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Consumer Behaviour > Final Exam > Flashcards

Final Exam Flashcards

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1
Q

The rise of the global customer has created an opportunity for:

A) small businesses to look to expand globally
B) consumers to further define their individualism
C) companies to reduce their product line
D) companies to form niche markets in their home country

A

A)small businesses to look to expand globally

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2
Q

Which of the following is not a demographic-based consumer segmentation strategy:

A)age
B)gender
C)income
D)lifestyle

A

D) Lifestyle

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3
Q

The central thesis behind “The Wisdom of the Crowds” is best described as:

A) The crowd makes more aggressive decisions than individuals
B) The crowd makes more conservative decisions than individuals
C) The crowd is a desirable source of consumer research
D) The crowd is likely to make better decisions than individuals

A

D) The crowd is likely to make better decisions than individuals

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4
Q

Mothers Against Drunk Driving is engaged in several media campaigns intended to discourage driving under the influence of alcohol or drugs. This is an example of:

A) social marketing
B) compulsive consumption
C) green marketing
D) addictive consumption

A

A) social marketing

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5
Q

“Sensory inputs” is another term for:
A) abstract stimuli
B) implied stimuli
C) referent stimuli
D) external stimuli

A

D) external stimuli

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6
Q

Where does our perception of colour come from:

A) our perception of colour is based on experiential cues
B) our perception of colour is based solely on physical cues
C) our perception of colour is based on both physical and cultural cues
D) our perception of colour is based on experiential and cultural cues

A

C) our perception of colour is based on both physical and cultural cues

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7
Q

Augmented (AR) and Virtual Reality (VR) have the potential to alter product perception:

A) in a positive manner.
B) in a negative manner.
C) AR and VR are neutral in terms of how they impact product perception.
D) AR and VR tend to distort product perception.

A

A) in a positive manner.

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8
Q

According to experts we are exposed to between 4K and 10K advertisements every single day. The fact that we do not recall the vast majority of these ads is due to:

A) subliminal perception
B) perceptual selectivity
C) sensory marketing
D) stimulus organization

A

B) perceptual selectivity

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9
Q

A famous experiment on subliminal perception involved splicing images of popcorn and a drink of Coke into the film at a drive-in movie theatre. Once this was done sales of Coke and popcorn increased. Which statement best describes the long-term impact of this experiment?

A) there was minimal to no impact as the results were never able to be repeated
B) subliminal perception became a key tool for advertisers
C) subliminal perception was outlawed as a promotional tool
D) Guidelines were established for the use of subliminal perception

A

A) there was minimal to no impact as the results were never able to be repeated

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10
Q

Experiences that lead to potentially permanent changes in behaviour describe the process of:

A) variable-ratio reinforcement
B) memory
C) repetition
D) learning

A

D) learning

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11
Q

Jasmeet, while out walking in Toronto one day, found herself humming a jingle for bacon ice cream that she had heard on TV. She found this surprising, as she had no interest in bacon ice cream. This procurement of knowledge is known as:

A) vicarious observation
B) psychological stimulation
C) subliminal perception
D) incidental learning

A

D) incidental learning

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12
Q

We discussed in class Heinz and their use of family branding which was presented as an example of:

A) stimulus adoption
B) stimulus gathering
C) stimulus discrimination
D) stimulus generalization

A

D) stimulus generalization

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13
Q

There are several factors that influence our ability to retrieve memories. Which of the following is not a factor that influences memory:

A) the viewing environment
B) cognitive factors
C) dietary factors
D) personal relevance

A

C) dietary factors

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14
Q

Suhani is considering getting a tattoo. She would very much like to get one that she feels represents her own view of who she is. Suhani is displaying.

A) a utilitarian need
B) self-actualization
C) a need for uniqueness
D) a need for affiliation

A

C) a need for uniqueness

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15
Q

Julian was struggling as he had overslept and missed breakfast. As he sat in class with his stomach grumbling, he was anxious about soon getting something to eat. Julian was experiencing:

A) a state of homeostasis
B) drive theory
C) approach-avoid conflict
D) a need for belongingness

A

B) drive theory

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16
Q

While enjoying his Time Hortons Mocha Latte Ranjot recalls the article, he recently read describing the waste created from single use coffee cups in Canada. The memory creates a sense of unease for him. Ranjot is experiencing:

A) an avoidance -avoidance
motivational conflict
B) a positive goal valence
C) an approach-avoidance motivational conflict
D) a negative goal valence

A

C) an approach-avoidance motivational conflict

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17
Q

In putting together, the promotional elements for their CB group project Justin has suggested that the group make use of sensory appeals to address the hedonic needs of their target market. In suggesting this Justin is consciously trying to increase:

A) customer concentration
B) customer goal congruence
C) customer involvement
D) customer fulfillment

A

C) customer involvement

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18
Q

From a consumer behaviour context embarrassment is most frequently present when:

A) purchasing little known brands
B) repeat purchases
C) purchasing high involvement products
D) purchasing socially sensitive products

A

D) purchasing socially sensitive products

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19
Q

The best definition of our self-concept would be:

A) beliefs about our own attributes and how we evaluate them
B) the positivity of our self-concept
C) the value we place on our selves
D) attitudes towards our own particular traits

A

A) beliefs about our own attributes and how we evaluate them

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20
Q

Sephora has just put out an advertisement featuring glamourous models enjoying them selves at a party. It is clear from the ad that Sephora is targeting consumers:

A) multiple selves
B) ideal self
C) real self
D) digital self

A

B) ideal self

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21
Q

Gripmunk has come out with a new smart phone case which allows the consumer to select the design of their case from a large number of possibilities, and even put their name on the case, Gripmunk is utilizing which of the following consumer behaviour concepts:

A) the extended self
B) compensatory consumption
C) self-product congruence
D) self-fulfilling prophecy

A

A) the extended self

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22
Q

The fact that many men’s and women’s shirts have buttons on opposite sides is an example of a:

A) mismatched products
B) gendered products
C) agentic product goals
D) communal product goals

A

B) gendered products

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23
Q

In comparing chronological versus perceived age marketers have found that it is best to:

A) target to the chronological age
B) ignore chronological age
C) target to the perceived age
D) ignore perceived age

A

C) target to the perceived age

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24
Q

Many researchers believe that it is wrong to use motivational research, largely based on Freudian theories, to study customers Why:

A) Freudian theories have been shown not to apply to modern consumers
B) although the theories appear to have applications in psychological studies, they cannot be
C) successfully used to predict what happens in the marketplace
the attempt was flawed in the first place because personality theories have been found to be unrelated to motivation
D) some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers

A

D) some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers

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25
Q

Carl Jung developed analytical psychology in which he identified _____________ as being an outcome of shared memories or universally shared ideas:

A) archetypes
B) traits
C) the id
D)materialism

A

A) archetypes

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26
Q

Lifestyle is all about:

A) where we like to gather for group activities
B) how we differ from others
C) how we spend our time and money
D) how we feel about others

A

C) how we spend our time and money

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27
Q

While out on a shopping trip Nuhaa is suddenly a little hungry and stops in at McDonalds to get an Oreo McFlurry. Upon getting her McFlurry Nuhaa realizes that the Oreo/McFlurry combination is an excellent example of:

A) product divergence
B) stimulus generalization
C) stimulus discrimination
D) product complementarity

A

D) product complementarity

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28
Q

Modern psychographic research bases its grouping of customers on which of the following sets of variables:

A) Attitudes / Interests / Values
B) Activities / Interests / Opinions
C) Activities / Identity / Opinions
D) Activities / Identity / Values

A

B) Activities / Interests / Opinions

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29
Q

Attitudes are always directed towards:

A) a target
B) an event
C) an object
D) a belief

A

C) an object

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30
Q

Jeremy tried out for the local soccer team but unfortunately did not make the team. In thinking about his experience Jeremy concludes that soccer is a stupid game anyway. Jeremy is displaying which function of attitude:

A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge

A

C) ego-defensive

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31
Q

Nike’s use of the “Just Do It” slogan in their advertising attempts to generate positive feelings towards the Nike brand by utilizing an inspirational message. This is a good example of:

A) an experiential hierarchy
B) the promotion of wants over needs
C) mood management
D) attitude towards advertisements

A

D) attitude towards advertisements

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32
Q

Cognitive dissonance may best be described as:

A) the need for compliance
B) an emotional contagion
C) a feeling of discomfort that the individual is motivated to reduce
D) a feeling of discomfort that the individual is driven to increase

A

C) a feeling of discomfort that the individual is motivated to reduce

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33
Q

Isaac is walking down the street and finishes drinking the water that he had purchased. Shortly he comes upon a blue recycling bin for plastics and deposits his empty water bottle into the recycling bin. As he continues his walk Isaac ponders the disposal of his water bottle and decides he must like recycling. Isaac is clearly experiencing:

A) social judgement theory
B) cognitive dissonance
C) compliance
D) self-perception theory

A

D) self-perception theory

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34
Q

If Honda Motorcycles only produces enough motorcycles to satisfy 65% of market demand, they are seeking to change attitudes with a communication principle known as:

A) scarcity
B) consistency
C) authority
D) consensus

A

A) scarcity

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35
Q

A former well-liked Canadian athlete appears in an ad for Pepto Bismol ( a stomach upset medication). This is an example of the company taking advantage of which of the following concepts:

A) the Fishbein model
B) source credibility
C) source attractiveness
D) source bias

A

B) source credibility

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36
Q

Which of the following is not a psychological principle that influences people to change their mind..

A) scarcity
B) renewal
C) reciprocity
D) consensus

A

B) renewal

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37
Q

The traditional communications model is based upon a _____________ model in which there is a one to many form of communication with limited feedback.

A) targeted communication
B) mass communication
C) permission based
D) consumer driven

A

B) mass communication

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38
Q

Emily is streaming a show on her laptop when an advertisement comes up for a new line of cookies. She is somewhat put off by the fact that Taylor Swift is the celebrity endorsing the new cookie line. Emily cannot make the connection between Taylor Swift and cookies and as such is experiencing a lack of ___________ with respect to the ad.

A) an informational appeal
B) an emotional appeal
C) consistency
D) source credibility

A

C) consistency

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39
Q

A recent advertisement intended to drive support for the homeless in Toronto features a large image of a homeless individual out on the street in the wintertime. The use of imagery in the ad indicates that the advertiser was seeking to make:

A) an informational appeal
B) an emotional appeal
C) a direct appeal
D) a comparative appeal

A

B) an emotional appeal

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40
Q

Repetition can be difficult for marketers to manage when it comes to messaging. One theory proposes that there is a trade-off between the learning value of repletion and the boredom that is experienced as a result of repetition. This theory is known as:

A) match-up hypothesis
B) the halo effect
C) two-factor theory
D) the peripheral route to persuasion

A

C) two-factor theory

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41
Q

Which of the following may be said to be true about the use of sex-based appeals in advertising:

A) in surveys people indicated that sexual imagery in an ad made them more likely to buy
B) females prefer provocative sexual imagery in ads more than males do
C) it may be effective when the product being promoted is related to sex
D) it is generally ineffective

A

C) it may be effective when the product being promoted is related to sex

42
Q

Parmeet hears a message about tickets coming on sale for his favourite sports team. As this information is highly relevant to Parmeet he begins to think about whether or not to buy a ticket. In this instance Parmeet may be said to be utilizing:

A) native advertising
B) the peripheral route to persuasion
C) the central route to persuasion
D) a one-sided argument

A

C) the central route to persuasion

43
Q

Alexandra wants to buy an expensive car, but she’s concerned about how her relatives will react. They are more frugal, and she’s concerned that they might think less of her for spending so much money. Which type of risk is this:

A) financial risk
B) social risk
C) performance risk
D) physical risk

A

B) social risk

44
Q

Which of the following is NOT a potential activity in the decision-making process:

A) post-purchase evaluation
B) search for information
C) exchange
D) need recognition

A

C) exchange

45
Q

Jonah is considering purchasing a new truck, and he wants to purchase the best one within his
budget. He has searched the Internet, asked friends, and visited dealerships to learn more
about the different brands and their features. He even found one website where he can conduct
direct comparisons of different brands to help him in his decision. Which decision-making
perspective is Jonah following:

A) experiential decision making
B) complete decision making
C) utilitarian decision making
D) rational decision making

A

D) rational decision making

46
Q

Seth bought a used car for his daughter and wanted to put a satellite radio in it for her. He’s purchased three satellite radios for his other cars, so he’s had some experience with this purchase decision. He remembers having a good experience at a local car audio shop in his town and thinks about going back there. Which type of search involves Seth’s retrieval of his knowledge about this product and his experiences at the local shop:

A) primary search
B) inward search
C) consideration search
D) internal search

A

D) internal search

47
Q

Which of the following is NOT a set of alternatives or brands in the consumer decision-making process:

A) inept set
B) awareness set
C) opposed set
D) universal set

A

C) opposed set

48
Q

Which of the following correctly identifies the levels of categorization:

A) Superordinate / Basic / Subordinate
B) Subordinate / Basic / Superordinate
C) Basic / Subordinate / Superordinate
D) Basic / Superordinate / Subordinate

A

A) Superordinate / Basic / Subordinate

49
Q

Kleenex would be properly identified as ___________ since it is such a strong representative of the tissue category that it is easily more recognizable to consumers than its’ competitors:
A) a referential product
B) an exemplar product
C) an associative product
D) a basic product

A

B) an exemplar product

50
Q

Abdul is at the grocery store ready to check out. He recognizes the brand of potato chips in his cart as his regular brand he always buys. Abdul is displaying which type of a consumer decision:

A) habitual decision
B) limited problem solving decision
C) extended problem solving
D) brand loyalty decision making

A

A) habitual decision

51
Q

The original Pentium computer chip was recognized as being extremely fast. It is also true, however, that the chip also had a higher than average error rate. In the end the chip turned out to be a tremendous success in the market. Buyers of the original Pentium chip were clearly following which type of decision rule:

A) a non-compensatory decision rule
B) a disjunctive decision rule
C) a lexicographic decision rule
D) a compensatory decision rule

A

D) a compensatory decision rule

52
Q

Stacy signed her daughters up for the Girl Scouts because she wants them to learn how to be good citizens. Which type of group does The Girl Scouts exemplify in terms of influencing girls’ behaviours:

A) reference group
B) hierarchical group
C) membership group
D) acculturation group

A

A) reference group

53
Q

Which of the following is the best description of social norms:

A) social norms identify enduring behaviours that do not change over time
B) social norms indicate what behaviour is normal in a situation by a group or individual
C) social norms define how people’s behaviour changes over time
D) social norms identify appropriate behaviour when on social media

A

B) social norms indicate what behaviour is normal in a situation

54
Q

Harold and his wife were going through a messy divorce, and Harold’s lawyer told him he should not drink any alcohol until after the divorce was final. Harold did what his lawyer said and did not consume alcohol at all. What type of power did Harold’s lawyer possess:

A) referent power
B) legitimate power
C) expert power
D) coercive power

A

C) expert power

55
Q

Alice is a consumer who spreads information about all types of products and services that are
available in the marketplace. Her friends seek her advice on just about anything that has to do
with shopping for products or services because she seems to know a lot about many different
product categories, not just one specific one. Which of the following best describes Alice:

A) product adopter
B) opinion leader
C) market maven
D) buzz marketer

A

C) market maven

56
Q

Which of the following is not true about conformity:

A) conformity can apply to gift giving
B) conformity can apply to personal items like clothing
C) we conform in small ways everyday
D) conformity is always a negative force

A

D) conformity is always a negative force

57
Q

Sukhman has been a longtime fan of the Toronto Maple Leafs. When he discovers that there will be a Maple Leaf fantasy camp with some of his favourite players he cannot wait to sign up for the camp. What type of reference group best describes what the fantasy camp represents to Sukhman:

A) a social reference group
B) a brand community
C) a membership group
D) an aspirational group

A

D) an aspirational group

58
Q

What makes Brand Communities different from other types of communities:

A) people in brand communities typically do not live near each other and rarely meet
B) people in brand communities share few common values
C) people in brand communities do not share social relationships
D) people in brand communities do not communicate online

A

A) people in brand communities typically do not live near each other and rarely meet

59
Q

The spokesperson for the “Will it Blend” YouTube channel appears onscreen and proceeds to blend up an Amazon Alexa device. The channel has been wildly successful by featuring this type of marketing which would best be described as:

A) relationship marketing
B) viral marketing
C) guerilla marketing
D) digital marketing

A

B) viral marketing

60
Q

Which of the following is not true about Word-of-Mouth (WOM) communication:

A) WOM is shared between individuals rather than coming from the brand
B) WOM is more powerful than advertising
C) WOM is always positive
D) WOM is considered more trustworthy than formal communication channels

A

C) WOM is always positive

61
Q

Which of the following is true about our view of economic time:

A) we view time from a psychological perspective
B) we view time in monetary terms
C) we view time as fluid and manageable
D) we look at time as a resource to be allocated with things like multi-tasking

A

D) we look at time as a resource to be allocated with things like multi-tasking

62
Q

Which of the following statements is true regarding crowding in a retail setting:
A) a high degree of crowding produces the most positive outcome in terms of shopping affect, purchase behaviour, consumer satisfaction, and shopping value.
B) the absence of other consumers produces the most positive outcome in terms of shopping affect, purchase behaviour, consumer satisfaction, and shopping value.
C) crowding affects hedonic shopping value in a positive linear fashion.
D) a mild degree of crowding produces the most positive outcome in terms of shopping affect, purchase behaviour, consumer satisfaction, and shopping value.

A

D) a mild degree of crowding produces the most positive outcome in terms of shopping affect, purchase behaviour, consumer satisfaction, and shopping value.

63
Q

Harjot is on his weekly trip through the grocery store. When he sees a jar of cinnamon in the spice aisle, he remembers that he is out of cinnamon. Cinnamon is not on his grocery list. Harjot has just experienced which of the following buying situations:

A) unplanned buying
B) impulse buying
C) demand-enhanced buying
D) planned buying

A

A) unplanned buying

64
Q

Which of the following is the best definition of Atmospherics:

A) atmospherics is about designing stores for unplanned buying
B) atmospherics concerns altering brick and mortar stores to compete with ecommerce
C) atmospherics utilizes store design and sensory inputs to evoke effects in customers
D) atmospherics focuses on economical shoppers

A

C) atmospherics utilizes store design and sensory inputs to evoke effects in customers

65
Q

Showrooming may best be described as:

A) stores using sensory to create a specific atmosphere for customers
B) surfing online for a product and then buying it in an online store
C) browsing in a brick-and-mortar store and then going home to buy the product online
D) stores attempts to cater to customer’s leisure time

A

C) browsing in a brick-and-mortar store and then going home to buy the product online

66
Q

Saul’s local supermarket has just reopened after completing recent renovations. Upon visiting it he is surprised to find that a new marketplace theme featuring new amenities such as a cigar shop and wine store. What Saul is experiencing would best be described as:

A) co-operative retail
B) the trend of stores to see retail as theatre
C) showrooming
D) social shopping

A

B) the trend of stores to see retail as theatre

67
Q

The trend of consumers becoming more interested in having access to products as opposed to owning products is best exemplified by which of the following companies:

A) Uber
B) Amazon
C) Tesla
D) Disney

A

A) Uber

68
Q

Which of the following is the best representation of lateral cycling:

A) Local garage sales
B) Amazon
C) Build a Bear
D) Farmers markets

A

A) Local garage sales

69
Q

Suhanna is out shopping and comes across a blouse she finds attractive. In keeping with her usual shopping style she approaches the store owner to ask if he blouse was fair trade certified and made from recyclable materials. Suhanna’s shopping orientation would best be described as:

A) an apathetic shopper
B) a recreational shopper
C) an economic shopper
D) an ethical shopper

