Levi’s Jeans is marketing a new line of shoes, made to look old by employing a
“distressed look.” This practice is called:
a. retro.
b. new vintage.
c. retired.
d. trickle-down.
Answer:
When purchase decisions are made under conditions of low involvement, often the
consumer’s decision results from cues in the shopping environment, such as surprise
sales, the way products are displayed, etc. This view of what affects consumer decisions
is known as the:
a. rational perspective.
b. experiential perspective.
c. behavioural influence perspective.
d. interpretivist perspective.
Answer:
Attention is the degree to which consumers focus on the stimuli that are within the
range of their exposure.
a. True
b. False
Answer:
Gilles arrives at the Canadian Armed Forces (CAF) training camp for duty and, upon
registering, he is shaken that they confiscate all his personal possessions. The CAF is
most likely trying to:
a. manipulate his personality.
b. provoke a confrontation.
c. produce an avoidance-avoidance reaction.
d. repress individuality.
Answer:
What do we call the learning that occurs when a stimulus eliciting a response is paired
with another stimulus that initially does not elicit a response on its own but, over time,
also causes a similar response because of its association with the first stimulus?
a. operant conditioning
b. learned pairing phenomenon
c. instrumental conditioning
d. classical conditioning
Answer:
Casual, even unintentional, acquisition of knowledge is called:
a. incidental learning.
b. piggybacking.
c. stimulus-response connections.
d. accidental knowledge.
Answer:
When advertising a water filter, the advertiser limited the amount of exposure per
repetition and slightly varied the setting of the ads. This overcame the problem of:
a. habituation.
b. advertising fatigue.
c. exposure wear-out.
d. advertising wearout.
Answer:
French- and English-speaking Canadians agree about most values in life. However,
there are two on which they disagree. These are ________ and __________,
respectively.
a. social respect; intellectual and cultural activities
b. social respect; security
c. fun and enjoyment; social respect
d. cultural activities; education
Answer:
Jenine is a copywriter at a medium-sized ad agency, and she is eager to show off her
superior skills and up-to-date knowledge of the best ways to reach her target market.
She is working with Mark on a new account with a line of skin-care products. The line
will carry the same brand name for both men’s and women’s products. The project team
members do not agree on how to position the product.
Mark argues that using the same brand name on both men’s and women’s products is a
mistake. Men will think that products for moisturizing their skin will be thought of as
“sissy” products, or too feminine; “real men” won’t use them. Mark is saying that skin
care products are:a. gender-oriented.
b. ego-dominated.
c. sex-typed.
d. male-female bifurcated.
Answer:
When the researcher uses data collected by another entity to answer a new research
question, this is called primary research.
a. True
b. False
Answer:
A consumer who is asked by a door-to-door salesperson to do something extreme, such
as make a large purchase, usually refuses. If the salesperson then makes a counter
suggestion and asks for a smaller purchase, he is using what is known as the
“foot-in-the-door” selling technique.
a. True
b. False
Answer:
Which of the following is true regarding spendthrifts and tightwads?
a. Spendthrifts spend cautiously; tightwads hate spending.
b. Spendthrifts hate spending; tightwads do not spend.
c. Spendthrifts spend occasionally on others; tightwads never spend on others.
d. Spendthrifts spend freely; tightwads hate spending.
Answer:
The main difference between buzz and hype is that hype is seen as authentic.
a. True
b. False
Answer:
Ethnographic research is an example of a type of:
a. survey research.
b. focus group research.
c. experimental research.
d. observational research.
Answer:
Hannah was embarrassed when her friends teased her about dancing on a table on
Friday night. She tried to tell her friends that she is really quite introverted and shy. Her
friends observed that Hannah does not appear shy when she is out on a weekend
evening. Which of the following statements about personality is most applicable in
understanding Hannah?
a. Personality is a set of consistent traits that does not change from one environment to
the next. Either Hannah or her friends are wrong.
b. Personality is a person’s unique psychological makeup that consistently influences
behaviour within a certain environmental situation. Although behaviour will be
consistent within similar environments, it may not be consistent among different
environments.
c. Personality is a hypothetical construct that grows stronger with age. As Hannah
matures, her behaviour will become more consistent in different environments.
d. Hannah’s behaviour on a weekend night is due to her lifestyle, while her usual shy
behaviour is a result of personality.
Answer:
Cross-cultural research indicates a consistent preference for blue as consumers’
favourite colour.
a. True
b. False
Answer:
Johann seemed to have all the lucksome would say that he was “born with a silver
spoon in his mouth.” This is an example of:
a. prestige status.
b. ascribed status.
c. homogamy.
d. status recognition.
Answer:
Research on goal attainment has found that consumers who felt they were closer to
attaining their weight loss goal were:
a. under cognitive load.
b. more motivated to achieve their goal.
c. more likely to achieve other unrelated goals too.
d. subsequently more likely to choose a chocolate bar over an apple.
Answer:
Why can approach-approach conflicts be resolved easier with cognitive dissonance
reduction strategies than approach-avoidance conflicts?
a. Approach-avoidance conflicts result when the positive alternative simply overwhelms
the negative; thus, no cognitive dissonance exists under this condition.
b. Approach-approach conflicts result when both alternatives are positive. The selection
of one requires the rejection of another, which creates a need for a cognitive explanation
of why one was not selected. The approach-avoidance conflict produces much less
dissonance because one is positive and the other is clearly negative.
c. Approach-avoidance conflicts create inertia; thus, past habits are employed without
the need to resolve the cognitive inconsistencies.
d. Approach-approach conflicts are very confusing to resolve intellectually, but
approach-avoidance conflicts are typically simply resolved through behavioural aspects
of reinforcement learning.
Answer:
Which of these consumer activities is NOT an example of a “rite of passage”?
a. baseball athletes going through training camps
b. novitiates becoming nuns
c. new fashion models being “seasoned” in Paris
d. moving from one office to another
Answer:
Andre would just love to have the cream puff that he sees through a bakery window, but
he resists the urge and keeps on walking. Freudian theory would say that his resistance
is representative of the:
a. left hemisphere of the brain.
b. superego.
c. id.
d. ego.
Answer:
Susan is trying to select a tour. She is going to Scotland but can’t make up her mind
what she wants to do when she gets there. There are so many variables including the
cost, the weather, and Susan’s desire to see the village her grandmother called home.
Susan’s problem emphasizes the importance of the ________ in hospitality marketing.
a. rational perspective
b. behavioural influence perspective
c. psychological perspective
d. experiential perspective
Answer:
When Lululemon monitors consumers’ emotional reactions to its products on Twitter it
is engaging in:
a. data scouring.
b. a sentiment analysis.
c. mood monitoring
d. valenced reporting
Answer:
The market researcher showed Chuck five ads for a new product. Chuck, wanting to
please the researcher, agreed that he had seen four of the ads, even though 2 of them
were bogus ads. This is an example of:
a. omitting bias.
b. averaging bias.
c. telescopic bias.
d. response bias.
Answer:
Some researchers characterize the consumer decision-making process as a continuum
according to how much effort goes into the decision. They say it is anchored at each end
by ________ and ________.
a. habitual decision making; limited problem solving
b. habitual decision making; extended problem solving
c. limited problem solving; extended problem solving
d. habitual decision making; unlimited problem solving
Answer:
A consumer’s subjective evaluation of his or her physical self is called:
a. objective self-awareness.
b. body image.
c. personal beauty.
d. Adonis syndrome.
Answer:
An on-going search involved all of the following, EXCEPT:
a. involvement with product
b. building of a bank of information for future use
c. increased product and market knowledge leading to personal influence
d. decreased impulse buying
Answer:
Family size depends on all of the following factors except for ________.
a. education level
b. religion
c. province of residence
d. the availability of birth control
Answer:
Given the definition of the term “involvement,” which of the following would be least
likely to modify the consumer involvement a person may feel for a product?
a. the price of the product
b. the social risk of using the product
c. the basic needs of the consumer
d. the recommendations made by a reference source like Consumer Reports
Answer:
A manufacturer of sneakers has come out with a new walking shoe for the mature
market. A marketing strategy for success should include:
a. promotion of careful use.
b. showing active people.
c. references to health care.
d. aggressive music.
Answer:
Carlos, while out shopping for a birthday gift for his wife, decides to buy himself a
watch that he has been eyeing for a few months. This is an example of:
a. a transference. reaction.
b. self-gifting.
c. relationship equality.
d. a gifting ritual.
Answer:
When Annika hears a car salesperson say that the company made no money on her
parents’ new car, she says nothing, but thinks they must have made a bit. This reflects
a/an ________ theme of conflict.
a. autonomy
b. idealism
c. pragmatism
d. narcissism
Answer:
Maria, a graphic artist with the celebrity magazine Flameworks, is using airbrushing to
insert tiny figures into an ad they will be placing in Maclean’s magazine. She is using a
technique involving:
a. embeds.
b. visual specialization.
c. adaptation.
d. composition.
Answer:
Jules is a consumer in the segment sometimes labelled “lifestyles of health and
sustainability.” Discuss what his typical day might include, and , from a marketing
perspective, what type of products he may be interested in.
Answer:
What do marketers mean when they talk about their “positioning strategy?”
Answer:
What are the four interrelated functions myths serve in culture?
Answer:
Elliot chooses an Ironhead t-shirt because he sees the brand image as being consistent
with his sense of self. What concept this an example of and why?
Answer:
The elaboration likelihood model (ELM) assumes that once a consumer receives a
message, he or she begins to process it. Depending on the personal relevance of the
information, one of two routes to persuasion will be followed. Briefly describe them.
Answer:
Briefly explain the three types of social mobility.
Answer:
Compare and contrast primary and secondary research.
Answer:
Describe the different types of consumer involvement.
Answer:
What are the basic characteristics of online communities?
Answer:
How have ideals of beauty in Western culture changed over time?
Answer:
How are online services and iPhone apps reaching out to address perceived time
poverty?
Answer:
What is WOM? How effective is it in influencing consumers?
Answer:
Why is the relationship between fear and attitude change considered non-montonic?
Answer:
What are the three classifications of instrumental conditioning? Provide an example of
each.
Answer:
What are the four conditions of observational learning?
Answer:
Define a descriptive norm. Give an example.
Answer:
Both Coke and Pepsi have recently been in test markets, portraying their colas as
suitable for breakfast consumption. Coke was testing an advertising campaign whereas
Pepsi had created a product called Pepsi AM. What are the strategic implications of
what they were doing?
Answer: