126 Free Test Bank for Consumer Behaviour 6th

True - False Questions
Differentiating products by gender does not begin until the teenage years.
1.

True

2.

False

A survey is a method of data collection in which the respondents selfreport answers to a set of questions posed by the researcher.
1.

True

2.

False

Marketer space is really the same concept as a newer term called
consumer space.
1.

True

2.

False

Online shopping does not create opportunities for small, specialized
businesses.
1.

True

2.

False

When the researcher uses data collected by another entity to answer a
new research question, this is called primary research.
1.

True

2.

False


Social class is not considered a demographic variable because it is not a
directly observable aspect of the population.
1.

True

2.

False


One drawback of surveys, focus groups, and interviews is that they all
involve the consumers themselves reporting on their attitudes,
behaviours, or experiences.
1.

True

2.

False

The key issue about market segmentation is that consumers within a
segment have to be psychographically the same.
1.

True

2.

False

Gambling is an example of a "consumption addiction" because the person
never experiences any regret or guilt afterwards.
1.

True

2.


False

The expanded view of consumer behaviour recognizes that the
consumption process includes issues that influence consumers before,
during, and after a purchase is made.
1.

True

2.

False

When Gail investigates sex, age, and income characteristics of her
friends, she is studying psychographics.
1.

True

2.

False


Business ethics essentially are rules of conduct that guide actions in the
marketplace.
1.

True


2.

False

"Shopaholics" turn to shopping in much the same way as addicted people
turn to drugs or alcohol.
1.

True

2.

False

Rather than try to reach everybody, a marketer today usually targets his
product to specific consumers, even if he makes other people deliberately
avoid it as a result.
1.

True

2.

False

Many firms choose to protect or enhance the natural environment as they
go about their business activities. This is called "corporate giving."
1.

True


2.

False

As a grocery store manager, you want to be able to easily track what items
need to be restocked and which ones are past their expiry date. Using
RFID tags could help you with this.
1.

True

2.

False


Keith went into a store to return a shirt. The owner of the store replied that
she needed Keith's address and phone number to refund his money. After
providing his information, Keith asked what the information was needed
for, but the owner of the store would not tell him. The owner's actions are
in direct violation of the Competition Act.
1.

True

2.

False


Canada is one of the "cleanest" countries in the world when it comes to
issues like bribery or giving "gifts" in exchange for getting business from
suppliers.
1.

True

2.

False

Graffiti disparaging Nike on the Toronto subway is one form of
anticonsumption.
1.

True

2.

False

The Jones and Smiths were born in the 1960s, so they tend to share a
common set of cultural experiences that they carry throughout life.
1.

True

2.

False


Unlike those with physical addictions, consumption addicts really do have
control over their behaviour; the comparison is strictly metaphorical.
1.

True

2.

False


Consumer behaviour theorists have found that consumers only buy
products and services for what the products /services do.
1.

True

2.

False

Age, gender, ethnicity, income, geography, and purchase frequency are all
potential segmentation variables.
1.

True

2.


False

Interviews usually involve small group sessions with approximately 6-12
consumer participants.
1.

True

2.

False

Consumer behaviour as a discipline deals mainly with what happens at
the point of purchase.
1.

True

2.

False

Techniques such as storytelling are examples of quantitative research.
1.

True

2.

False



Mutiple Choice Questions - Page 1
Doritos have capitalized on _________ in their memorable Superbowl ads.
1.

a. spokescharacters

2.

b. social marketing

3.

c. green marketing

4.

d. consumer-generated content

Which of the following is not an example of a demographic variable?
1.

a. age

2.

b. geography

3.


c. lifestyle

4.

d. ethnicity

Global terms like kuroi kiri, la mordida, bustarella, and baksheesh are
referring to:
1.

a. competition.

2.

b. segmentation.

3.

c. theft.

4.

d. bribery.

One of the fundamental premises of the modern field of consumer
behaviour is that people often buy products not for what they do, but for
what they:
1.


a. cost.

2.

b. mean.

3.

c. look like.

4.

d. promise.


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:
1.

a. file sharing.

2.

b. database marketing.

3.

c. interpretivism.


4.

d. consumer-generated content.

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:
1.

a. subculture.

2.

b. marketing segmentation.

3.

c. demographics.

4.

d. typical male Canadian consumer of burgers.

The Open Data Partnership is:
1.

a. a low privacy date-matching service.

2.


b. a free-serve information access network.

3.

c. a system allowing consumers to edit information collected about them.

4.

d. a controlled group of corporations dedicated to information sharing.

Although research has shown that consumers think better of products
made by firms they feel are behaving ethically, many "ethical" companies
encounter difficulties selling their products. What is a good a reason for
this?
1.

a. Ethical companies do not make good quality products.

2.

b. Products made by ethical companies are hard to find for consumers.


3.

c. Sometimes consumers' buying behaviour is not consistent with their positive
attitudes about ethical products.

4.


d. Consumers lie on surveys about ethical companies in order to appear like they
care.

Mary designed an unsuccessful advertising campaign for a medical
insurance company that was targeted at 18- to 34-year-old males. The
campaign only included one commercial, which featured a young man
who had become crippled in a skydiving accident. While planning the
campaign, Mary failed to recognize that:
1.

a. 18- to 34-year-old males are not interested in medical insurance.

2.

b. not all 18- to 34-year-old males share the same lifestyle.

3.

c. television commercials are not effective for advertising medical insurance.

4.

d. she should have also segmented based on ethnicity.

If you listed your collection of NHL rookie cards on eBay, you would be
engaging in which type of commerce?
1.

a. transactional


2.

b. psychographic

3.

c. B2C

4.

d. C2C

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:
1.

a. demographics.

2.

b. psychographics.

3.

c. personal profiles.

4.

d. physiology.



If a product succeeds in satisfying needs and is purchased over and over,
it most likely has attained:
1.

a. product separation.

2.

b. brand loyalty.

3.

c. lifestyle variation.

4.

d. purchase conception.

Sara and Jessica text back and forth while Sara is shopping and Jessica
is riding the bus to work. This is an example of:
1.

a. a synchronous interaction.

2.

b. an asynchronous interaction.


3.

c. utilitarian consumption.

4.

d. a consumption community.

Gail decides to take a break from studying, and goes online to check
things out. She connects with one of the product discussion groups that
she participates in. This is an example of a/an:
1.

a. lifestyle discussion.

2.

b. brand competition.

3.

c. consumption community.

4.

d. marketplace competition.

Recently marketers have come to realize the value of what is being called
relationship marketing. In marketing terms, it means:
1.


a. developing friendships with foreign governments so that American products can
be sold in their countries at a fair price.

2.

b. instituting practices which show companies' awareness of their responsibilities
to the environment and society.

3.

c. building bonds between brands and customers that will last over time.


4.

d. using new electronic capabilities to ensure that all channel members work
smoothly together, for example, in seeing that products get to retailers before their
inventories run out.

Groups of people that unite on the Internet to share a passion for a
product are known as:
1.

a. chat rooms.

2.

b. virtual brand communities.


3.

c. consumer networks.

4.

d. product organizations.

The fact that bribery in business is acceptable in some countries but not
in others demonstrates that:
1.

a. ethics are relative to the situation in which business persons find themselves.

2.

b. cultural jamming has been successfully practiced in some countries.

3.

c. ethics are incompatible with social marketing.

4.

d. practices can be unethical without being illegal.

The film The Wedding Crashers had what reported impact?
1.

a. It resulted in an decrease in wedding bookings.


2.

b. It led to a sell out DVD success.

3.

c. It caused an outbreak of uninvited wedding guests.

4.

d. It boosted the US economy by 15% in it’s year of release.

In studying consumers like Gail, a college junior, marketers often find it
useful to learn how they spend their leisure time, their interests in music
or clothing, even atand titudes about social issues, to be able to
categorize them according to their lifestyles. This sort of information is
called:
1.

a. core values.

2.

b. psychographics.


3.

c. configurations.


4.

d. physiognomies.

People who have grown up “wired” in a world of digital technology are
described as ________.
1.

a. horizontal revolutionaries

2.

b. smart socialites

3.

c. digital natives

4.

d. face-to-place consumers

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:
1.

a. market segmentation,


2.

b. relationship marketing.

3.

c. market research.

4.

d. consumer behaviour

Research has shown that Mexican firms are less likely to have formal
codes of ethics and more likely to bribe public officials than are American
or Canadian companies. This demonstrates that:
1.

a. business practices can be unethical without being illegal.

2.

b. social marketing is not important in Mexico.

3.

c. cultural values and beliefs are important for determining what is considered
ethical.

4.


d. American and Canadian companies are more respectful than Mexican
companies.

Tony Roma’s restaurant sends regular customers a coupon for a free meal
on their birthdays. This is an example of:
1.

a. a company seeking to attract lost clients back to base.


2.

b. a social networking process.

3.

c. a loss-leading promotion campaign.

4.

d. relationship marketing.

Tina, a supervisor of displays for Sears Canada, knows that attractive
displays can generate additional sales of particular items. From a
marketer's perspective, this is a/an:
1.

a. purchase issue

2.


b. post purchase issue

3.

c. merchandising complexity

4.

d. loss leader

Which Act is designed to protect consumers against purchasing food,
cosmetics, or drugs that are deceptive or misleading, or that may pose a
risk to health?
1.

a. Food and Drugs Act

2.

b. Consumer Packaging and Labelling Act

3.

c. Hazardous Products Act

4.

d. National Trademark and True Labelling Act


The expanded view of the exchange that includes the issues that influence
the consumer before, during, and after a purchase is called:
1.

a. the value.

2.

b. the strategic focus.

3.

c. the pre-sell strategy.

4.

d. the consumption process.


Saucony Canada held a contest asking consumers to send in their own
photos, which will be utilized in a future advertising campaign for the
company. This is an example of:
1.

a. anticonsumption.

2.

b. consumer-generated content


3.

c. social marketing.

4.

d. green marketing.

An e-tailer is:
1.

a. a market research company that primarily collects data online.

2.

b. an anti e-commerce advocate.

3.

c. an online retail supplier.

4.

d. an end-of-purchase feedback service.

Christina Chiang has decided to order a week's worth of groceries from
HomeGrocer.com. She places her order and is pleasantly surprised when
she receives her order at her doorstep six hours after the order was
placed. This transaction is an example of:
1.


a. social commerce.

2.

b. TCR.

3.

c. virtual consumption.

4.

d. U-commerce.

In a survey designed to measure people's willingness to pay for fair trade
coffee, researchers found that most coffee drinkers were willing to pay an
average price premium of ________.
1.

a. 10 percent

2.

b. 20 percent

3.

c. 30 percent



4.

d. 40 percent

The multi-player online game “World of Warcraft” is a good example of:
1.

a. consumer-generated content.

2.

b. the dark side of consumerism.

3.

c. a virtual brand community.

4.

d. anti-consumption

Marketers who interact with their customers on a regular basis, and not
just at the time of purchase, are most likely engaged in:
1.

a. brand loyalty

2.


b. psychographic segmentation

3.

c. market segmentation

4.

d. relationship marketing

John is the vice president of marketing for a local tour guide company. He
is concerned that his customers are not recommending his company to
friends of theirs. For John, this problem is a:
1.

a. purchase issue.

2.

b. demographic problem.

3.

c. prepurchase issue.

4.

d. postpurchase issue.



65 Free Test Bank for Consumer Behaviour 6th
Canadian Edition by Solomon Mutiple Choice
Questions - Page 2
Shoppers Drug Mart periodically videotapes consumers and how they
interact with new point-of-purchase displays in the cosmetics department.
This is an example of:
1.

a. conducting qualitative research.

2.

b. conducting experimental research.

3.

c. conducting observational research.

4.

d. tracking data on digital networking behaviour.

A physiological and/or psychological dependency on products or services
is called consumer ________.
1.

a. psychosis

2.


b. conditioning

3.

c. addiction

4.

d. obsession

5.

e. gratification

The term shrinkage is an industry term for:
1.

a. the fragmentation of consumer needs caused by the Internet.

2.

b. reductions in waste resulting from product usage.

3.

c. a North American consumer trend associated with paying less for products.

4.

d. inventory and cash losses due to shoplifting and employee theft.


Mrs. Almarez is a middle-aged, high-income, stay-at-home mother.
Recently she was caught shoplifting. She shoplifts because:
1.

a. her friends do it.


2.

b. she does not believe it is morally wrong.

3.

c. she gets a thrill from doing it.

4.

d. she needs the stolen goods.

When data is collected by the researcher specifically for the research
question at hand this is called:
1.

a. exploratory research.

2.

b. quantitative research.


3.

c. primary research.

4.

d. secondary research.

Of the following pieces of legislation intended to protect the consumer,
which was passed first?
1.

a. Textile Labelling Act

2.

b. Food and Drug Act

3.

c. Motor Vehicle Safety Act

4.

d. Hazardous Products Act

5.

e. National Trademark and True Labelling Act


Protection Motivation Theory suggests that:
1.

a. people are naturally driven to protect their assets.

2.

b. arousing fear can help change a person’s behaviour.

3.

c. we are motivated to care for ourselves from a very young age.

4.

d. it is difficult to persuade people to indulge in high-risk activities.

While marketers cannot create needs, they:
1.

a. may affect an environment in which specific needs may be activated.

2.

b. can always sell to somebody.

3.

c. are close to being able to create needs in the next five years.



4.

d. control the mass media—almost the same thing.

A researcher is studying the effect of including a bonus product on
people’s tendency to purchase personal care items (e.g., shampoo,
deodorant, etc.). The researcher randomly assigns male and female
consumers to be asked to buy the product with the bonus or to be asked
to buy the product without the bonus. The researcher then calculates the
proportion of people in each condition that purchase the product. The
independent variable in this study is:
1.

a. the proportion of people that purchase the product.

2.

b. personal care items.

3.

c. gender.

4.

d. the presence or absence of a bonus.

Firms that are interested in voluntarily protecting or enhancing their
positive social and environmental impacts are engaged in:

1.

a. relationship marketing.

2.

b. transformative consumer research.

3.

c. green marketing.

4.

d. corporate social responsibility.

Jackson, the marketing manager for a large food manufacturing plant,
recently met with his boss because he was concerned that his company
was violating the Food and Drugs Act of 1953 and the Competition Act of
1986. Based on this information, what was the problem that Jackson was
concerned about?
1.

a. The company had not taken any quality-control measures when producing its
products.

2.

b. The company was advertising one of its unhealthy products as being healthy.


3.

c. The company would not reveal what information it was collecting from its
customers.


4.

d. Its products were unsafe to consume and could cause harm to people.

The main difference between impulse buying and compulsive
consumption is:
1.

a. impulse buying only occurs for certain types of products, while compulsive
consumption can occur for any product.

2.

b. impulse buying occurs at a particular moment, while compulsive consumption is
an enduring behaviour.

3.
4.

c. impulse buying is done by choice, while compulsive consumption is not.
d. impulse buying cannot be measured empirically, while compulsive consumption
can be.

To reduce waste associated with their Downey Fabric Softener, Proctor &

Gamble introduced refillable containers. This is an example of:
1.

a. green marketing.

2.

b. ethical marketing.

3.

c. culture jamming.

4.

d. anticonsumption.

________ involve(s) gathering data through a one-on-one interaction
between an interviewer and a respondent.
1.

a. Survey research

2.

b. Focus group research

3.

c. Interviews


4.

d. Observational research

In the "good old days" companies decided what they wanted their
customers to know and do. This time is known as:
1.

a. consumer space.

2.

b. the baby boomer era.

3.

c. market control.


4.

d. marketer space.

Current consumer research is likely to include attention to the "dark side"
of consumer behaviour. This growing emphasis refers to the fact that:
1.

a. it is difficult to measure the contribution of the "art" of consumer behaviour
research to the corporate bottom line.


2.

b. many consumer behaviour findings are being stolen by competitors, via
computers.

3.

c. not all consumer behaviour or marketing activity is necessarily beneficial to
society.

4.

d. understanding consumption for its own sake should be the focus of research
rather than for the sake of making money.

The purpose of advertisements for Coca-Cola is to:
1.

a. teach us ways to satisfy a need.

2.

b. encourage moral breakdown.

3.

c. encourage us to be thirsty.

4.


d. create a need.

At night, Aaron likes to walk around the city spray painting a black circle
over company logos on billboards and bus-stop advertisements. Aaron's
behaviour is an example of:
1.

a. addictive consumption.

2.

b. anti consumption.

3.

c. anti communication.

4.

d. shrinkage.

In qualitative research, the presentation of ambiguous objects or activities
that are open to various interpretations is known as ________.
1.

a. random assignment

2.


b. a projective technique


3.

c. an experiment

4.

d. role playing

The growth of the Web has created thousands of online consumption
communities. What is the biggest danger of such communities?
1.
2.

a. the members will receive bad information
b. the members will feel pressure to conform to certain types of purchase
behaviour

3.

c. the members will become frustrated in their communication efforts

4.

d. the members of have no sense of mission

A researcher is studying the effect of including a bonus product on
people’s tendency to purchase personal care items (e.g., shampoo,

deodorant, etc.). The researcher randomly assigns male and female
consumers to be asked to buy the product with the bonus or to be asked
to buy the product without the bonus. The researcher then calculates the
proportion of people in each condition that purchase the product. The
dependent variable in this study is:
1.

a. the proportion of people that purchase the product.

2.

b. personal care items.

3.

c. gender.

4.

d. the presence or absence of a bonus.

Considering the dramatic growth of shopping centres worldwide, toward
what country would you point a businessperson who was interested in
locating in the largest shopping mall in the world?
1.

a. United States

2.


b. China

3.

c. Australia

4.

d. Germany


Social critics have maintained that marketing leads people to buy
products they do not want and do not need. However, the failure rate of
new products that are heavily marketed is reportedly as high as 80
percent. How can these two seemingly opposite views of marketing be
reconciled?
1.

a. The social critics are simply wrong. People are not influenced by marketing.

2.

b. Consumers are highly influenced by marketing, but some products simply fail
anyway.

3.

c. Marketing does have an influence on consumers, but marketers simply do not
know enough about people to manipulate them any way they please.


4.

d. Products that fail are generally products that will satisfy a want, but not a need.

________ involve(s) gathering data from small group sessions with
approximately six to twelve consumer participants.
1.

a. Survey research

2.

b. Focus group research

3.

c. Interviews

4.

d. Observational research

Mrs. Brown has an obsessive need to shop every day to relieve
depression and boredom. Her behaviour is termed:
1.

a. a spending spree.

2.


b. compulsive consumption.

3.

c. impulse buying.

4.

d. consumer behaviour.

Scanner technology and clickstream data gathering are two methods
of________.
1.

a. conducting qualitative research

2.

b. conducting experimental research


3.

c. conducting observational research

4.

d. tracking data on digital networking behaviour

Ethnographic research is an example of a type of:

1.

a. survey research.

2.

b. focus group research.

3.

c. experimental research.

4.

d. observational research.

________ involve(s) gathering data by directly observing consumer
behaviours.
1.

a. Survey research

2.

b. Focus group research

3.

c. Interviews


4.

d. Observational research

________ involve(s) asking respondents to self-report answers to a set of
questions posed by the researcher, often in written, online, or phone
format.
1.

a. Survey research

2.

b. Focus group research

3.

c. Interviews

4.

d. Observational research

If Maple Leaf Foods of Toronto were to donate a certain percentage of its
annual profits to adult literacy, they would be engaged in:
1.

a. lifestyle segmentation.

2.


b. irresponsible practices.

3.

c. corporate giving.


4.

d. database marketing.

At times Pepsi and Coke have been accused of causing psychological
dependence due to the levels of caffeine in their colas. This is known as:
1.

a. psychological marketing.

2.

b. consumer addiction.

3.

c. social marketing.

4.

d. brand loyalty.


According to the film and music industries, downloading music and
videos from file-sharing sites such as Kazaa is:
1.

a. an example of theft

2.

b. a way to monitor the e-commerce entertainment industry.

3.

c. the future for entertainment.

4.

d. social marketing at its best.

Free Text Questions - Page 1
Frog Box is a Canadian company that offers consumers re-usable moving
boxes and donates a percentage of its revenue to frog habitat restoration.
Discuss the two main marketing processes that are being used by this
company.
Answer Given

Green marketing (eco-friendly reusable boxes), and cause-related marketing
(donating to a related cause).


Alan owns an independent coffee shop in a trendy urban neighbourhood.

He asks you to explain “relationship marketing” and how he might
implement this in his business.
Answer Given

Marketers have realized that a key to success is building relationships that will last
a lifetime between brands and customers. Relationship marketing involves making
an effort to interact with customers on a regular basis, giving them reasons to
maintain a bond with the company over time.

Gail is studying the interests and values of a group of ten consumers for
some consumer researcher. What category of information is Gail studying
and what other aspects of the consumers may also be included in her
study?
Answer Given

Psychographics. The study of psychographics includes aspects of a person’s
lifestyle, interests, attitudes, values, and personality.

What do we mean when we say that consumer behaviour is a process?
Answer Given

Consumer behaviour is more than just the purchase itself. The field of consumer
behaviour covers a lot of ground: It is 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.

State the notation for business selling to consumers on the Internet and
explain how it differs from other types of commerce.
Answer Given


B2C commerce. In addition, virtual consumption has greatly facilitated consumerto- consumer activity (C2C commerce). Just as e-consumers are not limited to
local retail outlets in their shopping, they are not limited to their local communities
when looking for friends.

Explain the view that marketing is more than just an exchange.
Answer Given


The exchange, in which two or more organizations or people give and receive
something of value, is an integral part of marketing. Although exchange is an
important part of consumer behaviour, the expanded view emphasizes the entire
consumption process, which includes the issues that influence the consumer
before, during, and after a purchase.

What are social media? Give an example.
Answer Given

Social media are the online means of communication, conveyance, collaboration,
and cultivation among interconnected and interdependent networks of people,
communities, and organizations enhanced by technological capabilities and
mobility. Facebook and Twitter are examples of this.

Why would a marketer use age as a segmentation variable?
Answer Given

Consumers of different age groups obviously have very different needs and wants.
Although people who belong to the same age group differ in many other ways,
they tend to share a set of values and common cultural experiences that they
carry throughout life. In some cases, marketers initially develop a product to
attract one age group and then try to broaden its appeal later on.


Distinguish between green marketing and social marketing.
Answer Given

Some firms take a green marketing approach in which they offer products in ways
that are less harmful to the environment. Examples are firms that have focused
their efforts on reducing wasteful packaging, as when Proctor & Gamble
introduced refillable containers for Downy fabric softener. Social marketing refers
to using marketing techniques normally employed to sell beer or detergent to
encourage positive behaviours such as increased literacy or to discourage
negative activities such as drunk driving.

What is relationship marketing? How might relationship marketing be
used by marketers to become "closer" to consumers?
Answer Given

Marketers are carefully defining customer segments and listening to people in
their markets more than ever before. Many marketers have realized that a key to
success is building relationships that will last a lifetime between brands and
customers. Relationship marketing involves making an effort to interact with