Market Research Consumer Behavior Research 2 — Questions and Answers
Question 1: What is 'implicit association testing' (IAT) used for in consumer research?
- Testing whether consumers can implicitly understand brand messaging
- Measuring unconscious attitudes and associations that consumers may not accurately self-report (Correct answer)
- Testing the implicit assumptions embedded in a research hypothesis
- Evaluating consumer associations between related product categories
Correct answer: Measuring unconscious attitudes and associations that consumers may not accurately self-report
IAT measures the strength of automatic associations between concepts and evaluations, revealing implicit attitudes consumers hold but may not consciously recognize or report.
Question 2: What does 'eye-tracking' research measure in consumer behavior studies?
- Whether consumers read survey questions carefully before answering
- Where consumers direct their visual attention on packaging, shelves, or advertisements (Correct answer)
- Consumer emotional reactions to eye contact depicted in advertisements
- How long consumers keep their eyes open while shopping in stores
Correct answer: Where consumers direct their visual attention on packaging, shelves, or advertisements
Eye-tracking technology records where and how long consumers look at specific elements, providing objective data about visual attention and information processing.
Question 3: What is the 'jobs to be done' (JTBD) framework in consumer research?
- A framework for hiring and managing market research staff
- A perspective that consumers 'hire' products to fulfill specific functional and emotional jobs in their lives (Correct answer)
- A method for analyzing job satisfaction levels among target consumers
- A framework for assigning research tasks to project team members
Correct answer: A perspective that consumers 'hire' products to fulfill specific functional and emotional jobs in their lives
The JTBD framework focuses on understanding the underlying 'job' a customer needs accomplished rather than product features or demographic characteristics.
Question 4: What is 'affect heuristic' in consumer decision-making research?
- The measurable effect of product packaging design on consumer affect scores
- When consumers use their emotional response to a stimulus as a shortcut in decision-making (Correct answer)
- A method for affecting consumer behavior through carefully designed heuristic prompts
- The study of how affect states influence the development of consumer heuristics
Correct answer: When consumers use their emotional response to a stimulus as a shortcut in decision-making
The affect heuristic describes how positive or negative feelings toward something act as a mental shortcut, influencing risk perception and judgment without deliberate analysis.
Question 5: What is 'social proof' as a behavioral influence studied in consumer research?
- Statistical proof that social media advertising generates measurable ROI
- The tendency for consumers to conform to others' choices or opinions when uncertain (Correct answer)
- Social media reviews used as verified proof of product quality claims
- Data proving that social class significantly influences purchasing behavior
Correct answer: The tendency for consumers to conform to others' choices or opinions when uncertain
Social proof is a psychological phenomenon where people look to others' behavior as a guide for their own, particularly in uncertain situations — visible in ratings, reviews, and testimonials.
Question 6: What is 'customer journey mapping' in consumer behavior research?
- Mapping the geographic routes customers take to reach physical stores
- A visual representation of all touchpoints and experiences a customer has with a brand over time (Correct answer)
- A database mapping customer addresses and purchasing locations
- A diagram of the consumer decision-making process within a single purchase occasion
Correct answer: A visual representation of all touchpoints and experiences a customer has with a brand over time
Customer journey mapping documents every touchpoint, emotion, and action a customer experiences from awareness through post-purchase, identifying pain points and opportunities.
Market Research Consumer Behavior Research 2
What is 'implicit association testing' (IAT) used for in consumer research?