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
The 'mere exposure effect' in consumer psychology suggests that:
Answer: Repeated exposure to a stimulus increases liking for it
The mere exposure effect (Zajonc, 1968) demonstrates that people develop a preference for things simply because they are familiar with them through repeated exposure.
Which customer journey stage is the primary focus when a marketer deploys retargeting ads to website visitors who left without purchasing?
Answer: Decision/conversion stage
Retargeting ads target users who have already shown purchase intent but didn't convert, placing them squarely in the decision or conversion stage of the journey.
A marketer segments customers by the recency, frequency, and monetary value of their purchases. What is this segmentation model called?
Answer: RFM analysis
RFM (Recency, Frequency, Monetary) analysis is a behavioral segmentation framework that scores customers based on how recently and how often they buy, and how much they spend.
Which of the following correctly describes 'opinion leaders' in the context of diffusion of innovations?
Answer: Early adopters who influence others through interpersonal communication
Opinion leaders are trusted individuals within a social group who adopt innovations early and whose word-of-mouth recommendations significantly influence others' adoption decisions.
A consumer researches a laptop online for weeks but ultimately buys it in a physical store. This behavior is known as:
Answer: Webrooming
Webrooming is the behavior of researching products online before purchasing in a brick-and-mortar store, opposite of showrooming.
Which of the following describes the primary goal of 'jobs-to-be-done' (JTBD) theory in consumer research?
Answer: Understanding the functional and emotional progress a consumer is trying to make
JTBD theory, developed by Clayton Christensen, focuses on understanding the underlying progress — functional, social, or emotional — that consumers are trying to achieve when they 'hire' a product.
What is the primary risk of over-relying on stated consumer preferences from focus groups when making product decisions?
Answer: Stated preferences often differ from actual purchase behavior
There is a well-documented gap between what consumers say they will do (stated preference) and what they actually do (revealed preference), making focus group data alone insufficient for predicting purchase behavior.