All of the following are examples of cultural gatekeepers, EXCEPT:
a. casting directors.
b. radio programmers.
c. opinion leaders.
d. textbook authors.
Answer:
All of the following are a strategic application of multi-attribute models EXCEPT:
a. capitalize on a brand’s relative advantage.
b. strengthen perceived product-attribute links.
c. extend a product’s life cycle.
d. add a new product feature.
Answer:
Many 20-somethings have rebelled against their more affluent parents by mocking
wealth with such clothing as shredded jeans, boxy cars, and understated makeup. These
are examples of what is called a modern potlatch.
a. True
b. False
Answer:
A want is:
a. determined by its strength.
b. instinctive or inborn.
c. an ideal comparison point for the consumer’s actual purchase decisions.
d. the particular way in which a need is satisfied, usually determined by a person’s
culture.
Answer:
An electronics firm hires a group of youths to go into websites and plant comments that
are made to look as if they came from actual customers. This practice is known as:
a. ethical malpractice.
b. market manipulation.
c. creating a stealth campaign.
d. caveat emptor.
Answer:
Contemporary psychographic research groups consumers according to a combination of
all of these variables EXCEPT:
a. knowledge of past advertising campaigns.
b. how consumers actually spend their time.
c. demographic characteristics of consumers such as income and education.
d. what consumers find interesting and important.
Answer:
Sylvester is a financially poor college student. He tries to make every purchase decision
a wise one because of his economic situation. Based on the types of risk mentioned in
the text, Sylvester’s primary risk when making decisions would appear to be a
psychological risk.
a. True
b. False
Answer:
“Largest containers are almost always cheaper per unit than smaller sizes” is an
example of a market belief.
a. True
b. False
Answer:
Androgyny is a person’s feelings about aspects of his/her body.
a. True
b. False
Answer:
In the ABC model of attitudes, is it possible to have a hierarchy that begins with
behaviour? Why?
a. No. Behaviour must have a cause, which could be either a belief or an effect.
b. No. All known hierarchies begin with emotional or cognitive functions.
c. Yes. According to balance theory, it is possible for a person to simply react first.
d. Yes. Sometimes people simply do things and use the self-perception theory to explain
it after the fact.
Answer:
Which of the following best expresses what marketers mean by attitude?
a. how hard Jane will work to obtain a goal
b. the preference that Sam holds for Chinese food over Mexican food
c. how fast Kim learns to find her way around a new neighborhood
d. the unease that Kyle feels every time he is forced to stay in a small confined space
Answer:
Although Greg had considered numerous factors when looking at several models of
ten-speed bikes, the critical or deciding factors that led to an actual purchase were:
a. alternative weights.
b. differential factors.
c. preference rules.
d. determinant attributes.
Answer:
A goal has ________, which means it can be positive or negative.
a. valence
b. utility
c. ranking
d. voltage
Answer:
Which of the following would best describe a norm?
a. Norms are the laws of a culture. They are behaviours that are so important that they
are written into law.
b. Norms are so “normal” to a group that even small children can describe them in
detail to outsiders.
c. Norms are the universal behaviours that set us apart as humans irrespective of the
culture a person happens to live in. Norms allow persons to understand at least parts of
other cultures.
d. A norm is what is considered normal within a group. They are so taken for granted
that most people don’t know what their norms are until they see one violated.
Answer:
In a commercial for Contac cold medicine, a construction worker was shown slogging
through a rainstorm. He says he has to take Contac so he can get to work that day,
adding “No work, no pay,” revealing an anxiety about losing his job. Called the “slice
of death” tactic, this is a demonstration of the use of:
a. emotional appeals.
b. humorous appeals.
c. fear appeals.
d. cognitive-avoidance appeals.
Answer:
What is generally true of consumers in a recession?
a. Everyone suffers and cuts back on spending.
b. Rhe rich suffer as the poor cut back on spending.
c. Many reallocate spending and buy less on credit cards.
d. Everyone cuts back on spending, but only the low-income consumer segments suffer.
Answer:
According to the information-processing perspective, an attentional gate:
a. bridges access from the external world to the sensory memory, the first level of
attention.
b. connects the episodic memory to the “store house” of flashbulb memory.
c. links sensory memory to long-term memory.
d. links sensory memory to short-term memory.
Answer:
Dee’s parents, although fairly well-off, always taught her the value of money, so Dee
makes sure she puts money in a retirement account each month and pays her credit card
bill on time. This type of influence is termed:
a. normative.
b. informational.
c. utilitarian.
d. value-expressive.
Answer:
People buying Christmas presents is based on what kind of event?
a. ideological
b. forced
c. structural
d. emergent
Answer:
All of the following characterize peoplewho have an allocentric orientation EXCEPT:
a. they enjoy spending time in the kitchen and preparing meals.
b. they have more of an individualistic orientation toward products, associations, and
society.
c. they have a group orientation and enjoy doing things with large groups of people.
d. They are more likely to have odd habits because of unresolved conflicts from their
childhood.
Answer:
Variability in how an individual tailors his or her purchases at decision-making time is
partly determined by the consumer’s situational self-image.
a. True
b. False
Answer:
Friday is pay day, so friends always meet for drinks after work. This is an example of a:
a. custom.
b. ritual.
c. rite.
d. norm.
Answer:
________ is the science that focuses on how the physical environment is integrated into
the consumer’s subjective experience.
a. Absolute theory
b. Differential theory
c. Psychophysics
d. Psychotherapeutics
Answer:
A person may eat Snickers candy bars because this is the brand that all his friends eat
and he doesn”t want to rock the boat. This would be an example of which kind of
attitude involvement, based on degree of commitment?
a. compliance
b. internalization
c. information acquisition
d. identification
Answer:
A Telus ad depicts a bright image of a parrot on a stark white background. This is an
example of which principle?
a. foreground-background
b. onstage-offstage
c. figure-ground
d. dominant-recessive
Answer:
Cross-culturally speaking, the extent to which the welfare of the individual versus that
of the group is valued is referred to as:a. individualism/collectivism
b. uncertainty avoidance
c. masculinity/feminity
d. power distance.
Answer:
Kim was hired as a new reporter for the local TV news station. She soon learned that
what she wore on the air was a very public matter, and that ________ became more
important than ________.
a. products; brands
b. necessities; luxuries
c. luxuries; necessities
d. brands; products
Answer:
Which of the following is NOT one of the levels of Maslow’s hierarchy of needs:
a. safety
b. self-actualization
c. materialism
d. self-esteem
Answer:
Julia’s favourite magazines are Vogue and Harper’s Bazaar, she loves French food, and
is anti-abortion. Which attitude function describes her motives?
a. utilitarian function
b. value-expressive function
c. motivation function
d. ego-defensive function
Answer:
When John picks up a six-pack of Budweiser beer out of habit, without consideration of
other choices, he is making a decision characterized by:
a. inertia.
b. willed disinterest.
c. resistance.
d. ignorance.
Answer:
Bill and James have been friends since grade school. Bill has since gone into
accounting while James runs his own service station and auto repair shop. Before Bill
decided which new car to buy, he asked James what he thought about the model he was
considering. For cars, James was Bill’s:
a. co-consumer.
b. head of the group.
c. opinion leader.
d. consumer advocate.
Answer:
When a consumer bases a purchase decision on the ________ rule, s/he takes into
account the relative importance of positively-rated attributes; that is, “brand ratings” on
each attribute are intuitively multiplied by their importance weights.
a. noncompensatory rule
b. weighted additive rule
c. attribute preference rule
d. simple additive rule
Answer:
Jenny was born in 2001 and Henry in 1989. Respectively, they are members of which
generations?
a. Generation Y and Generation X
b. Generation Y and Generation Z
c. both in Generation X
d. both in Generation Y
Answer:
The growth of the Web has created thousands of online consumption communities.
What is the biggest danger of such communities?
a. the members will receive bad information
b. the members will feel pressure to conform to certain types of purchase behaviour
c. the members will become frustrated in their communication efforts
d. the members of have no sense of mission
Answer:
What is perceptual vigilance? Give an example.
Answer:
Give an example of how visual cues can influence our consumption of food.
Answer:
Why do consumers pattern their behaviour after that of others? What types of social
influence affect the likelihood of conformity?
Answer:
Explain what is meant by the term “consumer hyperchoice.”
Answer:
What is the notion of worldviewand why is it important to global brands?
Answer:
Describe the teen conflict identified by the Saatchi and Saatchi study as idealism versus
pragmatism.
Answer:
Although the theory of reasoned action is considered an improvement over the original
Fishbein model, there are still obstacles to predicting behaviour. What are these
obstacles?
Answer:
Explain the Freudian concept of the id.
Answer:
A clergyman of a small inner-city parish has spent time defacing billboards advertising
the local casino. Explain his behaviour.
Answer:
A cultural system consists of three functional areas. What are they? Give a brief
explanation of each.
Answer:
Use the concept of reactance to explain why independence and anticonformity are not
the same thing.
Answer:
What is stimulus generalization and why it important to marketers?
Answer:
Explain the concept of lifestyle and why it is important to marketers.
Answer:
Name and briefly describe four hedonic shopping motives.
Answer:
What products or services may especially benefit from the surging grey market?
Answer:
What are values? Why are values of interest to marketers?
Answer:
What are status symbols and what role do they play in a consumer context?
Answer:
How might different sources be used to market different products?
Answer:
Explain the difference between legitimate power and expert power.
Answer: