When a consumer expresses dissatisfaction about a product to friends, and/or boycotts
the store,this is termed:
a. preference response.
b. private response.
c. second-party response.
d. third-party response.
Answer:
Tilden, a movie critic, recently reviewed the James Bond movie Sky Fall. Tilden is a:
a. product selector.
b. creative subsystem member.
c. production manager.
d. cultural gatekeeper.
Answer:
In 2006, Sony launched a program in which it hired a person to pretend he was a huge
PSP fan. The person made a hip-hop song with a YouTube video as well as a website
dedicated to his love for Sony’s PSP (called alliwantforxmasismypsp.com). This is an
example of:
a. fraudulent marketing.
b. youtubing.
c. sock puppeting.
d. podcasting.
Answer:
Sidney went to court to fight his speeding ticket. This is an example of what type of
ritual?
a. rite of passage
b. cultural
c. civic
d. personal
Answer:
Amy and her family communicate with many gestures and words, with gestures
carrying more weight than words. This is indicative of a ________ culture.
a. low-context
b. hidden-meaning
c. subtle-contextual
d. high-context
Answer:
When Stephanie thought of perfume, she thought of Chanel, French, Catherine
Deneuve, expensive, alluring, elegant. These examples make up her:
a. activation model.
b. evoked set.
c. network.
d. schema.
Answer:
The presence of a large number of people can affect a consumer’s attitude about a
purchase, depending upon his or her interpretation of the group. If the consumer has a
negative view of the reason for their close presence, then the psychological state of
________ exists.
a. packing
b. space deficit arousal
c. mass irritation phenomenon
d. crowding
Answer:
Daily we are bombarded by a symphony of colours, sounds, and odours. The immediate
response of our receptors to such basic stimuli is called:
a. stream of consciousness.
b. subjectivity.
c. sensation.
d. perception.
Answer:
Cindy is watching a television advertisement. The only elements that will influence
Cindy’s attitude toward the advertisement are her attitude toward the advertiser and the
mood evoked by the ad.
a. True
b. False
Answer:
Power distance refers to a society’s tolerance for uncertainty and ambiguity.
a. True
b. False
Answer:
Phyllis has limited resources. She hunts for bargains. Her shopping type can be
described as:
a. economic.
b. personalized.
c. apathetic.
d. recreational.
Answer:
Jackson, the marketing manager for a large food manufacturing plant, recently met with
his boss because he was concerned that his company was violating the Food and Drugs
Act of 1953 and the Competition Act of 1986. Based on this information, what was the
problem that Jackson was concerned about?
a. The company had not taken any quality-control measures when producing its
products.
b. The company was advertising one of its unhealthy products as being healthy.
c. The company would not reveal what information it was collecting from its customers.
d. Its products were unsafe to consume and could cause harm to people.
Answer:
Craig complained to his friend Jess that a class was too hard and he believed that the
teacher was not being fair with his grading standards. Jess replied, “Craig, you really
have an attitude problem.” What is the relationship between the manner in which the
term attitude is used in common conversation and the how it is defined in consumer
behaviour?
a. There is no relationship. Common usage is not the same as attitudes as seen by the
researchers who study consumer behaviour.
b. The term attitude is widely used in popular culture in much the same way it is used in
studying consumer behaviour.
c. They are different in that popular culture does not recognize that attitudes are
temporary. Otherwise the usage is the same.
d. They are similar except that popular culture assumes that attitudes are related to
beliefs, and research scientists have shown that there is no such relationship.
Answer:
Denise is shopping for a dress. She has narrowed down her final choice to two dresses,
but she has a new dilemma. The black number is elegant, and she looks awesome in it
and sophisticated. She anticipates Tim’s reaction. The blue dress flatters her figure, and
besides it would be practical for future occasions. She wants to buy both. She is
experiencing which type of motivational conflict?
a. approach-approach
b. approach-avoidance
c. avoidance-avoidance
d. hedonic-utilitarian
Answer:
The “looking-glass self” is but one of many “selves” defining who we are; it is:
a. the ideal self we wish we were as we look at ourselves in the mirror.
b. the self we imagine others see when reacting to us.
c. the self we visualize we will be in our older years.
d. the self we see reflecting what our parents were.
