Consumer Psychology
Exam Questions
Course Introduction
Consumer Psychology explores the psychological processes underlying consumer behavior, examining how individuals make purchasing decisions, interpret marketing messages, and form brand preferences. The course covers topics such as perception, motivation, attitudes, decision-making, social influence, and cultural factors that shape consumer choices. Students will analyze real-world case studies, learn about current research in the field, and gain insights into strategies used by marketers to influence buying behavior. Emphasis is placed on understanding both individual and group dynamics in consumption and applying psychological principles to predict and influence consumer actions.
Recommended Textbook Consumer Behavior 7th Edition by Wayne
D. Hoyer
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Page 2
Chapter 1: Understanding Consumer Behavior
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Q1) _____ covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering.
A) The psychological core
B) The process of making decisions
C) The consumer's culture
D) Consumer behavior outcomes
E) Behavior within a firm
Answer: A
Q2) Anne wants to purchase a new computer. She decides to go on a vacation before making the purchase. In this case, her vacation provides her with the _____ to learn as much as possible about purchasing the computer.
A) attention
B) perception
C) motivation
D) exposure
E) opportunity
Answer: E
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Chapter 2: Motivation, Ability, and Opportunity
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Q1) Jenny skips breakfast to attend an important meeting and is extremely hungry well ahead of lunch time. One of her goals at lunch is to eat a big and delicious meal. This is an example of a(n) _____.
A) appraised goal
B) abstract goal
C) concrete goal
D) hedonic goal
E) affective goal
Answer: C
Q2) Nathan wants to purchase a new laptop. To make the best choice, he reads computer magazines and articles online daily to acquire knowledge about various laptop specifications available. This is an example of _____.
A) cognitive involvement
B) enduring motivation
C) rational agitation
D) affective collaboration
E) elaborative perception
Answer: A
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Chapter 3: From Exposure to Comprehension
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Q1) Attention is unlimited and cannot be divided.
A)True
B)False
Answer: False
Q2) _____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
A) Social identity theory
B) Hofstede's law
C) The theory of optimal simulation level
D) Trait theory
E) Weber's law
Answer: E
Q3) Which of the following strategies can help overcome consumers' habituation to stimuli?
A) Including abstract stimuli
B) Avoiding the use of competing stimuli
C) Avoiding contrasting stimuli
D) Altering marketing stimuli periodically
E) Avoiding prominent stimuli
Answer: D
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Chapter 4: Memory and Knowledge
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Q1) Discuss with the help of examples how consumers organize their knowledge in goal-derived categories.
Q2) When people are close to implementing a goal, more concrete knowledge about the feasibility of attaining the goal becomes salient.
A)True
B)False
Q3) Explain how goals and their timing influence the content and structure of knowledge within the minds of consumers.
Q4) In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can act as a _____.
A) disaster revival
B) risk-enhancer
C) consumer expander
D) shock-absorber
E) safety mechanism
Q5) Working memory is where most of the conscious information processing takes place.
A)True
B)False
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Chapter 5: Attitudes Based on High Effort
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Q1) John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the technology works and shows its use in everyday life. In this scenario, John likes the ad because:
A) both positive and negative information.
B) of its two-sided message.
C) of its utilitarian dimension.
D) it creates the sleeper effect.
E) it evokes fear appeal.
Q2) An indirect comparative message is:
A) one in which the offering is compared with those of unnamed competitors.
B) a message delivered by a low-credibility source.
C) a thought that discounts or attacks the message source.
D) a message that is forgotten more quickly than the source.
E) one in which a company's new product is compared to its original product.
Q3) The hedonic dimension is when an ad provides information rather than creates feelings.
A)True
B)False
Q4) Briefly discuss some of the factors that affect the attitude-behavior relationship of consumers.
Page 7
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Chapter 6: Attitudes Based on Low Effort
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Q1) Whether or not music evokes a positive affective response is not dependent on the music's structure.
A)True B)False
Q2) Randy heard the same ad for Orenico cookies on many occasions. In the context of the truth effect, he is more likely to develop a negative belief about the product.
A)True
B)False
Q3) When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when:
A) they critically evaluate message arguments in a brand's image.
B) its image is shown close to the image of the promised results.
C) they tend to link the information in a message to their existing beliefs.
D) its image varies to a great extent from the previous versions of the brand's images.
E) its image is distinct from the images of all competitor brands.
Q4) Briefly explain with the help of an example how credible sources can serve as peripheral cues for making a simplified judgment.
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Chapter 7: Problem Recognition and Information Search
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Q1) A consideration set that contains only one or two brands reduces the need to search for information.
A)True
B)False
Q2) Which of the following statements is true of inhibition?
A) It increases the chances of fair judgement toward a brand.
B) It leads to information overload.
C) It promotes the equality of preferences toward brands or products in an evoked set.
D) Consumers may not always consider key aspects of a brand when making a decision.
E) Consumers may recall information that contradicts their overall beliefs.
Q3) Typically, the next step in consumer decision-making after problem recognition is
A) hypothesis testing
B) postpurchase evaluation
C) high effort decision-making
D) evidence testing
E) internal information search
Q4) Explain the situational factors that might affect consumers' search process.
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Chapter 8: Judgment and Decision Making Based on High
Effort
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Q1) Using a conjunctive model, consumers set up:
A) minimum cutoffs for each attribute that represent the absolute lowest value they are willing to accept.
B) evaluations that put the weight on positive information rather than on negative information.
C) evaluations based on several of the most important attributes rather than on all of them.
D) acceptable levels for the cutoffs that are desirable to find the good ones.
E) evaluations to immediately eliminate brands that are inadequate on any one or more important attributes.
Q2) In the context of decisions based on gains and losses, consumers have a much stronger reaction to price decreases than to price increases.
A)True
B)False
Q3) In the context of decisions based on gains and losses, describe prospect theory.
Q4) Describe how metacognitive experiences affect the decision-making process.
Q5) Explain how consumers exhibit extremeness aversion.
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Q6) Describe how consumers' goals affect the decision criteria that they use in making a choice.
Chapter 9: Judgment and Decision Making Based on Low Effort
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Q1) Lois purchased an automobile that required constant repair and often broke down. Because of her bad experience with the brand, she chose never to buy or recommend the brand to others. This is an example of how _____ is likely to influence consumer judgements.
A) representative knowledge
B) base-rate information
C) accessible information
D) an attribute-based linkage
E) an affective habit
Q2) Consumers can develop decision heuristics called choice tactics for quick, effortless decision-making:
A) in repeat-purchase situations.
B) in situations requiring the purchase of a product for the very first time.
C) while purchasing large and expensive functional products.
D) in purchases related to hedonic offerings.
E) while purchasing goods and services that have symbolic value.
Q3) Deal-prone consumers are often brand loyal.
A)True
B)False
Q4) How can habitual purchasing help or hurt marketers?
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Chapter 10: Post-Decision Processes
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Q1) _____ are advantageous to top dogs because consumers will simply confirm existing beliefs and expectations and be overconfident, particularly when the motivation to learn is low.
A) Avoidance biases
B) Limitations to learning
C) Withdrawal symptoms
D) Bad product experiences
E) Ambiguity biases
Q2) Which of the following statements is true of post-decision regret?
A) It occurs especially when a decision can be reversed.
B) It occurs especially when there is a lot of information about the nonchosen alternatives.
C) It occurs when there is a negative outcome from a chosen alternative.
D) It occurs when there is no change from the norm or status quo.
E) It occurs when there is a positive feeling about a disposition decision.
Q3) Compare and contrast top-dog strategies and underdog strategies.
Q4) Describe how negative word-of-mouth affects marketers.
Q5) Briefly explain the positive and negative post-decision emotions.
Q6) Explain post-decision dissonance and how it can be reduced.
Q7) Briefly discuss the factors that affect consumers' learning from experience.
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Chapter 11: Social Influences on Consumer Behavior
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Q1) _____ is doing what the group or social influencer asks.
A) Valence
B) Discord
C) Embodiment
D) Compliance
E) Reactance
Q2) _____ is the information by and implicit or explicit pressures from individuals, groups, and the mass media that affects how a person behaves.
A) Anthropomorphism
B) Social influence
C) Caricature
D) Pareidolia
E) Frequency illusion
Q3) The impact of reference groups as socializing agents:
A) can change over time.
B) does not affect normative influence.
C) does not influence the consumption of a luxury item.
D) increases with a decrease in tie-strength.
E) has a major influence on the consumption of necessities.
Q4) Compare advertising with word-of-mouth information as a source of influence.
Page 13
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Chapter 12: Consumer Diversity
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Q1) Born and bred on TV, Gen Xers tend to:
A) be quite open to the influence of advertising.
B) be cynical about obvious marketing techniques.
C) find exaggerated claims less objectionable than other generations.
D) find messages that appeal to their sense of nostalgia less desirable.
E) be more open to stereotypes.
Q2) What are the different segments of common teen behaviors, values, and preferences that cross national boundaries?
Q3) Acculturated Hispanic Americans are those who:
A) speak mostly Spanish but have adopted some regional U.S. customs.
B) speak mostly English and have a high level of assimilation.
C) can function in either English or Spanish.
D) are more likely than the average consumer to check prices on the Internet.
E) tend to be highly assimilated by the second generation.
Q4) Some individuals can be androgynous, having both male and female traits.
A)True
B)False
Q5) What are the differences in the acquisition and consumption behaviors of men and women?
Q6) How do marketer's messages differ when they advertise to different genders?
Page 14
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Chapter 13: Household and Social Class Influences
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Q1) Which of the following is true of inherited status?
A) It assures a certain income and occupation during the life of an individual.
B) It determines the level of education an individual will receive.
C) It is the anchor point from which upward or downward mobility can begin.
D) It is derived from personal achievements gained later on in life.
E) It is determined by the city in which an individual resides.
Q2) Which of the following is true of class-average families?
A) They have difficulty understanding their position in society.
B) They are unable to move to a higher social class.
C) They reject the idea of social climbing.
D) They have trouble meeting class expectations.
E) They can afford the symbols expected of their status.
Q3) Compared with the members of other classes, upper class "old money" consumers are the least likely to save and invest money.
A)True
B)False
Q4) Discuss the different household decisions roles, and give an example of each.
Q5) Discuss the importance of social class fragmentation to marketers.
Q6) Compare the consumption habits of all social classes.
Q7) Discuss the importance of social class to society.
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Chapter 14: Psychographics: Values, Personality, and Lifestyles
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Q1) Identify the four main value dimensions in Geert Hofstede's study along which cultures can vary.
Q2) Managers at Sephra Inc., a reputed garment manufacturer, notice that the firm's customers can be grouped according to their purchase decisions. These groups focus on a product's style, price, and durability of the products, respectively. In this case, managers at Sephra Inc. identify the customer groups through _____.
A) direct comparative advertising
B) acculturation
C) value segmentation
D) indirect comparative advertising
E) demographic segmentation
Q3) Explain psychoanalytic approaches to personality.
Q4) A national character represents only very broad generalizations about a particular country.
A)True
B)False
Q5) Explain psychographics.
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Q6) Discuss the characteristics of the eight consumer segments identified by VALS framework, formerly known as Values and Lifestyles.
Chapter 15: Innovations: Adoption, Resistance, and Diffusion
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Q1) Which of the following is true of innovators?
A) They are known to plan carefully.
B) They deliberate for a long time.
C) They do less planning and deliberation.
D) They engage in attribute-based decision making.
E) They use whole evaluations while making decisions.
Q2) Discuss the positive and negative effects of innovations on society.
Q3) Breadth of an innovation is defined as:
A) the number of different ideas that goes into the invention of a new product.
B) the rate of continuity of an innovation in the market.
C) the rate of discontinuity of an innovation in the market.
D) the degree to which people influence one another in the diffusion of a new product.
E) the new and different uses of a particular product.
Q4) Which of the following is true of a diffusion curve?
A) It reflects the time period during which a product was launched.
B) It reflects the total sales of a product in dollar value.
C) It reflects the total sales of a product in percentages.
D) It reflects the percentage of the population who have adopted a product.
E) It reflects the total number of people who have adopted a product.
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Chapter 16: Symbolic Consumer Behavior
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Q1) Explain how technology has created major changes in the gift-giving process.
Q2) Women use social class emblems to signal their attractiveness to men, whereas men use them to signal to other men that their partners are devoted to them.
A)True
B)False
Q3) Reena is seeking monetary help from friends and family. In the hopes of getting a loan from her distant but wealthy aunt, Reena meets and gifts her a silk scarf. In this scenario, Reena's motive in giving a gift to her aunt is _____.
A) antagonistic
B) obligatory
C) compensatory
D) instrumental
E) altruistic
Q4) People discard special possessions when they lose their functional value.
A)True
B)False
Q5) Explain why marketers need to be aware of the sacred meanings that people, objects, places, and events can have to consumers.
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Chapter 17: Marketing, Ethics, and Social Responsibility in
Today's Consumer Society
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Q1) _____ refers to actions taken to limit the use of scarce natural resources.
A) Addictive behavior
B) Ethical sourcing
C) Conservation behavior
D) Greenwashing
E) Compulsive behavior
Q2) Consumers who are particularly susceptible to the normative influences of the reference group conducting a boycott are more likely to participate than those who are less susceptible.
A)True
B)False
Q3) _____ is the misleading use of environmental claims for marketing purposes.
A) Conservation behavior
B) Greenwashing
C) Black market
D) Ethical sourcing
E) Compulsive behavior
Q4) Leonard is a shoplifter. He usually steals low-ticket items from stores. How will he rationalize his behavior?
Q5) Discuss the ways to promote conservation behavior.
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