CMP Consumer Behavior and Insights 3

Question 1

Which consumer segmentation approach divides the market based on personality traits, values, and lifestyles?

Accepted Answer

Psychographic segmentation

Answer

Psychographic segmentation groups consumers by psychological characteristics including values, personality, interests, and lifestyle choices.

Question 2

The concept of 'variety seeking' behavior is most common in which buying situation?

Accepted Answer

Low-involvement products with perceived brand differences

Answer

Variety-seeking behavior occurs with low-involvement products where consumers switch brands not due to dissatisfaction but simply for novelty.

Question 3

When a consumer feels anxiety after purchasing an expensive item and seeks reassurance, they are experiencing:

Accepted Answer

Cognitive dissonance

Answer

Cognitive dissonance is the discomfort felt after a purchase when consumers doubt whether they made the right choice, particularly for high-involvement items.

Question 4

Which of the following best describes the 'evoked set' in consumer decision-making?

Accepted Answer

The brands a consumer actively considers for purchase

Answer

The evoked set (also called the consideration set) consists of the specific brands a consumer thinks of and actively evaluates when making a purchase decision.

Question 5

A retail brand launches limited-edition products that sell out quickly to boost desirability. This strategy leverages which consumer behavior principle?

Accepted Answer

Scarcity and loss aversion

Answer

Scarcity triggers loss aversion — consumers fear missing out on limited items, making products seem more desirable and driving urgency to purchase.

(CMP) Certified Marketing Professional Practice Test

(CMP) Certified Marketing Professional Practice Test

CMP Consumer Behavior and Insights 3