Question 1

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.

Accepted Answer

A) True 
 B)False

Question 2

Another term for positivism is ________.

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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 ________.

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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?

Accepted Answer

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

Question 10

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

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.

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.