CHAPTER 1
Introduction to Consumer Behaviour and the History of Consumption MULTIPLE CHOICE QUESTIONS 1. ________ is defined as individuals or groups acquiring, using, and disposing of products, services, ideas or experiences. a) Consumer behaviour b) Marketing behaviour c) Creative behaviour d) Strategic behaviour e) Organizational behaviour 2. The four main marketing-mix strategies, also known as four Ps, do NOT include ________. a) Price b) Perception c) Place d) Product e) Promotion 3. Today, marketing practitioners have adopted the ________, central to which is the requirement for organizations to identify consumer needs first and then find a way to satisfy those needs better than their competitors. a) marketing strategy b) marketing management c) marketing concept d) product concept e) product idea 4. ________ can be described as the value of a good to the consumer in terms of the usefulness it provides. a) Exchange value b) Use value c) Sign value d) Symbolic value e) Promotional value 5. The growth of trade, and more recently globalization, has been a key element in the development of consumption beyond ________. a) marketing b) national borders c) retailing d) subsistence Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
e) eating 6. Once goods are being made specifically to be bought and consumed by others, we begin to see one of the most important aspects of marketing: the relationship between production and ________. a) consumers b) consumption c) demand d) supply e) marketing 7. ________ has clearly been a feature of human society and culture since the earliest times. a) Consumption b) Marketing c) Advertising d) Technology e) Fashion 8. An interesting aspect of early consumption was the development of ________, which are laws that attempt to regulate expenditure and excessive consumption in private life, usually on moral or religious grounds. a) consumption laws b) sumptuary laws c) trade laws d) moral laws e) consumption codes 9. Adam Smith’s The Wealth of Nations, published in 1776, looked into the connection between ________. a) developed and developing nations b) individuals and society c) arts and culture d) sales and marketing e) consumption and production 10. Adam Smith made it clear that producers had a responsibility to their ________. a) consumers b) suppliers c) workers d) society e) advertisers 11. ________ was concerned that people did not recognize the value of the commodities they consumed. a) Maynard Keynes b) Adam Smith c) Karl Marx d) Thorstein Veblen e) John Stuart Mill Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
12. The first shopping arcades appeared in the late eighteenth century in ________. a) London b) Milan c) New York d) Paris e) Athens 13. Thorstein Veblen introduced the idea of ________, that acquiring goods represented a way to display one’s power, in order to compete and gain social recognition a) conscious consumption b) responsible consumption c) over consumption d) shopping e) conspicuous consumption 14. An important aspect of Thorstein Veblen’s analysis of the leisure class was their ability to be ________. a) cautious and responsible b) extravagant and wasteful c) caring and sincere d) elite and powerful e) happy and carefree 15. You are very wealthy, and pay huge amounts of money for mansions, cars, and clothes. You tend to be extravagant and even wasteful in your life, buying clothes that you rarely wear and food that you do not consume. According to Thorstein Veblen, you are part of the ________. a) working class b) leisure class c) status class d) conspicuous class e) luxury class 16. ________ refers to acquiring goods as a way to display one’s power, in order to compete and gain social recognition. a) Cumulative consumption b) Common consumption c) Careless consumption d) Conspicuous consumption e) Cautious consumption 17. With a large rural population unable to get to department stores, ________ became particularly popular in the USA at the end of the nineteenth century. a) online shopping b) strip malls c) catalogue shopping d) convenience stores e) farmers’ markets Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
18. The supermarket encouraged ________ purchasing, where customers would see an item that they had not previously been aware of or thought that they needed and put into their basket. a) responsible b) convenient c) impulse d) extravagant e) thoughtful 19. One of the most recent phenomena in retailing has been ________, which introduce a sense of urgency among consumers because of their limited lifespan. a) pop-up shops b) shopping malls c) online stores d) department stores e) box stores 20. ________ allow the brand to surprise customers and gain from the pedestrian traffic in popular downtown locations a) Online shops b) Pop-up shops c) Box stores d) Department stores e) Grocery stores 21. Freud’s psychoanalytic research suggested that people’s behaviour is often determined by ________ motives. a) selfish and exploitative b) generous and meaningful c) involuntary and ambivalent d) irrational and unconscious e) rational and conscious 22. Ernst Dichter used ________ to help companies understand some of the more irrational motives for consumers’ choices. a) motivation research b) psychoanalytic research c) neuromarketing d) leisure studies e) Keynesian economics 23. People often make choices at a ________ level and that choices do not always appear to be rational a) discrete b) superficial c) emotional d) conscious e) subconscious Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
24. ________ is the use of neuroscience techniques to observe and analyze unconscious consumer behaviour processes a) Neuromarketing b) Psychoanalysis c) Brain mapping d) Observation research e) Signal processing 25. You are part of a research team that is studying the brain’s reaction to a type of snack food. Your research uses MRI technology to map the different areas of the brain that are affected by taste, smell, texture, and sound of the snack food. Your team is engaging in ________. a) psychoanalysis b) neurological assessment c) mind marketing d) neuromarketing e) biomedical research 26. Marketers are interested in neuromarketing research because they want to access information about people’s ________. a) financial stability and disposable income b) hidden desires and preferences c) social activities and interests d) ability to rationalize and evaluate options e) conscious participation in purchasing decisions 27. ________ has been criticized for potentially serious ethical effects such as consumers’ loss of autonomy, control, and privacy. a) Psychoanalysis b) Neuromarketing c) Demographic research d) Motivation research e) Postmodern analysis 28. Categories of consumers, according to Gabriel and Lang, do NOT include ________. a) victim b) chooser c) explorer d) activist e) enforcer 29. Dagevos’s consumer “images” do NOT include ________. a) disconnected b) calculating c) traditional d) responsible e) unique Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
30. According to Gabriel and Lang’s typology of consumers, a victim ________. a) may be uneducated or unaware of choices b) uses products in new ways as a conscious rebellion c) fights against corporate greed d) creates and maintains personal and social identity through consumption e) uses goods to communicate 31. According to Gabriel and Lang’s typology of consumers, a rebel ________. a) may be uneducated or unaware of choices b) uses products in new ways as a conscious rebellion c) fights against corporate greed d) creates and maintains personal and social identity through consumption e) uses goods to communicate 32. According to Gabriel and Lang’s typology of consumers, an activist ________. a) may be uneducated or unaware of choices b) uses products in new ways as a conscious rebellion c) fights against corporate greed d) creates and maintains personal and social identity through consumption e) uses goods to communicate 33. Your consumption habits reflect your creative and artistic personality, and you tend to seek pleasure in your purchases and the emotional experiences that accompany them. According to Gabriel and Lang’s typology of consumers, you are a ________ consumer. a) explorer b) rebel c) activist d) chooser e) hedonist 34. ________ consumers do not seek a unified theme but want to explore different and separate identities to match the fragmenting markets and the proliferation of products. a) Postmodern b) Modern c) Post postmodern d) Hierarchical e) Segmented 35. As a consumer, you explore different identities and worry less about products’ use value and more about their symbolic value. Your self-concept is fluid and flexible, and your consumption habits depend largely on your social environment. In sociological terms, you are considered a ________ consumer. a) modernist b) postmodernist c) traditionalist d) consequentialist e) consumerist Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
36. Postmodernism in marketing was seen as breaking down the divide between production and consumption, leading to what is referred to as ________. a) after-market production b) connectivity of markets c) construction of consumption d) collaborative marketing e) the co-creation of value 37. ________ is concerned with people as they live in their society and culture. When applied to consumer context, this perspective tends to focus on consumer’s behaviours and practices, looking at how rituals, myths, and symbols all contribute to understanding the meaning and significance of consumption to consumers. a) Sociology b) Biology c) Psychology d) Anthropology e) Economics 38. The ________ perspective on consumption contributes insights into the social forces that influence individual and group consumption, including the social structural concepts of social class, ethnicity, gender, and lifestyles. a) psychological b) cultural c) global d) anthropological e) sociological 39. The ideas of personality, the self, and the individual, how we learn and perceive the world around us—ideas essential for the study of the consumer—are derived from ________. a) sociology b) psychology c) anthropology d) geography e) economics 40. The most influential social science in understanding consumers is ________, the scientific study of mental processes and behaviours. a) Psychology b) Sociology c) Anthropology d) Economics e) Neurobiology 41. The ________ perspective to consumer behaviour emphasizes the objectivity of science and the consumer as a rational decision-maker. a) negativist b) interpretivist c) positivist Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
d) subjectivist e) modernist 42. The ________ perspective stresses the subjective meaning of the consumer’s individual experience and the idea that any behaviour is subject to multiple interpretations rather than a single explanation. a) positivist b) negativist c) objectivist d) interpretivist e) modernist 43. The interpretivist perspective recognizes that reality is ________. a) socially constructed b) externally objective c) quantifiable d) universal e) testable 44. Interpretivist research is likely to use any of the following research methods EXCEPT ________. a) narrative analysis b) experiments c) ethnography d) unstructured interviews e) participant observation 45. Your company strives to develop a deep understanding of your customers’ lives and behaviours. In product development and market research, you tend to use unstructured interviews in order to probe more deeply into customers’ needs, desires, and expectations. Your company’s market research strategy is inspired by the ________ perspective. a) interprevist b) positivist c) modernist d) functionalist e) consumptivist
TRUE OR FALSE QUESTIONS 1. Use value is necessary for exchange value, but can be above or below exchange value for an individual buyer or seller. 2. Consumption has been a feature of human society and culture since the Industrial Revolution. 3. Adam Smith recognized that consumption could help to stimulate an economy and that luxury consumption could prevent stagnation.
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4. While product innovation has meant that consumers have more and better products to choose from, it has also led to what is often termed planned or built-in obsolescence, whereby a product has a limited life span and is regularly replaced with new version. 5. Department stores decreased the personal distance between the customer and the retailer. 6. Vance Packard raised serious concerns about the morality of motivation research, as promoted by Ernst Dichter. 7. People often make choices at a subconscious level and their choices are always rational. 8. According to Gabriel and Lang’s typology of consumers, “chooser” consumers create and maintain personal and social identity through consumption. 9. The merging of production and consumption is often described by the term conduction. 10. Neuromarketing is a research method that allows us to look more closely at responses to marketing stimuli.
SHORT ANSWER QUESTIONS 1. Define consumer behaviour and explain why it is important for marketers 2. Explain the development and role of sumptuary laws during early consumption. 3. Describe Thorstein Veblen’s idea of conspicuous consumption and explain why he was concerned about it. 4. Explain how the development of supermarket introduced most extreme form of personal distance between the customer and the retailer. 5. Define “neuromarketing” and explain how it helps marketers. 6. Explain why sensor technology of eye-tracking is useful for marketers. 7. Explain the early attempts to classify consumers. 8. Describe the rebel type of consumers, according to Gabriel and Lang’s typology. 9. Describe the activist type of consumers, according to Gabriel and Lang’s typology. 10. Explain the role of co-creation of value in breaking down the divide between production and consumption.
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FILL IN THE BLANK QUESTIONS 1. According to Karl Marx, once goods lost the link with their nature of production and their use value, they took on a mysterious quality that he termed ________. 2. American economist Thorstein Veblen introduced the idea of ________, that acquiring goods represented a way to display one’s power, in order to compete and gain social recognition. 3. ________ purchasing was encouraged by the supermarket, where customers would see an item that they had not previously been aware of or thought that they needed and put it into their basket. 4. ________ is the use of neuroscience techniques to observe and analyze unconscious consumer behaviour processes. 5. ________ consumers want to explore different and separate identities to match the fragmenting markets and the proliferation of products.
ESSAY QUESTIONS 1. Explain the differences among exchange value, use value, and sign value, and include an example to explain their importance in consumer behaviour with example. 2. Describe in detail the key trends in development of shopping. 3. Describe in detail how neuromarketing is impacting research in consumer behaviour. 4. Describe in detail the classification of consumers proposed by Gabriel and Lang. 5. Describe in detail the qualities of a postmodern consumer.
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Answer Key MULTIPLE CHOICE QUESTIONS 1. a (p. 3) 2. b (p. 3) 3. c (p. 3) 4. b (p. 3) 5. d (p. 5) 6. b (pp. 4–5) 7. a (p. 5) 8. b (p. 5) 9. e (p. 5) 10. a (p. 6) 11. c (p. 6) 12. d (p. 6) 13. e (p. 8) 14. b (p. 8) 15. b (p. 8)
16. d (p. 9) 17. c (p. 10) 18. c (p. 11) 19. a (p. 11) 20. b (p. 13) 21. d (p. 14) 22. a (p. 15) 23. e (p. 17) 24. a (p. 17) 25. d (p. 17) 26. b (p. 18) 27. b (p. 20) 28. e (p. 21) 29. a (p. 21) 30. a (p. 21)
TRUE OR FALSE QUESTIONS 1. 2. 3. 4.
T (p. 3) F (p. 5) T (p. 6) T (p. 8)
5. 6. 7. 8.
F (p. 11) T (p. 16) F (p. 17) F (p. 21)
SHORT ANSWER QUESTIONS
31. b (p. 21) 32. c (p. 21) 33. e (p. 21) 34. a (pp. 21–22) 35. b (pp. 21–22) 36. e (p. 23) 37. d (p. 24) 38. e (p. 25) 39. b (p. 25) 40. a (p. 25) 41. c (p. 25) 42. d (p. 26) 43. a (p. 26) 44. b (p. 26) 45. a (p. 26)
9. F (p. 23) 10. T (p. 25)
1. Consumer behaviour is defined as “individuals or groups acquiring, using, and disposing of products, services, ideas or experiences.” Marketing practitioners have adopted the marketing concept, central to which is the requirement for organizations to identify consumer needs first and then find a way to satisfy those needs better than their competitors. Thus, marketers must recognize the factors that shape and influence people’s behaviour in different environments. (p. 3) 2. One of the important aspects of early consumption was the development of sumptuary laws, which are laws that attempt to regulate expenditure and excessive consumption in private life, usually on moral or religious grounds. Sumptuary laws have played a role in many countries as a way of regulating people’s expenditure and curbing conspicuous consumption. (p. 5) 3. American economist Thorstein Veblen introduced the idea of conspicuous consumption, that acquiring goods represented a way to display one’s power, in order to compete and gain social recognition. Veblen was concerned with the very wealthy and how they consumed and compared themselves with one another through their mansions, furnishings, carriages, and clothes. The possession of goods signified esteem; without them, an individual was no one. An important aspect of Veblen’s analysis of this leisure class was their ability to be extravagant and wasteful; they could pay huge amounts of money for clothes that they would rarely wear or food that they would not consume. (p. 8) 4. The most extreme form of personal distance between the customer and the retailer started after the development of supermarket in the USA in the 1930s with the introduction of self-service. Customers were required to find what they wanted in the store and place their shopping in a cart, Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
which was able to carry more than the traditional basket, thus encouraging more purchasing. The aisles enticed consumers to wander, signalling that even grocery shopping no longer needed to be purely functional but could be something more akin to leisure. The presence of goods and their apparent easy availability, such that the shopper could pick them up without having to ask an assistant, was an important feature. (p. 11) 5. Neuromarketing is a new field of marketing research that uses brain-imaging techniques such as fMRI (functional magnetic unconscious imaging) to identify brain activity through changes in blood flow. Neuromarketing uses neuroscience techniques to observe and analyze unconscious consumer behaviour processes. It directly examines how the brain works and the choices it makes without requiring the consumer to participate consciously. (p. 17) 6. The sensor technology of eye-tracking traces eye movement and determines the level of focus on, for example, different parts of an ad. It is useful in the development of advertising. (p. 19) 7. Early attempts to classify consumers centred on classic demographic variables such as age, gender, occupation, nationality, and income with efforts aimed at facilitating the segmentation and targeting of products and brands to different consumer needs. Increasingly it became clear that consumers are more sophisticated in the manner in which they respond to marketing, product innovations, pricing, advertising, promotions, and offers. This, in turn, has led to a range of new attempts to classify types of consumers based on psychographics or consumer’s psychological profiles. (p. 20) 8. Rebel type of consumers are those who use products in new ways as conscious rebellion. This can include consuming differently, or less, or boycotting, and can also refer to active rebellion (joyriding, looting, taking over consumption spaces, etc.) (p. 21) 9. Activist type of consumers are the consumers involved in co-operative movement, the value-for-money movement, especially fighting against corporate greed and political activism, seeking more ethical consumption. (p. 21) 10. Postmodernism in marketing was seen as breaking down the divide between production and consumption, leading to what is referred to as the co-creation of value whereby consumers play a constructive and value-creating role not only in consumption but also in production, by creating their own products or taking a collaborative part in production through connections with the firm. (p. 23)
FILL IN THE BLANK QUESTIONS 1. 2. 3. 4. 5.
the fetishism of commodities (p. 6) conspicuous consumption (p. 8) Impulse (p. 11) Neuromarketing (p. 17) Postmodern (pp. 21–22)
ESSAY QUESTIONS
1. A good answer will include the definition or meaning of exchange value, use value, and sign value with an example for each of those concepts. (pp. 3–4) 2. Answers will include explanation on how a greater variety of shopping sites began to appear in the nineteenth century. Answers should include how new ways to shop were developed by department stores and how supermarkets introduced self-service that impacted shoppers. A good answer will include explanation on today’s diverse shopping environment, as well. (pp. 10–14) 3. The answer will include description of the field of neuromarketing and its use in analyzing unconscious consumer behaviour process. A good answer will include a description of how Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and sensor technology is being used to create a positive impact in key areas of business and marketing. (pp. 17–20) 4. The answer will include description of the nine types of consumers defined by Gabriel and Lang. The nine types are chooser, communicator, explorer, identity-seeker, hedonist/artist, victim, rebel, activist, and citizen. (pp. 20–21) 5. Postmodernism represents a critique of modernism and a deconstruction of its rigid hierarchies. Answers will explain this tendency of contemporary consumers to defy rigid classifications and to explore multiple different and separate identities. A good answer will include comparison of modernist and postmodernist perspectives. (pp. 21–23)
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CHAPTER 2
Contemporary Perspectives on Consumer Behaviour MULTIPLE CHOICE QUESTIONS 1. Traditionally, economists have seen consumers from a(n) ________ perspective, which presents consumers as behaving rationally and making logical decisions about their consumption based in factors such as price and quality, in order to maximize their outcomes. a) contextual b) optimized c) emotional d) rational e) critical 2. ________ economics focuses on the contexts of decisions, placing emphasis on the environment within which consumption choices take place. a) Social b) Micro c) Behavioural d) Macro e) Critical 3. According to Kahneman, when in the ________ mode, you are operating routinely with little effort and no feeling of voluntarily being in control. a) automatic b) mechanical c) neutral d) reflective e) critical 4. According to Kahneman, when in the ________ mode, a person gives effortful attention to a mental activity. a) automatic b) mechanical c) critical d) neutral e) reflective 5. You are walking home late at night down a dark path. It is very quiet, but suddenly you hear a loud noise. You jump and turn around quickly. When you react, you are operating in the ________ mode. a) reflective b) automatic Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
c) purposeful d) predictable e) rational 6. ________ are gentle pushes towards a particular behaviour that do not take freedom of choice away. a) Nudges b) Prompts c) Reflections d) Hints e) Gimmicks 7. Schiphol Airport in Amsterdam etched the image of a house fly into its men’s urinals to help reduce unnecessary spillage. This is an example of ________. a) mental accounting b) choice architecture c) loss aversion d) priming e) behavioural economics 8. Canadians are the top collectors of loyalty points in the world and are great example of how well ________ work. a) tricks b) gimmicks c) beliefs d) norms e) nudges 9. Canadians follow loyalty incentives, forgetting that it makes them focus less on the ________ of products. a) price b) desirability c) importance d) quality e) bundle 10. ________ are informal rules that govern behaviour. a) Gimmicks b) Attitudes c) Norms d) Beliefs e) Nudges 11. ________ accounting takes place when individuals allocate funds into separate, non-transferable categories to which they may assign different levels of importance. a) Financial b) Mental c) Behavioural Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
d) Practical e) Critical 12. You have $100 left from your paycheque until the end of the month and you have to pay for gas, a couple of lunches, and a special gym workshop. You know that you cannot afford to buy the expensive shoes you had your eye on. By keeping track of your income and spending, you are engaging in ________. a) leisure spending b) fiscal responsibility c) mental accounting d) material budgeting e) careful saving 13. ________ refers to how we generally dislike losses more than we like gains of an equivalent amount. a) Failure avoidance b) Loss aversion c) Incentive d) Reverse incentive e) Loss effect 14. The endowment effect shows that people ________ things they own. a) appreciate b) undervalue c) dislike d) protect e) overvalue 15. The endowment effect is a form of ________ effect. a) solo ownership b) collective ownership c) ownership d) mere ownership e) single ownership 16. Infants and toddlers exhibit the ________ effect when they develop strong feelings of ownership after holding a toy. a) single touch b) solo touch c) love touch d) mere touch e) imagining touch 17. As consumers, we are often the losers because of our inertia, while companies gain from an understanding of ________. a) faults b) expectations c) needs Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
d) wants e) defaults 18. ________ is the alteration of a person’s feelings, beliefs, and behaviour when exposed to certain sights, words, sensations, or activities. a) Smiling b) Priming c) Emoting d) Acting e) Buying 19. Marketers and political leaders may use ________ to try to control a population or induce a particular kind of behaviour. a) priming b) declaration c) announcement d) broadcasting e) proclamation 20. A(n) ________ reaction to a product, environment, or situation involves a general evaluation of liking, disliking, loving, or hating. a) experiential b) default c) affective d) cognitive e) rational 21. ________ are distinctive feeling states that are associated with particular things, events, or situations. a) Emotions b) Moods c) Beliefs d) Values e) Desires 22. ________ are general feeling states, usually described as good or bad, that are not often associated with a particular event. a) Emotions b) Beliefs c) Values d) Moods e) Desires 23. The theory of dimensional approach to emotions places ________ along the dimensions of valence (pleasant or unpleasant) and level of psychological activation or arousal (high or low). a) moods b) rationalizations c) emotions Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
d) decisions e) behaviours 24. ________ looks closely at situations that give rise to emotions and how these situations are cognitively evaluated and responded to. a) Replicability theory b) Behavioural economics c) Consumer culture theory d) The dimensional approach to emotions e) Cognitive appraisal theory 25. Within cognitive appraisal theory, outcome desirability happens when ________. a) an experience produces joy b) a particular event is perceived as likely c) emotional reactions are seen in the context of consumer goals and whether a situation is congruent or consistent with one’s goal now or in the future d) a circumstance produces a particular result e) an event is seen as just 26. Within cognitive appraisal theory, agency happens when ________. a) an experience produces joy b) a particular event is perceived as likely c) emotional reactions are seen in the context of consumer goals and whether a situation is congruent or consistent with one’s goal now or in the future d) a circumstance produces a particular result e) an event is seen as just 27. Within cognitive appraisal theory, fairness happens when ________. a) an experience produces joy b) a particular event is perceived as likely c) emotional reactions are seen in the context of consumer goals and whether a situation is congruent or consistent with one’s goal now or in the future d) a circumstance produces a particular result e) an event is seen as just 28. Within cognitive appraisal theory, fairness happens when ________. a) an experience produces joy b) a particular event is perceived as likely c) emotional reactions are seen in the context of consumer goals and whether a situation is congruent or consistent with one’s goal now or in the future d) a circumstance produces a particular result e) an event is seen as just 29. As you set out on your dream vacation, you accidentally sit in the wrong seat as you board your flight and argue with another passenger about it. You quickly apologize to the passenger and remain quiet for the rest of the flight to avoid drawing attention to yourself. On your connecting flight, you ensure that you check your seat twice to avoid a similar conflict. Your actions are driven by ________. Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
a) worry b) anger c) pride d) embarrassment e) happiness 30. Emotions are not separate from ________; they are a form of thinking, and they can be quite effective at orienting our responses. a) reaction b) mind c) understanding d) cognition e) memory 31. ________ is a dark emotion of experiencing joy from someone else’s pain. a) Dark joy b) Bad joy c) Schadenfreude d) Schadenjoy e) Badfreude 32. A consumer might experience ________ when a rude server gets fired. a) Schadenfreude b) Sympathy c) Sadness d) Anger e) Satisfaction 33. Holbrook and Hirschman sought to shift emphasis from the consumer as rational decision-maker to consumer as ________. a) experience-seeker b) involuntary-consumer c) aggressive-consumer d) disconnected-adopter e) avoidance-seeker 34. According to Arnould et al., the pre-consumption experience involves ________. a) the choice process and the interaction with the service setting b) the sensation of consumption and whether we feel good about it c) ending the interaction d) reliving the past experience and classifying this experience among others e) searching for, planning, and imagining the experience 35. According to Arnould et al., the remembered consumption and the nostalgia experience experience involve ________. a) the choice process and the interaction with the service setting b) the sensation of consumption and whether we feel good about it c) ending the interaction Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
d) reliving the past experience and classifying this experience among others e) searching for, planning, and imagining the experience 36. Your marketing firm’s client is a new full-service gym. You know that consumers’ satisfaction at the gym is as much about their emotions and the sensation of consumption as it is about the equipment, classes, and amenities of the gym itself. In your marketing strategy for the gym, your firm should engage in ________ marketing. a) experiential b) practical c) consumptive d) experimental e) investigational 37. ________ theory aims to capture an approach to the study of consumers that emphasizes the social and cultural aspects of consumption. a) Consumer behaviour b) Consumer action c) Marketing concept d) Consumer culture e) Community culture 38. Your research into food shopping behaviour focuses not just on what happens when a consumer looks at a shelf in the store, but also on the various practices around food shopping, including menu planning, list making, domestic storage availability and use, family routines and practices around shopping, and cooking arrangements, in order to develop a full account of how these various aspects of shopping come to influence the acts of purchasing food. Your research integrates ________ theory. a) postmodernist b) consumer culture c) cognitive appraisal d) evolutionary e) attitude 39. Within consumer culture theory, the socio-historic patterning of consumption focuses on ________. a) how consumers seek to develop their identity through their consumption behaviour b) how the institutions and social structures in our lives influence consumption c) how consumers make sense of marketing messages and develop responses to them d) how consumers interact with the marketplace e) how consumers become influencers and producers of culture 40. Within consumer culture theory, mass-mediated marketplace ideologies focus on ________. a) how consumers seek to develop their identity through their consumption behaviour b) how the institutions and social structures in our lives influence consumption c) how consumers make sense of marketing messages and develop responses to them d) how consumers interact with the marketplace e) how consumers become influencers and producers of culture Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
41. Within consumer culture theory, ________ is a form of structured self-reflection, and has been used to examine a range of consumption practices. a) narrative analysis b) ethnography c) self-research d) inquiry e) introspection 42. ________ psychology is a theoretical lens that seeks to explain the development of the brain and psychological mechanisms as useful adaptations to environments that helped our ancestors survive. a) Social b) Evolutionary c) Consumer d) Market e) Revolutionary 43. Males of different species, including humans, engage in ________—flashy presentations of themselves in order to attract mates. a) peacocking b) flirting c) seduction d) teasing e) show off 44. ________ are those consumers who have grown up surrounded by computers, cell phones, and digital technology. a) Digital immigrants b) Digital players c) Technology experts d) Digital natives e) Technology naturals 45. ________ are those who have not grown up surrounded by computers, cell phones, and digital technology. a) Digital immigrants b) Digital newcomers c) Technology learners d) Senior consumers e) Technology newcomers
TRUE OR FALSE QUESTIONS 1. Behavioural economics is the study of multiple factors of consumption decisions within the consumer environment that seeks to explain rational behaviours.
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2. Nudges are gentle pushes towards a particular behaviour that take freedom of choice away. 3. Mental accounting takes place when individuals allocate funds into separate, non-transferable categories to which they may assign different levels of importance. 4. Feeling happy makes you smile, and just smiling can make you feel happier. This kind of association is a form of priming. 5. Consumers do not like products and experiences that make them feel emotions. 6. Affect and cognition are independent from each other. 7. Sports fans can feel schadenfreude when seeing a rival team lose a game. 8. Ethnography is a quantitative research method that aims to understand the cultural phenomena reflecting the knowledge and meaning systems associated with the everyday life of a cultural group. 9. The term peacocking reflects the biological roots of the flashy behaviours displayed by men in order to impress and attract mates. 10. All consumers are the same when it comes to their relationships with computers, the Internet, and social media.
SHORT ANSWER QUESTIONS 1. Explain the importance of behaviour economics in understanding how we assess the costs and benefits of our choices. 2. Define nudges. Use an example to explain how nudges help change consumer behaviour. 3. Explain mental accounting. Illustrate your understanding with an example. 4. Explain default and provide an example of how marketers gain from an understanding of defaults 5. Explain outcome desirability in the context of cognitive appraisal theory and illustrate your understanding with an example. 6. Explain schadenfreude. Illustrate your understanding with an example. 7. Describe the consumer identity projects theme within the context of consumer culture theory. Illustrate your understanding with an example. 8. Describe the marketplace culture theme within the context of consumer culture theory. Illustrate your understanding with an example. 9. Define evolutionary psychology and explain the forces through which the evolution progresses. Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
10. Explain why companies have a major presence on social networking sites.
FILL IN THE BLANK QUESTIONS 1. Choice ________ is a method of changing how choices are presented in order to influence consumer behaviour. 2. Norms can be defined as informal rules that govern ________. 3. The endowment effect shows that people ________ things they own. 4. ________ is a general term that encompasses feelings, moods, and emotions. 5. Digital ________ are those consumers who have grown up surrounded by computers, cell phones, and digital technology.
ESSAY QUESTIONS 1. Describe in detail how companies try to change behaviour through use of incentives. 2. Describe in detail the four stages of consumption experience proposed by Arnould et al. 3. Explain consumer culture theory and explain at least two research methods that are favoured in this approach. 4. Explain in detail the four themes of consumer culture theory. 5. Write an essay on mobile technology and consumer behaviour.
Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
Answer Key MULTIPLE CHOICE QUESTIONS 1. d (p. 36) 2. c (p. 36) 3. a (p. 36) 4. e (p. 37) 5. b (pp. 36–37) 6. a (p. 37) 7. b (p. 37) 8. e (p. 38) 9. d (p. 38) 10. c (p. 38) 11. b (p. 38) 12. c (pp. 39–40) 13. b (p. 40) 14. e (p. 41) 15. d (p. 41)
16. d (p. 41) 17. e (p. 41) 18. b (p. 44) 19. a (p. 44) 20. c (p. 45) 21. a (p. 46) 22. d (p. 46) 23. c (p. 46) 24. e (p. 46) 25. c (p. 46) 26. d (p. 46) 27. e (p. 47) 28. b (p. 47) 29. d (p. 47) 30. d (p. 48)
TRUE OR FALSE QUESTIONS 1. 2. 3. 4.
F (p. 36) F (p. 37) T (p. 38) T (p. 44)
5. 6. 7. 8.
F (p. 46) F (p. 47) T (p. 48) F (p. 51)
SHORT ANSWER QUESTIONS
31. c (p. 48) 32. a (p. 48) 33. a (p. 48) 34. e (p. 49) 35. d (p. 49) 36. a (p. 49) 37. d (p. 50) 38. b (p. 50) 39. b (p. 51) 40. c (p. 51) 41. e (p. 51) 42. b (p. 52) 43. a (p. 54) 44. d (p. 56) 45. a (p. 56)
9. T (p. 54) 10. F (p. 56)
1. Human behaviour is more complex in terms of how we assess the cost and benefits of our choices. Behaviour economics focuses on the contexts of decisions, placing emphasis on the environment within which consumption choices take place. The behavioural economics perspective recognizes different modes of behaving, and how these influence our behaviour in different ways. (p. 36) 2. Nudges are gentle pushes towards a particular behaviour that do not take away freedom of choice. Instead they usually require only minor changes to the consumption environment to attract people’s attention; for example, a school cafeteria might prominently place fresh fruit and make cookies still available, but less visible to encourage children to opt for a more healthful option. A good answer will explain the relationship of nudges with choice architecture. The answer may have another similar example. (p. 37) 3. Mental accounting takes place when individuals allocate funds into separate, non-transferable categories to which they may assign different levels of importance. For example, if you have $100 left from your pay cheque until the end of the month, and you have to pay for gas, a couple of lunches, and a special gym workshop, it is unlikely that you will think that you can also afford to go on shopping spree. It is as if you run separate tabs in your mind about what the money is for. Answer may include another similar example. (p. 40) 4. A default is a presented option without an active choice. Default behaviour relies on our inertia, i.e., it is more bothersome to have to do something than to remain with status quo. Yet consumers are often the losers because of inertia, while companies gain from an understanding of defaults. For example, many people do not cancel subscription services after the free period, and thus begin Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
paying for them. Answers may include other similar example. (p. 41) 5. Outcome desirability happens when emotional reactions are seen in the context of consumer goals and whether a situation is congruent or consistent with one’s goal now or in the future. For example, you might wake up one morning and discover that it is snowing. Your emotional reaction will depend on how you evaluate this event. If snow has no relations to your plans, but you like snow and hope for a white Christmas, observing snowflakes might put you in a peaceful state. If you enjoy snowboarding, show will be consistent with your goal and you will feel elated and joyful. If you need to catch a flight that morning, your emotion could be annoyance or worry, as it might mean potential flight delays. Answer may include another similar example. (p. 46) 6. Schadenfreude is a dark emotion of experiencing joy from someone else’s pain. A consumer might experience schadenfreude when a rude server gets fired. Answers may include another similar example. (p. 48) 7. Consumer identity projects have focused on consumers seeking to develop their identity through their consumption behaviour. Identity projects relate to the idea that throughout our life we are engaged in a process of construction of a story of ourselves, and we use consumption to mark this story. A good answer will include an example similar to the example in the textbook. (p. 51) 8. Marketplace cultures focuses on how consumers interact with the marketplace, how their particular consumption needs are served by it, and how consumers become influencers and producers of culture. Nightclubs provide a good illustration of a marketplace culture—the fashions and trends in music, styles of dancing, clothes worn, and drinks and drugs consumed are influenced and shaped by both clubbers and club promoters. Answers may include another similar example. (p. 51) 9. Evolutionary psychology is a theoretical lens that seeks to explain the development of the brain and psychological mechanisms as useful adaptations to environments that helped our ancestors survive. Evolution progresses through the forces of natural selection (survival advantage of organisms through better physical and behavioural adaptations to their environment) and sexual selection (reproductive advantages based on attractiveness features, aiding survival of offspring). (p. 52) 10. Companies have a major presence on social networking sites because this allows them to interact with their current and potential consumers in ways that are different from traditional advertising. Games, competitions, quizzes, and other interactive approaches enable an engagement with consumers that would not be possible in other media. Social networking sites have been important in terms of two-way rather than one-way conversations. (p. 56)
FILL IN THE BLANK QUESTIONS 1. 2. 3. 4. 5.
