Shoppers Drug Mart periodically videotapes consumers and how they interact with new
point-of-purchase displays in the cosmetics department. This is an example of:
a. conducting qualitative research.
b. conducting experimental research.
c. conducting observational research.
d. tracking data on digital networking behaviour.
Answer:
A car advertiser says its cars are the most expensive within the model class and are not
known for their styling, but they have the best safety and quality record of any cars
within the model class. What argument is the car advertiser using?
a. a two-sided argument
b. a one-sided argument
c. a support argument
d. a negative argument
Answer:
Bernard is a self-confessed computer geek, and he is proud to be good at computers, but
not sports. He likely views ___________ as a dissociative reference group.
a. other guys
b. jocks
c. other computer geeks
d. MAC users
e. IT enthusiasts
Answer:
The four groups that account for much of Canada’s recent growth from immigration
include all of the following, EXCEPT:a. Chinese Canadians
b. British Canadians
c. Filipino Canadians
d. East-Indian Canadians
Answer:
Affect refers to the way consumers feel about an attitude object.
a. True
b. False
Answer:
Eventually Minnie buys a Hoover upright vacuum cleaner. On their way to the car,
Adelaide is already reviewing what Minnie is going to say. Her mother always bought
Hoovers, they must be good. Everybody says they are the most dependable brand.
There were lots of signs about them in the store. But, Adelaide thinks, if this particular
vacuum cleaner doesn’t live up to her expectations, Minnie will be unfit to live with!
Adelaide is expressing the principle behind:
a. expectancy confirmation model.
b. expectancy belief model.
c. expectancy disbelief model.
d. expectancy disconfirmation model.
Answer:
Considering the dramatic growth of shopping centres worldwide, toward what country
would you point a businessperson who was interested in locating in the largest shopping
mall in the world?
a. United States
b. China
c. Australia
d. Germany
Answer:
Which of the following is not true regarding men and eating disorders?
a. Eating disorders have been documented in men.
b. Eating disorders in men are most common in athletes and male models.
c. Most men with distorted body images consider themselves too heavy rather than too
light.
d. Men are more likely than women to express their insecurities about their bodies.
Answer:
Because consumer beliefs about what the future holds is such an important determinant
of how much they will pump into the economy when making discretionary purchases,
many companies take forecasts about intended spending seriously (e.g., “Do you plan to
buy [a car] in the next year?”) and have surveys conducted to measure:
a. consumer confidence.
b. economic health.
c. consumer purchase behaviour.
d. discretionary spending.
Answer:
Propinquity is a factor that is related to the power of a reference group. How will it
influence the relative power between a membership group and an avoidance group?
a. Propinquity should make membership groups much stronger than dissociative
groups.
b. Propinquity should make membership groups and dissociative groups equal in
potential power.
c. Propinquity should make membership groups weaker than dissociative groups,
because the motivation to distance oneself is increased with closeness.
d. Propinquity should make dissociative groups more powerful than membership groups
because propinquity has no effect on membership groups.
Answer:
Despite improvements to the Fishbein model, all of the following are considered to be
obstacles to predicting behaviour using this model except ________.
a. the model does not consider social pressure.
b. the model was developed to deal with actual behaviour, not with the outcomes of
behaviour.
c. measures of attitude often do not really correspond to the behaviour they are
supposed to predict.
d. some outcomes are beyond the consumer’s control.
Answer:
Going from a 35mm single-lens reflex camera to a digital camera would be mostly
viewed as a dynamically continuous innovation.
a. True
b. False
Answer:
As Laura watches TV, she manicures her nails and puts nail polish on her toenails. This
is an example of polyclonic activity.
a. True
b. False
Answer:
The concept of social class has been valuable in marketing because it tells researchers
how money is spent. Unfortunately, however, social class has failed to tell marketers
how much money will be spent within each class.
a. True
b. False
Answer:
Gen Xers tend to be more upbeat than Gen Yers about their lives and prospects.
a. True
b. False
Answer:
Consumers who are skeptical that transnational companies deliver higher-quality goods
are referred to as:
a. global dreamers.
b. global citizens.
c. antiglobals.
d. global agnostics.
Answer:
Fear that a group will punish behaviour that differs from that of the group is not a factor
that increases conformity.
a. True
b. False
Answer:
All of the following statements about psychographics are true, EXCEPT:
a. psychographics was developed to address shortcomings in motivational research,
such as lack of reliability and usefulness.
b. psychographics uses standard psychological scales.
c. psychographics was largely disappointing because purchase behaviours were not
explained.
d. psychographics was needed because the usual large-scale qualitative survey research
yielded only a little information about a lot of people.
Answer:
Once a culture is established it doesn’t change. An apparent change in a culture is
simply the emergence of a new culture.
a. True
b. False
Answer:
The fact that, in China, the color red is viewed positively, being associated with joy and
good fortune, is an example of a symbol.
a. True
b. False
Answer:
Danielle recently turned sixteen and, after hearing too many people older people telling
her not to smoke cigarettes, she began to smoke a pack a day. This reflects a/an
________ theme of conflict.
a. autonomy
b. rebellion
c. pragmatism
d. narcissism
Answer:
Research on happiness throughout the lifespan suggests that:
a. younger people are more likely to associate happiness with excitement.
b. younger people are more likely to focus on the importance of material goods in
bringing happiness.
c. younger people prefer hedonic purchases.
d. older people are more likely to focus on the importance of experiential products in
bringing happiness.
Answer:
You are opening a western fast food franchise in India. Based on the recent experiences
of McDonalds, what products might you choose to avoid, or major in, and why?
Answer:
Marketers who would reach teens should be aware that teens use products in all of these
ways EXCEPT:
a. to express their identities.
b. to explore the world and their new-found freedom in it.
c. to help them have the “right” look.
d. to support their local stores
Answer:
Which of the following is an example of marketers using positive affect to highlight
product benefits?
a. Samsung showcasing the functional benefits of their new phone and the fact their
rivals, the iPhone does not have these features
b. a political campaign advertisement that conveys the opposing candidate in negative
light
c. gambling ads showing the possible negative outcomes of excessive gambling
d. An ad for Viagra depicts a happy user of its products, who is walking to the beat of
uplifting music.
Answer:
Nike has profited from what change in China’s social system?
a. a rising lower class
b. a change in China’s labour policies
c. a rising youth population
d. a rising middle class
Answer:
The Bank of Montreal’s specific wavelength of blue is so well recognized that
consumers can recognize the brand just by the colour alone. When a colour combination
becomes this strongly associated with the brand, this is called:
a. patent.
b. copyright.
c. colour code.
d. trade dress.
Answer:
In group decision-making contexts, the person who conducts information searches and
controls the flow of information is known as the:
a. initiator.
b. informer.
c. opinion leader..
d. gatekeeper.
Answer:
Harlequin Romance novels follow a cultural formula.
a. True
b. False
Answer:
The German sociologist Max Weber broke social rankings down into which three
types?
a. social honour, power, and wealth and property
b. social honour, personal honour, and material honour
c. class, wealth, and personality
d. family background, power and wealth, and property
Answer:
Gambling is an example of a “consumption addiction” because the person never
experiences any regret or guilt afterwards.
a. True
b. False
Answer:
The anticipation of achieving desirable outcomes “drives” us and is the major tenet of
drive theory.
a. True
b. False
Answer:
What were beliefs of the neo-Freudians? Are those beliefs relevant to today’s
marketing?
Answer:
What is advergaming?
Answer:
Give an example of how sense of smell differs for men and women.
Answer:
Outline and explain the elements of the perceptual process that would allow a shopper
to recognize and select a bottle of ketchup in a supermarket.
Answer:
Give an example of relative advantage in the context of product adoption.
Answer:
What is source attractiveness? Does it relate to some products more than others ?
Answer:
Why would a marketer use age as a segmentation variable?
Answer:
As the marketing manager for Dodge Durango (a large sport utility vehicle), you have
been asked to identify what types of “motivational conflict” might arise on the part of
consumers considering purchasing a Dodge Durangovehicle. Identify and explain the
three possible motivational conflicts that might arise in this context. Explain how you
might resolve each conflict as the marketing manager.
.
Answer:
Define masked branding and provide an example.
Answer:
Describe the concepts of social stratification and how it relates to achieved and
ascribed status.
Answer:
Why should marketers be interested in baby boomers such as Mark, who is a recent
retiree?
Answer:
Compare and constrast two types of learning that would be classified as behavioural
learning.
Answer:
How do true innovators differ from early adopters?
Answer:
What are three important characteristics that fads share?
Answer:
James is vice-president of a company that manufacturers clothing to younger
consumers. He wants to enhance consumer involvement with his products. What can he
offer them in order to accomplish this and why will it be effective?
Answer:
Identify the three components of the memory system.
Answer:
A teenager sassed his father. The father looked at his teenage son and remarked, “I don’t
like your attitude.” How is this use of the term attitude both similar and dissimilar to
how the term is utilized in studying consumer behaviours?
Answer:
What is a myth? Give an example.
Answer:
Sally has just come out of a store changing room wearing a new dress. As she checks it
in the mirror a store clerk flatters her, telling her that the dress looks amazing on her.
How is Sally likely to interpret the salesperson’s motives?
Answer:
Discuss three distinct ways, providing an example of each, in which Weber’s Law and
the JND can be applied in a retail store setting.
Answer: