AMA Consumer Behavior 2

Question 1

Which concept describes the gap between a consumer's actual state and desired state that triggers purchase motivation?

Accepted Answer

Problem recognition

Answer

Problem recognition occurs when a consumer perceives a difference between their current situation and an ideal state, initiating the buying process.

Question 2

A consumer buys a luxury car primarily to signal success to peers. Which type of motivation best explains this behavior?

Accepted Answer

Social/conspicuous motivation

Answer

Social or conspicuous motivation drives purchases intended to communicate status or identity to reference groups.

Question 3

What term describes the set of brands a consumer actively considers when making a purchase decision?

Accepted Answer

Evoked set

Answer

The evoked set (also called consideration set) consists of brands a consumer recalls and seriously evaluates during a buying decision.

Question 4

According to Maslow's hierarchy, a consumer who prioritizes antivirus software and insurance is motivated by which need level?

Accepted Answer

Safety needs

Answer

Safety needs encompass security, protection, and stability—products like insurance and security software directly address this level.

Question 5

Which learning theory explains brand loyalty through repeated positive purchase experiences that reinforce buying behavior?

Accepted Answer

Operant conditioning

Answer

Operant conditioning explains how positive reinforcement (satisfaction after purchase) increases the likelihood of repeat buying behavior.

(AMA) American Marketing Association Certification Practice Test