Consumer Psychology
Chapter Exam Questions
Course Introduction
Consumer Psychology explores the psychological processes underlying consumer behavior, including how individuals make purchasing decisions, the influence of perception, motivation, learning, and attitudes on consumption, and the role of social and cultural factors. The course examines how marketing strategies tap into these psychological principles to affect consumer choices, and analyzes topics such as brand loyalty, decision-making heuristics, persuasion, and the impact of emotions on buying behavior. Students will gain insights into how businesses can apply psychological theories to predict, understand, and influence consumer actions in both traditional and digital marketplaces.
Recommended Textbook
Consumer Behavior Buying Having and Being Global 12th Edition by Michael R. Solomon
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Chapter 1: Buying,Having,and Being: An Introduction to Consumer Behavior
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Sample Questions
Q1) People who belong to the same social class are most likely to have which of the following in common?
A) Social standing in the community
B) Personality
C) Ethnicity
D) Family structure
Answer: A
Q2) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single or objective truth that can be discovered by science.
A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism
Answer: C
Q3) Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Consumer and Social Well-Being
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Sample Questions
Q1) Cause marketing is the same as social marketing.
A)True
B)False
Answer: False
Q2) Though the Organization for Economic Cooperation and Development (OECD)outlaws bribery in business practices,it is still common in ________.
A) Japan
B) Mexico
C) Germany
D) All of the above
Answer: D
Q3) A strategy that aligns a company brand with a cause to generate business and societal benefits is called ________.
A) ethic marketing
B) social marketing
C) response marketing
D) cause marketing
Answer: D
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Chapter 3: ++Perception
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Sample Questions
Q1) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits.How would a marketer use hyperreality to find a new use for baking soda?
A) By associating the soda with its ability to absorb odors
B) By associating the soda with a fictional character called Simon Soda
C) By emphasizing the low cost of the soda
D) By explaining the historic importance of baking soda in germ protection
Answer: B
Q2) An index is a sign that connects to a product because they share some property.
A)True
B)False
Answer: True
Q3) When consumers are exposed to far too much information they are experiencing sensory overload.
A)True
B)False
Answer: True
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5
Chapter 4: Learning Memory
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Sample Questions
Q1) In a typical ________ test,subjects are shown ads one at a time and asked if they have seen them before.
A) recall
B) recognition
C) chunking
D) salience
Q2) Gradually changing the package of a product that depends heavily on brand loyalty can be successful if each change is minor.Over the course of a year or more the package may change totally in appearance without offending or confusing brand loyal customers.What factors contribute to forgetting to allow this marketing strategy?
Q3) Cognitive learning theory approaches tend to stress the importance of internal mental processes.
A)True
B)False
Q4) Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
A)True
B)False
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Chapter 5: Motivation and
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Sample Questions
Q1) What type of conflict exists when we desire a goal but wish to avoid it at the same time?
A) Approach-avoidance conflict
B) Approach-approach conflict
C) Avoidance-avoidance conflict
D) Direction-valence conflict
Q2) According to information presented in the chapter,the implication of Maslow's hierarchy of needs is that ________.
A) one must first satisfy basic needs before moving to higher order needs
B) the need for power is one of the most fundamental needs
C) advertisers who appeal to the need for achievement before other needs are more successful
D) most needs are about equal for the average person
Q3) Explain the term "affect."
Q4) Products that command fierce loyalty,devotion and even worship by consumers are called ________.
A) routine products
B) cult products
C) staple products
D) specialty products
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Chapter 6: The Self: Mind, Gender, and Body
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Q1) People across all cultures appear to favor physical features that are associated with ________.
A) intellect
B) wealth
C) youth
D) confidence
Q2) People tend to pattern their behavior on the perceived expectations of others,which is a form of self-fulfilling prophecy.
A)True
B)False
Q3) The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have.
A)True
B)False
Q4) The looking-glass self is molded by elements of pop culture,such as comic book heroes.
A)True
B)False
Q5) Explain the concept of "social comparison."
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Chapter 7: Personality, Lifestyles, and Values
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Q1) According to the theories of Carl Jung,our shared memories create ________,which involve universal themes and appear frequently in myths and stories across cultures.
A) archetypes
B) patterns of behavior
C) Doppelgangers
D) symbolic communities
Q2) The reality principle,according to Freudian psychology,is behavior guided by the primary desire to maximize pleasure and avoid pain.
A)True
B)False
Q3) The tendency to attribute human characteristics to objects or animals is called anthropomorphism.
A)True
B)False
Q4) Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
A)True
B)False
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Chapter 8: Attitudes and Persuasive Communication
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Sample Questions
Q1) In general,when the source of a message is perceived as attractive,the message will be more effectively communicated.
A)True
B)False
Q2) Explain the ego-defensive function.
Q3) Roxanne is one of Canada's top female models.Because of her beauty,most of Roxanne's admirers also assume that is intelligent,wealthy,and happy with her life.This is an example of the social adaptation perspective.
A)True
B)False
Q4) Retail stores put a number of items in the aisles leading to the checkout station.These are placed there to remind customers of things they may have overlooked,or to show products that customers may not have thought of buying until they are seen.Retailers know that some items are purchased on impulse.In other words,the customer simply sees a product and purchases it.Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.
Q5) Describe each component of the ABC model.
Q6) What is source credibility and does source credibility affect attitude change?
Page 10
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Chapter 9: Decision Making
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Sample Questions
Q1) Define problem recognition.Show how problems can arise.Give a brief example to illustrate the problem recognition process.
Q2) What are noncompensatory rules? When are they used? Briefly describe the three types of noncompensatory rules.
Q3) Features actually used to differentiate among choices are called ________ attributes.
A) evaluation
B) search
C) determinant
D) segmentation
Q4) Self-regulation refers to a person's efforts to change or maintain his actions over time.
A)True
B)False
Q5) The first step in the cognitive decision-making process is ________.
A) information search
B) evaluate alternatives
C) problem recognition
D) per purchase search
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Chapter 10: Buying, Using, and Disposing
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Sample Questions
Q1) Which dimension of psychological time includes the categorization of "time for me"?
A) Temporal orientation dimension
B) Planning orientation dimension
C) Social dimension
D) Polychromic dimension
Q2) A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?
A) Time is a pressure cooker.
B) Time is a river.
C) Time is a map.
D) Time is a feast.
Q3) Most Americans will state that they are always rushed for time even though many people have opportunities for leisure.This perception is referred to as ________.
A) time poverty
B) the leisure paradox
C) psychological time
D) circular time
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Chapter 11: Groups and Social Media
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Q1) Discuss the concept of conformity.Then describe the five types of social influence that affect the likelihood of conformity.
Q2) A type of reference group is ________.
A) membership
B) aspirational
C) avoidance
D) all of the above
Q3) Individuals with the ability to influence others' attributes or behaviors are considered ________.
A) reference groups
B) experts
C) opinion leaders
D) avoidance leaders
Q4) In advertising terms,a(n)________ refers to a view or exposure to an advertising message.
A) node
B) impression
C) connection
D) reference
Q5) Explain the three different reference groups.
Page 13
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Chapter 12: Income and Social Class
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Q1) Explain the term "nouveau rich."
Q2) Some theorists do not include income in their measure of social class,arguing that it is unnecessary.Defend this point of view and also explain why income is added when measuring social class in marketing.
Q3) Consumers who refuse to sacrifice style,but achieve it on a budget are called ________.
A) frugalistas
B) the mass class
C) the nouveau rich
D) social consumers
Q4) The average American's standard of living continues to improve due to two key factors.What are these factors? Provide explanatory comments about each factor.
Q5) The wealthiest 160,000 U.S.families are considered one percenters.
A)True
B)False
Q6) The American rich often indulge in luxury goods while pinching pennies on everyday items.
A)True
B)False
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Chapter 13: Subcultures
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Q1) Christy,Jillian,and Robert were all born between 1965 and 1985; they are considered part of Generation Y.
A)True
B)False
Q2) Explain the term "Boomerang Kids."
Q3) Maria Gomez is thrilled to be in the United States.After spending her childhood years in Mexico,she is looking forward to the freedom given to teenage girls in the United States."I can wear shorts,pantsuits,and even halter tops and no one will think badly of me," says Maria.Maria is in the process of ________.
A) maintenance
B) adaptation
C) resistance
D) segregation
Q4) A church that serves 2000 or more congregants per week is called a ________.
A) mass church
B) megachurch
C) large church
D) mainstream church
Q5) Explain the difference between kosher food (Jewish)and Halal food (Muslim).
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Chapter 14: Culture
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Q1) People occupy sacred time and space when they travel on vacation.
A)True
B)False
Q2) According to Hofstede,values associated with a long-term orientation are respect for social obligations and the need to save face.
A)True
B)False
Q3) In the modern holiday ritual of Christmas,the figures of Christ and Santa can be seen as binary opposites; one promotes selflessness while the other promotes materialism.
A)True
B)False
Q4) A ________ is a very short-lived fashion.
A) trend
B) fad
C) classic
D) style
Q5) Define the term "fashion system."
Q6) Explain the term "power distance" in Hofstede's Dimensions of National Culture.
Q7) Define the term "myth."
Page 16
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