Exam 1: An Introduction to Consumer Behaviour

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 survey is a method of data collection in which the respondents self-report answers to a set of questions posed by the researcher.

A low tar claim in an advertisement for Brand X cigarettes proved to be misleading. Which Act was violated and in what way?

Sara and Jessica text back and forth while Sara is shopping and Jessica is riding the bus to work. This is an example of:

Popular culture is both a ________ of and an inspiration to ________.

What is Transformative Consumer Research? Give an example.

Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that:

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:

While marketers cannot create needs, they:

Online shopping does not create opportunities for small, specialized businesses.

The fact that bribery in business is acceptable in some countries but not in others demonstrates that:

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:

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.

The expanded view of the exchange that includes the issues that influence the consumer before, during, and after a purchase is called:

Distinguish between green marketing and social marketing.

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:

Explain the view that marketing is more than just an exchange.

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:

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:

"Shopaholics" turn to shopping in much the same way as addicted people turn to drugs or alcohol.