Some current theorists say that people do not exhibit a consistent personality across
different situations; they argue that the personality construct is merely a convenient way
to think about other people.
a. True
b. False
Answer:
Consumers’ beliefs about a product are affected by information they receive through
marketing communications. When the communicator’s knowledge about the topic is
judged to be inadequate or inaccurate, the source is said to have:
a. marketing deficiency.
b. knowledge bias.
c. knowledge gap.
d. reporting bias.
Answer:
When Disney made the gates to Disney Hong Kong feng shui compatible, they were
using a(n):
a. transtheoretical perspective.
b. etic perspective.
c. emic perspective.
d. niche strategy.
Answer:
Consumers high in need for cognition:
a. find it hard to manage complex decisions on a daily basis.
b. prefer to take short cuts and rely on peripheral product information.
c. purchase more products related to science and technology than their counterparts.
d. enjoy thinking extensively about potential product purchases.
Answer:
Those people who strongly value personal accomplishment are said to have a need for
power.
a. True
b. False
Answer:
The Muzak Corporation increases the tempo of background music it pipes into offices
and factories during the “slump” periods of the day when workers tend to slow down.
They call this practice:
a. time compression.
b. subliminal suggestion.
c. stimulus-response training.
d. stimulus progression.
Answer:
Masked branding usually involves representing a brand in a similar way to a
competitor’s brand.
a. True
b. False
Answer:
An Allstate Insurance ad that says “You’re in good hands with Allstate” appeals to
which level in Maslow’s Hierarchy?
a. ego needs
b. safety needs
c. self-actualization needs
d. belongingness needs
Answer:
When Jacob first thought of buying a new vehicle, he could name at least eight SUV
models. His friend Emily could think of only four. Jacob spent several weeks
researching SUVs and rejected five of the models. His evoked set is now smaller than
Emily’s. Why?
a. The evoked set contains only the products that can be remembered at any given time.
b. The evoked set is gender specific in that women remember products better than men.
c. A product is not likely to be in the evoked set once it has been considered and then
rejected.
d. Functional risk creates a cognitive dissonance that makes certain products difficult to
consciously remember.
Answer:
One implication of the sense of smell is that:
a. pleasant scents lead consumers to be more forgetful.
b. women evaluate men who are wearing scented deodorant more negatively.
c. the scent of fresh cinnamon buns induced sexual arousal in a sample of male
students.
d. there are no cross-cultural differences in consumer reactions to scents.
Answer:
When Matthew assumes the virtual identity of Vlad the Conqueror and is able to see
himself in a video game as an armoured attack robot, his visual character appears as
a(n) ________.
a. avatar.
b. subliminal fantasy.
c. symbolic fantasy.
d. virtual representative.
Answer:
A survey is a method of data collection in which the respondents self-report answers to
a set of questions posed by the researcher.
a. True
b. False
Answer:
The family life cycle concept is particularly useful to marketers because:
a. it helps to re-affirm traditional family values.
b. the focus on long-term changes in family priorities helps to predict demand for
specific product categories over time.
c. marketers too often overlook families in favour of younger individual consumers.
d. it recognizes the increasing number of women in the work force.
Answer:
________ refers to possessing both masculine and feminine traits.
a. Anthropology
b. Antithesis
c. Agnostic
d. Androgyny
Answer:
Monica is pleased in one way that the new style of dress that she bought in New York
recently is catching on. But when she sees the lower classes adopting this style, she
immediately starts to look around for something new to distance herself from it. This is
an example of the theory called:
a. adopt-adopt.
b. trickle-down.
c. reward-rejection.
d. fashion-focus.
Answer:
Online contexts exhibit all of the following characteristics, EXCEPT:
a. conversations.
b. presence.
c. democracy.
d. standards of comparison.
Answer:
Deliteful Donuts mentions its main competitor in its ads. This can result in:
a. recognition and recall.
b. poorer recall for its own brand.
c. improving the recall of the other brand.
d. the von Restorff effect.
Answer:
What do we call the type of involvement which relates to a consumer’s level of interest
in making a specific purchase:
a. simulated involvement.
b. message-response involvement.
c. product involvement.
d. motivated involvement.
Answer:
J. P. Stevens always looks perfect in his business suit. The colours are always right for
the season and prevailing style. His tie has the proper knot, he does not wear a tie-tac,
his handkerchief is the proper “two-fingers” above the pocket, and his socks and shoes
do not distract from his “overall look.” With respect to crescive norms, which of the
following forms of norms does J. P. seem to be adhering to with his “correctness”?
a. enacted behaviour
b. customs
c. more
d. conventions
Answer:
A phaser from the original Star Trekshow, Archie Bunker’s chair from All in the Family,
and one of John Lennon’s guitars are all examples of how common objects can take on
sacred meaning through a process known as ________.
a. collection
b. prioritization
c. objectification
d. acculturation
Answer:
Mary does not like to buy things online. Which of the following is a good explanation
for this?
a. Mary has a poor differential threshold.
b. Mary has a weak absolute threshold.
c. Mary has a high need for touch.
d. Mary has a utilitarian view of the world.
Answer:
An economic downturn stimulates the lateral cyclingprocess.
a. True
b. False
Answer:
In terms of what influences of human behaviour, researchers and philosophers
constantly argue between the influences of nature and nurture. A story that included
these concepts would be said to involve binary opposition.
a. True
b. False
Answer:
Trait theory refers to those subjective components of the self (“traits”) that intuitively
“make sense” even though they cannot be measured quantitatively.
a. True
b. False
Answer:
Ethyl shops at a store where the sales clerk calls her by name and phones her when
dresses, skirts, etc. arrive that she thinks will suit her. Ethyl’s shopping type is:
a. economic.
b. personalized.
c. apathetic.
d. ethical.
Answer:
Time (timing) affects consumers’ receptiveness to marketing messages. Which of the
following forms of time would be the worstone in which to present people with ads?
a. flow time
b. occasion time
c. leisure time
d. time to kill
Answer:
The term shrinkage is an industry term for:
a. the fragmentation of consumer needs caused by the Internet.
b. reductions in waste resulting from product usage.
c. a North American consumer trend associated with paying less for products.
d. inventory and cash losses due to shoplifting and employee theft.
Answer:
The way in which a system is adapted to its habitat is termed:
a. ecology.
b. social structure.
c. ideology.
d. ethos.
Answer:
Who was instrumental in advancing the idea that much of human behaviour could be
understood by knowing how motivation is related to the feeling of inferiority?
a. Sigmund Freud
b. Karen Horney
c. Carl Jung
d. Alfred Adler
Answer:
According to the expectancy disconfirmation model, a product that is promoted as being
better than it really is will create problems with customers even if its innate quality is
already high. This is true, however, only if the expectation falls outside of the zone of
________.
a. accommodation
b. alteration
c. abandonment
d. attachment
Answer:
The 34% of consumers who adopt an innovation before the laggards are called the:
a. innovators.
b. early majority.
c. late majority.
d. laggards.
Answer:
Doug has large eyes, high cheekbones, and a narrow jaw. People around the world will
perceive him as being:
a. arrogant
b. shifty
c. pleasant
d. healthy
Answer:
Craig believes that people derive meaning from something by isolating the individual
stimuli that make it up. His view is consistent with that of a gestalt psychologist.
a. True
b. False
Answer:
The “fight between temptation and virtue” in the mind is mediated by the:
a. id.
b. persona.
c. ego.
d. conscience.
Answer:
What is meant by the term “transumer?”
Answer:
What us an innovation?
Answer:
Explain and illustrate the concept of post-purchase dissonance with an example.
Answer:
Dove wants to encourage consumer recognition and recall of their new line of men’s
hair care products. Given what you know about the consumer memory process, how
would you meet the brand’s goals?
Answer:
How might celebrities be understood according to balance theory?
Answer:
Explain the uses and gratifications theory.
Answer:
Describe the concepts of brand personality and brand equity and how they are related.
Answer:
A cultural system can be said to consist of three functioning areas. What does the
ecology component refer to?
Answer:
Describe the teen conflict identified by the Saatchi and Saatchi study as autonomy
versus belonging.
Answer:
List and define the three types of motivational conflicts.
Answer:
Your company has been running the same magazine advertisement in Vogue for three
months, and there is evidence that the advertisement is losing its effectiveness. Your
boss, Jerry, comes to you asking you for advice on what the possible problem is and
why it may have happened in such a short time. What do you tell him?
Answer:
Discuss what is meant by the looking-glass self. How is this concept relevant in
marketing contexts?
Answer:
How does Statistics Canada define a census family?
Answer:
We can divide time into the following categories; flow time, occasion time, deadline
time, leisure time, time to kill. During which of the above times are we the most, and
least, receptive to marketing messages?
Answer:
Is Edgar more likely to make a risky decision as an individual or as a member of a
group? Why?
Answer:
According to one study on how timestyles of a group of women influenced their
consumption choices, there are four dimensions of time. Identify and describe these
dimensions.
Answer:
Compare achieved and ascribed status with an example.
Answer:
Identify the four steps customers go through as a part of everyday decision making.
Answer:
Some organizations that employ more than 1000 employees find that “social loafing”
can really impede progress for the firm. In terms of these organizations, what is social
loafing and how might a firm combat it?
Answer: