Which need is the most prepotent (greater than others in power of influence) of all needs
Answer: Physiological needs
According to the hierarchy of the Theory of Human Motivation, there are needs that tend to emerge during depression times. They are:
According to the hierarchy of the Theory of Human Motivation, there are needs that tend to emerge during depression times. They are:
Answer: physiological needs and safety and security
What is Maslow's (1943) view on motivations of basic needs and behavior?
What is Maslow's (1943) view on motivations of basic needs and behavior?
Answer: There are multiple variables that influence behavior
Which of the following is false according to Maslow's article on human motivation?
Which of the following is false according to Maslow's article on human motivation?
Answer: The hierarchy principle is usually empirically observed in terms of increasing percentages of satisfaction as we go up the hierarchy.
If the physiological needs are relatively well gratified, which kind of needs would then emerge?
If the physiological needs are relatively well gratified, which kind of needs would then emerge?
Answer: Safety needs
Which of the following are involved in Maslow's pyramid of basic needs?
Which of the following are involved in Maslow's pyramid of basic needs?
Answer: Physiological, Safety, Love, Esteem, and Self-actualization.
Which of the following needs does not belong to Maslow's five basic needs of human beings?
Which of the following needs does not belong to Maslow's five basic needs of human beings?
Answer: Freedom
In what we called the basic needs, which motivation are more effective and important to be targeted?
In what we called the basic needs, which motivation are more effective and important to be targeted?
(Hanna's comment: No correct answer provided; where does Maslow write about targeting?)
Answer: Unconscious motivations
According to Maslow (1943), the five needs are
According to Maslow (1943), the five needs are
Answer: More often unconscious
According to Maslow (1943), which of the basic human needs play the biggest role in cases of maladjustment and psychopathology?
According to Maslow (1943), which of the basic human needs play the biggest role in cases of maladjustment and psychopathology?
Answer: Love needs
According to Maslow, which basic need is at the top of the 'hierarchy of needs'?
According to Maslow, which basic need is at the top of the 'hierarchy of needs'?
Answer: Self-actualization
According to Maslow (1943), concept of homeostasis is related to which needs?
According to Maslow (1943), concept of homeostasis is related to which needs?
Answer: The physiological needs
What are the five sets of goals that are called basic needs according to Maslow
What are the five sets of goals that are called basic needs according to Maslow
Answer: Physiological, safety, love, esteem and self-actualization
Things consumers buy are chosen to suit their social position", because of
Things consumers buy are chosen to suit their social position", because of
Answer: social class groupings
As per A.H. Maslow, "an act is psychologically important" if
As per A.H. Maslow, "an act is psychologically important" if
Answer: it contributes directly to satisfaction of basic needs
What is NOT a type of dimensions of distinction in symbols for sale
What is NOT a type of dimensions of distinction in symbols for sale
Answer: Genealogy
Which of the following descriptions about product symbolism is correct?
Which of the following descriptions about product symbolism is correct?
Answer: Basic dimensions of symbolism include gender, age, and social class.
What two things does a consumer spend while shopping?
What two things does a consumer spend while shopping?
(Hanna's comment: Again, regardless of what Levy [1959], consumers would spent both time, energy, and money)
Answer: Energy and money
According to Levy's "Symbols for Sale", people' motivation to buy is least likely to be based on the question?
According to Levy's "Symbols for Sale", people' motivation to buy is least likely to be based on the question?
Answer: "Do I need it?"
The modern consumer can be called an "economic man"
The modern consumer can be called an "economic man"
Answer: Race
Which statement about the modern consumer is correct according to the article written by Levy (1959)?
Which statement about the modern consumer is correct according to the article written by Levy (1959)?
Answer: The consumer assesses whether to buy products according to standards he has established for what is important to him.
When purchasing a product, the symbolic representation of products helps consumers reinforce:
When purchasing a product, the symbolic representation of products helps consumers reinforce:
Answer: Their image of themselves.
Most basic dimension of symbolism is: (Hanna's comment: Though Levy [1959] says that it is ONE of the most basic dimensions ...)
