1. Define consumer behaviour. Why is the study of consumer behaviour important to businesses and why is it important to you?
  2. According to the information-processing perspective, there are three distinct memory systems: sensory memory, short-term memory (STM), and long-term memory (LTM).  Discuss the interrelationships of these memory systems and the roles that elaboration and attention play in each.
  3. What is a working definition of motivation? Explain the ABC model of attitudes and then discuss why motivations are the driving force behind all consumer behaviour.
  4. Discuss the theory that Abraham Maslow formulated with regard to human needs. Include a labelled diagram and provide an example of how these needs at each level can be translated into specific wants by marketers.
  5. What is consumer involvement and how does it relate to the likelihood of a consumer elaborating on a purchase in their mind? What is the importance of high involvement versus low involvement behaviour when a business thinks of marketing?  What considerations should be taken to increase consumers’ levels of involvement?
  6. A variety of different self-images have been recognized in consumer behaviour. Talk about three kinds of self-image and related these to your own life showing how the specific self-image manifests itself in a purchase decision you have made.
  7. One important concept related to perception is the differential threshold. Talk about Weber’s Law while citing an example of how Weber’s Law could be used in marketing communications.
  8. What is the difference between selective attention and perceptual defence?
  9. What are 4 of the 5 types of perceived risk consumers have to deal with? Give your own example of each type of risk.
  10. If people are not always rational decision makers, is it worth the effort to study how they make purchase decisions? What are the pros and cons of using rational versus emotional appeals (i.e. trying to persuade consumers by focusing on what they know as opposed to what they feel)?  When should markets use one type or the other?
  11. An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning?  How might they do this using Operant Conditioning?  What is the difference between these two?  In your answer define and use terms from classical conditioning theory.
  12. What is the Elaboration Likelihood Model and why is it central to marketing communications? How does culture play a role in the likelihood of elaboration?
  13. What is cognitive dissonance and when does it happen? What are the implications of dissonance for marketers?
  14. Define each of beliefs, values and customs and then explain what these differences mean for marketers?
  15. What are some implications of culture for marketing strategy?
  16. What is a reference group? Which classification of reference group do you think is the most influential on consumer behaviour?  Why?
  17. The diffusion of new ideas and products is an important process. Draw and label a diagram showing the 5 stages of new product acceptance over the Product Life Cycle. What factors play a role in our deciding to adopt an innovation?
  18. What is the evoked set and how does it relate to low involvement behaviour? How can marketers move a product or brand into the evoked set?  If a brand is dropped from a consumers evoked set, what actions can a marketer take to have that consumers reconsider the brand?  Are these likely to work?
  19. How can marketers use/influence evaluative criteria to their advantage? Give an example.