MRA Consumer Behavior & Psychology 2

Question 1

Which cognitive bias causes consumers to rely too heavily on the first piece of information they encounter when making decisions?

Accepted Answer

Anchoring bias

Answer

Anchoring bias occurs when consumers over-rely on the first information presented, such as an initial price, which skews subsequent judgments.

Question 2

In Maslow's hierarchy, which need must be satisfied before a consumer pursues esteem-related purchases?

Accepted Answer

Belongingness/love

Answer

Maslow's hierarchy places belongingness and love needs (social acceptance, friendship) below esteem needs, so they must be satisfied first.

Question 3

A consumer purchases an expensive gym membership but rarely attends. To reduce discomfort, they emphasize how the membership improves their identity. This is an example of:

Accepted Answer

Post-purchase rationalization

Answer

Post-purchase rationalization (a form of cognitive dissonance reduction) leads consumers to justify past decisions to align behavior with self-image.

Question 4

Which theory suggests that consumers form attitudes through careful evaluation of product attributes when motivation and ability to process information are high?

Accepted Answer

Central route of the Elaboration Likelihood Model

Answer

The central route of the ELM involves high-effort cognitive processing of argument quality when consumers are motivated and able to think carefully.

Question 5

When a market researcher finds that consumers in a focus group agree with a dominant speaker rather than sharing true opinions, this phenomenon is called:

Accepted Answer

Groupthink

Answer

Groupthink occurs when group members suppress dissenting opinions to maintain harmony, distorting the data collected in qualitative research.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Consumer Behavior & Psychology 2