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

American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.

Another term for positivism is ________.

Which of the following time periods is encompassed in the study of consumer behavior?

Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior.

A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a Midwestern university. The company has segmented the market based on ________.

The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play.

Why is age a common demographic category used in understanding consumer behavior?

In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.