CMP Consumer Behavior and Insights 2

Question 1

Which psychological concept explains why consumers tend to favor information that confirms their existing beliefs when evaluating products?

Accepted Answer

Confirmation bias

Answer

Confirmation bias leads consumers to seek and interpret information in a way that validates their pre-existing attitudes or decisions.

Question 2

In Maslow's hierarchy of needs, which level must be satisfied before a consumer will seek products that fulfill esteem needs?

Accepted Answer

Social/belonging needs

Answer

Maslow's hierarchy requires social and belonging needs (Level 3) to be met before esteem needs (Level 4) become motivating factors.

Question 3

A consumer who buys a luxury car primarily because their neighbors own one is most influenced by which reference group dynamic?

Accepted Answer

Normative group influence

Answer

Normative group influence occurs when consumers conform to group norms and expectations of those around them, such as neighbors.

Question 4

What is the term for the mental shortcut consumers use when they assume a higher-priced product is of better quality?

Accepted Answer

Price-quality heuristic

Answer

The price-quality heuristic is a cognitive shortcut where consumers infer that products with higher prices are superior in quality.

Question 5

Which stage of the consumer decision-making process involves comparing available options against established criteria?

Accepted Answer

Evaluation of alternatives

Answer

During the evaluation of alternatives stage, consumers assess and compare products based on attributes and decision criteria they have established.

(CMP) Certified Marketing Professional Practice Test