Understanding and Shaping Consumer Behavior Quiz

What percentage of consumers in the U.S. tried a new store, brand, or different way of shopping during the pandemic?

• 75%

• 60%

• 50%

• 90%

Which company collaborated with McKinsey to write the article?

• Yale Center for Customer Insights

• Harvard Business Review

• Deloitte

• Stanford University

What is one of the five actions companies can take to influence consumer behavior?

• Increase prices

• Ignore consumer beliefs

• Reinforce positive new beliefs

• Reduce product offerings

What was the growth percentage of the U.S. online fitness market since February 2020?

• 30%

• 20%

• 70%

• 50%

What type of research is emphasized for understanding changing consumer behaviors?

• Quantitative research

• Qualitative research

• Historical research

• Comparative research

What is a peak moment in the consumer decision journey?

• A moment of price comparison

• A moment of indecision

• A moment of intense consumer reaction

• A moment of product return

What did Beyond Meat do to create positive first experiences with its product?

• Launched a new product line

• Reduced advertising

• Increased prices

• Delivered free meals to hospitals

What is a contextual cue?

• A marketing strategy

• A consumer belief

• A specific task or time that triggers behavior

• A product feature

What emotional state has intensified among consumers due to recent events?

• Happiness

• Indifference

• Excitement

• Anxiety

What should companies do to align messages to consumer mindsets?

• Ignore consumer sentiment

• Focus on profit

• Ensure communications are attuned to consumer sentiment

• Increase advertising spend