CB Final Exam (1st Variation)

Consumer Behavior

Study of individuals or groups and their purchasing decisions.

Classical Conditioning

Learning through associations between a neutral stimulus and an unconditioned stimulus.

Operant Conditioning

Behavior shaped by rewards or punishments.

Sensory Memory

Short-term retention of sensory impressions.

Short-Term Memory

Limited to 3-4 chunks of information.

Long-Term Memory

Connecting stimuli to stored information.

Seven Sins of Memory

Forgetfulness (transience, absent-mindedness, blocking) and distortion (misattribution, suggestibility, bias).

Valuation Effect

Motivations enhance the desirability of related products.

Approach Motivation

Pursuing a desired outcome.

Avoidance Motivation

Avoiding an undesired outcome.

Discrepancy-Interruption Theory

Unexpected events heighten attention.

Affect Transfer Theory

Positive emotions from ads transfer to product perception.

Search Attributes

Evaluated before purchase (e.g., design).

Experience Attributes

Assessed during use (e.g., taste).

Credence Attributes

Evaluated after extended use (e.g., reliability).

Theory of Reasoned Action

Behavior influenced by attitudes and subjective norms.

Actual Self

How consumers see themselves.

Ideal Self

How consumers aspire to be.

Extended Self

Possessions as extensions of identity.

Brand Laziness

Habitual purchases with low involvement.

Brand Loyalty

Emotional connections and repeat purchases.

Variety Seeking

Desire for novelty.

Problem Solving in Decision-Making

Recognizing problems, gathering information, and evaluating alternatives.

Non-Compensatory Rules

Simple decision-making that ignores trade-offs.

Compensatory Rules

Holistic evaluation, weighing positive and negative attributes.

Heuristics

Mental shortcuts for quick decision-making.

Representativeness Heuristic

Judging based on similarity to prototypes.

Availability Heuristic

Judging likelihood based on ease of recall.

Anchoring Heuristic

Relying on initial information as a reference.

Length-Implies-Strength Heuristic

Longer messages seem more credible.

Liking-Agreement Heuristic

Agreeing with people we like.

Consensus-Implies-Correctness Heuristic

Following the majority.

Reciprocation

Returning favors (e.g., free samples).

Commitment and Consistency

Acting consistently with past commitments.

Social Proof

Following the behavior of others.

Liking

Agreeing with those we like.

Authority

Trusting experts.

Scarcity

Desiring limited items.

Relative Advantage

Perceived as better than alternatives.

Complexity

How easy or difficult a product is to understand.

Compatibility

Alignment with consumers' beliefs and routines.

Ease of Trial

Opportunity to test a product before purchase.

Perceived Risk

Uncertainties about product outcomes (e.g., financial, functional, social).

Brand Equity

The goodwill and value associated with a brand.

Word of Mouth (WOM)

Interpersonal communication about products.

Positive WOM

Builds trust and loyalty.

Negative WOM

Damages brand reputation and trust.

Consumer-Generated Advertising (CGA)

Promotional content created by consumers.

4Cs Model (Hoffman et al., 2015)

Connect, create, consume, and control.

Privacy Paradox

Consumers share personal data despite privacy concerns.

Advocacy Paradigm

Consumers promote ethical practices and demand fair treatment.

Reduced Search Costs

Online environments lower effort for information gathering.