Test Bank For Consumer Behaviour 5th Edition by Zubin Sethna

Test Bank for Consumer Behaviour 5e Zubin Sethna

Test bank and students’ study guide Students’ study guide Consumer Behaviour is intended to give students a comprehensive overview of current academic thinking on the way people behave when buying, consuming and disposing of goods and services. It also aims to show students the practical side of consumer behaviour – what people actually do when meeting their daily needs, what works and what does not and how theories can be applied by marketers to encourage people to buy products. Each chapter of the book contains a detailed case study, and which has self-test questions. Each chapter also has numerous real-life examples: all the cases and examples are genuine companies, so students can find their websites and update the cases yourself if they want to. (Each chapter also has a further case study – online – for purely illustrative purposes.) In this study guide, we will be giving students some places to look at on the Web and some multiple-choice questions to test their knowledge of consumer behaviour.

Chapter 1: Understanding consumer behaviour This chapter introduces the study of consumer behaviour, in particular emphasizing the importance of consumers in marketing thinking. The chapter aims to outline the broad range of aspects of human beings which impinge on their purchasing and consumption behaviour, and therefore acts as a scene-setter for the rest of the book.

1. Which of the following is true? a. Consuming refers to decisions about buying products. b. Consumer behaviour is about making people buy things. c. Consuming refers to the ways in which people use products.

Ans: C Consuming is not about the decisions; it is about usage, and consumer behaviour happens with or without persuasion.

2. Which of the following is NOT true? a. Purchasing behaviour relates strongly to environmental situation. b. Purchasing behaviour occurs independently of segmentation issues. c. Purchasing behaviour is basic to meeting our needs.

Ans: B Segmentation and purchasing behaviour are inextricably linked.

3. Which of the following is typical of transaction marketing? a. Focus on customer retention. b. Short time-scale. c. Orientation on product benefits.

Ans: B The others are typical of relationship marketing.

4. Which of the following is true? a. Businesses change their needs more often than do consumers. b. Businesses are less likely to establish relationships with suppliers than are consumers. c. Businesses see more advantage in establishing relationships than do consumers.

Ans: C The others are, in fact, exactly the opposite of the case.

5. Which of the following is true? a. Direct marketing and relationship marketing are directly opposed to each other. b. Direct marketing and relationship marketing are often associated together. c. Direct marketing is very helpful in establishing relationships.

Ans: B They are often associated, but unfortunately the techniques of direct marketing (mailings and telephone calls) often alienate consumers.

6. Which of the following is NOT a market research tool? a. Focus groups.

b. Questionnaires. c. Introspective reflection.

Ans: C Thinking about consumers is no substitute for going out and talking to people.

7. The study of demand is called: a. anthropology b. economics c. sociology Ans: B It is the study of economy, which means choosing between one thing and another.

8. The study of human behaviour in groups is called: a. anthropology b. sociology c. psychology Ans: B It is the study of societies.

9. Which of the following is NOT true? a. Family is a sociological sub-group. b. Family has little influence on consumer behaviour, once outside the home. c. Family is an extremely important group in terms of consumer behaviour.

Ans: B Family has a strong influence on behaviour, in and out of the home.

10. Which of the following is true? a. The concept of elasticity indicates a clear difference between luxuries and necessities. b. The concept of elasticity means that marketers do not need to worry about pricing. c. The concept of elasticity means that demand can be predicted for many products.

Ans: C

Elasticity shows that there is no objective difference between necessities and luxuries, and marketers certainly do need to consider price, whatever the elasticity of demand for the product.

Web exercise Enter the following URL into your search engine: https://consumergateway.org/2023/03/ Why is Katona’s assertion that ‘consumers look forward to improving their quality of life whenever they can’ so important for us to understand?

Chapter 2: Decisions, behaviours and interactions Each day, millions of consumers make numerous decisions. These range from sizeable purchases such as buying a house to relatively inconsequential decisions such as when buying shoe polish to complex decisions about which coffee to order in Starbucks! And as the number of choices has increased exponentially, so has the number of decisions consumers have to make. This chapter is concerned with the ways consumers approach making purchase decisions and what their goals and motivations are.

1. What does CDP stand for? a. Consumer Decision Process. b. Consumers’ Daily Purchases. c. Consumer Decision Platform.

Ans: A The others are invented and thus false in this context.

2. The consumption, spoilage or wear and tear on the stock of goods within the individual’s assortment is a definition of: a. assortment extension b. assortment depletion c. income change Ans: B The assortment of the individual’s possessions has decreased, or been depleted.

3. Taking up a new hobby such as learning to windsurf is a result of: a. the psychology of simplification b. the psychology of complication c. a shift in the actual state Ans: B The person is deliberately complicating his or her life, and making it more interesting.

4. Which of the following is true? a. Information search comes before decision, but after need identification. b. Need identification comes after information search, but before decision. c. Need identification comes after decision, but before purchase.

Ans: A The order is need identification, information search, decision, purchase, post-purchase activities.

5. High-involvement products are those that: a. have a lengthy and complex user manual b. have their attributes linked to functionality c. figure strongly in the individual’s lifestyle Ans: C The consumer knows a lot about these products and also has strong opinions about them.

6. ‘Decision Rules’ for purchasing are also called: a. risk reducers b. heuristics c. purchase regulations Ans: B The others are invented.

7. Inertia in decision-making means: a. resisting decisions which will lead to change b. making decisions out of habit rather than from any conscious loyalty

c. an unwillingness to make a decision Ans: B Inertia is usually applied to regular, routine purchases of generic products.

8. Which of the following two values are a part of the five ‘Dimensions of Involvement’? a. Pleasure value and sign value. b. Self-value and ego value. c. Product value and purchase value.

Ans: A The others are invented.

9. Which of the following is true? a. Brand Switchers generally have low involvement. b. Routine Brand Buyers generally have low involvement. c. Brand Loyalists generally have low involvement.

Ans: A

10. Increasing consumer involvement with the products will: a. enable the company to quickly gauge customer reactions b. create extra hassles for front-line sales staff c. make communications easier and loyalty levels higher Ans: C

Web exercise Visit www.marketingtechblog.com/pokemon-go/. How does ‘lure’ convert to sales? Could this model be used by other games? Will this contribute to customers becoming more loyal to particular brands apart from Pokemon Go? https://consumergateway.org/2022/12/. Checkout how Christmas Markets celebrate a new reality.

Chapter 3: Consumption in B2C vs. B2B This chapter is about organizational buyer behaviour. Although there are some parallels with consumer buyer behaviour, business-to-business buyers naturally have different priorities and agendas. The chapter begins with discussing the pressures on buyers, then explains how to approach and segment industrial/governmental markets, and how to approach B2B buying situations.

1. The individual responsible for the flow of information is called: a. the gatekeeper b. the initiator c. the decider Ans: A The person keeps the gate through which salespeople or other sources of information must pass.

2. Bribing a foreign buyer is an example of: a. cultural difference in buying b. political influence c. ethical influence Ans: C Bribery is regarded as unethical even in cultures where it happens.

3. A retailer is an example of: a. an institutional buyer b. a reseller c. a business and commercial buyer Ans: B The goods are only being bought in order to re-sell them.

4. What does OEM stand for? a. Organization for Energy Markets.

b. Overseas Equipment Markets. c. Original Equipment Manufacturer.

Ans: C The others are invented.

5. In the context of ‘consumption in B2B’, what does MRO stand for? a. Mechanical Reproduction Order. b. Market Research Organization. c. Maintenance, Repair, Overhaul.

Ans: C The others are inventions.

6. What is the main definition of a ‘straight rebuy’? a. Re-buying back a previously sold item. b. A situation in which a previous order is simply repeated in its entirety. c. A type of purchase for which previous experience does not exist.

Ans: B

7. A buyer who increases the amount of product ordered is making: a. a modified rebuy b. a straight rebuy c. a new task buy Ans: A The usual rebuy is being slightly modified.

8. Which of the following is NOT an item listed in the Buygrid framework? a. Search for and qualification of potential sources. b. Evaluation of proposals and selection of suppliers. c. Anticipation of order and listing of quantity needed.

Ans: C The correct answer here is a fabrication.

9. The person who handles initial contacts and controls the team in a team-selling-scenario is called: a. the sales representative b. the key account manager c. the team leader Ans: B An account requiring a team approach is a key account.

10. A supplier assessment system in which each department is asked to comment on their experience with the supplier is called: a. a categorical plan b. a weighted-point plan c. a cost-ratio plan Ans: A The supplier is graded according to the different categories of service supplied.

Web exercise Visit the following websites: https://www.trackerintelligence.com/ https://www.gov.uk/contracts-finder https://www.gov.uk/tendering-for-public-sector-contracts/overview https://www.rti.org/sites/default/files/facebook_data_centers_2018.pdf Why do firms need to use these services?

What do the sites offer?

Chapter 4: Consumer technology and innovation For some marketers, the job appears to be finished once the sale is made. For consumers, the purchase is only the mid-stage of the consumption experience. The post-purchase behaviour of consumers determines (ultimately) whether they will buy again, whether they will come back and complain or (in the worst case) whether they will tell their friends, family and even consumer protection organizations about their bad experience with the product and/or service. In the ‘Gardens of Technology’, we invite you to stop and smell the technological

roses! Here you will see sites of technological wonder at various stages of development and growth. As innovation in the business world accelerates exponentially, so we see new, disruptive technologies and trends that are emerging and which are fundamentally changing how, not only businesses and the global economy operates, but how consumers interact with it too. And in doing so, hopefully we’ll be better placed to adapt, thrive and innovate, resulting in an awareness of evolutionary technologies and trends which provide us with opportunities or indeed threats.

1. Which of the following statements is true about Moore’s Law? a. The number of transistors on a microchip doubles about every two years, while the cost of computers is halved. b. The number of transistors on a microchip is halved about every two years, while the cost of computers is doubled. c. The number of transistors on a microchip doubles about every year, while the cost of computers is halved every two years.

Ans: A

2. NFT stands for: a. nano-fibre technology b. non-fungible technology c. non-fungible tokens Ans: C

3. Social media complaints are: a. fake news on Facebook b. consumer ‘rants’ on a Twitter thread c. the use of any social media platform to highlight a complaint about a product or service failure Ans: C

4. Augmented reality is best described as:

a. a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view b. a technology that replaces real world images with computer-generated images in real time c. a technology that further enhances a computer-generated image for a user by utilizing the power of machine learning to deliver a composite view Ans: A

5. Blockchain is described as: a. a blockage causing disagreement between the company and customers in the supply chain b. a shared mutable ledger that facilitates the process of recording transactions and tracking assets in a business network c. a shared immutable ledger that facilitates the process of recording transactions and tracking assets in a business network Ans: C

6. A field of computer science that uses statistical techniques to give computer systems the ability to ‘learn’ with data, without being explicitly programmed, is called: a. computational algorithms b. machine learning c. machine pedagogy Ans: B

7. Geo-pricing enables: a. companies to control different prices for different countries b. retail companies to change their prices in accordance with changes in their local economy c. e-commerce businesses to personalize prices and promotions based on a customer’s location Ans: C

8. Cyber security can be defined as: a. the CCTV systems installed to protect the locations of ‘internet service providers’

b. a business simulation computer game called Prison Tycoon that puts the user in charge of a prison c. the protection of computer systems from theft of or damage to their hardware, software or electronic data, as well as from disruption or misdirection of the services they provide Ans: C

9. Big data is: a. all the information that is contained within the servers of Google b. extremely large data sets that may be analysed computationally to reveal patterns, trends and associations, especially relating to human behaviour and interactions c. reports written in an extremely large font size for the visually impaired Ans: B

10. The term UAV stands for: a. unidentified aerial vehicle b. unidentified assault vehicle c. unmanned aerial vehicle Ans: C

Web exercise Go to https://www.youtube.com/watch?v=UGO67sWUFVE and watch this one-minute video from ‘A Quality Minute’.

Why would anyone want to start a failed products museum? More to the point, why would anyone imagine that these products would ever have sold?

Then go to https://www.youtube.com/watch?v=5dEHB9OBNlc and watch David Pogue in a TEDx talk about why failures teach us success!

Chapter 5: Drive, motivation and hedonism This chapter is about the basic factors which power consumer behaviour. ‘Drives’ are the underlying needs which are essentially directionless, but are still powerful: hedonism is the cult of pleasure. Between them they create our motivations, which have a direction as well as

strength. Understanding what motivates people has clear implications for marketers in organizations. Here are some multiple-choice questions.

1. Which of the following statements is true? a. The gap between the actual state and the desired state is the basis for motivation. b. The actual state is derived from the desired state. c. The desired state bears no relationship to the actual state.

Ans: A The greater the gap, the greater the motivation.

2. Reminding people that they may have a need is called: a. motivation b. activating the need c. drive Ans: B The need becomes activated when a reminder is applied.

3.What does OSL stand for? a. Over stimulation level. b. Optimum stimulation level. c. Outside stimulation level.

Ans: B The others are inventions.

4. According to Zuckerman, which of the following statements is true? a. Thrill-seeking is at a lower level than experience seeking, but is at higher level than disinhibition. b. Disinhibition is at a lower level than thrill-seeking, but at higher level than boredom. c. Boredom is at a lower level than disinhibition, but at higher level than thrill-seeking.

Ans: B The order is boredom, disinhibition, experience seeking, thrill-seeking,

5. According to Maslow, which of the following is true? a. Esteem needs come before belonging, and after survival. b. Belonging comes after survival, and before esteem. c. Security comes below self-actualization, but above belonging.

Ans: B The order is survival, security, belonging, esteem, aesthetic and self-actualization.

6. People who have a high regard for the opinions of others are called: a. inner directed b. outer directed c. independent Ans: B These are people who are inspired by outer influences.

7.Which of the following is true? a. The greater the gap between desired state and actual state, the greater the drive. b. The smaller the gap between the desired state and the actual state, the greater the drive. c. The drive is greatest when the desired state and the actual state are the same.

Ans: A If there is a large gap between where the individual is now and where he or she would like to be, the drive to correct the imbalance will also be great.

8. The definition of switching costs is: a. all the costs associated with adding extra switches when a customer buys a new house b. all the costs associated with changing from one particular product or service to another c. all the cost savings associated with not changing from one particular product or service to another Ans: B 9. ‘Evaluation Heuristics’ means the rules for judging: a. people b. processes

c. products Ans: C These are the rules for judging products.

10. In a model of hedonism needs vs. utilitarian needs, the following three examples can be found: a. approach, sensory needs, search needs b. aesthetic, social needs, survival needs c. abstraction, survival needs, sustainers needs Ans: B Products have both hedonic and utilitarian features.

Web exercise Visit www.myoffers.co.uk.

Why do companies offer these freebies?

Why do they allow firms like My Offers to cash in on the offers?

(But before you sign-up to anything, understand Permission Marketing! https://www.campaignmonitor.com/resources/guides/permission/)

Chapter 6: The self and personality This chapter is about some of the factors that make up the individual person, the self. As we’ve already seen from the early chapters in this book, people are complex. Our individual mental make-up affects how we respond to communications, what and how we buy and thus how we plan for our future lives. Put all of this together and you start to understand the ‘personality’ behind the individual self. From a marketing viewpoint, understanding the self and his or her personality is useful in segmenting markets and also in planning marketing communications.

1. The elements that make up personality are called: a. factors b. phonemes c. traits

Ans: C Traits are factors: phonemes are components of language.

2. Which of the following is NOT a component of mind, according to Freud? a. The id. b. The trait. c. The superego.

Ans: B The third component of mind is the ego.

3. According to Freud, which of the following represents our underlying drives and instincts? a. The id. b. The superego. c. The ego.

Ans: A The id operates below the conscious level.

4. According to Freud, which of the following is our conscious self? a. The id. b. The superego. c. The ego.

Ans: C Ego is Latin for self.

5. Someone who is preoccupied with themselves and their internal world is called: a. an extrovert b. an introvert c. an ultravert Ans: B An extrovert is concerned with the outer world; ultravert is an invented word.

6. Which of the following is true?

a. Self-concept is the person’s ideas and feelings about other people. b. Self-concept is the person’s feelings and ideas about him or herself. c. Self-concept is the person’s feelings and ideas about the rest of the world.

Ans: B

7. Which of the following is an incorrect pairing from the Myers–Briggs Type Indicator? a. Sensing/intuitive. b. Thinking/feeling. c. Judging/complaining.

Ans: C The two other correct pairings are judging/perceptive and extrovert/introvert.

8. Ourselves as others see us is called: a. the real self b. the ideal self c. the looking-glass self Ans: A This is because it is assumed that outside observers are more objective.

9. The process of monitoring our behaviour to conform with feedback from others is called: a. self-expression b. self-monitoring c. self-behaving Ans: B We monitor ourselves against responses from others.

10. Which of the following is true about psychographics? a. It uses behavioural tendencies to infer personality traits. b. It self-monitors an individual’s psychological state. c. It produces graphs denoting the key motivators that an individual has.

Ans: A The other two are inventions.

Web exercise Visit: The 3 Layers of your Identity – https://www.youtube.com/watch?v=l0TzeH6Zmog http://verilymag.com/2015/02/shopping-for-your-fashion-style-personality https://www.condenast.co.uk/ (and for a bit of fun, you could also take this quiz – http://www.isyfashion.com/fashionpersonality.html) How do these sites help people to express their personalities through fashion?

What is the role of fashion in expressing personality?

Chapter 7: Perception This chapter is about how we make sense of the world around us. Perception is the analytic and synthetic process by which we create an internal world view, and it is this world view that enables us to function in life since it offers us a model of how things work. Perception is actually reality for all of us, even though it is popularly used as a term for being misguided.

1. Which of the following is true? a. We interpret information in a similar way to information we already hold. b. Perception is the term given to false or misleading information. c. The message is taken at face value.

Ans: A New information is added to what we already know, and is interpreted accordingly.

2. The part of perception that deals with rejecting unnecessary stimuli is called: a. subjectivity b. categorization c. selectivity Ans: C The degree to which the brain selects from the environment.

3. What does Weber’s Law state?

a. The size of the least detectable change depends on the size of the stimulus. b. The scale of the perceptual difference depends on the existing knowledge of the individual. c. The individual perception of the stimulus is moderated by the size of the least possible change.

Ans: A The others are invented.

4. Someone who processes information in terms of touch and movement is called: a. an auditory processor b. a kinaesthetic processor c. a visual processor Ans: B A learning style in which learning takes place by students carrying out physical activities.

5. Store Atmospherics are compiled of the following: a. politics, brand image, pricing b. proxemics, kinesics, paralanguage c. proxemics, class, kinesics Ans: B

6. The model in which the meanings of previous cues are changed by the addition of a new cue is called: a. the linear averaging model b. the configural model c. the linear model Ans: B The others assume that cues are simply added, without revision of the previous information.

7. Advertising which appears briefly and is intended to avoid the selectivity process is called: a. subliminal advertising b. subconscious advertising c. snapshot advertising

Ans: A The others are inventions.

8.Which of the following is true? a. Colour has a limited effect on perception. b. Colour has a strong effect on perception. c. Colour has the same effect on perception for all human beings.

Ans: B Colour has different effects in different cultures.

9.Which of the following is true? a. Black is the colour of mourning in Japan. b. Red always means hot, active and exciting. c. Green is the formal colour in Brazil.

Ans: B It is almost the only colour that has the same meaning across all cultures.

10. Which of the following is true about ‘hyper-reality’? a. An inability of unconsciousness to distinguish reality from a simulation or reality. b. An inability of consciousness to distinguish reality from a simulation or reality. c. The ability to get very excited about new products.

Ans: B

Web exercise Visit www.moillusions.com Why do some people seem fascinated with optical illusions?

How might marketers make use of optical illusions?

Chapter 8: Learning and knowledge This chapter is about the learning process. It includes theories of learning, and the importance of learning theories to marketing activities. Learning is examined in its widest aspects,

including learning through advertising and the type of learning that takes place during information searches.

1. Ducking when a stone is thrown at you is an example of: a. species response tendencies b. maturation c. learning Ans: A The response is automatic, and does not depend on previous experience.

2. In Pavlov’s experiments, the meat powder acted as: a. an unconditioned response b. an unconditioned stimulus c. a conditioned stimulus Ans: B The meat powder was not part of the conditioning – the dogs would respond to it without being conditioned to do so.

3. In Pavlov’s experiment, the bell acted as: a. an unconditioned response b. an unconditioned stimulus c. a conditioned stimulus Ans: C The stimulus is part of the conditioning.

4. Which works best in advertising? a. Forward conditioning. b. Backward conditioning. c. Simultaneous conditioning.

Ans: A Research shows that forward conditioning is most effective.

5. What is the correct term for a situation where a stimulus no longer evokes the conditioned response? a. Generalization. b. Discrimination. c. Extinction.

Ans: C The process of forgetting a conditioned reflex.

6. Learning by trial and error is called: a. classical conditioning b. operant conditioning c. positive reinforcement Ans: B Classical conditioning is the Pavlovian route, positive reinforcement is the mechanism by which operant conditioning works.

7. Which of the following is NOT an aspect of cognitive learning? a. Cognitive effort. b. Synthesis. c. Analysis.

Ans: B Synthesis is a component of perception.

8. In which of the following circumstances is learning most susceptible to management? a. When the learner is highly motivated, and unfamiliar with the domain, and the subject is ambiguous. b. When the learner is not highly motivated, the domain is familiar, and the subject is ambiguous. c. When the subject is ambiguous, the learner is motivated, but he or she is familiar with the domain.

Ans: A

These are circumstances where learning needs to be managed because the learner is not familiar with the complex subject.

9. A test in which people are shown a list of brands and asked which they remember is called: a. a recall test b. a recognition test c. a brand memory test Ans: B People are being asked if they recognize a brand from a list.

10. A connection someone makes between a brand and other concepts is called: a. a brand link b. a brand connection c. a brand association Ans: C The others are invented terms.

Web exercise Visit www.ldpride.net/learningstyles.MI.htm www.learning-styles-online.com/inventory Check your own learning style. How useful is this to you? What differences are there between the two sites in terms of determining your learning style? How accurate do you think this type of testing is likely to be?

Chapter 9: Attitude formation and change This chapter is about the ways in which we develop beliefs and intended behaviour about attitudinal objects. Since most marketing communications is aimed at developing consumer attitudes about brands, this is a crucial issue for advertisers in particular and marketers in general. The aspect of attitude which is of most interest to marketers is attitude change, so this chapter looks at the strategies and tactics of both attitude formation and change.

1. Which of the following statements is not true? a. Attitudes are inherently unstable. b. Attitudes are learned. c. Attitudes are a predisposition to behave in a particular way.

Ans: A Attitudes are generally stable.

2. Which of the following is NOT a dimension of attitude? a. Cognition. b. Conation. c. Perception.

Perception is one of the mechanisms by which attitude is formed.

Ans: C

3. The perceptual component of attitude is called: a. cognition b. conation c. affect Ans: A Cognition is to do with thought processes.

4. The behavioural component of attitude is called: a. cognition b. conation c. affect Ans: B

5. Beliefs which cause someone to make a judgement about something are called: a. conative beliefs b. cognitive beliefs c. salient beliefs Ans: C

The other terns are invented.

6. The subjective ability of the attitudinal object to attain the value in question is called: a. perceived instrumentality b. value importance c. subjective importance Ans: A It is the degree to which the individual perceives that the object is instrumental.

7. The view that people consciously evaluate the consequences of their behaviour is called: a. the theory of considered responses b. the theory of reasoned action c. the theory of planned behaviour Ans: B The action is reasoned through beforehand.

8. Accepting only that part of new information which does not cause an inconsistency is called: a. attitude splitting b. stimulus rejection c. accommodation Ans: A The attitude is split to allow for part of the new information and not the rest.

9. Which of the following is true? a. Situational factors sometimes block conations. b. Conations always lead to behaviour. c. Situational factors are cognitive, not affective.

Ans: A Conations do not always lead to behaviour, and situational factors can be emotional.

10. Which of the following is NOT true?

a. Liking the advertisement usually means liking the brand. b. Liking the advertisement and liking the brand are separate theoretical constructs. c. Liking the advertisement leads to buying the brand.

Ans: C People often like advertisements without going on to buy the brand.

Web exercise Visit: http://www.enar-eu.org/ https://fabulousfinndogtraining.com/ http://www.standuptoracism.org.uk/ http://ukfeminista.org.uk/ http://www.ageuk.org.uk/work-and-learning/discrimination-and-rights/what-is-ageism/ https://consumergateway.org/2023/01/ How do you believe the attitudes expressed on these websites formed?

What steps are the webmasters taking to encourage other people to adopt the same attitudes?

What might be the agendas of each of the organizations involved?

Chapter 10: Reference groups This chapter is about the ways that membership of a group affects consumption behaviour. In most cases, people are members of several social groups, and each group has an effect on purchasing and consumption behaviour. Whether one joins a formal group such as a sports club (having been inspired by #TDF2019) or an informal group such as a group of friends in a food club (#cafespicenamaste)!

1. A group that significantly influences its members’ behaviour is called: a. a significance group b. a reference group c. an influencer group Ans: B The others are invented terms.

2. The groups we see most often (family and friends) are called: a. primary groups b. secondary groups c. familiarity groups Ans: A These groups have the prime influence on our behaviour.

3. Which of the following is true? a. Dissociative groups are ones which everyone wants to join. b. Aspirational groups are ones which one wants to join. c. Primary groups have an official membership list.

Ans: B Aspirational groups cater to our aspirations, or hopes.

4. A group to which one belongs by reason of race or gender is called: a. an aspirational group b. an automatic group c. a formal group Ans: B We are automatically members of these groups, whether we want to be or not.

5. Which of the following is NOT a type of virtual community? a. A brand community. b. A relationship community. c. A product community.

Ans: C This is an invented term.

6. When an individual goes along with the behaviour of the group without really accepting its beliefs, this is called: a. conformity b. compliance

c. normative compliance Ans: B Adherence without belief: acquiescence.

7. Which of the following is NOT true? a. People associate themselves with models who are like them. b. People do not associate themselves with attractive models. c. People prefer models who seem to have difficulty with a task but succeed eventually.

Ans: B People do associate themselves with attractive models.

8. The view that lower-class people imitate upper-class people is called: a. trickle-down theory b. imitation theory c. class differential theory Ans: A The others are invented terms.

9. The pleasure obtained from airing one’s superior knowledge is called: a. concern for others b. involvement c. self-enhancement Ans: C The self is enhanced by this behaviour.

10. The use of online communication platforms such as chatrooms, blogs, vlogs and mobile messaging apps can be collectively banded under the term: a. word of mouth b. word of mouse c. word of masses Ans: B

Web exercise Visit http://resources.uknowkids.com/blog/7-obvious-signs-your-teen-is-suffering-from-peerpressure https://kidshealth.org/en/kids/peer-pressure.html https://www.familylives.org.uk/advice/teenagers/health-wellbeing/peer-pressure/ https://childdevelopmentinfo.com/ages-stages/teenager-adolescent-developmentparenting/teens-peer-pressure/#.XEc03lX7SUk What do these sites tell us about teenage peer pressure?

How can peer pressure be reduced or channelled more positively?

Chapter 11: Age, gender and familial roles This chapter is about the most powerful reference group of all – the family. Families influence our behaviour from the very start, as we learn to be effective consumers and as we are taught the values which permeate our thinking for the rest of our lives. When we have our own families, we develop new skills in consuming. This chapter leads us through the process, and gives an insight into the ways families influence their members.

1. Which of the following is NOT true? a. Families share consumption. b. Families often have a purchasing agent. c. Families affect consumer demand levels.

Ans: C Households determine demand for most products; families do not affect this much.

2. Which of the following is NOT a marital role specialization? a. Husband dominant. b. Wife dominant. c. Child dominant.

Ans: C Children are not dominant in family decision-making.

3. The person with the most power is called: a. the most powerful person b. the least dependent person c. the most independent person Ans: B The others are invented terms.

4. Which of the following is true? a. First-born children generate less economic impact than later children. b. Second-born children generate the most economic impact. c. First-born children generate the most economic impact.

Ans: C First-borns have everything new; later children get hand-me-downs.

5. Which of the following is true about children’s development as consumers? a. Observation comes before making selections. b. Making selections comes after making assisted purchase. c. Making independent purchase comes before making assisted purchase.

Ans: A The order is observation, requests, selections, assisted purchase and independent purchase.

6. Parents who are cold and restrictive are called: a. authoritative b. authoritarian c. strict dependent Ans: B Such parents demand that their authority be respected.

7. The correct definition of ‘consultation tactics’ is: a. The child uses logical arguments and factual evidence to persuade the parent to agree with his or her request. b. The child seeks the parents’ involvement in making a decision.

c. The child seeks the aid of others to persuade the parents to comply with his or her request.

Ans: B

8. Which of the following is true? a. The LGBT community tends to be wealthier than heterosexuals. b. The LGBT community tends to be poorer than heterosexuals. c. Sexual orientation bears no relationship to wealth.

Ans: A The LGBT community tends to be wealthier than average, by a considerable margin.

9. As regards ‘functions of the family’, which of the following is NOT true? a. To provide an unlimited supply of technological products. b. To provide emotional support. c. To provide economic well-being.

Ans: A The missing element in the trio is to provide a ‘suitable family lifestyle’.

10. Parents who encourage their children to express their ideas and preferences are known as: a. consensual parents b. protective parents c. pluralistic parents Ans: C Not surprisingly, these families experience the greatest influence from the children.

Web exercise Enter the words ‘family pressure’ into your search engine. A selection of sites, including the following, will be presented: http://www.peopleskillsdecoded.com/why-family-pressure-is-heavy-pressure-and-howto-lighten-the-load/ https://www.psychologytoday.com/gb/blog/your-emotional-meter/201801/how-dealfamily-members-who-stress-you-out

https://www.mind.org.uk/information-support/types-of-mental-healthproblems/stress/dealing-with-pressure/#.XEc1W1X7SUk What do these sites tell you about the negative side of family life?

Chapter 12: Culture and social mobility 1. The set of shared beliefs, behaviours and attitudes associated with a large group of people is called: a. religion b. culture c. social framework Ans: B

2. A story containing symbolic elements which express the shared emotions and ideals of a culture is called: a. a more b. a cautionary tale c. a myth Ans: C Myths contain the values of a culture in a story form.

3. A set of symbolic behaviours which follow a set sequence is called: a. a myth b. a pattern c. a ritual Ans: C Rituals are not necessarily religious – they can be any standard way of doing things.

4. Which of the following is NOT one of Hofstede’s dimensions? a. Masculinity–femininity. b. Individualism–collectivism. c. Wealth–poverty.

Ans: C

Wealth and poverty do not affect culture.

5. A culture in which the norms are embedded deeply in its members is called: a. a high-context culture b. a repressive culture c. a low-context culture Ans: A The context for the individuals from that culture is of high importance.

6. Which of the following is NOT true of a high-context culture? a. Communication is rapid. b. Behaviour within the group is unstable. c. Outsiders are likely to stereotype the group.

Ans: B Behaviour is usually stable in high-context cultures.

7. The correct meaning of ethnocentrism is: a. the belief that one’s own culture is ‘unoriginal’ and derived from other cultures b. the belief that one’s own culture is ‘correct’ and other cultures are derived from it c. the belief that one’s own culture is superior to all other cultures Ans: B

8. Which of the following DO NOT contribute to Consumer Culture Theory (as listed by Arnould and Thompson, 2005)? a. Consumer identity. b. Marketplace cultures. c. Sacred consumption.

Ans: C This is an element of culture.

9. Which of the following is NOT a stage in acculturation? a. Honeymoon.

b. Rejection. c. Quittance.

Ans: C This is an invented term.

10. Social mobility is defined as: a. the movement of individuals, families, households or other categories of people across different countries b. the movement of individuals, families, households or other categories of people seeking asylum in another country c. the movement of individuals, families, households or other categories of people within or between social strata in a society Ans: A & C

Web exercise Visit www.ec.europa.eu/health-eu/my_environment/social_environment/index_en.htm This site is about the effect of social environment on people’s health, lifestyles, behaviours and attitudes. What is the relevance of this information for marketers?

Chapter 13: Ethical consumption Ethics plays an increasingly important part in our lives through the decisions we make about both the acquisition and consumption of products on an everyday basis. This ultimately leads to political, social and environmental consequences of our purchases. This chapter investigates some of the key issues related to this important topic.

1. Which of the following is true? a. Ethics deals with what is good and bad and with moral duty and obligation. b. Ethics deals with recycling and sustainability. c. Ethics deals with citizenship.

Ans: A

2. Which of the following variables DOES NOT belong to the grouping (variables determining environmental preferences) as devised by Modi and Patel (2013)? a. Perceived behavioural control. b. Environmental consciousness. c. Eco-friendliness.

Ans: C The other two variables are ‘ecoliteracy’ and ‘willingness to pay more for green products’.

3. Ecoliteracy refers to: a. the ability to understand the ingredients labels on organic products b. the level of environmental knowledge that a consumer has c. the ability to have a conversation using appropriate ‘eco’ terminology Ans: B The other two are fictitious meanings.

4. Which of the following statements is true? a. Regardless of where people are on the social mobility continuum, working out what is most important to the individual should take priority when scrutinizing ethical values and consumption. b. Regardless of where people are on the social mobility continuum, working out what is most important to the group should take priority when scrutinizing ethical values and consumption. c. Regardless of where people are on the social mobility continuum, working out what is most important to the government should take priority when scrutinizing ethical values and consumption.

Ans: A

5. Fairtrade is: a. the retailer selling a product for a good price b. an external benefit to a person many thousands of miles away c. about improving production methods Ans: B

6. Which of the following is NOT an area which dominates ethical consumerism? a. The environment. b. Human rights and working conditions. c. Retailer satisfaction.

Ans: C

7. Consumers use buying power to ensure that: a. organizations remain accountable to us as ordinary citizens and to society b. ensure that prices remain low and thus beneficial to the consumer c. exert pressure on firms to give the consumer what he/she wants Ans: A

8. LCA stands for: a. Life cycle averages b. Life cycle assessment c. Life cycle allocation Ans: B

9. Purgers are: a. people who get rid of people from an organization because they do not agree with them b. people whose quality standard diminishes over a period of time c. people who regularly discard their possessions Ans: C They do not attach much significance to their possessions.

10. Donating good to others, selling them on or otherwise transferring ownership to someone who will obtain further use of the goods is called: a. lateral recycling b. philanthropic recycling c. medial recycling Ans: A

Web exercise Read these articles from the Harvard Business Review: https://hbr.org/2015/01/ethical-consumerism-isnt-dead-it-just-needs-better-marketing https://hbr.org/2018/01/ads-that-dont-overstep Can marketers really be profitable, competitive and deliver products/communications in an ethical manner?

Other interesting websites: https://www.ethicalconsumer.org/ https://www.ncl.ac.uk/business/research/showcase/ethical-consumer/ https://www.thecrimson.com/article/2022/9/9/sabando-ethical-consumption/ https://www.businessinsider.com/personal-finance/ethical-consumerism?r=US&IR=T https://www.worldvision.ca/no-child-for-sale/resources/a-guide-to-ethical-consumerism

Chapter 14: Sustainable consumption Sustainable consumption (SC) is the study of resource and energy use (domestic or otherwise) and it complements analyses of production and its processes. As the term sustainability would imply, those who study SC seek to apply the concept of ‘continuance’; the capacity to meet both present and future human generational needs. Thus, it is about promoting resource and energy efficiency, sustainable infrastructure and providing access to basic services, green and decent jobs and a better quality of life for all.

1. The value-action gap refers to: a. the space that occurs when the values (personal and cultural) or attitudes of an individual do not correlate to his or her actions b. the space that diminishes when the values (personal and cultural) or attitudes of an individual mirror his or her actions c. the opportunity cost of lost value when making decisions Ans: A

2. Elkington’s (1994) Triple Bottom Line consists of:

a. social, environment, economic b. technology, environment, economic c. culture, environment, economic Ans: A

3. In the Fourth Pillar Model (Giddings et al., 2002), which of the following refers to the fourth pillar in sustainable development? a. Technological. b. Social. c. Cultural.

Ans: C

4. Which is true? a. Ecological modernization is a school of thought in the social sciences that argues that the economy benefits from moves towards environmentalism. b. Ecological modernization is a school of thought in which ecologists argue for cleaner air and thus less air pollution. c. Ecological modernization is a school of thought in engineering that argues that the societal benefits of cleaner fuel are greater than the cost of introducing such modernization.

Ans: A

5. The primary driver behind many ecological and even societal threats is: a. out of control politicians b. human population growth c. CO2 emissions Ans: B

6. Overall, environmentalism advocates: a. the removal of diesel vehicles from our roads b. the preservation, restoration and/or improvement of the natural environment c. encouraging local councils to build more cycle lanes as alternative means of transportation Ans: B

7. Which is true? People who green wash are: a. using a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization’s products, aims or policies are environmentally friendly b. using a form of spin in which the colour green is used in all marketing communications activity to promote the perception that an organization’s products, aims or policies are environmentally friendly c. using green PR or green marketing to guarantee that an organization’s products, aims or policies are environmentally friendly Ans: A

8. Anti-consumerism is: a. a hate crime against those wishing to indulge in retail therapy b. an international treaty designed to continue with (and in some cases bring back) a ban on Sunday trading c. a socio-political ideology that is opposed to consumerism, the continual buying and consuming of material possessions Ans: C

9. The ecological footprint measures: a. how much of the planet Earth we have uncovered b. human demand on nature, that is, the quantity of nature it takes to support people or an economy c. the biologically productive area needed to provide for everything a family uses Ans: B

10. Which is true about hyper-consumption? a. It is the consumption of goods for non-functional purposes and the associated significant pressure to consume those goods exerted by the modern, capitalist society, as those goods shape one’s identity. b. It is the official name for what is colloquially known as Black Friday.

c. Hypermarkets first instigated the notion of hyper-consumption.

Ans: A

Web exercise Visit: https://uk.lush.com/tag/our-policies https://www.un.org/sustainabledevelopment/ How useful is the advice and information given?

Other interesting websites: https://www.considerate-consumer.com/sustainability-consumption https://www.beeco.green/ https://www.oneplanetnetwork.org/SDG-12/sustainable-consumption-and-production