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

Mary has two daughters, aged fourteen and twelve. While shopping, she spotted some jeans that had been marked down 50%, and bought a pair for each daughter. When she showed them to her daughters, they clearly showed their displeasure towards them. Mary has engaged in:

An activist group would be engaging in culture jamming if they promoted their cause at all opportunities.

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

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?

The purpose of advertisements for Coca Cola is to:

The only cola Tom will drink is Coca Cola. He is part of a market segment of loyal users.

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

The majority of people that shoplift need the items they steal.

Most consumer behaviour researchers believe the focus should be on the understanding of consumption itself, and not marketing applications.

If a consumer believed that science could fix or find a cure for anything, he or she would be following interpretivism.

Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations.

The belief that each of us constructs our own meanings for an occurrence based upon our diverse or shared cultural experiences is an aspect of interpretivism.

To the assertion that mass media control our destiny and that marketers use "secret techniques" to effect mind- control, the evidence suggests that:

Interpretivists' view is all of the following EXCEPT:

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

Recently marketers have come to realize the value of what is being called relationship marketing. In marketing terms, it means:

If a student wished to follow a perspective of or "mixed images", the student would rebuke order for a focus on diverse experiences.

is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, or ideas, to satisfy needs and desires

Graffiti on the Toronto subway is one form of anti- consumption.

When Joan buys crumpets, since they remind her of her childhood teas by the fireside. Her relationship with this product is: