Final Exam Flashcards
Study (100 cards)
The rise of the global customer has created an opportunity for:
A) small businesses to look to expand globally
B) consumers to further define their individualism
C) companies to reduce their product line
D) companies to form niche markets in their home country
A)small businesses to look to expand globally
Which of the following is not a demographic-based consumer segmentation strategy:
A)age
B)gender
C)income
D)lifestyle
D) Lifestyle
The central thesis behind “The Wisdom of the Crowds” is best described as:
A) The crowd makes more aggressive decisions than individuals
B) The crowd makes more conservative decisions than individuals
C) The crowd is a desirable source of consumer research
D) The crowd is likely to make better decisions than individuals
D) The crowd is likely to make better decisions than individuals
Mothers Against Drunk Driving is engaged in several media campaigns intended to discourage driving under the influence of alcohol or drugs. This is an example of:
A) social marketing
B) compulsive consumption
C) green marketing
D) addictive consumption
A) social marketing
“Sensory inputs” is another term for:
A) abstract stimuli
B) implied stimuli
C) referent stimuli
D) external stimuli
D) external stimuli
Where does our perception of colour come from:
A) our perception of colour is based on experiential cues
B) our perception of colour is based solely on physical cues
C) our perception of colour is based on both physical and cultural cues
D) our perception of colour is based on experiential and cultural cues
C) our perception of colour is based on both physical and cultural cues
Augmented (AR) and Virtual Reality (VR) have the potential to alter product perception:
A) in a positive manner.
B) in a negative manner.
C) AR and VR are neutral in terms of how they impact product perception.
D) AR and VR tend to distort product perception.
A) in a positive manner.
According to experts we are exposed to between 4K and 10K advertisements every single day. The fact that we do not recall the vast majority of these ads is due to:
A) subliminal perception
B) perceptual selectivity
C) sensory marketing
D) stimulus organization
B) perceptual selectivity
A famous experiment on subliminal perception involved splicing images of popcorn and a drink of Coke into the film at a drive-in movie theatre. Once this was done sales of Coke and popcorn increased. Which statement best describes the long-term impact of this experiment?
A) there was minimal to no impact as the results were never able to be repeated
B) subliminal perception became a key tool for advertisers
C) subliminal perception was outlawed as a promotional tool
D) Guidelines were established for the use of subliminal perception
A) there was minimal to no impact as the results were never able to be repeated
Experiences that lead to potentially permanent changes in behaviour describe the process of:
A) variable-ratio reinforcement
B) memory
C) repetition
D) learning
D) learning
Jasmeet, while out walking in Toronto one day, found herself humming a jingle for bacon ice cream that she had heard on TV. She found this surprising, as she had no interest in bacon ice cream. This procurement of knowledge is known as:
A) vicarious observation
B) psychological stimulation
C) subliminal perception
D) incidental learning
D) incidental learning
We discussed in class Heinz and their use of family branding which was presented as an example of:
A) stimulus adoption
B) stimulus gathering
C) stimulus discrimination
D) stimulus generalization
D) stimulus generalization
There are several factors that influence our ability to retrieve memories. Which of the following is not a factor that influences memory:
A) the viewing environment
B) cognitive factors
C) dietary factors
D) personal relevance
C) dietary factors
Suhani is considering getting a tattoo. She would very much like to get one that she feels represents her own view of who she is. Suhani is displaying.
A) a utilitarian need
B) self-actualization
C) a need for uniqueness
D) a need for affiliation
C) a need for uniqueness
Julian was struggling as he had overslept and missed breakfast. As he sat in class with his stomach grumbling, he was anxious about soon getting something to eat. Julian was experiencing:
A) a state of homeostasis
B) drive theory
C) approach-avoid conflict
D) a need for belongingness
B) drive theory
While enjoying his Time Hortons Mocha Latte Ranjot recalls the article, he recently read describing the waste created from single use coffee cups in Canada. The memory creates a sense of unease for him. Ranjot is experiencing:
A) an avoidance -avoidance
motivational conflict
B) a positive goal valence
C) an approach-avoidance motivational conflict
D) a negative goal valence
C) an approach-avoidance motivational conflict
In putting together, the promotional elements for their CB group project Justin has suggested that the group make use of sensory appeals to address the hedonic needs of their target market. In suggesting this Justin is consciously trying to increase:
A) customer concentration
B) customer goal congruence
C) customer involvement
D) customer fulfillment
C) customer involvement
From a consumer behaviour context embarrassment is most frequently present when:
A) purchasing little known brands
B) repeat purchases
C) purchasing high involvement products
D) purchasing socially sensitive products
D) purchasing socially sensitive products
The best definition of our self-concept would be:
A) beliefs about our own attributes and how we evaluate them
B) the positivity of our self-concept
C) the value we place on our selves
D) attitudes towards our own particular traits
A) beliefs about our own attributes and how we evaluate them
Sephora has just put out an advertisement featuring glamourous models enjoying them selves at a party. It is clear from the ad that Sephora is targeting consumers:
A) multiple selves
B) ideal self
C) real self
D) digital self
B) ideal self
Gripmunk has come out with a new smart phone case which allows the consumer to select the design of their case from a large number of possibilities, and even put their name on the case, Gripmunk is utilizing which of the following consumer behaviour concepts:
A) the extended self
B) compensatory consumption
C) self-product congruence
D) self-fulfilling prophecy
A) the extended self
The fact that many men’s and women’s shirts have buttons on opposite sides is an example of a:
A) mismatched products
B) gendered products
C) agentic product goals
D) communal product goals
B) gendered products
In comparing chronological versus perceived age marketers have found that it is best to:
A) target to the chronological age
B) ignore chronological age
C) target to the perceived age
D) ignore perceived age
C) target to the perceived age
Many researchers believe that it is wrong to use motivational research, largely based on Freudian theories, to study customers Why:
A) Freudian theories have been shown not to apply to modern consumers
B) although the theories appear to have applications in psychological studies, they cannot be
C) successfully used to predict what happens in the marketplace
the attempt was flawed in the first place because personality theories have been found to be unrelated to motivation
D) some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers
D) some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers
