1
Q
Q1. What is consumer behavior?
A) The study of how businesses decide what to sell
B) The study of how people make, use, and dispose of purchases
C) The study of only why people buy luxury goods
D) The study of financial investment decisions
A
Answer: B
2
Q
Consumer behavior represents a process that includes:
A) Only purchase decisions
B) Buying and selling stock investments
C) Pre-purchase, purchase, and post-purchase stages
D) Advertising and production decisions
A
Answer: C
3
Q
During the pre-purchase stage, consumers:
A) Evaluate whether the product was worth it
B) Are exposed to persuasion messages and become aware of products
C) Experience the product in real time
D) Form habits and loyalty
A
Answer: B
4
Q
Which of the following is NOT an effective way to catch consumer attention?
A) Be relevant
B) Do something unexpected
C) Make them confused
D) Help them achieve goals
A
Answer: C
5
Q
Appealing to consumers can be done by:
A) Increasing production costs
B) Helping them build identity
C) Reducing product variety
D) Eliminating advertising
A
Answer: B
6
Q
Which factor at the point of purchase can impact consumer choice?
A) Store atmospherics
B) Price and promotions
C) Scarcity cues
D) All of the above
A
Answer: D
7
Q
What influences consumer post-purchase evaluation?
A) Expectations and satisfaction
B) Factory production efficiency
C) Government regulation
D) Competitors’ pricing strategies
A
Answer: A
8
Q
Post-purchase loyalty often forms because:
A) Consumers dislike habits
B) Consumers are creatures of habit
C) Consumers never evaluate their purchase
D) Consumers only care about promotions
A
Answer: B
9
Q
According to economists, consumers are expected to make:
A) Random decisions
B) Rational decisions
C) Emotional decisions
D) Habitual decisions
A
Answer: B
10
Q
In reality, consumer behavior researchers are fascinated by:
A) How consistent and rational all buyers are
B) Surprising and irrational consumer behaviors
C) The production process
D) Business-to-business transactions
A
Answer: B
11
Q
The taste test (Veale & Quester, 2008) showed that perception is influenced by:
A) Only the physical senses
B) Price and expectations
C) Nutritional content
D) Scientific proof labels
A
Answer: B
12
Q
What does the brain do with sensory experiences?
A) Stores them unchanged
B) Ignores irrelevant ones
C) Reconstructs them to align with expectations
D) Processes them only visually
A
Answer: C
13
Q
Perceptual selection or filtering happens because:
A) Consumers never pay attention
B) Too much information is available, and some is lost between exposure and attention
C) Companies deliberately hide information
D) People always choose only cheap products
A
Answer: B
14
Q
Which concept explains why people notice stimuli relevant to their current needs or goals?
A) Perceptual defense
B) Selective inattention
C) Perceptual vigilance
D) Differential threshold
A
Answer: C
15
Q
Perceptual defense refers to:
A) Avoiding stimuli that are threatening or uncomfortable
B) Paying extra attention to all details
C) Noticing ads only when shopping
D) Misunderstanding product labels
A
Answer: A
16
Q
Heavy smokers ignoring warning labels is an example of:
A) Selective attention
B) Perceptual vigilance
C) Perceptual defense
D) Sensory overload
A
Answer: C
17
Q
Which of the following influences how consumers interpret information?
A) Prior knowledge and expectations
B) Context
C) Goals and motivations
D) All of the above
A
Answer: D
18
Q
In some cultures, the color white represents purity, while in others it signals mourning. This is an example of:
A) Selective attention
B) Cultural and social background shaping perception
C) Sensory marketing
D) Rational decision-making
A
Answer: B
19
Q
What is sensory marketing?
A) Using coupons and discounts to change behavior
B) Marketing that engages consumers’ senses to influence perception, judgment, and behavior
C) Marketing that relies only on logical reasoning
D) Selling products only in physical stores
A
Answer: B
20
Q
According to Krishna (2012), marketing has traditionally relied on:
A) Touch
B) Visual cues
C) Scent
D) Sound
A
Answer: B
21
Q
What is the surface mimicry effect (Van Kerckhove et al., 2023)?
A) Copying competitor branding
B) Using colors that mimic food freshness
C) Consumers responding positively when products look like other appealing objects
D) Making packaging resemble other successful designs
A
Answer: C
22
Q
Peck & Childers (2003) found that consumers with a “need for touch” in retail settings:
A) Spend less time deciding
B) Show more confidence in choice and are more likely to purchase
C) Prefer online shopping
D) Avoid making purchases
A
Answer: B
23
Q
Why do brick-and-mortar stores still prevail over online stores?
A) They are always cheaper
B) They offer sensory experiences like touch
C) Online stores have weaker promotions
D) Consumers avoid digital ads
A
Answer: B
24
Q
Peck & Shu (2009) discovered that merely touching an object:
A) Reduces its value
B) Creates negative bias
C) Increases perceived ownership and willingness to pay
D) Has no measurable effect
A
Answer: C
25
According to Peck & Shu (2009), merely touching an object increases perceived ownership and valuation. This is known as:
A) Contagion effect
B) Endowment effect
C) Perceptual defense
D) Surface mimicry effect
Answer: B
26
Madzharov (2019) found that touching food directly with hands (vs utensils):
A) Decreases consumption volume
B) Has no effect on hedonic evaluations
C) Enhances sensory experience and increases consumption, especially for high self-control individuals
D) Makes consumers feel less ownership
Answer: C
27
The contagion effect refers to:
A) Consumers valuing products more after others have touched them
B) Consumers devaluing products that appear contaminated by others’ touch
C) Consumers preferring shared goods
D) Consumers seeking products that spread virally online
Answer: B
28
Argo et al. (2006) found that shoppers rated clothing less favorably when:
A) It was displayed at a discount
B) Other shoppers had tried it on
C) It was advertised with a celebrity
D) It was not on sale
Answer: B
29
Disorganized shelves causing negative consumer reactions (Castro et al., 2013) is an example of:
A) Perceptual vigilance
B) Indirect indicators of prior contact
C) Endowment effect
D) Sensory overload
Answer: B
30
Interpersonal human touch in service and retail contexts has been shown to increase:
A) Consumer loyalty, trust, and compliance
B) Product shelf life
C) Visual attention
D) Packaging appeal
Answer: A
31
Which of the following is an example of interpersonal touch influencing behavior?
A) Patients ignoring doctor’s advice after being touched
B) Waiters receiving lower tips after touching customers
C) Touch increasing patients’ compliance with doctor recommendations
D) Touch reducing willingness to pay
Answer: C
32
In an online shopping context, written haptic information like “soft sweater” helps:
A) Reduce product costs
B) Compensate for consumers’ inability to touch products
C) Replace brand loyalty
D) Increase exposure to scent cues
Answer: B
33
Which technology provides a similar sense of psychological ownership to actual touch?
A) QR codes
B) Touchscreen interfaces
C) Email marketing
D) Product jingles
Answer: B
34
AR and VR tools in marketing:
A) Reduce hedonic benefits
B) Decrease engagement for high-touch consumers
C) Heighten perceived tangibility and hedonic experience
D) Replace traditional advertisements entirely
Answer: C
35
The connection between smell and memory is especially strong because:
A) Smell bypasses the brain’s memory centers
B) Smell has a direct link to brain areas tied to memory and emotion
C) Smell is less processed than other senses
D) Smell does not trigger emotions
Answer: B
36
Why are scents powerful in marketing?
A) They evoke emotion and appetitive drive states like taste anticipation and enjoyment
B) They are the cheapest sensory cue to use
C) They guarantee rational consumer decision-making
D) They eliminate the need for visuals
Answer: A
37
Which of the following is an example of auditory marketing?
A) Packaging colors
B) Radio jingles and product-related sounds
C) Scented ads
D) Touch-based product demos
Answer: B
38
According to Zoghaib (2017), low-pitched voices:
A) Reduce brand recall
B) Evoke more favorable attitudes and greater brand recall
C) Are perceived as less trustworthy
D) Only influence male respondents
Answer: B
39
Loud voices compared to quiet ones are perceived as:
A) Annoying and untrustworthy
B) More confident, which signals intelligence and expertise
C) Less intelligent but more entertaining
D) More emotional but less credible
Answer: B
40
Non-native accents are often perceived as:
A) Distracting and unprofessional
B) More entertaining
C) Lower in credibility
D) More difficult to process and therefore avoided
Answer: B
41
Rapid speech (vs slow speech) has been shown to:
A) Decrease listener confidence
B) Increase perceptions of confidence and improve product evaluations
C) Confuse consumers and lower trust
D) Have no measurable impact on perception
Answer: B
42
Which sense is associated with product names and descriptive cues in marketing?
A) Audition (hearing)
B) Gustation (taste)
C) Olfaction (smell)
D) Haptics (touch)
Answer: B
43
What allows us to revise our knowledge of the world and modify behavior in future situations?
A) Exposure to new stimuli and feedback
B) Habitual routines
C) Ignoring environmental changes
D) Fixed learning processes
Answer: A
44
In the stimulus-response model:
A) Stimuli are automatic reactions
B) Responses are environmental triggers
C) Stimuli are environmental triggers and responses are reactions
D) Behaviors occur without stimuli
Answer: C
45
Behavioral learning theory focuses on:
A) Mental activity and reasoning
B) Conscious decision-making
C) Observable behaviors and stimulus-response associations
D) Abstract memory processes
Answer: C
46
Cognitive learning theory differs from behavioral learning because it emphasizes:
A) Automatic conditioning
B) Subconscious repetition
C) Conscious mental activity and processes
D) Only observable outcomes
Answer: C
47
Which type of learning involves automatic responses like Pavlov’s dog experiment?
A) Cognitive learning
B) Observational learning
C) Classical conditioning
D) Instrumental conditioning
Answer: C
48
Stimulus generalization refers to:
A) Ignoring all stimuli
B) Responding to similar stimuli with the same conditioned response
C) Responding only to one specific stimulus
D) Forgetting learned associations over time
Answer: B
49
Stimulus discrimination occurs when:
A) A consumer reacts to all similar products the same way
B) A consumer responds to some stimuli but not to other, similar ones
C) A consumer forgets previous reinforcements
D) A consumer imitates others’ behavior
Answer: B
50
Instrumental (operant) conditioning is based on:
A) Vicarious experience
B) Association of behaviors with consequences (rewards or punishment)
C) Subconscious automatic responses
D) Ignoring reinforcement schedules
Answer: B
51
Which is a marketing example of positive reinforcement?
A) Netflix restricting password sharing
B) Starbucks loyalty program offering free coffee after purchases
C) Consumers ignoring warning labels
D) Comparative shopping online
Answer: B
52
Why are reinforcement schedules (like “buy 10, get 1 free”) effective?
A) They encourage random purchases
B) They create high, steady response rates that are difficult to extinguish
C) They eliminate consumer loyalty
D) They discourage long-term habits
Answer: B
53
Scarcity cues and gamification (“Roll-up the Rim to Win”) are examples of:
A) Classical conditioning
B) Operant conditioning
C) Cognitive dissonance
D) Observational learning
Answer: B
54
Which of the following is an example of cognitive learning in marketing?
A) Loyalty programs
B) Consumer reviews, ads, and comparative shopping
C) Scarcity cues
D) Habitual purchasing
Answer: B
55
Observational learning occurs when consumers:
A) Learn only from personal reinforcement
B) Watch the behaviors of others and learn from their outcomes
C) Respond automatically to stimuli
D) Ignore information from peers
Answer: B
56
In observational learning, why does imitation occur?
A) People expect to receive the same reward as the observed person
B) People seek to avoid reinforcement
C) People are indifferent to social influence
D) People confuse stimuli with responses
Answer: A
57
In this context, “attractive others” refers to:
A) Physically attractive people only
B) Any individual perceived as appealing due to traits like appearance, intelligence, popularity, charisma, or success
C) Models in advertising exclusively
D) Celebrities only
Answer: B
58
For learning to influence consumer behavior, what must happen?
A) It must be repeated exactly three times
B) It must be stored in memory and retrieved at the right time
C) It must be processed in short-term memory only
D) It must be reinforced by discounts or promotions
Answer: B
59
The “memory as a toolbox” analogy emphasizes that:
A) Consumers use memory randomly, like rummaging through a messy drawer
B) Learning only works if information is properly stored and can be retrieved when needed
C) Marketers must constantly provide new tools to consumers
D) Memory fades too quickly to influence consumer behavior
Answer: B
60
What makes information more likely to be encoded efficiently?
A) When it is interesting, relevant, and repeated
B) When it is confusing or complex
C) When it is neutral and emotionless
D) When it is only encountered once
Answer: A
61
According to the Associative Network Model, memory works like:
A) A filing cabinet with rigid categories
B) A mental map where nodes (concepts) are connected by associations
C) A single linear chain of experiences
D) A list of unrelated facts
Answer: B
62
Which of the following is an example of retrieval triggered by environmental cues?
A) Remembering to buy groceries because you’re hungry
B) Seeing soup in a movie and being reminded of Campbell’s
C) Forgetting a brand despite seeing it often
D) Learning a new recipe from scratch
Answer: B
63
Which factor makes some memories easier to access than others?
A) Random chance
B) Retrieval is always equal for all memories
C) Strength of association, salience of content, and recency of exposure
D) Time of day and consumer mood only
Answer: C
64
The recency effect refers to:
A) Older memories being more reliable
B) Recently encountered information being easier to retrieve
C) Consumers recalling information only if it’s repeated
D) Forgetting information after long-term storage
Answer: B
65
In consumer behavior, motivation is best defined as:
A) The external marketing pressure to purchase
B) The internal drive that pushes people to act to fulfill needs or goals
C) The tendency to only choose familiar brands
D) The effect of humor and emotion on decision-making
Answer: B
66
Which of the following is an example of affect influencing consumer behavior?
A) Choosing tea because it is cheaper than coffee
B) Reaching for comfort food when stressed
C) Making decisions purely based on rational analysis
D) Ignoring emotional advertising messages
Answer: B
67
Goals in consumer motivation provide:
A) A distraction from actual needs
B) Direction for motivation and behavior
C) Temporary enjoyment but no lasting influence
D) Random consumer choices
Answer: B
68
In consumer behavior, motivation is best defined as:
A) External marketing pressure to purchase products
B) The internal drive to act in a way that fulfills a need or goal
C) A tendency to only choose familiar brands
D) An automatic reaction to advertising messages
Answer: B
69
According to Maslow’s hierarchy of needs, which needs must typically be satisfied before higher-level ones?
A) Esteem and belonging
B) Psychological and self-fulfillment needs
C) Basic physiological and safety needs
D) Self-actualization goals
Answer: C
70
The Elements of Value Pyramid (Almquist et al. 2016) suggests that:
A) Products only create value if they address functional needs
B) The more elements of value a product delivers, especially higher-level ones, the greater the overall value
C) Consumers always satisfy functional needs before pursuing higher goals
D) Only luxury goods can deliver emotional or social value
Answer: B
71
Which theory views motivation as a state of tension that drives behavior to reduce it?
A) Drive theory
B) Expectancy theory
C) Control theory
D) Cognitive dissonance theory
Answer: A
72
In expectancy theory, what motivates behavior?
A) Random consumer preferences
B) The tension between actual and ideal states
C) The expected positive outcomes of an action
D) Habit and routine decisions
Answer: C
73
According to Carver & Scheier’s Control Theory (1982), when do goals begin motivating behavior?
A) When marketers remind consumers of them
B) When consumers experience a self-discrepancy between actual and ideal state
C) When the goal is endorsed by peers
D) When rewards are guaranteed
Answer: B
74
Why is it effective to break large goals into smaller subgoals?
A) It makes them easier to avoid
B) It creates optimal levels of self-discrepancy and makes progress manageable
C) It eliminates the need for self-monitoring
D) It allows people to ignore feedback
Answer: B
75
Why is continuous monitoring important for achieving goals?
A) It reduces accountability
B) It keeps the goal salient, increases accountability, allows adjustment, and reinforces progress
C) It prevents overconfidence by limiting reinforcement
D) It guarantees perfect goal achievement
Answer: B
76
What does cognitive dissonance (Festinger 1957) refer to?
A) Motivation to pursue only self-actualization goals
B) The comfort people feel when beliefs and actions align
C) The psychological discomfort from holding contradictory beliefs, attitudes, or behaviors
D) The process of encoding and storing brand information
Answer: C
77
How do people typically reduce cognitive dissonance?
A) By ignoring their goals
B) By changing attitudes, justifying behavior, or avoiding conflicting information
C) By storing information more efficiently
D) By strengthening brand associations in memory
Answer: B
78
The Ego Depletion Effect (Baumeister et al. 1998) refers to:
A) The idea that self-control is a finite resource that can become depleted with use
B) Consumers’ tendency to abandon goals after success
C) The process of reframing goals into subgoals
D) A motivational boost after indulgence
Answer: A
79
What is motivated reasoning/goal failure justification (De Witt Huberts et al. 2014)?
A) When consumers abandon goals after setbacks
B) When people make excuses for future goal-incongruent behavior to make it acceptable
C) When people regulate emotions to stay aligned with goals
D) When small successes increase motivation to sustain effort
Answer: B
80
Which of the following is an example of goal-incongruent product choice?
A) Choosing water instead of soda
B) Buying M&Ms when you planned to eat healthy
C) Selecting a protein bar as a snack
D) Donating to charity after temptation
Answer: B
81
The “What the Hell Effect” (Polivy & Herman, 1985) refers to:
A) When indulgence motivates long-term restraint
B) When one failure leads to feelings of loss of control, abandonment of the goal, and further transgressions
C) When goal success depends on zero tolerance for pleasure
D) When hedonic deviations improve future self-regulation
Answer: B
82
According to Coelho et al. (2016), planned hedonic deviations improve long-term goal pursuit because:
A) They remove the need for goal monitoring
B) They restore willpower, improve enjoyment, avoid guilt, and encourage restraint before indulgence
C) They completely replace self-discipline
D) They guarantee faster results than strict adherence
Answer: B
83
Which of the following is NOT one of the benefits of planned hedonic deviations?
A) Improved overall liking of goal pursuit
B) Enhanced guilt after indulgence
C) Restoring self-regulatory resources
D) Reinforcing restraint in anticipation of indulgence
Answer: B
84
What is the role of affect in decision-making?
A) It slows down reasoning, making decisions more rational
B) It replaces memory as the key driver of behavior
C) It is unrelated to consumer choices
D) It provides feelings and emotions that influence perceptions and behavior, often faster than logic
Answer: D
85
According to the Somatic Marker Hypothesis (Damasio et al., 1991):
A) Decisions are best made through lengthy rational deliberation
B) Emotions act as bodily markers that guide decision-making, especially in complex situations
C) People ignore emotions when making consumer choices
D) Decisions guided by gut feelings lead to worse outcomes
Answer: B
86
The Affect-as-Information model (Schwarz, 2012) suggests that:
A) People rely solely on facts when making decisions
B) People use their current feelings as information to evaluate a situation, product, or choice
C) Affect plays no role unless it is negative
D) Consumers only rely on memory when making decisions
Answer: B
87
Which of the following is an example of integral affect?
A) Seeing a friend happy and deciding to buy them a gift
B) Feeling happy while test-driving a car and deciding to purchase it
C) Watching an ad and recalling past memories
D) Being stressed at work and skipping lunch
Answer: B
88
What is the goal of affect regulation?
A) To ignore one’s emotional state while making decisions
B) To make choices solely based on rational thought
C) To restore or maintain a positive emotional state by managing emotions
D) To increase impulsive decisions for short-term pleasure
Answer: C
89
What does consumer behaviour study?
A) The processes involved in selecting, purchasing, using, and disposing of products, services, ideas, or experiences
B) Only the moment when money or a credit card is exchanged for a product
C) How companies distribute products to retail stores
D) The psychological effects of advertisements only
Answer: A
90
Which of the following is an example of demographics?
A) A consumer’s values and hobbies
B) A consumer’s age, income, or occupation
C) A consumer’s lifestyle choices, such as fitness or travel
D) A consumer’s personality traits
Answer: B
91
What are psychographics in marketing?
A) Observable statistics such as birth rate and age distribution
B) Brand loyalty built through long-term product satisfaction
C) Aspects of lifestyle, attitudes, interests, and personality
D) Seasonal changes in consumer purchasing
Answer: C
92
The bond between a product and a consumer that is very difficult for competitors to break is called:
A) Market segmentation
B) Subculture influence
C) Brand loyalty
D) Consumer exchange
Answer: C
93
Which of the following best describes market segmentation?
A) Dividing consumers into groups and creating strategies for specific groups
B) Grouping all consumers together under one marketing mix
C) Changing brand names depending on the season
D) Selling only to consumers with high incomes
Answer: A
94
The 80/20 rule in marketing suggests that:
A) 80% of consumers buy 20% of the products
B) 80% of sales come from 20% of users
C) 80% of revenue should be spent on advertising to 20% of customers
D) 20% of the market consumes 20% of the products
Answer: B
95
Which of the following is an example of a cultural value?
A) A teenager buying a skateboard because friends recommended it
B) Canadians sharing strong beliefs about fairness and equality
C) Choosing chocolate ice cream over vanilla
D) A consumer’s decision to buy based on package colour
Answer: B
96
Which demographic factor is most directly related to spending priorities such as toys, alcohol, or home maintenance?
A) Family structure and life stage
B) Gender segmentation
C) Psychographic variables
D) Geography and climate
Answer: A
97
What is the marketing significance of social class and income?
A) They determine which groups have the greatest buying power and market potential
B) They only affect the types of advertising channels used
C) They are unrelated to consumer tastes in music or clothing
D) They prevent people from socializing with different classes
Answer: A
98
Which factor explains why more snow blowers are sold in eastern Canada while more raincoats are sold in the west?
A) Psychographics
B) Age demographics
C) Geographic segmentation
D) Subcultural influences
Answer: C
99
The term “exchange” in consumer behaviour refers to:
A) Trading stocks or bonds in financial markets
B) Two or more parties giving and receiving something of value
C) Swapping products only between businesses
D) Returning a product after purchase
Answer: B
100
Which of the following reflects lifestyle segmentation?
A) A company targets families with young children for toy sales
B) A sporting goods brand appeals to consumers who value active living
C) A marketer studies census data about household income
D) A bank analyzes wealth distribution in Canada
Answer: B
101
What is the main goal of relationship marketing?
A) To increase short-term sales with promotions
B) To maximize efficiency in product distribution
C) To build long-lasting bonds between brands and customers
D) To lower prices through economies of scale
Answer: C
102
When consumers use brand nicknames like “Mickey D’s” or “Timmies,” what does this signal?
A) Their distrust of the company
B) The quality of the product packaging
C) The strength of their relationship with the brand
D) Their preference for local alternatives
Answer: C
103
Which type of product attachment occurs when a product helps establish the user’s identity?
A) Nostalgic attachment
B) Self-concept attachment
C) Love attachment
D) Interdependence
Answer: B
104
Which type of brand relationship is demonstrated when a product is part of a consumer’s daily routine (e.g., morning coffee)?
A) Love attachment
B) Self-concept attachment
C) Interdependence
D) Nostalgic attachment
Answer: C
105
Which of the following is an example of marketers shaping cultural influence?
A) Consumers using coupons to save money
B) McDonald’s creating Ronald McDonald as a cultural figure
C) A shopper buying groceries online
D) A consumer returning products for refunds
Answer: B
106
User-generated content (UGC) is important because it:
A) Eliminates the need for advertising
B) Shifts marketing from one-way communication to interactive engagement
C) Restricts consumers from sharing opinions
D) Decreases the value of social media platforms
Answer: B
107
According to consumer behaviour, people often buy products not just for function but for:
A) Status and meaning the product represents
B) The lowest price available
C) Government subsidies and tax breaks
D) Resale value only
Answer: A
108
The rise of shared global consumer experiences, such as League of Legends communities or Formula One fandom, demonstrates:
A) Regional segmentation
B) Global consumer culture
C) Niche domestic markets
D) Overproduction of goods
Answer: B
109
Which consumer trend emphasizes avoiding ownership and instead paying for temporary access (e.g., Airbnb, Uber)?
A) Value-driven consumption
B) Sharing economy
C) Social shopping
D) Anonymity
Answer: B
110
Consumers demanding transparency about ingredients, sourcing, and supply chains reflects the trend of:
A) Simplification
B) Authenticity
C) Social shopping
D) Anonymity
Answer: B
111
What does the term “value-driven consumption” mean?
A) Consumers making purchases aligned with their personal and social values
B) Consumers always seeking the lowest price possible
C) Consumers buying only luxury products as status symbols
D) Consumers ignoring brands and focusing on product function
Answer: A
112
Which ethical guideline from the AMA (American Marketing Association) emphasizes avoiding deception in advertising and product claims?
A) Do no harm
B) Foster trust in the marketing system
C) Represent products clearly
D) Take action on product risks
Answer: C
113
What is an example of a marketing tactic that violates ethical standards?
A) Loyalty programs
B) Bait-and-switch strategies
C) Experiential marketing
D) Gender-neutral advertising
Answer: B
114
Quebec’s legislation prohibits what specific marketing practice?
A) Advertising luxury goods
B) Commercial advertising to children under 13
C) Collecting data on seniors without consent
D) Price discounts on necessities
Answer: B
115
What does “parental yielding” in consumer behaviour refer to?
A) Parents giving in to their child’s request for a brand
B) Parents restricting children’s screen time
C) Parents choosing eco-friendly brands for their kids
D) Parents avoiding marketing influence altogether
Answer: A
116
In marketing, what is the difference between a need and a want?
A) A need is biological, while a want is a socially learned way to satisfy it
B) A need is emotional, while a want is always irrational
C) A need is created by advertising, while a want is created by government
D) A need changes constantly, while a want never changes
Answer: A
117
The argument that marketers “create artificial needs” is often countered by saying that advertising mainly:
A) Invents brand-new desires in consumers
B) Creates awareness of existing needs and suggests ways to satisfy them
C) Teaches consumers to reject biological needs
D) Eliminates competition between different wants
Answer: B
118
From the economics-of-information perspective, advertising is valuable because it:
A) Provides entertainment for consumers
B) Raises product prices
C) Reduces the time and cost of searching for products
D) Creates scarcity in the marketplace
Answer: C
119
Which Canadian law prohibits false or misleading product claims?
A) Canada Consumer Product Safety Act
B) Competition Act
C) Food and Drugs Act
D) Consumer Packaging and Labelling Act
Answer: B
120
An example of consumer activism that challenges consumption culture is:
A) Corporate giving
B) Cause-related marketing
C) Buy Nothing Day
D) Social marketing campaigns
Answer: C
121
What does the term “culture jamming” refer to?
A) Companies using influencers to promote brands
B) Disrupting corporate messages to challenge consumerism
C) The use of cultural festivals for marketing
D) Government restrictions on advertising time slots
Answer: B
122
Green marketing efforts are often criticized when firms:
A) Sell products made with renewable materials
B) Make false or exaggerated environmental claims (greenwashing)
C) Offer recyclable packaging options
D) Partner with NGOs on sustainability projects
Answer: B
123
Which of the following is an example of social marketing?
A) Barbie releasing dolls made from recycled plastic
B) McDonald’s McHappy Day donations
C) MADD’s anti-drunk driving campaigns
D) tentree’s tree-planting initiatives
Answer: C
124
Transformative Consumer Research (TCR) focuses on:
A) Maximizing sales growth
B) Studying consumer behaviour only in retail settings
C) Improving consumer welfare and addressing social problems
D) Creating loyalty programs and incentives
Answer: C
125
Which of the following is a common characteristic of destructive consumption behaviour?
A) Engaged in freely by choice
B) Produces long-lasting satisfaction
C) Often followed by regret or guilt
D) Eliminates financial vulnerability
Answer: C
126
Which consumer research method is best for rich, narrative responses but may be influenced by group dynamics?
A) Surveys
B) Focus groups
C) Interviews
D) Observational research
Answer: B
127
Which research method involves direct one-on-one questioning to explore sensitive or complex topics?
A) Netnography
B) Ethnography
C) Interviews
D) ZMET
Answer: C
128
The Zaltman Metaphor Elicitation Technique (ZMET) is designed to uncover:
A) Pricing strategies for consumer goods
B) Cultural barriers to consumption
C) Consumers’ conscious and unconscious motivations through metaphors
D) Statistical accuracy in survey responses
Answer: C
129
In experimental research, the manipulated factor is called the ______, while the measured outcome is called the ______.
A) Dependent variable; independent variable
B) Independent variable; dependent variable
C) Control variable; random assignment variable
D) Random variable; observational variable
Answer: B
130
A/B testing is best described as:
A) A government-approved consumer protection method
B) An ethnographic approach to studying culture
C) A simple experiment comparing two conditions
D) A form of focus group analysis
Answer: C
131
When researchers analyze massive datasets (e.g., clickstream data, loyalty cards, GPS signals) to find trends and predict behaviour, they are using:
A) Qualitative research
B) Observational research
C) Data analytics
D) Primary research
Answer: C
131
132
The Wheel of Consumer Behaviour illustrates that the study of consumer behaviour:
A) Starts at the individual level and expands to groups and cultural settings
B) Focuses only on the purchase stage of consumption
C) Is mainly about advertising and communication techniques
D) Considers only economic aspects of decision-making
Answer: A
133
The phrase “consumer behaviour is a process” means that:
A) It focuses only on what happens at the moment of purchase
B) It includes pre-purchase, purchase, and post-purchase stages
C) It excludes the disposal of products and services
D) It refers only to group behaviour, not individuals
Answer: B
134
What is market segmentation?
A) Grouping consumers based on differences in supply chain access
B) Identifying groups of consumers with similar characteristics and targeting them with tailored strategies
C) Dividing a market into equal geographic regions for distribution
D) Breaking down consumer needs into wants and desires
Answer: B
135
Which of the following best represents psychographics rather than demographics?
A) Age and income
B) Family size and marital status
C) Personality traits, values, and lifestyles
D) Education level and occupation
Answer: C
136
The statement “people often buy products not for what they do but for what they mean” suggests that consumption:
A) Is entirely functional and rational
B) Is driven by symbolism and identity expression
C) Is limited to satisfying biological needs
D) Always leads to compulsive consumption
Answer: B
137
A potential downside of global consumer culture is:
A) Increased product authenticity
B) Loss of privacy and deterioration of social interactions
C) Stronger community connections
D) A reduction in online commerce
Answer: B
138
Corporate Social Responsibility (CSR) initiatives often take the form of:
A) Cause-related marketing and green campaigns
B) Aggressive competitor pricing strategies
C) Mass advertising with no consumer input
D) Restricting consumers’ product choices
Answer: A
138
Which of the following is NOT a recent consumer trend marketers must be aware of?
A) Sharing economy growth
B) Desire for authenticity and values-based consumption
C) Preferences for simplification and anonymity
D) Exclusive focus on traditional mass culture products
Answer: D
139
Compulsive consumption differs from normal consumption because it:
A) Is deliberate and well-planned
B) Has negative impacts and is difficult to control
C) Focuses only on seasonal purchases
D) Always results in positive experiences
Answer: B
140
Which is an example of primary research?
A) Reviewing government census data
B) Analyzing published academic studies
C) Conducting surveys and focus groups to answer a new question
D) Buying access to an existing database
Answer: C
141
Secondary research refers to:
A) New data collection for a specific research question
B) Observing consumers in natural settings
C) Using existing data collected for another purpose
D) Running experiments with randomized participants
Answer: C
142
Data analytics in consumer behaviour focuses on:
A) Individual stories and narratives only
B) Small-scale ethnographic field notes
C) Large-scale datasets to identify trends and predict behaviour
D) Eliminating the need for any other research methods
Answer: C
143
Which research method is most useful for testing cause-and-effect relationships?
A) Focus groups
B) Surveys
C) Experimental research
D) Netnography
Answer: C
144
What is the difference between sensation and perception?
A) Sensation interprets stimuli, while perception is the immediate sensory response
B) Sensation is the immediate sensory response, while perception organizes and interprets stimuli
C) Sensation is influenced by cultural meanings, while perception is purely biological
D) Sensation only involves sight and sound, while perception involves all five senses
Answer: B
145
The three stages of the perceptual process are:
A) Sensation, cognition, judgment
B) Selection, association, interpretation
C) Exposure, attention, interpretation
D) Input, storage, retrieval
Answer: C
146
The brain-scan (fMRI) cola study showed that brand names influenced consumers’ preferences by activating which brain region?
A) Medial prefrontal cortex
B) Cerebellum
C) Amygdala
D) Occipital lobe
Answer: A
147
Sensory marketing provides companies with a competitive advantage by:
A) Allowing products to last longer on store shelves
B) Using multi-sensory cues to shape consumer experiences and brand associations
C) Replacing advertising with packaging design
D) Making products cheaper to manufacture
Answer: B
148
According to research, which colour is most consistently preferred across cultures and linked to relaxation?
A) Red
B) Green
C) Blue
D) Yellow
Answer: C
149
Which of the following is an example of Weber’s Law in marketing?
A) Consumers choosing Coke over Pepsi because of brand perception
B) A $2 discount on socks being noticeable, but the same discount on a sports coat not being noticeable
C) A fragrance reminding consumers of childhood memories
D) A TV ad using subliminal messages to influence behaviour
Answer: B
150
Subliminal perception is controversial because:
A) It has been scientifically proven to strongly affect consumer behaviour
B) It influences consumers only if they consciously notice the message
C) Most claims of its effectiveness lack scientific evidence and are exaggerated
D) It can only be applied to visual advertising, not auditory formats
Answer: C
151
Which of the following is an example of habituation due to discrimination?
A) A consumer ignoring a plain, simple banner ad after seeing it multiple times
B) A consumer noticing a price discount because it differs from the usual price
C) A consumer focusing on bright packaging over dull competitors
D) A consumer preferring a brand due to strong symbolic meaning
Answer: A
152
When consumers stop noticing a message because it appears too frequently, this is an example of:
A) Relevance-based habituation
B) Stimulus contrast
C) Exposure-based habituation
D) Perceptual positioning
Answer: C
153
Which stimulus selection factor explains why DeWalt tools are coloured yellow and black instead of grey?
A) Size
B) Colour
C) Novelty
D) Position
Answer: B
154
In online advertising, the “golden triangle” refers to:
A) The most eye-catching colour contrast in product packaging
B) The optimal screen area where users most often view search results
C) The three stages of the perceptual process
D) The triangular structure of stimulus selection, interpretation, and schema
Answer: B
155
In the McDonald’s french fry study, children thought the fries tasted better in branded packaging due to:
A) Perceptual closure
B) Figure–ground principle
C) Brand schema activation
D) Stimulus discrimination
Answer: C
156
Which Gestalt principle explains why consumers “fill in the blanks” when seeing an incomplete logo?
A) Similarity
B) Closure
C) Figure–ground
D) Exposure
Answer: B
157
In an advertisement where the main product is clearly highlighted while other elements fade into the background, which Gestalt principle is at work?
A) Figure–ground
B) Exposure
C) Schema
D) Relevance
Answer: A
158
Which of the following is an example of attribute-based positioning?
A) Apple emphasizing innovative design
B) Lancôme cosmetics being sold at upscale beauty shops
C) Kit Kat promoting itself as a snack for “Have a Break” moments
D) Subaru targeting dog owners with the “Barkleys” family ads
Answer: A
159
When Estée Lauder hired Kendall Jenner to refresh its image, this was an example of:
A) Price leadership
B) Repositioning
C) Stimulus novelty
D) Closure principle
Answer: B
160
The difference between an absolute threshold and a differential threshold is that:
A) The absolute threshold is the lowest level of a stimulus that can be detected, while the differential threshold is the ability to detect differences between stimuli
B) The absolute threshold changes with exposure, while the differential threshold remains constant
C) The absolute threshold is only relevant to hearing, while the differential threshold applies to vision
D) The absolute threshold depends on brand schemas, while the differential threshold does not
A
161
Which law explains why a $2 discount on socks is noticed, but the same discount on a sports coat is not?
A) Law of closure
B) Perceptual selectivity
C) Weber’s Law
D) Principle of similarity
C
162
Marketers use positioning strategies primarily to:
A) Increase exposure through repeated advertising
B) Shape how consumers interpret functional and symbolic brand attributes
C) Make stimuli more novel than competitors
D) Eliminate advertising clutter in the marketplace
B
163
Which of the following best defines learning in consumer behaviour?
A) A temporary change in behaviour caused by a brief experience
B) A relatively permanent change in behaviour caused by experience
C) The ability to memorize product features without context
D) A passive response to marketing stimuli without conscious thought
b
164
What is incidental learning?
A) Learning that occurs only during formal education
B) Learning that happens unintentionally or casually
C) Learning that requires repeated practice of a skill
D) Learning achieved exclusively through observation
b
165
Behavioural learning theories focus on:
A) Internal thought processes and problem-solving
B) Stimuli and responses observable from outside the individual
C) Creative thinking in consumer decision-making
D) Long-term memory retrieval of abstract concepts
b
166
Classical conditioning occurs when:
A) A behaviour is learned as a result of reward or punishment
B) A neutral stimulus is paired with a stimulus that naturally elicits a response
C) Consumers actively process information to solve problems
D) Learning is based solely on observation of others
b
167
In Pavlov’s classical conditioning experiment, the bell was the:
A) Unconditioned stimulus
B) Conditioned stimulus
C) Unconditioned response
D) Reinforcement signal
b
168
Instrumental (operant) conditioning differs from classical conditioning because:
A) It relies on automatic, involuntary responses
B) Learning is based on rewards or punishments following behaviour
C) It uses repeated exposure to a neutral stimulus
D) It cannot be applied in marketing contexts
Answer: B
169
Positive reinforcement in consumer behaviour refers to:
A) Removal of a negative stimulus to increase behaviour
B) Presentation of a pleasant outcome following a behaviour
C) Decreasing behaviour through punishment
D) Forgetting a learned response due to lack of reinforcement
b
170
Which of the following is an example of negative reinforcement?
A) A retailer gives a free gift when a consumer makes a purchase
B) Taking an antacid to avoid heartburn
C) Being ridiculed for suggesting an upscale restaurant
D) A loyalty program rewards points on every purchase
Answer: B
171
Variable-ratio reinforcement schedules:
A) Reinforce behaviour after a fixed number of responses
B) Reinforce behaviour after a variable number of responses, creating high and steady response rates
C) Reinforce behaviour after a fixed time period
D) Reinforce behaviour unpredictably based on time
b
172
Observational learning requires all of the following EXCEPT:
A) Attention to a model
B) Retention of the observed behaviour
C) Direct experience with the stimulus
D) Motivation to perform the behaviour
c
173
Stimulus generalization in marketing refers to:
A) Distinguishing a product from imitators
B) Using a brand’s pre-existing associations to promote similar products
C) Extinguishing old brand associations
D) Pairing a neutral stimulus with an unconditioned stimulus
b
174
Masked branding is a strategy that:
A) Highlights a product’s original manufacturer
B) Deliberately hides the product’s true origin to create specific associations
C) Uses similar packaging to confuse consumers
D) Reinforces behaviour through rewards
b
175
Gamification in marketing is designed to:
A) Encourage unconscious learning of product associations
B) Use game-like elements to motivate consumers and reinforce behaviour
C) Reduce consumer attention to advertisements
D) Punish negative behaviours in purchase contexts
b
176
In the memory process, “encoding” refers to:
A) Retaining information in memory for later use
B) Entering information in a way the system will recognize
C) Accessing stored information when needed
D) Forgetting irrelevant information over time
Answer: B
177
The four conditions for effective observational learning include all of the following EXCEPT:
A) Attention
B) Retention
C) Motivation
D) Punishment
Answer: D
178
What is the difference between internal and external memory in consumer decision-making?
A) Internal memory refers to advertising content, while external memory is personal experience.
B) Internal memory refers to personal experiences, while external memory includes cues like shopping lists or product labels.
C) Internal memory is only used for high-involvement products, while external memory is used for low-involvement products.
D) Internal memory is temporary, while external memory is permanent.
b
179
How can post-experience advertising influence consumer memory?
A) It cannot influence memory once a product has been experienced.
B) It can distort memories, making consumers believe the ad experience was their own.
C) It enhances only short-term memory retention.
D) It reduces consumers’ ability to recall brand names.
b
180
What does low memory efficacy in consumers tend to affect?
A) Their ability to recognize brands in advertisements.
B) Their likelihood to engage in virtuous behaviors like volunteering or charitable giving.
C) Their perception of product price.
D) Their sensory memory capacity.
b
181
Why are descriptive brand names more effective for low-involvement products?
A) Because they create emotional attachment.
B) Because they provide meaningful cues about the product’s function.
C) Because they increase semantic meaning.
D) Because they require relational analogical learning.
b
182
What is semantic meaning in consumer memory?
A) The literal sound of words used in ads.
B) Symbolic associations, like linking champagne to wealth.
C) Temporary sensory impressions of products.
D) A measure of memory efficacy.
b
183
Which of the following best describes the three memory systems?
A) Short-term memory, long-term memory, and semantic memory.
B) Sensory memory, working memory, and episodic memory.
C) Sensory memory, short-term memory, and long-term memory.
D) Procedural memory, declarative memory, and episodic memory.
C
184
What is the purpose of chunking in short-term memory?
A) To enhance sensory perception.
B) To combine small pieces of information into larger, meaningful units.
C) To transfer information directly into long-term memory without rehearsal.
D) To separate unrelated information to avoid confusion.
b
185
What does elaborative rehearsal involve?
A) Repeating information over and over without thinking about meaning.
B) Linking new information to existing knowledge for long-term memory storage.
C) Only storing visual information in sensory memory.
D) Focusing exclusively on short-term memory retention.
b
186
What is spreading activation in associative network models?
A) Forgetting irrelevant nodes in memory.
B) The transfer of attention from short-term to long-term memory.
C) The triggering of related concepts in memory when one node is activated.
D) A method to chunk unrelated brand attributes.
C
187
In analogical learning, what is the “base”?
A) The new product being introduced.
B) The consumer’s memory of an unrelated product.
C) The existing product from which knowledge is transferred.
D) The marketing campaign used for a new product.
C
188
Which factor enhances the retrieval of information from long-term memory?
A) Personal relevance, such as episodic or flashbulb memories.
B) Limiting exposure to advertisements.
C) Ignoring prior experience with similar products.
D) Focusing only on sensory memory.
A
189
How does extreme familiarity with a brand affect recall?
A) It always improves recall accuracy.
B) It can reduce attention to attributes, potentially lowering recall.
C) It increases the salience of all competing brands.
D) It prevents formation of long-term memory.
B
190
What is the von Restorff effect?
A) The tendency to forget familiar brands first.
B) The enhancement of recall for stimuli that stand out or are unusual.
C) The reduction of memory efficacy in low-involvement products.
D) The linking of unrelated products in a consumer’s associative network.
B
191
Why might consumers initially resist self-serve checkout innovations?
A) Due to sensory memory overload.
B) Because they conflict with familiar service scripts.
C) Because short-term memory cannot process more than three chunks.
D) Because semantic meaning is unclear.
B
192
What type of analogical learning is more effective for expert consumers?
A) Attribute-based analogies.
B) Relational analogies that focus on product outcomes.
C) Sensory analogies.
D) Episodic analogies.
B
193
What is a key advantage of pictorial cues in advertising?
A) Pictures improve comprehension more than recall.
B) Pictures are more likely to be recognized later than verbal information.
C) Pictures reduce attention to dominant elements in an ad.
D) Pictures hinder the formation of associative networks.
b
194
How do mixed emotions affect memory recall over time?
A) Mixed emotions are forgotten more quickly than unipolar emotions.
B) Mixed emotions are recalled as more extreme over time, with positive and negative components accentuated.
C) Mixed emotions are always recalled as neutral.
D) Mixed emotions have no impact on recall intensity.
b
195
What is one reason digital ads often result in weaker recall than television ads?
A) Digital ads are less frequent than TV ads.
B) Digital media often leads to increased clutter and “media snacking.”
C) Digital ads do not contain visual elements.
D) Consumers pay more attention to online ads than TV ads.
b
196
How can consumption experiences act as memory markers?
A) They prevent retrieval of external memory cues.
B) They serve as retrieval cues, helping recall past events and experiences.
C) They are only effective for short-term memory.
D) They always bias consumers toward negative evaluations.
b
197
What is the primary effect of nostalgia marketing?
A) It solely increases brand recognition without emotional impact.
B) It evokes bittersweet memories, connecting consumers to the past and sometimes communal nostalgia.
C) It only works for retro products that the consumer personally used in the past.
D) It decreases consumer engagement with modern products.
b
198
Which factor does NOT enhance recall of advertisements?
A) Viewer enjoyment of the program.
B) Extreme familiarity with the ad content.
C) Salience or distinctiveness of the stimulus.
D) Placement in a show with continuous activity.
b
199
Why is recognition generally easier than recall in measuring memory?
A) Recognition requires the consumer to generate information independently.
B) Recognition involves external cues and is simpler to retrieve.
C) Recognition is less reliable than recall.
D) Recognition cannot be used for digital ads.
B
200
What is a response bias in memory measurement?
A) A type of forgetting due to interference.
B) Distortion caused by the measuring instrument or the respondent’s tendency to give socially desirable answers.
C) The inability to recall factual information.
D) A technique to improve recall in advertising studies.
B
201
Which of the following best describes classical conditioning in marketing?
A) Learning occurs when a behavior is rewarded or punished.
B) A neutral stimulus becomes associated with a naturally occurring response after repeated pairings.
C) Learning occurs only through observational modeling.
D) Behavior changes without the need for repeated exposure.
b
202
What is an example of stimulus generalization in marketing?
A) Using analogical learning to teach consumers about a new product.
B) Extending positive associations from one brand to related products, such as line extensions or family branding.
C) Showing a nostalgic ad to evoke past experiences.
D) Using pictorial cues to increase recall.
b
203
What type of reinforcement schedule is often used in marketing strategies like gamification or frequency marketing?
A) Interval or ratio schedules, which can be fixed or variable.
B) Only continuous reinforcement schedules.
C) Only negative reinforcement schedules.
D) Random punishment schedules.
a
204
Which of the following conditions is necessary for observational learning?
A) The consumer must independently memorize factual information.
B) The consumer must observe a model performing a behavior and expect rewards for similar actions.
C) The behavior must be repeated without observation.
D) Observational learning only occurs in high-involvement products.
b
205
How do stories or narratives influence memory in marketing?
A) They distract consumers from sensory information.
B) They encourage deeper encoding, increasing the likelihood of retrieval.
C) They only enhance short-term memory.
D) They reduce the effectiveness of associative networks.
b
206
Which of the following best describes biogenic needs?
A) Needs acquired through cultural and social experience
B) Innate needs necessary for survival, such as food and water
C) Needs related to status and prestige
D) Needs specific to individual learning experiences
b
207
Psychogenic needs are best described as:
A) Innate biological needs essential for survival
B) Learned needs influenced by culture and personal experiences
C) Needs that must be satisfied before biogenic needs
D) Needs only relevant in childhood
b
208
According to Maslow’s hierarchy, which of the following is considered a higher-level need?
A) Food and water
B) Safety and security
C) Self-actualization
D) Sleep
c
209
The key difference between utilitarian and hedonic needs is:
A) Utilitarian needs are emotional, hedonic needs are functional
B) Utilitarian needs are practical, hedonic needs are experiential
C) Hedonic needs are biologically driven, utilitarian needs are culturally learned
D) Hedonic needs are more easily measurable than utilitarian needs
B
210
Drive theory explains motivation primarily as:
A) Desire to achieve social recognition
B) Efforts to reduce unpleasant biological states
C) Pursuit of cognitive goals
D) Engagement with long-term planning
B
211
Expectancy theory suggests that consumers are motivated by:
A) Reduction of physiological tension
B) Expectations of positive outcomes or incentives
C) Inherent survival instincts
D) Random environmental stimuli
B
212
Which type of consumer need is fulfilled by attending a charitable run to achieve personal goals and contribute to the community?
A) Need for uniqueness
B) Need for achievement
C) Need for affiliation
D) Need for safety
B
213
Consumers motivated to satisfy the need for affiliation are likely to:
A) Engage in activities alone to enhance independence
B) Seek products and experiences that connect them with others
C) Focus on personal status and recognition
D) Prioritize financial security
B
214
The difference between a need and a want is:
A) Needs are culturally shaped, wants are innate
B) Needs are general, wants are specific manifestations influenced by experience
C) Wants are always hedonic, needs are always utilitarian
D) Needs are measurable, wants are not
B
215
In terms of motivational strength and direction, a person’s motivation is influenced by:
A) The color and packaging of a product
B) The gap between the current state and the desired goal
C) Random consumer trends
D) Marketing messages only
B
216
A goal’s valence refers to:
A) How socially prestigious the goal is
B) Whether the goal is positive (approach) or negative (avoidance)
C) The complexity of the actions required to achieve the goal
D) The number of alternatives available to reach the goal
B
217
Which type of motivation involves consumers acting to avoid negative outcomes, such as social disapproval?
A) Avoidance motivation
B) Approach motivation
C) Hedonic motivation
D) Utilitarian motivation
A
218
Self-regulation theory suggests that consumer behaviour is influenced by which of the following factors?
A) Behaviour standards, motivation, consciousness, willpower
B) Social influence, peer pressure, advertising exposure
C) Income, education, culture
D) Brand loyalty, product availability, price
B
219
Which type of motivational conflict involves choosing between two desirable alternatives?
A) Approach–Approach
B) Avoidance–Avoidance
C) Approach–Avoidance
D) Cognitive dissonance
A
220
. Which type of motivational conflict occurs when a consumer faces a choice between two undesirable alternatives?
A) Avoidance–Avoidance
B) Approach–Avoidance
C) Approach–Approach
D) Self-regulation conflict
A
221
Cognitive dissonance arises when:
A) Beliefs or behaviours are inconsistent, creating tension
B) A consumer is highly involved with a product
C) Goals are specific, measurable, attainable, relevant, and time-bound
D) Brand exposure increases unique consumer motivations
A
222
Which of the following is NOT part of the SMART goal-setting framework?
A) Specific
B) Measurable
C) Ambiguous
D) Time-bound
C
223
Incidental brand exposure can activate consumer goals without the consumer being aware. Which example illustrates this?
A) Exposure to the Apple brand increases motivation to be unique
B) Receiving a coupon for a snack bar
C) Reading nutritional information on a product
D) Seeing a friend wearing a branded t-shirt
A
224
How is involvement defined in consumer behaviour?
A) A person’s perceived relevance of the object based on their needs, values, and interests
B) The degree to which a consumer purchases products frequently
C) A measure of the time spent using social media
D) The level of hedonic satisfaction a consumer receives
A
225
Which of the following is an example of product involvement?
A) Personalizing or co-creating a product
B) Reading a humorous Twitter response from a brand
C) Choosing a wedding gift for someone you don’t know well
D) Watching a TV commercial for a snack
A
226
Message–response involvement can be increased through:
A) Novel stimuli, celebrity endorsements, and user-generated content
B) Choosing a generic product from a shelf
C) Limiting consumer options
D) Ignoring the medium of communication
A
227
Purchase situation involvement is influenced by:
A) Social risk and context of consumption
B) Brand logo color
C) Number of competitors in the market
D) Retail shelf placement alone
A
228
Which technique is effective for increasing consumer involvement?
A) Appeal to hedonic needs, use of prominent stimuli, and building relationships
B) Only providing low-cost options
C) Limiting advertising exposure
D) Avoiding interactive campaigns
A
229
The “IKEA effect” refers to:
A) Increased value attached to self-assembled products
B) Preference for luxury brands
C) Reduced motivation for low-involvement purchases
D) A type of avoidance–avoidance conflict
A
230
Which of the following best describes affect in consumer behaviour?
A) Emotionally laden states, ranging from evaluations to full-blown emotions
B) Only intense emotions like happiness or anger
C) Rational thought processes in decision-making
D) Consumer involvement with marketing messages
A
231
How do moods differ from emotions?
A) Moods are temporary states with moderate arousal, not always linked to a specific event
B) Moods are stronger than emotions and linked to specific events
C) Emotions are always negative, while moods are always positive
D) Emotions occur without any trigger or context
A
232
What is negative state relief?
A) Consumers help others to improve their own negative mood
B) Consumers avoid products that cause negative emotions
C) Consumers purchase only utilitarian products
D) Consumers increase involvement with high-arousal ads
A
233
How can charitable giving ads use affect effectively?
A) Using negative affect to invoke sympathy and offer a means to act
B) Only highlighting positive outcomes with no emotional appeal
C) Avoiding any emotional content to remain neutral
D) Using humor exclusively to make consumers laugh
A
234
Mood congruency suggests that:
A) Consumers’ judgments are influenced by their current mood
B) Mood always has no effect on evaluations
C) Only negative moods influence purchasing behaviour
D) Consumers cannot be influenced by background stimuli
A
235
Sentiment volatility in advertising refers to:
A) Alternating between positive and negative emotions to increase engagement
B) Using only positive emotions to appeal to consumers
C) Avoiding negative emotions to prevent consumer disengagement
D) Promoting brand messages with neutral language only
A
236
How does happiness influence consumption?
A) Present-focused happiness leads to calming experiences; future-focused happiness leads to exciting options
B) Happiness only increases purchases of luxury goods
C) Material possessions are the primary source of happiness
D) Happiness does not vary between individuals
A
237
Fear in marketing can:
A) Increase affiliation with brands and influence behaviour positively
B) Always cause consumers to avoid a product
C) Only be used in public service campaigns
D) Reduce engagement with marketing messages
A
238
FOMO (fear of missing out) can lead to:
A) Increased inclination to acquire experiences and products
B) A decrease in social media usage
C) Less attention to peers’ consumption behaviour
D) A guaranteed positive emotional state
A
239
Disgust in consumer behaviour is primarily associated with:
A) Protecting against contamination and influencing moral judgments
B) Increasing excitement for new products
C) Enhancing positive brand evaluations
D) Encouraging consumers to try unfamiliar foods
A
240
Guilt appeals in marketing are most effective when:
A) Subtle and activate social responsibility, rather than extreme and explicit
B) Very intense and demand immediate action
C) Focus exclusively on negative emotions with no alternatives
D) Applied randomly without context
A
241
Embarrassment in consumer contexts is:
A) A social emotion arising from concern about others’ evaluations
B) An individual emotion unrelated to social context
C) Always reduced by offering discounts
D) Only triggered by utilitarian purchases
A
242
Which type of product involvement is increased by co-creation and personalization?
A) Product involvement
B) Message–response involvement
C) Purchase situation involvement
D) Low-involvement habitual purchase
A
243
Which of the following strategies can marketers use to increase involvement?
A) Appeal to hedonic needs, use novel or prominent stimuli, and build relationships
B) Limit consumer engagement and avoid interactive campaigns
C) Reduce product options to make choice easier
D) Focus solely on low-involvement purchases
A
244
Which discrete emotion can activate self-improvement motives across domains?
A) Guilt
B) Sadness
C) Embarrassment
D) Disgust
A
245
Which of the following describes purchase situation involvement?
A) Consumers’ involvement depends on the context of the purchase, including social risk
B) Consumers’ involvement is the same regardless of situation
C) Involvement only occurs with high-priced products
D) Involvement only depends on prior product knowledge
A
246
Which type of affective response involves low arousal evaluations of an event or object?
A) Evaluations
B) Moods
C) Emotions
D) Discrete emotions
A
247
How does mood congruency interact with irrelevant mood sources?
A) Moods are less likely to bias judgments if consumers realize the mood is caused by something unrelated
B) Mood congruency always biases consumer judgments regardless of source
C) Only positive moods can bias judgments
D) Consumers are never influenced by background music or lighting
A
248
Embarrassment can be reduced in retail settings by:
A) Familiarity with the product or choosing a friendly cashier
B) Using guilt appeals exclusively
C) Increasing moral messaging
D) Offering complex purchase options
A
249
What is the self-concept?
A) The beliefs a person holds about their own attributes and how they evaluate them
B) The unconscious tendencies to compare oneself to others
C) The set of material possessions a person owns
D) The genetic traits a person inherits
Answer: A
250
What is stereotype threat?
A) Anxiety felt when a person fears confirming negative societal stereotypes about their group
B) A marketing strategy that targets stereotypes for humor
C) A method of self-affirmation in consumer choice
D) The emotional reaction to social media likes
Answer: C
251
How does low self-esteem affect consumer behavior?
A) Leads individuals to choose inferior products that confirm their self-view
B) Encourages risk-taking and high-value purchases
C) Increases willingness to adopt new technologies
D) Has no impact on consumer behavior
Answer: A
252
What is the difference between the actual self and the ideal self?
A) The actual self is a realistic appraisal of one’s qualities, while the ideal self reflects how one would like to be
B) The actual self is aspirational, while the ideal self is based on societal expectations
C) Both terms refer to the same concept in consumer behavior
D) The actual self is formed by others’ opinions, while the ideal self is innate
Answer: B
253
What is impression management?
A) The process of controlling how others perceive us through strategic consumption and behavior
B) The act of comparing oneself to media images
C) The alignment of products with a person’s self-concept
D) A form of self-consciousness related to food choices
Answer: C
254
How does social media influence self-concept?
A) By allowing individuals to curate and present their ideal selves, often increasing social comparison
B) By removing all external sources of validation
C) By decreasing the importance of consumption in identity formation
D) By making consumers focus exclusively on their actual self
Answer: D
255
What are multiple selves?
A) The different social role identities a person has, which may vary in importance depending on the situation
B) A collection of personas used exclusively in online interactions
C) A marketing term for brand loyalty
D) The difference between ideal and actual self
Answer: A
256
What does the looking-glass self refer to?
A) The process of imagining how others perceive us and adjusting behavior accordingly
B) A mirror-based marketing strategy
C) A psychological test used to measure self-esteem
D) The ideal self projected in virtual environments
Answer: B
257
Which of the following best defines public self-consciousness?
A) Tendency to focus on self-aspects observable by others and manage impressions accordingly
B) Awareness of private thoughts and emotions
C) The desire to align products with personal values
D) A consumer’s engagement with social media
Answer: A
258
What is symbolic self-completion theory?
A) Individuals with incomplete identities acquire and display symbols associated with the role to define themselves
B) Consumers complete social rituals through online purchases
C) High self-esteem leads to risk-taking in consumption
D) Marketing messages directly shape the ideal self
Answer: A
259
What is self–product congruence?
A) Consumers prefer products whose attributes match aspects of their self-concept
B) Using products to manipulate others’ perceptions only
C) The tendency to buy products based on price alone
D) Products shaping social norms
Answer: A
260
What is the extended self?
A) External objects and possessions that individuals consider part of themselves
B) The idealized self projected online
C) The aspirational self reflected in social media
D) A type of self-esteem measurement
Answer: A
261
Which factor makes a material object more likely to be considered part of the extended self?
A) If it is expensive
B) If psychic energy is invested in obtaining or personalizing it
C) If it is popular among peers
D) If it is digital only
Answer: B
262
Which of the following is NOT one of the four levels of the extended self?
A) Individual level
B) Community level
C) Digital level
D) Group level
Answer: C
263
What is the concept of “Integrated Self” primarily concerned with?
A) Combining personal and professional identities online
B) Incorporating products into the body to aid daily life
C) Using social media to present multiple selves
D) Collecting branded products to signal social status
Answer: B
264
Muse, a brain-sensing headband, is an example of which type of consumer technology?
A) Extended self technology
B) Body-integrated consumption device
C) Social media influencer product
D) Wearable fashion accessory
Answer: B
265
How does “beauty work” appear to others when motivated by self-expression rather than self-enhancement?
A) Inauthentic
B) Authentic
C) Irrelevant
D) Aggressive
Answer: B
266
Hair as part of self-concept can be influenced by:
A) Cultural norms
B) Age and lifestyle changes
C) Religious practices
D) All of the above
Answer: D
267
Which of the following is a risk of Western beauty ideals related to body weight?
A) Eating disorders
B) Increased cultural diversity
C) Reduction in cosmetic use
D) Improvement in clothing accessibility
Answer: A
268
Which of the following best describes the concept of personality in consumer behavior?
A) A person’s consistent psychological makeup that influences how they respond to the environment
B) A person’s current mood that changes daily
C) A demographic factor like age or income
D) A person’s social status or class
Answer: A
269
According to Freud, which part of the personality is oriented toward immediate gratification?
A) Superego
B) Ego
C) Id
D) Conscience
Answer: C
270
Which Freudian system mediates between the id and the superego?
A) Id
B) Ego
C) Superego
D) Libido
Answer: B
271
Motivational research is primarily concerned with:
A) Large-scale statistical surveys of product usage
B) Psychoanalytic interpretations of unconscious consumer motives
C) Tracking online consumer activity
D) Measuring personality traits with questionnaires
Answer: B
272
Which consumer motive is associated with using products like soap or beauty products to gain social acceptance?
A) Femininity
B) Social acceptance
C) Power
D) Magic/mystery
Answer: B
273
Karen Horney’s neo-Freudian personality types include:
A) Introverted, extroverted, agreeable
B) Compliant, detached, aggressive
C) Openness, conscientiousness, neuroticism
D) Individualist, allocentric, idiocentric
Answer: B
274
Carl Jung’s concept of the collective unconscious refers to:
A) Social norms influencing behavior
B) Memories inherited from our ancestors that influence personality
C) Traits measured by personality questionnaires
D) Group-oriented consumption behaviors
Answer: B
275
The Big Five personality traits do NOT include (OCEAN)
:
A) Extraversion
B) Conscientiousness
C) Neuroticism
D) Collectivism
Answer: D
276
Which trait is most relevant to consumers who desire unique or unconventional products?
A) Need for cognition
B) Public self-consciousness
C) Need for uniqueness
D) Agreeableness
Answer: C
277
Consumers high in need for cognition are likely to:
A) Rely on peripheral cues like attractive models
B) Avoid thinking about product attributes
C) Scrutinize advertising messages carefully
D) Follow group norms in consumption
Answer: C
278
Lifestyle marketing focuses on:
A) The demographics of a consumer
B) The pattern of consumption and behavior reflecting how people spend time and money
C) Only the products consumers buy
D) The economic status of a person
Answer: B
279
Product complementarity occurs when:
A) Products are the same price
B) Symbolic meanings of different products are related and used together to express a lifestyle
C) Products are purchased in the same store
D) Products are unrelated but purchased simultaneously
Answer: B
280
Geodemography is:
A) The study of personality traits in marketing
B) Analytical techniques that combine consumer spending, lifestyle, and geographic information to identify similar consumers
C) A method to measure unconscious motives
D) A psychological approach to understanding social class
Answer: B
281
Which of the following is an example of a core value influencing consumption?
A) Buying luxury cars to demonstrate status
B) Choosing a product because it is popular on social media
C) Eating fast food because it is cheap
D) Selecting a product based on color preference only
Answer: A
282
North American consumers tend to respond more favorably to advertising that emphasizes:
A) Family integrity and collective goals
B) Self-reliance, personal improvement, and achievement of individual goals
C) Harmony with others and collective well-being
D) Traditional cultural norms
Answer: B
283
Allocentric consumers are more likely than idiocentrics to:
A) Work late and play the lottery
B) Avoid foods high in cholesterol and spend time on craft projects
C) Travel extensively and go to art galleries
D) Collect stamps or rocks
Answer: B
284
Which type of value is most directly linked to brand preference within a product category?
A) Product-specific values
B) Terminal values
C) Instrumental values
D) Broad-based cultural values
A
285
What is an example of a consumption-specific value that has grown in importance recently?
A) Convenience
B) Inner harmony
C) Freedom
D) Durability
A
286
According to the List of Values Scale, consumers endorsing a sense of security would most likely purchase:
A) Home security systems
B) Adventure travel packages
C) Luxury fashion items
D) Organic food
A
287
Which of the following statements is true about LOHAS consumers?
A) They focus on sustainable products and personal development
B) They prioritize price over environmental concerns
C) They are unwilling to pay a premium for ethical products
D) They avoid ecotourism and organic foods
A
288
Research on environmentally friendly products suggests that using green products can:
A) Increase feelings of being valued by society
B) Always reduce financial costs
C) Guarantee higher long-term product satisfaction
D) Have no impact on consumer emotions
A
289
Which factor can predict when consumers make trade-offs between price, quality, and sustainability?
A) Orientation toward self vs. others
B) Age and gender only
C) Political affiliation only
D) Media exposure alone
A
290
High materialists tend to:
A) Prefer prestige goods and link self-identity to possessions
B) Cherish personal or sentimental items
C) Value experiences over goods consistently
D) Avoid public consumption
A
291
Minimalism is best described as:
A) A lifestyle with fewer possessions and thoughtful curation
B) Extreme materialism and luxury acquisition
C) Prioritizing ownership over shared experiences
D) Always purchasing items that increase social status
A
292
Research shows that experiences often make people happier than material goods because:
A) Experiences are more memorable, shareable, and adaptable
B) Material goods are always more expensive
C) Experiences can be stored and used daily
D) Material goods cannot be anticipated
A
293
What is a key characteristic of the sharing economy?
A) Consumers access goods without ownership
B) Consumers purchase high-value items only
C) Sharing occurs exclusively among friends
D) It eliminates social exchange
A
294
Conservatives differ from liberals in consumer behaviour by:
A) Preferring national brands and signaling vertical status
B) Emphasizing uniqueness over status
C) Always avoiding utilitarian products
D) Rejecting brand loyalty
A
295
How do liberals and conservatives differ in charitable giving?
A) Liberals give to more causes but smaller amounts; conservatives give to fewer causes but larger amounts
B) Conservatives never give to charity
C) Liberals give only to environmental causes
D) Conservatives spread donations across more causes
A
296
Consumers are most likely to respond negatively to brand activism when:
A) The activism seems inauthentic or detached from the brand
B) They support the brand’s stance
C) The activism aligns with their personal values
D) The brand remains neutral
A
297
Psychographic segmentation primarily examines:
A) Personality, lifestyle, and values
B) Age, income, and education only
C) Product pricing
D) Company revenues
A
298
In the VALS system, “Experiencers” are characterized by:
A) Youthful impulsiveness and risk-taking
B) Career orientation and predictability
C) Action-orientation and self-sufficiency
D) Strong principles and brand loyalty
A
299
AIOs in psychographics stand for:
A) Activities, Interests, Opinions
B) Age, Income, Occupation
C) Assets, Identity, Orientation
D) Attitudes, Input, Observation
A
300
Heavy users in psychographic analysis are:
A) The primary target for marketers
B) Typically ignored as outliers
C) Less important than moderate users
D) Always the largest demographic segment
A
301
A brand personality is:
A) A set of traits attributed to a brand as if it were a person
B) The legal ownership of a brand
C) Only the brand logo
D) The physical features of the product
A
302
Anthropomorphism in marketing refers to:
A) Giving human traits to a brand or product
B) Creating animated advertisements
C) Conducting demographic surveys
D) Using luxury endorsements
A
303
Consumers respond more positively to anthropomorphized brands when:
A) They feel socially rejected
B) They are already loyal to the brand
C) The brand has no human-like traits
D) The product is utilitarian only
A
304
Linguistically feminine brand names are often:
A) Longer, stress on later syllables, ending in vowels
B) Single-syllable, consonant-ending names
C) Only applicable to luxury products
D) Not influenced by product type
A
305
1. Which of the following best describes self-concept?
A) A fixed set of traits people are born with
B) A dynamic set of beliefs and perceptions about who one is
C) A person’s demographic characteristics only
D) The lifestyle choices a person makes to save money
Answer: B
306
When someone presents themselves differently on LinkedIn versus Instagram, this reflects which idea?
A) Lifestyle segmentation
B) Multiple identities within the self
C) Brand loyalty
D) Consumer utility theory
Answer: B
307
A consumer chooses to buy eco-friendly sneakers because they want to align with their values of sustainability. This is an example of:
A) Products as an extension of self
B) Price elasticity of demand
C) Lifestyle segmentation
D) Consumer conformity
Answer: A
308
Self-identity differs from self-concept because it is more about:
A) A person’s financial status
B) Subjective internal constructions shaped by emotions and perceptions
C) The demographic groups one belongs to
D) Traits that are stable across time
Answer: B
309
A marketer wants to target introverts and extroverts differently. Which of the following is the BEST example of applying personality in marketing?
A) Offering both quiet, solo travel packages and lively group tours
B) Pricing the product lower for introverts and higher for extroverts
C) Giving both groups the exact same advertising message
D) Ignoring personality and focusing only on demographics
Answer: A
310
Which of the following would NOT be considered an example of a lifestyle category?
A) Minimalist
B) Traveler
C) Accountant
D) Foodie
Answer: C
311
A brand develops a playful, adventurous image to connect emotionally with consumers. This is an example of:
A) Anthropomorphism
B) Brand personality
C) Lifestyle segmentation
D) Consumer value proposition
Answer: B
312
Imagine someone is a student, gamer, athlete, and climate change advocate. When they’re at the gym, which identity is most likely to influence their consumer choices?
A) Student identity
B) Gamer identity
C) Athlete identity
D) Climate change advocate identity
Answer: C
313
Why do marketers often use lifestyle as a basis for segmentation?
A) Lifestyle is easier to measure than demographics
B) Lifestyle reveals how people spend resources, which reflects deeper identity and preferences
C) Lifestyle is unrelated to consumer behavior but easy to advertise
D) Lifestyle only applies to luxury consumers
Answer: B
314
If someone views the world as “glass half empty” instead of “glass half full,” this reflects which component of the self?
A) Lifestyle
B) Self-identity
C) Personality
D) Values
Answer: C
315
Why is lifestyle an important tool for marketers?
A) It helps identify consumer demographics
B) It helps segment consumers based on shared ways of living
C) It determines consumer price sensitivity
D) It predicts brand loyalty based solely on income
Answer: B
316
A consumer joins Nike’s running app, compares achievements, and earns digital badges. What marketing concept is this an example of?
A) Anthropomorphism
B) Actual Self Alignment
C) Brand Community
D) Body Positivity
Answer: C
317
Which of the following is NOT an example of a brand community?
A) Jeep owners performing a secret wave
B) Lego enthusiasts meeting at conventions
C) Apple users feeling “culturally cool”
D) A consumer buying detergent based on price only
Answer: D
318
Why are values considered “hyper-goals”?
A) They are temporary and situational
B) They guide behavior only in financial contexts
C) They act as deeply held, stable priorities that chronically guide behavior
D) They are defined by external social comparison
Answer: C
319
A brand aligns its marketing with consumer values such as sustainability and inclusivity. What is the most likely outcome?
A) Stronger trust and loyalty
B) Higher short-term sales but weaker identity
C) Consumers abandon the brand due to oversharing
D) Increased reliance on discounts
Answer: A
320
Which of the following best illustrates the “actual self”?
A) Sarah sees herself as an aspiring artist
B) Jacob identifies as a student and brother
C) Emma wants to become a fitness influencer
D) Mike dreams of being a successful entrepreneur
Answer: B
321
Marketers often use “ideal self” appeals when:
A) Consumers are satisfied with their current identity
B) The goal is to inspire consumers to pursue aspirations
C) Consumers have no interest in brand communities
D) The actual self and ideal self are identical
Answer: B
322
What happens when the gap between the actual and ideal self becomes too large?
A) Consumers become more motivated to close it
B) It strengthens brand loyalty
C) It may lower self-esteem and cause negative moods
D) It makes products appear more luxurious
Answer: C
323
The Body Positivity Movement primarily aims to:
A) Promote specific fashion trends
B) Lower perceived self-discrepancy and body dissatisfaction
C) Increase reliance on beauty products
D) Encourage luxury consumption
Answer: B
324
A mirror placed in a fitting room is an example of which marketing strategy?
A) Value reinforcement
B) Anthropomorphism
C) Heightening self-discrepancies
D) Building brand communities
Answer: C
325
When a consumer buys Apple products because it makes them feel forward-thinking and admired, this reflects:
A) Products as an extension of self
B) Anthropomorphism
C) Actual self
D) Body positivity
Answer: A
326
Which of the following reflects modern implications of gender identity for marketers?
A) Using strictly blue for men and pink for women
B) Assuming career goals apply only to men
C) Recognizing gender-fluid preferences in product design
D) Limiting advertising to traditional male/female roles
Answer: C
327
Giving a car headlights shaped like “eyes” to make it appear more friendly is an example of:
A) Brand community
B) Anthropomorphism
C) Actual self extension
D) Self-discrepancy
Answer: B
328
According to Landwehr et al. (2011), anthropomorphized products with faces often evoke:
A) Feelings of aggression and dislike only
B) Neutral consumer responses
C) Positive emotions, friendliness, and pleasure
D) Reduced evaluations of reliability
Answer: C
329
A professor tells students “don’t be a cheater” instead of “don’t cheat,” which reduces cheating by half. What consumer behavior insight does this illustrate?
A) Identity-based motivation
B) Anthropomorphism
C) Actual vs. ideal self
D) Lifestyle segmentation
Answer: A
Business
flashcards
Decks in class (30)
# Cards
-
COCKTAILS49
-
COMM 229 Quiz 172
-
227 midterm prep19
-
229 Quiz 263
-
229 Quiz 3104
-
227 Exam39
-
217 Exam49
-
223 Midterm82
-
305 Midterm Chapter 236
-
305 Midterm Chapter 325
-
305 Midterm Chapter 47
-
305 Chapter 54
-
305 Chapter 68
-
chapter 7 - Incremental Analysis1
-
Big In Japan Cocktails18
-
COMM 226189
-
COMM 223 Final167
-
Nora Wine5
-
MARK 302224
-
MARK 305331
-
MARK 302 TEST #282
-
Mark 302 Final Test82
-
LAW FINAL CHPTR 6 (Forms of business management)130
-
Law Final Chapter 7 (Employee Laws)117
-
Law Final Chapter 4 (Principles of Contract law)151
-
Law Final Chapter 8 (Civil Liability)100
-
Law Final Chapter 6 - Cases17
-
Law Final Chapter 7 - Cases47
-
Law Final Chapter 4 - Cases24
-
Law Final Chapter 8 - Cases47
