SECURITY CLASSIFICATION: OFFICIAL (CLOSED), NON-SENSITIVE

SINGAPORE POLYTECHNIC BA0348

2019/2020 SEMESTER TWO END-OF-SEMESTER TEST

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

Diploma in Perfumery & Cosmetic Science (Stage 3B/ Full time)

CONSUMER PSYCHOLOGY Time Allowed: 1 Hour

+ 10 minutes reading time
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Admin No Class

Instructions to candidates:

1. Write your admission number and class on the cover page of the question paper.

2. Answer all questions in ink.

3. Write your answers (including MCQ) in the space provided in the question paper.

4. This written test consists of the following sections:

Section A 10 MCQs: 20 marks

Section B Short answer questions: 10 marks
Section C Case study I: 12 marks
Section D Case study II: 8 marks
100 marks

5. This continual assessment consists of 13 pages including the cover page.

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 In order to encourage Singaporeans to consume food and beverage products with the
“Healthier Choice Symbol”, Health Promotion Board launched the “Eat, Drink, Shop
Healthy Challenge”. When consumers purchase these products, they will be issued a
receipt with a QR code which they can scan using the Healthy 365 app in order to earn
Healthpoints, which can in turn be used to redeemed rewards such as shopping vouchers.

Which one of the following learning theory did Health Promotion Board applied in this
campaign?

A. Classical conditioning
B. Cognitive learning
C. Instrumental conditioning
D. Observational learning

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A2 Banana Boat would like to improve consumers’ attitude towards its sun-block products. It
has conducted a consumer survey with 300 their target consumers. The results are
summarised in the chart below.

Applying the Multi-Attribute Attitude Model, which one of the following strategies will
NOT help to improve consumers’ attitudes towards Banana Boat’s sun-block products?

A. Develop a new Banana Boat sun-block product that has the highest SPF level in
the market
B. Launch a promotional advertisement to emphasize that sunblock from a reputable
brand means consumers can use with peace of mind
C. Develop a social media campaign to get influencers to show how sunblock that is
easy to apply makes daily wear more convenient
D. Revise the product labelling of Banana Boat sun-block products to emphasize that
it has a light weight formula

A3 Banana Boat would like consumers to learn though Cognitive Learning that its Simply
Protect Kids Sunscreen Lotion has 25% fewer ingredients than other sun-block products,
is made without oxybenzone and parabens, and contains no added oils or fragrance.
Which one of the following actions would be LEAST appropriate for Banana Boat to
enhance Cognitive Learning?

A. Have a one-day road show at MotherCare retail shop at Marina Square

B. Run a series of billboard advertisements in MRT stations for three month
C. Use a bar chart in the advertisement to visually show consumers how Banana
Boat has 25% fewer ingredients than other brands
D. Partner with several popular parenting bloggers to publish sponsored posts about
the product over a period of 2 weeks

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A4 In the following Banana Boat sun-block social media advertisement, the brand suggests
that “Most sun damage happens from exposure during day-to-day activities, not from
being at the beach”.

Based on the Functional Approach, which of the following functions is Banana Boat
tapping on to improve consumer attitude towards its sun-block products?

A. Ego-defensive function
B. Knowledge function
C. Utilitarian function
D. Value-expressive function

A5 AirAsia has launched a campaign in China, which involved three Chinese influencers
who are paraglider, free diver and surfer. In the advertisements, they look as if they are
flying while playing these extreme sports. Their open-arms posture capturing the
youthful exuberance of new experiences leads the target audience to the key campaign
message: “Whatever makes you fly, fly with AirAsia”.

Based on the Freudian Theory, which one of the following personality systems is AirAsia
trying to target?

A. Ego
B. Self-actualisation
C. Id
D. Superego

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A6 SingTel rolled out a short film entitled “The Gift” with the following storyline:

“On the morning of Christmas eve, much to the dismay of her parents, 17 year-old Jess,
the protagonist, leaves home in search of a dress for the party she is attending in lieu of
Christmas dinner at home. Her mother too heads out of the house, but for an entirely
different reason – to take on more shifts as a nurse to pay for her daughter’s mobile
phone, which she cannot live without. Returning from her shopping trip, Jess discovers
she has lost her mobile phone and has a meltdown. Her mother contemplated taking more
shifts at work to pay for Jess’ new phone.”

Using the Parental Style Framework, which one of the following parental style best
describes Jess’ mother?

A. Neglecting
B. Authoritarian
C. Authoritative
D. Indulgent

A7 Which one of the following is a key reason for strong intergenerational socialisation in
Singaporean families?

A. Strong media influence

B. Increasing affluence
C. Dual income families
D. Good childhood education system

A8 Which one of the following is NOT an expression of culture?

A. Symbol
B. Value
C. Language
D. Ritual

A9 A soya bean milk shop would like to reduce the size of the cup while keeping the price
constant due to rising operating costs. The reduction in size should be _________ Just
Noticeable Difference.

A. Above
B. At
C. Below
D. Between

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A10 Coca-Cola has unveiled a new label design on its packaging in the China market. The
new packaging, dubbed “code bottle”, is decorated with different emoticons and phrases
that the younger segment in China create and use on a daily basis. One example is “521”
which stands for “I love you”. It also debuts with two films that will run on both TV and
digital platforms. The stories focus on friendship and romance, two themes which appeal
to Chinese youth.

Which of the following global marketing strategy did Coca-Cola deploy in this
campaign?

