Question 20

Give an example of the type of purchase that each of the three types of decision making- cognitive, habitual, and affective, would most likely explain

Answer 20

cognitive: new book
habitual: toothpaste
affective: stuffed animal

Question 21

name two ways in which a consumer problem arises:

Answer 21

hyperchoice. self-regulation (lack of?)

1. a person’s standard of comparison may be altered.
   2.the quality of the consumer’s actual state can be move downward

Question 22

Give an example of the sunk cost fallacy

Answer 22

continuing to put effort into things because of sunk costs, even though the current costs outweigh the current benefits

Question 23

List 3 separate motivations for shopping and give an example of each

Answer 23

social experience: going to the mall w friends
sharing of common interests: music stores
status: designer items

is this correct lmao

Question 24

Give an example of an episodic memory

Answer 24

events. traveling

Question 25

Why do US phone numbers have 7 digits?

Answer 25

long enough to put effort into memorizing, but short enough that it's possible to remember properly

Question 26

List the 3 types of memory, & explain how they work together:

Answer 26

Sensory, Short-term, Long-term information stored through sensory memory becomes short-term memory when retained for further processing and paid attention to. short-term memory becomes long-term memory through elaborative rehearsal, deep processing of the information

Question 27

name the levels in Maslow's hierarchy and give an example of a marketing appeal focused at each level:

Answer 27

Self-actualization: creative outlet products Ego: luxury goods Belongingness: card games to play with friends Safety: insurance Psychological: healthy food

Question 28

How is associative memory like a spider web?

Answer 28

learning and remembering relationships between unrelated things. pieces of memory are connected in our brain with like spider webs, association memory, remembering things in the context of other things

Question 29

list the types of perceived risk

Answer 29

Monetary, Functional, Physical, Social, Psychological

Question 30

What does "the looking glass self" mean? How do feelings about the self influence what we buy?

Answer 30

looking glass self: we match our behavior to how we think others perceive us or how we want them to perceive us. buying a new upgrade when our old version works

Question 31

What is prospect theory? Does it support the argument that we are rational decision makers?

Answer 31

individual decision-making based on overall net benefit. insurance: we overestimate probability of bad events --> not rational, does not support

Question 32

"Marketers need to be extra sure their product works as promised when they first introduce it." How does this statement relate to what we know about consumers' evoked sets?

Answer 32

needs to be sure that if the product ever gets chosen it doesn't get discredited for not working well. evoked sets contain brands that work

Question 33

Describe the difference between a superordinate category, a basic level category, and a subordinate category:

Answer 33

superordinate: highest most basic category basic level category: what the thing is, specific item subordinate category: lowest level, specific type of that product household cleaning products --> vacuum --> cordless stick vacuum

Question 34

What are some important pros and cons of e-commerce?

Answer 34

reach more customers, lower cost, but lack of relationship, no personal touch or experience quality control

Question 35

How does the likelihood that a person wants to use an ATM machine relate to a schema?

Answer 35

schema: organized collection of beliefs represented in a cognitive category older people want to bank with a real person, don't believe in tech, reluctant to change and automated services

Question 36

Why does a pioneering brand have a memory advantage over follower brands?

Answer 36

it it's the first product of this type and a lack of competitors, the memory is more easily retrieved because it's more distinctive and no other competitors exist yet to divert attention

Question 37

If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?

Answer 37

prior familiarity enhances recall. but if they're TOO familiar, they won't retain info from an ad because they believe they know about the product already

Question 38

Define nostalgia, and explain why it's such a widely used advertising strategy:

Answer 38

nostalgia: bittersweet emotion of sadness and longing for the past. memories of the past that are good creates strong feelings that marketers hope to use to translate to their product and convince people to buy

Question 39

What is the difference between a MOOD and an EMOTION?

Answer 39

moods: temporary positive or negative affective states accompanied by moderate levels of arousal emotions: more intense affective reactions, such as happiness, anger, fear

Question 40

What is mood congruency and how to advertisers use it?

Answer 40

our judgements tend to be shaped by our moods. marketers try to put consumers in a good mood such as playing ads after funny TV shows or playing upbeat music in stores and having friendly staff

Question 41

How do Eastern and Western cultures differ in how people think about the self?

Answer 41

eastern: people are members of larger collective groups, like families/communities western: individualistic view of the self

Question 42

What is an example of an exemplar product?

Answer 42

really good example of the category apple pie, tesla

Question 43

List three product attributes that consumers use as product quality signals and provide an example of each

Answer 43

price: high price high quality country of origin brand name

Question 44

How does a brand name work as a heuristic?

Answer 44

heuristic: mental shortcuts we make to speed up the decision making process brand names work because they shortcut past experience or knowledge of the brand

Question 45

List 3 factors that help to determine store image;

Answer 45

location merchandise suitability knowledge and congeniality of the sales and staff apple store has a great image. ag

Question 46

What is the difference between unplanned buying and impulse buying?

Answer 46

unplanned: did not plan on it but recognized the need once they saw it in the store impulse: sudden urge that they can't resist. spontaneous

Question 47

Name the two basic memory measures and describe how they differ from one another:

Answer 47

recognition: remember from exposure recall: remembering something on your own without any hints

Question 48

List 3 problems with measures of memory for advertising:

Answer 48

response bias: someone tries to provide what they believe the right answer should be memory loss: inaccurate or missing info emotional response: creates bias and inaccurate info because it hones in on feelings rather than facts

Question 49

How do different types of reinforcement enhance leanring? How does the strategy of frequency marketing relate to conditioning?

Answer 49

diff types of reinforcement enhance learning will encourage certain emotions and repeated behaviors. like sephora rewards points strat of frequency marketing relates to conditioning bc increased exposure increases probability of consumer interacting with the product

Question 50

How does learning new information make it more likely we'll forget things we've already learned?

Answer 50

as we learn additional info, it displaces the previous info. interference. new/old phone numbers

Question 51

What is consumer involvement? How does this concept relate to motivation?

Answer 51

a person's perceived relevance of the object based on their inherent needs, values, and interests. our motivation to attain a goal increases our desire to acquire the products or services that we believe will satisfy it example: specifics of qualities of a car they want

Question 52

What are some strategies marketers can use to increase consumers' involvement with their products?

Answer 52

novel stimuli prominent stimuli celebrity endorsements provide value that customers appreciate

Question 53

How did tattoos originate?

Answer 53

social outcasts. community identification

Question 54

Describe the difference between inertia and brand loyalty:

Answer 54

inertia: habit and lack of motivation for alternatives brand loyalty: conscious decision to keep buying that brand

Question 55

What is the difference between a noncompensatory and compensatory decision rule? exmaples

Answer 55

noncompensatory: nonnegotiable compensatory: negotiable, certain pros can outweigh certain cons

Question 56

What is a prime? How does it differ from a nudge?

Answer 56

prime: cues in an environment that make you act in a certain way nudge: deliberate change done by an org to modify behavior opt in vs opt out

Question 57

How do business models in the sharing economy differ from traditional purchase processes?

Answer 57

more mutually beneficial transaction, transacting with real people airbnb vs hotel

Question 58

What is the difference between recycling and lateral cycling?

Answer 58

recycling: converting waste into reusable items lateral cycling: one mans trash is another mans treasure