SINGAPORE POLYTECHNIC

SP BUSINESS SCHOOL

CONSUMER PSYCHOLOGY BA0348

2018/2019 Semester One End of Semester Test

Diploma in Business Administration (Stage 2A/ Full time)

Diploma in Business Innovation & Design (Stage 2A/ Full time)

Time allowed: 60 minutes

+ 10 minutes reading time
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Admin No Class

Instructions to Candidates:
1. This test paper consists of 4 sections:
a) Section A Multiple choice questions 20 marks
b) Section B Short answer questions 10 marks
c) Section C Case study I 10 marks
d) Section D Case study II 10 marks
TOTAL 50 marks

2. Answer ALL questions.

3. This test paper consists of 15 pages, including the cover page.
4. Time allowed to complete the test is 1 hour.
5. All answers are to be written in the designated space in this question cum answer
paper.
6. Ensure that only your Admin number and Class are written clearly on the cover page.
Do not write your name on any part of the question cum answer paper.

SECTION MARKS
SECTION A
SECTION B
SECTION C
SECTION D
TOTAL MARKS / 50
TOTAL % %

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SECTION A: MULTIPLE-CHOICE QUESTIONS

All answers for Section A are to be written in the table below:

QUESTION ANSWER QUESTION ANSWER

A1 A6
A2 A7
A3 A8
A4 A9
A5 A10

(2 marks each)
Total: 20 marks

A1 Joseph Schooling, swimmer and Singapore’s first ever Olympic gold medalist, was
featured in luxury apparel brand Hugo Boss’ 2018 campaign. According to Ed
Cheong, Executive Creative Director of the campaign, “Having to spend most of
his time away from the familiar comforts of home, Schooling has to forego many
of life’s simpler luxuries. In similar fashion, Boss Man status cannot be bought. It
has to be earned.”

Based on the above statement, which one of the following brand personality is best
portrayed in this Hugo Boss campaign?

A. Sophistication
B. Competent
C. Ego
D. Ruggedness

A2 Phyto, an international haircare brand specialising in scalp care, realises that many
customers purchase its haircare products through cognitive decision making. Based
on the Tri-component Attitude Model, what would be the most appropriate order of
attitude components in its promotion campaign to assist in the formation of
consumers’ attitude?

A. Cognition  Affect  Behaviour

B. Cognition  Behaviour  Affect
C. Affect  Behaviour  Cognition
D. Affect  Cognition  Behaviour

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A3 In cognitive learning, ___________ is the process in which information is moved

from short term memory to long term memory.

A. Rehearsing
B. Retrieval
C. Encoding
D. Conditioning

A4 Dyson had launched its first hair dryer product Dyson Supersonic worldwide
including Singapore. While its brand ambassador in Asia is South Korean actress
Song Hye Kyo, the brand has worked with several Singaporean beauty and lifestyle
bloggers such as Drea Chong and Eunice Annabel to produce digital marketing
content such as videos on how to use Dyson Supersonic to create different
hairstyle.

Song Hye Kyo Drea Chong Eunice Annabel

Which of the following global marketing strategy best describes Dyson’s strategy?

A. Local marketing strategy

B. Differentiated marketing strategy
C. Global marketing strategy
D. Hybrid marketing strategy

A5 In view of rising raw ingredient cost, an instant noodles brand plans to reduce the
size of its instant noodles cups without reducing the price. The reduction in size
should be _________ “just noticeable difference”.

A. at
B. above
C. below
D. between

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A6 Samsung has announced the launch of a new smart refrigerator called the Family
Hub, which integrates both Samsung's Bixby voice assistant and SmartThings
Internet of Things eco-system. Through the smart refrigerator, users can even
control and monitor their smart home, for example, see who is at the front when the
door bell rings using or power up Samsung's PowerBot robot vacuum cleaner.
Users can also see what is inside the fridge remotely, so they can make better
grocery shopping decisions.

According to the Big Five Personality Framework, which one of the following
personality types will early adopters of Samsung Family Hub most likely possess?

A. High in agreeableness
B. High in extraversion
C. High in neuroticism
D. High in openness

A7 Which one of the following products or services would humour appeal be the
MOST appropriate in advertising?

A. Q&M dental clinic

B. Darlie toothpaste
C. Philips SoniCare electric toothbrush
D. OFF! insect repellent spray

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A8 Which of the following is NOT a benefit of having a global brand?

A. Global brands are seen to have a higher level of corporate social

responsibility
B. Global brands are seen as having a sophisticated brand personality
C. Global brands are perceived to be of higher quality
D. Purchasing global brand makes consumers feel like “global citizens”

A9 Health Promotion Board (HPB) aims to reduce the onset and progression of
myopia (short sightedness) among Singaporean children by promoting good eye
care habits. To do so, it has partnered with Plano, a mobile app, which can help
parents monitor the frequency and length of time spent on mobile devices, the apps
their children are using, and the distance at which they hold the devices.

Which of the following parental styles will allow this HPB campaign to be more
effective?

(i) Neglecting
(ii) Authoritative
(iii) Authoritarian
(iv) Indulgent

A. (i) and (iii)

B. (ii) and (iv)
C. (i) and (iv)
D. (ii) and (iii)

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A10. The Anti-Unlicensed Money Lending campaign by the National Crime Prevention
Council looked to convince current or potential borrowers and runners to stop
being involved with loan sharks (or “Ah Longs”) as they would ruin not only their
lives, but the lives of their families. The advertisement focused on how the
consequences of borrowing from unlicensed moneylenders extended far beyond
monetary repayments.

Which one of the following message encoding methods was applied in this
advertisement?