A

D) an ethical shopper

70
Q

Which of the following best defines flow time:

A) a physical state of restlessness
B) a state of lowered awareness of self
C) a state where we become so involved in an activity, we notice little else
D) a state of high anxiety

A

C) a state where we become so involved in an activity, we notice little else

71
Q

The Family Life Cycle combines trends in which of the following elements to look at changes in spending over time:

A) Income / Family Composition
B) Age / Income
C) Income inequality / Age
D) Real income / Family Age

A

A) Income / Family Composition

72
Q

Which of the following is true about discretionary income:

A) it decreases as we age
B) it increases as taxes increase
C) it decreases as income increases
D) it increases as income increases

A

D) it increases as income increases

73
Q

Which of the following is not true about consumer confidence:

A) it is a good tool for forecasting spending
B) it is a poor tool for forecasting spending
C) it includes people’s beliefs about the future
D) it declined during 2019 due to covid 19

A

B) it is a poor tool for forecasting spending

74
Q

Which of the following is not an element of what makes up social class:

A) occupation
B) religion
C) income
D) education

A

B) religion

75
Q

As he was not born into riches Jashandeep has worked hard to acquire the resources that he has. Jashandeep’s status could be described as:

A) adopted
B) ascribed
C) achieved
D) attained

A

C) achieved

76
Q

Talor was born into a lower social class family in terms of social status. Over time she has been fortunate enough to have elevated her social status to upper middle class. Taylor’s journey is an example of_________:

A) the blurring of social class
B) status crystallization
C) ascribed status
D) social mobility

A

D) social mobility

77
Q

A key issue with the blurring of social class lines would be said to be:

A) it makes it harder to link brands to a specific social class
B) it helps to solidify our current social class categories
C) it makes it easier to identify social classes based upon what they buy
D) it is driven by the stability of global income

A

A) it makes it harder to link brands to a specific social class

78
Q

Which of the following is not linked to the difficulties that exist with the measurement of social class:

A) income inequality
B) two income families
C) households headed by women
D) young singles living alone

A

D) young singles living alone

79
Q

The popular bumper sticker “He who does with the most toys wins” is about the desire for many to acquire:

A) status symbols
B) income
C) ascribed status
D) achieved status

A

A) status symbols

80
Q

The segmentation of social class can be complicated by all but which one of the following:

A) subjective social class
B) intergenerational mobility
C) conspicuous consumption
D) status inconsistency

A

C) conspicuous consumption

81
Q

Which of the following best describes ideology:

A) ideology is a good way to define social class
B) ideology represents the intellectual aspect of culture
C) ideology serves to identify winners and losers within a culture
D) ideology is closely associated with gender

A

B) ideology represents the intellectual aspect of culture

82
Q

Akeno is very excited to be going to see “The Equalizer 3” which is the latest sequel in the Equalizer movie series which features a consistent lead character and many repeatable themes. “Equalizer 3” is a good example of_______________ :

A) creolization
B) cultural tastes
C) cultural formulae
D) crescive norms

A

C) cultural formulae

83
Q

Which of the following is not one of the factors that helps to identify cultural dimensions:

A) creolization
B) centralized vs. decentralized
C) masculinity vs. femininity
D) degree of uncertainty avoidance

A

A) creolization

84
Q

Which of the following is not one of the four functions that explain the role of Myths in a culture:

A) sociological
B) cosmological
C) metaphysical
D) biological

A

D) biological

85
Q

Pizza began in Napoli Italy in the year 1886. A chef by the name of Raffaele Esposito wanted to create a special dish for the queen of Italy, Queen Margherita. The dish he created was the first pizza. The ingredients he used were to represent the Italian flag so he put tomatoes for the color red, cheese for the color white, and added basil for the color green. The queen ate it and loved it, so he named it “pizza Margherita” after the queen. When Italian immigrants came to America, the American culture adopted pizza and added their own twists to it. This is a clear example of:

A) sacred consumption
B) taste culture
C) profane consumption
D) creolization

A

C) profane consumption

86
Q

When something ordinary is defined as sacred it has been separated out by a culture to provide it with a degree of respect or awe. Which of the following would not be considered sacred:

A) Notre Dame Cathedral
B) Niagara Falls Snow Globe
C) Dr. Martin Luther King
D) The Olympics

A

B) Niagara Falls Snow Globe

87
Q

Which of the following best defines what a myth is:

A) myths are stories that explain natural phenomenon
B) myths are rules to help create an orderly society
C) myths are used to define different cultures
D) myths are used to establish societal norms

A

A) myths are stories that explain natural phenomenon

88
Q

James is very excited to be visiting Disneyland Paris as part of his vacation. Once in the park James is very surprised to find that the food offered are typical Parisienne foods. Having taken a Consumer Behaviour course James recognizes this as an ______ approach which incorporates the local culture in which the business finds itself operating:

A) Elic
B) Edic
C) Emic
D) Ebic

A

C) Emic

89
Q

Which of the following would be an example of a ritual;

A) shopping
B) going out for Halloween
C) driving on the right-hand side of the road
D) shaking hands when meeting someone

A

B) going out for Halloween

90
Q

Ellen is grocery shopping when she comes upon a new look package for favourite cereal. She is surprised as she has been buying this brand of cereal for some time and has not seen any changes to it before. Ellen is experiencing which type of innovation:

A) continuous innovation
B) dynamically continuous innovation
C) delayed innovation
D)discontinuous innovation

A

A) continuous innovation

91
Q

Which of the following is a trait of digital customers:

A) digital customers are well informed
B) digital customers want relevant quick information
C) digital customers like to share experiences and information
D) all of the above are traits of digital customers

A

D) all of the above are traits of digital customers

92
Q

Moxy Hotels launched its own YouTube channel (@MoxyHotels) with the help of YouTube star Taryn Southern (@TarynSouthern). Together they created Do Not Disturb, a video series featuring Southern interviewing other influencers inside a shipping container designed to look like a Moxy hotel room. The series was so well-received Moxy invested in a second “season” the following year. This is a good example of:

A) influencer marketing
B) social media marketing
C) content marketing
D) mobile marketing

A

A) influencer marketing

93
Q

Which of the following is not a way to build trust with customers:

A) transparency
B) advertising
C) social proof
D) authenticity

A

B) advertising

94
Q

Disney was cited in class as an excellent example of a company that:

A) utilized social media exceptionally well
was being heavily impacted by the B) increase in customer power relative to companies
C) had implemented omnichannel marketing very well.
D) understood the native intensions of digital customers.

A

C) had implemented omnichannel marketing very well.

95
Q

The connecting of the customers experiences with the different brand touchpoints may be described as:

A) brand loyalty
B) the buying cycle
C) the adoption curve
D) the customer journey

A

D) the customer journey

96
Q

There still remain a number of issues that get in the way of customers joining and participating fully as digital consumers. Which of the following could be identified as one of those issues:

A) cultural beliefs
B) security concerns
C) lack of internet access
D) all of the above

A

D) all of the above

97
Q

Pond’s created an ad for one of their acne products that was interactive in that when a person looked at their phone, the camera would capture their features and highlight acne-prone areas. The ad didn’t require any software to be downloaded or for the user to visit any other site. This is a good example of:

A) mobile marketing
B) relationship marketing
C) content marketing
D) social media marketing

A

A) mobile marketing

98
Q

Which of the following is the biggest reason that customers will buy a product online:

A) product
B) price
C) place
D) promotion

A

A) product

99
Q

Gen Z is unique among digital consumers because:

A) they spend more per transaction than other groups
B) they prefer to purchase products in-store
C) they have a strong reliance on social media for information and purchases
D) they tend to buy brands that they feel a connection with

A

D) they tend to buy brands that they feel a connection with

100
Q

There has been a shift in the balance of power moving from businesses to consumers. Which of the following is a reason behind this shift in power:

A) communication between customers at scale
B) increased knowledge from information access
C) increased choice for consumers
D) all of the above are correct

A

D) all of the above are correct

Consumer Behaviour (1 decks)

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