Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

Explain the term "user-generated content."

Accepted Answer

The answer of Explain the term "user-generated content."...

Question 4

Which term refers to the bond between product and consumer that is difficult for competitors to break?

Accepted Answer

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

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.

Accepted Answer

A) True 
 B)False

Question 7

A product that helps to establish the user's identity is called a self-concept attachment.

Accepted Answer

A) True 
 B)False

Question 8

Role theory takes the view that much of consumer behavior resembles actions in a play.

Accepted Answer

A) True 
 B)False

Question 9

Explain the difference between a need and a want. Provide an example of each.

Accepted Answer

The answer of Explain the difference between a need and...

Question 10

The 80/20 rule states that 80 percent of consumers will use 20 percent of the product.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT considered a demographic?

Accepted Answer

A)  sex 
B)  income 
C)  lifestyle 
D)  occupation

Question 12

List and briefly characterize four types of relationships a person might have with a product. Provide examples to illustrate each.

Accepted Answer

The answer of List and briefly characterize four types of...

Question 13

Explain the term "market segmentation strategies."

Accepted Answer

The answer of Explain the term "market segmentation strategies."...

Question 14

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 type of relationship with a product best explains the reason for Lucy's purchase of the dragon bowl?

Accepted Answer

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

Question 15

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?

Accepted Answer

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

Question 16

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

Accepted Answer

The answer of Explain the concept of the 80/20 rule...

Question 17

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

Accepted Answer

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

Question 18

Music, movies, sports, and books are part of ________.

Accepted Answer

A)  consumer marketing 
B)  popular culture 
C)  lifestyles 
D)  in-your-face marketing

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

A) True 
 B)False

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

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

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

Explain the term "user-generated content."

Which term refers to the bond between product and consumer that is difficult for competitors to break?

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

A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.

A product that helps to establish the user's identity is called a self-concept attachment.

Role theory takes the view that much of consumer behavior resembles actions in a play.

Explain the difference between a need and a want. Provide an example of each.

The 80/20 rule states that 80 percent of consumers will use 20 percent of the product.

Which of the following is NOT considered a demographic?

List and briefly characterize four types of relationships a person might have with a product. Provide examples to illustrate each.

Explain the term "market segmentation strategies."

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?

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

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

Music, movies, sports, and books are part of ________.

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