Debra has a good job in a growing company, but has returned to live at home with her
parents. What effect will this typically have on her spending behaviour?
a. She is likely to invest a lot of her income.
b. She will allot most of her income to the family purse.
c. She will spend cautiously under her parents influence.
d. She will allot a high amount of her income to entertainment.
Answer:
Many types of consumer activity involve the marking of boundaries, or binary
opposition, such as good versus bad, regular versus low-cal, etc. Objects or events that
are set apart from normal activities and treated with some degree of respect or awe are
called:
a. religious.
b. awesome.
c. sacred.
d. extraordinary.
Answer:
The Rokeach Value Survey is intended to measure:
a. consumption-specific values, such as convenient shopping and good service.
b. how consumer values are dependent on culture.
c. a set of terminal values.
d. comparative house prices across North America.
Answer:
Canadians of Aboriginal origin number just over:
a. 300 000
b. 600 000
c. 750 000
d. 1 million
Answer:
According to the definition of learning, how could a researcher ever show that cognitive
learning had taken place in a subject?
a. Only by asking the subject if he or she had learned something.
b. By measuring a behavioural change that could directly be tied to a previous
experience.
c. By measuring the brainwave pattern of the subject.
d. Through the process of eliminationby showing that the person had not learned
through classical or instrumental conditioning.
Answer:
Consumers expert in product knowledge are more likely than other groups of
consumers to engage in an information search because they have a better sense of what
information they need.
a. True
b. False
Answer:
Wind Outfitters most probably have adopted a wolf as part of their company logo to
develop:
a. market share.
b. competitive fear.
c. corporate strategy.
d. brand personality.
Answer:
In many ways, culture can be thought of as a society’s:
a. conscience.
b. personality.
c. libido.
d. aesthetic side.
Answer:
It can be difficult to grasp the full impact of culture on consumption because:
a. it is so powerful and far-reaching an influence on our lives that it may be hard to see
it as separate from just “the way things are.”
b. only primitive societies are affected by their cultures.
c. only modern societies are affected by their cultures.
d. there are so many different cultural groups in our society that we cannot keep their
influences separate.
Answer:
Harry tremendously enjoys his Saturday nights “hanging out with the guys” at the Drop
In Tavern. He is showing which of the following needs?
a. the need for uniqueness
b. the need for affiliation
c. the need for power
d. the need for hierarchy
Answer:
The process of acquiring information and storing it over time so that it will be available
when needed is:
a. information acquisition.
b. memory.
c. retrieval.
d. chunking.
Answer:
If Levis Jeans wants to advertise to teens, their advertising should be:
a. off-the-wall.
b. scattered.
c. action-oriented.
d. irrational.
Answer:
When Carol purchased a set of expensive Calloway clubs, the relative reference group
influence for her purchase was:
a. weak for product and strong for brand.
b. weak for product and weak for brand.
c. strong for product and strong for brand.
d. strong for product and weak for brand.
Answer:
Research suggests that people with asymmetrical facial features are less desirable.
a. True
b. False
Answer:
Past female body ratios of Barbie translated into 38-18-34. Today the Barbie doll is
more realistic and represents the “average” female.
a. True
b. False
Answer:
Which type of reference group is most likely to influence us in our day-to-day lives as
consumers?
a. our employer
b. TV stations
c. our labour union
d. our friends
Answer:
Ritual artifacts are:
a. the “props” of rituals; items used in performance of a ritual.
b. substitutes for ritual participation.
c. used in consumer rituals but not other kinds of rituals.
d. a set of instructions that tell how the ritual is to be conducted.
Answer:
A researcher is studying the effect of including a bonus product on people’s tendency to
purchase personal care items (e.g., shampoo, deodorant, etc.). The researcher randomly
assigns male and female consumers to be asked to buy the product with the bonus or to
be asked to buy the product without the bonus. The researcher then calculates the
proportion of people in each condition that purchase the product. The independent
variable in this study is:
a. the proportion of people that purchase the product.
b. personal care items.
c. gender.
d. the presence or absence of a bonus.
Answer:
The ability of a sensory system to detect changes or differences between two stimuli
refers to the:
a. minimum threshold.
b. maximum threshold.
c. absolute threshold.
d. differential threshold.
Answer:
The communications model specifies a number of elements necessary for
communication to be achieved. These elements include the message and the medium.
a. True
b. False
Answer:
Nick comes from the “other side of the tracks.” His father spent all his life in the mine
and Nick works as a sanitary engineer. All these factors determine his:
a. social stratification.
b. savings rate.
c. consumer confidence.
d. social class.
Answer:
Meg finds out that all of the people she knows will be wearing jeans to a party.
Knowing this, she decides to wear a skirt. This demonstrates Meg’s:
a. hierarchy orientation.
b. fashion orientation.
c. allocentric orientation.
d. need for uniqueness.
Answer:
The term consumer identity renaissance refers to:
a. the redefinition process people undergo when they retire.
b. how people change their identity as they move through various age cohorts.
c. how consumers switch between their chronological and perceived ages.
d. the process of becoming an adult.
Answer:
Cross-culturally speaking, the degree to which gender roles are clearly delineated is
referred to as:
a. individualism/collectivism
b. uncertainty avoidance
c. masculinity/feminity
d. power distance.
Answer:
Consumer-generated content has become very popular, yet most of these publishers do
not get paid for their efforts. This suggests that they are doing it solely to enhance their:
a. need for uniqueness.
b. need for power.
c. cognitive processing skills.
d. reputation.
Answer:
A small company, Graig Inventions, produced a pill that had the nutrient value of a
healthy breakfast. They put it on the market as a substitute for breakfast for busy
people. The product failed. Graig Inventions then marketed the pill as a diet product and
it became very successful. What does the example best demonstrate?
a. The company did not position the product well. It was difficult to convince
consumers that a pill was a breakfast on the superordinate level, but it did appear to fit
within the category of diet pills.
b. The company confused a subordinate level with a basic level of categorization.
c. The company confused a normal level with a basic level of categorization.
d. The determinant attributes between diet pills and breakfast was not sufficiently
strong.
Answer:
Devlin was so upset when the insurance company did not compensate him enough for
the fire damage, he went to the press. What course of action is Devlin taking with his
response?
a. voice response
b. preference response
c. private response
d. third-party response
Answer:
In preparing ads, the use of supportive arguments only is typical of a ________
argument approach to advertising.
a. declarative
b. single issue
c. one-sided
d. positive
Answer:
High-ticket items that require substantial expenditures are most subject to which form
of purchase risk?
a. monetary
b. functional
c. physical
d. social
Answer:
Seagull Pewter of Nova Scotia has “rented” the Disney brand name in the past and
produced Disney characters to be sold in their product line. This action is known as:
a. product association.
b. product knock-offs.
c. licensing.
d. allowable franchising.
Answer:
In Pavlov’s famous physiological experiments with dogs, he paired a bell with
presentation of food. Over a period of time, dogs were observed to start drooling
(salivating) when they heard the bell only. What was the conditioned stimulus?
a. skeletal nervous system
b. salivation
c. meat powder
d. bell
Answer:
Which of the following is not one of the rules for successfully engaging young
consumers?
a. don’t talk down.
b. entertain them
c. be very logical
d. don’t try to be what you’re not
Answer:
According to Karl Marx, a person’s position in society was determined by their
relationship to what?
a. the socialist government
b. the land
c. the church
d. the means of production
Answer:
Evidence shows that the character of Halloween has changed from a children’s holiday
to a popular adult occasion. All of the following are true, EXCEPT:
a. sales on costumes for adults are up dramatically.
b. beer companies promote Halloween as a drinking occasion similar to St. Patrick’s
Day or New Year’s Eve.
c. unlike other holidays, a family is not required to celebrate it, which thus permits
single people to participate without feeling lonely or left out.
d. one in five adults wear costumes to Halloween parties.
Answer:
Tariq deliberately waits to adopt a new plasma screen TV because he is concerned
about its social acceptance. However, he plans to purchase it ahead of the majority of
people. He can be considered to be a(n):
a. innovator
b. early adopter
c. early majority
d. laggard
Answer:
Provide an example of how a society can influence gender roles.
Answer:
Describe the tactical communications options for a company that wishes to introduce a
new face cream for men.
Answer:
How has the total fertility rate changed over the last century according to Statistics
Canada? What impact does this have for marketers?
Answer:
List the five sensory systems.
Answer:
Describe the ABC model of attitudes.
Answer:
Explain the perspective linear separable time
Answer:
Alan owns an independent coffee shop in a trendy urban neighbourhood. He asks you to
explain “relationship marketing” and how he might implement this in his business.
Answer:
Compare and contrast formal and informal reference groups. Which do marketers tend
to prefer to target?
Answer:
Describe the second level of needs in Maslow’s hierarchy.
Answer:
What is discretionary income?
Answer:
What is a fashion classic?
Answer:
Provide an example of how products help consumers with goal fulfillment.
Answer:
Using two types of binary oppositions, use beauty products to illustrate how marketers
might appeal to each opposition.
Answer:
Define an injunctive norm. Give a short example.
Answer:
Give an example of a particular discrete emotion and how this is used by marketers.
Answer:
Explain the difference between sacredand profane consumption.
Answer:
What characteristics of opinion leaders make them valuable sources for product
information?
Answer:
What are divestment rituals?
Answer:
What type of marketing research uses functional magnetic imaging (fMRI) and how is
this helpful?
Answer:
Shopping is an activity that can be performed for either utilitarian or hedonic motives.
Describe hedonic shopping motives.
Answer: