Consumer Behavior Flashcards

Which cultural subgroup factor most directly influences consumer food preferences and holiday purchasing patterns?

Answer: Subculture

Subcultures—based on ethnicity, religion, or regional identity—shape shared values and consumption patterns within a larger culture.

A teenager adopts the same smartphone brand as popular classmates. Which reference group influence is at work?

Answer: Membership group

A membership group is one the consumer actually belongs to, and peer influence within that group directly shapes brand choices.

Post-purchase anxiety about whether a major decision was correct is best described as:

Answer: Cognitive dissonance

Cognitive dissonance is the psychological discomfort felt after a significant purchase when doubts arise about the choice made.

Which stage of the family life cycle typically shows the highest spending on child-related products?

Answer: Full nest I (youngest child under 6)

Full Nest I households with young children show peak spending on baby products, toys, and family-oriented goods.

When a consumer uses the rule 'never buy the cheapest option,' they are applying which decision heuristic?

Answer: Price-quality heuristic

The price-quality heuristic is the belief that higher price signals higher quality, simplifying decisions by eliminating lowest-priced options.

Which consumer adoption category describes early technology enthusiasts who embrace innovations before mass market uptake?

Answer: Innovators

Innovators (roughly 2.5% of the market) are the first to try new products, often driven by curiosity rather than social influence.

Sensory marketing leverages which consumer behavior principle to drive sales through in-store scent or music?

Answer: Classical conditioning atmospherics

Classical conditioning atmospherics pair ambient sensory cues with positive emotional responses to increase shopping time and purchase likelihood.