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Consumer Psychology(Coun 405) Question Paper

Consumer Psychology(Coun 405)

Course:Counseling

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME : 2 HOURS

INSTRUCTIONS
Answer any four questions.
Each question carries 15 marks.
Question One
Define the following terms:
Motivation.
(2 Marks)
Needs.
(2 Marks)
Drives.
(2 Marks)
Goals.
(2 Marks)
Explain the main assumptions of the following theories of motivation.
Maslow’s hierarchy of needs.
(4 Marks)
Drive Reduction theory.
(3 Marks)

Question Two
Discuss how cultural differences can affect advertising.
(5 Marks)

Explain the factors that make advertisements successful.
(5 Marks)
Differentiate between attitudes and behaviour in consumer psychology.
(5 Marks)

Question Three
Outline the factors that motivate people to change their attitudes. (7 Marks)
Discuss how the heuristic – systematic model can be applied in day to day life.
(8 Marks)

Question Four
Discuss how the media can help to boost people identities and self esteem.
(9 Marks)

In your own opinion, why do you think people with high materialistic value orientations are generally unhappier?
(6 Marks)

Question Five
Discuss how social identities are formed. (15 Marks)

Question Six
Discuss different use of senses according to Gestalt theory. (15 Marks)

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