Consumer Psychology
Exam Solutions
Course Introduction
Consumer Psychology explores the mental processes and behaviors that drive individuals' purchasing decisions and interactions with products, services, and brands. This course examines the motivations, perceptions, attitudes, and cultural influences that shape consumer behavior, drawing on concepts from psychology, marketing, and economics. Students will analyze how emotions, social factors, and cognitive biases impact choices in various market contexts, and apply psychological principles to real-world scenarios to better understand how consumers think, feel, and act in the marketplace.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) In a survey designed to measure people's willingness to pay for fair-trade coffee,researchers found that most coffee drinkers were willing to pay an average price premium of:
A) 10 percent.
B) 20 percent.
C) 30 percent.
D) 40 percent.
Answer: A
Q2) Billy is an avid collector of shoes. He constantly voices his opinion on blogs and product review websites of what features new shoes should have. His behaviour is consistent with the concept of:
A) file sharing.
B) database marketing.
C) interpretivism.
D) consumer-generated content.
Answer: D
Q3) Techniques such as storytelling are examples of quantitative research.
A)True
B)False
Answer: False
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Chapter 2: Perception
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) When a well-known spa redesigned the packaging for its line of spa products containing algae extracts with a "sea of green" look to unify all of its different offerings,it relied upon which principle of stimulus organization?
A) consistency
B) experiential
C) subjectivity
D) similarity
Answer: D
Q2) Anne is reading a newspaper during her five o'clock class. Although she would not normally notice an ad about a fast-food restaurant,she pays attention to this one because she is hungry. This tendency for consumers to be more aware of stimuli that relate to their current or immediate needs is known as perceptual vigilance.
A)True
B)False
Answer: True
Q3) In the perceptual process,smells are classified as a sensory receptor.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Learning and Memory
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) Explain what behavioural learning theory is. What do learning theorists mean by the term "black box"?
Answer: Behavioural learning theories assume that learning takes place as the result of responses to external events,as opposed to internal thought processes. Two types of behavioural learning are classical conditioning and operant conditioning. Psychologists who subscribe to this viewpoint do not focus on internal cognitive processes. Instead,they approach the mind as a "black box" that cannot be directly investigated and emphasize the observable aspects of behaviour. These observable aspects consist of things that go into the box (the stimuli or events perceived from the outside world)and things that come out of the box (the responses or reactions to these stimuli). Take,for example,a McDonald's Big Mac as the stimulus and salivating in reaction to this as a response.
Q2) "Shaping" is the term used for learning by imitating the behaviour of others.
A)True
B)False
Answer: False
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Chapter 4: Motivation and Affect
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Most researchers feel there are several broad types of involvement. Define and describe involvement and its relationship to motivation. Link your discussion to the identification of the various types of involvement. Is the concept useful in differentiating among competing brands or types of products?
Q2) Embarrassment is a social emotion driven by a concern for what others are thinking about us.
A)True
B)False
Q3) Discuss the importance of the theory of cognitive dissonance to a firm in regards to sales revenue.
Q4) James is vice president of a company that manufacturers clothing to younger consumers. He wants to enhance consumer involvement with his products. What can he offer them in order to accomplish this and why will it be effective?
Q5) Describe the different types of consumer involvement.
Q6) Maslow's theory basically states:
A) people can jump levels in the hierarchy to reach the highest level.
B) satisfaction motivates behaviour.
C) dissatisfaction motivates behaviour.
D) lower-level needs, once satisfied, remain satisfied.
Page 6
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Chapter 5: The Self
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Michelle has a poor overall body image. Describe the concept of body cathexis,how it relates to negative perceptions of body image,and how it can alter consumption.
Q2) By day Jason is a busy executive,at home he is a caring father,and on the weekends he is a competitive race-car driver. Using concepts from the textbook,how would you explain these very different manifestations of the self?
Q3) Travel commercials depict happy,attractive families enjoying a carefree vacation. Marketers hope that this will trigger a process of:
A) impression management.
B) social comparison.
C) role identification.
