Chapter 1 Questions

Question 1

Modern consumer culture is often described as being characterised by consumption-based identities. True or false?

Answer 1

True

Question 2

Which of the following is not a criticism of consumer society?

・It contains inauthentic forms of social interaction
・It erodes cultural differences
・It creates superficial social interaction
・It inspires solidarity and community

Answer 2

It inspires solidarity and community

Question 3

Which of the following is not a characteristic of a consumer society?

・Comprehensive and pervasive promotion of products
・Decrease in consumer awareness
・Growth of shopping malls and their entertainment factors
・Shopping as a leisure activity

Answer 3

Decrease in consumer awareness

Question 4

Consumers can be described as ‘choosers, communicators, identity seekers, pleasure seekers, victims, rebels and activists’. Why is this statement true?

・It makes it easier for marketers to understand the consumer.
・Social scientists attempt to define consumers by the lowest common denominator.
・Consumers are intrinsically involved with the choice of product and service, making their decisions on how they feel about the product or service based upon their individual perceptions, values and cultural influences.

Answer 4

Consumers are intrinsically involved with the choice of product and service, making their decisions on how they feel about the product or service based upon their individual perceptions, values and cultural influences.

Question 5

Brands are often characterised by a distinctive personality or image. True or false?

Answer 5

True

Question 6

Which of the following can be described as a reference group for a university student?

・Catering staff in the university canteen
・The authors of the student’s textbooks
・Fellow students
・All of the above

Answer 6

Fellow students

Question 7

The concept of postmodernism describes themes that are unique to our modern society and offers a collective interpretation for a broader range of marketing techniques that are used to communicate marketing messages to an evolving audience. True or false?

Answer 7

True

Question 8

The coexistence of various truths, styles and fashions held by both producers and consumers is an example of:

・Pluralism
・Duality
・Unitarism
・None of the above

Answer 8

Pluralism

Question 9

An etic perspective focuses upon the commonalities across cultures. True or false?

Answer 9

True

Question 10

A collection of people who have a significant effect on a person’s behaviour can be referred to as a:

・culture
・subculture
・reference group
・group

Answer 10

Reference group

Question 11

What is the term given to the perspective that consumers adopt various behaviour patterns according to circumstances?

・Role exchange
・Role reversal
・Role theory

Answer 11

Role theory

Question 12

Social responsibility is concerned with the role of the organisation in the community and society. True or false?

Answer 12

True

Question 13

Why is understanding consumer behaviour considered to be good for business?

・Consumer needs and wants can only be satisfied if marketers understand them and then address these needs and wants better than their competitors are able to address them.
・The basis for relationship marketing is the understanding of the needs and wants of the consumer.
・The development of long-term relationships with the consumer leads to lifetime revenue.
・All of the above

Answer 13

All of the above

Question 14

Do national borders dictate cultural borders? (yes/no)

Answer 14

No

Question 15

Marketers are sometimes referred to as important _________ of our environment.

・charlatans
・scientists
・engineers
・none of the above

Answer 15

Engineers

Question 16

The term popular cultures refers to:

・cultures that are more popular than others (e.g. Western culture)
・things that are adopted by popular people in a society
・music, books and other forms of entertainment

Answer 16

Music, books and other forms of entertainment

Question 17

Advertising is a powerful influencer of individuals and collective societies. Therefore, it is important that there is legislation for and regulatory enforcement of which of the following forms of advertising?

・Bland advertising
・Socially responsible advertising
・Informative advertising
・Empathetic advertising

Answer 17

Socially responsible advertising

Question 18

The global movement in which people are united by their common devotion to a brand name or consumer product is referred to as:

・Global consumer culture
・Euro-consumer culture
・Regional consumer culture
・Afro-Caribbean culture
・Sino-Asian culture

Answer 18

Global consumer culture

Question 19

A post-modernist would be more inclined to believe in which of the following?

・Relativism
・Universalism

Answer 19

Relativism

Question 20

Why is ‘bait-and-switch’ unethical?

・Consumers are lured into a store with false promises of cheap products, but the main intention is to get them to buy higher-priced goods.
・A product’s packaging promises something that is not delivered by the product.
・The company changes price tags just before a visit by leading journalists.

Answer 20

Consumers are lured into a store with false promises of cheap products, but the main intention is to get them to buy higher-priced goods.

Question 21

A consumer who uses his or her buying pattern as a weapon against companies that do not share the person’s values is called a:

・patriotic consumer
・ethical consumer
・responsible consumer
・conscious consumer

Answer 21

Ethical consumer

Question 22

Consumer researchers are employed by which of the following?

・Universities
・Advertising agencies
・Manufacturers
・Governments
・All of the above

Answer 22

All of the above

Question 23

Which of the following disciplines focuses upon macro issues?

・Anthropology
・Clinical psychology
・Developmental psychology
・Human ecology

Answer 23

Anthropology

Question 24

Cultural anthropology is used in the study of consumer behaviour to obtain what type of information?

・To study the product role in the behaviours of individuals as members of social groups
・To study the product role in psychological adjustment
・To define the product role in societal changes over time
・To study the product role in a society’s beliefs and practices

Answer 24

To define the product role in societal changes over time

Question 25

・Studying human behaviour from a consumption context, which encompasses positivist and interpretivist approaches, is described as which of the following?

・Collaborative culture theory (CCT)
・Compulsive culture theory (CCT)
・Consumer culture theory (CCT)
・Mixed methodology approach

Answer 25

Consumer culture theory (CCT)

Question 26

What are the common criticisms of positivism?

・An underpinning ideology that stresses the homogenous views of a predominantly Western and male culture
・Excessive emphasis upon material well-being
・Both of the above
・Neither of the above

Answer 26

Both of the above