architecture (p. 37) behaviour (p. 38) overvalue (p. 41) Affect (p. 45) natives (p. 56)
ESSAY QUESTIONS
1. The answer will include description of loss aversion aspect of human behaviour and how companies try to change behaviour through the use of incentives. The answer will also include descriptions of concepts; endowment effect, mere ownership effect, and mere touch effect with explanation on their relationship with loss aversion. A good answer will include examples similar to examples in the textbook. (p. 40) Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
2. The answer will include description of following four stages: pre-consumption experience, purchase experience, core consumption experience, and remembered consumption and the nostalgia experience. A good answer will include an example. (p. 49) 3. Consumer culture theory aims to capture an approach to the study of consumers that emphasizes the social and cultural aspects of consumption. Answer will include explanation on how the consumer culture theory approach places consumers in a wider context. In addition, the answer will include description of at least two of the following three research methods: ethnography, introspection, and narrative analysis. (p. 50) 4. The answer will include explanation of following four consumer culture themes: consumer identity projects, marketplace cultures, the socio-historic patterning of consumption, and mass-mediated marketplace ideologies and consumer’s interpretive strategies. A good answer will include description with example similar to the description and example in the textbook. (p. 51) 5. A good answer will describe most of the following themes: the rise of mobile technology and social media, consumers communicate with one another without control by companies, companies can also create platforms for consumers to engage with, presence of companies on social media, importance of apps, opportunities for companies for two-way communication, consumers are not same when it comes to their relationship with computers, digital natives versus digital immigrants. (p. 56)
Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
CHAPTER 3
The Perceptual Process MULTIPLE CHOICE QUESTIONS 1. ________ are any objects or events that are capable of eliciting a sensory or behavioural response in an organism. a) Exposures b) Incentives c) Catalysts d) Stimuli e) Tranquilizers 2. Is marketing, they say that “________.” a) truth is objective b) reality is true c) perception is universal d) reality is objective e) perception is reality 3. ________ ensures that the stimulus is in the appropriate place for consumers to have access to it. a) Memory b) Belief c) Exposure d) Perception e) Knowledge 4. Consumers can limit their own exposure to stimuli, a form of ________ exposure that is the active seeking and avoidance of stimuli. a) selective b) limited c) isolated d) unavoidable e) avoided 5. You are hungry, and you notice food ads everywhere. This is an example of ________. a) selective exposure b) perceptual vigilance c) perceptual defence d) fear appeal e) rational appeal 6. People tend to activate ________ in response to charity advertising, because they cannot contribute to the charity but do not want to think of themselves as unsympathetic. a) perceptual mapping Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
b) perceptual vigilance c) perceptual acceptance d) perceptual offence e) perceptual defence 7. ________ appeal is often used to illustrate the danger of sun exposure, smoking, unprotected sex, and unsafe driving. a) Fear b) Sex c) Humour d) Envy e) Rational 8. ________ appeal in an ad not only provides a buffer to cut through a potential resistance to the message, but also makes viewers want to send the link to their friends, thus increasing the number of people exposed to the ad. a) Fear b) Humour c) Sex d) Rational e) Envy 9. We receive ________ through eyes, ears, nose, mouth, and skin. a) beliefs b) perceptions c) attitudes d) sensations e) ideas 10. Controllable sensory characteristics of a retail space, such as layout, design, lighting, smells, and sounds that are designed to influence consumer’s moods and behaviours is known as ________. a) directions b) atmospherics c) sensations d) perceptions e) influences 11. Levine suggests that sight, or visual attention, accounts for about ________ of human perception a) 20 per cent b) 40 per cent c) 60 per cent d) 80 per cent e) 90 per cent 12. There is a strong ________ aspect to how colours are perceived, and it is important for companies operating in international contexts to be aware of this. a) political b) universal Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
c) cultural d) economical e) legal 13. Ads of products using ________ appeal work well with romantic movies, which create a motivation to stand out from the crowd. a) humour b) fear c) belongingness d) uniqueness e) rational 14. Ads with ________ appeal are effective when placed within scary movies because viewers feel the need for others. a) belongingness b) humour c) uniqueness d) rational e) fear 15. Many stores and restaurants play music because music creates ________. a) understanding b) memory c) emotions d) knowledge e) relationship 16. Smells can elicit emotions in relation to ________, and so certain smells can evoke nostalgic thoughts. a) belief b) attitude c) buying d) decision e) memory 17. Some Asian banks use ________ to convey an up-market, high-quality, and warm feel for its customers, thus enhancing their experiences in the branch and ultimately developing greater brand loyalty. a) fragrances b) plants c) sound d) music e) uniforms 18. ________ is an important, but underrated, sense a) Sight b) Touch c) Scent Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
d) Sound e) Taste 19. Seeing colours when you hear music is an example of ________. a) empathy b) intuition c) hypersensitivity d) synaesthesia e) hyperpalatability 20. ________ is a neurological perceptual condition in which the stimulation of one sense involuntarily triggers another. a) Union b) Synaesthesia c) Excitement d) Fusion e) Sensation 21. The ________ sensory threshold is the minimum amount of stimulation that can be picked up by any of our senses. a) differential b) minimum c) universal d) absolute e) maximum 22. The visual or auditory advertising presented below the absolute threshold of perception is known as ________ advertising. a) commercial b) product c) subliminal d) weak e) ethical 23. The ________ sensory threshold is the point at which we notice a difference between two stimuli. a) absolute b) universal c) maximum d) minimum e) differential 24. In perceptual terms, the ________ noticeable difference is the minimum change in a stimulus needed to be noticed by the majority of people. a) least b) just c) most d) average e) right Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
