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  • CPB PP 21-22

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    申屠予曼
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    This document contains instructions and questions for a 1 hour and 30 minute exam on consumer psychology of brands. The exam contains 5 questions related to topics like the influence of social media on consumer behavior, the three stages of perception and their opportunities and challenges for marketers, the marketing implications of consumers' affective responses, elements that determine message effectiveness and how marketers can use them, and factors that influence consumer decision making at the time of purchase. Candidates are allowed to complete the front cover and sign their desk card but must not write anything else until instructed to start.

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    This document contains instructions and questions for a 1 hour and 30 minute exam on consumer psychology of brands. The exam contains 5 questions related to topics like the influence of social media on consumer behavior, the three stages of perception and their opportunities and challenges for marketers, the marketing implications of consumers' affective responses, elements that determine message effectiveness and how marketers can use them, and factors that influence consumer decision making at the time of purchase. Candidates are allowed to complete the front cover and sign their desk card but must not write anything else until instructed to start.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    4 views2 pages

    CPB PP 21-22

    Uploaded by

    申屠予曼
    This document contains instructions and questions for a 1 hour and 30 minute exam on consumer psychology of brands. The exam contains 5 questions related to topics like the influence of social media on consumer behavior, the three stages of perception and their opportunities and challenges for marketers, the marketing implications of consumers' affective responses, elements that determine message effectiveness and how marketers can use them, and factors that influence consumer decision making at the time of purchase. Candidates are allowed to complete the front cover and sign their desk card but must not write anything else until instructed to start.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 2

    BUSI2132-E1

    The University of Nottingham Ningbo China


    BUSINESS SCHOOL

    A LEVEL 2 MODULE, SPRING SEMESTER 2021-2022

    THE CONSUMER PSYCHOLOGY OF BRANDS

    Time allowed ONE Hour THIRTY Minutes

    Candidates may complete the front cover of their answer book and sign their desk card but
    must NOT write anything else until the start of the examination period is announced

    Answer TWO Questions


    All questions carry equal marks

    No calculators are permitted in this examination

    Dictionaries are not allowed with one exception. Those whose first language is not English
    may use a standard translation dictionary to translate between that language and English
    provided that neither language is the subject of this examination. Subject specific
    translation dictionaries are not permitted.

    No electronic devices capable of storing and retrieving text, including electronic dictionaries,
    may be used.

    DO NOT turn examination paper over until instructed to do so

    ADDITIONAL MATERIAL: None

    INFORMATION FOR INVIGILATORS: The exam papers are to be collected at the end of
    the exam.

    BUSI2132-E1 Turn Over


    2 BUSI2132-E1

    1. Social media significantly changes the way consumers learn about and select products.
    Please critically discuss the importance of social media in influencing consumer behaviour
    and illustrate your answer with examples.

    2. Perception is a three-stage process. Please discuss the opportunities and challenges that
    exposure, attention and interpretation may bring to marketers. Please illustrate your
    answer with examples.

    3. Consumers experience a range of affective responses to products and marketing messages.


    Please discuss the marketing implications of consumers’ affective responses, and illustrate
    your answer with examples.

    4. The way a marketer structures his or her message determines how persuasive it will be.
    What elements of a message help determine the message effectiveness? How can
    marketers make use of such elements? Please illustrate your answer with examples.

    5. What factors at the time of purchase influence the consumer’s decision-making process?
    Please illustrate your answer with examples.

    End

    BUSI2132-E1

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