A. Two-sided message
B. Recency effect
C. Primacy effect
D. Negative framing

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SECTION B: SHORT ANSWER QUESTIONS

B1. Giant Supermarket launched the “Goodness Gang” campaign from March to May
2018 to encourage children to eat healthily. The Goodness Gang is a group of 10
plushies named after various fruits and vegetables, such as Barbara Broccoli and
Eddie Eggplant, with each character highlighting a key nutritional fact. The
campaign also included initiatives such as sales promotion, supermarket tours for
children and parents, and child-friendly in-store features.

For six-year-old Lorraine Lim, it was her first time grocery shopping, and using
the self-weighing machine and child-size checkout counters. She said: "I don't
usually shop with my mummy and daddy. It was fun... and the stuffed toy is also
cute."

Answer question B1 part (i) and (ii) based on the case above.

(i) Identify TWO ways in which the “Goodness Giant” campaign leveraged
on marketing tactics similar to those of unhealthy food and beverage
brands to target young children. (2 marks)

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(ii) Give TWO reasons why Giant should consider leveraging on

intergenerational socialisation in the “Goodness Gang” campaign to
enhance its effectiveness in Singapore market. (2 marks)

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B2. A consumer survey was conducted to understand consumers’ attitude towards

mascara (eyelash make-up). A sample of 300 Singaporean female consumers of
age between 18 to 25 were surveyed. Researchers asked the respondents to rate
the level of importance of each of six attributes when purchasing mascara
products, and how 3 key brands (Maybelline, L’Oreal Paris and Revlon) perform
in each attribute. The chart below summarises the findings.

Answer question B2 part (i) and (ii) based on the case above.

(i) Using the Multi-attribute Attitude Model, identify which mascara brand is
likely to have the most favourable consumer attitude. Explain your
answer. (3 marks)

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(ii) Discuss how Revlon can improve consumers’ attitude towards its mascara
product through promotion strategy. (3 marks)

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Total: 10 marks

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SP BUSINESS SCHOOL

SECTION C: CASE STUDY I

KFC Hong Kong gets fired up

KFC has teamed up with Ogilvy & Mather to roll out a new campaign for its signature
“Hot & Spicy” recipe. The campaign visually brings to life the hot sensation of the
product with real-life fireballs.

The key visuals – Race car and space shuttle – seamlessly swaps out fiery explosions
with the real KFC “Hot & Spicy” chicken pieces.

KFC “Hot &

Spicy” chicken
swaps out the fire
from race car’s
exhaust pipe

KFC “Hot &

Spicy” chicken
swaps out the fire
from space
shuttle

The campaign has launched in-store in 60 branches across the territory. It is supported by
print advertising, online promotions and key outdoor media which will launch in the
coming week.

John Koay, creative director – Ogilvy Hong Kong said, “Hot & Spicy delivers a blast of
fiery heat with every bite. But its crunchy texture and colour is visually similar to a real-
life fireball. So this visual duality became our inspiration – and we just love how it’s
come together in such a simple, yet universally understood way.”

(Adapted and edited from “KFC Hong Kong gets fired up”,
Marketing Interactive, 18th April 2018)

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C1. Identify the consumer learning theory applied in this KFC advertising campaign
to highlight that its Hot & Spicy chicken is indeed hot and spicy. (1 mark)

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C2. Explain, step-by-step, how the consumer learning theory cited in question C1 is
applied in the campaign. (5 marks)

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C3. The campaign was launched in-store in 60 branches across Hong Kong, supported
by print advertising, online promotions and key outdoor media. Explain why
multiple advertising channels help in the effectiveness of the consumer learning
theory cited in question C1. (2 marks)

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C4. Two visuals (race car and space shuttle) were used in two different advertisements
in the same KFC campaign. Discuss how this approach can enhance the
effectiveness of the consumer learning theory cited in question C1. (2 marks)

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TOTAL: 10 MARKS

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SECTION D: CASE STUDY II

Nike changes the running game, literally

In order to convey the characteristics of the company’s recently reinvented cushioning

technology, Nike sends runners to the virtual world to experience the perks that its new
product brings.

Named Nike Epic React, the newly launched running shoe adopts the brand’s reinvention
NIKE REACT technology, which makes the shoe bouncier, softer, but without
compromising its weight and durability.

Nike China partners with Wieden+Kennedy Shanghai and launched a 3-minute in-store
trial that combines traditional in-store shoe trialling and motion gaming.

After putting on a pair of Epic React and creating an avatar, customers are transported to
Reactland, a virtual world where they need to navigate as the main characters by running
on a treadmill and using a handheld button.

In the 3 minute game, players can choose to explore in a floating metropolis in China, a
super soft panda land, a bubbling Fuji Mountain, a bouncy Santorini, a jumping frog in
France and many more. Floating clouds, fluffy pillows and bouncy springs are put in the
game deliberately to highlight the benefits of NIKE REACT technology.

Players can showcase their fun experience with the brand by sharing a 10-second video
on social media.

(Adapted and edited from “Nike changes the running game, literally”,
Marketing Interactive, 15th March 2018)

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D1. Identify the FOUR stages of the consumer perceptual process in the right
sequence. (2 marks)

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D2. Discuss, using evidences from the case study, how this promotion campaign is
designed to improve consumer perception of Nike Epic React as compared to
traditional print advertisements or television commercials. (4 marks)

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D3. Players can showcase their fun experience with the brand by sharing a 10-second
video on social media. Identify and explain the consumer learning theory this
marketing tactic leveraged on. (2 marks)

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D4. If Nike were to select a spokeperson to endorse Nike Epic React, cite the FOUR
factors it has to consider to ensure source credibility. (2 marks)

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TOTAL: 10 MARKS
---END OF PAPER---

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