Doritos have capitalized on _________ in their memorable Superbowl ads.
a. spokescharacters
b. social marketing
c. green marketing
d. consumer-generated content
Answer:
The ad from Salesgenie.com that depicted two animated pandas who spoke in heavy
Chinese accents was pulled because its use of ___________ was seen to be offensive.
a. vulnerable consumers
b. country-of-origin associations
c. racial profiling
d. ethnic stereotypes
Answer:
In studying consumer behaviour, it is often useful to categorize people on the basis of
some similarity. Descriptions such as age, gender, income, or occupation are called:
a. demographics.
b. psychographics.
c. personal profiles.
d. physiology.
Answer:
Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon, a
premium product. This would be known as:
a. unfair competition.
b. look-alike packaging.
c. competitive variation.
d. stimulus-response distortion.
Answer:
Mealtimes, bedtimes, and birthdays are all associated with the ________ ritual type.
a. civic
b. group
c. family
d. personal
Answer:
Which of the following statements would be viewed as most true about styles?
a. A style typically starts in a large group of people as a safe unique statement.
b. Styles are often a reflection of more fundamental societal trends.
c. Influential people play only a minor role in deciding which styles will succeed.
d. Styles often most result from a deliberate statement from ordinary consumers that has
been met by a rather spontaneous response from designers.
Answer:
When Jenny goes to the supermarket to purchase cereal, she is overwhelmed by the
sheer number of brands, flavours, and options. This is called consumer:
a. hyperchoice.
b. overload.
c. wearout.
d. adaptation.
Answer:
Victor, the president of a company that specializes in women’s fragrances, ensures that
each of the bottles looks appealing, is nice to touch, and (of course) has an appealing
smell. This way, each consumer will have a positive experience with the company’s
products. Victor is is engaging in:
a. sensory marketing.
b. sensation marketing.
c. atmospheric marketing.
d. appeal marketing.
Answer:
A physiological and/or psychological dependency on products or services is called
consumer ________.
a. psychosis
b. conditioning
c. addiction
d. obsession
e. gratification
Answer:
Social mobility is possible in almost any society if the person possesses something that
the culture highly values.
a. True
b. False
Answer:
Sally considered herself to be relatively liberal in her political and social views. Her
best friend introduced her to an environmental activist group. At the first meeting she
attended, Sally agreed with everything that was presented and decided to join the group.
At the second meeting, however, a group member presented an argument that Sally
thought was “extreme.” Sally later told her friend that she could never join this group
because their ideas were “crazy.” Which theory would best explain Sally’s change of
attitude?
a. theory of cognitive dissonance
b. social judgment theory
c. balance theory
d. self-perception theory
Answer:
Jill has been buying most of her clothes from a store that perpetually advertises 30%
off. She has come to expect it, and no longer pays attention to the discount.
This is an example of:a. accessibility.
b. adaptation.
c. attrition.
d. autoresponse.
Answer:
All of the following, EXCEPT ________, concern the behavioural influence
perspective.
a. high involvement
b. low involvement
c. learned response
d. buy on impulse
Answer:
John was just at a grocery store. When he got home he was asked by his wife how his
trip was, to which he responded, “I really like that place.” John’s evaluation reflects:
a. his evaluation of physical store characteristics.
b. his evaluation of the store’s average product prices and quality of salespeople.
c. his prior experiences and expected outcomes.
d. the combination of his evaluation of specific store attributes and an overall
evaluation of the store.
Answer:
On the set of the Oprah Winfrey Show, we may see brands displayed prominently. This
action is called:
a. sponsorship acquisition.
b. acquired attention.
c. permissive marketing.
d. product placement.
Answer:
Dirk undergoes a rite of passage when he joins the military. Within weeks of signing the
relevant papers, he leaves for boot camp. This stage is termed:
a. separation.
b. embarkation.
c. liminality.
d. aggregation.
Answer:
The consumer decision-making stages include all of the following, EXCEPT:
a. problem recognition.
b. information search.
c. evaluation of alternatives.
d. problem resolution.
Answer:
Xerox’s engineers are part of a program to “dream with the consumer”. This is an
example of ________ .
a. customer-led innovation
b. customer coordination
c. low-cost idea sourcing
d. consumer dream networking
Answer:
VCRs were introduced in North America via the United States for a period of time
before they migrated northward and were adopted by Canadians. This situation can be
best described by the process of:
a. diffusion of innovation.
b. competitive differentiation.
c. synchronous adoption.
d. market fixation.
