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

Accepted Answer

The "dark side" of consumer behaviour refers to the negative aspects or consequences of consumer actions and marketing activities that may not be beneficial to society, such as overconsumption, environmental harm, or unethical marketing practices.

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

Accepted Answer

This description is an example of market segmentation, where the fast food chain identifies and targets a specific group of consumers with shared characteristics and preferences.

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

Accepted Answer

The friend is acting as an influencer by providing recommendations and opinions that may affect the teenager's purchasing decisions.

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

Accepted Answer

Relationship marketing focuses on creating long-term relationships with customers, fostering loyalty and engagement with the brand.

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

Accepted Answer

This is a postpurchase issue because it relates to customer behavior and satisfaction after they have used the service, impacting their likelihood to recommend the company to others.

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

Accepted Answer

Joan's relationship with crumpets is based on nostalgic attachment, as they remind her of her childhood experiences.

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

Accepted Answer

Cultural values and beliefs influence what is considered ethical in different countries, affecting business practices such as the presence of formal codes of ethics and the likelihood of bribery.

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

Accepted Answer

Pastiche involves combining various styles and ideas, often leading to a mix of images and experiences, aligning with the concept of rebuking order for diversity.

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

Accepted Answer

This is an example of green marketing, which involves promoting products or practices that are environmentally friendly, such as reducing waste through refillable containers.

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

Accepted Answer

Aaron's behavior is an example of anticonsumption, which involves actions taken to reject, destroy, or deface products or brands as a form of protest or expression against consumer culture.

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

Accepted Answer

Role theory suggests that consumers act out various roles in their lives, influencing their purchasing decisions based on the context or "role" they are playing at any given time.

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.

Accepted Answer

Marketing influences consumers, but marketers lack complete understanding of consumer behavior to ensure success.

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

Accepted Answer

Positivism emphasizes a single objective truth and rationality, not multiple simultaneous events shaping reality.

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

Accepted Answer

The Journal of Consumer Research is a leading academic journal that publishes scholarly research on consumer behavior.

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

Accepted Answer

Virtual brand communities are groups of people who come together online to share their enthusiasm and passion for a particular brand or product.

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

Accepted Answer

The answer of Volkswagen Beetle ads typified a social outcast...

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

Accepted Answer

The answer of Jane recently saw an advertisement for a...

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

Accepted Answer

The consumption process encompasses the entire experience of a consumer with a product or service, including the influences before, during, and after the purchase.

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

Accepted Answer

Studies on how magazines affect their readers' body images is an example of research in clinical psychology. Clinical psychology is the study of mental health and the treatment of mental disorders.

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

Accepted Answer

Mary failed to recognize that not all 18 to 34-year-old males share the same lifestyle, which means the campaign may not have resonated with the entire target audience.

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

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

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:

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:

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

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:

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

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:

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

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

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:

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?

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:

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

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

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:

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

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