Question One

What is consumer psychology?

(3 marks)

Explain why counselors should study consumer psychology.

(7 marks)

Discuss how consumption affects people’s lives.

(10 marks)

Question Two
Discuss how the memory model explains the consumer behavior. (20 marks)

Question Three
Explain how learning by classical and operant conditioning influence consumer behavior. (20 marks)

Question Four
Discuss the application of Gestalt Principles (Laws of Organization) in marketing. (20 marks)

Question Five
Explain ten factors that influence the consumer’s decision on what to buy. (20 marks)

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