Consumer Behavior exam questions
Bachelor of Business Programme
(Incorporating Graduate Diploma in Business & Graduate Certificate in Business)
Consumer Behaviour
486670
FINAL EXAMINATION
SEMESTER 1 2014
Date:
The final examination for this paper is scheduled for Monday 16th June 2014
Time allowed:
3 hours plus 10 minutes reading time
Instructions:
The final exam consists of 4 essay questions. ALL questions are compulsory. Each question will be worth 10 marks for a total of 40 marks.
Possible questions:
Question 1
(a) Explain the peripheral route to persuasion and discuss the ways in which marketers can influence low-effort consumer attitudes.
(b) Because attitudes are learned predispositions to respond, why don’t marketers and consumer researchers just measure purchase behaviour and ignore attitudes?
Question 2
(a) Identify and briefly explain THREE elements that contribute to consumer opportunity for processing information and making decisions.
(b) An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.
i. How are attitudes learned? ii. What are the sources of influence on attitude formation? iii. What is the impact of personality on attitude formation?
Question 3
Define the following memory structures: sensory memory, short-term memory (working memory), and long-term memory. Discuss how each of these concepts can be used in the development of an advertising strategy.
Question 4
Should the following decisions be considered legitimate topics of concern in the study of consumer behaviour? If yes, explain the potential application of each of these scenarios to the consumer behaviour study.
(a) selecting a university
(b) purchasing a life insurance policy
(c) smoking a cigarette
(d) selecting a church to join
(e) visiting a car showroom to see new models
Question 5
(a) Although no two individuals have identical
(Incorporating Graduate Diploma in Business & Graduate Certificate in Business)
Consumer Behaviour
486670
FINAL EXAMINATION
SEMESTER 1 2014
Date:
The final examination for this paper is scheduled for Monday 16th June 2014
Time allowed:
3 hours plus 10 minutes reading time
Instructions:
The final exam consists of 4 essay questions. ALL questions are compulsory. Each question will be worth 10 marks for a total of 40 marks.
Possible questions:
Question 1
(a) Explain the peripheral route to persuasion and discuss the ways in which marketers can influence low-effort consumer attitudes.
(b) Because attitudes are learned predispositions to respond, why don’t marketers and consumer researchers just measure purchase behaviour and ignore attitudes?
Question 2
(a) Identify and briefly explain THREE elements that contribute to consumer opportunity for processing information and making decisions.
(b) An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.
i. How are attitudes learned? ii. What are the sources of influence on attitude formation? iii. What is the impact of personality on attitude formation?
Question 3
Define the following memory structures: sensory memory, short-term memory (working memory), and long-term memory. Discuss how each of these concepts can be used in the development of an advertising strategy.
Question 4
Should the following decisions be considered legitimate topics of concern in the study of consumer behaviour? If yes, explain the potential application of each of these scenarios to the consumer behaviour study.
(a) selecting a university
(b) purchasing a life insurance policy
(c) smoking a cigarette
(d) selecting a church to join
(e) visiting a car showroom to see new models
Question 5
(a) Although no two individuals have identical