Most basic dimension of symbolism is: (Hanna's comment: Though Levy [1959] says that it is ONE of the most basic dimensions ...)
Answer: Gender
Which of these is NOT a dimension of symbolic distinction according to Levy?
Which of these is NOT a dimension of symbolic distinction according to Levy?
Answer: Academic degree
When we consider the relationship of a consumer and a product, in what means is a symbol considered appropriate? (Hanna's comment: Not sure I get this question, though I get the answer ... reformulate: "Which of the statements below is correct according o Levy [1959])?
When we consider the relationship of a consumer and a product, in what means is a symbol considered appropriate? (Hanna's comment: Not sure I get this question, though I get the answer ... reformulate: "Which of the statements below is correct according o Levy [1959])?
Answer: A symbol is appropriate if it reinforces the way a consumer perceives himself or dreams of himself
From Levy's view, people have the possibility to choose from among different alternatives. What do customers value the most when buying a product (Hanna's comment: Though, to answer the question of what people value the most when buying a product [or brand] the "correct" alternative ought to be reformulated)?
From Levy's view, people have the possibility to choose from among different alternatives. What do customers value the most when buying a product (Hanna's comment: Though, to answer the question of what people value the most when buying a product [or brand] the "correct" alternative ought to be reformulated)?
Answer: People buy in ways that are related with the images of themselves or the person they want to be.
According to Levy, when is a symbol (in broader terms) appropriate (Hanna's comment: But, to paraphrase myself in another context, "If A, then B" [usually])?
According to Levy, when is a symbol (in broader terms) appropriate (Hanna's comment: But, to paraphrase myself in another context, "If A, then B" [usually])?
Answer: When it reinforces the way consumers think of themselves
Which is one of the most fundamental dimensions of symbols (Hanna's comment: Though Levy (1959) also elaborates on one of the other alternatives, and that he does not write about the third does not exclude the possibility that it is an important symbolic dimension)?
Which is one of the most fundamental dimensions of symbols (Hanna's comment: Though Levy (1959) also elaborates on one of the other alternatives, and that he does not write about the third does not exclude the possibility that it is an important symbolic dimension)?
Answer: Gender
What does Levy (1959) mean with the term ́Uneconomic Man`?
What does Levy (1959) mean with the term ́Uneconomic Man`?
Answer: Price is relevant, but there are other factors that affect and influence consumers
According to Levy's article, what is the general purpose of using advertising to provide products and brands with symbolic meaning?
According to Levy's article, what is the general purpose of using advertising to provide products and brands with symbolic meaning?
a) To make the identification of the goods more personal for the customers
b) To bring profit to the manufacturer
c) To create interaction between the customer and the product
Haley (1968) talks about 6 types of segments, uncovered through benefit segmenta$on studies, which are:
Haley (1968) talks about 6 types of segments, uncovered through benefit segmenta$on studies, which are:
Answer: The Status Seeker, The Swinger, The Conserva(ve, The Ra(onal Man, The Inner-directed Man, The Hedonist
Haley (1968) talks about three systems of segmentation (geographic, demographic, and volume segmentation) and that they all are handicapped by an underlying disadvantage inherent in their nature. What is the disadvantage?
Haley (1968) talks about three systems of segmentation (geographic, demographic, and volume segmentation) and that they all are handicapped by an underlying disadvantage inherent in their nature. What is the disadvantage?
Answer: They rely on descriptive factors rather than causal factors
In the types of segments uncovered through benefit segmentation studies the term 'The Hedonist Man' is described as
In the types of segments uncovered through benefit segmentation studies the term 'The Hedonist Man' is described as
Answer: a group which is concerned primarily with sensory benefits
The author mentions three segmentations: geographic, demographic and volume segmentation. But what is the reason for instead using benefit segmentation?
The author mentions three segmentations: geographic, demographic and volume segmentation. But what is the reason for instead using benefit segmentation?
Answer: The benefit segmentation can in a way provide a fresh view on the future of a buyer's behavior, with the help of casual factors. Still, the traditional segments can come into hand after the benefit segmentation.
What type of segmentation entails dividing the market into target groups based on factors such as age, income, gender and/or education?
What type of segmentation entails dividing the market into target groups based on factors such as age, income, gender and/or education?
Answer: Demographic segmentation
Which of this statements is false in relation to the benefit segmentation strategy:
Which of this statements is false in relation to the benefit segmentation strategy:
Answer: Both new and old products must be designed to simultaneously cover a multitude of market segments to attract all consumers.
What type of guidance does volume segmentation provide as a marketing tool?
What type of guidance does volume segmentation provide as a marketing tool?
Answer: Provides directing dollars toward the most important parts of the market.
Which one of those sentences is not a Russel I. Haley's generalizations from benefit studies?
Which one of those sentences is not a Russel I. Haley's generalizations from benefit studies?
Answer: - New and old products must be designed to exactly meet the needs of every segments of the market
Which one of the following statements is NOT a marketing implication of benefit segmentation studies, according to author Haley?
Which one of the following statements is NOT a marketing implication of benefit segmentation studies, according to author Haley?
Answer: A new marketing research method.
In the article Benefit Segmentation: A Decision-oriented Research tool (Harley, 1968) it is stated that it is difficult to generalize types of benefit segments. However, a few types of segments that have appeared in two ore more studies are brought up. Which of those segment fits with the following definition:
In the article Benefit Segmentation: A Decision-oriented Research tool (Harley, 1968) it is stated that it is difficult to generalize types of benefit segments. However, a few types of segments that have appeared in two ore more studies are brought up. Which of those segment fits with the following definition:
Answer: The swinger
According to Russell I. Haley (1968), which type of a segment group is more favourably disposed towards big prospering companies and well-known brands?
According to Russell I. Haley (1968), which type of a segment group is more favourably disposed towards big prospering companies and well-known brands?
Answer: The Conservative
What does this segment group called "The Status Seeker" mean according to Russel I. Haley (1986)?
What does this segment group called "The Status Seeker" mean according to Russel I. Haley (1986)?
Answer: A group which is very much concerned with the prestige of the brands purchased.
According to Haley (1968) which of the following can be tailored to the benefit segments chosen as targets?
According to Haley (1968) which of the following can be tailored to the benefit segments chosen as targets?
Answer: Media environment
In benefit segmentation studies, how is the segment "The Rational Man" described? a) It is a group which is especially concerned with self-concept. Members consider
In benefit segmentation studies, how is the segment "The Rational Man" described? a) It is a group which is especially concerned with self-concept. Members consider
Answer: It is a group which looks for benefits such as economy, value and durability
According to Haley (1968), several types of market segmentation have been popular in the past. Which three most common types are discussed?
According to Haley (1968), several types of market segmentation have been popular in the past. Which three most common types are discussed?
Answer: Geographic Segmentation, Demographic Segmentation and Volume Segmentation
Benefit segmentation is__________
Benefit segmentation is__________
Answer: Possible advantage of product to a consumer
According to Haley (1968), which of the following approaches to market segmentation is NOT governed by descriptive factors?
According to Haley (1968), which of the following approaches to market segmentation is NOT governed by descriptive factors?
Answer: Benefit segmentation
In designing the advertising message, which one of the followings has the most impact on purchasing decision of customers in the worriers' segment?
In designing the advertising message, which one of the followings has the most impact on purchasing decision of customers in the worriers' segment?
Answer: Informative advertisement.
Haley (1968), writes about a number of generalizations from benefit segmentation studies. Which of the following is NOT a generalization?
Haley (1968), writes about a number of generalizations from benefit segmentation studies. Which of the following is NOT a generalization?
Answer: Brands can appeal to all consumers
According to Russell I. Haley (1966), which of the following describes the three types of segmentation?
According to Russell I. Haley (1966), which of the following describes the three types of segmentation? (Hanna's comment: rephrase: "common types of segmentation in the 1960s?")
-Volume
-Demographic
-Geographic segmentation.
Which of the following segmentation methods are based on descriptive factors rather than causal ones? More than one response is correct.
Which of the following segmentation methods are based on descriptive factors rather than causal ones? More than one response is correct.
-Geographic segmentation
-Demographic segmentation
What are the three popular segmentation methods discussed in "Benefit Segmentation: A Decision-oriented Research Tool"?
What are the three popular segmentation methods discussed in "Benefit Segmentation: A Decision-oriented Research Tool"?
Answer: Geographic segmentation, demographic segmentation, volume segmentation
Which of these segments is a benefit segment according to Haley (1968)?
Which of these segments is a benefit segment according to Haley (1968)?
Answer: People who want to avoid public transportation
In the article Benefit Segmentation: A Decision-oriented Research Tool, written by Russell I. Haley (1968), the "heavy half" theory was given by the author, which points out that in most product categories, one-half of the consumers account for around 80% of the consumption. Which segmentation method is based on this theory?
In the article Benefit Segmentation: A Decision-oriented Research Tool, written by Russell I. Haley (1968), the "heavy half" theory was given by the author, which points out that in most product categories, one-half of the consumers account for around 80% of the consumption. Which segmentation method is based on this theory?
Answer: Volume segmentation
Which of the following is NOT a generalization from benefit segmentation studies according to Haley (1968)?
Which of the following is NOT a generalization from benefit segmentation studies according to Haley (1968)?
Answer: It is easier to create new market segments than to target market segments that already exist
Which statement is NOT an example of a general rule of thumb regarding benefit segmentation?
Which statement is NOT an example of a general rule of thumb regarding benefit segmentation?
Answer: Benefit segmentation aims to benefit consumers from various segments equally
Experimental advertising (buyer) research should contribute to.
Experimental advertising (buyer) research should contribute to.
Answer: both
What does "big data" advertising research focus on?
What does "big data" advertising research focus on?
Answer: Prediction
When is it advisable to use hypothetical brands rather than existing reals brands as advertising stimuli in marketing research?
When is it advisable to use hypothetical brands rather than existing reals brands as advertising stimuli in marketing research?
Answer: When the goal is to avoid confounding effects of previous exposure with existing brands
Which solution CANNOT improve the subsample equivalence?
Which solution CANNOT improve the subsample equivalence?
Answer: Undersample
It's better to insert the manipulation check
It's better to insert the manipulation check
Answer: after measuring the dependent, mediating, moderating, and control variables
What are new advertising formats increasingly aimed at rather than evaluative responses?
What are new advertising formats increasingly aimed at rather than evaluative responses?
Answer: Behavior
Using students as participants in experimental advertising research studies is considered by most to be:
Using students as participants in experimental advertising research studies is considered by most to be:
Answer: Inappropriate, as students have low disposable incomes and limited experience in buying many consumer products.
"Task-related distress" is resulting from:
"Task-related distress" is resulting from:
Answer: Not providing a midpoint to the scale.
Which sampling method has to be done more than once to ensure the representativeness of a certain population (Hanna's comment: NB that the other sampling methods are not necessarily representative regardless of how many samples are drawn)?
Which sampling method has to be done more than once to ensure the representativeness of a certain population (Hanna's comment: NB that the other sampling methods are not necessarily representative regardless of how many samples are drawn)?
Answer: Random sampling
When it comes to the sample of an advertising study, why do some researchers argue against using "college students" rather than "real people"?
When it comes to the sample of an advertising study, why do some researchers argue against using "college students" rather than "real people"?
Answer: Students usually have less money, an atypical lifestyle and less experience buying most consumer products.
Geuens & De Pelsmacker (2017) discuss the choice of real or hypothetical brands in experimental advertising research. Which of the following options is one that the authors mention as a reason to choose a hypothetical brand?
Geuens & De Pelsmacker (2017) discuss the choice of real or hypothetical brands in experimental advertising research. Which of the following options is one that the authors mention as a reason to choose a hypothetical brand?
Answer: To avoid the effects that previous encounter with a real brand might have on the respondent.
Advertising stimuli used in experiments should strike a balance between?
Advertising stimuli used in experiments should strike a balance between?
Answer: Realism and control
Why is a cover story in order to conceal the real goal important, in experimental studies?
Why is a cover story in order to conceal the real goal important, in experimental studies?
Answer: In case respondents decide to counteract or act as good subjects, which means no true response will be obtained.
According to Geuens and De Pelsmacker (2017), what is the correct sequence of measures in an experimental advertising study?
According to Geuens and De Pelsmacker (2017), what is the correct sequence of measures in an experimental advertising study?
Answer: Introduction or Briefing, Manipulation, Dependent Variables, Quality Control, Mediating and Moderating Variables, Potential Confounds - Filler Items, Manipulation Check, Sociodemographics, Suspicion Probe, Debriefing
Which are examples of ethnographic methods?
Which are examples of ethnographic methods?
Answer: participant and non-participant observations, formal and informal interviews (e.g. casual conversations), informant diaries (true)
What describes ethnography at best?
What describes ethnography at best?
Answer: Ethnography comprises the study of behavior of a particular group in their cultural, social and symbolic life world, which researchers conduct by actively and long- termly participating in this group's daily lives, "see the world through their eyes" and "walk the mile in their shoes", in order to experience and access what this group actually do and to understand the complexity of this group's behavior
What is NOT a type of data recording methods for interpretive ethnography?
What is NOT a type of data recording methods for interpretive ethnography?
Answer: Literature and journal reviews
What are the four modes of level of involvement in participant observation in ethnographic research?
What are the four modes of level of involvement in participant observation in ethnographic research?
Answer: The complete participant, the participant as-a-observer, the observer-as-participant and the complete observer
Why are informants sometimes asked to keep diaries in ethnographic research?
Why are informants sometimes asked to keep diaries in ethnographic research?
Answer: To know what they 'actually did'
Ethnography is characterized by being a methodology used in strategic consumer research where information collection is achieved from:
Ethnography is characterized by being a methodology used in strategic consumer research where information collection is achieved from:
Answer: Experiential experience in real social contexts
Which list is not included to record ideally for field notes method in order to fully contextualise the action is given according to Spradley (1980)?
Which list is not included to record ideally for field notes method in order to fully contextualise the action is given according to Spradley (1980)?
Answer: Act, Actor, Tool, Event
What attempts the ideal approach of the ethnographic method of participant observation?
What attempts the ideal approach of the ethnographic method of participant observation?
Answer: The ideal approach attempts to minimise the effect of the researcher on the researched to maximise the depth of information that is obtained.
According to Elliot & Jankel- Elliot (2003), the essence of ethnographic methods consists primarily in:
According to Elliot & Jankel- Elliot (2003), the essence of ethnographic methods consists primarily in:
Answer: Parcicipant observation
Which data collection method exposes important differences to show what the samples 'usually do' differing to what they 'actually did'?
Which data collection method exposes important differences to show what the samples 'usually do' differing to what they 'actually did'? (Lever, 1981 cited in Elliott & JankelElliott, 2003)
Answer: Informat diaries
What kind of research does not belong in ethnography?
What kind of research does not belong in ethnography?
Answer: Surveys
In the article Using ethnography in strategic consumer research, written by Richard Elliott and Nick Jankel-Elliott (2003), the authors introduced five ethnographic methods. When used with other data-collection methods of ethnography, which method can expose important differences? (Hanna's comment: Though differences can probably be expected between using other methods as well, especially between self-report methods (e.g. interviews, regardless of level of formality) and observational methods (e.g. (non-)participant observation)
In the article Using ethnography in strategic consumer research, written by Richard Elliott and Nick Jankel-Elliott (2003), the authors introduced five ethnographic methods. When used with other data-collection methods of ethnography, which method can expose important differences? (Hanna's comment: Though differences can probably be expected between using other methods as well, especially between self-report methods (e.g. interviews, regardless of level of formality) and observational methods (e.g. (non-)participant observation)
Answer: Informant diaries
In the article by Elliot and Jankel-Elliot (2003), they describe different ethnographic methods, which one of these options are not mentioned in the article as an ethnographic method?
In the article by Elliot and Jankel-Elliot (2003), they describe different ethnographic methods, which one of these options are not mentioned in the article as an ethnographic method?
Answer: Questionnaires
What is the purpose of non-directive questions in ethnographic interviews?
What is the purpose of non-directive questions in ethnographic interviews?
Answer: To stimulate the interviewee to talk about a particular broad area.
Which of the following are all considered ethnographic methods, according to Elliott and Jankel-Elliott (2003)?
Which of the following are all considered ethnographic methods, according to Elliott and Jankel-Elliott (2003)?
Answer: Non-participant observation,Informant diaries,Informal conversations interviews and casual
Elliott & Jankel-Elliott (2003) describes the five main ethnographic methods. Which of the following would not be included in the ethnographic methods?
Elliott & Jankel-Elliott (2003) describes the five main ethnographic methods. Which of the following would not be included in the ethnographic methods?
Answer: Measurements
In which of these ethnographic data recording methods should the researcher ideally record the following list: space, actor, object, act, event, time, goal and feeling?
In which of these ethnographic data recording methods should the researcher ideally record the following list: space, actor, object, act, event, time, goal and feeling?
Answer: Field notes
According to Agar (1996), which ethnographic method does the term "hanging out" refer to?
According to Agar (1996), which ethnographic method does the term "hanging out" refer to?
Answer: Casual conversations and informal interviews
Which of these data collecting methods is NOT an ethnographic data collecting method?
Which of these data collecting methods is NOT an ethnographic data collecting method?
Answer: Focus groups
Elliott,and Jankel Elliott (2003) describe two different data recording methods commonly used in ethnographic research, one is field notes, what is the other method?
Elliott,and Jankel Elliott (2003) describe two different data recording methods commonly used in ethnographic research, one is field notes, what is the other method?
Answer: Photographic and video-taped information
The ethnographic methods include:
The ethnographic methods include:
Answer: Non-participant and participant observation, formal and informal interviews, casual conversations, and informant diaries
Which characteristic applies to the ethnographic approach?
Which characteristic applies to the ethnographic approach?
Answer: Personal perception or account of object/event
What is not included in the social domains according to Sundie et al(2012)?
What is not included in the social domains according to Sundie et al(2012)?
Answer: Social Proof
Which of the following words is not part of the six principle of influence?
Which of the following words is not part of the six principle of influence?
Answer: Happiness
What are the three types of social commitment that Reciprocity works on?
What are the three types of social commitment that Reciprocity works on?
Answer: To give, to receive, to repay
Why can influence tactics vary in success depending on the nature of the relationship between the target and the agent of influence?
Why can influence tactics vary in success depending on the nature of the relationship between the target and the agent of influence?
Answer: Different social relationships are associated with different influence goals; one wants different things from a parent, a mate, a friend, an underling, a superior, and an out-group stranger
What are the six social domains discussed by Sundie et al. (2012)?
What are the six social domains discussed by Sundie et al. (2012)?
Answer: Coalition formation, status, self-protection, mate selection, mate retention and parental care.
Which of the following is not a principle of social influence is not used to sway potential consumers?
Which of the following is not a principle of social influence is not used to sway potential consumers?
Answer: people differentially value items they believe are abundant in supply X
What are the principles of influence?
What are the principles of influence?
a) Reciprocity
b) Liking
c) Scarcity
d) Social proof
e) Authority
f) Commitment and Consistency
When individuals lack the experience to make an informed decision, and the outcome of their choice is critical, which of these tactics of social influence will they most likely answer to?
When individuals lack the experience to make an informed decision, and the outcome of their choice is critical, which of these tactics of social influence will they most likely answer to?
Answer: Authority
Cialdini (2009) outlined six principles of social influence routinely employed to sway potential consumers. Which one of the following choices is not one of them?
Cialdini (2009) outlined six principles of social influence routinely employed to sway potential consumers. Which one of the following choices is not one of them?
Answer: Individuali
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