Deck 1: Buying, Having, and Being: an Introduction to Consumer Behavior

Question 1

Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that:

A) understanding of consumption for its own sake should be the focus of research rather than for the sake of making money
B) it is difficult to measure the contribution of the "art" of consumer behaviour research to the corporate bottom line
C) not all consumer behaviour or marketing activity is necessarily beneficial to society
D) not all marketers make money for their companies
E) many consumer behaviour findings are being stolen by competitors, via computers

Answer 1

C

Question 2

A fast food chain describes its core customer as a single male under 30 years of age with a working class job, reads little, likes loud music, and hangs out with friends. This is an example of:

A) subculture
B) consumption community
C) demographics
D) typical male Canadian consumer of burgers
E) market segmentation

Answer 2

E

Question 3

When a friend goes with a teenager on a shopping trip for clothes and provides recommendations for or against buying a certain item, the friend is serving as a/an:

A) influencer
B) organizer
C) facilitator
D) service vendor
E) expert

Answer 3

A

Question 4

Recently marketers have come to realize the value of what is being called relationship marketing. In marketing terms, it means:

A) instituting practices which show companies' awareness of their responsibilities to the environment and society
B) coordinating the packages of family brands to communicate the same "look"
C) building bonds between brands and customers that will last over time
D) using new electronic capabilities to insure that all channel members work smoothly together, for example, in seeing that products get to retailers before their inventories run out
E) developing friendships with foreign governments so that American products can be sold in their countries at a fair price

Question 5

John is the Vice- President of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to friends of theirs. For John, this problem is a:

A) prepurchase issue
B) postpurchase issue
C) market segmentation problem
D) role theory problem
E) purchase issue

Question 6

When Joan buys crumpets, since they remind her of her childhood teas by the fireside. Her relationship with this product is:

A) self- concept attachment
B) nostalgic attachment
C) love
D) reciprocity
E) interdependence

Question 7

Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. This demonstrates that:

A) Mexicans tend to be considered interpretivists rather than positivists
B) social marketing is not important in Mexico
C) cultural values and beliefs are important for determining what is considered ethical
D) business practices can be unethical without being illegal
E) American and Canadian companies are more respectful than Mexican companies

Question 8

If a student wished to follow a perspective of or "mixed images", the student would rebuke order for a focus on diverse experiences.

A) psychographics
B) parallelism
C) pastiche
D) paradigm
E) post- consumption

Question 9

To reduce waste associated with their Downey Fabric Softener, Proctor & Gamble introduced refillable containers. This is an example of:

A) culture jamming
B) green marketing
C) social marketing
D) ethical marketing
E) anticonsumption

Question 10

At night, Aaron likes to walk around the city spray painting a black circle over top of company logos on billboards and bus- stop advertisements. Aaron's behaviour is an example of:

A) addictive consumption
B) antibehaviour
C) anticonsumption
D) shrinkage
E) anticommunication

Question 11

When consumers are making buying decisions, some observers have said that their behaviour resembles acting in a play, complete with lines, props, even costumes. They may alter their consumption decisions depending upon the part they are playing at the time. This view of consumer behaviour is often called:

A) consumer activism
B) consumption play theory
C) situational analysis
D) dramatism
E) role theory

Question 12

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) Consumers are highly influenced by marketing, but some products simply fail anyway.
B) Purchase is a function of marketing, but business failure is unrelated to marketing.
C) The social critics are simply wrong. People are not influenced by marketing.
D) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way they please.
E) Products that fail are generally products that will satisfy a want, but not a need.

Question 13

The dominant set of assumptions which has influenced Western research on art and science since the late 16th century has been termed positivism. All of the following are tenets of positivism EXCEPT:

A) the world is an ordered rational place with a clearly defined past, present, and future
B) there are multiple and simultaneous events which shape a particular view of an occurrence and help us interpret the nature of reality
C) human reason is supreme
D) there is a single objective truth that can be discovered by science
E) we should stress the functions of objects and celebrate technology

Question 14

The major academic journal for the field of consumer behaviour is:

A) Journal of Advertising Quarterly
B) Consumer Reports
C) Journal of Consumer Research
D) Journal of Buying
E) Consumer Monographs

Question 15

Groups of people that unite on the Internet to share a passion for a product are known as:

A) virtual brand communities
B) Internet socialites
C) product organizations
D) chat rooms
E) consumer networks

Question 16

Volkswagen Beetle ads typified a social outcast who is able to poke holes in the stuffiness and rigidity of bureaucracy. This approach would reflect a paradigm reflecting:

A) positivism
B) Jungianism
C) modernism
D) Freudianism
E) interpretivism

Question 17

Jane recently saw an advertisement for a national shampoo that showed a plain woman using the product, then being transformed with a new hairstyle, dressed in elegant clothes, and having the "man of her dreams" appear on her doorstep. This commercial upset Jane and in turn, she got mad at the company. This situation illustrates the potential backlash against marketers when they:

A) create artificial needs
B) do not abide by legislation that makes that kind of imagery illegal
C) promise miracles
D) act as though they are still operating in the "good old days" of marketer space
E) unnecessarily use advertising to sell products

Question 18

The expanded view of the exchange which includes the issues that influence the consumer before, during, and after a purchase is called:

A) the value
B) the marketing mix
C) the consumption process
D) the pre- sell strategy
E) the strategic focus

Question 19

Studies on how magazines affect their readers' body images is an example of research in which of the following disciplines:

A) sociology
B) demographics
C) microeconomics
D) cultural anthropology
E) clinical psychology

Question 20

Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18 to 34- year- old males. The campaign only included one commercial, which featured a young man that had become crippled in a skydiving accident. While planning the campaign, Mary failed to recognize that:

A) she should have also segmented based on ethnicity
B) she should have advertised to women, who can influence men to purchase medical insurance
C) not all 18 to 34- year- old males share the same lifestyle
D) 18 to 34- year- old males are not interested in medical insurance
E) television commercials are not effective for advertising medical insurance

Question 21

Mrs. Brown has an obsessive need to shop every day to relieve depression and boredom. Her behaviour is termed:

A) a spending spree
B) compulsive consumption
C) negative reinforcement
D) impulse buying
E) consumer behaviour

Question 22

Marketers who interact with their customers on a regular basis, and not just at the time of purchase, are most likely engaged in:

A) relationship marketing
B) database marketing
C) psychographic segmentation
D) market segmentation
E) demographic segmentation

Question 23

Mary has two daughters, aged fourteen and twelve. While shopping, she spotted some jeans that had been marked down 50%, and bought a pair for each daughter. When she showed them to her daughters, they clearly showed their displeasure towards them. Mary has engaged in:

A) purchase orientation
B) fashion suicide
C) value orientation
D) need satisfaction
E) influencer dissatisfaction

Question 24

The purpose of advertisements for Coca Cola is to:

A) teach us ways to satisfy a need
B) encourage moral breakdown
C) create a need
D) identify a want
E) encourage us to be thirsty

Question 25

The term shrinkage is an industry term for:

A) the fragmentation of consumer needs caused by the Internet
B) reductions in waste resulting from product usage
C) inventory and cash losses due to shoplifting and employee theft
D) explaining why consumers purchase less products as they grow older
E) a North American consumer trend associated with paying less for products

Question 26

Billy is an avid collector of shoes. He constantly voices his opinion of new shoes on blogs and product review websites. His behaviour is consistent with the concept of:

A) Database Marketing
B) Consumer- Generated Content
C) File Sharing
D) Interpretivism
E) Relationship Marketing

Question 27

When we hear global terms like kuroi kiri, la mordida, bustarella, and baksheesh, they are referring to:

A) advertising
B) competition
C) theft
D) bribery
E) segmentation

Question 28

The "interdisciplinary influence" on the study of consumer behaviour refers to:

A) the wide range of different professional and academic fields doing consumer research
B) the increasing need to acknowledge differences in other cultures when marketing products
C) setting a deliberate policy of hiring consumer research professionals who are from other countries
D) the need for establishing rigorous discipline when conducting consumer research
E) the variety of organizations sponsoring consumer research, such as universities, advertising agencies, governments, and manufacturers

Question 29

Why would a cereal manufacturer advertise a well- known children's cereal during a popular television show for adults?

A) Adults engage in role playing and act like children while watching television.
B) Showing advertisements during popular television advertisements results in better recall.
C) The cereal manufacturer has identified that there is a difference between the user of the product and the purchaser of the product.
D) The company is relying on children to watch the television show without their parents knowing.
E) The company is trying to overcome a common postpurchase issue.

Question 30

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) merchandising complexity
B) postpurchase issue
C) market indicator
D) purchase issue
E) loss leader

Question 31

Gail decides to take a break from studying, and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a/an:

A) marketplace competition
B) brand competition
C) consumption community
D) lifestyle discussion
E) societal information session

Question 32

In a field of study like consumer behaviour, when a competing paradigm challenges the dominant set of assumptions, this is known as a:

A) paradigm realignment
B) paradigm shift
C) paradigm alteration
D) paradigm adjustment
E) paradigm restructuring

Question 33

Terry, an art lover, has a strong emotion towards her modern painting that she bought last month. Her relationship with this product is:

A) love
B) self- concept attachment
C) nostalgic attachment
D) reciprocity
E) interdependence

Question 34

Interpretivists' view is all of the following EXCEPT:

A) there are no right or wrong answers
B) there is a single objective truth
C) we each construct our own meanings of the world we live in
D) symbolic, subjective experience is important
E) positivists stress science and technology too much

Question 35

At times Pepsi and Coke have been accused of causing psychological dependence due to the levels of caffeine in their colas. This is known as:

A) brand loyalty
B) social marketing
C) relationship marketing
D) psychological marketing
E) consumer addiction

Question 36

The fact that bribery in business is acceptable in some countries but not in others demonstrates that:

A) practices can be unethical without being illegal
B) ethics are incompatible with social marketing
C) some countries are more advanced than others
D) ethics are relative to the situation in which business persons find themselves
E) cultural jamming has been successfully practiced in some countries

Question 37

Matty loves to use her shower gel when she showers each morning. Her relationship with this product is:

A) love
B) interdependence
C) self- concept attachment
D) reciprocity
E) nostalgic attachment

Question 38

In the "good old days" companies decided what they wanted their customers to know and do. This time is known as:

A) market control
B) the age of demographics
C) the baby boomer era
D) marketer space
E) consumer space

Question 39

While marketers cannot create needs, they:

A) can imply that products have magical properties which will transform lives
B) may affect an environment in which specific needs may be activated
C) control the mass media-almost the same thing
D) are close to being able to create needs in the next five years
E) can always sell to somebody

Question 40

In a survey designed to measure people's willingness to pay for fair trade coffee, researchers found that most coffee drinkers were willing to pay an average price premium of :

A) 40 percent
B) 50 percent
C) 10 percent
D) 30 percent
E) 20 percent

Question 41

Brenda is extremely interested in how female images of changed in magazine advertising over time. Her interest is related to which field of study?

A) Cultural Anthropology
B) Demography
C) Semiotics
D) Clinical Psychology
E) Experimental Psychology

Question 42

The "pyramid of consumer behaviour" illustrates the focus of several disciplines when studying consumer behaviour. Focus on the individual's consumer behaviour (such as how one reads certain sections of a magazine) is termed:

A) a discipline
B) idiosyncratic
C) unitary
D) micro
E) macro

Question 43

The main difference between impulse buying and compulsive consumption is:

A) impulse buying is done by choice, while compulsive consumption is not
B) impulse buying occurs at a particular moment, while compulsive consumption is an enduring behaviour
C) impulse buying cannot be measured empirically, while compulsive consumption can be
D) impulse buying only occurs for certain types of products, while compulsive consumption can occur for any product
E) there is no difference - they are different terms that mean the same thing

Question 44

If a product succeeds in satisfying needs and is purchased over and over, it most likely has attained:

A) brand loyalty
B) purchase conception
C) postpurchase evaluation
D) product separation
E) lifestyle variation

Question 45

Of the following pieces of legislation intended to protect the consumer, which was the earliest:

A) Hazardous Products Act
B) Motor Vehicle Safety Act
C) Food and Drug Act
D) Textile Labelling Act
E) National Trademark and True Labelling Act

Question 46

Jonathan, who can be characterized as an extrovert, has 718 Facebook friends. In contrast, Sam, who can be characterized as an introvert, has only 183 friends on Facebook. This situation supports which model of Internet use?

