MKTG20001 Consumer Behaviour Practice Exam

It is expected you will write in total around 2000 words for this 3-hour exam. Answer word-count
can vary at maximum 10% higher than the word-count indicated. Text beyond that range will not
be marked

SECTION A

Contains FIVE short answer questions. You are required to answer ALL questions. Each question is
worth 10 marks. You are expected to write around 200 words per question. This section accounts
for a total of 50 marks.



1. What is the Tri-Component Model of Attitudes? Provide one example to help you
illustrate the model’s three components. (10 marks)

2. Describe the differences between a comparative and a dissociative reference group using
examples. (10 marks)

3. Define cultural capital (Bourdieu 1974). Provide an example of why cultural capital is of
interest to marketers. (10 marks)

4. What are three marketing implications highlighted by the concept of the differential
sensory threshold? Provide an example for each marketing implication you discuss. (10
marks)

5. What is a personality trait? Outline this theory using the trait susceptibility to
interpersonal influence as an example (10 marks)




END OF SECTION



2

SECTION B

Contains TWO essay questions. You are required to answer ALL questions. Each question is worth
25 marks. You are expected to write around 500 words for each question. This section accounts
for 50 marks.

6. What are the similarities and differences between classical conditioning and operant
conditioning in explaining how consumers learn? In your response, use examples to
discuss which of these two learning theories you think is better suited to explain how a
young adult may develop their tastes in clothing over time. (25 marks)


7. Discuss the introduction of a new video streaming service (e.g. Netflix, Stan, Amazon
Prime) into the household of a family of four (mother, father, daughter and son). In your
answer consider the roles each family member could play in the purchase decision and use
of this product. How do these roles interact with other members of the household?. (25
marks)



END OF SECTION


END OF EXAMINATION PAPER