Social mobility refers only to upward social class movement.
a. True
b. False
Answer:
In the non-Christian world, the story of Adam and Eve would be considered a Christian
metaphysical myth.
a. True
b. False
Answer:
Which of the following most accurately describes one of linguist George Kingsley
Zipf’s findings in the 1930s?
a. People prefer English titles on products ten-to-one over other titles.
b. The word “the” occurs about twice as often as the word “of” in the English language.
c. People prefer short words rather than long words in advertising.
d. The word “sex” should be left out of marketing promotions.
Answer:
When Ashley enters the car lot to look at used cars, she draws upon her knowledge that
car salespeople often use “hard-sell” techniques and she raises her guard in order to
defend herself from a persuasion attempt. This is consistent with:
a. the Persuasion Knowledge Model.
b. a dual process model.
c. the existence of a sleeper effect.
d. the theory of cognitive dissonance.
Answer:
High involvement with a product decision is more likely to lead to brand loyalty than
low involvement.
a. True
b. False
Answer:
Raj Suka absolutely loves computers. He always knows what is new before it even gets
to the computer store. Through a variety of network contacts (including chat rooms),
Raj is able to amass a great amount of information to use in his purchase decisions. He
doesn’t particularly care what others do. He cares about his own likes and dislikes. Raj
would most likely fall into which of the following adopter groups, with respect to
computers?
a. innovators
b. early adopters
c. late adopters
d. early majority
Answer:
When Dylan sells his used guitar on Craigslist, this is an example of:
a. lateral cycling.
b. transumption.
c. ritual cleansing.
d. freecycling.
Answer:
Marketers cannot ignore Chinese Canadians because they account for 60% of Canada’s
visible minorities.
a. True
b. False
Answer:
The id is essentially a person’s conscience.
a. True
b. False
Answer:
French Canadians make up approximately ________ of Canada’s population.
a. 10%
b. 16%
c. 28%
d. 40%
Answer:
Two of Joe’s friends knew more than he would ever know about automobiles, but Joe
always went to Alberto when he had a question because he and Alberto shared
something called homophily. Which of the following statements most accurately
describes their relationship?
a. Joe and Alberto are similar in terms of education, social status, and beliefs.
b. Joe and Alberto are similar in terms of monetary wealth.
c. Joe and Alberto are similar in terms of ethnicity.
d. Joe and Alberto are similar in terms of sexual orientation.
Answer:
The multi-player online game “World of Warcraft” is a good example of:
a. consumer-generated content.
b. the dark side of consumerism.
c. a virtual brand community.
d. anti-consumption
Answer:
All of the following, EXCEPT ________, relate to advertising repetition.
a. habituation
b. dual-component model
c. two-factor theory
d. mere exposure effect
Answer:
Products that are bought and displayed as markers of social class are called what?
a. status symbols
b. wealth markers
c. possessions
d. social symbols
Answer:
When Bill asked friends which TV set to buy, they warned him against certain ones but
praised others. He went to a huge new “electronics supermarket” where he checked out
features of the 27-inch colour sets. He saw two he liked overall, but one of them had a
feature he really liked: stereo broadcast reception. The process by which Bill sought
appropriate guidelines to use in making a purchase decision is:
a. information search.
b. browsing.
c. research.
d. window shopping.
Answer:
Billy is an avid collector of shoes. He constantly voices his opinion on blogs and
product review websites of what features new shoes should have. His behaviour is
consistent with the concept of:
a. file sharing.
b. database marketing.
c. interpretivism.
d. consumer-generated content.
Answer:
According to 2008 global statistics, almost 2.5 billion people lived on how much money
per day?
a. Less than $2
b. Less than $5
c. Less than 20 cents
d. $20
Answer:
When there is a gulf between a consumer’s present state and some ideal state, this gulf
creates a state of tension. The magnitude of this tension determines the urgency the
consumer feels to reduce the tension. This degree of arousal is:
a. motivation.
b. discomfort.
c. cognitive awareness.
d. drive.
Answer:
Company Acme began to sell a digital camera called a Column to compete with
Canon’s digital cameras. In terms of comparative ads, what should be the strategy of
both Acme and Canon?
a. Acme should avoid comparative ads, and so should Canon.
b. Acme should avoid comparative ads, but Canon should use comparative ads.
c. Acme should compare its camera with Canon’s, but Canon should not use
comparative ads.
d. Both Cannon and Acme should use comparative ads.
Answer:
One drawback of surveys, focus groups, and interviews is that they all involve the
consumers themselves reporting on their attitudes, behaviours, or experiences.
a. True
b. False
Answer:
Miriam comes from a background of old money. How might this affect her spending
habits compared to her friend Harry who has recently done well?
a. Miriam spends less in general.
b. Miriam doesn”t flaunt her consumption.
c. Miriam spends less on small items as she has high property upkeep costs.
d. Miriam needs to show others her wealth in social contexts.
Answer:
Amy’s primary motivation for shopping is to obtain instant status, an example of a
hedonic reason for shopping.
a. True
b. False
Answer:
All of the following, EXCEPT, ________ are attitude functions.
a. utilitarian function
b. value-expressive function
c. motivation function
d. ego-defensive function
Answer:
It is 4 pm on Christmas Eve, and as usual Darryl is rushing through the West Edmonton
Mall to pick up gifts for his family and friends. Of course, he does not have much time
for price comparisons at this late stage. In terms of the text, this would be viewed as
a/an:
a. prepurchase anxiety.
b. interpretive orientation.
c. expectancy model.
d. antecedent state.
Answer:
Techniques such as storytelling are examples of quantitative research.
a. True
b. False
Answer:
The “Rachael Ray Sucks” online community is best described as an example of:
a. a hate community.
b. a negative reference group.
c. a virtual marketplace
d. an antibrand community
Answer:
Sometimes Willy does not know how he is going to meet his everyday needs; he feels
like a real survivor. According to the VALS typology, he can fit into which of the
following groups?
a. fulfilled
b. achievers
c. survivors
d. strivers
Answer:
L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and
dependable. Because the company has worked very hard to establish these thoughts in
the minds of consumers and has spent large sums of money to make sure that their
products maintain the L. L. Bean reputation, L. L. Bean has achieved ________ with
their products.
a. brand dynamics
b. brand polarity
c. brand equity
d. brand logos
Answer:
Cross-cultural research has shown that consumers’ favourite colour is:
a. red.
b. yellow.
c. green.
d. blue.
Answer:
Arriving at boot camp for his basic training, Dirk must find his way around and adjust
to his new life. This stage is termed:
a. embarkation.
b. liminality.
c. aggregation.
d. acculturization.
Answer:
Jamie waits to buy a Blu-ray player until more than half of the population has already
adopted the technology, mostly because he is skeptical of new technologies and is
waiting for the price to fall. He is best categorized as a member of the:
a. innovators.
b. late adopters.
c. late majority.
d. laggards.
Answer: