Martin is a member of an online buyers’ club that reinforces purchasing behaviour by
giving him prizes that increase as he increases his purchases. This is known as a form
of:
a. frequency marketing.
b. stimulus reward.
c. conspicuous consumption.
d. uncontrolled purchases.
Answer:
Ryan and Jo were talking about which car was the better buy for their daily travel back
and forth. Ryan wants the status of driving a Porsche while Jo says he thinks a Honda is
a more practical choice. The particular form of consumption which would satisfy their
needs is a/an:
a. want.
b. desire.
c. goal.
d. actuant.
Answer:
Frank only shops when he really has to, for example, when his fridge is empty. His
shopping type is:
a. personalized.
b. apathetic.
c. ethical.
d. recreational.
Answer:
Identity negotiation is the process by which the salesperson and the customer reach
some agreement about the roles each will play during the sales interaction.
a. True
b. False
Answer:
An age cohort refers to a a group of consumers of the same or similar age who have
undergone similar experiences.
a. True
b. False
Answer:
A marketing manager wanted to identify opinion leaders for her product category. What
should she look for?
a. She should find community leaders who use the product.
b. She should find socially active persons who are intensely interested in the product
category and who are similar to other customers.
c. She should look for people who stand out in a crowd.
d. She should look for people that have enough knowledge about a product category to
intimidate other people to become interested
Answer:
Putting more and more people into the same marketing space will increase arousal in
customers. This can be seen as either positive or negative, depending upon each
customer’s interpretation of this arousal.
a. True
b. False
Answer:
In Freudian theory, the ________ is that part of the mind guided by the primary desire
to maximize pleasure and avoid pain.
a. superego
b. ego
c. persona
d. id
Answer:
A charity group wants to raise money for famine relief for children. They know that
people have little interest in the faraway country where the famine is raging, or in the
complicated causes of the famine, but they love children. What type of ad should the
charity run to increase contributions?
a. They should sponsor vivid ads with little abstract material.
b. They should sponsor highly verbal ads with little visual material.
c. They should sponsor one-sided ads with logical verbal material.
d. They should sponsor ads that raise the fear level of viewers.
Answer:
Roy saw the point-of-sale sample of cork flooring at the building supply company.
When he got home he went on the Internet to find out more about the product. This is
an example of:
a. first-order response.
b. second-order response.
c. transaction response.
d. source credibility.
Answer:
Molson’s Ale depicts one male getting turned down for a date because an attractive
female notices that he drinks another brand. Shortly after, she accepts a date from a
male drinking Molson beer. Molson is trying to get consumers to:
a. be more assertive in product selection.
b. imitate the behaviour of successful models.
c. choose based on subliminal perception.
d. reject competitors based on selective learning.
Answer:
To reduce waste associated with their Downey Fabric Softener, Proctor & Gamble
introduced refillable containers. This is an example of:
a. green marketing.
b. ethical marketing.
c. culture jamming.
d. anticonsumption.
Answer:
________ is the process by which the consumer surveys his or her environment for
appropriate data to make a reasonable decision.
a. problem recognition
b. evaluation of alternatives
c. information search
d. product choice
Answer:
James has a positive attitude toward himself. It could be said that he has a high:
a. behavioural anchor referent.
b. self-esteem.
c. ideal self.
d. self-monitoring system.
Answer:
Unlike those with physical addictions, consumption addicts really do have control over
their behaviour; the comparison is strictly metaphorical.
a. True
b. False
Answer:
The Pope would be an example of a/an:
a. cultural convention.
b. sacred person.
c. cultural object.
d. reciprocity symbol.
Answer:
Today’s shoppers are demanding faster, more convenient service. How are retailers such
as Safeway and Home Depot responding?
a. employing more sales staff
b. training staff to check out more efficiently
c. offering self-serve checkouts
d. consolidating retail outlets and investing in online stores
Answer:
Xavier developed a headache because he had skipped breakfast, but it went away after
he ate lunch. He had reached a state of:
a. biogenesis.
b. psychogenics.
c. equilibrium.
d. homeostasis.
Answer:
The first-year university student who brings personal items from home, such as his
stereo, and puts posters on his dorm walls, is:
a. making a bid for attention from others.
b. making sure that he becomes “a new person.”
c. trying to break away from his parents’ domination.
d. protecting his identity in a strange environment.
Answer:
Why might Ted, an older Generation X member, likely be worse off at present if he
loses his job than his son, Gary?
a. because his computer skills are relatively poor
b. because his networking base is narrower
c. because he has a much larger mortgage to pay for
d. because he has a large growing family to support
Answer:
Graffiti disparaging Nike on the Toronto subway is one form of anticonsumption.
a. True
b. False
Answer:
Choosing a product on the basis of its having the largest number of positive attributes is
typically the case when a consumer is using the:
a. conjunctive rule.
b. elimination-by-aspects rule.
c. simple additive rule.
d. attribute preference rule.
Answer:
Kent is a loyal Coca-Cola drinker. As a college student, he averages about six Cokes a
day. He even prefers Coke to water. However, today when he passes a vending machine
in his dorm, he buys a new flavour of soft drink called Big Red. Which of the following
most appropriately explains his behaviour, given the facts about Kent’s previous
behaviour?
a. Kent is variety seeking.
b. Kent is creating brand parity.
c. Kent is influenced by advertising.
d. Kent is influenced by vending machine atmospherics.
Answer:
The particular colour combination that companies use for their packaging and other
marketing communications is referred to as their colour code.
a. True
b. False
Answer:
A key strength of motivational research is that it does not rely on Freudian theory.
a. True
b. False
Answer:
When targeting Chinese Canadians, marketers should consider all of the following
except:
a. Chinese Canadians have above average incomes.
b. Chinese Canadians are a relatively homogenous group.
c. Chinese Canadians are influenced by the amount of time they have been in Canada.
d. Chinese Canadians comprise multiple distinct groups.
Answer:
One way marketerscan trigger nostalgia in an individual is by:
a. increasing brand equity.
b. having the marketer’s product present in their evoked set.
c. introducing a retro brand.
d. creating a new fashionable trend.
Answer:
Dave has a large discrepancy between his ideal self and real self. It would be unwise for
marketers to target people like Dave using fantasy appeals, since what is shown in such
ads is way out of reach of what they believe they can do.
a. True
b. False
Answer:
People who have grown up “wired” in a world of digital technology are described as
________.
a. horizontal revolutionaries
b. smart socialites
c. digital natives
d. face-to-place consumers
Answer:
In terms of the ideal female body type, the ________ look has reappeared.
a. waif
b. athletic
c. hourglass figure
d. hippy look
Answer:
In terms of SMART goal setting, “T” stands for:
a. Time-bound.
b. Total.
c. Targeted.
d. Temperate.
Answer:
Samantha Hollings is studying psychology. During her studies, she makes a conclusion
based on what she has read about Freudian theory. Her conclusion is that the ego is a
mediator between temptation and virtue. Is her conclusion true or false?
a. True
b. False
Answer:
Zoomers are a group made up from what type of people?
a. tweens with attitude
b. fast-moving Generation Z members
c. boomers with zip
d. over 70s who like to travel
Answer:
Innovators tend to have more favourable attitudes towards taking risks. They also are
likely to have higher education and income levels and to be socially active.
a. True
b. False
Answer:
When Otis visited Toronto he watched CNN on TV in his hotel, and went to the ROM
and to hear the symphony orchestra. Most likely he belongs to:
a. upper and upper-middle classes
b. upper
c. middle class
d. middle and working
Answer:
Alison is a go-getting lawyer who is very career-oriented and makes a high salary.
Using the VALS framework, how would you describe Alison?
Answer:
John passes a mural on a house every day on the way to work. A friend asks if he likes
it and he says that he does. What effect might mere exposure have on his preference?
Answer:
What is relationship marketing? How might relationship marketing be used by
marketers to become “closer” to consumers?
Answer:
What is one way in which marketers take advantage of negative consumer mood states?
Answer:
Define stimulus discrimination. Why it is important to marketers?
Answer:
What are the three major components of a culture production system (CPS)?
Answer:
Why might the global youth market be interesting to marketers and what
communication means is of special concern in this market?
Answer:
Every culture is different. According to Hofstede, much of this variability can be
accounted for by five dimensions. Name them and describe why this information is of
importance to marketers.
Answer:
What is Weber’s Law? Give an example.
Answer:
What is subliminal perception? Give a famous example of when this was supposedly
demonstrated.
Answer:
Explain the concept of reality engineering and give an example.
Answer:
A certain Native American tribe produced extremely beautiful canoes, wooden combs
with intricate carvings, and clothing with decorative beads and shells. Almost all of
their artifacts show creativity and artist balance. Yet anthropologists state that this tribe
did not produce any “art.” How can the anthropologist make such a statement and still
be accurate in their evaluation?
Answer:
Discuss one-sided versus two-sided arguments and give an illustration of each.
Answer:
What is group cohesiveness? What influence does group size have on group
cohesiveness?
Answer:
Explain how habitual decision making works.
Answer:
What is the difference between independence and anticonformity?
Answer:
What is Transformative Consumer Research? Give an example.
Answer:
What is personality?
Answer:
What is customer co-creation? Give an example.
Answer:
What is nostalgia? How do marketers use nostalgia?
Answer: