D616 HLTH 3550
Consumer Behavior
OA READINESS EXAM
Q&S
©2024/2025
,1. Which theory posits that consumer behavior is
influenced by the expectations of future consistency and
utility?
- a) Cognitive Dissonance Theory
- b) Prospect Theory
- c) Expectancy-Value Theory
- d) Theory of Planned Behavior
Correct Answer: c) Expectancy-Value Theory
Rationale: This theory suggests that consumers evaluate
products and services based on expectations of their
performance and the value derived from them.
2. The concept of "anchoring effects" in consumer
decision-making is most closely associated with which of
the following?
- a) Social Validation
- b) Heuristics
- c) Priming
- d) Reference Groups
Correct Answer: b) Heuristics
Rationale: Anchoring is a form of heuristic where
individuals rely heavily on the first piece of information (the
"anchor") when making decisions.
3. What is the primary focus of the "Elaboration Likelihood
Model" in consumer behavior?
- a) The influence of peripheral cues
- b) The frequency of advertising exposure
- c) The cognitive processing of persuasive messages
- d) The emotional impact of advertising
Correct Answer: c) The cognitive processing of
persuasive messages
©2024/2025
, Rationale: This model focuses on how likely a consumer
is to process information deeply (central route) or
superficially (peripheral route).
4. Which of the following factors does not significantly
impact consumer involvement in product choices?
- a) Perceived Risk
- b) Brand Loyalty
- c) Social Class
- d) Product Price
Correct Answer: c) Social Class
Rationale: While social class can influence consumer
behavior, it does not directly impact the level of involvement
with specific product choices.
5. In the context of consumer behavior, what does
"valence" refer to?
- a) The intensity of a consumer's emotional response
- b) The direction of a consumer's emotional response
- c) The likelihood of repeat purchase
- d) The cognition involved in decision-making
Correct Answer: b) The direction of a consumer's
emotional response
Rationale: Valence refers to the positivity or negativity of
an emotion.
### Fill-in-the-Blank Questions:
6. The ________ bias occurs when consumers place too
much importance on a single attribute, affecting their overall
evaluation of a product.
Correct Answer: Halo
Rationale: The halo bias refers to the tendency to
©2024/2025
Consumer Behavior
OA READINESS EXAM
Q&S
©2024/2025
,1. Which theory posits that consumer behavior is
influenced by the expectations of future consistency and
utility?
- a) Cognitive Dissonance Theory
- b) Prospect Theory
- c) Expectancy-Value Theory
- d) Theory of Planned Behavior
Correct Answer: c) Expectancy-Value Theory
Rationale: This theory suggests that consumers evaluate
products and services based on expectations of their
performance and the value derived from them.
2. The concept of "anchoring effects" in consumer
decision-making is most closely associated with which of
the following?
- a) Social Validation
- b) Heuristics
- c) Priming
- d) Reference Groups
Correct Answer: b) Heuristics
Rationale: Anchoring is a form of heuristic where
individuals rely heavily on the first piece of information (the
"anchor") when making decisions.
3. What is the primary focus of the "Elaboration Likelihood
Model" in consumer behavior?
- a) The influence of peripheral cues
- b) The frequency of advertising exposure
- c) The cognitive processing of persuasive messages
- d) The emotional impact of advertising
Correct Answer: c) The cognitive processing of
persuasive messages
©2024/2025
, Rationale: This model focuses on how likely a consumer
is to process information deeply (central route) or
superficially (peripheral route).
4. Which of the following factors does not significantly
impact consumer involvement in product choices?
- a) Perceived Risk
- b) Brand Loyalty
- c) Social Class
- d) Product Price
Correct Answer: c) Social Class
Rationale: While social class can influence consumer
behavior, it does not directly impact the level of involvement
with specific product choices.
5. In the context of consumer behavior, what does
"valence" refer to?
- a) The intensity of a consumer's emotional response
- b) The direction of a consumer's emotional response
- c) The likelihood of repeat purchase
- d) The cognition involved in decision-making
Correct Answer: b) The direction of a consumer's
emotional response
Rationale: Valence refers to the positivity or negativity of
an emotion.
### Fill-in-the-Blank Questions:
6. The ________ bias occurs when consumers place too
much importance on a single attribute, affecting their overall
evaluation of a product.
Correct Answer: Halo
Rationale: The halo bias refers to the tendency to
©2024/2025