25. ________ tells us that the stronger the initial stimulus, the more difference required for the change to be noticed. a) Synaesthesia b) Zeigarnik effect c) Pareto law d) Amara’s law e) Weber’s law 26. You are a graphic designer for a popular brand of breakfast cereal. You are tasked with redesigning the packaging while maintaining the distinctiveness and familiarity of the original packaging. In order to complete this assignment, you will want to be aware of ________. a) the just noticeable difference b) the absolute threshold c) subliminal advertising d) the Zeigarnik effect e) selective exposure 27. ________ is the extent to which people’s awareness of a stimulus diminishes over a period of time. a) Adaptation b) Appreciation c) Attention d) Synaesthesia e) Novelty 28. If you consume potato chips day after day, your taste buds gradually lose the ability to tell that the chips are “too salty.” This is an example of ________. a) appreciation b) novelty c) attention d) adaptation e) subliminal advertising 29. Berns et al. define ________ as a deviation from the expected likelihood of an event on the basis of both previous information and internal estimates of conditional probabilities. a) novelty b) innovation c) newness d) creativity e) special 30. Advertisers often use a combination of sound and visually arresting images to aid ________. a) purchase b) recall c) research d) disposal e) consumption Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
31. The use of ________ to gain attention is perhaps the most interesting and controversial way in which advertisers gain awareness. a) shock b) politics c) fear d) creativity e) animals 32. In Gestalt psychology, the principle of closure is ________. a) how things that are dissimilar are perceived to be unrelated b) how things that are similar to one another are perceived to be more related than those that are dissimilar c) when things seen close together are perceived to be more related than things seen farther apart d) the tendency for people to fill in the missing elements of an incomplete picture e) the tendency to distinguish the prominent element as the figure, and the context in which it is seen as the ground 33. ________ is a phenomenon of superior memory for unfinished tasks that invoke some tension motivating us to complete them. a) Synaesthesia b) Zeigarnik effect c) Pareto law d) Amara’s law e) Weber’s law 34. Your company manufactures a line of facial lotions and beauty products. The company decides to extend its product line, adding a new anti-wrinkle lotion. When designing the packaging of the new lotion, your company decides to maintain the design of the existing product line so that consumers can easily categorize the new product as part of the existing brand. This decision is inspired by what is known in Gestalt psychology as the principle of ________. a) closure b) similarity c) proximity d) figure e) ground 35. ________ is the place a brand or product occupies in consumer’s minds. a) Positioning b) Image c) Value d) Affection e) Loyalty 36. ________ effectively provide(s) managers with a map of how consumers view the products and brands in the market in comparison with other brands, and also in relation to how the company sees the brands and their attributes. a) Brand positioning b) Mental maps Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
c) Perceptual maps d) Positioning strategy e) Market research 37. Your company wants to visualize where their brand lies in the market against its competition. They may want to use a ________. a) connection grid b) purchase graph c) consumer grid d) perceptual map e) mental map 38. Sales of your company’s product have been falling, and the company decides that it needs to update its marketing strategy to ensure that it still hits the mark with the target audience. This is an example of ________. a) perceptual mapping b) repositioning c) perceived risk d) price perception e) semiotics 39. In its marketing, your toothpaste company shows the consequences that plaque may bring about, amplifying consumers’ fears and worries about the risks of tooth decay. In order to encourage customers to buy your brand of toothpaste, you are seeking to heighten the consumers’ ________. a) perceptual vigilance b) sensory overload c) synaesthesia d) just noticeable difference e) perception of risk 40. Physical risk is a type of perceived risk that considers the perception of ________. a) how much time a consumer will lose on buying or learning to use a product b) how a product may impact a consumer’s self-image c) how well a product will perform its expected task d) how much harm a product or service might cause e) how a product may impact a consumer personally and socially 41. John Adams found that the compulsory wearing of seat belts in 18 countries resulted in some cases in an increase in road accident deaths. His conclusion is that a process known as risk ________ occurs where consumers adjust their behaviour in response to levels of perceived risk. Drivers may become less careful when they wear a seat belt as they exaggerate the protective power of it. a) substitute b) avoidance c) compensation d) taking e) adjustment 42. ________ risk is the risk that reflects an individual’s perception of themselves. Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
a) Financial b) Psychological c) Physical d) Social e) Time 43. ________ reduction may result in capture of larger share of the market, it can also change consumers’ perceptions of the brand and reduce its perceived status. a) Design b) Colour c) Function d) Quantity e) Price 44. ________ is a study of links between signs and symbols and the meanings they signify and convey. a) Semiotics b) Atmospherics c) Synaesthesia d) Schema e) Alliteration 45. When you think of the colour red, you think of Christmas. When Zhang, who is from China, thinks of the colour red, he thinks of weddings. When Sarah, who is from South Africa, thinks of the colour red, she thinks of a funeral. The differences in the way you, Zhang, and Sarah interpret the colour red can be explained by the study of ________. a) semiotics b) atmospherics c) psychology d) conditioning e) cognition
TRUE OR FALSE QUESTIONS 1. How stimuli are perceived is vital for our understanding of consumer behaviour and integral to developing successful products and effective marketing campaigns. 2. Showing the scariest consequences is the best way to make consumers realize that they need to change their habits. 3. We have preferences for certain colours or tastes, or we may associate particular smells with happy or sad moments in our past. 4. More than ever people want to touch the things that they are going to buy, and yet online environments make it less possible. 5. Our taste preferences remain same as we grow older. Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
Answer Key MULTIPLE CHOICE QUESTIONS 1. b (p. 216) 2. a (p. 216) 3. d (p. 216) 4. c (p. 216) 5. e (p. 217) 6. d (p. 217) 7. a (p. 217) 8. c (p. 219) 9. d (p. 219) 10. b (p. 219) 11. b (p. 223) 12. c (p. 223) 13. e (p. 225) 14. a (p. 225) 15. c (p. 226)
16. c (p. 226) 17. e (p. 226) 18. d (p. 226) 19. d (p. 227) 20. e (p. 227) 21. c (p. 231) 22. a (p. 232) 23. e (p. 232) 24. d (p. 232) 25. a (p. 232) 26. d (p. 233) 27. a (p. 233) 28. e (p. 234) 29. b (p. 236) 30. d (p. 237)
TRUE OR FALSE QUESTIONS 1. 2. 3. 4.
T (p. 216) F (p. 219) T (p. 225) F (p. 226)
5. 6. 7. 8.
T (p. 227) F (p. 231) T (p. 232) T (p. 237)
SHORT ANSWER QUESTIONS
31. e (p. 237) 32. a (p. 237) 33. b (p. 237) 34. a (p. 238) 35. c (p. 239) 36. e (p. 239) 37. b (p. 239) 38. a (p. 239) 39. c (p. 240) 40. a (p. 240) 41. b (p. 240) 42. a (p. 240) 43. c (p. 241) 44. a (p. 242) 45. a (p. 242)
9. F (p. 239) 10. T (p. 242)
1. In a low-involvement decision, the consumer uses beliefs formed from passive learning to make his or her choice. Passive learning is the effortless acquisition of knowledge unrelated to immediate goals. An important aspect of passive learning is an absence of resistance to what is learned. Thus, even under low consumer interest and low-involvement conditions, advertising could produce behaviour resulting in a purchase. (p. 217) 2. Consumers’ levels of involvement depend on how relevant the purchasing decision is to them. Different people exhibit varying levels of involvement with regard to the same product because of differences in personality, socio-economic factors, demographic factors, previous experience, and the product’s relevance. (p. 219) 3. (1) Product involvement is the perceived personal relevance of the product. (2) Message-response involvement reflects the consumer’s interest in marketing communications. (3) Enduring involvement is the pre-existing relationship between an individual and the object. (4) Ego involvement is consumer’s perception of products or brands as relevant to their ego. (p. 219) 4. The state of flow is the deepest involvement with an experience and is characterized by enjoyment, concentration, focused attention, intrinsic interest, sense of being in control, and loss of self-consciousness (p. 223) 5. In an active decision making situation, consumer may consciously use evaluation criteria, which are those factors that are used to compare offerings to help a consumer make a choice. A good answer may include an example similar to a choice of perfume, provided in the textbook. (p. 228) 6. The consumers who are very involved with the shopping experience and who have a deep Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
understanding of what is happening in the marketplace are known as market mavens. Market mavens are active information-seeking consumers or smart shoppers, and they like to communicate, providing information to others on a broad variety of goods, services, and marketplace characteristics. (p. 232) 7. Shopping can be a recreational activity, a diversion from everyday life. The development of shopping malls, where many shopping, entertainment, and catering resources are commonly in one place protected from the weather, shows how marketing has responded to this. Similarly, online window-shopping may act as diversion at any time of the day within their own homes. (p. 232) 8. Following are the four different types of groups of online grocery shoppers, identified by Rohm and Swaminathan: (1) The convenience shoppers are the shoppers motivated by the convenience of online shopping. (2) The variety seekers seek variety while still motivated by the convenience of online shopping. (3) The balanced buyers are the more impulsive online shoppers. (4) Store-oriented shoppers prefer physical stores and are the least interested in online shopping. (p. 236) 9. A shopping practice of consumers where they mix and match between the internet and the online stores, sometimes ordering online and collecting in store, or completing an information search in store and then making their final choice online is referred as blended shopping. (p. 236) 10. Impulse purchasing is a sudden, powerful urge to buy a product with little regard to the consequences of that buying decision. The decision can involve low-value item such as a bar of chocolate or much higher value goods such as clothes or even a car. (p. 237)
FILL IN THE BLANK QUESTIONS 1. Active (p. 216) 2. problem recognition (p. 223) 3. evaluative (p. 227) 4. Disconfirmation (p. 228) 5. Economic (p. 231) 6. Comparison (p. 236) 7. Impulse (p. 237) 8. Heuristics (p. 239) 9. Reciprocity (p. 241) 10. anchoring (p. 242)
ESSAY QUESTIONS
1. Involvement is a person’s perceived relevance of the object based on inherent needs, values, and interests. Some decision-making has important consequences, as it affects many aspects of our lives. There are many potential risks that make a poor choice costly and thus require more factors to be considered. We refer to these as high-involvement decisions. High-involvement decisions require active learning. In a low-involvement decision, the consumer uses beliefs formed from passive learning to make their choices. A good answer will explain these concepts with decision making steps for both types of decisions. (pp. 216–218) 2. A good answer will include description of following ways to increase message involvement: link the brand to hedonic needs, use distinctive or novel ways of communicating about your product, use celebrities, tell a story, build a relationship, and get the consumer to participate. (pp. 221–223) 3. A good answer will include description of following types of shoppers based on their shopping behaviour: apathetic, enthusiasts, destination shoppers, basic shoppers, and bargain shoppers. (pp. Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
231–232) 4. A good answer will include description of following personal motives for shopping: role playing, diversion, self-gratification, learning about new trends, physical activity, and sensory stimulation. (pp. 232–233) 5. A good answer will include description of following various social motives for shopping: social experiences, communicating with others who have similar interests, peer group attraction, status and authority, and pleasure of bargaining. (p. 234)
Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019
CHAPTER 8
Social Networks and Processes MULTIPLE CHOICE QUESTIONS 1. A(n) ________ network is a group of individuals connected by interpersonal relationships and interactions. a) individual b) professional c) personal d) organizational e) social 2. ________ groups are used as a basis for comparison and guidance when forming beliefs, attitudes, and behaviours. a) Social b) Family c) Professional d) Reference e) Personal 3. A disclaimant group is ________. a) a group of people that a consumer does not belong to but can identify with, admire, and aspire to be like b) a group a person is not a member of , has negative feelings towards, and avoids being associated with c) a group a person belongs to, or belonged to in the past, but no longer wants to associate with d) a group a person belongs to and interacts with regularly e) a group that is used as a basis for comparison and guidance when forming beliefs, attitudes, and behaviours 4. An aspirational group is ________. a) a group of people that a consumer does not belong to but can identify with, admire, and aspire to be like b) a group a person is not a member of , has negative feelings towards, and avoids being associated with c) a group a person belongs to, or belonged to in the past, but no longer wants to associate with d) a group a person belongs to and interacts with regularly e) a group that is used as a basis for comparison and guidance when forming beliefs, attitudes, and behaviours 5. A dissociative group is ________. a) a group of people that a consumer does not belong to but can identify with, admire, and aspire to be like b) a group a person is not a member of , has negative feelings towards, and avoids being Consumer Behaviour: Canadian Edition © Oxford University Press Canada, 2019