Consumer Psychology
Exam Questions
Course Introduction
Consumer Psychology explores the mental processes and behaviors that drive individuals' purchasing decisions, examining how perceptions, attitudes, motivations, emotions, and social influences shape consumer choices. The course covers key psychological theories relevant to understanding buying behavior, the impact of branding and advertising, and the ways cultural and personal factors contribute to consumer preferences. Through case studies, research findings, and practical applications, students learn how businesses and marketers can leverage psychological insights to anticipate and influence consumer actions, ultimately enhancing marketing strategies and improving customer satisfaction.
Recommended Textbook
Consumer Behavior 6th Edition by Wayne
D. Hoyer
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Page 2
Chapter 1: Understanding Consumer Behavior
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Sample Questions
Q1) Kimberly is very motivated to choose a good location for her hiking trip during her Spring Break vacation.Before Kimberly decides on how to go on her hiking trip,she must first make sure she has ____ information.
A) perception of B) attention to C) a good attitude toward D) exposure to
E) psychological insight toward Answer: D
Q2) The four domains of consumer behavior are: sociological,the process of making decisions,the consumer's social status,and consumer behavior outcomes.
A)True
B)False Answer: False
Q3) Consumer behavior is a static process.
A)True
B)False
Answer: False
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Chapter 2: Motivation, Ability, and Opportunity
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Q1) Ben spent a lot of time deciding on a tablet.He searched all of the technology consumer blogs.In purchasing a tablet,Ben can be considered
A) risk averse.
B) a decision avoider.
C) opportunistic.
D) able.
E) motivated.
Answer: E
Q2) ____ is an inner force that denotes energy to achieve a goal.
A) Retrieval
B) Motivation
C) Ability
D) Opportunity
E) Persistence
Answer: B
Q3) What is motivation?
Answer: Answer not provided.
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Chapter 3: From Exposure to Comprehension
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Sample Questions
Q1) ____ is the lowest point at which an individual can experience a sensation.
A) Minimal perception
B) Cognitive barrier
C) Absolute threshold
D) Minimal cognition
E) Affective absolute
Answer: C
Q2) Yellow Pages reported that doubling the size of an ad increases sales fivefold.This is best thought of as an example of the effectiveness of ____ in advertising.
A) concreteness
B) surprise
C) novelty
D) pleasant design
E) prominence
Answer: E
Q3) Wal-Mart TV network reaches 113 million consumers shopping at Walmart Stores.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Memory and Knowledge
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Sample Questions
Q1) Michael paid attention to an ad and perceived that it was a life insurance commercial.He must ____ what he saw to retain information.
A) be aware of
B) have a high level of attention for C) comprehend
D) visualize
E) feel for
Q2) It is difficult for manufacturers of healthy food to convince consumers that their products taste good because healthy food and lack of taste are
A) prototypes.
B) exemplars.
C) correlated attributes.
D) line extensions.
E) loss leaders.
Q3) How are goal-derived categories different from taxonomic categories?
Q4) According to the introduction,Apple has had the same logo design from its inception.
A)True
B)False
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Chapter 5: Attitudes Based on High Effort
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Sample Questions
Q1) Indirect comparison messages are those that contain A) both positive and negative information.
B) information from two different sources.
C) a comparison between the offering and unnamed competitors.
D) two peripheral arguments.
E) a double meaning.
Q2) Sources tend to be more trustworthy when they have the following three characteristics: (1)familiarity,(2)status,and (3)attractiveness.
A)True
B)False
Q3) How are cognitions or beliefs related to attitudes?
Q4) The Theory of Planned Behavior extends the TORA model by examining consumers' A) self images.
B) cognitive responses.
C) perceived behavioral control.
D) affective responses.
E) resistance to change.
Q5) Research indicates that fear appeals are an effective form of advertising.
A)True
B)False
7
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Chapter 6: Attitudes Based on Low Effort
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Q1) How do we increase consumers' involvement in a message and increase the likelihood of message processing?
Q2) Classical conditioning was created by Sigmund Freud to show how dogs could be conditioned to salivate when they heard a bell.
A)True
B)False
Q3) Under what circumstances is humor in advertising effective?
Q4) A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption "Fortunately,every day comes with an evening." Since everyone has a bad day once in a while,this is an example of ____ in an ad.
A) a cognitive argument
B) experiencing
C) self-referencing
D) involving
E) situational involving
Q5) All attitude formation by consumers in a low effort situation occurs at a conscious level.
A)True
B)False
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Chapter 7: Problem Recognition and Information Search
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Sample Questions
Q1) Ted has owned his car for five years and is happy with it.Explain the process by which he might desire a new car without any change in feelings regarding his present car.
Q2) Diana hated Leakthrough tents.She could easily remember negative information about the brand,but had a difficult time recalling any positive information she had heard.This is referred to as
A) the reinforcement bias.
B) the diagnosticity complex.
C) attribute determinance.
D) recall bias.
E) confirmation bias.
Q3) Every season fashion designers introduce new "in" colors.One autumn green may be an in color,while the next autumn purple may be popular.The fashion industry stimulates consumer problem recognition by
A) creating a new ideal state.
B) creating dissatisfaction with consumers' actual state.
C) creating new evaluations.
D) creating new beliefs.
E) repositioning clothing brands.
Q4) Compare and contrast the recall of attributes versus the recall of evaluations.
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Chapter 8: Judgment and Decision Making Based on High Effort
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Q1) Consumers might often not choose to use compensatory models primarily because they
A) result in a negativity bias in evaluations.
B) result in a positivity bias in evaluations.
C) are not accurate.
D) require a significant amount of effort.
E) do not fit with most product or service decision-making situations.
Q2) Clarke is willing to sell is Star Wars Lego collection to his friend Patrick.However,he wants to charge a price that is much higher than Patrick is willing to pay.This is an example of the
A) compensatory model.
B) noncompensatory model.
C) elimination by aspect model.
D) lexicographical model.
E) endowment effect.
Q3) Compare and contrast cognitive and affective decision-making strategies.
Q4) Describe the different types of noncompensatory models.
Q5) Does the availability of information always aid consumer choice? Explain.
Q7) Define metacognitive experiences. Page 10
Q6) Describe how making a decision in a group can affect consumers' choices.
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Chapter 9: Judgment and Decision Making Based on Low Effort
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Q1) When do consumers use performance-related tactics?
Q2) In what ways is brand loyalty different from habitual purchasing?
Q3) When consumers make a judgment about a soft drink such as Coca-Cola or Pepsi Cola,they will likely
A) utilize high-elaboration processing.
B) employ "rules of thumb."
C) utilize high levels of cognitive processing.
D) utilize high levels of affective processing.
E) examine choices by attribute.
Q4) Describe the process of operant conditioning.
Q5) Mike took an Algebra class with Miss Tenabaum and did not like her teaching style.He tells his three closest friends not to take her class.The three friends modify their schedules so they get another teacher.This is an example of the law of small numbers.
A)True B)False
Q6) In what ways do consumers use feelings to make low-effort decisions,if at all? Explain.
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Q7) What role do consumer price perceptions play in the use of price-related tactics?
Chapter 10: Post-Decision Processes
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Sample Questions
Q1) ____ is (are)advantageous to top dogs because consumers will simply confirm existing beliefs and expectations.
A) Avoidance biases
B) Limitations to learning
C) Advertising
D) Bad product experiences
E) Ambiguity biases
Q2) Buddy loves Big Macs and is very satisfied with the brand.Buddy's satisfaction with McDonald's can change at any time.
A)True
B)False
Q3) Dissatisfied consumers could likely do all of the following except A) take no action.
B) discontinue purchasing.
C) engage in habitual purchasing.
D) complain.
E) engage in negative word of mouth.
Q4) Describe some of the options a consumer has in disposition.
Q5) When is post-decision dissonance most likely to occur?
Q6) Compare and contrast top dog and underdog strategies.
Page 13
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Chapter 11: Social Influences on Consumer Behavior
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Sample Questions
Q1) Michael's family,friends and teachers are an example of his ____ reference group.
A) dissociative
B) aspirational
C) referential
D) primary
E) secondary
Q2) Marc is a member of his university's football team.As such,he must adhere to strict rules of membership including attending all team practices and earning a passing grade in all his classes.Due to this structured membership,the team is a ____ reference group.
A) dense
B) formal
C) homophilic
D) secondary
E) weak-tied
Q3) Children who are 20 months old can recognize the difference between boy toys and girl toys.
A)True
B)False
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Page 14
Chapter 12: Consumer Diversity
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Sample Questions
Q1) Agentic roles stress harmony and affiliation.
A)True
B)False
Q2) One defining characteristic of Hispanics in the United States is
A) a strong orientation toward the family.
B) an aging population.
C) slow population growth.
D) a strong orientation toward the individual.
E) a view of themselves as materialistic.
Q3) Features in retail stores that are designed to better meet the needs of mature consumers might include all of the following except
A) easier-to-read labels.
B) comfortable seating throughout the store.
C) Web site services at every restaurant and coffeehouse.
D) well-lighted parking lots.
E) shelving arranged so customers do not have to bend over.
Q4) Why is the concept of "intensity of ethnic identification" important for marketers?
Q5) In what ways is it important for marketers to understand cross-national differences? Explain.
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Chapter 13: Household and Social Class Influences
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Sample Questions
Q1) How do children influence family decision making?
Q2) How is social class fragmentation important for marketers?
Q3) John explains to his wife that a higher income leads to higher social standing.Dasha,his wife,counters that this is not necessarily true.John is correct.
A)True
B)False
Q4) When is the meaning of money learned in life and how is this important to marketers?
Q5) Household decision roles can be ____,meaning that they relate to tasks affecting the buying decision,such as when and how to purchase.
A) expressive
B) titled
C) habitual
D) attribute-based
E) instrumental
Q6) Compare and contrast how one social class can affect the consumption habits of another.
Q7) Are there similarities among the upper classes in different countries? Explain.
Q8) Why might some view social class as important to a society?
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Chapter 14: Psychographics: Values, Personality, and Lifestyles
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Sample Questions
Q1) Tipping in restaurants is less likely to occur in countries where A) masculine values are dominant.
B) collectivism is high.
C) power distance is low.
D) power distance is high.
E) uncertainty avoidance is high.
Q2) One of the most widely known psychographic tools is VALS which segments individuals based on their resources and A) lifestyles.
B) intelligence.
C) education.
D) motivations.
E) brand preferences.
Q3) What is the optimal stimulation level and how can it affect consumer behavior?
Q4) A consumer's lifestyle is represented by is his/her AIOs.AIO stand for A) attitudes, introspection and options.
B) alternatives, individualism and oneness.
C) activities, interests and opinions.
D) actions, ideology, and oppositions.
E) The acronym AIO does not stand for anything.
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Chapter 15: Innovations: Adoption, Resistance, and Diffusion
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Sample Questions
Q1) Describe and give examples of the two types of diffusion curves discussed in the textbook.
Q2) All of the following could make a product or service an innovation except if it A) involves only new marketing communications pitches.
B) is new to the marketplace.
C) is perceived as new by consumers.
D) is defined as new by a certain segment.
E) involves changes in consumption patterns.
Q3) Ronald waited about a year after it was introduced to get a new HD DVD player.He is considered an innovator.
A)True
B)False
Q4) Margaret refuses to upgrade to Windows 2007 because she understands and is comfortable with Windows 98.This could be considered a symbolic innovation.
A)True B)False
Q5) Describe the various types of innovation as characterized by their degree of novelty.
Q6) How does diffusion relate to the product life cycle?
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Chapter 16: Symbolic Consumer Behavior
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Sample Questions
Q1) In what is known as ____,we use symbols and engage in rituals to get feedback from others to tell us if we are correctly fulfilling the role.
A) reflexive evaluation
B) feedback embellishment
C) feedback emblemization
D) associative networking
E) symbolic role analysis
Q2) As emblems,consumers use products to
A) satisfy functional needs.
B) satisfy hedonic needs.
C) communicate with the groups to which they belong.
D) search for information from various reference groups.
E) satisfy utilitarian needs.
Q3) 71 million households in the U.S.keep a pet.
A)True
B)False
Q4) Men's special possessions usually symbolize their attachment to other people.
A)True
B)False
Q5) Describe the three phases of role acquisition.
Page 19
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Chapter 17: Marketing,Ethics,and Social Responsibility in
Today's Consumer Society
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Sample Questions
Q1) Individuals can become addicted to many consumer products and services,including PlayStation and the Internet.
A)True
B)False
Q2) All of the following are theft-related problems that raise prices except
A) lost merchandise.
B) theft insurance.
C) high-priced security.
D) research and development.
E) price reductions.
Q3) Is underage drinking and smoking prevalent in the United States? What are some of the consequences?
Q4) One main problem with advertising directed at children is that children
A) do not watch television and are therefore not exposed to the ads.
B) are not easily influenced, therefore advertising spending is wasted.
C) may not be able to distinguish between programming and ads.
D) are very skeptical and will not believe ads.
E) have no influence in household decisions.
Page 20
Q5) Describe the types of deviant acquisition behavior.
Q6) How can consumers be tempted to steal?
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Page 21