Buy Now or Cry Later
What are the three stages in the consumer behavior process?
Acquisition, consumption, and disposition.
When a consumer comes into contact with a stimulus.
What is exposure in consumer behavior?
High-effort involves extensive thought; low-effort relies on heuristics.
What is the difference between high-effort and low-effort decision-making?
"When you actually read the terms and conditions."
What is a high-effort attitude?
"The reason pumpkin spice season exists."
What’s consumer culture?
It drives the energy and effort consumers put into decision-making.
What role does motivation play in consumer behavior?
Voluntary and involuntary attention.
What are the two types of attention in consumer behavior?
"It’s why phone numbers come in bite-sized pieces."
How does chunking help memory?
"Buying the one with the shiniest packaging."
What’s a low-effort shortcut for decisions?
"Mom says no, Dad sneaks it into the cart."
How do households influence purchases?
"Buyer’s remorse—or bragging rights!" (Post-Purchase Evaluation)
What’s the final step in the decision-making process?
The process of interpreting sensory stimuli.
What does perception refer to in consumer behavior?
The use of brand loyalty or familiarity.
What is a common shortcut in low-effort decision-making?
Because if they like it, we like it—no effort required."
Why are influencers so effective?
A consumer’s enduring inner characteristics that influence their behavior is called this.
What is personality?
Social and cultural influences.
What external factor heavily influences consumer behavior?
"To blind you into noticing their product."
Why are bright colors used in ads?
"Because 'nationwide is on your side' is impossible to forget."
Why do jingles stick in long-term memory?
"High effort: analyzing data. Low effort: ‘It’s on sale!’"
How do judgments differ in high vs. low effort?
"It’s why your friend loves crystals and you love Costco."
What’s a psychographic value?
"Because who has time for self-control in line?"
Why do we impulse-buy candy at the checkout?
When your brain dodges commercials like Neo in The Matrix."
What is selective exposure?
"It’s what makes you think, ‘I knew this brand before it was cool.’"
What’s the role of prior knowledge in decision-making?
"Because switching brands feels like cheating."
Why does brand loyalty work?
"Yogis buy mats; gamers buy snacks."
How do lifestyles affect consumer behavior?