Exam 1: Buying, Having, and Being: an Introduction to Consumer Behavior

You have just told a girl you recently met about your enrollment 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?

The good old days of "marketer space" where companies call the shots appear to be dead and gone. Consumers still need companies, but they will engage with them only on their own terms. With the proliferation of consumer- generated content, how should marketers use this to build relationships with consumers?

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/an:

Some firms think it is okay to give consumers false information in order to get them to buy.

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

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

A young, successful actor, Raoul, thinks of his new BMW as part of his new identity. His relationship with this product is

Groups of people that unite on the Internet to share a passion for a product are known as:

Jane recently saw an advertisement for a national shampoo that showed a plain woman using the product, then being transformed with a new hairstyle, dressed in elegant clothes, and having the "man of her dreams" appear on her doorstep. This commercial upset Jane and in turn, she got mad at the company. This situation illustrates the potential backlash against marketers when they:

Predicting consumer behaviour is characteristic of a positivist research goal.

A fast food chain describes its core customer as a single male under 30 years of age with a working class job, reads little, likes loud music, and hangs out with friends. This is an example of:

Marketer space is really the same concept as a newer term called consumer space.

Jeff has begun closely tracking his customers buying habits in order to enhance his company's customer service. Jeff is engaging in:

means that much of consumer behaviour resembles actions in a play, that consumers act out different roles according to the particular "play" they are in.

Canada has the highest per capita rate of immigration in the world.

"Role theory" means that much of consumer behaviour resembles actions in a play, and that consumers act out many different roles according to the particular "play" they are in at the time.

The dominant set of assumptions which has influenced Western research on art and science since the late 16th century has been termed positivism. All of the following are tenets of positivism EXCEPT:

What is database marketing? Give an example that demonstrates how database marketing can be used by marketers to do a more effective job of marketing products and services.

According to the economics- of- information perspective, consumers are willing to pay for advertising because the information it provides reduces search time.

John feels that his new set of golf clubs really helps to establish himself as a golf expert among people that he golfs with. One could say that he has a "love" relationship with his golf clubs.