Question 1

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

Accepted Answer

Compulsive consumption refers to the repetitive and often excessive purchasing behavior driven by emotional factors such as depression or boredom, which aligns with Mrs. Brown's behavior.

Question 2

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

Accepted Answer

Relationship marketing focuses on building long-term relationships with customers by engaging with them regularly, not just at the time of purchase.

Question 3

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

Accepted Answer

The answer of Mary has two daughters, aged fourteen and...

Question 4

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

Accepted Answer

The answer of The purpose of advertisements for Coca Cola...

Question 5

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

Accepted Answer

Shrinkage refers to the loss of inventory and cash due to factors like shoplifting, employee theft, and administrative errors in the retail industry.

Question 6

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

Accepted Answer

Billy's behavior of sharing his opinions on blogs and review websites aligns with Consumer-Generated Content, where consumers create and share content about products or brands.

Question 7

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

Accepted Answer

These terms are all colloquial expressions for bribery in different languages and cultures.

Question 8

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

Accepted Answer

The interdisciplinary influence on consumer behavior refers to the involvement of various academic and professional fields, such as psychology, sociology, anthropology, and economics, in researching and understanding consumer behavior.

Question 9

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.

Accepted Answer

The cereal manufacturer recognizes that adults, who are likely the purchasers, watch the show and can be influenced to buy the cereal for their children.

Question 10

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

Accepted Answer

The answer of Tina, a supervisor of displays for Sears...

Question 11

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

Accepted Answer

A consumption community is a group where members share opinions and experiences about products, which is what Gail is participating in.

Question 12

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

Accepted Answer

A paradigm shift occurs when a new paradigm challenges and replaces the dominant set of assumptions in a field of study.

Question 13

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

Accepted Answer

Terry's strong emotion towards her modern painting indicates a love relationship, which is characterized by deep affection and admiration.

Question 14

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

Accepted Answer

Interpretivists believe that reality is subjective and constructed by individuals, rather than there being a single objective truth.

Question 15

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

Accepted Answer

Consumer addiction refers to the psychological dependence that can develop due to the caffeine content in products like Pepsi and Coke.

Question 16

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

Accepted Answer

The answer of The fact that bribery in business is...

Question 17

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

Accepted Answer

The answer of Matty loves to use her shower gel...

Question 18

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

Accepted Answer

In the "good old days," companies had more control over the information and choices available to consumers, which is referred to as "marketer space." This contrasts with "consumer space," where consumers have more control and influence.

Question 19

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

Accepted Answer

Marketers can influence the environment and context in which needs are recognized or felt by consumers, thus activating specific needs.

Question 20

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

Accepted Answer

The answer of In a survey designed to measure people's...

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

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

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

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:

The purpose of advertisements for Coca Cola is to:

The term shrinkage is an industry term for:

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:

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

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

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

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:

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:

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

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

Interpretivists' view is all of the following EXCEPT:

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:

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

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

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

While marketers cannot create needs, they:

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 :