1Que) Absolute Threshold: Is the lowest level of a stimulus that can be

detected by the human senses such as sight, smell, touch, taste, and hearing. Its
defined as the smallest amount of energy needed to correctly detect a stimulus
50% of the time.
Examples of Absolute Threshold
 Vision - A candle flame 30 miles away.
 Hearing - A watch ticking 20 feet away.
 Smell - A drop of perfume in a 6-room house.
 Taste - A teaspoon of sugar in a gallon of water.
 Touch - A wing of a fly on your cheek, dropped 1 cm.

2Que) Acculturation: Acculturation is the process of adapting to a new culture,

including its values, behaviors, and customs. This can affect people's preferences
for brands and their choices.
It happens when a person or group comes into contact with a different culture
and starts to adopt some of its values and practices. While they still retain
aspects of their original culture, it gets influenced and changed by this
experience.
Some acculturation examples might include:
 Eating the foods common in the new culture.
 Participating in new holidays and celebrations.
 Wearing clothes and acquiring status symbols of the new culture.
 Using the vernacular and slang of the assumed culture.

3Que) Attitudes: Consumer attitudes are a combination of beliefs, feelings, and

behavioral intentions that guide a consumer's decision-making process. Here are
some examples of attitudes in consumer behavior:
 Cognitive: A consumer believes a car brand is reliable.
 Affective: A consumer feels trust and satisfaction when considering a
purchase of that car brand.
 Behavioral: A consumer chooses the car brand over others.
Here are some other factors that influence consumer behavior:
 Perception: How a consumer understands, interprets, or sees something
based on their experiences.
 Motivation: A consumer's motivation can be categorized as intrinsic or
extrinsic, and it directly influences their decision-making process.
  Habitual buying behavior: When a consumer frequently makes the same
purchase, such as buying the same brand of milk every time they go to
the grocery store.
 Affect: A consumer's feelings can be influenced by a brand manager
telling a story that elicits feelings of happiness, anger, fear, or sadness.

4Que) Closure: Closure in consumer behavior occurs when customers look for
complete information to feel confident about their purchases.
For example, if someone wants to buy a laptop but finds limited reviews, they
might search for more feedback online or ask friends for their opinions. This
extra information helps them feel more satisfied and assured before making a
decision. Brands can help by providing clear information and addressing any
uncertainties.

5Que) Cognitive Dissonance theory: The theory states that people

experience mental discomfort when their thoughts, actions, or beliefs are
inconsistent. This discomfort can lead to people trying to change their beliefs,
attitudes, or behaviors to reduce the tension.
Examples:
Failing an exam
If someone studies hard but fails an exam, they may experience cognitive
dissonance because the outcome doesn't match their expectation. To resolve the
dissonance, they might rationalize the failure by saying the exam was unfair.
Being forced to comply
If someone is forced to do something in public that they don't agree with, they
may experience cognitive dissonance.

6Que) Consumer Dogmatism: consumer dogmatism is a personality trait that

influences how a consumer evaluates goods and services based on their own
beliefs. Dogmatic consumers are more likely to:
 Be confident when making purchases
 Stick to the same brand
 Influence others to purchase the same product
 Set standards without considering proof or other people's assessments
 Be rigid when it comes to trying new experiences
7Que) Consumer Ethnocentrism: Consumer ethnocentrism is a consumer's
tendency to prefer domestic products over foreign ones, based on a sense of
nationalistic loyalty. It's a sociological concept that can impact a consumer's
purchasing decisions and attitudes toward foreign products and services.
 Examples: Buying local products: A consumer might believe that
buying local products keeps people working and supports their country.
 Boycotting foreign products: A consumer might refuse or boycott
products from other countries.
 Considering the local economy: A consumer might believe that buying
foreign products harms the local economy and domestic jobs.

8Que) Consumer Innovativeness: Consumer innovativeness is a personality

trait that describes how likely someone is to adopt new products and experiences
more quickly than others Consumer innovativeness is a customer's tendency to
seek out new things and take risks. It can be driven by cognitive processes, such
as evaluating the costs, benefits, and risks of adopting new products, or
emotional reasons, like the pleasure of buying new things.
Here are some examples of consumer innovativeness:
 Early adoption: Adopting new products before the average customer
 Independent judgment: Making decisions about innovations
independently of what others say
 Learning: Learning about new products through mass media

9Que) Consumer Materialism: Consumer materialism refers to the

importance. that a consumer places on the acquisition. and possession of
material objects.
Consumer materialism is about how much someone values and focuses on
buying and owning material things, like clothes, gadgets, or cars. It shows how
important these items are to a person's life and happiness.
Examples: Buying things instead of spending time with
others: Prioritizing material possessions over social connections, such as buying
a car instead of making new friends.
Conspicuous consumption: Materialistic people may buy goods to show off
their status or present a certain image.
Spending money more than saving: Materialistic people may spend money
more often than save it.

