Consumer Psychology
Mock Exam
Course Introduction
Consumer Psychology explores the psychological processes underlying consumer behavior, examining how individuals make decisions about purchasing goods and services. The course covers key topics such as perception, motivation, attitudes, decision-making, and the influence of social, cultural, and environmental factors on buying behavior. By integrating theories from psychology with marketing concepts, students learn how emotions, cognition, and social dynamics shape consumption patterns. The course also addresses current trends, consumer research methods, and the ethical considerations relevant to influencing consumer choices, preparing students to apply psychological insights in marketing, advertising, and product development contexts.
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) Which of the following statements is true of the influence of price on consumers' acquisition, usage, and disposition decisions?
A) When making a purchase, consumers consider how much they must pay in relation to the price of other relevant brands.
B) Consumers perceive prices that end in the number 0 to be cheaper than prices that end in 99.
C) Consumers respond better to a discount presented as a specific amount of money subtracted from the regular price than to a discount presented as a percentage off the regular price.
D) When buying multiple units of a service for one bundled price, consumers feel a great loss if they use only some of the units.
E) Generally, consumers tend to underestimate how much others will pay for goods, particularly when they are selling a product they own.
Answer: A
Q2) Buying represents one type of acquisition behavior.
A)True
B)False
Answer: True
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Chapter 2: Motivation, Ability, and Opportunity
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Q1) In the context of objects of involvement, consumers involved in certain decisions and behaviors are experiencing a(n) _____.
A) objective response
B) response involvement
C) motivated reasoning
D) rational involvement
E) cognitive collaboration
Answer: B
Q2) Which of the following statements is true of perceived risk?
A) It is high when positive outcomes are unlikely.
B) It is high when an old service or product is offered.
C) It is high when an offering has a low price.
D) It is high when an offering is technologically simple.
E) It is high when negative outcomes are likely.
Answer: E
Q3) According to Maslow, people generally fulfill higher-order needs before they fulfill lower-order needs.
A)True
B)False
Answer: False
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Chapter 3: From Exposure to Comprehension
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Q1) 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
Q2) Explain preattentive processing.
Answer: Preattentive processing refers to the brain's ability to quickly and automatically process certain visual stimuli without the need for conscious attention. This type of processing occurs rapidly and effortlessly, allowing us to perceive and understand basic visual features such as color, shape, size, and orientation without having to actively focus on them. Preattentive processing plays a crucial role in visual perception and can influence our attention and decision-making processes. It helps us to efficiently process and interpret the vast amount of visual information that we encounter in our environment. This concept is often utilized in fields such as graphic design, data visualization, and user interface design to create effective and impactful visual communication.
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Chapter 4: Memory and Knowledge
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Q1) _____ is the tendency to show greater memory for information that comes first in a sequence.
A) Ascendency
B) Recency
C) Primacy
D) Dormancy
E) Occupancy
Q2) The first or pioneer brand in a category lacks the ability to set a standard against which later brands can be compared.
A)True
B)False
Q3) _____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.
A) Working memory
B) Dynamic memory
C) Coded memory
D) Characteristic memory
E) Static memory
Q4) Discuss the differences between knowledge content and knowledge structure.
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Chapter 5: Attitudes Based on High Effort
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Q1) Consumers with promotion-focused goals are motivated to act in ways to achieve positive outcomes, focusing on hopes, wants, and accomplishments.
A)True
B)False
Q2) Briefly discuss some of the factors that affect the attitude-behavior relationship of consumers.
Q3) The _____ are analytical processes that explain how consumers form and change attitudes.
A) affective response models
B) expectancy-value models
C) emotional appeal models
D) fear appeal models
E) affective heuristic models
Q4) Favorability refers to how easily and readily an attitude can be retrieved from memory.
A)True
B)False
Q5) Explain how the expectancy-value model works.
Q6) Explain the cognitive response model.
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Chapter 6: Attitudes Based on Low Effort
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Q1) Low-effort cognition involves classical and evaluative conditioning.
A)True
B)False
Q2) Briefly explain the peripheral route to persuasion.
Q3) Learning that occurs from repetition rather than from conscious processing is known as _____.
A) constant exposure
B) nonfocal learning
C) unpersuasive exposure
D) incidental learning
E) message acquisition
Q4) Marketers use nostalgia in messages to influence positive attitudes and encourage _____.
A) self-gratification
B) self-involvement
C) self-referencing
D) self-sponsorship
E) self-recognition
Q5) Discuss the circumstances where conditioning is most likely to occur.
Q6) Briefly explain situations where consumers typically experience wearout.
Page 8
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Chapter 7: Problem Recognition and Information Search
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Q1) Marcus wants to buy a new car. List the external sources that he can use to search for information.
Q2) Packaging can be an important retrieval cue for food products.
A)True
B)False
Q3) Which of the following statements is true of recalling attributes when consumers engage in internal search?
A) Consumers' goals will determine which attribute is recalled from memory.
B) Consumers access all product attributes stored in memory.
C) It is easier to remember specific attribute information than overall evaluations or attitudes.
D) Attribute information recalled tends to be in its original detail rather than in summary.
E) If all brands of a product are the same price, it is likely to be recalled.
Q4) Ted has owned his car for five years and is happy with it. Explain how marketers can help put him in a state of problem recognition and motivate him to buy a new car.
Q5) Discuss two ways by which marketers can stimulate consumers' problem recognition.
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Chapter 8: Judgment and Decision Making Based on High Effort
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Q1) Explain decision delay and its impact on marketers.
Q2) The initial reference point or anchor in the decision process is referred to as _____.
A) a referral decision
B) a sustainable anchor
C) decision framing
D) affective modeling
E) attribute processing
Q3) Explain with an example how judgments of goodness and badness reflect a consumer's evaluation of the desirability of an offering's features.
Q4) Present-oriented consumers want to develop themselves and select life-enriching vacations and books.
A)True
B)False
Q5) When the outcome of a decision will be realized far in the future, consumers may consider the rational aspects of the decision to be more important than the hedonic aspects of the decision.
A)True
B)False
10
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Chapter 9: Judgment and Decision Making Based on Low Effort
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Q1) There is a bias against base-rate information. Explain.
Q2) Most low-effort decisions are made:
A) with a rapid change in behavior pattern.
B) with a high level of cognitive thinking.
C) frequently and repeatedly over time.
D) to choose the best possible selection.
E) occasionally but with considerable expense.
Q3) Consumers engage in thinking, which leads to feelings, which result in behaving, a progression known as the _____.
A) law of numbers
B) progressive system
C) hierarchy of effects
D) flowing structure
E) sequential system
Q4) Discuss the process of operant conditioning.
Q5) Discuss the hierarchy of effects.
Q6) Consumers use the same type of choice tactic for different product categories. A)True B)False
Q7) Explain why low-elaboration consumer decision-making is so common. Page 11
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Chapter 10: Post-Decision Processes
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Q1) Compare and contrast top-dog strategies and underdog strategies.
Q2) In the context of the disconfirmation paradigm, performance indicates:
A) consumers' perceptions of a risk.
B) role of ambiguity in production.
C) rightful thoughts about casualty and fairness.
D) whether the expected outcomes have been achieved.
E) the causes of post-decision dissonance.
Q3) When consumers face ambiguity of information and it is hard to determine product quality, they:
A) tend to see the product as inconsistent with their prior expectations.
B) easily understand that the marketer is trying to be deceptive about the product.
C) tend to easily approve the information by experiencing the product.
D) tend to support hypotheses of the product derived from advertising or word of mouth.
E) find attribute recall for the product very easy and long lasting.
Q4) Describe the different types of complainers and how each responds to dissatisfaction.
Q5) Briefly explain equity theory.
Q6) Briefly explain the customer-retention strategy.
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Chapter 11: Social Influences on Consumer Behavior
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Q1) When Stephanie was young, her parents bought her clothes from the brands they preferred. As she grew up, she started shopping with her friends instead of her parents. This led to a change in her brand preferences. This is best thought of as an example of:
A) habitual consumption.
B) operant learning.
C) classical learning.
D) consumer socialization.
E) impulse purchasing.
Q2) TV programs, movies and videos, music, video games, the Internet, and ads can serve as socializing agents.
A)True
B)False
Q3) Which of the following is true of opinion leaders?
A) They avoid learning details about products.
B) They avoid trying new products.
C) Their behavior is always the opposite of that of the group.
D) Their decisions are based on society's collective decisions.
E) They tend to learn a lot about products.
Q4) Describe some strategies that can be used to combat rumors.
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Chapter 12: Consumer Diversity
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Q1) Which of the following is a characteristic of African American consumers?
A) They are the largest ethnic group in the United States.
B) They are not focused on preserving their cultural identity.
C) They place emphasis on the family, tradition, and cooperation.
D) They do not always aspire to assimilate with the majority culture.
E) They are less likely to encourage diversity in advertising.
Q2) Segmentation systems such as _____ group areas and neighborhoods into more precise clusters based on consumers' similarities in demographic characteristics and consumption lifestyles.
A) neural networks
B) SPSS
C) PRIZM
D) Latent Class Analysis
E) precision marketing
Q3) Individuals born between 1965 and 1979 are often called:
A) the baby boomer generation.
B) Generation Y.
C) Generation X.
D) Generation Z.
E) the silent generation.
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Chapter 13: Household and Social Class Influences
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Q1) A particularly important survival activity for homeless consumers is _____.
A) networking
B) bartering
C) exercising
D) cocreating
E) scavenging
Q2) Social class is a better predictor of consumption when:
A) product prices are high.
B) product prices are low.
C) it reflects lifestyles and values.
D) a country has a low gross domestic product.
E) the older workforce is the majority.
Q3) Goods or services become _____ to indicate their owners' place in the social hierarchy.
A) parody symbols
B) urban myths
C) idiomatic symbols
D) status symbols
E) iconographs
Q4) Discuss the importance of social class to society.
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Chapter 14: Psychographics: Values, Personality, and Lifestyles
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Q1) Consumers who pursue a unique position and experiences through the purchase, use, and disposition of goods and services display a need for uniqueness.
A)True
B)False
Q2) Discuss how consumer values affect new product development.
Q3) Explain the characteristics of consumers who are high in need for cognition.
Q4) Parents who consider themselves environmentalists but still buy ecologically unfriendly disposable diapers may experience value conflict.
A)True
B)False
Q5) In the context of values that characterize Western cultures, people who value the original article or a faithful reproduction focus on _____.
A) technology
B) youth
C) authenticity
D) social class
E) individualism
Q6) Explain how hedonism characterizes consumption in Western societies.
Page 17
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Chapter 15: Innovations: Adoption, Resistance, and Diffusion
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Q1) The SoundBoy was a portable radio targeted toward children in the 1970s. It came in different colors and shapes and was one of the most popular products in its time. Portable radios have slowly been replaced by smartphones, tablets and other gadgets. From the above scenario, it can be stated that the SoundBoy is currently in the _____ stage of the product life cycle.
A) growth
B) decline
C) introduction
D) contagion
E) maturity
Q2) Which of the following characteristics of a social system could result in the slowing of an innovation's diffusion?
A) A high degree of modernity
B) A high degree of homophily
C) A high degree of physical distance between members
D) A high degree of trialability of the innovation
E) A high degree of compatibility of the innovation
A high degree of physical distance between members
Q3) Identify the influences on the rates of diffusion of an innovation.
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Chapter 16: Symbolic Consumer Behavior
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Q1) In Swedish weddings, the bride receives a gold coin from her father and a silver one from her mother as parting gifts. This tradition is believed to ensure prosperity for the newly-wed couple throughout their lives. Which of the following symbolic consumer behaviors does this example illustrate?
A) Marital transition
B) Symbol development
C) Emblematic function
D) Symbol removal
E) Grooming ritual
Q2) In the context of special possessions and brands, replicas or copies of a particularly valued item cannot become fetish objects.
A)True
B)False
Q3) In the context of special possessions and brands, profane objects are:
A) special objects set apart from others.
B) ordinary objects without special power.
C) objects that are respected and revered.
D) objects believed to have magical powers.
E) objects that evoke feelings of revulsion.
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Chapter 17: Marketing, Ethics, and Social Responsibility in
Today's Consumer Society
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Q1) Deviant consumer behavior is behavior regarded as deviant if:
A) it is unexpected.
B) it deals with charitable behavior.
C) it is unintentional.
D) it deals with environmental consciousness.
E) it is sanctioned by members of society.
Q2) _____ is the misleading use of environmental claims for marketing purposes.
A) Conservation behavior
B) Greenwashing
C) Black market
D) Ethical sourcing
E) Compulsive behavior
Q3) Explain social comparison theory.
Q4) Which of the following is a problematic consumption behavior?
A) Consumer theft
B) Recycling old products
C) Throwing useful products
D) Compulsive gambling
E) Targeting vulnerable segments
Q5) Discuss compulsive gambling as a problematic consumption behavior.
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