6 - Test Bank PDF
| Title | 6 - Test Bank |
|---|---|
| Course | Consumer Behaviour |
| Institution | University of Ottawa |
| Pages | 26 |
| File Size | 715.2 KB |
| File Type | |
| Total Downloads | 13 |
| Total Views | 143 |
Summary
Test Bank...
Description
Exam Name___________________________________
MULTIPLECHOICE.Choosetheonealternativethatbestcompletesthestatementoranswersthequestion. 1) The________maybethoughtofasapersonʹsuniquepsychologicalcharacteristicsandhowthese featuresconsistentlyinfluencethewaythatpersonwillrespondtohisorherenvironment. A) attitudeprofil e B) configuration C) self -focuscognate D) self-attributeprofile
1)
2) HannahwasembarrassedwhenherfriendsteasedheraboutdancingonatableonFridaynight. Shetriedtotellherfriendsthatsheisreallyquiteintrovertedandshy.Herfriendsobservedthat Hannahdoesnotappearshywhensheisoutonaweekendevening.Whichofthefollowing statementsaboutpersonalityismostapplicableinunderstandingHannah? A) Hannahisusingadefensemechanismtoprotecthertruepersonality,hopingherfriendswill notnotice.Thisisbecauseshetendstoactthesamewayineverysituation,butknowsitʹs importanttoappearasbehavingdifferently. B) Personalityisasetofconsistenttraitsthatdonotchangefromoneenvironmenttothenext. EitherHannahorherfriendsarewrong. C) Personalityisapersonʹsuniquepsychologicalmakeupthatconsistentlyinfluencesbehaviour withinacertainenvironmentalsituation.Althoughbehaviourwillbeconsistentwithin similarenvironments,theydonothavetobeconsistentbetweenenvironments. D) Hannahʹsbehaviouronaweekendnightisduetoherlifestyle,whileherusualshy behaviourisaresultofpersonality. E) Personalityisahypotheticalconstructthatgrowsstrongerwithage.AsHannahmatures,her behaviourwillbecomemoreconsistentindifferentenvironments.
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3) Psychologicalapproachestotheconceptofpersonalityintheearlypartofthe20thcenturywere basedonallofthefollowing,EXCEPT: A) encounterswithothers B) accountsoftraumaticexperiences C) dreaminterpretations D) qualitativeanalysis E) quantitativeanalysis
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4) ThethreeFreudiansystemsarethe: A) identification,ego,superego B) id,psyche,superego C) id,self,supereg o D) subconscious,ego,id E) id,ego,superego
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5) InFreudiantheory,the________isthatpartofthemindguidedbytheprimarydesireto maximizepleasureandavoidpain. A) superego B) conscience C) persona D) id E) ego
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6) InFreudiantheory,thesystemwhichactsasapersonʹsconscienceisthe: A) id B) ego C) superego D) persona
6) E) mores
7) Theʺfightbetweentemptationandvirtueʺinthemindismediatedbythe: A) superego B) ego C) conscience D) id E) persona
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8) Achildgoesintoastore,seesaCaramilkbar,andwantsitrightaway.Freudiantheorywouldsay thatthisisrepresentativeofthe: A) superego B) ego C) lefthemisphereofthebrain D) righthemisphereofthebrain E) id
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9) AndrewouldjustlovetohavethatcreampuffthatheseesthroughabakerywindowonYonge StreetinToronto.But,heresiststheurgeandkeepsonwalking.Freudiantheorywouldsaythat thisisrepresentativeofthe: A) superego B) righthemisphereofthebrain C) ego D) lefthemisphereofthebrain E) id
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10) TodaymostapplicationsofFreudiantheoryinmarketingarerelatedto: A) childrenʹsproducts B) familypurchaseconflicts C) howwelearn D) thesexualityofproducts E) gift -giving
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11) Thetheoriesof________highlightthepotentialimportanceofunconsciousmotivesunderlying purchases. A) Dichter B) Horney C) Freud D) Jung E) Katz
11)
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12) Inthe1950s,aperspectivecalled________attemptedtouseFreudianideastounderstandthe deepermeaningsofproductsandadvertisements. A) sexualsymbology B) motivationalresearch C) lifestyleresearch D) psychicresearch E) psychographics
12)
13) Abasicapproachofofmotivationalresearchis: A) consumersonlybuywhentheyarehappy B) Freudiantheoryhasnobasisinmodernreality C) personalityoccurswhenneedsariseandthenaresatisfied D) sociallyunacceptableneedsarechanneledintoacceptableoutlets E) marketinghasnoconnectiontoconsumerbehaviour
13)
14) MotivationalresearchattemptedtouseFreudianideastobetterunderstandconsumerbehaviour. Manyresearchersbelievethatitiswrongtousethisapproachtostudycustomers.Why? A) Someresearchersbelievethatmotivationalresearchisnotvalidorreliable,whileothers worrythatitistoopowerfulandmayallowmarketerstosubconsciouslymanipulate consumers. B) Motivationalresearchdoesnothelptoprovideinsightintopracticalmarketingproblems, suchashowtodevelopmarketingcommunicationsthatappealtoconsumerneeds C) Freudiantheorieshavebeenshownnottoapplytomodernconsumers. D) Theattemptwasflawedinthefirstplacebecausepersonalitytheorieshavebeenfoundtobe unrelatedtomotivation. E) Althoughthetheoriesappeartohaveapplicationsinpsychologicalstudies,theycannotbe successfullyusedtopredictwhathappensinthemarketplace.
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15) Theadagencydevelopedamarketingcampaignforicecreamthatplacedheavyemphasisonthe unconsciousmotiveofsecurity.Theadwasdesignedtomakeadultsfeelthattheywere well-lovedchildrenagain.Theagencydrewonthefindingsof: D) Dichter E) A) Katz B) Freud C) Jung
15)
16) Accordingtomotivationalresearchthought,whenCarolwearslongwhitegloveswithherevening gownandremovesthem(aformofundressinginasensualway),sheisfollowingwhichofthe followingmotives? A) magic- mystery B) C) femininity D) security E) status
16)
17) WhenCathybuyscerealshetendstobuywell - knownbrandssuchasKelloggʹs.Accordingto Horneyʹsresearchshecanbedescribedas: A) aggressive B) passive C) attached D) detached E)
17)
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18) Whowasinstrumentalinadvancingtheideathatmuchofhumanbehaviourcouldbeunderstood byknowinghowmotivationisrelatedtothefeelingofinferiority? A) SigmundFreud B) C) HarryStackSullivan D) KarenHorney E) CarlJung
18)
19) OurcultureʹscurrentfascinationwithstoriesfeaturedinmoviesliketheHarry PotterSeriesandThe LordoftheRings inwhichthe MagicianandthePatriarchtriumphovertheSorcererandtheDictator emphasizetheimportanceof________overwhelming________insuccessfulproducts. A) extroversion;introversio n B) superego;id C) positivearchetypes;shadows D) E) personality;equity
19)
20) Maryisfrequentlyshoppingandbuyingproducts.Marycanbeconsideredashavingthetraitof: A) self-consciousness B) C) needforcognition D) innovativeness E) extroversion
20)
21) Jamesisapersonwholikestothinkaboutthings,especiallywhenitcomestomakingselections betweenproducts.Accordingtotraittheory,Jamescouldbecharacterizedashavingastrong: A) interestininnovations B) needforuniqueness C) needforacquiringandowninggoods D) needfor E) emphasisonhisappearance
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22) WhenLindasawtheadforthenewSwiftermop,sherushedoutandboughtone.Shecanbe consideredtohavethetraitof: A) B) extroversion C) needforcognition D) self -consciousness E) materialism
22)
23) Megfindsoutthatallofthepeoplesheknowswillbewearingjeanstoaparty.Knowingthis,she decidestowearaskirt.ThisdemonstratesMegʹs: A) contentment B) fashionorientation C) hierarchyorientation D) needfor E) allocentricorientation
23)
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24) Nickisredesigninganadvertisementafterhisconsultanttoldhimhismarketingsegmentwashigh 24) inidiocentrics.Whichofthefollowingwouldbethebestpromotionforthissegment? A) . B) Thepromotionshowsamaninhiskitchencarefullypreparingamealforagroupofhis co- workers. C) Thepromotionemphasizesthesatisfactionthatacustomergetswhenheworkswitha successfulteamathisoffice. D) Thepromotionshowsamanbraggingtoaco- workerabouthissuccessfuldietthathas loweredhischolesterollevels. E) Thepromotionshowsamanenjoyinghissparetimewithhisfamily 25) Allofthefollowingcharacterizeapersonwhohasanallocentric orientationEXCEPT: A) Theyaremorelikelytohaveoddhabitsbecauseofunresolvedconflictsfromherchildhood. B) Theyenjoyspendingtimeinthekitchenandpreparingmeals C) Theyhaveagrouporientationandenjoysdoingthingswithlargegroupsofpeople. D) E) Theyenjoyworkingoncraftprojects,suchasbuildingmodelsandknitting
25)
26) Allofthefollowingarecurrentviewsoftheuseoftraitmeasurementsforpredicting brand/productchoices,EXCEPT: A) researchersarejustnotabletopredictconsumersʹbehavioursonthebasisoftheirmeasured traits;themeasurementslackvalidity B) thetestshavetoooftenbeenimproperlyusedorarbitrarilychanged,soresultscouldnotbe valid C) D) itmakesgoodintuitivesensethatconsumerswouldbuyproductsthatareextensionsoftheir personalities E) traitscalesweredesignedtomeasuregrossoveralltendencies,notspecificbrandpreferences
26)
27) WindOutfittersmostprobablyhaveadoptedawolfaspartoftheircompanylogotodevelop: A) marketshare B) C) competitivefear D) companyacceptance E) corporatestrategy
27)
28) Accordingtothetext,theproductsymbolthatisgivencreditforbeingthefirstʺbrandpersonalityʺ (introducedin1886)was________. A) B) theCoca- Colasymbol C) theMichelinMan D) theKelloggʹsrooste r E) theJohnDeeretractorsymbol
28)
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29) L.L.Beanproductsareknowntoberugged,outdoorsy,tough,athletic,anddependable.Because thecompanyhasworkedveryhardtoestablishthesethoughtsinthemindsofconsumersandhas spentlargesumsofmoneytomakesurethattheirproductsmaintaintheL.L.Beanreputation,L. L.Beanhasachieved________withtheirproducts. A) brandanimism B) brandpolarity C) branddynamics D) brandlogos E)
29)
30) AcertainbrandofDVDplayerispricedatthe themarketandisonly locationsatup- marketstores.Thisimplieswhichpersonalitytraitinferences:
30)
B) planful,practical C) reliable,dependable D) flighty,schizophrenic E) versatile,adaptable 31) ErichasaSt.Christopherʹsmedallionthathereceivedfromhislategrandfather.Themagical qualities(goodluckqualities)ofthisgifthavehelpedErictohavelessfearabouttheworldaround himandasenseofprotection(evenifitisonlyimagined).Ericʹsfeelingstowardthismedallionare partofasystemcalled________. A) humanism B) cultism C) objectivism D) modernism E)
31)
32) Thesecondlevelofanimismoccurswhenobjectsbecome________;thatis,theytakeonhuman characteristics. A) B) assimilated C) attached D) accentuated E) alliterated
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33) Althoughabrandʹspersonalitycanbeverydifficulttochange,marketerscanaccomplishthisto certainextentby________theirproduct. A) skimming B) allocating C) D) reanimating E) over- solidifyin g
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34) ________referstoapatternofconsumptionreflectingapersonʹschoicesofhowheorshespends timeandmoney. A) Motivation B) AIOs C) Patterndevelopment D) Personality E)
34)
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35) Groupidentitiesgelaroundformsofexpressivesymbolism.Theself - definitionsofgroup membersarederivedfromthecommonsymbolsystemtowhichthegroupisdedicated.Whichof thefollowingtermsisNOToneusedtodescribetheseself- definitions: A) tastepublic B) statusculture C) symboliccommunity D) consumercomplex E) lifestyle
35)
36) AmarketingconsultantpredictedthatpeopleflyfishingfortroutintheRockyMountainswould beattractedtotheJeepCherokee,ifpavedaccesstothestreamswaspossible.Asurveyofa famoustroutstreamwithpavedaccessfoundalmost50percentofthevehiclesparkedatthe streamaccesspointswereJeepCherokees.Thisremarkableproductcomplementarityshowedthe powerof________inshapingproductusage. A) B) motivation C) geodemography D) environmentalsymbolism E) personality
36)
37) IfAirCanadateamsupwithTropicalVacationsInc.toofferpackagedeals,thisisknownasa/an ________strategy. A) harvesting B) C) monopoly D) flighting E) undifferentiated
37)
38) Setsofdifferentproductswithsymbolicmeaningswhicharerelatedarecalled: A) symbolicinvestitures B) consumerpreferences C) harmonicconvergences D) E) symbolicmarketgroups
38)
39) Wheninteriordesignersintegrateproductsfrommanydifferentcategories(suchasappliances, furnishings,evenartwork)intoaunifiedwholeoraspecificdecoratingstyle,theyarerelyingupon theprincipleof: A) consumptionconsistency B) harmonicconvergence C) marketconsistency D) E) marketcomplementarity
39)
40) Theuseofpsychological,sociological,andanthropologicalfactorscombinedwithdemographic informationtoidentifypotentialmarketsiscalled: A) B) power-drivensegmentation C) consumerclusterin g D) ulstrithcodin g E) culturalsegmentation
40)
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41) Allofthefollowingstatementsaboutpsychographicsaretrue,EXCEPT: A) wasneededbecausepreviousconsumerresearchwasidiosyncratic B) usesstandardpsychologicalscales C) wasdevelopedtoaddressshortcomingsinmotivationalresearch,suchaslackofreliability andusefulness
41)
e E) waslargelydisappointingbecausepurchasebehaviourswerenotexplained 42) AIOstatementsconsistofconsumerresponsesidentifyingtheir:
42)
B) attention,interests,opinions C) attention,interests,outcomes D) attitudes,ideas,opinions E) activities,interests,outcomes 43) Contemporarypsychographicresearchgroupsconsumersaccordingtoacombinationofallof thesevariablesEXCEPT: A) demographiccharacteristicsofconsumerssuchasincomeandeducation B) whatconsumersfindinterestingandimportant C) howconsumersviewthemselvesandtheworldaroundthem D) s E) howconsumersactuallyspendtheirtime
43)
44) Theʺ20 - 80rule,ʺasthetermgenerallyisusedinmarketingresearch,means: A) about20percentofconsumersarebrandloyaland80percentbuyvariousbrandsasa matterofcourse B) predictionsaboutbrandusagearecorrect20percentofthetime,incorrect80percentofthe time
44)
D) about20percentofbuyersusecouponsorspecialoffersfor80percentoftheirpurchases E) about20percentoftheworldʹstotalconsumptionofproductsisbytheU.S.andthe remaining80percentrepresentstherestofthecountriesʹconsumption 45) Shopping,clubmembership,sports,andsocialeventsareallillustrationsofwhichofthefollowing lifestyledimensions? A) Interests B) Demographics C) Attitudes D) Outcomes E)
45)
46) NormaShieldsisaresearcherinvestigatinglifestylesoftherichandfamous.Thisweeksheis examininghertargetaudienceʹsviewsonfood,themedia,fashion,andrecreation.Whichofthe AIOcategoriesdoesNormaseemtobeworkingonnow? A) B) Demographics C) Attitudes D) Activitie s E) Outcomes
46)
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47) Asamarketer,youwouldusepsychographicsegmentationforallofthefollowingEXCEPT: A) definingthetargetmarket B) positioningtheproduct C) developingoverallstrategy D) measuringmarketvolume E) identifyingcharacteristicsofthosewithdestructiveconsumptionbehaviours,suchasdrug useorexcessivegambling
47)
48) Apsychographicstudyofmenaged18 - 24whodrinkanddrivefoundfourdifferentgroups: A) welladjusted,nerds,problemkids,rockies B) partyanimals,nerds,yuppies,problemkids C) goodtimers,nerds,yuppies,problemkid s D) E) nerds,yuppies,problemkids,welladjusted
48)
49) ThelettersofVALSstandfor: A) varied-attitudelistsurvey B) variedactionslinkedtostrategy C) value-addedlicensingsegmentation D) E) vacationandleisuresegments
49)
50) Genʹsmainfocusatthemomentishercareer,butshechoseagovernmentpositionoveraprivate sectorcompanyorentrepreneurialendeavour.AccordingtotheVALStypologyshecanfitinto whichofthefollowinggroups: A) Strivers B) C) Makers D) Experiencers E) Fulfilled
50)
51) Holdingdownawell-paidjobJeremyisnotshortofresources,butheisimpulsiveandalways seekingunusualactivities,suchastryingtomakethesummitofEverest.AccordingtotheVALS typologyhecanfitintowhichofthefollowinggroups: A) Fulfilled B) Achievers C) Strivers D) Makers E)
51)
52) Dougcomesfromafamilybackgroundwhereastrongethicalcodewasdevelopedatanearlyage. Hehasfewresources,buthetendstofavourbrandsthataretriedandtrue.Accordingtothe VALStypologyhecanfitintowhichofthefollowinggroups: A) Actualizers B) Fulfilled C) Strivers D) E) Achievers
52)
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53) Erinlikestobeself-sufficient.Shegrowsherownvegetables,mowsherownlawn,paintsher houseanddoesherownrepairs.AccordingtotheVALStypologyshecanfitintoinwhichofthe followinggroups: A) Achievers B) Fulfilled C) Experiencers D) Strivers E)
53)
54) SometimesWillydoesnotknowhowheisgoingtomeethiseverydayneeds;hefeelslikeareal survivor.AccordingtotheVALStypologyhecanfitintowhichofthefollowinggroups: D) Makers E) A) Achievers B) Strivers C) Fulfilled
54)
55) Sometimesitmakessensetosegmentbywhereconsumerslivebecause: A) objectiveproofexiststhatitistheonlywaytoensureshort- termprofits B) otherformsofsegmentationjustdonʹtworkinthelongrun C) mostpeoplestayput,sothereisstabilityinsucharesearchmeasure D) E) softwaredecision- supportsystemsareonlyeffectivewhenlinkedtoamappingprocedure
55)
56) Silvergrocerystoresareutilizedatechniquecalled________.Usingtheprocedure,information aboutcityneighborhoodscanbeoverlaidwithincomeandtravelpatterndata. A) nonmetric-multidimensionalscalin g B) psychometricaltimeters C) lifestyletrendin g D) E) bimodalscaling
56)
57) Jimseeshimselfasbeingconfident,powerful,andheroic.AccordingtotheBrandassetValuator ArchetypesdevelopedbyadagencyYoung&Rubicam,Jimwouldbeclassifiedasa________. A) B) Magician C) Patriarch D) Sage E) Troubadour
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58) Afoodculture isapatternoffoodandbeverageconsumptionthatreflectsthe________ofasocial group. A) B) traits C) norms D) motivations E) conventions
58)
59) Whichofthefollowingconsumptionmotivesmostlikelyexplainsaperson’smotivationtopurchase gourmetfoods,foreigncars,cigaretteholders,orperfume? A) eroticism B) C) magic- mystery D) reward E) security
59)
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60) Accordingtomotivationalresearchthought,whenCarolwearslongwhitegloveswithherevening gownandremovesthem(aformofundressinginasensualway)infrontofherdate,sheis followingwhichofthefollowingmotives? A) status B) reward C) security D) magic- mystery E)
60)
61) FrankSimmshasdecidedtouseYoda(e.g., StarWars wiseman)topromoteanewmodelofa notebookcompute...
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