A new type of Sheer brand pantyhose would be viewed as a discontinuous innovation.
a. True
b. False
Answer:
The reason that a person would be willing to be tattooed now, who would not have
considered it 20 years ago, shows the power of gender-role categorization.
a. True
b. False
Answer:
When Naomi went to teach English in Taiwan, it took her ages to become:
a. enculturated.
b. acculturated.
c. easternized.
d. socialized.
Answer:
_____________ refers to the notion that social media flows of communication go in
many directions at any point in time, often on multiple platforms.
a. Media multiplexity
b. Object subjectivity
c. Connexivity
d. Flow state
Answer:
When Prime Minister Stephen Harper speaks about interest rates, people listen. This
principle is known as:
a. politicization.
b. puffery.
c. authority.
d. consistency.
Answer:
Placing coolers of Powerade drinks and energy bars in high traffic areas of fitness
centres indicates that marketers are most likely trying to ensure that appropriate
________ are active.
a. competitive products
b. role identities
c. paired stimuli
d. profit centres
Answer:
Verbal elements of an ad (or ad copy) are more effective when reinforced by an
accompanying picture. This is especially true if the picture relates strongly to what is
said in the copy, when the illustration is:
a. coordinated.
b. framed.
c. matched.
d. bonded.
Answer:
Which of the following is nottrue of seniors?
a. They think of themselves as being younger than they actually are.
b. They are largely dependent upon their children and the government for financial
support.
c. They are highly engaged in the community with almost 45 percent volunteering to
help in the community.
d. Many are still working and raising children.
Answer:
What is plinking?
a. the embedding of a product or service link in a video
b. the placement of a brand in a documentary feature
c. advertising dropins to feature storylines
d. pop-up ads on social networking sites
Answer:
When Allan signs up for a cake baking class he feels anxious and apprehensive that he
will confirm the stereotype that men are not good at baking. This demonstrates:
a. self-construal.
b. confirmation anxiety.
c. self-concept threat.
d. stereotype threat.
Answer:
Which of the following is nota possible result of an individual’s involvement with a
purchase decision?
a. choosing which decision rule to use for selecting between alternatives
b. perceived differences in product attributes
c. high influence of price on brand choice
d. low amount of information search
Answer:
Billi likes to be cutting-edge when it comes to electronics. He likes to be the first to try
new technologies and is willing to pay a higher price than the average person. He is best
classified as a(n):
a. innovator
b. early adopter
c. early majority
d. laggard
Answer:
Mary has always had a good relationship with her mother. At the university, she met a
friend whom she grew very fond of. Mary brought her new friend home to visit her
family. Mary’s mother really disliked her new friend. According to the balance theory,
what will Mary be motivated to do?
a. Mary will assimilate her mother’s feelings, thereby understanding her mother without
changing her attitude toward her or her new friend.
b. Mary will begin to believe her own judgment is flawed and compensate by
persuading herself that she really does make good judgments in her relationships.
c. Mary will notice how her own behaviour was influenced by her mother and conclude
that she really likes her friend better than she at first believed.
d. She will try to get her mother to change her attitude. If that is unsuccessful Mary will
change her attitude toward her mother, or toward her new friend.
Answer:
In an experiment, two groups drank the same brand of fruit juice. One group was
simply asked politely to try the drink. The second group was tricked into drinking the
juice. Suppose that, on average, the second group liked the juice more than the first.
How could the theory of cognitive dissonance be used to explain these results?
a. It may violate a person’s sense of consistency to be tricked; therefore members of the
second group concluded that they really drank the juice because it tasted good.
b. It may violate a person’s self-esteem to be tricked; consequently the juice was liked
more because the respondents had paid a higher psychological price.
c. People who were asked politely would have more anticipation and more expectations
of the juice than the other group. These pre-tasting conditions were harder to meet than
when people were simply tricked into tasting the juice.
d. It created a larger sense of cognitive dissonance in the first group because they agree
to taste the juice simply by being asked. They expressed their subconscious displeasure
by rating the drink more negatively than the second group.
Answer:
A Samsung commercial shows people lining up for the new upcoming iPhone. Other
people with the Samsung phone come up to the line and show them features that
Samsung has that the rival phone does not. What emotion is this commercial
conveying?
a. Anger
b. Embarrassment
c. Happiness
d. Envy
Answer:
Sara and Jessica text back and forth while Sara is shopping and Jessica is riding the bus
to work. This is an example of:
a. a synchronous interaction.
b. an asynchronous interaction.
c. utilitarian consumption.
d. a consumption community.
Answer:
The term “baby boom echo” is used by marketers to refer to:
a. children born between 1947 and 1966.
b. children of baby boomers.
c. the yuppies’ children.
d. those children who will be born around 2000, at the turn of the century.
Answer:
When an unhappy consumer appeals to the retailer for redress, this is termed:
a. voice response.
b. preference response.
c. private response.
d. second-party response.
Answer:
Cecilia has just purchased a new Jetta for $25 000 and is told that she has received a
“super deal.” A few days later she is surfing the Internet and comes across the same
Jetta for $2000 less from a dealership only 100 miles away. Chances are that she will
fairly quickly experience variables put forth by the theory of:
a. anger-frustration.
b. avoidance-acceptance.
c. cognitive dissonance.
d. Jungian possession.
Answer:
An ad for a credit card shows a man and a woman going out on a date. While on the
date, the man uses a rival credit card to pay the bill and his card is rejected. The woman
ends up paying for the bill and the man is smiling awkwardly. What type of emotion is
this commercial conveying?
a. Anger
b. Embarrassment
c. Happiness
d. Guilt
Answer:
Some colour combinations for packages become so well-known that marketers have
successfully sought legal protection for their right to exclusive use, e.g., Eastman
Kodak for its yellow, black, and red film packages. This colour combination becomes
known as the company’s:
a. patent.
b. copyright.
c. colour code.
d. trade dress.
Answer:
On Monday, Frank was driving to work and noticed a new billboard. One week later,
although the same billboard was there, he didn’t notice it anymore. This is an example
of how ________ can affect adaptation.
a. duration
b. discrimination
c. exposure
d. relevance
Answer:
How strongly consumers hold an attitude toward an object is usually related to:
a. their level of involvement with the attitude object.
b. the available income they have in relation to the cost of the desired object.
c. their belief in the objective value of the attitude object.
d. the number of positive attributes the object has.
Answer:
Jews do not eat pork. This is an example of a custom.
a. True
b. False
Answer:
When BMW made a series of narrative films in ways that showcased their own
products, this was an example of ________.
a. branded entertainment
b. brand loading
c. brand integrity
d. cultural jamming
Answer:
________ refer(s) to a pattern of consumption reflecting a person’s choices of how he or
she spends time and money.
a. Lifestyle
b. Motivation
c. Pattern development
d. AIOs
Answer:
Which of the following is an example of a sacred place?
a. a Hard Rock Caf
b. a cliff from which one can often see a beautiful sunset
c. walking through the forest on a spring day
d. Ground Zero in Manhattan
Answer:
According to the balance theory of attitudes, when two elements are linked because
someone has expressed a preference, either positive or negative, for the third, a/an
________ exists.
a. triad
b. sentiment relation
c. unit relation
d. frame of reference
Answer:
During January, Bill, a marketing director for an alcohol company, ran a successful
68-inch advertisement in a magazine that featured a man and a woman having a great
time at the beach. In February, he placed the same advertisement in the same magazine,
but reduced the size of the ad. Sales of his products declined. What mistake did Bill
make?
a. He was using novel stimuli in the advertisement, which are eventually ignored after
about a month of exposure.
b. He should not have tried to advertise alcohol in February, a month where sales are
typically low.
c. He should not have placed an advertisement two months in a row in the same
magazine.
d. He forgot that the size of a magazine advertisement is important for attracting
readers.
Answer:
Marketers view teens as “consumers in training” because:
a. they have discretionary income.
b. they have disposable income.
c. they learn how to spend.
d. brand loyalty is developed then.
Answer:
What is currently true regarding pet populations in Canada?
a. There are approximately 3 million cats.
b. Tthere are approximately 9 million dogs.
c. There are more than 5 million dogs.
d. There are four times more pets than children under 18.
Answer:
Eleanor worries about the rising levels of violence and drinking in society that she
gauges by watching TV. In reality. this rise appears to be a distortion according to which
theory?
a. media theory
b. reality engineering
c. senior bias effect
d. the cultivation hypothesis
Answer:
The important thing for marketers to remember about stereotypes of mature consumers
is that:
a. the view of older people as alone, infirm, and frightened is essentially accurate.
b. most mature consumers can only afford to buy the least expensive items.
c. most mature consumers are active, interested in what life has to offer, enthusiastic
customers with the means and willingness to buy many goods and services.
d. mature consumers are best lumped together as a single homogeneous market
segment.
Answer:
Explain the Freudian concept of the superego.
Answer:
What is an approach-avoidance conflict? Provide an example of this.
Answer:
Explain the concepts of the ideal and actual self. How do they differ? How can
marketers bridge the gaps between these two selves?
Answer:
Define problem recognition. Show how problems can arise. Give a brief example to
illustrate the problem recognition process.
Answer:
Explain the Freudian system of personality as it might apply to the behaviour of
someone who is out with friends drinking.
Answer:
Distinguish between knowledge bias and reporting bias.
Answer:
What is an associative network model?
Answer:
Identify and define the three aspects of the self-system according to Freudian
psychology.
Answer:
What is a virtual brand community? Give an example that demonstrates the concept.
Answer:
From a shopping orientation perspective compare an economic shopper, a personalized
shopper,and a recreational shopper.
Answer:
When asked why he spends so much money on clothing, gadgets, and his car, Andrew
answers: “He who dies with most toys, wins”. Describe what value he is expressing.
Answer:
What are reference groups? Why might it be important for marketers to know
consumers’ reference groups? Is there value for marketers to create one if none exists
for their product(s)?
Answer:
What are some of the advantages in using non-human endorsers?
Answer:
Define mood congruency and provide an example of it.
Answer:
What does the volunteering pattern look like for Canadians 55 and older?
Answer:
Explain how balance theory works.
Answer: