Consumer Behavior Flashcards

Which concept describes the gap between a consumer's actual state and desired state that triggers purchase motivation?

Answer: Problem recognition

Problem recognition occurs when a consumer perceives a difference between their current situation and an ideal state, initiating the buying process.

A consumer buys a luxury car primarily to signal success to peers. Which type of motivation best explains this behavior?

Answer: Social/conspicuous motivation

Social or conspicuous motivation drives purchases intended to communicate status or identity to reference groups.

What term describes the set of brands a consumer actively considers when making a purchase decision?

Answer: Evoked set

The evoked set (also called consideration set) consists of brands a consumer recalls and seriously evaluates during a buying decision.

According to Maslow's hierarchy, a consumer who prioritizes antivirus software and insurance is motivated by which need level?

Answer: Safety needs

Safety needs encompass security, protection, and stability—products like insurance and security software directly address this level.

Which learning theory explains brand loyalty through repeated positive purchase experiences that reinforce buying behavior?

Answer: Operant conditioning

Operant conditioning explains how positive reinforcement (satisfaction after purchase) increases the likelihood of repeat buying behavior.

A shopper ignores competing ads after buying an expensive laptop. Which psychological process is occurring?

Answer: Selective exposure

Selective exposure describes consumers' tendency to attend only to information consistent with their existing attitudes or recent decisions.

Which consumer decision-making model assumes buyers systematically evaluate all alternatives against weighted criteria?

Answer: Compensatory model

The compensatory model allows a high score on one attribute to offset a low score on another as consumers calculate an overall product rating.