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IIBM – Consumer Behavior Answer sheet

IIBM – Consumer Behavior Answer sheet


Multiple Choices:

  1. The Yellow color is related to personality links like
  2. Caution, warmth
  3. Power, informality
  4. Passion, excitement
  5. Purity, innocence
  1. Consumers having a high ethnocentric value in CETSCALE for foreign-made products are likely to feel that
  2. It is worth purchasing foreign products.
  3. It is wrong to purchase foreign-made products.
  4. Only foreign-made products should be purchased.
  5. They should remain neutral.
  1. If the OSL(optimum stimulation level) score of a person is greater than the lifestyle he/she is living then he/she likely to
  2. Take rest
  3. Appear quite satisfied
  4. Seem bored
  5. Can not be predicted.
  1. The psychologists who disagree with Freud’s theory of personality are usually referred to as
  2. Non Freudians
  3. Freudians
  4. Neo Freudians
  5. C-Freudians
  1. According to Sigmund Freud, the human personality consists of 3 interacting systems viz the id, the superego, and the ego. What actually ‘id’ refers to
  2. Its role is to see the individual’s needs in a socially acceptable fashion.
  3. Its role is to drive impulsion for the needs to be satisfied immediately.
  4. Its function is to control and balance impulsive demands.
  5. None

 Part Two:


  1. What is a ‘common man approach’?
  2. Differentiate between ‘Enculturation’ and ‘Acculturation’.
  3. Write a short note on ‘Rokeach Value Survey’, a widely used value instrument, in consumer behavior studies.
  4. Explain the ‘Sociometric method’ of measurement in ‘Opinion Leadership’.
  5. What do you understand by the term ‘Viral marketing’?

Case let 1

  1. Explain the “role and status” of Macnine shoes.
  2. Suggest some ways of changing consumer perception of Macnine shoes.



  1. A college student has just purchased a new personal computer. What factors might cause the
  2. An Advertisement for a known deodorant shows a young beautiful girl is upset to meet her student to experience post-purchase dissonance. How might the student try to overcome it?
  3. How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s manufacturer help? boyfriend, as friends point out her “Bad body odor”. The advertisement is trying to arouse which motive in the consumer? Discuss by giving one similar example.


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