Question: QUESTION ONE (9 MARKS) Question 1.1 What is cognitive interpretation? How does it differ from affective interpretation? (1 mark). Answer Question 1.2 What is stimulus

QUESTION ONE (9 MARKS)

Question 1.1

What is cognitive interpretation? How does it differ from affective interpretation? (1 mark).

Answer

Question 1.2

What is stimulus generalisation? Give an example (1 mark).

Answer

Stimulus generalisation is the tendency of a new stimulus to evoke responses or behaviours similar to those elicited by another stimulus.

Question 1.3

Briefly explain the five-factor model of personality (1 mark).

Question 1.4

What are the characteristics of an aspirational reference group? (1 mark)

Question 1.5

What are the criteria of a traditional social class? (1 mark).

Question 1.6

Briefly explain why marketers need to monitor changes in culture. (1 mark).

Question 1.7

Consumption often has a deep meaning for consumers. What is meant by this statement? Briefly explain. (1 mark).

Question 1.8

Why marketers need to understand ritual situations? (1 mark).

Question 1.9

What is selective problem recognition. Give an example (1 mark).

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