Research has shown that Mexican firms are less likely to have formal codes of ethics
and more likely to bribe public officials than are American or Canadian companies.
This demonstrates that:
a. business practices can be unethical without being illegal.
b. social marketing is not important in Mexico.
c. cultural values and beliefs are important for determining what is considered ethical.
d. American and Canadian companies are more respectful than Mexican companies.
Answer:
The last 16% of consumers to adopt a new innovation are called the:
a. innovators.
b. late adopters.
c. late majority.
d. laggards.
Answer:
The four levels of the extended self are:
a. individual, tribal, family, public
b. community, family, individual, group
c. family, private, public, individual
d. material, ideal, reflected, aspirational
Answer:
Consumers are beginning to place a high value on buying green brands and products
from green companies. This shift towards personal and global health has been termed
by some researchers as:
a. conscientious consumerism.
b. a fad.
c. idealism.
d. environmentalist propaganda.
Answer:
Denise liked some things about the dresses she saw even though the same dresses also
had drawbacks. She really wanted the stunning black dress, but it cost a steep $395.
This purchase situation is typical of which type of motivational conflict?
a. approach-approach
b. approach-avoidance
c. avoidance-avoidance
d. hedonic-utilitarian
Answer:
The theories of ________ highlight the potential importance of unconscious motives
underlying purchases.
a. Horney
b. Jung
c. Katz
d. Freud
Answer:
Offsetters, a Vancouver-based carbon offsetting company, employed a number of novel
attention-getting techniques to raise awareness for their brand. For example, they
stationed a lifeguard in the middle of an urban area of Vancouver to remind consumers
about the dangers of global warming. This is an example of:
a. the wisdom of crowds.
b. stealth marketing
c. guerrilla marketing
d. reference group influence
Answer:
Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon
saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he
had to get an item like that for himself. Fallon’s behaviour would best be explained as a
________ theory of fashion.
a. trickle-down
b. trickle-up
c. trickle-across
d. trickle-skipping
Answer:
When dealing with university students, marketers find:
a. they have little to spend.
b. they have a superior attitude.
c. they are hard to reach conventionally.
d. they want a lot for very little.
Answer:
Product complementarity occurs when the symbolic meanings of different products are
related to each other.
a. True
b. False
Answer:
In the Middle East, women with money tend to seek out the latest in Western luxury
brands.
a. True
b. False
Answer:
The marketer who is trying to develop favourable attitudes towards his graham-cracker
cookies would find which of these sources most effective in persuading consumers?
a. a celebrity chef
b. a sophisticated world traveller
c. a supermarket check-out cashier
d. an ordinary or “typical” consumer similar to the target audience
Answer:
In analogical learning, the existing product is called the ______ and the new product is
called the___________.
a. node/link
b. link/target
c. base/target
d. target/link
Answer:
Jane told her friend Javier that she was frustrated because her manager at work did not
seem to appreciate the extra effort that she was putting in. Javier suggested that Jane
speak to her manager and show her the work she was doing. Later, Jane wondered why
men just “don’t get it.” All she really wanted from Javier was some sympathy. One of
the problems that Jane and Javier are experiencing is that women have a tendency to
use language for ________ goals, while men tend to employ ________ goals with
language.
a. extended self; looking-glass
b. communal; agentic
c. social class; self congruence
d. androgyny; hierarchical
Answer:
Retailers concerned with a store’s personality will design it with conscious attention to
layout and utilization of space, and use of scents, sounds, and colours to evoke specific
feelings and moods in buyers. The resulting combination of elements is known as:
a. space technology.
b. fantasy theme.
c. atmospherics.
d. mood induction.
Answer:
A website for Ten Tree Apparel allows consumers to predict which will be the most
successful t-shirt design. This process is taking advantage of:
a. the wisdom of crowds.
b. viral marketing.
c. guerrilla marketing.
d. reference group influence.
Answer:
Anabelle is 29 and she returned back home to live with her parents. She would be
labeled a member of the sandwich generation.
a. True
b. False
Answer:
Jan is sixteen, and feels very stifled by all the rules and regulations in the household.
