Maslow’s hierarchy of needs approach implies that the order of development of motives
is fixedthat a certain level must be attained before the next higher level is activated.
a. True
b. False
Answer:
Products that customers put on the subordinate level always have at least one thing in
common.
a. True
b. False
Answer:
A prestigious luxury car advertiser states that “the loudest thing you’ll hear is the ticking
of the clock,” with the implication that they’re working on solving that problem right
now. The advertiser is using ________ in the construction of the message.
a. counter-attitudinal advocacy
b. refutational argument
c. open-ended strategy
d. proactive advocacy
Answer:
In the 1920s, ________ proposed that “sexually charged areas wax and wane in order to
maintain interest, and that clothing styles change to highlight or hide these parts.”
a. Veblen
b. Freud
c. Fischer
d. Flgel
Answer:
Mia used yellow, green, and orange for her web page. This was likely because she knew
these hues captured attention.
a. True
b. False
Answer:
A lasting general evaluation of people (including oneself), objects, and issues is:
a. an opinion.
b. an impression.
c. an attitude.
d. a value.
Answer:
Styles are created exclusively by the deliberate inventions of designers and
businesspeople.
a. True
b. False
Answer:
Souvenir reproductions of the Eiffel Tower or the CN Tower are examples of profane
objects.
a. True
b. False
Answer:
There is no evidence of a pecking order for people.
a. True
b. False
Answer:
Most researchers agree that an attitude has three components. In the ABC model of
attitudes, they are:
a. attitude, behaviour, conscience.
b. affect, behaviour, cognition.
c. affect, behaviour, conscience.
d. attitude, belief, cognition.
Answer:
According to the text, dimensions of ethnicity that are important to marketers include
all of the following, EXCEPT:
a. heritage.
b. life and consumer experiences.
c. religion.
d. patrimony.
Answer:
Teens have a reputation for being rebellious and resisting authority, but some cultures
value conformity. According to the text, what has been the result of these two forces in
Asian cultures?
a. The more conforming the society, the more rebellious teens become.
b. Some experts have said that many Asian teens act almost schizophrenic; on one hand
wearing the symbolic clothing and listening to the music of rebellion, while on the other
hand still conforming almost entirely to the rest of their culture.
c. Teens in these cultures have almost entirely rejected Western symbols of rebellion.
d. The drive to conform has almost made teen rebellion non-existent.
Answer:
When marketers update their package designs or logos, they do it in small increments of
change so the change will not affect consumers’ familiarity with the product. This is the
principle behind:
a. JIT
b. JND
c. PERT
d. 4 Ps
Answer:
When Ford of Canada sends out follow-up letters to recent vehicle purchasers, they are
most likely trying to:
a. speed up the purchase cycle.
b. increase the value added.
c. reinforce purchase decisions.
d. match competitors.
Answer:
Cross-culturally speaking, the extent to which the less powerful members of
organizations and
institutions accept and expect that power is distributed unequally is referred to as:a.
individualism-collectivism
b. uncertainty avoidance
c. masculinity/feminity
d. power distance.
Answer:
According to the principle of least interest, a person will gain power in a group as she
decreases her commitment to the group.
a. True
b. False
Answer:
Entertainer Madonna made a distinctive fashion statement when she wore lingerie as
outer wear. Some consumers voluntarily imitated these outfits and began buying
bustiers to identify with the Madonna image. What kind of power base did Madonna
have?
a. referent power
b. information power
c. legitimate power
d. expert power
Answer:
Timothy ate just before his 11:00 class, but now he’s beginning to feel hunger pangs. He
goes off to buy something to eat. Which need is being fulfilled?
a. self-actualization
b. psychogenic
c. hedonic
d. utilitarian
Answer:
All of the following set cultures apart, EXCEPT:
a. norms.
b. language.
c. myths and rituals.
d. needs for safety.
Answer:
Scanner technology and clickstream data gathering are two methods of________.
a. conducting qualitative research
b. conducting experimental research
c. conducting observational research
d. tracking data on digital networking behaviour
Answer:
Gourmet Foods Inc. specializes in luxury items such as high-end appetizers and sweets..
Their best target would most likely be:
a. young marrieds.
b. middle-aged consumers.
c. single professionals.
d. older consumers.
Answer:
The colour __________ has been shown to increase attention.
a. yellow
b. blue
c. purple
d. red
Answer:
Brian is a product manager for a product sold to mature customers. His research has
consistently told him that his customers do not want to think of themselves as old.
According to self-image congruence models, which of the following would be the best
slogan for his product?
a. “Isn’t It Time to Act Your Age?”
b. “This Is Not Your Children’s Product”
c. “Stay Active . . . Enjoy Life”
d. “Better for What Ails You”
Answer:
Learning is a relatively permanent change in behaviour that is caused by experience.
a. True
b. False
Answer:
The Chinese Canadian market is now being taken seriously by major marketers because
of two important demographic characteristics, which are that:
a. Chinese Canadians are relatively older and very prosperous.
b. Chinese Canadians work hard and have above-average incomes.
c. Chinese Canadians are concentrated in just a few cities (making them easy to reach)
and have smaller families than average for Canada
d. Chinese Canadians tend to eat out more and prefer Canadian mainstream food brands
Answer:
Maslow’s hierarchy of needs has flexibility in that higher levels can be attained before
lower levels.
a. True
b. False
Answer:
A spokesperson who is personally attractive may be more effective speaking to
consumers about products related to attractiveness or sexuality. One reason for this
effect is that beauty can function as a source of information and be instrumental in
forming attitudes. This processing is explained by:
a. beauty attitude formation.
b. the social adaptation perspective.
c. the superficial-value perspective.
d. halo effect.
Answer:
Groups often experience what is known as a risky shift (group members are willing to
consider riskier alternatives than they would as individuals). One of the chief reasons
for this phenomenon is ________.
a. decision polarization
b. diffusion of responsibility
c. degeneration hypothesis
d. regeneration hypothesis
Answer:
The custom of eating haggis on Robbie Burns Day is an enacted norm.
a. True
b. False
Answer:
Zajonc’s hierarchy of effects model involves:
a. beliefs → affect → behaviour
b. behaviour → affect → beliefs
c. affect → behaviour → beliefs
d. beliefs → behaviour →
Answer:
The term “timestyle” refers to:
a. the culture’s view of values related to the use of time.
b. the length of time consumers require for making a product purchase.
c. an individual’s priorities in allocation of the use of his or her time.
d. an individual’s perception of the passage of time.
Answer:
Why does age constitute a subculture?
a. People of a certain age share the same genetic traits.
b. People of the same age have shared the same experiences and have common
memories.
c. Age is a subculture because of the definitions adopted by Statistics Canada.
d. Age has been traditionally thought of as a subculture and consumer behaviourists
have seen no reason to modify that long-standing belief.
Answer:
All of the following are true about the Frankfurt School theorists, EXCEPT:
a. the receiver is a passive “couch potato.”
b. a message is perishable.
c. this school dominated mass communications in the latter half of the 20th century.
d. advertising is the process of transferring information to the buyer before the sale.
Answer:
Briefly explain source credibility.
Answer:
Tracy would like to make a purchase decision regarding a new baby stroller from a
rational perspective. What would this process look like?
Answer:
Use the example of a political campaign to discuss the relationship between various
cultural formulas and the cultivation hypothesis.
Answer:
Identify three perspectives on decision making and describe them.
Answer:
What is observational research? Give an example
Answer:
Compare and contrast sensation and perception.
Answer:
How might a product’s country of origin affect purchaser choice?
Answer:
Jennifer has a new product line of small homeware products on which she wants to get
some detailed feedback. What type of research technique might you recommend and
why?
Answer:
Describe the functional theory of attitudes.
Answer:
Distinguish between green marketing and social marketing.
Answer:
A low tar claim in an advertisement for Brand X cigarettes proved to be misleading.
Which Act was violated and why?
Answer:
Explain the concept of limited problem solving.
Answer:
How do consumers’ beliefs about the state of the economy affect spending patterns?
Answer:
What is uncertainty avoidance?
Answer:
What is the similarity and the distinction between intelligent agents and electronic
recommendation agents?
Answer: