The fashion processes affect all types of cultural phenomena.
a. True
b. False
Answer:
Self-consciousness with consumers may vary from situation to situation.
a. True
b. False
Answer:
Sharon is upset with her secretary. Though everyone in the office agreed not to give
Christmas presents this year, Sharon’s secretary gave her an expensive bottle of
perfume. Which of the following terms most likely describes Sharon’s feelings of
concern?
a. cheapskate
b. self-serving
c. reciprocity norm
d. role transference
Answer:
The main point of ________ is that the ratios, not the absolute differences, are
important in describing the least perceptible differences in sensory discrimination.
a. Veber’s Law
b. Weber’s Law
c. rule of ratios
d. psychophysics
Answer:
Amber likes to think of herself as being a smart shopper, but she admits that she cannot
compare to her mother whom she calls a “champion shopper.” Amber has separated her
________ self from her ________ self.
a. ideal; actual
b. social; actual
c. actual; looking-glass
d. inner; outer
Answer:
The difference between independence and anticonformity is a small one. It is that those
who are independent will go out of their way to not buy whatever is trendy at the
moment.
a. True
b. False
Answer:
Someone characterized as high in public self-consciousness is likely to enjoy engaging
in effortful cognitive activity.
a. True
b. False
Answer:
Marisa has just sat through three class lectures at school, and now heads to a fourth, due
in ten minutes’ time. She found that halfway through her third class, she was having a
hard time paying attention. This was most probably due to:
a. sleep deficits.
b. active filtering.
c. attention economy.
d. sensory overload.
Answer:
On her first visit to China, Jane did not know how to pay for the produce she had
selected at a market. She watched several Chinese women pay for their selections and
then Jane copied their behaviour. This is an example of ________.
a. motivated learning
b. retrieval learning
c. modelling
d. automatic conditioning
Answer:
Gary illustrated how consumers draw from their organized collection of beliefs or
feelings when making a purchase decision. Among his beliefs were that colognes
heightened romantic appeal, that fancy French-sounding names were feminine, and that
thick cloying scents were like those his old aunts would use. The black bottle of
Drakkar Noir was exotic, mysterious-looking, just right. His evaluations stem from his:
a. schemas.
b. icons.
c. historic imagery.
d. tactile cues.
Answer:
When marketers focus on microcultures they are interested in objectively measurable
characteristics like age and income.
a. True
b. False
Answer:
Mary’s possessions play a central role in her life and influence her value systems. Mary
can be considered as having the trait of:
a. extroversion.
b. materialism.
c. self-consciousness.
d. innovativeness.
Answer:
Doctors who get grants from drug companies present papers reporting on the benefits of
the companies’ drugs. This is an example of knowledge bias.
a. True
b. False
Answer:
Masculinity and femininity are biologically determined characteristics.
a. True
b. False
Answer:
The Japanese are tuned to using sensory mechanisms and stimulations in the
construction of their cars. The Japanese usage of what they call Kansei engineering is
associated with which of the following sensory elements?
a. smell
b. sight
c. touch
d. sound
Answer:
A cola drink is preferred by a segment of cola drinkers, but the same segment almost
always picks another cola brand in blind taste tests. The attitude formation for this
product reflects the value-expressive function more than the utilitarian function.
a. True
b. False
Answer:
Which of the following is not listed as a determinant of how much a person will save
(savings rate)?
a. the individual’s own sense of optimism about his or her personal circumstances
b. the relationship between the lending prime rate and growth rates
c. world events such as wars
d. national events such as the election of a prime minister
Answer:
All of the following refer to the attractiveness of a source that emanates from his/her,
EXCEPT:
a. physical appearance.
b. personality.
c. social status.
d. expertise.
Answer:
Gen’s main focus at the moment is her career, but she chose a government position over
a private sector company or entrepreneurial endeavour. According to the VALS
typology, she can fit into which of the following groups?
a. fulfilled
b. achievers
c. experiencers
d. strivers
Answer:
Ping, a senior, was having a problem remembering a phone number that was just given
to him by a friend. This problem with his retrieval ability is:
a. perceptual.
b. psychological.
c. physiological.
d. mood congress effect.
Answer:
Which of the following is NOT a marketing strategy based upon stimulus
generalization?
a. look-alike packaging
b. masked branding
c. product line extensions
d. family branding
Answer:
An advertisement for Axe Deodorant shows a young male being chased by a mob of
attractive females. The brand is hoping that male consumers will learn to purchase their
products via a process of ______________.
a. observational learning
b. operant conditioning
c. classical conditioning
d. shaping
Answer:
An ad that is based on the classic struggle between virtue and temptation draws on a
(an):
a. metaphysical equation.
b. parable.
c. myth.
d. allegory.
Answer:
Some artists have had an influence not only on music but on the fashion that
accompanies the subculture that listens to their form of music. Which of the following
cultural production system subsystems would these artists belong to?
a. a managerial subsystem
b. an advertising subsystem
c. a creative subsystem
d. a communications subsystem
Answer:
A school of thought that maintains people derive meaning from a totality of a set of
stimuli, rather from any individual stimulus, is:
a. the holistic processing principle.
b. peripheral persuasion.
c. gestalt psychology.
d. stimulus integration theory.
Answer:
Firms that are interested in voluntarily protecting or enhancing their positive social and
environmental impacts are engaged in:
a. relationship marketing.
b. transformative consumer research.
c. green marketing.
d. corporate social responsibility.
Answer:
Marketers contribute to a world overflowing with sensations.
a. True
b. False
Answer:
In the late 1980s, CDs began replacing both vinyl records and audio cassettes as the
medium of choice for recorded music. This would be viewed as a:
a. market modification.
b. discontinuous innovation.
c. dynamically continuous innovation.
d. continuous innovation.
Answer:
Carl Thorne has just passed the final test to become a member of a college fraternity.
This rite of passagehas moved Carl from being an individual to being a member of a
bonded group. When Carl receives his “fraternity pin” in a final ceremony and joins his
new brothers, he will have passed through a final stage or phase of a rite of passage
metamorphosis in college. According to the text, what would this final stage be called?
a. finality
b. liminality
c. aggregation
d. acculturization
Answer:
Research examining consumer goal attainment shows that:
a. all goals are conscious.
b. the Apple brand can activate hedonic goals.
c. the mere presence of a healthy option on a menu can vicariously fulfill nutrition
related goals.
d. goals that don”t set a time frame are usually more effective.
Answer:
After an automobile purchase, there is a good chance that buyers will come across some
information (better price somewhere; competitor superiority) that will conflict with
their purchase. Knowing this, marketers should:
a. if customers call, immediately refund their purchase.
b. avoid customers, and let their emotions settle down.
c. call customers with additional information to support purchase.
d. send customers to an information website.
Answer:
________ involve(s) gathering data through a one-on-one interaction between an
interviewer and a respondent.
a. Survey research
b. Focus group research
c. Interviews
d. Observational research
Answer:
Roger was really angry when Coca-Cola attempted to switch from its older formula to
New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler,
attempted to hoard “old Coke,” and complained to the local grocery store manager. In
this example, which of the following kinds of attitude involvement (based on degree of
commitment) would be most closely associated with Roger and his attitudes?
a. compliance
b. identification
c. information acquisition
d. internalization
Answer:
Explain how mere exposure and advertising wearout intersect.
Answer:
What is “chunking”?
Answer:
What is sensory overload? Give an example.
Answer:
What is an age cohort and how might you describe it to a friend?
Answer:
List the three stages of the consumption process, indicating for each stage some of the
issues of concern to the consumer as well as to the marketer.
Answer:
What is meant by the term “discrete emotions?” Provide definitions for two discrete
emotions and explain how each emotion is relevant in a marketing context.
Answer:
What is the principle of similarity?
Answer:
What are the implications of Freud’s notion of the unconscious motive?
Answer:
Discuss addictions as an aspect of the dark side of consumer behaviour. Describe one
example in detail.
Answer:
How does store lighting impact shoppers?
Answer:
Should marketers take into account ethnicity in their strategies? Why?
Answer:
Compare and contrast unplanned buying and impulse buying.
Answer:
How can a mythbe true and false at the same time?
Answer:
Briefly outline trickle-down theory.
Answer:
What is power distance?
Answer: