Erika and Hans, aged 21 and 22 years, have shared many different experiences: a U2
concert in Brussels, skydiving in Bonn, and sailing in the Irish Sea. Erika and Hans
could be said to be part of the same age ________.
a. identity
b. cohort
c. delineation
d. culture
Answer:
Baby busters is another word for:
a. Generation X.
b. Generation Y.
c. baby boomers who had no children.
d. baby boomers who had 3 or more children.
Answer:
When Reese’s Pieces appeared in the film E.T., sales of the candy skyrocketed.
a. True
b. False
Answer:
In its survey, Yankelovich asked a question about sexual identity for the first time,
finding that about 6 percent of the respondents described themselves as “gay/lesbian.”
Which of the following was one of their findings about this group of people?
a. They are twice as likely as heterosexuals to have attended graduate school.
b. They are less concerned about physical fitness and self-improvement.
c. They encounter less stress in their daily lives.
d. They are much less likely to be self-employed.
Answer:
Economic models of fashion typically involve some version of supply and demand.
a. True
b. False
Answer:
Social loafing refers to:
a. people in groups lingering at restaurant tables too long.
b. the fact that, compared with doing a task alone, people do not devote as much time or
effort to a task when their contribution is part of a larger group undertaking.
c. failing to take into account the feelings of others in a group project who are not given
much to do.
d. our preference for doing things socially with others similar to ourselves.
Answer:
The perception of time is different in different cultures. In what cultural perception of
time is someone most likely to get paid by the hour?
a. circular time
b. procedural time
c. linear separable time
d. occasion time
Answer:
When interior designers integrate products from many different categories (such as
appliances, furnishings, and even artwork) into a unified whole or a specific decorating
style, they are relying upon the principle of:
a. market complementarity
b. market consistency
c. product complementarity
d. harmonic convergence
Answer:
The expanded view of consumer behaviour recognizes that the consumption process
includes issues that influence consumers before, during, and after a purchase is made.
a. True
b. False
Answer:
Nathalie has very long hair, and brushes it fifty strokes in the morning and another fifty
at night to keep it looking beautiful. She is performing a:
a. cultural act.
b. grooming ritual.
c. conscious artifact.
d. directed sacralization.
Answer:
Melissa knows that when she goes to the dentist she must make an appointment, show
up on time, bring proof of insurance, and have her teeth cleaned before any other dental
services will be performed. With respect to her visit to the dentist, Melissa has learned a
knowledge technique known as a ________.
a. service script.
b. punishment avoidance technique.
c. competitive distinction process.
d. maturation process.
Answer:
Gillette markets their men’s face balm (after shave) lotion to many countries. They
know that from culture to culture there are vast differences in how people want to smell,
and that this should be reflected in their advertising. If they depicted men “layering it
on,” they most likely would be from:
a. Canada.
b. Germany.
c. France.
d. Japan.
Answer:
In qualitative research, the presentation of ambiguous objects or activities that are open
to various interpretations is known as ________.
a. random assignment
b. a projective technique
c. an experiment
d. role playing
Answer:
A set of moral, aesthetic, and evaluative principles is termed:
a. ecology.
b. social structure.
c. ideology.
d. ethos.
Answer:
When Frito-Lay Canada plays on a number of regional associations with flavours such
as Cape Breton Sea Salt and Pepper and Toronto College Street Pizza, they are drawing
on differences among subcultures based on _____________.
a. age cohorts.
b. lifestyle preferences.
c. regional associations.
d. ethnic segmentation.
Answer:
Spiro is shopping at Walmart and very quickly picks up everything on his shopping list
that he needs. Because it went quickly and he feels good, he keeps shopping. This is an
illustration of:
a. conspicuous consumption.
b. compulsive behaviour.
c. purchase momentum.
d. selection acceptance.
Answer:
Craig had heard stories about toaster disasters from his friends. This brand blew up, that
one shorted out, another had not lasted even a year, and so on. He knew he should not
consider those brands. They were Craig’s:
a. retrieval set.
b. evoked set.
c. expanded set.
d. inept set.
Answer:
Colin is part of a brand community for Jeep. He is about to travel to a popular event
involving other Jeep enthusiasts who come from all over North America. The event,
which is sponsored by Jeep, is known as a:
a. brand get-together.
b. brand experience.
c. brandfest.
d. brand grouping.
