Consumer Psychology
Final Exam
Course Introduction
Consumer Psychology explores the mental processes and behaviors that drive individuals purchasing decisions and interactions with products, brands, and advertisements. This course delves into topics such as perception, motivation, learning, attitudes, decision-making, and social influences, providing students with a comprehensive understanding of how psychological factors shape consumer choices. Through case studies, real-world examples, and research-based insights, students will gain practical knowledge to analyze consumer trends and apply psychological principles to marketing strategies, product development, and customer experience.
Recommended Textbook
Consumer Behaviour Buying Having and Being 6th Canadian Edition by Michael R. Solomon
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15 Chapters
1903 Verified Questions
1903 Flashcards
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males.The campaign only included one commercial,which featured a young man who had become crippled in a skydiving accident.While planning the campaign,Mary failed to recognize that:
A) 18- to 34-year-old males are not interested in medical insurance.
B) not all 18- to 34-year-old males share the same lifestyle.
C) television commercials are not effective for advertising medical insurance.
D) she should have also segmented based on ethnicity.
Answer: B
Q2) Alan owns an independent coffee shop in a trendy urban neighbourhood.He asks you to explain "relationship marketing" and how he might implement this in his business.
Answer: Marketers have realized that a key to success is building relationships that will last a lifetime between brands and customers.Relationship marketing involves making an effort to interact with customers on a regular basis,giving them reasons to maintain a bond with the company over time.
Students can provide their own examples/ suggestions regarding how to implement this.
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Page 3
Chapter 2: Perception
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) ________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.
A) Absolute theory
B) Differential theory
C) Psychophysics
D) Psychotherapeutics
Answer: C
Q2) The process by which stimuli are selected,organized,and interpreted is called:
A) free response.
B) perception.
C) sensation.
D) stream of consciousness.
Answer: B
Q3) Dogs can hear sounds of far higher frequency than humans can.The differential threshold refers to the difference between what two organisms,such as a person and a dog,can detect through the same sensory channel.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Learning and Memory
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) One of the purposes of sensory memory is to hold sensations long enough for the brain to process them.The sensory information from various modalities (sight,hearing,etc.)is held for differing lengths of time,corresponding to the amount of information carried by a modality in a set period of time,before they are deleted.Knowing this,a researcher would expect ________ information to be held longer in sensory memory than ________ information.
A) visual; hearing
B) visual; touch
C) hearing; visual
D) hearing; touch
Answer: C
Q2) In advertising research,a tendency of consumers to use middle values of a range,omitting extremes,to express their ratings is known as:
A) normative social behaviour.
B) averaging.
C) identification.
D) compensating.
Answer: B
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Page 5
Chapter 4: Motivation and Affect
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Sample Questions
Q1) What is motivation?
Q2) What is one way in which marketers take advantage of positive consumer mood states?
Q3) Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower levels.
A)True
B)False
Q4) What is meant by the term "discrete emotions?" Provide definitions for two discrete emotions and explain how each emotion is relevant in a marketing context.
Q5) In terms of SMART goal setting,"M" stands for:
A) Metrics.
B) Monitored.
C) Measurable.
D) Managed.
Q6) Evaluations are temporary positive or negative affective states that are accompanied by moderate levels of arousal.
A)True
B)False
Q7) What is an approach-avoidance conflict? Provide an example of this.
Page 6
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Chapter 5: The Self
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Sample Questions
Q1) How can marketing play a role in determining self-esteem?
Q2) 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.
Q3) Studies suggest that the ideal self appears to be more relevant than the actual self as a comparison standard for highly expressive social products.Which of the following examples would best illustrate the relationship between the ideal self and highly expressive social products?
A) expensive perfume
B) expensive undergarments
C) expensive cookware
D) high-yielding stocks and bonds
Q4) Body decoration or alteration is often used to distinguish group members from nonmembers.
A)True
B)False
Q5) Explain what is meant by "self-image congruence."
Q6) Discuss what is meant by the looking-glass self.How is this concept relevant in marketing contexts?
Q7) Define androgyny and provide an example of it.
Page 7
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Chapter 6: Personality, Lifestyles, and Values
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) ________ may be thought of as a person's unique psychological characteristics and how these features consistently influence the way that person will respond to his or her environment.
A) Configuration
B) The self
C) Personality
D) Self-focus cognate
Q2) Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people.
A)True
B)False
Q3) The theories of ________ highlight the potential importance of unconscious motives underlying purchases.
A) Horney
B) Jung
C) Katz
D) Freud
Q4) What are the implications of Freud's notion of the unconscious motive?
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Chapter 7: Attitudes
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Sample Questions
Q1) Although the theory of reasoned action is considered an improvement over the original Fishbein model,there are still obstacles to predicting behaviour.What are these obstacles?
Q2) What alterations have been made to the original Fishbein model and why?
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?
Q4) Compare the "foot-in-the-door" technique with "door-in-the-face" technique.Assume that a politician is running for a political office and give an example of the utilization of both techniques in her campaign.
Q5) Compare and contrast descriptive norms and injunctive norms.Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.
Q6) Most researchers agree that an attitude is made up of ________ components.
A) two
B) three
C) four
D) five
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Chapter 8: Attitude Change and Interactive Communications
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model,if the dark-haired model were not perceived to be ethnic.What two ideas of using celebrities as communication sources are most likely to be in play here?
A) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.
B) The celebrity's image should match that of the product and should embody cultural meaning.
C) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
D) Dark-haired models are subject to ethnocentric evaluations, while blond-haired models are not.
Q2) Explain how Wikipedia is vulnerable to sock puppeting.
Q3) A match-up hypothesis refers to:
A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.
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Chapter 9: Individual Decision Making
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Sample Questions
Q1) A customer searching for an SUV is trying to decide what to buy.She decides to limit her options by using the following strategy.First,the car must be a Honda or a Toyota because the customer believes that they have the highest quality.Second,the vehicle cannot cost more than $30 000 or get less than 9 litres per 100 km..Third,the remaining vehicles' interiors,comfort,and instrument placing will be judged by giving each a score and summing them.The SUVs that are left,with the highest summed score,will be selected for an intensive test drive.What type of decision rules was this customer proposing to use?
Q2) Over a period of time,many of us acquire product information just by being exposed to advertising,store promotions,or by observing what other people use.This acquisition is termed:
A) unconditioned response
B) directed exposure
C) non-conditioned response
D) incidental learning
Q3) The consumer decision-making stages include all of the following,EXCEPT:
A) problem recognition.
B) information search.
C) evaluation of alternatives.
D) problem resolution.
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Chapter 10: Buying and Disposing
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) Those persons or groups whose mere presence or absence can significantly influence a consumer's decision on what to buy are known as:
A) co-variables.
B) co-consumers.
C) co-sponsors.
D) co-situational influencers.
Q2) Explain how situational self-image might impact Ted's behaviour if he were on a date as opposed to going out with the boys.
Q3) Sally has just come out of a store changing room wearing a new dress.As she checks it in the mirror a store clerk flatters her,telling her that the dress looks amazing on her.How is Sally likely to interpret the salesperson's motives?
Q4) The importance of the salesperson in influencing buying behaviour can be understood in terms of exchange theory,which stresses that there must be an effective store policy for the exchange of products or refund of money if the consumer is unhappy with a purchase.
A)True
B)False
Q5) Give an example of the positive impact that co-consumers can have.
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Chapter 11: Group Influence and Social Media
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Name two main advantages of home shopping parties from a sales perspective.
Q2) Kim was hired as a new reporter for the local TV news station.She soon learned that what she wore on the air was a very public matter,and that ________ became more important than ________.
A) products; brands
B) necessities; luxuries
C) luxuries; necessities
D) brands; products
Q3) As a result of social loafing behaviour,Margaret is likely to do what at her school bake sale?
A) organize a group muffin bake event
B) not worry too much about contributing her normal share
C) take turns with another person to do the baking
D) ensure she makes an impressive array of treats
Q4) In online contexts,creeps are surfers who like to watch but don't participate.
A)True
B)False
Q5) What are the basic characteristics of online communities?
Q6) Jimmy is a Tremorite.Describe who he is likely to be and what he does.
Q7) Why are larger groups less likely to maintain conformity than smaller groups?
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Chapter 12: Income, Social Class, and Family Structure
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) What is discretionary income?
Q2) Harry's Health Foods in Montreal markets juices,yogurt,and fruit.Their best target market would most likely be:
A) adolescents.
B) young professionals with no children.
C) young females.
D) families with young children.
Q3) The Bartons threw a massive birthday party for their youngest daughter.They decorated the event like a carnival,hired a clown,had a huge balloon drop,and even brought in an elephant for three hours.The Bartons' behaviour is an example of:
A) affluenza
B) trickle down theory
C) conspicuous consumption
D) conspicuous waste
Q4) Family size depends on all of the following factors except for ________.
A) education level
B) religion
C) province of residence
D) the availability of birth control
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Chapter 13: Subcultures
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Sample Questions
Q1) Having fun is the most important aspect of being a teenager.
A)True
B)False
Q2) Of Canada's Aboriginal population,50% are:
A) over 65.
B) between 50-65.
C) under 35.
D) under 25.
Q3) When dealing with university students,marketers find:
A) they have little to spend.
B) they have a superior attitude.
C) they are hard to reach conventionally.
D) they want a lot for very little.
Q4) Marketers who would reach teens should be aware that teens use products in all of these ways EXCEPT:
A) to express their identities.
B) to explore the world and their new-found freedom in it.
C) to help them have the "right" look.
D) to support their local stores
Q5) Explain the concepts of subculture and microculture and give an example of each.
Page 15
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Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) Ritual artifacts are:
A) the "props" of rituals; items used in performance of a ritual.
B) substitutes for ritual participation.
C) used in consumer rituals but not other kinds of rituals.
D) a set of instructions that tell how the ritual is to be conducted.
Q2) Which consumer segment is most likely to share a common worldview across cultures?
A) university students
B) affluent seniors
C) uoung people who watch MTV
D) the homeless
Q3) Nathalie has very long hair,and brushes it fifty strokes in the morning and another fifty at night to keep it looking beautiful.She is performing a:
A) cultural act.
B) grooming ritual.
C) conscious artifact.
D) directed sacralization.
Q4) The custom of eating haggis on Robbie Burns Day is an enacted norm.
A)True
B)False
Page 16
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) What us an innovation?
Q2) What is cultural selection?
Q3) Early adopters share many of the same characteristics as innovators,but an important difference is the fact that they tend to shop in small boutiques that feature as-yet-unknown designers.
A)True
B)False
Q4) Why are marketers currently interested in product placement strategy?
Q5) The last 16% of consumers to adopt a new innovation are called the:
A) innovators.
B) late adopters.
C) late majority.
D) laggards.
Q6) The three major subsystems of the CPS are:
A) creative, managerial, communications.
B) artistic, managerial, communications.
C) innovative, managerial, communications.
D) financial, managerial, communications.
Q7) Explain the concept of reality engineering and give an example.
Q8) Explain continuous innovation with an example.
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