Answer:
The “trickle-down theory” of fashion is characteristic of which of the following models
of fashion?
a. the psychological model
b. the economic model
c. the liberal arts model
d. the sociological model
Answer:
________ is the classification scheme that segments consumers in terms of changes in
income and family composition and changes in demands placed on income.
a. Full nest II
b. Empty nest
c. Delayed full nest
d. Family life cycle
Answer:
Kathy has decided to purchase a new Sony Home Theatre System with a 52″ TV. She is
at first uncertain what to do with the old 27″ TV it is replacing. After some deliberation,
she decides to keep it in case of emergency. Kathy is exercising:
a. disposal options.
b. familiarity withdrawal.
c. cognitive dissonance.
d. postpurchase evaluation.
Answer:
Having too many choices in the marketplace is referred to as ________.
a. purchase momentum.
b. consumer hyperchoice.
c. pseudo-choice.
d. maximizing.
Answer:
Ethos refers to the ideological area of culture that consists of a set of moral, aesthetic,
and evaluative principles.
a. True
b. False
Answer:
Rameed had an important meeting in New York to negotiate a big order for his
company. He chose to wear his black suit because he knew black represented:
a. excitement.
b. good luck.
c. intelligence.
d. power.
Answer:
The study of demographics allows us to describe who buys, but psychographics allows
us to understand why they do.
a. True
b. False
Answer:
A continuous innovation describes a new version of an existing product brought out to
represent a complete change from the previous version.
a. True
b. False
Answer:
According to the functional theory of attitudes, attitudes are determined by a person’s
motives.
a. True
b. False
Answer:
Multi-attribute attitude models specify three elements, which are:
a. attitudes, values, beliefs.
b. values, behaviours, attributes.
c. beliefs, importance weights, values.
d. attributes, beliefs, importance weights.
Answer:
In the “good old days” companies decided what they wanted their customers to know
and do. This time is known as:
a. consumer space.
b. the baby boomer era.
c. market control.
d. marketer space.
Answer:
“Baby Boom Echo” is another term for:
a. university students
b. Gen Xers
c. Gen Yers
d. children born after 1995
Answer:
Repeated pairings of CS and UCS over time may lead to a certain level of association,
but when the pairings are only occasionally presented, the prior linking effects may
disappear completely. This is called:
a. cue-dependent forgetting.
b. decay.
c. retro-conditioning.
d. extinction.
Answer:
Source ________ relates to consumers’ beliefs that a communicator is both competent
and willing to provide the information necessary for them to make an adequate
evaluation of competing products.
a. honesty
b. “Z” factor
c. credibility
d. attractiveness
Answer:
Shopping is an activity that can be performed for either utilitarian or ________ reasons.
a. hedonic
b. tangible
c. functional
d. moral
Answer:
Attributes of self-concept can be described along several dimensions. If Rudi Gonzalez
sees himself as being one who is handsome (has a highly attractive face) rather than a
person who is intellectual, which of the following self-concept dimensions best applies
to Rudi’s view of himself?
a. Content
b. Positivity
c. Stability over time
d. Negativity
Answer:
Within groups, informal rules of behaviour are called ________.
a. beliefs
b. values
c. norms
d. social agreements
Answer:
How does consumer optimism or pessimism effect spending?
Answer:
Outline three of the problems with the theory of reasoned action.
Answer:
Karen is a member of a team that has been hired by the record label company to chat
about a newly released album on a number of popular teen sites and rate it highly and
extensively in web reviews. Explain what Karen is doing.
Answer:
Serena loves to eat canned corn, especially because of the Jolly Green Giant
spokescharacter. What aspect of brand personality is being used in this example?
Answer:
How can each level of the extended self be related to marketing?
Answer:
What is CSR? Give an example.
Answer:
In what ways is altruism relevant to the mature consumer?
Answer:
Explain how a desire to “bask in reflected glory” may affect marketing.
Answer:
What does coding mean to fashion? Why would something be undercoded?
Answer:
If your firm created a revolutionary digital communications product that promised to
“turn world markets on its ear’, what should the general content of your advertising
message be?
Answer:
Advertising has increasingly become less effective because of increased clutter. How
can you, as the marketer, break through this clutter?
Answer:
Use a song as an example to describe the three phases of the fashion acceptance cycle.
Answer:
What is instrumental learning? Why is this important to marketers?
Answer:
Give an example of classical conditioning, listing the correct terminology for the
elements in the process.
Answer:
Explain the difference between an etic and an emic perspective. Which one is
preferable for marketers and why?
Answer:
Explain the Freudian concept of the ego.
Answer:
Explain the concept of reality engineering and what it might have to do with consumer
culture.
Answer:
Janelle believes that having luxurious products is the secret to happiness. Given what
you know about happiness, what would you tell her?
Answer: