Market Research Consumer Behavior Research 2

Question 1

What is 'implicit association testing' (IAT) used for in consumer research?

Accepted Answer

Measuring unconscious attitudes and associations that consumers may not accurately self-report

Answer

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?

Accepted Answer

Where consumers direct their visual attention on packaging, shelves, or advertisements

Answer

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?

Accepted Answer

A perspective that consumers 'hire' products to fulfill specific functional and emotional jobs in their lives

Answer

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?

Accepted Answer

When consumers use their emotional response to a stimulus as a shortcut in decision-making

Answer

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?

Accepted Answer

The tendency for consumers to conform to others' choices or opinions when uncertain

Answer

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.

Market Research Practice Test

Market Research Practice Test

Market Research Consumer Behavior Research 2