QUESTION ONE

What characteristics of a purchase situation are likely to contribute to post-purchase dissonance? How can a marketer help to reduce post-purchase dissonance?

i.Described/ defined Post Purchase dissonance: .50 Mark

ii.List and explain four characteristics of a purchase which contribute to post purchase dissonance: 1 x 4= 4 Marks

iii.Discussed one approach a marketer could use to help reduce post-purchase dissonance:.50 x 1 = .50

MarkQ1= 5 Marks

QUESTION TWO

How can personality be defined? Compare and contrast single-trait, multi-trait and social learning theories.

i.Described personality/ provided a definition: .50 Mark

ii.Explained single trait, multi-trait and social learning theories: 1 x 3= 3 Marks

iii.Discussed one difference between each theory:.50 x 3 = 1.50

MarkQ2= 5 Marks

QUESTION THREE

Identify and describe four factors that determine the degree of influence a reference group will have on a given consumer decision, provide examples of each.

i.Described four factors affecting consumer decisions based on reference group influences: 1 x 4= 4 Marks

ii.Provide an example of each factor: .2 5 x 4= 1

Mark Q3= 5 Marks

QUESTION FOUR

How do different market characteristics affect a consumer's information search efforts? Define each characteristic, describe its effect and provide an example.

i.Defined each characteristic with an example: 1 x 4 = 4 Marks

ii.Described how the characteristic affects information search: .25 x 4 = 1

MarkQ4= 5 Marks