The feeling has grown to a point where she is thinking about leaving home. This
reflects a/an ________ theme of conflict.
a. autonomy
b. belonging
c. idealism
d. pragmatism
Answer:
A new product called Bugchaser has just come on the market. It is a wristband
containing insect repellent. Mothers have found it especially useful with young children
because it is odourless, nontoxic, and nonstaining. This example illustrates which of the
following prerequisites for new product success?
a. compatibility
b. complexity
c. relative advantage
d. trialability
Answer:
With respect to the consumer behaviour model that has been presented in the text, the
________ consist(s) of the shopping experience, point-of-purchase stimuli, and sales
interactions.
a. antecedent states
b. postpurchase processes
c. cognitive processes
d. purchase environment
Answer:
When the family buys a new automobile, 18-year-old Alison impacts the decision by
demanding something that isn”t too uncool. In this context she is a(n):
a. initiator.
b. user.
c. influencer.
d. gatekeeper.
Answer:
Amy can recall her social insurance number quite easily because she groups the
numbers into three sets. This illustrates how ___________ can facilitate the memory
process.
a. elaboration
b. rehearsal
c. salience
d. chunking
Answer:
Which of the following includes the three stages of a consumer’s rites of passage?
a. separation, liminality, aggregation.
b. separation, luminosity, consubstantiation.
c. separation, de-individuation, socialization.
d. separation, liminality, acculturization.
Answer:
The fact that sushi has become a mainstream meal in Vancouver is an example of:
a. conversion.
b. creolization.
c. portability.
d. de-ethnicitization.
Answer:
Product usage is a significant way that teenagers express their needs and values.
Research has shown that watching others influences this symbolic value. Consequently,
when ninth graders see movies of actors smoking, their own intent to smoke is
________.
a. decreased
b. constant unless they meet the actor in person
c. increased, but only if they already smoke
d. increased
Answer:
Although Gillian’s eyesight is perfect, she feels that if she wears glasses her students
will respect her more. This is an example of self-decorating serving the following
purpose:
a. to enhance gender-role identification.
b. to provide a sense of security.
c. to indicate desired social conduct.
d. to indicate high status or rank.
Answer:
Many ads take the form of a(n) ________, in which a story is told about an abstract trait
or concept performed by a person, animal, or vegetable.
a. metaphor
b. comparison
c. allegory
d. autonym
Answer:
Coke is attempting to combat erosion of the cola market by using phrases such as
“unique taste sensation.” They are attempting to appeal to consumers’:
a. prestige hierarchy
b. individualism
c. desire effect
d. emotional reactions
Answer:
Flows are exchanges of resources, information, or influence among members of the
network.
a. True
b. False
Answer:
A Coca-Cola ad uses a cute polar bear and pleasing Christmas music to advertise its
products during Christmas season. What type of emotion is this commercial trying to
convey?
a. Guilt
b. Happiness
c. Sadness
d. Embarrassment
Answer:
What is a surrogate consumer? Give an example.
Answer:
What is the difference between product placement and branded entertainment?
Answer:
Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip
around the world. His brother bought an expensive racing boat. Discuss what factor
likely led to this difference in choice.
Answer:
How does encoding help determine how a memory will be represented? Provide an
example of this.
Answer:
How is the concept of ethnocentrism related to country of origin effects?
Answer:
There are eight categories listed in the VALS system. List and briefly describe each of
the categories.
Answer:
Why should marketers take the family life cycle into account for marketing planning?
Answer:
How does social class relate to consumer behaviour in Japan?
Answer:
You have been hired by your university to implement a social marketing plan to
encourage students, staff, and faculty on campus to recycle. What elements would be
important to keep in mind while creating your marketing plan?
Answer:
What does potlatch mean? Give a modern-day equivalent.
Answer:
What is a non-compensatory rule? Describe the different types of non-compensatory
rules used in purchase decision making.
Answer:
What is the difference between maleness and masculinity? Provide an example of both.
Answer:
How much effect can product placement have on brand popularity and why might this
be so?
Answer:
What alterations have been made to the original Fishbein model and why?
Answer:
Variable reinforcements result in behaviour that is more difficult to extinguish than that
reinforced by fixed schedules. Why? Give an example.
Answer:
Discuss the important elements that influence the persuasiveness of the message.
Answer: