Summary Consumer Behaviour 2023-24 Highly
Recommended Complete ALL Weeks
What is a schema? - ANSWER: An organized collection of beliefs and feelings
Sensory inputs evoke historical imagery, in which events that actually occurred are
remembered. True or false? - ANSWER: True
The immediate response of our sensory receptors is known as: - ANSWER: Sensation
Consumers assign meaning to stimuli based on the ___________ to which the
stimulus is assigned. - ANSWER: Schema
Hedonic consumption is considered an aspect of the multi-sensory, fantasy and
emotional aspects of consumers' interactions with products. True or false? -
ANSWER: True
Which global soft drink company made a fatal mistake in a comparative taste
challenge that resulted in customers rejecting a new product version when it was
launched? - ANSWER: Coca-cola
Consumers are acutely aware of all the stimuli to which they are subjected. True or
false? - ANSWER: False
The meaning of a stimulus is interpreted by the individual and is influenced by which
of the following? - ANSWER: Unique biases, Culture, Experience, Needs
What are the three stages that make up the process of exposure? - ANSWER:
Exposure, attention, interpretation
Which of the following is a positioning tool that is used to compare a range of
competitive products? - ANSWER: Perceptual Map
Which of the following is a factor in selective exposure? - ANSWER: Perceptual
vigilance
When defining the lowest intensity of a stimulus that can be registered, we refer to a
threshold. The absolute threshold of sensory stimulation, in consumer behaviour
terms, is defined as: - ANSWER: the minimum amount of sensory stimulation
necessary to produce a response
What is the term that refers to the ability of a sensory system to detect changes to
or differences between two stimuli? - ANSWER: Differential threshold
According to Weber's Law, the stronger the initial stimuli, the greater the change
must be for it to be noticed. - ANSWER: True
,Which of the following is a primary factor in the determination of how much
exposure to a particular stimulus a person will accept? - ANSWER: Experience
What does an eye-tracking test do? - ANSWER: It measures consumers' eye
movements as they look at packages and advertisements
In advertising, the amount of 'marketing clutter' has a major impact upon the
sensory thresholds of the consumer. True or false? - ANSWER: True
Which of the following are considered forms of 'marketing clutter'? - ANSWER: The
large volume of adverts that compete for the consumer's attention
The use of complex and lengthy advertising communications can lead to the
consumer tuning out the message. This is an example of which factor that can lead
to adaptation? - ANSWER: Duration
What is the term used to describe symbolic consumption, whereby consumers
attribute meaning to an advertisement? - ANSWER: Polysemy
According to the semiotician Charles Sanders Peirce, which of the following are
components of every advertising message? - ANSWER: Sign, Object, Interpretant
Semiotics is the study of which of the following? - ANSWER: The linking of signs and
symbols and their role in the assignment of meaning
A further use for semiotics is the analysis of design and the effects of design in the
consumption process. True or false? - ANSWER: True
Cue check is 'the stage in which the schema is selected: the consumer may decide
that a brand falls into his "mysterious" schema'. True or false? - ANSWER: False
What can be described as the opposite of hedonic consumption? - ANSWER:
Utilitarian consumption
Colours have the same symbolic meaning everywhere in the world. True or false? -
ANSWER: False
According to a study on colour, which colour should a newly opened bank choose in
the marketing of their company? - ANSWER: Blue
The Confucian term for the importance of maintaining a desired status achieved
through success and ostentation is mien-tzu. True or false? - ANSWER: True
Many consumption activities are related to self-definition, which states that
consumers demonstrate consistency between their values and the things that they
, buy. Which of the following models predicts that products will be chosen if the
attributes match some aspect of the self? - ANSWER: Self-image congruence models
Which of the following are aspects of self-consciousness? - ANSWER: Vanity, Public
self-consciousness, Self-monitoring
Objects can act as a security blanket by reinforcing our identities, especially in
unfamiliar surroundings. The term used for association of product and the individual
is referred to as attachment. True or false? - ANSWER: True
The dramaturgical perspective of consumer behaviour views people much like
writers who create different roles. True or false? - ANSWER: False
The self can be defined from various theoretical perspectives. Which of the following
illustrates a psychoanalytical perspective? - ANSWER: A Freudian perspective that
regards the self as a system of competing forces, riddled with conflict
What form of advertising tries to change product attitudes by stimulating positive
feelings about the self? - ANSWER: Self-esteem advertising
The process of imagining the reactions of others towards us is known as: - ANSWER:
looking-glass effect
The sociological tradition of symbolic interactionism stresses that relationships with
other people play a large part in forming the self. - ANSWER: True
Self-esteem advertising attempts to change product attitudes by which of the
following? - ANSWER: By challenging the consumer's self-esteem then featuring a
product that will supply a remedy and By stimulating positive feelings about the self
What is the term used to describe how a consumer uses an object to maintain their
self-concept? - ANSWER: Attachment
Which theory suggests that people who have an incomplete self-definition use
products to complete their desired identity? - ANSWER: Symbolic self-completion
theory
Self-image congruence models assist marketers to predict how their products will be
chosen when the product attributes match some aspect of the self. True or false? -
ANSWER: True
In research conducted into the concept of the extended self, which of the following
levels of involvement is not normally needed to determine how people express their
status through consumerism? - ANSWER: Price levels
Personality traits are characteristics that are stereotypically associated with one sex
or another. True or false? - ANSWER: True
Recommended Complete ALL Weeks
What is a schema? - ANSWER: An organized collection of beliefs and feelings
Sensory inputs evoke historical imagery, in which events that actually occurred are
remembered. True or false? - ANSWER: True
The immediate response of our sensory receptors is known as: - ANSWER: Sensation
Consumers assign meaning to stimuli based on the ___________ to which the
stimulus is assigned. - ANSWER: Schema
Hedonic consumption is considered an aspect of the multi-sensory, fantasy and
emotional aspects of consumers' interactions with products. True or false? -
ANSWER: True
Which global soft drink company made a fatal mistake in a comparative taste
challenge that resulted in customers rejecting a new product version when it was
launched? - ANSWER: Coca-cola
Consumers are acutely aware of all the stimuli to which they are subjected. True or
false? - ANSWER: False
The meaning of a stimulus is interpreted by the individual and is influenced by which
of the following? - ANSWER: Unique biases, Culture, Experience, Needs
What are the three stages that make up the process of exposure? - ANSWER:
Exposure, attention, interpretation
Which of the following is a positioning tool that is used to compare a range of
competitive products? - ANSWER: Perceptual Map
Which of the following is a factor in selective exposure? - ANSWER: Perceptual
vigilance
When defining the lowest intensity of a stimulus that can be registered, we refer to a
threshold. The absolute threshold of sensory stimulation, in consumer behaviour
terms, is defined as: - ANSWER: the minimum amount of sensory stimulation
necessary to produce a response
What is the term that refers to the ability of a sensory system to detect changes to
or differences between two stimuli? - ANSWER: Differential threshold
According to Weber's Law, the stronger the initial stimuli, the greater the change
must be for it to be noticed. - ANSWER: True
,Which of the following is a primary factor in the determination of how much
exposure to a particular stimulus a person will accept? - ANSWER: Experience
What does an eye-tracking test do? - ANSWER: It measures consumers' eye
movements as they look at packages and advertisements
In advertising, the amount of 'marketing clutter' has a major impact upon the
sensory thresholds of the consumer. True or false? - ANSWER: True
Which of the following are considered forms of 'marketing clutter'? - ANSWER: The
large volume of adverts that compete for the consumer's attention
The use of complex and lengthy advertising communications can lead to the
consumer tuning out the message. This is an example of which factor that can lead
to adaptation? - ANSWER: Duration
What is the term used to describe symbolic consumption, whereby consumers
attribute meaning to an advertisement? - ANSWER: Polysemy
According to the semiotician Charles Sanders Peirce, which of the following are
components of every advertising message? - ANSWER: Sign, Object, Interpretant
Semiotics is the study of which of the following? - ANSWER: The linking of signs and
symbols and their role in the assignment of meaning
A further use for semiotics is the analysis of design and the effects of design in the
consumption process. True or false? - ANSWER: True
Cue check is 'the stage in which the schema is selected: the consumer may decide
that a brand falls into his "mysterious" schema'. True or false? - ANSWER: False
What can be described as the opposite of hedonic consumption? - ANSWER:
Utilitarian consumption
Colours have the same symbolic meaning everywhere in the world. True or false? -
ANSWER: False
According to a study on colour, which colour should a newly opened bank choose in
the marketing of their company? - ANSWER: Blue
The Confucian term for the importance of maintaining a desired status achieved
through success and ostentation is mien-tzu. True or false? - ANSWER: True
Many consumption activities are related to self-definition, which states that
consumers demonstrate consistency between their values and the things that they
, buy. Which of the following models predicts that products will be chosen if the
attributes match some aspect of the self? - ANSWER: Self-image congruence models
Which of the following are aspects of self-consciousness? - ANSWER: Vanity, Public
self-consciousness, Self-monitoring
Objects can act as a security blanket by reinforcing our identities, especially in
unfamiliar surroundings. The term used for association of product and the individual
is referred to as attachment. True or false? - ANSWER: True
The dramaturgical perspective of consumer behaviour views people much like
writers who create different roles. True or false? - ANSWER: False
The self can be defined from various theoretical perspectives. Which of the following
illustrates a psychoanalytical perspective? - ANSWER: A Freudian perspective that
regards the self as a system of competing forces, riddled with conflict
What form of advertising tries to change product attitudes by stimulating positive
feelings about the self? - ANSWER: Self-esteem advertising
The process of imagining the reactions of others towards us is known as: - ANSWER:
looking-glass effect
The sociological tradition of symbolic interactionism stresses that relationships with
other people play a large part in forming the self. - ANSWER: True
Self-esteem advertising attempts to change product attitudes by which of the
following? - ANSWER: By challenging the consumer's self-esteem then featuring a
product that will supply a remedy and By stimulating positive feelings about the self
What is the term used to describe how a consumer uses an object to maintain their
self-concept? - ANSWER: Attachment
Which theory suggests that people who have an incomplete self-definition use
products to complete their desired identity? - ANSWER: Symbolic self-completion
theory
Self-image congruence models assist marketers to predict how their products will be
chosen when the product attributes match some aspect of the self. True or false? -
ANSWER: True
In research conducted into the concept of the extended self, which of the following
levels of involvement is not normally needed to determine how people express their
status through consumerism? - ANSWER: Price levels
Personality traits are characteristics that are stereotypically associated with one sex
or another. True or false? - ANSWER: True
