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Semester – III Mid – Semester (Make – up) Examinations Class of 2007

MKT602 – Consumer Behavior
Part – A
Q. Marketers studying family decision making are concerned with which of the following?
a. Whether the product is for personal or family consumption
b. Will the purchase of a particular product likely to create disagreement within the family
c. Will the purchase of a particular product result in postponing other purchases
d. Will individual or family funds be used
e. All of the above

Q. Many consumers review advertisements and consumer studies concerning products they have
recently purchased and asks friends and family if they think their choice was the best. They
engage in this behaviour primarily because they are trying to
a. Gain the approval of their family and friends
b. Gather information for future purchases
c. Reduce post purchase dissonance
d. (a) and (c)
e. (a), (b) and (c)

Q. Which of the following models tries to explain the relationship between attitude and behaviour by
looking at consumer beliefs about products and their evaluation of product attributes?
a. The attitude-toward-behaviour model
b. The tricomponent model
c. The attitude-toward-object model
d. The attitude-toward-the-ad model
e. None of the above

Q. A market researcher who asks consumers their overall feelings towards a particular product is
measuring which component of the tricomponent attitude model?
a. Conative component
b. Cognitive component
c. Affective component
d. Cognitive dissonance component
e. Attributive component

Q. Which of the following is not a characteristic of attitude?

a. Attitudes are transferable
b. Attitudes are learned predispositions
c. Attitudes occur within a situation
d. Attitudes are inconsistent with behavior
e. None of the above

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Q. A marketer decides to promote a short, straight-handled shovel designed for small-statured

people by encouraging those buyers to cross over from buying short, grip-handled shovels, which
are not designed specifically for small-statured people. Specifically, this marketer hopes to alter
consumer attitudes by __________
a. Changing the overall brand rating
b. Changing brand beliefs
c. Changing the relative evaluation of attributes
d. Adding an attribute to a product or service
e. Changing the product or service

Q. Which of the following attitude models tries to explain the relationship between attitude and
behaviour by considering subjective norms, normative beliefs, and motivation to comply?
a. The tricomponent model
b. The theory-of-reasoned-action model
c. The attitude-toward-object model
d. The attitude-toward-the-ad model
e. The attitude-toward-behaviour model

Q. Within the context of consumer behaviour, the best definition of an attitude is __________.
a. A permanent tendency to express satisfaction or dissatisfaction toward a consumable object
b. An instinctual way of behaving with respect to a given object, regardless of specific
situations
c. A learned predisposition to behave in a consistently favourable or unfavourable way
with respect to a given object
d. The emotional response elicited in consumers by promotional campaigns
e. A characteristic that influences a person to share experiences about an object

Q. Informational motivation is negative motivation, including problem removal, _______ and

incomplete satisfaction. Transformational motivation is positive motivation, including sensory
gratification and ________.
a. Intellectual stimulation; social approval
b. Normal depletion; social approval
c. Problem avoidance; normal depletion
d. All of the above
e. None of the above

Q. Positioning strategies are designed to encourage ________:

a. Stimulus discrimination
b. Stimulus generalization
c. Extinction
d. Consistency
e. None of the above

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Q. New products are often introduced with a marketing and advertising blitz - lots of ads and
promotional efforts in a relatively short period of time. This is an example of:
a. Vicarious learning
b. Modeling
c. Massed learning
d. Distributed learning
e. None of the above

Q. Which of the following learning theories is most concerned with how consumers store, retain, and
retrieve information?
a. Cognitive learning theory
b. Instrumental conditioning theory
c. Operant conditioning theory
d. Classical conditioning
e. None of the above

Q. Motivation, cues, response, and reinforcement are the conditions necessary for _______.
a. Learning
b. Brand loyalty
c. Brand equity
d. None of the above
e. (b) and (c)

Q. Which theory explains how consumers evaluate choices based on their assessment of gains and
losses?
a. Prospect theory
b. Product positioning
c. Perceived quality
d. Reference pricing
e. None of the above

Q. Which of the following act has distorting influences on consumer perceptions?

a. The halo effect
b. Stereotypes
c. Physical appearance
d. All of the above
e. None of the above

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Q. A consumer who changes the television channel when an advertisement about speeding or drink
driving appears because they find it distressing is engaging in what behaviour?
a. Perceptual blocking
b. Selective attention
c. Selective exposure
d. Cognitive dissonance reducing
e. None of the above

Q. A consumer's perception of product or service quality is influenced by ______, _____, and

_____.
a. Brand name, objective price, willingness to buy
b. Brand name, objective price, perceived sacrifice
c. Brand perception, price perception, value perception
d. Brand perception, price perception, store perception
e. None of the above

Q. To make sense of the world, people ______, ______, and ______ stimuli.
a. Position, reposition, countersegment
b. Screen out, distort, block
c. Select, organise, interpret
d. (b) and (c)
e. (a) and (b)

Q. Mc. Dowell Advertisement that states “ The new sign of success” is a classic example of
a. Need for affiliation
b. Need for power
c. Need for achievement
d. None of the above
e. (b) and (c)

Q. A thirsty person grabs a drink it is an example of

a. Id state
b. Ego state
c. Super ego state
d. None of the above
e. Can’t say

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Q. Fantasy advertisements are focused on which state

a. Id state
b. Ego state
c. Super ego state
d. None of the above
e. (a) and (b)

Q. ideal self is defined as

a. The perception of oneself as one believes others to actually believe them
b. Perception of oneself dependent on situation
c. Perception of oneself as one would ideally like to be
d. Perception of oneself as ones assumes himself to be
e. Perception of oneself as one actually believes herself to be

Q. A gum advertisement that focuses on “ fresh breath” appeals

a. Ego defensive motive
b. Affiliation motive
c. Reinforcement motive
d. Utilitarian motive
e. Attribution motive

Q. Balance theory was developed by

a. Leon Festinger
b. Fishbein
c. Fritz Heider
d. Rowrekh
e. None of the above

Q. A person experiencing cognitive dissonance reduces it by

a. Rationalization
b. Seeking additional information that is supportive of or consistent to his behaviour
c. Either altering or eliminating some of the dissonant elements
d. All of the above
e. None of the above

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Q. The concept of cognitive, affective, and conative components of the human mind were put
forward by
a. David Oglivy
b. Russel H Colley
c. Philip Kotler
d. Zeltman
e. Robert Lavidge

Q. According to Jungian theory, which of the following personality types would look at the past
performance of both horses and jockeys in competitions as well as weather and track forecasts
before making a bet on a horse race?
a. Sensing-feeling; intuiting-feeling
b. Sensing-thinking; intuiting-thinking
c. Intuiting-thinking; intuitive-feeling
d. Sensing-thinking; sensing-feeling
e. None of the above

Q. An advertisement for a charity encouraging consumers to help those in need is appealing to

which personality trait
a. Neuroticism
b. Conscientiousness
c. Agreeableness
d. Openness to experience
e. Defensiveness

Q. Factual promotions that emphasize product benefits appeal LEAST successfully to which of the
following consumer personalities?
a. Low dogmatism
b. High dogmatism
c. Inner-directedness
d. Other-directedness
e. None of the above

Q. Which of the following statements about the nature of personality is true?

a. Personality mainly arises from genetic traits
b. Personality is consistent and enduring.
c. Personality is the most important factor that influences consumer behaviour.
d. Personality does not change over time.
e. None of the above

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Part B
Problems testing, Conceptual Understanding and Application Analytical Ability,
Caselets, Situational Analysis

1. Discuss the three major personality theories - Freudian, Jungian and Trait - in general and then
the aspects of each theory that provide insight or are of significance and application to
marketing. Develop three different advertisements for a fast moving consumer good of your
choice (for example toothpaste or a sports drink) with each ad clearly illustrating only one of the
personality theories.
(10 marks)
Suggested Answer:
¾ Sigmund freud’s psychoanalytical theory of personality is built on the premise that
unconscious needs or drives especially sexual and biological are at the heart of human
motivation. Based on which human personality consists of three interacting systems, id, ego
and super ego. Id is characterized by primitive and impulsive drives where the individual
seeks immediate satisfaction. Superego is conceptualized as the individual’s internal
expression of society’s moral and ethical codes of conduct. It ensures that the individual
satisfies his needs in a socially accepted manner. Finally the ego is the individuals
conscious control. He also stated that an individuals personality is formed as he moves
through the different states of development which are the oral, anal, phallic, latent and
genital stages.
¾ the trait theory of personality stress on its quantitative analysis through analysis of specific
personality characteristics called traits. A trait is a distinguishing, relatively enduring way in
which an individual differs from another. Trait measurements help in distinguishing traits
such as consumer innovativeness, consumer materialism, and consumer ethnocentrism
¾ Eg. Could be an ad. For a shampoo that communicates “ herbal care for clean hair” which
uses Freudian theory or “ use me to reach your goals ” would be another example.

2. Explain how the product manger of a breakfast cereal might change consumer attitudes towards
the company’s brand by:
a. Changing beliefs about the brand,
b. Adding an attribute and
c. Changing the relative evaluation of attributes.
(10 marks)
Suggested Answer:
¾ Multiattribute models portray consumers attitudes with regard to an attitude object as a
function of the consumers perception and and assessment of the key attributes or beliefs
held with regard to a particular attitude object
¾ Three models can be used to explain this, attitude toward object model, attitude toward
behaviour, and theory of reasoned action model
¾ the product manager of a breakfast cereal can change the beliefs about the brand by using
a cognitive oriented strategy and as an example may communicate beyond the health and
convenience attribute of the product by offering ease on stomach and digestive qualities.
¾ A new attribute can be introduced by adding a feature that may have been ignored or by
adding an attribute that actually produces a change such as a specific flavor or an ingredient

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that represents product improvement such as iron and minerals in the cereals along with the
protein and fibre content
¾ Methods of change in relative evaluation of attributes would be a use of a strategy that
appeals to a larger set of consumers such as “ the attributes that competitors try to emulate
“, or “ the extra that only we can offer”. Another method would be to create a dramatic
assertion of the product.

3. Does sublimal advertising work? Support your view on the basis of an example.
(10 marks)
Suggested Answer:
¾ It may be likely to work in certain product categories and consumer segments.
¾ the stimuli may be weak and often go unnoticed. However certain behavioural scientists
have proven that such stimuli may cause sublimal perceptions, which get registered in the
individual at the subconscious level. When such registration gets repeated or strengthened
by another strong stimulus, these sublimal perceptions surface and guide the individual. The
stimuli that can cause sublimal perceptions are low amplitude messages, flashed visual
images, hidden or embedded imagery in text.
¾ This is used by mostly in lifestyle product categories and advertisement that focus on
products that are specialty goods
4. How would you describe the perceived product value of a product. Develop a scale for
measuring the same for mobile phones?
(10 marks)
Suggested Answer:
¾ This value can be described as a trade off between the product’s perceived benefits and
perceived sacrifice – both monetary and non monetary ( necessity for acquiring it) . studies
have identified that price is often used as an indicator of quality. Other suggest that brand
name plays an important role as an indicator of quality.
¾ The structure for developing a scale to measuring customer perception would be
a. Attentiveness of sales staff
b. Perceptiveness of store and product variety
c. Perceived product attributes
d. Communicated features
e. Importance of features to the consumer

5. Distinguish between beliefs, values and customs. Illustrate how the clothing a person wears at
different social occasions is influenced by customs? Mention the scales that could be used to
analyze human behavior.
(10 marks)
Suggested Answer:
¾ Beliefs are a large number of mental and verbal statements that reflect a persons particular
knowledge and assessment of something. Values are relatively smaller in number and serve
as a guide to culturally appropriate behaviour and are more enduring or difficult to change,
and are widely accepted by the members of the society. Customes are the behaviour

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patterns that are followed by the set of members belonging to a particular cultural group.
¾ Rokeach Value Survey stating the list of values, which are divided into the 18 terminal
values which are designed to measure the relative importance of end states of importance
and 18 instrumental values which measure basic approaches an individual might take to
reach the end state values.
The VALS survey indicates the nine types of lifestyles

Part C
Case Analysis / Applications of concepts

6. Read the case and answer the following questions:

‘Harry Potter: Marketing Wizard’
Lead Story-Dateline: The Weekend Australian, November 24 - 25, 2001
‘Time was when a cabbage could sell itself’ from the movie ‘The Madwoman of Challot’
It would appear that in today’s world of hyper-marketing, that ‘cabbage’ is an author called JK
Rowlings and her wizard in training called Harry. The first book Harry Potter and the
Philosopher’s Stone made its own way to the top of the bestseller list, perhaps aboard Harry’s
flying broomstick. This is not to say that publisher Bloomsbury in the UK didn’t come up with
some inspired promotion. For example, in 1988, Harry Potter and the Chamber of Secrets was
issued in an adult edition. The third book, Harry Potter and the Prisoner of Azkaban, was
embargoed in Britain until 3: 45 pm, ensuring an immediate spot in the Top Ten as school
children queued for hours. Rowlings herself took part in the 2000 publicity tour from London’s
Kings Cross Station aboard British Rail’s renamed ‘Hogwarts Express’. The books [there are
more to come] have so far sold over 100 million worldwide, 3 million in Australia alone, with only
the Bible being translated into more languages.
Then came the first in a series of movies Harry Potter and the Philosopher’s Stone. So
conscious was Rowlings of protecting the Potter franchise that she controlled or was consulted
over every aspect of production, reportedly firing first director Stephen Spielberg over his desire
to cast an American actor as Harry. Even though Coca-Cola paid a reported $296.3 million for
sole rights to a global marketing campaign associated with the first two films [roughly what it
paid to be a sponsor for the 2000 Sydney Olympics], Rowlings ensured that Harry would never
be seen drinking Coke in the films - or anywhere else. For the privilege of using Harry Potter
images [although not Harry’s face] on its plastic bottles, Coke also promised to fund a broad-
based reading initiative. Twenty seven remote schools in Australia’s outback will be part of the
program. Coke puts the most positive spin possible on Rowling’s demands. According to Steve
Jones, Coke’s senior vice president and chief marketing officer ‘Both Harry Potter and Coca-
Cola reach deep into the heart of local communities around the world to add a little bit of magic
to people’s everyday life. Bringing the two together creates an opportunity for us to develop
programs that will not only touch people emotionally but allow us to affect their lives in a
tangible, meaningful way.’
In 2000, Warner Bros, the owner of the book, film and merchandising rights, protected its own
franchise when it won a decision at the World Intellectual Property Organization, declaring it the
true owner of over 100 Internet domain names registered by Harry fans. Warner allowed the
sites to continue, asking only for studio credit and prominent use of the word ‘unofficial’ to
protect its ‘official site’ and ‘official merchandise. Warner sold the master toy licence to Mattel, of
Barbie fame, a lesser license to Hasbro and several smaller ones to specialty manufacturers.
Warner, with its licensees, started first with book sourced merchandise, then, as the release
date for the movie got closer, glitzier movie-based products. Surprisingly, despite the success of

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the books and subsequently the movie, the first lot of merchandise was not snapped up by
Harry’s hordes of muggles. Shades of the Star Wars merchandise disaster where more was sold
through clearance bins than at regular prices. While the licensees were more cautious with the
movie-related products, Australia’s Christmas trees were crowded with Harry action figures,
Hogwarts Lego sets, Mar’s version of Harry’s chocolate frogs and an endless array of
manchester, stationery, board games and clothes. Proving that Harry is a wizard - a marketing
wizard.
Teachers, parents, publishers and governments expressed delight that the Harry Potter books
had brought children back to reading. Harry Potter encouraged children to leave their video
games and computers, spending hours in a world of imagination where the images were of their
own creating. Form a discussion group of family and friends to discuss whether the movies and
merchandising detracted or will detract from the benefits gained from the books.
Not everyone was a Harry Potter fan. Rowling’s books were banned in some schools in Victoria
and concern was expressed that Harry and his ‘ungodly witchcraft’ were capable of corrupting
the Christian values of primary school children. Form a discussion group of family and friends to
discuss whether such concern and censorship is consistent with a free market economy.
Questions:
a. Use reference group and family concepts to explain the success of Harry Potter.
(5 marks)
b. Why do you believe Coke was willing to pay millions to be associated with Harry Potter,
even though they could never portray either Harry’s face or Harry drinking their product?
(10 marks)
c. Do you think Harry’s appeal goes beyond kids and teens to include adults? If so, why? If
not, why not?
(5 marks)

Suggested Answer:
a. Her writing appeal to all members of the family.
b. Popularity and recall as well as association to the subject
c. Yes, with relevance to the Freudian personality traits each one of us has a id state present
within us

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