Consumer Behavior Quiz 1

types of research

basic, applied, nonexperimental, experimental

basic research

answers questions independent of product, brand, etc. What affects perception of taste? What makes a spokesperson credible? How can you change attitudes?

applied research

answers questions by applying existing research to a specific situation

nonexperimental research

can be applied in basic research. examples include surveys, interviews, observational research, or focus groups (which are not always accurate and are very expensive)

primary data

collected by primary researcher

secondary data

utilizing prior collected data

quantitative data

numerical value

qualitative data

often, written out response

limitations of intuition

introspection cannot tell us why. memory is malleable—people’s perception of their habits can change based on how the question is asked. correlation does not equal causation.

experimental research

manipulates the hypothesized cause. always has a control or comparison condition. uses random assignment.

demographic segmentation

gender, social class, age

caveat of segmenting based on generations

generations encompass millions of people, so any broad statements are broadly true but miss many people

psychographic segmentation

groups based on personality, lifestyle and values, and behavior

the Big Five

openness, conscientiousness, extraversion, agreeableness, neuroticism

secondary traits

spendthrifts (overspend) vs tightwads (underspend), maximizers (every decision must be the best option) vs satisficers (choose what is good enough)

mere exposure

people shown an image more will like it more as they are repeatedly shown it

characteristics of attention

voluntary or involuntary, divided, is limited

when consumers pay attention

when they want to (people sometimes control their attention) or when stimuli are personally relevant, pleasant, surprising, easy to process

perception

the process by which sensations are organized and interpreted

Gestalt psychology

the underlying idea that stimuli are perceived as an organized whole, not disjointed pieces

principles of perception

principles of context and principles of grouping

principles of context

good Gestalt (we gravitate toward straightforward explanations for things we perceive), figure-ground principle (shift focus based on placement), and past experience principle (using past knowledge to interpret current stimuli)

principles of grouping

similarities (grouping things together based on similarities), proximity (things placed together are perceived as belonging together), symmetry (symmetrical things are perceived as belonging together, and asymmetry is rebellious), continuity (tendency to perceive things as continuous), and closure (tendency to close off open images/phrases/sounds, so leaving openings engages people)

7 sins of memory

1. transience

2. absentmindedness

3. blocking

4. misattribution

5. suggestion

6. bias

7. persistence

transience

memories are connections between neurons which weaken or disappear without use

ways to get info to stick to beat transience

rehearsal (transmits info to long-term memory, best option is encoding because it helps create cues for remembering)

absentmindedness

lapses of attention that result in failing to remember information—this is a failure of retrospective memory or failure of prospective memory

failure of retrospective memory

forgetting something from the past, often a result of divided memory

failure of prospective memory

not remembering something that you’re supposed to, often easy to forget time-based cues

blocking

can be retroactive interference or proactive interference

retroactive interference

learning new info interferes with memory of old knowledge

proactive interference

old knowledge makes it harder to learn something new

part-list cueing

if you learn a list, recalling part of it is cued, but this can block recall of the rest of the list

classical conditioning

a stimulus that prompts a response is paired with another stimulus that initially doesn’t; over time, the second stimulus prompts the same response as the first

instrumental conditioning