All of the following are true about the trickle-down theory of fashion, EXCEPT:
a. it is useful when a stable class structure exists.
b. status symbols trickle down from upper to lower classes.
c. upper and lower classes are easily identified.
d. consumers tend to be more influenced by opinion leaders.
Answer:
Each of the following is a type of socialization agent except:
a. parent.
b. friend.
c. teacher.
d. religious leader.
e. computer.
Answer:
Which of the following statements best describes what a myth is?
a. A myth is a fiction that large numbers of people in a culture believe to be true.
b. A myth is a story that people like because it separates those in the know from those
who are not culturally aware.
c. A myth is a story containing shared cultural symbolic meaning. The story may
literally be true or false, but it conveys some cultural truth.
d. A myth is an old story that has been around so long that everyone in a culture can
relate to it through shared memories.
Answer:
It is rare to see “tree huggers” hanging out with “tree loggers.” This can most likely be
traced to:
a. flow states.
b. product preferences.
c. need assimilation.
d. different beliefs.
Answer:
Idiocentrics are more interested in other cultures and travelling than allocentrics.
a. True
b. False
Answer:
When Bristol-Myers states that “New Liquid Vanish really does clean tough rust stains
below the waterline better than Lysol,” it is using which of the following strategies?
a. cognitive differentiation
b. emotional appeal
c. comparative advertising
d. conclusion advertising
Answer:
In the game Everquest, players can enter a Pizza Hut restaurant. This is an example of
advergaming.
a. True
b. False
Answer:
When a company pays a blogger to write about its products in a positive way, this is
called a:
a. social media mavenry program.
b. paid influencer program.
c. online front program.
d. manipulative media program.
Answer:
Motivational research attempted to use Freudian ideas to better understand consumer
behaviour. Many researchers believe that it is wrong to use this approach to study
customers. Why?
a. Freudian theories have been shown not to apply to modern consumers.
b. Although the theories appear to have applications in psychological studies, they
cannot be successfully used to predict what happens in the marketplace.
c. The attempt was flawed in the first place because personality theories have been
found to be unrelated to motivation.
d. Some researchers believe that motivational research is not valid or reliable, while
others worry that it is too powerful and may allow marketers to subconsciously
manipulate consumers.
Answer:
Two key characteristics of a source (such as an announcer or featured individual in an
ad) for persuasive purposes in marketing communications are:
a. credibility and experience.
b. credibility and attractiveness.
c. attractiveness and experience.
d. “Q” rating and believability.
Answer:
__________ is the process of acquiring information and storing it over time so that it
will be available when needed.
a. Learning
b. Memory
c. Perception
d. Motivation
Answer:
__________ are exchanges of resources, information, or influence among members of a
social network.
a. Nodes
b. Connections
c. Conversations
d. Flows
Answer:
Canada’s culture emphasizes personal enjoyment, excitement, equality, and freedom.
These are associated with a/an ________ culture.
a. assimilative
b. collectivist
c. co-operative
d. individualist
Answer:
Bill is watching a television show. When an advertisement comes on, he has a
predisposition to respond to that advertisement in a favourable or unfavourable manner.
This predisposition is referred to as a(n) ________.
a. advertisement potential
b. attitude toward the advertisement
c. promotional cheer
d. promotional influence
Answer:
Activation models of memory consider that knowledge is coded at varying levels of
complexity. The lowest level of complexity, stored in nodes, is called:
a. meaning concepts.
b. propositions.
c. schemas.
d. scripts.
Answer:
The biggest emerging consumer market at present is know by its acronym BRIC. What
does it stand for?
a. Big, Rich, Industrial Consumers
b. Brazil, Russia, India, China
c. Booming, Rich, Independent Children
d. Bolivia, Russia, Italy, China
Answer:
The belief that if you gamble long enough (e.g., on a slot machine), you will eventually
win, shows an understanding of which type of reinforcement scheduling?
a. fixed-interval
b. fixed-ratio
c. variable-interval
d. variable-ratio
Answer:
Interviews usually involve small group sessions with approximately 6-12 consumer
participants.
a. True
b. False
Answer:
The process of social comparison involves all of the following, EXCEPT:
a. social comparison is used by advertisers who show idealized images of happy
attractive people who just happen to be using their products.
b. social comparison is triggered when we try to evaluate our self by comparing it with
other people and media images.
c. social comparison may make women who see beautiful models in ads become less
satisfied with their own appearance.
d. is the process of imagining the reactions of others towards oneself.
Answer:
The basic idea of feature creep is that a competitor starts to steal product features from
another company.
a. True
b. False
Answer:
Consumers who score high on a scale of public self-consciousness:
a. are interested in clothing and are heavy users of cosmetics.
b. are usually older than average, mostly 50 and over.
c. are unconcerned about what others say about them in private, behind their backs.
d. go to great lengths to avoid appearing in public.
Answer:
John is 28 and still lives at home. Which best describes his situation?
a. He is one of the 20% of young unmarried Canadian males who live at home.
b. He is one of the 50% of young unmarried Canadian males who live at home.
c. He is one of the 50% of young unmarried Canadians who live at home.
d. He is one of the 60% of young unmarried Canadians who have returned to live at
home after a failed relationship.
Answer:
Scott found that the use of a sexually provocative picture in his magazine promotion got
lots of attention, but sales of his product seemed unaffected. What was the most
probable reason for Scott’s problem?
a. Readers liked the ad, but it attracted the wrong segment of shoppers.
b. Readers were highly offended by the ad.
c. The ad was noticed, but recall for the product was hindered.
d. Scott was using sex to sell a product related to sex.
Answer:
Diffusion of innovation refers to the process of how quickly a product disappears from
the market.
a. True
b. False
Answer:
An advertisement for Canadian Club whiskey playfully compares trying one’s first
whiskey to a man growing his first chest hair. This is an example of a
_________appeal.
a. rational
b. sex
c. humour
d. fear
Answer:
Ten years ago, Darren quenched his thirst with a cola. Today he grabs a bottle of
sparkling mineral water. This is an example of how his deep-seated values have
changed over time.
a. True
b. False
Answer:
Fans may wish to own something that was once owned by Elvis Presley, and if
successful, they may value the object as sacred. This is a result of a process known as:
a. guilt by association.
b. de-mystification.
c. illumination.
d. contamination.
Answer:
Criteria on which products differ carry less weight in the decision process than do
criteria that are similar.
a. True
b. False
Answer:
Tony Roma’s restaurant sends regular customers a coupon for a free meal on their
birthdays. This is an example of:
a. a company seeking to attract lost clients back to base.
b. a social networking process.
c. a loss-leading promotion campaign.
d. relationship marketing.
Answer:
Car ads featuring attractive women have been found to be effective because the woman
is:
a. modelling.
b. masking other effects.
c. vicarious.
d. a trigger feature.
Answer:
Clay has a lifestyle that involves always using his cellphone and wireless laptop. This
kind of lifestyle has been termed:
a. physically free.
b. electronically independent.
c. communicative.
d. connexity.
Answer:
In online contexts, when a post is typed in ALL CAPITALS TO EXPRESS
SHOUTING OR ANGER this is called:
a. emoting.
b. fuming.
c. flaming.
d. venting.
Answer:
The ________ is said to have occurred when consumers appear to “forget” that they had
disliked a message source, yet over time show that the message got across, effectively
changing their attitudes towards a product.
a. mis-attribution effect
b. delayed-response effect
c. sleeper effect
d. negative disassociation
Answer:
A form of repeat purchasing behaviour reflecting a conscious decision to continue
buying the same brand is called:
a. post-purchase partum.
b. brand loyalty.
c. brand preference awareness.
d. inertia.
Answer:
What are the problems associated with disposal and new technology?
Answer:
What effect, if any, might being working class make to ones worldview?
Answer:
Explain Jung’s notion of the collective unconscious.
Answer:
You have just told a girl you recently met about your enrollment in a consumer
behaviour class, to which she replies, “I don’t agree with marketers. They manipulate us
through advertising by telling us we need something that we don’t.” What
counterarguments (if any) could you give her and are there any examples you could use
to be more convincing?
Answer:
What is meant by the term identity negotiation?
Answer:
Explain what is meant by “self-image congruence.”
Answer:
How do high and low context cultures differ?
Answer:
What is body cathexis?
Answer:
Explain the view that marketing is more than just an exchange.
Answer:
There are a variety of need states or need forms described in the text. Characterize and
discuss biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs.
Answer:
What is creolization? Give an example.
Answer:
Dos Equis has created a brand personality around “The Most Interesting Man in the
World.” Explain what type of brand personality this is creating.
Answer:
Explain the concept of relationship marketing.
Answer:
Ella feels that her little brother has a psychological dependence on playing video
games. She feels that he has become obsessed with the games and that playing the
games interfers with other aspects of his life. Using terminology from the textbook,
how would you characterize his behaviour?
Answer:
What is cognitive dissonance? Explain how it is relevant in a marketing context.
Answer:
Discuss the attractiveness of tweens and teens as a market.
Answer:
Using balance theory, explain why a book publisher might want to use Donald Trump
as a television “pitchman” for a new book about a previously unknown concept
concerning deal financing.
Answer:
Explain the relationship between the evoked set, the inept set, and the inert set.
Answer:
How is social media changing consumer behaviour and the world in which we live?
Answer:
How are online search engines and social media informing both consumers and
marketers, as searches are made for product information?
Answer: