Two versions of the same message, one in visual form, the other in verbal form, elicit
different reactions. Pictures are found to be superior in affecting evaluations of
utilitarian aspects of the product.
a. True
b. False
Answer:
Lane was required to do a research project for a marketing class. He selected 100
people and put them into two groups at random. Everyone in both groups tasted a candy
made in Turkey. The candy was not as sweet as the subjects expected. The first group
then saw an ad that emphasized how sweet the candy was compared to other candy
from Turkey. The second group did not see the ad. According to the postexperience
advertising effect, what difference between the two groups should Lane expect?
a. Both groups will report the candy as being not sweet.
b. The first group will state that the candy is sweeter than will the second group.
c. The second group will state that the candy is sweeter than will the first group.
d. The postexperience advertising effect would give Lane no information to form an
expectation.
Answer:
Miguel has worked very hard over the past ten years and has reaped the rewards of his
labours by being named company president (salary $200 000/yr.) However, even after
his new-found wealth, he is unhappy. This condition is known as:
a. achievement dysfunction.
b. affluenza.
c. acquired deficiency.
d. depressive anxiety.
Answer:
Canada is one of the “cleanest” countries in the world when it comes to issues like
bribery or giving “gifts” in exchange for getting business from suppliers.
a. True
b. False
Answer:
The absolute threshold refers to the minimum amount of stimulation that can be
detected on a sensory channel, e.g., the auditory sensory channel.
a. True
b. False
Answer:
Claude, a stock analyst, has a reputation for good picks. He appears on ROBTV on a
weekly basis. Many people make sure they take note of his every word. This is an
example of which type of power base?
a. referent
b. information
c. legitimate
d. expert
Answer:
Studies suggest that the ideal self appears to be more relevant than the actual self as a
comparison standard for highly expressive social products. Which of the following
examples would best illustrate the relationship between the ideal self and highly
expressive social products?
a. expensive perfume
b. expensive undergarments
c. expensive cookware
d. high-yielding stocks and bonds
Answer:
One aspect of culture production systems (CPSs) that should not be overlooked is that:
a. the nature of these systems helps to determine the types of products that eventually
emerge from them.
b. they tend to exist in a social vacuum, isolated from the social environment that they
seek to influence.
c. their memberships tend to exclude real people.
d. they have very little interest in actually trying to anticipate developing fashion trends.
Answer:
A major distinction between an art product and a craft product centres on:
a. the price.
b. cultural formulas.
c. the question of function.
d. the creators.
Answer:
Emily was instructed in her writing class to create a script for a stage play that would
have the same mythas the movie “Gone With the Wind.” What would be the main theme
of Emily’s script?
a. A messianic figure would visit and through miracles show people how to save
themselves from the modern world.
b. A group of people would find a paradise through their own goodness and hard work.
c. An unlikely hero would appear and save a large number of people, and then disappear
back into obscurity.
d. People once lived in a state of harmony with each other and with nature, but because
of their weaknesses they lost this paradise.
Answer:
JND is another name for Weber’s Law.
a. True
b. False
Answer:
One of the most important in-store factors is the salesperson. This influence can be
understood in terms of ________, which stresses that each participant gives something
to the other and hopes to receive something in return.
a. risk-aversion theory
b. gestalt theory
c. exchange theory
d. interchange theory
Answer:
Social critics have maintained that marketing leads people to buy products they do not
want and do not need. However, the failure rate of new products that are heavily
marketed is reportedly as high as 80 percent. How can these two seemingly opposite
views of marketing be reconciled?
a. The social critics are simply wrong. People are not influenced by marketing.
b. Consumers are highly influenced by marketing, but some products simply fail
anyway.
c. Marketing does have an influence on consumers, but marketers simply do not know
enough about people to manipulate them any way they please.
d. Products that fail are generally products that will satisfy a want, but not a need.
Answer:
Neutrogena is a well-known brand of shampoo sold in a distinctively shaped
unbreakable bottle. A major New York store sells shampoo in a nearly identical-looking
bottle with its own name on it. Consumers who purchase the private label brand
assuming it shares the product attributes of Neutrogena are showing the influence of:
a. stimulus discrimination.
b. extinction.
c. unconditioned stimulus.
d. stimulus generalization.
Answer:
The type of memory that processes stimuli by such attributes as their colour, taste,
smell, or shape is relying on:
a. physiological memory.
b. sensory meaning.
c. semantic meaning.
d. episodic memory.
Answer:
Which of these statements about the way in which attitudes can form or be learned is
NOT true?
a. Pairing an object (brand name) repeatedly with a catchy jingle is effective.
b. A brand name can elicit its own attitude.
c. The process is the same no matter what the product or ad.
d. Learning an attitude can be the outcome of a complex cognitive process.
Answer:
Social pressure theory indicates:
a. people are inconsistent but stable emotionally.
b. people rarely tell the truth.
c. groups are not effective for strategic decision making.
d. others’ preferences may win out over individuals’ preferences.
Answer:
Designers will give actors complete wardrobes to wear to high-visibility events like
Globe and Academy Awards shows. They do this because ________.
a. influential people in the media play a large role in what will become stylish
b. styles are largely determined by fundamental societal trends
c. the actors will say kind things about them in interviews with the press
d. styles must be seen on television before they will be accepted by average consumers
Answer:
Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic
senses. In other words, she really needs to see a product in front of her before
purchasing it.
a. True
b. False
Answer:
It is impossible for a person to hold two contradictory attitudes toward the same object.
a. True
b. False
Answer:
Research on material versus experiential purchases suggests that:
a. material goods are the secret to happiness.
b. experiential products make consumers happier than do material products.
c. material goods are more meaningful to one’s identity than are experiential products.
d. material products are more open to interpretation than are experiential products.
