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

Question 1

A marketer who segments a population by age and gender is using ________ to categorize consumers.

A) demographics
B) psychographics
C) roles
D) lifestyle

Answer 1

A

Question 2

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

A) Different age groups have different needs and wants.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) all of the above

Answer 2

A

Question 3

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

A) lifestyle marketing
B) role theory
C) consumer behavior
D) marketing research

Answer 3

C

Question 4

People who belong to the same social class are most likely to have which of the following in common?

A) income level
B) personality
C) ethnicity
D) family structure

Question 5

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This story is an example of how consumer behavior is a(n) ________.

A) industry
B) process
C) art form
D) theory

Question 6

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

A) marketer
B) consumer
C) influencer
D) content generator

Question 7

Which of the following best explains how a minority of a product's users make up a majority of sales of that product?

A) culture of participation theory
B) the 80/20 rule
C) positivism
D) role theory

Question 8

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 ________.

A) psychographics
B) lifestyle
C) demographics
D) usage rates

Question 9

Big data is generated from ________.

A) smartphone GPS signals
B) credit card transactions
C) social media posts
D) all of the above

Question 10

A consumer experience that integrates multiple media channels, ranging from television, email, and digital, to engage a community of players who collaborate to solve a puzzle is called a(n) ________.

A) social game
B) casual game
C) transmedia story
D) alternate reality game

Question 11

Wal-Mart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

A) undifferentiated
B) database
C) relationship
D) consumer-generated

Question 12

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) differentiated marketing
B) global marketing
C) social marketing
D) relationship marketing

Question 13

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

A) pre-purchase
B) purchase
C) post-purchase
D) all of the above

Question 14

According to the basic marketing concept, a firm exists to ________.

A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs

Question 15

The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________.

A) gender
B) age
C) social class
D) lifestyle

Question 16

The term "big data" refers to the ________.

A) importance of database marketing
B) use of mainframe computers to model marketing problems
C) collection and analysis of extremely large datasets
D) implementation of new data mining technologies

Question 17

A consumer researcher who examines consumers' lifestyles and personalities is studying ________.

A) demographics
B) psychographics
C) social class
D) usage rates

Question 18

Which of the terms below is used to describe the bond between product and consumer that is difficult for competitors to break?

A) brand loyalty
B) custom
C) patronage
D) relationship

Question 19

Which of the following is NOT a stage in the consumption process?

A) desire
B) pre-purchase
C) purchase
D) post-purchase

Question 20

A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

A) asynchronous interactions
B) market segmentation strategies
C) the 80/20 strategy
D) economies of information

Question 21

Which of the following is an example of C2C e-commerce?

A) RFID tags
B) virtual brand communities
C) database marketing
D) green marketing

Question 22

When a person buys a product for emotional reasons, we can say that the need is ________.

A) utilitarian
B) functional
C) interdependent
D) hedonic

Question 23

Which form of relationship between product and customer is most at risk of the customer switching to a different brand of product?

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 24

Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They could be said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 25

When a product elicits emotional bonds of warmth and affection, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 26

A digital native is someone who ________.

A) grew up in a "wired" and highly networked world
B) uses alternate reality games frequently
C) participates in database marketing
D) belongs to a consumption community

Question 27

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl?

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) cohort attachment

Question 28

When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 29

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

A) role theory
B) pastiche
C) interpretivism
D) psychographics

Question 30

When a product is part of a user's daily routine, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 31

________ focuses on biological needs that produce unpleasant states of arousal.

A) Drive theory
B) Gratification theory
C) Consumerism
D) Role theory

Question 32

A ________ creates a state of tension that drives the consumer to attempt to reduce or eliminate it.

A) want
B) demand
C) need
D) response

Question 33

Tracy buys Eight O'Clock coffee because it reminds her of her grandmother, who always purchased this brand. Tracy has a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 34

People buy products for ________.

A) what they do
B) what they mean
C) the role the product plays in the consumer's life
D) all of the above

Question 35

The mass market produces and consumes music, movies, sports, and other forms of entertainment known as ________.

A) user-generated content
B) culture
C) urban dictionary
D) popular culture

Question 36

Which theory suggests that consumer expectations of achieving desirable outcomes motivate behavior?

A) drive theory
B) role theory
C) expectancy theory
D) equity theory

Question 37

When a product serves as a link to the user's past or past self, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 38

Brands like Colgate that are a part of a user's every day existence likely relate to customers with a(n) ________ type of relationship.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 39

Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior?

A) Web 2.0
B) B2C e-commerce
C) economics of information
D) compulsive consumption

Question 40

In an online ________, members share opinions and recommendations about products.

A) market segment
B) consumption community
C) marketing database
D) culture jam

Question 41

Demographics refer to aspects of a person's lifestyle and personality.

Question 42

Which of the following terms refers to the online means of communication, conveyance, and collaboration among interdependent and interconnected networks of people, communities, and organizations?

A) open data partnership
B) social media
C) synchronous interaction
D) asynchronous interaction

Question 43

When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.

Question 44

Demographics are statistics that measure observable aspects of a population.

Question 45

The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm.

A) positivist
B) pragmatic
C) interpretivist
D) consumerist

Question 46

A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.

Question 47

The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.

Question 48

Which of the following is NOT closely associated with what your text terms the "horizontal revolution"?

A) Web 1.0
B) Web 2.0
C) C2C e-commerce
D) user-generated content

Question 49

A common way to segment consumers is to identify which consumers are heavy users of a given product.

Question 50

Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________.

A) have a market-oriented focus
B) aim to apply knowledge to increasing profits
C) focus on understanding consumption for its own sake
D) be judged in terms of its ability to improve marketing practices

Question 51

The revolution in cyberspace has created a situation in which consumers can sell to other consumers in communities like Etsy. This is known as ________.

A) B2C e-commerce
B) C2C e-commerce
C) B2B e-commerce
D) consumption community

Question 52

A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or a mixture of images.

A) alternate reality
B) paradigm
C) consumerspace
D) pastiche

Question 53

Another term for positivism is ________.

A) interpretivism
B) pluralism
C) modernism
D) postmodernism

Question 54

George says that he sees everything as "black or white-no in between." George would most accurately be characterized as a(n) ________.

A) positivist
B) collectivist
C) interpretivist
D) consumerist

Question 55

According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is NOT part of consumer behavior.

Question 56

Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

Question 57

Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much.

A) consumerism
B) positivism
C) modernism
D) interpretivism

Question 58

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.

Question 59

A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.

A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism

Question 60

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.

Question 61

Research suggests that some consumer behaviors can be explained by a productivity orientation, a continual striving to use time constructively.

Question 62

Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.

Question 63

Psychographic information is not considered to be demographic data because this type of information is not directly observable.

Question 64

The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

Question 65

Drive theory struggles to explain why people may delay gratification of a want.

Question 66

Global consumer culture and popular culture are interchangeable terms.

Question 67

Texting back-and-forth with a friend is an example of asynchronous interaction.

Question 68

What is database marketing? Why is it so widely used by today's marketers?

Question 69

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

Question 70

Popular culture is both a product of marketing and an inspiration for marketing.

Question 71

A paradigm is a belief that guides an understanding of the world.

Question 72

Motivation can be described in terms of strength and direction.

Question 73

Many needs can influence consumer behavior including one's need for power and need for uniqueness.

Question 74

According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.

Question 75

Consumer-generated content is a trend that helps to define the era of Web 2.0.

Question 76

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

Question 77

Explain the concept of the 80/20 rule and why it is important to marketers.

Question 78

In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?

Question 79

Using the chapter topics, discuss why an alternate reality game such as McDonald's the Lost Ring could be useful for targeting customers.

Question 80

What is relationship marketing? Why is it so widely practiced by today's marketers?