D) symbolic interactionism.
Q4) How can a product be sex-typed? Provide an example of this.
Q5) A statement such as "I would probably make a good actor" would most likely come from a person who is:
A) high in self-monitoring abilities.
B) dishonest and untruthful.
C) never to be trusted.
D) low in self-esteem.
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Chapter 6: Personality, Lifestyles, and Values
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) Identify and define the three aspects of the self-system according to Freudian psychology.
Q2) The theorist Jung believed that we are a product of past experiences.
A)True
B)False
Q3) Your research colleague Gary says,"I've heard about this new term,psychographics. Do you know what this means? What forms of psychographic studies are there?" What do you say?
Q4) Someone characterized as high in public self-consciousness is likely to enjoy engaging in effortful cognitive activity.
A)True
B)False
Q5) Holding down a well-paid job,Jeremy is not short of resources,but he is impulsive and always seeking risky activities,such as trying to climb to the summit of Everest. According to the VALS typology,he can fit into which of the following groups?
A) achievers
B) experiencers
C) strivers
D) makers
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Chapter 7: Attitudes
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122 Verified Questions
122 Flashcards
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Sample
Questions
Q1) Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream?
A) The ice cream is purely a product (P ).
B) The ice cream is a fantasy (F ) for Ruby.
C) The ice cream is an attitude object (A ) because of Ruby's feelings toward the product.
D) Ruby would likely have a positive attitude toward an advertisement (A d) that showed someone eating ice cream.
Q2) According to the functional theory of attitudes,the ________ function is addressed by ads that stress straightforward product benefits.
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge
Q3) Karen is in favour of designated driver systems. When she makes plans to go out with friends and sees a commercial for a company that will drive your car home for you she is likely to respond favourably. According to social judgement theory,what is happening here?
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Chapter 8: Attitude Change and Interactive Communications
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?
Q2) Careful consideration of message content,generation of cognitive responses to ad arguments,and a rational evaluation of an ad's persuasive element are all typical of messages processed via the ________ route to persuasion.
A) main avenue
B) direct
C) tertiary
D) central
Q3) Generally speaking,comparative ads are more effective when:
A) the marketer of an established brand wishes to eliminate new competition.
B) the marketer of a new product wishes to point out faults in the dominant brand.
C) the marketer of an established brand wishes to freshen the image of his brand on selected attributes.
D) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.
Q4) Why are limited edition items appealing to consumers?
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Chapter 9: Individual Decision Making
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?
A) the customer's degree of risk aversion
B) the degree to which the customer seeks out hedonic attributes
C) whether the customer is a repeat purchaser
D) whether the customer holds a very strong or weak positive attitude toward the product
Q2) ________ describes a consistent pattern whereby consumers buy the same brand just about every time they go to the store,out of habit,merely because it takes less effort.
A) Laziness
B) Inertia
C) Sloth
D) Ritual shopping
Q3) What is problem recognition?
Q4) If a consumer considers using the simple additive decision rule,a drawback might be that some of the positive attributes of the chosen brand may not be very important.
A)True
B)False
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Chapter 10: Buying and Disposing
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Ethyl shops at a store where the sales clerk calls her by name and phones her when dresses,skirts,etc. arrive that she thinks will suit her. Ethyl's shopping type is:
A) economic.
B) personalized.
C) apathetic.
D) ethical.
Q2) An economic downturn stimulates the lateral cycling process.
A)True
B)False
Q3) The Rainforest Café provides patrons with a dark atmosphere,surrounded by trees,sounds of the jungle,and animatronic animals. This is an example of using a ________ theme.
A) marketscape
B) landscape
C) cyberspace
D) gestalt
Q4) Explain how situational self-image might impact Ted's behaviour if he were on a date as opposed to going out with the boys.
Q5) What is consumer satisfaction and why is this relevant to marketers?
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Chapter 11: Group Influence and Social Media
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) Two of Joe's friends knew more than he would ever know about automobiles,but Joe always went to Alberto when he had a question because he and Alberto shared something called homophily. Which of the following statements best describes their relationship?
A) Joe and Alberto are similar in terms of education, social status, and beliefs.
B) Joe and Alberto are similar in terms of monetary wealth.
C) Joe and Alberto are similar in terms of ethnicity.
D) Joe and Alberto are similar in terms of philosophy.
Q2) Social networking refers to a strategy of getting customers to sell a product on behalf of the company that creates it.
A)True
B)False
Q3) Jason was at an exciting ball game and found himself standing on his seat shouting insults at the referee. He couldn't even remember standing up. This is an example of the risky shift created by group dynamics.
A)True
B)False
Q4) What is the difference between independence and anticonformity?
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Page 13
Chapter 12: Income, Social Class, and Family Structure
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) What is generally true of consumers in a recession?
A) Everyone suffers and cuts back on spending.
B) The rich suffer as the poor cut back on spending.
C) Many reallocate spending and buy less on credit cards.
D) Everyone cuts back on spending, but only the low-income consumer segments suffer.
Q2) Explain the term social class and how it affects people.
Q3) How does social class relate to consumer behaviour in Japan?
Q4) Basically,the concept of stratification of the society is a universal phenomenon.
A)True
B)False
Q5) Miguel has worked very hard over the past ten years and has reaped the rewards of his labours by being named company president (salary $200000/yr.)However,even after his newfound wealth,he is unhappy. This condition is known as:
A) achievement dysfunction.
B) affluenza.
C) acquired deficiency.
D) depressive anxiety.
Q6) What effect,if any,might being working class make to ones "world view"?
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Chapter 13: Subcultures
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113 Flashcards
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Sample Questions
Q1) Zoomers are a group made up from what type of people?
A) tweens with attitude
B) fast-moving Generation Z members
C) 50-plus age group of active boomers
D) over 70s who like to travel
Q2) In low-context cultures,symbols and gestures carry more weight than words in messages.
A)True
B)False
Q3) Scott was planning to put on a huge concert featuring a popular DJ at his university. Which of the following media types would be the most effective for advertising this concert?
A) online
B) television
C) radio
D) newspapers
Q4) Jett is part of the second-largest ethnic market in Canada. Approximately 80% of his neighbours are from the same group. What is group and where is he likely to be living?
Q5) How do high- and low-context cultures differ?
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Chapter 14: Cultural Influences on Consumer Behaviour
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) The custom of eating haggis on Robbie Burns Day in Scotland is an enacted norm.
A)True
B)False
Q2) Which of the following is an example of a sacred place?
A) a Hard Rock Café
B) a cliff from which one can often see a beautiful sunset
C) walking through the forest on a spring day
D) Ground Zero in Manhattan (9/11)
Q3) What is uncertainty avoidance?
Q4) How are cultural symbols relevant for marketers?
Q5) Bob is a lover of antiques. Each Saturday he visits the local garage sales where he gets great finds. His house is full of his finds. He can be termed a:
A) stockpiler.
B) collector.
C) hoarder.
D) compiler.
Q6) Juan wears Abercrombie and Fitch and Levi's most days,despite living in Buenos Aires. What is this an example of?
Q7) What is an antiglobal consumer?
Page 16
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Chapter 15: The Creation and Diffusion of Culture
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117 Verified Questions
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Sample Questions
Q1) Olivia is a restaurant reviewer. As a cultural specialist what effect,if any,does she have on the products offered to consumers?
Q2) What is the throughput sector?
Q3) What are the three major components of a culture production system (CPS)?
Q4) The collective selection model is an example of a ________ approach to fashion.
A) sociological
B) economical
C) psychological
D) biological
Q5) VCRs were introduced in North America via the United States for a period of time before they migrated northward and were adopted by Canadians. This situation can be best described by the process of:
A) diffusion of innovation.
B) competitive differentiation.
C) synchronous adoption.
D) market fixation.
Q6) What is a fashion classic?
Q7) Explain continuous innovation with an example.
Q8) What are the categories of adopters?
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