A. Global marketing
B. Hybrid marketing
C. Mass marketing
D. Local marketing

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SECTION B: SHORT ANSWER QUESTIONS

B1. Pantene is a well-known haircare product brand. The brand had launch an advertising
campaign “The Breakup Salon” for Singles’ Day 2019 in China. It centred around a
beauty salon that has invited newly-single women in metropolitan Shanghai to go through
the familiar post-breakup ritual of changing their hairstyles while talking about their
relationship woes, such as sacrificing their own ambitions in order to stay in a
relationship. Pantene aimed to motivate those facing breakup to live their life with
confidence and to pursue their personal dreams and goals.

ANSWER QUESTION B1(a) AND B1(b) BASED ON THE CONTEXT ABOVE

B1(a). Using Maslow’s Hierarchy of Needs, identify the type of motivation Pantene is
leveraging on in this campaign. Cite evidence from the context to support your
answer.

(2 marks)

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B1(b). Applying Maslow’s Hierarchy of Needs, would physiological needs serve as

motivation for these newly-single women? Explain your answer.

(3 marks)

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B2. GrabFood, the food delivery service arm of reputable ride-hailing company Grab, had
rolled out a series of Instagram advertisement containing puns on local hawker food. An
image of a bowl of wanton noodles was accompanied by the text “I’ll leave you ‘wanton’
more.”, which sounds like “I’ll leave you wanting more.” A plate of curry chicken rice
that is famously sold in Queensway Shopping Centre carries a comment, “We’re not
trying to curry favour with you… but this is really yummy”.

ANSWER QUESTION B2(a) AND B2(b) BASED ON THE CONTEXT ABOVE

B2(a). Give THREE reasons why the use of humour appeal in this advertising campaign
is suitable for GrabFood.

(3 marks)

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 SECURITY CLASSIFICATION: OFFICIAL (CLOSED), NON-SENSITIVE

B2(b). If Grab was to use the same promotional campaign in Vietnam, discuss TWO
reasons why the campaign should be localised instead of standardised.
(2 marks)

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TOTAL: 10 MARKS

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 SECURITY CLASSIFICATION: OFFICIAL (CLOSED), NON-SENSITIVE

SECTION C: CASE STUDY I

Interactive outdoor: Reebok runners unlock free sneakers

Reebok has used a smart digital out of home ad as an incentive for to get people running
in Sweden and win a new set of trainers.

The interactive billboard comes with a built-in speed camera and tracking technology to
measure the pace of pedestrians passing by it in the downtown area of the Swedish
capital.

Those who ran past the speed monitor faster than 17km per hour will receive a brand new
pair of Reebok ZPump 2.0 shoes.

Filip Lagerbäck, PR and social manager at Reebok Nordic, told Adweek “We want to
inspire people to run and push their limits, even when they’re not at the gym.”

(Adapted and edited from “Interactive outdoor: Reebok runners unlock free sneakers”, 2 nd March 2016)

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C1. Discuss how instrumental conditioning is applied to get pedestrians to run down the street
in the downtown area of Swedish capital. Based on the context, identify and explain how
the following is used by Reebok in this campaign:
i. The type of reinforcement
ii. The reinforcement schedule
(5 marks)

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C2. Explain, step-by-step, how the classical conditioning is applied to associate Reebok
ZPump 2.0 shoes with speed. In your answer, specify:
i. The unconditioned stimulus
ii. The unconditioned response
iii. The neutral stimulus
iv. The conditioned stimulus
v. The conditioned response
(7 marks)

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TOTAL: 12 MARKS

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SECTION D: CASE STUDY II

Shiseido brands and Watsons partner up to launch beauty pop-up

Beauty company Shiseido Singapore and beauty retailer Watsons Singapore have
launched the My Japanese Beauty Pop-Up Store along Orchard road. Brands featured
under Shiseido include sun care brand Anessa, cleansing brand Senka, and hair care
brand Tsubaki.

Held over one month until 20 October 2019, the pop-up aims to bring visitors on a
journey where they can uncover the secrets of Japanese beauty. It will also feature eight
historical products and artefacts from Shiseido Corporate Museum. Through the
showcases, Shiseido looks to bring to life its 147-old heritage, years of research and
innovation, as well as its expertise in beauty and personal care.

According to Irene Lau, general manager of Watsons Singapore, exploration and

discovery are fused into the buying experience via on-site interaction, artificial
intelligence, as well as virtual reality. For example, there are high-tech digital touch
points intuitively triggered by footsteps to deliver sound, music and animation. Visitors
can also enjoy a blend of Shiseido Collagen Powder drink prepared by mixologist at the
Fantasy Bar, engage in interactive stations and purchase products from a cashless
vending machine.

(Adapted and edited from “Shiseido brands and Watsons partner up to launch beauty pop-up”, 25th September 2019)

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D1. Identify ONE stage in the consumer perception process in which Shiseido and Watsons
leveraged on to improve consumer perception. Explain your answer using evidences from
this case study. (3 marks)

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D2. Explain the term “sensory adaptation”. Discuss how the approach taken by Shiseido and
Watsons helps to overcome sensory adaptation.
(3
marks)

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D3. Using the brand personality framework, identify the brand personality that Shiseido is
trying to portray by showcasing eight historical products and artefacts from Shiseido
Corporate Museum in this pop up store.
(2
marks)

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TOTAL: 8 MARKS

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