Consumer Psychology
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Course Introduction
Consumer Psychology explores the psychological processes underlying consumer behavior, investigating how individuals make purchasing decisions and how their attitudes, motivations, perceptions, and social influences shape their consumer choices. The course covers foundational theories in psychology as they apply to marketing, branding, and product design, examining factors such as perception, learning, memory, attitudes, persuasion, decision-making, and the impact of cultural and social contexts. Students will gain insights into ethical considerations and practical applications of consumer psychology in developing successful marketing strategies and enhancing customer experiences in various industries.
Recommended Textbook Consumer Behavior Buying Having and Being 11th Edition by Michael R. Solomon
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12 Chapters
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Page 2
Chapter 1: Buying, Having, and Being: an Introduction to Consumer Behavior
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.
A)True
B)False
Answer: False
Q2) Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?
A) differentiated marketing
B) global marketing
C) social marketing
D) relationship marketing
Answer: D
Q3) A common way to segment consumers is to identify which consumers are heavy users of a given product.
A)True
B)False
Answer: True
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Chapter 2: Decision-Making and Consumer Behavior
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Sample Questions
Q1) ________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.
A) Problem recognition
B) Evaluation of alternatives
C) Information search
D) Product choice
Answer: C
Q2) Alternatives a consumer knows about are his evoked set, and the ones that he actually considers are called his consideration set.
A)True
B)False
Answer: True
Q3) Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible.
A) high in need for cognition
B) superprocessors
C) utility maximizers
D) cognitive misers
Answer: D
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Page 4
Chapter 3: Cultural Influences on Consumer
Decision-Making
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Sample Questions
Q1) Compare and contrast sacred and profane consumption.
Answer: Sacred consumption involves objects and events that are "set apart" from normal activities and are treated with some degree of respect or awe. They may or may not be associated with religion, but most religious items and events tend to be regarded as sacred. On the other hand, profane consumption involves consumer objects and events that are ordinary and everyday; they do not share the "specialness" of sacred ones. (Profane does not mean vulgar or obscene in this context.)
Q2) The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as
A) ecology
B) social structure
C) ideology
D) anthropology
Answer: C
Q3) Most holidays commemorate a cultural myth.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Consumer and Social Well Being
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Sample Questions
Q1) Sally believes in protecting the environment and likes the concept of recycling. However, in her area, it requires a lot of effort for her to recycle. For her to recycle, she has to sort her items and haul them herself to the recycling center in her town, requiring a high level of effort. Given this level of effort, how likely is it that Sally will recycle?
A) extremely likely
B) somewhat likely
C) somewhat unlikely
D) level of effort required cannot predict behavior
Q2) Participatory action research is also called transactional consumer research.
A)True
B)False
Q3) Explain the threat of consumer terrorism.
Q4) The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells. This is an example of a company which has integrated ________ into its business model.
A) correction marketing
B) environmental marketing
C) corporate social responsibility
D) ethical marketing requirements
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Chapter 5: Perception
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Sample Questions
Q1) What does the word gestalt mean, and how does the term describe an important principle of the perceptual process?
Q2) As people age their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?
Q3) According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.
A) adapt
B) habituate
C) prime
D) overload
Q4) Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.
A)True
B)False
Q5) What does the study of semiotics attempt to do?
Q6) What is the difference between sensation and perception?
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Chapter 6: Learning and Memory
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Sample Questions
Q1) When a company engages in a "piggybacking strategy," it is hoping that customers will be able to discriminate between the company's product and a competitor's product.
A)True
B)False
Q2) According to the information processing-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it.
A) storage
B) retrieval
C) encoding
D) decoding
Q3) People have a tendency to remember unusual ads more effectively than ads that are not. Why? What is this phenomenon called?
Q4) Learning refers to a relatively permanent change in behavior that is caused by experience.
A)True
B)False
Q5) Compare and contrast classical and instrumental (operant) conditioning.
Q6) What is the capacity of short-term memory? Comment and explain.
Page 8
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Chapter 7: The Self
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Sample Questions
Q1) Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim's extended self.