10Que) Consumer Socialization: Consumer socialization is the process by

which young people develop consumer-related skills, knowledge, and
attitudes. It's a field of study within consumer behavior that focuses on how
people's childhood and adolescent experiences impact their future consumer
behavior.
Example: A teenager might choose clothing brands based on trends set by their
friend group.

11Que) Consumption process: The consumption process in consumer

behavior is the process by which consumers identify a need, search for
information, evaluate options, make a purchase, and evaluate their
purchase. The steps in the process are:
 Need recognition: The consumer identifies a need or problem they want
to address.
 Information search: The consumer gathers information from various
sources, such as personal experiences, recommendations, and advertising.
 Evaluation of alternatives: The consumer evaluates the available options
based on criteria such as quality, price, and brand reputation.
 Purchase decision: The consumer makes a purchase decision.
 Post-purchase evaluation: The consumer assesses their satisfaction with
the product or service and determines whether it meets their
expectations.
Example: The purchase of a new pair of shoes.
12Que) Country of origin effect: The country of origin effect is when people
believe a product's quality is linked to the country it’s made in. This means they
may prefer products from certain countries because of their reputation.
An example of the country of origin effect is how many people view German cars,
like BMW or Audi, as high-quality and reliable. Similarly, Italian brands like Gucci
or Prada are often seen as luxurious and stylish due to their heritage.

13Que) Differential threshold: In consumer behavior, differential threshold,

also known as the just noticeable difference (JND) the smallest change in a
stimulus that a person can detect 50% of the time. It can apply to all five senses,
as well as other factors like brightness, sweetness, weight, pressure, and
noisiness.
 The size of two bags of potato chips
 The subtle difference in two logo designs
 The minimum weight difference between two objects
 The minimum change in the radio's volume.
14Que) Diffusion of Innovations: Everett Rogers popularized the diffusion of
innovation theory in his 1962 book Diffusion of Innovations. Rogers' theory
suggests that the spread of an innovation is influenced by five main elements:
the innovation itself, adopters, communication channels, time, and the social
system.

Diffusion of innovation is a theory that explains how new ideas and technologies
spread, and consumer behavior is the study of how people buy, use, and dispose
of goods and services. The two are related because diffusion of innovation can
help explain how new products and services spread through a social system,
which can impact consumer behavior.
 Example: The internet In the 1970s, the internet was initially used by
colleges and government entities, but by the early 2000s, it was used by
the general population.
15Que) Emotional Motives: Emotional motives in consumer behavior are the
reasons people buy something based on their feelings and emotions, rather than
practical considerations. Some examples of emotional motives include:
 Wanting to feel comfortable
 Wanting to feel confident, sophisticated, or successful
 Wanting to avoid feeling guilty, fearful, or anxious
Example:
Ask screening questions: Ask questions that can identify or eliminate buying
motives. For example, you could ask if the customer would be interested in
saving time on an operation.
Listen to the customer: Pay close attention to what the customer says and
asks during a sales presentation.
Observe the customer: Look at the customer's surroundings to see what
they're interested in and what products they use.
Be an active listener: Show genuine interest in the customer to make them
feel valued.

16Que) Enculturation: Enculturation refers to the process through which we learn

about the culture we live in. Through enculturation, we learn what behaviors,
values, language, and morals are acceptable in our society.
Example:
Observing others: Learning acceptable language by observing how friends talk
to each other
Learning from family: Watching family members go grocery shopping to learn
which stores to go to, what foods to eat, and how to pick good products

17Que) Evoked set: The evoked set in consumer behavior refers to the group of brands
or products that a consumer considers when making a purchase decision. These are the
options that come to mind based on past experiences, preferences, and familiarity.
Example: If someone is thinking about buying a new smartphone, their evoked set might
include brands like Apple, Samsung, and Google. These are the brands they remember
and trust, so they’re more likely to compare these options before making a choice.

18Que) Extrinsic cues: Extrinsic cues (or the external quality) are perceived through brand,
prices, advertising degree, the origin of product and warranty. They can influence
consumer behavior in a number of ways, including:
Perceived quality: Consumers often use extrinsic cues like price and brand name to infer
a product's quality. For example, high-priced brands are often perceived as higher quality.
Brand preference: Brand preference is a key factor in purchasing decisions. Social
factors like family and reference groups can moderate the relationship between brand
preference and purchase intention.
Food packaging: Food packaging cues like brand name, price, nutritional labels, and
precautionary labels can positively impact perceived product quality.

19Que) FLC: FLC is a series of stages that a family goes through, from young
single to newly married, to full nest, empty nest, and finally solitary survivor.
A concept that helps businesses and marketers understand how a family's needs
and consumption patterns change as they progress through different stages. The
FLC is a popular tool for consumer decision-making and can help businesses
anticipate consumer needs and create targeted marketing strategies.

20Que) Figure and Ground: The figure-ground principle is a cognitive function

that helps people distinguish between the foreground and background of an
image. It's one of the first cognitive abilities that develop in babies.
The figure-ground principle is an important part of visual design, and is used to
guide users' attention to important design elements.
 For example, on a website or mobile app, users will quickly determine which
elements are the figure and which are the ground.

21Que) Halo effect: Describes that evaluation of a single person or multitude

of dimensions is dependent on the single or few parameters only.

The halo effect is a term for a consumer's favoritism toward a line of products
due to positive experiences with other products by this maker. The halo effect is
correlated to brand strength, brand loyalty, and contributes to brand equity.
Example: when one assumes that a physically attractive individual is likely to
also be kind, intelligent, and sociable, even if we have never interacted with
them.

22Que) Heuristics: It's simply a result of how our brains work, and it's a tool
that savvy marketers can use to influence purchasing decisions. A heuristic
is how we approach solving a problem or making a decision quickly and
efficiently. It's sort of like taking a shortcut on a long journey.
Example of Heuristic: Availability Heuristic
If a person frequently hears about car accidents in the news, they may
overestimate the risk of driving and decide to take public transport, even if
driving is statistically safer. This judgment is influenced by the ease with which
they can recall recent incidents.

23Que) Innate needs: Innate needs are basic, biological requirements that are
essential for survival and functioning. These needs are inherent to all humans
and do not depend on external factors or experiences. Examples include:
1. Physiological Needs: Such as hunger, thirst, and sleep.
2. Safety Needs: The need for security and protection from harm.
Example: Hunger
A person feels hungry and seeks food to satisfy that need, which is essential for
survival.

24Que) Hemisphere lateralization in consumer behavior refers to how the two

hemispheres of the brain influence decision-making and preferences.
Left Hemisphere: Focuses on logical and analytical thinking, leading consumers
to make rational choices based on facts and data. Example: someone might
evaluate a product's specifications and reviews before purchasing.
Right Hemisphere: Emphasizes creativity and emotions, guiding consumers to
make decisions based on feelings and brand imagery. For example, a person
might be drawn to a brand because of its engaging advertising or emotional
storytelling.
25Que) Need for Cognition: Need for Cognition (NFC) in consumer behavior
refers to an individual's tendency to engage in and enjoy thinking and processing
information. Consumers with a high NFC prefer complex and detailed information
when making decisions, often seeking out reviews and comparisons.
Example: A consumer with high NFC spends time researching and comparing
laptops before buying, while one with low NFC quickly chooses a laptop based on
a friend's recommendation.

26Que) Non-traditional families in consumer behavior are family structures that

aren't the typical mom, dad, and kids setup. This includes single-parent families,
blended families (where one or both parents have children from previous
relationships), and same-sex couples.
Example: A single mother might choose brands that offer quick, easy meals
because she has less time to cook. She may also prefer stores that provide good
deals on family essentials to help manage her budget.
27Que) Opinion leaders are usually experts in their field and are socially
responsible. They can be advocates for the products or services they promote,
and can encourage customers to patronize the brands they recommend. They
often provide advice, recommendations, or information that shapes consumers' perceptions
and choices.
Example: A popular beauty influencer on social media can be an opinion leader
in the cosmetics industry. When they recommend a specific makeup brand or
product, their followers are likely to trust their opinion and may decide to
purchase that product based on the influencer's endorsement.

28Que) Passive learning in consumer behavior refers to the acquisition of

knowledge about products or brands without active effort. Consumers absorb
information from ads, social interactions, or observations without consciously
seeking it out.
Passive learning can be applied to many contexts, including:
 E-commerce
 Online consumer behavior
 Online shopping
 Immersive gaming
 Virtual social interactions
 Cognitive research

Example: A person may prefer a specific soft drink simply by frequently seeing
its commercials, even if they haven't actively paid attention to them.
29Que) Perceptual blocking in consumer behavior happens when people ignore
ads or messages that don’t grab their attention. This often occurs because they
see too much information or are already familiar with a brand, so they filter it
out.
Example: Someone might scroll past an ad on their phone without noticing it
because they’ve seen it many times before and find it boring.

30Que) Reinforcement in consumer behavior refers to the process by which a

consumer's behavior is encouraged or strengthened through rewards or positive
outcomes. It is a key concept in behavioral psychology that helps explain how
consumers develop brand loyalty and repeat purchasing habits.
Key Points:
 Positive Reinforcement: When a consumer receives a reward (like
discounts, loyalty points, or compliments) for a purchase, they are more
likely to buy that product again.
 Negative Reinforcement: This involves removing an unpleasant factor,
such as a subscription service that cancels fees after a certain number of
purchases, encouraging continued use.
 Habit Formation: Reinforcement can lead to habitual buying behavior,
where consumers consistently choose the same brand or product due to
past rewards.
Example: A customer might continue to buy coffee from a café that offers a
loyalty card, where they get a free drink after purchasing ten, reinforcing their
buying behavior.

31Que) Sensation-seeking is the drive to pursue new or intense experiences,

and in that process, the danger of physical, social, or financial risks can be
disregarded. But risks and danger don't motivate sensation-seekers—novelty
does.
Example: A sensation seeker might be drawn to products like high-energy sports
drinks or extreme sports gear, choosing to participate in activities like rock
climbing or skydiving instead of more traditional options, such as going to a
movie or a quiet dinner.

32Que) Stereotypes: DISTORTED PICTURES IN OUR MINDS

Stereotypes are biased ideas we hold about people, objects, or situations. These
mental images influence how we interpret information and can lead to
misrepresentations.

Example: An ad caused a lot of upset because people saw it as showing a

white man arresting a black man, which played into stereotypes. Even
though the ad didn’t actually show that the white person was arresting the
black person, people's perceptions were influenced by existing
stereotypes. Marketers need to be careful with their images because they
can shape how people interpret and react to them.

33Que) Trait theory is a way of understanding personality by identifying specific

traits that people have. In consumer behavior, it helps explain how these
personality traits affect buying decisions.

Example: A person who is very open to new experiences might be more

willing to try the latest tech gadgets, while someone who is careful and
organized may stick to trusted brands that are known for their quality.

34Que) Advertising wear-out is when an advertisement or campaign

becomes less effective over time due to increased exposure. This can
happen when consumers become bored or irritated with the repetition of
an ad, picture, or slogan.
Event-based ads:These ads are less likely to continue to resonate after
the event has ended.
Time-limited offers:These ads are less likely to have an impact after the
time period has ended.
New product announcements: These ads are less compelling once the
novelty of the new product has worn off.
Seasonal ads: These ads are less likely to be effective outside of their
intended season.
Celebrity endorsements: These ads may lose impact if the celebrity
loses popularity.

35Que) Avatars: In consumer behavior, avatars are digital representations of

users, used in online shopping and social media to enhance engagement and
personalization.

Example:
A user might create a customized avatar on a fashion website to virtually
try on outfits, helping them visualize how clothes will look before making a
purchase.

36Que) Chunking is a cognitive strategy that can help consumers process

and remember information more efficiently. It involves grouping related
items into smaller units, or "chunks", to make them easier to understand
and recall.
Examples:
Phone numbers: Chunking a phone number into three or four groups
makes it easier to remember than a long string of digits.
Content presentation: Breaking up content into smaller chunks can
make it easier for users to scan, comprehend, and remember.
Round prices: Using round prices can signal brand quality, warmth, and
trust.

37Que) Compulsive consumption in consumer behavior refers to the

repeated and uncontrollable urge to buy products or services, often driven
by emotional needs rather than practical considerations. This behavior
can lead to excessive spending and buying items that are unnecessary or
unhelpful.
Example: A person may frequently buy new shoes or gadgets for excitement or
to distract from personal problems, even if they already have plenty at home,
often feeling regret or guilt afterward.

38que) Evaluation of alternatives is a stage in the consumer decision-

making process where a consumer assesses options and chooses the one
that best meets their needs:
In this stage, consumers consider factors like:
 Price: How much the product or service costs
 Quality: How good the product or service is
 Brand reputation: How well the brand is known
 Features: What the product or service can do
 Reviews: What other customers say about the product or service

39Que) Electronic word of mouth (eWOM) is the sharing of opinions,

recommendations, and experiences about products and services through
digital channels. It plays a significant role in shaping consumer behavior,
especially when it comes to online purchases.
some ways that eWOM impacts consumer behavior:
Builds relationships: eWOM allows consumers to form relationships with
brands, firms, and other customers.
Influences decision-making: Consumers often consider eWOM when
making purchasing decisions.
Facilitates information exchange: eWOM allows consumers to easily
express their viewpoints and exchange information with others.

40Que) Gestalt psychology is an approach that looks at how people perceive

things as whole patterns rather than separate parts. In consumer behavior, it
helps brands design ads and products that are more memorable and visually
appealing.

Example: An example of Gestalt psychology in consumer behavior is a

simple, bold logo that stands out against a plain background, making it
easy for consumers to recognize and remember the brand.