Quiz and Study Notes: Psychology of Consumer Behaviour – PSY363
🧠 1. Understanding Consumer Behaviour
Consumer behaviour studies how individuals make decisions to spend their resources on consumption-related items. It includes what they buy, why they buy it, when they buy it, and how they use it.
📌 Marketer Applications:
Use consumer insights to tailor products and services.
Predict buying patterns to optimize inventory and promotions.
Design campaigns that appeal to both rational and emotional drivers.
🧠 2. The Psychological Core
Focuses on internal processes that influence consumer choices.
Motivation: Drives consumer actions based on needs and goals.
Perception: How consumers interpret marketing stimuli.
Learning: Acquiring information through experience or observation.
Memory: Retaining and recalling product information.
Attitudes: Evaluations that influence buying behaviour.
📌 Marketer Applications:
Create ads that trigger emotional and motivational responses.
Use sensory branding to influence perception.
Reinforce brand messages through repetition to enhance memory.
Shape positive attitudes via testimonials and influencer endorsements.
🧠 3. The Process of Consumer Decision-Making
Stages include:
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-Purchase Evaluation
📌 Marketer Applications:
Position products as solutions to consumer problems.
Provide accessible and credible information online and offline.
Highlight product benefits to stand out during evaluation.
Offer incentives to encourage purchase.
Follow up with satisfaction surveys and loyalty programs.
🧠 4. The Consumer’s Culture
Culture shapes consumer values, beliefs, and behaviours.
Cultural Influences
Subcultures
Social Class
Reference Groups
📌 Marketer Applications:
Customize messages to align with cultural values.
Target subcultures with niche products.
Use aspirational branding to appeal across social classes.
Leverage influencers and peer recommendations.
🧠 5. Contemporary Marketing Strategies and Consumer Behaviour Outcomes
Modern marketing uses psychological insights to influence behaviour.
Segmentation
Targeting and Positioning
Branding
Consumer Satisfaction and Loyalty
📌 Marketer Applications:
Segment markets using psychographic data.
Position products to meet specific consumer needs.
Build strong brand identities that evoke trust and emotion.
Monitor satisfaction to improve retention and loyalty.
🧠 6. Consumer Behaviour Online
Digital platforms have transformed consumer behaviour.
Online Decision-Making
E-commerce
Digital Marketing
Privacy Concerns
📌 Marketer Applications:
Optimize websites for user experience and decision-making.
Personalize e-commerce recommendations.
Use targeted ads based on browsing behaviour.
Ensure transparency to build trust around data usage.
Quiz: Psychology of Consumer Behaviour – PSY363
Instructions: Choose the best answer for each question.
Which psychological concept helps marketers understand why consumers are driven to make purchases? A) Culture B) Memory C) Motivation D) Perception Answer: C – Motivation refers to the internal drive that compels consumers to fulfill needs and goals.
How can marketers use perception to influence consumer behaviour? A) By limiting product availability B) By offering discounts C) By increasing product prices D) By using sensory branding and visual cues Answer: D – Sensory branding and visual cues shape how consumers perceive products.
What stage of the decision-making process involves comparing different products? A) Evaluation of Alternatives B) Purchase Decision C) Problem Recognition D) Information Search Answer: A – This is when consumers compare options to find the best fit.
Which cultural factor can marketers target to appeal to specific consumer groups? A) Perception B) Memory C) Subcultures D) Reference Groups Answer: C – Subcultures share values and behaviours that marketers can target.
What is the primary goal of market segmentation? A) To increase product prices B) To reduce advertising costs C) To divide the market into distinct consumer groups D) To eliminate competition Answer: C – Segmentation enables targeted marketing strategies.
Which online factor most influences consumer trust and purchase decisions? A) Product packaging B) Brand logo C) Online reviews D) Store location Answer: C – Reviews provide social proof and build trust.
How can marketers use memory to enhance brand recall? A) By avoiding emotional appeals B) By changing product names frequently C) By limiting exposure to ads D) By using repetitive advertising and slogans Answer: D – Repetition reinforces brand messages in memory.
What is the role of attitudes in consumer behaviour? A) They determine product availability B) They eliminate competition C) They influence consumer evaluations and choices D) They control pricing strategies Answer: C – Attitudes shape how consumers perceive and choose products.
Which strategy helps marketers build emotional connections with consumers? A) Pricing B) Branding C) Segmentation D) Inventory management Answer: B – Branding creates emotional appeal and loyalty.
What is a key concern for consumers in online environments? A) Product color B) Store layout C) Packaging design D) Privacy and data security Answer: D – Privacy concerns affect willingness to purchase.
How can marketers influence the problem recognition stage? A) By highlighting unmet needs through advertising B) By avoiding emotional appeals C) By reducing product features D) By offering loyalty programs Answer: A – Advertising can trigger awareness of needs.
Which group influences consumer behaviour through peer pressure and social norms? A) Social class B) Retailers C) Reference groups D) Subcultures Answer: C – Reference groups shape behaviour via social influence.
What is the benefit of targeting specific subcultures in marketing? A) More personalized and relevant messaging B) Limits market reach C) Increases production costs D) Reduces brand awareness Answer: A – Personalization increases resonance and effectiveness.
Which digital marketing tool helps personalize consumer experiences? A) Flyers B) Billboards C) Data analytics D) Radio ads Answer: C – Data analytics enables targeted recommendations.
Which stage of the decision-making process occurs immediately after purchase? A) Problem Recognition B) Post-Purchase Evaluation C) Information Search D) Evaluation of Alternatives Answer: B – Consumers assess satisfaction after buying.
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