Chapter 1 Multiple choice questions

. The study of consumer behaviour is mainly concerned with:

knowing about the ways that people spend their money.

predicting the choices people will make in supermarkets.

understanding how individuals or groups acquire, use and dispose of products, services, ideas or experiences.

testing what people think of advertisements.

. Sumptuary laws are:

laws that attempt to encourage sumptuous consumption.

laws that attempt to regulate expenditure, with a view to restraining excessive consumption.

laws that attempt to encourage unnecessary consumption.

laws that attempt to discourage shoplifting.

. Use value is:

the value of a good to the consumers in terms of what it can be exchanged for.

the symbolic meaning consumers attach to goods, and what it says about their social identity.

how a good is used by consumers.

the value of a good to the consumer in terms of how useful the good can be.

. Conspicuous consumption is:

the use of goods to gain social recognition.

the use of goods to satisfy physiological needs.

the use of goods to indicate how happy you are.

the use of the cheapest goods available.

. According to Rachel Bowlby (2000), which of the following is true?

Going shopping is only about meeting functional requirements.

Going shopping mainly involves following a defined list of necessary items.

Going shopping can be a leisure activity, as well as a functional activity.

Going shopping is only fun for older consumers.

. Which of the following statements is true?

Pop-up stores offer surprise and novelty for consumers.

Pop-up stores give producers a low-cost, low-risk way to bring their products and brands to consumers.

Pop-up stores are particularly popular at times of recession.

All of the above.

. According to Freud:

people's behaviour is determined by rational and conscious motives.

people's behaviour is often determined by irrational and unconscious motives.

it is possible to understand why people do what they do through asking them questions directly.

emotions are unimportant in understanding consumption decisions.

. Consumer activists campaign to ensure that:

the consumer understands it is their responsibility to buy safe goods, that are unproblematic.

producers and retailers can charge as much as possible for their goods.

consumers engage in activities which make them satisfied with their purchases.

producers and retailers recognise their responsibility to the consumer in producing goods that are safe, fair, and of the value promised.

. According to postmodernist theory:

consumers can be classified into fixed types, that predict their consumption behaviours.

brands do not signify anything about consumers.

consumers explore different and separate identities to match the fragmenting markets and the proliferation of products available to them.

consumers lack creativity, and only consume goods as they are produced by companies.

. The positivist approach to studying consumers:

emphasizes the objectivity of the consumer as a rational decision maker.

emphasizes that consumers are subjective, and their consumption can be explained in multiple ways.

favours open-ended and unstructured approaches to researching consumer behaviour.

recognises that the researcher interprets the data in terms of their view and assumptions about the nature of reality.

Chapter 1 Multiple choice questions

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