One of the fundamental premises of the modern field of consumer behaviour is that
people often buy products not for what they do, but for what they:
a. cost.
b. mean.
c. look like.
d. promise.
Answer:
Sharon was asked to conduct a free recall test of a sample of potential customers. She
did this correctly by showing ads one at a time and asking each respondent if she had
seen it before.
a. True
b. False
Answer:
Although it sounds like a positive activity, group dieting is most likely not having a
positive influence on women.
a. True
b. False
Answer:
If you were going to construct a questionnaire to determine “consumer confidence,” you
might be advised to ask all of the following questions except ________.
a. “Would you say that you and your family are better off or worse off financially than a
year ago?”
b. “Are you happy with your job?”
c. “Do you plan to buy a car in the next year?”
d. “Do you think the GDP growth rate will be as predicted at the beginning of the year?
Answer:
Universally, people develop a ________ whereby they are ranked in terms of their
relative standing in society.
a. ranking order
b. placement order
c. social placement
d. pecking order
Answer:
Morris is considering joining the Marine Corps. However, he knows the corps has
changed since his father joined. The participation of women in the Marine Corps is a
new idea that Morris will have to think about. He realizes that to join the corps he will
have to accept this idea. Morris’s situation is an example ofsocial judgment theory in
action.
a. True
b. False
Answer:
When a consumer becomes satiated with a favourite product, he/she may trade
enjoyment just to try a different product. This is termed variety seeking.
a. True
b. False
Answer:
Rachael decorated her college dorm with her stuffed animals, posters of pop stars, and
photos of friends and family. The ________ the objects helped her maintain her
self-concept.
a. self-completion of
b. constellations of
c. symbolic interaction of
d. attachment to
Answer:
Because a person’s occupation tends to be strongly linked to his or her use of leisure
time, allocation of family resources, political orientation, and so on, this variable is
often considered to be the single best indicator of social class.
a. True
b. False
Answer:
Recently marketers have come to realize the value of what is being called relationship
marketing. In marketing terms, it means:
a. developing friendships with foreign governments so that American products can be
sold in their countries at a fair price.
b. instituting practices which show companies’ awareness of their responsibilities to the
environment and society.
c. building bonds between brands and customers that will last over time.
d. using new electronic capabilities to ensure that all channel members work smoothly
together, for example, in seeing that products get to retailers before their inventories run
out.
Answer:
People within a social class share all of these characteristics EXCEPT:
a. they have approximately equal social standing within the community.
b. they work in roughly similar occupations.
c. they share many of the same ideas and values about the way life should be lived.
d. they tend to socialize with people from a wide variety of backgrounds.
Answer:
After a long and complex relationship ended, Beth wanted to signal to people that she
was simplifying her life. She changed her hairstyle by:
a. colouring it
b. shaving her head
c. cutting it short
d. adding extensions
Answer:
Although research has shown that consumers think better of products made by firms
they feel are behaving ethically, many “ethical” companies encounter difficulties selling
their products. What is a good a reason for this?
a. Ethical companies do not make good quality products.
b. Products made by ethical companies are hard to find for consumers.
c. Sometimes consumers’ buying behaviour is not consistent with their positive attitudes
about ethical products.
d. Consumers lie on surveys about ethical companies in order to appear like they care.
Answer:
Sex appeals in marketing messages can do all of the following, EXCEPT:
a. create negative feelings and tension among female viewers.
b. attract a viewer’s attention.
c. work well for products which are sexually related.
d. work well when used as a “trick” to grab attention.
Answer:
Which of the following is not a feature of people that fit into the LOHAS segment?
a. They worry about the environment.
b. They want products to be produced in a sustainable way.
c. They spend money to advance personal development.
d. They are also referred to as “society’s innovators.”
Answer:
In 1980, Tylenol faced a crisis: some customers died after ingesting their tablets. This
was due to sabotage by cyanide poisoning. Like it or lump it, the consumers saw this as
a product failure in terms of quality and safety. The strategy should have been, first and
foremost:
a. protect the brand; make sure it is seen as sabotage.
b. reassure customers; safety is the first concern.
c. execute fresh public relations with Tylenol clearly presented as being the best.
d. batten down the hatches; it will blow over.
Answer:
Consumer contamination occurs when:
a. the consumer allows a perishable product such as milk to expire.
b. the consumer leaks privileged information to others consumers
c. The product is touched by another consumer.
d. a consumer rips the packaging of the package, making it appear imperfect.
Answer:
Regardless of one’s nationality, there is no difference in consumers’ reactions to odours.
a. True
b. False
Answer:
Electrolux translated the following slogan to promote their line of vacuum cleaners:
“nothing sucks like an Electrolux” in the North American market. This is an example
of:
a. a humorous ad campaign aimed at the youth market.
b. use of alliteration in advertising text.
c. an ad campaign that was able to segment and target different cultural markets.
d. a lack of back-translation.
Answer:
If gambling is maintained by variable-ratio reinforcement, what type of reinforcement
would best characterize fishing?
a. fixed-interval
b. variable-interval
c. fixed-ratio
d. mixed-ratio
Answer:
Elena is in the toothpaste section of the grocery store, and picks up a box of $0.99
Colgate as she quickly passes through. This is an example of ________ decision
making.
a. habitual
b. uncluttered
c. associative
d. peripheral
Answer:
Ease of use and durability are examples of:
a. cultural values.
b. product-specific values.
c. consumption-specific values.
d. core values.
Answer:
Some colour combinations come to be associated so strongly with the corporation they
become known as the company’s trade dress.
a. True
b. False
Answer:
According to neuromarketing research, when consumers know the brand name of the
beverages,:
a. they prefer Pepsi over Coke.
b. they prefer Coke over Pepsi.
c. they cannot distinguish between different brands of cola.
d. they equally prefer Pepsi and Coke.
Answer:
Generating new products and/or symbols within a culture production system is the
function of a creative subsystem.
a. True
b. False
Answer:
By acting the way we assume others expect us to act, we often wind up making these
perceptions really happen, in a form of:
a. the social coercion syndrome.
b. auto-suggestion.
c. social concession.
d. self-fulfilling prophecy.
Answer:
Research on visual cues and consumption suggests that:
a. consumers will eat less popcorn from larger containers.
b. consumers will judge a taller glass as holding more fluid than a wider glass.
c. consumers eat less when food is served in multiple smaller serving size packages.
d. consumers will eat fewer M&Ms when they are given a greater variety of colours.
Answer:
Wynona was impulsive. Her friends accused her of being calculating, but she thought of
herself as simply an analytical thinker. She wanted what she wanted and tomorrow
could take care of itself. Which of the time metaphors would bestcapture Wynona’s
perspective of time?
a. time as a pressure cooker
b. time as a map
c. time as a feast
d. time as a mirror
Answer:
Linear separable time refers to the perspective that:
a. events are universally ordered in time across cultures.
b. events have no particular order but are distinct from one another in time.
c. people and events are governed by natural cycles, such as the regular occurrence of
the seasons.
d. events proceed in an orderly fashion and different times are well defined.
Answer:
The culture we live in creates the meaning of everyday products and how these
meanings move through a society to consumers. Meaning transfer is largely
accomplished by such marketing vehicles as ________.
a. production design and distribution
b. product design and pricing
c. advertising and fashion industries
d. public relations and the music industry
Answer:
There is a kind of power derived from simply knowing something that others would
like to know. For example, because of their ability to compile facts and report on latest
trends, thus influencing the fate of companies or individuals, editors of trade
publications are an example of those with:
a. marketing power.
b. expert power.
c. information power.
d. referent power.
Answer:
Which is the best description of discretionary income?
a. Money that the household saves for emergencies and does not spend.
b. The money available to a household after tax.
c. The total gross income the household has earned.
d. The money available to a household over and above that required for a comfortable
standard of living.
Answer:
Consumers’ belief that there is no significant difference among competing brands of the
same product (e.g., paper towels, soaps) is referred to as:
a. non-distinctive positioning.
b. brand parity.
c. attribute similarity cognate.
d. brand generalization.
Answer:
How are unipolar emotionsand mixed emotionsdifferent?
a. Mixed emotions have both positive and negative components, while unipolar
emotions are either wholly positive or wholly negative.
b. Mixed emotions are either wholly positive or wholly negative, while unipolar
emotions have both positive and negative components.
c. Mixed emotions lead to better recall of a situation than unipolar emotions.
d. They are not different. They refer to the same thing.
Answer:
What is one way in which marketers take advantage of positive consumer mood states?
Answer:
Greg, a Canadian advertising executive, is responsible for creating an television
advertisement for a laundry detergent and definitely wants to feature a woman using the
product, mainly because his research indicates that the primary purchasers of this
laundry detergent are women. He also notes that these women have a strong masculine
component to their personalities. What should be shown in this television
advertisement?
Answer:
List some of the types of feelings that can be generated in commercials.
Answer:
What is the relationship between a drive, a need, and a want? Use an example.
Answer:
What is meant by the term need for uniqueness?
Answer:
Describe the different experience for a consumer of gambling at a casino versus online.
Answer:
What are the major components of social class?
Answer:
A cultural system can be said to consist of three functioning areas. What does the social
structure component refer to?
Answer:
Explain some of the characteristics of what catches on in fashion and popular culture.
Answer:
What is Gestalt psychology?
Answer:
Discuss the importance of the theory of cognitive dissonance to a firm in regards to
sales revenue.
Answer:
What is guerrilla marketing? Give an example.
Answer:
What is Zipf’s law and how does it relate to brands?
Answer:
Briefly explain Veblen’s terms ofinvidious distinction and conspicuous consumption.
Answer:
How strongly or weakly a consumer is committed to a specific attitude relates to the
level of involvement she has with the attitude object. Describe the strength of
commitment involved in each of the following and give an example:
-compliance
-identification
-internalization
Answer:
What are the differences between emotions and moods?
Answer:
What is a compensatory rule? Describe the different types of compensatory rules used
in purchase decision making.
Answer: