D616 HLTH 3550 Consumer Behavior OA READINESS EXAM Q & S 2025/2026

1. Which theory posits that consumer behavior is
influenced by the expectations of future consistency and
utility?
 - a) Cognitive Dissonance Theory
 - b) Prospect Theory
 - c) Expectancy-Value Theory
 - d) Theory of Planned Behavior
 Correct Answer: c) Expectancy-Value Theory
 Rationale: This theory suggests that consumers evaluate
products and services based on expectations of their
performance and the value derived from them.
2. The concept of "anchoring effects" in consumer
decision-making is most closely associated with which of
the following?
 - a) Social Validation
 - b) Heuristics
 - c) Priming
 - d) Reference Groups
 Correct Answer: b) Heuristics
 Rationale: Anchoring is a form of heuristic where
individuals rely heavily on the first piece of information (the
"anchor") when making decisions.
3. What is the primary focus of the "Elaboration Likelihood
Model" in consumer behavior?
 - a) The influence of peripheral cues
 - b) The frequency of advertising exposure
 - c) The cognitive processing of persuasive messages
 - d) The emotional impact of advertising
 Correct Answer: c) The cognitive processing of
persuasive messages