The elaboration likelihood model (ELM) refers to the nature of counter-arguments a
consumer makes when listening to a persuasive message.
a. True
b. False
Answer:
Body decoration or alteration is often used to distinguish group members from
nonmembers.
a. True
b. False
Answer:
The Michelin Man is an example of anthropomorphism.
a. True
b. False
Answer:
Affiliation needs can be satisfied at athletic venues such as hockey arenas.
a. True
b. False
Answer:
In a Pepsi ad, the visual was a picture of a crumpled Pepsi bottle cap lying on the sand.
The headline was, “This year, hit the beach topless.” This was an example of the use of:
a. emotional appeals.
b. resonance.
c. a nonmonotonic relationship.
d. metaphors
Answer:
Those persons or groups whose mere presence or absence can significantly influence a
consumer’s decision on what to buy are known as:
a. co-variables.
b. co-consumers.
c. co-sponsors.
d. co-situational influencers.
Answer:
As a grocery store manager, you want to be able to easily track what items need to be
restocked and which ones are past their expiry date. Using RFID tags could help you
with this.
a. True
b. False
Answer:
Patterns of behaviour that emphasize underlying symbolic meanings or social values are
called:
a. habits.
b. addictions.
c. consumptive roles.
d. rituals.
Answer:
Sometimes purchase decisions characterized by ________ are so routinized that
consumers make them with minimal effort and without conscious control.
a. active information processing
b. choice parameters
c. decision habit strength
d. automaticity
Answer:
When marketers merge online games with interactive advertisements in ways that let
companies target specific types of consumers, this is called:
a. advertising pop-ups.
b. internet synergy.
c. advergaming.
d. net access.
Answer:
Scott was planning to put on a huge concert featuring a popular DJ at his university.
Which of the following media types would be the most effective for advertising this
concert?
a. online
b. television
c. radio
d. newspapers
Answer:
________ occurs whenever the consumer sees a significant difference between his or
her current state of affairs and some desired or ideal state.
a. Information search
b. Evaluation of alternatives
c. Evaluation of the evoked set
d. Problem recognition
Answer:
Although WOM is a powerful method of marketing communication, it still accounts for
only about one-third of all consumer goods sales.
a. True
b. False
Answer:
Certain clubs have limited membership and long waiting lists, and convey status.
Membership in such clubs can satisfy which needs?
a. self-actualization
b. ego
c. belongingness
d. safety
Answer:
When Lush polls its customers regarding what new scent of bath bomb should be
released, this is an example of:
a. customer co-creation.
b. content sourcing.
c. crowd funding.
d. permission marketing.
Answer:
____________ involves using communications that are unexpected and unconventional
in ways that target consumers in unexpected places.
a. Sensory marketing
b. Stealth marketing
c. Guerilla marketing
d. Viral marketing
Answer:
If you were to buy a new Saturn and join their “Saturn Owners Club,” regularly
attending club outings, the other club members would be known as a/an:
a. associate.
b. reference group.
c. power group.
d. applied affiliative group.
Answer:
Lea loves it when she goes to Bangkok, for she can shop for hours in the markets
bargaining with the stall owners for good prices on a variety of goods. She shops for:
a. social experiences.
b. sharing common interests.
c. instant status.
d. thrill of the chase.
Answer:
Consumer behaviour theorists have found that consumers only buy products and
services for what the products /services do.
a. True
b. False
Answer:
The process of learning the beliefs and behaviours that are endorsed by one’s own
culture is called:
a. acculturation.
b. accomodation.
c. enculturation.
d. cultural valuation.
e. accustomization.
Answer:
The colour of mourning is consistently black across all cultures.
a. True
b. False
Answer:
The purpose of advertisements for Coca-Cola is to:
a. teach us ways to satisfy a need.
b. encourage moral breakdown.
c. encourage us to be thirsty.
d. create a need.
Answer:
An example of consumer contamination is when Elsie gets bread crumbs in the
margarine container.
a. True
b. False
Answer:
Psychological factors can be both informative and confusing in explaining why people
desire to be in fashion. For example, the concept of consumers’ “need for uniqueness”
encompasses their need to be different:
a. and the marketers’ need to make a profit.
b. and their need to save money.
c. but not too different.
d. but not their need to fit in.
Answer:
Jamie is considering ordering a dessert for lunch. Before she ever decides on the kind
she prefers, she must decide whether to get a fattening or nonfattening dessert. This
decision relates to which of the following levels of abstraction of dessert categories?
a. superordinate level
b. ordinate level
c. normal level
d. basic level
Answer:
Juan, a high school student in Montreal, likes McDonald’s so much that he had a special
pin made for him that says “I like McDonald’s better than anyone.” He is seen wearing
this pin constantly. This is an example of:
a. extremism.
b. unhealthy attachment.
c. physiological needs.
d. consumer involvement.
Answer:
A person’s conception of an “ideal self” is moulded in part by seeing people in ads who
seem successful or attractive.
a. True
b. False
Answer:
What is the primary purpose of a point-of-purchase stimulus?
a. to change the atmospherics of a store
b. to put a product into the customers’ evoked set
c. to increase the sense of “fun” that customers can experience while shopping
d. to increase the likelihood of impulse buying
Answer:
Which Act is designed to protect consumers against purchasing food, cosmetics, or
drugs that are deceptive or misleading, or that may pose a risk to health?
a. Food and Drugs Act
b. Consumer Packaging and Labelling Act
c. Hazardous Products Act
d. National Trademark and True Labelling Act
Answer:
At night, Aaron likes to walk around the city spray painting a black circle over
company logos on billboards and bus-stop advertisements. Aaron’s behaviour is an
example of:
a. addictive consumption.
b. anticonsumption.
c. anticommunication.
d. shrinkage.
Answer:
A billboard is positioned correctly beside a busy highway. However, the merchant that
purchased the billboard is complaining that no response is being generated by his
advertising message. Upon closer inspection, the billboard company determines that the
typeface used is too small to be effectively read by a motorist going 100+ kmh on the
highway. Which of the following sensory thresholds would be most appropriate to
explain the failure of this advertisement to connect with motorists?
a. the differential threshold
b. the absolute threshold
c. the intensity threshold
d. the relative threshold
Answer:
All of the following are reasons for body adornment and/or mutilation, EXCEPT:
a. to separate group members from nonmembers.
b. to identify the individual’s place in the social organization.
c. to display evidence of desired social behaviour.
d. to indicate undesirable social conduct.
Answer:
Johnny is a straight male who knows a lot about the fashion industry and interior
decorating. Marketers would most likely categorize him as a:
a. metrosexual.
b. trendsetter.
c. man’s man.
d. city dweller.
Answer:
How can a product be sex-typed? Provide an example of this.
Answer:
Describe the Chinese-Canadian ethnic subcultural group, demographically and by
lifestyle, noting what consumer characteristics they have.
Answer:
What is meant by the term “flow state”?
Answer:
Samantha recently returned from a grocery store. While at the store, she noticed a
point-of-purchase display that was advertising three boxes of cookies on special, which
she purchased. When Samantha arrived home, her husband Greg was extremely angry
with her for buying cookies that they didn’t need. He referred to her behaviour as being
compulsive. Is he right?
Answer:
A cultural system can be said to consist of three functioning areas. What does the
ideology component refer to?
Answer:
Is there a universal social class concept?
Answer:
Albert hates spending money on anything because he hates the experience of spending
money. Doreen, his wife, complains he is a “spendthrift.” Is she right? Explain.
Answer:
What is an evoked set? Create an example to illustrate the term.
Answer:
What is an aspirational reference group? Give an example.
Answer:
Describe how ideals of beauty within a culture motivate consumers to go to great
lengths to change aspects of their physical selves. Use examples of how people alter
themselves to conform to current ideals of beauty.
Answer:
Describe the top level of needs in Maslow’s hierarchy.
Answer:
Why is gender identity an important component of the self-concept?
Answer:
Who are boomarang kids?
Answer:
Parkas, Inc. is a manufacturer of top quality jackets and parkas, similar to Columbia
sportswear. However, Columbia is perceived as being much more durable and
fashionable, and appeals to a younger demographic. This is a segment that Parkas Inc.
would like to improve in.
What must Parkas Inc. do to improve its standing?
Answer:
What is cultural selection?
Answer:
How are psychographics distinct from demographics, and why are psychographics
necessary to better understand marketing and consumer behaviour?
Answer:
One emerging consumer trend involves the movement away from the purchase and
ownership of tangible goods towards other models. Describe what these models look
like.
Answer:
Tania is the brand manager for a brand of dishwashing powder. Because many people
use tablets nowadays she is considering using a refutational argument in her message.
Explain what the motivation for this might be and how her message may work.
Answer:
In what way can illegal activities be viewed as harmful or destructive consumer
behaviours?
Answer:
How does social class differ across different cultures?
Answer: