The dimensions or qualities a consumer uses when judging the merits of competing
purchase options are called:
a. purchase options.
b. alternative rules.
c. evaluative criteria.
d. functional categories.
Answer:
A cultural system consists of three functional areas:
a. ecology, archeology, ideology.
b. social structure, race, partisanship.
c. ideology, environment, social structure.
d. ecology, social structure, ideology.
Answer:
The term grey marketusually refers to people that are:
a. between 40 and 45 years of age.
b. between 45 and 50 years of age.
c. between 50 and 60 years of age.
d. 65 years and older.
Answer:
According to one study in Calgary, when loss frames were combined with one other
element people were more likely to recycle. This element was:
a. concrete and detailed information regarding how to recycle.
b. abstract general information about why one should recycle.
c. swap out reward schemes to return the favour.
d. public praise.
Answer:
Canada is the only G7 nation to have fully recovered in terms of employment and GDP.
This has been attributed to:
a. more women entering the work force.
b. growth of computer-related industries.
c. a sound financial system.
d. a growing working immigrant class.
Answer:
Profane consumption deals with:
a. exaggerated habits.
b. extraordinary events.
c. pornographic products.
d. ordinary consumer objects.
Answer:
The expanded view of the exchange that includes the issues that influence the consumer
before, during, and after a purchase is called:
a. the value.
b. the strategic focus.
c. the pre-sell strategy.
d. the consumption process.
Answer:
________ involve(s) gathering data by directly observing consumer behaviours.
a. Survey research
b. Focus group research
c. Interviews
d. Observational research
Answer:
Fragrance cues are processed in the a part of the brain called the:
a. frontal lobe.
b. brain stem.
c. hypothalamus.
d. limbic system.
Answer:
According to the ABC model of attitudes, the relationships among knowing, feeling,
and doing are combined in different ways en route to the formation of an attitude. In
contrast to the confident way Nancy ordered, Jan, an occasional drinker, ordered her
drink by saying, “Oh, I don’t really care, I guess your house white wine will be fine.”
Which of the following schematics best represents Jan’s hierarchy of effects?
a. affect → behaviour → cognition
b. behaviour → affect → cognition
c. cognition → affect → behaviour
d. cognition → behaviour → affect
Answer:
Which of the following product categories would have the strongest potential to be
segmented by usage situations?
a. toilet paper
b. hard liquor
c. airline travel
d. furniture
Answer:
The fact that bribery in business is acceptable in some countries but not in others
demonstrates that:
a. ethics are relative to the situation in which business persons find themselves.
b. cultural jamming has been successfully practiced in some countries.
c. ethics are incompatible with social marketing.
d. practices can be unethical without being illegal.
Answer:
Canada is an example of a high-context culture.
a. True
b. False
Answer:
Licensing is one form of stimulus generalization applied to marketing strategy.
a. True
b. False
Answer:
A/An ________ implies that a consumer’s attitude toward a product can be predicted by
identifying the specific beliefs s/he holds about the several product attributes and
combining them into one overall measure of the consumer’s attitude.
a. product forecasting model
b. hierarchy of effects model
c. integrated-beliefs model
d. multi-attribute attitude model
Answer:
The two disposal options available to consumers are to keep the item or permanently
dispose of it.
a. True
b. False
Answer:
Because cognitive learning has to do with thought, it is not necessary to demonstrate a
change in behaviour to measure cognitive learning.
a. True
b. False
Answer:
Sometimes where something is said can be as important as what is said.
a. True
b. False
Answer:
Danielle and Kelli Jo both saw the same ad. The product being advertised was very
important to Danielle, but of only minor interest to Kelli Jo. According to the
elaboration likelihood model,even if both women buy the product, how will the
relationship between attitude change and behaviour be different?
a. Danielle will think about it first and then purchase. Kelli Jo will purchase first and
then change her attitude about the product later.
b. Danielle will purchase first and then change her attitude. Kelli Jo will think about it
first and then purchase the product.
c. Both women will change their attitudes first, but Kelli Jo will not purchase until she
sees Danielle purchasing. She will then model Danielle’s behaviour.
d. Both women will change their attitudes first, but Kelli Jo will not change her beliefs
about the product and Danielle will.
Answer:
Samantha is using a multi-attribute model to make a decision on which college to
attend. She has decided that scholarly reputation is more important than whether the
college has a good sports program. Which of the following elements is Samantha
primarily using in her multi-attribute model to make her decision?
a. attributes
b. beliefs
c. importance weights
d. valences
Answer:
The phrase, “You are what you consume,” recognizes that products do more than
influence the perceptions of others about who we are. They also:
a. act as protection to enable us to keep others from learning too much about our true
self.
b. help us determine our own sense of self as well.
c. hide us from ever really knowing who we are.
d. serve as a substitute for a well-developed self-concept.
Answer:
Many attempts to correlate reported attitude toward something with actual behaviour
have found:
a. people cannot be trusted.
b. saying something and actually doing can be very different.
c. when people say something, they generally do it.
d. there is a high correlation between the two.
Answer:
When consumers are intent on doing what they can to satisfy a need, they are inclined
to pay attention and process any information they feel is relevant to achieving their
goals. This state is termed:
a. involvement.
b. motivation.
c. attribution.
d. participation.
Answer:
Messages in verbal form (print ad copy) are more appropriate for high-involvement
situations because of all of the following, EXCEPT:
a. verbal messages require more effort to process than visual forms.
b. the consumer is motivated to really pay attention to the ad.
c. the consumer can refer back to the printed material as often as needed, since verbal
material decays in memory more rapidly than visual.
d. verbal messages allow the receiver to chunk information.
Answer:
Research on social norms and compliance with hotel energy conservation programs
finds that:
a. the most compliance occurs when a descriptive norm is linked to other guests who
stayed in the same hotel room.
b. the majority of guests (85%) ignore normative messages.
c. injunctive norms are always more effect than descriptive norms.
d. descriptive norms that link the behaviour to unconscious motives induce the most
compliance.
Answer:
The concept of the nuclear family would fit into which aspect of culture?
a. ecology
b. social structure
c. hierarchy
d. ideology
Answer:
The university market is relatively easy to reach via conventional mass media, such as
television.
a. True
b. False
Answer:
Special times or events marked by a change in the social status of the participants are
referred to as:
a. rites of passage.
b. Miller time.
c. purification rituals.
d. mortification rituals.
Answer:
Which of the following correctly identifies the three stages of gift-giving rituals:
a. gestation, emergent, presentation.
b. gestation, presentation, termination.
c. emergent, structural, reformulation.
d. gestation, presentation, reformulation.
Answer:
In addition to simply liking things better, consumers in a good mood also:
a. rely less on heuristic processing.
b. attend more closely to specifics of the marketing messages.
c. process ads with less elaboration.
d. suffer greater stress during the purchase decision.
Answer:
Juanita has decided to post a virtual diary on YouTube. When she does this, what form
of blogging most accurately describes Juanita’s actions?
a. moblogging
b. video blogging (vlogging)
c. podcasting
d. customer co-creation
Answer:
Combining small pieces of information into larger ones to help in processing is called:
a. collapsing.
b. chunking.
c. elaborative rehearsing.
d. retrieving evoked set.
Answer:
A recently opened clothing store makes sure that every time a consumer walks into the
store, that customer is made to feel important by a customer service representative,
regardless of whether the customer is intent on purchasing a product. Which reason for
shopping is the store trying to appeal to?
a. social experiences
b. sharing of common interests
c. interpersonal attraction
d. instant status
Answer:
Satisfaction of ________ needs is often subjective and experiential in nature; the
satisfaction may be motivated by fantasy and imagination.
a. utilitarian
b. totalitarian
c. hedonic
d. subjective
Answer: