Lecture 7: Postmodern Consumers Flashcards
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.
True
Postmodern consumers have a critical and skeptical perception of marketing.
True
Postmodern consumers have an ability to deal with (negative) marketing measures and effects.
True
Marketing positively affects self-image.
False
Marketing negatively affects self-image (e.g., obsessions with thinness, negative self-feelings).
True
Advertising accurately represents segments of consumers (e.g., stereotypes).
False
Advertising misrepresents segments of consumers.
True
Marketing practices invade consumers’ privacy (e.g., social media advertising).
True
Individuals can resist marketing practices through product boycotts, complaining, ad-busting, and negative word of mouth.
True
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.
True
The interpretivist approach to consumer research is interactive, co-operative, with the researcher being part of the phenomenon under study.
True
The naturalistic and case-study methods are at the lowest levels of constraint in scientific research.
True
The naturalistic and case-study methods are at the highest levels of constraint in scientific research.
False
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.
True
In the naturalistic research approach, the investigator intervenes as little as possible, imposing few, if any, controls or constraints on subject’s behaviour.
True
Theory development occurs after the research process.
False
Theory development occurs during the research process.
True
Propositional knowledge is more important than intuitive knowledge during naturalistic research.
False
Intuitive knowledge is as important as propositional knowledge.
True
Research design is developed during the research process.
True
Controlled settings are preferred over a naturalistic environment.
False
Naturalistic environment is preferred over controlled settings.
True
Rigor is more important than relevance.
False
Relevance is more important than rigor.
True
Findings not being representative are a weakness of naturalistic research.
True
Findings of naturalistic research is somewhat biased due to the involvement of the researcher.
True
Sacred consumption involves consumer objects and events that are ordinary, everyday objects and events that do not share the “specialness” of sacred ones.
False
Sacred consumption involves objects and events that are “set apart” from normal activities, and are treated with some degree of respect.
True
Profane consumption involves objects and events that are “set apart” from normal activities, and are treated with some degree of respect.
False
Profane consumption involves consumer objects and events that are ordinary, everyday objects and events that do not share the “specialness” of sacred ones.
True
Desacralization occurs when sacred qualities are attributed to mundane items.
False
Sacralization occurs when sacred qualities are attributed to mundane items.
True
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.
True
Psychological factors of compulsive buying include low self-esteem, fantasy orientation, and alienation.
True
Sociological factors of compulsive buying include peer pressure.
True
Black markets represent situations in which consumers pay for items not readily available.
True
Compulsive consumption reflects excessive behaviours typically brought on by a chemical dependence.
False
Addiction reflects excessive behaviours typically brought on by a chemical dependence.
True
Addiction is an irresistible urge to perform an irrational consumption act.
False
Compulsive consumption is an irresistible urge to perform an irrational consumption act.
True
Genetics and ethnicity, sedentary lifestyle, and dietary habits are factors responsible for obesity.
True
Compulsive consumption results in higher sales but does not lead to brand loyalty.
True
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.
True
Sustainable consumption depends on the perceived personal benefits and costs of sustainable consumption.
True
Sustainable consumption depends on public infrastructure and available marketplace solutions.
True
Findings being representative are one of the main strengths of naturalistic research.
False
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
False
