Question 1

Which explanation of conspicuous consumption fits with Terror Management Theory?
A) Acquisition of material things helps humans feel their existence extends beyond death.
B) Purchasing things lowers arousal and reduces terror.
C) Purchasing things increases arousal and helps one combat terror.
D) Acquisition of material things help a person establish their social identity.

Accepted Answer

Terror Management Theory proposes that humans strive for immortality by seeking symbolic and material representation of their continued existence beyond death. Conspicuous consumption, or the acquisition and display of high-priced and ostentatious goods, is seen as a way to achieve this goal by signaling one's wealth and social status.

Question 2

Conspicuous consumption refers to cases in which people ____.
A) buy things just so they can "show them off"
B) buy things that they cannot afford
C) buy things that they never end up using
D) buy things for other people

Accepted Answer

Conspicuous consumption is the act of buying goods or services to flaunt one's wealth, status, or power, rather than for their practical use. Therefore, choice A, buying things just to show them off, is the most accurate answer.

Question 3

Research on gender and racial representations in television advertisements indicates that ____.
A) there are clear-cut differences in how men and women are portrayed, though differences in racial portrayals appear to be a thing of the past
B) there are clear-cut differences in how whites and blacks are portrayed, though gender differences appear to be a thing of the past
C) there are clear-cut differences both in how men and women are portrayed and in how whites and blacks are portrayed
D) both differences in gender portrayals and differences in racial portrayals appear to be a thing of the past

Accepted Answer

Research has shown that both gender and racial representations in television advertisements exhibit clear-cut differences. Women are often portrayed as sexualized objects, while men are presented as dominant and powerful. Additionally, there are differences in how whites and blacks are portrayed, with whites often being presented as more affluent and educated while blacks are frequently depicted in stereotypical roles. While progress has been made in reducing some of these differences, they still persist in many advertising campaigns.

Question 4

Consumers who use QR codes tend to be ____.
A) older
B) wealthier
C) happier
D) heavier

Accepted Answer

Consumers who use QR codes are often wealthier as they are more likely to have smartphones and access to technology that supports QR code usage.

Question 5

Which of the following is one of the important ways in which consumers today differ from consumers in previous decades?
A) Consumers today experience more time poverty.
B) Consumers today are less likely to engage in polychronic activity.
C) Consumers today are less likely to feel anonymous during the shopping experience.
D) Consumers today have fewer product choices.

Accepted Answer

With the rise of technology and busy lifestyles, consumers are experiencing more time poverty, meaning they have less free time to dedicate to shopping and other activities. This is a significant difference compared to previous decades where consumers had more leisure time.

Question 6

Tim is simultaneously talking on his cell phone, checking an instant message, listening to a CD, and browsing the web. Consumer psychologists would say that he is engaged in ____.
A) time shrinkage
B) lateral cycling
C) polychronic activity
D) multilateral activity

Accepted Answer

Tim is engaged in polychronic activity, which means he is performing multiple tasks at the same time. This is a common behavior in today's fast-paced world where individuals try to maximize their productivity and efficiency by multitasking.

Question 7

In cases when people don't really need a given product, advertisers and marketers whose job is to sell that product might take many approaches. Which of the following is the least likely approach?
A) Try to create a need for the product.
B) Try to persuade people that the product will meet some existing need.
C) Try to get people to at least be aware of the brand, so they will be inclined to buy the product some time in the future.
D) Decide not to market the product.

Accepted Answer

The least likely approach is for advertisers and marketers to decide not to market the product. As their job is to sell the product and generate revenue for the company, it is unlikely they would choose not to market a product. Instead, they would likely try to create a need for the product, persuade people that the product meets an existing need, or at least raise brand awareness.

Question 8

When people are shopping, crowding tends to ____.
A) intensify whatever experience we are having at the time
B) make the shopping experience more negative
C) increase purchasing
D) decrease purchasing

Accepted Answer

The answer of When people are shopping, crowding tends to...