A)True
B)False
Q2) A professor came to class dressed in a formal shirt and tie. He stated that he would like to explain the concept of self. He took off his tie and shirt. Underneath he had on a t-shirt with a picture of a handsome tennis player on the front. Then the professor turned around to show a picture of a cartoon clown on the back. "All of these are who I am," he said. What point was the professor trying to make and what did his choice of varying dress forms and associated iconic symbols most likely represent?
Q3) Ben is a little nervous about how he will be perceived when he arrives for a job interview. He got his hair cut and wore his most expensive business suit so he would appear more like the person the firm would like to hire at the executive level. He knows that he "cleans up well" and hopes that will compensate for his rather weak resume. In terms of symbolic interactionism, explain what Ben is doing.
Q4) Explain and give a brief example of symbolic self-completion theory.
Q5) Explain how the concept of self-esteem is used in advertising.
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Chapter 8: Attitudes and Persuasion
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Sample Questions
Q1) M-commerce most likely takes place through ________.
A) cell phones
B) billboards
C) radio satellite
D) TV
Q2) Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?
A) theory of cognitive dissonance
B) multiattribute theory
C) social judgment theory
D) self-perception theory
Q3) Do fear appeal ads work? Which of the following best answers this question?
A) They work well if the threat is very weak.
B) They work if the threat is moderate and when a solution to the problem is presented.
C) They work if the threat is high and vividly elaborated.
D) There is no data to answer the question.
Q4) Describe the functional theory of attitudes and its components (functions).
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Chapter 9: Group and Situational Effects on Consumer Behavior
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Sample Questions
Q1) Which of the following is considered a postpurchase process?
A) the shopping experience
B) mood
C) consumer satisfaction
D) shopping orientation
Q2) If you were designing a large retail outlet for customers with a polychronic orientation, what would you want to provide?
Q3) If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.
A) referent
B) legitimate
C) coercive
D) reward
Q4) Time is viewed differently around the world. Discuss how time might be seen in different cultures.
Q5) Groups maintain fundamental standards of conduct through normative influence. A)True
B)False
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Q6) Why are modern industrialized societies dependent upon perceptions of time?
Chapter 10: Consumer Identity I: Sex Roles and Subcultures
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Sample Questions
Q1) Marketers have identified the key values of seniors. One of these is severing the connections with friends and family so that seniors can feel free of restraints.
A)True
B)False
Q2) Describe the baby boomer market and the impact it has had on marketing efforts.
Q3) Asian Americans as a whole tend to be an easy target market to communicate with because of their cultural similarity to one another.
A)True
B)False
Q4) ________ refers to the possession of both masculine and feminine traits.
A) Heterosexuality
B) Homosexuality
C) Dysmorphia
D) Androgyny
Q5) More than half of all Hispanic Americans are of Cuban descent.
A)True
B)False
Q6) Explain the term acculturation and indicate how the progressive learning model might be used by marketers.
Page 12
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Chapter 11: Consumer Identity 2: Social Class and Lifestyles
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Sample Questions
Q1) Explain the concept of social mobility and its various forms.
Q2) A person who is born into a rich, powerful family is said to have ________ status. A) ascribed
B) hierarchical
C) achieved
D) longitudinal
Q3) Education is one determining factor in who gets a bigger piece of the economic pie. A)True
B)False
Q4) How does the relationship between wealth and social class affect the way marketers segment affluent markets? Are there some consumption situations in which income alone is a good indicator of consumer behavior?
Q5) Identify for each of the following items whether it would be more likely found in a working-class living room or an upper class living room. Items: a Bible, picture windows, still-life portraits, photographs of family members, large potted plants, French furniture, a TV set, a family pet, piano
Q6) List the various ways that psychographic segmentation can be used.
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Page 13
Chapter 12: Networked Consumer Behavior:
Word-Of-Mouth, Social Media, and Fashion
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Sample Questions
Q1) Explain social object theory and provide an example of a social network that is based on this theory.
Q2) Which term refers to a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players?
A) transactional advertising
B) viral marketing
C) social game
D) milieu
Q3) Billions of dollars in real money are exchanged for virtual goods used in social games.
A)True
B)False
Q4) When online ads go viral, they may influence adoption of the product being promoted due to the heightened ________.
A) complexity
B) observability
C) compatibility
D) trialability
Page 14
Q5) Explain the two-step flow model of influence.
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