Consumer Behavior Quiz

When buying groceries, consumers with low-involvement usually go through the following sequence:

• Cognitive > affective > conative

• Conative > affective > cognitive

• Affective > conative> cognitive

• Conative > cognitive> affective

Anger is a mood that can affect consumers’ behaviour without them realizing it.

• True

• False

Consumers filter information received through advertising and promotion following this sequence:

• Selective attention > selective exposure > selective interpretation

• Selective exposure > selective attention > selective interpretation

• Selective exposure > retention > selective attention

• Selective attention > retention > selective exposure

Reference group can be membership groups (e.g., family), aspirational groups (e.g., celebrities), or dissociative groups (i.e., individuals that on wishes to avoid being associated with).

• True

• False

Consumers satisfying their utilitarian needs will be less price sensitive than consumers seeking to satisfy hedonic needs.

• True

• False

According to Xia and colleagues (2004), price fairness perceptions influence assessments of product value and customer satisfaction.

• True

• False

The power need is the desire to control the environment to achieve personal accomplishments.

• True

• False

According to Maloney’s 16% rule, once you have reached 16% adoption of any innovation, you must change your messaging and media strategy from one based on popularity, to one based on exclusivity in order for consumers to feel more unique.

• True

• False

“Norms” is a component of culture which represents judgments about what is good and bad.

• True

• False

According to Oyserman, the identity-based motivation

• States that what identifies mean are highly dependent on situational cues

• States that features of a marketing campaign can create identity content in the moment

• Has implications for action-readiness, procedural readiness and consumer behaviour

• All the above.