A) The Online and Offline Personality Convergence
B) The Outgoing People Phenomenon
C) Online Collaboration Community
D) The Rich Get Richer
E) The Aggressiveness Index

Question 47

Mrs. Almarez is a middle- aged, high income, stay at home mother. Recently she was caught shoplifting. She shoplifts because:

A) she needs the stolen goods
B) she gets a thrill from doing it
C) her friends do it
D) she is part of a professional ring
E) she does not believe it is morally wrong

Question 48

To the assertion that mass media control our destiny and that marketers use "secret techniques" to effect mind- control, the evidence suggests that:

A) this is true, but only in political campaigns
B) about 10 to 15 percent of the population can be controlled in this way
C) consumers would resist the mind- control techniques used
D) marketers simply don't know enough about people to control them
E) marketers need to "control" consumers but they do not have suitable techniques to use

Question 49

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) physiology
B) physiognomies
C) demographics
D) personal profiles
E) psychographics

Question 50

A physiological and/or psychological dependency on products or services is called consumer .

A) conditioning
B) psychosis
C) addiction
D) obsession
E) gratification

Question 51

Randy is a consumer behaviour researcher, and believes that there is too much emphasis on technology and science. This set of beliefs reflects a paradigm known as:

A) positivism
B) modernism
C) Freudianism
D) interpretivism
E) Jungianism

Question 52

If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy, they would be engaged in:

A) lifestyle segmentation
B) social marketing
C) aggregate marketing
D) database marketing
E) irresponsible practices

Question 53

Kim, the marketing manager for a large food manufacturing plant, recently met with his boss because he was concerned that his company was violating the Food and Drugs Act of 1953 and the Competition Act of 1986. Based on this information, what was the problem that Kim was concerned about?

A) The company would not reveal what information they were collecting from their customers
B) The company was advertising one of their unhealthy products as being healthy
C) The company was switching their prices without any legitimate reason
D) The company had not taken any quality- control measures when producing their products
E) Their products were unsafe to consume and could cause harm to people

Question 54

Sarah is extremely interested in understanding which parts of her company's website are most likely to be read by Internet users. The person that would be best- suited to help her solve this problem would have a background in:

A) semiotics
B) experimental psychology
C) human ecology
D) clinical psychology
E) sociology

Question 55

In studying consumers like Gail, a college junior, marketers often find it useful to learn how they spend their leisure time, their interests in music or clothing, even attitudes about social issues, to be able to categorize them according to their lifestyles. This sort of information is called:

A) demographics
B) psychographics
C) core values
D) configurations
E) physiognomies

Question 56

The "pyramid of consumer behaviour" illustrates the focus of several disciplines when studying consumer behaviour. Studying a phenomenon or activity such as a consumption pattern, which occurs among large groups of people, perhaps even a nation, shows a research focus termed:

A) national
B) micro
C) a discipline
D) macro
E) global

Question 57

Some researchers argue that the field of consumer behaviour should not have a strategic focus at all and should not be a(n):

A) "handmaiden to business"
B) course taught at post- secondary institutions
C) question open for interpretation
D) offshoot of economics
E) object of constant study and criticism

Question 58

The fundamental set of assumptions which researchers make about what they are studying and how to go about studying it is termed:

A) research vision
B) a decision tree
C) entomology
D) information processing
E) a paradigm

Question 59

When a major hurricane is predicted in the southern United States, which product do people stock up on the most?

A) Blankets
B) Beer
C) Flashlights
D) Pop- Tarts
E) Water

Question 60

A person can have all of the following relationships with a product EXCEPT:

A) nostalgic attachment
B) love
C) self- concept attachment
D) interdependence
E) reciprocity

Question 61

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products, not for what they do, but for what they:

A) cost
B) promise
C) mean
D) look like
E) appear to do

Question 62

Which of the following is not an example of a demographic variable?

A) gender
B) age
C) ethnicity
D) lifestyle
E) geography

Question 63

Considering the dramatic growth of shopping centres worldwide, toward what country would you point a businessperson that was interested in locating in the largest shopping mall in the world?

A) Australia
B) United States
C) Canada
D) China
E) Germany

Question 64

A young, successful actor, Raoul, thinks of his new BMW as part of his new identity. His relationship with this product is

A) nostalgic attachment
B) interdependence
C) self- concept attachment
D) reciprocity
E) love

Question 65

Name four types of relationships a person may have with a product.

Question 66

A low tar claim in an advertisement for Brand X cigarettes proved to be misleading. Which Act was violated?

Question 67

Thirteen- year- old Sophie's mother has just purchased a new outfit for her. In Sophie's eyes this is viewed as .

Question 68

Marketers use various mythical creatures and personalities, such as the Pillsbury Doughboy or Sasquatch, to create an identity for their products. The personalities become well- known in popular culture, and are effective representatives for their products. Such figures are called:

A) spokescharacters
B) product determinants
C) marketing figures
D) product symbols
E) Q factors

Question 69

Research has shown that heavy Web users are less likely to spend time with friends and family, but they report far more offline contact with family members than nonusers. How should this be interpreted by marketers?

A) The findings emphasize the need for smaller companies to go global on the Web
B) There is probably a third factor involved, such as personality, which increases the interactions among family of some heavy Web users but decreases the interaction among others
C) Respondents in marketing research many times misrepresent the truth about sensitive items
D) Heavy Web users are an ideal market segment for purchases of family- oriented products, such as board games
E) Respondents are not sure what Web use is, therefore they are answering in ways that misrepresent their actual behaviour.

Question 70

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires is called:

A) Role Theory
B) Market Research
C) Psychographics
D) Market Segmentation
E) Consumer Behaviour

Question 71

Jeff has begun closely tracking his customers buying habits in order to enhance his company's customer service. Jeff is engaging in:

A) market segmentation
B) role playing
C) market surveillance
D) database marketing
E) market spying

Question 72

The notation for business to consumers on the Internet is .

Question 73

Although research has shown that consumers think better of products made by firms they feel are behaving ethically, many "ethical" companies encounter difficulties selling their products. What is a good a reason for this?

A) products made by ethical companies are hard to find for consumers
B) ethical companies do not make good quality products
C) there is no such thing as true ethical company
D) consumers lie on surveys about ethical companies in order to appear like they care
E) sometimes consumers' buying behaviour is not consistent with their positive attitudes about ethical products

Question 74

Julie chooses a brand of lipstick that has an/a _ consistent with her underlying needs.

Question 75

If you listed your collection of NHL rookie cards on eBay, you would be engaging in which type of commerce:

A) C2C
B) B2C
C) database
D) B2B
E) market adaptation

Question 76

The idea that people will distort personal information in a positive direction, particularly for attributes concerning which the consumer may hold negative self- views, is the basis behind the theory of:

A) self- expression
B) self- determination
C) self- verification
D) self- criticism
E) self- enhancement

Question 77

The growth of the Web has created thousands of online consumption communities. What is the biggest danger of such communities?

A) the members will feel pressure to conform to certain types of purchase behaviour
B) the members will receive bad information
C) the members will become frustrated in their communication efforts
D) the members will have no sense of belonging
E) the members of have no sense of mission

Question 78

That there is a single objective truth, that real causes exist for an outcome, are aspects of which approach to the study of consumer behaviour:

A) symbolicism
B) postmodernism
C) positivism
D) absolutism
E) interpretivism

Question 79

Judy received an email stating that a person she didn't know had passed away with a large fortune. The email encouraged her to send her bank information so that she could split the wealth with the emailer. The emailer is likely a(n):

A) Counterscammer
B) Good Samaritan
C) Social Media Expert
D) Advance Fee Fraud Artist
E) Webmaster

Question 80

is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, or ideas, to satisfy needs and desires