Consumer Behavior Flashcards
7 cards from real AMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Consumer Behavior flashcards as text
Which term describes consumers who actively research products online but complete their purchase in a physical store?
Answer: Webrooming consumers
Webrooming (also called reverse showrooming) describes consumers who research online then buy offline to avoid shipping delays or inspect items.
How does the 'mere exposure effect' influence consumer brand preference?
Answer: Repeated exposure to a brand increases its familiarity and liking
The mere exposure effect (Zajonc) demonstrates that simply encountering a stimulus repeatedly increases positive evaluation of it, even without conscious awareness.
A marketer limits an offer to '48 hours only.' Which consumer behavior principle does this primarily activate?
Answer: Scarcity principle
The scarcity principle (Cialdini) shows that perceived limited availability increases perceived value and urgency to purchase before the opportunity disappears.
Which neuromarketing finding explains why consumer verbal reports of preferences often differ from their actual purchase behavior?
Answer: Much consumer decision-making occurs in the subconscious
Neuromarketing research reveals that subconscious emotional processes drive many purchase decisions that consumers cannot accurately introspect or articulate.
When a loyal coffee drinker automatically grabs the same brand every week without comparing alternatives, this exemplifies:
Answer: Habitual buying behavior
Habitual buying behavior involves low involvement and low brand differentiation, where consumers rely on routine rather than deliberate evaluation.
Which consumer insight technique involves observing shoppers in natural retail environments without their direct awareness?
Answer: Ethnographic research
Ethnographic research involves observing consumers in real-world settings to capture authentic behaviors that self-reported methods often miss.
A brand extends a free sample program expecting future purchases. Which influence principle does this employ?
Answer: Reciprocity principle
The reciprocity principle (Cialdini) holds that consumers feel obligated to return a favor, making free samples an effective tool for driving trial and purchase.