CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE MK0011_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72728
QUESTION_TEXT
Explain the factors that distort individual perception with suitable
examples.
SCHEME OF
EVALUATION
Factors that distort individual perception are
1. Physical appearances
2. Stereotypes
3. Irrelevant stimuli
4. First impressions
5. Jumping to conclusions
6. Halo effect
(10 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125767
QUESTION_TEXT
Describe the four components of learning.
●
Motivation (2.5 Marks)
●
Cues (2.5 Marks)
●
Response (2.5 Marks)
●
Reinforcement (2.5 Marks)
SCHEME OF EVALUATION
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125768
QUESTION_TEXT
Describe the 4 strategies based on Fishbien’s multi-attribute model
considered to change attitude.
●
By changing the values consumers place on product attributes
(2.5 marks)
SCHEME OF
EVALUATION
●
By changing consumers’ brand beliefs (2.5 marks).
●
By changing brand evaluations (2.5 marks).
●
By changing behavioural intentions (2.5 marks).
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125769
QUESTION_TEXT
Describe the barriers that may occur at different stages of
communication process.
SCHEME OF
EVALUATION
QUESTION_T
YPE
●
Barriers at source (2.5 marks)
●
Barriers in encoding (2.5 marks)
●
Barriers in transmission (2.5 marks)
●
Barriers in decoding (2.5 marks)
DESCRIPTIVE_QUESTION
QUESTION_ID 125771
QUESTION_TE
Enumerate the functions of attitudes? Discuss cognitive dissonance theory
XT
Functional approach to attitude shaping and changes
Utilitarian function
Ego- defensive function
Knowledge
function
SCHEME OF
EVALUATION
5 marks
Cognitive Dissonance theory
Leon Festinger suggested consumer Dissonance theory
According to this theory consumers experience a feeling of a doubt,
discomfort or dissonance when they have conflicting notions about a belief or
an attitude
object.
5 marks
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125775
QUESTION_TEXT
Write a note on McGuire's classification of motives.
Cognitive preservation of motives
Cognitive growth motives
SCHEME OF EVALUATION
Affective preservation motives
Affective growth motives