Question 9

As discussed in the text, the case study of "New Coke" was an example of ____.
A) brand-loyal consumers being turned off by changes to a brand
B) brand-loyal consumers being especially loyal to a brand when it is not doing well
C) a brand creating loyalty among a new set of consumers
D) a brand creating awareness among a new set of consumers

Accepted Answer

The "New Coke" case study was an example of brand-loyal consumers being turned off by changes to a brand. Coca-Cola's decision to change the formula of their classic soft drink with "New Coke" in 1985 resulted in significant backlash from consumers who were loyal to the original taste. As a result, Coca-Cola eventually had to bring back their original formula as "Coca-Cola Classic" to appease their loyal customer base.

Question 10

Many consumers today are feeling time compression, leading them to select products that will alleviate time pressure. In consumer psychology terminology, this phenomenon is called ____.
A) time poverty
B) the commons dilemma
C) polychronic poverty
D) time shrinkage

Accepted Answer

Time poverty refers to the feeling of not having enough time, leading consumers to choose products and services that save time and alleviate time pressure. The other options, such as the commons dilemma and polychronic poverty, do not relate to this particular consumer behavior phenomenon. Time shrinkage is not a commonly used term in consumer psychology.

Question 11

How do grocery store advertising, grocery store format (layout), and grocery store location influence consumers' decisions about where to shop?
A) All three affect behavior.
B) Interestingly, location has very little impact.
C) Interestingly, format (layout) has the strongest impact of the three.
D) Advertising is the only one of these variables to have an impact.

Accepted Answer

All three factors - advertising, store layout, and location - have an impact on consumers' decisions about where to shop. While the strength of their influence may vary depending on the individual, all three variables are important in attracting and retaining customers.

Question 12

Maslow's hierarchy of needs can help marketing professionals ____.
A) maximize the role of the mere ownership effect
B) target their products to particular market segments
C) maintain brand loyalty despite changing the underlying product
D) use ambient smells to sell products

Accepted Answer

Maslow's hierarchy of needs is a framework that explains human behavior based on the fulfillment of basic needs. Marketing professionals can use this framework to understand the needs and motivations of different market segments and tailor their products and messaging to meet those needs effectively. By doing so, they can improve the effectiveness of their advertising and promotional activities, increase customer satisfaction and loyalty, and maximize profits.

Question 13

When consumers experience loud music, in-store crowding, or other shopping stressors, they tend to ____.
A) enact their dominant response
B) enact their non-dominant response
C) purchase more
D) purchase less

Accepted Answer

The answer of When consumers experience loud music, in-store crowding,...

Question 14

Research indicates that credit card debt is most related to ____.
A) impulsive buying
B) general self-destructiveness
C) a tendency to feel generally out of control
D) time orientation

Accepted Answer

The answer of Research indicates that credit card debt is...

Question 15

Suppose that Pat is a married person who goes online once a week to look at pornographic websites and chat with others about the sites they view. What does research suggest about how most people view this?
A) Most people would say that this constitutes a betrayal.
B) Most people would say that this does not constitute a betrayal.
C) Most people would say that this constitutes a betrayal if Pat is a woman, but not if Pat is a man.
D) People would disagree about whether or not this constitutes a betrayal-regardless of whether or not Pat is a woman or a man.

Accepted Answer

People's views on pornography use in relationships vary widely, and there is no clear consensus. Some people would consider Pat's actions to be a betrayal, while others may view it as harmless or even healthy for their relationship. Gender does not seem to be a significant factor in determining people's attitudes towards this behavior.

Question 16

Tony is too cheap to buy weights to do weight-lifting. He therefore decides to use bottled water instead. Consumer psychologists would say that this is an example of ____.
A) shrinkage
B) lateral cycling
C) product misuse
D) unbranded creativity

Accepted Answer

Using bottled water for weight-lifting is an example of product misuse, as the product (bottled water) is being used for a purpose that it was not intended for.

Question 17

Suppose that Ina is given the opportunity to try out three different kinds of hot dogs, and suppose that Oliver is given the opportunity to try out twelve different kinds of hot dogs. Research suggests that ____.
A) Ina is more likely to decide to purchase one of the hot dogs
B) Oliver is slightly more likely to decide to purchase one of the hot dogs
C) Oliver is more than twice as likely to decide to purchase one of the hot dogs
D) Ina and Oliver are about equally likely to decide to purchase one of the hot dogs

Accepted Answer

Research suggests that having too many choices can lead to decision paralysis, making Ina more likely to make a purchase with fewer options.

Question 18

Ali is having a garage sale. He is trying to sell an old alarm clock for $20, an old pair of sneakers for $40, and an old TV set for $100. These prices are way too high. Since Ali owns these products, they seem to him to be more valuable than they really are. This phenomenon is known by social psychologists as ____.
A) lateral shrinkage
B) product affinity
C) personal use shrinkage
D) the mere ownership effect

Accepted Answer

The phenomenon where individuals tend to value objects they own more highly than they would if they did not own them is known as the mere ownership effect. This can lead individuals like Ali to set unrealistic prices for items they are trying to sell.

Question 19

As discussed in the text, the consumer consumption process begins ____.
A) long before we choose a product
B) when we recognize that we need a product
C) when we decide to shop for a product
D) when we choose among different products

Accepted Answer

The consumer consumption process begins long before we choose a product. It starts with recognizing a problem or need and then going through the stages of information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Therefore, option A is the correct answer.

Question 20

People tend to buy more expensive wine when a restaurant offers valet parking as opposed to when it doesn't. This is an example of consumers being influenced via ____.
A) unconscious thought processes
B) central route processing
C) what Maslow would call physiological needs
D) polychronic activity

Accepted Answer

Unconscious thought processes, also known as automatic processing, occur without conscious awareness and can be influenced by external factors such as valet parking.

Quiz 15: Applying Social Psychology to Consumer Behavior

Which explanation of conspicuous consumption fits with Terror Management Theory?

Conspicuous consumption refers to cases in which people ____.

Research on gender and racial representations in television advertisements indicates that ____.

Consumers who use QR codes tend to be ____.

Which of the following is one of the important ways in which consumers today differ from consumers in previous decades?

Tim is simultaneously talking on his cell phone, checking an instant message, listening to a CD, and browsing the web. Consumer psychologists would say that he is engaged in ____.

In cases when people don't really need a given product, advertisers and marketers whose job is to sell that product might take many approaches. Which of the following is the least likely approach?

When people are shopping, crowding tends to ____.

As discussed in the text, the case study of "New Coke" was an example of ____.

Many consumers today are feeling time compression, leading them to select products that will alleviate time pressure. In consumer psychology terminology, this phenomenon is called ____.

How do grocery store advertising, grocery store format (layout) , and grocery store location influence consumers' decisions about where to shop?

Maslow's hierarchy of needs can help marketing professionals ____.

When consumers experience loud music, in-store crowding, or other shopping stressors, they tend to ____.

Research indicates that credit card debt is most related to ____.

Suppose that Pat is a married person who goes online once a week to look at pornographic websites and chat with others about the sites they view. What does research suggest about how most people view this?

Tony is too cheap to buy weights to do weight-lifting. He therefore decides to use bottled water instead. Consumer psychologists would say that this is an example of ____.

Suppose that Ina is given the opportunity to try out three different kinds of hot dogs, and suppose that Oliver is given the opportunity to try out twelve different kinds of hot dogs. Research suggests that ____.

As discussed in the text, the consumer consumption process begins ____.

People tend to buy more expensive wine when a restaurant offers valet parking as opposed to when it doesn't. This is an example of consumers being influenced via ____.