Lab #1 Perceptual Maps
Your group will create a simple, two-dimensional perceptual map for the
problem/topic area you select. The point of this map is to get a better idea of
why people do or do not choose your preferred alternative, and to start
Definition: The study of the processes involved when consumers select, purchase, use
and dispose of products, services, ideas and experiences
Importance of Consumer Research:
1. Understanding Consumers
2. Planning Marketing Strategy
3. Risk Reduction Mech
Exam 3 Study Guide
DECISION HEURISTICS AND BIASES
What is a heuristic?
o A decision shortcut or rule of thumb
Efficient and can lead to good outcomes
What is a bias?
o Tendency to make systematic errors based on cognitive factors rather than evidence
CONSUMER BEHAVIOR EXAM 1 STUDY GUIDE
Introduction to Consumer Behavior
Why do we study consumer behavior?
o How does consumer behavior relate to the rest of marketing?
Consumer behavior is the process involved when consumers select, purchase, use and
Exam 2 Study Guide
What are the three types of human memory and how are they different? What are
their capacity limits and how is the information stored?
o Sensory: Stores info (in its original form) about sensory experiences in the
On an average night of drinking alcohol
please rate the level of intoxication that the
following alcoholic beverages induce.
Answered: 35 Skip-pod: i]
D 1 2 3 4 5 IE. I E- 5 11]
Lab 3 Questionnaire
Kristine Aprile and Heather Graybill
1. On a scale of -3 to +3, how important is the variety of flavored coffee offered to you?
2. On a scale of -3 to +3, how important is the strength of coffee offered to you?