A coffee chain could not understand why its new commercial was not successful at
improving sales . The commercial, which showed its latte followed by a jingle, had
aired for a month on popular television stations. This commercial was not successful
because:
a. television advertising is not an effective medium for promoting coffee.
b. jingles are not effective at creating conditioned responses to brands.
c. the commercial should have played the jingle before showing the latte.
d. because the television commercial was shown for a month, any product associations
between the jingle and the latte became extinct.
Answer:
If John happens to test drive a new Acura Legend and then decides he should replace
his 1978 clunker before starting his new job, what has occurred?
a. impulse shopping
b. marketing benefit
c. need recognition
d. opportunity recognition
Answer:
Cachet perfume has used the advertising copy theme of “as individual as you are,”
which appeals to a consumer’s need to assert one’s individual identity, a need termed:
a. the need for self-actualization
b. the need for advancement
c. the need for uniqueness
d. the need for leadership
Answer:
An innovator is an involved experienced customer who is very knowledgeable about
the marketplace.
a. True
b. False
Answer:
Derek has seen a commercial for a phone company so many times that he no longer
pays attention to it. Derek is experiencing:
a. sleeping effect.
b. advertising burnout.
c. advertising wearout.
d. stimulus discrimination.
Answer:
Anne is reading a newspaper during her five o’clock class. Although she would not
normally notice an ad about a fast-food restaurant, she pays attention to this one
because she is hungry. This tendency for consumers to be more aware of stimuli that
relate to their current or immediate needs is known as perceptual vigilance.
a. True
b. False
Answer:
In a _____________, people are more literal, rather than relying on unspoken gestures
and cues.
a. low-context
b. hidden-meaning
c. high-context
d. verbally-directed
Answer:
Margaret stayed on top of what was happening in the marketplace, but she was not
necessarily the first to purchase items when they first came out. Margaret would be
classified as a(n) ________.
a. opinion leader
b. innovator
c. market maven
d. market analyst
Answer:
Dan is doing marketing for an herbal supplier who has a new product that the developer
believes will help people to lose weight. Dan is reluctant to promote the new product
directly, but attempts to create a lot of buzz within the industry through secondary
sources. What is Dan trying to avoid?
a. He is trying to avoid the sleeper effect.
b. He is afraid that if people really knew where his product came from, they would not
be interested in it.
c. He is trying to avoid the negative spin created by the uses and gratification theory.
d. He is attempting to build credibility by avoiding the corporate paradox.
Answer:
The “Rock the Vote” campaign used musicians and rock stars to communicate that
voting is something that we all should be doing. This is an example of using
a(n)________.
a. behavioural judgment
b. descriptive norm
c. affiliation goal
d. injunctive norm
Answer:
Consumers who get restless from waiting in line too long to purchase an item may be
turned off. They are experiencing the negative aspects of “psychological time.”
a. True
b. False
Answer:
When Gail investigates sex, age, and income characteristics of her friends, she is
studying psychographics.
a. True
b. False
Answer:
Individualism/collectivism refers to the extent to which the welfare of the individual
versus that
of the group is valued.a. True
b. False
Answer:
The concept that attempts to explain the relative impact of the three components of an
attitude and the sequence of steps occurring en route to the formation of an attitude is
called:
a. ratio-explanation hypothesis
b. hierarchy of effects
c. attitude-belief hypothesis
d. mood-congruence effects
Answer:
Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As
she goes by, she finds that the print is too small to read. This demonstrates the principle
of:
a. differentiated advertising.
b. sensory adaptation.
c. absolute threshold.
d. visual orientation.
Answer:
Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of
eating it. Which of the following best describes the relationship between Ruby and ice
cream?
a. The ice cream is purely a product (P1).
b. The ice cream is a fantasy (F1) for Ruby.
c. The ice cream is an attitude object (Ao) because of Ruby’s feelings toward the
product.
d. Ruby would likely have a positive attitude toward an advertisement (AAD) that
showed someone eating ice cream.
Answer:
The main difference between impulse buying and compulsive consumption is:
a. impulse buying only occurs for certain types of products, while compulsive
consumption can occur for any product.
b. impulse buying occurs at a particular moment, while compulsive consumption is an
enduring behaviour.
c. impulse buying is done by choice, while compulsive consumption is not.
d. impulse buying cannot be measured empirically, while compulsive consumption can
be.
Answer:
Enrique has just purchased a new Sony plasma TV, the best and latest technology
available for viewing. A few days later he reads a report saying that a better technology
for television is due on the market in six months at half the price.
He thinks this is hogwash, and stops reading the report halfway through. This is an
example of:a. perceptual defence.
b. postpurchase dissatisfaction.
c. customer sensitivity.
d. consumer advocacy.
Answer:
A group of products recalled by consumers as sharing some attribute or quality are
called:
a. a recognition product set.
b. a previously purchased set.
c. a stimulated set.
d. an evoked set.
Answer:
The City of Calgary airs an advertisement showing other members of the community
recycling their bottles and cans. This is an example of using a(n)__________ to
influence attitudes and behaviour.
a. consistency motive
b. descriptive norm
c. affiliation goal
d. injunctive norm
Answer:
Information searches usually happen before we are aware of a problem.
a. True
b. False
Answer:
Mary designed an unsuccessful advertising campaign for a medical insurance company
that was targeted at 18- to 34-year-old males. The campaign only included one
commercial, which featured a young man who had become crippled in a skydiving
accident. While planning the campaign, Mary failed to recognize that:
a. 18- to 34-year-old males are not interested in medical insurance.
b. not all 18- to 34-year-old males share the same lifestyle.
c. television commercials are not effective for advertising medical insurance.
d. she should have also segmented based on ethnicity.
Answer:
Freddie is a homosexual. Which of the following is most likely not to be true of
Freddie?
a. He is twice as likely to have attended graduate school.
b. He is more concerned about self-improvement.
c. He is more affluent than the general population.
d. He is more likely to be self-employed.
Answer:
In order to examine the degree to which consumers of two or more cultures are different
or similar in terms of psychological, social, and cultural factors, a __________ should
be conducted.
a. cross-cultural analysis
b. time-series research design
c. longitudinal study
d. market analysis
Answer:
A restaurant reviewer is part of the throughput sector.
a. True
b. False
Answer:
Yasser has expert knowledge about computers. He is now in the market for a new
model. He will make a:
a. top-down search.
b. subordinate search.
c. extended search.
d. selective search.
Answer:
When a consumer becomes so involved with a product that he or she loses track of
time, he or she has entered into what is known as a ________ state.
a. flow
b. social
c. drive
d. need
Answer:
There are four themes of conflict that are common among teens: autonomy vs.
belonging, rebellion vs. conformity, idealism vs. pragmatism, and nurture vs.
individuality.
a. True
b. False
Answer:
The valence of a goal is negative, but not positive, when a person experiences an
approach-avoidance conflict.
a. True
b. False
Answer:
Culture, a concept crucial to the understanding of consumer behaviour, may be thought
of as a society’s personality.
a. True
b. False
Answer:
Consumers’ desire to identify with desirable others is the primary motivator for many of
our purchases.
a. True
b. False
Answer: