TEST BANK FOR Consumer Behaviour Buying, Having, and Being 9th Canadian Edition By Michael Solomon,

Consumer Behaviour Buying, Having, and Being 9th Canadian Edition By Michael Solomon, Kelley Main, Katherine White, Darren Dahl, Bonnie Simpson (Test Bank All Chapters, 100% Original Verified, A+ Grade) Consumer Behaviour, 9Ce (Solomon) Chapter 1 An Introduction to Consumer Behaviour 1) In studying consumers like Gail, a college student, marketers often find it useful to learn their interests in music or clothing, how they spend their leisure time, and even their attitudes about social issues, to be able to categorize consumers according to their lifestyles. This sort of information is called: A) core values.

B) psychographics.

C) configurations.

D) physiognomies.

Answer: B Type: MC Skill: Application Objective: L1-01 Consumer behaviour is a process.

2) Manpreet, a supervisor of displays for The Bay, knows that attractive displays can generate additional sales of particular items. From a marketer's perspective, this is: A) a purchase issue.

B) a post purchase issue.

C) merchandising complexity.

D) a loss leader.

Answer: A Type: MC Skill: Application Objective: L1-01 Consumer behaviour is a process.

3) Jordan is the vice president of marketing for a local tour guide company. They are concerned that their customers are not recommending their company to their friends. For Jordan, this problem is a: A) purchase issue.

B) demographic problem.

C) prepurchase issue.

D) post purchase issue.

Answer: D Type: MC Skill: Application Objective: L1-01 Consumer behaviour is a process.

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4) The expanded view of the exchange that includes the issues that influence the consumer before, during, and after a purchase is called: A) the value.

B) the strategic focus.

C) the pre-sell strategy.

D) the consumption process.

Answer: D Type: MC Skill: Concept Objective: L1-01 Consumer behaviour is a process.

5) Lin decides to take a break from studying and goes online to check things out. They connect with one of the product discussion groups that they participate in. This is an example of a: A) lifestyle discussion.

B) brand competition.

C) consumption community.

D) marketplace competition.

Answer: C Type: MC Skill: Application Objective: L1-01 Consumer behaviour is a process.

6) If a product succeeds in satisfying needs and is purchased over and over again, it most likely has attained: A) product separation.

B) brand loyalty.

C) lifestyle variation.

D) purchase conception.

Answer: B Type: MC Skill: Concept Objective: L1-01 Consumer behaviour is a process.

7) Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

Answer: FALSE Type: TF Skill: Concept Objective: L1-01 Consumer behaviour is a process.

8) The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made.

Answer: TRUE Type: TF Skill: Concept Objective: L1-01 Consumer behaviour is a process.

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9) List the three stages of the consumption process, indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

Answer: Pre-purchase stage: Consumer concerns: How does the consumer decide if a product is needed? What are the best sources for information to learn more about alternative choices?

Marketers' concerns: How are consumer attitudes formed or changed? What cues do consumers use to infer which products are superior to others?

Purchase stage: Consumer concerns: Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer?

Marketers' concerns: How do situational factors, such as time pressure or store displays, affect the consumer's purchase decisions?

Post-purchase stage: Consumer concerns: Does the product provide pleasure or perform its intended function? How is the product eventually disposed of, and what are the environmental consequences of this action?

Marketers' concerns: What determines whether a consumer will be satisfied with a product and buy it again? Does this person tell others about his/her experience with the product and affect their purchase decisions?

Type: ES Skill: Concept Objective: L1-01 Consumer behaviour is a process.

10) What do we mean when we say that consumer behaviour is a process?

Answer: Consumer behaviour is more than just the purchase itself. The field of consumer behaviour covers a lot of ground: It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Type: ES Skill: Concept Objective: L1-01 Consumer behaviour is a process.

11) Explain the view that marketing is more than just an exchange.

Answer: The exchange, in which two or more organizations or people give and receive something of value, is an integral part of marketing. Although exchange is an important part of consumer behaviour, the expanded view emphasizes the entire consumption process, which includes the issues that influence the consumer before, during, and after a purchase.

Type: ES Skill: Concept Objective: L1-01 Consumer behaviour is a process.

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12) The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires is called: A) market segmentation.

B) relationship marketing.

C) market research.

D) consumer behaviour.

Answer: D Type: MC Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

13) A fast-food chain describes its core customer as a young person under 30 years of age, attending school and working more than one job, heavily uses social media, and hangs out with friends. This is an example of: A) subculture.

B) marketing segmentation.

C) demographics.

D) a typical male Canadian consumer of burgers.

Answer: B Type: MC Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

14) In studying consumer behaviour, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called: A) demographics.

B) psychographics.

C) personal profiles.

D) physiology.

Answer: A Type: MC Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

15) Which of the following is NOT an example of a demographic variable?

A) age B) geography C) lifestyle D) ethnicity Answer: C Type: MC Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

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16) Jodie designed an unsuccessful advertising campaign for an auto insurance company that was targeted at 18- to 34-year-old drivers. The campaign only included one commercial, which featured a young driver who was driving a luxury sports car. While planning the campaign, Jodie failed to recognize that: A) 18- to 34-year-old males are not interested in medical insurance.

B) not all 18- to 34-year-old males share the same lifestyle.

C) television commercials are not effective for advertising medical insurance.

D) she should have also segmented based on ethnicity.

Answer: B Type: MC Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

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

B) psychographic segmentation.

C) market segmentation.

D) relationship marketing.

Answer: D Type: MC Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

18) Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means: A) developing friendships with foreign governments so that American products can be sold in their countries at a fair price.

B) instituting practices that show companies' awareness of their responsibilities to the environment and society.

C) building bonds between brands and customers that will last over time.

D) using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out.

Answer: C Type: MC Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

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19) Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays.

This is an example of: A) a company seeking to attract lost clients back to base.

B) a social networking process.

C) a loss-leading promotion campaign.

D) relationship marketing.

Answer: D Type: MC Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

20) In which relationship type do users see the product as a part of their daily routine?

A) self-concept attachment B) interdependence C) nostalgic attachment D) love Answer: B Type: MC Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

21) When Tyson investigates sex, age, and income characteristics of their friends, they are studying psychographics.

Answer: FALSE Type: TF Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

22) The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

Answer: FALSE Type: TF Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

23) Rather than try to reach everybody, a marketer today usually targets their product to specific consumers, even if they make other people deliberately avoid it as a result.

Answer: TRUE Type: TF Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

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24) Age, gender, ethnicity, income, geography, and purchase frequency are all potential segmentation variables.

Answer: TRUE Type: TF Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

25) The Fabellas and Singhs were born in the 1960s, so they tend to share a common set of cultural experiences that they carry throughout life.

Answer: TRUE Type: TF Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

26) Differentiating products by gender does not begin until the teenage years.

Answer: FALSE Type: TF Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

27) Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

Answer: TRUE Type: TF Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

28) Primo is studying the interests and values of a group of ten consumers for some consumer researcher. What category of information is Primo studying and what other aspects of the consumers may also be included in their study?

Answer: Gail is studying psychographics. The study of psychographics includes aspects of a person's lifestyle, interests, attitudes, values, and personality.

Type: ES Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

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29) Why would a marketer use age as a segmentation variable?

Answer: Consumers of different age groups obviously have very different needs and wants.

Although people who belong to the same age group differ in many other ways, they tend to share a set of values and common cultural experiences that they carry throughout life. In some cases, marketers initially develop a product to attract one age group and then try to broaden its appeal later on.

Type: ES Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

30) Alan owns an independent coffee shop in a trendy urban neighbourhood. They ask you to explain "relationship marketing" and how they might implement this in their business.

Answer: Marketers have realized that a key to success is building relationships that will last a lifetime between brands and customers. Relationship marketing involves making an effort to interact with customers on a regular basis, giving them reasons to maintain a bond with the company over time.

Students can provide their own examples/ suggestions regarding how to implement this.

Type: ES Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

31) What is relationship marketing? How might relationship marketing be used by marketers to become "closer" to consumers?

Answer: Marketers are carefully defining customer segments and listening to people in their markets more than ever before. Many marketers have realized that a key to success is building relationships that will last a lifetime between brands and customers.

Relationship marketing involves making an effort to interact with customers on a regular basis, giving them reasons to maintain a bond with the company over time.

Type: ES Skill: Concept Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

32) Define demographics. Next, using information that you have learned from the text about the demographics of consumers, identify three marketing opportunities that match demographic trends. Justify your opportunities with specifics from your demographic appraisal.

Answer: Demographics are objectively measurable descriptive characteristics of a population.

Students can identify any number of marketing opportunities, drawing upon the sections in the text such as age, gender, family structure, social class and income, ethnicity, and geography.

Type: ES Skill: Application Objective: L1-02 Marketers must understand the wants and needs of different consumer segments.

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33) One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do, but for what they: A) cost.

B) mean.

C) look like.

D) promise.

Answer: B Type: MC Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

34) While marketers cannot create needs, they: A) may affect an environment in which specific needs may be activated.

B) can always sell to somebody.

C) are close to being able to create needs in the next five years.

D) control the mass media—almost the same thing.

Answer: A Type: MC Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

35) Popular culture is both a ________ of and an inspiration to ________.

A) market; advertisers B) product; marketers C) product; consumers D) market; consumers Answer: B Type: MC Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

36) The growth of social media has created thousands of online consumption communities. What is the biggest danger of such communities?

A) The members will receive bad information.

B) The members will feel pressure to conform to certain types of purchase behaviour.

C) The members will become frustrated in their communication efforts.

D) The members will have no sense of mission.

Answer: B Type: MC Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

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37) Doritos has capitalized on ________ by using video created by the market in their memorable Superbowl ads.

A) spokes characters B) social marketing C) green marketing D) consumer-generated content Answer: D Type: MC Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

38) Saucony Canada held a contest asking consumers to send in their own photos, which will be utilized in a future advertising campaign for the company. This is an example of: A) anticonsumption.

B) consumer-generated content.

C) social marketing.

D) green marketing.

Answer: B Type: MC Skill: Application Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

39) Billy is an avid collector of shoes. They constantly voice their opinion on social media and product review websites of what features new shoes should have. Their behaviour is consistent with the concept of: A) file sharing.

B) database marketing.

C) interpretivism.

D) consumer-generated content.

Answer: D Type: MC Skill: Application Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

40) Which of the following has helped facilitate the rise of global consumer culture?

A) television and print advertising B) social media and e-commerce C) psychographics D) product organizations Answer: B Type: MC Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

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41) Online shopping does not create opportunities for small, specialized businesses.

Answer: FALSE Type: TF Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

42) Consumer behaviour theorists have found that consumers only buy products and services for what the products/services do.

Answer: FALSE Type: TF Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

43) Consumer-generated opinion-based content found on social networking sites and other interactive mediums about products is an important part of marketing influence on culture.

Answer: TRUE Type: TF Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

44) What are social media? Give an example.

Answer: Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility. Instagram and TikTok are examples of this.

Type: ES Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

45) Describe what is meant by "people often consume a product not for what it does but what it means."

Answer: One of the fundamental premises of the modern field of consumer behaviour is that people often consume not for what the product, service, or other action might do for the individual but rather for what it might mean. For example, the difference in performance that comes from popular sports brands such as Under Armour or Nike are minimal to the average consumer, but many consumers remain fiercely loyal to a particular brand because of what their images mean to those consumers.

Type: ES Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

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46) An important consumer trend that will impact marketing strategies in the near future which is described as, "a continued blurring of boundary between producers and consumers" is known as: A) competition.

B) segmentation.

C) sharing economy.

D) bribery.

Answer: C Type: MC Skill: Concept Objective: L1-04 Marketers must be aware of consumer trends.

47) Organizations who devote huge resources to monitoring do so with specific interest in mind.

Explain why organizations find it so important to understand consumer trends.

Answer: A brand that aligns with a dominant value stands a much better chance of success.

Because companies often need substantial lead time to launch a new product or reposition an existing one, it's crucial to track not just where consumers are, but where they're going.

Type: ES Skill: Concept Objective: L1-04 Marketers must be aware of consumer trends.

48) Provide a definition for two of the marketing strategies that are positioned to impact the near future.

Answer: Sharing economy: A continued blurring of the boundary between producers and consumers, as "everyday people" take on the roles of hoteliers, taxi drivers, and even advertising agencies.

Authenticity & Personalization: An aversion to corporate "hype," as consumers place a premium on knowing the lineage of the companies they patronize. They also will demand more individualized experiences rather than buying mass-market products and services.

Blurring of gender roles: The continuing movement away from "gender binarism" as sexual identity becomes more fluid and more people refuse to identify themselves as male or female.

Diversity and multiculturalism: Racial and ethnic divisions will blur as people are exposed to other groups both in person (e.g. at the workplace) and online.

Social shopping: The traditional lone decision maker will become harder to find, as ready access to product reviews and others' immediate feedback on potential purchases turns many buying situations into committee decisions.

Healthy & ethical living: A continued focus on wellness, physical fitness and environmental sustainability. This priority is likely to divide along social class lines, as growing economic inequality makes it difficult for less affluent consumers to afford healthy and sustainable products.

Simplification: A movement away from "hyperchoice" and toward "decluttering" of one's life and possessions. More priority on "experiences" rather than acquiring "things."

Anonymity: Data hacking, cyberbullying and advertising tracking will fuel a desire for "the right to be forgotten." Consumers will flock to platforms like Snapchat that don't retain posts, or that allow users to create alternative identities.

Type: ES Skill: Concept Objective: L1-04 Marketers must be aware of consumer trends.

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49) The economics-of-information perspective says consumers are willing to pay for advertising because: A) it is cheaper than paying for sales promotion.

B) it offers entertainment value.

C) the information provided reduces search time.

D) it reduces consumerism.

Answer: C Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

50) Research has shown that Mexican firms are less likely to have formal codes of ethics, on the other hand, they are more likely to treat lower-level employees better than do countries to the north. This demonstrates that: A) business practices can be unethical without being illegal.

B) social marketing is not important in Mexico.

C) cultural values and beliefs are important for determining what is considered ethical.

D) American and Canadian companies are more respectful than Mexican companies.

Answer: C Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

51) The fact that bribery in business is acceptable in some countries but not in others demonstrates that: A) ethics are relative to the situation in which business persons find themselves.

B) cultural jamming has been successfully practiced in some countries.

C) ethics are incompatible with social marketing.

D) practices can be unethical without being illegal.

Answer: D Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

52) Although research has shown that consumers think better of products made by firms they feel are behaving ethically, many "ethical" companies encounter difficulties selling their products. What is a good a reason for this?

A) Ethical companies do not make good-quality products.

B) Products made by ethical companies are hard to find for consumers.

C) Sometimes consumers' buying behaviour is not consistent with their positive attitudes about ethical products.

D) Consumers lie on surveys about ethical companies to appear like they care.

Answer: C Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

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53) 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) 10 percent.

B) 20 percent.

C) 30 percent.

D) 40 percent.

Answer: A Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

54) Which Act is designed to protect consumers, and prohibits against any person from making false or misleading claims in regards to a product?

A) Canada Competition Act B) Consumer Packaging and Labelling Act C) Hazardous Products Act D) National Trademark and True Labelling Act Answer: A Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

55) Which of the following pieces of legislation is intended to protect the consumer and to prevent the sale of dangerous products?

A) Textile Labelling Act B) Food and Drugs Act C) Canada Consumer Product Safety Act D) Hazardous Products Act Answer: C Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

56) When companies make false or exaggerated claims about how environmentally friendly their products are, it is known as: A) greenwashing.

B) social marketing.

C) relationship marketing.

D) consumer trending.

Answer: A Type: MC Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

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57) Firms that are interested in voluntarily protecting or enhancing their positive social and environmental impacts are engaged in: A) relationship marketing.

B) transformative consumer research.

C) green marketing.

D) corporate social responsibility.

Answer: D Type: MC Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

58) If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy, they would be engaged in: A) lifestyle segmentation.

B) irresponsible practices.

C) corporate giving.

D) database marketing.

Answer: C Type: MC Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

59) To reduce waste associated with their Downy fabric softener, Procter & Gamble introduced refillable containers. This is an example of: A) green marketing.

B) ethical marketing.

C) culture jamming.

D) anticonsumption.

Answer: A Type: MC Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

60) Business ethics essentially are rules of conduct that guide actions in the marketplace.

Answer: TRUE Type: TF Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

61) Canada is one of the "cleanest" countries in the world when it comes to issues like bribery or giving "gifts" in exchange for getting business from suppliers.

Answer: TRUE Type: TF Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

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62) Many firms choose to protect or enhance the natural environment as they go about their business activities. This is called "corporate giving."

Answer: FALSE Type: TF Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

63) Kendall went into a store to return a shirt. The owner of the store replied that they needed Kendall's address and phone number to refund their money. After providing their information, Kendall asked why the information was needed, but the owner of the store would not tell them.

The owner's actions are in direct violation of the Competition Act. Answer: FALSE Type: TF Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

64) You have just told a new acquaintance about your enrolment in a consumer behaviour class, to which they reply, "I don't agree with marketers. They manipulate us through advertising by telling us we need something that we don't." What counterarguments (if any) could you give them and are there any examples you could use to be more convincing?

Answer: Students can offer different answers here. For example, one such response to this argument is that a need is a basic biological motive, while a want represents one way society has taught us to satisfy that need. For example, while thirst is biologically based, we are taught to want Coca-Cola to satisfy that thirst rather than, say, goat's milk. Thus, the need is already there; marketers simply recommend ways to satisfy it. A basic objective of advertising is to create awareness that these needs exist, rather than to create the needs.

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

65) Frog Box is a Canadian company that offers consumers reusable moving boxes and donates a percentage of its revenue to frog habitat restoration. Discuss the two main marketing processes that are being used by this company.

Answer: Green marketing (eco-friendly reusable boxes), and cause-related marketing (donating to a related cause).

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

66) A low tar claim in an advertisement for Brand X cigarettes proved to be misleading. Which Act was violated and in what way?

Answer: The Competition Act was violated. The Competition Act prohibits any person from making false or misleading claims in regards to a product.

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

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67) Distinguish between green marketing and social marketing.

Answer: Some firms take a green marketing approach in which they offer products in ways that are less harmful to the environment. For example, Unilever recently committed to an ambitious plan for reducing by one half the waste associated with the packaging and disposal of its products by 2020. Social marketing refers to using marketing techniques normally employed to sell beer or detergent to encourage positive behaviours such as increased literacy or to discourage negative activities such as drunk driving.

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

68) What is culture jamming? Give an example.

Answer: Culture jamming involves consumer actions that attempt to disrupt corporate efforts to dominate our cultural landscape. Adbusters is a not-for-profit organization that advocates for "the new social activist movement of the information age." Adbusters was at the forefront in starting the Occupy movement seen in 2011 in a number of North American cities.

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

69) What is CSR? Give an example.

Answer: CSR, or Corporate Social Responsibility, happens when firms voluntarily choose to protect or enhance their positive social and environmental impacts as they go about their business activities. This is something that is often driven by consumer demand as companies attempt to differentiate themselves in the marketplace. Companies such as Lush, the Body Shop, and American Apparel have successfully differentiated themselves on ethical attributes. While some marketers donate their own money to good causes (corporate giving), others promise donations to charity as purchase incentives (a form of cause-related marketing).

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

70) What is Transformative Consumer Research? Give an example.

Answer: Consumer researchers are themselves organizing to not only study but also to rectify what they see as pressing social problems in the marketplace. This perspective is called Transformative Consumer Research (TCR). Consumers are not objects of research, but collaborators who work with the researchers to realize this change. Adherents of TCR work with at-risk populations such as children, the disadvantaged, and the disabled or on such topics as materialism, consumption of dangerous products, and compulsive consumption.

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

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71) An illegal business practice in any given country could or could not be considered unethical.

Explain.

Answer: This is really an open-ended question for the students to answer. They could draw on the definition of business ethics and point out that many unethical actions are legal. In addition, laws and norms around ethical behaviour can differ cross-culturally.

Business ethics are essentially rules of conduct that guide actions in the marketplace—the standards against which most people in a marketplace judge what is right, wrong, good, or bad.

These universal values include honesty, trustworthiness, fairness, respect, justice, integrity, concern for others, accountability, and loyalty.

Notions of right and wrong do differ among people, organizations, and cultures. Some businesses, for example, believe it is all right for salespeople to persuade customers to buy even if it means giving them false information, while other firms feel that anything less than total honesty with customers is terribly wrong. Because each culture has its own set of values, beliefs, and customs, ethical business behaviours are defined quite differently around the world. For example, one recent study found that because of differences in values, Mexican firms are less likely to have formal codes of ethics than are American or Canadian companies. On the other hand, different attitudes about work and interpersonal relationships mean that Mexican companies are also more likely to treat lower-level employees better than do their NAFTA partners to the north. Of course, NAFTA no longer exists in its current form, it is now the United States-Mexico-Canada Agreement (USMCA).

These cultural differences certainly influence whether business practices such as bribery are acceptable. Giving "gifts" in exchange for getting business from suppliers or customers is common and acceptable in many countries, even though this practice may be frowned upon in Canada.

Type: ES Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

72) Some video game developers have been accused of causing psychological dependence to playing their games, something that has been referred to as "gaming disorder". This dependence is known as: A) psychological marketing.

B) consumption addiction.

C) social marketing.

D) brand loyalty.

Answer: B Type: MC Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

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73) Serial wardrobers have been known to: A) buy an outfit, wear it once, and return it.

B) return to the same store to shoplift.

C) work at retailers they can easily steal from.

D) rebel against consumerism.

Answer: A Type: MC Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

74) Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that: A) it is difficult to measure the contribution of the "art" of consumer behaviour research to the corporate bottom line.

B) many consumer behaviour findings are being stolen by competitors via computers.

C) not all consumer behaviour or marketing activity is necessarily beneficial to society.

D) understanding consumption for its own sake should be the focus of research rather than for the sake of making money.

Answer: C Type: MC Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

75) A physiological and/or psychological dependency on products or services is called consumer: A) gratification.

B) conditioning.

C) addiction.

D) obsession.

Answer: C Type: MC Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

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76) Charlie has an obsessive need to shop every day to relieve depression and boredom. Their behaviour is termed: A) a spending spree.

B) compulsive consumption.

C) impulse buying.

D) consumer behaviour.

Answer: B Type: MC Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

77) Counterfeiting, a widespread problem, is a term that describes: A) rebelling against an idea.

B) changing price tags on items.

C) sale of fake versions of real products.

D) shoplifting for a thrill.

Answer: C Type: MC Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

78) The main difference between impulse buying and compulsive consumption is: A) impulse buying only occurs for certain types of products, while compulsive consumption can occur for any product.

B) impulse buying occurs at a particular moment, while compulsive consumption is an enduring behaviour.

C) impulse buying is done by choice, while compulsive consumption is not.

D) impulse buying cannot be measured empirically, while compulsive consumption can be.

Answer: B Type: MC Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

79) 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) a North American consumer trend associated with paying less for products.

D) inventory and cash losses due to shoplifting and employee theft.

Answer: D Type: MC Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

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80) At night, Aaron likes to walk around the city spray painting a black circle over company logos on billboards and bus-stop advertisements. Aaron's behaviour is an example of: A) addictive consumption.

B) anticonsumption.

C) anticommunication.

D) shrinkage.

Answer: B Type: MC Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

81) "Shopaholics" turn to shopping in much the same way as addicted people turn to drugs or alcohol.

Answer: TRUE Type: TF Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

82) Unlike those with physical addictions, consumption addicts really do have control over their behaviour; the comparison is strictly metaphorical.

Answer: FALSE Type: TF Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

83) Gambling is an example of a "consumption addiction" because the person never experiences any regret or guilt afterwards.

Answer: FALSE Type: TF Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

84) Graffiti disparaging Nike on the Toronto subway is one form of anticonsumption.

Answer: TRUE Type: TF Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

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85) Ella feels that their little brother has a psychological dependence on playing video games.

They feel that he has become obsessed with the games and that playing the games interferes with other aspects of his life. Using terminology from the textbook, how would you characterize his behaviour?

Answer: Consumer addiction is a physiological or psychological dependency on products or services. This type of addiction includes addiction to alcohol, drugs, and cigarettes, and many companies profit from selling addictive products or by selling solutions to addiction.

Type: ES Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

86) What is compulsive consumption and how does it differ from impulse buying?

Answer: Compulsive consumption refers to repetitive shopping, often excessive, done as an antidote to tension, anxiety, depression, or boredom. "Shopaholics" turn to shopping in much the same way as those with addictions turn to drugs or alcohol. Compulsive consumption is distinctly different from impulse buying. The impulse to buy a specific item is temporary, and it centres on a specific product at a particular moment. In contrast, compulsive buying is an enduring behaviour that centres on the process of buying, not the purchases themselves.

Type: ES Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

87) A clergyperson of a small inner-city parish has spent time defacing billboards advertising the local casino. Explain their behaviour.

Answer: The clergyperson is participating in destructive consumer behaviour, in this case, anticonsumption or the defacement or alteration of advertising materials as a form of political expression. In effect, they are destroying advertising that they feel promotes unethical acts—in this case gambling.

Type: ES Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

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88) Sam recently returned from a grocery store. While at the store, they noticed a point-ofpurchase display that was advertising three boxes of cookies on special, which they purchased.

When Sam arrived home, their partner Pat was extremely angry with them for buying cookies that they didn't need. Pat referred to this behaviour as being compulsive. Are they right?

Answer: Compulsive consumption refers to repetitive shopping, often excessive, done as an antidote to tension, anxiety, depression, or boredom. "Shopaholics" turn to shopping in much the same way as those with addictions turn to drugs or alcohol.

Compulsive consumption is distinctly different from impulse buying. The impulse to buy a specific item is temporary, and it centres on a specific product at a particular moment. In contrast, compulsive buying is an enduring behaviour that centres on the process of buying, not the purchases themselves.

Given that Sam's purchase may be a one-time purchase and not an example of a repetitive behaviour, their partner may be incorrect in their conclusion. If it was an example of repetitive behaviour then they were right.

Type: ES Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

89) Discuss addictions as an aspect of the dark side of consumer behaviour. Describe one example in detail.

Answer: Consumption addiction is a physiological or psychological dependency on products or services. This type of addiction includes addiction to alcohol, drugs, and cigarettes, and many companies profit from selling addictive products or by selling solutions to addiction. Although most people equate addiction with drugs, virtually any product or service can be seen as relieving some problem or satisfying some need to the point that reliance on it becomes extreme.

Students may pick any example as long as it is reflective of the definition.

Type: ES Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

90) In what way can illegal activities be viewed as harmful or destructive consumer behaviours?

Answer: Illegal activities—Many consumer behaviours are not only self-destructive or socially damaging, they are illegal as well. Examples include theft, shoplifting, employee pilferage, serial wardrobing, arson, and insurance fraud. Losses account for a substantial increase in the cost of goods since these losses are passed on to the consumer.

Anticonsumption—Products and services are deliberately defaced or mutilated, such as product tampering (e.g., Tylenol), graffiti on buildings or subways, and so on. Causes may range from peer pressure to rage against some aspect of society. The destruction of property by vandalism both contributes to additional costs to the consumer and threatens society by potentially denying access to necessary services like public transportation and communication.

Type: ES Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

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91) An example of qualitative research is: A) survey research.

B) ethnography.

C) experimentation.

D) role-playing.

Answer: D Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

92) Gaining consumer insights: A) involves probing deeper to understand the underlying motivations for a given behaviour.

B) involves only looking at secondary research.

C) is the first step to determining the required research method to use.

D) involves manipulating the dependent variable.

Answer: A Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

93) When data is collected by the researcher specifically for the research question at hand, this is called: A) exploratory research.

B) quantitative research.

C) primary research.

D) secondary research.

Answer: C Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

94) ________ involve(s) asking respondents to self-report answers to a set of questions posed by the researcher, often in written, online, or phone format.

A) Survey research B) Focus group research C) Interviews D) Observational research Answer: A Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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95) ________ involve(s) gathering data from small group sessions with approximately six to twelve consumer participants.

A) Survey research B) Focus group research C) Interviews D) Observational research Answer: B Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

96) ________ involve(s) gathering data through a one-on-one interaction between an interviewer and a respondent.

A) Survey research B) Focus group research C) Interviews D) Observational research Answer: C Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

97) ________ involve(s) gathering data by directly observing consumer behaviours.

A) Survey research B) Focus group research C) Interviews D) Observational research Answer: D Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

98) Ethnographic research is an example of a type of: A) survey research.

B) focus group research.

C) experimental research.

D) observational research.

Answer: D Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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99) In qualitative research, the presentation of ambiguous objects or activities that are open to various interpretations is known as: A) random assignment.

B) a projective technique.

C) an experiment.

D) role playing.

Answer: B Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

100) A researcher is studying the effect of including a bonus product on people's tendency to purchase personal-care items (e.g., shampoo, deodorant, etc.). The researcher randomly different genders of consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus. The researcher then calculates the proportion of people in each condition that purchase the product. The dependent variable in this study is: A) the proportion of people that purchase the product.

B) personal care items.

C) gender.

D) the presence or absence of a bonus.

Answer: A Type: MC Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

101) A researcher is studying the effect of including a bonus product on people's tendency to purchase personal care items (e.g., shampoo, deodorant, etc.). The researcher randomly assigns different genders of consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus. The researcher then calculates the proportion of people in each condition that purchase the product. The independent variable in this study is: A) the proportion of people that purchase the product.

B) personal care items.

C) gender.

D) the presence or absence of a bonus.

Answer: D Type: MC Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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102) Scanner technology and clickstream data gathering are two methods of: A) conducting qualitative research.

B) conducting experimental research.

C) conducting observational research.

D) tracking data on digital networking behaviour.

Answer: C Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

103) Shoppers Drug Mart periodically records consumers and how they interact with new pointof-purchase displays in the cosmetics department. This is an example of: A) conducting qualitative research.

B) conducting experimental research.

C) conducting observational research.

D) tracking data on digital networking behaviour.

Answer: C Type: MC Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

104) When the researcher uses data collected by another entity to answer a new research question, this is called primary research.

Answer: FALSE Type: TF Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

105) A survey is a method of data collection in which the respondents self-report answers to a set of questions posed by the researcher.

Answer: TRUE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

106) Focus groups usually involve small group sessions with approximately 6 to 12 consumer participants.

Answer: TRUE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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107) One drawback of surveys, focus groups, and interviews is that they all involve the consumers themselves reporting on their attitudes, behaviours, or experiences.

Answer: TRUE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

108) Techniques such as storytelling are examples of quantitative research.

Answer: FALSE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

109) Netnography is an example of an ethnographic-based research technique that draws on the Internet as a source of cultural knowledge, brought on by the boom of the internet.

Answer: TRUE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

110) Data collected by a researcher specifically for the research question at hand is known as informal research.

Answer: FALSE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

111) One of the goals of primary research is to uncover hidden messaging.

Answer: FALSE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

112) Survey research provides a drawback of not allowing consumers to provide a rich and detailed response, in contrast to other research methods.

Answer: TRUE Type: TF Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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113) Braxton has a new product line of small homeware products on which they want to obtain some rich, in-depth, detailed feedback. What type of research technique might you recommend and why?

Answer: Focus groups or in-depth interviews would be good techniques. Focus groups are often used when a new idea or product is being tested, or the researchers want to generate new ideas for what strategic direction to take next. As you might guess, one benefit of focus groups is that they tend to elicit more rich, detailed, and narrative feedback from consumers.

Like focus groups, interviews involve direct contact with the consumer. In contrast to focus groups, this approach involves a one-on-one interaction with an interviewer and respondent.

Interviews allow the researcher to collect rich, in-depth data, but minimize any impacts of group factors influencing consumer responses. Interviews can be particularly useful if the topic is sensitive, embarrassing, or polarizing in some way. The downside of interviews is that the research process can take much longer and is much more expensive because each consumer is being asked questions one at a time.

Type: ES Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

114) Joy and Sanaa are working for the City of North Vancouver and are interested in investigating how people interact at their local dog park. They know that people often report antisocial behaviour (failure to collect dog feces, uncontrolled dogs, etc.) as a problem, but a recent survey has shown very few self-reports of anti-social behaviour. What research technique might be useful here and why?

Answer: Observational research. One drawback of surveys, focus groups, and interviews is that they all involve the consumers themselves reporting on their attitudes, behaviours, or experiences. One issue with this is that consumers may not always express the truth, perhaps because they wish to present themselves positively to the researcher, because they don't recall everything accurately, or because they are not consciously aware of all the factors influencing their behaviours. Observation has the benefit of directly tracking and measuring real behaviours.

Type: ES Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

115) Compare and contrast primary and secondary research.

Answer: When the data is collected by the researcher specifically for the research question at hand, this is called primary research. However, sometimes the marketer can find the information needed by going to a pre-existing source of information collected for another purpose. When the researcher uses data collected by another entity to answer a new research question, this is called secondary research. For example, when the Government of Canada collects statistical information regarding its citizens, marketers may use this information to provide insights about the consumer in ways that inform marketing strategy.

Type: ES Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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116) Compare and contrast focus group research with interview research.

Answer: Focus groups usually involve small group sessions with approximately 6-12 consumer participants. The session is guided by a moderator who leads a group discussion involving a product, concept, or marketing message. Focus groups are often used when a new idea or product is being tested, or the researchers want to generate new ideas for what strategic direction to take next. As you might guess, one benefit of focus groups is that they tend to elicit more rich, detailed, and narrative feedback from consumers. One drawback, however, is that social influence can play a role, dampening the expression of consumers' true individual attitudes. (See Chapter 11 for a discussion of some of these effects.)

One other research technique is to utilize in-depth interviews. Like focus groups, interviews involve direct contact with the consumer. In contrast to focus groups, this approach involves a one-on-one interaction with an interviewer and respondent. Interviews allow the researcher to collect rich, in-depth data, but minimize any impacts of group factors influencing consumer responding. Interviews can be particularly useful if the topic is sensitive, embarrassing, or polarizing in some way. The downside of interviews is that the research process can take much longer and is much more expensive because each consumer is being asked questions one at a time.

Type: ES Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

117) What is observational research? Give an example.

Answer: Another technique commonly employed by marketers is observational research. In this type of research, consumer behaviours are directly observed either in a natural context (e.g., at the mall) or controlled setting (e.g., think of a lab that observes how children play with new toy products).

One specific type of observation involves ethnographic research, in which researchers observe and record how consumers behave in real-world contexts, often to understand the meanings consumers ascribe to different consumption experiences. Sometimes the researcher goes as far as to immerse him- or herself in the consumption setting, observing people in context over long periods of time. A famous example of this approach is Intuit's "Follow Me Home" program where the researchers asked purchasers of Intuit's software products if they could follow them home to observe how they interacted with and used the software.

Type: ES Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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118) Allison wants to examine whether consumers consider the environmental impact of products before they make their purchases. List three different research methods she might use, and give the pros and cons of each. Which method would you recommend and why?

Answer: Focus group — quick, cost effective, but there can be downsides to group influence.

Surveys — cost effective, can get a large number of respondents, but respondents can't give rich or detailed feedback.

Interviews — more costly and time consuming than the other two methods, but they remove group influence effects and allow for more open-ended, detailed responses.

Type: ES Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

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Consumer Behaviour, 9Ce (Solomon) Chapter 2 Perception 1) The process by which stimuli are selected, organized, and interpreted is called: A) free response.

B) perception.

C) sensation.

D) stream of consciousness.

Answer: B Type: MC Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

2) Daily we are bombarded by a symphony of colours, sounds, and odours. The immediate response of our receptors to such basic stimuli is called: A) stream of consciousness.

B) subjectivity.

C) sensation.

D) perception.

Answer: C Type: MC Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

3) According to neuromarketing research, our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product, they are also influenced by: A) exposure.

B) sensation.

C) consumption.

D) perception.

Answer: D Type: MC Skill: Application Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

4) According to the textbook, smart marketers use ________ to create a competitive advantage.

A) advertising B) our sensory systems C) expensive promotions D) added features Answer: B Type: MC Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

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5) Marketers contribute to a world overflowing with sensations.

Answer: TRUE Type: TF Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

6) Like computers, people undergo stages of information processing in which stimuli are input and stored.

Answer: TRUE Type: TF Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

7) List the five sensory systems.

Answer: sight, sound, smell, taste, and textures Type: ES Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

8) Compare and contrast sensation and perception.

Answer: Sensation is the immediate response of our sensory receptors (those in our eyes, ears, nose, mouth, and skin) to such basic stimuli as light, colour, and sound. Perception is the process by which these sensations are selected, organized, and interpreted. The study of perception focuses on what we add to or take away from these raw sensations as we choose which to notice and then go about assigning meaning to them.

Type: ES Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

9) What is sensation? Give an example.

Answer: Sensation is the immediate response of our sensory receptors (those in our eyes, ears, nose, mouth, and skin) to such basic stimuli as light, colour, and sound.

One "neuromarketing" study, using brain-scanning (fMRI) technology, found that when no brand name was presented prior to tasting cola beverages (i.e., consumers relied only on sensation), the reward centres of the brain lit up and Coke and Pepsi were equally preferred. But, when explicitly told the brand name before drinking, more consumers preferred Coca-Cola, and an entirely different part of the brain lit up—the medial prefrontal cortex. This is the area of the brain responsible for thinking and judging. Learned meanings about the brand influenced consumers' ultimate perceptions of Coca-Cola.

Thus, based on sensation alone, consumers might equally prefer Pepsi and Coke. However, our ultimate preferences are also shaped by our perceptions—the way in which we organize, interpret, and form associations about the brand.

Type: ES Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

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10) What is the difference between sensation and perception? Give an example of each. Which of these two constructs is most relevant to marketers and why?

Answer: Sensation is the immediate response of our sensory receptors (those in our eyes, ears, nose, mouth, and skin) to such basic stimuli as light, colour, and sound. Perception is the process by which these sensations are selected, organized, and interpreted. The study of perception focuses on what we add to or take away from these raw sensations as we choose which to notice and then go about assigning meaning to them.

Most marketers would agree that, oftentimes, perception can be more influential than sensation in determining consumer preferences.

Students can draw their own example from the book.

Type: ES Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

11) Vasi, a product manager at Kraft Foods, is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. They have found that the messages consumers received are different from what Kraft intended. This is most likely due to: A) exposure.

B) perception.

C) consumption.

D) hedonism.

Answer: B Type: MC Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

12) "Sensory inputs" is another term for: A) the perceptual process.

B) psychological factors.

C) jingles.

D) external stimuli.

Answer: D Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

13) When marketers pay extra attention to the impact of sensation on consumer product experiences, this is called: A) experiential purchasing.

B) relationship marketing.

C) product positioning.

D) sensory marketing.

Answer: D Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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14) Upon entering the lobby, guests at Omni Hotels are greeted with the scent of lemongrass and green tea and view elaborate floral displays. In a joint promotion with Starbucks, guests find small, scented stickers on the front pages of their free copies of USA Today—a blackberry aroma suggests they start their day at the hotel with a cup of Starbucks coffee "paired with a fresh muffin." This is an example of: A) experiential purchasing.

B) relationship marketing.

C) product positioning.

D) sensory marketing.

Answer: D Type: MC Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

15) When it comes to the influence of "colour," which of the following statements is correct?

A) Blue is the most popular colour in North America.

B) Black worldwide is a colour that triggers images of death.

C) Females are more likely to be colour-blind, which is why they prefer bright colours.

D) As we get older, our vision takes on a yellow cast.

Answer: D Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

16) A blue chair has the ability to stimulate which feeling?

A) trust B) hunger C) envy D) arousal Answer: A Type: MC Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

17) Rameed had an important meeting in New York to negotiate a big order for their company.

They chose to wear a black suit because they knew black represented: A) excitement.

B) good luck.

C) intelligence.

D) power.

Answer: D Type: MC Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

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18) The colour ________ has been shown to grab window shoppers' attention.

A) yellow B) blue C) purple D) red Answer: A Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

19) The Bank of Montreal's specific wavelength of blue is so well recognized that consumers can recognize the brand just by the colour alone. When a colour combination becomes this strongly associated with the brand, this is called: A) patent.

B) copyright.

C) colour code.

D) trade dress.

Answer: D Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

20) Research on visual cues and consumption suggests that: A) consumers will eat less popcorn from larger containers.

B) consumers will perceive greater volume in a container that is elongated.

C) consumers eat less when food is served in multiple smaller serving size packages.

D) consumers will eat fewer M&M's when they are given a greater variety of colours.

Answer: B Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

21) Consumers are more likely to recognize brand names that: A) end with a hard consonant.

B) begin with a hard consonant.

C) are melodic.

D) sound like their name.

Answer: B Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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22) One effect of the sense of smell is that: A) pleasant scents lead consumers to be more forgetful.

B) people tend to evaluate others who are wearing scented deodorant more negatively.

C) the scent of honey increased sales in a men's clothing store.

D) there are no cross-cultural differences in consumer reactions to scents.

Answer: C Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

23) Which company got creative by releasing the scent of chocolate chip cookies in tandem with their ads on bus shelters?

A) Got Milk?

B) Oreo C) Cadbury D) Nabisco Answer: A Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

24) It has been suggested that ________ can influence moods and consumer cognitions.

A) mood lighting B) ambient scent C) subliminal advertising D) package size Answer: B Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

25) ________ occurs when consumers ascribe more value to something simple because they own it.

A) Sensory marketing B) Neuromarketing C) Psychophysics D) The endowment effect Answer: D Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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26) Mara does not like to buy things online. Which of the following is a good explanation for this?

A) Mara has a poor differential threshold.

B) Mara has a weak absolute threshold.

C) Mara has a high need for touch.

D) Mara has a utilitarian view of the world.

Answer: C Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

27) The Japanese are tuned to using sensory mechanisms and stimulations in the construction of their cars. The Japanese usage of what they call Kansei engineering is associated with which of the following sensory elements?

A) smell B) sight C) touch D) sound Answer: C Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

28) Victoria, the president of a company that specializes in fragrances, ensures that each of the bottles looks appealing, is nice to touch, and (of course) has an appealing smell. This way, each consumer will have a positive experience with the company's products. Victoria is engaging in: A) sensory marketing.

B) sensation marketing.

C) atmospheric marketing.

D) appeal marketing.

Answer: A Type: MC Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

29) Marketers rely heavily on visual elements in: A) branding, packaging, and advertising.

B) colour, shape, and size.

C) advertising, store design, and packaging.

D) features, packaging, and branding.

Answer: C Type: MC Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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30) In the perceptual process, smells are classified as a sensory receptor.

Answer: FALSE Type: TF Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

31) Colours are rich in symbolic value and cultural meanings.

Answer: TRUE Type: TF Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

32) Perceptions of a colour depend on both its physical wave length and how the mind responds to that stimulus.

Answer: TRUE Type: TF Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

33) Cross-cultural research indicates a consistent preference for blue as consumers' favourite colour.

Answer: TRUE Type: TF Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

34) The colour of mourning is consistently black across all cultures.

Answer: FALSE Type: TF Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

35) Mia used yellow, green, and orange for their web page. This was likely because they knew these hues captured attention.

Answer: TRUE Type: TF Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

36) Some colour combinations come to be associated so strongly with the corporation they become known as the company's trade dress.

Answer: TRUE Type: TF Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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37) The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.

Answer: FALSE Type: TF Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

38) There is evidence that certain smells may be more effective when targeted toward one of the sexes.

Answer: TRUE Type: TF Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

39) Regardless of one's nationality, there is no difference in consumers' reactions to colour.

Answer: FALSE Type: TF Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

40) Arda is not a fan of online shopping because they put a lot of emphasis on their haptic senses. In other words, they really need to see a product in front of them before purchasing it.

Answer: FALSE Type: TF Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

41) What is perception? Give an example.

Answer: Perception is the process by which sensations are selected, organized, and interpreted.

The study of perception focuses on what we add to or take away from raw sensations as we choose which to notice and then go about assigning meaning to them.

One "neuromarketing" study, using brain-scanning (fMRI) technology, found that when no brand name was presented prior to tasting cola beverages (i.e., consumers relied only on sensation), the reward centres of the brain lit up and Coke and Pepsi were equally preferred. But, when explicitly told the brand name before drinking, more consumers preferred Coca-Cola, and an entirely different part of the brain lit up—the medial prefrontal cortex. This is the area of the brain responsible for thinking and judging. Learned meanings about the brand influenced consumers' ultimate perceptions of Coca-Cola.

Thus, based on sensation alone, consumers might equally prefer Pepsi and Coke. However, our ultimate preferences are also shaped by our perceptions—the way in which we organize, interpret, and form associations about the brand.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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42) Outline and explain the elements of the perceptual process that would allow a shopper to recognize and select a bottle of ketchup in a supermarket.

Answer: A good answer will draw from all elements of the perceptual process. It could distinguish between sensation and perception, but should highlight how exposure, attention, and interpretation all impact the consumer's ultimate choice.

Type: ES Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

43) You are talking to a co-worker and they say, "perception is reality." What do they mean by this? Do you agree or disagree? Use an example.

Answer: This is a subjective question, which can highlight students' ability to think through issues related to perception and sensation. A good answer will point out that even though sensations are based on incoming data from the world to our senses, what is more important is how we take in this information, organize it, and interpret it (perception).

Students can draw on any example they wish.

Type: ES Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

44) How can colour influence consumer perceptions?

Answer: Different examples can be pulled from the text. For example: Colours are rich in symbolic value and cultural meanings. For example, red represents good luck to the Chinese and is often the main colour in their celebrations. Such powerful cultural meanings make colour a central aspect of many marketing strategies. Some reactions to colour come from learned associations—in Western countries black is the colour of mourning, while in some Eastern countries, notably Japan, white plays this role. In addition, the colour black is associated with power and may even have an impact on people who wear it. Teams in the National Hockey League who wear black uniforms are among the most aggressive; they consistently rank near the top of the league in penalties during the season.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

45) What is trade dress? Give an example.

Answer: Trade dress means that some colour combinations can come to be strongly associated with a corporation. The company may even be granted exclusive use of these colours. Examples may vary.

For example, Tiffany and Co. is associated with a distinct shade of blue, which is trademarked by the company.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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46) Give an example of how visual cues can influence our consumption of food.

Answer: There are many examples to draw on in the text. Examples may vary.

For example: Consumers perceive greater volume in a container that is elongated. Other tricks that the eye can play on the stomach include higher consumption when a package is smaller and, when in transparent packaging, small visually attractive foods are consumed more and large and healthy foods are consumed less.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

47) Give examples of three factors related to the visual system that marketers can manipulate in ways that make people eat and drink lower or higher quantities.

Answer: There are many examples to draw on in the text. Examples may vary.

For example: 1) Size of a container—greater volume in a container that is elongated.

2) Shape of a glass of liquid—people pour more into shorter, wider glasses.

3) Higher consumption when a package is smaller and the fact that small visually attractive foods are consumed more and large and healthy foods are consumed less when in transparent packaging.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

48) Give an example of how sense of sound can impact our behaviours.

Answer: Different examples can be taken from the text. Examples may vary.

For example: Researchers are finding, for example, that (as we all probably knew already) when people drink beer and listen to music that's consistent with that brand's identity, they enjoy the beverage more.

A study of 30 000 music listeners conducted by Apple Music and the speaker manufacturer Sonos found that music made household chores and other activities more enjoyable. When people listened to music, they literally moved closer to one another.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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49) Give three examples of how sense of touch can impact consumers.

Answer: Different examples can be taken from the text. Examples may vary.

For example: Touch has even been shown to be a factor in sales interactions. In one study, diners who were touched by waiters gave bigger tips, and food demonstrators in a supermarket who lightly touched customers had better luck in getting shoppers to try a new snack product and to redeem coupons for the brand.

Another study found that participants who simply touched an item (an inexpensive coffee mug) for 30 seconds or less created a greater level of attachment to the product that boosted what they were willing to pay for it.

Haptic (touch) senses appear to moderate the relationship between product experience and judgment confidence, confirming the common-sense notion that we're more certain about what we perceive when we can touch it.

The classic contoured Coca-Cola bottle also attests to the power of touch. The bottle was designed approximately 90 years ago to satisfy the request of a U.S. bottler for a soft-drink container that people could identify even in the dark.

Touchscreens have other effects on our behaviour as well. It turns out the orientation of the product affects the way in which consumers' swipe on the screen, they will swipe in the direction of the product's orientation and this leads to increased liking.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

50) Why is the choice of which colour(s) to use such a sensitive one for marketers? Give an example. Why is this important in regards to demographic characteristics?

Answer: Colour has the ability to influence consumers' perceptions. Students can draw on multiple examples from the textbook. In addition, there are different examples of demographic differences in perceptions of colour.

For example: Females tend to be drawn to brighter tones and are more sensitive to subtle shadings and patterns because they see colour better than males do; males are 16 times more likely to be colour-blind than females. Age also influences our response to colour. As we get older our eyes mature and our vision takes on a yellow cast. Colours look duller to older people, so they prefer white and choose a white car; Lexus, which sells heavily in this market, makes 60 percent of its vehicles in white.

Type: ES Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

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51) Mara is shopping for some new clothes. Explain how their haptic senses would help them.

Answer: Students should identify that the word haptic refers to the sense of touch. They can come up with their own example in explaining how sense of touch would help.

For example, common observation tells us that tactile stimulation is an important sensory channel. Moods are relaxed or stimulated on the basis of sensations of the skin, whether from a luxurious massage or the bite of a winter wind. Touch has even been shown to be a factor in sales interactions. In one study, diners who were touched by waiters gave bigger tips, and food demonstrators in a supermarket who lightly touched customers had better luck in getting shoppers to try a new snack product and to redeem coupons for the brand. Another study found that participants who simply touched an item (an inexpensive coffee mug) for 30 seconds or less created a greater level of attachment to the product that boosted what they were willing to pay for it.

Haptic (touch) senses appear to moderate the relationship between product experience and judgment confidence, confirming the common-sense notion that we're more sure about what we perceive when we can touch it. (Of course, this is a major problem for those who sell products online.) These researchers found that individuals who scored high on a "Need for Touch" (NFT) scale were especially influenced by this dimension.

Type: ES Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

52) Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As they go by, they find that the print is too small to read. This demonstrates the principle of: A) differentiated advertising.

B) sensory adaptation.

C) absolute threshold.

D) visual orientation.

Answer: C Type: MC Skill: Application Objective: L2-03 Exposure is important for marketing communication.

53) Perez is driving along a mountain road. In the distance, they see a road crew working on a fallen tree that has blocked the highway. When Perez first sees the road crew, which of the following perceptual processes has been engaged?

A) attention B) comprehension C) exposure D) interpretation Answer: C Type: MC Skill: Application Objective: L2-03 Exposure is important for marketing communication.

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54) A billboard is positioned correctly beside a busy highway. However, the merchant who purchased the billboard is complaining that no response is being generated by the advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 100+ km/h on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

A) the differential threshold B) the absolute threshold C) the intensity threshold D) the relative threshold Answer: B Type: MC Skill: Application Objective: L2-03 Exposure is important for marketing communication.

55) The ability of a sensory system to detect changes or differences between two stimuli refers to the: A) minimum threshold.

B) maximum threshold.

C) absolute threshold.

D) differential threshold.

Answer: D Type: MC Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

56) Jackson and Tim were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They hadn't realized that the class had been called to order and what was once only one conversation among many was now disruptive. Jackson apologized quickly and the teacher resumed their normal activities. This situation illustrates what important aspect of perception?

A) A person's ability to detect a difference between two stimuli is absolute.

B) A person's ability to detect a difference between two stimuli is relative.

C) Men's perceptual filters are underdeveloped compared to those of women.

D) Adaptation is a common problem among younger people.

Answer: B Type: MC Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

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57) When marketers update their package designs or logos, they do it in small increments of change so the change will not affect consumers' familiarity with the product. This is the principle behind: A) JIT. B) JND. C) PERT. D) 4 Ps. Answer: B Type: MC Skill: Application Objective: L2-03 Exposure is important for marketing communication.

58) The main point of ________ is that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination.

A) Veber's law B) Weber's law C) rule of ratios D) psychophysics Answer: B Type: MC Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

59) In the nineteenth century, a psychophysicist named Ernst Weber found that: A) the amount of change that is necessary for a stimulus to be noticed is systematically related to the intensity of the original stimulus itself.

B) for each stimulus there is an equal but opposite reaction.

C) the ratio between stimulus and response is a fixed proportion.

D) Solomon's law was valid.

Answer: A Type: MC Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

60) Antonio owns a small clothing store located in downtown Winnipeg. They decide to have a "$10 Off Sale" on every item in the store. When they total the sales results for the week, they find that there was the greatest response to items under $50, and the least response to items over $50. This is a demonstration of: A) Porter's diamond.

B) Weber's law.

C) Maslow's hierarchy.

D) Pavlovian conditioning.

Answer: B Type: MC Skill: Application Objective: L2-03 Exposure is important for marketing communication.

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61) When the stimulus presented is below the level of the consumer's conscious awareness, the result that occurs is called: A) oblivience.

B) stimulus differential.

C) the limen.

D) subliminal perception.

Answer: D Type: MC Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

62) In 1957, an experiment in a drive-in movie showed that increases in sales of popcorn and Coca-Cola were measured after subliminal messages encouraging viewers to use those products had been inserted in the movie Picnic. These findings: A) demonstrated that consumers' minds had been "broken into and entered."

B) were false; research executives admitted they had fabricated the findings.

C) subsequently were supported by a number of other research studies.

D) gave the first irrefutable proof of the power of subliminal persuasion on consumer actions.

Answer: B Type: MC Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

63) Subliminal advertising isn't categorized as "being discovered," rather it is considered a persuasion of the stimulus which is: A) above the level of conscious awareness.

B) visual specialization.

C) perceived similarities.

D) composition.

Answer: A Type: MC Skill: Application Objective: L2-03 Exposure is important for marketing communication.

64) The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold.

Answer: TRUE Type: TF Skill: Application Objective: L2-03 Exposure is important for marketing communication.

65) The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel, e.g., the auditory sensory channel.

Answer: TRUE Type: TF Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

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66) Dogs can hear sounds of far higher frequency than humans can. The differential threshold refers to the difference between what two organisms, such as a person and a dog, can detect through the same sensory channel.

Answer: FALSE Type: TF Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

67) JND is another name for Weber's law.

Answer: FALSE Type: TF Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

68) Lois was not pleased when they realized that the box of candies did not contain as many candies as it used to. When they compared the package to the previous package they had bought, the changes were hardly discernible. This is an example of the use of Weber's law.

Answer: TRUE Type: TF Skill: Application Objective: L2-03 Exposure is important for marketing communication.

69) For subliminal perception to occur, the stimulus must be presented below the level of the consumer's awareness.

Answer: TRUE Type: TF Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

70) Attention refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

Answer: TRUE Type: TF Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

71) What is the difference between exposure and attention?

Answer: Exposure is the process by which the consumer comes into contact with the stimulus and has the potential to notice it. Attention refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

Type: ES Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

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72) What is an absolute threshold? Give an example.

Answer: The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

Examples may vary. For example: The sound emitted by a dog whistle is too high to be detected by human ears, so this stimulus is beyond our auditory absolute threshold. The absolute threshold is an important consideration in designing marketing stimuli.

A billboard might have the most entertaining copy ever written, but this genius is wasted if the print is too small for passing motorists to see from the highway.

Type: ES Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

73) What is a differential threshold? Give an example of why this is relevant to marketers.

Answer: The differential threshold refers to the ability of a sensory system to detect changes in a stimulus or differences between two stimuli.

Examples may vary. For example: Sometimes a marketer may want to ensure that a change is noticed, such as when merchandise is offered at a discount. In other situations, the fact that a change has been made is downplayed, as in the case of price increases or when a product's size is decreased.

Type: ES Skill: Application Objective: L2-03 Exposure is important for marketing communication.

74) What is Weber's law? Give an example.

Answer: Weber's law suggests that the amount of change that is necessary to be noticed is systematically related to the original intensity of the stimulus. The stronger the initial stimulus, the greater the change must be for it to be noticed.

Examples may vary. For example: A rule of thumb used by some retailers is that a markdown should be at least 20 percent to make an impact on shoppers. If so, a pair of socks that retails for $10 should be put on sale for $8 (a $2 discount). However, a sports coat selling for $100 would not benefit from a mere $2 discount; it would have to be marked down to $80 to achieve the same impact.

Type: ES Skill: Application Objective: L2-03 Exposure is important for marketing communication.

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75) What is Weber's law? What implications does this law have for green marketers wishing to reduce package sizes? How might the marketer deal with this type of an issue?

Answer: Weber's law suggests that the amount of change that is necessary to be noticed is systematically related to the original intensity of the stimulus. The stronger the initial stimulus, the greater the change must be for it to be noticed.

Weber's law, ironically, is a challenge to green marketers who try to reduce the sizes of packages when they produce concentrated (and more earth-friendly) versions of their products. Makers of laundry detergent brands have to convince their customers to pay the same price for about half the detergent. One perceptual trick marketers can use to try to convince consumers of this is the redesign of the bottle cap: Both P&G and Church & Dwight use a cap with a broader base and shorter sides to persuade consumers that they need a smaller amount.

Type: ES Skill: Application Objective: L2-03 Exposure is important for marketing communication.

76) Discuss three distinct ways, providing an example of each, in which Weber's law and the JND can be applied in a retail store setting.

Answer: JND: Just Noticeable Difference—The minimum change in a stimulus that can be detected by a perceiver; this could also be the minimum detectable difference between 2 stimuli.

Weber's Law—The principle that the stronger the initial stimulus, the greater its change must be for it to be noticed (perceptible change is a proportion or a % of the original stimulus).

Students can generate different examples: 1) Product improvements should be above the JND (i.e., adding features/benefits).

2) Comparative advertising should be above the JND. 3) Negative changes (reductions in product size/quantity/quality) should be below JND. 4) Want to change brand image to be more current, but don't want to scare off loyal consumers — series of successive changes to the packaging/image below the JND. Type: ES Skill: Application Objective: L2-03 Exposure is important for marketing communication.

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77) What is subliminal perception? Give a famous example of when this was supposedly demonstrated.

Answer: Subliminal perception is the perception of stimuli below the level of consumer consciousness.

Examples may vary. For example: In one well-known example, an experiment was performed at a New Jersey drive-in movie theatre in September 1957. During a showing of the movie Picnic, a firm called the Subliminal Projection Company inserted messages that said "Drink Coca-Cola" and "Eat Popcorn" for 1/3000 second every five seconds. This rate was too fast for viewers to be aware that they had seen the images. Supposedly, sales of popcorn increased by almost 20 percent and consumption of Coke by almost 60 percent. These claims created an uproar as journalists and social critics expressed fears that social scientists would team up with advertisers to invade privacy and control consumers against their will. As one magazine put it at the time, consumers' minds had been "broken and entered." This experiment was never replicated and the executive responsible for the test later admitted that he had made up the results.

Type: ES Skill: Concept Objective: L2-03 Exposure is important for marketing communication.

78) Marisa has just sat through three class lectures at school, and now heads to a fourth, due to start in ten minutes. She found that halfway through her third class, she was having a hard time paying attention. This was most probably due to: A) sleep deficits.

B) active filtering.

C) attention economy.

D) sensory overload.

Answer: D Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

79) In a beer ad on TV showing a couple going off to a country cottage, Marwan only paid attention to the sports car. This tendency is known as: A) perceptual selectivity.

B) consumer screening.

C) attention focusing adaptation.

D) stimulus de-escalation.

Answer: A Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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80) When a local store first changed its window display, Bea noticed it at once. As they passed it day after day, they no longer paid attention because it had become so familiar. Bea had: A) experienced adaptation.

B) formed a stimulus habit.

C) attention dysfunction.

D) stimulus rejection.

Answer: A Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

81) Jill has been buying most of their clothes from a store that perpetually advertises 30% off.

They have come to expect it, and no longer pays attention to the discount. This is an example of: A) accessibility.

B) adaptation.

C) attrition.

D) autoresponse.

Answer: B Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

82) Brian urgently needs a summer job to earn money for their fall tuition. Lately, everywhere they turn they seem to be noticing "help wanted" ads. This increased awareness of ads that relate to current needs is called: A) perceptual vigilance.

B) perceptual defence.

C) perceptual actualization.

D) perceptual search.

Answer: A Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

83) Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later they read a report saying that a better technology for television is due on the market in six months at half the price. They think this is can't be true, and stop reading the report halfway through. This is an example of: A) perceptual defence.

B) postpurchase dissatisfaction.

C) customer sensitivity.

D) consumer advocacy.

Answer: A Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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84) The TV advertisement promoting the beach resort placed heavy emphasis on soft sounds and dim colours. The result was viewers quickly lost attention. The factor leading to loss of attention was: A) intensity.

B) duration.

C) discrimination.

D) exposure.

Answer: A Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

85) During January, Steph, a marketing director for an alcohol company, ran a successful 6×8inch advertisement in a magazine that featured a couple having a great time at the beach. In February, they placed the same advertisement in the same magazine, but reduced the size of the ad. Sales of their products declined. What mistake did Steph make?

A) He was using novel stimuli in the advertisement, which are eventually ignored after about a month of exposure.

B) He should not have tried to advertise alcohol in February, a month where sales are typically low.

C) He should not have placed an advertisement two months in a row in the same magazine.

D) He forgot that the size of a magazine advertisement is important for commanding attention.

Answer: D Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

86) Which of the following may be effective in getting viewers to stop fast-forwarding past television ads recorded on their PVR? A) use enticing or novel commercials B) decrease ads' sound level below that of adjacent programs C) use a preventive or override command in ads D) keep commercials short, 10 seconds or less, so that they cannot be electronically identified Answer: A Type: MC Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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87) Perceptual ________ based on consumers' past experiences influence what they decide to process.

A) defences B) filters C) adaptation D) vigilance Answer: B Type: MC Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

88) Which of the following is NOT a technique that can be used to create contrast?

A) colour B) position C) novelty D) cost Answer: D Type: MC Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

89) Simple stimuli tend to be habituated to because they do not require attention to detail. This statement pertains to which factor that can lead to adaptation?

A) intensity B) duration C) discrimination D) exposure Answer: C Type: MC Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

90) Readership ad scores in magazines increase in proportion to the ________ of the ad.

A) size B) colour C) novelty D) cost Answer: A Type: MC Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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91) ________ refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

A) Attention B) Exposure C) Perception D) Sensation Answer: A Type: MC Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

92) ________ involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places.

A) Sensory marketing B) Stealth marketing C) Guerilla marketing D) Viral marketing Answer: C Type: MC Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

93) Volkswagen set up a series of outdoor marketing experiences where they put the "Fun Theory" to the test. This is basically the notion that if you make it fun, people will do it. In one example, VW installed musical keyboard bars as stairs in a subway station. This is an example of: A) sensory marketing.

B) stealth marketing.

C) guerilla marketing.

D) viral marketing.

Answer: C Type: MC Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

94) Most stimuli in the environment are noticed and registered by consumers.

Answer: FALSE Type: TF Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

95) Attention is the degree to which consumers focus on the stimuli that are within the range of their exposure.

Answer: TRUE Type: TF Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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96) Anne is reading a newspaper during five o'clock class. Although they would not normally notice an ad about a fast-food restaurant, they pay attention to this one because they are hungry.

This tendency for consumers to be more aware of stimuli that relate to their current or immediate needs is known as perceptual vigilance.

Answer: TRUE Type: TF Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

97) What is sensory overload? Give an example.

Answer: Sensory overload refers to the notion that consumers are exposed to far more information than they are able or willing to process.

Examples may vary. For example: In our society, much of this bombardment comes from commercial sources, and the competition for our attention is increasing steadily. The average adult is exposed to about 40 000 pieces of advertising information every single day. Many younger people in particular have developed the ability to multitask, or process information from more than one medium at a time as they attend to their cell phones, TV, instant messages, and so on. One study observed 400 people for a day and found that 96 percent of them were multitasking about a third of the time they were using media.

Type: ES Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

98) What is perceptual vigilance? Give an example.

Answer: Perceptual vigilance refers to the notion that consumers are more likely to be attentive to stimuli that relate to their current needs. These needs may be conscious or unconscious.

Examples may vary. For example: a consumer who rarely notices car ads will become very much aware of them when they are in the market for a new car. A bus shelter ad for a fast-food restaurant that would otherwise go unnoticed becomes relevant when one waits to catch the bus close to dinner time.

Type: ES Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

99) Using an example, explain what perceptual defence means.

Answer: Perceptual defence refers to the tendency for people to not pay attention to information they don't want to process. If a stimulus is threatening to us in some way, we may not process it or we may distort its meaning so that it is more acceptable.

Examples may vary. For example: a heavy smoker may block out images of cancer-scarred lungs because these vivid reminders hit a bit too close to home.

Type: ES Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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100) Using an example, explain the concept of adaptation.

Answer: Adaptation refers to the degree to which consumers continue to notice a stimulus over time. The process of adaptation occurs when consumers no longer pay attention to a stimulus because it is so familiar.

Examples may vary. For example: Almost like drug addiction, a consumer can become "habituated" and require increasingly stronger "doses" of a stimulus for it to continue to be noticed. For example, a consumer en route to work might read a billboard message when it is first installed, but after a few days it becomes part of the passing scenery.

Type: ES Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

101) Why must advertisers take care with the amount of detail offered to targeted customers? In your answer, refer to specific principles in the chapter.

Answer: There is no one right answer here, but consumers can be drawn from the discussion on attention. Consumers have limited capacity and cannot pay attention to everything or process large quantities of incoming information.

Attention refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

Although we live in an information society, it's possible to have too much of a good thing.

Consumers are often in a state of sensory overload; that is, they are exposed to far more information than they are able or willing to process. In our society, much of this bombardment comes from commercial sources, and the competition for our attention is increasing steadily. The average adult is exposed to about 40 000 pieces of advertising information every single day.

Many younger people in particular have developed the ability to multitask, or process information from more than one medium at a time as they attend to their social media, TV, instant messages, and so on. One study observed 400 people for a day and found that 96 percent of them were multitasking about a third of the time they were using media. Marketing researchers are struggling to understand this new condition as they try to figure out how to reach people who are doing many things at once.

Type: ES Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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102) Your company has been running the same magazine advertisement in Vogue for three months, and there is evidence that the advertisement is losing its effectiveness. Your boss, Gerri, comes to you asking you for advice on what the possible problem is and why it may have happened in such a short time. What do you tell them?

Answer: A good answer will discuss the notion of adaptation or the degree to which consumers continue to notice a stimulus over time. The process of adaptation occurs when consumers no longer pay attention to a stimulus because it is so familiar. Almost like drug addiction, a consumer can become "habituated" and require increasingly stronger "doses" of a stimulus for it to continue to be noticed. For example, a consumer en route to work might read a billboard message when it is first installed, but after a few days it becomes part of the passing scenery.

They could also discuss exposure: People tend to habituate to frequently encountered stimuli as the rate of exposure increases.

A better answer will also propose solutions to the problem. For example, the marketing can alter one of the elements that lead to adaptation processes.

Type: ES Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

103) Advertising has increasingly become less effective because of increased clutter. How can you, as the marketer, break through this clutter?

Answer: There are different ways that this question can be answered, but a good answer might discuss stimulus selection factors.

In general, stimuli that differ from others around them are more likely to be noticed (remember Weber's law). This contrast can be created in several ways: • Size: The size of the stimulus itself in contrast to the competition helps to determine whether it will command attention. Readership of a magazine ad increases in proportion to the size of the ad.

• Colour: As we've seen, colour is a powerful way to draw attention to a product or to give it a distinct identity. For example, Black & Decker has a line of tools called DeWalt targeted at the residential construction industry. The line is coloured yellow and black, instead of grey, which makes them stand out against other "dull" tools.

• Position: Not surprisingly, stimuli that are in places where we're more likely to look stand a better chance of being noticed. That's why the competition among suppliers to have their products displayed at eye level in stores is so heated. In magazines, ads that are placed toward the front of the issue, preferably on the right-hand side, also win out in the race to get readers' attention.

• Novelty: Communications that use novel stimuli or appear in unexpected places tend to grab our attention. These locations include the backs of shopping carts, public washrooms, and even on other consumers themselves. An example of novelty attracting consumers' attention is Naked Grape wine produced by Vincor. Point-of-sale and advertising taglines say "It takes confidence to go unoaked." Sales have soared for this wine.

Type: ES Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

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104) A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather from any individual stimulus, is: A) the holistic processing principle.

B) peripheral persuasion.

C) gestalt psychology.

D) stimulus integration theory.

Answer: C Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

105) Some years ago, McDonald's claimed that its Big Mac had "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun." Today if consumers hear "Two all-beef patties...," they laughingly play the game, completing the entire line of copy. Their participation illustrates the gestalt principle of: A) recency.

B) closure.

C) exposure.

D) completion.

Answer: B Type: MC Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

106) When a well-known spa redesigned the packaging for its line of spa products containing algae extracts with a "sea of green" look to unify all of its different offerings, it relied upon which principle of stimulus organization?

A) consistency B) experiential C) subjectivity D) similarity Answer: D Type: MC Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

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107) The relationship in which one part of a stimulus configuration dominates a situation, such as a visual field, while other aspects recede into the background, is called the ________ principle.

A) foreground-background B) onstage-offstage C) figure-ground D) dominant-recessive Answer: C Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

108) A Telus ad depicts a bright image of a parrot on a stark white background. This is an example of which principle?

A) foreground-background B) onstage-offstage C) figure-ground D) dominant-recessive Answer: C Type: MC Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

109) The way the marketer wants the brand to be viewed by the consumers is referred to as: A) a positioning strategy.

B) market segmentation.

C) consumer profiling.

D) exposure.

Answer: A Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

110) While most automobile companies want to be viewed as being stylish or safe, Subaru appealed to dog owners in a series of innovative advertisements. This was part of Subaru's: A) positioning strategy.

B) market segmentation.

C) consumer profiling.

D) primary research.

Answer: A Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

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111) The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as: A) segmentation.

B) marketing mix.

C) product icons.

D) positioning.

Answer: D Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

112) When L'Oreal promotes the fact that they offer a high quality product for a lower price, they are positioning on: A) price leadership.

B) specific attributes.

C) product class.

D) occasions.

Answer: A Type: MC Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

113) When Terry's promotes their orange-flavoured chocolate as a Christmas treat, they are positioning on: A) price leadership.

B) specific attributes.

C) product class.

D) occasions.

Answer: D Type: MC Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

114) In consumer behaviour, the concept behind a product's market position implies that: A) the evaluation of a product is based on what it means to a person rather than what it does.

B) the evaluation of a product is based on what it does for a person rather than what it means.

C) the top-selling brand in a product category always has a stronger market position.

D) price is the most important "P" to consider when formulating a marketing strategy.

Answer: A Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

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115) When Jaye, a typical shopper, looks at a search page, their eye travels across the top of the search result, returns to the left of the screen, and they travel down to the last item shown without scrolling. Marketers refer to this as the: A) golden triangle.

B) sweet spot.

C) attention zone.

D) sales position.

Answer: A Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

116) Perception of a brand comprise both its functional attributes and its ________ attributes.

A) sensory B) symbolic C) marketing D) dominant Answer: B Type: MC Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

117) The name Pepsi-Cola can communicate expectations about product attributes by activating a schema.

Answer: TRUE Type: TF Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

118) Craig believes that people derive meaning from something by isolating the individual stimuli that make it up. His view is consistent with that of gestalt.

Answer: FALSE Type: TF Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

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119) The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example, Coca-Cola, Sprite, and A&W Root Beer are all "carbonated soft drinks."

Answer: TRUE Type: TF Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

120) What is Gestalt psychology?

Answer: These principles are based on work in Gestalt psychology, a school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than from any individual stimulus. The German word gestalt means, roughly, "whole," "pattern," or "configuration," a perspective best summarized by the saying "the whole is greater than the sum of its parts."

Type: ES Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

121) What is the principle of closure?

Answer: The gestalt principle of closure implies that consumers tend to perceive an incomplete picture as complete. That is, we tend to fill in the blanks based on our prior experience.

Type: ES Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

122) What is the principle of similarity?

Answer: The principle of similarity tells us that consumers tend to group together objects that share similar physical characteristics; that is, they group like items into sets to form an integrated whole.

Type: ES Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

123) What do marketers mean when they talk about their "positioning strategy"?

Answer: A positioning strategy—the way the marketer wants the brand to be viewed in the eyes of the consumer—is a fundamental part of a company's marketing efforts as it uses elements of the marketing mix (product design, price, distribution, and marketing communications) to influence the consumer's interpretation of the brand's meaning.

Type: ES Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

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124) What is repositioning? Give an example.

Answer: Repositioning refers to marketers changing their positioning strategy over time in a way that updates the brand's image for an evolving market.

Examples may vary. For example: Volvo was beginning to be seen as a brand for an older demographic and was positioned heavily on the safety dimension. In an attempt to update their image they have signed an endorsement deal with Jeremy Lin, a young NBA player with a Chinese-American heritage. Not only does this help create a more youthful brand image, but it will likely carry some appeal in the large Chinese market.

Type: ES Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

125) What is the main perspective of gestalt psychology? Compare and contrast principle of closure, principle of similarity, and figure-ground principle.

Answer: Gestalt psychology is a school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than from any individual stimulus. The German word gestalt means, roughly, "whole," "pattern," or "configuration," a perspective best summarized by the saying "the whole is greater than the sum of its parts." A piecemeal perspective that analyzes each component of the stimulus separately will be unable to capture the total effect.

All three principles have in common the assumption that consumers' interpretations of events are based on the overall whole, rather than the individual components of the stimulus.

The gestalt principle of closure implies that consumers tend to perceive an incomplete picture as complete. That is, we tend to fill in the blanks based on our prior experience. This principle explains why most of us have no trouble filling in the blanks in an incomplete message or reading a neon sign even if one or two of its letters are burned out.

The principle of similarity tells us that consumers tend to group together objects that share similar physical characteristics; that is, they group like items into sets to form an integrated whole. Green Giant relied on this principle when the company redesigned the packaging for its line of frozen vegetables. It created a "sea-of-green" look to unify all of its different offerings.

Another important gestalt concept is the figure-ground principle, in which one part of a stimulus will dominate (the figure) while other parts recede into the background. This concept is easy to understand if one thinks of a photograph with a clear and sharply focused object (the figure) in the centre. The figure is dominant, and the eye goes straight to it. The parts of the configuration that will be perceived as figure or ground can vary, depending on the individual consumer as well as other factors.

Type: ES Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

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Consumer Behaviour, 9Ce (Solomon) Chapter 3 Learning and Memory 1) ________ refers to a relatively permanent change in behaviour that is caused by experience.

A) Learning B) Memory C) Perception D) Motivation Answer: A Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

2) Casual, even unintentional, acquisition of knowledge is called: A) incidental learning.

B) piggybacking.

C) stimulus-response connections.

D) accidental knowledge.

Answer: A Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

3) Juan, while out cycling in Vancouver one day, found themselves humming a jingle for farm tractors that they had heard on the radio. They found this surprising, as they had absolutely no interest in farming or tractors. This acquisition of knowledge is known as: A) vicarious observation.

B) psychological stimulation.

C) subliminal perception.

D) incidental learning.

Answer: D Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

4) What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but, over time, also causes a similar response because of its association with the first stimulus?

A) operant conditioning B) learned pairing phenomenon C) instrumental conditioning D) classical conditioning Answer: D Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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5) Another word for learning would be: A) masked behaviour.

B) modelling.

C) activation.

D) conditioning.

Answer: D Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

6) For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax clothing store. Karla decided to go and check out the sale as a result of the ads. We would conclude that ________ has occurred.

A) vicarious learning B) coordinated repetition C) brand loyalty D) learning Answer: D Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

7) In Pavlov's famous physiological experiments with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard the bell only. What was the conditioned stimulus?

A) skeletal nervous system B) salivation C) meat powder D) bell Answer: D Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

8) You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show. While you are at the grocery store, you see a bottle of Coca-Cola and smile uncontrollably at the products. What is this an example of?

A) classical conditioning B) instrumental conditioning C) subliminal perception D) incidental learning Answer: A Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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9) If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"), they will feel hungry for some in the future when they merely hear the brand name. Their hunger is an example of a: A) conditioning trial.

B) conditioned response.

C) conditioned cue.

D) voluntary action.

Answer: B Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

10) Nat thought of themselves as a very successful marketer. They created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that, in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, customer demand began to decrease as the competitor's product became more successful. What characteristic of learning was ruining Nat's apparent success?

A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo and the quality of the product.

B) Customers confused Nat's logo with the logo of Nat's competitor, thus cognitive learning was incomplete and Nat lost customers.

C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Nat's competitor used a variable-ratio schedule.

D) Nat never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo.

Answer: A Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

11) When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products, they sent her their competition's products to use instead. Coach was trying to: A) promote a brand extension.

B) encourage observational learning.

C) weaken the associative learning that may have occurred.

D) encourage cognitive transfer between the two brands.

Answer: C Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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12) Classical conditioning is a form of: A) behaviour manipulation.

B) operant learning.

C) instinct learning.

D) associative learning.

Answer: D Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

13) Neutrogena is a well-known brand of shampoo sold in a distinctively shaped unbreakable bottle. A major Toronto store sells shampoo in a nearly identical-looking bottle with its own name on it. Consumers who purchase the private label brand assuming it shares the product attributes of Neutrogena are showing the influence of: A) stimulus discrimination.

B) extinction.

C) unconditioned stimulus.

D) stimulus generalization.

Answer: D Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

14) Research shows that a car manufacturer, Grey Motors, is perceived as being "old" by young consumers. To overcome this issue they create a new product line, Flash, and in their advertising materials hide all associations with Grey Motors. This is an example of: A) activation.

B) brand loyalty.

C) brand equity.

D) masked branding.

Answer: D Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

15) Why do companies use the masked branding strategy?

A) to create discernible brand extensions B) to confuse customers into buying their product instead of buying their competitor's product C) to deliberately hide a product's true origin D) to facilitate a penetration-pricing strategy Answer: C Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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16) Repeated pairings of stimuli over time may lead to a certain level of association, but when the pairings are only occasionally presented, the prior linking effects may disappear completely.

This is called: A) cue-dependent forgetting.

B) decay.

C) retro-conditioning.

D) extinction.

Answer: D Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

17) A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial, which showed its latte followed by a jingle, had aired for a month on popular television stations. This commercial was not successful because: A) television advertising is not an effective medium for promoting coffee.

B) jingles are not effective at creating conditioned responses to brands.

C) the commercial should have played the jingle before showing the latte.

D) the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

Answer: C Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

18) The Kraft Heinz Company markets different food products such as ketchup, pickles, and mustard, all using the Heinz brand name. This is known as: A) family branding.

B) synchronous branding.

C) common branding.

D) differentiated branding.

Answer: A Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

19) Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as: A) product association.

B) product knock-offs.

C) licensing.

D) allowable franchising.

Answer: C Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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20) Encore Bacon is an economy product that attempts to imitate Maple Leaf Bacon, a premium product. This would be known as: A) unfair competition.

B) look-alike packaging.

C) competitive variation.

D) stimulus-response distortion.

Answer: B Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

21) The Kraft Heinz Company is considering getting into the toilet paper business, which would be a new product line for them. This strategy is known as: A) product modification.

B) family branding.

C) corporate repositioning.

D) product line extension.

Answer: B Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

22) Which of the following is NOT a marketing strategy based upon stimulus generalization?

A) look-alike packaging B) masked branding C) product line extensions D) family branding Answer: B Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

23) ________ learning occurs as a result of reward or punishment received ________ the desired behaviour.

A) Instrumental; preceding B) Instrumental; following C) Associative; preceding D) Associative; following Answer: B Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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24) A consumer learns not to perform responses that lead to: A) negative reinforcement.

B) punishment.

C) extinction.

D) wearout.

Answer: B Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

25) Frequency marketing reinforces the behaviour of regular purchasers by giving them prizes: A) with values that increase along with the amount purchased.

B) once they have reached the right frequency of purchase.

C) on a variable ratio of reinforcement.

D) with a fixed-interval reinforcement.

Answer: A Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

26) Cognitive learning theory stresses the importance of mental processes and the role of: A) interference.

B) decay.

C) creativity.

D) IQ. Answer: C Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

27) ________ capitalizes on the desire for people to achieve increasing levels of mastery at tasks.

A) Punishment B) Negative reinforcement C) Frequency marketing D) Gamification Answer: D Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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28) The main difference between instrumental and classical conditioning is: A) under classical conditioning, people learn deliberately, while under instrumental conditioning, people learn involuntarily.

B) under classical conditioning, people learn by watching the actions of others, while under instrumental conditioning, people learn involuntarily.

C) under classical conditioning, people learn involuntarily, while under instrumental conditioning, people learn by associating behaviours with rewards and punishments.

D) based on the degree to which people are exposed to a stimulus.

Answer: C Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

29) During the first three months after their launch of a new peanut butter product, a company uses a successive series of techniques such as give-aways, supermarket demonstration and tastings, and finally coupons for 15 percent off the retail price. This is illustrative of a process called: A) stimulus reward.

B) shaping.

C) negative reinforcement.

D) cognitive awareness.

Answer: B Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

30) Jess has decided to purchase a new, long-lasting form of lipstick that has a distinctive look.

Many friends compliment them on how good it looks on them. Jess will probably keep buying this due to: A) hedonistic consumption.

B) unconditioned response.

C) social justification.

D) positive reinforcement.

Answer: D Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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31) Some drug and grocery stores have cards whereby customers can collect points for purchases. Certain levels of points result in some sort of reward. This is an example of which kind of reinforcement?

A) fixed-interval B) fixed-ratio C) variable-interval D) variable-ratio Answer: B Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

32) The belief that if you gamble long enough (e.g., on a slot machine), you will eventually win, shows an understanding of which type of reinforcement scheduling?

A) fixed-interval B) fixed-ratio C) variable-interval D) variable-ratio Answer: D Type: MC Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

33) If gambling is maintained by variable-ratio reinforcement, what type of reinforcement would best characterize fishing?

A) fixed-interval B) variable-interval C) fixed-ratio D) mixed-ratio Answer: B Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

34) Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving them prizes that increase as they increase their purchases. This is known as a form of: A) frequency marketing.

B) stimulus reward.

C) conspicuous consumption.

D) uncontrolled purchases.

Answer: A Type: MC Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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35) When we respond to internal events, behavioural learning has occurred.

Answer: FALSE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

36) Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes that take place there.

Answer: FALSE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

37) Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

Answer: FALSE Type: TF Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

38) Extinction occurs when a CS is no longer matched with a UCS. This implies that extinction results from learning and not from memory loss.

Answer: TRUE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

39) Advertising wearout usually occurs after the first presentation of an ad.

Answer: FALSE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

40) Learning is a relatively permanent change in behaviour that is caused by experience.

Answer: TRUE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

41) Research indicates that it is possible for learning to occur by observation and when we are not trying.

Answer: TRUE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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42) The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

Answer: FALSE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

43) Masked branding usually involves representing a brand in a similar way to a competitor's brand.

Answer: FALSE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

44) Licensing is one form of stimulus generalization applied to marketing strategy.

Answer: TRUE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

45) Matthew served a new wine cooler to guests who complimented his choice. Matthew will be likely to buy that brand again because he now knows that guests will praise his choice. His learning is an example of operant conditioning.

Answer: TRUE Type: TF Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

46) Negative reinforcement occurs when a response is followed by unpleasant events, thereby decreasing the likelihood that a behaviour will be repeated.

Answer: FALSE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

47) "Shaping" is the term used for learning by imitating the behaviour of others.

Answer: FALSE Type: TF Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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48) People who play slot machines play and play and play; this behaviour is difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called "variable-interval reinforcement."

Answer: FALSE Type: TF Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

49) Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

Answer: Either real or virtual experience causes learning: - An experience could directly involve or affect the learner.

- A deliberate effort could be made to use an experience in learning.

- Learning could be caused by vicarious experiences, from observing events that affect others.

- The experience could be incidental, causing a casual acquisition of knowledge even when one was not specifically intending to learn. Learning based upon experience can range from simple associations to complex cognitive activities and relationships.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

50) Define what classical conditioning is and explain why it is important to marketers.

Answer: Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this second stimulus causes a similar response because it is associated with the first stimulus. This is important to marketing because a product that is originally neutral can be paired over time with another product that produces an emotion-inducing response.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

51) Give an example of classical conditioning, listing the correct terminology for the elements in the process.

Answer: May vary given the example used.

Pavlov induced classically conditioned learning by pairing a neutral stimulus (a bell) with a stimulus known to cause a salivation response in dogs (he squirted dried meat powder into their mouths). The powder was an unconditioned stimulus (UCS) because it was naturally capable of causing the response. Over time, the bell became a conditioned stimulus (CS); it did not initially cause salivation, but the dogs learned to associate the bell with the meat powder and began to salivate at the sound of the bell only. The drooling, caused by a sound now linked to feeding time, was a conditioned response (CR).

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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52) Explain what behavioural learning theory is. What do learning theorists mean by the term "black box"?

Answer: Behavioural learning theories assume that learning takes place as the result of responses to external events, as opposed to internal thought processes.

Two types of behavioural learning are classical conditioning and operant conditioning.

Psychologists who subscribe to this viewpoint do not focus on internal cognitive processes.

Instead, they approach the mind as a "black box" that cannot be directly investigated and emphasize the observable aspects of behaviour. These observable aspects consist of things that go into the box (the stimuli or events perceived from the outside world and things that come out of the box (the responses or reactions to these stimuli). Take, for example, a McDonald's Big Mac as the stimulus and salivating in reaction to this as a response.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

53) A large food manufacturer is about to launch a new cereal brand. How could it use the theory of classical conditioning to help form positive associations with its product?

Answer: Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this second stimulus causes a similar response because it is associated with the first stimulus.

In the cereal example, students should identify the different components of classical conditioning. For example, an image of a bowl of cereal could is the original stimulus that does not evoke a response on its own (conditioned stimulus). This could be paired with upbeat music (unconditioned stimulus) that naturally evokes the response of positive feelings (unconditioned response) over multiple pairings. After multiple pairings, once the unconditioned stimulus is removed and consumers will see the cereal alone and it will evoke positive feelings (conditioned response).

Type: ES Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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54) An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Answer: • Unconditioned Stimulus (UCS): the stimulus that produces the unconditioned response without previous conditioning (e.g., happy music).

• Unconditioned Response (UCR): the automatic response to the unconditioned stimulus (e.g., positive feelings).

• Conditioned Stimulus (CS): a previously neutral stimulus that has through conditioning acquired the capacity to evoke a conditioned response (e.g., the digital camera).

• Conditioned Response (CR): is the learned reaction to the conditioned stimulus that occurs because of previous conditioning (e.g., positive feelings).

• By pairing the UCS together with the CS on several occasions, over time the CS (digital camera) should lead to conditioned response (positive feelings) even when the original UCS is removed (happy music).

Type: ES Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

55) Give examples of two ways in which marketers use stimulus generalization.

Answer: May vary depending on which examples are used.

Four ways: 1) family branding 2) product-line extension 3) licensing 4) look-alike packaging Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

56) What is stimulus generalization and why it important to marketers?

Answer: Stimulus generalization refers to the tendency of stimuli similar to a CS to evoke similar conditioned responses. People react to other similar stimuli in much the same way as they respond to an original stimulus. A drugstore's bottle of private-brand mouthwash deliberately packaged to resemble Listerine mouthwash may evoke a similar response among consumers who assume that this "me-too" product shares other characteristics of the original.

By using stimulus generalization, companies are able to capitalize on consumers' positive associations with its existing brand. This helps the company showcase and advertise their new product by relating it to a similar product with positive associations.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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57) Define masked branding and provide an example.

Answer: May vary depending on example used.

Masked branding is a strategy that hides a product's origins; it is an example of stimulus discrimination. Volkswagen hides the fact that they produce both Volkswagen and Lamborghini cars since the two brands are marketed to different segments of consumers.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

58) Define stimulus discrimination. Why it is important to marketers?

Answer: Stimulus discrimination occurs when a conditioned stimulus is not followed by an unconditioned stimulus. Stimulus discrimination helps manufacturers of well-established brands to urge consumers not to buy cheap imitations because the results will not be what they expect.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

59) Why do marketers have to be worried about "overexposing" the product? Give an example of such a phenomenon.

Answer: May vary depending on the example used.

Overexposing a product can lead to advertising wearout, which has occurred when consumers no longer pay attention to the marketing stimulus. An example of this when a product is shown too many times during a television show. This causes consumers to no longer pay attention to the commercial and focus their attention on something else.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

60) What is behavioural learning theory?

Answer: Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this second stimulus causes a similar response because it is associated with the first stimulus.

Operant or instrumental conditioning occurs as the person learns to perform behaviours that produce positive outcomes and avoid those that result in negative outcomes. While classical conditioning involves the pairing of two stimuli, instrumental learning occurs when reinforcement is delivered following a response to a stimulus.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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61) Compare and contrast two types of learning that would be classified as behavioural learning.

Answer: Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this second stimulus causes a similar response because it is associated with the first stimulus.

Operant or instrumental conditioning occurs as the person learns to perform behaviours that produce positive outcomes and avoid those that result in negative outcomes. While classical conditioning involves the pairing of two stimuli, instrumental learning occurs when reinforcement is delivered following a response to a stimulus.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

62) What is instrumental learning? Why is this important to marketers?

Answer: Instrumental or operant learning occurs when an individual learns to perform behaviours that produce positive outcomes and avoid negative outcomes. It is important to marketing because markets can encourage consumers toward desired responses and encourage them to avoid undesired responses.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

63) What are the three methods used in instrumental conditioning? Provide an example of each.

Answer: May vary depending on the example used.

The three forms of instrumental conditioning are positive reinforcement, negative reinforcement, and punishment. Giving a dog a treat for performing a trick is an example of positive reinforcement. Taking a shower and getting rid of the bad smell is an example of a negative reinforcement. Getting yelled at by a boss after doing a job poorly is an example of a punishment.

Type: ES Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

64) List the four types of learning schedules. Give one marketing example and identify which type of schedule it is.

Answer: May vary depending on example used.

The four learning schedules are fixed-ratio reinforcement, variable-ratio reinforcement, fixedinterval reinforcement, and variable-interval reinforcement. An example of a variable-ratio reinforcement is Tim Hortons's Roll up the Rim to Win. The number of times you win is dependent on how many cups of coffee you get; however, the consumer is not sure how many responses are required before the reinforcement is given.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

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65) Define frequency marketing and provide an example of it.

Answer: May vary depending one example used.

Frequency marketing is a technique that reinforces the behaviour of regular purchasers by giving them prizes with values that increase along with the amount purchased. An example of this is frequent-flyer programs that reward loyal customers with free trips and merchandise.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

66) Variable reinforcements result in behaviour that is more difficult to extinguish than that reinforced by fixed schedules. Why? Give an example.

Answer: May vary depending on example used.

Variable reinforcement schedules reward the consumer after a variable (not consistent) amount of time (variable-interval reinforcement) or number of responses (variable-ratio reinforcement).

A good answer will note that an element of variable reinforcement schedules is that the consumer does not know how much time/many responses are required. People in such situations tend to respond at very high and steady rates because the rewarded response could occur at any time, and this type of behaviour is very difficult to extinguish.

An example of this is the Tim Hortons Roll Up the Rim to Win campaign. Consumers' chances of winning are based on a behaviour (buying a cup of coffee), but the consumer is not certain how many times he or she must engage in the behaviour before getting the reward—anything from a free donut to a Toyota Camry Hybrid.

Type: ES Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

67) Car ads featuring attractive people have been found to be effective because the people are: A) modelling.

B) masking other effects.

C) vicarious.

D) a trigger feature.

Answer: D Type: MC Skill: Concept Objective: L3-02 Cognitive learning theories influence consumer behaviour.

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68) According to the definition of learning, how could a researcher ever show that learning had taken place in a subject?

A) only by asking the subject if he or she had learned something B) by measuring a behavioural change that could directly be tied to a previous experience C) by measuring the brainwave pattern of the subject D) through the process of elimination—by showing that the person had not learned through classical or instrumental conditioning Answer: B Type: MC Skill: Application Objective: L3-02 Cognitive learning theories influence consumer behaviour.

69) People apparently do process at least some information in an automatic, passive way, which is a condition that has been termed: A) mindlessness.

B) the trigger feature.

C) modelling.

D) unconscious learning.

Answer: A Type: MC Skill: Concept Objective: L3-02 Cognitive learning theories influence consumer behaviour.

70) On their first visit to China, Jaye did not know how to pay for the produce they had selected at a market. They watched several locals pay for their selections and then Jaye copied their behaviour. This is an example of: A) motivated learning.

B) retrieval learning.

C) modelling.

D) automatic conditioning.

Answer: C Type: MC Skill: Application Objective: L3-02 Cognitive learning theories influence consumer behaviour.

71) Because cognitive learning has to do with thought, it is not necessary to demonstrate a change in behaviour to measure cognitive learning.

Answer: FALSE Type: TF Skill: Concept Objective: L3-02 Cognitive learning theories influence consumer behaviour.

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72) Children who are exposed to new methods of aggression in television shows (e.g., by cartoon heroes) may try to use these behaviours themselves at a later time. This form of learning is termed "modelling."

Answer: TRUE Type: TF Skill: Concept Objective: L3-02 Cognitive learning theories influence consumer behaviour.

73) What is observational learning? Provide an example.

Answer: May vary depending on example used.

Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviours. An example is a child seeing that an older child washing the dishes receives praise. The younger child does the same to get the same praise.

Type: ES Skill: Concept Objective: L3-02 Cognitive learning theories influence consumer behaviour.

74) What is observational learning? How is it related to the notion of cognitive learning?

Answer: Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviours; learning occurs as a result of vicarious rather than direct experience. Importantly, while behavioural learning theories propose that individuals must directly experience the stimuli that influence their behaviours, only cognitive learning theories can account for vicarious learning effects. This type of learning is a complex cognitive process; people store these observations in memory as they accumulate knowledge, perhaps using this information at a later point to guide their own behaviours.

Type: ES Skill: Application Objective: L3-02 Cognitive learning theories influence consumer behaviour.

75) What are the four conditions of observational learning?

Answer: 1) The consumer's attention must be directed toward the appropriate model.

2) The consumer must remember what the model says or does.

3) The consumer must convert this information into action.

4) Finally, the consumer must be motivated to perform these actions.

Type: ES Skill: Concept Objective: L3-02 Cognitive learning theories influence consumer behaviour.

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76) Perfume ads often show people getting attention and receiving compliments, apparently because of the perfume they are wearing. Bryce figured out that they were likely to get similar attention if they acted in a similar manner as the people in the ads and used that perfume. In what learning process is Bryce engaging and will it be effective?

Answer: This is an example of observational learning. Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviours; learning occurs as a result of vicarious rather than direct experience. Importantly, while behavioural learning theories propose that individuals must directly experience the stimuli that influence their behaviours, cognitive learning theories can account for vicarious learning effects.

This type of learning is a complex cognitive process; people store these observations in memory as they accumulate knowledge, perhaps using this information at a later point to guide their own behaviours. This process of imitating the behaviour of others is called modelling.

Type: ES Skill: Application Objective: L3-02 Cognitive learning theories influence consumer behaviour.

77) ________ is the process of acquiring information and storing it over time so that it will be available when needed.

A) Learning B) Memory C) Perception D) Motivation Answer: B Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

78) The process of acquiring information and storing it over time so that it will be available when needed is: A) information acquisition.

B) memory.

C) retrieval.

D) chunking.

Answer: B Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

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79) The type of memory that processes stimuli by such attributes as their colour, taste, smell, or shape is relying on: A) physiological memory.

B) sensory meaning.

C) semantic meaning.

D) episodic memory.

Answer: B Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

80) Memory based upon the symbolic associations that consumers make between ideas and product use (e.g., that virile men drive sports cars) is typically a function of: A) physiological memory.

B) external memory.

C) semantic meaning.

D) episodic memory.

Answer: C Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

81) According to the information-processing perspective, an attentional gate: A) bridges access from the external world to the sensory memory, the first level of attention.

B) connects the episodic memory to the "storehouse" of flashbulb memory.

C) links sensory memory to long-term memory.

D) links sensory memory to short-term memory.

Answer: D Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

82) "Working memory" is another name for: A) episodic memory.

B) short-term memory.

C) sensory memory.

D) elaborative rehearsal.

Answer: B Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

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83) Combining small pieces of information into larger ones to help in processing is called: A) collapsing.

B) chunking.

C) elaborative rehearsing.

D) retrieving evoked set.

Answer: B Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

84) A group of products recalled by consumers as sharing some attribute or quality are called: A) a recognition product set.

B) a previously purchased set.

C) a stimulated set.

D) an evoked set.

Answer: D Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

85) In memory, energy spreads across nodes of varying levels of abstraction. This process is called: A) cognitive transfer.

B) need-cue memory recall.

C) node transfer.

D) spreading activation.

Answer: D Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

86) Activation models of memory consider that knowledge is coded at varying levels of complexity. The lowest level of complexity, stored in nodes, is called: A) meaning concepts.

B) propositions.

C) schemas.

D) scripts.

Answer: A Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

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87) Shivangi has learned to expect a certain sequence of events when she goes to the doctor. She may become uncomfortable if the actual service differs from the: A) meaning concept.

B) proposition.

C) intention.

D) script.

Answer: D Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

88) In analogical learning, the existing product is called the ________ and the new product is called the ________.

A) node; link B) link; target C) base; target D) target; link Answer: C Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

89) To facilitate consumer learning, BC Hydro compares wasting energy to wasting other things like time and water. BC Hydro is hoping that ________ will occur.

A) rote learning B) analogical learning C) classical conditioning D) observational learning Answer: B Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

90) The beer company chose to advertise during a TV drama because of all of the following EXCEPT: A) pacing in some sports allows attention to wander.

B) the environment of the message affects recall.

C) shows with continuous activity fare better for recall.

D) shows punctuated with a series of acts are good for recall.

Answer: D Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

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91) When Gio thinks of soft drinks they immediately think of Coca-Cola. For Gio, Coca-Cola is a ________ brand.

A) spontaneous B) state-dependent C) triggered D) salient Answer: D Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

92) Jag can recall their social insurance number quite easily because they group the numbers into three sets. This illustrates how ________ can facilitate the memory process.

A) elaboration B) rehearsal C) salience D) chunking Answer: D Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

93) Lane was required to do a research project for a marketing class. They selected 100 people and put them into two groups at random. Everyone in both groups tasted a candy made in Turkey. The candy was not as sweet as the subjects expected. The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey. The second group did not see the ad. According to the postexperience advertising effect, what difference between the two groups should Lane expect?

A) Both groups will report the candy as being not sweet.

B) The first group will state that the candy is sweeter than will the second group.

C) The second group will state that the candy is sweeter than will the first group.

D) The postexperience advertising effect would give Lane no information to form an expectation.

Answer: B Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

94) Deliteful Donuts mentions its main competitor in its ads. This can result in: A) recognition and recall.

B) poorer recall for its own brand.

C) improving the recall of the other brand.

D) the von Restorff effect.

Answer: B Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

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95) Some learning theorists maintain that forgetting takes place only through interference, but that decay strengthens the ability of one piece of information to interfere with another. If this is true, which of the following would you expect to find?

A) Retroactive and proactive interference would be equally strong as agents of forgetting.

B) Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one.

C) Retroactive interference would be stronger for an old memory than would proactive interference.

D) A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday.

Answer: C Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

96) The Campbell Soup Company started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of: A) nostalgia.

B) the "wonder years" effect.

C) persuasive embed.

D) recognition.

Answer: A Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

97) One way marketers can trigger nostalgia in an individual is by: A) increasing brand equity.

B) having the marketer's product present in their evoked set.

C) introducing a retro brand.

D) creating a new fashionable trend.

Answer: C Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

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98) Mel knows that when they go to the dentist they must make an appointment, show up on time, bring proof of insurance, and have their teeth cleaned before any other dental services will be performed. With respect to their visit to the dentist, Mel has learned a knowledge technique known as a: A) service script.

B) punishment-avoidance technique.

C) competitive-distinction process.

D) maturation process.

Answer: A Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

99) With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

A) Verbal and pictorial cues are basically equal.

B) Verbal cues are stronger over time.

C) Information presented in picture form is more likely to be recognized later.

D) Information presented in verbal form is more likely to be recognized later.

Answer: C Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

100) How are unipolar emotions and mixed emotions different?

A) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative.

B) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components.

C) Mixed emotions lead to better recall of a situation than unipolar emotions.

D) They are not different. They refer to the same thing.

Answer: A Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

101) With respect to the information-processing approach to memory formulation, in the ________ stage, information is entered in a way the system will recognize.

A) storage B) retrieval C) encoding D) decoding Answer: C Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

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102) In the information-processing approach to memory, one could think of the result of the storage stage as being similar to a: A) wheel.

B) warehouse.

C) boomerang.

D) kaleidoscope.

Answer: B Type: MC Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

103) In the information-processing approach to memory, ________ refers to how the mind accesses information.

A) storage B) retrieval C) encoding D) decoding Answer: B Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

104) ________ memories are memories for events that are personally relevant.

A) Semantic B) Sensory C) Episodic D) Narrative Answer: C Type: MC Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

105) Contemporary research assumes that the mind processes, stores, and recalls some data in ways similar to a computer.

Answer: TRUE Type: TF Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

106) Individual cognitive or physiological factors are responsible for some of the differences in retrieval ability among people.

Answer: TRUE Type: TF Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

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107) How does encoding help determine how a memory will be represented? Provide an example of this.

Answer: May vary depending on example used.

Encoding involves linking new information to existing knowledge to make the new information more meaningful. An example is when brand names link to a physical characteristic of a product, as when a person says Ford, one might think of a Ford Mustang or a Ford F-150.

Type: ES Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

108) Identify the three components of the memory system.

Answer: There are three parts to the memory system: sensory, short term, and long term.

Type: ES Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

109) What is an associative network model?

Answer: Associative network models propose that an incoming piece of information is stored in a network containing bits of information organized according to some relation to each other.

Type: ES Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

110) What is nostalgia? How do marketers use nostalgia?

Answer: Nostalgia is a bittersweet emotion in which the past is viewed with both sadness and longing. Marketers often link their products to nostalgic events or bring back retro-products that invoke a sense of nostalgia on the part of consumers.

Type: ES Skill: Concept Objective: L3-03 The memory process works to influence consumer behaviour.

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111) Dove wants to encourage consumer recognition and recall of their new line of hair-care products. Given what you know about the consumer memory process, how would you meet the brand's goals?

Answer: Students may draw upon various of pieces of information to answer this question. For example, as a general rule, prior familiarity with an item enhances its recall. Indeed, this is one of the basic goals of marketers who are trying to create and maintain awareness of their products.

The more experience a consumer has with a product, the better use that person is able to make of product information. However, repeating the exact same message too frequently may decrease consumer attention. Thus, Dove might want to ensure repetition of the message while changing the creative execution of the message when appealing to consumers.

The salience of a brand can also improve recognition and recall. This refers to the brand's prominence or level of activation in memory. Almost any technique that increases the novelty of a stimulus also improves recall. Thus Dove would want to engage in distinctive advertising that makes it stand out from the crowd.

In addition, people tend to recall pictorial versus verbal cues. Visual aspects of an ad are more likely to grab a consumer's attention and to be recalled.

Type: ES Skill: Application Objective: L3-03 The memory process works to influence consumer behaviour.

112) The two basic measures of advertising impact used in the industry are: A) power and persuasiveness.

B) readership and remembrance.

C) recognition and recall.

D) reliability and recall.

Answer: C Type: MC Skill: Concept Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

113) Donalda was stopped in the mall by a market researcher, who asked them what ads they had seen on social media the evening before. This is an example of: A) recognition tests.

B) short-term memory tests.

C) recall tests.

D) observational learning tests.

Answer: C Type: MC Skill: Application Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

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114) In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

A) recall B) recognition C) remembrance D) recovery Answer: B Type: MC Skill: Application Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

115) In advertising research, a tendency of consumers to use middle values of a range, omitting extremes, to express their ratings is known as: A) normative social behaviour.

B) averaging.

C) identification.

D) compensating.

Answer: B Type: MC Skill: Concept Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

116) The market researcher showed Kim five ads for a new product. Kim, wanting to please the researcher, agreed that they had seen four of the ads, even though two of them were bogus ads.

This is an example of: A) omitting bias.

B) averaging bias.

C) telescopic bias.

D) response bias.

Answer: D Type: MC Skill: Application Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

117) Gurpeet was asked to conduct a recall test of a sample of potential customers. They did this correctly by showing ads one at a time and asking each respondent if they had seen it before.

Answer: FALSE Type: TF Skill: Application Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

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118) When Max is asked to participate in market research surveys, they have a tendency to try and please the researcher. Max's behaviour is a form of response bias.

Answer: TRUE Type: TF Skill: Application Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

119) What is the difference between recall and recognition measures of consumer memory?

Answer: Two basic measures of impact are recognition and recall. In the typical recognition test, subjects are shown ads one at a time and asked whether they have seen them before. In contrast, free-recall tests ask consumers to think independently of what they have seen, without being prompted for this information first; obviously, this task requires greater effort on the part of respondents.

Type: ES Skill: Concept Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

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120) Gabe, a marketing director for a movie production company, is planning to study the effectiveness of some recently released trailers for one of its upcoming films. What are some potential measurement problems they should be aware of?

Answer: If Gabe wished to ask consumers to recall their reactions to the commercials there are several issues they should be aware of.

Response Biases—Results obtained from a measuring instrument are not necessarily caused by what is being measured, but rather to something else about the instrument or the respondent. This form of contamination is called a response bias. For example, people tend to give "yes" responses to questions, regardless of what is asked. In addition, consumers are often eager to be "good subjects" by pleasing the experimenter. They will try to give the responses they think the experimenter is looking for. In some studies, the claimed recognition of bogus ads (ads that have not been seen before) is almost as high as the recognition rate of real ads.

Memory Lapses—People are also prone to unintentionally forgetting information. Typical problems include omitting (the leaving out of facts), averaging (the tendency to "normalize" things and not report extreme cases), and telescoping (the inaccurate recall of time). These distortions call into question the accuracy of various product usage databases that rely on consumers to recall their purchases and consumption of food and household items. In one study, for example, people were asked to describe what portion of various foods—small, medium, or large—they ate in a normal meal. However, different definitions of medium were used (e.g., 3/4 cup versus 1-1/2 cups). Regardless of the measurement specified, about the same number of people claimed they normally ate medium portions.

Memory for Facts versus Feelings—Although techniques are being developed to increase the accuracy of memory scores, these improvements do not address the more fundamental issue of whether recall is necessary for advertising to have an effect. In particular, some critics argue that these measures do not adequately tap the impact of "feeling" ads, where the objective is to arouse strong emotions rather than to convey concrete product benefits. Many ad campaigns, including those for Hallmark, Tim Hortons, and Bell, use this approach. An effective strategy relies on a long-term buildup of feeling rather than on a one-shot attempt to convince consumers to buy the product.

Type: ES Skill: Application Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

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121) Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

Answer: Two basic measures of impact are recognition and recall. In the typical recognition test, subjects are shown ads one at a time and asked whether they have seen them before. In contrast, free-recall tests ask consumers to think independently of what they have seen, without being prompted for this information first; obviously, this task requires greater effort on the part of respondents.

Under some conditions, these two memory measures tend to yield the same results, especially when the researchers try to keep the viewers' interest in the ads constant. Generally, though, recognition scores tend to be more reliable and do not decay over time the way recall scores do.

Recognition scores are almost always better than recall scores, because recognition is a simpler process and more retrieval cues are available to the consumer.

Both types of retrieval play important roles in purchase decisions. Recall tends to be more important in situations where consumers do not have product data at their disposal, and so they must rely on memory to generate this information. On the other hand, recognition is more likely to be an important factor in a store, where consumers are confronted with thousands of product options and information (i.e., where external memory is abundantly available) and where the task may simply be to recognize a familiar package. Unfortunately, package recognition and familiarity can have a negative consequence in that warning labels may be ignored, since their existence is taken for granted and not really noticed.

Type: ES Skill: Concept Objective: L3-04 Marketers use various measures to assess our memories about brands, products, and ads.

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Consumer Behaviour, 9Ce (Solomon) Chapter 4 Motivation and Affect 1) Shaun became tired of their routine IT job and decided to enroll in a Fine Arts degree. They were trying to satisfy which of Murray's psychogenic needs?

A) self-depreciation B) superiority C) achievement D) change Answer: D Type: MC Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

2) When Carlos considers automobile purchases, they almost always ends up choosing high horsepower "muscle" cars. This is most likely linked to a(n): A) avoidance need.

B) preliminary need.

C) need for acceptance.

D) need for power.

Answer: D Type: MC Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

3) The manager chose dark tailored suits over soft casual outfits. This suggested they had a: A) high need for affiliation.

B) high need for power.

C) high need for achievement.

D) high need for success.

Answer: C Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

4) Harry tremendously enjoys their Saturday nights "hanging out with the gang" at the Koala Lounge. They are showing which of the following needs?

A) the need for uniqueness B) the need for affiliation C) the need for power D) the need for hierarchy Answer: B Type: MC Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

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5) Cachet perfume has used the advertising copy theme of "as individual as you are," which appeals to a consumer's need to assert one's individual identity, a need termed: A) the need for self-actualization.

B) the need for advancement.

C) the need for uniqueness.

D) the need for leadership.

Answer: C Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

6) Maslow's theory basically states: A) people can jump levels in the hierarchy to reach the highest level.

B) satisfaction motivates behaviour.

C) dissatisfaction motivates behaviour.

D) lower-level needs, once satisfied, remain satisfied.

Answer: C Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

7) Certain clubs have limited membership and long waiting lists, and convey status. Membership in such clubs can satisfy which needs?

A) self-actualization B) ego C) belongingness D) safety Answer: B Type: MC Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

8) An Allstate Insurance ad that says, "You're in good hands with Allstate" appeals to which level in Maslow's hierarchy?

A) ego needs B) safety needs C) self-actualization needs D) belongingness needs Answer: B Type: MC Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

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9) Which of the following is NOT one of the levels of Maslow's hierarchy of needs?

A) safety B) self-actualization C) materialism D) self-esteem Answer: C Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

10) Research on goal attainment has found that consumers who felt they were closer to attaining their weight-loss goal were: A) under cognitive load.

B) more motivated to achieve their goal.

C) more likely to achieve other unrelated goals too.

D) subsequently more likely to choose a chocolate bar over an apple.

Answer: D Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

11) Research examining consumer goal attainment shows that: A) all goals are conscious.

B) the Apple brand can activate hedonic goals.

C) the mere presence of a healthy option on a menu can vicariously fulfill nutrition-related goals.

D) goals that don't set a time frame are usually more effective.

Answer: C Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

12) Timothy ate just before his 11:00 a.m. class, but now he's beginning to feel hunger pangs. He goes off to buy something to eat. Which need is being fulfilled?

A) self-actualization B) psychogenic C) hedonic D) utilitarian Answer: D Type: MC Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

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13) Satisfaction of ________ needs is often subjective and experiential in nature; the satisfaction may be motivated by fantasy and imagination.

A) utilitarian B) totalitarian C) hedonic D) subjective Answer: C Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

14) Jasmine bought a new Linda Lundstrom coat for both style and warmth. Based on this information, which of the following statements is correct?

A) By purchasing the coat, Jasmine was only satisfying her utilitarian needs.

B) By purchasing the coat, Jasmine was only satisfying her hedonic needs.

C) By purchasing the coat, Jasmine was satisfying her utilitarian and hedonic needs.

D) By purchasing the coat, Jasmine was not satisfying any needs because people cannot satisfy needs, only wants.

Answer: C Type: MC Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

15) Biogenic needs are most associated with drive theories, while psychogenic needs are most associated with expectancy theories.

Answer: TRUE Type: TF Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

16) Affiliation needs can be satisfied at athletic venues such as hockey arenas.

Answer: TRUE Type: TF Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

17) Those people who strongly value personal accomplishment are said to have a need for power.

Answer: FALSE Type: TF Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

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18) Theories such as Maslow's hierarchy cannot account for all consumer needs and motivations.

Answer: TRUE Type: TF Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

19) Maslow's hierarchy of needs has flexibility in that higher levels can be attained before lower levels.

Answer: FALSE Type: TF Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

20) The majority of people do eventually move on to the top level of self-actualization needs.

Answer: FALSE Type: TF Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

21) Maslow's hierarchy of needs approach implies that the order of development of motives is fixed—that a certain level must be attained before the next higher level is activated.

Answer: TRUE Type: TF Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

22) Describe the lowest level of needs in Maslow's hierarchy.

Answer: Physiological needs are the lowest level. These include the need for water, sleep, food, etc.

Type: ES Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

23) Describe the top level of needs in Maslow's hierarchy.

Answer: The top level is self-actualization. This need refers to individuals' desire to fulfil their own potential, to become everything they are capable of becoming, so that they are totally and completely satisfied with their lives.

Type: ES Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

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24) What is meant by the term "self-actualization"? Give an example of a marketing context where this is used.

Answer: Examples may vary.

The top level of Maslow's hierarchy of needs is called self-actualization. This need refers to individuals' desire to fulfil their own potential, to become everything they are capable of becoming, so that they are totally and completely satisfied with their lives.

An example of this is ads for the military that say: "Be All That You Can Be." This would appeal to consumers' need for self-actualization.

Type: ES Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

25) Why is Maslow's hierarchy of needs important to marketing?

Answer: This hierarchy of needs is important to marketing because it reminds marketers that consumers have different priorities for their needs at different times and stages of their lives. It helps marketers know what their target audience is and can be a tool in terms of segmenting the market and positioning product offerings.

Type: ES Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

26) Provide an example of how products help consumers with goal fulfillment.

Answer: Examples may vary.

An example of how products help consumers with motivation and goal fulfillment is the Nike+.

This product designed by Nike helps people who are motivated to lose weight keep track of their caloric intake, outtake, and how many kilometres they have jogged.

Type: ES Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

27) Name and describe the five levels of Maslow's hierarchy of needs.

Answer: The five levels of needs (beginning at the lowest of the pyramid) are physiological (water, sleep, food); safety (security, shelter, protection); belongingness (love, friendship, acceptance by others); ego needs (prestige, status, accomplishment); and self-actualization (selffulfillment, enriching experiences).

Type: ES Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

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28) In their research, Arka conducted a content analysis of print advertisements from North American magazines. They found that the ads rarely targeted the bottom two levels of Maslow's hierarchy. Please explain Maslow's hierarchy and why Arka likely found these results.

Answer: The answer should note that most individuals in North American society have their lower needs, such as physiological needs and safety needs, satisfied. As such, marketers often target other levels of the hierarchy such as belongingness and ego needs.

Type: ES Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

29) What is the difference between utilitarian and hedonic needs?

Answer: Needs may be utilitarian (a desire to achieve some functional or practical benefit, as when a person requires a pair of durable sneakers), or they may be hedonic (an experiential need involving emotional responses or fantasies, as when someone buys special running shoes for a triathlon).

Type: ES Skill: Concept Objective: L4-01 Various consumer needs influence consumer behaviour.

30) Why could it be argued that the purchase of a car can satisfy more than one of Maslow's needs?

Answer: A car purchase has the ability to satisfy an individual's belongingness and ego needs.

More specifically, the purchase of a car can increase an individual's self-esteem and sense of achievement (ego needs), especially when buying a luxury car like a Mercedes. It can also help consumers to gain acceptance from others, especially from people that also have similar cars (belongingness needs). Note, the student could also argue that a car purchase could also indirectly satisfy safety and physiological needs if they are using for work to acquire income for shelter and food.

Type: ES Skill: Application Objective: L4-01 Various consumer needs influence consumer behaviour.

31) When there is a gap between a consumer's present state and some ideal state, this gap creates tension. The magnitude of this tension determines the urgency the consumer feels to reduce the tension. This degree of arousal is: A) motivation.

B) discomfort.

C) cognitive dissonance.

D) drive.

Answer: D Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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32) Two terms often used to describe motivation are: A) its strength and its duration.

B) its strength and its direction.

C) its magnitude and its force.

D) its magnitude and its feeling.

Answer: B Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

33) Billie has not eaten all morning and they impulsively eat a Mars bar, which normally they would avoid eating. Which theory would best explain this behaviour?

A) protection motivation theory B) drive theory C) incentive theory D) self-affirmation theory Answer: B Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

34) Xav developed a headache because they had skipped breakfast, but it went away after they ate lunch. They had reached a state of: A) biogenesis.

B) psychogenics.

C) equilibrium.

D) homeostasis.

Answer: D Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

35) Which theory explains the view that one's behaviour is largely pulled by positive incentives?

A) self-interest theory B) attribution theory C) expectancy theory D) involvement theory Answer: C Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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36) At work, Olivia is highly motivated by praise from her boss and coworkers. This type of motivation is accounted for by: A) self-interest theory.

B) attribution theory.

C) expectancy theory.

D) drive theory.

Answer: C Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

37) People are born with needs for certain elements that are necessary to maintain life: food, water, air, and shelter. These needs are called: A) a priori needs.

B) biogenic needs.

C) psychogenic needs.

D) actualization needs.

Answer: B Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

38) People acquire certain needs in the process of becoming a member of a culture: needs for status, power, affiliation, and so on. These needs which reflect the priorities of a culture are called: A) a priori needs.

B) psychogenic needs.

C) pre-learned needs.

D) actualization needs.

Answer: B Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

39) A want is: A) determined by its strength.

B) instinctive or inborn.

C) an ideal comparison point for the consumer's actual purchase decisions.

D) the particular way in which a need is satisfied, usually determined by a person's culture and experiences.

Answer: D Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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40) Ryan and Jo were talking about which car was the better buy for their daily travel to and from work. Ryan wants the status of driving a Porsche while Jo thinks a Honda is a more practical choice. The particular form of consumption which would satisfy their needs is a(n): A) want.

B) desire.

C) goal.

D) actuant.

Answer: A Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

41) Tension activates goal-oriented behaviour that attempts to reduce or eliminate the state and return to: A) equilibrium.

B) homeostasis.

C) expectancy.

D) strength.

Answer: B Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

42) A goal has ________, which means it can be positive or negative.

A) valence B) utility C) ranking D) voltage Answer: A Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

43) In terms of SMART goal setting, "S" stands for: A) simple.

B) specific.

C) satisfy.

D) successive.

Answer: B Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

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44) In terms of SMART goal setting, "M" stands for: A) matter.

B) monitored.

C) measurable.

D) managed.

Answer: C Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

45) In terms of SMART goal setting, "T" stands for: A) time-bound.

B) total.

C) targeted.

D) temperate.

Answer: A Type: MC Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

46) Rav is shopping for an outfit. They have narrowed down their final choice to two outfits, but they have a new dilemma. The black number is elegant, and they look awesome in it, and sophisticated. They anticipate their partner's reaction. The blue outfit flatters their physique and it would be practical for future occasions. They want to buy both. They are experiencing which type of motivational conflict?

A) approach-approach B) approach-avoidance C) avoidance-avoidance D) hedonic-utilitarian Answer: A Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

47) Kat had a difficult choice to make. The Honda Civic and Mazda 3 cars were almost identical in terms of features and styling, but the Mazda 3 was priced $400 less. Kat decided to buy the Mazda, but the next day read a Consumer Reports article that said the Mazda resale value would be $800 less than the Honda after 3 years. In terms of conflict, what was Kat most likely facing?

A) approach-avoidance B) cognitive dissonance C) caveat emptor D) avoidance-avoidance Answer: B Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

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48) Dee loves ice cream but feels it is a "guilty pleasure" because it contains a large amount of fat and calories. They are not sure whether to indulge as they are trying to eat right. This purchase situation is typical of which type of motivational conflict?

A) approach-approach B) approach-avoidance C) avoidance-avoidance D) hedonic-utilitarian Answer: B Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

49) When Toyota developed the Prius, it focused on offering customers all of the positive benefits of their current models such as reliability and a good price, but it also was able to reduce consumer concerns about a car's negative impact on the environment. In other words, the marketing managers were able to resolve a(n) ________ conflict.

A) approach-approach B) approach-avoidance C) avoidance-avoidance D) hedonic-utilitarian Answer: B Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

50) Gio could not decide if it was worth trying to repair their ten-year-old bike or get a loan to buy a new one. This is an example of an ________ conflict.

A) approach-avoidance B) avoidance-avoidance C) acculturation-avoidance D) activation-approach Answer: B Type: MC Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

51) A drive is the same thing as a goal.

Answer: FALSE Type: TF Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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52) The anticipation of achieving desirable outcomes "drives" us and is the major tenet of drive theory.

Answer: FALSE Type: TF Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

53) The ability of some people to delay a need gratification—or even increase a drive—is unexplained by drive theory.

Answer: TRUE Type: TF Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

54) Yuri purchased a bike to cycle to work. He was satisfying his utilitarian needs.

Answer: TRUE Type: TF Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

55) Consumers may seek products that emphasize objective tangible attributes to satisfy certain utilitarian needs.

Answer: TRUE Type: TF Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

56) The valence of a goal is only negative when a person experiences an approach-avoidance conflict.

Answer: FALSE Type: TF Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

57) The theory of cognitive dissonance is based upon the premise that individuals crave variety in their actions and their values.

Answer: FALSE Type: TF Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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58) Alanna feels like she is starving; she caves and eats a chocolate bar. Which theory would account for the way in which she fulfilled her need and why?

Answer: Drive Theory. Drive theory focuses on biological needs that produce unpleasant states of arousal (such as your stomach grumbling during a morning class). We are motivated to reduce the tension caused by this physiological arousal. Tension reduction has been proposed as a basic mechanism governing human behaviour. Hunger is an example of a physiological need.

Type: ES Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

59) Explain expectancy theory.

Answer: Expectancy theory suggests that behaviour is largely pulled by expectations of achieving desirable outcomes–positive incentives–rather than pushed from within. We choose one product over another because we expect this choice to have more positive consequences for us. Under expectancy theory, positive incentives could include things like money or even social status. Thus, the term drive can be used here more loosely to refer to both physical and cognitive processes.

The placebo effect vividly demonstrates the role that expectations play on our feelings, thoughts, and behaviours. This term refers to the well-documented tendency for your brain to convince you that a fake treatment is the real thing–and thus a sugar pill or other placebo can actually reduce pain, treat insomnia, and provide other benefits.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

60) What is the relationship between a drive, a need, and a want? Use an example.

Answer: Examples may vary.

- A drive is the degree of arousal typically created by a discrepancy between the customer's present state and some ideal state.

- A need is what a customer requires to achieve a goal created by a drive.

- A want is a form of consumption used to satisfy a need.

- As an example, suppose that a student found a new job that required her to be at a certain location at a certain time. The need to earn enough money to take care of her expenses motivated her to obtain the job. She now also has a need to get to work. She wants a fuel-efficient car to satisfy her need to get to work.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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61) What do we mean when we say "a goal has valence"?

Answer: That a goal has valence means that it can be positive or negative. A positively valued goal is one toward which consumers direct their behaviour; they are motivated to approach the goal and will seek out products that will be instrumental in attaining it. However, not all behaviour is motivated by the desire to approach a goal. As we saw in Chapter 3, sometimes consumers are motivated to avoid a negative outcome. They will structure their purchases or consumption activities to reduce the chances of attaining this end result. For example, many consumers work hard to avoid rejection, an avoidance goal. They will stay away from products that they associate with social disapproval. Products such as deodorants and mouthwash frequently rely upon consumers' avoidance motivation by depicting the onerous social consequences of underarm odour or bad breath.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

62) Max has narrowed down their search to two new formal outfits. Each of the outfits is unique and has desirable qualities, but they can only choose one of the outfits. Describe the type of motivational conflict they are likely experiencing.

Answer: This is an example of an approach-approach conflict. In an approach-approach conflict, a person must choose between two desirable alternatives. A student might be torn between going home for the holidays or going on a ski trip with friends. Or they might have to choose between two different concerts because they have only enough money to attend one of them.

Type: ES Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

63) Evan wants to purchase a car that is sporty, but is worried about its impact on the environment. What type of motivational conflict are they likely experiencing?

Answer: This is an example of approach-avoidance conflict. Many of the products and services we desire have negative consequences attached to them as well as positive consequences. When we desire a goal but wish to avoid it at the same time, an approach-avoidance conflict exists.

Type: ES Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

64) Kat and her partner are deciding if they should renovate their current house (which would be very disruptive to their lifestyle) or purchase a new one (which would be very expensive).

Explain which type of motivational conflict this is.

Answer: This is an example of an avoidance-avoidance conflict. Sometimes consumers find themselves caught "between a rock and a hard place": They face a choice between two undesirable alternatives.

Type: ES Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

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65) List and define the three types of motivational conflicts.

Answer: An approach-approach conflict is one where a person must choose between two desirable alternatives. An approach-avoidance conflict is one where a product of service has a negative consequence attached to the positive consequence. Avoidance-avoidance conflict is one where a consumer is faced with two undesirable alternatives.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

66) What is an approach-approach conflict? Provide an example of this.

Answer: Examples may vary.

In an approach–approach conflict, a person must choose between two desirable alternatives. A student might be torn between going home for the holidays or going on a ski trip with friends. Or she might have to choose between two different concerts because she only has enough money to attend one of them. Choosing to buy either a pair of shoes or a jacket because the consumer only has enough money for one is an example of an approach–approach conflict.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

67) What is an approach-avoidance conflict? Provide an example of this.

Answer: Examples may vary.

Many of the products and services we desire have negative consequences attached to them as well as positive consequences. We may feel guilty or ostentatious when buying a status-laden product like a mink coat or feel like a glutton when contemplating a bag of potato chips. When we desire a goal but wish to avoid it at the same time, an approach-avoidance conflict exists.

Buying a fur coat might create an approach-avoidance conflict since the consumer likes the appearance but doesn't like the fact it is not humane to animals.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

68) Discuss the importance of the theory of cognitive dissonance to a firm in regards to sales revenue.

Answer: Many firms do not recognize the need for talking to present customers after their purchases, especially if they do not hear from them. If it is a fairly significant purchase, customers may still be unsure if what they did was the right thing. Many need reassurance, especially in the face of conflicting competitive information they may encounter. This reassurance may help save a significant amount of consumers needing to justify their decision.

Further, easing a consumer's post-purchase anxiety will increase the likelihood that they will become loyal to a company, which can lead to future sales. It will also help in facilitating positive word of mouth, which can result in new customers through referrals.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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69) As the marketing manager for the Honda CRV (a sport utility vehicle), you have been asked to identify what types of "motivational conflict" might arise on the part of consumers considering purchasing a Honda CRV vehicle. Identify and explain the three possible motivational conflicts that might arise in this context. Explain how you might resolve each conflict as the marketing manager.

Answer: Approach-approach conflict → two equally desirable actions but can't do both (i.e., want to buy a CRV, but also want to by some other SUV) • marketers resolve the conflict → comparative advertising "ours is the better product" • adding additional features • highlighting negative features of competition • could create a new product that has aspects of both approach attributes Approach-avoidance conflict → both positive and negative consequences of buying/using product (i.e., like the look of the CRV, but care about the environment) • Create a new product that resolves the conflict (i.e., hybrid SUV) • Could add features, or take away to improve the balance Avoidance-avoidance conflict → two negative alternatives (i.e., put more money into lemon or buy new vehicle) The marketer can offer the consumer a way to pay for the car that takes away the negatives of the new purchase, such as a financing plan.

Type: ES Skill: Application Objective: L4-02 It is important for marketers to understand the motivation process.

70) What is motivation?

Answer: Motivation refers to the processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

71) There are a variety of need states or need forms described in the text. Characterize and discuss biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs.

Answer: People are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter. These are called biogenic needs.

Psychogenic needs are acquired in the process of becoming a member of a culture. These include the need for status, power, affiliation, and so on. Psychogenic needs reflect the priorities of a culture, and their effect on behaviour will vary in different environments.

The satisfaction of utilitarian needs implies that consumers will emphasize the objective, tangible attributes of a product, such as fuel consumption of a car; the amount of fat, calories, and protein in a cheeseburger; and the durability of a pair of blue jeans.

Hedonic needs are subjective and experiential; consumers may rely on a product to meet their needs for excitement, self-confidence, fantasy, and so on.

Type: ES Skill: Concept Objective: L4-02 It is important for marketers to understand the motivation process.

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72) Marketers can enhance the consumer's motivation to process relevant information by using ________ and/or ________ stimuli.

A) novel; prominent B) visual; audible C) physiological; psychological D) affective; effective Answer: A Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

73) Juan, a high school student in Montreal, likes McDonald's so much that they had a special pin made that says "I live 4 McD's." They are seen wearing this pin constantly. This is an example of: A) extremism.

B) unhealthy attachment.

C) physiological needs.

D) consumer involvement.

Answer: D Type: MC Skill: Application Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

74) When consumers are intent on doing what they can to satisfy a need, they are inclined to pay attention and process any information they feel is relevant to achieving their goals. This state is termed: A) involvement.

B) motivation.

C) attribution.

D) participation.

Answer: A Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

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75) Which element below is an example of message-response involvement?

A) mass customization B) SMART C) valences D) spectacles Answer: D Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

76) The type of information processing that will occur depends upon the consumers' level of involvement. Which type of information processing are consumers using when they make extensive comparisons of product claims with their existing knowledge, weighing the alternatives?

A) simple processing B) casual processing C) elaboration D) intersubjectivism Answer: C Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

77) When a consumer becomes so involved with a product that they lose track of time, they have entered into what is known as a ________ state.

A) flow B) social C) drive D) need Answer: A Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

78) Which of the following is a "person" factor for creating involvement with an advertisement?

A) content of communication B) use C) needs D) occasion Answer: C Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

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79) Luanne drove into work and went through the drive-thru of her local coffee shop for a "double-double," like she does every single weekday. What level of involvement does this describe?

A) flow state B) inertia C) high D) affective Answer: B Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

80) When Max picks up a six-pack of Budweiser beer out of habit, without consideration of other choices, they are making a decision characterized by: A) inertia.

B) willed disinterest.

C) resistance.

D) ignorance.

Answer: A Type: MC Skill: Application Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

81) Which element below is an example of product involvement?

A) mass customization B) SMART C) valences D) spectacles Answer: A Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

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82) Ray was starting to feel hungry. They checked the clock and it was almost time for his lunch break. Just then they received a text form their favourite deli letting them know of the daily special. This is an example of: A) simulated involvement.

B) message-response involvement.

C) product involvement.

D) purchase situation involvement.

Answer: B Type: MC Skill: Application Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

83) When Phil bought a pair of shoes for work, they went through a different process than when they bought shoes for their sister's wedding. This is an example of: A) product involvement.

B) message-response involvement.

C) purchase situation involvement.

D) simulated involvement.

Answer: C Type: MC Skill: Application Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

84) If we achieve a "flow state" in regards to our company website, the visitor: A) wants to buy immediately.

B) wants to exit immediately.

C) loses all track of time.

D) does not feel in control.

Answer: C Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

85) If a marketer wants to increase involvement from their consumers, one of the best ways is to actually get them involved in the information process. One way of doing this is through: A) sentiment analysis.

B) crowdsourcing.

C) opinion mining.

D) novel stimuli.

Answer: B Type: MC Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

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86) Involvement can be viewed as the consumer's motivation to pay attention to and process information about products.

Answer: TRUE Type: TF Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

87) "Elaboration" is the term used to refer to the level of personal importance or interest the consumer perceives, evoked by a stimulus within a specific situation.

Answer: FALSE Type: TF Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

88) What is meant by the term "flow state"?

Answer: Flow is a state is characterized by a sense of playfulness, a feeling of being in control, concentration and highly focused attention, mental enjoyment of the activity for its own sake, a distorted sense of time, and a match between the challenge at hand and one's skills.

Type: ES Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

89) Describe the different types of consumer involvement.

Answer: Product involvement is related to a consumer's level of interest in a particular product.

Message-response involvement is defined as a consumer's interest in processing a particular marketing communication. Purchase situation involvement refers to differences in involvement that may occur when buying the same product in different contexts.

Type: ES Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

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90) Most researchers feel there are several broad types of involvement. Define and describe involvement and its relationship to motivation. Link your discussion to the identification of the various types of involvement. Is the concept useful in differentiating among competing brands or types of products?

Answer: Involvement is the perceived level of self-interest or personal importance the individual feels toward a certain stimulus or situation. Further, involvement: - may be viewed as the motivation to process information.

- exists as a continuum ranging from simple processing of basic features to elaboration where the rule is extensive comparison of processed information with existing knowledge systems and reexamination of alternatives.

- exists on a consumption continuum from inertia or consumption by passive habit to passionate intensity reserved for very special circumstances.

Types of involvement include: - Product involvement—related to a consumer's level of interest in making a particular purchase.

- Message-response involvement—the consumer's interest in processing marketing communications. It recognizes that some media, such as newspapers, require more involvement than others, such as television.

- Purchase situation involvement—differences that may occur when buying the same object for different contexts.

Yes, involvement can help distinguish between brands and types of products. For example, marketers of leading brands will want to heighten involvement with their products to help develop brand loyalty. Marketers of me-too products will seek to lower involvement in the hopes of stealing away customers who are not committed to a particular product.

Type: ES Skill: Concept Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

91) Naomi is vice president of a company that manufacturers clothing to younger consumers.

She1 wants to enhance consumer involvement with her products. What cans he offer them in order to accomplish this and why will it be effective?

Answer: Different answers can be given here, but a good answer will define involvement and state that there are different types of involvement. In this case, Naomi wants to increase product involvement. The students can give various examples of how to increase product involvement.

Involvement can be defined as "a person's perceived relevance of the object based on their inherent needs, values, and interests."

Product involvement is related to a consumer's level of interest in a particular product. Many sales promotions are designed to increase this type of involvement. Perhaps the most powerful way to enhance product involvement is to invite consumers to play a role in designing or personalizing what they buy. Student could recommend something along these lines to increase product involvement.

Type: ES Skill: Application Objective: L4-03 Involvement with a product, the marketing message, and/or the purchase situation are all important considerations.

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92) Moods are: A) valenced reactions to events and objects that are not accompanied by high levels of arousal.

B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.

C) related to a specific triggering event.

D) valenced reactions to events and objects that are accompanied by high levels of arousal.

Answer: B Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

93) Evaluations are: A) valenced reactions to events and objects that are not accompanied by high levels of arousal.

B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.

C) relate to a specific triggering event.

D) valenced reactions to events and objects that are accompanied by high levels of arousal.

Answer: A Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

94) Emotions are: A) valenced reactions to events and objects that are not accompanied by high levels of arousal.

B) temporary positive or negative affective states that are accompanied by moderate levels of arousal.

C) related to a specific triggering event.

D) valenced reactions to events and objects that are accompanied by high levels of arousal.

Answer: D Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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95) Which of the following is an example of marketers using positive affect to highlight product benefits?

A) Samsung showcases functional benefits of their new phone and the fact their rival, the iPhone, does not have these features.

B) A political campaign advertisement conveys that the right thing to do is not vote for the other candidate.

C) Gambling ads show the side effects of excessive gambling.

D) An ad for headache relief medication depicts a satisfied user of its product enjoying their child's first music recital.

Answer: D Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

96) The term mood congruency refers to the fact that: A) judgments are often consistent with our existing mood state.

B) recall is more accurate when the same mood state is experienced at retrieval as at encoding.

C) we prefer products that are congruent with other products that we already own.

D) we prefer advertisements that are the same valence as the show we are watching.

Answer: A Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

97) ________ is a mental state of well-being characterized by positive emotions.

A) Guilt B) Happiness C) Embarrassment D) Anger Answer: B Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

98) Research on material versus experiential purchases suggests that: A) material goods are the secret to happiness.

B) experiential products make consumers happier than do material products.

C) material goods are more meaningful to one's identity than are experiential products.

D) material products are more open to interpretation than are experiential products.

Answer: B Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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99) Research on happiness suggests that: A) material goods are the secret to happiness.

B) people report decreased levels of happiness when they spend money on others, as opposed to on themselves.

C) encouraging people to think about time (as opposed to money) motivates them to spend more time with family and friends.

D) encouraging people to think about money (as opposed to time) induces people to socialize less more.

Answer: C Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

100) Research on activity and its correlation to happiness suggests that: A) when the activity takes longer, more variety among activities leads to increased happiness.

B) when the activity takes less time, more variety among activities leads to increased happiness.

C) whether the activity lasts for a short or long time, it will decrease happiness.

D) more variety among activities leads to no change.

Answer: A Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

101) An anti-smoking advertisement states that smoking in the car while taking your children to school can cause second-hand smoke to affect your children, and shows a picture of two children with innocent expressions on their faces. What emotion is this ad trying to convey to the audience?

A) guilt B) happiness C) embarrassment D) anger Answer: A Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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102) A commercial for an international charity shows a series of images of thin and malnourished children. What emotion is this ad trying to induce on the part of the audience?

A) guilt B) disgust C) embarrassment D) anger Answer: A Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

103) ________ is a negative emotion that is associated with the desire to reduce the gap between oneself and someone who is superior on some dimension.

A) Guilt B) Jealousy C) Anger D) Envy Answer: D Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

104) Eli isn't happy. He wishes that he didn't have to take the bus to school and that he had a BMW like his friend Grace. Eli is experiencing: A) jealousy.

B) embarrassment.

C) anger.

D) envy.

Answer: D Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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105) An ad for a credit card shows a couple going out on a date. While on the date, one of the people in the couple uses a rival credit card to pay the bill and the card is not accepted at that restaurant. The other half of the couple ends up paying for the bill with the "acceptable" credit card, while the person whose card was rejected is awkwardly smiling. What type of emotion is this commercial conveying?

A) anger B) embarrassment C) happiness D) guilt Answer: B Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

106) A Samsung commercial shows people lining up for the new upcoming iPhone. Other people with the Samsung phone come up to the line and show them features that Samsung has that the rival phone does not. What emotion is this commercial attempting to convey?

A) anger B) embarrassment C) happiness D) envy Answer: D Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

107) A Coca-Cola ad uses a cute polar bear and Christmas music to advertise its products during the winter holiday season. What type of emotion is this commercial trying to convey?

A) guilt B) happiness C) sadness D) embarrassment Answer: B Type: MC Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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108) ________ envy occurs when the consumer believes that the superior "other" does not deserve his or her status.

A) Malignant B) Benign C) Comparative D) Malicious Answer: D Type: MC Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

109) Evaluations are temporary positive or negative affective states that are accompanied by moderate levels of arousal.

Answer: FALSE Type: TF Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

110) Emotions tend to be more intense than moods and are often related to a specific triggering event.

Answer: TRUE Type: TF Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

111) Mood congruency refers to the fact that recall is enhanced when one's mood at recall is congruent with the mood that was present at the time of encoding.

Answer: FALSE Type: TF Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

112) Embarrassment is a social emotion driven by a concern for what others are thinking about us.

Answer: TRUE Type: TF Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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113) Emotional manipulation by advertisers is termed sadvertising. Discuss the research surrounding this trend and provide examples.

Answer: Sadvertising is a trend in advertising that uses inspirational stories to manipulate emotions like a roller coaster. Examples include those similar to the Budweiser commercials featuring a puppy who befriends a horse, gets lost, finds their way home, and so on. Studies show that this emotional element is especially potent for decisions that involve outcomes the person will experience shortly as opposed to those that involve a longer time frame. Another study attests to the interplay between our emotions and how we access information in our minds that allows us to make smarter decisions. These researchers reported evidence for what they call an emotional oracle effect.

Type: ES Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

114) What are the differences between emotions and moods?

Answer: Moods involve temporary positive or negative affective states accompanied by moderate levels of arousal. Moods tend to be diffuse and are not necessarily linked to a particular affect-arousing event. Emotions (happiness, anger, fear, etc.), in contrast to moods, tend to be more intense and are often related to a specific triggering event.

Type: ES Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

115) What is one way in which marketers take advantage of positive consumer mood states?

Answer: Students can provide different answers, such as: Marketers use affective states in many ways. First, positive moods and emotions are often highlighted as a product benefit. Take, for example, Viagra's marketing campaign that uses humour and music to convey the positive affective qualities of the product.

Type: ES Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

116) What is one way in which marketers take advantage of negative consumer mood states?

Answer: Students can provide different answers, such as: One way negative moods are sometimes utilized is by activating a negative mood on the part of the consumer (e.g., by showing a picture of starving children) and then giving the consumer a means by which to make themselves feel better (by donating to the cause). Helping others as a means of resolving one's own negative moods has been referred to as negative state relief.

Type: ES Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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117) Define mood congruency and provide an example.

Answer: Examples may vary.

Mood congruency is the notion that our judgments are often consistent with our mood states. An example is that if Laszlo is looking at potentially purchasing a new silk scarf, they might evaluate the scarf more positively if they are in a positive rather than in a negative mood.

Type: ES Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

118) What is sentiment analysis and how is it related to social media?

Answer: Sentiment analysis is a process that scours the social media universe to collect and analyze the words people use when they describe a specific product or company. When people feel a particular way, they are likely to choose certain words that tend to relate to the emotion.

Sentiment tracks these emotions.

Type: ES Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

119) What is meant by the term "affect"? What are three distinct ways marketers can use affect?

Answer: Affect refers to the experience of emotionally laden states, which can range from evaluations, to moods, to full-blown emotions.

Marketers use affective states in many ways. First, positive moods and emotions are often highlighted as a product benefit. Take, for example, Viagra's marketing campaign that uses humour and music to convey the positive affective quality of the product. Certainly, some product categories such as fragrances, alcohol, tobacco, and caffeinated beverages are consumed for their mood-altering qualities.

Marketers will also sometimes highlight the avoidance of negative affect as a product attribute.

For example, lottery corporations may ask consumers to consider how they would feel if they hadn't played the extra bonus draw.

Another way negative moods are sometimes utilized is by activating a negative mood on the part of the consumer (for example, by showing a picture of starving children) and then giving the consumer a means by which to make themselves feel better (by donating to the cause). Helping others as a means of resolving one's own negative moods has been referred to as negative state relief. One other way consumers can repair negative moods is by purchasing and consuming mood-enhancing products such as chocolate.

Type: ES Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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120) Give an example of a particular discrete emotion and how this is used by marketers.

Answer: Students can give different answers (happiness, envy, and embarrassment).

For example: Guilt is defined as "an individual's unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentions." Guilt is often activated in contexts where marketers want consumers to engage in prosocial behaviours, such as charitable giving.

Marketing communications that activate a sense of guilt on the part of the consumer, or "guilt appeals," can be particularly compelling when other people are present, because this activates a sense of consumer social responsibility.

Type: ES Skill: Concept Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

121) What is meant by the term "discrete emotions"? Provide definitions for two discrete emotions and explain how each emotion is relevant in a marketing context.

Answer: Discrete emotions refer to specific emotional states (rather than just positive versus negative affect). Students can choose from happiness, guilt, envy, and embarrassment. They should define the emotion and give an example of how it relates to the marketing context. For example: Happiness is a mental state of well-being characterized by positive emotions. Researchers have understandably long been interested in what it is that truly makes people happy. Material goods, it seems, are not the secret to happiness. The higher people score on materialism scales, the less happy they seem to be. In one study, respondents were asked to think of either a material purchase (defined as a purchase made with the primary intention of acquiring a material possession) or an experiential purchase (defined as a purchase made with the primary intention of acquiring a life experience), which were matched for price. The authors found that experiential purchases brought respondents more happiness than did material purchases. This is because experiential purchases are more open to positive reinterpretations, are a more meaningful part of one's identity, and contribute more to successful social relationships.

Envy is a negative emotion that is associated with the desire to reduce the gap between oneself and someone who is superior on some dimension. The phrase "keeping-up-with-the-Joneses" suggests consumers often experience envy. It has been suggested that two distinct types of envy can emerge. Benign envy occurs when the individual believes that the superior others deserves their status. Researchers find that when consumers experience benign envy over a product (e.g., an iPhone) they are willing to pay more for that particular product. Malicious envy occurs when the consumer believes that the superior others do not deserve their status. In this case, consumers do not desire the focal product (iPhone), but were instead willing to pay more for a different product in the same category (an Android phone). Feelings of malicious envy have also been shown to produce negative attitudes and actions towards the envied other. In these instances, envy can result in negative word of mouth and even acts of sabotage towards another consumer.

Type: ES Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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122) Janelle believes that having luxurious products is the secret to happiness. Given what you know about happiness, what would you tell them?

Answer: Happiness is a mental state of well-being characterized by positive emotions.

I would tell Janelle that material, luxurious products are not the secret to happiness. People who put greater emphasis on material goods are less happy. And people are less happy after making a purchase of a material good as opposed to a purchase of an experience. In one study, respondents were asked to think of either a material purchase (defined as a purchase made with the primary intention of acquiring a material possession) or an experiential purchase (defined as a purchase made with the primary intention of acquiring a life experience), which were matched for price.

The authors found that experiential purchases brought respondents more happiness than did material purchases. This is because experiential purchases are more open to positive reinterpretations, are a more meaningful part of one's identity, and contribute more to successful social relationships.

Type: ES Skill: Application Objective: L4-04 Consumers can experience different types of affective responses, which can influence consumption behaviours.

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Consumer Behaviour, 9Ce (Solomon) Chapter 5 The Self 1) The concept of self is: A) uniform in almost all cultures.

B) a relatively new concept.

C) a perception of other people.

D) an idea that is untestable.

Answer: B Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

2) ________ refers to the anxiety individuals feel when they fear they might behave in a way that confirms a group stereotype.

A) Uncertainty avoidance B) Stereotype threat C) Confirmation anxiety D) Self-concept threat Answer: B Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

3) When Allan signs up for a sewing class, they feel anxious and apprehensive that they will confirm the stereotype that males are not good at sewing. This demonstrates: A) self-construal.

B) confirmation anxiety.

C) self-concept threat.

D) stereotype threat.

Answer: D Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

4) Chen has a positive attitude toward himself. It could be said that he has a high: A) behavioural anchor referent.

B) self-esteem.

C) ideal self.

D) self-monitoring system.

Answer: B Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

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5) Attributes of self-concept can be described along several dimensions. If Rudi sees themselves as someone with an attractive face rather than a person who is intellectual, which of the following self-concept dimensions is being exhibited here?

A) content B) positivity C) stability over time D) negativity Answer: A Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

6) Western societies tend to subscribe to an ________ interpretation of the self, whereas nonWestern societies tend to focus on an ________ interpretation of the self.

A) independent; interdependent B) interdependent; independent C) external; internal D) internal; external Answer: A Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

7) Travel commercials depict happy, attractive families enjoying a carefree vacation. Marketers hope that this will trigger a process of: A) impression management.

B) social comparison.

C) role identification.

D) symbolic interactionism.

Answer: B Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

8) Louis, currently working as a part-time server at a restaurant, asks their parent what they should wear for job interviews upon graduating from university. The parent suggests they dress for the job they want, not the job they have. This is an example of: A) real self.

B) ideal self.

C) imbibing idiot bias.

D) impression management.

Answer: D Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

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9) What people feel they would like to be, is called their: A) ideal self.

B) denied self.

C) actual self.

D) reflected self.

Answer: A Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

10) If a consumer sees an ad about a someone who can no longer fit in their old jeans, the consumer might think about their own situation and make a personal pledge to lose some weight before. This would be an example of marketing communications that attempt to influence a consumer's level of: A) doubt and regret.

B) dedication and control.

C) strength and conviction.

D) self-esteem.

Answer: D Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

11) Chris likes to think of themselves as being a good tennis player, but they admit that they cannot compare to their coach who was an Olympic champion. Chris has separated their ________ self from their ________ self.

A) ideal; actual B) social; actual C) actual; looking-glass D) inner; outer Answer: A Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

12) Sam is a very conservative businessperson by day. However, when they decide to "go out on the town" they like to party and "really let loose." This would be an example of the fact that many consumers: A) are not confident with their real selves.

B) prefer their ideal self.

C) have secret identities.

D) have multiple selves.

Answer: D Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

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13) Placing coolers of Powerade drinks and energy bars in high-traffic areas of fitness centres indicates that marketers are most likely trying to ensure that appropriate ________ are active.

A) competitive products B) role identities C) paired stimuli D) profit centres Answer: B Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

14) Norris is a 50-year-old project manager who recently selected a Tesla as their new car. To some extent, they selected the car because it is good for the environment and is expected to have lower maintenance costs. On the other hand, they also confess that they selected the car because of its "cool tech" image and its association with celebrities. Norris is exhibiting ________ in their selection of a car.

A) gestaltism B) symbolic consumerism C) symbolic interactionism D) compensation of weaknesses Answer: C Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

15) By acting the way we assume others expect us to act, we often wind up making these perceptions really happen, in a form of: A) the social coercion syndrome.

B) auto-suggestion.

C) social concession.

D) self-fulfilling prophecy.

Answer: D Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

16) The "looking-glass self" is but one of many "selves" defining who we are. It is the: A) ideal self we wish we were as we look at ourselves in the mirror.

B) self we imagine others see when reacting to us.

C) self we visualize we will be in our older years.

D) self we see reflecting what our parents were.

Answer: B Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

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17) Consumers who score high on a scale of public self-consciousness: A) are interested in clothing and are heavy users of cosmetics.

B) are usually older than average, mostly 50 and over.

C) are unconcerned about what others say about them in private, behind their backs.

D) go to great lengths to avoid appearing in public.

Answer: A Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

18) A statement such as "I would probably make a good actor" would most likely come from a person who is: A) high in self-monitoring abilities.

B) dishonest and untruthful.

C) never to be trusted.

D) low in self-esteem.

Answer: A Type: MC Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

19) When shopping, Denis chooses clothing and other products that will allow themselves to present in a positive light to others. Denis is a person that engages in the practice of: A) grandstanding.

B) impression management.

C) reactance avoidance.

D) instrumental conditioning.

Answer: B Type: MC Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

20) When people who are low in appearance self-esteem encounter a store mannequin, they may feel threatened and tend to denigrate the products the model wears.

Answer: TRUE Type: TF Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

21) The self-concept refers to all of the products that make up the individual's sense of self.

Answer: FALSE Type: TF Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

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22) While one may evaluate one's self positively overall, certain parts or "sides" of the self may be evaluated more positively than others.

Answer: TRUE Type: TF Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

23) To target consumers with high self-esteem, a food manufacturer should consider releasing portion-controlled snack items since people with high self-esteem feel they are in control over what they eat.

Answer: FALSE Type: TF Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

24) People with low self-esteem take more risks than others. Since they don't expect to succeed, they feel they don't have much to lose.

Answer: FALSE Type: TF Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

25) A person's conception of an "ideal self" is molded in part by seeing people in ads who seem successful or attractive.

Answer: TRUE Type: TF Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

26) Dav has a large discrepancy between their ideal self and actual self. It would be unwise for marketers to target people like Dav using fantasy appeals, since what is shown in such ads is way out of reach of what they believe they can do.

Answer: FALSE Type: TF Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

27) Symbolic interactionism stresses that people are influenced by the interpretations of meaning shared by others in a symbolic environment.

Answer: FALSE Type: TF Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

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28) Self-consciousness with consumers may vary from situation to situation.

Answer: TRUE Type: TF Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

29) Allie was considered a low self-monitor, so when she purchased running shoes she was not concerned with the impressions they made on others.

Answer: TRUE Type: TF Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

30) How can marketing play a role in determining self-esteem?

Answer: Exposure to ads can trigger social comparison where the person will evaluate their self to the media image. This can affect their self-esteem level and may persuade them to buy the product if they believe it will satisfy their self-esteem needs.

Type: ES Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

31) What is self-esteem? How do persons low or high in self-esteem differ?

Answer: Self-esteem refers to the positivity of your attitude toward yourself. People with low self-esteem do not expect that they will perform very well, and they will try to avoid embarrassment, failure, or rejection. In contrast, people with high self-esteem expect to be successful, will take more risks, and are more willing to be the centre of attention. Self-esteem is often related to acceptance by others. As you probably remember from your own experience, high school students who hang out in high-status "crowds" seem to have higher self-esteem than their classmates.

Type: ES Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

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32) By day Rava is a busy executive, at home they are a caring parent, and on the weekends they are a competitive tri-athlete. Using concepts from the textbook, how would you explain these very different manifestations of the self?

Answer: This is an example of "multiple selves." In a way, each consumer is really a number of different people. We have as many selves as we have different social roles. Depending on the situation, we act differently, use different products and services, and even vary in terms of how much we like ourselves. A person may require a different set of products to play a number of desired roles. One may choose to consume beer with close friends but opt for a sophisticated Chardonnay when in the company of business associates. Each of us plays many roles, and each role has its own script, props, and costumes.

The self can be thought of as having different components or role identities, and only some of these are active at any given time. Some identities (spouse, boss, or student) are more central to the self than others, but other identities (stamp collector, dancer, or advocate for the homeless) may be dominant in specific situations.

Type: ES Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

33) A professor came to class dressed in a formal suit. They stated that they would like to explain the concept of self. They took off their dress shirt and jacket. Underneath they had on a tshirt with a picture of a metal band. Then the professor turned around to show a picture of a cartoon character on the back. "All of these are who I am," they said. What point was the professor trying to make, and what did the different dress and icons most likely represent?

Answer: The professor was likely trying to convey the notion of "multiple selves."

In a way, each consumer is really a number of different people. We have as many selves as we have different social roles. Depending on the situation, we act differently, use different products and services, and even vary in terms of how much we like ourselves. A person may require a different set of products to play a number of desired roles. One may choose to consume beer with close friends but opt for a sophisticated Chardonnay when in the company of business associates.

Each of us plays many roles, and each role has its own script, props, and costumes.

The self can be thought of as having different components or role identities, and only some of these are active at any given time. Some identities (spouse, boss, or student) are more central to the self than others, but other identities (stamp collector, dancer, or advocate for the homeless) may be dominant in specific situations.

Type: ES Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

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34) Explain the concepts of the ideal and actual selves. How do they differ? How can marketers bridge the gaps between these two selves?

Answer: The ideal self is a person's conception of how they would like to be, while the actual self is our more realistic appraisal of the qualities we do and don't have. We choose some products because we think they are consistent with our actual self, while we buy others to help us reach an ideal standard.

Products may be purchased because they are believed to be instrumental in helping the consumer achieve the goal of approaching the ideal self.

Students can point out that marketers can highlight discrepancies between the actual and ideal selves, and offer consumers products that help to close the gap between the selves. For example, if the consumer's ideal self includes being more beautiful, the marketer can offer a product to help fill this desire.

Type: ES Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

35) Janyce is a little nervous about how she will be perceived when she arrives for a job interview. She got her hair cut and wore her most expensive business outfit so she would appear more like the person the firm would hire at an executive level. She knows that she presents well and hopes that this will compensate for a weak resume. Explain in terms of symbolic interactionism what Janyce is doing.

Answer: The sociological tradition of symbolic interactionism stresses that relationships with other people play a large part in forming the self. This perspective maintains that people exist in a symbolic environment and that the meaning attached to any situation or object is determined by the interpretation of the symbols. As members of society we learn to agree on shared meanings.

Thus, we "know" that a red light means stop and that the "golden arches" means fast food.

Like other social objects, the meanings of consumers themselves are defined by social consensus. The consumer interprets their own identity, and this assessment is continuously evolving as they encounter new situations and people. In symbolic interactionist terms, we negotiate these meanings over time. Essentially, the consumer poses the question, "Who am I in this situation?" The answer to this question is greatly influenced by those around us and is really an answer to the question, "Who do other people think I am?"

In this example, Janyce is attempting to create an image of herself that encourages others to view her in this situation as being competent and qualified for the job.

Type: ES Skill: Application Objective: L5-01 The self-concept strongly influences consumer behaviour.

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36) Discuss what is meant by the looking-glass self. How is this concept relevant in marketing contexts?

Answer: This process of imagining the reactions of others toward us is known as the lookingglass self. According to this view, a process of reflexive evaluation occurs when an individual attempts to define the self, and it operates as a sort of psychological sonar: We take readings of our own identity by "bouncing" signals off others and trying to project the impression they have of us.

This concept is relevant to marketers because consumers, when contemplating the purchase of a product, often imagine the reactions of others. Students could give examples of how marketers could highlight the social value of their product offerings.

Type: ES Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

37) What is the self-concept? How do most Eastern and Indigenous, and Western cultures differ in the ways in which they view the self?

Answer: The self-concept refers to the attitude a person holds toward themselves.

Both Eastern and Indigenous, and Western cultures see the self as divided into an inner, private self and an outer, public self. But where these conceptions of self differ is in terms of which part is seen as the "real you": Western culture tends to subscribe to an independent interpretation of the self, which emphasizes the inherent separateness of each individual; non-Western cultures, in contrast, tend to focus on an interdependent self, where a person's identity is largely defined by the relationships they have with others.

Type: ES Skill: Concept Objective: L5-01 The self-concept strongly influences consumer behaviour.

38) When Max assumes the virtual identity of Rathma the Rogue and is able to see themselves in a video game as a cloaked assassin, their visual character appears as a(n): A) avatar.

B) subliminal fantasy.

C) symbolic fantasy.

D) virtual representative.

Answer: A Type: MC Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

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39) The first-year university student who brings personal items from home, such as their sound system, and puts their favourite posters on their bedroom walls, is: A) making a bid for attention from others.

B) making sure that they become "a new person."

C) trying to break away from their parents' domination.

D) protecting their identity in a strange environment.

Answer: D Type: MC Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

40) Rachael decorated her college room with her stuffed animals, posters of pop stars, and photos of friends and family. The ________ the objects helped her maintain her self-concept.

A) self-completion of B) constellations of C) symbolic interaction of D) attachment to Answer: D Type: MC Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

41) Franz is very meticulous in appearance, and prepares their attire carefully before going anywhere as they want to feel confident. This is an illustration of ________ theory.

A) symbolic self-completion B) low self-esteem C) ego representation D) power exertion Answer: A Type: MC Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

42) Moving from "you are what you wear" to "you are what you post" shows the emergence of another self; the ________ self.

A) virtual B) computer C) fabricated D) digital Answer: D Type: MC Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

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43) Matching product attributes with some aspect a consumer holds to be true of themselves is consistent with: A) situation-actualization theory.

B) self-image congruence models.

C) symbolic self-completion theory.

D) self-as-other models.

Answer: B Type: MC Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

44) Brianna is a product manager for a product sold to mature customers. Her research has consistently told her that her customers do not want to think of themselves as old. According to self-image congruence models, which of the following would be the best slogan for her product?

A) "Isn't it Time to Act Your Age?" B) "This is Not Your Children's Product" C) "Enjoy Life to its Fullest" D) "Better for What Ails You" Answer: C Type: MC Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

45) Simply put, the ________ includes those objects that we consider to be a part of who we are.

A) external self B) extended self C) actual self D) material self Answer: B Type: MC Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

46) A Haligonian, whose name is Duke, sees the famous Town Clock as part of their extended self. This is their ________ level of extended self.

A) individual B) community C) group D) national Answer: C Type: MC Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

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47) The four levels of the extended self are: A) individual, tribal, family, public.

B) community, household, individual, group.

C) family, private, public, individual.

D) material, ideal, reflected, aspirational.

Answer: B Type: MC Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

48) In terms of the extended self, the level where cars may be included would be: A) individual.

B) prestige.

C) power.

D) physiological.

Answer: A Type: MC Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

49) In terms of the extended self, the level where furnishings may be included would be: A) aspirational.

B) household.

C) occupational.

D) group.

Answer: B Type: MC Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

50) Alex is constantly seen in their leather jacket. It is how their friends find Alex in a crowd.

Alex worked extra hours cutting grass one entire summer as a teen to earn enough for that jacket.

Even though it is beat up and out of style, they invested far too much ________ in it to let it go.

A) self-completion B) money C) compensatory consumption D) psychic energy Answer: D Type: MC Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

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51) Consumers may use the imagined or real consumption of unattractive produce as a signal that negatively influences their self-view.

Answer: TRUE Type: TF Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

52) Using products as a "social crutch" is explained by the symbolic self-completion theory.

Answer: TRUE Type: TF Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

53) The tendency for us to behave in a way that coincides with our perception of what others expect of us is called self-image congruency.

Answer: FALSE Type: TF Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

54) There is evidence to indicate that our pets become a part of our extended selves.

Answer: TRUE Type: TF Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

55) Jeri is a true fan of the Calgary Stampeders. This attachment helps to define their extended self.

Answer: TRUE Type: TF Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

56) Val has a locket from their grandmother that they view as being a part of themselves.

Identify and explain the concept that this best demonstrates.

Answer: This is an example of the extended self. Many people use props and settings to define their social roles as a part of them. These external objects that are a part of what defines us is known as the extended self.

Type: ES Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

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57) What are the four levels of the extended self?

Answer: 1. Individual level: Consumers include many of their personal possessions in their definition of self. These products can include jewellery, cars, clothing, and so on. The saying "you are what you wear" reflects the belief that one's things are a part of who one is.

2. Household level: This part of the extended self includes a consumer's residence and the furnishings in it. The house can be thought of as a symbolic body for the family or household members and is often a central aspect of identity.

3. Community level: It is common for consumers to describe themselves in terms of the neighbourhood or town from which they come. For farm families or residents with close ties to a community, this sense of belonging is particularly important.

4. Group level: Our attachments to certain social groups can also be considered a part of self. A consumer may feel that landmarks, monuments, or sports teams are a part of the extended self.

Type: ES Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

58) List all four levels of the extended self. Provide an example for each.

Answer: Examples will vary.

A person's first car can be an example of the individual level. The house you grew up in could be an example of a person's household level. The friends you grew up with is an example of the community level. Being a Raptors fan could be an example of group level.

Type: ES Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

59) Explain what is meant by "self-image congruence."

Answer: Because many consumption activities are related to self-definition, it is not surprising to learn that consumers demonstrate consistency between their values and attitudes and the things they buy. Self-image congruence models predict that products will be chosen when their attributes match some aspect of the self. These models assume a process of cognitive matching between these attributes and the consumer's self-image.

Type: ES Skill: Concept Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

60) Elliot chooses an Ironhead t-shirt because they see the brand image as being consistent with their sense of self. What concept is this an example of and why?

Answer: This is an example of self-image congruence. Because many consumption activities are related to self-definition, it is not surprising to learn that consumers demonstrate consistency between their values and attitudes and the things they buy. Self-image congruence models predict that products will be chosen when their attributes match some aspect of the self. These models assume a process of cognitive matching between these attributes and the consumer's selfimage.

Type: ES Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

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61) How can each level of the extended self be related to marketing?

Answer: Many of the props and settings we use to define our social roles in a sense become a part of our selves. Those external objects that we consider a part of us comprise the extended self, helping form one's identity. Just about everyone can name a valued possession that has a lot of self "wrapped up" in it, whether this is a treasured photograph, a trophy, an old shirt, a car, or a cat.

Four levels of the extended self are used by consumers to define themselves. These range from very personal objects to places and things that allow people to feel like they are rooted in their environments: The individual level—Consumers include personal possessions as part of their self-definition, such as cars, jewellery, and favourite clothing.

The household level—This includes the place of residence and furnishings that comprise "our home."

The community level—There is a sense of neighbourhood or locale used in public selfdescription and a private sense of belonging.

The group level—Attachments to larger social groups characterize the fourth level; affiliation may be through identification with sports teams, landmarks, monuments.

Marketing connections will vary.

Type: ES Skill: Application Objective: L5-02 Consumer behaviour often play a key role in defining the self-concept.

62) A consumer's subjective evaluation of their physical self is called: A) objective self-awareness.

B) body image.

C) personal beauty.

D) Adonis syndrome.

Answer: B Type: MC Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

63) Ideals of beauty can be considered: A) universal biological standards.

B) useful standards for comparing people.

C) natural characteristics and physical features.

D) models or exemplars of impossibly "ideal" individuals.

Answer: D Type: MC Skill: Application Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

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64) Research shows that "beauty work," or the lengths consumers go to change aspects of their physical selves is: A) usually seen as authentic and widely admired.

B) an unimportant consideration in many marketing activities.

C) viewed as more authentic when re-branded as self-expression.

D) is necessary for maintaining healthy self-esteem.

Answer: C Type: MC Skill: Application Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

65) Eurocentric beauty ideals have traditionally emphasized: A) short or curly hair for women.

B) braided hair for all genders.

C) short hair for men.

D) any type of hair that makes you happy.

Answer: C Type: MC Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

66) Kat is constantly preoccupied with their weight. They weigh themselves twice a day and always worry about everything they eat. They are exhibiting behaviour that is reflective of: A) body image distortion.

B) bulimia.

C) body weight compulsion.

D) beauty work.

Answer: A Type: MC Skill: Application Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

67) A distorted body image has been linked to eating disorders. These disorders cause individuals to believe that: A) they need to exercise and live a healthier lifestyle.

B) their self-esteem can't be affected by their bodies C) their body is literally bigger or smaller than others see it.

D) they should diet to lose some weight.

Answer: C Type: MC Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

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68) Eurocentric beauty ideals have traditionally placed little emphasis on the appearance of hair.

Answer: FALSE Type: TF Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

69) Beauty ideals are standard measures of natural attractiveness.

Answer: FALSE Type: TF Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

70) A person who is anorexic is suffering from a body image distortion.

Answer: TRUE Type: TF Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

71) What is body image distortion?

Answer: Body image distortion is a psychological disorder that causes the individual to believe that their body is literally bigger or smaller than others see it. Research has linked body image distortion to serious medical conditions such as anorexia and bulimia.

Type: ES Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

72) Michel has a poor overall body image. Describe the concept of body image distortion, how it relates to negative perceptions of body image, and the role that advertising can play in this condition.

Answer: A person's negative feelings about their body such as feeling over-weight, or not muscular enough, can in some cases lead to body image distortions. These feelings that one's body is literally smaller or bigger than others see it can even result in serious medical conditions such as anorexia. Advertising images that convey an image of slimness, for example, can help to reinforce such risks by arousing insecurities about weight.

Type: ES Skill: Application Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

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73) Describe how ideals of beauty within a culture motivate consumers to go to great lengths to change aspects of their physical selves. Use examples of how people alter themselves to conform to current ideals of beauty.

Answer: A person's satisfaction with the physical image they present to others is affected by how closely that image corresponds to the image valued by their culture. Ideals of beauty, however, vary radically across cultures and even over time within the same society.

Manifestations of the desire to alter one's physical self to conform to current ideals of beauty include: Hair styling Dieting and unrealistic standards Eating disorders Exercise addiction Type: ES Skill: Concept Objective: L5-03 The way we think about our bodies (and the way our society tells us we should think) is a key component of self-esteem.

74) Which of the following statements is true about gender identity?

A) Gender identity is determined by biological sex.

B) Gender identity can be thought of as maleness and femaleness.

C) Gender identity is an individual's internal experience of gender.

D) Gender identity can be determined by an individual's outward expression of gender.

Answer: C Type: MC Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

75) In a study of a beer advertisement, two executions were prepared, one in masculine terms and the other in feminine terms. What kind of people preferred this execution of the ad: "Brewed with tender care, X Beer is a full-bodied beer that goes down smooth and gentle"?

A) those whose self-ratings were highly masculine B) men C) those whose self-ratings were highly feminine D) women Answer: C Type: MC Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

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76) Consistent with the self-product congruence model, people tend to prefer to consume in ways that: A) reinforce their biological sex.

B) align with their gender identity.

C) are independent of their gender identity.

D) align their gender identity and biological sex.

Answer: B Type: MC Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

77) Research on sexual orientation in marketing indicates that: A) sexual orientation explains very little about consumption behaviour.

B) sexual orientation is a leading indicator of consumption behaviour.

C) sexual orientation closely aligns with gender identity.

D) representation and inclusivity are not important to Canadians.

Answer: A Type: MC Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

78) The concept of a "pink tax" refers to: A) the higher cost of products marketed specifically to women.

B) the higher cost required to create gender-neutral marketing campaigns.

C) the reality that products marketed to women are higher quality and therefore more expensive.

D) the necessity of creating gendered versions of products.

Answer: A Type: MC Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

79) Ethnicity refers to: A) race.

B) a multiplicity of beliefs, behaviours, and traditions.

C) geographical origins.

D) a narrow social construction.

Answer: B Type: MC Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

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80) Kin is 60 years-old and likes to keep up with the latest fashion and social media trends. They follow various influencers who are decades younger than themselves. What might this behaviour tell us about Kin? A) Kin looks younger than their chronological age.

B) Kin's perceived age is older than their chronological age.

C) Kin's perceived age is younger than their chronological age.

D) Kin's perceived age and chronological age are perfectly aligned.

Answer: C Type: MC Skill: Application Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

81) Sharma told her friend Javier that she was frustrated because her manager at work did not seem to appreciate the extra effort that she was putting in. Javier suggested that Sharma speak with her manager and show her the work she was doing. Later, Sharma wondered why men just "don't get it." All she really wanted from Javier was some sympathy. One of the problems that Sharma and Javier are experiencing is that society has taught many women to value ________ goals, while men have been expected to value ________ goals.

A) extended self; looking-glass B) communal; agentic C) social class; self-congruence D) androgyny; hierarchical Answer: B Type: MC Skill: Application Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

82) Society teaches expectations about the appropriate behaviour for men and women. For example, communal goals such as affiliation are typically taught to men to facilitate their success in team sports.

Answer: FALSE Type: TF Skill: Application Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

83) Gender identity can easily be inferred from an individual's biological sex.

Answer: FALSE Type: TF Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

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84) Masculinity and femininity are biologically determined characteristics.

Answer: FALSE Type: TF Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

85) Race is a narrower social construction than ethnicity.

Answer: TRUE Type: TF Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

86) Chronological age is typically a more useful guide for marketers than perceived age.

Answer: FALSE Type: TF Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

87) Describe what is meant by gender identity.

Answer: Gender identity, or a person’s internal and individual experience of gender, is an important component of a consumer’s self-concept and is not determined only by biological sex.

People might identify as a woman, a man, both, neither, or anywhere along the gender spectrum.

People often conform to their culture’s expectations about what those of their gender should do.

Type: ES Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

88) What is the difference between maleness and masculinity? Provide an example of both.

Answer: Masculinity is not a biological characteristic while maleness is. An example of masculinity could be that males should be "strong" and repress feelings. An example of maleness could be that the average male is taller and weighs more than the average female.

Type: ES Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

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89) How can a product be sex-typed? Provide an example of this.

Answer: Examples will vary.

A product is sex-typed if it takes on masculine or feminine attributes that leads consumers to identify which gender the product is for. An example of this is a pink princess toy. Most people will think it is meant for a female child.

Type: ES Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

90) Do the terms "maleness-femaleness" and "masculinity-femininity" mean the same thing?

Discuss and include gender-typed products in your answer.

Answer: The issue is gender versus biological sex. Gender identities and internal individual experiences which can be different from biological sex. Maleness and femaleness refer to attributes of sex while masculinity and femininity are socially constructed. Culturally, men are often controlled by agentic goals that stress self-assertion and mastery. Women are taught to value communal goals such as affiliation and cooperative relationships.

A behaviour that would be considered as masculine in one culture may not necessarily be regarded as such in another culture. Also, products are often gender-typed. That is, they take on masculine or feminine attributes and they may be stereotypically associated by consumers with one gender.

Type: ES Skill: Concept Objective: L5-04 Gender, ethnicity and race, and age are important components of a consumer's self-concept, and society strongly shapes our expectations about these components.

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Consumer Behaviour, 9Ce (Solomon) Chapter 6 Personality, Lifestyles, and Values 1) ________ may be thought of as a person's unique psychological makeup and how these features consistently influence the way that person will respond to his or her environment.

A) Configuration B) The self C) Personality D) Self-focus cognate Answer: C Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

2) Hong was embarrassed when their friends teased them about dancing on a table on Friday night. Hong tried to tell their friends that they are really quite introverted and shy. Their friends observed that Hong does not appear shy when they are out on a weekend evening. Which of the following statements about personality is most applicable in understanding Hong?

A) Personality is a set of consistent traits that does not change from one environment to the next.

Either Hong or their friends are wrong.

B) Personality is a person's unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within similar environments, it may not be consistent among different environments.

C) Personality is a hypothetical construct that grows stronger with age. As Hong matures, their behaviour will become more consistent in different environments.

D) Hong's behaviour on a weekend night is due to their lifestyle, while their usual shy behaviour is a result of personality.

Answer: B Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

3) Psychological approaches to the concept of personality in the early part of the century were based on: A) quantitative analysis.

B) qualitative analysis.

C) isolation studies.

D) accounts of tranquil experiences.

Answer: A Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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4) The three Freudian symbolic self systems are the: A) id, psyche, and superego.

B) identification, ego, and superego.

C) subconscious, ego, and id.

D) id, ego, and superego.

Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

5) In Freudian theory, the ________ is that part of the mind guided by the primary desire to maximize pleasure and avoid pain.

A) superego B) ego C) persona D) id Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

6) In Freudian theory, the system that acts as a person's conscience is the: A) mores.

B) ego.

C) superego.

D) id.

Answer: C Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

7) The "fight between temptation and virtue" in the mind is mediated by the: A) id.

B) persona.

C) ego.

D) conscience.

Answer: C Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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8) A child goes into a store, sees a candy bar, and wants it right away. Freudian theory would say that this is representative of the: A) left hemisphere of the brain.

B) superego.

C) id.

D) ego.

Answer: C Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

9) Andre would just love to have the cream puff that he sees through a bakery window, but he resists the urge and keeps on walking. Freudian theory would say that his resistance is representative of the: A) left hemisphere of the brain.

B) superego.

C) id.

D) ego.

Answer: B Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

10) Today most applications of Freudian theory in marketing are related to: A) how we learn.

B) which products might channel unconscious urges.

C) gift-giving.

D) family purchase conflicts.

Answer: B Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

11) The theories of ________ highlight the potential importance of unconscious motives underlying purchases.

A) Horney B) Jung C) Katz D) Freud Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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12) In the 1950s, a perspective called ________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

A) psychic research B) sexual symbology C) motivational research D) psychographics Answer: C Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

13) A basic assumption of motivational research is: A) Freudian theory has no basis in modern reality.

B) personality occurs when needs arise and then are satisfied.

C) consumers only buy when they are happy.

D) socially unacceptable needs are channelled into acceptable outlets.

Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

14) Many researchers believe that it is wrong to use motivational research, largely based on Freudian theories, to study customers. Why? A) Freudian theories have been shown not to apply to modern consumers.

B) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.

C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.

D) Some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.

Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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15) The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on the unconscious motive of security. The ad was designed to make adults feel that they were wellloved children again. The agency drew on the findings of: A) Jung.

B) Katz.

C) Freud.

D) Dichter.

Answer: D Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

16) When Kit goes shopping, they tend to buy well-known brands, such as Kellogg's. According to Horney's research, they can be described as: A) detached.

B) aggressive.

C) compliant.

D) passive.

Answer: C Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

17) Who was instrumental in advancing the idea that much of human behaviour could be understood by knowing how motivation is related to the feeling of inferiority?

A) Sigmund Freud B) Karen Horney C) Carl Jung D) Alfred Adler Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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18) A marketer has decided to use Yoda (i.e., Star Wars wise man character) to promote a new model of a notebook computer. The marketer knows that many marketing messages use characters to convince people about the merits of products. They have decided to use the technique to their advantage. Upon which of the following psychologists' ideas have they based their advertising strategy?

A) Karen Horney B) Sigmund Freud C) Carl Jung D) Alfred Adler Answer: C Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

19) Harjit is a person who likes to think about things, especially when it comes to making selections among products. According to trait theory, Harjit could be characterized as having a strong: A) interest in innovations.

B) need for acquiring and owning goods.

C) need for cognition.

D) emphasis on his appearance.

Answer: C Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

20) When Max saw an ad for a new and improved smart TV, they rushed out and bought one.

They can be considered to have the trait of: A) innovativeness.

B) materialism.

C) self-consciousness.

D) need for cognition.

Answer: A Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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21) Consumers who possess a high need for cognition: A) find it hard to manage complex decisions on a daily basis.

B) prefer to take shortcuts and rely on peripheral product information.

C) purchase more products related to science and technology than their counterparts.

D) enjoy thinking extensively about potential product purchases.

Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

22) Jayleen prefers to shop at independent fashion and clothing stores where the products are original, one-of-a-kind items that are only available for a short time period. They are likely high in the trait of: A) need for uniqueness.

B) bargain orientation.

C) ethical consumerism.

D) innovativeness.

Answer: A Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

23) Consumers high in public self-consciousness are likely to: A) be shy and self-aware in their product choices, preferring to opt for safe choices.

B) routinely exhibit bravado in public situations.

C) be easily embarrassed by poor consumer choices.

D) make choices that allow them to present a positive view of the self to others.

Answer: D Type: MC Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

24) Jess purchases clothing and cosmetics in order to convey a positive image of themselves to others. They are high in the trait of: A) need for uniqueness.

B) bargain orientation.

C) need for cognition.

D) public self-consciousness.

Answer: D Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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25) Meg finds out that all of the people they know will be wearing jeans to a party. Knowing this, they decide to wear a skirt. This demonstrates Meg's: A) hierarchy orientation.

B) fashion orientation.

C) allocentric orientation.

D) need for uniqueness.

Answer: D Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

26) Nick is redesigning an advertisement after their consultant told them the marketing segment for their insurance products was high in idiocentrics. Which of the following would be how to attract such a segment?

A) Show a potential customer busy at work.

B) Show a potential customer shopping in the produce aisle for organic vegetables.

C) Depict a father and son working on an airplane model.

D) Show a family in the kitchen all working to prepare a wholesome dinner.

Answer: A Type: MC Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

27) Personality refers to a person's unique psychological makeup, thought by some consistently to influence the way a person behaves.

Answer: TRUE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

28) Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people.

Answer: TRUE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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29) The id is essentially a person's conscience.

Answer: FALSE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

30) Sam is studying psychology. During their studies, they make a conclusion based on what they read about Freudian theory. Their conclusion is that the ego is a mediator between temptation and virtue. Is their conclusion true or false?

Answer: TRUE Type: TF Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

31) Freudian theory implies that consumers cannot tell us their true motivations for buying a product.

Answer: TRUE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

32) A key strength of motivational research is that it does not rely on Freudian theory.

Answer: FALSE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

33) The theorist Jung believed that we are a product of past experiences.

Answer: TRUE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

34) Trait theory refers to those subjective components of the self ("traits") that intuitively "make sense" even though they cannot be measured quantitatively.

Answer: FALSE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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35) Someone characterized as high in public self-consciousness is likely to enjoy engaging in effortful cognitive activity.

Answer: FALSE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

36) Idiocentrics are more interested in other cultures and travelling than allocentrics.

Answer: TRUE Type: TF Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

37) What is personality?

Answer: Personality is a person's unique psychological makeup, which consistently influences the way the person responds to his or her environment.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

38) Explain the Freudian concept of the id.

Answer: The id is the component of the self that is entirely oriented toward immediate gratification—it is the "party animal" of the mind. It operates according to the pleasure principle: Behaviour is guided by the primary desire to maximize pleasure and avoid pain. The id is selfish and illogical. It directs a person's psychic energy toward pleasurable acts without regard for any possible consequences.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

39) Explain the Freudian concept of the superego.

Answer: The superego is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules and works to prevent the id from seeking selfish gratification.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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40) Explain the Freudian concept of the ego.

Answer: The ego is the system that mediates between the id and the superego. It is, in a way, a referee in the fight between temptation and virtue. The ego tries to balance these two opposing forces according to the reality principle. It finds ways to gratify the id that will be acceptable to the outside world. These conflicts occur on an unconscious level, so the person is not necessarily aware of the underlying reasons for behaviour.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

41) What are the implications of Freud's notion of the unconscious motive?

Answer: The implication is that consumers cannot necessarily tell us their true motivations for choosing a product, even if we can devise a sensitive way to ask them directly.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

42) Identify and define the three aspects of the self-system according to Freudian psychology.

Answer: The id is the component of the self that is entirely oriented toward immediate gratification—it is the "party animal" of the mind. It operates according to the pleasure principle: Behaviour is guided by the primary desire to maximize pleasure and avoid pain. The id is selfish and illogical. It directs a person's psychic energy toward pleasurable acts without regard for any possible consequences.

The superego is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules and works to prevent the id from seeking selfish gratification.

Finally, the ego is the system that mediates between the id and the superego. It is, in a way, a referee in the fight between temptation and virtue. The ego tries to balance these two opposing forces according to the reality principle. It finds ways to gratify the id that will be acceptable to the outside world. These conflicts occur on an unconscious level, so the person is not necessarily aware of the underlying reasons for behaviour.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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43) What is motivational research?

Answer: Motivational research is largely based on psychoanalytic (Freudian) interpretations, with a heavy emphasis on unconscious motives. The basic assumption is that socially unacceptable needs are channeled into acceptable outlets.

Motivational research relies on in-depth interviews with individual consumers. Instead of asking many consumers a few general questions about product usage and combining these responses with those of many other consumers in a representative statistical sample, this technique uses relatively few consumers but probes deeply into each person's purchase motivations. An in-depth interview might take several hours and is based on the assumption that the respondent cannot immediately articulate his or her latent, or underlying, motives; these can be derived only after meticulous questioning and interpretation on the part of a carefully trained interviewer.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

44) Explain Jung's notion of the collective unconscious.

Answer: Jung believed that people are shaped by the cumulative experiences of past generations. A central part of his perspective was an emphasis on what Jung called the collective unconscious, which is a storehouse of memories inherited from our ancestral past. For example, Jung would argue that many people are afraid of the dark because their distant ancestors had good reason to exhibit this fear. These shared memories create archetypes, or universally shared ideas and behaviour patterns. Archetypes involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

45) Explain the Freudian system of personality as it might apply to the behaviour of someone who is out with friends drinking.

Answer: Sigmund Freud developed the idea that much of one's adult personality stems from a fundamental conflict between a person's desire to gratify their physical needs and the necessity to function as a responsible member of society. This struggle is carried out in the mind among three systems. The id is entirely oriented toward immediate gratification–it is the "party animal" of the mind. It operates according to the pleasure principle. It tries to maximize pleasure and minimize pain. The superego is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules and works to prevent the id from seeking selfish gratification. The id would like another drink, but the superego reminds the customer that she needs to drive home safely. Finally, the ego is the system that mediates between the id and the superego. It is in a way a referee in the fight between temptation and virtue. The ego tries to balance the opposing forces according to the reality principle. The ego attempts to find a way for another drink and still find a way to get home safely.

Type: ES Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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46) What were beliefs of the neo-Freudians? Are those beliefs relevant to today's marketing?

Answer: Freud's psychoanalytic theory of personality had emphasized the way people found socially acceptable ways to satisfy sexual desires. The neo-Freudians felt that an individual's personality was more influenced by how relationships were handled.

Karen Horney—Probably the most prominent of this group, this psychoanalyst proposed that people could be described as compliant (moving toward others), detached (moving away from others), or aggressive (moving against others). Some research has shown that Horney's theory might be helpful in relating product preferences to these three types of people.

Others—Alfred Adler proposed that many actions are motivated by people's desire to overcome feelings of inferiority relative to others. Harry Stack Sullivan focused on how personality evolves to reduce anxiety in social relationships.

Carl Jung—Jung was being groomed by Freud to become his successor but Jung could not accept Freud's emphasis on sexual aspects of personality, and eventually the two dissolved their relationship. Jung's approach to psychotherapy (called analytic psychology) emphasized both the individual's development as a creative person (future) and one's individual and racial history (past) in the formation of personality. A central part of Jung's perspective was the collective unconscious, a storehouse of memories inherited from our ancestral past. These shared memories create archetypes, or universally shared ideas and behaviour patterns, e.g., themes involving birth, death, the devil. Advertisers do indeed invoke archetypes to link products with underlying meanings, using characters such as wizards, the old wise man, and the earth mother: e.g., "It's not nice to fool with Mother Nature."

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

47) Guita is very aware of her publicly displayed self-image. She purchases clothing and cosmetics to convey a positive image of herself to others. Describe which trait she is likely high on.

Answer: She is likely high in public self-consciousness. Consumers high in public selfconsciousness are more likely to make choices that allow them to present a positive view of the self to others. For instance, consumers high in public self-consciousness are more likely to avoid products with negative associations (e.g., men won't choose a steak called the "ladies' cut" and are more likely to donate to a charity in public settings if it looks like they are doing it for more altruistic, other-focused reasons).

Type: ES Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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48) What is meant by the term "need for uniqueness"?

Answer: Need for uniqueness is a trait. Those high in need for uniqueness tend to be more likely to desire unique, counter-normative, or unconventional options when a consumption situation activates this need. One study examined how having one's product choice mimicked or copied by another person can threaten this need for uniqueness. Have you ever shown up to a party to find that another guest is wearing the same thing as you? Would it be worse if it were your best friend wearing the identical outfit, or would it be worse if it were someone you didn't know? It turns out that consumers who were high in need for uniqueness, and who were copied by someone similar to them, were most upset about the uniqueness violation—they were most willing to dispose of, trade in, or alter their choice when they were copied.

Type: ES Skill: Concept Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

49) Albert really enjoys effortful cognitive activity and when he goes on a plane ride he purchases activity books containing challenging analogical and mathematical puzzles to pass the time. What would trait theory say about Albert?

Answer: Albert is likely high in the trait of need for cognition. Consumers who are high in need for cognition enjoy thinking extensively about things like products and their attributes. Those low in need for cognition are more like to take shortcuts or rely on their feelings when making decisions, as opposed to thinking carefully.

Type: ES Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

50) Could trait theory be used as a basis for market segmentation? Explain why or why not, using two traits to illustrate support for your position.

Answer: Yes, it could. This would be a form of psychographic segmentation, reaching beyond demographics. Manufacturers of current technology products would certainly find degree of innovativeness useful. Also, most companies would find materialism useful when combined with other segmentation variables.

Type: ES Skill: Application Objective: L6-01 A consumer's personality can influence the way he or she responds to marketing stimuli and how the various theories of personality differ.

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51) ________ refers to a pattern of consumption reflecting a person's choices of how they spend time and money.

A) Lifestyle B) Motivation C) Pattern development D) AIO Answer: A Type: MC Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

52) Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways of enjoying their lives and expressing their social identities, a key aspect of this strategy is to: A) focus on product usage in desirable social settings.

B) set a low price point.

C) ensure you have a popular celebrity for a spokesperson.

D) make the product available everywhere.

Answer: A Type: MC Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

53) IKEA sets up their outlets with various room designs for each room use. For example, there could be ten completely different kitchens on display, each one having its own look with cupboards, counters, appliances, and dishes. This is an example of: A) co-branding.

B) product complementarity.

C) repositioning.

D) brand personification.

Answer: B Type: MC Skill: Application Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

54) Sets of different products with symbolic meanings that are related are called: A) investitures.

B) consumption constellations.

C) harmonic convergences.

D) patterned products.

Answer: B Type: MC Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

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55) When interior designers integrate products from many different categories (such as appliances, furnishings, and even artwork) into a unified whole or a specific decorating style, they are relying upon the principle of: A) market complementarity.

B) market consistency.

C) product complementarity.

D) harmonic convergence.

Answer: C Type: MC Skill: Application Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

56) The assumption that people with similar needs and tastes tend to live near one another is an aspect of: A) geodemography.

B) complementarity.

C) lifestyle geography.

D) consumption constellations.

Answer: A Type: MC Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

57) Jay and Kay are identical twins. They look alike and have almost identical personalities.

They both live in the same apartment. By definition, they would both have the same lifestyle.

Answer: FALSE Type: TF Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

58) Luis and his brother won a lottery and shared the money equally. Luis went on a trip around the world. His brother bought an expensive racing boat. This difference reflects a difference in lifestyle.

Answer: TRUE Type: TF Skill: Application Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

59) Ten years ago, Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling mineral water. This is an example of how his deep-seated values have changed over time.

Answer: FALSE Type: TF Skill: Application Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

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60) It is unlikely that lifestyles change once they are set.

Answer: FALSE Type: TF Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

61) Product complementarity occurs when the symbolic meanings of different products are related to each other.

Answer: TRUE Type: TF Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

62) Explain the concept of lifestyle and why it is important to marketers.

Answer: Lifestyle refers to a pattern of consumption reflecting a person's choices of how they spend time and money. Many of the factors already discussed in this book, such as a person's self-concept, ethnicity, and social class, are used as "raw ingredients" to fashion a unique lifestyle. In an economic sense, a person's lifestyle represents the way they have elected to allocate income both to different products and services and to specific alternatives within these categories. Other somewhat similar distinctions have been made to describe consumers in terms of their broad patterns of consumption. For example, consumers can be distinguished by their social class, which can be determined by the proportion of expenditures on food, advanced technology, or such information-intensive goods as entertainment and education.

Type: ES Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

63) Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip around the world. His brother bought an expensive racing boat. Discuss what factor likely led to this difference in choice.

Answer: This difference reflects a difference in lifestyle choices. Lifestyle refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money. Many factors, such as a person's self-concept, ethnicity, and social class, are used as "raw ingredients" to fashion a unique lifestyle. In an economic sense, one's lifestyle represents the way one has elected to allocate income. We allocate different proportions of our income to different products and services as well as to specific brand alternatives within these categories. A person's choice of goods and services indeed makes a statement about who that person is and about the types of people with whom that person desires to identify–and even about those he or she wishes to avoid.

Type: ES Skill: Application Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

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64) You are a personal image designer. The goal of your job is to provide people with product recommendations for create a positive image. An individual comes to you saying they want a consumption constellation that reflects a more affluent lifestyle. What theory does your job rely on and what do you recommend?

Answer: As a personal image designer, your job relies on the theory of product complementarity, which occurs when symbolic meanings of different products are related to each other. These sets of products, termed "consumption constellations," are used by consumers to define, communicate, and perform social roles.

There are many recommendations that can be made, but they should include products that are luxurious, such as a Mercedes-Benz and a Rolex watch.

Type: ES Skill: Application Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

65) Explain geodemography and how it relates to single-source data.

Answer: Geodemography refers to those analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the area in which people live, in order to identify consumers who share common consumption patterns.

Geodemography is based on the assumption that "birds of a feather flock together." The idea is that like-minded people with similar tastes and needs locate near one another. Knowing the location of these groups makes it more viable for marketers to reach them, e.g., through direct mailings. To obtain a clearer picture of the Canadian consumer, the geographic information is combined with other data, such as single-source data.

Single-source data is the compilation of information that includes different aspects of consumption and demographic data for a common consumer segment. When the information about a person's actual purchasing history is combined with the geodemographic data, marketers can determine which marketing strategies these consumers respond to or ignore. Such comprehensive strategies enable marketers to test the impact of changes in such areas as advertising, pricing, shelf-placement promotions, etc. on consumer behaviour patterns.

Type: ES Skill: Concept Objective: L6-02 Consumers' lifestyles are key to many marketing strategies.

66) Sam's possessions play a central role in their life and influence their value systems. Sam can be considered as having the trait of: A) extroversion.

B) materialism.

C) self-consciousness.

D) innovativeness.

Answer: B Type: MC Skill: Application Objective: L6-03 Every individual has a set of core values that it imparts to its members.

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67) The List of Values Scale identifies: A) consumer attitudes to products that are connected to romance and online dating services.

B) how values relate to a five-dimension personality scale.

C) nine consumer segments based on the values they endorse.

D) consumption patterns that are motivated by price-bracket concerns.

Answer: C Type: MC Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

68) A ________ is a belief that some condition is preferable to its opposite.

A) moral B) value C) need D) want Answer: B Type: MC Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

69) Jill is a vegetarian because of health reasons and Davis is a vegetarian because of animal cruelty concerns. While both may share the same consumption patterns, they differ in what fundamental aspect?

A) their politics B) their values C) their lifestyles D) their education Answer: B Type: MC Skill: Application Objective: L6-03 Every individual has a set of core values that it imparts to its members.

70) Our beliefs are taught to us by our parents, friends, and teachers. In other words, we learn them from: A) anyone.

B) adults.

C) conscientious consumerism.

D) socialization agents.

Answer: D Type: MC Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

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71) Within each culture, there are usually beliefs or a set of underlying goals most people agree are important. Values that can be thought of as desired end states or goals for both individuals and their society are termed: A) terminal values.

B) behaviour objective values.

C) instrumental values.

D) self-actualization values.

Answer: A Type: MC Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

72) Values that specify the actions needed to achieve some higher-order value are termed: A) terminal values.

B) behaviour objective values.

C) instrumental values.

D) self-actualization values.

Answer: C Type: MC Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

73) A household cleaner that advertises its durability is appealing to which type of value?

A) cultural B) core C) product-specific D) consumption-specific Answer: C Type: MC Skill: Application Objective: L6-03 Every individual has a set of core values that it imparts to its members.

74) Consumers are beginning to place a high value on buying green brands and products from green companies. This shift towards personal and global health has been termed by some researchers as: A) conscientious consumerism.

B) a fad.

C) idealism.

D) acculturation.

Answer: A Type: MC Skill: Application Objective: L6-03 Every individual has a set of core values that it imparts to its members.

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75) Ease of use and durability are examples of: A) cultural values.

B) product-specific values.

C) consumption-specific values.

D) core values.

Answer: B Type: MC Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

76) The Rokeach Value Survey is intended to measure: A) consumption-specific values, such as convenient shopping and good service.

B) how consumer values are dependent on culture.

C) a set of terminal values.

D) comparative house prices across North America.

Answer: C Type: MC Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

77) What are values? Why are values of interest to marketers?

Answer: A value is a belief that some condition is preferable to its opposite. Many people avidly pursue products and services that will make them look young, believing that this is preferable to appearing old. A person's set of values plays a very important role in their consumption activities, since many products and services are purchased because they will (it is believed) help attain a value-related goal. Values often underlie or sit at the heart of an individual's lifestyle and psychographic profile. Values are central to what makes a consumer distinct in their consumption and in society.

Type: ES Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

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78) Jules is a consumer in the segment sometimes labelled "lifestyles of health and sustainability." Discuss what their typical day might include and, from a marketing perspective, what type of products they may be interested in.

Answer: LOHAS, an acronym for "lifestyles of health and sustainability" is a label that refers to people such as Jules who worry about the environment, want products to be produced in a sustainable way, and spend money to advance what they see as their personal development and potential. So-called "Lohasians" (others refer to this segment as cultural creatives) represent a great market for products such as organic foods, energy-efficient appliances, and hybrid cars as well as alternative medicine, yoga tapes, and ecotourism.

Jules will likely spend their free time accessing these activities and supporting these products.

Whereas in the past it was sufficient for companies to offer recyclable products, this new movement, of which Jules is a part, is creating a whole new vocabulary as consumers begin to "vote with their forks" by demanding food, fragrances, and other items that are hormone-free, locally grown, cage-free, don't involve animal clones or animal testing, and are made without genetically modified ingredients (GMOs), just to name a few of consumers' concerns and requirements.

Type: ES Skill: Application Objective: L6-03 Every individual has a set of core values that it imparts to its members.

79) What is conscientious consumerism?

Answer: The trend for consumers to focus on personal health is merging with a growing interest in global health. Some analysts call this new value conscientious consumerism. In a recent survey, 8 out of 10 consumers said they believe it's important to buy green brands and products from green companies and that they'll pay more to do so. In another survey conducted in 2009, 71 percent of consumers agreed that they avoid purchasing from companies whose practices they disagree with, and about half claim they tell others to either patronize or avoid certain products based on the manufacturer's social and environmental practices.

Type: ES Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

80) When asked why they spend so much money on clothing, gadgets, and their car, Max answers: "the one who dies with most toys, wins." Describe what value they are expressing.

Answer: They are expressing the value of materialism.

Although most people don't literally worship material goods, "things" do play a central role in many people's lives and can influence their value systems. Materialism refers to the importance people attach to worldly possessions, and the popular bumper sticker "He Who Dies with the Most Toys, Wins" is a comment on this philosophy.

Type: ES Skill: Application Objective: L6-03 Every individual has a set of core values that it imparts to its members.

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81) Discuss two different instruments that might be used to measure values, and explain why one may be preferable for marketing applications.

Answer: Rokeach Value Survey and the List of Values (LOV) scale. The Rokeach Value Survey was devised by psychologist Milton Rokeach, who identified a set of terminal values, or desired end states, that apply (to various degrees) to many different cultures. His scale can be used to measure these values, and also includes a set of instrumental values, which comprise actions needed to achieve these terminal values. Although some evidence indicates that these global values do translate into product-specific preferences and differences in media usage, the Rokeach Value Survey has not been widely used by marketing researchers.

An alternative is the List of Values (LOV) Scale, which was developed to isolate values with more direct-marketing applications. This instrument identifies nine consumer segments based on the values they endorse and relates each to differences in consumption behaviours. These segments include consumers who place a priority on such values as a sense of belonging, excitement, warm relationships with others, and security. For example, people who endorse the value of a sense of belonging are more likely to read Reader's Digest and drink and entertain frequently, prefer group activities, and be older than are people who do not endorse this value as highly. In contrast, those who endorse the value of excitement prefer Wallpaper and are younger than those who do not.

Type: ES Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

82) At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. Identify and describe the variable this program is using to target consumers.

Answer: This would be a good illustration of lifestyle marketing. Lifestyle refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money. Many factors, such as a person's self-concept, ethnicity, and social class, are used as "raw ingredients" to fashion a unique lifestyle. In an economic sense, a person's lifestyle represents the way they have elected to allocate income both to different products and services and to specific alternatives within these categories.

A lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income. These choices, in turn, create opportunities for marketsegmentation strategies that recognize the potency of a consumer's chosen lifestyle in determining both the types of products purchased and the specific brands more likely to appeal to a designated lifestyle segment.

Type: ES Skill: Application Objective: L6-03 Every individual has a set of core values that it imparts to its members.

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83) What is materialism? What are some of the negative consequences of materialism?

Answer: Materialism refers to the importance people attach to worldly possessions.

Many consumers now energetically seek "the good life," which abounds in material comforts.

Most young people can't imagine a life without cell phones, social media, and other comforts. In fact, one way to think about marketing is as a system that provides a certain standard of living to consumers. Materialistic values tend to emphasize the well-being of the individual versus the group, which may conflict with family or religious values. That conflict may help to explain why people with highly material values tend to be less happy. More recent research suggests that materialism might be associated with other negative outcomes. For example, youth who were more materialistic reported lower liking for school and got poorer grades.

Type: ES Skill: Concept Objective: L6-03 Every individual has a set of core values that it imparts to its members.

84) The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called: A) power-driven segmentation.

B) ulstrith coding.

C) cultural segmentation.

D) psychographic segmentation.

Answer: D Type: MC Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

85) Which of the following statements about psychographics is true?

A) Psychographics was developed using only psychological and sociological factors.

B) Psychographics uses non-standard psychological scales.

C) Psychographics definitively explains purchase behaviours.

D) Psychographics was needed because the usual large-scale qualitative survey research yielded only a little information about a lot of people.

Answer: D Type: MC Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

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86) AIO statements consist of consumer responses identifying their: A) attention, interests, outcomes.

B) activities, interests, outcomes.

C) attention, interests, opinions.

D) activities, interests, opinions.

Answer: D Type: MC Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

87) Shopping, club memberships, sports, and social events are all illustrations of which of the following lifestyle dimensions?

A) activities B) interests C) demographics D) outcomes Answer: A Type: MC Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

88) Norma Shields is a researcher investigating lifestyles of the rich and famous. This week they are examining their target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

A) activities B) interests C) demographics D) outcomes Answer: B Type: MC Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

89) The acronym VALS stands for: A) vacation and leisure segments.

B) varied-attitude list survey.

C) values and lifestyles.

D) varied actions linked to strategy.

Answer: C Type: MC Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

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90) Genevieve's main focus at the moment is her career, choosing a government position over a private-sector company or entrepreneurial endeavour. According to the VALS typology, she can fit into which of the following groups?

A) fulfilled B) achievers C) experiencers D) strivers Answer: B Type: MC Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

91) Holding down a well-paid job, Jeremy is not short of resources, but he is impulsive and always seeking risky activities, such as trying to climb to the summit of Everest. According to the VALS typology, he can fit into which of the following groups?

A) achievers B) experiencers C) strivers D) makers Answer: B Type: MC Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

92) Doug comes from a family background where a strong ethical code was developed at an early age. He has little money, but he still tends to favour brands that are tried and true.

According to the VALS typology, he can fit into which of the following groups?

A) fulfilled B) achievers C) strivers D) believers Answer: D Type: MC Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

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93) Erin likes to be self-sufficient. They grow their own vegetables, mow their own lawn, do their own repairs, and even painted their house. According to the VALS typology, Erin can fit into in which of the following groups?

A) fulfilled B) achievers C) strivers D) makers Answer: D Type: MC Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

94) The study of demographics allows us to describe who buys, but psychographics allows us to understand why they do.

Answer: TRUE Type: TF Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

95) VALS divides people into eight groups according to both psychological characteristics and resources, which include such factors as income, education, energy levels, and eagerness to buy.

Answer: TRUE Type: TF Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

96) Beth is highly motivated to advance her career, but does not like uncertainty. She is also highly concerned about the approval of others. According to the VALS system, Beth would most likely be categorized as a Striver.

Answer: TRUE Type: TF Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

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97) Explain the concept of psychographics and why this is important to marketers.

Answer: Psychographics involve the "use of psychological, sociological, and anthropological factors...to determine how the market is segmented by the propensity of groups within the market—and their reasons—to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium." Psychographics can be a powerful tool for segmenting and understanding the market.

Type: ES Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

98) What do marketers mean by the term "AIOs"?

Answer: Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables—activities, interests, and opinions—known as AIOs. Using data from large samples, marketers create profiles of customers who resemble one another in their activities and patterns of product usage.

Type: ES Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

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99) There are eight categories listed in the VALS system. List and briefly describe four of the categories.

Answer: Below is a complete answer for all eight categories.

VALS divides people into eight groups according to both psychological characteristics and resources, which include such factors as income, education, energy levels, and eagerness to buy.

In the VALS structure, groups are arranged vertically by resources and horizontally by selforientation.

The top group is called innovators, who are successful consumers with many resources. This group is concerned with social issues and is open to change.

The next three groups also have sufficient resources but differ in their outlooks on life.

• Thinkers are satisfied, reflective, and comfortable. They tend to be practical and value functionality.

• Achievers are career-oriented and prefer predictability over risk or self-discovery.

• Experiencers are impulsive and young and enjoy offbeat or risky experiences.

The next three groups have fewer resources: • Believers have strong principles and favour proven brands.

• Strivers are like achievers but with fewer resources. They are very concerned about the approval of others.

• Makers are action-oriented and tend to focus their energies on self-sufficiency. They will often be found working on their cars, canning their own vegetables, or building their own houses.

Finally comes the group with the fewest resources: • Survivors are at the bottom of the ladder. They are most concerned with meeting the needs of the moment.

Type: ES Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

100) Alison is a go-getting lawyer who is very career-oriented and makes a high salary. Using the VALS framework, how would you describe Alison?

Answer: According the VALS system, Alison is likely classified as an achiever. Achievers are career-oriented and prefer predictability over risk or self-discovery.

Type: ES Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

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101) Your research colleague Kit says, "I've heard about this new term, psychographics. Do you know what this means? What forms of psychographic studies are there?" What do you say?

Answer: Psychographics involves the "use of psychological, sociological, and anthropological factors...to determine how the market is segmented by the propensity of groups within the market—and their reasons—to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium."

Psychographic studies can take several different forms: a. A lifestyle profile looks for items that differentiate between users and nonusers of a product. b. A product-specific profile identifies a target group, and then profiles these consumers on product-relevant dimensions. c. A general lifestyle segmentation places a large sample of respondents into homogeneous groups based on similarities of their overall preferences. d. A product-specific segmentation tailors questions used in a general approach to a product category.

Type: ES Skill: Application Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

102) How are psychographics distinct from demographics, and why are psychographics necessary to better understand marketing and consumer behaviour?

Answer: Demographics are typically measures that are easily quantified and are readily observable. A person's income, gender, age, ethnicity, etc. are all examples of demographic variables. Psychographics are composed of psychological, sociological, and anthropological factors and include attitudes, interests, opinions, and lifestyles.

Psychographics are important because they often do a good job of explaining why and predicting when consumers will buy certain products. Students can draw on different examples, such as Lululemon, which draws upon consumer psychographics to connect with their customers.

Type: ES Skill: Concept Objective: L6-04 Personality, lifestyle, and values make up a psychographic profile that marketers can use to target individuals or groups of consumers.

103) The automobile company Jaguar uses the cat as its logo to depict the same traits as the cat: solitary, opportunistic, stalk-and-ambush predator at the top of the food chain. This is an example of: A) superego.

B) competitive fear.

C) repositioning.

D) brand personality.

Answer: D Type: MC Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

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104) Old Spice created a series of commercials with a likeable brand representative and created several YouTube spots to help viewers get to know the man behind the brand. This was to enhance: A) consumer self-esteem.

B) company acceptance.

C) brand personality.

D) perceptual selectivity.

Answer: C Type: MC Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

105) According to the text, the product symbol that is given credit for being the first "brand personality" (introduced in 1886) was: A) the Coca-Cola symbol.

B) the John Deere tractor symbol.

C) the Quaker Oats man.

D) the Kellogg's rooster.

Answer: C Type: MC Skill: Concept Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

106) The Apple brand is synonymous with a visual of an apple with a leaf on the stem and a bite taken out of it. Over the years they have been able to connect the image with what the brand stands for—acquiring knowledge. It has built: A) brand dynamics.

B) brand polarity.

C) brand equity.

D) brand logos.

Answer: C Type: MC Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

107) A certain brand of luggae player is priced at the high end of the market and is only sold in limited locations at very high-end stores. This implies which personality trait inferences?

A) versatile, adaptable B) snobbish, sophisticated C) reliable, dependable D) flighty, schizophrenic Answer: B Type: MC Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

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108) Disney as a brand can be symbolized with three circles forming a shape that resembles a mouse's head with ears: Mickey Mouse. It has become such an obsession with many that the company has many "hidden" Mickeys throughout its theme parks that visitors seek out, post, and share online for hours on end. This is an example of a successful use of: A) objectivism.

B) animism.

C) humanism.

D) cultism.

Answer: B Type: MC Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

109) The second level of animism occurs when objects become ________; that is, they take on human characteristics.

A) organic B) assimilated C) anthropomorphized D) animated Answer: C Type: MC Skill: Concept Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

110) Although a brand's personality can be very difficult to change, marketers can accomplish this to certain extent by ________ their product.

A) reanimating B) skimming C) allocating D) repositioning Answer: D Type: MC Skill: Concept Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

111) Jennifer is a marketing manager for a clothing manufacturer. She wants to have two product lines: one targeted at price-sensitive consumers and one targeted at affluent consumers. To differentiate the two brands, she intends to create distinct brand personalities. Keith argues this is dangerous because a company cannot have two brands with different personalities. Keith is right.

Answer: FALSE Type: TF Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

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112) The Jolly Green Giant is an example of anthropomorphism.

Answer: TRUE Type: TF Skill: Concept Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

113) An ardent golfer, Sam buys the products promoted by a celebrity golfer. They feel the spirit of the golfer is available through the brand. This is the highest order of animism.

Answer: TRUE Type: TF Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

114) Describe the concepts of brand personality and brand equity and how they are related.

Answer: A brand personality is the set of traits people attribute to a product as if it were a person. Brand equity refers to the extent to which a consumer holds strong, favourable, and unique associations with a brand in memory. Brand personality is related in that it significantly contributes to the manner in which an individual perceives a brand, thus helping to create brand equity.

Type: ES Skill: Concept Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

115) Dos Equis has created a brand personality around "The Most Interesting Man in the World."

Explain what type of brand personality this is creating.

Answer: This is an example of level 1 animism. In the highest order of animism, the object is associated with a human individual—as is sometimes the case for spokespersons in advertising.

This strategy allows the consumer to feel that the spirit of the celebrity or endorser is available through the brand.

Type: ES Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

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116) Serena loves to eat canned corn, especially because of the Jolly Green Giant spokes character. What aspect of brand personality is being used in this example?

Answer: The creation and communication of a distinctive brand personality is one of the primary ways marketers can make a product stand out from the competition and inspire years of loyalty to it. This process can be understood in terms of animism, the practice found in many cultures whereby inanimate objects are given qualities that make them somehow alive. Animism is in some cases a part of a religion: sacred objects, animals, or places are believed to have magical qualities or to contain the spirits of ancestors. In our society these objects may be "worshipped" in the sense that they are believed to impart desirable qualities to the owner, or they may in a sense become so important to a person that they can be viewed as a "friend."

Objects are anthropomorphized—given human characteristics. A cartoon character or mythical creation may be treated as if it were a person, and even assumed to have human feelings. Think about such familiar spokes characters as the Jolly Green Giant or the Geico Gecko.

Type: ES Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

117) Describe the concepts of brand personality and brand equity and how they are related.

Answer: A brand personality is the set of traits people attribute to a product as if it were a person.

Brand equity refers to the extent to which a consumer holds strong, favourable, and unique associations with a brand in memory. Brand personality is related in that it significant contributes to the manner in which an individual perceives a brand, thus helping to create brand equity.

Type: ES Skill: Concept Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

118) Parkas Inc. is a manufacturer of top quality jackets and parkas, similar to Columbia sportswear. However, Columbia is perceived as being much more durable and fashionable, and appeals to a younger demographic. This is a segment that Parkas Inc. would like to improve in.

What must Parkas Inc. do to improve its standing?

Answer: Answers may vary.

It must reposition its brand and work to changes its "personality." If it wants to move closer to Columbia's market position, it may want to offer some of the imagery/appeal that makes Columbia more successful. At the same time, Parkas Inc. wants to maintain its own distinct identity and remain very recognizable and different from Columbia.

Outdoor ads with younger models in rugged situations could be portrayed, with "aftermath" scenarios about how durable and fashionable the product still looks. Also, testimonials could be another way to help the repositioning.

Type: ES Skill: Application Objective: L6-05 Marketers can use a variety of techniques to create "brand personality."

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Consumer Behaviour, 9Ce (Solomon) Chapter 7 Attitudes 1) A lasting, general evaluation of people (including oneself), objects, and issues is a(n): A) opinion.

B) impression.

C) attitude.

D) value.

Answer: C Type: MC Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

2) Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream?

A) The ice cream is purely a product (P1).

B) The ice cream is a fantasy (F1) for Ruby.

C) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product.

D) Ruby would likely have a positive attitude toward an advertisement (Aad) that showed someone eating ice cream.

Answer: C Type: MC Skill: Application Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

3) Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem." What is the relationship between the manner in which the term "attitude" is used in common conversation and the how it is defined in consumer behaviour?

A) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour.

B) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour.

C) They are different in that popular culture does not recognize that attitudes are temporary.

Otherwise the usage is the same.

D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.

Answer: B Type: MC Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

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4) Which of the following best expresses what marketers mean by attitude?

A) how hard Jane will work to obtain a goal B) the preference that Sam holds for Chinese food over Mexican food C) how fast Kim learns to find their way around a new neighbourhood D) the unease that Kyle feels every time they are forced to stay in a small confined space Answer: B Type: MC Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

5) The functional theory of attitudes was initially developed by: A) Maslow.

B) Jung.

C) Fishbein.

D) Katz.

Answer: D Type: MC Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

6) According to the functional theory of attitudes, the ________ function is addressed by ads that stress straightforward product benefits.

A) utilitarian B) value-expressive C) ego-defensive D) knowledge Answer: A Type: MC Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

7) A primary application of functional theory to the strategic positioning of products is: A) that everybody uses functional theory for decision making.

B) in many cases, a particular function will dominate a consumer's need.

C) that functional theory is more valid and reliable as a predictor of consumer needs than other models.

D) harmful to the development of favourable product associations.

Answer: B Type: MC Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

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8) Jules' favourite magazines are Vogue and Harper's Bazaar; they love French food, travel, and social media. Which attitude function describes their motives?

A) utilitarian function B) value-expressive function C) motivation function D) ego-defensive function Answer: B Type: MC Skill: Application Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

9) Which of the following attitude functions is highly relevant to lifestyle analyses?

A) utilitarian function B) value-expressive function C) motivation function D) ego-defensive function Answer: B Type: MC Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

10) According to the functional theory of attitudes, attitudes are determined by a person's motives.

Answer: TRUE Type: TF Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

11) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Answer: TRUE Type: TF Skill: Application Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

12) If Lana wears red, flashy outfits because it says something about their lifestyle, then Lana is exhibiting the ego-defensive function of attitudes.

Answer: FALSE Type: TF Skill: Application Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

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13) Researchers find that promotions such as price discounts, rebates, coupons, and loyalty rewards are more effective for hedonic purchases than for utilitarian purchases.

Answer: TRUE Type: TF Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

14) Jan will only drink Earl Grey tea. This tea is their attitude object.

Answer: TRUE Type: TF Skill: Application Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

15) Describe the functional theory of attitudes.

Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event.

Two people can each have the same attitude toward some object for very different reasons. As a result, it can be helpful for a marketer to know why an attitude is held before attempting to change it. The following are attitude functions identified by Katz: • Utilitarian function: The utilitarian function is related to the basic principles of reward and punishment. We develop some of our attitudes toward products simply on the basis of whether these products provide pleasure or pain. If a person likes the taste of a cheeseburger, that person will develop a positive attitude toward cheeseburgers. Ads that stress straightforward product benefits (e.g., you should drink Diet Coke "just for the taste of it") appeal to the utilitarian function.

• Value-expressive function: Attitudes that perform a value-expressive function express the consumer's central values or self-concept. A person forms a product attitude not because of its objective benefits, but because of what the product says about them as a person ("What sort of man rides a Harley?"). Value-expressive attitudes are highly relevant to lifestyle analyses, where consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity.

• Ego-defensive function: Attitudes that are formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Products that promise to help a man project a rugged, manly image may be appealing to his insecurities about his masculinity.

• Knowledge function: Some attitudes are formed as the result of a need for order, structure, or meaning. This need is often present when a person is in an ambiguous situation or is confronted with a new product ("Bayer wants you to know about pain relievers").

Type: ES Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

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16) A teenager sassed their parent. The parent looked at their teenage child and remarked, "I don't like your attitude." How is this use of the term "attitude" both similar and dissimilar to how the term is utilized in studying consumer behaviours?

Answer: An attitude is a lasting, general evaluation of people toward an attitude object.

- The common usage of attitude is very close to how it is thought of in scientific studies of consumer behaviour. The teenager's attitude resulted from a general evaluation of their parent or of a certain event that provoked the verbal exchange.

- The teenager's behaviour probably resulted from a temporary situation. Their true attitudes probably would not create this negative interaction. The parent may also have mistakenly utilized the term in that they may not have realized that multiple attitudes can exist which do not have to be logically consistent with each other. Their child probably has many attitudes.

Type: ES Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

17) What does Katz mean by the "utilitarian function"?

Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event.

The utilitarian function is related to the basic principles of reward and punishment. We develop some of our attitudes toward products simply on the basis of whether these products provide pleasure or pain. If a person likes the taste of a cheeseburger, that person will develop a positive attitude toward cheeseburgers. Ads that stress straightforward product benefits (e.g., you should drink Diet Coke "just for the taste of it") appeal to the utilitarian function.

Type: ES Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

18) Describe what Katz means by the term "value-expressive function."

Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event.

Attitudes that perform a value-expressive function express the consumer's central values or selfconcept. A person forms a product attitude not because of its objective benefits, but because of what the product says about them as a person. Value-expressive attitudes are highly relevant to lifestyle analyses, where consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity.

Type: ES Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

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19) Describe what Katz means by the term "ego-defensive function."

Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event.

• Ego-defensive function: Attitudes that are formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Products that promise to help a man project a rugged, manly image may be appealing to his insecurities about his masculinity.

Type: ES Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

20) Describe what Katz means by the term "knowledge function."

Answer: The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event.

• Knowledge function: Some attitudes are formed as the result of a need for order, structure, or meaning. This need is often present when a person is in an ambiguous situation or is confronted with a new product ("Bayer wants you to know about pain relievers").

Type: ES Skill: Concept Objective: L7-01 Consumer researchers should understand the function and importance of attitudes.

21) Jan went to pick up some breath mints at the local convenience store on the way home from work. There was an eye-catching point-of-purchase display for a new flavour of mints on the market. They grabbed a box and went to the cash register. Afterward, they thought they tasted fine. Which of the following schematics best represents Jan's hierarchy of effects?

A) affect → behaviour → cognition B) behaviour → affect → cognition C) cognition → affect → behaviour D) cognition → behaviour → affect Answer: D Type: MC Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

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22) Most researchers agree that an attitude has three components. In the ABC model of attitudes, they are: A) attitude, behaviour, conscience.

B) affect, behaviour, cognition.

C) affect, behaviour, conscience.

D) attitude, belief, cognition.

Answer: B Type: MC Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

23) The concept that attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called: A) ratio-explanation hypothesis.

B) hierarchy of effects.

C) attitude-belief hypothesis.

D) mood-congruence effects.

Answer: B Type: MC Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

24) Zajonc's hierarchy of effects model involves: A) cognition → affect → behaviour.

B) behaviour → affect → cognition.

C) affect → behaviour → beliefs.

D) cognition → behaviour → affect.

Answer: C Type: MC Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

25) Bonnie is a wine connoisseur. She has spent a lot of time studying the various wines, visiting vineyards, and perfecting her palate. Her attitude can be described as being based on: A) cognitive consistency.

B) cognitive information processing.

C) experiential hierarchy of effects.

D) hedonic consumption.

Answer: B Type: MC Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

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26) Most researchers agree that an attitude is made up of ________ components.

A) two B) three C) four D) five Answer: B Type: MC Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

27) Jean sought out lots of information, considered information carefully, and arrived at a thoughtful decision about their new home theatre system. The hierarchy exhibited here is: A) Zajonc's.

B) low involvement.

C) sensory selection.

D) high involvement.

Answer: D Type: MC Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

28) Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because: A) it implies that much of marketing communications would be wasted effort.

B) their bosses would fire them on the spot if they thought so.

C) the billions spent on advertising can't be wrong.

D) the proof is that consumers do buy their companies' brands.

Answer: A Type: MC Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

29) Acme Company knows its product has little brand loyalty, and customers don't have a strong preference for its product or the competitor's. To develop a positive attitude in the market, Acme should concentrate first on the ________ their product.

A) emotional aspects of B) informational process related to C) hedonic consumption of D) behavioural learnings generated by Answer: D Type: MC Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

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30) Billie is watching a television show. When an advertisement comes on, they have a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n): A) advertisement potential.

B) attitude toward the advertisement.

C) promotional probability.

D) promotional influence.

Answer: B Type: MC Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

31) Coca-Cola's campaign "open happiness" is attempting to utilize ________ by using smiling people drinking the product, and even having the brand name form a smile within the advertisement.

A) positive reinforcement B) individualism C) desire effect D) emotional contagion Answer: D Type: MC Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

32) Are cognition and affect two separate elements of attitudes? Affective responses do not always require prior cognitions according to the position taken by the: A) cognitive-affect model.

B) experiential model.

C) independence hypothesis.

D) imbalanced-attribute hypothesis.

Answer: C Type: MC Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

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33) Simi is never quite sure which brand of gum to buy. They try some, likes some, and rejects some. However, through a process of behavioural learning they do remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

A) experiential hierarchy B) low-involvement hierarchy C) habit hierarchy D) cognitive hierarchy Answer: B Type: MC Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

34) Affect refers to the way consumers feel about an attitude object.

Answer: TRUE Type: TF Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

35) Behaviour, in the ABC model of attitudes, involves what a person actually does, not what he intends to do with regard to an attitude object.

Answer: FALSE Type: TF Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

36) Jackson believes that dressing formally (e.g., wearing a jacket and tie) marks them as someone who is "dressed for success"; therefore, Jackson dresses formally even in class or for casual occasions. Jackson is basing this decision on the cognition part of the ABC model of attitudes.

Answer: TRUE Type: TF Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

37) High involvement with a product decision is more likely to lead to brand loyalty than low involvement.

Answer: TRUE Type: TF Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

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38) A marketing message is a special type of an attitude object.

Answer: TRUE Type: TF Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

39) The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's Aad should be positive.

Answer: TRUE Type: TF Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

40) Sharma is watching a television advertisement. The only elements that will influence Sharma's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.

Answer: FALSE Type: TF Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

41) Describe the ABC model of attitudes.

Answer: An attitude has three components: affect, behaviour, and cognition. Affect refers to the way a consumer feels about an attitude object. Behaviour, or conation, involves the person's intentions to do something with regard to an attitude object (but, as will be discussed at a later point, an intention does not always result in an actual behaviour). Cognition refers to the beliefs a consumer has about an attitude object. These three components of an attitude can be remembered as the ABC model of attitudes.

Type: ES Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

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42) Beto has done a lot of research into which brand of dishwasher to purchase. After weighing the various pros and cons of the brands, they make their choice. What type of involvement has Beto displayed and what effect is it likely to have on their relationship with the dishwasher?

Answer: This is an example of high involvement. When highly involved, a consumer approaches a product decision as a problem-solving process. First, they form beliefs about a product by accumulating knowledge (beliefs) regarding relevant attributes. Next, the consumer evaluates these beliefs and forms a feeling about the product (affect). Finally, based on this evaluation, the consumer engages in a relevant behaviour, such as buying the product.

This careful choice process often results in a type of brand loyalty. The consumer "bonds" with the product over time and is not easily persuaded to experiment with other brands. The standard learning hierarchy assumes that a consumer is highly involved in making a purchase decision.

The person is motivated to seek out a lot of information, carefully weigh alternatives, and come to a thoughtful decision.

Type: ES Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

43) John has a low involvement relationship with the bathroom tissue he buys. What can the manufacturer do to appeal to John?

Answer: The low involvement consumer initially does not have a strong preference for one brand over another; they instead act on the basis of limited knowledge and then form an evaluation only after the fact.

The possibility that consumers simply don't care enough about many decisions to carefully assemble a set of product beliefs and then evaluate them is important, because it implies that all the concern about influencing beliefs and carefully communicating information about product attributes may be largely wasted. Consumers aren't necessarily going to pay attention anyway; they are more likely to respond to simple stimulus-response connections when making purchase decisions. For example, a consumer choosing among paper towels might remember that "Bounty is the quicker picker-upper" rather than bothering systematically to compare all the brands on the shelf.

For marketers, the ironic silver lining to this low-involvement cloud is that under these conditions consumers are not motivated to process a lot of complex brand-related information.

Instead, they will be swayed by principles of behavioural learning, such as the simple responses caused by conditioned brand names, point-of-purchase displays, and so on. This results in what we might call the involvement paradox: the less important the product is to consumers, the more important are many of the marketing stimuli (e.g., packages, jingles) that must be devised to market it.

Type: ES Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

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44) Describe what is meant by the "experiential hierarchy of effects."

Answer: According to the experiential hierarchy of effects, consumers act on the basis of their emotional reactions. This perspective highlights the idea that attitudes can be strongly influenced by product attributes irrelevant to the actual product quality, such as package design and colour, and by consumers' reactions toward accompanying stimuli, such as advertising and even the brand name. Resulting attitudes will be affected by consumers' hedonic motivations, such as how the product makes them feel or how much fun it will provide.

Type: ES Skill: Concept Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

45) Jo is a consumer who will form their attitude about their microwave using the lowinvolvement hierarchy of effects. What are the ramifications for an appliance company that deals with Jo? What should they do about this type of customer?

Answer: In the low-involvement hierarchy of effects, the consumer initially does not have a strong preference for one brand over another; he or she instead acts on the basis of limited knowledge and forms an evaluation after the fact. The attitude is likely to come about through behavioural learning, where the consumer's choice is reinforced by good or bad experiences with the product after purchase.

In this case, it implies that an attempt to cognitively communicate information about product attributes may be largely wasted. These types of consumers aren't necessarily going to pay attention anyway; they are more likely to respond to simple stimulus-response connections when making purchase decisions. This type of consumer might respond well to jingles, eye-catching packaging, or a reward with purchase.

Type: ES Skill: Application Objective: L7-02 Attitudes are made up of three components: affect, behaviour, and cognition.

46) Which of the following statements displace the attempt to form an attitude through instrumental conditioning?

A) Buckley's "It tastes awful. And it works."

B) The Meow Mix jingle "meow, meow, meow, meow,..."

C) "Red Bull Gives You Wings."

D) McDonald's "You deserve a break today" jingle.

Answer: A Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

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47) Grey Goose vodka depicts a person getting turned down for a date because the person they are asking notices that they drink a brand that is NOT Grey Goose. Shortly after, they accept a date from someone else who is drinking Grey Goose vodka. Grey Goose is trying to get consumers to: A) be more assertive in product selection.

B) imitate the behaviour of successful models.

C) choose based on subliminal perception.

D) reject competitors based on selective learning.

Answer: B Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

48) How strongly consumers hold an attitude toward an object is usually related to: A) their level of involvement with the attitude object.

B) the available income they have in relation to the cost of the desired object.

C) their belief in the objective value of the attitude object.

D) the number of positive attributes the object has.

Answer: A Type: MC Skill: Concept Objective: L7-03 We form attitudes in several ways.

49) A person may eat Snickers candy bars because this is the brand that all their friends eat and they don't want to upset their friends. This would be an example of which kind of attitude involvement, based on degree of commitment?

A) compliance B) internalization C) information acquisition D) identification Answer: A Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

50) When consumers change their behaviour or form attitudes intended to increase their similarity to another person or to a group, the level of commitment to that attitude is said to result from: A) internalization.

B) identification.

C) socialization.

D) compliance.

Answer: B Type: MC Skill: Concept Objective: L7-03 We form attitudes in several ways.

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51) Roger was really angry years ago when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which level of commitment is being displayed?

A) compliance B) identification C) information acquisition D) internalization Answer: D Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

52) Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of: A) agreeable circumstances.

B) selective construction.

C) attitude constructs.

D) cognitive consistency.

Answer: D Type: MC Skill: Concept Objective: L7-03 We form attitudes in several ways.

53) Cecilia has just purchased a new car for $35 000 and is told that she has received a "super deal." A few days later she is online and comes across the same car for $3000 less from a dealership only 100 kilometres away. Chances are that she will fairly quickly experience variables put forth by the theory of: A) anger-frustration.

B) avoidance-acceptance.

C) cognitive dissonance.

D) Jungian possession.

Answer: C Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

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54) In an experiment, two groups were asked to drink the same brand of fruit juice. One group was simply asked politely to try the drink. The second group was tricked into drinking the juice.

Suppose that, on average, the second group liked the juice more than the first. How could the theory of cognitive dissonance be used to explain these results?

A) It may violate a person's sense of consistency to be tricked; therefore members of the second group concluded that they really drank the juice because it tasted good.

B) It may violate a person's self-esteem to be tricked; consequently the juice was liked more because the respondents had paid a higher psychological price.

C) People who were asked politely would have more anticipation and more expectations of the juice than the other group. These pre-tasting conditions were harder to meet than when people were simply tricked into tasting the juice.

D) It created a larger sense of cognitive dissonance in the first group because they agree to taste the juice simply by being asked. They expressed their subconscious displeasure by rating the drink more negatively than the second group.

Answer: A Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

55) One way we maintain cognitive consistency is by inferring that we must have liked a product (have a positive attitude) because we bought it. This is a key feature of which theory?

A) looking glass B) objective self-awareness C) self-perception D) role playing Answer: C Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

56) Sally considered herself to be relatively liberal in her political and social views. Her best friend introduced her to an environmental activist group. At the first meeting she attended, Sally agreed with everything that was presented and decided to join at the second meeting. At the second meeting, however, a group member presented an argument that Sally thought was "extreme." Sally later told her friend that she could never join this group because their ideas were "crazy." Which theory would best explain Sally's change of attitude?

A) theory of cognitive dissonance B) social judgment theory C) balance theory D) self-perception theory Answer: B Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

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57) After an automobile purchase, there is a good chance that buyers will come across some information (better price somewhere; competitor superiority) that will conflict with their purchase. Knowing this, marketers should: A) if customers call, immediately refund their purchase.

B) avoid customers, and let their emotions settle down.

C) call customers with additional information to support purchase.

D) send customers to an information website.

Answer: C Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

58) Rather than selling someone on the price of a $150 000 Mercedes Benz right off the bat, marketers find that getting agreement on a variable like colour or styling first helps. This relates to the ________ technique.

A) foot-in-the-door B) cognitive association C) brand strengthening D) frame of reference Answer: A Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

59) We grant a certain latitude toward acceptance or rejection of new ideas about an object for which we already hold an opinion. The tendency to characterize ideas falling in the area of rejection as farther from our position than they actually are results in a(n) ________ effect.

A) assimilation B) contrast C) distortion D) dissonance Answer: B Type: MC Skill: Concept Objective: L7-03 We form attitudes in several ways.

60) A well-known actor is used in an ad to create a positive sentiment for a newly-launched innovative moisturizing cream. This is an example of the marketing application of which theory?

A) cognitive dissonance B) social judgment C) balance D) self-perception Answer: C Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

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61) Which of the following statements about balance theory is correct?

A) It takes three triads to form a complete attitude.

B) A unit relation is part of a sentiment relation.

C) A sentiment relation occurs where two elements are linked.

D) Each triad consists of perception of an object, attitude to an object, and attitude to a person.

Answer: C Type: MC Skill: Concept Objective: L7-03 We form attitudes in several ways.

62) According to the balance theory of attitudes, one element is seen somehow as belonging to or being part of another element in a(n): A) triad.

B) unit relation.

C) sentiment relation.

D) associative relation.

Answer: B Type: MC Skill: Concept Objective: L7-03 We form attitudes in several ways.

63) According to the balance theory of attitudes, when two elements are linked because someone has expressed a preference, either positive or negative, for the third, a(n) ________ exists.

A) triad B) sentiment relation C) unit relation D) frame of reference Answer: B Type: MC Skill: Concept Objective: L7-03 We form attitudes in several ways.

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64) Mary has always had a good relationship with her mother. At the university, she met a friend whom she grew very fond of. Mary brought her new friend home to visit her family. Mary's mother really disliked her new friend. According to the balance theory, what will Mary be motivated to do?

A) Mary will assimilate her mother's feelings, thereby understanding her mother without changing her attitude toward her or her new friend.

B) Mary will begin to believe her own judgment is flawed and compensate by persuading herself that she really does make good judgments in her relationships.

C) Mary will notice how her own behaviour was influenced by her mother and conclude that she really likes her friend better than she at first believed.

D) Mary will try to get her mother to change her attitude. If that is unsuccessful Mary will change her attitude toward her mother, or toward her new friend.

Answer: D Type: MC Skill: Application Objective: L7-03 We form attitudes in several ways.

65) All consumers commit to an attitude similarly, once the commitment is made.

Answer: FALSE Type: TF Skill: Concept Objective: L7-03 We form attitudes in several ways.

66) It is impossible for a person to hold two contradictory attitudes toward the same object.

Answer: FALSE Type: TF Skill: Concept Objective: L7-03 We form attitudes in several ways.

67) Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower, but normal, contribution.

The charity workers are attempting to create cognitive dissonance to their own advantage.

Answer: FALSE Type: TF Skill: Concept Objective: L7-03 We form attitudes in several ways.

68) Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yard. Later the manager called the same people and asked if a larger sign could be placed in their yards. He was seldom turned down. This is an example of the footin-the-door technique.

Answer: TRUE Type: TF Skill: Application Objective: L7-03 We form attitudes in several ways.

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69) Morris is considering joining the Marine Corps. However, he knows the corps has changed since his father joined. The participation of women in the Marine Corps is a new idea that Morris will have to think about. He realizes that to join the corps he will have to accept this idea.

Morris's situation is an example of social judgment theory in action.

Answer: TRUE Type: TF Skill: Application Objective: L7-03 We form attitudes in several ways.

70) In balance theory, a unit relation occurs when two elements of a triad are linked because a person has expressed a preference (or dislike) for the third.

Answer: FALSE Type: TF Skill: Concept Objective: L7-03 We form attitudes in several ways.

71) Describe the three levels of involvement affecting consumer commitment to an attitude.

Answer: Compliance: At the lowest level of involvement, compliance, an attitude is formed because it helps gain rewards or avoid punishments from others. This attitude is very superficial; it is likely to change when the person's behaviour is no longer monitored by others or when another option becomes available. A person may drink Pepsi because this is the brand that all of his friends drink and he doesn't want to rock the boat.

Identification: A process of identification occurs when attitudes are formed so that the consumer will then feel similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behaviour of desirable models.

Internalization: At a high level of involvement, deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very difficult to change because they are so important to the individual.

Type: ES Skill: Concept Objective: L7-03 We form attitudes in several ways.

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72) How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement she has with the attitude object. Describe the strength of commitment involved in each of the levels.

Answer: Compliance: At the lowest level of involvement is compliance, an attitude formed because it helps in gaining rewards or avoiding punishment from others. This attitude is very superficial. It is likely to change when the person's behaviour is no longer monitored by others or when another option becomes available.

Identification: A process of identification occurs when attitudes are formed to be similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behaviour of desirable models.

Internalization: At a high level of involvement, deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very hard to change.

Type: ES Skill: Concept Objective: L7-03 We form attitudes in several ways.

73) What is cognitive dissonance?

Answer: The theory of cognitive dissonance states that when a person is confronted with inconsistencies among his or her own attitudes or behaviours, he or she will take some action to resolve this unpleasant psychological state or "dissonance." The theory proposes that people are motivated to reduce the negative feelings caused by dissonance by making things fit with one another. This can be done, for example, by changing the attitude or modifying behaviour. The theory has important ramifications for attitudes, since people are often confronted by situations in which there is some conflict between their attitudes and behaviours.

Type: ES Skill: Concept Objective: L7-03 We form attitudes in several ways.

74) Explain and illustrate the concept of post-purchase dissonance with an example.

Answer: Examples may vary.

Dissonance theory can help to explain why evaluations of a product tend to increase after it has been purchased. Post-purchase dissonance can occur in situations where the consumer has a choice between more than one favourable alternative. For example, if the consumer narrows down her search for a new computer to two key alternatives and then selects one, dissonance can arise because the alternative she gave up (what researchers call the "forgone option") had many desirable qualities. This is because the cognition "that computer had some really cool options" and the behaviour "I picked something else instead" are inconsistent. This can lead to feelings of dissonance, which the consumer is motivated to resolve. One way this can be done is by reconfirming that she made the right purchase after all, focusing on desirable qualities of the chosen option and actually liking it more after it has been selected.

Type: ES Skill: Application Objective: L7-03 We form attitudes in several ways.

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75) Describe the foot-in-the-door technique and give a brief example.

Answer: The foot-in-the-door technique is based on the observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request. The name for this technique comes from the practice of door-to-door selling, wherein a salesperson was taught to plant his or her foot in a door so that the prospect could not slam it shut. A good salesperson knows that he or she is more likely to get an order if the customer can be persuaded to open the door and talk. By agreeing to do so, the customer has established a willingness to listen to the salesperson. Placing an order is consistent with this self-perception. This technique is especially useful for inducing consumers to answer surveys or to donate money to charity.

Such factors as the time lag between the first and second requests, the similarity between the two requests, and whether the same person makes both requests have been found to influence the effectiveness of this technique.

Type: ES Skill: Concept Objective: L7-03 We form attitudes in several ways.

76) Karen is in favour of designated driver systems. When she makes plans to go out with friends and sees a commercial for a company that will drive your car home for you she is likely to respond favourably. According to social judgement theory, what is happening here?

Answer: Social judgment theory assumes that people assimilate new information about attitude objects in the light of what they already know or feel. The initial attitude acts as a frame of reference, and new information is categorized in terms of this existing standard. Just as our decision that a box is heavy depends in part on other boxes we have lifted, we develop a subjective standard when making judgments about attitude objects.

One important aspect of the theory is the notion that people differ in terms of the information they will find acceptable or unacceptable. They form latitudes of acceptance and rejection around an attitude standard. Ideas that fall within a latitude will be favourably received, while those falling outside this zone will not. For example, consider a consumer who has a favourable attitude toward the use of designated drivers. He is likely to be receptive to communications urging him to play this role before heading out for an evening on the town. If he were opposed to this practice, these messages would probably not be considered.

On the one hand, messages that fall within the latitude of acceptance tend to be seen as more consistent with our own position than they actually are. This process is called an assimilation effect. On the other hand, messages falling in the latitude of rejection tend to be seen as even farther from our own position than they actually are, resulting in a contrast effect.

Type: ES Skill: Application Objective: L7-03 We form attitudes in several ways.

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77) Explain how balance theory works.

Answer: Balance theory considers relations among elements a person might perceive as belonging together. This perspective involves relations (always from the perceiver's subjective point of view) among three elements, so the resulting attitude structures are called triads. Each triad contains (1) a person and his or her perceptions of (2) an attitude object and (3) some other person or object. These perceptions can be either positive or negative. More importantly, people alter these perceptions to make relations among them consistent. The theory specifies that people desire relations among elements in a triad to be harmonious, or balanced. If they are not, a state of tension will result until somehow perceptions are changed and balance is restored.

Type: ES Skill: Application Objective: L7-03 We form attitudes in several ways.

78) How might celebrities be utilized according to balance theory?

Answer: Balance theory is useful in accounting for the widespread use of celebrities to endorse products. In cases where a triad is not fully formed (e.g., one involving perceptions about a new product or one about which the consumer does not yet have a well-defined attitude), the marketer can create a positive sentiment relation between the consumer and the product by depicting a positive unit relation between the product and a well-known personality. In other cases, behaviours are discouraged when admired people argue against them, as is the goal when athletes appear in public service advertisements against drinking and driving.

Type: ES Skill: Application Objective: L7-03 We form attitudes in several ways.

79) Using balance theory, explain why a book publisher might want to use David Suzuki as a television "pitchman" for a new book about a previously unknown concept concerning climate change.

Answer: According to balance theory, three elements would be involved: potential buyers, David Suzuki, and the book. These three elements must be in balance. If they are not, people will alter perceptions to make relations among them consistent.

Therefore, if David Suzuki is a positive force (credible and influential) and the knowledge/belief among potential buyers in the new concept is negative or doubtful, publishers hope that his positive force will triumph and win over the negative force, resulting in book purchases.

Type: ES Skill: Application Objective: L7-03 We form attitudes in several ways.

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80) What is cognitive dissonance? Explain how it is relevant in a marketing context.

Answer: The theory of cognitive dissonance states that when a person is confronted with inconsistencies among his or her own attitudes or behaviours, he or she will take some action to resolve this unpleasant psychological state or "dissonance." The theory proposes that people are motivated to reduce the negative feelings caused by dissonance by making things fit with one another. This can be done, for example, by changing the attitude or modifying behaviour. The theory has important ramifications for attitudes, since people are often confronted by situations in which there is some conflict between their attitudes and behaviours.

A cognitive element can be something people believe about themselves, behaviours they perform, or observations about their surroundings. For example, the two belief statements "I know smoking cigarettes causes cancer" and "I smoke cigarettes" are dissonant with one another.

This psychological inconsistency creates a feeling of discomfort that the smoker is motivated to reduce.

Dissonance reduction can occur by eliminating, adding, or changing elements. For example, the person could stop smoking (eliminate) or remember Great-Aunt Sophie, who smoked until the day she died at age 90 (add).

Dissonance theory can help to explain why evaluations of a product tend to increase after it has been purchased. Postpurchase dissonance can occur in situations where the consumer has a choice between more than one favourable alternative. For example, if the consumer narrows down her search for a new computer to two key alternatives and then selects one, dissonance can arise because the alternative she gave up (what researchers call the "forgone option") had many desirable qualities. This is because the cognition "that computer had some really cool options" and the behaviour "I picked something else instead" are inconsistent. This can lead to feelings of dissonance, which the consumer is motivated to resolve. One way this can be done is by reconfirming that she made the right purchase after all, focusing on desirable qualities of the chosen option and actually liking it more after it has been selected.

Type: ES Skill: Application Objective: L7-03 We form attitudes in several ways.

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81) Compare the "foot-in-the-door" technique with "door-in-the-face" technique. Assume that a politician is running for a political office and give an example of the utilization of both techniques in their campaign.

Answer: The foot-in-the-door technique is based on the observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request. The name for this technique comes from the practice of door-to-door selling, wherein a salesperson was taught to plant their foot in a door so that the prospect could not slam it shut. A good salesperson knows that they are more likely to get an order if the customer can be persuaded to open the door and talk. By agreeing to do so, the customer has established a willingness to listen to the salesperson.

The door-in-the-face technique is used when a person is first asked a very large request (a request that is usually refused) and then is asked to do something smaller. In the latter case, people tend to go along with the smaller request, possibly because they feel guilty about denying the larger one.

In a campaign setting, asking someone to do a brief five-minute survey (to which they comply), and then asking them to canvass for the candidate, is an example of the foot-in-the-door technique. On the other hand, asking someone to donate 300 volunteer hours to the campaign (to which they say no), and then asking them to donate 5 hours to the campaign, is an example of the door-in-the-face technique.

Type: ES Skill: Application Objective: L7-03 We form attitudes in several ways.

82) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation, and how they can be applied to marketing strategy.

Answer: The elements of a triad in balance theory are a person, his/her perception of an attitude object, and some other person or object.

These perceptions can be either positive or negative. The theory specifies that people desire relations among elements in a triad to be harmonious, or balanced. If they are not, a state of tension will result. People will somehow alter these perceptions to make them consistent and restore balance. Elements can be perceived as belonging together in one of two ways: - Unit relation in which one element is seen as somehow belonging to or being part of another element - Sentiment relation in which two elements are linked because one has expressed a preference (or dislike) for the third Applications to marketing strategy: - Forming a perception of a unit relation between consumers and usage of a product to create the opportunity for developing new sentiment relations - Creating a sentiment relation between consumers and products by depicting unit relations between product and celebrity endorsers Type: ES Skill: Concept Objective: L7-03 We form attitudes in several ways.

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83) The base premise of the Fishbein model is that a consumer's overall attitude about a brand is determined by a weighted average calculation of the importance of each of their ________ for each product attribute.

A) emotions B) determining dimensions C) salient beliefs D) understandings Answer: C Type: MC Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

84) The ________ implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs held about the several product attributes and combining them into one overall measure of the consumer's attitude.

A) product forecasting model B) hierarchy of effects model C) integrated-beliefs model D) multi-attribute attitude model Answer: D Type: MC Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

85) Ken is using a multi-attribute model to make a decision on which college to attend. Scholarly reputation, friendliness of students, and the adequacy of the college placement division are the most important areas that Ken is using to measure his list of colleges. Which of the following elements is Ken primarily using in their multi-attribute model to make his decision?

A) attributes B) beliefs C) importance weights D) goals Answer: A Type: MC Skill: Application Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

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86) Sam is using a multi-attribute model to make a decision on which college to attend. They have decided that scholarly reputation is more important than whether the college has a good sports program. Which of the following elements is Sam primarily using in their multi-attribute model to make her decision?

A) attributes B) beliefs C) importance weights D) valences Answer: C Type: MC Skill: Application Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

87) The three components of the Fishbein model are: A) attributes, object-attribute linkages, and objects.

B) salient beliefs, object-attribute linkages, and evaluation.

C) attributes, beliefs, and importance weights.

D) characteristics, beliefs, and importance weights.

Answer: B Type: MC Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

88) Ben wanted to use the Fishbein model to measure attitudes toward a professional hockey team. What would Ben have to do first to use this model?

A) Determine what salient beliefs people had toward professional hockey teams.

B) Determine the important attributes that would pertain to a professional hockey team.

C) Determine first what attitudes customers had toward the professional hockey team.

D) Determine whether some fans were more loyal than others.

Answer: B Type: MC Skill: Application Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

89) Multi-attribute attitude models specify three elements, which are: A) attributes, values, and beliefs.

B) values, behaviours, and attributes.

C) beliefs, importance weights, and values.

D) attributes, beliefs, and importance weights.

Answer: D Type: MC Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

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90) Which of the following is a strategic application of multi-attribute models?

A) capitalize on a brand's disadvantage B) weaken perceived product-attribute links C) avoid comparative advertising D) add a new product feature Answer: D Type: MC Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

91) The extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour. This is important because: A) most people only intend to do about 10 percent of the things they actually get around to doing.

B) most people lie about their intentions, so intentions are not a very good indication of actual behaviour.

C) there are often a number of factors not under the control of the individual that will hinder the ability of any model to predict behaviour perfectly.

D) the model depends upon consumers' actual knowledge of the product.

Answer: C Type: MC Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

92) Fred is trying to understand why his customers feel the way they do about the speakers he sells. He first identifies what speaker attributes are important to his customers, and then analyzes the extent to which his customers believe his speakers contain those attributes. Finally, he identifies the relative importance of each attribute. Fred is utilizing a multi-attribute attitude model.

Answer: TRUE Type: TF Skill: Application Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

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93) What type of model is the Fishbein model, and what three components does it measure?

Answer: The Fishbein model is the most influential multi-attribute model, named after its primary developer. The model measures three components of attitude: 1. salient beliefs people have about an Ao (those beliefs about the object that are considered during evaluation) 2. object-attribute linkages, or the probability that a particular object has an important attribute 3. evaluation of each of the important attributes Type: ES Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

94) Describe the three elements most multi-attribute models specify.

Answer: 1. Attributes are characteristics of the Ao. Most models assume that the relevant characteristics can be identified; that is, the researcher can include those attributes that consumers take into consideration when evaluating the Ao. For example, degree of freshness of produce is an attribute of a grocery store.

2. Beliefs are cognitions about the specific Ao (usually relative to others similar to it). A belief measure assesses the extent to which the consumer perceives that a brand possesses a particular attribute. For example, a student might have a belief that Sobeys has the freshest produce.

3. Importance weights reflect the relative priority of an attribute to the consumer. Although an Ao can be considered on the basis of a number of attributes, some are likely to be more important than others (i.e., they will be given greater weight). And these weights are likely to differ across consumers. In the case of grocery stores, for example, one student might stress low prices while another might assign greater weight to fresh produce.

Type: ES Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

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95) Why have multi-attribute attitude models become so popular among marketing researchers?

What three elements are specified in such models?

Answer: A simple response from a consumer does not always give enough information about why a consumer feels a certain way about a product nor about what marketers can do to change the consumer's attitude. The models assume that a consumer's attitude or evaluation of an attitude object will depend upon the beliefs they have about several attributes of the object. The use of a multi-attribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them in an appropriate manner to derive a better measure of the consumer's overall attitude.

Basic multi-attribute attitude models specify three elements: - Attributes are characteristics of the attitude object. Most models assume that the relevant characteristics can be identified; that is, the researcher can include those attributes that consumers take into account when they are evaluating the attitude object.

- Beliefs are cognitions about the specific attitude object. A belief measure assesses the extent to which the consumer perceives that a brand has a particular attribute.

- Importance weights reflect the relative priority of an attribute to the consumer. Some attributes are more important than others to the consumer. These weights are likely to differ across consumers.

Type: ES Skill: Concept Objective: L7-04 We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.

96) Many attempts to correlate reported attitude toward something with actual behaviour have found: A) people cannot be trusted.

B) saying something and actually doing can be very different.

C) when people say something, they generally do it.

D) there is a high correlation between the two.

Answer: B Type: MC Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

97) A social pressure element was added to the extended Fishbein model because: A) people are inconsistent but stable emotionally.

B) people rarely tell the truth.

C) groups are not effective for strategic decision making.

D) preferences of others impact individual preferences.

Answer: D Type: MC Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

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98) Despite improvements to the Fishbein model there still exist obstacles to predicting behaviour using this model. Which of the following is one of those obstacles?

A) The model considers social pressure.

B) The model was developed to deal with actual outcomes and not with behaviour.

C) Time does not play a role in results assessment.

D) Some outcomes are beyond the consumer's control.

Answer: D Type: MC Skill: Application Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

99) A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of its client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research?

A) the age and income of the average customer B) the social class and the income of the average customer C) an attitude-tracking program D) the influence of an individual's attitude toward the act of buying Answer: D Type: MC Skill: Application Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

100) Several of the following cultural roadblocks diminish the universality of the theory of reasoned action. Which of the following statements depicts one of those roadblocks?

A) The model was developed to deal with actual behaviour, not with the outcomes of behaviour.

B) The model was developed to predict the performance of any involuntary act.

C) The relative impact of subjective norms may vary across cultures.

D) The model measures behaviour and thus presupposed that consumers are actively monitoring past behaviours at time of purchase.

Answer: C Type: MC Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

101) The attitude accessibility perspective suggests that: A) long-term memory retrieval affects a person's attitude.

B) it is difficult to access a correct attitude if there is no trigger feature present.

C) behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered.

D) attitudes are susceptible to proactive and retroactive interference.

Answer: C Type: MC Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

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102) One of the aspects of the theory of reasoned action looks at the attitude toward buying, focusing on the perceived consequences of a purchase. It turns out that: A) a positive attitude about a product always results in a positive result post-purchase.

B) knowing how someone feels about buying a product is more valid than merely knowing the person's evaluation of the product.

C) injunctive norms are always more effect than descriptive norms.

D) there is no definitive relationship between how someone feels about buying or using an product and its evaluation.

Answer: B Type: MC Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

103) Knowledge of a person's attitude is an extremely good predictor of behaviour.

Answer: FALSE Type: TF Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

104) Research reveals that as the number of people in line behind a target customer increases, he or she would feel more pressure to conclude the transaction quickly leading to experiencing greater negative affect.

Answer: TRUE Type: TF Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

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105) What alterations have been made to the original Fishbein model and why?

Answer: The original Fishbein model, which focused on measuring a consumer's attitude toward a product, has been extended in several ways to improve its predictive ability. An improved version is called the theory of reasoned action. This model contains several important additions to the original, and although the model is still not perfect, its ability to predict relevant behaviour is better.

Many factors might interfere with actual behaviour, even if the consumer has sincere intentions.

He or she might save up with the intention of buying a new smartphone. In the interim, though, any number of things—losing a job, getting mugged on the way to the store, or arriving at the store to find that the desired model is out of stock—could happen. It is not surprising, then, that in some instances past purchase behaviour has been found to be a better predictor of future behaviour than is a consumer's behavioural intention.

The theory of reasoned action aims to measure behavioural intentions, recognizing that certain uncontrollable factors inhibit prediction of actual behaviour. For example, the theory acknowledges the power of other people in influencing behaviour. The model now also measures attitude toward the act of buying (Aact) rather than only the attitude toward the product itself.

However, despite improvements to the Fishbein model, problems arise when it is misapplied. In many cases the model is applied in ways for which it was not intended or where certain assumptions about human behaviour may not be warranted.

Type: ES Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

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106) Outline three obstacles to predicting behaviour utilizing the theory of reasoned action.

Answer: Despite improvements to the Fishbein model, problems arise when it is misapplied. In many cases, the model is applied in ways for which it was not intended or where certain assumptions about human behaviour may not be warranted.

Other obstacles to predicting behaviour are as follows: • The model was developed to deal with actual behaviour (e.g., taking a diet pill), not with the outcomes of behaviour (e.g., losing weight) that are instead assessed in some studies.

• Some outcomes are beyond the consumer's control, such as when the purchase requires the cooperation of other people. For instance, consumers might want to get a mortgage, but this intention will be worthless if they cannot find a banker to give them one.

• The basic assumption that behaviour is intentional may be invalid in a variety of cases, including those involving impulsive acts, sudden changes in one's situation, novelty-seeking, or even simple repeat buying. One study found that such unexpected events as having guests, changes in the weather, or reading articles about the healthfulness of certain foods exerted a significant effect on actual behaviours.

• Measures of attitude often do not really correspond to the behaviour they are supposed to predict, either in terms of the Ao or when the act will occur. One common problem is a difference in the level of abstraction employed. For example, knowing a person's attitude toward the environment may not predict whether he or she will purchase an electric car. It is very important to match the level of specificity between the attitude and the behavioural intention.

• A similar problem relates to the time frame of the attitude measure. In general, the longer the time between the attitude measurement and the behaviour it is supposed to assess, the weaker the relationship will be. For example, predictability would improve markedly by asking consumers about the likelihood of buying a house in the next week as opposed to within the next five years.

• Attitudes formed by direct, personal experience with an Ao are stronger and more predictive of behaviour than those formed indirectly, such as through advertising. According to the attitude accessibility perspective, behaviour is a function of the person’s immediate perceptions of the Ao in the context of the situation in which it is encountered. An attitude will guide the evaluation of the object, but only if it is activated from memory when the object is observed. These findings underscore the importance of strategies that induce trial (by widespread product sampling to encourage the consumer to try the product at home, by taste tests, test drives, etc.) as well as those that maximize exposure to marketing communications.

The theory of reasoned action has been applied primarily in Western settings. Certain assumptions inherent in the model may not necessarily apply to consumers from other cultures.

Several of the following cultural roadblocks diminish the universality of the theory of reasoned action: • The model was developed to predict the performance of any voluntary act. Across cultures, however, many consumer activities, ranging from taking exams and entering military service to receiving an inoculation or choosing a marriage partner, are not necessarily voluntary.

• The relative impact of subjective norms may vary across cultures. For example, Asian cultures tend to value conformity and face-saving, so it is possible that subjective norms involving the anticipated reactions of others to the choice will have an even greater impact on behaviour for many Asian consumers. Indeed, a recent study conducted among voters in Singapore was able to predict voting for political candidates from their voting intentions, which in turn were influenced by such factors as voters’ attitudes toward the candidate, attitudes toward the political party, and subjective norms—which in Singapore included an emphasis on harmonious and close ties among members of the society.

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• The model measures behavioural intentions and thus presupposes that consumers are actively thinking ahead and planning future behaviours. The intention concept assumes that consumers have a linear time sense (i.e., that they think in terms of past, present, and future). This perspective on time is not held by all cultures.

Type: ES Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

107) Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

Answer: The original Fishbein model attempted to measure attitudes, but knowing a customer's attitude does not always allow a useful prediction of his or her actual behaviour. To translate intentions created by attitudes to actual behaviours required the addition of other tangential attitudes and outside influences. The following effects were included in the extended Fishbein model, also knowns as the theory of reasoned action: Social pressure—The theory of reasoned action acknowledges that sometimes we are influenced more by opinions of others than by our own personal preferences. Hence, the element of a subjective norm was added to the model: the effects of what we believe other people think we should do. This depends, in part, upon how strongly we believe others think a specific action should be taken, and by our willingness to comply with their pressure.

Attitude toward the act of buying—It turns out that knowing how consumers feel about the act of buying may be a better predictor than knowing their attitude toward the product itself. What are the consequences of making the purchase or using the product?

Type: ES Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

108) Although the theory of reasoned action is considered an improvement over the original Fishbein model, there are still obstacles to predicting behaviour. What are these obstacles?

Answer: Despite the modifications and improvements in the predictions of consumer behaviour, there are still obstacles in predicting behaviour. For instance: - The model was developed to deal with actual behaviour (e.g. taking a diet pill), not with the outcomes of behaviour (e.g. losing weight).

- Some outcomes are beyond the consumer's control, such as not getting financing for a house.

- These models assume that behaviour is intentional, and thus do not allow for impulsive acts.

- Measures of attitude often do not correspond to the behaviour they are supposed to predict.

- There can be a problem with the time an attitude measurement was taken. The longer the time between the attitude measurement and the behaviour it is supposed to assess, the weaker the relationship will be.

- According to the attitude accessibility perspective, behaviour is a function of the person's immediate perceptions of the attitude object in the context of the situation in which it is encountered. An attitude will guide the evaluation of the object, but only if it is activated from memory when the object is observed.

Type: ES Skill: Concept Objective: L7-05 Under some circumstances, attitudes can predict behaviour.

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Consumer Behaviour, 9Ce (Solomon) Chapter 8 Attitude Change and Marketing Communications 1) A central goal of many marketing communications is an active attempt to change a person's attitude, an action called: A) persuasion.

B) selling.

C) promotion.

D) conversion.

Answer: A Type: MC Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

2) When Toyota Canada includes a free oil change at your local dealership for filling out a research survey, this is called: A) manipulation.

B) authority.

C) co-operation.

D) reciprocity.

Answer: D Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

3) If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand, they are appealing to a psychological principle known as: A) scarcity.

B) denial.

C) authority.

D) consensus.

Answer: A Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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4) When the Bank of Canada speaks about interest rates, people listen. This principle is known as: A) politicization.

B) puffery.

C) authority.

D) consistency.

Answer: C Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

5) Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as: A) noise.

B) co-creation.

C) media management.

D) real-time marketing.

Answer: D Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

6) Jason wanted to finely tune the company's message to suit various small groups of consumers.

He was looking to: A) micro-market.

B) narrowcast.

C) co-creation.

D) mini-market.

Answer: B Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

7) The traditional communications model is ordered: A) source, medium, receiver, feedback.

B) source, feedback, receiver, re-send.

C) source, medium, receiver, feedback, re-send.

D) source, message, medium, receiver, feedback.

Answer: D Type: MC Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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8) ________ occurs when the consumer interacts with the marketer to influence the product, service, or outcome that is created.

A) Co-blogging B) Transitional archiving C) Permission marketing D) Customer co-creation Answer: D Type: MC Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

9) When Lush polls its customers regarding what new scent of bath oil should be released, this is an example of: A) customer co-creation.

B) content sourcing.

C) crowd funding.

D) permission marketing.

Answer: A Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

10) Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went online to find out more about the product. This is an example of: A) first-order response.

B) second-order response.

C) transaction response.

D) source credibility.

Answer: B Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

11) The "Persuasion Knowledge Model" (PKM) suggests that: A) consumers use their knowledge to exploit agents and persuade them to improve deals.

B) marketers exploit knowledge of attitudes to target consumer segments.

C) marketers exploit agent knowledge to target sales effectively.

D) consumers develop knowledge about persuasion and use this knowledge to obtain the best personal outcome.

Answer: D Type: MC Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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12) When Ashley enters the used car lot to look for her next car, she draws upon the knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt. This is consistent with: A) the Persuasion Knowledge Model.

B) a dual process model.

C) the existence of a sleeper effect.

D) the theory of cognitive dissonance.

Answer: A Type: MC Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

13) The more an item is available, the more attractive it becomes.

Answer: FALSE Type: TF Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

14) Research shows that people have been shown to be more giving after they have received something.

Answer: TRUE Type: TF Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

15) Sometimes where something is said can be as important as what is said.

Answer: TRUE Type: TF Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

16) The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

Answer: TRUE Type: TF Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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17) The marketer or advertiser in the communications model is called the receiver.

Answer: FALSE Type: TF Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

18) The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Answer: TRUE Type: TF Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

19) After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first-order response.

Answer: TRUE Type: TF Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

20) Dale feels an obligation to respond to a charity appeal after receiving a gift of a t-shirt.

Explain the persuasion principle being used here.

Answer: The persuasion principle being used here is reciprocity: People are more likely to give if they receive something first. That's why including a nominal amount of money (such as a dollar) in a mail survey questionnaire increases the response rate by an average of 65 percent over the number of responses to mail surveys without a monetary incentive.

Type: ES Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

21) Why are limited edition items appealing to consumers?

Answer: A good answer will highlight the principle of scarcity. Items become more attractive when they are less available. In one study that asked people to rate the quality of chocolate chip cookies, participants who only got two cookies liked them better than those who got 10 of the same kind of cookie. That helps to explain why we tend to value "limited edition" items.

Type: ES Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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22) What element is missing from the traditional communications model?

Answer: Although the traditional communications model is not entirely wrong, it does not tell the whole story–especially in today's dynamic world of interactivity in which consumers have many more choices available to them and greater control over which messages they will choose to process. In fact, a popular strategy known as permission marketing is based on the idea that a marketer will be much more successful trying to persuade consumers who have opted into their messages; consumers who "opt out" of listening to the message probably weren't good prospects in the first place.

On the other hand, those who say they are interested in learning more are likely to be receptive to marketing communications they have already chosen to see or hear. As the permission marketing concept reminds us, we don't have to just sit there and take it. We have a voice in deciding which messages we choose to see and when–and we are exercising that option more and more. Social media offers us additional ways to give marketers permission to communicate with us. By following a company on Twitter or "liking" a brand on Facebook, the consumer is allowing the company to interact with them. Social media allows for an active, two-way communication between the brand and the consumer.

Type: ES Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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23) Describe the advertising campaign options for a company that wishes to introduce a new face cream. Describe what message would need to be developed.

Answer: The company wants to create an advertising campaign for a new face cream. The market for this type of product is already saturated, so the challenge is to develop a campaign to get people who have not previously used a facial cream to buy this product. At the start, the company must plan its campaign by developing a message that will create desire for the cream in potential customers. To craft a persuasive message for the face cream a number of questions must be answered: Who will be depicted as using the cream in the ad? Should it be linked to some glamourous celebrity? An influencer? A famous actor? A young handsome star or an older star with a more rugged look?

The source of the message helps to determine consumers' acceptance of the product. How should the message be constructed? Should it emphasize the positive effects of using the cream, such as protection from harmful effects of the sun and everyday pollution, or should it emphasize how the skin will be soft to the touch after its use? On the other hand, the campaign could compare the new product with another product on the market. Product benefits can be handled in a number of ways.

What media should be used to transmit the message? Should it be depicted in print ads in specialty magazines, bearing in mind that where something is advertised is as important as what is said about the product? Ideally, the attributes of the product should be matched with those of the medium. Magazines with high prestige are more effective at communicating messages about overall product image and quality. Furthermore, small samples of the product could be included on the page so those potential consumers can try it.

What characteristics of the target market might influence the ad's acceptance? If the targeted users feel there is something lacking in their daily lives a fantasy appeal may work, on the other hand if the target market is an already successful and driven person, the appeal developed could be quite different.

Type: ES Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

24) Identify the major elements of the traditional communications model.

Answer: Marketers and advertisers have traditionally tried to understand how marketing messages change consumers' attitudes by thinking in terms of the communications model, which specifies that a number of elements are necessary for communication to be achieved.

In this model, a source must choose and encode a message (i.e., initiate the transfer of meaning by choosing appropriate symbolic images that represent this meaning). There are many ways to say something, and the structure of the message has a big effect on how it is perceived. The message must be transmitted via a medium, which could be television, social media, magazines, billboards, or even a T-shirt. The message is then decoded by one or more receivers, who interpret the symbols in light of their own experiences. Finally, feedback must be received by the source, who uses the reactions of receivers to modify aspects of the message.

Type: ES Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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25) What is customer co-creation? Give an example.

Answer: Examples may vary.

Consumers who are highly involved with a product and who want to share their opinions with manufacturers are an invaluable (and often free) form of input that can shape marketing decisions in important ways. When the consumer interacts with the marketer to influence the product, service, or outcome that is created, this is called customer co-creation. There has recently been a surge in examples of marketers offering consumers ways to customize their products from altering the specs on a Dell computer to designing their own Nike running shoe.

Giving the customer a voice in how the product is offered often leads to not only more innovative solutions, but also to greater consumer engagement.

For example, almost every component of Jones Soda, from labels to flavours, comes from customers. The company gets suggestions for offbeat flavours (including chocolate fudge and green apple), wacky names (Whoop Ass and MF Grape), and neon colours. Even the "Deep Thoughts" quotes found underneath the bottle caps ("76.4% of all statistics are meaningless") come straight from Jones enthusiasts.

Type: ES Skill: Application Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

26) What is meant by the term "first-order response"?

Answer: First-order response: Direct-marketing vehicles such as catalogues and TV infomercials are interactive; if successful they result in an order, which is most definitely a response! So a product offer that directly yields a transaction is a first-order response. In addition to providing revenue, sales data are a valuable source of feedback that allows marketers to gauge the effectiveness of their communications efforts.

Type: ES Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

27) What is meant by the term "second-order response"?

Answer: Second-order response: A marketing communication does not have to immediately result in a purchase to be an important component of interactive marketing. Messages can prompt useful responses from customers, even though these recipients do not necessarily place an order immediately after being exposed to the communication. Customer feedback in response to a marketing message that is not in the form of a transaction is a second-order response. For example, one key metric marketers are becoming increasingly interested in is social media responses to their brands.

Type: ES Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

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28) How does the Persuasion Knowledge Model (PKM) view the exchange between consumer and persuasion agent?

Answer: The Persuasion Knowledge Model (PKM) suggests that consumers develop knowledge about persuasion and use this knowledge to "cope" with or deal with persuasive attempts. This model views the exchange between the consumer and the persuasion agent as a two-way interaction, in which both the consumer and the agent have their own goals. The model also suggests that the target has three types of knowledge: topic knowledge (i.e., specific knowledge related to the issue at hand), agent knowledge (i.e., knowledge about the source of the persuasion), and persuasion knowledge (i.e., knowledge about the persuasive tactics and techniques being used).

Type: ES Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

29) What is permission marketing? Explain why it may or may not be necessary.

Answer: The popular strategy known as permission marketing is based on the idea that a marketer will be much more successful trying to persuade consumers who have opted into their messages; consumers who "opt out" of listening to the message probably weren't good prospects in the first place.

On the other hand, those who say they are interested in learning more are likely to be receptive to marketing communications they have already chosen to see or hear. As the permission marketing concept reminds us, we don't have to just sit there and take it. We have a voice in deciding which messages we choose to see and when—and we are exercising that option more and more. Social media offers us additional ways to give marketers permission to communicate with us. By following a company on Instagram or "liking" a brand on Facebook, the consumer is allowing the company to interact with them. Social media allows for an active, two-way communication between the brand and the consumer.

Type: ES Skill: Concept Objective: L8-01 The communications model identifies several important components for marketers when they try to change consumers' attitudes.

30) A current trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as: A) digitorials.

B) an advertorial.

C) native advertising.

D) consumer co-creation.

Answer: C Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

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31) One of the drawbacks of using a celebrity endorser is: A) that they are more costly.

B) their motives may be suspect.

C) viewers' recall is lower.

D) they are geographically limiting.

Answer: B Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

32) Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache remedies. Viewers who trust them realize the products have ________ and need reassurance that they will work.

A) low credibility risk B) high social risk C) high performance risk D) low knowledge bias Answer: C Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

33) People who tend to be sensitive about the opinions of others: A) avoid asking to keep from being embarrassed.

B) are more persuaded by an attractive source.

C) reflect cheerfully and then decide.

D) consult a communicative interactive model.

Answer: B Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

34) The marketer who is trying to develop favourable attitudes toward their shortbread cookies would find which of these sources most effective in persuading consumers?

A) a celebrity chef B) a sophisticated world traveller C) a supermarket check-out cashier D) an ordinary or "typical" consumer similar to the target audience Answer: D Type: MC Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

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35) Two key characteristics of the source for persuasive purposes in marketing communications are: A) credibility and experience.

B) credibility and attractiveness.

C) attractiveness and experience.

D) Q rating and believability.

Answer: B Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

36) Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

A) honesty B) Z factor C) credibility D) attractiveness Answer: C Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

37) Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate, the source is said to have: A) marketing deficiency.

B) knowledge bias.

C) knowledge gap.

D) reporting bias.

Answer: B Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

38) If a marketing communications source has accurate knowledge about a product but does not seem to convey that information willingly and in full faith, the source is thought to be exhibiting a(n): A) intrinsic contradiction.

B) credibility paradox.

C) knowledge bias.

D) reporting bias.

Answer: D Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

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39) The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time the message got across, effectively changing their attitudes toward a product.

A) misattribution effect B) delayed-response effect C) sleeper effect D) negative disassociation Answer: C Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

40) Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?

A) the sleeper effect B) the fact that if people really heard from the source and knew where his product came from, they would not be interested in it C) the negative spin created under the uses and gratification theory D) the corporate paradox Answer: D Type: MC Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

41) If Christine Sinclair the Olympic winning Canadian soccer star were hired as a spokesperson for an energy drink maker, she most likely would have "star power" due to: A) a representation of celebrity displacement.

B) an allegiance with the firm.

C) an allowance for being amateurish.

D) the match-up hypothesis.

Answer: D Type: MC Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

42) If we assume that a source who is beautiful also rates highly on other dimensions, we are making an assumption called: A) associative-cluster effect.

B) halo effect.

C) leniency tendency.

D) appearance bias.

Answer: B Type: MC Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

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43) Kris was a popular weatherperson in the largest media outlet in a medium-sized market.

They were known for giving accurate forecasts with detailed scientific precision in a nononsense manner. According to the match-up hypothesis, for which of the following products would Kris be best suited as a celebrity endorser?

A) a clean air campaign B) a public service promotion countering negative feelings about recent immigrants C) a computer program designed to help elementary school children learn science D) an anti-smoking advertisement that illustrates the symptoms of emphysema Answer: C Type: MC Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

44) A match-up hypothesis refers to: A) ad copy and target market.

B) website and retail store.

C) celebrity's image and product.

D) sender and receiver.

Answer: C Type: MC Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

45) While source effects can be dramatic, they only apply to a limited number of special message conditions.

Answer: FALSE Type: TF Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

46) Due to the difficulty of making persuasive communications effective, "experts" are used as spokespeople for utilitarian products that have a high performance risk.

Answer: TRUE Type: TF Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

47) Unless the consumer already has considerable information about a product, a credible source is not persuasive.

Answer: FALSE Type: TF Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

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48) If a well-known bank robber endorsed a burglar alarm system in a commercial, consumers would be persuaded more favourably because of their presumed credible knowledge than turned off by their former criminal activity.

Answer: TRUE Type: TF Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

49) Doctors may get grants from drug companies and present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

Answer: FALSE Type: TF Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

50) The main difference between buzz and hype is that hype is seen as authentic.

Answer: FALSE Type: TF Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

51) The halo effect can be explained in terms of the consistency principle.

Answer: TRUE Type: TF Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

52) Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?

Answer: There should be a match between the needs of the recipient and the potential rewards offered by the source. When this match occurs, the recipient is more motivated to process the message. People who tend to be sensitive about social acceptance and the opinions of others, for example, are more persuaded by an attractive source, whereas those who are more internally oriented are swayed by a credible, expert source.

Type: ES Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

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53) How might different sources be used to market different products?

Answer: The choice of source may depend on the type of product to be marketed. Particular types of sources are more effective at reducing different kinds of risk. Experts are effective at changing attitudes toward utilitarian products that have high performance risk, such as vacuums (i.e., they may be complex and not work as expected). Celebrities are more effective when they focus on products such as jewellery and furniture that have high social risk; the user of such products is aware of their effect on the impression others have of him or her. Finally, "typical" consumers, who are appealing sources because of their similarity to the recipient, tend to be most effective when providing real-life endorsements for everyday products that are low risk, such as cookies.

Type: ES Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

54) Briefly explain source credibility.

Answer: Source credibility refers to a communicator's expertise, objectivity, or trustworthiness.

This dimension relates to consumers' beliefs that this person is competent and that they will provide the necessary information we need when we evaluate competing products. Sincerity is particularly important when a company tries to publicize its corporate social responsibility (CSR) activities that benefit the community in some way. When consumers believe it's genuinely doing good things, a company's image can skyrocket. But this effort can backfire if people question the organization's motivations (e.g., if they think the firm spends more to talk about its good deeds than to actually do them). Not too surprisingly, people who see deceptive advertising experience a feeling of distrust that carries over to other messages from that source and even to other sources because they are more likely to assume that advertising in general is not very credible—a true case of poisoning the well for other marketers.

Type: ES Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

55) Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.

Answer: Credibility can be enhanced if the source's qualifications are perceived as relevant to the product being endorsed. This link can overcome other objections people might have to the endorser or the product. For example, LeBron James uses Nike basketball shoes. One might hate Nike, or LeBron, yet see the results that LeBron gets using that brand. It's important to note that what is credible to one consumer segment may be a turnoff to another. Indeed, rebellious, even deviant celebrities may be attractive to some for just that reason.

Type: ES Skill: Application Objective: L8-02 Several factors influence the effectiveness of a message source.

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56) Distinguish between knowledge bias and reporting bias.

Answer: A consumer's beliefs about a product's attributes can be weakened if the source is perceived to be the victim of bias in presenting information. Knowledge bias implies that a source's knowledge about a topic is not accurate. Reporting bias occurs where a source has the required knowledge but their willingness to convey it accurately is compromised, as when a star tennis player is paid by a racket manufacturer to use its products exclusively. Although their credentials might be appropriate, the fact that the expert is perceived as a "hired gun" compromises believability. Of course, it's not always clear that a person has been paid to say they love a product. Microsoft was criticized when the software company offered to pay "travel costs" for professors if they presented papers at conferences and mentioned how Microsoft programs helped them in their work.

Type: ES Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

57) What are some of the advantages in using non-human endorsers?

Answer: Celebrities can be effective endorsers, but there are drawbacks to using them. As noted previously, their motives may be suspect if they plug products that don't fit their image, or if they come to be seen as never having met a product they didn't like (for a fee). They may be involved in a scandal or deviate from a brand's desired image.

For these reasons, some marketers seek alternatives, including cartoon characters and mascots.

After all, as the marketing director of a company that manufactures costumed characters for sports teams and businesses points out, "You don't have to worry about your mascot checking into rehab." Researchers report that spokescharacters, such as the Pillsbury Doughboy, Chester the Cheetah, and the Geico Gecko, do, in fact, boost viewers' recall of claims that ads make and also yield higher brand attitudes.

Type: ES Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

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58) Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?

Answer: Obviously many marketers spend lavishly to create marketing messages that they hope will convince hordes of customers that their products or services are the best. There's the rub—in many cases they may be trying too hard! We can think of this as the corporate paradox—the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes. Consumer word of mouth is typically the most convincing kind of message.

Buzz is word of mouth that is viewed as authentic and generated by customers. In contrast, hype is dismissed as inauthentic—corporate propaganda planted by a company. So the challenge to marketers is to get the word out there without looking as though they are working at it.

Some marketers are trying to borrow the veneer of buzz by mounting "stealth" campaigns that seem as if they are untouched by the corporate world. Buzz building has become the new mantra at many companies that recognize the power of underground word of mouth. Indeed, a bit of a cottage industry has sprung up as some firms begin to specialize in the corporate shill business by planting comments on websites made to look as if they originated from actual consumers.

A good answer will likely lean towards encourage buzz over hype, as hype is seen as being somewhat inauthentic.

Type: ES Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

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59) What is source attractiveness? Does it relate to some products more than others?

Answer: Source attractiveness refers to the source's perceived social value. This quality can emanate from the person's physical appearance, personality, or social status, or from his or her similarity to the receiver (we like to listen to people who are like us). A compelling source has great value, and endorsement deals are constantly in the works. Even dead sources can be attractive: The great-grandson of the artist Renoir is putting his famous ancestor's name on bottled water, and the Picasso family licensed their name to the French automaker Citroën.

A physically attractive source tends to facilitate attitude change. His or her degree of attractiveness exerts at least a modest effect on consumers' purchase intentions or product evaluation.

As a result, physically attractive people often get a boost in life because people assume they excel in other dimensions as well. Occasionally this halo effect can backfire if observers infer that someone has exploited their attractiveness. One study found that good-looking children are less likely to receive assistance from adults (at least for fairly mild problems) because people assume they are more competent and thus better able to help themselves. One implication of this work is that, ironically, charitable organizations may want to consider using less attractive kids as models to solicit donations! Psychologists also refer to the opposite—the forked-tail effect, which describes our assumptions that an unattractive person also isn't good at other things.

Beauty can also function as a source of information. The effectiveness of highly attractive spokespeople in ads appears to be largely limited to those situations where the advertised product is overtly related to attractiveness or sexuality. The social adaptation perspective assumes that information seen to be instrumental in forming an attitude will be more heavily weighted by the perceiver; we filter out irrelevant information to minimize cognitive effort. Under the right circumstances, an endorser's level of attractiveness constitutes a source of information instrumental to the attitude-change process. An attractive spokesperson, for this reason, is more likely to be an effective source when the product is relevant to attractiveness. For example, attractiveness affects attitudes toward ads about perfume or cologne (where attractiveness is relevant) but not toward coffee ads, where attractiveness is not relevant.

Type: ES Skill: Concept Objective: L8-02 Several factors influence the effectiveness of a message source.

60) Comparative advertising runs the risk of lowering believability and stirring up ________ whereby the consumer may doubt the credibility of a biased presentation.

A) knowledge bias B) refutational arguments C) source derogation D) source bias Answer: C Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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61) Laura needed to reposition her company's product within the mind of the consumers. They do not seem to see any difference within the product category. The best appeal to use when consumers do not find many differences is a(n) ________ appeal.

A) sex B) emotional C) rational D) fear Answer: B Type: MC Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

62) Fear can be a powerful tool to use for attitude change if done carefully. LaRoyce was thinking of using fear to convey a drug prevention message to their teen target audience. To ensure success the message needs to be: A) monotonic.

B) focused on a social threat over a physical one.

C) focused on a physical threat.

D) depicting a monetary threat.

Answer: B Type: MC Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

63) Verbal elements of an ad (or ad copy) are more effective when reinforced by an accompanying picture. This is especially true if the picture relates strongly to what is said in the copy, when the illustration is: A) coordinated.

B) framed.

C) matched.

D) bonded.

Answer: B Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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64) The tendency for consumers to like things, including products, simply because they are more familiar to them is called the: A) mere exposure effect.

B) novelty wear-out effect.

C) barrier-to-entry effect.

D) preference consistency effect.

Answer: A Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

65) When advertising a water filtre, the advertiser limited the amount of exposure per repetition and slightly varied the setting of the ads. This overcame the problem of: A) habituation.

B) advertising fatigue.

C) exposure wear-out.

D) advertising wearout.

Answer: D Type: MC Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

66) A key concept of the two-factor theory on the effects of repetition of ads is that: A) two separate psychological processes are operating when a consumer is repeatedly exposed to an ad.

B) the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness.

C) consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown.

D) learning increases as forgetting decreases.

Answer: A Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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67) A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock," with the implication that they're working on solving that problem right now. The advertiser is using ________ in the construction of the message.

A) counter-attitudinal advocacy B) a refutational argument C) an open-ended strategy D) proactive advocacy Answer: B Type: MC Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

68) In preparing ads, the use of supportive arguments only is typical of a ________ argument approach to advertising.

A) declarative B) single issue C) one-sided D) positive Answer: C Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

69) Generally speaking, comparative ads are more effective when: A) the marketer of an established brand wishes to eliminate new competition.

B) the marketer of a new product wishes to point out faults in the dominant brand.

C) the marketer of an established brand wishes to freshen the image of his brand on selected attributes.

D) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.

Answer: D Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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70) When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?

A) cognitive differentiation B) emotional appeal C) comparative advertising D) conclusion advertising Answer: C Type: MC Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

71) What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?

A) showing the convenience of using the product B) showing an actor playing the role of an ordinary person C) demonstrating tangible results (e.g., bouncy hair) D) showing a picture Answer: D Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

72) Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?

A) Acme should avoid comparative ads, and so should Canon.

B) Acme should avoid comparative ads, but Canon should use comparative ads.

C) Acme should compare its camera with Canon's, but Canon should not use comparative ads.

D) Both Cannon and Acme should use comparative ads.

Answer: C Type: MC Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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73) A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

A) a two-sided argument B) a one-sided argument C) a support argument D) a negative argument Answer: A Type: MC Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

74) In a major study of factors that determine if commercials would be persuasive, it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Answer: TRUE Type: TF Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

75) Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

Answer: FALSE Type: TF Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

76) The two-factor theory suggests that there is an optimal number of repetitions for a message.

Answer: FALSE Type: TF Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

77) A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However, the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.

Answer: TRUE Type: TF Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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78) The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

Answer: TRUE Type: TF Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

79) What is "chunking"?

Answer: Ads can be presented in either a mainly visual or verbal form, and the balance of these has been found to elicit different reactions. The verbal versions affect ratings on the utilitarian aspects of a product, while the visual versions affect aesthetic evaluations. Because it requires more effort to process, a verbal message is most appropriate for high-involvement situations, as in print contexts where readers are motivated to pay attention to the advertising. Because verbal material decays more rapidly in memory, more frequent exposures are needed to obtain the desired effect. Visual images, in contrast, allow the receiver to chunk information at the time of encoding. Chunking results in a stronger memory trace, which aids retrieval over time.

Type: ES Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

80) Explain how mere exposure and advertising wear out intersect.

Answer: Contrary to the saying "familiarity breeds contempt," people tend to like things that are more familiar to them, even if they were not that keen on them initially. This phenomenon is known as the mere exposure effect. Positive effects for advertising repetition are found even in mature product categories; repeating product information has been shown to boost consumers' awareness of the brand even though nothing new has been said. On the other hand, too much repetition creates habituation, wherein the consumer no longer pays attention to the stimulus because of fatigue or boredom. Excessive exposure can cause advertising wearout, which can result in negative reactions to an ad after seeing it too much.

Type: ES Skill: Concept Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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81) Tania is the brand manager for a brand of dishwashing powder. Because many people use tablets nowadays she is considering using a refutational argument in her message. Explain what the motivation for this might be and how her message may work.

Answer: Under the right circumstances, the use of refutational arguments, in which a negative issue is raised and then dismissed, can be quite effective. This approach can increase source credibility by reducing reporting bias. Also, people who are skeptical about the product may be more receptive to a balanced argument. In the typical refutational strategy, relatively minor attributes are discussed that may present a problem or fall short when a product is compared with competitors. These drawbacks are then refuted by emphasizing positive, important attributes.

Type: ES Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

82) Discuss one-sided versus two-sided arguments and give an illustration of each.

Answer: Most messages merely present one or more positive attributes about the product or reasons to buy it. These are known as supportive arguments. An alternative is to use a two-sided message, in which both positive and negative information is presented. Research has indicated that two-sided ads can be quite effective, yet they are not widely used.

Why would a marketer want to devote advertising space to publicizing a product's negative attributes? Under the right circumstances, the use of refutational arguments, in which a negative issue is raised and then dismissed, can be quite effective. This approach can increase source credibility by reducing reporting bias. Also, people who are skeptical about the product may be more receptive to a balanced argument.

This is not to say that the marketer should go overboard in presenting major problems with the product. In the typical refutational strategy, relatively minor attributes are discussed that may present a problem or fall short when a product is compared with competitors. These drawbacks are then refuted by emphasizing positive, important attributes. Avis got a lot of mileage out of claiming to be "only No. 2," while an ad for Volkswagen woefully described one of its cars as a "lemon" because there was a scratch on the glove-compartment chrome strip.

A two-sided strategy appears to be most effective when the audience is well educated (and presumably more impressed by a balanced argument). It is also best used when receivers are not already loyal to the product; "preaching to the converted" about possible drawbacks may raise doubts unnecessarily.

Type: ES Skill: Application Objective: L8-03 The way a marketer structures their message determines how persuasive it will be.

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83) In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that: A) feelings are more private; subjects pretend not to recall them as well.

B) tests that measure recall are more oriented toward recall of specific facts, or cognitive response.

C) the type of people who agree to participate in research studies are more the "thinking" type than "feeling."

D) such tests take into account the cumulative effects of learning from repeated exposures to an ad.

Answer: B Type: MC Skill: Concept Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

84) Scott found that the use of a tasteful, sexually provocative picture in their magazine promotion got lots of attention, but sales of their product seemed unaffected. What was the most probable reason for Scott's problem?

A) Readers liked the ad, but it attracted the wrong segment of shoppers.

B) Readers were highly offended by the ad.

C) The ad was so effective in drawing attention to the "sex appeal" that recall for the product was hindered.

D) Scott was using sex to sell a product related to sex.

Answer: C Type: MC Skill: Application Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

85) Ads containing puns or satire are examples of which type of message appeal?

A) rational B) sex C) humour D) fear Answer: C Type: MC Skill: Concept Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

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86) In a commercial for Contac cold medicine, a construction worker was shown working hard during a rainstorm. They say they have to take Contac so they can get to work that day, adding "No work, no pay," revealing an anxiety about losing their job. This is a demonstration of the use of: A) emotional appeals.

B) humorous appeals.

C) fear appeals.

D) cognitive-avoidance appeals.

Answer: C Type: MC Skill: Application Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

87) Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came. Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment were cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?

A) Erika should create a moderate threat with her message, and then explain how the threat could be removed by her request.

B) Erika should emphasize the danger of the flu and how people could be permanently affected by it.

C) Erika should ignore the threat of the flu and emphasize how much happier she would be if the apartment was cleaner.

D) Erika should lie about the effects of the flu, using extreme illustrations such as how the flu can lead to cancer.

Answer: A Type: MC Skill: Application Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

88) Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests") are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

Answer: TRUE Type: TF Skill: Concept Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

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89) Humour in advertising can be tricky. Why? What are the positives of using humour in advertising?

Answer: The use of humour can be tricky, particularly since what is funny to one person may be offensive or incomprehensible to another. Specific cultures may have different senses of humour and also use funny material in diverse ways. For example, commercials in the United Kingdom and Canada are more likely to use puns and satire than those in the United States.

Overall, humorous advertisements do succeed in getting our attention. One study found that recognition scores for humorous liquor ads were better than average. However, the verdict is mixed as to whether humour affects recall or product attitudes in a significant way. Humour can be effective when it provides a source of distraction. A funny ad inhibits the consumer from counterarguing. This, in turn, increases the likelihood of message acceptance. One suggestion is that for an advertisement to be funny, it needs to simultaneously violate expectations and be benign (i.e., not overly offensive). Of course, for different people what is considered offensive can differ.

Type: ES Skill: Concept Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

90) You have been hired by the Government of Canada as a consultant to inform their tobacco labelling campaign. In particular, they are concerned that some of the anti-smoking labels on cigarette packaging are too graphic and upsetting for consumers. Given what you know about fear appeals, what would you advise?

Answer: Fear appeals are usually most effective when only a moderate amount of fear is induced. The relationship between fear and attitude change is non-monotonic. This means that increasing levels of fear does not result in increased change; the relationship instead resembles an inverted U-shaped curve. If the threat is too great, the audience tends to deny that it exists as a way of rationalizing the danger. It is best to use a moderate amount of fear in the smoking labels.

Fear appeals appear to be most effective when the consumer is already afraid of the problem discussed in the ad. The threats should not be excessive, and a solution to the problem should be presented.

Type: ES Skill: Concept Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

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91) Compare and contrast the uses of emotional appeals, such as sex, humour, and fear, in advertising. What are the strengths and weaknesses of each?

Answer: Each of these are similar in that they are designed to elicit an emotional response from a viewer. However, they each function in different ways: Sex appeals—Although the use of sex does appear to draw attention to an ad, its use may be counterproductive to the marketer. A provocative picture can be too effective, attracting so much attention that it hinders processing and recall of the ad's contents.

Sexual appeals appear to be ineffective when used merely as a "trick" to grab attention. They do, however, appear to work when the product itself is sexually related, e.g., perfume, a product intended to enhance interpersonal attraction.

Humorous appeals are often effective for improving recognition but tricky in that humour is very subjective, culture-bound, and may interfere with processing of product attributes. Subtle humour usually is better integrated with product information needs.

Fear appeals are effective up to a point and are related to perceived performance risk for a product or service. Fear appeals are usually more effective when only a moderate amount of fear is induced. They also appear to be most effective when the consumer is already afraid of the problem discussed in the ad.

Type: ES Skill: Concept Objective: L8-04 There are various types of message appeals that influence consumer behaviour.

92) Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, the consumer will follow one of two routes to persuasion, according to the: A) route-preference hypothesis (RPH).

B) affect-cognate model (ACM).

C) personal relevance hypothesis (PRH).

D) elaboration likelihood model (ELM).

Answer: D Type: MC Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

93) According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the: A) personality of the consumer.

B) personal relevance of the information.

C) type of message.

D) intelligibility of message.

Answer: B Type: MC Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

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94) Careful consideration of message content, generation of cognitive responses to ad arguments, and a rational evaluation of an ad's persuasive element are all typical of messages processed via the ________ route to persuasion.

A) main avenue B) direct C) tertiary D) central Answer: D Type: MC Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

95) Dani and Jo both saw the same ad. The product being advertised was very important to Dani, but of only minor interest to Jo. According to the elaboration likelihood model, even if both of them buy the product, how will the relationship between attitude change and behaviour be different?

A) Dani will think about it first and then purchase. Jo will purchase first and then change their attitude about the product later.

B) Dani will purchase first and then change their attitude. Jo will think about it first and then purchase the product.

C) Both of them will change their attitudes first, but Jo will not purchase until they see Dani purchasing. Jo will then model Dani's behaviour.

D) Both of them will change their attitudes first, but Jo will not change their beliefs about the product and Dani will.

Answer: A Type: MC Skill: Application Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

96) The elaboration likelihood model (ELM) refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.

Answer: FALSE Type: TF Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

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97) The elaboration likelihood model (ELM) assumes that once a consumer receives a message, he or she begins to process it. Depending on the personal relevance of the information, one of two routes to persuasion will be followed. Briefly describe them.

Answer: Under conditions of high involvement, the consumer takes the central route to persuasion. The person is likely to think actively about the arguments presented and generate cognitive responses to these arguments. The central route to persuasion is likely to involve the traditional hierarchy of effects. Beliefs are carefully formed and evaluated, and strong attitudes that are then formed will be likely to guide behaviour.

Under conditions of low involvement, a peripheral route is taken instead. The peripheral route is taken when the person is not motivated to think about the arguments presented. Instead, the consumer is likely to use other cues in deciding on the suitability of the message. These cues might include the product's package, the attractiveness of the source, or the context in which the message is presented. Sources of information extraneous to the actual message content are called peripheral cues because they surround the actual message. The peripheral route to persuasion highlights the paradox of low involvement: When consumers do not care about a product, the stimuli associated with it increase in importance. The implication here is that low-involvement products may be purchased chiefly because the marketer has done a good job in designing a "sexy" package, choosing a popular spokesperson, or perhaps just creating a pleasant shopping environment.

Type: ES Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

98) Discuss the important elements that influence the persuasiveness of the message.

Answer: Students could discuss multiple elements from the text.

When the consumer finds the information in a persuasive message to be relevant or somehow interesting, they will carefully attend to the message content. The person is likely to think actively about the arguments presented and generate cognitive responses to these arguments.

Upon hearing a radio message warning about drinking while pregnant, an expectant person might say to themselves, "They're right. I really should stop drinking alcohol now that I'm pregnant."

Or they might offer counterarguments, such as "That's a bunch of baloney. My mother had a cocktail every night when she was pregnant with me, and I turned out fine." If a person generates counterarguments in response to a message, it is less likely that they will yield to the message, while the generation of further supporting arguments increases the probability of compliance.

The central route to persuasion is likely to involve the traditional hierarchy of effects. Beliefs are carefully formed and evaluated, and strong attitudes that are then formed will be likely to guide behaviour. The implication is that message factors, such as the quality of arguments presented, will be important in determining attitude change. Prior knowledge about a topic may result in more thoughts about the message and will also increase the number of counterarguments.

Type: ES Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

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99) What is the elaboration likelihood model of persuasion? Describe and discuss its features.

What are the implications of the ELM for marketing promotions?

Answer: The two major components of the communications model (the source and the message) have impact on persuading consumers to change their attitudes, but which has more impact depends upon variations in consumer involvement. The elaboration likelihood model of persuasion (ELM) assumes that once a consumer receives a message, she or he begins to process it. Depending upon the personal relevance of this information, very different cognitive processes will be activated when the message is received, and will determine which aspects of a communication are processed.

One of two routes to persuasion will be followed: - Under conditions of high involvement, the consumer takes the central route to persuasion.

Promotions should be patterned on rational paradigms (i.e., providing reasons why the consumer should buy the product, product attributes, etc.)

- Under conditions of low involvement, a peripheral route is taken instead. Promotions should be patterned on emotional or non-attribute cues (e.g., source attractiveness).

Type: ES Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

100) The elaboration likelihood model (ELM) approach has received a lot of research support. In one typical study, undergraduates were exposed to one of several mock advertisements for Break, a new brand of low-alcohol beer. What three independent variables that were crucial to the ELM were manipulated?

Answer: 1. Message-processing involvement: Some subjects were motivated to be highly involved with the ads by being promised a gift of low-alcohol beer for participating in the study and by being told that the brand would soon be available in their area. Subjects who were not promised a gift and who were told that the brand would be introduced in a distant area had low involvement.

2. Argument strength: One version of the ad used strong, compelling arguments to drink Break ("Break contains one-half the amount of alcohol of regular beers and therefore has less calories than regular beer"), while the other listed only weak arguments ("Break is just as good as any other regular beer").

3. Source characteristics: Although both ads contained a photo of a couple drinking the beer, their relative social attractiveness was varied by their dress, posture, and non-verbal expressions, and by the background information given about their educational achievements and occupations.

Type: ES Skill: Concept Objective: L8-05 The elaboration likelihood model outlines how consumers will process a given message once it is received.

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Consumer Behaviour, 9Ce (Solomon) Chapter 9 Individual Decision Making 1) When Bill asked friends which TV set to buy, they warned him against certain ones but praised others. He went to a huge new "electronics supermarket" where he checked out features of the 54-inch HD flat screen. He saw two he liked overall, but one of them had a feature he really liked: 4K. The process by which Bill sought appropriate guidelines to use in making a purchase decision is: A) information search.

B) browsing.

C) research.

D) window shopping.

Answer: A Type: MC Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

2) Having too many choices in the marketplace is referred to as: A) purchase momentum.

B) consumer hyperchoice.

C) pseudo-choice.

D) maximizing.

Answer: B Type: MC Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

3) The view that consumers carefully gather, integrate, and weigh all the information available about a product before making a purchase decision is known as the: A) rational perspective.

B) experiential perspective.

C) interpretative perspective.

D) behavioural influence perspective.

Answer: A Type: MC Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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4) When Jay goes to the supermarket to purchase cereal, they are overwhelmed by the sheer number of brands, flavours, and options. This is called consumer: A) hyperchoice.

B) overload.

C) wearout.

D) adaptation.

Answer: A Type: MC Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

5) Spiro is shopping at Walmart and very quickly picks up everything on their shopping list that they need. Because it went quickly and they feel good, they keep shopping. This is an illustration of: A) conspicuous consumption.

B) compulsive behaviour.

C) purchase momentum.

D) selection acceptance.

Answer: C Type: MC Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

6) When purchase decisions are made under conditions of low involvement, often the consumer's decision results from cues in the shopping environment, such as surprise sales, the way products are displayed, etc. This view of what affects consumer decisions is known as the: A) rational perspective.

B) experiential perspective.

C) behavioural influence perspective.

D) interpretivist perspective.

Answer: C Type: MC Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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7) Susan is trying to select a tour. She is going to Scotland but can't make up her mind what she wants to do when she gets there. There are so many variables including the cost, the weather, and Susan's desire to see the village her grandmother called home. Susan's problem emphasizes the importance of the ________ in hospitality marketing.

A) rational perspective B) behavioural influence perspective C) psychological perspective D) experiential perspective Answer: D Type: MC Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

8) Some researchers characterize the consumer decision-making process as a continuum according to how much effort goes into the decision. They say it is anchored at each end by ________ and ________.

A) habitual decision making; limited problem solving B) habitual decision making; extended problem solving C) limited problem solving; extended problem solving D) habitual decision making; unlimited problem solving Answer: B Type: MC Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

9) Chen decides to buy a new hedge trimmer to care for his bushes and shrubs. Because Chen is familiar with the local lawn and garden shop and the brands that are carried there, he uses a few simple decision rules to arrive at a purchase option. Chen is following which of the following buying decision behaviour continuum alternatives to make his decision?

A) routine response behaviour B) limited problem solving C) graduated response behaviour D) basic problem solving Answer: B Type: MC Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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10) Priya is out shopping for a very sophisticated watch. After reviewing various websites, visiting some jewellers, and speaking with people whose opinion matters to her, she has narrowed her choices down so that she is now only considering Omega and Rolex. This is an example of ________ problem solving.

A) configured B) limited C) complex D) extended Answer: D Type: MC Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

11) Elena is in the toothpaste section of the grocery store, and picks up a box of $0.99 Colgate as she quickly passes through. This is an example of ________ decision making.

A) habitual B) uncluttered C) associative D) peripheral Answer: A Type: MC Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

12) Low-involvement decisions mean that marketers must constantly be assessing the physical surroundings and product placement. This is called the: A) economics of information.

B) purchase momentum.

C) constructive processing.

D) behavioural influence perspective.

Answer: D Type: MC Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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13) Sometimes purchase decisions characterized by ________ are so routinized that consumers make them with minimal effort and without conscious control.

A) active information processing B) choice parameters C) decision habit strength D) automaticity Answer: D Type: MC Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

14) Store managers realize that under conditions of low involvement, consumers are affected by product placement and other cues in the shopping environment such as surprise specials.

Managers with the behavioural influence perspective try to facilitate "impulse" buying decisions.

Answer: TRUE Type: TF Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

15) The decision-making continuum is anchored at one end by limited problem solving, and by extended problem solving at the other end.

Answer: FALSE Type: TF Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

16) When shopping at the supermarket, Russ always unconsciously grabs a carton of milk. This is an example of an automatic purchase.

Answer: TRUE Type: TF Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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17) The economics of information approach to search states that consumers will continue to acquire as much information as they need to make a decision so long as the benefits from searching outweigh the costs.

Answer: TRUE Type: TF Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

18) Traditionally consumer researchers have approached decision making from a rational perspective.

Answer: FALSE Type: TF Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

19) Information searches usually happen before we are aware of a problem.

Answer: FALSE Type: TF Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

20) Explain what is meant by the term "consumer hyperchoice."

Answer: The decision-making process is complicated in today's environment where we have so many options to choose from. Ironically, for many modern consumers one of the biggest problems is not having too few choices but too many. We can think of this profusion of options as consumer hyperchoice, a condition where the large number of available options forces us to make repeated choices that may drain psychological energy while decreasing our abilities to make smart decisions.

Type: ES Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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21) Trey would like to make a purchase decision regarding a new baby stroller from a rational perspective. What would this process look like?

Answer: In this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision. In Trey's case, this would involve gathering as much information as possible about baby strollers, weighing the pros and cons of each option, and then deciding with option to choose.

Type: ES Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

22) Identify three perspectives on decision making and describe them.

Answer: Traditionally, consumer researchers have approached decision makers from a rational perspective. In this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision. This traditional perspective relates the economics of information approach to the search process; it assumes that we collect just as much data as we need to make an informed decision. We form expectations of the value of additional information and continue to search to the extent that the rewards of doing so (what economists call the utility) exceed the costs. This utilitarian assumption also implies that we collect the most valuable units of information first.

Some decisions are made under conditions of low involvement. In many of these situations, the consumer's decision is a learned response to environmental cues, as when a person decides to buy something on impulse that is promoted as a "surprise special" in a store. Concentrating on these types of decisions can be described as the behavioural influence perspective. Under these circumstances, managers must concentrate on assessing the characteristics of the environment, such as physical surroundings and product placement that influence members of a target market.

In other cases, consumers are highly involved in a decision, but this involvement may not lend itself to the rational approach. For example, the traditional approach is hard-pressed to explain a person's choice of art, music, or even a romantic partner. In these cases no single quality is the determining factor. Instead, the experiential perspective stresses the gestalt, or totality, of the product or the service. Marketers focus on measuring consumers' affective responses to products or services and develop offerings that elicit appropriate subjective reactions.

Type: ES Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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23) Andrea goes shopping for some pants for their son at a clothing store. While they are there, after getting the pants they see a number of other items. Before they know it they have accumulated a shopping cart full of clothing to buy. What process is happening here?

Answer: Andrea has likely succumbed to purchase momentum, which occurs when initial impulses actually increase the likelihood that we will buy even more (instead of less as our needs are satisfied), almost as if we get "revved up" and plunge into a spending spree.

Type: ES Skill: Application Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

24) When consumers use more than a mere rational assessment when making decisions, what are they doing? Give an example of a product category where consumers commonly use such an approach.

Answer: Examples may vary.

The experiential perspective stresses the gestalt, or totality, of the product or the service.

Marketers focus on measuring consumers' affective responses to products or services and develop offerings that elicit appropriate subjective reactions.

Products such as music, art, or even a romantic partner might be chosen via the experiential approach.

Type: ES Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

25) Explain how habitual decision making works.

Answer: Habitual problem solving involves decisions that are made with little or no conscious effort. Many purchase decisions are so routine that we may not realize we've made them until we look in our shopping carts. Choices characterized by automaticity are performed with minimal effort and without conscious control. Although this kind of thoughtless activity may seem dangerous or, at best, stupid, it is actually an efficient way to operate. The development of habitual, repetitive behaviour allows consumers to minimize the time and energy spent on mundane purchase decisions.

Type: ES Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

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26) Explain the concept of limited problem solving.

Answer: Limited problem solving is usually straightforward and simple, but does require some cognitive processing. Buyers are not necessarily motivated to search for information or to evaluate each alternative rigorously, but they are not simply acting out of habit either. People instead use simple decision rules to choose among alternatives. These cognitive shortcuts enable them to fall back on general guidelines instead of having to start from scratch every time a decision is to be made.

Type: ES Skill: Concept Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the way we evaluate and make consumption choices varies widely, depending on a number of factors.

27) Since consumers rarely have the resources, especially time, to weigh every possible factor into a decision, they often happily settle for a solution that is just good enough. This is known as: A) bounded rationality.

B) reality.

C) incidental shopping.

D) sufficiency theory.

Answer: A Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

28) ________ shoppers, who have more to lose when they make a bad purchase, actually search less before they buy than do ________ shoppers.

A) Affluent; lower-income B) Younger; more senior C) Rational; irrational D) Lower-income; affluent Answer: D Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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29) One form of framing called ________ describes people who are so obsessed with preparing for the future that they can't enjoy the present.

A) mental accounting B) hyperopia C) myopia D) loss aversion Answer: B Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

30) Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behaviour?

A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

B) Most people are unaware of the true risk of making certain decisions and therefore believe that a larger wager has higher odds of winning.

C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behaviour that is not rational.

D) The functional risk of gambling is decreased in luxurious surroundings leading gamblers to wager more.

Answer: A Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

31) Rachael would like to shop around comprehensively for her car insurance this year. However she is overwhelmed at work, so instead of searching more extensively she simply does a quick check on three well-known options and chooses one. According to Herbert Simon, this is known as a ________ solution.

A) maximized B) rational C) satisficing D) general search Answer: C Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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32) Allison is in the market to purchase a new computer. She uses a decision strategy whereby she evaluates all of the available options to come up with the best possible decision. This is an example of: A) maximizing.

B) a heuristic.

C) a prepurchase solution.

D) satisficing.

Answer: A Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

33) There is a snowstorm tonight, and the Toronto Maple Leafs game is going ahead as scheduled. Your roommate, Alexi, obtained a free ticket from a work associate and is staying home. You, however, paid $75 (non-refundable) and feel like you have to go. This is an example of: A) cost-benefit dichotomy.

B) value perception.

C) brand loyalty.

D) sunk-cost fallacy.

Answer: D Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

34) Which of the following is a key part to the elements of prospect theory?

A) People think of gains and losses with respect to some reference point.

B) People are loss averse, meaning that losses count half as much as equivalent gains.

C) People are risk seeking concerning gains and risk averse concerning losses.

D) People tend to undervalue small probabilities.

Answer: A Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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35) Louis has wanted a Louis Vuitton handbag ever since they saw one on the television show Sex and the City. They could never imagine adjusting their household budget in order to save up the money to buy such an item as it was an outrageous amount to spend on a bag. This year they received a large bonus at work and went directly to the Louis Vuitton website and ordered the handbag. What bias does this behaviour reflect?

A) loss aversion B) the house money effect C) reference point movement D) brand generalization Answer: B Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

36) ________ occurs whenever the consumer sees a significant difference between their current state of affairs and some desired or ideal state.

A) Information search B) Evaluation of alternatives C) Evaluation of the evoked set D) Problem recognition Answer: D Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

37) John happened to stop by a showroom and test drive a new Acura LX and then decided he should replace his 2001 clunker before starting his new job. What has occurred?

A) impulse shopping B) marketing benefit C) need recognition D) opportunity recognition Answer: D Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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38) A consumer's existing knowledge of a product may be the result of ________, wherein on a previous occasion the consumer had already searched for relevant information or experienced some of the alternatives.

A) directed learning B) actual state-need recognition C) marketing promotions D) the Internet Answer: A Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

39) ________ is the process by which the consumer surveys their environment for appropriate data to make a reasonable decision.

A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice Answer: C Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

40) Over a period of time, many of us acquire product information just by being exposed to advertising, store promotions, or by observing what other people use. This acquisition is termed: A) unconditioned response.

B) directed exposure.

C) non-conditioned response.

D) incidental learning.

Answer: D Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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41) Mona feels that she is moderately knowledgeable about foreign films. Her friend Kim admits to knowing almost nothing about these films, while her other friend Wanda has just finished a course in foreign films with the highest grade in the class. Of the three friends, who is most likely to seek the most information about a new foreign film being shown on campus before deciding to see the film?

A) Wanda B) Kim C) Mona D) Both Mona and Kim will seek more information than Wanda.

Answer: C Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

42) Yasser has expert knowledge about computers. He is now in the market for a new model. He will make a(n): A) top-down search.

B) subordinate search.

C) extended search.

D) selective search.

Answer: D Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

43) As a rule, decisions that involve some kind of ________ are more likely to result in the consumer's engaging in a more extensive search.

A) need recognition B) need opportunity C) perceived risk D) term payment Answer: C Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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44) What is the key distinction between a social risk and a psychological risk?

A) the cost of the product B) the physical danger that the product may have to the user C) whether the risk is public or private D) whether the product is considered to be a high- or a low-involvement purchase Answer: C Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

45) Consumers realize they face risks in buying products, of which some factors are objective (unsafe products) and some subjective (embarrassment). Which type of perceived risk is inherent in the purchase of either visible or symbolic goods that are visible to others?

A) functional B) physical C) social D) consumptive Answer: C Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

46) Which buyers are most sensitive to psychological risks in purchase decisions?

A) those who are elderly, frail, or in ill health B) those with little income and wealth C) those who are insecure and uncertain D) those lacking respect or attractiveness to peers Answer: D Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

47) High-ticket items that require substantial expenditures are most subject to which form of purchase risk?

A) monetary B) functional C) physical D) social Answer: A Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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48) Shawna believes she is a practical consumer. She is always on the lookout for better ways to obtain order in her life and make chores easier. New products that promise to help with these work tasks catch her eye. However, she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required. Considering the above description, Shawna could be prone to which of the following types of perceived risk?

A) functional B) physical C) social D) consumptive Answer: A Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

49) When Jacob first thought of buying a new vehicle, he could name at least eight SUV models.

His friend Emily could think of only four. Jacob spent several weeks researching SUVs and rejected five of the models. His evoked set is now smaller than Emily's. Why? A) The evoked set contains only the products that can be remembered at any given time.

B) The evoked set is gender specific in that women remember products better than men.

C) A product is not likely to be in the evoked set once it has been considered and then rejected.

D) Functional risk creates a cognitive dissonance that makes certain products difficult to consciously remember.

Answer: C Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

50) Craig had heard stories about toaster disasters from his friends. This brand blew up, that one shorted out, another had not lasted even a year, and so on. He knew he should not consider those brands. They were Craig's: A) retrieval set.

B) inert set.

C) expanded set.

D) inept set.

Answer: D Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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51) Jamie is considering ordering a dessert for lunch. Before they ever decide on the kind they prefer, they decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories?

A) superordinate level B) ordinate level C) normal level D) basic level Answer: D Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

52) A small company, Graig Inventions, produced a pill that had the nutrient value of a healthy breakfast. They put it on the market as a substitute for breakfast for busy people. The product failed. Graig Inventions then marketed the pill as a diet product and it became very successful.

What does the example best demonstrate?

A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level, but it did appear to fit within the category of diet pills.

B) The company confused a subordinate level with a basic level of categorization.

C) The company confused a normal level with a basic level of categorization.

D) The determinant attributes between diet pills and breakfast was not sufficiently strong.

Answer: A Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

53) Coca-Cola would be an example of a(n) ________ product because it has come to characterize an entire category of soft drinks.

A) exemplar B) criteria C) heuristic D) evoked Answer: A Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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54) Product designers making items such as smartphones and tablets have a tendency to maximize the features included. What is this called?

A) feature creep B) product loading C) high selection optioning D) product enriching Answer: A Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

55) When consumers anticipate having to use a product in front of others, they tend to prefer ________ products.

A) feature-rich B) feature-poor C) highly visible D) symbolic Answer: B Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

56) The dimensions or qualities a consumer uses when judging the merits of competing purchase options are called: A) purchase options.

B) alternative rules.

C) evaluative criteria.

D) functional categories.

Answer: C Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

57) Although Greg had considered numerous factors when looking at several models of road bikes, the critical or deciding factors that led to an actual purchase are called: A) alternative weights.

B) differential factors.

C) preference rules.

D) determinant attributes.

Answer: D Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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58) As a customer's product knowledge continually increases, what typically happens to the amount of search conducted by the consumer?

A) It will continually increase.

B) It will continually decrease.

C) It will increase, and then decrease as the customer reaches a very high level of knowledge.

D) It stays the same.

Answer: C Type: MC Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

59) A new organic milk product has a long shelf life without being refrigerated. The product did not sell. When the marketing team convinced stores to make space for it with other milk containers in the refrigerators, they couldn't keep it in stock. It was a huge success. Putting it in the fridge allowed consumers: A) to add it to their evoked set.

B) to find it in the store.

C) to remove it from the inept set.

D) to change their heuristic.

Answer: A Type: MC Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

60) Ian discovers the apartment has run out of toilet paper. This is an example of necessity recognition.

Answer: FALSE Type: TF Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

61) Claire remembers that uniquely wonderful taste that can only come from a "frosty mug" of root beer. As she heads to the soft drink aisle in her grocery store, she decides that today is the day to experience root beer again. Claire has just conducted what is called an internal search for information.

Answer: TRUE Type: TF Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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62) When a consumer becomes satiated with a favourite product, they may trade enjoyment just to try a different product. This is termed variety seeking.

Answer: TRUE Type: TF Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

63) Hirosi ordered the expensive "heart attack special" at their local pub. It came with a full pound of hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will continue until they have finished the "special."

Answer: TRUE Type: TF Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

64) Generally, search activity is greater when the purchase is important.

Answer: TRUE Type: TF Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

65) Shelly makes an excellent salary as a production manager for a large company. John has lost his job and has been having a difficult time making ends meet. If Shelly and John were looking to buy the same product, we would expect John to expend more effort than Shelly in gathering information and looking at alternatives.

Answer: FALSE Type: TF Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

66) Consumers expert in product knowledge are more likely than other groups of consumers to engage in an information search because they have a better sense of what information they need.

Answer: FALSE Type: TF Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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67) Syl is a financially poor college student. They try to make every purchase decision a wise one because of their economic situation. Based on the types of risk mentioned in the text, Syl's primary risk when making decisions would appear to be a psychological risk.

Answer: FALSE Type: TF Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

68) The inert set of brand choices consists of all those alternatives the consumer has in memory plus those prominently displayed in the store.

Answer: FALSE Type: TF Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

69) Products that customers put on the subordinate level always have at least one thing in common.

Answer: TRUE Type: TF Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

70) The basic idea of feature creep is that a competitor starts to steal product features from another company.

Answer: FALSE Type: TF Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

71) Criteria on which products differ carry less weight in the decision process than do criteria that are similar.

Answer: FALSE Type: TF Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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72) Describe the stages Nell, a 22-year-old university student, could go through for purchasing a car.

Answer: Students can outline in detail the different stages and how they relate to purchasing a vehicle: (1) Problem recognition: occurs when we experience a significant difference between our current state of affairs and some state we desire. We realize that to get from here to there we need to solve a problem, which may be small or large, simple or complex.

(2) Information search: the process in which the consumer surveys his or her environment for appropriate data to make a reasonable decision. Once the consumer recognizes a problem and sees it as sufficiently important to warrant some action, information search begins. This search may range from simply scanning memory to determine what's been done to resolve the problem in the past, to extensive fieldwork in which the consumer consults a variety of sources to amass as much information as possible. In many cases people engage in surprisingly little search.

Instead they rely on various mental shortcuts, such as brand names or price, or may even simply imitate others' choices.

(3) Evaluation of alternatives: the product alternatives a person considers comprise his or her evoked set. Members of an evoked set usually share some characteristics; they are categorized similarly. The way people mentally group products influences the alternatives they will consider.

They will usually associate some brands more strongly with these categories than others (i.e., they will find them more prototypical).

(4) Product choice: consumers may use a variety of decision rules to make their choice. These include non-compensatory decision rules, in which a product with a low standing on one attribute cannot make up for this position by being better on another attribute. In other words, people simply eliminate all options that do not meet some basic standards. The other type of decision rules is a compensatory rule. These types of rules give a product a chance to make up for its shortcomings. Consumers who employ these rules tend to be more involved in the purchase and thus are willing to exert the effort to consider the entire picture in a more exacting way.

(5) Consumption and Learning: Of course, after the decision is made, the quality of that decision affects the final step in the process, when learning occurs based on how well the choice worked out. This learning process in turn influences the likelihood that the same choice will be made the next time the need for a similar decision occurs. A similar process can occur in limited problemsolving processes, but to a lesser extent.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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73) What is problem recognition?

Answer: Problem recognition occurs when we experience a significant difference between our current state of affairs and some state we desire. We realize that to get from here to there we need to solve a problem, which may be small or large, simple or complex. A person who unexpectedly runs out of gas on the highway has a problem, as does the person who becomes dissatisfied with the image of their car, even though there is nothing mechanically wrong with it.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

74) Fiona enjoys hunting for information and generally keeping track of developments in the marketplace. What type of information search is she making?

Answer: A consumer may explicitly search the marketplace for specific information after a need has been recognized; a process called prepurchase search. On the other hand, many consumers, especially veteran shoppers, enjoy hunting for information and keeping track of developments just for the fun of browsing or because they like to maintain current information for future use, a process called ongoing search.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

75) Compare and contrast internal and external search.

Answer: Information sources can be roughly broken down into two kinds: internal and external.

As a result of prior experience and simply living in a consumer culture, each of us already has in memory some degree of knowledge about many products. When confronted with a purchase decision, we may engage in internal search by scanning our own memory banks to assemble information about different product alternatives. Usually, though, even the most market savvy of us need to supplement this knowledge with external search, where information is obtained from advertisements, friends, or people-watching.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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76) Over the last few months Kat has been acquiring information about the organizational buying process at work through incidental learning. Explain the process and how this may affect future purchasing decisions.

Answer: Sometimes we acquire information in a passive manner. Even though a product may not be of interest, exposure to advertising, packaging, and sales promotion activities may result in incidental learning. Mere exposure over time to conditioned stimuli and observations of others results in the learning of much material that may not be needed for some time after the fact, if ever.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

77) Define problem recognition. Show how problems can arise. Give a brief example to illustrate the problem recognition process.

Answer: Problem recognition occurs at "the upper funnel" when we experience a significant difference between our current state of affairs and some state we desire. We realize that to get from here to there we need to solve a problem, which may be small or large, simple or complex.

A person who unexpectedly runs out of gas on the highway has a problem, as does the person who becomes dissatisfied with the image of their car, even though there is nothing mechanically wrong with it. Although the quality of Elle's TV had not changed, they altered their standard of comparison, and as a result they had a new problem to solve—how to improve their TV experience.

Problem arises in one of two ways. The person who runs out of gas experiences a decline in the quality of their actual state-need recognition. In contrast, the person who craves a newer, flashier car moves their ideal state-opportunity recognition; there is a gulf between the actual state and the ideal state. Elle perceived a problem due to opportunity recognition–they moved their ideal state upward in terms of the quality of TV reception he craved.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

78) Identify the series of steps customers go through as a part of the stages in extended problem solving.

Answer: These steps can be described as (1) problem recognition, (2) information search, (3) evaluation of alternatives, (4) product choice, and (5) consumption and learning.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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79) Explain Herbert Simon's view of the decision-making process.

Answer: One decision strategy is to seek to deliver the best possible result (maximizing) while another is to try to yield an adequate solution–often as a way to reduce the costs of the decisionmaking process. This is called a satisficing solution (economist Herbert Simon even won a Nobel Prize for this idea in 1956). Since we rarely have the resources (especially the time) to weigh every possible factor into a decision, we will often happily settle for a solution that is just good enough. This perspective on decision making is called bounded rationality. These two extremes have huge implications for marketing and retailing strategy, because they imply very different approaches to customers. Indeed, the maximizer strongly resembles the high-involvement consumer; they are going to go all out to explore as much information as they can before they decide. In contrast, the satisficer resembles the low-involvement consumer who will probably use some simple shortcuts to just pick something decent and get on with their life.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

80) Ella's absolute favourite cereal is Love Crunch by Nature's Path. However, one day she decides to switch to a less-liked cereal, just to "mix things up." What concept does this behaviour demonstrate and why did she likely do this?

Answer: This is an example of variety seeking. Sometimes it seems that people just like to try new things—that is, they are interested in variety seeking, in which the priority is to vary one's product experiences, perhaps as a form of stimulation to reduce boredom.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

81) Alison has been given a free ticket to a dance performance. On the night of the performance, there is the threat of a transportation strike. Would Alison be likely to attempt to go or not, and would her decision be different if she had paid a high price for her ticket? Explain.

Answer: Analysis of people's responses to this situation and to others illustrates principles of mental accounting, where decisions are influenced by the way a problem is posed (called framing) and by whether it is put in terms of gains or losses. For example, people are more likely to risk transportation problems if they paid for the ticket. Only the most ardent dance enthusiast would fail to recognize that this is an irrational choice, since the risk to the person is the same regardless of whether she got a great deal on the ticket. This decision-making bias is called the sunk-cost fallacy—having paid for something makes us reluctant to waste it.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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82) Explain prospect theory.

Answer: Prospect theory, a descriptive model of choice, finds that utility is a function of gains and losses, and risk differs when the consumer faces options involving gains versus those involving losses.

The theory has four key parts: 1. People think in terms of gains and losses with respect to some reference point.

2. People are loss averse, meaning that losses count twice as much as equivalent gains.

3. People are risk averse concerning gains, and risk seeking concerning losses.

4. People tend to overweight small probabilities.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

83) Janet needs to buy a new TV. She knows almost nothing about TVs. What effect is this lack of prior experience likely have on her search for a new product compared to an expert in the field?

Answer: Product experts and novices use very different procedures during decision making.

Novices who know little about a product should be the most motivated to find out more about it; however, experts, who are more familiar with the product category, should be able to better understand the meaning of any new product information they might acquire.

So who searches more? The answer is neither: Search tends to be greatest among those consumers who are moderately knowledgeable about the product. There is an inverted U-shaped relationship between knowledge and external search effort. People with very limited expertise may not feel they are capable of searching extensively. In fact, they may not even know where to start. Many times people do not spend a lot of time researching their purchases. They may visit one store and look only at brands with which they are already familiar. In addition, only a small number of product features may be considered.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

84) Explain the relationship between the evoked set, the inept set, and the inert set.

Answer: The alternatives actively considered during a consumer's choice process are called their consideration or evoked set. The evoked set comprises those products already in memory (the retrieval set) plus those prominent in the retail environment. The alternatives that you are aware of but would not consider buying because they aren't what you are looking for are your inept set, while those not coming to mind at all compose the inert set.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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85) How is product categorization related to the notion of forming a positioning strategy? Give an example.

Answer: Examples may vary.

The success of a positioning strategy often hinges on the marketer's ability to convince the consumer that his or her product should be considered within a given category. For example, the orange juice industry tried to reposition orange juice as a drink that could be enjoyed all day long ("It's not just for breakfast anymore"). On the other hand, soft drink companies are now attempting to do the opposite by portraying their beverages as suitable for breakfast consumption. They are trying to make their way into consumers' "breakfast drink" category, along with orange juice, grapefruit juice, and coffee. Indeed, this categorization already exists for many consumers in the southern United States, who routinely guzzle a soft drink with their breakfast! Of course, this strategy can backfire, as Pepsi discovered when it introduced Pepsi A.M. and positioned it as a coffee substitute. The company did such a good job of categorizing the drink as a morning beverage that customers wouldn't drink it at any other time. The product failed.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

86) Wendy is in the market to purchase a new vehicle. She has several attributes she is using to evaluate the potential options including price, styling, fuel efficiency, and handling. Using Wendy's case as an example, explain the notion of evaluative criteria and determinant attributes.

Answer: Evaluative criteria are the dimensions used to judge the merits of competing options.

In comparing alternative Wendy is using price, styling, fuel efficiency, and handling as her evaluative criteria.

Another important point is that criteria on which products differ carry more weight in the decision process. If all brands being considered rate equally well on one attribute (e.g., if all smartphones have high-resolution cameras), consumers will have to find other attributes to use in making a choice. The specific attributes that are actually used to differentiate among choices are determinant attributes. For example, if fuel efficiency turns out to be the deciding factor for Wendy, then this is the determinant attribute for her.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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87) Fred and Karen are both considering purchasing a new stereo. Fred knows nothing about stereos, while Karen has a fair amount of knowledge about them, but is hardly an expert. Who will seek more information during the decision process and why? What type of product attributes will Fred consider?

Answer: As a general rule, search activity is greater when the purchase is important, when there is a need to learn more about the purchase, and when the relevant information is easily obtained and used. Consumers differ in the amount of search they tend to undertake, regardless of the product category in question. All things being equal, younger, better-educated people who enjoy the shopping/fact-finding process tend to conduct more information search. Women are more inclined to search than men, as are those who place greater value on style and the image they present.

Should prior product knowledge make it more or less likely that a consumer will engage in a search? Product experts and novices use very different procedures during decision making.

Novices who know little about a product should be the most motivated to find out more about it; however, experts, who are more familiar with the product category, should be able to better understand the meaning of any new product information they might acquire.

So who searches more? The answer is neither: Search tends to be greatest among those consumers who are moderately knowledgeable about the product. There is an inverted U-shaped relationship between knowledge and external search effort. People with very limited expertise may not feel they are capable of searching extensively. In fact, they may not even know where to start. Many times people do not spend a lot of time researching their purchases. They may visit one store and look only at brands with which they are already familiar. In addition, only a small number of product features may be considered.

Type: ES Skill: Application Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

88) What is an evoked set? Create an example to illustrate the term.

Answer: Examples may vary.

The alternatives actively considered during a consumer's choice process are his or her consideration or evoked set. The evoked set comprises those products already in memory (the retrieval set) plus those prominent in the retail environment.

For example, suppose you are looking for a new HDTV, but you do not know much about the technical aspects of TV sets and have only a few major brands in memory. Of these, two are acceptable possibilities and one is not. The alternatives that you are aware of but would not consider buying because they aren't what you are looking for are your inept set, while those not coming to mind at all compose the inert set.

Type: ES Skill: Concept Objective: L9-02 Extended problem solving is composed of a series of stages that result in the selection of one option over others.

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89) Which kind of decision rule is being used by a consumer who says that good performance on one or more attributes cannot "make up for" poor performance on other product attributes?

A) non-compensatory rule B) compensatory rule C) average mean rule D) simple additive rule Answer: A Type: MC Skill: Concept Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

90) A consumer selects a brand that performs best on the most important attribute for that product. This is the result of which decision rule?

A) lexicographic rule B) elimination-by-aspects rule C) conjunctive rule D) attribute preference rule Answer: A Type: MC Skill: Concept Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

91) Wei Wei decides that the camera she buys must meet minimum standards on all of the key attributes she wants in a camera of this type or she will reject it, regardless of its performance on other attributes. Which decision rule has she decided to follow?

A) elimination-by-aspects rule B) conjunctive rule C) attribute preference rule D) simple additive rule Answer: A Type: MC Skill: Application Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

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92) Ariel is looking over the used cars on the lot. They give high marks to a car which has a rebuilt engine. In their mind that outweighs or "makes up for" relatively lower marks they gave on its fenders and interior appearance. They are using which decision rule?

A) prototypicality B) balance C) compensatory D) elimination-by-aspects Answer: C Type: MC Skill: Application Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

93) Choosing a product on the basis of its having the largest number of positive attributes is typically the case when a consumer is using the: A) conjunctive rule.

B) elimination-by-aspects rule.

C) simple additive rule.

D) attribute preference rule.

Answer: C Type: MC Skill: Concept Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

94) When a consumer bases a purchase decision on the ________ rule, one takes into account the relative importance of positively-rated attributes.

A) non-compensatory rule B) weighted additive rule C) attribute preference rule D) simple additive rule Answer: B Type: MC Skill: Concept Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

95) Jonesy will buy only the lowest-priced spark plug when he goes shopping for auto supplies.

Because his car is very old, he really doesn't care about any other qualities. Jonesy is using the non-compensatory decision-making rule format.

Answer: TRUE Type: TF Skill: Application Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

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96) If a consumer considers using the simple additive decision rule, a drawback might be that some of the positive attributes of the chosen brand may not be very important.

Answer: TRUE Type: TF Skill: Concept Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

97) Explain the disjunctive rule, and include a simple example.

Answer: Examples may vary.

With the disjunctive rule, the consumer develops acceptable standards for each attribute. Usually the standards are higher than the shopper's minimum cut-offs for attributes. If a choice alternative exceeds the standard for any attribute, it is accepted. Although this strategy may be difficult to envisage, think about a consumer shopping for a new T-shirt or sweater to spruce up their wardrobe. Perhaps the consumer does not know exactly what they will buy before going shopping, but once in the choice environment they will select something that is exceptional in some unique way. The article may be a great new colour, style, or type of fabric that exceeds their standards. When the shopper finds two great sweaters, then they must go to a different decision rule to choose between them.

Type: ES Skill: Application Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

98) A customer searching for an SUV is trying to decide what to buy. They decide to limit their options by using the following strategy. First, the car must be a Honda or a Toyota because the customer believes that they have the highest quality. Second, the vehicle cannot cost more than $30 000 or get less than 9 litres per 100 km. Third, the remaining vehicles' interiors, comfort, and instrument placing will be judged by giving each a score and summing them. The SUVs that are left, with the highest summed score, will be selected for an intensive test drive. What type of decision rules was this customer proposing to use?

Answer: 1) The conjunctive rule. A brand is chosen if it meets all the cut-offs, while failure to meet any one cut-off means rejection. If none of the brands meets all the cut-offs, the choice may be delayed, the decision rule may be changed, or the cut-offs themselves may be modified. Note that this rule rates negative data more heavily.

2) The elimination by aspects rule. Brands that don't meet specific attributes are eliminated.

3) The simple additive rule. The consumer merely chooses the alternative with the largest number of positive attributes.

Type: ES Skill: Application Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

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99) What is a compensatory rule? Describe the different types of compensatory rules used in purchase decision making.

Answer: Compensatory decision rules—Products are compared overall: relatively lower performance on some attributes may be outweighed by relatively higher performance on other attributes. Strong performance can compensate for weaker elements. Kinds of rules include: Simple additive rule—This operates when the consumer selects the alternative having the largest number of positive attributes.

Weighted additive rule—The more complex version, this operates when each attribute varies in relative importance to the consumer. Ratings on each attribute are intuitively multiplied by their importance weights.

Type: ES Skill: Concept Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

100) What is a non-compensatory rule? Describe the different types of non-compensatory rules used in purchase decision making.

Answer: Non-compensatory decision rules—These decision rules are characterized by exclusion: low standing on one attribute cannot be ignored because of good performance on other attributes. Strong attributes do not compensate for weak ones.

Kinds of rules include: Lexicographic rule—The brand that is best on the most important attribute is selected. In the event of a tie, brands are evaluated on the next most important attribute.

Elimination-by-aspects rule—Brands are compared for the presence of the attribute considered most important. If the feature is not present, that alternative is rejected.

Conjunctive rule—Minimum cutoffs are established for each attribute the brands possess. The brand must meet all cutoffs to be considered.

Disjunctive rule—Acceptable standards for each attribute the brands possess. The brand must meet all standards (usually higher than minimum cutoffs) to be considered.

Type: ES Skill: Concept Objective: L9-03 Consumers may rely on different decision rules when they evaluate competing options.

101) If Bill used a mental or problem-solving shortcut to make a purchase decision, he would be utilizing a(n): A) importance weight.

B) script.

C) strategy.

D) heuristic.

Answer: D Type: MC Skill: Application Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

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102) Some consumers make judgments about hidden dimensions of products from observable attributes, such as inferring that because a used car is clean and shiny, its mechanical condition is likewise of top quality. In this case, the clean and shiny exterior is a(n): A) intrinsic attribute.

B) guarantee.

C) product signal.

D) warranty.

Answer: C Type: MC Skill: Concept Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

103) When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep the balance of trade between Japan and the United States more toward an American advantage. The attitude expressed by the stickers is called: A) national inertia.

B) lexicographic determinism.

C) stereotyping.

D) ethnocentrism.

Answer: D Type: MC Skill: Application Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

104) ________ describes a consistent pattern whereby consumers buy the same brand just about every time they go to the store, out of habit, merely because it takes less effort.

A) Laziness B) Inertia C) Sloth D) Ritual shopping Answer: B Type: MC Skill: Concept Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

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105) A form of repeat purchasing behaviour reflecting a conscious decision to continue buying the same brand is called: A) post-purchase partum.

B) brand loyalty.

C) brand preference awareness.

D) inertia.

Answer: B Type: MC Skill: Concept Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

106) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

A) the customer's degree of risk aversion B) the degree to which the customer seeks out hedonic attributes C) whether the customer is a repeat purchaser D) whether the customer holds a very strong or weak positive attitude toward the product Answer: D Type: MC Skill: Concept Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

107) The assumption of a price-quality relationship is one of the most pervasive market beliefs.

Answer: TRUE Type: TF Skill: Concept Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

108) "Largest-sized containers are almost always cheaper per unit than smaller sizes" is an example of a market belief.

Answer: TRUE Type: TF Skill: Concept Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

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109) What is a decision-making heuristic? Describe three typical heuristics used in consumer decision-making situations.

Answer: Heuristics are mental short-cut "rules of thumb" consumers use to save time and effort in the decision-making process. Heuristics may be based upon previous experience, reports from others, or beliefs. They may range from the very general (e.g., "Higher-priced products are higher-quality products") to the very specific (e.g., "Buy Redpath, that's the brand of sugar my mother always bought"). Typical heuristics include: - Price/quality relationship—That price is positively correlated with quality is one of the most pervasive market beliefs; for the most part, it is justified. Novice consumers may in fact consider price as the only relevant product attribute.

- Reliance on a product signal—Sometimes consumers tend to infer hidden dimensions of products from observable attributes. A common example is the clean and shiny exterior of a used car up for sale. Consumers lacking knowledge may use signals such as how long the company has been in business, how well known the brand name is, price, and so forth—judgments that may be faulty.

- Common market beliefs—There are many consumer beliefs about relationships in the marketplace, not all of which are accurate: for example, locally owned stores give the best service, all brands are basically the same, and so on.

- Brand names—When a consumer consistently purchases the same brand over time, he or she may do it out of true brand loyalty or simply from inertia because less effort is required; for example, the heuristic might be "I always buy Sony products."

Type: ES Skill: Concept Objective: L9-04 Some consumer purchase decisions are habitual and are made with little or no conscious effort.

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Consumer Behaviour, 9Ce (Solomon) Chapter 10 Group Influence and Social Media 1) Groups often experience what is known as a risky shift. One of the chief reasons for this phenomenon is: A) decision polarization.

B) diffusion of responsibility.

C) degeneration hypothesis.

D) regeneration hypothesis.

Answer: B Type: MC Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

2) As a result of social loafing behaviour, Margaret is likely to do what at her school bake sale?

A) organize a group muffin bake event B) not worry too much about contributing her normal share C) take turns with another person to do the baking D) ensure she makes an impressive array of treats Answer: B Type: MC Skill: Application Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

3) Social loafing refers to: A) people in groups lingering in social venues too long.

B) how people do not devote as much time or effort to a task when their contribution is part of a larger group undertaking.

C) failing to take into account the feelings of others in a group project who are not given much to do.

D) our preference for doing things socially with others similar to ourselves.

Answer: B Type: MC Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

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4) In group decision-making contexts, the person who conducts information searches and controls the flow of information is known as the: A) initiator.

B) informer.

C) opinion leader.

D) gatekeeper.

Answer: D Type: MC Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

5) In group decision-making contexts, the person who actually makes the purchase is called the: A) initiator.

B) user.

C) buyer.

D) influencer.

Answer: C Type: MC Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

6) In group decision-making contexts, the person who actually consumes the product or service is called the: A) initiator.

B) user.

C) buyer.

D) influencer.

Answer: B Type: MC Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

7) When the family buys a new automobile, 18-year-old Alison impacts the decision by demanding Bluetooth connectivity and GPS. In this context she is a(n): A) initiator.

B) user.

C) influencer.

D) gatekeeper.

Answer: C Type: MC Skill: Application Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

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8) Jasmine goes to a very large party and notices that a few people she knows are acting wildly out of character. This is an example of: A) deindividuation.

B) social compliance.

C) identity transfer.

D) situational conformity.

Answer: A Type: MC Skill: Application Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

9) What do social loafing and decision polarization have in common?

A) Group decisions become more extreme, so that individuals who are naturally lazy become even more so.

B) Some people do not pay their "fair share" and this causes groups to polarize into smaller groups.

C) Both effects show how individualism is maintained even within groups that exert considerable peer pressure.

D) Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals.

Answer: D Type: MC Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

10) Kris would hold home shopping parties. They always made sure to invite at least two people who would always like to be the first to buy in order to "get the ball rolling." Kris believed that this increased the probability that other partygoers would then begin buying their products. Kris was relying on the ________ to increase sales.

A) cultural pressure effect B) Rostoff effect C) bandwagon effect D) polarization effect Answer: C Type: MC Skill: Application Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

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11) Because of social loafing, public property is not usually as well maintained by individual citizens as their own private property.

Answer: TRUE Type: TF Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

12) Describe the phenomenon of deindividuation.

Answer: With more people in a group, it becomes less likely that any one member will be singled out for attention. People in larger groups or those in situations wherein they are unlikely to be identified tend to focus less attention on themselves, so normal restraints on behaviour are reduced. You may have observed that people sometimes behave more wildly at costume parties or on Halloween night than they do normally. This phenomenon is known as deindividuation, in which individual identities get submerged within a group.

Type: ES Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

13) In group decision-making contexts, what are the five potential individual roles involved in the purchasing decision?

Answer: Initiator: The person who brings up the idea or identifies a need.

Gatekeeper: The person who conducts the information search and controls the flow of information available to the group. In organizational contexts, the gatekeeper identifies possible vendors and products for the rest of the group to consider.

Influencer: The person who tries to sway the outcome of the decision. Some people may be more motivated than others to get involved, and participants also possess different amounts of power to get their point across.

Buyer: The person who actually makes the purchase. The buyer may or may not actually use the product.

User: The person who actually consumes the product or service.

Type: ES Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

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14) Some organizations that employ more than 1000 employees find that "social loafing" can really impede progress for the firm. In terms of these organizations, what is social loafing and how might a firm combat it?

Answer: Social loafing refers to the fact that people do not devote as much effort to a task when their contribution is part of a larger group effort. Wait staff are painfully aware of social loafing: People who eat in groups tend to tip less per person than those who eat alone. For this reason, many restaurants automatically tack on a fixed gratuity for groups of six or more.

When people think that they can "hide" behind the numbers, things have a tendency to not get done. Passive resistance can become a major issue and embed itself in company culture if not handled decisively.

Development of effective work teams and team leaders can mitigate against this. Regular meetings, defined goals and responsibilities, and recognition coupled with reward for achievement can help avoid the strengthening of the resistance culture.

Type: ES Skill: Application Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

15) What are group effects on individual behaviour? Why do people act differently when in a group than when alone?

Answer: With more people in a group, it becomes less likely that the behaviour of any one member will be noticed or singled out for attention. Examples include: Shopping patterns—People who shop with at least one other person tend to make more unplanned purchases, buy more, and cover more areas of a store than those who shop alone.

These effects are due to both normative and informational social influence. Group members may be convinced to buy something to gain the approval of others, or they may simply be exposed to more products and stores by pooling information with the group.

The risky shift—There is some evidence that decisions made by groups differ from those that would be made by each individual. Often, group members show a greater willingness to consider riskier alternatives following group discussion than they would if each person made his or her own decision with no discussion. Possibly, as more people are involved in a decision, each individual feels less accountable for the outcome, so diffusion of responsibility occurs. Also, riskiness is a culturally valued characteristic, and social pressures operate on individuals to conform to attributes valued by society. Some research evidence suggests that whichever direction group members were leaning towards before discussions began, their choice becomes more extreme in that direction.

Social loafing—When people are participating in a large group undertaking, they do not devote as much time or effort on their task as they would spend on doing the same task when alone.

Group roles—such as initiator, gatekeeper, influencer, buyer, user, and even initiator, all have an influence on a purchase decision.

Type: ES Skill: Concept Objective: L10-01 We engage in consumption not only as individuals, but also in groups and on behalf of others.

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16) In a much-discussed marketing failure, Coca-Cola launched "new Coke" on the basis of successful taste tests, only to encounter massive resistance when consumers discovered that their beloved Coca-Cola would no longer be available. Even though many consumers probably would have bought the new flavour on their own, they felt that the company had taken the right to choose away from them. This hostile public outcry is an example of: A) door-in-the-face.

B) norms.

C) reactance.

D) decision polarization.

Answer: C Type: MC Skill: Application Objective: L10-02 Social norms can impact the degree to which a consumer's attitudes will influence their behaviours.

17) Reactance is more related to ________ than to ________.

A) independence; anticonformity B) anticonformity; independence C) commitment; deviance D) anticonformity; commitment Answer: B Type: MC Skill: Concept Objective: L10-02 Social norms can impact the degree to which a consumer's attitudes will influence their behaviours.

18) Within groups, informal rules of behaviour are called: A) beliefs.

B) values.

C) norms.

D) social agreements.

Answer: C Type: MC Skill: Concept Objective: L10-02 Social norms can impact the degree to which a consumer's attitudes will influence their behaviours.

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19) The ________ effect depicts, within limits, the approval from others toward someone who exhibits nonconforming behaviour.

A) uniquity B) normative C) deviance D) red sneakers Answer: D Type: MC Skill: Concept Objective: L10-02 Social norms can impact the degree to which a consumer's attitudes will influence their behaviours.

20) Sally has recently finished studying and taken up a new job in an office. She feels pressure from her co-workers to dress more formally now. What type of pressure is she under?

Answer: Conformity refers to a change in beliefs or actions as a reaction to real or imagined group pressure. In order for a society to function, its members develop norms, or informal rules, that govern behaviour. If such a system of agreements did not evolve, chaos would result.

Although norms change slowly over time, there is general agreement within a society about which ones should be obeyed, and we adjust our way of thinking to conform to these norms.

Type: ES Skill: Application Objective: L10-02 Social norms can impact the degree to which a consumer's attitudes will influence their behaviours.

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21) Why do consumers pattern their behaviour after that of others? What types of social influence affect the likelihood of conformity?

Answer: Conformity refers to a change in beliefs or actions as a reaction to real or imagined group pressure. For a society to function well, a system of rules for expected behaviours is developed either more or less informally as norms or formally through laws. Over time, there is general agreement within the society about obeying these rules and conforming to the group's norms.

In general, the process of social influence is effective because it is believed that conforming behaviour will be rewarded and lead to social approval or money. Among the factors that affect the likelihood of conformity are: - Cultural pressures can exert enormous influence on individuals to "do the right thing."

- Fear of deviance pressures individuals because most societies and groups punish or disapprove of behaviours different from those of the group.

- Commitment, or the degree to which the individual is dedicated to continued membership in a group, influences behaviour. Generally speaking, the greater the desire to remain in a group, the more conformity an individual will exhibit.

- Group unanimity, size, and expertise all combine to increase a group's power to elicit greater conformity.

- Gender differences in relation to conformity are not clear. Research has shown that having traditionally feminine traits is positively correlated with increased conformity, regardless of which gender possesses them.

- Susceptibility to interpersonal influence may be low (i.e., role-relaxed) or high for individual consumers. High susceptibility increases conformity.

Type: ES Skill: Concept Objective: L10-02 Social norms can impact the degree to which a consumer's attitudes will influence their behaviours.

22) Is Edgar more likely to make a risky decision as an individual or as a member of a group?

Why? Answer: There is some evidence that decisions made by groups differ from those that would be made by each individual. In many cases, group members show a greater willingness to consider riskier alternatives following group discussion than they would if each member made his or her own decision with no discussion. This change is known as the risky shift.

Several explanations have been advanced to explain this increased riskiness. One possibility is that, as more people are involved in a decision, each individual is less accountable for the outcome, so diffusion of responsibility occurs. Another explanation is called the value hypothesis. In this case, riskiness is a culturally valued characteristic, and social pressures operate on individuals to conform to attributes valued by society.

Type: ES Skill: Concept Objective: L10-02 Social norms can impact the degree to which a consumer's attitudes will influence their behaviours.

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23) Amy purchases certain brands of clothes because she is influenced by fellow members of her women's rugby team. This is an example of what type of influence reference group?

A) pragmatic influence B) referential influence C) informational influence D) utilitarian influence Answer: D Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

24) An individual feels that the people who purchase a particular brand are admired or respected by others. This is an example of what type of influence reference group?

A) referential influence B) informational influence C) utilitarian influence D) value-expressive influence Answer: D Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

25) Rodney wants to know which brand of insecticide to buy, so he asks for brand evaluations from various professionals, experts, people who work with insecticides, even independent testing agencies which have seals of approval. Which kind of reference group influence would result?

A) informational influence B) utilitarian influence C) value-expressive influence D) social influence Answer: A Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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26) Dee's parents, although fairly well-off, always taught her the value of money, so Dee makes sure she puts money in a retirement account each month and pays her credit card bill on time.

This type of influence is termed: A) normative.

B) informational.

C) utilitarian.

D) value-expressive.

Answer: A Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

27) Colin is part of a brand community for Jeep. He is about to travel to a popular event involving other Jeep enthusiasts who come from all over North America. The event, which is sponsored by Jeep, is known as a: A) brand get-together.

B) brand experience.

C) brandfest.

D) brand grouping.

Answer: C Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

28) Which type of reference group is most likely to influence us in our day-to-day lives as consumers?

A) our employer B) influencers C) marketers D) our friends Answer: D Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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29) In its advertising, MasterCard (MC) shifted the emphasis from glamorous affluent professionals to "ordinary" people with everyday uses for the card, e.g., a young person buying furniture for their first apartment. This strategy reflected: A) MC not wanting to be associated with the extravagant consumption patterns of the 1980s.

B) people with less money resented their showing affluence.

C) people are swayed by knowing how people who are similar to them conduct their lives.

D) MC could not compete effectively against American Express with the affluent image.

Answer: C Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

30) When we come to like persons or things simply as a result of seeing them more often, this is known as the: A) proximity hypothesis.

B) frequency paradox theory.

C) similarity-difference comparison model.

D) mere exposure effect.

Answer: D Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

31) Some reference groups are composed of idealized figures such as outstanding athletes, entertainers, or even successful businesspeople. While the consumer may have no direct contact with such figures, their influence can be powerful because consumers may be guided to the types of products used by people they admire. Such reference groups are called: A) ideological compound reference groups.

B) aspirational reference groups.

C) associative cluster reference groups.

D) approach-avoidance reference groups.

Answer: B Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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32) Members of a group are attracted to each other and value their group membership. Keeping membership exclusive tends to increase which of the following influences?

A) cohesiveness B) membership intensity C) affiliation bonding D) self-other congruence Answer: A Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

33) Propinquity is a factor that is related to the power of a reference group. How will it influence the relative power between a membership group and a dissociative group?

A) Propinquity should make membership groups much stronger than dissociative groups.

B) Propinquity should make membership groups and dissociative groups equal in potential power.

C) Propinquity should make membership groups weaker than dissociative groups, because the motivation to distance oneself is increased with closeness.

D) Propinquity should make dissociative groups more powerful than membership groups because propinquity has no effect on membership groups.

Answer: A Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

34) We may not wish to be identified with a particular group, so we take great care not to dress nor act like members of that group. The group from which a consumer actively tries to distance himself is called a: A) rejection reference group.

B) negative externality.

C) paradox reference group.

D) dissociative reference group.

Answer: D Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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35) The "I hate Apple" online community is best described as an example of a(n): A) hate community.

B) negative reference group.

C) virtual marketplace.

D) antibrand community.

Answer: D Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

36) When Carol, an avid golfer, purchased a set of expensive Callaway golf clubs, the relative reference group influence for her purchase was: A) weak for product and strong for brand.

B) weak for product and weak for brand.

C) strong for product and strong for brand.

D) strong for product and weak for brand.

Answer: C Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

37) Entertainer Madonna made a distinctive fashion statement when she wore lingerie as outer wear. Some consumers voluntarily imitated these outfits and began buying bustiers to identify with the Madonna image. What kind of power base did Madonna have?

A) referent power B) information power C) legitimate power D) expert power Answer: A Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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38) There is a kind of power derived from simply knowing something that others would like to know. For example, because of their ability to compile facts and report on latest trends, thus influencing the fate of companies or individuals, editors of trade publications are an example of those with: A) marketing power.

B) expert power.

C) information power.

D) referent power.

Answer: C Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

39) Many people, before buying an automobile, will look at car ratings and other information found in buying guides and online sites. These sources have what type of power over purchasers?

A) referent B) information C) legitimate D) expert Answer: C Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

40) Claude, a stock analyst, has a reputation for good picks. He appears on BNN (Business News Network) on a weekly basis. Many people make sure they take note of his every word. This is an example of which type of power base?

A) referent B) information C) legitimate D) expert Answer: D Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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41) Your employer represents a power base that can provide positive reinforcement in the form of promotions or salary increases. Your employer has what kind of power?

A) information B) legitimate C) expert D) reward Answer: D Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

42) The capacity to alter the actions of others is referred to as: A) coercive power.

B) social power.

C) second-order power.

D) third-order power.

Answer: B Type: MC Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

43) The cosmetic retailer Clinique has their staff wear lab coats to keep with the positioning of their products being "allergy tested." They are depicting ________ power.

A) referent B) expert C) information D) legitimate Answer: D Type: MC Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

44) Consumers' desire to identify with desirable others is the primary motivator for many of our purchases.

Answer: TRUE Type: TF Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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45) Reference groups include only family members whom we have grown up with and trust.

Answer: FALSE Type: TF Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

46) Reference groups influence people in three ways: unitarian, value-expressive, and informational.

Answer: FALSE Type: TF Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

47) Small informal groups exert minimal influence on individual consumers.

Answer: FALSE Type: TF Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

48) A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

Answer: FALSE Type: TF Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

49) The likelihood that someone will join your reference group is enhanced if the person does not have propinquity to you.

Answer: FALSE Type: TF Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

50) What is a reference group?

Answer: A reference group is "an actual or imaginary individual or group conceived of as having significant relevance upon an individual's evaluations, aspirations, or behaviour."

Reference groups influence consumers in three ways: informational, utilitarian, and valueexpressive.

Type: ES Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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51) Briefly outline the three types of reference group influence.

Answer: Informational Influence: The individual seeks information about various brands from an association of professionals or an independent group of experts. The individual seeks information from those who work with the product in a profession. The individual seeks brandrelated knowledge and experience (such as how Brand A's performance compares with Brand B's) from those friends, neighbours, relatives, or work associates who have reliable information about the brands. The brand the individual selects is influenced by observing a seal of approval from an independent testing agency. The individual's observation of what experts do (such as observing the type of car that race car drivers drive or the brand of washer/dryer that repair people buy) influences his or her choice of a brand.

Utilitarian Influence: So that they satisfy the expectations of fellow work associates, the individual's decision to purchase a particular brand is influenced by their preferences. The individual's decision to purchase a particular brand is influenced by the preferences of people with whom they have social interaction. The individual's decision to purchase a particular brand is influenced by the preferences of family members. The desire to satisfy the expectations of others has an impact on the individual's brand choice.

Value-Expressive Influence: The individual feels that the purchase or use of a particular brand will enhance the image others have of them. The individual feels that those who purchase or use a particular brand possess the characteristics that he or she would like to have. The individual sometimes feels that it would be nice to be like the type of person that advertisements show using a particular brand. The individual feels that the people who purchase a particular brand are admired or respected by others. The individual feels that the purchase of a particular brand would help show others what they are or would like to be (such as an athlete, successful businessperson, good parent).

Type: ES Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

52) Compare and contrast formal and informal reference groups. Which do marketers tend to prefer to target?

Answer: A reference group can take the form of a large, formal organization that has a recognized structure, complete with a charter, regular meeting times, and officers. It can be small and informal, such as a group of friends or students living in a student residence. Marketers tend to be more successful at influencing formal than informal groups because they are more easily identifiable and accessible.

Type: ES Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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53) What is an aspirational reference group? Give an example.

Answer: Examples may vary.

Aspirational reference groups comprise idealized figures, such as successful businesspeople, athletes, or performers. One study that included business students who aspired to the "executive" role found a strong relationship between products the students associated with their ideal selves and those products they assumed would be owned or used by executives.

Type: ES Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

54) John passes a mural on a house every day on the way to work. A friend asks if he likes it and he says that he does. What effect might mere exposure have on his preference?

Answer: We come to like people or things simply as a result of seeing them often, which is known as the mere exposure effect. Greater frequency of contact, even if unintentional, may help to determine a person's set of local referents. The same effect holds when evaluating works of art or political candidates.

Type: ES Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

55) What is group cohesiveness? What influence does group size have on group cohesiveness?

Answer: The degree to which members of a group are attracted to each other and value their group membership is called cohesiveness. As the value of the group to the individual increases, so too does the likelihood that the group will guide consumption decisions. Smaller groups tend to be more cohesive, because it is more difficult to relate to larger groups of people. By the same token, groups often try to restrict membership to a select few, which increases the value of membership to those who are admitted. Exclusivity of membership is a benefit often touted by credit-card companies, book clubs, and so on, even though the actual membership base might be fairly large.

Type: ES Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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56) Explain the difference between legitimate power and expert power.

Answer: Sometimes people are granted power by virtue of social agreements, such as that given to police officers and politicians. The legitimate power conferred by a uniform is recognized in many consumer contexts, including teaching hospitals, where medical students don white coats to enhance their aura of authority with patients. This form of power may be "borrowed" by marketers to influence consumers. For example, an ad featuring a model wearing a white doctor's coat can add an aura of legitimacy or authority to the presentation of the product.

Expert power is derived from possessing a specific knowledge or skill. Consumers are often influenced by experts who are assumed to be able to evaluate products in an objective, informed way. The power of celebrity experts can be measured by their visibility on talk shows, lecture circuits, and so on. Prominent economists can receive between $5000 and for a speech, depending on their level of perceived expertise.

Type: ES Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

57) What are reference groups? Why might it be important for marketers to know consumers' reference groups? Is there value for marketers to create one if none exists for their product(s)?

Answer: A reference group is "an actual or imaginary individual or group conceived of as having significant relevance upon an individual's evaluations, aspirations, or behaviour."

Reference groups influence consumers in three ways: informational, utilitarian, and valueexpressive.

Marketers should recognize that these groups could hold more sway over their customers than they do. The logical thing to do should be to try to understand the dynamics of this group and to develop a relationship with it. Maybe firms could assist if the group is more formalized— perhaps by sponsoring events, providing a special area of their website for them, etc.

Creating reference groups, although possible, would be tougher. To try to "create" one may be seen as being manipulative and self-serving, or worse. The backlash could be severe if deception is suspected or proven. Reference groups are not artificial creations, but usually driven by customer interests/desires.

Type: ES Skill: Concept Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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58) List six types of power outlined in the text and discuss each as it relates affecting behaviour.

Answer: Social power refers to "the capacity to alter the actions of others." To the degree that you are able to make someone else do something, whether he or she does it willingly or not, you have power over that person. The following classification of power bases can help us distinguish among the reasons a person can exert power over another, the degree to which the influence is allowed voluntarily, and whether this influence will continue to have an effect in the absence of the power source.

Referent Power: If a person admires the qualities of an individual or a group, he or she will try to imitate those qualities by copying the referent's behaviours (e.g., choice of clothing, cars, and leisure activities) as a guide to forming consumption preferences. Prominent people in all walks of life can affect people's consumption behaviours by virtue of product endorsements. Referent power is important to many marketing strategies because consumers voluntarily change behaviours to please or identify with a referent.

Information Power: A person can have information power simply because he or she knows something others would like to know. Editors of trade publications such as Wish often possess power because of their ability to compile and disseminate information that can make or break individual designers or companies. People with information power are able to influence consumer opinion by virtue of their (assumed ) access to the "truth."

Legitimate Power: Sometimes people are granted power by virtue of social agreements, such as that given to police officers and politicians. The legitimate power conferred by a uniform is recognized in many consumer contexts, including teaching hospitals, where medical students don white coats to enhance their aura of authority with patients. This form of power may be "borrowed" by marketers to influence consumers.

Expert Power: Expert power is derived from possessing a specific knowledge or skill.

Consumers are often influenced by experts who are assumed to be able to evaluate products in an objective, informed way. The power of celebrity experts can be measured by their visibility on talk shows, lecture circuits, and so on.

Reward Power: When a person or group has the means to provide positive reinforcement, that entity will have power over a consumer to the extent that this reinforcement is valued or desired.

The reward may be tangible, as occurs when an employee is given a raise. Or the reward may be intangible: Social approval or acceptance is often what is exchanged in return for moulding one's behaviour to a group or buying the products expected of group members.

Coercive Power: While often effective in the short term, coercive power does not tend to produce permanent attitudinal or behavioural change. Surveillance of some sort is usually required to make people do something they do not wish to do. Fortunately, coercive power is rarely employed in marketing situations. However, elements of this power base are evident in fear appeals, in intimidation in personal selling, and in some campaigns that emphasize the negative consequences that might occur if people do not use a product.

Type: ES Skill: Application Objective: L10-03 We are influenced by people and groups that we identify with, and those we don't.

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59) Bill and James have been friends since grade school. Bill has since gone into accounting while James runs his own service station and auto repair shop. Before Bill decided which new car to buy, he asked James what he thought about the model he was considering. For cars, James was Bill's: A) co-consumer.

B) head of the group.

C) opinion leader.

D) consumer advocate.

Answer: C Type: MC Skill: Application Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

60) A marketing manager wanted to identify opinion leaders for her product category. What should she look for?

A) She should find community leaders who use the product.

B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.

C) She should look for people who stand out in a crowd.

D) She should look for people that have enough knowledge about a product category to intimidate other people to become interested.

Answer: B Type: MC Skill: Application Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

61) Marjorie is an expert in gardening, bird watching, and opera. As an opinion leader, she can be described as: A) monomorphic.

B) exomorphic.

C) multimorphic.

D) polymorphic.

Answer: D Type: MC Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

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62) Two of Joe's friends knew more than he would ever know about automobiles, but Joe always went to Alberto when he had a question because he and Alberto shared something called homophily. Which of the following statements best describes their relationship?

A) Joe and Alberto are similar in terms of education, social status, and beliefs.

B) Joe and Alberto are similar in terms of monetary wealth.

C) Joe and Alberto are similar in terms of ethnicity.

D) Joe and Alberto are similar in terms of philosophy.

Answer: A Type: MC Skill: Application Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

63) Opinion leaders who are also among the first purchasers of new products they recommend are called: A) ground-breakers.

B) innovative communicators.

C) thought-provokers.

D) response leaders.

Answer: B Type: MC Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

64) Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n): A) opinion leader.

B) innovator.

C) market maven.

D) market analyst.

Answer: C Type: MC Skill: Application Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

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65) Some people are hired to make recommendations or actual purchases for others, such as an interior designer who "re-does" a home, or a broker who is entrusted with buy/sell decisions on behalf of investors. In essence, the ultimate user has relinquished decision-making control. The term for the designer or broker is: A) gatekeeper.

B) market maven.

C) surrogate consumer.

D) cascader.

Answer: C Type: MC Skill: Application Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

66) Jose is a buyer for a large company that sells herbs. He is constantly on the lookout for new sources of herbs and needs to be up on any change in the growing conditions and health of any given crop. Jose has volunteered to be a subject in a large university study that asks each individual whether they consider themselves to be opinion leaders. This technique is known as: A) sociometry.

B) the self-designated method.

C) monomorphic analysis.

D) influence patterning.

Answer: B Type: MC Skill: Application Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

67) Luis and Josie were close friends. They met years ago in a cooking class and both became caterers. Luis specializes in cuisine from South America, and Josie in Asian fare. Josie's husband Steven was asked to plan the annual office party. This year's theme was Carnaval. What tie strength exists?

A) Steven and Josie are primary and Steven has a bridging function to Luis.

B) Steven and Josie are primary and Luis is secondary to Josie.

C) Luis is secondary to Josie and bridging to Steven.

D) Josie is secondary to Steven and bridging to Luis.

Answer: A Type: MC Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

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68) Opinion leaders are extremely valuable information sources because they possess social power.

Answer: TRUE Type: TF Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

69) Homophily refers to the degree to which two individuals are similar in terms of specific expert fields.

Answer: TRUE Type: TF Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

70) What is a surrogate consumer? Give an example.

Answer: Examples may vary.

In addition to everyday consumers who are influential in affecting others' purchase decisions, a class of marketing intermediary called the surrogate consumer is an active player in many categories. A surrogate consumer is a person who is hired to provide input into purchase decisions. Unlike the opinion leader or market maven, the surrogate is usually compensated for this involvement.

Examples: Interior decorators, stockbrokers, professional shoppers, or college consultants can all be thought of as surrogate consumers. Whether or not they actually make the purchase on behalf of the consumer, surrogates' recommendations can be enormously influential. The consumer in essence relinquishes control over several or all decision-making functions, such as information search, evaluation of alternatives, or the actual purchase. For example, a client may commission an interior decorator to redo her house, while a broker may be entrusted to make crucial buy/sell decisions on behalf of investors.

Type: ES Skill: Application Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

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71) What is the self-designating method used for? How does it function and what are its advantages?

Answer: The self-designating technique is the most commonly used technique to identify opinion leaders. It is simply to ask individual consumers whether they consider themselves to be opinion leaders.

Although respondents who report a greater degree of interest in a product category are more likely to be opinion leaders, the results of surveys intended to identify self-designated opinion leaders must be viewed with some skepticism. Some people have a tendency to inflate their own importance and influence, while others who really are influential might not admit to this quality.

Just because we transmit advice about products does not mean other people take that advice. For someone to be considered a bona fide opinion leader, his or her advice must actually be heard and heeded by opinion seekers. Although the self-designating method is not as reliable as a more systematic analysis (where individual claims of influence can be verified by asking others whether the person is really influential), it does have the advantage of being easy to administer to a large group of potential opinion leaders.

Type: ES Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

72) What are sociometric methods used for and why are they expensive?

Answer: Sociometric methods trace communication patterns among group members, allowing researchers to systematically map out interactions that take place among group members. People who tend to be sources of product-related information can be identified by asking group members whom they go to for product information. Although this method is the most precise, it is very hard and expensive to implement since it involves very close study of interaction patterns in small groups. For this reason, sociometric techniques are best applied in closed, self-contained social settings, such as hospitals, prisons, and army bases, where members are largely isolated from other social networks.

Type: ES Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

73) What characteristics of opinion leaders make them valuable sources for product information?

Answer: Opinion leaders have technical competence leading to expert power.

- They have prior familiarity with product information and evaluation from a non-biased perspective (they are not receiving money for their advice).

- They have high social standing and broad-based community contacts and support.

- They are similar to the consumer in other respects, leading to referent power.

- They are usually among the first to buy and use new products so that much product evaluation is based upon personal experience, further enhancing their credibility as opinion leaders.

Type: ES Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

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74) Why are opinion leaders so hard to identify?

Answer: Opinion leaders are not leaders in the normal sense. Therefore, identifying community and business leaders does not solve the problem. This is complicated by the fact that highly visible people are more likely to influence opinions simply because they are visible, so leaders do have a higher likelihood of being opinion leaders. Most opinion leaders tend to operate at a local level and may influence five to ten people rather than an entire market segment.

Opinion leadership is also product category specific, so someone whose opinion may be sought concerning automobiles, for example, will have no such influence when it comes to women's shoes. Thus, finding an opinion leader is one product category does not mean that the opinion leader's expertise can be transferred to other categories.

Type: ES Skill: Concept Objective: L10-04 Opinion leaders' recommendations hold more influence than others over our decisions.

75) A major reason that marketers are concerned with what people say about a product is that word-of-mouth communication: A) tends to be more powerful than information received on formal promotion channels.

B) is easier to control by the marketer than other means of communication.

C) is not as effective as advertising.

D) can be purchased relatively inexpensively by the marketer.

Answer: A Type: MC Skill: Concept Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

76) Amanda thought she had been cheated by a local car dealership. She was so upset that she created a website to share her story with the world. What is the most likely result of Amanda's action?

A) Most readers will think that Amanda is a little nutty and ignore her website.

B) The website will actually increase sales at the dealership by giving them free advertisements.

C) Amanda will be perceived as a troublemaker by her friends and family and become alienated.

D) Amada's website will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership.

Answer: D Type: MC Skill: Application Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

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77) Which of the following statements accurately reflects a factor encouraging WOM? A) Positive word of mouth is weighted more heavily by consumers than negative comments.

B) Negative word of mouth can reduce the credibility of a firm's advertising.

C) WOM is especially powerful for those consumers who are well informed about the product category.

D) Positive word of mouth is almost as powerful as advertising.

Answer: B Type: MC Skill: Concept Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

78) Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products is termed ________ marketing.

A) seditious B) affinity C) viral D) guerrilla Answer: D Type: MC Skill: Concept Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

79) ________ refers to activities undertaken by marketers to encourage consumers to spread word of mouth about the brand.

A) Crowd sourcing B) Stealth marketing C) Buzz building D) Social marketing Answer: C Type: MC Skill: Concept Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

80) Although WOM is a powerful method of marketing communication, it still accounts for only about one-third of all consumer goods sales.

Answer: FALSE Type: TF Skill: Concept Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

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81) When Dale experienced a stomach upset after eating at a newly opened restaurant, she told all her friends. This is an example of negative WOM. Answer: TRUE Type: TF Skill: Application Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

82) What is WOM? How effective is it in influencing consumers?

Answer: A lot of product information is conveyed by individuals to other individuals on an informal basis. Word-of-mouth communication (WOM) is product information transmitted by individuals to individuals. Because we get the word from people we know, WOM tends to be more reliable and trustworthy than recommendations we get through more formal marketing channels. And, unlike advertising, WOM is often backed up by social pressure to conform with these recommendations. Ironically, despite all of the money pumped into creating lavish advertisements, WOM is far more powerful: It is estimated to influence two-thirds of all consumer goods sales.

Type: ES Skill: Concept Objective: L10-05 Word-of-mouth communication (both good and bad) is often more influential than the advertising we see.

83) The strategy of getting customers to sell a product on behalf of the company that creates it is called: A) permission marketing.

B) viral marketing.

C) stealth marketing.

D) relationship marketing.

Answer: B Type: MC Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

84) ________ are exchanges of resources, information, or influence among members of a social network.

A) Nodes B) Connections C) Conversations D) Flows Answer: D Type: MC Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

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85) ________ refers to the notion that social media flows of communication go in many directions at any point in time, often on multiple platforms.

A) Media multiplexity B) Object subjectivity C) Connexivity D) Flow state Answer: A Type: MC Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

86) Shawn enjoys looking at activity on a consumption community for soccer enthusiasts, but he only looks at the actions of others and does not actively participate. In other words, he is a(n): A) soccer enthusiast.

B) lurker.

C) creep.

D) undercover agent.

Answer: B Type: MC Skill: Application Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

87) In online contexts, when a post is typed in ALL CAPITALS TO EXPRESS SHOUTING OR ANGER, this is typically a violation of: A) degress of connectedness.

B) terms of service.

C) standards of behaviour.

D) network effects.

Answer: C Type: MC Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

88) Flows are exchanges of resources, information, or influence among members of the network.

Answer: TRUE Type: TF Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

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89) In online contexts, lurkers are those who like to watch but don't participate.

Answer: FALSE Type: TF Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

90) What significance does the level of participation have to an online community and what effect do lurkers have?

Answer: For an online community to thrive, a significant proportion of its members must participate. Otherwise the site will fail to offer fresh material and ultimately traffic will slow.

Participation can be a challenge though; most users are lurkers: they absorb content others post but they don't usually contribute their own. Researchers estimate that only one percent of a typical community's users regularly participate and another nine percent do so only intermittently. The remaining 90% just observe what's on the site, so they don't add a lot of value—other than adding to the number of "eyeballs" the site can claim when it tries to convince advertisers to buy space.

How can a site convert lurkers into active users? The easier it is to participate, the more likely it is that the community can generate activity among a larger proportion of visitors. In part this means ensuring that there are several ways to participate that vary in terms of their ease of use.

Facebook is an example of an online community that has figured out how to offer several forms of participation. Members can post status updates (very easy), make comments, upload pictures, share notes and links, play social games, answer quizzes, decorate their profiles, upload videos, and create events (a bit harder), among other forms of participation.

Type: ES Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

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91) What are the basic characteristics of successful online communities?

Answer: Successful online communities possess several important characteristics: • Standards of behaviour: Rules that specify what members can and can't do on the site. Some of these rules are spelled out explicitly (e.g., if you buy an item on eBay, you agree that you have entered into a legal contract to pay for it), but many are unspoken. A simple example is discouragement of the practice of flaming, when a POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS ANGER. • Member contributions: A healthy proportion of users need to contribute content. If not, the site will fail to offer fresh material and ultimately traffic will slow.

• Degree of connectedness: Powerful groups are cohesive; this means the members identify strongly with them and are highly motivated to stay connected. Online groups may be even more cohesive than physical groups, even though many of the members will never meet one another in person. Because many of us devote so much time and energy to our online group relationships, connectedness also reflects our real-world relationships (it's common for people to learn that their partner has broken up with them only after they see a change in "relationship status" on Facebook!).

• Network effects: The quality of the site improves as the number of users increase.

Type: ES Skill: Concept Objective: L10-06 Social media shapes the way we learn about and make consumption decisions.

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Consumer Behaviour, 9Ce (Solomon) Chapter 11 Buying and Disposing 1) A person's ________ is an important factor in his antecedent state before putting himself into a purchasing environment.

A) shopping orientation B) consumer satisfaction C) exposure to point-of-purchase stimuli D) reflective potential Answer: A Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

2) A ________ is defined by factors beyond characteristics of the person and of the product that influence the buying and/or using of products and services.

A) postpurchase process B) purchase environment C) consumption situation D) psychological situation Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

3) The concept of ________ is based on building strong customer service experiences with loyal customers in ways that foster a continued relationship over time.

A) relationship marketing B) database management C) customer co-creation D) retention marketing Answer: A Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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4) With respect to the consumer behaviour model that has been presented in the text, the ________ consist(s) of the shopping experience, point-of-purchase stimuli, and sales interactions.

A) antecedent states B) postpurchase processes C) cognitive processes D) purchase environment Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

5) Which of the following product categories would have the strongest potential to be segmented by usage situations?

A) toilet paper B) shampoo C) airline travel D) furniture Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

6) Which of the following may considered to be a limitation of brick-and-mortar retailing?

A) security B) shopping experience C) ability to sample products D) co-consumers Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

7) Our experience of time is largely a result of: A) our experiences.

B) the role we play.

C) social dimension.

D) our culture.

Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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8) Time affects consumer purchases. Another way of stating a factor based on time would be to call it a(n) ________ factor.

A) temporal B) demand C) queuing D) utilitarian Answer: A Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

9) What is the perspective that views time as a resource that must be divided among our various activities?

A) economic time B) divisional time C) time poverty D) associational time Answer: A Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

10) The term "timestyle" refers to: A) the culture's view of values related to the use of time.

B) the length of time consumers require for making a product purchase.

C) an individual's priorities in allocation of the use of time.

D) an individual's perception of the passage of time.

Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

11) Again Rodney found it necessary to eat his lunch at their desk while reading the financial report. This is an example of: A) time activity.

B) customary activity.

C) polychronic activity.

D) indulgence activity.

Answer: C Type: MC Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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12) How much time actually elapses on the clock differs from the way an individual perceives time passing. The individual's perception is called: A) experiential time.

B) physiological time.

C) psychological time.

D) exponential time.

Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

13) Time categories affect consumers' receptiveness to marketing messages. Which of the following forms of time would be the worst one in which to present people with ads?

A) flow time B) occasion time C) leisure time D) time to kill Answer: A Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

14) The perception of time is different in different cultures. In what cultural perception of time is someone most likely to get paid by the hour?

A) circular time B) procedural time C) linear separable time D) occasion time Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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15) A study found that people who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?

A) Time is a river.

B) Time is a map.

C) Time is a feast.

D) Time is a mirror.

Answer: B Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

16) Linear separable time refers to the perspective that: A) events are universally ordered in time across cultures.

B) events have no particular order but are distinct from one another in time.

C) people and events are governed by natural cycles, such as the regular occurrence of the seasons.

D) events proceed in an orderly fashion and different times are well defined.

Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

17) The psychological dimension of time or how it is experienced is an important factor in what mathematical study relating to how marketers could benefit?

A) barometer analysis B) polychromic activity C) queuing theory D) temporal tasking Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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18) Sometimes it is hard to tell how much a hotel or motel room will cost by simply looking at it, and most rooms have the standard amenities. As one traveller observed, "They all look alike in the dark." Surroundings and amenities being equal, many travellers will still select a hotel or motel with a higher price. If the traveller is not buying physical surroundings, what situational effects are most likely in play?

A) The traveller is emphasizing the social surroundings and those who are likely to be their coconsumers.

B) The traveller is emphasizing the consumption situation.

C) The situation emphasizes the importance of time poverty in travel.

D) The situation emphasizes the true random nature of the service industry.

Answer: A Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

19) Those persons or groups whose mere presence or absence can significantly influence a consumer's decision on what to buy are known as: A) co-variables.

B) co-consumers.

C) co-sponsors.

D) co-situational influencers.

Answer: B Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

20) Research has shown that the mere presence of another consumer in a retail context (i.e., the presence of other unknown shoppers in the shopping aisle): A) makes consumers anxious.

B) leads consumers to leave the store more quickly.

C) can lead people to opt for a more expensive brand.

D) leads consumers to spend more time browsing.

Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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21) Consumer contamination occurs when the: A) consumer allows a perishable product such as milk to expire.

B) consumer leaks privileged information to other consumers.

C) product is touched by another consumer.

D) consumer rips the packaging of the package, making it appear imperfect.

Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

22) Jay is interested in an outfit in an upscale boutique. However, before they can reach the outfit to look at it, they see an older customer pick it up. The other customer moves on, leaving it there, but for some reason Jay no longer feels they like the outfit as much. This is most likely due to: A) word-of-mouth effects.

B) customer contamination.

C) variety seeking.

D) situational self-image.

Answer: B Type: MC Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

23) Anthony managed to purchase a rush ticket for a critical Montreal Canadiens hockey game.

He arrives at his section (standing room only) and finds 100 people standing in a spot made for half that number. However, he is happy to be there live at the game. According to the text, this is most likely an example of: A) crowding.

B) dissonance.

C) density.

D) reasonableness.

Answer: C Type: MC Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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24) The presence of a large number of people can affect a consumer's attitude about a purchase, depending upon his or her interpretation of the group. If the consumer has a negative view of the reason for their close presence, then the psychological state of ________ exists.

A) packing B) space deficit arousal C) mass irritation phenomenon D) crowding Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

25) While ________ refers to the actual number of people occupying a space, ________ refers to a negative affective state that occurs as a result of this.

A) crowding; queuing B) crowding; density C) density; queuing D) density; crowding Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

26) In addition to simply liking things better, consumers in a good mood also: A) rely less on heuristic processing.

B) attend more closely to specifics of the marketing messages.

C) process ads with less elaboration.

D) suffer greater stress during the purchase decision.

Answer: C Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

27) Two dimensions of emotional states determine if a shopper will react positively or negatively to a consumption environment. These two dimensions are best described as being: A) pleasure and pain.

B) avoidance and satisfaction.

C) deal making and arousal.

D) pleasure and arousal.

Answer: D Type: MC Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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28) It is 4 p.m. on Christmas Eve, and as usual Darryl is rushing through the West Edmonton Mall to pick up gifts for his family and friends. Of course, he does not have much time for price comparisons at this late stage so if it feels right, he will buy it. In terms of the text, this would be viewed as a(n): A) prepurchase anxiety.

B) interpretive orientation.

C) expectancy model.

D) antecedent state.

Answer: D Type: MC Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

29) Variability in how an individual tailors their purchases at decision-making time is partly determined by the consumer's situational self-image.

Answer: TRUE Type: TF Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

30) A typical antecedent state is product disposal.

Answer: FALSE Type: TF Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

31) Putting more and more people into the same marketing space will increase arousal in customers. This can be seen as either positive or negative, depending upon each customer's interpretation of this arousal.

Answer: TRUE Type: TF Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

32) An example of consumer contamination is when Elsie gets bread crumbs in the margarine container.

Answer: FALSE Type: TF Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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33) A temporal factor is one that reflects your sense of time.

Answer: TRUE Type: TF Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

34) If a St. John's shopper had fewer choices for new car selection, this could lead to reduced time poverty.

Answer: TRUE Type: TF Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

35) As Laura watches Netflix, she scrolls through her Instagram posts and has a snack. This is an example of polychronic activity.

Answer: TRUE Type: TF Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

36) Consumers who get restless from waiting in line to purchase an item may be turned off. They are experiencing the negative aspects of psychological time.

Answer: TRUE Type: TF Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

37) A promotion will be more effective if introduced to a person during his or her flow time than if it is introduced during a person's leisure time.

Answer: FALSE Type: TF Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

38) Situational factors can influence consumers' decision-making processes; for example, the way we feel at a specific point in time affects what we feel like buying or doing.

Answer: TRUE Type: TF Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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39) Explain the concept of relationship marketing.

Answer: The concept of relationship marketing is based on building strong customer service experiences with loyal customers in ways that foster a continued relationship over time. A lot of important consumer activity occurs after a product has been purchased and brought home. After using a product, the consumer must decide whether they are satisfied with it. The satisfaction process is especially important to a savvy marketer who realizes that the key to success is not selling a product one time, but rather forging a relationship with the consumer so that they will continue to buy the product in the future.

Type: ES Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

40) Give an example of the negative impact that co-consumers can have.

Answer: Examples may vary.

Other patrons or co-consumers can have negative impacts. For example, if another consumer touches a product in the retail context, this can lead consumers to negatively evaluate the product, an effect referred to as consumer contamination.

The presence of large numbers of people in a consumer environment increases arousal levels so that a consumer's subjective experience of a setting tends to be more intense. Although the presence of other people creates a state of arousal, the consumer's actual experience depends on his or her interpretation of this arousal. The psychological state of crowding exists only if a negative affective state occurs as a result of this density.

In addition, the type of consumers who patronize a store or service can serve as an attribute. To paraphrase Groucho Marx, "I would never join a club that would have me for a member."

Type: ES Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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41) Give an example of the positive impact that co-consumers can have.

Answer: Examples may vary.

Other patrons or co-consumers can have positive value. A sparsely attended ball game or an empty bar can be depressing sights. Having other consumers in the context can make the event/establishment seem more desirable and enjoyable. Research has shown that the mere presence of another consumer in a retail context (i.e., the presence of other unknown shoppers in the shopping aisle) can lead people to opt for a more expensive brand.

The presence of large numbers of people in a consumer environment increases arousal levels so that a consumer's subjective experience of a setting tends to be more intense. This polarization, however, can be both positive and negative. The consumer's actual experience depends on his or her interpretation of this arousal. Some research has shown that perceptions of crowding in a retail context cause more variety seeking among consumers. For example, consumers in narrower aisles seek out a greater variety of products than do those in wider aisles.

In addition, the type of consumers who patronize a store or service can serve as an attribute. We may infer something about a store by examining its customers. For this reason, some restaurants require men to wear jackets for dinner (and supply them if they don't), and bouncers of some "hot" night spots hand-pick patrons according to whether they have the right "look" for the club.

Type: ES Skill: Application Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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42) Explain why the concept of co-consumers is important in marketing contexts. Why might coconsumers be particularly relevant in situations where the customer has difficulty differentiating quality?

Answer: In some cases, the sheer presence or absence of other patrons (co-consumers) in a setting can function as a product attribute, such as when an exclusive resort or boutique promises to provide privacy to privileged customers. At other times, the presence of others can have positive value. A sparsely attended ball game or an empty bar can be depressing sights. Research has shown that the mere presence of another consumer in a retail context (i.e., the presence of other unknown shoppers in the shopping aisle) can lead people to opt for a more expensive brand. Further, if another consumer touches a product in the retail context this can lead consumers to negatively evaluate the product, an effect referred to as consumer contamination.

However, if the person who touches the product is seen as being attractive in some way, the evaluations of the product might be increased after they have been touched.

The presence of large numbers of people in a consumer environment increases arousal levels so that a consumer's subjective experience of a setting tends to be more intense. This polarization, however, can be both positive and negative. Although the presence of other people creates a state of arousal, the consumer's actual experience depends on his or her interpretation of this arousal.

It is important to distinguish between density and crowding for this reason. The former term refers to the actual number of people occupying a space, while the psychological state of crowding exists only if a negative affective state occurs as a result of this density. For example, 100 students packed into a classroom designed for 75 may be unpleasant for all concerned, but the same number of people jammed together at a party occupying a room of the same size might just make for a great party. Interestingly, some research has shown that perceptions of crowding in a retail context causes more variety seeking among consumers. For example, consumers in narrower aisles seek out greater variety of products than do those in wider aisles.

In addition, the type of consumers who patronize a store or service can serve as an attribute. We may infer something about a store by examining its customers. For this reason, some restaurants require men to wear jackets for dinner (and supply them if they don't), and bouncers of some "hot" nightspots hand-pick patrons based on whether they have the right "look" for the club. To paraphrase the comedian Groucho Marx, "I would never join a club that would have me for a member." Clearly, the presence of other consumers can positively or negatively impact perceptions, which might be heightened in contexts where the consumer has difficulty differentiating quality.

Type: ES Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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43) What is a timestyle?

Answer: Time is an economic variable; it is a resource that must be divided among activities.

Consumers try to maximize satisfaction by allocating time to the appropriate combination of tasks. Of course, people's allocation decisions differ; we all know people who seem to play all the time and others who are workaholics. An individual's priorities determine his or her timestyle.

Many consumers believe they are more pressed for time than ever before. This feeling, called time poverty, may, however, be due more to perception than to fact. People may just have more options for spending their time and feel pressured by the weight of all these choices. People in different countries also "spend" this resource differently.

Type: ES Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

44) We can divide time into the following categories; flow time, occasion time, deadline time, leisure time, and time to kill. During which of these times are we the most and least receptive to marketing messages?

Answer: • Flow time: In a flow state we become so absorbed in an activity we notice nothing else. Not a good time to be hitting people with ads.

• Occasion time: This includes special moments when something monumental occurs, such as a birth or an important job interview. Ads clearly relevant to the situation will be given our undivided attention.

• Deadline time: Any time when we're working against the clock is the worst time to try to catch our attention.

• Leisure time: During downtime, we are more likely to notice ads and perhaps try new things.

• Time to kill: This is when we're waiting for something to happen, such as catching a plane or sitting in a waiting room. This is bonus time, where we feel we have the luxury to focus on extraneous things. As a result, we're more receptive to commercial messages, even for products we don't normally use.

Type: ES Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

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45) Explain the perspective of linear separable time.

Answer: Our experience of time is largely a result of our culture, because different societies have varying perspectives on this experience. To most Western consumers, time is a neatly compartmentalized thing: We wake up in the morning, go to school or work, come home, eat dinner, go out, go to sleep, wake up, and do it all over again. We call this perspective linear separable time; events proceed in an orderly sequence and different times are well defined, as exemplified by the phrase "There's a time and a place for everything." There is a clear sense of past, present, and future. Many activities are performed as the means to some end that will occur later, as when people "save for a rainy day."

Type: ES Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

46) According to one study on how timestyles of a group of people influenced their consumption choices, there are four dimensions of time. Identify and describe these dimensions.

Answer: Social Dimension—refers to individuals' categorization of time as either "time for me" or "time with/for others" Temporal Orientation Dimension—depicts the relative significance individuals attach to past, present, or future Planning Orientation Dimension—alludes to different time-management styles varying on a continuum from analytic to spontaneous Polychronic Orientation Dimension—distinguishes between people who prefer to do one thing at a time from those who have multitasking timestyles Type: ES Skill: Concept Objective: L11-01 Many factors at the time of purchase dramatically influence the consumer's decision-making process, such as elements of the physical and social environment.

47) Today's shoppers can visit stores to interact with salespeople and products so they can make an informed decision. Once the product is selected, they can then go online to find the cheapest price. This is called: A) pretailing.

B) e-commerce.

C) showrooming.

D) recreational shopping.

Answer: C Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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48) What aspects are generally valued by consumers in the online shopping experience?

A) increased information, customer experience, integration B) customer experience, tangibility, exclusivity C) increased information, exclusivity, integration D) integration customer experience, tangibility Answer: A Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

49) Social shopping refers to: A) an emerging form of e-commerce.

B) online gambling.

C) comparison phone shopping.

D) crowd sourcing.

Answer: A Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

50) Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. Which of the following themes would be used if the retailer used a simulated environment to attract outdoor enthusiasts to the retail store?

A) marketscape theme B) landscape theme C) cyberspace theme D) mindscape theme Answer: B Type: MC Skill: Application Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

51) John was just at a grocery store. When he got home he was asked by his wife how his trip was, to which he responded, "I really like that place." John's evaluation reflects: A) his evaluation of physical store characteristics.

B) his evaluation of the store's average product prices and quality of salespeople.

C) his prior experiences and expected outcomes.

D) the combination of his evaluation of specific store attributes and an overall evaluation of the store.

Answer: D Type: MC Skill: Application Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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52) Retailers concerned with a store's personality will design it with conscious attention to layout and utilization of space, and use of scents, sounds, and colours to evoke specific feelings and moods in buyers. The resulting combination of elements is known as: A) space technology.

B) fantasy theme.

C) atmospherics.

D) mood induction.

Answer: C Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

53) A store image is comprised of location, merchandise suitability, and: A) pricing strategies.

B) global evaluation.

C) the decompression zone.

D) the knowledge and congeniality of the sales staff.

Answer: D Type: MC Skill: Application Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

54) Which of the following is an atmospheric that will have a positive effect on the patrons?

A) dim lighting in a toy store B) soothing music at a franchise restaurant C) bright lights at a spa D) pink lighting at cosmetic counters Answer: D Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

55) The Rainforest Café provides patrons with a dark atmosphere, surrounded by trees, sounds of the jungle, and animatronic animals. This is an example of using a ________ theme.

A) marketscape B) landscape C) cyberspace D) gestalt Answer: A Type: MC Skill: Application Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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56) Samuel is on his weekly trip through the grocery store. When he sees a jar of cinnamon in the spice aisle, he remembers that he is out of cinnamon. Cinnamon is not on his grocery list.

Samuel has just experienced which of the following buying situations?

A) unplanned buying B) impulse buying C) demand-enhanced buying D) planned buying Answer: A Type: MC Skill: Application Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

57) Daniel is going through the checkouts at his local Maritime area Sobeys grocery store when he notices a new flavour of Trident gum and adds it to his items. This gum is an example of a(n): A) convenience item.

B) routine purchase.

C) loss leader.

D) impulse item.

Answer: D Type: MC Skill: Application Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

58) What is the primary purpose of a point-of-purchase stimulus?

A) to change the atmospherics of a store B) to put a product into the customers' evoked set C) to increase the sense of "fun" that customers can experience while shopping D) to increase the likelihood of impulse buying Answer: D Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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59) One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________, which stresses that each participant gives something to the other and hopes to receive something in return.

A) risk-aversion theory B) gestalt theory C) exchange theory D) interchange theory Answer: C Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

60) Both salespeople and customers vary individually in their approaches to sales interactions, for example, in assertiveness, intimidation, knowledge of traits, and preferences of people, etc.

This variability is known as: A) submissive analysis.

B) sales leadership.

C) relationship marketing.

D) interaction style.

Answer: D Type: MC Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

61) In today's consumer world, online shopping tools are escalating, and consumers are becoming more knowledgeable about store products than the salespeople are.

Answer: TRUE Type: TF Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

62) With the migration to e-commerce, businesses risk the loss of trade secrets and other proprietary information.

Answer: TRUE Type: TF Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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63) The features of a store profile typically work together to create an overall impression.

Answer: TRUE Type: TF Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

64) The importance of the salesperson in influencing buying behaviour can be understood in terms of exchange theory, which stresses that there must be an effective store policy for the exchange of products or refund of money if the consumer is unhappy with a purchase.

Answer: FALSE Type: TF Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

65) Salespeople have discovered that consumer traits are not important; all that is important are their product/service needs.

Answer: FALSE Type: TF Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

66) Identity negotiation is the process by which the salesperson and the customer reach some agreement about the roles each will play during the sales interaction.

Answer: TRUE Type: TF Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

67) Discuss the aspects of a website that are valued by online shoppers.

Answer: Online shoppers value: • The ability to click on an item to create a pop-up window with more details about the product, including price, size, colours, and inventory availability.

• The ability to click on an item and add it to your cart without leaving the page you're on.

• The ability to merchandise more tangibly through better imagery, more product descriptions, and details.

• The ability to enter all data related to your purchase on one page rather than going through several checkout pages.

• The ability to mix and match product images on one page to determine whether they look good together.

Type: ES Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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68) Re-arranging your grocery store, you decide to shake things up and move the fresh produce toward the cashier area. What impact might this have, if any, on shopping in the cookie aisle?

Answer: The area just inside a supermarket's entrance is called the "decompression zone"; people tend to slow down and take stock of their surroundings when they enter the store, so store designers use this space to promote bargains rather than to sell. Once they get a serious start, the first thing shoppers usually encounter is the produce section. Since fruits and vegetables can easily be damaged, it would be more logical to buy these items at the end of a shopping trip. But fresh, wholesome food makes people feel good (and righteous) so they feel less guilty when they throw the chips and cookies in the cart later.

Type: ES Skill: Application Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

69) How does store lighting impact shoppers?

Answer: Many elements of store design can be cleverly controlled to attract customers and produce desired effects on consumers. Light colours impart a feeling of spaciousness and serenity, and signs in bright colours create excitement. In one subtle but effective application, fashion designer Norma Kamali replaced fluorescent lights with pink ones in department store dressing rooms. The light had the effect of flattering the face and banishing wrinkles, making female customers more willing to try on (and buy) the company's bathing suits. Walmart found that sales were higher in areas of a prototype store lit in natural daylight compared with the more typical artificial light. One study found that brighter in-store lighting influenced people to examine and handle more merchandise.

Type: ES Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

70) What are the basic retail themes available to marketers? List and describe them.

Answer: The quest to entertain means that many stores are going all out to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation.

This strategy is called retail theming. Innovative merchants today use three basic kinds of themes: • Landscape themes rely on associations with images of nature, the earth, animals, and the physical body. Bass Pro Shops, for example, creates a simulated outdoor environment including pools stocked with fish.

• Marketscape themes build on associations with human-made places. An example is The Venetian Hotel in Las Vegas that lavishly recreates parts of the Italian city.

• Cyberspace themes are built around images of information and communications technology. eBay's retail interface instills a sense of community among its vendors and traders.

• Mindscape themes draw on abstract ideas and concepts, introspection and fantasy, and often possess spiritual overtones. Many spas and resorts offer services related to this theme.

Type: ES Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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71) Competition for shoppers is getting rougher. Retailers now must offer something extra to lure shoppers, whether that something is excitement or just plain bargains. What are some of the store influences on consumers?

Answer: Today there are so many non-store alternatives, consumers tend not to be as store loyal as they once were. Retailers prize store-loyal customers.

Retailing as theatre—Malls have tried to gain the loyalty of shoppers by creating a positive, vibrant, and interesting image. This has led innovative marketers to blur the line between shopping and theatre. Malls especially hype the multi-stimuli, multi-entertainment outlet offerings by combining retail stores with arcades, movie theatres, food courts, and the like.

Store image—The store's distinctive "personality" helps consumers to select that outlet. The store's profile includes dimensions such as its location, merchandise suitability, knowledge, and congeniality of sales staff. Store gestalt is consumers' overall evaluation of a store's feeling, having more to do with intangibles such as interior design and the types of people found in the store, and less to do with specific features such as a store's return policy or credit availability.

Atmospherics—Increasingly, special emphasis is placed upon combining complementary sensory stimuli of colours, scents, and sounds to support visual presentation of products in order to influence purchasing behaviour.

Type: ES Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

72) Compare and contrast unplanned buying and impulse buying.

Answer: When a shopper is prompted to buy something while in the store, one of two different processes may be at work. Unplanned buying may occur when a person unfamiliar with a store's layout is under some time pressure. Or a person may be reminded to buy something by seeing it on a store shelf. About one-third of unplanned buying has been attributed to the recognition of new needs while within the store.

In contrast, impulse buying occurs when the person experiences a sudden urge that he or she cannot resist. The tendency to buy spontaneously is most likely to result in a purchase when the consumer believes that acting on impulse is appropriate, such as when purchasing a gift for a sick friend or picking up the tab for a meal.

Type: ES Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

73) What is meant by the term "identity negotiation"?

Answer: A buyer/seller situation is like many other dyadic encounters (those within two-person groups): It is a relationship where some agreement must be reached about the role of each participant. In other words, a process of identity negotiation occurs. For example, if Melanie immediately establishes herself as an all-knowing expert (and if Mark accepts this position), she is likely to have more influence over him through the course of the relationship.

Type: ES Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

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74) According to exchange theory, what "value" does a customer look for in a sales interaction with a salesperson?

Answer: One of the most important in-store factors is the salesperson, who attempts to influence the buying behaviour of the customer. This influence can be understood in terms of exchange theory, which stresses that every interaction involves an exchange of value; each participant gives something to the other and hopes to receive something in return.

What "value" does the customer look for in a sales interaction? There are a variety of resources a salesperson might offer. He or she might offer expertise about the product to make the shopper's choice easier. Alternatively, the customer may be reassured because the salesperson is an admired or likeable person whose tastes are similar to the customer's and who is therefore seen as someone to be trusted. In fact, a long stream of research attests to the impact of a salesperson's appearance on sales effectiveness. In sales, as in much of life, attractive people appear to hold the upper hand. In addition, it's not unusual for service personnel and customers to form fairly warm personal relationships; these have been called commercial friendships. Researchers have found that commercial friendships are similar to other friendships in that they can involve affection, intimacy, social support, loyalty, and reciprocal gift giving. They also work to support marketing objectives such as satisfaction, loyalty, and positive word of mouth.

Type: ES Skill: Concept Objective: L11-02 The information a store's layout, website, or salespeople provides can strongly influence a consumption decision.

75) The model where consumers purchase or own fewer goods and instead share ownership is sometimes called: A) the temporary economy.

B) deindividuation.

C) collaborative consumption.

D) advanced ownership.

Answer: C Type: MC Skill: Concept Objective: L11-03 The growth of the "sharing" economy is causing many consumers to think about renting versus buying.

76) Max lives in Vancouver and only occasionally needs a car. Instead of buying they have a carshare membership that lets them use a car when needed without the cost and hassle of maintaining their own vehicle. This is an example of: A) collaborative altruism.

B) psychological ownership.

C) a commercial community.

D) the sharing economy.

Answer: D Type: MC Skill: Application Objective: L11-03 The growth of the "sharing" economy is causing many consumers to think about renting versus buying.

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77) Higher psychological ownership from an individual towards an object will encourage prospective renters.

Answer: FALSE Type: TF Skill: Application Objective: L11-03 The growth of the "sharing" economy is causing many consumers to think about renting versus buying.

78) Describe the sharing economy and provide some examples.

Answer: The sharing economy, also known as collaborative consumption, is where consumers purchase and own fewer tangible goods and instead shift towards models of temporary ownership. Rented products such as public bicycle sharing programs are a common example of this model.

Type: ES Skill: Concept Objective: L11-03 The growth of the "sharing" economy is causing many consumers to think about renting versus buying.

79) What are some factors driving the rise of the sharing economy?

Answer: This is enabled by the technology that dramatically lowers transaction costs, so it’s much easier to share assets and track them across large numbers of people. Online payment systems make it easy to exchange money. Social networks create communities and build trust among strangers who can access each other’s histories. Sellers can make money from assets they don’t use much. However, there is also an emerging change in consumer attitudes towards ownership where fewer people equate owning "stuff" with happiness.

Type: ES Skill: Concept Objective: L11-03 The growth of the "sharing" economy is causing many consumers to think about renting versus buying.

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80) One emerging consumer trend involves the movement away from the purchase and ownership of tangible goods towards other models. Describe what these models look like.

Answer: One emerging consumer trend involves the movement away from the purchase and ownership of tangible goods toward other models that allow for temporary ownership, shared ownership, or even experiences of products. This trend has been referred to as the sharing economy or collaborative consumption. Such a trend allows the consumer to enjoy the benefits of the product when needed, but to not have to worry about other concerns such as paying a high price, maintaining and storing the product, or disposing of the product.

Although classic examples of this have been around for many years—for example, renting a moving van only when it is needed—this growing trend has led to the naming of a new type of consumer, the transumer, who opts for temporary ownership or experiences of products rather than permanently acquiring goods. The consumption of experiences rather than tangible goods may also impact psychological well-being, making consumers more happy and satisfied with their purchases.

Type: ES Skill: Application Objective: L11-03 The growth of the "sharing" economy is causing many consumers to think about renting versus buying.

81) Kathy has decided to purchase a new Sony Home Theatre System with a 52" TV. She is at first uncertain what to do with the old 27" it is replacing. After some deliberation, she decides to keep it in case of emergency. This is an example of: A) disposal options.

B) familiarity withdrawal.

C) cognitive dissonance.

D) postpurchase evaluation.

Answer: A Type: MC Skill: Application Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

82) According to one study in Calgary, when loss frames, focusing on what would be lost without recycling, were combined with one other element people were more likely to recycle.

This element was: A) concrete and detailed information regarding how to recycle.

B) abstract general information about why one should recycle.

C) swap out reward schemes to return the favour.

D) public praise.

Answer: A Type: MC Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

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83) A garage sale is an example of: A) a divestment ritual.

B) renewing.

C) casting away.

D) lateral cycling.

Answer: D Type: MC Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

84) Jason works for the provincial government. The province is concerned because the receipts from sales tax are much lower than the projections, even though the projections of population, salaries, and unemployment have been right on target. Jason does a detailed study and finds that much of the below projection results of sales tax revenue is most likely due to: A) a general decrease in prices.

B) increased lateral cycling in an underground economy.

C) an increase in freecycling.

D) an increase in product quality.

Answer: B Type: MC Skill: Application Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

85) The steps that consumers practise to gradually distance themselves from things they treasure so that they can sell or recycle them are called: A) recycling instincts.

B) tangential cycling.

C) divestment rituals.

D) underground reinvestments.

Answer: C Type: MC Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

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86) Before Alan resells items he owns, he takes pictures of them. Alan engages in which kind of divestment ritual?

A) iconic transfer rituals B) transition-place rituals C) ritual cleansing D) separation rituals Answer: A Type: MC Skill: Application Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

87) When Dylan sells his used guitar on Facebook Marketplace, this is an example of: A) lateral cycling.

B) transumption.

C) ritual cleansing.

D) freecycling.

Answer: A Type: MC Skill: Application Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

88) Meghan was now a teenager so she packed up her childhood toys carefully into boxes and asked to have them stored in the attic. Meghan just displayed what divestment ritual?

A) iconic transfer rituals B) lateral cycling C) ritual cleansing D) transition-place Answer: D Type: MC Skill: Application Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

89) The two disposal options available to consumers are to keep the item or permanently dispose of it.

Answer: FALSE Type: TF Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

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90) Bilateral cycling is a process where already-purchased objects are sold to others or exchanged for other items.

Answer: FALSE Type: TF Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

91) An economic downturn stimulates the lateral cycling process.

Answer: FALSE Type: TF Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

92) What are the problems associated with disposal options?

Answer: We live in a throwaway society, which creates problems for the environment and also results in a great deal of unfortunate waste. Indeed, analysts say one-third of the food produced globally is never consumed! To make matters worse, most food waste winds up in landfills where it decomposes and emits methane, a potent greenhouse gas. Another survey showed that 15 percent of adults admitted they are pack rats and another 64 percent said they are selective savers. In contrast, 20 percent said they throw out as much garbage as they can. The consumers most likely to save things are older people and single households. Training consumers to recycle has become a priority in many countries.

Type: ES Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

93) What is lateral cycling?

Answer: Interesting consumer processes occur during lateral cycling, where already purchased objects are sold to others or exchanged. Many purchases are second-hand rather than new. The reuse of other people's things is so important in our throwaway society because, as one researcher put it, "There is no longer an 'away' to throw things to."

Flea markets, garage sales, Craigslist, bartering for services, hand-me-downs, and the black market all represent important alternative marketing systems that operate in addition to the formal marketplace. These outlets provide consumers with opportunities to buy and sell items related to popular cultural events and people to which they have long-term attachments.

Type: ES Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

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94) What are divestment rituals?

Answer: Some researchers have recently examined the ways consumers practise divestment rituals, where they take steps to gradually distance themselves from things they treasure so that they can sell them or give them away. As they observed people preparing to sell their items at garage sales, the researchers identified the following rituals: • Iconic transfer ritual—taking pictures and videos of objects before selling them • Transition-place ritual—putting items in an out-of-the way location, such as a garage or an attic, before disposing of them • Ritual cleansing—washing, ironing, and/or meticulously wrapping the item Type: ES Skill: Concept Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

95) You have been hired by your university to implement a social marketing plan to encourage students, staff, and faculty on campus to recycle. What elements would be important to keep in mind while creating your marketing plan?

Answer: Students can draw from the studies in the textbook to assist with developing a marketing plan.

One study examined the relevant goals consumers have in recycling. It identified how specific and more immediate goals are linked to more abstract values. The most important lower-order goals identified were "avoid filling up landfills," "reduce waste," "reuse materials," and "save the environment." These were linked to the abstract values of "promote health/avoid sickness," "achieve life-sustaining ends," and "provide for future generations."

Another study reported that the perceived effort involved in recycling was the best predictor of whether people would go to the trouble; this pragmatic dimension outweighed general attitudes toward recycling and the environment in predicting intention to recycle. One way to ease the pain is to reward consumers for recycling.

Research shows that if the marketer can match elements of the message to make them easier for consumers to cognitively process, consumers will be more likely to recycle. In one study that examined the curbside recycling behaviours of residents in Calgary, the researchers varied whether a door hanger communicated a loss frame (focusing on what would be lost if consumers did not recycle) or a gain frame (focusing on what would be gained if consumers did recycle).

They found that consumers think about losses in very specific and concrete terms. When loss frames were combined with very concrete and detailed information regarding how to recycle (e.g., what materials to include, how to put out the cart), the message was easier to process and people were more likely to recycle. By contrast, gain frames tend to involve more abstract thinking. Gain frames worked best when combined with abstract information regarding the more general question of why people should recycle (e.g., to benefit the environment).

Type: ES Skill: Application Objective: L11-04 Disposing of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.

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Consumer Behaviour, 9Ce (Solomon) Chapter 12 Income and Social Class 1) Over the past 20 years income inequality in Canada has: A) remained about the same.

B) decreased.

C) increased.

D) largely been eliminated.

Answer: C Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

2) Consumer demand for goods and services depends on: A) target marketing and PR. B) economics and finance.

C) ability and willingness to buy.

D) the money to buy the product or service.

Answer: C Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

3) The Family Life Cycle (FLC) is a concept that marketers use because they: A) need to track the number of persons in a household.

B) recognize that family income and expenditures change over time.

C) recognize that family income and expenditures remain largely static over time.

D) need to be aware of the impact of income inequality on consumer spending.

Answer: B Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

4) The money available to a household over and above that required for a comfortable standard of living is termed: A) diversion income.

B) discretionary income.

C) consumer income.

D) disposable income.

Answer: B Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

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5) Which is the best description of discretionary income?

A) money that the household saves for emergencies and does not spend B) the money available to a household after tax C) the total gross income the household has earned D) the money available to a household over and above that required for a comfortable standard of living Answer: D Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

6) Which of the following is true regarding spendthrifts and tightwads?

A) Spendthrifts spend cautiously; tightwads hate spending.

B) Spendthrifts hate spending; tightwads do not spend.

C) Spendthrifts spend occasionally on others; tightwads never spend on others.

D) Spendthrifts spend freely; tightwads hate spending.

Answer: D Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

7) What is generally true of consumers in a recession?

A) Everyone suffers and cuts back on spending.

B) The rich suffer as the poor cut back on spending.

C) Many reallocate spending and buy less on credit cards.

D) Everyone cuts back on spending, but only the low-income consumer segments suffer.

Answer: C Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

8) The reason that people with more money tend to be happier than those with less money is because they: A) can live out their wildest fantasies.

B) become more satisfied because of the "more" feeling.

C) have fewer problems with debt collectors.

D) can afford the freedom money can buy.

Answer: D Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

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9) Because consumer beliefs about what the future holds is such an important determinant of how much they will pump into the economy when making discretionary purchases, many companies take forecasts about intended spending seriously and have surveys conducted to measure: A) consumer confidence.

B) economic health.

C) consumer purchase behaviour.

D) discretionary spending.

Answer: A Type: MC Skill: Application Objective: L12-01 Income influences how we spend our money.

10) Which field of research is concerned with the human side of economic decisions?

A) expectancy theory B) behavioural economics C) buyer behaviour D) consumer economics Answer: B Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

11) Spending on ________ can make people happier than spending on ________.

A) material goods; experiences B) necessities; luxury items C) experiences; material goods D) luxury items; experiences Answer: C Type: MC Skill: Concept Objective: L12-01 Income influences how we spend our money.

12) Consumer confidence refers to how sure consumers feel about their being able to make the right product and brand choices.

Answer: FALSE Type: TF Skill: Concept Objective: L12-01 Income influences how we spend our money.

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13) What is discretionary income?

Answer: Discretionary income is the money available to a household over and above that required for a comfortable standard of living. As might be expected, discretionary income increases as overall income goes up and as debt and tax burdens are relieved. As the population ages and income levels rise, the typical household changes the way it spends its money. The most noticeable change is that a much larger share of the budget is spent on shelter and transportation, and less on food and apparel. (Note: It is not that higher income households buy less food and clothing; the proportion of dollars that goes toward these categories decreases).

These shifts are due to factors such as increased home ownership and the need for working wives to pay commuting and employment costs.

Type: ES Skill: Concept Objective: L12-01 Income influences how we spend our money.

14) Albert accounts for every penny he spends because he would rather save money than spend it. Doreen, his partner, complains he is a "tightwad." Is she right? Explain.

Answer: There are two types of frugal consumers: spendthrifts, who enjoy nothing more than buying everything in sight, and tightwads, for whom spending money is an unpleasant experience. Research on this issue finds that tightwads outnumber spendthrifts. Technically, he is a spendthrift.

Type: ES Skill: Concept Objective: L12-01 Income influences how we spend our money.

15) What is consumer confidence and how does it affect spending behaviour?

Answer: Consumers' beliefs about what the future holds are an indicator of consumer confidence, which reflects the extent to which people are optimistic or pessimistic about the future health of the economy and how they predict they'll fare down the road. These beliefs influence how much money consumers will pump into the economy when making discretionary purchases.

Type: ES Skill: Concept Objective: L12-01 Income influences how we spend our money.

16) How does consumer optimism or pessimism affect spending?

Answer: When people are pessimistic about their prospects and about the state of the economy, they tend to cut back their spending and take on less debt. On the other hand, when they are optimistic about the future, they tend to reduce the amount they save, take on more debt, and buy discretionary items. Thus, the overall savings rate is influenced by (1) consumers' pessimism or optimism about their personal circumstances (e.g., fear of being laid off versus a sudden increase in personal wealth from an inheritance), (2) national and world events (e.g., the election of a new prime minister or a recession), and (3) cultural differences in attitudes toward saving.

Type: ES Skill: Concept Objective: L12-01 Income influences how we spend our money.

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17) How do consumers' beliefs about the state of the economy affect spending patterns?

Answer: Consumers' beliefs about what the future holds are an indicator of consumer confidence, which reflects the extent to which people are optimistic or pessimistic about the future health of the economy and how they predict they'll fare down the road. These beliefs influence how much money consumers will pump into the economy when making discretionary purchases.

Many businesses take forecasts about anticipated spending very seriously, and periodic surveys attempt to take the pulse of the Canadian consumer. For instance, the Conference Board of Canada conducts a survey of consumer confidence. Types of questions posed to consumers in these surveys include the following: • Would you say you and your family are better or worse off financially than a year ago?

• Will you be better or worse off a year from now?

• Do you plan to buy a car in the next year?

When people are pessimistic about their prospects and about the state of the economy, they tend to cut back their spending and take on less debt. On the other hand, when they are optimistic about the future, they tend to reduce the amount they save, take on more debt, and buy discretionary items. Thus, the overall savings rate is influenced by (1) consumers' pessimism or optimism about their personal circumstances (e.g., fear of being laid off versus a sudden increase in personal wealth from an inheritance), (2) national and world events (e.g., the election of a new prime minister or a recession), and (3) cultural differences in attitudes toward saving.

Type: ES Skill: Concept Objective: L12-01 Income influences how we spend our money.

18) What are the variables that determine social class?

A) family background, education, occupation, leisure preferences B) income, family background, education, gender identity C) lifestyle, income, number of children, and occupation D) income, family background, education, and occupation Answer: D Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

19) Universally, people develop a ________ whereby they are ranked in terms of their relative standing in society.

A) ranking order B) placement order C) social strata D) pecking order Answer: D Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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20) Miriam comes from a background of old money. How might this affect her spending habits compared to her friend Harry who has recently done well financially?

A) Miriam spends less in general.

B) Miriam doesn't flaunt her consumption.

C) Miriam spends less on small items as she has high property upkeep costs.

D) Miriam needs to show others her wealth in social contexts.

Answer: B Type: MC Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

21) Katrina, a new recruit for Maple Leaf Foods, is promoted very quickly over longer-term employees, and is given a parking space with the company vice presidents. This is an example of: A) employee discrimination.

B) social stratification.

C) company favouritism.

D) rapid advancement.

Answer: B Type: MC Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

22) Johann seemed to have all the luck—some would say that he was "born with a silver spoon in his mouth." This is an example of: A) prestige status.

B) ascribed status.

C) homogamy.

D) status recognition.

Answer: B Type: MC Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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23) Although members of a particular social group carry the same identity of membership, some members are better off, better liked or respected, and have more authority or power than others.

The group exhibits: A) social inequity.

B) a status hierarchy.

C) a "big cheese" structure.

D) intraclass rivalry.

Answer: B Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

24) The most influential and the earliest attempt to describe Canadian class structure was proposed in 1958 by: A) Richard Coleman.

B) Bernard Blishen.

C) W. Lloyd Warner.

D) George Katona.

Answer: B Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

25) According to Karl Marx, the nineteenth-century theorist, a person's position in society was determined by their relationship to what?

A) the socialist government B) the land C) the church D) the means of production Answer: D Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

26) The German sociologist Max Weber broke social rankings down into which three types?

A) social honour, power, and wealth and property B) social honour, personal honour, and material honour C) class, wealth, and personality D) family background, power and wealth, and property Answer: A Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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27) Sandra Jackson decided to become a university professor after several years as a doctor. She still wanted to help people; she just wanted to do it differently. Sandra's change in social status is an example of which of the following?

A) downward mobility B) upward mobility C) horizontal mobility D) diagonal mobility Answer: C Type: MC Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

28) The Garrets are a lower-class family and have four children. The Devlins are a middle-class family that has only two children. The fact that the Garrets have more children is an example of: A) differential fertility.

B) strata ascription.

C) status achievement.

D) distinguishing effects.

Answer: A Type: MC Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

29) The biggest emerging consumer market at present is known by its acronym BRIC. What does it stand for?

A) Big, Rich, Industrial Consumers B) Brazil, Russia, India, China C) Booming, Rich, Independent Children D) Bolivia, Russia, Italy, China Answer: B Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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30) The millions of consumers around the world who can now afford higher-quality products are referred to as belonging to the: A) global middle class.

B) mobile class.

C) swing class.

D) mass class.

Answer: D Type: MC Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

31) There is no evidence of a pecking order for people.

Answer: FALSE Type: TF Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

32) The concept of social class has been valuable in marketing because it tells researchers how money is spent. Unfortunately, however, social class has failed to tell marketers how much money will be spent within each class.

Answer: FALSE Type: TF Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

33) Social mobility is possible in almost any society if the person possesses something that the culture highly values.

Answer: TRUE Type: TF Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

34) Basically, the concept of stratification of the society is a universal phenomenon.

Answer: TRUE Type: TF Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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35) People within the same social class tend to have similar lifestyles by virtue of their income levels and common tastes.

Answer: TRUE Type: TF Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

36) Achieved status is acknowledged when an individual obtains material wealth by some unusual good fortune, like winning the lottery.

Answer: FALSE Type: TF Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

37) Social mobility refers only to upward social class movement.

Answer: FALSE Type: TF Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

38) Because a person's occupation tends to be strongly linked to his or her use of leisure time, allocation of family resources, political orientation, and so on, this variable is often considered to be the single best indicator of social class.

Answer: TRUE Type: TF Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

39) Samuel would like to use occupational prestige to measure social class, but his study is international, and the prestige of occupations changes from one culture to the next.

Answer: FALSE Type: TF Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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40) Explain the term "social class" and how it affects people.

Answer: We divide all societies into "haves" and "have nots" (though the amount people "have" is relative). A consumer's standing in society, or social class, is determined by a complex set of variables that include income, family background, education, and occupation. The place a person occupies in the social structure is an important determinant not just of how much money is spent but also how it is spent. Some people are surprised that those who clearly have a lot of money do not seem to flaunt it. This understated way of living is a hallmark of so-called old money; people who have had it for a long time don't need to prove they've got it. In contrast, consumers who are relative newcomers to affluence might allocate the same amount of money very differently.

Type: ES Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

41) Compare achieved and ascribed status with an example.

Answer: Examples may vary.

Think back to groups to which you have belonged. You'll probably agree that in many instances some members seem to get more than their fair share of goodies, while other individuals are not so lucky. Some of these resources may have gone to people who earned them through hard work or diligent study or achieved status.

Type: ES Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

42) Briefly explain the three types of social mobility.

Answer: In some societies, such as India, social class is very difficult to change, but in Canada change is possible. Social mobility refers to the "passage of individuals from one social class to another."

1. Horizontal mobility occurs when a person moves from one position to another that is roughly equivalent in social status; for instance, a nurse becomes an elementary school teacher.

2. Downward mobility is, of course, movement none of us wants, but unfortunately we observe this pattern when displaced workers are forced to go on social assistance or people join the ranks of the homeless.

3. Demographics decree that there must be upward mobility in our society. The middle and upper classes reproduce less (i.e., have fewer children per family) than the lower classes (an effect known as differential fertility), and they tend to restrict family size to below replacement level (i.e., often having only one child). Therefore, so the reasoning goes, positions of higher status over time must be filled by those of lower status.

Type: ES Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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43) What is social stratification?

Answer: In virtually every context, some people rank higher than others. Patterns of social arrangements evolve whereby some members get more resources than others by virtue of their relative standing, power, or control in the group. The process of social stratification refers to this creation of artificial divisions, "those processes in a social system by which scarce and valuable resources are distributed unequally to status positions that become more or less permanently ranked in terms of the share of valuable resources each receives."

Type: ES Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

44) Is there a universal social class concept?

Answer: Yes, every culture seems to have its social hierarchies, but variations exist in terms of how explicitly these distinctions are observed, and what specific markers of success are valued within a culture.

- In chickens, each hen has a position in which she is submissive to all of the hens above her and dominates all of the ones below her. The dominant hen gets to eat first. (Hence the origin of the term "pecking order.")

- Humans, too, are ranked in terms of their relative standing in society. The "good life" to which they have access, according to their resources, includes education, housing, and consumer goods.

People try to improve their lot and move up in the social order whenever possible. This desire to move up, and to let others know that one has done it, is at the core of many marketing strategies.

However, students could also answer that there is universally a concept of social class, but that the way it emerges differs across cultures. Different examples could be drawn from the textbook to make this point.

Type: ES Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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45) Describe the concepts of social stratification and how it relates to achieved and ascribed status.

Answer: The process of social stratification refers to this creation of artificial social class divisions, "those processes in a social system by which scarce and valuable resources are distributed unequally to status positions that become more or less permanently ranked in terms of the share of valuable resources each receives."

Think back to groups to which you have belonged. You'll probably agree that in many instances some members seem to get more than their fair share of goodies, while other individuals are not so lucky. Some of these resources may have gone to people who earned them through hard work or diligent study or achieved status. But someone may have gotten the goodies because she was lucky enough to be born with "a silver spoon in her mouth." Such good fortune that one is born into reflects ascribed status. Both achieved status and ascribed status can be used to justify social stratification.

Type: ES Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

46) Mary is a doctor. Mike is an auto mechanic. How would we define them in terms of occupational prestige? How does this relate to their social class?

Answer: Mary would rank higher than Mike in terms of occupational prestige. In a system in which we define people to a great extent by what they do for a living, occupational prestige is one way we evaluate their "worth." Occupational prestige refers to the notion that some occupations are more respected and held in higher regard than others. Hierarchies of occupational prestige tend to be quite stable over time and across cultures. Researchers find similarities in occupational prestige in countries as diverse as Brazil, Ghana, Guam, Japan, and Turkey.

A typical ranking includes a variety of professional and business occupations at the top (e.g., chief executive officer of a large corporation, physician, and university professor), whereas jobs that hover near the bottom include shoe shiner, ditch-digger, and garbage collector. Because a person's occupation tends to be linked strongly to his or her use of leisure time, allocation of family resources, aesthetic preferences, and political orientation, many social scientists consider it to be the single best indicator of social class.

Type: ES Skill: Application Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

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47) What are the major components of social class?

Answer: In brief, they are occupation and income. A third factor that is highly correlated with them is educational attainment.

Occupational prestige—This is one way to evaluate the "worth" of people. Hierarchies of occupational prestige tend to be quite stable over time, and they tend to be similar in different societies as diverse as Brazil, Ghana, Turkey, and Japan. If one had to choose only one indicator of social class, it would be occupation, since it is strongly linked to other variables such as use of leisure time, allocation of family resources, political orientation, and so on.

Income—Income itself is often not a very good indicator of social class, but the way it is spent is far more revealing. Wealth is by no means evenly distributed across the classes.

Type: ES Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

48) How does social class differ across different cultures?

Answer: Students can draw on various examples provided in the textbook as well as from their own experiences.

Type: ES Skill: Concept Objective: L12-02 We group consumers into social classes that say a lot about where they stand in society.

49) In general, working class people focus more on ________ needs while higher classes focus more on ________ needs.

A) immediate; long-term B) critical; luxury C) family; personal D) functional; indulgent Answer: A Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

50) Products that are bought and displayed as markers of social class are called: A) status symbols.

B) wealth markers.

C) possessions.

D) social symbols.

Answer: A Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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51) One study on social class looked at how it relates to consumers' feelings of empowerment.

Those who feel they are at the mercy of their economic situations were called: A) potent non-actors.

B) potent actors.

C) disempowered non-reactors.

D) impotent reactors.

Answer: D Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

52) When Otis visited Toronto, he watched CNN on TV in his hotel and went to hear the symphony orchestra. Most likely he belongs to: A) the upper or upper-middle class.

B) the upper class.

C) the middle class.

D) the middle or working class.

Answer: A Type: MC Skill: Application Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

53) Miguel has worked very hard over the past ten years and has reaped the rewards of his labours by being named company president (salary $500 000/yr.) However, even after his newfound wealth, he is unhappy. This condition is known as: A) achievement dysfunction.

B) affluenza.

C) acquired deficiency.

D) depressive anxiety.

Answer: B Type: MC Skill: Application Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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54) Veronica recently bought a new high-end BMW. One of the reasons she purchased it was because she knew other people in her neighbourhood would be jealous of her. For Veronica, the role of the BMW was: A) individual distinguishing.

B) integrated status.

C) invidious distinction.

D) inspired differentiation.

Answer: C Type: MC Skill: Application Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

55) Joshua was born into a wealthy family and never had to work in his life. He eventually became bored with his life and went looking for a job to keep him busy. His parents were very angry with him and would not speak to him. Joshua could be categorized as belonging to the: A) invidious class.

B) conspicuous class.

C) middle class.

D) leisure class.

Answer: D Type: MC Skill: Application Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

56) The concept of the potlatch, the extravagant feast and display and often even the destruction of wealth or possessions (to show that one can afford to) characteristic of the Kwakwaka'wakw First Nation of the Pacific Northwest, is analogous to the modern concept of: A) conspicuous consumption.

B) social class.

C) the idle rich.

D) reciprocal demand theory.

Answer: A Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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57) What modern Canadian ceremony would come closest in intent to a potlatch?

A) a baptism B) a wedding C) a university graduation D) a rock concert Answer: B Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

58) The Bartons threw a massive birthday party for their youngest daughter. They decorated the event like a carnival, hired a clown, had a huge balloon drop, and even brought in an elephant for three hours. The Bartons' behaviour is an example of: A) affluenza.

B) trickle-down theory.

C) conspicuous consumption.

D) conspicuous waste.

Answer: C Type: MC Skill: Application Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

59) Consumers who are "in the know" about valued status symbols may switch gears and deliberately seek to mock the prizing of such status symbols by avoiding them, for example, by wearing torn blue jeans, a form of consumption called: A) ironic mimicry.

B) fraudulent flattery.

C) parody display.

D) counterfeit consumption.

Answer: C Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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60) Strategic Business Insights, the research firm that developed VALS, divides consumers into three groups on the basis of their attitudes toward luxury. Those groups are: A) functional, reward, and indulgence.

B) tangible, experiential, and necessity.

C) fashion, entertainment, and travel.

D) functional, experiential, and whimsical.

Answer: A Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

61) The proliferation of inexpensive counterfeit products threatens to diminish the value of some status symbols. One coping strategy is to disguise the item in the belief that truly high-status people do not need to display expensive logos. This is known as: A) conspicuous consumption.

B) unbranding.

C) abranding.

D) reclamation.

Answer: C Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

62) The proliferation of inexpensive counterfeit products threatens to diminish the value of some status symbols. One coping strategy is to stop using the brand because they don't want to be mislabelled as a lesser-status person who buys fake brands. This is known as: A) abranding.

B) reclamation.

C) flight.

D) avoidance.

Answer: C Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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63) The proliferation of inexpensive counterfeit products threatens to diminish the value of some status symbols. One coping strategy is to emphasize the long relationship with the brand but express concern that its image will be tarnished. This is known as: A) abranding.

B) reclamation.

C) flight.

D) deflection.

Answer: B Type: MC Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

64) Conspicuous waste is the opposite of conspicuous consumption because one is aimed at showing how important a person's wealth is, and the other is aimed at showing how unimportant his or her wealth is.

Answer: FALSE Type: TF Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

65) People for whom productive work is taboo were termed the leisure class by Veblen.

Answer: TRUE Type: TF Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

66) What are status symbols and what role do they play in a consumer context?

Answer: Products are frequently bought and displayed as markers of social class; they are valued as status symbols. The specific products and services we buy are often intended to make sure other people know what our social standing is—or what we would like it to be.

Type: ES Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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67) What effect, if any, might being working class make to one's "world view"?

Answer: World view is one way to differentiate among social classes. To generalize, the world of the working class (i.e., the lower-middle class) is more intimate and constricted. For example, working-class men are likely to name local sports figures as heroes and are less likely to take long vacations to out-of-the-way places. Immediate needs, such as a new refrigerator or TV set, tend to dictate buying behaviour, whereas the higher classes focus more on long-term goals, such as saving for university tuition or retirement.

Working-class consumers depend heavily on relatives for emotional support and tend to orient themselves in terms of the local community rather than the world at large. They are more likely to be conservative and family-oriented. Maintaining the appearance of one's home and property is a priority, regardless of the size of the house.

Type: ES Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

68) Briefly explain Veblen's terms of invidious distinction and conspicuous consumption.

Answer: Veblen felt that a major role of products was invidious distinction—to inspire envy in others through the display of wealth or power.

Veblen coined the term "conspicuous consumption" to refer to people's desire to provide prominent, visible evidence of their ability to afford luxury goods.

Type: ES Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

69) Shay likes to take their Gucci bag with them and makes sure they prominently display the brand name to others. What does this likely say about their social class?

Answer: Consumers engage in conspicuous consumption as a way to display status markers, yet the prominence of these markers varies from products with large recognizable emblems to those with no logo at all. Those "in the know" often can recognize a subtle status marker when another member of their elite group displays it, such as the distinctive design of a bag or watch–these are "quiet signals." In contrast, some people may feel the need to almost hit others over the head with their status items; they use "loud signals." One set of researchers labels these differences brand prominence. They assign consumers to one of four consumption groups (patricians, parvenus, poseurs, and proletarians) based on their wealth and need for status. In analyzing data on luxury goods, the authors find brand prominence is valued differently by different classes of people. Brands like Louis Vuitton, Gucci, and Mercedes vary in terms of how blatant their status appeals (e.g. prominent logos) are in advertisements and on the products themselves. Thinking back to our discussion about "old money" versus "new money" earlier in the chapter for example, it's not surprising that those who are wealthier and don't have a high need for status (patricians) rely on "quiet signals" and likely will be put off by excessive displays.

Type: ES Skill: Application Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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70) Explain why marketers would be interested in the concept of "world view" regarding consumers.

Answer: World view is one way to differentiate among social classes. To generalize, the world of the working class (i.e., the lower-middle class) is more intimate and constricted. For example, working-class men are likely to name local sports figures as heroes and are less likely to take long vacations to out-of-the-way places. Among the working class, immediate needs, such as a new refrigerator, tend to dictate buying behaviour, whereas the higher classes focus more on long-term goals, such as saving for university tuition or retirement.

Working-class consumers depend heavily on relatives for emotional support and tend to orient themselves in terms of the local community rather than the world at large. They are more likely to be conservative and family-oriented. Maintaining the appearance of one's home and property is a priority, regardless of the size of the house.

Many marketers try to target affluent, upscale markets. This practice often makes sense, because these consumers obviously have the resources to spend on costly products that command higher profit margins. However, it is a mistake to assume that we should put everyone with a high income into the same market segment. As noted earlier, social class involves more than absolute income. It is also a way of life, and factors including where they got their money, how they got it, and how long they have had it significantly affect affluent consumers' interests and spending priorities.

Type: ES Skill: Concept Objective: L12-03 Individuals' desire to make a statement about their social class, or the class to which they aspire to belong, influences the products they like and dislike.

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Consumer Behaviour, 9Ce (Solomon) Chapter 13 Cultural Influences on Consumer Behaviour 1) In many ways, culture can be thought of as a society's: A) conscience.

B) personality.

C) libido.

D) aesthetic side.

Answer: B Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

2) A cultural system consists of three functional areas: A) ecology, archeology, and ideology.

B) social structure, race, and partisanship.

C) ideology, environment, and social structure.

D) ecology, social structure, and ideology.

Answer: D Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

3) The concept of the nuclear family would fit into which aspect of culture?

A) ecology B) social structure C) hierarchy D) ideology Answer: B Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

4) The way in which a system is adapted to its habitat is termed: A) ecology.

B) social structure.

C) ideology.

D) ethos.

Answer: A Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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5) A set of moral and aesthetic principles is termed: A) ecology.

B) social structure.

C) ideology.

D) ethos.

Answer: D Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

6) Eleanor was working with an architect to design her home. She visited many show homes and noted that they all had a dining room, eat-in kitchen, and chairs at the kitchen island. Although Eleanor eats out a lot, she wanted to make sure she followed: A) with convention.

B) the custom.

C) the mores of the times.

D) the culture.

Answer: A Type: MC Skill: Application Objective: L13-01 A culture is a society's distinct personality.

7) Marketers need to ensure they adapt to culture values and are sensitive to stay away from: A) enacted norms.

B) crescive norms.

C) mores.

D) taboos.

Answer: D Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

8) Marika claims her culture is high in power distance. What best describes what she means?

A) Her culture has a greater degree of societal inequalities.

B) Her culture distances its powerful individuals from political power.

C) Her culture puts a lot of effort into maintaining social norms.

D) Her culture believes that power should be controlled so as to maintain stability.

Answer: A Type: MC Skill: Application Objective: L13-01 A culture is a society's distinct personality.

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9) Cross-culturally speaking, a society's tolerance for uncertainty and ambiguity is referred to as: A) individualism/collectivism.

B) uncertainty avoidance.

C) femininity/masculinity.

D) power distance.

Answer: B Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

10) Cross-culturally speaking, the degree to which gender roles are clearly delineated is referred to as: A) individualism/collectivism.

B) uncertainty avoidance.

C) femininity/masculinity.

D) power distance.

Answer: C Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

11) Cross-culturally speaking, the extent to which the welfare of the individual versus that of the group is valued is referred to as: A) individualism/collectivism.

B) uncertainty avoidance.

C) femininity/masculinity.

D) power distance.

Answer: A Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

12) Cross-culturally speaking, the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally is referred to as: A) individualism/collectivism.

B) uncertainty avoidance.

C) femininity/masculinity.

D) power distance.

Answer: D Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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13) Enacted norms are rules that are: A) those norms that involve violating a custom.

B) begun at a monumental time, such as a graduation.

C) forced upon people through laws.

D) explicitly decided upon by members of a culture.

Answer: D Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

14) Which of the following would best describe a norm?

A) Norms are the laws of a culture. They are behaviours that are so important that they are written into law.

B) Norms are so "normal" to a group that even small children can describe them in detail to outsiders.

C) Norms are the universal behaviours that set us apart as humans irrespective of the culture a person happens to live in. Norms allow persons to understand at least parts of other cultures.

D) A norm is what is considered normal within a group. Norms are so taken for granted that most people don't know what their norms are until they see one violated.

Answer: D Type: MC Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

15) Where you stand in a crowded elevator is an example of a ________, while your reluctance to marry your first cousin is a ________.

A) convention; custom B) custom; convention C) convention; more D) more; convention Answer: C Type: MC Skill: Application Objective: L13-01 A culture is a society's distinct personality.

16) J. P. Stevens always looks perfect in their business attire. The colours are always right for the season and prevailing style. All accessories are tasteful and carefully selected and don't distract from the overall look. With respect to crescive norms, which of the following forms of norms does J. P. seem to be adhering to with their "correctness"?

A) enacted behaviour B) customs C) mores D) conventions Answer: D Type: MC Skill: Application Objective: L13-01 A culture is a society's distinct personality.

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17) Every March 1st the Welsh celebrate St. David's Day. This is an example of a(n): A) ecology.

B) social structure.

C) ideology.

D) custom.

Answer: D Type: MC Skill: Application Objective: L13-01 A culture is a society's distinct personality.

18) Power distance refers to a society's tolerance for uncertainty and ambiguity.

Answer: FALSE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

19) Individualism/collectivism refers to the extent to which the welfare of the individual versus that of the group is valued.

Answer: TRUE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

20) Crescive norms are those that have been explicitly agreed upon by members of a culture.

Answer: FALSE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

21) Culture, a concept crucial to the understanding of consumer behaviour, may be thought of as a society's personality.

Answer: TRUE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

22) Culture includes both abstract ideas, such as values or ethics, as well as material objects, such as automobiles or art.

Answer: TRUE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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23) Once a culture is established it doesn't change. An apparent change in a culture is simply the emergence of a new culture.

Answer: FALSE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

24) A culture must possess an ideology in order to exist.

Answer: TRUE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

25) Ethos refers to the ideological area of culture that consists of a set of moral and aesthetic principles.

Answer: TRUE Type: TF Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

26) A cultural system can be said to consist of three functioning areas. What does the ecology component refer to?

Answer: Ecology is the way in which a system is adapted to its habitat. This area is shaped by the technology used to obtain and distribute resources (e.g., in industrialized societies versus developing countries). The Japanese, for example, greatly value products that are designed for efficient use of space because of the cramped conditions in that island nation.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

27) A cultural system can be said to consist of three functioning areas. What does the social structure component refer to?

Answer: Social structure is the way in which orderly social life is maintained. This area includes the domestic and political groups dominant within the culture (e.g., the nuclear family versus the extended family).

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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28) A cultural system can be said to consist of three functioning areas. What does the ideology component refer to?

Answer: Ideology refers to the mental characteristics of a people and the way in which they relate to their environment and social groups. This area revolves around the belief that members of a society possess a common world view; that is, they share certain ideas about principles of order and fairness. They also share an ethos, or a set of moral and aesthetic principles.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

29) Define culture and give a brief description of how it is viewed in relation to products.

Answer: Culture is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society.

Students can discuss culture along the following dimensions.

Culture has been described as being: • the "lens" through which people view products.

• a phenomenon whereby a consumer's overall priorities are attached to different activities and products.

• mandating the success or failure of specific products and services.

• able to relate product usage to norms, values, rituals, symbols, etc.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

30) A cultural system consists of three functional areas. What are they? Give a brief explanation of each.

Answer: Culture's functional areas include: • Ecology—The way in which a system is adapted to its habitat. This area is shaped by the technology used to obtain and distribute resources.

• Social structure—The way in which orderly social life is maintained. This includes the domestic and political groups that are dominant within the culture.

• Ideology—The mental characteristics of a people and the way in which they relate to their environment and social groups. This revolves around the notion that members of a society possess a common world view. They share certain ideas about principles of order and fairness.

They also share an ethos, or a set of moral and aesthetic principles.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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31) What is the difference between enacted and crescive norms? Give an example of the latter.

Answer: Some norms, called enacted norms, such as the rule that a green traffic light means "go" and a red one means "stop," are explicitly decided upon. Many norms, however, are much more subtle. These crescive norms are embedded in a culture and are discovered only through interaction with other members of that culture. Crescive norms include the following: - A custom is a norm handed down from the past that controls basic behaviours, such as division of labour in a household or the practice of particular ceremonies.

- A more is a custom with a strong moral overtone. A more often involves a taboo, or forbidden behaviour, such as incest or cannibalism. Violation of a more often meets with strong punishment from other members of a society.

- Conventions are norms regarding the conduct of everyday life. These rules deal with the subtleties of consumer behaviour, including the "correct" way to furnish one's house, wear one's clothes, host a dinner party, and so on.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

32) What is the difference between a custom and a more?

Answer: A custom is a norm handed down from the past that controls basic behaviours, such as division of labour in a household or the practice of particular ceremonies.

A more is a custom with a strong moral overtone. A more often involves a taboo, or forbidden behaviour, such as incest or cannibalism. Violation of a more often meets with strong punishment from other members of a society.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

33) What is power distance?

Answer: Power distance describes the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.

High-power-distance countries tend to have a greater degree of inequality in society and organizations, while lower-power-distance countries tend to have more equality.

Some cultures (e.g., Japan) emphasize strict, vertical relationships (i.e., higher power distance), while others, like Canada, stress a greater degree of equality and informality (i.e., lower power distance).

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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34) What is uncertainty avoidance?

Answer: Uncertainty avoidance describes a society's tolerance for uncertainty and ambiguity.

High-uncertainty-avoidance cultures tend to dislike and avoid uncertain, novel, or unusual situations. Low-uncertainty-avoidance cultures are more open to uncertain events and outcomes.

Japan, Arab countries, and some South and Central American countries (such as Chile, Uruguay, and Guatemala) are relatively high in uncertainty avoidance; Singapore, Vietnam, and Malaysia are relatively low.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

35) How do cultures that differ on the dimension of masculinity/femininity differ?

Answer: Femininity/masculinity describes the degree to which gender roles are clearly delineated.

Traditional societies are more likely to possess very explicit rules about the acceptable behaviours of men and women, such as who is responsible for certain tasks within the family unit. Highly masculine countries tend to value traits such as assertiveness, dominance, and competition, and segregate gender roles. Feminine cultures tend to value modesty, caring, and compassion, and show less differentiation between the gender roles.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

36) How do cultures that differ on the dimension of individualism/collectivism differ?

Answer: Individualism/collectivism describes the extent to which the welfare of the individual versus that of the group is valued. In a collectivist culture, people subordinate their personal goals to those of a stable in-group. In contrast, consumers in an individualist culture attach more importance to personal goals, and people are more likely to change memberships when the demands of the group (workplace, church, etc.) become too costly. Whereas a collectivist society will stress such values as self-discipline and accepting one's position in life, people in an individualist culture emphasize personal enjoyment, excitement, equality, and freedom. Some strongly individualist cultures are those of Canada, the United States, Australia, Great Britain, and the Netherlands. Venezuela, Pakistan, Taiwan, Thailand, Indonesia, and Portugal are examples of strongly collectivist cultures.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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37) Every culture is different. According to Hofstede, much of this variability can be accounted for by five cross-cultural values. Name them and describe why this information is of importance to marketers.

Answer: The five cross-cultural values are: 1. Power distance: The extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.

High-power-distance countries tend to have a greater degree of inequality in society and organizations, while lower-power-distance countries tend to have more equality.

2. Uncertainty avoidance: A society's tolerance for uncertainty and ambiguity. High-uncertaintyavoidance cultures tend to dislike and avoid uncertain, novel, or unusual situations. Lowuncertainty-avoidance cultures are more open to uncertain events and outcomes.

3. Femininity/masculinity: The degree to which gender roles are clearly delineated: Traditional societies are more likely to possess very explicit rules about the acceptable behaviours of men and women, such as who is responsible for certain tasks within the family unit. Highly masculine countries tend to value traits such as assertiveness, dominance, and competition, and segregate gender roles. Feminine cultures tend to value modesty, caring, and compassion, and show less differentiation between the gender roles.

4. Individualism/collectivism: The extent to which the welfare of the individual versus that of the group is valued. In a collectivist culture people subordinate their personal goals to those of a stable in-group. In contrast, consumers in an individualist culture attach more importance to personal goals, and people are more likely to change memberships when the demands of the group (workplace, church, etc.) become too costly. Whereas a collectivist society will stress such values as self-discipline and accepting one's position in life, people in an individualist culture emphasize personal enjoyment, excitement, equality, and freedom.

5. Long-term orientation: This value is the newest addition to Hofstede's list. Long-term orientation tends to foster an orientation toward future rewards, such as perseverance and thrift.

Short-term orientation, on the other hand, values virtues related to the past and present, including respect for tradition, preservation of "face," and fulfilling social obligations.

Students should point out that while all cultures may vary on these four dimensions, each culture will embody them differently. Marketers must be careful to observe the way the culture in which they are working addresses each dimension to avoid unnecessary miscommunication or, worse, offence.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

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38) Describe the difference between an enacted norm and a crescive norm. Indicate forms that the crescive norm may take.

Answer: An enacted norm is explicitly decided on, such as the rule that a green traffic light means "go" and a red one means "stop." The rules are not subtle; they are specific.

A crescive norm is embedded in a culture and is discovered only through interaction with other members of that culture. These norms can be subtle. Crescive norms include the following: • A custom is a norm handed down from the past that controls basic behaviours, such as the division of labour in a household or the practice of particular ceremonies.

• A more is a custom with a strong moral overtone. A more often involves a taboo or forbidden behaviour, such as incest or cannibalism. Violation of a more often meets with strong sanctions from other members of a society.

• A convention is a norm regarding the conduct of everyday life. These rules deal with the subtleties of consumer behaviour, including the "correct" way to furnish one's house, wear one's clothes, host a dinner party, and so on.

Type: ES Skill: Concept Objective: L13-01 A culture is a society's distinct personality.

39) Manuel attended his best friend's wedding. At the ceremony he was handed a program as he entered and at the dinner every place setting had a fridge magnet to take home with a picture of the bride and groom on it. Manuel received a ________ respectively.

A) memento and gift B) presentation and gift C) ritual script and ritual artifact D) personal rituals Answer: C Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

40) An ad that is based on the classic struggle between virtue and temptation draws on a(n): A) metaphysical equation.

B) parable.

C) myth.

D) allegory.

Answer: C Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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41) Which of the following statements best describes what a myth is?

A) A myth is a fiction that large numbers of people in a culture believe to be true.

B) A myth is a story that people like because it separates those in the know from those who are not culturally aware.

C) A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false, but it conveys some cultural truth.

D) A myth is an old story that has been around so long that everyone in a culture can relate to it through shared memories.

Answer: C Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

42) The story goes that George Washington (as a small child) cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act), George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States and is designed to provide a model for personal conduct. Which of the following functions would the myth best match?

A) metaphysical B) cosmological C) sociological D) psychological Answer: D Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

43) ________ postulated that myths involve binary opposition in which two opposing ends of some dimension are represented.

A) Levi-Strauss B) Freud C) McDonald D) Bettelheim Answer: A Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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44) A type of myth in which a hero emerges from the everyday world with superhuman powers, wins a battle over evil, and then returns with the power to bestow good things on humanity is called a: A) more.

B) monomyth.

C) paradise legend.

D) metaphysical myth.

Answer: B Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

45) Gina wakes up, brushes her teeth, takes a shower, dresses for work, puts on make-up, grabs a breakfast drink, briefcase, and her phone as she catches her bus to the office. This is called: A) a group ritual.

B) binary opposition.

C) a cultural ritual.

D) preparing for battle.

Answer: D Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

46) Emily was looking online for something she could use to thank her assistant for all the extra overtime he had been putting into their last project. What stage of the gift-giving ritual is Emily in?

A) reformation B) structural gestation C) presentation D) emergent gestation Answer: D Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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47) Patterns of behaviour that emphasize underlying symbolic meanings or social values are called: A) habits.

B) addictions.

C) consumptive roles.

D) rituals.

Answer: D Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

48) Friday is pay day, so friends always meet for drinks after work. This is an example of a: A) custom.

B) ritual.

C) rite.

D) norm.

Answer: B Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

49) Ritual artifacts are: A) the "props" of rituals; items used in performance of a ritual.

B) substitutes for ritual participation.

C) used in consumer rituals but not other kinds of rituals.

D) a set of instructions that tell how the ritual is to be conducted.

Answer: A Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

50) Profane consumption involves: A) exaggerated habits.

B) extraordinary events.

C) pornographic products.

D) ordinary consumer objects.

Answer: D Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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51) Many types of consumer activity involve the marking of boundaries, or binary opposition, such as good versus bad, regular versus low-cal, etc. Objects or events that are set apart from normal activities and treated with some degree of respect or awe are called: A) religious.

B) awesome.

C) sacred.

D) extraordinary.

Answer: C Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

52) Thelma collects unusual salt and pepper shakers. Recently she purchased a set shaped like leeks. When she returned home she placed them with the rest of her collection in their special room. They became: A) objectified.

B) sacralized.

C) contaminated.

D) desacralized.

Answer: B Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

53) When something once considered sacred becomes more commonplace, even mass-produced, we say that a process of ________ has occurred.

A) desalinization B) desacralization C) delineation D) contamination Answer: B Type: MC Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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54) Bob is a lover of antiques. Each Saturday he visits the local garage sales where he gets great finds. His house is full of his finds. He can be termed a: A) stockpiler.

B) collector.

C) hoarder.

D) compiler.

Answer: B Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

55) Fans may wish to own something that was once owned by Elvis Presley, and if successful, they may value the object as sacred. This is a result of a process known as: A) guilt by association.

B) de-mystification.

C) illumination.

D) contamination.

Answer: D Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

56) A phaser from the original Star Trek show, Archie Bunker's chair from All in the Family, and one of John Lennon's guitars are all examples of how common objects can take on sacred meaning through a process known as: A) collection.

B) prioritization.

C) objectification.

D) acculturation.

Answer: C Type: MC Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

57) A myth is a story containing symbolic elements that expresses the shared emotions and ideals of a culture.

Answer: TRUE Type: TF Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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58) In the non-Christian world, the story of Adam and Eve would be considered a Christian metaphysical myth.

Answer: TRUE Type: TF Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

59) Profane consumption involves use of vulgar objects such as pornography.

Answer: FALSE Type: TF Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

60) Souvenir reproductions of the Eiffel Tower or the CN Tower are examples of profane objects.

Answer: TRUE Type: TF Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

61) In terms of what influences of human behaviour, researchers and philosophers constantly argue between the influences of nature and nurture. A story that included these concepts would be said to involve binary opposition.

Answer: TRUE Type: TF Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

62) During the presentation stage, the process of the gift exchange can be viewed as structural or emergent.

Answer: FALSE Type: TF Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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63) What is a myth? Give an example.

Answer: Examples may vary.

A myth is a story containing symbolic elements that expresses the shared emotions and ideals of a culture. The story often features some kind of conflict between two opposing forces, and its outcome serves as a moral guide for people. In this way, a myth reduces anxiety by providing consumers with guidelines about their world. Most members of a culture learn these stories but we usually don't really think about their origins.

Consider, for example, a story familiar to all of us: Little Red Riding Hood. This myth started as a peasants' tale in sixteenth-century France, where a girl meets a werewolf on her way to granny's house (there is historical evidence of a plague of wolf attacks during this time, including several incidents where men were put on trial for transforming themselves into the deadly but mythical animals). The werewolf has already killed granny, stored her flesh in the pantry, and poured her blood into a bottle.

Contrary to the version we know, when the girl arrives at the house she snacks on granny, strips naked, and climbs into bed with the wolf! This story first appeared in print in 1697; it was intended as a warning to the loose ladies of Louis XIV's court (the author puts the story's lead character in red in this version because the colour symbolized harlots). Eventually the Brothers Grimm offered their own version in 1812, but they substituted violence for sex to scare kids into behaving. And, to reinforce the sex-role standards of that time, in the Grimm version a man rescues the girl from the wolf.

Type: ES Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

64) What are the four interrelated functions myths serve in culture?

Answer: 1. Metaphysical: They help to explain the origins of existence.

2. Cosmological: They emphasize that all components of the universe are part of a single picture.

3. Sociological: They maintain order by authorizing a social code to be followed by members of a culture.

4. Psychological: They provide models for personal conduct.

Type: ES Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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65) How can a myth be true and false at the same time?

Answer: Every society possesses a set of myths that define that culture. A myth is a story containing symbolic elements that expresses the shared emotions and ideals of a culture. The story often features some kind of conflict between two opposing forces, and its outcome serves as a moral guide for people. In this way, a myth reduces anxiety by providing consumers with guidelines about their world.

Students can note that myths often arise from real events, and yet get transformed over time, often in ways that fit the current values of society.

Type: ES Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

66) Define monomyth. Give an illustration.

Answer: Illustrations may vary.

A monomyth—a myth that is common to many cultures. The most prevalent monomyth involves a hero who emerges from the everyday world with supernatural powers and wins a decisive victory over evil forces. He then returns with the power to bestow good things on his fellow people.

Comic-book superheroes demonstrate how myths can be communicated to consumers of all ages to teach a lesson about a culture. For example, Marvel Comics' Spider-Man character tells stories about balancing the obligations of being a superhero with the need of his alter ego, Peter Parker, to do his homework. Indeed, some of these fictional figures represent a monomyth—a myth that is common to many cultures. The most prevalent monomyth involves a hero who emerges from the everyday world with supernatural powers and wins a decisive victory over evil forces. He then returns with the power to bestow good things on his fellow people.

Type: ES Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

67) Could rituals serve as a segmentation variable? Explain your answer, including a specific example if you believe so.

Answer: Examples may vary.

This is a subjective question, but the text covers a great variety of rituals. Students could make a case for understanding the needs and wants of specific segments based on ritual consumption.

Certainly, marketers target consumers and offer products based on celebratory rituals (cards for graduation), dining rituals (napkin rings), and personal rituals (hair spray), to name a few.

Type: ES Skill: Application Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

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68) Explain the difference between sacred and profane consumption.

Answer: - Sacred consumption involves objects and events that are "set apart" from normal activities and are treated with some degree of respect or awe. They may or may not be associated with religion, but most religious items and events tend to be regarded as sacred.

- Profane consumption involves consumer objects and events that are ordinary, everyday objects, and events that do not share the "specialness" of sacred ones. (Profane does not mean vulgar or obscene in this context.)

Type: ES Skill: Concept Objective: L13-02 Myths and rituals differ across cultures, and marketers often capitalize on them.

69) When Parker marketed a ballpoint pen in Mexico, its ads were supposed to say, "It won't leak in your pocket and embarrass you." The translation actually said, "It won't leak in your pocket and make you pregnant." Parker could have prevented this error by utilizing: A) business rituals.

B) the etic perspective.

C) desacralization.

D) back-translation.

Answer: D Type: MC Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

70) Tessa is keen to use light blue as the background for the company's new ad campaign in Southeast Asia. Neil thinks this is a bad idea. Why? A) The colour blue will be too breezy for a serious electronic product.

B) Light blue is a symbol of death and mourning in Southeast Asia.

C) Light blue will clash with the purple detailing on the product they are selling.

D) Light blue is an off-putting colour to men.

Answer: B Type: MC Skill: Application Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

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71) ________ plays an important role in cross-cultural analysis because distinct meanings are assigned to things such as colours, numbers, and gestures across different cultures.

A) A monomyth B) Back-translation C) Symbolism D) The etic perspective Answer: C Type: MC Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

72) In order to examine the degree to which consumers of two or more cultures are different or similar in terms of psychological, social, and cultural factors, a ________ should be conducted.

A) cross-cultural analysis B) time-series research design C) longitudinal study D) market analysis Answer: A Type: MC Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

73) Consumers who see the global success of a brand as a signal of quality and innovation are referred to as: A) global dreamers.

B) global citizens.

C) antiglobals.

D) global agnostics.

Answer: B Type: MC Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

74) Consumers who are skeptical that transnational companies deliver higher-quality goods are referred to as: A) global dreamers.

B) global citizens.

C) antiglobals.

D) global agnostics.

Answer: C Type: MC Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

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75) Consumers who don't base purchase decisions on a brand's global attributes are referred to as: A) global citizens.

B) antiglobals.

C) global agnostics.

D) global sceptics.

Answer: C Type: MC Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

76) ________ occurs when foreign influences integrate with local meanings.

A) Back-translation B) Creolization C) Cross-cultural analysis D) Global analysis Answer: B Type: MC Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

77) Canada's culture emphasizes personal enjoyment, excitement, equality, and freedom. These are associated with a(n) ________ cultural dimension.

A) assimilative B) collectivist C) co-operative D) individualist Answer: D Type: MC Skill: Application Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

78) The fact that, in China, the colour red is viewed positively, being associated with joy and good fortune, is an example of a symbol.

Answer: TRUE Type: TF Skill: Application Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

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79) When countries are different on certain dimensions, it might be appropriate to use a more individualized marketing approach.

Answer: TRUE Type: TF Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

80) As the global consumption ethic spreads, rituals and product preferences in different cultures become homogenized.

Answer: TRUE Type: TF Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

81) Raymond and Erstil are planning on taking their successful European product line, EarthGlow, into the Japanese market. In terms of language issues, what should they make sure they do and why?

Answer: The language barrier is one obvious problem that marketers who wish to break into foreign markets must navigate.

One technique marketers use to avoid this problem is back-translation, where a different interpreter retranslates a translated ad back into its original language to catch errors.

Type: ES Skill: Application Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

82) How are cultural symbols relevant for marketers?

Answer: Companies should research the cultural meanings associated with different symbols when entering different cultural markets. Symbolism plays an important role in cross-cultural analysis because distinct meanings are assigned to things such as colours, numbers, and gestures across different cultures. The savvy marketer can apply the use of symbols in ways that create positive associations around their brand. However, inappropriate use of symbols can certainly backfire.

A symbol refers to an object that represents something else. When marketers consider entering different cultural markets, it is important that they associate their brand with positive and appropriate symbols, and avoid associations with negative or inappropriate symbols.

Type: ES Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

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83) What is a cross-cultural analysis?

Answer: To determine whether to enter a foreign market and whether to use a standardized or localized strategy, marketers will often conduct a cross-cultural analysis. This involves examining the degree to which consumers of two or more cultures are different or similar in terms of psychological, social, and cultural factors. Using our knowledge of factors such as values and norms, myths and rituals, and language and symbols, we can be fairly confident that when marketing to countries that are more similar on these dimensions it might be appropriate to use a more standardized campaign. On the other hand, when the countries are quite different on these dimensions, it might be appropriate to use a more individualized marketing approach.

Type: ES Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

84) What is the notion of world view and why is it important to global brands?

Answer: To maximize the chances of success for these multicultural efforts, marketers must locate consumers in different countries who nonetheless share a common world view. This is more likely to be the case among people whose frame of reference is relatively more international or cosmopolitan, or who receive much of their information about the world from sources that incorporate a worldwide perspective.

Who is likely to fall into this category? Two consumer segments are particularly good candidates: (1) affluent people who are "global citizens" and who come into contact with ideas from around the world through their travels, business contacts, and media experiences; and (2) young people whose tastes in music and fashion are strongly influenced by MTV and other media that broadcast many of the same images to multiple countries.

Type: ES Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

85) What is a global dreamer?

Answer: A large-scale study with consumers in 41 countries identified the characteristics people associate with global brands, and it also measured the relative importance of those dimensions when consumers buy products. The researchers grouped consumers who evaluate global brands in the same way. They identified four major segments.

Global dreamers are the second-largest segment, at 23 percent. It consists of consumers who see global brands as quality products and readily buy into the myths they author. They aren't nearly as concerned with social responsibility as are the global citizens.

Type: ES Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

24 Copyright © 2024 Pearson Canada Inc.

86) What is a global agnostic?

Answer: A large-scale study with consumers in 41 countries identified the characteristics people associate with global brands, and it also measured the relative importance of those dimensions when consumers buy products. The researchers grouped consumers who evaluate global brands in the same way. They identified four major segments.

Global agnostics make up nine percent of consumers who don't base purchase decisions on a brand's global attributes. Instead, they evaluate a global product by the same criteria they use to judge local brands and don't regard its global nature as meriting special consideration.

Type: ES Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

87) What is an antiglobal consumer?

Answer: A large-scale study with consumers in 41 countries identified the characteristics people associate with global brands, and it also measured the relative importance of those dimensions when consumers buy products. The researchers grouped consumers who evaluate global brands in the same way. They identified four major segments.

Antiglobals are the thirteen percent of consumers who are skeptical that transnational companies deliver higher-quality goods. They dislike brands that preach American values, and they don't trust global companies to behave responsibly. They try to avoid doing business with transnational firms.

Type: ES Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

88) What is creolization? Give an example.

Answer: Examples may vary.

Creolization occurs when foreign influences integrate with local meanings.

Modern Christianity adapted the pagan Christmas tree into its own rituals. In India, handicapped beggars sell bottles of Coke from tricycles, and Indipop, a popular music hybrid, mixes traditional styles with rock, rap, and reggae. Young Hispanic Americans bounce between hiphop and Rock en Español, blend Mexican rice with spaghetti sauce, and spread peanut butter and jelly on tortillas. In Argentina, Coca-Cola launched Nativa, a soft drink flavoured with the country's traditional yerba mate herbal tea, as part of a strategy to broaden its portfolio with products it makes from indigenous ingredients.

Type: ES Skill: Concept Objective: L13-03 Marketers need to carefully consider the use of cultural tastes, language, and symbols when engaging in a cross-cultural marketing campaign.

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89) Designers will give actors complete wardrobes to wear to high-visibility events like Globe and Academy Awards shows. They do this because: A) influential people in the media play a large role in what will become stylish.

B) styles are largely determined by fundamental societal trends.

C) the actors will say kind things about them in interviews with the press.

D) styles must be seen on television before they will be accepted by average consumers.

Answer: A Type: MC Skill: Application Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

90) The winnowing-out process whereby some products get adopted while others die off is called: A) a production system.

B) cultural selection.

C) product selection.

D) market preference.

Answer: B Type: MC Skill: Application Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

91) The three major subsystems of the Culture Production System are: A) creative, managerial, and communications.

B) artistic, managerial, and communications.

C) innovative, managerial, and communications.

D) financial, managerial, and communications.

Answer: A Type: MC Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

92) Tilden, a movie critic, recently reviewed the Barbie movie. Tilden is a: A) product selector.

B) creative subsystem member.

C) production manager.

D) cultural gatekeeper.

Answer: D Type: MC Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

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93) Which of the following statements is true with respect to style?

A) A style typically starts in a large group of people as a safe unique statement.

B) Styles are often superficial.

C) Influential people play only a minor role in deciding which styles will succeed.

D) Most styles eventually wear out.

Answer: D Type: MC Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

94) The culture we live in creates the meaning of everyday products and how these meanings move through a society to consumers. Meaning transfer is largely accomplished by such marketing vehicles as: A) production design and distribution.

B) product design and pricing.

C) advertising and fashion industries.

D) public relations and the music industry.

Answer: C Type: MC Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

95) Author Harold Robbins was famous in the 1970s for his sexy adventure stories about "jetsetters." Many of the trends that he described eventually became more popular because of his vivid descriptions. Fashion houses began to send Mr. Robbins descriptions of their latest fashions before they were even put into production with the hope that he would incorporate the designs into his books. Considering information presented in the text and in this example, Mr. Robbins would be considered to be a: A) publicist.

B) critic.

C) sensual icon.

D) cultural gatekeeper.

Answer: D Type: MC Skill: Application Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

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96) Styles are created exclusively by the deliberate inventions of designers and businesspeople.

Answer: FALSE Type: TF Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

97) Generating new products and/or symbols within a culture production process is the function of a creative subsystem.

Answer: TRUE Type: TF Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

98) Cultural selection is the process whereby some alternatives are selected over others by cultural gatekeepers.

Answer: TRUE Type: TF Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

99) A restaurant reviewer is part of the throughput sector.

Answer: TRUE Type: TF Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

100) A film critic is an example of a cultural gatekeeper.

Answer: TRUE Type: TF Skill: Application Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

101) What is cultural selection?

Answer: Cultural selection takes place when some products get adopted by consumers, yet others drop out of the mix.

Type: ES Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

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102) Explain some of the characteristics of what catches on in fashion and popular culture.

Answer: Some of the characteristics of fashion and popular culture include the following: • Styles are often rooted in and reflect deeper societal trends (e.g., politics and social conditions).

• Styles usually originate as an interplay between the deliberate inventions of designers and businesspeople and the spontaneous actions of ordinary consumers. Designers, manufacturers, and merchandisers who can anticipate what consumers want will succeed in the marketplace. In the process, they also help to fuel the fire by encouraging mass distribution of the item.

• These trends can travel widely, often between countries and continents.

• Influential people in the media play a large role in deciding which of these trends will succeed.

• A style begins as a risky or unique statement by a relatively small group of people and spreads as others become increasingly aware of the style and feel confident about trying it.

• Most styles eventually wear out, as people continually search for new ways to express themselves and marketers scramble to keep up with these desires.

• The cultural selection process never stops, so when styles become obsolete others wait to replace them in popular culture.

Type: ES Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

103) What are the three major components of a culture production process?

Answer: A culture production system has three major subsystems: (1) a creative subsystem responsible for generating new symbols or products; (2) a managerial subsystem responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols or products; and (3) a communications subsystem responsible for giving meaning to new products and providing them with symbolic sets of attributes that are communicated to consumers.

Type: ES Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

104) Olivia is a restaurant reviewer. As a cultural specialist what effect, if any, does she have on the products offered to consumers?

Answer: Many judges or "tastemakers" influence the products that are eventually offered to consumers. These judges, or cultural gatekeepers, filter the overflow of information and materials intended for consumers. Gatekeepers include movie, restaurant, and car reviewers, interior designers, DJs, retail buyers, magazine editors, and increasingly a fan base that obsessively follows and shares the latest gossip, styles, film plots, and other pieces of popular culture.

Type: ES Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

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105) What is the throughput sector?

Answer: Judges, or cultural gatekeepers, filter the overflow of information and materials intended for consumers. Gatekeepers include movie, restaurant, and car reviewers, interior designers, DJs, retail buyers, magazine editors, and increasingly a fan base that obsessively follows and shares the latest gossip, styles, film plots, and other pieces of popular culture.

Collectively, this set of agents is known as the throughput sector.

Type: ES Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

106) Identify the elements that comprise a culture production process. Give an example of each component.

Answer: Examples may vary.

A culture production process has three major subsystems: (1) a creative subsystem responsible for generating new symbols or products; (2) a managerial subsystem responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols or products; and (3) a communications subsystem responsible for giving meaning to new products and providing them with symbolic sets of attributes that are communicated to consumers.

An example of the three components of a culture production process for a music release is (1) a singer (e.g., Beyoncé, a creative subsystem); (2) a company (e.g., Columbia Records, a managerial subsystem, distributes Beyoncé's albums); and (3) the advertising agencies and corporations such as PepsiCo that work with the singer's company, Parkwood Entertainment, to promote her music and arrange for her appearances in venues like the Super Bowl and even on a limited-edition set of Pepsi cans.

Type: ES Skill: Concept Objective: L13-04 Cultural production is a process by which certain styles, products, and trends become accepted by popular culture while others die out.

107) Fashion is the process of social diffusion whereas ________ refers to a particular combination of attributes.

A) the fashion system B) in fashion C) a fashion D) destyle Answer: C Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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108) Unlike a language, fashion is: A) context-dependent.

B) context-independent.

C) coded.

D) uncoded.

Answer: A Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

109) The meaning of a product is ________ in that there is no one precise meaning, but rather plenty of room for interpretation.

A) undercoded B) uncoded C) coded D) decoded Answer: A Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

110) The ________ consists of all those people and organizations involved in creating symbolic meanings and transferring those meanings to cultural goods.

A) fashion revue B) fashion system C) cultural elite D) fashion oligopoly Answer: B Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

111) Fashion refers to: A) a particular combination of attributes within a style.

B) the process of social diffusion by which a new style is adopted by some groups of consumers.

C) being positively evaluated by some reference group.

D) rejecting the norm and pushing for newness.

Answer: B Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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112) Fashions tend to "sweep" the country. The process by which certain symbolic alternatives are chosen over others and gain general consensus has been termed: A) symbolic interactionism.

B) collective identification.

C) symbolic interdependence theory.

D) collective selection.

Answer: D Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

113) The ________ occurs when lower prices of high-end products actually reduces their demand.

A) snob effect B) inverse demand principle C) non-conformity effect D) elite polarization Answer: A Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

114) The collective selection model is an example of a(n) ________ approach to fashion.

A) sociological B) economical C) psychological D) biological Answer: A Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

115) One factor that affects the demand curve for fashion-related products is the ________ effect where high prices still create high demand.

A) parody display B) elite C) snob D) prestige-exclusivity Answer: D Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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116) Which of the types of fashion below is in the correct order from shortest to longest with respect to the acceptance cycle?

A) fashion, fad, classic B) fad, classic, fashion C) fad, fashion, classic D) classic, fashion, fad Answer: C Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

117) Simply put, economists approach fashion in terms of: A) social exchange theory.

B) projective modelling programs.

C) trend analysis.

D) supply and demand.

Answer: D Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

118) The "trickle-down theory" of fashion is characteristic of which of the following models of fashion?

A) the psychological model B) the economic model C) the liberal arts model D) the sociological model Answer: D Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

119) Which of the following describes a fad?

A) can be personalized B) offers meaningful functionality C) utilitarian D) often adopted on impulse Answer: D Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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120) Sociologists have observed the relationship between product adoption and class structure.

In the "trickle-across effect": A) fashions diffuse horizontally among members of the same social group.

B) fashions diffuse from lower classes to the dominant culture.

C) designers impart fashion information to the social elite.

D) mass media show celebrities wearing "new" fashions.

Answer: A Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

121) Monica is pleased in one way that the new style of dress that she bought in New York recently is catching on. But when she sees the lower classes adopting this style, she immediately starts to look around for something new to distance herself from it. This is an example of the theory called: A) adopt-adopt.

B) trickle-down.

C) reward-rejection.

D) fashion-focus.

Answer: B Type: MC Skill: Application Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

122) Fallon was the son of a very wealthy banker from Quebec. The first time Fallon saw an indie artist on YouTube wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behaviour would best be explained as a ________ theory of fashion.

A) trickle-down B) trickle-up C) trickle-across D) trickle-skipping Answer: B Type: MC Skill: Application Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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123) A ________ is a very short-lived fashion.

A) trend B) classic C) style D) fad Answer: D Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

124) Of the following, which has a cycle that reaches the regression stage the slowest?

A) classic B) seasonal classic C) fad D) cyclical fad Answer: A Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

125) Media exposure permits many groups to become aware of a style at the same time. As a result, ________ fashion has largely been replaced by ________ fashion.

A) elite; mass B) social; trendy C) short-lived; long-lived D) niche; antiAnswer: A Type: MC Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

126) When a song begins receiving wide airplay on radio and streaming platforms, what stage of the fashion acceptance cycle is it in?

A) introduction stage B) adoption stage C) acceptance stage D) climax stage Answer: C Type: MC Skill: Application Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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127) Economic models of fashion typically involve some version of supply and demand.

Answer: TRUE Type: TF Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

128) Trickle-down theories are more useful for understanding the process of fashion in a contemporary Western culture than they would be in a hierarchical culture with a rigid class structure.

Answer: FALSE Type: TF Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

129) The fashion processes affect all types of cultural phenomena.

Answer: TRUE Type: TF Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

130) What does coding mean to fashion? Why would something be undercoded?

Answer: Fashion can be thought of as a code, or language, that helps us to decipher these meanings. Unlike a language, however, fashion is context dependent. The same item can be interpreted differently by different consumers and in different situations. The meaning of many products is undercoded—that is, there is no one precise meaning, but rather plenty of room for interpretation among perceivers.

Type: ES Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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131) Briefly outline trickle-down theory.

Answer: The trickle-down theory, first proposed in 1904 by Georg Simmel, has been one of the most influential approaches to understanding fashion. It states that there are two conflicting forces that drive fashion change. First, subordinate groups try to adopt the status symbols of the groups above them as they attempt to climb up the ladder of social mobility. Dominant styles thus originate with the upper classes and trickle down to those below. However, this is where the second force kicks in: Those people in the superordinate groups are constantly looking below them on the ladder to ensure that they are not imitated, and they respond to the attempts of lower classes to "impersonate" them by adopting even newer fashions. These two processes create a self-perpetuating cycle of change—the machine that drives fashion.

Type: ES Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

132) What is a fashion classic?

Answer: A classic is a fashion with an extremely long acceptance cycle.

Type: ES Skill: Application Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

133) What three important characteristics do fads share?

Answer: Fads share the following important characteristics: • The fad is non-utilitarian; that is, it does not perform any meaningful function.

• The fad is often adopted on impulse; people do not undergo stages of rational decision making before joining in.

• The fad diffuses rapidly, gains quick acceptance, and is short-lived.

Type: ES Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

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134) Describe the three sociological models of fashion described in the text.

Answer: Economic models of fashion: Economists approach fashion in terms of the model of supply and demand. Items that are in limited supply have high value, while those readily available are less desirable. Rare items command respect and prestige. Thorstein Veblen's notion of conspicuous consumption proposed that the wealthy consume to display their prosperity, for example by wearing expensive (and at times impractical) clothing, or displaying their time for leisure and buying power by being overweight.

Sociological models of fashion: The collective selection model is an example of a sociological approach to fashion. This perspective focuses on the initial adoption of a fashion (idea, style, etc.) by a subculture and its subsequent diffusion into society as a whole. Such diffusion often begins with youth subcultures such as the hip-hop segment.

A "medical" model of fashion: For years lowly ballet flats were shoes for dancers. Suddenly the shoe became a fashion statement even though nothing was done to promote this product. Why did this style diffuse through the population so quickly? Meme theory has been proposed to explain this process using a medical metaphor. A meme is an idea or product that enters the consciousness of people over time—examples include tunes, catchphrases ("You're Fired!") or styles like ballet flats. In this view, memes spread among consumers in a geometric progression, just as a virus starts off small and steadily infects increasing numbers of people until it becomes an epidemic. Memes "leap" from brain to brain via a process of imitation.

Type: ES Skill: Concept Objective: L13-05 People and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.

135) New products or services entering the marketplace are called: A) breakthroughs.

B) diffusion styles.

C) innovations.

D) adoption potentialities.

Answer: C Type: MC Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

136) Online shopping was introduced in North America via the United States for a period of time before it migrated northward and was adopted by Canadians. This situation can be best described by the process of: A) diffusion of innovation.

B) competitive differentiation.

C) synchronous adoption.

D) market fixation.

Answer: A Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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137) Raj Suka absolutely loves computers. He always knows what is new before it even gets to the computer store. Through a variety of network contacts (including chat rooms), Raj is able to amass a great amount of information to use in his purchase decisions. He doesn't particularly care what others do. He cares about his own likes and dislikes. Raj would most likely fall into which of the following adopter groups with respect to computers?

A) innovators B) early adopters C) late adopters D) early majority Answer: A Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

138) Jerri still doesn't have a smartwatch. They say they're not ready to have one of these "newfangled devices." They can be termed a(n): A) innovator.

B) early adopter.

C) late majority.

D) laggard.

Answer: D Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

139) Billi likes to be cutting-edge when it comes to electronics. They like to be the first to try new technologies and are willing to pay a higher price than the average person. They are best classified as a(n): A) innovator.

B) early adopter.

C) early majority.

D) laggard.

Answer: A Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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140) Tariq deliberately waits to adopt a new 4K TV because he is concerned about its social acceptance. He wants to make sure it is "fashion-forward" and trusted. However, he plans to purchase it ahead of the majority of people. He can be considered to be a(n): A) innovator.

B) early adopter.

C) early majority.

D) laggard.

Answer: B Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

141) Katrina really likes a new line of microfibre shirts that has been on the market for a very short period of time. However, she has not bought any because she is concerned people might think of them as being artificial and cheap. She wants to see them being worn more pervasively before buying. Marketers would place her in the ________ category.

A) early majority B) laggard C) innovator D) late majority Answer: D Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

142) What is the primary difference between an innovator and an early adopter?

A) Early adopters are much the same as innovators except they, as a group, have higher average salaries and more education than do innovators.

B) Innovators are more risk averse than are early adopters.

C) Innovators are more likely to have higher incomes and education levels and are more likely to accept risk than are early adopters.

D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.

Answer: C Type: MC Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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143) Joelle is buying an electric pick-up truck before most of the population, but she was deliberate in waiting to make sure that the technology really caught on before purchasing the product. She is best categorized as a member of the: A) innovators.

B) late adopters.

C) early majority.

D) late majority.

Answer: C Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

144) Jamie waits to buy a smartwatch until more than half of the population has already adopted the technology, mostly because he is skeptical of new technologies and is waiting for the price to fall. He is best categorized as a member of the: A) innovators.

B) late adopters.

C) late majority.

D) laggards.

Answer: C Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

145) The 34% of consumers who adopt an innovation after the early adopters are called the: A) innovators.

B) late adopters.

C) early majority.

D) late majority.

Answer: C Type: MC Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

146) The 34% of consumers who adopt an innovation just before the laggards are called the: A) innovators.

B) early majority.

C) late majority.

D) laggards.

Answer: C Type: MC Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

41 Copyright © 2024 Pearson Canada Inc.

147) The last 16% of consumers to adopt a new innovation are called the: A) innovators.

B) late adopters.

C) late majority.

D) laggards.

Answer: D Type: MC Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

148) When Gillette's Mach 3 razor is followed up by Gillette's new Mach 3 Turbo, this is known as a: A) market modification.

B) discontinuous innovation.

C) dynamically continuous innovation.

D) continuous innovation.

Answer: D Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

149) When the automobile first came out, people went from horse and carriage to a gas-powered machine. A steering wheel, brakes, and a gas pedal took over from a set of reins. As well, a roof came as standard equipment. This would be an example of a: A) market modification.

B) discontinuous innovation.

C) product repositioning.

D) continuous innovation.

Answer: B Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

150) In the late 1980s, CDs began replacing both vinyl records and audio cassettes as the medium of choice for recorded music. This would be viewed as a: A) market modification.

B) discontinuous innovation.

C) dynamically continuous innovation.

D) continuous innovation.

Answer: C Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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151) If a consumer believes that "having a free sample" of a product will enhance the likelihood of purchase, then which of the success characteristics for new product introduction is being used?

A) compatibility B) complexity C) relative advantage D) trialability Answer: D Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

152) A new product called "Bugchaser" has just come on the market. It is a wristband containing insect repellent. Parents have found it especially useful with young children because it is odourless, nontoxic, and nonstaining. This example illustrates which of the following prerequisites for new product success?

A) compatibility B) complexity C) relative advantage D) trialability Answer: C Type: MC Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

153) Which of the following factors affects the perceived risk of adopting an innovation?

A) compatibility B) complexity C) relative advantage D) observability Answer: B Type: MC Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

154) Diffusion of innovation refers to the process of how quickly a product disappears from the market.

Answer: FALSE Type: TF Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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155) Innovators tend to have more favourable attitudes towards taking risks. They also are likely to have higher education and income levels and to be socially active.

Answer: TRUE Type: TF Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

156) An innovator is an involved experienced customer who is very knowledgeable about the marketplace.

Answer: FALSE Type: TF Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

157) Early adopters share many of the same characteristics as innovators, but an important difference is the fact that they tend to shop in small boutiques that feature as-yet-unknown designers.

Answer: FALSE Type: TF Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

158) A continuous innovation describes a new version of an existing product brought out to represent a complete change from the previous version.

Answer: FALSE Type: TF Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

159) A new type of Lululemon yoga pants would be viewed as a discontinuous innovation.

Answer: FALSE Type: TF Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

160) Going from a 35 mm single-lens reflex camera to a digital camera would be mostly viewed as a dynamically continuous innovation.

Answer: TRUE Type: TF Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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161) What is an innovation?

Answer: An innovation is any product or service that consumers perceive to be new or novel in some way.

Type: ES Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

162) What are the categories of adopters?

Answer: Roughly one-sixth of the population (innovators and early adopters) are very quick to adopt new products, and one-sixth (laggards) are very slow. The other two-thirds are somewhere in the middle; these majority adopters represent the mainstream public. These consumers are interested in new things, but they do not want them to be too new. Keep in mind that the proportion of consumers falling into each category is an estimate; the actual size of each depends on such factors as the complexity of the product, its cost, and how much risk is associated with trying it.

The early majority refers to the group of consumers who are likely to adopt an innovation after it has caught on with the early adopters. They tend to adopt the new innovation before approximately half of the overall population does. They are more deliberate in their decision to adopt a new product or idea and tend to wait to ensure the innovation will truly gain a social acceptance before adopting it. The late majority are similarly deliberative in their adoption of a new product, but are more skeptical of new innovations and adopt them only after half of the population has already done so. The early and late majority often purposefully wait to adopt an innovation because they assume that its technological qualities will be improved, or that its price will fall after it has been on the market a while.

Type: ES Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

163) Explain continuous innovation with an example.

Answer: Examples may vary.

A continuous innovation refers to a modification of an existing product, as when General Mills introduced a Honey Nut version of Cheerios or Levi's promoted shrink-to-fit jeans. This type of change may be used to set one brand apart from its competitors. When a consumer adopts this kind of new product, she only has to make minor changes in her habits.

Type: ES Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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164) What is a discontinuous innovation?

Answer: A discontinuous innovation creates major changes in the way we live. Major inventions, such as the airplane, the car, the computer, and the TV set, have radically changed modern lifestyles. The personal computer supplanted the typewriter, and created the phenomenon of "telecommuters" by allowing consumers to work out of their homes. Of course, the cycle continues as new continuous innovations (e.g., new versions of software) are constantly being made for computers; dynamically continuous innovations, such as wireless computer accessories, compete for adoption, and discontinuous innovations such as self-functioning computerized robots loom on the horizon.

Type: ES Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

165) What is the effect of trialability on adoption?

Answer: Because an unknown product is accompanied by perceived high risk, people are more likely to adopt an innovation if they can experiment with it prior to making a commitment. To reduce risk, companies often choose the expensive strategy of distributing free "trial-size" samples of new products.

Type: ES Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

166) Give an example of relative advantage in the context of product adoption.

Answer: Examples may vary.

Relative advantage: Most important, the product should offer relative advantage over alternatives. The consumer must believe that its use will provide a benefit other products cannot offer. Two popular products demonstrate the importance of possessing a perceived relative advantage vis-à-vis existing products: Energizer Green Power Batteries are promoted as being better for the environment because they contain less mercury, and the Bug Chaser is a wristband containing insect repellent. Parents with young children like the Bug Chaser because it is nontoxic and doesn't stain. In contrast, the Crazy Blue Air Freshener, which was added to windshield wiper fluid and emitted a fragrance when the wipers were turned on, fizzled. People didn't see the need for the product and felt there were simpler ways to freshen their cars if they cared to.

Type: ES Skill: Application Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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167) What is an innovation? What are the types of innovations?

Answer: An innovation is any product or service that consumers perceive to be new or novel in some way.

A continuous innovation refers to a modification of an existing product, as when General Mills introduced a Honey Nut version of Cheerios or Levi's promoted shrink-to- fit jeans. This type of change may be used to set one brand apart from its competitors.

Most product innovations are of this type; that is, they are evolutionary rather than revolutionary.

Small changes are made to position the product, to add line extensions, or merely to alleviate consumer boredom. When a consumer adopts this kind of new product, he or she has to make only minor changes in her habits.

A dynamically continuous innovation is a more pronounced change in an existing product, as represented by products such as self-parking cars and credit cards that you merely have to "tap" to complete a transaction. These innovations have a modest impact on the way people do things, creating behavioural changes.

A discontinuous innovation creates major changes in the way we live. Major inventions, such as the airplane, the car, the computer, and the TV set, have radically changed modern lifestyles. The personal computer supplanted the typewriter, and created the phenomenon of "telecommuters" by allowing consumers to work out of their homes. Of course, the cycle continues as new continuous innovations such as new versions of software are constantly being made for computers, dynamically continuous innovations such as wireless computer accessories compete for adoption, and discontinuous innovations such as self-maintaining computerized robots loom on the horizon.

Type: ES Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

168) How do true innovators differ from early adopters?

Answer: Innovators are the brave souls who are always on the lookout for novel developments and will be the first to try a new offering. Just as generalized opinion leaders do not appear to exist, innovators tend to be category specific as well. A person who is an innovator in one area may even be a laggard in another. Despite this qualification, we can summarize the profile of someone who's a good candidate to be an innovator. Not surprisingly, for example, he or she tends to be a risk-taker. He or she also is likely to have relatively high educational and income levels and to be socially active.

Early adopters share many of the same characteristics as innovators, but an important difference is their degree of concern for social acceptance. Early adopters are often a target of marketers because they tend to be opinion leaders with rich social networks who can spread word of mouth to other consumers.

Type: ES Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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169) If your firm created a revolutionary digital communications product that promised to "turn world markets on its ear," what should the general content of your advertising message be?

Answer: Several factors are desirable for a new product to succeed: Compatibility: The innovation should be compatible with consumers' lifestyles. As one illustration, a manufacturer of personal-care products tried unsuccessfully several years ago to introduce a cream hair remover for men as a substitute for razors and shaving cream. This formulation was similar to that used widely by women to remove hair from their legs. Although the product was simple and convenient to use, it failed because men were not interested in a product they perceived to be too feminine and thus threatening to their masculine self-concepts.

Trialability: Because an unknown product is accompanied by perceived high risk, people are more likely to adopt an innovation if they can experiment with it prior to making a commitment.

To reduce risk, companies often choose the expensive strategy of distributing free "trial-size" samples of new products.

Complexity: The product should be low in complexity. A product that is easier to understand and use will be chosen over a competitor's. This strategy requires less effort from the consumer, and it also lowers perceived risk.

Observability: Innovations that are easily observable are more likely to spread, since this quality makes it more likely that other potential adopters will become aware of its existence. The rapid proliferation of the iPod was in part because it was easy to observe other people using it and what benefits it could provide.

Relative advantage: Most importantly, the product should offer relative advantage over alternatives. The consumer must believe that its use will provide a benefit other products cannot offer.

Type: ES Skill: Concept Objective: L13-06 The diffusion of innovation is a process whereby a new product, service, or idea spreads throughout a population.

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