MARK1303 - Culture & Consumer Behavior (Theory and Case Study)
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Câu 1. Which of Hofstede's cultural dimensions refers to the degree to which less powerful members of organizations and institutions accept and expect that power is distributed unequally?
- A. Uncertainty Avoidance
- B. Individualism vs. Collectivism
- C. Power Distance
- D. Masculinity vs. Femininity
Câu 2. According to Dennis Rook (1984, 1985), which of the following is NOT one of the four constituent parts of a consumer ritual?
- A. The ritual artifact
- B. The ritual script
- C. The actor-participants
- D. The ritual budget
Câu 3. According to Symbolic Self-Completion Theory, when individuals experience an incomplete self-definition in a social or professional role, they tend to:
- A. Lower their overall self-esteem permanently
- B. Acquire alternative symbolic products as a social crutch to complete their identity
- C. Switch immediately from an independent to an interdependent self-construal
- D. Eliminate all reference group influence from their purchasing choices
Câu 4. When a consumer desires a delicious, high-calorie dessert but feels guilty about breaking their dietary goals, which type of motivational conflict are they experiencing?
- A. Approach-Approach conflict
- B. Approach-Avoidance conflict
- C. Avoidance-Avoidance conflict
- D. Utilitarian-Eudaimonic conflict
Câu 5. In Gutman’s (1982) Means-End Chain Model, what are the three primary cognitive levels connected in the consumer's decision hierarchy?
- A. Needs, Motivations, Attitudes
- B. Attributes, Consequences, Values
- C. Stimuli, Responses, Rewards
- D. Encoding, Storage, Retrieval
Câu 6. According to Holbrook’s (1999) Consumer Value Typology, which value type describes situations where a consumer pursues success and engages in impression management and conspicuous consumption?
- A. Efficiency
- B. Aesthetics
- C. Status
- D. Ethics
Câu 7. Solomon Asch's classic line-judgment experiment demonstrated the powerful influence of which social psychological phenomenon?
- A. Social loafing in group purchasing
- B. Normative conformity and peer influence
- C. Operant conditioning via positive reinforcement
- D. Ego depletion in high-involvement choices
Câu 8. In B.F. Skinner’s Operant Conditioning framework, what type of reinforcement schedule rewards or reinforces behavior after a set proportion of performance, such as earning a stamp on a loyalty card for every coffee purchased?
- A. Fixed Interval (FI) Schedule
- B. Variable Interval (VI) Schedule
- C. Fixed Ratio (FR) Schedule
- D. Variable Ratio (VR) Schedule
Câu 9. According to Dual-Process Theory in cognitive psychology, which brain system is fast, automatic, effortless, and relies heavily on emotional associations and priming?
- A. System 1
- B. System 2
- C. The Evoked System
- D. The Compensatory System
Câu 10. Under which type of consumer decision rule can a product's poor performance on one critical attribute NOT be offset or compensated for by excellent performance on another attribute?
- A. Compensatory Decision Rule
- B. Non-compensatory Decision Rule
- C. Heuristic Decision Rule
- D. Expectancy Disconfirmation Rule
Câu 11. De Beers launched the iconic 'A Diamond Is Forever' campaign in 1947, successfully establishing diamond rings as a mandatory requirement for marriage proposals. In consumer behavior terms, De Beers used advertising to construct a global:
- A. Non-compensatory decision heuristic
- B. Ritual artifact and script
- C. Negative reference group
- D. Fixed ratio reinforcement schedule
Câu 12. A senior manager purchases an Aston Martin luxury sports car after a major promotion. Beyond transportation, the manager feels the vehicle communicates 'I have made it' to peers and reinforces their self-esteem. According to Belk's Extended Self framework, this vehicle represents an extension of the self at which level?
- A. Community level
- B. Individual level
- C. Family level
- D. Group level
Câu 13. A consumer purchases organic produce because it is grown without synthetic pesticides (Concrete Attribute), ensuring the food is free of harmful chemicals (Functional Consequence). Ultimately, this gives the buyer peace of mind and fulfills their goal of achieving 'a long and healthy life'. What does 'a long and healthy life' represent in the Means-End Chain?
- A. An Abstract Attribute
- B. A Psychosocial Consequence
- C. A Terminal Value
- D. An Instrumental Value
Câu 14. L'Oréal's famous tagline, 'Because You're Worth It,' was specifically designed to alleviate consumer guilt when purchasing premium beauty products. Which type of motivational conflict does this messaging directly resolve?
- A. Approach-Approach Conflict
- B. Approach-Avoidance Conflict
- C. Avoidance-Avoidance Conflict
- D. Need-Opportunity Conflict
Câu 15. Corona Beer consistently pairs images of sunny tropical beaches and ocean relaxation with its lime-topped beer bottle in advertisements. Over time, consumers experience vacation relaxation simply upon viewing a Corona bottle. In Classical Conditioning terms, what role does the Corona beer bottle play?
- A. Unconditioned Stimulus (US)
- B. Unconditioned Response (UR)
- C. Conditioned Stimulus (CS)
- D. Conditioned Response (CR)
Câu 16. The Starbucks Rewards mobile app awards stars for every purchase, granting free food and drink items once members reach specific star thresholds. This loyalty program drives repeat purchasing behavior through which psychological mechanism?
- A. Classical Conditioning via Unconditioned Responses
- B. Operant Conditioning via Positive Reinforcement
- C. Social Loafing via Group Purchasing
- D. Ego Depletion via System 2 Fatigue
Câu 17. When a rumor about a product safety issue spreads through word-of-mouth on social networks, consumers simplify the story by omitting technical details while exaggerating the most dramatic claims. Which two schema processes describe this message distortion?
- A. Encoding and Retrieval
- B. Levelling and Sharpening
- C. Assimilation and Homeostasis
- D. Directed and Incidental Learning
Câu 18. After spending 45 minutes making dozens of product evaluations throughout a grocery store, a shopper arrives at the checkout counter and impulsively grabs a sugary chocolate bar. According to Roy Baumeister, this impulsive purchase occurs because the shopper is experiencing:
- A. Positive Disconfirmation
- B. Ego Depletion
- C. Cognitive Dissonance
- D. Symbolic Self-Completion
Câu 19. When shopping for a new camera, Sarah possesses a moderate level of product knowledge. She spends extensive time researching comparison blogs and watching video reviews, whereas complete novices and expert photographers search significantly less. This scenario illustrates which theoretical relationship?
- A. The Inverted U-shape Curve between Product Knowledge and Information Search
- B. B.F. Skinner's Three-Term Contingency Model
- C. The Stroop Effect in System 1 Cognitive Processing
- D. Hofstede's Long-Term Orientation Cultural Dimension
Câu 20. An environmentally conscious consumer strictly refuses to buy any laundry detergent packaged in single-use plastic bottles, regardless of how low the price is or how well the detergent performs. Which decision rule is this consumer using?
- A. Compensatory Decision Rule
- B. Non-compensatory Decision Rule
- C. Variety-Seeking Heuristic
- D. Expectancy Disconfirmation Rule
