One of the byproducts of the increase in popularity of tattoos is the desire to have a
tattoo removed due to what some physicians call “tattoo regret.”
a. True
b. False
Answer:
Al was considered a low self-monitor, so when he purchased running shoes he was not
concerned with the impressions they made on others.
a. True
b. False
Answer:
When Coach became worried about negative associations of Nicole “Snookie” Polizzi
using their products, they sent her their competition’s products to use instead. Coach
was trying to:
a. promote a brand extension.
b. encourage observational learning.
c. weaken the associative learning that may have occurred.
d. encourage cognitive transfer between the two brands.
Answer:
Ron is considering giving his girlfriend a lawn mower for a gift. Discuss the potential
pros and cons of this idea.
Answer:
________ postulated that myths involve binary oppositionin which two opposing ends
of some dimension are represented.
a. Levi-Strauss
b. Freud
c. McDonald
d. Bettelheim
Answer:
Although a brand’s personality can be very difficult to change, marketers can
accomplish this to certain extent by ________ their product.
a. reanimating
b. skimming
c. allocating
d. repositioning
Answer:
With respect to the information processing approach to memory formulation, in the
________ stage, information is entered in a way the system will recognize.
a. storage
b. retrieval
c. encoding
d. decoding
Answer:
Most consumer decisions are made from a rational perspective.
a. True
b. False
Answer:
When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg,
Coca-Cola is a ________ brand.
a. spontaneous
b. state-dependent
c. triggered
d. salient
Answer:
________ involve(s) asking respondents to self-report answers to a set of questions
posed by the researcher, often in written, online, or phone format.
a. Survey research
b. Focus group research
c. Interviews
d. Observational research
Answer:
People with low self-esteem take more risks than others. Since they don’t expect to
succeed, they feel they don’t have much to lose.
a. True
b. False
Answer:
A researcher is studying the effect of including a bonus product on people’s tendency to
purchase personal care items (e.g., shampoo, deodorant, etc.). The researcher randomly
assigns male and female consumers to be asked to buy the product with the bonus or to
be asked to buy the product without the bonus. The researcher then calculates the
proportion of people in each condition that purchase the product. The dependent
variable in this study is:
a. the proportion of people that purchase the product.
b. personal care items.
c. gender.
d. the presence or absence of a bonus.
Answer:
According to motivational research thought, when Carol wears long white gloves with
her evening gown and removes them (a form of undressing in a sensual way), she is
following which of the following motives?
a. femininity
b. eroticism
c. status
d. security
Answer:
People acquire certain needs in the process of becoming a member of a culture: needs
for status, power, affiliation, and so on. These needs which reflect the priorities of a
culture are called:
a. a priori needs.
b. psychogenic needs.
c. pre-learned needs.
d. actualization needs.
Answer:
A research firm was using Fishbein’s model to measure attitudes, but found that the
predictions of the model were insufficient to explain the behaviour of its client’s
customers. The firm decided to try the extended Fishbein model; what did they need to
add to their original research?
a. the age and income of the average customer.
b. the social class and the income of the average customer.
c. an attitude-tracking program.
d. the influence of an individual’s attitude toward the act of buying.
Answer:
Consumer demand for goods and services depends on:
a. target marketing and PR.
b. economics and finance.
c. ability and willingness to buy.
d. the money to buy the product or service.
Answer:
The steps that consumers practice to gradually distance themselves from things they
treasure so that they can sell or recycle them are called ________.
a. recycling instincts
b. tangential cycling
c. divestment rituals
d. underground reinvestments
Answer:
John is the vice president of marketing for a local tour guide company. He is concerned
that his customers are not recommending his company to friends of theirs. For John,
this problem is a:
a. purchase issue.
b. demographic problem.
c. prepurchase issue.
d. postpurchase issue.
Answer:
When consumers anticipate having to use a product in from of other consumers, they
tend to prefer:
a. feature-rich products.
b. feature-poor products.
c. highly visible products.
d. symbolic products.
Answer:
When consumers no longer pay attention to an ad that has become too familiar, the
condition is called perceptual apathy.
a. True
b. False
Answer:
In consumer behaviour, the concept behind a product’s market position implies that:
a. the evaluation of a product is based on what it means to person rather than what it
does.
b. the evaluation of a product is based on what it does for person rather than what it
means.
c. the top-selling brand in a product category always has a stronger market position.
d. price is the most important “P” to consider when formulating a marketing strategy.
Answer:
Which sector of the population is largely responsible for fuelling Japan’s luxury-goods
spending?
a. single young males
b. single working women
c. young newlyweds
d. wealthy retirees
Answer:
Men around the world seem to prefer women who have reproductive potential, and
women seem to prefer males who have power and influence. In some cultures, both
men and women seem to prefer lighter skin tones, while in others both men and women
prefer darker skin tones. What do these findings imply about how an ideal of beauty is
established?
a. People have a tendency to be attracted to people that are like their own parents,
implying that the beauty ideal is learned.
b. All living organisms must have an instinctual ability to successfully reproduce. The
examples show that the human ideal of beauty is instinctually derived.
c. Part of the ideal of beauty seems to be genetic or instinctual, and part of it appears to
be cultural, or learned.
d. Both examples show the importance of economics and class in the ideal of beauty.
People who are rich and successful are considered attractive.
Answer:
Society teaches its expectations about the appropriate behaviour for men and women.
For example, communal goals such as affiliation are typically taught to men to facilitate
their success in team sports.
a. True
b. False
Answer:
New products or services entering the marketplace are called:
a. breakthroughs.
b. diffusion styles.
c. innovations.
d. adoption potentialities.
Answer:
Helen loves women’s volleyball. She played in high school and watches every college
match. A lot of her friends expressed similar interests. Helen set up a network of more
than a thousand students who were willing to get messages about the school’s volleyball
team and the volleyball program on their cellphones. The athletic program now pays
Helen a small fee to place the team’s schedule in her messages. Helen is engaged in
________.
a. blogging.
b. mobile commerce.
c. buzz management.
d. crowd sourcing.
Answer:
Getting exposure for a product by inserting it into a movie script or television show is a
common practice called product placement.
a. True
b. False
Answer:
When Hilary bought a new set of dishes for everyday use, she acted differently from the
time when she bought a set for her favourite nephew’s wedding gift. This is an example
of:
a. product involvement.
b. message-response involvement.
c. purchase situation involvement.
d. simulated involvement.
Answer:
Social networking refers to a strategy of getting customers to sell a product on behalf of
the company that creates it.
a. True
b. False
Answer:
A ________ is defined by factors beyond characteristics of the person and of the
product that influence the buying and/or using of products and services.
a. postpurchase process
b. purchase environment
c. consumption situation
d. psychological situation
Answer:
A criminal could serve as a spokesperson for a firm because:
a. knowledge bias is high.
b. people would like to give others a second chance.
c. he or hse may be knowledgeable about the topic.
d. source bias is present.
Answer:
Having fun is the most important aspect of being a teenager.
a. True
b. False
Answer:
Profane consumption involves use of vulgar objects such as pornography.
a. True
b. False
Answer:
What is compulsive consumption and how does it differ from impulse buying?
Answer:
Using an example, explain the concept of adaptation.
Answer:
Why might John want to distance himself from a group of computer geeks at his school
to the extent that he avoids buying the same clothing as they do?
Answer:
Describe what Katz means by the term “knowledge function.”
Answer:
Define demographics. Next, using information that you have learned from the text
about the demographics of consumers, identify three marketing opportunities that match
demographic trends. Justify your opportunities with specifics from your demographic
appraisal.
Answer:
What is self-esteem? How do persons low or high in self-esteem differ?
Answer:
Explain what the wisdom of crowds refers to.
Answer:
List the age cohorts discussed in the text from the oldest to the youngest.
Answer:
Explain how mood as an antecedent state can influence consumer behaviour.
Answer:
Define androgyny and provide an example of it.
Answer:
What is the elaboration likelihood model of persuasion? Describe and discuss its
features. What are the implications of the ELM for marketing promotions?
Answer:
Discuss two different instruments that might be used to measure values, and explain
why one may be preferable for marketing applications.
Answer:
What is group dieting and why can this be harmful to consumers?
Answer:
Hans loves his detective novels. This is partly because he knows what to expect from
them so when he settles down to read he knows he won”t be disappointed by the
general story. This is because of what?
Answer:
State the notation for business selling to consumers on the Internet and explain how it
differs from other types of commerce.
Answer: