Consumer Behavior Research Flashcards
6 cards from real Market Research practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Consumer Behavior Research flashcards as text
What is 'implicit association testing' (IAT) used for in consumer research?
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.
What does 'eye-tracking' research measure in consumer behavior studies?
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.
What is the 'jobs to be done' (JTBD) framework in consumer research?
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.
What is 'affect heuristic' in consumer decision-making research?
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.
What is 'social proof' as a behavioral influence studied in consumer research?
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.
What is 'customer journey mapping' in consumer behavior research?
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.