Consumer Behavior Basics
This three-word term describes the process by which individuals select, organize, and interpret information.
What is perception?
The tri-component attitude model includes affect, behavior, and this third component.
What is cognition?
These groups influence consumers by providing norms, values, and expectations.
What are reference groups?
This type of memory is also called “working memory” and contains the information currently activated or in use.
What is short-term memory?
Individuals who see themselves as autonomous, self-reliant, and individualistic have this type of self-concept.
What is an independent self-concept?
This type of learning occurs when consumers make associations between stimuli, like Pavlov’s dogs.
What is classical conditioning?
This type of decision-making occurs when consumers spend little time and effort, often buying the same brand repeatedly.
What is habitual decision-making?
This type of reference group influence occurs when a consumer conforms to gain a reward or avoid punishment, such as buying a brand to fit in.
What is normative influence?
Learning by observing the behavior of others, such as seeing someone use a product on TikTok, is known as this.
What is vicarious learning or modeling?
This effect describes the tendency for owners to evaluate their possessions more favorably simply because they own them.
What is the mere ownership effect?
This term describes the personal relevance or importance a consumer attaches to a purchase.
What is involvement?
According to the ELM, this route to persuasion is used when consumers are highly involved.
What is the central route?
This cultural dimension, identified by Hofstede, reflects preference for tightly-knit vs. loosely-knit social frameworks.
What is collectivism vs. individualism?
These knowledge structures are webs of associations in long-term memory that marketers seek to influence when building brand image.
What are schemas (schematic memory)?
Consumers prefer brands that match who they are or who they want to be — a phenomenon known as this.
What is self-image congruity?
The discomfort a consumer feels after making a purchase decision is known as this.
What is cognitive dissonance?
This type of message is more effective for highly educated or skeptical consumers because it presents both positive and negative information.
What is a two-sided message?
The act of aligning one's attitudes, beliefs, and behaviors with the social norms and expectations of a group
What is conformism?
This phenomenon occurs when other information in memory interferes with recalling a specific ad or brand, especially common with competitive advertising.
What is memory interference?
The realistic and true perception of who a person is, including their traits, morals, desires, and what makes them feel like themselves.
What is the actual self-concept?
This theory proposes that consumers view their possessions, digital identities, and even experiences as part of who they are.
What is Belk’s Extended Self Theory?
This type of comparative appeal is especially risky because it may increase awareness of the competitor’s brand more than the advertiser’s.
What is a direct comparative ad?
Groups toward which a consumer holds negative feelings and from which they want to distance themselves.
What is a dissociative reference group?
This form of conditioning rewards desirable behaviors such as brand purchases — often using coupons, loyalty points, or free samples.
What is operant conditioning?
This lifestyle analysis system uses neighborhood-level data to classify consumers into 68 segments grouped by urbanization and lifestage.
What is PRIZM?