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Consumer Behaviour: Buying, Having, and Being, Cdn. 8e (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 Page Ref: 2 Skill: Application Objective: L1-01 Consumer behaviour is a process. 2) Tina, a supervisor of displays for Sears Canada, knows that attractive displays can generate additional sales of particular items. From a marketer's perspective, this is: A) a purchase issue. B) a post purchase issue. C) merchandising complexity. D) a loss leader. Answer: A Type: MC Page Ref: 3 Skill: Application Objective: L1-01 Consumer behaviour is a process. 3) John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John, this problem is a: A) purchase issue. B) demographic problem. C) prepurchase issue. D) post purchase issue. Answer: D Type: MC Page Ref: 3 Skill: Application Objective: L1-01 Consumer behaviour is a process.

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 Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 5) Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a: A) lifestyle discussion. B) brand competition. C) consumption community. D) marketplace competition. Answer: C Type: MC Page Ref: 2 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 Page Ref: 2 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 Page Ref: 3 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 Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process.

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 Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 10) In the early stages of development, what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect? Answer: In its early stages of development, the field of consumer behaviour was often referred to as buyer behaviour, reflecting an emphasis on the interaction between consumers and producers at the time of purchase. Marketers now recognize that consumer behaviour is an ongoing process, not merely what happens at the moment a consumer hands over money or a credit card and in turn receives a good or service. A good answer would detail the issues in the consumption process from Figure 1-1: prepurchase, issues, purchase issues, and post purchase issues. Type: ES Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process.

11) 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 Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 12) In the early stages of development, consumer behaviour was known as buyer behaviour. What important aspect of the exchange process does this change in name reflect? Answer: The original name reflects an emphasis on the interaction between consumers and producers at the time of purchase. Marketers now recognize that consumer behaviour is an ongoing process, not merely what happens at the moment a consumer hands over money or a credit card and in turn receives a good or service. Type: ES Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 13) 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 Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 14) 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 Page Ref: 4 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments.

15) A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job, who reads little, likes loud music, 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 Page Ref: 4 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 16) 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 Page Ref: 5 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 17) Which of the following is NOT an example of a demographic variable? A) age B) geography C) lifestyle D) ethnicity Answer: C Type: MC Page Ref: 5 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments.

18) Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males. The campaign only included one commercial, which featured a young man who had become crippled in a skydiving accident. While planning the campaign, Mary 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 Page Ref: 6 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 19) 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 Page Ref: 7 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 20) 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 Page Ref: 7 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments.

21) 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 Page Ref: 7 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 22) The collection and analysis of extremely large data sets: A) result in delays in the development of marketing strategies. B) do not aid with relationship marketing. C) are called big data. D) have declined in recent years. Answer: C Type: MC Page Ref: 8 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 23) 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 Page Ref: 8 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 24) When Gail investigates sex, age, and income characteristics of her friends, she is studying psychographics. Answer: FALSE Type: TF Page Ref: 5 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments.

25) The key issue about market segmentation is that consumers within a segment have to be psychographically the same. Answer: FALSE Type: TF Page Ref: 4 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 26) Rather than try to reach everybody, a marketer today usually targets his product to specific consumers, even if he makes other people deliberately avoid it as a result. Answer: TRUE Type: TF Page Ref: 4 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 27) Age, gender, ethnicity, income, geography, and purchase frequency are all potential segmentation variables. Answer: TRUE Type: TF Page Ref: 5-6 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 28) The Jones and Smiths 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 Page Ref: 5 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 29) Differentiating products by gender does not begin until the teenage years. Answer: FALSE Type: TF Page Ref: 5 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 30) Social class is not considered a demographic variable because it is not a directly observable aspect of the population. Answer: TRUE Type: TF Page Ref: 5 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 8 Copyright © 2021 Pearson Canada Inc.

31) Gail is studying the interests and values of a group of ten consumers for some consumer researcher. What category of information is Gail studying and what other aspects of the consumers may also be included in her study? Answer: Gail is studying psychographics. The study of psychographics includes aspects of a person's lifestyle, interests, attitudes, values, and personality. Type: ES Page Ref: 5 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 32) 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 Page Ref: 5 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 33) Alan owns an independent coffee shop in a trendy urban neighbourhood. He asks you to explain "relationship marketing" and how he might implement this in his 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 Page Ref: 7 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 34) 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 Page Ref: 7 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments.

35) 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 Page Ref: 5 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 36) 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 Page Ref: 10 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 37) 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 Page Ref: 10 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 38) 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 Page Ref: 9 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

39) The growth of the Web 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 of have no sense of mission. Answer: B Type: MC Page Ref: 12 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 40) 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 Page Ref: 10 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 41) 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 Page Ref: 10 Skill: Application Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 42) Billy is an avid collector of shoes. He constantly voices his opinion on blogs and product review websites of what features new shoes should have. His behaviour is consistent with the concept of: A) file sharing. B) database marketing. C) interpretivism. D) consumer-generated content. Answer: D Type: MC Page Ref: 10 Skill: Application Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

43) If you listed your collection of NHL rookie cards on eBay, you would be engaging in which type of commerce? A) transactional B) psychographic C) B2C D) C2C Answer: D Type: MC Page Ref: 11 Skill: Application Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 44) Today each of us can communicate information across huge numbers of people and are witnessing revolutions that profoundly change our lives. This newest revolution is called: A) B2B commerce. B) M2M C) horizontal flow. D) B2C commerce. Answer: B Type: MC Page Ref: 13 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 45) Virtual consumption has greatly facilitated ________ activity. A) C2C B) B2C C) U-commerce D) e-tailing Answer: A Type: MC Page Ref: 11 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 46) The multiplayer online game "League of Legends" is a good example of: A) consumer-generated content. B) the dark side of consumerism. C) a virtual brand community. D) anti-consumption. Answer: C Type: MC Page Ref: 11 Skill: Application Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

47) Groups of people that unite on the Internet to share a passion for a product are known as: A) chat rooms. B) virtual brand communities. C) consumer networks. D) product organizations. Answer: B Type: MC Page Ref: 11 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 48) Underlying values that drive consumers toward certain products and services and away from others is also known as: A) U-commerce. B) consumer trends. C) the internet of things. D) culture of participation. Answer: B Type: MC Page Ref: 13 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 49) Sara and Jessica text back and forth while Sara is shopping and Jessica is riding the bus to work. This is an example of: A) a synchronous interaction. B) an asynchronous interaction. C) utilitarian consumption. D) a consumption community. Answer: A Type: MC Page Ref: 12 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 50) Online shopping does not create opportunities for small, specialized businesses. Answer: FALSE Type: TF Page Ref: 11 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 51) Consumer behaviour theorists have found that consumers only buy products and services for what the products /services do. Answer: FALSE Type: TF Page Ref: 10 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

52) 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 Page Ref: 10 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 53) What is a virtual brand community? Give an example that demonstrates the concept. Answer: A virtual brand community is a collection of people whose online interactions are based on shared enthusiasm for and knowledge of a specific consumption activity. Picture a small group of local collectors who meet once a month at a local diner to discuss their shared interests over coffee. Now multiply that group by thousands, and include people from all over the world who are united by a shared passion for sports memorabilia, Pokémon, HarleyDavidson motorcycles, refrigerator magnets, or massive multiplayer online games (MMOGs) such as League of Legends. These are examples of virtual brand communities. Type: ES Page Ref: 11 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 54) 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. Facebook and Twitter are examples of this. Type: ES Page Ref: 12 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives. 55) Describe what is meant by a "culture of participation." Answer: This is a belief in democracy; the ability to freely interact with other people, companies, and organizations; open access to venues that allows users to share content from simple comments to reviews, ratings, photos, stories, and more; and the power to build on the content of others from an individual's unique point of view. Of course, as with democracy in the real world, we have to take the bitter with the sweet. There are plenty of unsavory things going on in cyberspace, and the hours people spend on Facebook, in online gambling sites, or in virtual worlds like Second Life have led to divorce, bankruptcy, or jail in the real world. Type: ES Page Ref: 12 Skill: Concept Objective: L1-03 Our choices as consumers relate in powerful ways to the rest of our lives.

56) 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 Page Ref: 13 Skill: Concept Objective: L1-04 Marketers must be aware of consumer trends. 57) 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 Page Ref: 13 Skill: Concept Objective: L1-04 Marketers must be aware of consumer trends. 58) 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 Page Ref: 13-14 Skill: Concept Objective: L1-04 Marketers must be aware of consumer trends. 15 Copyright © 2021 Pearson Canada Inc.

59) 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 Page Ref: 17-18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 60) Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. 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 Page Ref: 15 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 61) 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 Page Ref: 15 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 62) 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 Page Ref: 15 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 16 Copyright © 2021 Pearson Canada Inc.

63) 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 Page Ref: 16 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 64) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 65) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 66) 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 Page Ref: 19 Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

67) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 68) 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 Page Ref: 18 Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 69) 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 Page Ref: 18 Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 70) Business ethics essentially are rules of conduct that guide actions in the marketplace. Answer: TRUE Type: TF Page Ref: 15 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 71) 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 Page Ref: 15 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

72) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 73) Keith went into a store to return a shirt. The owner of the store replied that she needed Keith's address and phone number to refund his money. After providing his information, Keith asked why the information was needed, but the owner of the store would not tell him. The owner's actions are in direct violation of the Competition Act. Answer: FALSE Type: TF Page Ref: 18 Skill: Application Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 74) You have just told a girl you recently met about your enrolment in a consumer behaviour class, to which she replies, "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 her 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 Page Ref: 17 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 75) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 76) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 19 Copyright © 2021 Pearson Canada Inc.

77) 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 Page Ref: 18-19 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 78) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 79) 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 Page Ref: 18 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 80) 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 Page Ref: 20 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important.

81) 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 and more likely to bribe public officials 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. Recently, more than 800 business experts were asked to identify the countries where this practice is most flagrant. Russia and China emerged at the top of the list, with Taiwan and South Korea close behind. The "cleanest" countries were Australia, Sweden, Switzerland, Austria, and Canada. Type: ES Page Ref: 15 Skill: Concept Objective: L1-05 Ethical issues in marketing and consumer behaviour are important. 82) At times Pepsi and Coke have been accused of causing psychological dependence due to the levels of caffeine in their colas. This dependence is known as: A) psychological marketing. B) consumer addiction. C) social marketing. D) brand loyalty. Answer: B Type: MC Page Ref: 21 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

83) 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 Page Ref: 24 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 84) 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 Page Ref: 20 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 85) 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 Page Ref: 21 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

86) Mrs. Brown has an obsessive need to shop every day to relieve depression and boredom. Her behaviour is termed: A) a spending spree. B) compulsive consumption. C) impulse buying. D) consumer behaviour. Answer: B Type: MC Page Ref: 22 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 87) 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 Page Ref: 22 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 88) 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 Page Ref: 22 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 89) 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 Page Ref: 23 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 23 Copyright © 2021 Pearson Canada Inc.

90) 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 Page Ref: 24 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 91) "Shopaholics" turn to shopping in much the same way as addicted people turn to drugs or alcohol. Answer: TRUE Type: TF Page Ref: 22 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 92) Unlike those with physical addictions, consumption addicts really do have control over their behaviour; the comparison is strictly metaphorical. Answer: FALSE Type: TF Page Ref: 22 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 93) Gambling is an example of a "consumption addiction" because the person never experiences any regret or guilt afterwards. Answer: FALSE Type: TF Page Ref: 22 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 94) Graffiti disparaging Nike on the Toronto subway is one form of anticonsumption. Answer: TRUE Type: TF Page Ref: 24 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

95) Ella feels that her little brother has a psychological dependence on playing video games. She feels 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 Page Ref: 21 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 96) 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 Page Ref: 22 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 97) A clergyman of a small inner-city parish has spent time defacing billboards advertising the local casino. Explain his behaviour. Answer: The clergyman 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, he is destroying advertising that he feels promotes unethical acts—in this case gambling. Type: ES Page Ref: 24 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

98) Samantha recently returned from a grocery store. While at the store, she noticed a point-ofpurchase display that was advertising three boxes of cookies on special, which she purchased. When Samantha arrived home, her husband Greg was extremely angry with her for buying cookies that they didn't need. He referred to her behaviour as being compulsive. Is he 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 Samantha's purchase may be a one-time purchase and not an example of a repetitive behaviour, her husband may be incorrect in his conclusion. If it was an example of repetitive behaviour then he was right. Type: ES Page Ref: 22 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 99) Discuss addictions as an aspect of the dark side of consumer behaviour. Describe one example in detail. 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. 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. (Additional information students may include: The World Health Organization (WHO) estimates that more than three million people died in 2016 based on the over consumption of alcohol, with more than three quarters of those affected being men.) Students may pick any example as long as it is reflective of the definition. Type: ES Page Ref: 21 Skill: Application Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society.

100) 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 Page Ref: 23-24 Skill: Concept Objective: L1-06 There is a "dark side" to some behaviours that can have negative impacts on consumers and society. 101) An example of qualitative research is: A) survey research. B) ethnography. C) experimentation. D) role-playing. Answer: D Type: MC Page Ref: 26 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 102) 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

103) 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 Page Ref: 24-25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 104) ________ 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 105) ________ 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 106) ________ 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 28 Copyright © 2021 Pearson Canada Inc.

107) ________ 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 108) 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 Page Ref: 26 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 109) 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 Page Ref: 27 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

110) 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 male and female 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 Page Ref: 27 Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 111) 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 male and female 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 Page Ref: 27 Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 112) 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 Page Ref: 26 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

113) Shoppers Drug Mart periodically videotapes consumers and how they interact with new point-of-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 Page Ref: 25-26 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 114) When the researcher uses data collected by another entity to answer a new research question, this is called primary research. Answer: FALSE Type: TF Page Ref: 25 Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 115) 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 116) Focus groups usually involve small group sessions with approximately 6 to 12 consumer participants. Answer: TRUE Type: TF Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 117) 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

118) Techniques such as storytelling are examples of quantitative research. Answer: FALSE Type: TF Page Ref: 26 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 119) 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 Page Ref: 26 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 120) Data collected by a researcher specifically for the research question at hand is known as informal research. Answer: FALSE Type: TF Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 121) One of the goals of primary research is to uncover hidden messaging. Answer: FALSE Type: TF Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 122) 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

123) Jennifer has a new product line of small homeware products on which she wants to get 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 Page Ref: 25 Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 124) Susan and George 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 Page Ref: 26 Skill: Application Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 125) 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 33 Copyright © 2021 Pearson Canada Inc.

126) 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour. 127) What is observational research? Give an example. Answer: Another technique commonly employed by marketers is observational research. In this type of research, consumer behaviour s 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 Page Ref: 25-26 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

128) 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 Page Ref: 25 Skill: Concept Objective: L1-07 Many different research methodologies can be used to understand consumer behaviour.

Consumer Behaviour: Buying, Having, and Being, Cdn. 8e (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 Page Ref: 36 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 Page Ref: 36 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 Page Ref: 36 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 Page Ref: 37 Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

5) Marketers contribute to a world overflowing with sensations. Answer: TRUE Type: TF Page Ref: 37 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 Page Ref: 37 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 Page Ref: 37 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 Page Ref: 36 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 Page Ref: 36 Skill: Concept Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

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 Page Ref: 36-37 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. He has 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 Page Ref: 37 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 Page Ref: 37 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 Page Ref: 38 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 3 Copyright © 2021 Pearson Canada Inc.

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 Page Ref: 37-38 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) Women 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 Page Ref: 39 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 Page Ref: 40 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 his company. He chose to wear his black suit because he knew black represented: A) excitement. B) good luck. C) intelligence. D) power. Answer: D Type: MC Page Ref: 40 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage.

18) In a department store, Katrina noticed that colours in the women's clothing area were brighter than in the men's clothing area. This would be attributed to: A) biological differences. B) hedonistic consumption. C) demographic deviation. D) sensory adaptation. Answer: A Type: MC Page Ref: 39 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 19) The colour ________ has been shown to grab window shoppers' attention. A) yellow B) blue C) purple D) red Answer: A Type: MC Page Ref: 39 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 20) Some colour combinations for packages become so well known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's: A) patent. B) copyright. C) colour code. D) trade dress. Answer: D Type: MC Page Ref: 40 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 21) 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 Page Ref: 40 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

22) 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 Page Ref: 41 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 23) 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 Page Ref: 43 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 24) One effect of the sense of smell is that: A) pleasant scents lead consumers to be more forgetful. B) women evaluate men 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 Page Ref: 42 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 25) 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 Page Ref: 42 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

26) 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 Page Ref: 41 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 27) ________ 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 Page Ref: 43 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 28) Mary does not like to buy things online. Which of the following is a good explanation for this? A) Mary has a poor differential threshold. B) Mary has a weak absolute threshold. C) Mary has a high need for touch. D) Mary has a utilitarian view of the world. Answer: C Type: MC Page Ref: 43 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 29) The Coca-Cola bottle was designed specifically to appeal to consumers' sense of: A) taste. B) smell. C) sight. D) touch. Answer: D Type: MC Page Ref: 44 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

30) 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 Page Ref: 44 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 31) Victor, the president of a company that specializes in women's 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. Victor is engaging in: A) sensory marketing. B) sensation marketing. C) atmospheric marketing. D) appeal marketing. Answer: A Type: MC Page Ref: 37 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 32) Fragrance cues are processed in the part of the brain called the: A) frontal lobe. B) brain stem. C) hypothalamus. D) limbic system. Answer: D Type: MC Page Ref: 41 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 33) 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 Page Ref: 38 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

34) In the perceptual process, smells are classified as a sensory receptor. Answer: FALSE Type: TF Page Ref: 37 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 35) Colours are rich in symbolic value and cultural meanings. Answer: TRUE Type: TF Page Ref: 39 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 36) Perceptions of a colour depend on both its physical wave length and how the mind responds to that stimulus. Answer: TRUE Type: TF Page Ref: 39 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 37) Cross-cultural research indicates a consistent preference for blue as consumers' favourite colour. Answer: TRUE Type: TF Page Ref: 39 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 38) The colour of mourning is consistently black across all cultures. Answer: FALSE Type: TF Page Ref: 39 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 39) Mia used yellow, green, and orange for her web page. This was likely because she knew these hues captured attention. Answer: TRUE Type: TF Page Ref: 40 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 40) 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 Page Ref: 40 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

41) 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 Page Ref: 40 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 42) There is evidence that certain smells may be more effective when targeted toward one of the sexes. Answer: TRUE Type: TF Page Ref: 42 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 43) Regardless of one's nationality, there is no difference in consumers' reactions to colour. Answer: FALSE Type: TF Page Ref: 39 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 44) Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic senses. In other words, she really needs to see a product in front of her before purchasing it. Answer: FALSE Type: TF Page Ref: 43 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 45) 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 Page Ref: 37 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

46) 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 Page Ref: 37 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 47) You are talking to a co-worker and he says, "perception is reality." What does he 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, such as the Coca-Cola example in the textbook. Type: ES Page Ref: 36-37 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 48) 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 Page Ref: 39-40 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 49) 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 Page Ref: 40 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

50) 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 Page Ref: 41 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 51) 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 Page Ref: 41 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 52) Give an example of how sense of smell differs for men and women. Answer: Examples may vary. For example: One study found that the scent of fresh cinnamon buns induced sexual arousal in a sample of male students! In another study, women sniffed T-shirts that men had worn for two days and reported which ones they preferred. The women were most attracted to the odour of men who were genetically similar to themselves, though not too similar. The researchers claimed the findings were evidence that we are "wired" to select compatible mates, but not those so similar as to cause inbreeding problems. Type: ES Page Ref: 41 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 53) 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 Page Ref: 42 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 12 Copyright © 2021 Pearson Canada Inc.

54) 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 Page Ref: 43-44 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage. 55) 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: Women tend to be drawn to brighter tones and are more sensitive to subtle shadings and patterns because women see colour better than men do; men are 16 times more likely to be colour-blind than women. 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 Page Ref: 39-40 Skill: Concept Objective: L2-02 Sensory systems can provide a competitive advantage.

56) Mary is shopping for some new clothes. Explain how her haptic senses would help her. 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 Page Ref: 42-43 Skill: Application Objective: L2-02 Sensory systems can provide a competitive advantage. 57) ________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience. A) Absolute theory B) Differential theory C) Psychophysics D) Psychotherapeutics Answer: C Type: MC Page Ref: 47 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 58) One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were changing an old drink by making it sweeter, what would psychophysics tell her? A) She could make the drink twice as sweet by adding twice the amount of sugar. B) She would need to research how the perception of "sweetness" changed by the amount of sugar added. C) She would need to create promotions to tell customers how "sweet" the new drink is. D) She would need to understand how people interpret the word "sweet." Answer: B Type: MC Page Ref: 48 Skill: Application Objective: L2-03 Exposure is important for marketing communication.

59) Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As she goes by, she finds 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 Page Ref: 47-48 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 60) Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben 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 Page Ref: 47 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 61) 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 his 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 Page Ref: 47 Skill: Application Objective: L2-03 Exposure is important for marketing communication.

62) 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 Page Ref: 48 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 63) Jason and Mark 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. Jason apologized quickly and the teacher resumed her 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 Page Ref: 48 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 64) 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 Page Ref: 48 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 65) 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 Page Ref: 48 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 16 Copyright © 2021 Pearson Canada Inc.

66) 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 Page Ref: 48 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 67) Antonio owns a small menswear store located in downtown Winnipeg. He decides to have a "$10 Off Sale" on every item in his store. When he totals his sales results for the week, he finds 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 Page Ref: 48 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 68) 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 Page Ref: 49 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 69) 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 Page Ref: 49 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 17 Copyright © 2021 Pearson Canada Inc.

70) Subliminal advertising isn't categorized as a "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 Page Ref: 50 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 71) 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 Page Ref: 47 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 72) 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 Page Ref: 47 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 73) 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 Page Ref: 48 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 74) JND is another name for Weber's law. Answer: FALSE Type: TF Page Ref: 48 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 75) Lois was not pleased when she realized that the box of candies did not contain as many candies as it used to. When she compared the package to the previous package she had bought, the changes were hardly discernible. This is an example of the use of Weber's law. Answer: TRUE Type: TF Page Ref: 48 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 18 Copyright © 2021 Pearson Canada Inc.

76) For subliminal perception to occur, the stimulus must be presented below the level of the consumer's awareness. Answer: TRUE Type: TF Page Ref: 49 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 77) Attention refers to the extent to which the brain's processing activity is devoted to a particular stimulus. Answer: TRUE Type: TF Page Ref: 51 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 78) 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 Page Ref: 47 and 51 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 79) 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 Page Ref: 45 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 80) 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 Page Ref: 45 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 19 Copyright © 2021 Pearson Canada Inc.

81) 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 Page Ref: 48 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 82) 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 Page Ref: 48-49 Skill: Application Objective: L2-03 Exposure is important for marketing communication. 83) 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 Page Ref: 48-49 Skill: Application Objective: L2-03 Exposure is important for marketing communication.

84) 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 Page Ref: 49 Skill: Concept Objective: L2-03 Exposure is important for marketing communication. 85) 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 Page Ref: 51 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 86) In a beer ad on TV showing a couple going off to a country cottage, Melinda 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 Page Ref: 52 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

87) When a local store first changed its window display, Beverly noticed it at once. As she passed it day after day, she no longer paid attention because it had become so familiar. Beverly had: A) experienced adaptation. B) formed a stimulus habit. C) attention dysfunction. D) stimulus rejection. Answer: A Type: MC Page Ref: 53 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 88) Jill has been buying most of her clothes from a store that perpetually advertises 30% off. She has 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 Page Ref: 53 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 89) Brian urgently needs a summer job to earn money for his fall tuition. Lately, everywhere he turns he seems to be noticing "help wanted" ads. His increased awareness of ads that relate to his current needs is called: A) perceptual vigilance. B) perceptual defence. C) perceptual actualization. D) perceptual search. Answer: A Type: MC Page Ref: 52 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 90) Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash, and stops 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 Page Ref: 49 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 22 Copyright © 2021 Pearson Canada Inc.

91) 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 Page Ref: 53 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 92) During January, Bill, a marketing director for an alcohol company, ran a successful 6×8-inch advertisement in a magazine that featured a man and a woman having a great time at the beach. In February, he placed the same advertisement in the same magazine, but reduced the size of the ad. Sales of his products declined. What mistake did Bill 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 Page Ref: 53 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 93) 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 Page Ref: 53-54 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

94) Perceptual ________ based on consumers' past experiences influence what they decide to process. A) defences B) filters C) adaptation D) vigilance Answer: B Type: MC Page Ref: 52 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 95) 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 Page Ref: 54 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 96) 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 Page Ref: 53 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 97) 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 Page Ref: 53 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

98) ________ 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 Page Ref: 51 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 99) ________ 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 Page Ref: 52 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 100) 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 Page Ref: 52 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 101) Today we consume three times as much information each day as people did in 1960. Answer: TRUE Type: TF Page Ref: 52 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 102) Most stimuli in the environment are noticed and registered by consumers. Answer: FALSE Type: TF Page Ref: 52 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 25 Copyright © 2021 Pearson Canada Inc.

103) Attention is the degree to which consumers focus on the stimuli that are within the range of their exposure. Answer: TRUE Type: TF Page Ref: 51 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 104) Now that the average adult is exposed to about 40 000 pieces of advertising information every single day, consumers may feel overwhelmed by the competition for their attention. Their feeling is called attention dysfunction. Answer: FALSE Type: TF Page Ref: 51 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 105) Anne is reading a newspaper during her five o'clock class. Although she would not normally notice an ad about a fast-food restaurant, she pays attention to this one because she is 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 Page Ref: 52 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 106) When consumers no longer pay attention to an ad that has become too familiar, the condition is called perceptual apathy. Answer: FALSE Type: TF Page Ref: 53 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 107) 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 Page Ref: 51 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

108) 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 he or she is 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 Page Ref: 51 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 109) 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 Page Ref: 52 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 110) 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 Page Ref: 53 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

111) 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 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. 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 Page Ref: 50-51 Skill: Concept Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 112) 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, Jerry, 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 him? 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 Page Ref: 53 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to.

113) 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 Page Ref: 53 Skill: Application Objective: L2-04 A variety of factors can influence what consumers will pay attention to. 114) Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French-sounding names were feminine, and that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious-looking, just right. His evaluations stem from his: A) schemas. B) icons. C) historic imagery. D) tactile cues. Answer: A Type: MC Page Ref: 54 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

115) 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 Page Ref: 56 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 116) 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 Page Ref: 56 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 117) 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 Page Ref: 56 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

118) 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 Page Ref: 56 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 119) 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 Page Ref: 56-57 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 120) 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 Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 121) 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 Page Ref: 55 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 31 Copyright © 2021 Pearson Canada Inc.

122) 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 Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 123) When Volvo attempted to revamp its brand image by signing an endorsement deal with NBA player Jeremy Lin, they were focusing on: A) marketing mix. B) product icons. C) positioning. D) repositioning. Answer: D Type: MC Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 124) 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 Page Ref: 57 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

125) 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 Page Ref: 57 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 126) 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 Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 127) When Jane, a typical shopper, looks at a search page, her eye travels across the top of the search result, returns to the left of the screen, and they travels 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 Page Ref: 50 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 128) Perception of a brand comprise both its functional attributes and its ________ attributes. A) sensory B) symbolic C) marketing D) dominant Answer: B Type: MC Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 33 Copyright © 2021 Pearson Canada Inc.

129) The name Pepsi-Cola can communicate expectations about product attributes by activating a schema. Answer: TRUE Type: TF Page Ref: 52 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 130) 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 Page Ref: 56 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 131) The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example, Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks." Answer: TRUE Type: TF Page Ref: 56 Skill: Application Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 132) 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 Page Ref: 56 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 133) 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 Page Ref: 56-57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

134) 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 Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 135) 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 Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations. 136) 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 Page Ref: 57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

137) 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 Page Ref: 56-57 Skill: Concept Objective: L2-05 We interpret the stimuli we pay attention to according to learned patterns and expectations.

Consumer Behaviour: Buying, Having, and Being, Cdn. 8e (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 Page Ref: 65 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 Page Ref: 65 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 3) Juan, while out cycling in Vancouver one day, found himself humming a jingle for farm tractors that he had heard on the radio. He found this surprising, as he 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 Page Ref: 65 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 4) The proliferation of Internet usage has changed how consumers learn and retain information. Research shows that: A) visual learning has increased. B) people remember more facts but less overall information. C) people remember few facts and less information. D) people have become more efficient and effective learners. Answer: C Type: MC Page Ref: 65 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

5) 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 Page Ref: 66 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 6) Another word for learning would be: A) masked behaviour. B) modelling. C) activation. D) conditioning. Answer: D Type: MC Page Ref: 67 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 7) For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' clothing store. She 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 Page Ref: 67 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 8) 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 Page Ref: 67 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

9) 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 Page Ref: 66-67 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 10) 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 Page Ref: 67 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 11) Scott thought of himself as a very successful marketer. He 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 Scott'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 Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers. C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule. D) Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo. Answer: A Type: MC Page Ref: 67-68 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

12) 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 Page Ref: 68 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 13) Classical conditioning is a form of: A) behaviour manipulation. B) operant learning. C) instinct learning. D) associative learning. Answer: D Type: MC Page Ref: 67 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 14) Neutrogena is a well-known brand of shampoo sold in a distinctively shaped unbreakable bottle. A major New York 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 Page Ref: 68 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 15) Recent 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 Page Ref: 69 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

16) 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 Page Ref: 69 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 17) Repeated pairings of CS and UCS 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 Page Ref: 68 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 18) Derek has seen a commercial for a phone company so many times that he no longer pays attention to it. Derek is experiencing: A) sleeping effect. B) advertising burnout. C) advertising wearout. D) stimulus discrimination. Answer: C Type: MC Page Ref: 70 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 19) 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 Page Ref: 70-71 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

20) 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 Page Ref: 71 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 21) 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 Page Ref: 72 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 22) 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 Page Ref: 72 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 23) 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 Page Ref: 71 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

24) 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 Page Ref: 69, 72 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 25) Marketers attempting to condition a particular association must ensure that the consumers they have targeted will be exposed to the stimulus a sufficient number of times without reaching: A) backward conditioning. B) stimulus discrimination. C) advertising wearout. D) masked branding. Answer: C Type: MC Page Ref: 70 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 26) ________ 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 Page Ref: 72-73 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 27) A consumer learns not to perform responses that lead to: A) negative reinforcement. B) punishment. C) extinction. D) wearout. Answer: B Type: MC Page Ref: 74 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

28) 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 Page Ref: 76 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 29) 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 Page Ref: 77 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 30) ________ 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 Page Ref: 77 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 31) 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 Page Ref: 72 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

32) 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 Page Ref: 72 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 33) Jessica has decided to purchase a new, long-lasting form of lipstick that has a distinctive look. Many friends compliment her on how good it looks on her. She will probably keep buying this due to: A) hedonistic consumption. B) unconditioned response. C) social justification. D) positive reinforcement. Answer: D Type: MC Page Ref: 74 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 34) 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 Page Ref: 75 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 35) 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 Page Ref: 75 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 9 Copyright © 2021 Pearson Canada Inc.

36) 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 Page Ref: 76 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 37) Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of: A) frequency marketing. B) stimulus reward. C) conspicuous consumption. D) uncontrolled purchases. Answer: A Type: MC Page Ref: 76 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 38) When we respond to internal events, behavioural learning has occurred. Answer: FALSE Type: TF Page Ref: 66 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 39) Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes that take place there. Answer: FALSE Type: TF Page Ref: 66 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 40) Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class. Answer: FALSE Type: TF Page Ref: 66 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

41) 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 Page Ref: 68 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 42) Advertising wearout usually occurs after the first presentation of an ad. Answer: FALSE Type: TF Page Ref: 70 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 43) Learning is a relatively permanent change in behaviour that is caused by experience. Answer: TRUE Type: TF Page Ref: 65 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 44) Research indicates that it is possible for learning to occur by observation and when we are not trying. Answer: TRUE Type: TF Page Ref: 65 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 45) 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 Page Ref: 68 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 46) Masked branding usually involves representing a brand in a similar way to a competitor's brand. Answer: FALSE Type: TF Page Ref: 69 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 47) Licensing is one form of stimulus generalization applied to marketing strategy. Answer: TRUE Type: TF Page Ref: 72 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

48) 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 Page Ref: 72 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 49) 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 Page Ref: 74 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 50) "Shaping" is the term used for learning by imitating the behaviour of others. Answer: FALSE Type: TF Page Ref: 72 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 51) 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 Page Ref: 76 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 52) 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 Page Ref: 65-66 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

53) 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 Page Ref: 67 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 54) 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 Page Ref: 66-67 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 55) 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 Page Ref: 66 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

56) 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 Page Ref: 66-67 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 57) 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 Page Ref: 66-67 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products. 58) 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 Page Ref: 71-72 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 14 Copyright © 2021 Pearson Canada Inc.

59) 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 Page Ref: 68 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 60) 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 Page Ref: 69 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 61) 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 Page Ref: 68-69 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 62) 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 Page Ref: 70 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

63) 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 Page Ref: 69 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 64) 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 Page Ref: 69 and 72 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 65) 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 Page Ref: 72-73 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 66) 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 Page Ref: 72-74 Skill: Application Objective: L3-01 Different behavioural learning theories help consumers learn about products.

67) 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 Page Ref: 75 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 68) 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 Page Ref: 76 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products. 69) 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 Page Ref: 74-75 Skill: Concept Objective: L3-01 Different behavioural learning theories help consumers learn about products.

27) 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 Page Ref: 335 Skill: Concept Objective: L11-01 Other people and groups often influence our decisions about what to buy. 28) 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 Page Ref: 334 Skill: Concept Objective: L11-01 Other people and groups often influence our decisions about what to buy. 29) 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 Page Ref: 336 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 30) The "Rachael Ray Sucks" 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 Page Ref: 336 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 8 Copyright © 2021 Pearson Canada Inc.

31) 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 Page Ref: 337 Skill: Concept Objective: L11-01 Other people and groups often influence our decisions about what to buy. 32) 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 Page Ref: 337 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 33) Kim was hired as a new reporter for the local TV news station. She soon learned that what she wore on the air was a very public matter, and that the ________ she wore became more important than ________. A) products; brands B) necessities; luxuries C) luxuries; necessities D) brands; products Answer: D Type: MC Page Ref: 337 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 34) 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 Page Ref: 337 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy.

35) 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 Page Ref: 338 Skill: Concept Objective: L11-01 Other people and groups often influence our decisions about what to buy. 36) 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 Page Ref: 338 Skill: Concept Objective: L11-01 Other people and groups often influence our decisions about what to buy. 37) 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 Page Ref: 338 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 38) 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 Page Ref: 339 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 10 Copyright © 2021 Pearson Canada Inc.

39) Michele was out shopping with her friends for a dress to annual spring ball. The girls decided that they were all going to go sleeveless and wear long gloves. Michele found a dress she adored but it had long flowing sleeves. Her friends told her if she bought that dress she would have to sit at a different table that night. Michele did not buy the dress. This is an example of what type of power? A) coercive B) information C) legitimate D) media Answer: A Type: MC Page Ref: 339 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 40) Within groups, informal rules of behaviour are called: A) beliefs. B) values. C) norms. D) social agreements. Answer: C Type: MC Page Ref: 339 Skill: Concept Objective: L11-01 Other people and groups often influence our decisions about what to buy. 41) Japanese businesses tend to value group conformity over individual needs. This represents what factor that can be used to change behaviour? A) group unanimity, size, and expertise B) fear of defiance C) susceptibility to interpersonal influence D) cultural pressures Answer: D Type: MC Page Ref: 339 Skill: Application Objective: L11-01 Other people and groups often influence our decisions about what to buy. 42) 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 Page Ref: 339 Skill: Concept Objective: L11-01 Other people and groups often influence our decisions about what to buy.