Answer:
Steven thought he was cheated by the owners of a small business from whom he bought
part of his retail supplies. He wrote a warning on the Internet and posted it in every
consumer advocate site that would accept it. Steven’s course of action is known as a
second-party response.
a. True
b. False
Answer:
Old Spice created a series of commercials with a likeable brand representative and
created several Youtube spots to help viewers get to know the man behind the brand.
This was to enhance:
a. consumer self-esteem.
b. company acceptance.
c. brand personality.
d. perceptual selectivity.
Answer:
The extended Fishbein multi-attribute model recognizes a distinction between
behavioural intentions and actual behaviour. This is important because:
a. most people only intend to do about 10 percent of the things they actually get around
to doing.
b. most people lie about their intentions, so intentions are not a very good indication of
actual behaviour.
c. there are often a number of factors not under the control of the individual that will
hinder the ability of any model to predict behaviour perfectly.
d. the model depends upon consumers’ actual knowledge of the product.
Answer:
At purchase decision time, one’s situational self-image varies according to all of the
following, EXCEPT:
a. the consumer’s reason for selecting a product or brand.
b. the role the consumer is playing by making the purchase.
c. appropriateness of purchase to a particular usage situation.
d. ethnicity of the antecedent state.
Answer:
According to the functional theory of attitudes, the ________ function is addressed by
ads that stress straightforward product benefits (“Drink Diet Coke ‘just for the taste of
it'”).
a. utilitarian
b. value-expressive
c. ego-defensive
d. knowledge
Answer:
When Jennifer goes to the mechanic to get her car fixed she feels anxious and
apprehensive that she will confirm the stereotype that women don”t know about cars.
This demonstrates:
a. uncertainty avoidance.
b. stereotype threat.
c. confirmation anxiety.
d. self-concept threat.
Answer:
Enacted norms are rules that are:
a. those norms that involve violating a custom.
b. begun at a monumental time, such as a graduation.
c. forced upon people through laws.
d. explicitly decided upon by members of a culture.
Answer:
Which generation is made up of people born before the First World War?
a. the silent generation
b. the war babies generation
c. the interbellum generation
d. the war skippers generation
Answer:
In a much-discussed marketing failure, Coca-Cola launched “new Coke” on the basis of
successful taste tests, only to encounter massive resistance when consumers discovered
that their familiar Coke (now called Classic Coke) would no longer be available. Even
though many consumers probably would have bought the new flavour on their own,
they felt that the company had taken the right to choose away from them. This hostile
public outcry is an example of:
a. door-in-the-face.
b. norms.
c. reactance.
d. decision polarization.
Answer:
Eric has a St. Christopher’s medallion that he received from his late grandfather. The
magical qualities (good luck qualities) of this gift have helped Eric to have less fear
about the world around him and a sense of protection (even if it is only imagined).
Eric’s feelings toward this medallion are part of a system called ________.
a. objectivism
b. animism
c. humanism
d. cultism
Answer:
With respect to pictorial versus verbal cues, is one picture worth a thousand words?
What does available data tell us?
a. Verbal and pictorial cues are basically equal.
b. Verbal cues are stronger over time.
c. We are more likely to recognize information presented in picture form at a later time.
d. We are more likely to recognize information presented in verbal form at a later time.
Answer:
Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its
network software division. Comment on this situation.
Answer:
According to the expectancy disconfirmation model, what would our reaction be if we
encountered slow service at a fast-food restaurant?
Answer:
A study of football game attendees listed three distinct clusters of fans. Describe these,
and how each sector is best reached by sports marketers.
Answer:
What is permission marketing? Explain why it may or may not be necessary.
Answer:
What is a cross-cultural analysis?
Answer:
What is culture jamming? Give an example.
Answer:
What is an antiglobal consumer?
Answer:
What are group effects on individual behaviour? Why do people act differently when in
a group than when alone?
Answer:
Compare and contrast hype versus buzz. Which would you like to encourage as a
marketer?
Answer:
In what ways can we say the experiences of Generation X members Ted (aged 45) and
Harry (aged 33) are likely to differ as a result of the recent economic situation?
Answer:
Describe the stages Neil, a 22-year-old college student, would go through for
purchasing a car.
Answer:
What is meant by the term second-order response?
Answer:
Provide two reasons why people self-decorate or self-mutilate and provide an example
of each.
Answer:
Explain the difference between a low-context and a high-context culture. Which is more
prevalent in Canadian society?
Answer:
Give an example of how food preferences can differ as a function of gender.
Answer: