Consumer Psychology
Exam Materials
Course Introduction
Consumer Psychology explores the psychological processes underlying consumer behavior, examining how individuals make decisions about purchasing goods and services. The course delves into topics such as perception, motivation, attitudes, decision making, persuasion, and the influence of social and cultural factors on buying behavior. Students will analyze how marketing strategies leverage psychological principles to shape consumer preferences and habits. By integrating concepts from cognitive, social, and behavioral psychology, this course equips students with insights to better understand and predict consumer actions in a dynamic marketplace.
Recommended Textbook
Consumer Behavior 9th Edition by J. Paul Peter
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19 Chapters
1146 Verified Questions
1146 Flashcards
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Page 2
Chapter 1: Introduction to Consumer Behavior and Marketing Strategy
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Sample Questions
Q1) Briefly describe consumer behavior's role in marketing strategy.
Answer: In consumer markets,marketing strategies are typically designed to increase the chances that consumers will have favorable thoughts and feelings about particular products,services and brands and will try them and repeatedly purchase them.Marketing strategies are also developed to increase the chances that consumers will have favorable thoughts and feelings about purchasing from them and will actually do so.Marketing strategies involve developing and presenting marketing stimuli directed at selected target markets to influence what they think,how they feel and what they do.
Q2) The MOST important factor driving acceptance of the marketing concept was:
A) enthusiastic academic support.
B) improved production equipment.
C) intense foreign competition.
D) the advent of CAD/CAM systems.
E) the elevation of marketers to CEO positions.
Answer: C
Q3) Marketing strategies are developed at the management level.
A)True
B)False
Answer: False
Page 3
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Chapter 2: A Framework for Consumer Analysis
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Sample Questions
Q1) Successful marketing strategies are based upon an accurate understanding of the _____ of/ for both the companies and the competitors.
A) advertorial campaigns
B) consumer-product relationships
C) price ranges
D) marketing psychology
E) financial strength
Answer: B
Q2) In its use of the Wheel of Consumer Analysis,marketing seeks to elicit change through:
A) appeal.
B) force.
C) deception.
D) lawsuits.
E) legislation.
Answer: A
Q3) _____ refers to the mental structures and processes involved in thinking,understanding,and interpreting stimuli and events.
Answer: Cognition
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Page 4
Chapter 3: Introduction to Affect and Cognition
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Sample Questions
Q1) Describe the two types of knowledge.
Answer: General knowledge concerns people's interpretations of relevant information in their environments.General knowledge is stored in memory as links or connections between two concepts.Consumers' general knowledge is either episodic or semantic.Episodic knowledge concerns specific events in a person's life whereas general semantic knowledge is about objects and events in the environment.Consumers also have procedural knowledge about how to do things.Procedural knowledge is also stored in memory as a special type of "if ...then ..." link between a concept or an event and an appropriate behavior.When activated from memory,this knowledge can directly and automatically influence a person's overt behavior.
Q2) When consumers acquire knowledge indirectly by observing others using the product it is known as vicarious product experience.
A)True
B)False
Answer: True
Q3) Consumers have little control over the process of _____,which occurs unconsciously and automatically.
Answer: spreading activation
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Chapter 4: Consumers Product Knowledge and Involvement
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Q1) The _____ is the broadest and most inclusive level of product knowledge.
Q2) Product forms may be grouped together to create a:
A) aggregate model.
B) product feature.
C) product class.
D) brand pool.
E) feature pool.
Q3) Which of the following levels of knowledge incorporates the highest degree of abstraction?
A) Models
B) Product class
C) Brand
D) Product form
E) Features
Q4) Briefly explain the market segments with different levels of intrinsic self-relevance for a product category and brand.
Q5) The key elements of a self-schema revolve around attributes.
A)True
B)False
Q6) Measuring means-end chains is best accomplished with _____. Page 6
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Page 7
Chapter 5: Attention and Comprehension
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Sample Questions
Q1) Sales,contests,and price deals are marketing strategies which can create a(n):
A) intrinsic self-interest.
B) environmental prominence.
C) situational prominence.
D) temporary state of involvement.
E) locational self-interest.
Q2) A state of high affective arousal:
A) tends to narrow the consumer's focus of attention.
B) has no influence on the attention process.
C) reduces the amount and intensity of attention.
D) makes attention less selective.
E) leads to cognitive capacity becoming non-existent.
Q3) Explain the changes that occur as the consumer's interpretation process shifts from the preconscious attention level to the focal level.
Q4) Store characteristics can activate networks of meanings that influence consumers' comprehension of the meanings of products and brands displayed there.
A)True
B)False
Q5) Briefly explain the factors influencing attention?
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Chapter 6: Attitudes and Intentions
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Q1) The Fishbein multiattribute attitude model claims that consumers add up the products of belief strength and evaluation when forming attitudes toward objects.
A)True
B)False
Q2) The personal relevance of a concept is analyzed for positive or negative consequences by the:
A) cognitive process.
B) integration process.
C) affective process.
D) SN process.
E) behavioral process.
Q3) Brand represents the highest level of specificity.
A)True
B)False
Q4) Behavioral intention is a proposition which connects the self with a future action. A)True B)False
Q5) What is brand equity? Briefly evaluate the methods of building brand equity.
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Chapter 7: Consumer Decision Making
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Q1) The end goal and its associated subgoals form a(n)_____.
Q2) A compensatory strategy might be used to quickly reduce the choice alternatives to a manageable number by rejecting those that lack a conjunctive strategy.
A)True
B)False
Q3) Evaluation heuristics are simple procedures for comparing evaluations of alternative actions in order to choose one.
A)True
B)False
Q4) Jane decided to purchase a car that was one or two years old with low mileage.In this regard,Jane has started visiting a few dealers,talking to salespeople,and has discussed the purchase with her father.Jane is currently in which of the following phases of the Generic Model of Consumer Problem Solving?
A) Purchase
B) Searching for alternative solutions
C) Evaluation of alternatives.
D) Satisfaction maximization
E) Problem recognition/definition
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Chapter 8: Introduction to Behavior
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Sample Questions
Q1) Why is the transaction the most critical component of the marketing process?
Q2) _____ is the prime medium of consumer exchange.
Q3) Briefly explain the theory/role of fear appeals.
Q4) The use of coupons to increase the probability of repurchase is not very effective.
A)True
B)False
Q5) List the stages and the types of behavior that usually occurs in the purchase of consumer goods with an example for each step in the model.
Q6) All of the following statements about consumer search activity are true EXCEPT:
A) that it is higher for products associated with higher perceived risk.
B) that it is lower for products that are considered to be complex.
C) that it is influenced by the self-confidence of the consumer.
D) that it is influenced by a variety of marketplace/situational factors.
E) that it is influenced by the perceived benefits to be gained from search.
Q7) The length of the checkout line can impact the probability of a consumer completing a purchase transaction.
A)True B)False
Page 11
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Chapter 9: Conditioning and Learning Processes
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Q1) According to Pavlov,conditioned stimuli are those that are naturally associated with a specific response.
A)True
B)False
Q2) When the neutral stimulus causes a similar response through repeated pairings,it becomes a _____ stimulus.
Q3) List the three steps involved in the vicarious learning process.
Q4) Discriminative stimuli allow operant conditioners to account for the effects or antecedents to behavior on changing behavior.
A)True
B)False
Q5) Which of the following is commonly used by advertisements and commercials to influence customer behavior?
A) Vicarious learning
B) Cognitive training
C) Classical conditioning
D) Survey dips
E) Response facilitation
Q6) The _____ method of operant conditioning presents aversive consequences.
Page 12
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Chapter 10: Influencing Consumer Behaviors
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Sample Questions
Q1) Coupons and sampling are prime tools of:
A) trade promotion.
B) consumer promotion.
C) retail promotion.
D) channel promotion.
E) wholesale promotion.
Q2) Which of the following methods involves the use of panel members and special bar-coded identification cards to monitor the stages in a purchase sequence?
A) Scanner cable method
B) Consumer purchase diaries
C) Garbology
D) Diffusion research
E) Inventory analysis
Q3) The end goal of social marketing is to benefit consumers as a means to achieving organizational objectives.
A)True
B)False
Q4) What is social marketing?
Q5) Modeling desired behaviors is often employed as part of a(n)_____ strategy.
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Chapter 11: Introduction to the Environment
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Q1) Marketers have limited control over aspects of consumers' information environments.
A)True
B)False
Q2) Retailers have introduced scanner equipment at check-outs to facilitate:
A) product contact.
B) post-sale service.
C) layout convenience.
D) product information.
E) the final transaction.
Q3) The _____ includes large-scale,broad environmental factors such as the climate,economic conditions,the political system,and the general landscape.
Q4) The physical environment can be divided into _____ and _____ elements.
Q5) Briefly describe the five generic consumer situations.Evaluate the role of marketing in this process.
Q6) In most cases the purchasing environment is identical to the shopping environment.
A)True
B)False
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Chapter 12: Cultural and Cross-Cultural Influences
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Q1) Common cross-cultural changes have not created similar marketing opportunities in many societies.
A)True
B)False
Q2) Procedures such as content analysis,ethnographic fieldwork,and measures of values can be used to identify important meanings shared by people and show how consumers perceive products to be related to those meanings.
A)True
B)False
Q3) How has the advent of globalization complicated the task of developing international marketing strategies? Briefly describe the approaches available to deal with this problem.
Q4) The cultural process describes how cultural meaning is transferred between social/physical environments,products and services,and individual consumers.
A)True
B)False
Q5) What is culture? Discuss in brief the issues that a marketer must keep in mind while analyzing culture.
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Page 15
Chapter 13: Subculture and Social Class
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Sample Questions
Q1) Income is likely to be more important than social class in the purchase of:
A) major kitchen/laundry appliances.
B) imported wine.
C) clothing.
D) automobiles.
E) living room furniture
Q2) What is social class and what are the primary factors that determine membership in a particular class? Why do Americans have a "love-hate" relationship with this concept?
Q3) Which of the following is TRUE about the working class consumers of the United States?
A) They are prone to instant gratification when the money is available
B) They want to continue to pursue ease of labor and leisure
C) They definitely want to "do the right thing" and buy "what's popular"
D) They give importance to their neighborhood
E) They invest in art
Q4) Hispanics are people with Spanish-speaking ancestry.
A)True
B)False
Q5) _ _____ are people born between 1946 and 1964.
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Chapter 14: Reference Groups and Family
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Sample Questions
Q1) Impression management encompasses premeditated persuasive attempts to enhance one's influence differential in a dyadic relationship.
A)True
B)False
Q2) The member for whom the purchase is made is called the buyer.
A)True
B)False
Q3) Consumers seek to join/use all of the following types of reference groups EXCEPT:
A) dissociative reference groups.
B) primary reference groups.
C) membership reference groups.
D) aspirational reference groups.
E) formal reference groups.
Q4) The _____ usually means a married-couple family with children under 18.
Q5) The influence of reference persons and family members upon the consumer's affective,cognitive,and behavioral responses to marketing strategies are often direct and immediate.
A)True
B)False
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Chapter 15: Market Segmentation and Product Positioning
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Q1) While determining the best bases for segmenting markets,marketing managers may brainstorm the product concept and consider what types of consumers are likely to purchase and use the product and how they differ from those less likely to buy.
A)True
B)False
Q2) According to the person/situation segmentation,a firm should first position its offerings within the matrix and then position its competitors' offering within the matrix on the same criteria.
A)True
B)False
Q3) Product positioning maps are NOT used for:
A) the repositioning of existing products/brands.
B) suggesting the positioning strategies.
C) ranking neighborhoods on their potential to purchase specific products and services.
D) evaluating how consumers perceive their brands relative to competitors.
E) spurring the development of new products/brands.
Q4) In positioning by _____,an explicit or implicit frame of reference is the competition.
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18
Chapter 16: Consumer Behavior and Product Strategy
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Q1) 3 Which among the following has the least impact upon the likelihood of complaint behavior?
A) Socioeconomic group membership
B) Blame placement
C) Perception of retailer responsiveness
D) Severity of dissatisfaction
E) Personality characteristics
Q2) Briefly describe the objectives of packaging.
Q3) Skeptical consumers not adopting to a new product and set in their ways can be classified as:
A) innovators.
B) the early majority.
C) the late majority.
D) laggards.
E) early adopters.
Q4) Dissatisfaction refers to the difference between pre-purchase expectations and post-purchase perceptions.
A)True
B)False
Q5) Differentiate between brand loyalty and habitual purchase.
Page 19
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Chapter 17: Consumer Behavior and Promotion Strategy
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Q1) Which of the following consumer groups are most likely to be ignored by the marketer?
A) Those that like the brand and buy it regularly.
B) Those that dislike the brand and never buy it.
C) Those that are neutral about the brand and never buy it.
D) Those that are neutral about the brand and buy it occasionally.
E) Those that dislike the brand but buy it occasionally.
Q2) Explain the effect of consumers' attitudes toward advertisements.
Q3) Which of the following allows for the most interaction with the consumer,allows adapting sales presentations to fit the informational needs of each potential buyer,and tends to generate the most involvement?
A) Advertising
B) Personal selling
C) Sales promotions
D) Publicity
E) Persuasion
Q4) According to FCB,traditional think products cannot be marketed using feel advertising promotion strategies.
A)True
B)False
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Chapter 18: Consumer Behavior and Pricing Strategy
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Q1) Pricing strategies are designed to generate _____ based on consumer cost trade-offs and values.
Q2) Thinking and deciding what to buy are types of _____ activities involved in making purchases.
Q3) Signing a credit slip can be classified under funds access.
A)True
B)False
Q4) For marketing exchanges to occur,the price consumers are willing to pay must be lesser than the price at which marketers are willing to sell.
A)True
B)False
Q5) _____ is the most commonly used pricing objective.
Q6) The four basic types of consumer costs are money,time,_____,and behavior effort.
Q7) A firm will have greater pricing freedom if the product enjoys a clear competitive advantage.
A)True
B)False
Q8) Why is target return on investment the most popular/common pricing objective in business?
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Chapter 19: Consumer Behavior, Electronic Commerce, and Channel Strategy
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Q1) The three major decision areas,discussed in the text,in designing effective store environments are store location,store layout,and _____.
Q2) When using a vending machine,the potential for having fun is very high.
A)True
B)False
Q3) Channel strategy requires choices to be made about all of the following EXCEPT:
A) mode of marketing through direct and/or indirect distribution.
B) which brands/products to market.
C) plant/warehouse locations.
D) how products will be delivered to consumers.
E) marketing through store retailing, non-store retailing or some combination.
Q4) Consumers are considered primarily in terms of demographic and socioeconomic variables and of traffic patterns and distances to various locations.
A)True B)False
Q5) Arousal has been found to enhance the pleasure experienced in both pleasant and unpleasant environments.
A)True
B)False
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