MCQs

Question 1

Which of the following is a characteristic of positivism?
A.
The researcher is disconnected from what is being researched.
B.
Human reason is inferior.
C.
Homogeneous views.
D.
Subjective experience.

Answer 1

A.
The researcher is disconnected from what is being researched.

Question 2

What is the aim of interpretivism?
A.
To emphasise technology.
B.
To predict.
C.
To gain an understanding.
D.
To stimulate an ordered, rational view of consumers.

Answer 2

C.
To gain an understanding.

Question 3

Which of the following best describes consumer culture theory?
A.
Discovering different research styles between Europe and America.
B.
Delineating and analysing the intricate relationships that characterise the present society.
C.
Applying a single method to understand trends in the marketplace.
D.
Exploring human behaviour in a consumption context.

Answer 3

D.
Exploring human behaviour in a consumption context.

Question 4

A consumer society suggests we create our identities through:
A.
how much money we have.
B.
how we incorporate items into our daily lives.
C.
members of our family.
D.
the jobs we have.

Answer 4

B.
how we incorporate items into our daily lives.

Question 5

Which of the following is an example of popular culture?
A.
The introduction of local city-wide television stations.
B.
A new chain of convenience stores.
C.
A new exclusive exotic holiday destination.
D.
A new blockbuster film.

Answer 5

D.
A new blockbuster film.

Question 6

The ____ perspective seeks to identify common categories across different cultures.
A.
global
B.
emic
C.
etic
D.
national

Answer 6

C.
etic

Question 7

An example of glocalisation is:
A.
A Swiss luxury watch being bought in Germany.
B.
Instant coffee consumed around the world.
C.
A Wetherspoon pub in Britain.
D.
McDonald’s selling the McBaguette in France.

Answer 7

D.
McDonald’s selling the McBaguette in France.

Question 8

Which of the following best describes the influences on the consumption cycle?
A.
Decisions a consumer makes on the high street, their disposable income and amount of time to shop.
B.
A consumer’s surroundings, time, how they feel and reasons for shopping.
C.
A consumer’s mood, location and shopping motivations.
D.
A consumer’s level of satisfaction and the effectiveness of the salespeople.

Answer 8

B.
A consumer’s surroundings, time, how they feel and reasons for shopping.

Question 9

What are the contextual factors that affect a consumer’s choices?
A.
Mood and emotions.
B.
Mood, time pressure, situation.
C.
Social settings.
D.
Store image, service level, store atmospherics.

Answer 9

B.
Mood, time pressure, situation.

Question 10

Which of the following represents a recent digital shift in how consumers choose what to buy?
A.
Direct marketing.
B.
Product recommendation.
C.
Store atmosphere.
D.
Recommendation by a friend.

Answer 10

B.
Product recommendation.

Question 11

_________ marketing is when companies consider the impact of sensations on our product/service preferences.
A.
Digital
B.
Sensory
C.
Hedonic
D.
Holistic

Answer 11

B.
Sensory

Question 12

An example of sensory analysis is when a group of people are asked to rate:
A.
whether or not they would buy the product.
B.
how a new product’s packaging feels.
C.
the perceived quality of the product.
D.
how the product compares with similar products.

Answer 12

B.
how a new product’s packaging feels.

Question 13

When a person’s memory of a rock concert changes from what really happened at the event, to sights and sounds they’ve merely imagined were part of the experience, this is an example of ______ .
A.
experiential consumption
B.
sensory consumption
C.
material consumption
D.
hedonic consumption

Answer 13

D.
hedonic consumption

Question 14

When consumers perceive an incomplete picture as complete, this is known as:
A.
the principle of similarity.
B.
the principle of closure.
C.
stimulus organisation.
D.
the figure–ground principle.

Answer 14

B.
the principle of closure.

Question 15

When consumers engage in activities to communicate their association with objects, it is called consuming as _________ .
A.
play
B.
experience
C.
integration
D.
classification

Answer 15

D.
classification

Question 16

The process of interpretation involves the meaning of ______ .
A.
stimuli
B.
brands
C.
icons
D.
symbols

Answer 16

A.
stimuli

Question 17

The study of consumer behaviour focuses on the belief that people buy things because of:
A.
what those objects mean, as opposed to what they can do.
B.
the appearance of those objects, as opposed to what they can do.
C.
how consumers exchange products with one another.
D.
what those objects cost, as opposed to what they can do.

Answer 17

A.
what those objects mean, as opposed to what they can do.

Question 18

A consumer’s ________ to an object demonstrates the importance he/she places on it for maintaining their self-concept.
A.
attitude
B.
attachment
C.
alignment
D.
self/product congruence

Answer 18

B.
attachment

Question 19

Which one of the following statements is true of self/product congruence?
A.
Consumers choose products when their attributes match some aspect of the self.
B.
Consumers will always buy products whose characteristics match their own.
C.
The ideal self seems to be more pertinent to everyday functional products.
D.
Polarising products convey less self-expression potential.

Answer 19

A.
Consumers choose products when their attributes match some aspect of the self.

Question 20

An example of something that could be considered part of the family-level extended self is:
A.
a golf club.
B.
a home.
C.
a designer watch.
D.
a village.

Answer 20

B.
a home.

Question 22

Which of the following best defines the theory of embodied cognition?
A.
Demonstrates how the symbolic meaning of clothes changes how a person behaves.
B.
The connection between thinking and behaving.
C.
Presenting one’s self in an assertive way even if one does not feel assertive.
D.
Describes the effects of attentiveness and precise work.

Answer 22

B.
The connection between thinking and behaving.

Question 23

The tension between a consumer’s present and ideal state is termed __________
A.
drive.
B.
need.
C.
want.
D.
motivation.

Answer 23

A.
drive.

Question 24

Which of the following is the focus of expectancy theory?
A.
Consumers’ urges to satisfy basic needs such as hunger and thirst.
B.
Consumers’ innate instincts to satisfy themselves.
C.
Consumers’ expectations of satisfying their needs.
D.
The fact that our behaviour is driven by the expectations of achieving desirable outcomes.

Answer 24

D.
The fact that our behaviour is driven by the expectations of achieving desirable outcomes.

Question 25

When buying a new car, which of the following is an example of how the car might satisfy a hedonic need?
A.
The low insurance premiums for the car.
B.
The good safety features of the car.
C.
The fuel efficiency of the vehicle.
D.
How the car makes the consumer feel when test driving it.

Answer 25

D.
How the car makes the consumer feel when test driving it.

Question 26

Cognitive dissonance suggests that:
A.
consumers are happy for there to be inconsistencies between their beliefs and behaviours.
B.
consumers seek order and consistency in their beliefs but not their behaviours.
C.
consumers do not seek order and consistency in their behaviours and their beliefs.
D.
consumers have a need for order and consistency which cannot occur with conflicting behaviours and beliefs.

Answer 26

D.
consumers have a need for order and consistency which cannot occur with conflicting behaviours and beliefs.

Question 27

An approach-avoidance conflict in a consumer’s mind refers to:
A.
the wish to buy products that are rejected by one’s consciousness.
B.
the rejection of products and services because of conflicting information provided by marketers.
C.
the coexistence of desires and the knowledge of their harmful effects.
D.
a feeling of confusion about a new product.

Answer 27

C.
the coexistence of desires and the knowledge of their harmful effects.

Question 28

A consumer walking into an electronics shop and feeling torn between buying a new smartphone and a new tablet is experiencing:
A.
avoidance-avoidance conflict.
B.
approach-avoidance conflict.
C.
approach-approach conflict.
D.
cognitive dissonance.

Answer 28

C.
approach-approach conflict.

Question 29

Operant or instrumental conditioning occurs when:
A.
the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
B.
the individual observes the actions of others and notes the reinforcements they receive.
C.
the individual learns to perform behaviours that produce positive outcomes.
D.
the individual learns to associate one stimulus with another.

Answer 29

A.
the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.

Question 30

Which of the following is a fixed interval reinforcement schedule?
A.
Reinforcement occurs after a certain number of responses – but the person doesn’t know how many in advance.
B.
Reinforcement occurs after a fixed number of responses.
C.
The time that must pass before reinforcement is delivered varies around an average.
D.
The first response after a specified time period brings the reward.

Answer 30

D.
The first response after a specified time period brings the reward.

Question 31

An ad shows a man receiving renewed attention from people around him due to his use of a new mouthwash. What is this is an instance of?
A.
Cognitive learning.
B.
Negative reinforcement.
C.
Conditional acceptance.
D.
Positive reinforcement.

Answer 31

D.
Positive reinforcement.

Question 32

Cognitive learning stresses the importance of ______ towards information processing.
A.
product packaging
B.
external factors
C.
internal mental processes
D.
clues from the marketer

Answer 32

C.
internal mental processes

Question 33

In reflecting on the response received by a friend regarding their new couch, a consumer’s subsequent decision-making would be an example of:
A.
negative reinforcement.
B.
cognitive learning.
C.
observational learning.
D.
behavioural theory.

Answer 33

C.
observational learning.

Question 34

Observational learning involves attention, retention, motivation and ______ .
A.
punishment
B.
negative reinforcement
C.
shaping
D.
action

Answer 34

D.
action