Exam 1: An Introduction to Consumer Behaviour

Virtual consumption has greatly facilitated ________ activity.

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:

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

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?

The growth of the Web has created thousands of online consumption communities. What is the biggest danger of such communities?

What is observational research? Give an example.

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:

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?

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

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:

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

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?

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

In qualitative research, the presentation of ambiguous objects or activities that are open to various interpretations is known as:

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?

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

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 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 physiological and/or psychological dependency on products or services is called consumer:

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.