Lecture 7: Postmodern Consumers

Question 1

Postmodernism involves processes of social change in an era, where the ‘grand truths’ of modernism such as scientific knowledge of the progressiveness of economics growth are no longer taken for granted.

Answer 1

True

Question 2

Postmodern consumers have a critical and skeptical perception of marketing.

Answer 2

True

Question 3

Postmodern consumers have an ability to deal with (negative) marketing measures and effects.

Answer 3

True

Question 4

Marketing positively affects self-image.

Answer 4

False

Question 5

Marketing negatively affects self-image (e.g., obsessions with thinness, negative self-feelings).

Answer 5

True

Question 6

Advertising accurately represents segments of consumers (e.g., stereotypes).

Answer 6

False

Question 7

Advertising misrepresents segments of consumers.

Answer 7

True

Question 8

Marketing practices invade consumers’ privacy (e.g., social media advertising).

Answer 8

True

Question 9

Individuals can resist marketing practices through product boycotts, complaining, ad-busting, and negative word of mouth.

Answer 9

True

Question 10

Critical perception of the narrow focus on buying decisions and the neglect of the whole process of consumption has lead to a spike in consumer research.

Answer 10

True

Question 11

The interpretivist approach to consumer research is interactive, co-operative, with the researcher being part of the phenomenon under study.

Answer 11

True

Question 12

The naturalistic and case-study methods are at the lowest levels of constraint in scientific research.

Answer 12

True

Question 13

The naturalistic and case-study methods are at the highest levels of constraint in scientific research.

Answer 13

False

Question 14

The naturalistic research approach observes the behaviour of subjects in a flexible way, which allows them to take advantage of unexpected occurrences and new ideas developed during the observations.

Answer 14

True

Question 15

In the naturalistic research approach, the investigator intervenes as little as possible, imposing few, if any, controls or constraints on subject’s behaviour.

Answer 15

True

Question 16

Theory development occurs after the research process.

Answer 16

False

Question 17

Theory development occurs during the research process.

Answer 17

True

Question 18

Propositional knowledge is more important than intuitive knowledge during naturalistic research.

Answer 18

False

Question 19

Intuitive knowledge is as important as propositional knowledge.

Answer 19

True

Question 20

Research design is developed during the research process.

Answer 20

True

Question 21

Controlled settings are preferred over a naturalistic environment.

Answer 21

False

Question 22

Naturalistic environment is preferred over controlled settings.

Answer 22

True

Question 23

Rigor is more important than relevance.

Answer 23

False

Question 24

Relevance is more important than rigor.

Answer 24

True

Question 25

Findings not being representative are a weakness of naturalistic research.

Answer 25

True

Question 26

Findings of naturalistic research is somewhat biased due to the involvement of the researcher.

Answer 26

True

Question 27

Sacred consumption involves consumer objects and events that are ordinary, everyday objects and events that do not share the “specialness” of sacred ones.

Answer 27

False

Question 28

Sacred consumption involves objects and events that are “set apart” from normal activities, and are treated with some degree of respect.

Answer 28

True

Question 29

Profane consumption involves objects and events that are “set apart” from normal activities, and are treated with some degree of respect.

Answer 29

False

Question 30

Profane consumption involves consumer objects and events that are ordinary, everyday objects and events that do not share the “specialness” of sacred ones.

Answer 30

True

Question 31

Desacralization occurs when sacred qualities are attributed to mundane items.

Answer 31

False

Question 32

Sacralization occurs when sacred qualities are attributed to mundane items.

Answer 32

True

Question 33

Compulsive buying is a response to an uncontrollable drive or desire to obtain, use, experience a feeling, substance, or activity that leads an individual to repetitively engage in a behaviour that will ultimately cause harm to the individual and/or others.

Answer 33

True

Question 34

Psychological factors of compulsive buying include low self-esteem, fantasy orientation, and alienation.

Answer 34

True

Question 35

Sociological factors of compulsive buying include peer pressure.

Answer 35

True

Question 36

Black markets represent situations in which consumers pay for items not readily available.

Answer 36

True

Question 37

Compulsive consumption reflects excessive behaviours typically brought on by a chemical dependence.

Answer 37

False

Question 38

Addiction reflects excessive behaviours typically brought on by a chemical dependence.

Answer 38

True

Question 39

Addiction is an irresistible urge to perform an irrational consumption act.

Answer 39

False

Question 40

Compulsive consumption is an irresistible urge to perform an irrational consumption act.

Answer 40

True

Question 41

Genetics and ethnicity, sedentary lifestyle, and dietary habits are factors responsible for obesity.

Answer 41

True

Question 42

Compulsive consumption results in higher sales but does not lead to brand loyalty.

Answer 42

True

Question 43

Sustainability and consumption is when consumer values and consciousness of sustainability of our planet’s natural resources and his/her commitment to channel consumption in a way that promotes rather than deteriorates ecological balance between the planet’s natural resources and living organisms.

Answer 43

True

Question 44

Sustainable consumption depends on the perceived personal benefits and costs of sustainable consumption.

Answer 44

True

Question 45

Sustainable consumption depends on public infrastructure and available marketplace solutions.

Answer 45

True

Question 46

Findings being representative are one of the main strengths of naturalistic research.

Answer 46

False

Question 47

Critical perception of the narrow focus on buying decisions and the neglect of the whole process of consumption has lead to a decline in consumer research

Answer 47

False