Answer:
Bill could not tell the Argonauts from the Stampeders during CFL Football on his tiny,
antiquated black-and-white TV set! After he watched the second half of the game on his
neighbour’s big TV set, he realized there was a significant difference between his
current state of affairs and a desired or ideal state. His perception is labelled:
a. fantasy aspiration.
b. problem recognition.
c. latent response syndrome.
d. hemispheric communication.
Answer:
Personality refers to a person’s unique psychological makeup, thought by some
consistently to influence the way a person behaves.
a. True
b. False
Answer:
What do consumers most frequently look for in products?
a. colour and style
b. price and warranty
c. quality and warranty
d. quality and value
Answer:
In terms of the extended self, the level indicated by cars would be:
a. individual
b. prestige
c. power
d. physiological
Answer:
A well-known actor is used in an ad to create a positive sentiment for a newly-launched
innovative moisturizing cream. This is an example of the marketing application of
which theory?
a. cognitive dissonance
b. social judgment
c. balance
d. self-perception
Answer:
To target consumers with high self-esteem, a food manufacturer should consider
releasing portion-controlled snack items since people with high self-esteem feel they
are in control over what they eat.
a. True
b. False
Answer:
Mood congruency refers to the fact that recall is enhanced when one’s mood at recall is
congruent with the mood that was present at the time of encoding.
a. True
b. False
Answer:
Researchers have found that fast loud music in restaurants encourages:
a. increased tipping.
b. the consumption of less food.
c. the eating of more food.
d. higher beverage consumption.
Answer:
Trickle-down theories are more useful for understanding the process of fashion in a
contemporary Western culture than they would be in a hierarchical culture with a rigid
class structure.
a. True
b. False
Answer:
Which of the following best describes the concept of a “teenager”?
a. Most cultures have historically separated youth between the ages of 13 to 17 as being
neither children nor adults.
b. Most primitive cultures have isolated youth between 13 to 17 as being unstable and
incapable of membership in adult life. This model was adopted by modern marketers.
c. The entire concept of being a teenager is a relatively new historical development that
did not exist prior to about 60 years ago.
d. The concept of a teenager began to appear in Western cultures about 200 years ago as
a result of the industrial revolution.
Answer:
Research fnds that when consumers engage in prepurchase search they use only generic
terms such as hard drive.
a. True
b. False
Answer:
The Smith Company uses after-sale interviews with its customers to examine how well
the customers were served by the sales force and service staff of the company. When
the Smith Company follows this procedure, the company is attempting to use feedback
as a means to improve communications.
a. True
b. False
Answer:
Doug, a marketing director for a movie production company, is planning to study the
effectiveness of some recently released television commercials for one of its upcoming
films. What are some potential measurement problems he should be aware of?
Answer:
How long has product placement been around? Name some early examples.
Answer:
What significance does the level of participation have to an online community and what
effect do lurkers have?
Answer:
There are eight categories listed in the VALS system. List and briefly describe four of
the categories.
Answer:
What is a subculture? Given an example.
Answer:
Gail is studying the interests and values of a group of ten consumers for some consumer
researcher. What category of information is Gail studying and what other aspects of the
consumers may also be included in her study?
Answer:
Summarize how the female role has changed from the 1980s to the 2010s.
Answer:
What is consumer satisfaction and why is this relevant to marketers?
Answer:
Andrew comes from a low-status ethnic group but is a practicsng lawyer. How does this
impact on his social class?
Answer:
What element is missing from the traditional communications model?
Answer:
How does social class relate to consumer behaviour in China?
Answer:
Give an example of the positive impact that co-consumers can have.
Answer:
Identify and describe three forms of social media platforms that are currently available.
Answer:
Why is Maslow’s hiearchy of needs important to marketing?
Answer:
Could rituals serve as a segmentation variable? Explain your answer, including a
specific example if you believe so.
Answer:
Bill is the manager of a busy Home Depot store that often has line-ups. What temporal
factors should he be concerned with that might affect his customers’ buying process?
Answer:
What type of model is the Fishbein model, and what three components does it measure?
Answer:
Explain the concept of social mobility and its various forms. How common are dramatic
cases of social mobility?
Answer:
Explain prospect theory.
Answer:
Ella’s absolute favourite cereal is Love Crunch by Nature’s Path. However, one day she
decides to switch to a less-liked cereal, just to “mix things up.” What concept does this
behaviour demonstrate and why did she likely do this?
Answer: