Consumer Behavior and Insights Flashcards
7 cards from real CMP 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 and Insights flashcards as text
A consumer ignores a brand's ad they've seen more than 20 times without responding. This phenomenon is called:
Answer: Wear-out effect
The wear-out effect occurs when consumers become so accustomed to repeated exposure to an ad that it loses its persuasive impact and may even cause irritation.
Which factor is most likely to increase a consumer's involvement level with a product category?
Answer: High perceived personal relevance and risk
Consumer involvement increases when a product has high personal relevance and perceived risk, such as financial, social, or physical consequences.
In the context of consumer behavior, what is 'social proof'?
Answer: The tendency to follow the actions of others when uncertain about a decision
Social proof is the psychological phenomenon where people look to others' behaviors and opinions to guide their own decisions, especially in uncertain situations.
Which neuromarketing technique measures brain activity to assess emotional responses to marketing stimuli?
Answer: Electroencephalography (EEG)
EEG (electroencephalography) measures electrical activity in the brain and is used in neuromarketing to gauge consumers' emotional and cognitive responses to ads and products.
A consumer buys organic produce weekly without deliberating. This is an example of:
Answer: Habitual buying behavior
Habitual buying behavior involves routine repurchases with minimal decision-making effort, typically for familiar, low-involvement products.
Which of the following best describes the 'endowment effect' in consumer behavior?
Answer: Consumers value products more after they own them than before
The endowment effect is the tendency for consumers to value something more highly once they own it, making them reluctant to trade it away.
When a marketer uses ethnographic research, what is the primary goal?
Answer: To observe consumers in their natural environment to understand real behavior
Ethnographic research involves observing consumers in their real-life context to uncover authentic behaviors, rituals, and needs that self-reported methods often miss.