Answer:
The second level of animism occurs when objects become ________; that is, they take
on human characteristics.
a. accentuated
b. assimilated
c. anthropomorphized
d. alliterated
Answer:
In a Sears department store, Katrina noticed that colours in the women’s clothing area
were brighter than in the men’s clothing area. This would be attributed to:
a. biological differences.
b. hedonistic consumption.
c. demographic deviation.
d. sensory adaptation.
Answer:
The money available to a household over and above that required for a comfortable
standard of living is termed:
a. diversion income.
b. discretionary income.
c. discretional income.
d. fun money.
Answer:
If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for
an electric power tool firm, he most likely would have “star power” due to a/an:
a. representation of celebrity displacement.
b. allegiance with the firm.
c. allowance for being amateurish.
d. symbolization of home handyman.
Answer:
Product designers making items such as smart phones and tablets have a tendency to
maximise the features included. This is called what?
a. feature creep
b. product loading
c. high selection optioning
d. product enriching
Answer:
When marketers focus on the differences between cultures, they are using a(n):
a. transtheoretical perspective.
b. etic perspective.
c. emic perspective.
d. niche strategy.
Answer:
The two largest ethinic groups in Canada are:
a. Caucasian and Asian.
b. British and French.
c. British and Chinese.
d. British and Indian.
Answer:
A fast-food chain describes its core customer as a single male under 30 years of age
with a working class job, who reads little, likes loud music, and hangs out with friends.
This is an example of:
a. subculture.
b. marketing segmentation.
c. demographics.
d. typical male Canadian consumer of burgers.
Answer:
Tina, a supervisor of displays for Sears Canada, knows that attractive displays can
generate additional sales of particular items. From a marketer’s perspective, this is a/an:
a. purchase issue
b. postpurchase issue
c. merchandising complexity
d. loss leader
Answer:
Megan thought it strange that although her bathing suit covered much less skin than did
her underwear, she felt comfortable wearing her bathing suit in public at the beach, but
she would never think of walking around the beach in her underwear. This is an
example of the power of how ________ modify(s) expectations and behaviour.
a. the complexity paradox of fashion
b. trickle-up effects
c. cultural categories
d. generational fads
Answer:
Business ethics essentially are rules of conduct that guide actions in the marketplace.
a. True
b. False
Answer:
Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on
prom night because of a perspiration stain on her pink prom dress. The punch line of the
ad says, “Is yours strong enough when you really need it?” Sarah thinks about the brand
she uses, an upcoming date with a new guy, and decides to switch to the advertised
brand. Which of the following attitude functions most closely matches the decision
made by Sarah?
a. anxiety
b. utilitarian
c. knowledge
d. ego-defensive
Answer:
Anything toward which one has an attitude, whether it is tangible, such as Coca-Cola,
or intangible, such as the idea of energy conservation, is referred to as an:
a. Aact
b. Aad
c. Ao
d. Aatt
Answer:
It seems paradoxical, but teens want independence from their families at the same time
they need to attach themselves to others to avoid being alone.
a. True
b. False
Answer:
A professor came to class dressed in a formal shirt and tie. He stated that he would like
to explain the concept of self. He took off his tie and shirt. Underneath he had on a
t-shirt with a picture of a handsome tennis player on the front. Then the professor turned
around to show a picture of a cartoon clown on the back. “All of these are who I am,”
he said. What point was the professor trying to make, and what did the different dress
and icons most likely represent?
Answer:
Learning is a process that refers to a relatively permanent change in behaviour. What
causes learning?
Answer:
In the early stages of development, consumer behaviour was known as buyer behaviour.
What important aspect of the exchange process does this change in name reflect?
Answer:
You are talking to a co-worker and he says, “perception is reality.” What does he mean
by this? Do you agree or disagree? Use an example.
Answer:
What are the basic retail themes are available to marketers? List and describe them.
Answer:
Give an example of how sense of sound can impact our behaviours.
Answer:
Measuring memory for marketing stimuli is often difficult. Discuss the differences
between recognition and recall. Give examples of methods for testing each form. Which
one is thought to be the more reliable measure of memory?
Answer:
Karen is in favour of designated driver systems. When she makes plans to go out with
friends and sees a commercial for a company that will drive your car home for you she
is likely to respond favourably. According to social judgement theory what is happening
here?
Answer:
Name and describe the five levels of Maslow’s hierarchy of needs.
Answer:
Sharon likes to take her Gucci handbag with her and makes sure she prominently
displays the brand name to others. What does this likely say about her social class?
Answer:
Discuss the importance of the erosion of the passive consumer, and its ramifications for
marketers today.
Answer:
What type of power does a class have as a whole to control the behaviour of a
professor? List each of the six types of power outlined in the text and discuss each as it
relates to the question.
Answer:
Explain the term social class and how it affects people.
Answer:
Reference groups influence consumers in three ways. Name them and describe the
nature of the influence upon the consumer.
Answer:
Bethany has done a lot of research into which brand of dishwasher to purchase. After
weighing the various pros and cons of the brands, she makes her choice. What type of
involvement has Bethany displayed and what effect is it likely to have on her
relationship with the dishwasher?
Answer:
Competition for shoppers is getting rougher. Retailers now must offer something extra
to lure shoppers, whether that something is excitement or just plain bargains. What are
some of the store influences on consumers?
Answer:
In what ways have marketers apparently failed to use social class information as
effectively as they could?
Answer:
Describe what is meant by a “culture of participation.”
Answer:
What is cognitive dissonance?
Answer: