Question 1

Billy is an avid collector of shoes. He constantly voices his opinion on blogs and product review websites of what features new shoes should have. His behaviour is consistent with the concept of:

Accepted Answer

A)  file sharing. 
B)  database marketing. 
C)  interpretivism. 
D)  consumer-generated content.

Question 2

A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job, who reads little, likes loud music, and hangs out with friends. This is an example of:

Accepted Answer

A)  subculture. 
B)  marketing segmentation. 
C)  demographics. 
D)  a typical male Canadian consumer of burgers.

Question 3

In studying consumer behaviour, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called:

Accepted Answer

A)  demographics. 
B)  psychographics. 
C)  personal profiles. 
D)  physiology.

Question 4

What is culture jamming? Give an example.

Accepted Answer

The answer of What is culture jamming? Give an example....

Question 5

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

Accepted Answer

The answer of In the early stages of development, consumer...

Question 6

What is compulsive consumption and how does it differ from impulse buying?

Accepted Answer

The answer of What is compulsive consumption and how does...

Question 7

________ involve(s) gathering data from small group sessions with approximately six to twelve consumer participants.

Accepted Answer

A)  Survey research 
B)  Focus group research 
C)  Interviews 
D)  Observational research

Question 8

Compare and contrast primary and secondary research.

Accepted Answer

The answer of Compare and contrast primary and secondary research....

Question 9

Compare and contrast focus group research with interview research.

Accepted Answer

The answer of Compare and contrast focus group research with...

Question 10

An example of qualitative research is:

Accepted Answer

A)  survey research. 
B)  ethnography. 
C)  experimentation. 
D)  role-playing.

Question 11

You have just told a girl you recently met about your enrolment in a consumer behaviour class, to which she replies, "I don't agree with marketers. They manipulate us through advertising by telling us we need something that we don't." What counterarguments (if any) could you give her and are there any examples you could use to be more convincing?

Accepted Answer

The answer of You have just told a girl you...

Question 12

In which relationship type do users see the product as a part of their daily routine?

Accepted Answer

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

Question 13

Serial wardrobers have been known to:

Accepted Answer

A)  buy an outfit, wear it once, and return it. 
B)  return to the same store to shoplift. 
C)  work at retailers they can easily steal from. 
D)  rebel against consumerism.

Question 14

Focus groups usually involve small group sessions with approximately 6 to 12 consumer participants.

Accepted Answer

A) True 
 B)False

Question 15

Underlying values that drive consumers toward certain products and services and away from others is also known as:

Accepted Answer

A)  U-commerce. 
B)  consumer trends. 
C)  the internet of things. 
D)  culture of participation.

Question 16

Discuss addictions as an aspect of the dark side of consumer behaviour. Describe one example in detail.

Accepted Answer

The answer of Discuss addictions as an aspect of the...

Question 17

Counterfeiting, a widespread problem, is a term that describes:

Accepted Answer

A)  rebelling against an idea. 
B)  changing price tags on items. 
C)  sale of fake versions of real products. 
D)  shoplifting for a thrill.

Question 18

The multiplayer online game "League of Legends" is a good example of:

Accepted Answer

A)  consumer-generated content. 
B)  the dark side of consumerism. 
C)  a virtual brand community. 
D)  anti-consumption.

Question 19

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 is called:

Accepted Answer

A)  market segmentation. 
B)  relationship marketing. 
C)  market research. 
D)  consumer behaviour.

Question 20

Gaining consumer insights:

Accepted Answer

A)  involves probing deeper to understand the underlying motivations for a given behaviour. 
B)  involves only looking at secondary research. 
C)  is the first step to determining the required research method to use. 
D)  involves manipulating the dependent variable.

Exam 1: An Introduction to Consumer Behaviour