This document contains questions related to consumer behavior topics including motivation, personality, perception, and research methods. Specifically, it asks the reader to: 1) Define key terms and write short notes on topics like motivation processes, consumer innovativeness, and perceptual selection. 2) Discuss theories of motivation including Maslow's hierarchy of needs and theories of personality like Freudian and Neo-Freudian perspectives. 3) Explain concepts such as just noticeable differences, subliminal perception, selective perception, and perceptual mapping as they relate to consumer decision-making and product positioning.

1. CB - Module 2 2012
Consumer Behavior (CB)
Module 2 (Ch: 4, 5, 6)
(1) Define the following terms briefly:
1. Motivation 2. Personality 3. Consumer ethnocentrism
4. Dogmatism 5. Fixed consumption 6. Compulsive consumption
7. Absolute threshold 8. JND 9. Perception
10. Weber’s law 11. Reference price 12. OSL
13. Sensory adaptation 14. Trait
(2) Write down Short note on followings:
1. Motivation Process & its dynamics
2. Motivational Research & its methods
3. Consumer Innovativeness trait OR Profile of consumer innovator
4. Nature of Personality
5. Perceptual selection
6. Arousal of motives with examples
7. Perceptual distortion
8. SERVQUAL
(3) What do you mean by Frustration? According to what is the main reason for
generation of frustration? Also discuss various ways by which one can tackle
frustration situation.
(4) Discuss following theories of motivation:
1. Maslow’s need of Hierarchy with its limitation & its marketing implication
2. Trio of needs
(5) Explain the relevance of Positive, Negative & Punishment motivation with example.
(6) Discuss following theories of personality:
1. Freudian theory
2. Neo Freudian theory OR CAD theory
(7) Discuss the meaning of “Trait”. Also discuss various traits by which marketer can
differentiate individuals.
(8) Discuss following concept:
1. Brand Personality 2. Brand Personification 3. Multiple selves
4. Extended self 5. Altering the self 6. Virtual self
(9) It is useful for marketers to create “Brand Personification”, Comment. Justify your
answer with suitable example.
(10) Consumer personality helps marketers in determining brand personality, comment
with example.
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2. CB - Module 2 2012
(11) What do you mean by “JND”? Discuss the use of this concept in marketing with any
example.
(12) What is Subliminal Perception? Explain with example & how we can evaluate the
effectiveness of subliminal perception.
(13) Explain the theory of “Selective Perception”.
(14) Explain the following concept (with example):
1. Figure & Ground 2. Closure 3. Grouping
(15) Discuss different ways for positioning of your product/service with industry example
of each one.
(16) What do you mean by “Perceptual Mapping”? Discuss this concept for Indian four
wheeler hatchback car industries. (For reference take one variable is Price & second
variable is Features) & explain use of this mapping in product positioning.
(17) Explain Perceived quality with example. Specify what are different intrinsic &
extrinsic cues available for evaluating perceived quality.
(18) Briefly explain “Perceived Risk”. Also discuss various ways to reduce those risks.
(19) Discuss role of extrinsic & intrinsic cues in the perceived quality of:
1. Wines 2. Medical services 3. Restaurant
4. Shampoo 5. Graduate education 6. Barber shop
7. Grocery retail store located in mall 8. Local Kirana store
(20) Discuss Product Repositioning with any industry example, both for product &
service.
GTU EXAM PAPER QUESTIONS (Module 2) (Ch: 4, 5, 6)
(1) Explain the model of motivation process.
(2) Explain Multi attribute attitude model.
(3) Explain perceptual mapping and the concept of Just noticeable difference.
(4) Explain trio of needs and arousal of motives and give one example of advertisement
designed to arouse consumer need.
(5) Briefly explain Neo Freudians theory and trait theory of personality.
(6) What is consumer perception? How perception of a consumer contribute in
consumer decision making.
(7) What consumer motivations and problem recognition situations may serve as source
for new product or service ideas?
(8) Describe the major characteristics of trait theories of personality. Review their
usefulness in explaining consumer behavior.
(9) Why it is important for the marketers to understand the distinction between
consumers’ self image and ideal self image?
(10) How does store image influence consumer purchasing?
(11) Why are consumers’ needs and goals constantly changing? What factors influence
the formation of new goals? Explain.
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3. CB - Module 2 2012
(12) A marketer of health foods is attempting to segment a certain market on the basis of
consumer self image. Describe the four types of consumer self-image and discuss
which one(s) would be most effective for the stated purpose.
(13) Does subliminal advertising work? Support your view.
(14) Explain the concept of just noticeable difference (differential threshold) and its
implications on price and quality.
(15) With examples identify the applications of focus groups and projective techniques in
marketing research?
(16) Explain the Maslow’s Theory of Hierarchy of needs with an example of each need.
How can this theory be used by marketers for segmentation and positioning
purposes?
(17) Explain briefly the Freudian Theory of Personality. In what way do the Neo
Freudians differ with this theory?
(18) Who are consumer innovators? Explain the personality traits that are useful in
differentiating between consumer innovators and non innovators?
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