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 'price sensitivity research' designed to measure?
Answer: How consumer purchase likelihood changes in response to price variations
Price sensitivity research measures the degree to which consumers' willingness to purchase changes as price increases or decreases, informing optimal pricing strategies.
What does 'brand equity' measurement in consumer research assess?
Answer: The added value a brand name gives to a product beyond its functional attributes
Brand equity research measures the premium value consumers attribute to a product based solely on the brand name, reflecting awareness, associations, loyalty, and perceived quality.
In customer satisfaction research, what is the 'expectation-disconfirmation' model?
Answer: A framework linking satisfaction to the gap between expected and actual product performance
The expectation-disconfirmation model holds that satisfaction results from comparing actual product performance against prior expectations — exceeded expectations create delight.
What distinguishes 'attitudinal loyalty' from 'behavioral loyalty' in consumer research?
Answer: Attitudinal loyalty reflects positive feelings toward a brand; behavioral loyalty reflects actual repeat purchasing
Attitudinal loyalty involves emotional commitment and preference for a brand, while behavioral loyalty refers to the observable pattern of repeat purchases regardless of underlying feelings.
What is 'consumer neuroscience' (neuromarketing) used for in market research?
Answer: Using brain imaging and physiological measures to understand unconscious consumer responses
Consumer neuroscience uses tools like fMRI, EEG, and galvanic skin response to measure unconscious biological reactions to marketing stimuli that self-report methods cannot capture.
What is 'value proposition' testing in consumer research?
Answer: Evaluating whether a product's claimed benefits resonate with and are credible to the target consumer
Value proposition testing assesses whether a product's stated benefits are relevant, distinctive, and believable to the target audience, identifying the most compelling positioning language.