Consumer Psychology and the Purchase Process


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question 1 of 3

Different experiences affect what consumers use from their long-term memory to process new stimuli. Referencing long-term memory information to interpret and evaluate short-term memory information is done through:

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1. Understanding associations can be helpful for a marketer when determining product positioning because:

2. Brand positioning shows marketers how consumers perceive certain brands compared to others in the marketplace. A consumer builds these positions over time through which processes?

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About This Quiz & Worksheet

This quiz and worksheet combo will assess your understanding of consumer psychology. You will be quizzed on various topics and terms related to this brand of psychology, including associations, brand positioning, and conditioning.

Quiz & Worksheet Goals

These assessment will test you on the following:

  • How long-term memories are referenced to evaluate information in short-term memory
  • Why marketers need to understand associations
  • The processes used by consumers to perceive different brands
  • The marketing term for reinforcing associations between two stimuli
  • Why marketers need to understand how learning affects consumer behavior

Skills Practiced

  • Making connections - understand the concept of consumer psychology
  • Critical thinking - apply relevant concepts to examine information about marketing in a different light
  • Defining key concepts - ensure that you can accurately define main phrases, such as conditioning and associations
  • Information recall - access the knowledge you've gained regarding consumer psychology

Additional Learning

To learn more about this branch of psychology, review the corresponding lesson on Consumer Psychology. This lesson covers the following objectives:

  • Learn how memory, learning, and conditioning affect purchase decisions
  • Discuss the relationship between learning and consumer behavior
  • Explore the relationship between memory and marketing
  • Review the process of building brand associations
  • Learn about how marketers use conditioning to promote their brands and products