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Coun 405:Consumer Psychology Question Paper

Coun 405:Consumer Psychology

Course:Counseling

Institution: Kenya Methodist University question papers

Exam Year:2012

CONSUMER PSYCHOLOGY (COUN 405) 2ND TRIMESTER 2012

KENYA METHODIST UNIVERSITY

END OF 2''ND ''TRIMESTER 2012 (DAY) EXAMINATIONS
FACULTY : EDUCATION AND SOCIAL SCIENCES
DEPARTMENT : COUNSELING
UNIT CODE : COUN 405
UNIT TITLE : CONSUMER PSYCHOLOGY
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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