Deck 1: Historcal Perspective on Consumption

Question 1

What occurs when individuals or groups acquire, use, and dispose of products, services, ideas, or experiences?

A) Activism
B) Representation
C) Consumption
D) Obsolescence

Answer 1

C

Question 2

_______ is the area of study that deals with the internal workings of the human mind.

A) Psychology
B) Sociology
C) Entomology
D) Anthology

Answer 2

A

Question 3

_______ is the area of study that examines the external influences on individuals.

A) Psychology
B) Sociology
C) Entomology
D) Anthology

Answer 3

B

Question 4

Buyer behavior

A) determines what consumers do.
B) is difficult to assess.
C) determines why consumers do something.
D) assesses underlying motivations of the consumer.

Question 5

Sumptuary laws were designed to

A) encourage the consumption of luxury goods.
B) encourage constant currency exchange.
C) regulate consumption.
D) regulate the price of salt.

Question 6

Scottish philosopher and economist Adam Smith believed that

A) excessive consumption was the right of the upper class and they should not be regulated.
B) consumption should be regulated by conducting audits and imposing strict fines for excessive consumption.
C) wealth distribution would have a devastating impact on the welfare of the worker.
D) excessive consumption should only be used to prevent economic stagnation.

Question 7

A commodity product is

A) brand-specific and proprietary.
B) mass-produced and indistinct.
C) sustainable and regulated by the government.
D) specialized and expensive.

Question 8

The connection between consumer purchasing and the strength of the economy is known as the

A) representativeness issue.
B) expected value comparison.
C) consumption function.
D) appropriation of resources.

Question 9

Planned obsolesce is the situation in which

A) products are designed to go out of style.
B) consumers boycott a product or service.
C) products are designed to break.
D) consumers are mindful of consumption behaviors.

Question 10

Perceived obsolesce is the situation in which

A) consumers are mindful of consumption behaviors.
B) products are designed to break.
C) consumers boycott a product or service.
D) products are designed to go out of style.

Question 11

What is the purpose of conspicuous consumption?

A) To save money
B) To manage a household
C) To gain social recognition
D) To protect the environment

Question 12

During the Industrial Revolution,

A) workers shifted from the farm to the factory.
B) consumption rates became stagnant.
C) there was an equitable distribution of wealth.
D) workers shifted from factories to farms.

Question 13

The expansion of global trade and advancements in manufacturing meant that by the late 1800s,

A) exportation caused domestic product shortages.
B) consumers had more options and spending increased.
C) the connection between producers and consumers strengthened.
D) spending decreased and weakened economic infrastructure.

Question 14

Which of the following exerted strong influence on consumption and conspicuous consumption?

A) Economic regulation
B) The American Revolution
C) Wealth distribution
D) The Industrial Revolution

Question 15

How did innovations in transportation change the way consumers shopped?

A) They introduced an array of new options to consumers.
B) They increased the wages of workers.
C) They ensured equitable distribution of wealth.
D) They drove up the cost of goods.

Question 16

During the First World War

A) consumers were forced to ration their consumption.
B) wage restraints were temporarily lifted.
C) more products were accessible to more consumers.
D) increased consumption ensured economic stability.

Question 17

_______ refers to the process by which consumers communicate their specialized consumption knowledge or expertise to one another in order to attain status within their social group.

A) Actuation
B) Commoditization
C) The statusphere
D) None of the above

Question 18

What did department stores and shopping malls offer consumers?

A) One-stop shopping
B) A large variety of products
C) Convenience
D) All of the above

Question 19

What was one of the most important characteristics of the department and shopping mall format?

A) The payoff calculation
B) The anonymity of the shopper
C) The affordability idea
D) The dominant element

Question 20

Karl Marx theorized that once a product was manufactured in great quantities and distributed widely, consumers no longer recognized or cared about the methods or purpose of production. Marx referred to this change of perceptions as the

A) production paradox.
B) cost of insight.
C) creation process.
D) fetishism of commodities.

Question 21

Which type of research focuses on what consumers do?

A) Motivational
B) Cognitive
C) Behavioral
D) Prognostic

Question 22

What type of research focuses on how consumers process information?

A) Motivational
B) Cognitive
C) Behavioral
D) Prognostic

Question 23

Which type of research focuses on consumer's desires and feelings?

A) Motivational
B) Cognitive
C) Behavioral
D) Prognostic

Question 24

What type of research used the techniques of Sigmund Freud to help predict why consumers behaved as they did?

A) Motivational
B) Cognitive
C) Behavioral
D) Prognostic

Question 25

A _______ is a behavior that society tells you is inappropriate.

A) consumption pattern
B) socialized inhibition
C) necessary task
D) tension spring

Question 26

In-depth interviews are important because sometimes _______ are not honest.

A) consumers
B) innovators
C) sellers
D) marketers

Question 27

Sigmund Freud's research established a foundation for which type of research?

A) Economic
B) Cognitive
C) Motivational
D) Behavioral

Question 28

What does caveat emptor mean?

A) Buyer motivation
B) Seller motivation
C) Buyer beware
D) Seller beware

Question 29

What does caveat venditor mean?

A) Consumer perception
B) Consumer sovereignty
C) Buyer beware
D) Seller beware

Question 30

What is the purpose of the Federal Trade Commission (FTC)?

A) To promote environmental stewardship
B) To regulate conspicuous consumption
C) To empower the worker
D) To protect the rights of the consumers

Question 31

_______ is the idea that consumers, not manufacturers, are the best judges of which products are the most appropriate, useful, or enjoyable.

A) Neuromarketing
B) Consumer culture theory
C) Selfnography
D) Consumer sovereignty

Question 32

Concerns about the moral implications of consumption resulted in the creation of

A) planned obsolescence.
B) consumer advocacy groups.
C) international trade agreements.
D) All of the above

Question 33

According to one classification system based on consumer attitudes about money, a 40-year-old person making $60,000 a year would be classified as a _______ consumer.

A) flourishing frugal
B) comfortable cautious
C) financial middle
D) financially distressed

Question 34

According to one classification system based on psychographic criteria, a person who is materialistic and individualistic would be classified as a _______ consumer, and a person who is nonmaterialistic and collectivist would be classified as a _______ consumer.

A) traditional; unique
B) responsible; traditional
C) unique; calculating
D) calculating; responsible

Question 35

What makes the marketing decision-maker's job especially difficult?

A) Postmodern consumption
B) Regulatory standards
C) Exchange rates
D) Conspicuous consumption

Question 36

Which type of consumer is almost impossible to clearly characterize?

A) Productive
B) Postmodern
C) Unproductive
D) Responsible

Question 37

_______ is the useful interpretation of the data that are gathered from the consumer research process.

A) Indemnification
B) Suspension
C) Insight
D) Monetization

Question 38

Insights from _______ are insights generated when researchers uncover important information about consumption trends.

A) postmodernism
B) academia
C) the field
D) the boardroom

Question 39

Insights from _______ are insights that come from first-hand and inside knowledge about what makes customers tick.

A) postmodernism
B) academia
C) the field
D) the boardroom

Question 40

Insights from _______ are insights that are generated from professors and other research institutions dedicated to understanding consumers.

A) postmodernism
B) academia
C) the field
D) the boardroom

Question 41

Which of the following is used to generate insights from the field?

A) Proprietary information gathered from years of experience
B) Classification based on consumer attitudes about money
C) Consumer reactions to advertising or other communications
D) Specific dimensions of the consumer experience

Question 42

Which of the following is used to generate insights from the boardroom?

A) Proprietary information gathered from years of experience
B) Classification based on consumer attitudes about money
C) Consumer reactions to advertising or other communications
D) Specific dimensions of the consumer experience

Question 43

Which of the following is used to generate of insights from academia?

A) Proprietary information gathered from years of experience
B) Classification based on consumer attitudes about money
C) Consumer reactions to advertising or other communications
D) Specific dimensions of the consumer experience

Question 44

With insights from academia and better understanding of consumers, marketers make well-informed decisions about

A) product features.
B) pricing strategies.
C) distribution.
D) All of the above

Question 45

The case study on microbeads proved that sometimes consumers base their decisions on

A) religion.
B) power.
C) emotions.
D) loyalty.

Question 46

The case study on microbeads proved that consumers

A) do not respond well to change.
B) purchase products based on price.
C) have short attention spans.
D) can influence change in the law.

Question 47

In the case study on microbeads, which strategy was used to build on a company's reputation?

A) Being proactive
B) Waiting until the controversy blew over
C) Launching a scientific counterargument
D) Taking legal action

Question 48

What is the difference between planned obsolescence and perceived obsolescence? What do they have in common?

Question 49

Explain the concept of conspicuous consumption.

Question 50

Can services help consumers demonstrate status? Support your answer.

Question 51

Which type of research is based on the notion that the human brain is much like a computer? Why is this type of research useful?

Question 52

How does consumer classification help the marketing decision-makers?

Question 53

How is the postmodern consumption different from other conceptualizations of consumption?

Question 54

Sketch out a general outline of how the connection between production and consumption has evolved over the years.

Question 55

Describe motivational research. What are some criticisms of motivational research?

Question 56

Identify and describe the three broad perspectives in consumer research. Why are they important?

Question 57

Identify and describe the three pillars of consumer insights. Why are consumer insights important?