In Freudian theory, the system that acts as a person’s conscience is the:
a. mores
b. ego
c. superego
d. id
Answer:
Consumers who see the global success of a brand as a signal of quality and innovation
are referred to as:
a. global dreamers.
b. global citizens.
c. antiglobals.
d. global agnostics.
Answer:
Classic western movies and family sitcom shows generally follow a cultural:
a. monopoly.
b. diversity.
c. formula.
d. inheritance.
Answer:
We compare ourselves to others to help stabilize our self-evaluations and to feel
comfortable with how well our choices “fit in” with the choices and preferences that
others have. This theory is termed:
a. social comparison.
b. input-output.
c. external orientation.
d. comparative behaviour.
Answer:
If Harley-Davidson only produces enough motorcycles to satisfy 70% of market
demand, they are appealing to a psychological principle known as:
a. scarcity.
b. denial.
c. authority.
d. consensus.
Answer:
Research by UK firm M&C Saatchi identified eight consumer segments showing
different attitudes and behaviours towards spending and saving money. In an economic
downturn scenario, which segment tried to sacrifice purchases in some categories to
buy things in others?
a. treaters
b. justifiers
c. balancers
d. scrimpers
Answer:
Harry’s Health Foods in Montreal markets juices, yogurt, and fruit. Their best target
market would most likely be:
a. adolescents.
b. young professionals with no children.
c. young females.
d. families with young children.
Answer:
The Generation Y cohort is actually larger in numbers than the baby boomer cohort.
a. True
b. False
Answer:
The tendency for consumers to like things, including products, simply because they are
more familiar to them is called the:
a. mere exposure effect.
b. novelty wear-out effect.
c. barrier-to-entry effect.
d. preference consistency effect.
Answer:
Which consumer segment is most likely to share a common worldview across cultures?
a. university students
b. affluent seniors
c. uoung people who watch MTV
d. the homeless
Answer:
Once a marketing message is received, the consumer begins to process it. Depending
upon how personally involving the information is to the consumer, s/he will follow one
of two routes to persuasion, according to the:
a. route-preference hypothesis (RPH).
b. affect-cognate model (ACM).
c. personal relevance hypothesis (PRH).
d. elaboration likelihood model (ELM).
Answer:
While one may evaluate one’s self positively overall, certain parts or “sides” of the self
may be evaluated more positively than others.
a. True
b. False
Answer:
Kyla recently notices that her brother is constantly running to a mirror to look at
himself. This reflects a/an ________ theme of conflict.
a. belonging
b. idealism
c. pragmatism
d. narcissism
Answer:
Japanese businesses tend to value group consensus over individual decision making.
This is an example of conformity based on:
a. group unanimity, size, and expertise.
b. gender differences.
c. susceptibility to interpersonal influence.
d. cultural pressures.
Answer:
Mark expected that he was going to have to deal with a middle-aged man in a loud sport
coat, and he was surprised when salesperson Melanie approached. He inferred that he
would not have to be so tough negotiating with a woman of his own age. Almost
immediately, Melanie laughed at his low-bid offer for a silver 1987 Camaro. In the sales
interaction, they had quickly reached a tacit agreement about the way each would
behave during the sale, a process called:
a. interaction dominance.
b. missionary selling.
c. pre-purchase search.
d. identity negotiation.
Answer:
Learning produces structural changes in the brain; when these structural changes simply
go away over time, the phenomenon is termed:
a. interference.
b. decay.
c. memory lapse.
d. brain damage.
Answer:
A major reason that marketers are concerned with what people say about a product is
that word-of-mouth communication:
a. tends to be more powerful than information received on formal promotion channels.
b. is easier to control by the marketer than other means of communication.
c. is not as effective as advertising.
d. can be purchased relatively inexpensively by the marketer.
Answer:
The attitude accessibility perspective suggests that:
a. long-term memory retrieval affects a person’s attitude.
b. it is difficult to access a correct attitude if there is no trigger feature present.
c. behaviour is a function of a person’s immediate perceptions of an attitude object in
the context of the situation in which it is encountered.
d. attitudes are susceptible to proactive and retroactive interference.
Answer:
A child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory
would say that this is representative of the:
a. left hemisphere of the brain.
b. superego.
c. id.
d. ego.
Answer:
Many firms choose to protect or enhance the natural environment as they go about their
business activities. This is called “corporate giving.”
a. True
b. False
Answer:
Nick is redesigning an advertisement after his consultant told him his marketing
segment was high in idiocentrics. Which of the following would be the best promotion
for this segment?
a. The promotion shows a man in his kitchen carefully preparing a meal for a group of
his co-workers.
b. The promotion emphasizes the satisfaction that a customer gets when he works with
a successful team at his office.
c. The promotion shows a man leaving his office late at night and smiling when he
looks at a printout of his new financial statement.
d. The promotion shows a man enjoying his spare time with his family.
Answer:
When the consumer interacts with the marketer to influence the product, service, or
outcome that is created. this is called:
a. moblogging
b. transitional archiving
c. permission marketing
d. customer co-creation
Answer:
A technique called _________ scours the social media universe to collect and analyze
the words people use when they describe a specific product or company.
a. data scouring
b. sentiment analysis
c. mood monitoring
d. valenced reporting
Answer:
When the marketer communicates information about what people commonly do, a
_________________ is being communicated.
a. descriptive norm
b. affiliation goal
c. injunctive norm
d. implicit expectation
Answer:
Unless the consumer already has considerable information about a product, a credible
source is not persuasive.
a. True
b. False
Answer:
Billy has not eaten all morning and he impulsively eats a Mars bar, which normally he
would avoid eating. Which theory would best explain his behaviour?
a. protection motivation theory
b. drive theory
c. incentive theory
d. self-affirmation theory
Answer:
Wei Wei decides that the camera she buys must meet minimum standards on all of the
key attributes she wants in a camera of this type or she will reject it, regardless of its
performance on other attributes. Which decision rule has she decided to follow?
a. elimination-by-aspects rule
b. conjunctive rule
c. attribute preference rule
d. simple additive rule
Answer:
The term teenageris a relatively new idea.
a. True
b. False
Answer:
The reason that people with more money tend to be happier than those with less money
is because:
a. they can live out their wildest fantasies.
b. they become more satisfied because of the “more” feeling.
c. they have fewer problems with debt collectors.
d. they can afford the freedom money can buy.
Answer:
As a result of social loafing behaviour, Margaret is likely to do what at her school bake
sale?
a. organize a group muffin bake event
b. not worry too much about contributing her normal share
c. take turns with another person to do the baking
d. ensure she makes an impressive array of treats
Answer:
The List of Values (LOV) scale identifies:
a. consumer attitudes to products that are connected to romance and online dating
services.
b. how values relate to a five-dimension personality scale.
c. nine consumer segments based on the values they endorse.
d. consumption patterns that are motivated by price bracket concerns.
Answer:
A distorted body image has been linked to eating disorders. People with ________
perceive themselves as being too fat; they virtually starve themselves in the quest for
thinness.
a. hypochondria
b. fattism
c. anorexia
d. an ideal self
Answer: