156.232 CONSUMER BEHAVIOUR
Semester One 2013
Time allowed: THREE (3) hours
20 Multichoice Questions
Answer on Scantron card supplied
Answer ALL three questions
Each question is worth 20 marks
THIS IS A CLOSED BOOK EXAMINATION
Ensure that your name and identification number are entered on your Scantron Card. Record your answer on your Scantron Card by putting a solid horizontal pencil line through the character representing the ‘best’ answer to the question with a blunt 2B or 3B pencil. The Scantron Card will not read properly if you do not follow these instructions. At the conclusion of the examination hand in the Scantron Card/s separately.
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Each question is worth 2 marks. Please select the best option. Answer using the Scantron Card provided.
Within the topic of consumer learning we addressed the topic of behavioural learning and looked at a number of learning theories. A considerable amount of learning takes place as a result of consumer thinking and problem-solving. What learning theory does this relate to? a. Modeling or observational learning
b. Cognitive learning theory
c. Instrumental conditioning
d. Classical conditioning
Consumer’s level of involvement has a profound impact on customer’s decision making. Select the statement you view as most appropriate a. Level of involvement is a definite personality trait
b. Level of involvement influences the route of persuasion: high involved people tend to be more persuaded by the central route
c. Customers experiencing high levels of involvement are more likely to use heuristics as a basis for decision making
d. People with high levels...