Consumer Behavior, 9th Edn by Michael Solomon. All Chapters 1-16. TEST BANK

Consumer Behavior, Ninth Edition 9th Edition Solomon Test Bank Consumer Behavior, 9e (Solomon) Chapter 1 Consumers Rule 1) A marketer who segments a population by age and gender is using ________ to categorize consumers.

A) demographics B) psychographics C) roles D) lifestyle Answer: A Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-3 2) A consumer researcher who examines consumers' lifestyles and personalities is studying ________.

A) demographics B) psychographics C) social class D) roles Answer: B Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-3 3) The growth of consumption communities, which give members a forum for sharing opinions and recommendations about specific products, has been most affected by which of the following?

A) more frequent use of market segmentation strategies B) the growth of the Web C) decreasing brand loyalty in tough economic times D) the increasing diversity of the American population Answer: B Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-4 AACSB: Use of IT

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4) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

A) market filtering strategies B) market segmentation strategies C) the 80/20 strategy D) economies of information Answer: B Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-3 5) The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called ________.

A) lifestyle marketing B) role marketing C) consumer behavior D) marketing research Answer: C Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-1 6) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

A) marketer B) consumer C) influencer D) behavior researcher Answer: B Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-2 7) According to the basic marketing concept, a firm exists to ________.

A) earn profits B) win market share C) establish relationships D) satisfy needs Answer: D Diff: 2 Page Ref: 8 Skill: Concept Objective: 1-2

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8) Which of the following explains how a minority of a product's users make up a majority of sales of the product?

A) RFID theory B) the 80/20 rule C) market segmentation D) u-commerce Answer: B Diff: 2 Page Ref: 10 Skill: Concept Objective: 1-3 9) People who belong to the same social class have which of the following in common?

A) income levels B) personalities C) ethnicity D) family structure Answer: A Diff: 1 Page Ref: 12 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 10) Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

A) differentiated marketing B) global marketing C) services marketing D) relationship marketing Answer: D Diff: 1 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Communication 11) Wal-Mart tracks the habits of the 100 million customers who visits its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

A) undifferentiated B) database C) relationship D) consumer-generated Answer: B Diff: 2 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Use of IT 3 Copyright © 2011 Pearson Education, Inc.

12) For marketers, ________ is the most important marketing phenomenon of this decade.

A) consumer-generated content B) culture jamming C) transformative consumer research D) economics of information Answer: A Diff: 2 Page Ref: 16-17 Skill: Concept Objective: 1-3 AACSB: Use of IT 13) The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play.

A) role theory B) group theory C) relationship marketing D) consumerspace research Answer: A Diff: 1 Page Ref: 18 Skill: Concept Objective: 1-3 14) According to your text, which of the following countries is expected to soon be the home of seven of the world's largest malls?

A) the United States B) China C) Australia D) Brazil Answer: B Diff: 3 Page Ref: 17 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 15) If in the future you use a wearable computer that allows you to access computer networks wherever you are, you will be using a developing form of commerce called ________.

A) U-commerce (ubiquitous commerce) B) e-commerce (electronic commerce) C) G-commerce (global commerce) D) L-commerce (lifestyle commerce) Answer: A Diff: 1 Page Ref: 19 Skill: Concept Objective: 1-3 AACSB: Use of IT

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16) Which of the following is an example of C2C e-commerce?

A) RFID tags B) virtual brand communities C) database marketing D) u-commerce Answer: B Diff: 2 Page Ref: 19 Skill: Concept Objective: 1-4 AACSB: Use of IT 17) Rules of conduct based on universal values such as honesty, trustworthiness, and fairness that guide actions in the marketplace are referred to as ________.

A) social marketing policies B) consumer activism policies C) consumer ethics D) business ethics Answer: D Diff: 1 Page Ref: 23 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning 18) The term ________ refers to an environment where an individual can dictate to a company the type of products he or she wants and how, when, and where he or she wants to learn about them.

A) u-commerce B) consumerspace C) social market D) consumption community Answer: B Diff: 1 Page Ref: 25 Skill: Concept Objective: 1-5 AACSB: Use of IT 19) A basic biological motive is called a ________.

A) want B) desire C) need D) response Answer: C Diff: 1 Page Ref: 25 Skill: Concept Objective: 1-5

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20) Which of the following best characterizes social critic Vance Packard's position on the possibility of marketing manipulating consumers' thoughts?

A) Marketers don't have enough knowledge to manipulate consumers.

B) Marketers have been successful in manipulating emotions, but not thought processes.

C) Marketers have used knowledge of the social sciences to channel consumer habits, decisions, and thoughts.

D) The public has been unnecessarily frightened by allegations of marketing manipulation that are blatantly false.

Answer: C Diff: 3 Page Ref: 26 Skill: Concept Objective: 1-5 AACSB: Communication 21) According to the ________ perspective, advertising is an important source of consumer information.

A) consumerist B) database marketing C) business ethics D) economics of information Answer: D Diff: 1 Page Ref: 27 Skill: Concept Objective: 1-5 AACSB: Communication 22) Which of the following is the government agency that polices advertising claims about edible products and pharmaceuticals?

A) the Food and Drug Administration B) the Consumer Products Safety Act C) the Federal Trade Commission D) the National Advertising Division Answer: A Diff: 2 Page Ref: 28 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning

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23) Buy Nothing Day and TV Turnoff Week, events designed to discourage rampant commercialism, are examples of ________.

A) cultural terrorism B) consumerism C) anticonsumption D) culture jamming Answer: D Diff: 3 Page Ref: 30 Skill: Concept Objective: 1-5 AACSB: Communication 24) Many firms choose to protect or enhance the natural environment as they go about their business activities. This practice is known as ________.

A) consumer marketing B) social marketing C) natural marketing D) green marketing Answer: D Diff: 1 Page Ref: 32 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning 25) A buyer who shops to relieve tension, anxiety, depression, or boredom is best described as a(n) ________ consumer.

A) activist B) anticonsumption C) compulsive D) consumed Answer: C Diff: 1 Page Ref: 36 Skill: Concept Objective: 1-6 26) People who are used or exploited, willingly or not, for commercial gain in the marketplace are referred to as ________ consumers.

A) marginal B) destitute C) jammed D) consumed Answer: D Diff: 1 Page Ref: 37 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning 7 Copyright © 2011 Pearson Education, Inc.

27) According to a recent human behavior survey by advertising agency McCann-Erickson, ________ of people say they lie regularly.

A) 91 percent B) 62 percent C) 40 percent D) 19 percent Answer: A Diff: 3 Page Ref: 37 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning 28) Shoplifting is America's fastest growing crime. What term does the retail industry use to describe inventory and cash losses from shoplifting?

A) hard losses B) shrinkage C) write-offs D) consumer costs Answer: B Diff: 1 Page Ref: 38 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning 29) Which of the following is an example of anticonsumption behavior?

A) compulsively shopping B) intentionally spreading a computer virus C) gambling D) culture jamming Answer: B Diff: 2 Page Ref: 38 Skill: Concept Objective: 1-6 AACSB: Ethical Reasoning 30) Members of the clergy serving areas that are heavily populated by minorities have organized rallies to protest the proliferation of cigarette and alcohol advertising in their neighborhoods.

These protests sometimes include the defacement of billboards promoting alcohol or cigarettes.

This is an example of ________.

A) social marketing B) anticonsumption C) interpretivism D) compulsive consumption Answer: B Diff: 2 Page Ref: 38-39 Skill: Concept Objective: 1-6 8 Copyright © 2011 Pearson Education, Inc.

31) A researcher interested in studying how consumer preferences spread throughout a social group most likely has the disciplinary focus of ________.

A) experimental psychology B) semiotics C) history D) sociology Answer: D Diff: 2 Page Ref: 41 Skill: Concept Objective: 1-7 32) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________.

A) have a market-oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices Answer: C Diff: 3 Page Ref: 41 Skill: Concept Objective: 1-7 AACSB: Ethical Reasoning 33) Which of the following social science fields would most likely be associated with macro consumer behavior through a social focus?

A) experimental psychology B) clinical psychology C) sociology D) cultural anthropology Answer: D Diff: 3 Page Ref: 42 Skill: Concept Objective: 1-8 34) Another term for the dominant consumer research paradigm of positivism is ________.

A) interpretivism B) pluralism C) modernism D) postmodernism Answer: C Diff: 2 Page Ref: 42 Skill: Concept Objective: 1-8

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35) Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much.

A) consumerism B) positivism C) modernism D) interpretivism Answer: D Diff: 2 Page Ref: 42 Skill: Concept Objective: 1-8 36) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.

A) fundamentalism B) interpretivism C) positivism D) postmodernism Answer: C Diff: 2 Page Ref: 42 Skill: Concept Objective: 1-8 37) The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm A) positivist B) pragmatic C) interpretivist D) consumerist Answer: C Diff: 2 Page Ref: 43 Skill: Concept Objective: 1-8 38) A student of postmodernism is most likely to believe that the world in which we live is composed of ________, or a mixture of images.

A) psychographics B) a paradigm C) consumerspaces D) a pastiche Answer: D Diff: 2 Page Ref: 43 Skill: Concept Objective: 1-8

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39) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This decision took place in the ________ stage of Jenny's consumption process.

A) pre-purchase B) purchase C) exchange D) influence Answer: B Diff: 2 Page Ref: 8 (Fig. 1.1) Skill: Application Objective: 1-2 AACSB: Reflective Thinking 40) A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a midwestern university. The company has segmented the market based on ________.

A) psychographics B) lifestyle C) demographics D) geography Answer: C Diff: 2 Page Ref: 11 Skill: Application Objective: 1-3 AACSB: Reflective Thinking 41) Professor Franklin had a time machine and traveled back to 1975. He told a marketing class that it would become popular among high school and college students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes. The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body. What aspect of consumer behavior did the students not understand?

A) They didn't understand the impact of popular culture in influencing consumers.

B) They didn't understand that lifestyle issues are more important than social class issues.

C) They didn't understand the meaning of consumption.

D) They didn't understand the importance of culture jamming.

Answer: A Diff: 2 Page Ref: 16 Skill: Application Objective: 1-3 AACSB: Analytic Skills

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42) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design.

When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl?

A) self-concept attachment B) nostalgic attachment C) interdependence D) cohort attachment Answer: B Diff: 2 Page Ref: 18 Skill: Application Objective: 1-3 AACSB: Reflective Thinking 43) Evan does business in South America. He has mastered Spanish and many cultural norms, but he still has problems with cultural differences in ethics. Many of the regulatory officials Evan must deal with still expect bribes. Evan solves this problem by bringing with him a number of moderately priced watches. When an official admires his watch, Evan offers it to him or her as a gift. Later he puts a new watch on his wrist. Evan has encountered a problem in ethics which demonstrates that ________.

A) different cultures define ethical business behaviors differently B) laws regulating business have become uniform because of the demands of a global economy C) a small lapse of ethics is acceptable D) universal values are the basis of business ethics Answer: A Diff: 2 Page Ref: 23 Skill: Application Objective: 1-5 AACSB: Analytic Skills 44) An advertisement for a national shampoo that shows a plain-looking woman using the product, then transforming to a beautiful woman with a new hairstyle, dressed in elegant clothes, waiting for the "man of her dreams" to appear on her doorstep, would best illustrate which of the following criticisms of the marketing system?

A) Marketing makes society overly materialistic.

B) Marketers promise miracles.

C) Marketers create artificial needs.

D) Marketers control popular culture.

Answer: B Diff: 2 Page Ref: 27 Skill: Application Objective: 1-5 AACSB: Reflective Thinking

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45) Morris Davis believes that advertising and marketing have too much impact on a consumer's daily life. To fight this problem, Mr. Davis recently initiated a Web site called "Junk It!" His Web site invites disgruntled consumers to communicate with him about marketing invasions of their privacy and individual space. Mr. Davis believes that change comes slowly but that consumers must fight to preserve their culture and freedom from marketers and advertisers.

Which of the following terms best expresses the actions being taken by Mr. Davis to disrupt what he perceives as inappropriate marketing and advertising actions?

A) marketing myopia B) cultural symbolism C) culture jamming D) transformative consumer research Answer: C Diff: 2 Page Ref: 30 Skill: Application Objective: 1-5 AACSB: Reflective Thinking 46) George says that he sees everything as "black or white–no in between." George would most accurately be characterized as a(n) ________.

A) positivist B) collectivist C) interpretivist D) consumerist Answer: A Diff: 2 Page Ref: 42 Skill: Application Objective: 1-8 AACSB: Reflective Thinking 47) Amaya Simmons wants to write a consumer behavior paper about the origins of green marketing with respect to pesticides. Which of the following sources will she find most useful?

A) The Jungle by Upton Sinclair B) The Hidden Persuaders by Vance Packard C) Unsafe at any Speed by Ralph Nader D) Silent Spring by Rachel Carson Answer: D Diff: 3 Page Ref: 31 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills

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48) Social critics have maintained that marketing leads people to buy products they neither want nor need. However, the failure rate of new products is reportedly as high as 80 percent. Which of the following best reconciles these two seemingly opposite views of marketing?

A) The social critics are simply wrong. People are not influenced by marketing.

B) Though consumers are highly influenced by marketing, most failed products have technical flaws.

C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way they please.

D) Purchase is a function of marketing, but business failure is unrelated to marketing.

Answer: C Diff: 3 Page Ref: 27 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills 49) Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior?

A) Web 2.0 B) RFID technology C) Transformative Consumer Research D) compulsive consumption Answer: A Diff: 2 Page Ref: 17 Skill: Synthesis Objective: 1-3 AACSB: Analytic Skills 50) Which of the following consumer behavior issues discussed in the chapter would be most accurately classified as a micro consumer behavior topic?

A) how marketing campaigns have influenced popular culture B) how individual consumers become trapped in a cycle of compulsive consumption C) how consumers in different geographic regions respond differently to marketing campaigns D) how the growth of C2C e-commerce has affected marketing strategies Answer: B Diff: 2 Page Ref: 41 Skill: Synthesis Objective: 1-7 AACSB: Analytic Skills 51) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is not part of consumer behavior.

Answer: FALSE Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-1 AACSB: Communication 14 Copyright © 2011 Pearson Education, Inc.

52) When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.

Answer: TRUE Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-2 53) Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior.

Answer: FALSE Diff: 2 Page Ref: 8 Skill: Concept Objective: 1-2 54) American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.

Answer: TRUE Diff: 2 Page Ref: 8 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 55) A common way to segment consumers is to identify which consumers are heavy users of a given product.

Answer: TRUE Diff: 2 Page Ref: 10 Skill: Concept Objective: 1-3 56) In the fast-food industry, the heavy user accounts for only one of five customers but for more than half of all visits to fast-food restaurants.

Answer: TRUE Diff: 3 Page Ref: 10 Skill: Concept Objective: 1-3 57) Demographics refer to aspects of a person's lifestyle and personality.

Answer: FALSE Diff: 1 Page Ref: 11 Skill: Concept Objective: 1-3

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58) Demographics are statistics that measure observable aspects of a population.

Answer: TRUE Diff: 1 Page Ref: 11 Skill: Concept Objective: 1-3 59) A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.

Answer: TRUE Diff: 2 Page Ref: 11 Skill: Concept Objective: 1-3 60) Consumers who share characteristics such as social class and age can have very different lifestyles.

Answer: TRUE Diff: 2 Page Ref: 13 Skill: Concept Objective: 1-3 AACSB: Multicultural and Diversity 61) Consumer-generated content is one of the trends that helps to define our current era of Web 2.0.

Answer: TRUE Diff: 2 Page Ref: 17 Skill: Concept Objective: 1-3 AACSB: Use of IT 62) The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.

Answer: FALSE Diff: 3 Page Ref: 18 Skill: Concept Objective: 1-3 63) According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.

Answer: FALSE Diff: 2 Page Ref: 18 Skill: Concept Objective: 1-3

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64) Global consumer culture and u-commerce are interchangeable terms.

Answer: FALSE Diff: 2 Page Ref: 18-19 Skill: Concept Objective: 1-3 AACSB: Use of IT 65) U-commerce involves the use of ubiquitous networks.

Answer: TRUE Diff: 1 Page Ref: 19 Skill: Concept Objective: 1-3 AACSB: Use of IT 66) Ethics are universal in that ethical business practices in one country are the same as in other countries.

Answer: FALSE Diff: 2 Page Ref: 23 Skill: Concept Objective: 1-5 AACSB: Multicultural and Diversity 67) Russia and China top of the list of countries where the practice of bribing officials is most prevalent..

Answer: TRUE Diff: 3 Page Ref: 22 Skill: Concept Objective: 1-5 AACSB: Ethical Reasoning 68) A radical group that threatened to inject "mad cow" disease contaminated feed into the food supplies of several herds of cattle has threatened to commit bioterrorism.

Answer: TRUE Diff: 2 Page Ref: 34 Skill: Application Objective: 1-6 AACSB: Reflective Thinking 69) A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.

Answer: FALSE Diff: 3 Page Ref: 42 Skill: Application Objective: 1-8 AACSB: Reflective Thinking

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70) Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.

Answer: TRUE Diff: 2 Page Ref: 16 Skill: Application Objective: 1-3 AACSB: Reflective Thinking 71) The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

Answer: TRUE Diff: 2 Page Ref: 18 Skill: Application Objective: 1-3 AACSB: Analytic Skills 72) Arthur was a good mechanic and finally opened his own repair shop. He wanted to be seen as a responsible merchant, so he installed the latest recycling and safe disposal systems for oil and anti-freeze. Arthur was engaging in green marketing.

Answer: TRUE Diff: 2 Page Ref: 32 Skill: Application Objective: 1-5 AACSB: Reflective Thinking 73) Some critics of marketing have said that consumers are manipulated into buying products they really don't need and wouldn't even consider buying without the false wants created by the marketing system. A strong counterargument to this criticism is that wants are basic biologicallybased motives that cannot be created by marketers.

Answer: FALSE Diff: 2 Page Ref: 25 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills 74) Psychographic information is not considered to be demographic data because this type of information is not directly observable.

Answer: TRUE Diff: 2 Page Ref: 6, 11 Skill: Synthesis Objective: 1-3 AACSB: Analytic Skills

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75) In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

Answer: FALSE Diff: 3 Page Ref: 21 Skill: Synthesis Objective: 1-4 AACSB: Analytic Skills 76) Different issues for marketers and consumers arise in the consumption process. Identify questions that might be asked from the consumer's perspective and from the marketer's perspective in the pre-purchase and purchase stage of the consumption process.

Answer: Pre-purchase issue phase: i. Consumer's perspective–How does a consumer decide that he or she needs a product? What are the best sources of information to learn more about alternative choices? ii. Marketer's perspectives–How are attitudes toward products formed and/or changed? What cues do consumers use to infer which products are superior to others?

Purchase issue phase: iii. Consumer's perspective–Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer? iv. Marketer's perspectives–How do situational factors, such as time pressure or store displays, affect the consumer's purchase decision?

Diff: 3 Page Ref: 8 (Fig, 1.1) Skill: Concept Objective: 1-2 AACSB: Communication 77) Explain the concept of the 80/20 rule and why it is important to marketers.

Answer: According to the 80/20 rule, 20 percent of a product's users account for 80 percent of sales of that product. These heavy users are the product's most faithful customers. A company that can identify, build relationships with, and create value for heavy users is likely to have a successful marketing strategy.

Diff: 2 Page Ref: 10 Skill: Concept Objective: 1-3 78) What is relationship marketing?

Answer: Marketers who practice relationship marketing have realized that a key to success is building relationships between brands and customers that will last a lifetime. In this type of marketing, companies make an effort to interact with customers on a regular basis and give them reasons to maintain a bond with the company over time.

Diff: 2 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Communication

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79) What is database marketing?

Answer: Database marketing involves tracking consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information.

Diff: 2 Page Ref: 14 Skill: Concept Objective: 1-3 AACSB: Use of IT 80) List and briefly characterize four types of relationships a person might have with a product.

Be specific.

Answer: Four types of relationships are: 1) self-concept attachment–the product helps to establish the user's identity; 2) nostalgic attachment–the product serves as a link with a past self; 3) interdependence–the product is a part of the user's daily routine; and, 4) love–the product elicits emotional bonds of warmth, passion, or another strong emotion.

Diff: 3 Page Ref: 18 Skill: Concept Objective: 1-3 81) Identify the difference between a need and a want.

Answer: A need is a basic biological motive that cannot be created by marketing. A want represents one way that individuals are taught by society and culture to satisfy a biological need.

Diff: 2 Page Ref: 25 Skill: Concept Objective: 1-5 82) Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas.

Answer: Examples will vary. Consumers can include individuals of any age, groups, and organizations. Items consumed can include products such as toys, cars, food; services such as dentist appointments, haircuts, and massages; and ideas such as democracy and the green movement.

Diff: 2 Page Ref: 7-8 Skill: Application Objective: 1-1 AACSB: Communication

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83) In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?

Answer: Buyer behavior reflects an emphasis on the act of purchase, but this exchange is dependent upon a number of pre-purchase and post-purchase perspectives and behaviors. To fully understand why an exchange is made, researchers must look at the decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior, rather than simply buyer behavior, accounts for prepurchase and postpurchase issues along with purchase issues.

Diff: 2 Page Ref: 8 Skill: Application Objective: 1-2 AACSB: Analytic Skills 84) One beer distributor identified a marketing segment as the "campus guzzlers." Explain what demographics could be used to identify this segment and why.

Answer: a. Age–The potential customer would have to be old enough to drink legally yet still be young enough to attend college. By identifying the interests and lifestyles of this age group, promotions and products could be developed. b. Gender–Promotions to males might emphasize sports and physical activities, while promotions to women students might highlight relationships and good times. c. Lifestyle–Consumers in this age and gender bracket might reflect a wide variety of lifestyles including physical activity, sexual attraction, and social interactions.

Family structure, social class, income, and race and/or ethnicity might play roles in segmenting to "campus guzzlers," but the age, gender, and lifestyle combined with the selection process inherent in attending colleges or universities would make these relatively unimportant because of the unifying power of the first three demographics.

Diff: 3 Page Ref: 11-13 Skill: Application Objective: 1-3 AACSB: Multicultural and Diversity 85) Briefly explain how marketers play a significant role in our view of the world and how we live in it. Give a specific example.

Answer: We are surrounded by marketing stimuli, from television and radio commercials to online and print advertisements. In addition to promoting a product, these advertisements depict models of how people should interact in social situations, how people should dress, what people should eat, and what people should believe. For example, the marketing of cigarettes in the 1950s led many people to think of smoking as social and relaxing. Today, however, health campaigns have helped people to recognize the health risks of smoking.

Diff: 2 Page Ref: 15-16 Skill: Application Objective: 1-3 AACSB: Analytic Skills

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86) Describe a virtual brand community. Create an example that demonstrates the concept.

Answer: A virtual brand community is on online group of people from anywhere around the world who share information about their experiences with a specific brand. One of the examples used in the text is The Hollywood Stock Exchange, a simulated entertainment stock market.

Traders try to predict the four-week box office take from films. Student examples should reveal how their proposed virtual brand community interacts, who the members might be, and what makes the interaction among customers special. This extension of the chat room is a special research opportunity for the marketer and consumer behavior specialist.

Diff: 2 Page Ref: 21 Skill: Application Objective: 1-4 AACSB: Use of IT 87) Define and provide examples of the following terms: addictive consumption, compulsive consumption, and consumed consumers.

Answer: a. Addictive consumption–Consumer addiction is a physiological and/or psychological dependency on products or services. Example: Chapstick addict. b. Compulsive consumption–Refers to repetitive shopping, often excessive, as an antidote to tension, anxiety, depression, or boredom. Example: gambling. c. Consumed consumers–Situations in which consumers themselves become commodities.

Example: prostitutes.

Diff: 2 Page Ref: 34-37 Skill: Application Objective: 1-6 AACSB: Reflective Thinking

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88) Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations.

Answer: i. Positivism (sometimes called modernism)–Dominant at this point in time, it is a view that has significantly influenced Western art and science since the late 16th century. It emphasizes that human reason is supreme and there is a single, objective truth that can be discovered by science.

Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future. Some critics feel that positivism overemphasizes material well-being and that its logical outlook is dominated by an ideology that stresses the homogeneous views of a culture dominated by white males. ii. Interpretivism (sometimes referred to as postmodernism)–Proponents of this view argue that there is an overemphasis on science and technology in our society and that this ordered, rational view of consumers denies the complex social and cultural world in which we live. Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person. That is, we each construct our own meanings based on our unique and shared cultural experiences; there are no unique right or wrong answers. The value placed on products because they help us to create order in our lives is replaced by an appreciation of consumption as a set of diverse experiences. Interpretivists want to understand consumers and consumer behavior rather than try to make predictions about consumers.

Diff: 3 Page Ref: 42-43 Skill: Application Objective: 1-8 AACSB: Reflective Thinking 89) Considering the information presented in the text, take a position on the question of whether marketers manipulate consumers. Support your position by addressing whether marketers create artificial needs, whether advertising and marketing are necessary, and whether marketers promise miracles.

Answer: The text deals with this issue by addressing three question areas. Students should take a position on whether marketing manipulates consumers and then explore each of these questions (and the associated text responses) to support their positions. i. Do marketers create artificial needs? Notice the text response addresses exactly what needs are. The role of the marketer is to address awareness that needs exist and not to create them. ii. Are advertising and marketing necessary? Evidence is presented that social critics doubt the necessity of the advertising and marketing function. The text response indicates that, according to the economics of information, advertising plays a vital role in commerce. In fact, most consumers are willing to admit that advertising provides useful information and saves them time and energy in purchasing. iii. Do marketers promise miracles? Many consumers believe they do. However, the text indicates that advertising and marketing offer solutions to problems. Promising miracles only agitates and disappoints consumers and is not a long-term strategy that has any merit.

Diff: 3 Page Ref: 25-27 Skill: Critical Thinking Objective: 1-5 AACSB: Analytic Skills 23 Copyright © 2011 Pearson Education, Inc.

90) A critic says that marketing encourages women to hate their own bodies by showing them models that are impossibly thin. Compare how a typical consumer behavior researcher and a transformative consumer researcher might differ in their approaches to investigating this criticism. Be specific in your statements.

Answer: A typical consumer behavior researcher would likely be interested in investigating how the purchasing behavior of different groups of people is influenced by advertisements showing such impossibly thin models. Such a researcher may have a strategic focus, hoping to gain insights that would lead to more effective marketing. A transformative consumer researcher, on the other hand, would see subjects of the research as collaborators in identifying ways to improve consumer well-being. A transformative consumer researcher would be interested in social change.

Diff: 3 Page Ref: 31 Skill: Synthesis Objective: 1-5 AACSB: Analytic Skills

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Consumer Behavior, 9e (Solomon) Chapter 2 Perception 1) The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called ________.

A) reception B) awareness C) perception D) sensation Answer: D Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 2) The process by which people select, organize, and interpret sensory information is called ________.

A) reception B) awareness C) perception D) sensation Answer: C Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 3) Which of the following is NOT one of the three stages of the process of perception?

A) interpretation B) adaptation C) attention D) exposure Answer: B Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication

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4) Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

A) blue B) red C) yellow D) black Answer: B Diff: 2 Page Ref: 59 Skill: Concept Objective: 2-2 AACSB: Communication 5) Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________.

A) position B) icon C) trade dress D) schema Answer: C Diff: 1 Page Ref: 62 Skill: Concept Objective: 2-2 AACSB: Communication 6) When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.

A) one-on-one B) subliminal C) differentiated D) sensory Answer: D Diff: 2 Page Ref: 64 Skill: Concept Objective: 2-2 AACSB: Communication

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7) When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping?

A) visual B) basic orientation C) haptic D) liminal Answer: C Diff: 2 Page Ref: 65 Skill: Concept Objective: 2-2 AACSB: Communication 8) A philosophy that translates customers' feelings into design elements is called ________ engineering.

A) Kinsei B) pleasure C) relationship D) reverse Answer: A Diff: 1 Page Ref: 65 Skill: Concept Objective: 2-2 9) Males and females have different appreciations of textures (touch sensitivity). When feeling fabrics, men evaluate which of the following as "high class"?

A) wool B) silk C) denim D) cotton Answer: A Diff: 3 Page Ref: 66 [Table 2.1] Skill: Concept Objective: 2-2 AACSB: Multicultural and Diversity 10) When a stimulus comes within the range of someone's sensory receptors ________ occurs.

A) vibration B) retention C) subliminal suggestion D) exposure Answer: D Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-3

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11) The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

A) absolute B) differential C) intensity D) relative Answer: A Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 12) The minimum difference that can be detected between two stimuli is known as the ________.

A) "bare" minimum B) gradual differentiation C) j.n.d. (just noticeable difference) D) graded difference Answer: C Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 13) The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

A) absolute B) differential C) intensity D) relative Answer: B Diff: 1 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 14) According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

A) more typical B) stronger C) weaker D) more unusual Answer: B Diff: 2 Page Ref: 70 Skill: Concept Objective: 2-3 AACSB: Communication 4 Copyright © 2011 Pearson Education, Inc.

15) ________ occurs when a stimulus is below the level of an individual's awareness.

A) Absolute threshold B) Differential threshold C) Subliminal perception D) Perceptual selection Answer: C Diff: 1 Page Ref: 73 Skill: Concept Objective: 2-4 AACSB: Communication 16) The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

A) advertising bombardment B) sensory overload C) sensory shifting D) circuit overcapacity Answer: B Diff: 2 Page Ref: 75 Skill: Concept Objective: 2-3 AACSB: Communication 17) The ability to process information from more than one medium at a time is known as ________.

A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention Answer: A Diff: 2 Page Ref: 75 Skill: Concept Objective: 2-3 AACSB: Communication

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18) Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.

A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: B Diff: 2 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication 19) An individual may not process stimuli that are in some way threatening, or may distort the meaning of the stimuli to make it less threatening. This type of perceptual filter is called ________.

A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: A Diff: 2 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication 20) The flip side of ________ is ________.

A) perceptual defense; adaptation B) perceptual defense; perceptual vigilance C) attention; adaptation D) attention; perceptual selection Answer: B Diff: 3 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication

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21) According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.

A) adapt B) habituate C) prime D) overload Answer: B Diff: 2 Page Ref: 77 Skill: Concept Objective: 2-3 AACSB: Communication 22) According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

A) exposure B) vigilance C) discrimination D) relevance Answer: C Diff: 2 Page Ref: 77 Skill: Concept Objective: 2-3 AACSB: Communication 23) Size, color, position, and novelty are all strategies for creating which of the following?

A) contrast B) adaptation C) positioning D) thresholds Answer: A Diff: 2 Page Ref: 77 Skill: Concept Objective: 2-3 AACSB: Communication 24) Which of the following refers to the meanings we assign to sensory stimuli?

A) schema B) semiotics C) interpretation D) perception Answer: C Diff: 1 Page Ref: 79 Skill: Concept Objective: 2-5 AACSB: Communication

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25) In the process of ________, certain properties of a stimulus evoke a schema.

A) priming B) differentiating C) indexing D) perceptual mapping Answer: A Diff: 1 Page Ref: 79 Skill: Concept Objective: 2-5 AACSB: Communication 26) All consumers carry a schema in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.

A) conforms to the customers' schemata B) violates the customers' schemata C) requires that customers defend their current views about the product category D) is simple and easy to understand Answer: A Diff: 2 Page Ref: 79 Skill: Concept Objective: 2-5 AACSB: Communication 27) When we anthropomorphize products, we evaluate them using ________ we typically apply to classify people.

A) thresholds B) semiotics C) autotelics D) schemata Answer: D Diff: 2 Page Ref: 80 Skill: Concept Objective: 2-5 AACSB: Communication

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28) Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

A) Freudian psychology B) Gestalt psychology C) Simmons psychology D) the Covey approach Answer: B Diff: 2 Page Ref: 81 Skill: Concept Objective: 2-5 AACSB: Communication 29) ________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts."

A) Freudian traits analysis B) Marshallian psychology C) Gestalt D) Hobbesian pattern analysis Answer: C Diff: 1 Page Ref: 81 Skill: Concept Objective: 2-5 AACSB: Communication 30) A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.

A) principle of similarity B) figure-ground principle C) interpretational principle D) closure principle Answer: A Diff: 2 Page Ref: 82 Skill: Concept Objective: 2-5 AACSB: Communication

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31) The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.

A) semiotics B) enunciation C) Gestalt D) hyperreality Answer: A Diff: 1 Page Ref: 83 Skill: Concept Objective: 2-6 AACSB: Communication 32) From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?

A) the sign B) the object C) the interpretant D) the structure Answer: A Diff: 1 Page Ref: 83 Skill: Concept Objective: 2-6 AACSB: Communication 33) A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

A) icon B) index C) symbol D) schema Answer: C Diff: 1 Page Ref: 84 Skill: Concept Objective: 2-6 AACSB: Communication

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34) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?

A) subliminal persuasion B) figure ground projection C) semiotic relationships D) consumer-modeling connections Answer: C Diff: 2 Page Ref: 84 Skill: Concept Objective: 2-6 AACSB: Communication 35) What is the primary purpose of a perceptual map?

A) The map outlines how the product process functions.

B) Perceptual maps diagram the differences between the sense systems.

C) Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers.

D) The map shows the threshold values of various retail stimuli.

Answer: C Diff: 1 Page Ref: 85 Skill: Concept Objective: 2-6 AACSB: Communication 36) The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

A) positioning strategy B) Gestalt psychology C) sensory signature D) priming strategy Answer: A Diff: 1 Page Ref: 85 Skill: Concept Objective: 2-6 AACSB: Communication

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37) Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

A) personality B) position C) priming D) trade dress Answer: B Diff: 2 Page Ref: 86 Skill: Concept Objective: 2-6 AACSB: Communication 38) Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

A) exposure B) attention C) adaptation D) interpretation Answer: A Diff: 2 Page Ref: 57 Skill: Application Objective: 2-1 AACSB: Communication 39) Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.

A) sensory inputs emanating from the external environment B) sensory inputs emanating from the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs Answer: A Diff: 2 Page Ref: 57 Skill: Application Objective: 2-1 AACSB: Reflective Thinking

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40) If you were designing an advertisement to warn Japanese smokers of the deadly consequences of smoking, what colors should you choose to dominate the ad?

A) black foreground with light blue background B) white background with a red foreground C) bright colors such as red and orange D) brown and grays Answer: B Diff: 3 Page Ref: 59-60 Skill: Application Objective: 2-2 AACSB: Reflective Thinking 41) A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

A) the intensity threshold B) the differential threshold C) the absolute threshold D) the relative threshold Answer: C Diff: 2 Page Ref: 68 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 42) Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them.

They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.

A) absolute B) negligible C) relative D) embedded Answer: C Diff: 2 Page Ref: 68 Skill: Application Objective: 2-3 AACSB: Reflective Thinking

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43) A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

A) Hermann's theorem B) Packard's law C) Sensory theory D) Weber's law Answer: D Diff: 2 Page Ref: 70 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 44) Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?

A) perceptual vigilance B) perceptual defense C) perceptual selection D) adaptation Answer: D Diff: 3 Page Ref: 76 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 45) In the past ketchup formed an unbecoming "scum" on its surface if it was exposed to the air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

A) sensory overload B) thresholds C) hyperreality D) schema Answer: D Diff: 2 Page Ref: 79 Skill: Application Objective: 2-5 AACSB: Reflective Thinking

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46) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

A) by associating the soda with its ability to absorb odors B) by associating the soda with a fictional character called Simon Soda C) by emphasizing the low cost of the soda D) by informing the customers of the historic importance of baking soda in germ protection Answer: B Diff: 3 Page Ref: 83-84 Skill: Application Objective: 2-6 AACSB: Reflective Thinking 47) Which of the following comes closest in characterizing the concept of hedonic consumption?

A) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises.

B) Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the cloth with her fingers.

C) Marcus often buys products just to make his wife angry. He thinks that since she is such a penny-pincher she ought to be punished. Buying unneeded items is how Marcus punishes her frugality.

D) A new computer game rapidly replaced an older one because it had much faster action.

Answer: B Diff: 3 Page Ref: 57 Skill: Critical Thinking Objective: 2-1 AACSB: Reflective Thinking 48) One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?

A) She could make the drink twice as sweet by adding twice the amount of sugar.

B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.

C) She would need to look at the subliminal aspects of "sweetness."

D) She would need to create promotions to tell customers how "sweet" the new drink is.

Answer: B Diff: 3 Page Ref: 68 Skill: Critical Thinking Objective: 2-4 AACSB: Reflective Thinking

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49) Which of the following is most relevant to a company that wants to position a new brand on price leadership?

A) Gestalt psychology B) Weber's Law C) the j.n.d.

D) the closure principle Answer: B Diff: 3 Page Ref: 70, 86 Skill: Critical Thinking Objective: 8-6 AACSB: Reflective Thinking 50) Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?

A) Subliminal messages are below the threshold of perception, so cannot be utilized in marketing.

B) Subliminal ads can be effective, but customers do not like them and so marketers avoid them.

C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.

D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

Answer: C Diff: 3 Page Ref: 74 Skill: Synthesis Objective: 2-3 AACSB: Communication 51) Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, color, and sound.

Answer: FALSE Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 52) Unlike computers, we do not passively process whatever information happens to be present.

Answer: TRUE Diff: 1 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication

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53) The first step in the perception process is exposure to a stimulus. Without exposure, there would be no perception.

Answer: TRUE Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 54) Interpretation is the last stage of the perceptual process.

Answer: TRUE Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 55) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying what is called hedonic consumption.

Answer: TRUE Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 56) Sensory marketing has proven to be largely ineffective as a marketing approach.

Answer: FALSE Diff: 2 Page Ref: 58 Skill: Concept Objective: 2-2 AACSB: Communication 57) Colors look duller to older people, which is why they prefer white and other bright tones.

Answer: TRUE Diff: 2 Page Ref: 61 Skill: Concept Objective: 2-2 AACSB: Multicultural and Diversity 58) Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Answer: TRUE Diff: 2 Page Ref: 62 Skill: Concept Objective: 2-2 AACSB: Communication

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59) Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced.

Answer: TRUE Diff: 3 Page Ref: 64 Skill: Concept Objective: 2-2 AACSB: Communication 60) Marketers have generally failed in their efforts to introduce scented marketing practices and products to the American marketplace.

Answer: FALSE Diff: 2 Page Ref: 64 Skill: Concept Objective: 2-2 AACSB: Communication 61) Kinsei engineering focuses on the visual sense.

Answer: FALSE Diff: 2 Page Ref: 65 Skill: Concept Objective: 2-2 62) A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

Answer: TRUE Diff: 2 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 63) The absolute threshold is dependent upon how strong a marketer makes a stimulus.

Answer: FALSE Diff: 3 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication 64) The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold.

Answer: TRUE Diff: 2 Page Ref: 68 Skill: Concept Objective: 2-3 AACSB: Communication

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65) Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Answer: FALSE Diff: 1 Page Ref: 70 Skill: Concept Objective: 2-3 AACSB: Communication 66) Consumers are more likely to be aware of stimuli that relate to their current needs. This is an example of perceptual vigilance.

Answer: TRUE Diff: 1 Page Ref: 76 Skill: Concept Objective: 2-3 AACSB: Communication 67) Novelty in the form of interruption intensifies our experiences, increasing our enjoyment of pleasant stimulu and amplifying our dislike of unpleasant stimuli.

Answer: TRUE Diff: 2 Page Ref: 78 Skill: Concept Objective: 2-3 AACSB: Communication 68) The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame.

Answer: TRUE Diff: 3 Page Ref: 80 Skill: Concept Objective: 2-5 AACSB: Communication 69) Sarah Palmer realizes she just made a mistake. In her hurried shopping trip, she picked up the yellow plastic squeeze bottle from the grocery store shelf assuming that it was French's mustard. To her dismay, it was the store brand. Her confusion is an illustration of the differential threshold.

Answer: TRUE Diff: 2 Page Ref: 68 Skill: Application Objective: 2-3 AACSB: Reflective Thinking

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70) According to the retailer's rule of thumb based on Weber's Law, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.

Answer: TRUE Diff: 2 Page Ref: 70 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 71) Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

Answer: TRUE Diff: 2 Page Ref: 73 Skill: Application Objective: 2-4 AACSB: Reflective Thinking 72) You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Percption is imptant in undrstdng consmr bhavr.

Answer: TRUE Diff: 3 Page Ref: 81 Skill: Application Objective: 2-5 AACSB: Communication 73) On Lost, the popular television drama with mysterious and supernatural plotlines, the fictional Hanso foundation sponsors questionable research projects. Many Lost Web sites now sell items bearing the Hanso name and logo. This is an example of hyperreality.

Answer: TRUE Diff: 3 Page Ref: 84-85 Skill: Application Objective: 2-6 AACSB: Reflective Thinking 74) Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.

Answer: TRUE Diff: 3 Page Ref: 74 Skill: Critical Thinking Objective: 2-4 AACSB: Analytic Skills

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75) The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an excellent example of hyperreality.

Answer: FALSE Diff: 3 Page Ref: 83-84 Skill: Synthesis Objective: 2-6 AACSB: Reflective Thinking 76) What is the difference between sensation and perception?

Answer: Sensation is the immediate response of sensory receptors (such as the eyes, ears, nose, mouth, and fingers) to such basic stimuli as light, color, odor, texture, and sound. Anything that activates a receptor is called a stimulus. Perception is the process by which people select, organize, and interpret these sensations. The eventual interpretation of a stimulus allows it to be assigned meaning.

Diff: 2 Page Ref: 57 Skill: Concept Objective: 2-1 AACSB: Communication 77) List the three stages of the perception process and give a brief definition of each.

Answer: The three stages are exposure, attention, and interpretation.

• Exposure–the degree to which people notice a stimulus that is within range of their sensory receptors • Attention–the extent to which processing activity is devoted to a particular stimulus • Interpretation–the meaning that we assign to sensory stimuli Diff: 2 Page Ref: 57, 75,79 Skill: Concept Objective: 2-1 AACSB: Communication 78) Define the concepts of hedonic consumption and sensory marketing, and then explain how they are related.

Answer: Hedonic consumption refers to the multisensory, fantasy, and emotional aspects of consumers' interactions with products. Using sensory marketing, companies pay more attention to the impact of all five senses (vision, scent, sound, taste, and touch) on our product experiences. As incomes rise and consumer costs go down, consumers are more interested in the hedonic value of products. Therefore, marketers are more likely to use sensory marketing to increase the hedonic value of their market offerings.

Diff: 2 Page Ref: 57-58 Skill: Concept Objective: 2-2 AACSB: Communication

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79) Define perceptual selection and describe on the types of filters that prevent clear perception and reception of marketing stimuli.

Answer: Perceptual selection means people attend to only a small portion of stimuli to which they are exposed. Perceptual filters, based on our past experiences, influence what we decide to process. For example, perceptual vigilance occurs because consumers are more likely to be aware of stimuli that relate to their current needs. The flip side is perceptual defense. This means that people see what they want to see–and don't see what they don't want to see. Adaptation is the degree to which consumers continue to notice a stimulus over time. Factors that influence adaptation are intensity, duration, discrimination, exposure, and relevance.

Diff: 3 Page Ref: 76-77 Skill: Concept Objective: 2-3 AACSB: Communication 80) As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation. List and briefly describe the connection with adaptation.

Answer: The five factors are intensity (less-intense stimuli habituate because they have less impact), duration (stimuli that are long in duration tend to habituate), discrimination (simple stimuli habituate because they do not require attention to detail), exposure (frequently encountered stimuli habituate as the rate of exposure increases), and relevance (stimuli that are irrelevant or unimportant habituate because they fail to attract attention).

Diff: 3 Page Ref: 76-77 Skill: Concept Objective: 2-3 AACSB: Communication 81) Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

Answer: Advertising attention can be enhanced by contrast using size, color, position, and novelty. High contrast can be achieved using any or all of the visual methods listed.

Diff: 2 Page Ref: 77 Skill: Concept Objective: 2-3 AACSB: Communication 82) What does the word gestalt mean, and how does the term describe an important principle of the perceptual process?

Answer: Gestalt means that the whole is greater than the sum of its parts. In the perceptual process, an analysis of each component of complex stimuli will not create the entire perception.

Individual components are organized into a whole greater than any of its parts.

Diff: 2 Page Ref: 81 Skill: Concept Objective: 2-5 AACSB: Communication

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83) What does the study of semiotics attempt to do?

Answer: Semiotics examines the correspondence between signs and symbols and their role in the assignment of meaning.

Diff: 2 Page Ref: 83 Skill: Concept Objective: 2-6 AACSB: Communication 84) Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.

Answer: The sensory stimuli is the bottle that is detected by the sensory receptors in the shopper's eyes. This exposure will result in a sensation. If the shopper pays attention to the sensation, her mind will organize and interpret these sensations through the process of perception.

Diff: 2 Page Ref: 57 Skill: Application Objective: 2-1 AACSB: Reflective Thinking 85) As people age their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

Answer: Colors look duller to older people who prefer purer and brighter colors. It becomes increasingly difficult for older persons to separate background sounds from direct speech (figureground), requiring less distraction in the sound track. Because smell has the power to bring older memories to consciousness, it may become more important in advertisements in the future.

Diff: 3 Page Ref: 61 Skill: Application Objective: 2-2 AACSB: Analytic Skills 86) Research has shown Kinsei engineering can be an effective way to design products. Explain Kinsei engineering works and give an illustration that demonstrates your understanding.

Answer: Kinsei engineering is a Japanese philosophy that translates customers' feelings into design elements. For example, many carmakers have changed the design of the driver's seat to make drivers feel taller. Ford's version is called "Command Seating" to reinforce the feeling of power it wants drivers to experience as they look down on all those little vehicles buzzing around them.

Diff: 3 Page Ref: 65 Skill: Application Objective: 2-2 AACSB: Reflective Thinking

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87) Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product. When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned. Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new coke without creating these problems.

Answer: If the sweetness of the cola was increased by less than a j.n.d. in stages over time, the final product would be much sweeter without most brand loyal customers recognizing the change.

Diff: 3 Page Ref: 68 Skill: Application Objective: 2-3 AACSB: Reflective Thinking 88) Evaluate the effectiveness of subliminal persuasion and messages. Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

Answer: Under very specific conditions, some clinical psychologists suggest that people can be influenced by subliminal messages. However, the technique seems unlikely to be of use in marketing contexts; effective messages must be tailored to specific individuals rather than to mass markets.

It has also been found that there are wide differences in individual threshold levels. In order for a message to avoid conscious detection by consumers who have a low threshold, the message would have to be so weak that it would not reach those with a high threshold. Next, advertisers lack control over where consumers are positioned in relationship to the source of the message; perhaps only a few would be within range of the stimulus. Lastly, consumers typically shift their attention when watching television or a movie. They might not even be looking at the screen when the message was flashed.

Though there is virtually no proof that subliminal messages have any effect on consumer behavior, many consumers believe that subliminal persuasion is being used on them in some form.

Diff: 2 Page Ref: 73-74 Skill: Critical Thinking Objective: 2-4 AACSB: Analytic Skills

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89) A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons, forks, and knives for casual dinners. Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

Answer: Dining implements in more upscale homes were often made of silver. More casual ware was generally made to look silver even when it didn't contain silver metal. Eventually, all dining implements became known as "silverware." This drawer, however, contained plastic objects, but the objects were used for dining. Fraternity members would know that the label "plastic silver" means the utensils in the drawer are plastic.

Diff: 3 Page Ref: 84-85 Skill: Critical Thinking Objective: 2-6 AACSB: Analytic Skills 90) At a business meeting, a consultant states that "perception is reality, because a customer never works with the actual product, but only with his or her perception of that product." In a university lab, researchers determine that when a rat is looking at a brightly colored rectangle, a close inspection of the rat's optic nerves (that connect the eyes to the cortex) show no visible change from when the rat is looking at a green circle; however, electrodes placed in the nerve show a different pattern of transmitted codes. How are these two events related, and what does this relationship tell us about perception?

Answer: The human mind never actually comes in contact with an outside stimulus such as a product. The mind only receives sensations created by the receptors, and then must interpret what those sensations are. This interpretation is a perception. The only thing the mind processes of the product is the perception created by that mind of that product, hence "perception is reality."

Diff: 3 Page Ref: 57 Skill: Synthesis Objective: 2-1 AACSB: Analytic Skills

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Consumer Behavior, 9e (Solomon) Chapter 3 Learning and Memory 1) ________ refers to a relatively permanent change in behavior that is caused by experience.

A) Adjustment B) Shaping C) Reinforcement D) Learning Answer: D Diff: 1 Page Ref: 94 Skill: Concept Objective: 3-1 2) Much learning takes effort and time, but some learning is so casual as to be unintentional.

This type of learning is referred to as ________ learning.

A) stage one B) subliminal C) incidental D) evoked Answer: C Diff: 2 Page Ref: 94 Skill: Concept Objective: 3-1 3) Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

A) energy and work B) stimulus and response C) thought and memory D) sensation and perception Answer: B Diff: 2 Page Ref: 94 Skill: Concept Objective: 3-2 AACSB: Communication

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4) Which form of learning listed below assumes that learning takes place as the result of responses to external events?

A) behavioral learning B) cognitive learning C) incidental learning D) Gestalt learning Answer: A Diff: 1 Page Ref: 94 Skill: Concept Objective: 3-2 AACSB: Communication 5) ________ was first demonstrated by experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals.

A) Instrumental conditioning B) Classical conditioning C) Rejection conditioning D) Extinction conditioning Answer: B Diff: 2 Page Ref: 95 Skill: Concept Objective: 3-2 AACSB: Communication 6) Classical conditioning takes place when a ________ is continuously matched with a ________.

A) conditioned stimulus; conditioned response B) unconditioned response; conditioned response C) conditioned stimulus; unconditioned stimulus D) unconditioned stimulus; unconditioned response Answer: C Diff: 2 Page Ref: 95 Skill: Concept Objective: 3-2 AACSB: Communication 7) If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

A) unlearning B) interference C) the spacing effect D) extinction Answer: D Diff: 1 Page Ref: 96 Skill: Concept Objective: 3-2 AACSB: Communication 2 Copyright © 2011 Pearson Education, Inc.

8) Stimulus generalization refers to ________.

A) the tendency for stimuli to be similar in nature B) the fact that most conditioned stimuli are similar to unconditioned stimuli C) the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses D) the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus Answer: C Diff: 2 Page Ref: 96 Skill: Concept Objective: 3-2 AACSB: Communication 9) The ________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

A) masking illusion B) competitive blurring C) cueing effect D) halo effect Answer: D Diff: 2 Page Ref: 97 Skill: Concept Objective: 3-2 AACSB: Communication 10) Recently, Miller Brewing Co. wanted to try a new approach to reach consumers who had previously been uninterested in Miller products. It created a dummy company called Plank Road Brewery when it launched its Icehouse and Red Dog beers. Consumers who purchased these products never knew that they were really part of Miller's product line. This strategy is called ________ branding.

A) dual B) piggyback C) deceptive D) masked Answer: D Diff: 2 Page Ref: 97 Skill: Concept Objective: 3-2 AACSB: Communication

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11) A customer who learns that two products are different even though the packages of both products look similar has learned ________.

A) masked branding B) brand equity C) stimulus generalization D) stimulus discrimination Answer: D Diff: 2 Page Ref: 97 Skill: Concept Objective: 3-2 AACSB: Communication 12) According to the theory of classical conditioning, ________ should be encouraged when marketing an old, established product.

A) stimulus generalization B) look-alike packaging C) stimulus discrimination D) extinction Answer: C Diff: 3 Page Ref: 99 Skill: Concept Objective: 3-3 AACSB: Communication 13) Another name for instrumental conditioning is ________ conditioning.

A) operant B) neo-classical C) stimulus D) reward Answer: A Diff: 1 Page Ref: 99 Skill: Concept Objective: 3-4 AACSB: Communication 14) The researcher and theorist most associated with instrumental conditioning is ________.

A) Pavlov B) Skinner C) Keller D) Werner Answer: B Diff: 2 Page Ref: 99 Skill: Concept Objective: 3-4

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15) If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

A) neutral reinforcement B) positive reinforcement C) negative reinforcement D) symbolic reinforcement Answer: B Diff: 2 Page Ref: 100 Skill: Concept Objective: 3-4 16) In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

A) There is no difference. They are two words for the same thing.

B) Negative reinforcement can occur when a stimulus is positive, and punishment occurs when a stimulus is painful.

C) Negative reinforcement occurs when a negative outcome is avoided, while punishment is a negative outcome in response to an action.

D) Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

Answer: C Diff: 2 Page Ref: 100 Skill: Concept Objective: 3-4 AACSB: Communication 17) What mechanism is used when a consumer learns to perform responses that produce positive outcomes?

A) extinction B) punishment C) negative reinforcement D) positive reinforcement Answer: D Diff: 1 Page Ref: 100 Skill: Concept Objective: 3-4 AACSB: Communication

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18) A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes explains what has occurred to the woman in the example?

A) negative reinforcement B) extinction C) punishment stimulation D) coercion Answer: B Diff: 2 Page Ref: 100 Skill: Concept Objective: 3-4 AACSB: Communication 19) Determining the most effective reinforcement schedule to use with consumers is important to marketers. What type of reinforcement schedule is most likely being used when after a period of time has passed, the first response a consumer makes brings the reward?

A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) variable-ratio reinforcement Answer: A Diff: 2 Page Ref: 100 Skill: Concept Objective: 3-4 AACSB: Communication 20) A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation?

A) fixed-ratio reinforcement B) fixed-interval reinforcement C) variable-ratio reinforcement D) variable-interval reinforcement Answer: D Diff: 3 Page Ref: 100-101 Skill: Concept Objective: 3-4

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21) The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

A) rebate B) discount C) reward D) frequency Answer: D Diff: 1 Page Ref: 102 Skill: Concept Objective: 3-4 22) What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?

A) instrumental conditioning B) classical conditioning C) cognitive learning D) operant conditioning Answer: C Diff: 1 Page Ref: 102 Skill: Concept Objective: 3-4 AACSB: Communication 23) ________ learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors.

A) Observational B) Encoding C) Retrieval D) Masked Answer: A Diff: 1 Page Ref: 103 Skill: Concept Objective: 3-5 AACSB: Communication 24) ________ involves a process of acquiring information and storing it over time so that it will be available when needed.

A) Memory B) Recognition C) Comprehension D) Attention Answer: A Diff: 1 Page Ref: 105 Skill: Concept Objective: 3-6 7 Copyright © 2011 Pearson Education, Inc.

25) According to the information processing-approach to studying the memory process, information enters in a way the system will recognize in the ________ stage.

A) storage B) retrieval C) encoding D) decoding Answer: C Diff: 1 Page Ref: 105[Fig. 3.4]) Skill: Concept Objective: 3-6 AACSB: Communication 26) ________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

A) Sensory B) Episodic C) Primary D) Elaborative Answer: B Diff: 1 Page Ref: 106 Skill: Concept Objective: 3-6 AACSB: Communication 27) ________ memory permits temporary storage of information we receive from our senses.

A) Short-term B) Sensory C) Cognitive D) Working Answer: B Diff: 1 Page Ref: 107 Skill: Concept Objective: 3-6 AACSB: Communication 28) Clearly, forgetting is a big problem for marketers with respect to messages and communications sent to consumers. Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

A) the cueing effect B) interference C) brain cell decay D) recall adjustment Answer: B Diff: 2 Page Ref: 112 Skill: Concept Objective: 3-7 AACSB: Communication 8 Copyright © 2011 Pearson Education, Inc.

29) Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the ________.

A) evoked set B) von Restorff Effect C) spacing effect D) halo effect Answer: B Diff: 2 Page Ref: 113 Skill: Concept Objective: 3-7 AACSB: Communication 30) With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

A) Verbal and pictorial cues are basically equal.

B) Verbal cues are stronger over time.

C) We are more likely to recognize information presented in picture form at a later time.

D) No conclusions can be drawn with respect to this issue.

Answer: C Diff: 3 Page Ref: 115 Skill: Concept Objective: 3-7 AACSB: Communication 31) Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?

A) spontaneous recovery B) scripting C) reverse extinction D) attentional gate Answer: A Diff: 1 Page Ref: 116 Skill: Concept Objective: 3-8 AACSB: Communication 32) In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

A) recall B) recognition C) chunking D) salience Answer: B Diff: 1 Page Ref: 117 Skill: Concept Objective: 3-9 AACSB: Communication 9 Copyright © 2011 Pearson Education, Inc.

33) People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of ________.

A) response bias B) elaborative rehearsal C) salience D) nostalgia Answer: A Diff: 2 Page Ref: 117 Skill: Application Objective: 3-7 AACSB: Communication 34) Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________.

A) retro-interference B) the halo effect C) nostalgia D) memory spikes Answer: C Diff: 2 Page Ref: 119 Skill: Concept Objective: 3-9 AACSB: Communication 35) Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff. In fact, I don't even have a cat." Sam knows this jingle through ________.

A) memory cycling B) reinforcement modeling C) incidental learning D) learning through experimentation Answer: C Diff: 2 Page Ref: 94 Skill: Application Objective: 3-1 AACSB: Reflective Thinking

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36) Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods?

A) incidental learning B) Gestalt learning C) cognitive learning D) behavioral learning Answer: D Diff: 2 Page Ref: 94 Skill: Application Objective: 3-2 AACSB: Reflective Thinking 37) Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional and very serious. Sales went through the roof. What form of stimulus generalization seems to be working for the herbal company?

A) masked branding B) halo effect C) continual reinforcement D) shaping Answer: B Diff: 2 Page Ref: 97 Skill: Application Objective: 3-2 AACSB: Reflective Thinking 38) John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes?

A) classical conditioning B) instrumental conditioning C) stimulation conditioning D) extinction conditioning Answer: B Diff: 2 Page Ref: 99 Skill: Application Objective: 3-4 AACSB: Reflective Thinking 11 Copyright © 2011 Pearson Education, Inc.

39) Claudia Norman was a marketing consultant. She recommended that brand equity for a new environmentally-friendly product could be established by giving her initial customers free memberships in the Green Peace organization. Claudia used which of the following in her recommendation?

A) promotional conditioning B) emotional learning C) classical conditioning D) instrumental conditioning Answer: D Diff: 2 Page Ref: 100 Skill: Application Objective: 3-4 AACSB: Reflective Thinking 40) A sales manager pays a bonus to new trainees when they develop a good sales prospectus.

Later, after the trainees have completed two months of training, the manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?

A) shaping B) extinguishment C) "carrot and stick" reward D) variable-ratio reinforcement Answer: A Diff: 2 Page Ref: 99-100 Skill: Application Objective: 3-4 AACSB: Reflective Thinking 41) On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behavior. This is an example of a practice known as ________.

A) motivated learning B) retrieval learning C) modeling D) global conditioning Answer: C Diff: 2 Page Ref: 103 Skill: Application Objective: 3-5 AACSB: Reflective Thinking

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42) It's time for the Christmas shopping list thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. As a consumer, Martha gives her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume.

A) position set B) emotional set C) rational set D) evoked set Answer: D Diff: 2 Page Ref: 109 Skill: Application Objective: 3-7 AACSB: Reflective Thinking 43) As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?

A) spreading activation B) advertising decay C) polar parallels D) scalar processing Answer: A Diff: 2 Page Ref: 109 Skill: Application Objective: 3-7 AACSB: Reflective Thinking 44) Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a ________.

A) service script B) punishment avoidance technique C) competitive distinction process D) maturation process Answer: A Diff: 2 Page Ref: 110 Skill: Application Objective: 3-7 AACSB: Reflective Thinking

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45) Samantha is passing down the cereal aisle when she spots a box of Life cereal featuring "Mikey" on box front. She remembers the taste of the cereal and how much fun she had talking to "Mikey" while she ate her cereal. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process?

A) salience B) the von Restoff effect C) pictorial processing D) state-dependent retrieval Answer: D Diff: 2 Page Ref: 113 Skill: Application Objective: 3-7 AACSB: Reflective Thinking 46) Susan Saurage picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases?

A) neophyte bias B) order bias C) response bias D) affinity bonding bias Answer: C Diff: 2 Page Ref: 117 Skill: Application Objective: 3-9 AACSB: Reflective Thinking 47) Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________.

A) omitting B) averaging C) telescoping D) normalizing Answer: C Diff: 3 Page Ref: 118 Skill: Application Objective: 3-9 AACSB: Reflective Thinking

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48) Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was ruining Scott's apparent success?

A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.

B) Customers confused Scott's logo with the logo of Scott's competitors, thus cognitive learning was incomplete and Scott lost customers.

C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.

D) Over time the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.

Answer: A Diff: 3 Page Ref: 96 Skill: Critical Thinking Objective: 3-2 AACSB: Reflective Thinking 49) According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?

A) only by asking the subject if he or she had learned something B) by measuring a behavioral change that could directly be tied to a previous experience C) by measuring the brainwave pattern of the subject D) by relying upon an intuitive feel for the amount of learning the subject had experienced Answer: B Diff: 3 Page Ref: 94, 102 Skill: Synthesis Objective: 3-4 AACSB: Analytic Skills 50) Which type of reinforcement best characterizes what an individual experiences while fishing?

A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) mixed-ratio reinforcement Answer: B Diff: 3 Page Ref: 100-101 Skill: Synthesis Objective: 3-4 AACSB: Reflective Thinking

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51) Learning refers to a relatively permanent change in behavior that is caused by experience.

Answer: TRUE Diff: 1 Page Ref: 94 Skill: Concept Objective: 3-1 52) Behaviorist theorists rely on internal mental states to explain learning.

Answer: FALSE Diff: 2 Page Ref: 94 Skill: Concept Objective: 3-2 AACSB: Communication 53) Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

Answer: TRUE Diff: 2 Page Ref: 95 Skill: Concept Objective: 3-2 AACSB: Communication 54) When Pavlov's famous dogs responded to a bell signaling feeding time, they were exhibiting what is called classical conditioning.

Answer: TRUE Diff: 2 Page Ref: 95 Skill: Concept Objective: 3-2 55) There are two major approaches associated with behavioral learning theory; the approaches are classical conditioning and observational learning.

Answer: FALSE Diff: 2 Page Ref: 95 Skill: Concept Objective: 3-2 56) When a company engages in a "piggybacking strategy," it is hoping that customers will be able to discriminate between the company's product and a competitor's product.

Answer: FALSE Diff: 2 Page Ref: 97 Skill: Concept Objective: 3-2 AACSB: Communication

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57) Stimulus generalization can create a halo effect.

Answer: TRUE Diff: 2 Page Ref: 97 Skill: Concept Objective: 3-2 AACSB: Communication 58) Secret shoppers may be used by marketers to test the effectiveness of service quality among employees. This is a form of variable-interval reinforcement testing.

Answer: TRUE Diff: 2 Page Ref: 100-101 Skill: Concept Objective: 3-4 59) Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

Answer: TRUE Diff: 2 Page Ref: 101 Skill: Concept Objective: 3-4 60) Cognitive learning theory approaches stress the importance of internal mental processes.

Answer: TRUE Diff: 1 Page Ref: 102 Skill: Concept Objective: 3-4 AACSB: Communication 61) The book Blink: The Power of Thinking without Thinking presents the argument that we often make snap judgments that result in superior decisions compared to those that we think about a lot because we rely on our "adaptive unconscious" to guide us.

Answer: TRUE Diff: 3 Page Ref: 103 Skill: Concept Objective: 3-4 AACSB: Communication 62) The observational learning process begins with a step called motivation.

Answer: FALSE Diff: 2 Page Ref: 104 [Fig. 3.3] Skill: Concept Objective: 3-5 AACSB: Communication

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63) Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.

Answer: TRUE Diff: 2 Page Ref: 108 Skill: Concept Objective: 3-6 AACSB: Communication 64) One of the goals of successful marketing is to have potential customers think of the marketer's product whenever they try to remember products within a certain category. This remembered set of products is called an evoked set.

Answer: TRUE Diff: 2 Page Ref: 109 Skill: Concept Objective: 3-7 AACSB: Communication 65) Retrieval is the process whereby we recover information from long-term memory.

Answer: TRUE Diff: 1 Page Ref: 111 Skill: Concept Objective: 3-7 AACSB: Communication 66) The part-list cueing effect allows marketers to strategically use the interference process.

Answer: TRUE Diff: 1 Page Ref: 112 Skill: Concept Objective: 3-7 67) The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price changes).

Answer: FALSE Diff: 2 Page Ref: 113 Skill: Concept Objective: 3-7 68) A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if she had seen it before.

Answer: FALSE Diff: 2 Page Ref: 117 Skill: Concept Objective: 3-9 AACSB: Communication

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69) Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection (behavioral theory).

Answer: TRUE Diff: 2 Page Ref: 94-95 Skill: Application Objective: 3-2 AACSB: Reflective Thinking 70) John Deere established a reputation for building dependable farm tractors. When the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through masked branding.

Answer: FALSE Diff: 3 Page Ref: 96-97 Skill: Application Objective: 3-2 AACSB: Reflective Thinking 71) Masked branding is a slightly illegal practice that will eventually come under the watchful attention of the FDA. Answer: FALSE Diff: 2 Page Ref: 97 Skill: Application Objective: 3-2 AACSB: Ethical Reasoning 72) Fixed-interval reinforcement explains why airlines' frequent flyer programs are so successful.

Answer: FALSE Diff: 2 Page Ref: 101 Skill: Application Objective: 3-4 AACSB: Reflective Thinking 73) A mother observes her daughter stirring in a bowl just the way she does when she cooks. The daughter has modeled her mother's behavior.

Answer: TRUE Diff: 2 Page Ref: 103 Skill: Application Objective: 3-5 AACSB: Reflective Thinking

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74) The success of hybrid ads supports the idea that the viewing environment of a marketing message affects recall.

Answer: TRUE Diff: 3 Page Ref: 112, 114 Skill: Critical Thinking Objective: 3-7 AACSB: Analytic Skills 75) Episodic memories are likely to become part of a person's long-term memory.

Answer: TRUE Diff: 3 Page Ref: 106,108 Skill: Synthesis Objective: 3-6 76) Define the terms learning and incidental learning.

Answer: Learning is a relatively permanent change in behavior caused by experience. The learner need not have the experience directly. We can also learn by observing events that affect others. We learn even when we are not trying. This casual, unintentional acquisition of knowledge is known as incidental learning.

Diff: 2 Page Ref: 94 Skill: Concept Objective: 3-1 77) Compare and contrast classical and instrumental (operant) conditioning.

Answer: Classical conditioning involves the close pairing of two stimuli. Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response of its own. Over time, this second stimulus causes a similar response because it is associated with the first stimulus. The person who first studied this form of conditioning was Ivan Pavlov, a Russian physiologist (while doing research on digestion in animals).

Operant (or instrumental) conditioning occurs as an individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. B. F. Skinner demonstrated the effects of instrumental conditioning by teaching animals to dance, play pingpong, and so on by systematically rewarding them for desired behaviors.

Although responses in classical conditioning are involuntary and fairly simple, those in instrumental conditioning are made deliberately to obtain a goal and may be more complex and shaped over a period of time. Instrumental learning occurs as a result of a reward following the desired behavior. It takes place over a period of time while the individual tries a variety of other behaviors and abandons them because they are not reinforced. In instrumental learning, the response is performed because it is instrumental in gaining a reward or avoiding punishment.

Diff: 3 Page Ref: 95, 99-100 Skill: Concept Objective: 3-4 AACSB: Communication 20 Copyright © 2011 Pearson Education, Inc.

78) The process of stimulus generalization is often central to branding and packaging decisions that attempt to capitalize on consumers' positive associations with an existing brand or company name. In this context, list and briefly discuss the four strategies based on stimulus generalization presented in the text.

Answer: • Family branding–A variety of products capitalize on the reputation of a company name.

Positive corporate images help to sell the company's different product lines.

• Product line extension–Related products are added to an established brand.

• Licensing–Well-known brand names are "rented" by others. This strategy is increasing in popularity as marketers try to link their products and services with well-established figures.

• Look-alike packaging–Distinctive packaging designs create strong associations with a particular brand. Imitating the look of an existing successful brand is common in today's crowded marketplace.

Diff: 3 Page Ref: 98-99 Skill: Concept Objective: 3-3 AACSB: Reflective Thinking 79) Give a brief explanation of cognitive learning.

Answer: In contrast to behavioral theories of learning, cognitive learning theory approaches stress the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their environment.

Supporters of this viewpoint also stress the role of creativity and insight during the learning process.

Diff: 2 Page Ref: 102 Skill: Concept Objective: 3-4 AACSB: Communication 80) For modeling behavior to occur during observational learning, four conditions must be met.

What are those conditions? Be specific in your description.

Answer: The four conditions are: • The consumer's attention must be directed to the appropriate model, which, for reasons of attractiveness, competence, status, or similarity, he must want to emulate.

• The consumer must remember what the model says or does.

• The consumer must convert this information into actions.

• The consumer must be motivated to perform these actions.

Diff: 3 Page Ref: 104 Skill: Concept Objective: 3-5 AACSB: Communication

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81) What is the capacity of short-term memory? Comment and explain.

Answer: It was originally believed that STM had an upper limit of five to nine chunks of information. People combine small pieces of information into a large whole in a process called chunking. The optimal capacity of STM appears to be about three to four chunks of information.

Diff: 2 Page Ref: 108 Skill: Concept Objective: 3-6 AACSB: Communication 82) Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

Answer: Two basic measures of impact are recognition and recall. In the typical recognition test, subjects are shown ads one at a time and asked if they have seen them before. In contrast, free recall tests ask consumers to independently think of what they have seen without being prompted for this information first–obviously, this task requires greater effort on the part of respondents.

Under some conditions, these two memory measures tend to yield the same results, especially when the researchers try to keep the viewers' interest in ads constant. Generally, though, recognition scores tend to be more reliable and do not decay over time the way recall scores do.

Recognition scores are almost always better than recall scores because recognition is a simpler process and more retrieval cues are available to the consumer.

Diff: 3 Page Ref: 117 Skill: Concept Objective: 3-9 AACSB: Communication 83) Discuss what stimulus generalization and stimulus discrimination are and present an example of each that is relevant to the field of marketing.

Answer: Stimulus generalization refers to the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses. The idea is that people react to other stimuli (similar stimuli) in much the same way they respond to the original stimuli. For example, a drug store's bottle of private brand mouthwash might be deliberately packaged so as to resemble a name brand (such as Listerine). The consumer would assume this "me-too" product has the same characteristics as the name brand and buy it because of its lower price.

Stimulus discrimination occurs when a stimulus similar to a conditioned stimulus is not followed by an unconditioned stimulus. In this case, reactions are weakened and will soon disappear.

National manufacturers remind consumers that if they buy cheaper brands they will not get the same results as they do when they buy the national brand.

Diff: 3 Page Ref: 96-97 Skill: Application Objective: 3-2 AACSB: Reflective Thinking

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84) An important factor in instrumental (operant) conditioning is the set of rules by which appropriate reinforcements are given for a behavior. The chapter discusses four possible schedules of reinforcement. Briefly describe each schedule and give a short example. Be sure to use the proper terminology for each schedule.

Answer: • Fixed-interval reinforcement–After a specified time period has passed, the first response that is made brings reward. Under such conditions, people tend to respond slowly right after being reinforced, but their responses speed up as the time for the next reinforcement looms.

Example: crowding a store on the last day of a sale but not returning until the next sale.

• Variable-interval reinforcement–After a variable unspecified time period has passed, the first response that is made brings reward. Because the person does not know exactly when to expect the reinforcement, responses must be performed at a consistent rate. Example: using mystery or secret shoppers to watch store employees and their attempt to provide quality service.

• Fixed-ratio reinforcement–Reinforcement occurs only after a fixed number of responses. This schedule motivates people to continue performing the same behavior over and over again.

Example: repeat shopping to earn prizes by earning credits or trading stamps.

• Variable-ratio reinforcement–The person is reinforced after a certain number of responses, but he or she does not know how many responses are required. People in such situations tend to respond at very high and steady rates, and this type of behavior is very difficult to extinguish. Example: gambling or playing slot machines.

Diff: 3 Page Ref: 100-101 Skill: Application Objective: 3-4 AACSB: Reflective Thinking 85) Jason heard an old, but familiar song that reminded him about a summer in Austria when he was in college. As he thought more about his summer of the past a flood of memories came rushing back. Describe what was happening to Jason in terms of memory markers. What specific term is used to describe the process whereby his memories came flooding back?

Answer: Memory markers are retrieval cues. The song acted as a mnemonic device that allowed Jason to retrieve episodic memories. A mnemonic is a cue that is memorized along with a memory that will trigger the memory. Episodic memories are those that allow us to remember what we did, or what happened to us or others, and in what order. Spontaneous recovery explains why Jason's memories came back in a rush.

Diff: 3 Page Ref: 116 Skill: Application Objective: 3-8 AACSB: Communication

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86) Gradually changing the package of a brand loyal product can be successful if each change is minor. Over the course of a year or more the package may change totally in appearance without offending or confusing brand loyal customers. What factor influencing forgetting allows this marketing strategy to work?

Answer: Because of stimulus generalization the customer learns to associate the benefits and feelings of the old product with the new package. At the same time, retroactive interference is causing the memory of the original package to weaken.

Diff: 3 Page Ref: 112 Skill: Critical Thinking Objective: 3-7 AACSB: Communication 87) Why isn't the behavioral change associated with breaking a bone typically considered to be learning?

Answer: Although learning is defined as a relatively permanent change in behavior caused by experience, and although an injury is an experience, the injury itself is not the cause of any subsequent change in behavior. Behavior changes to accommodate the results of the injury. We may, for instance, learn to walk in a certain way because we are negatively reinforced by the absence of pain. We may learn certain behaviors by watching others with the same injury adapt.

If the same bone was broken and we were never aware of the injury, there would be no change in behavior and no learning.

Diff: 3 Page Ref: 94 Skill: Synthesis Objective: 3-1 AACSB: Analytic Skills 88) Variable reinforcements result in behavior that is more difficult to extinguish than fixed schedules. Why? Answer: When animals or people learn with a fixed schedule, they learn that reinforcement comes after a certain number of repetitions or in a certain time interval. If the reinforcement is not forthcoming, extinction begins to take place. When animals or people learn with a variable schedule, they also learn that reinforcement is not always forthcoming. However, they continue to work, expecting to eventually be rewarded.

Diff: 3 Page Ref: 100-101 Skill: Synthesis Objective: 3-4 AACSB: Analytic Skills

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89) Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

Answer: Visual stimuli literally arrive at the speed of light. It takes time for the brain to recognize and process information. Without a means of storing sensory information for a short period of time, new stimuli would override old stimuli before it could be processed. The attention process would have to shut out new incoming sensations while it worked on what it had, which would reduce the person's interaction with the world and decrease the probability of recognizing danger or opportunity in an ever-changing environment.

Diff: 3 Page Ref: 107-108 Skill: Synthesis Objective: 3-6 AACSB: Analytic Skills 90) People have a tendency to remember ads that are interrupted more than ads that are not.

Why? Answer: Interrupting the ad increases its salience. Stimuli that stand out in contrast to their environment are more likely to command attention, which in turn increases the likelihood they will be recalled. This phenomenon is called the von Restorff Effect.

Diff: 3 Page Ref: 113 Skill: Synthesis Objective: 3-7 AACSB: Analytic Skills

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Consumer Behavior, 9e (Solomon) Chapter 4 Motivation and Values 1) ________ refers to the process that causes people to behave as they do.

A) Goals B) Needs C) Motivation D) Drives Answer: C Diff: 1 Page Ref: 128 Skill: Concept Objective: 4-1 2) When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

A) goals B) need C) desire D) motivation Answer: D Diff: 2 Page Ref: 128 Skill: Concept Objective: 4-1 3) In the motivation process, the desired end state is the consumer's ________.

A) drive B) need state C) benefit D) goal Answer: D Diff: 2 Page Ref: 128 Skill: Concept Objective: 4-1 4) Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.

A) magnitude of the tension B) direction of the tension C) expectancy D) reinforcement Answer: A Diff: 2 Page Ref: 128 Skill: Concept Objective: 4-1

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5) What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

A) instinct theory B) drive theory C) expectancy theory D) need theory Answer: B Diff: 2 Page Ref: 130 Skill: Concept Objective: 4-1 6) Early work on motivation ascribed behavior to ________, a view that is now largely discredited.

A) economics B) instinct C) demand D) goals Answer: B Diff: 2 Page Ref: 130 Skill: Concept Objective: 4-1 7) ________ suggests that expectations we will achieve desirable outcomes–positive incentives– rather than being pushed from within motivate our behavior.

A) Homogeneity B) Gestaltism C) Expectancy theory D) Homeostasis Answer: C Diff: 1 Page Ref: 131 Skill: Concept Objective: 4-1 8) Which of the following IS NOT a biogenic need?

A) the need for food B) the need for shelter C) the need for water D) the need for achievement Answer: D Diff: 2 Page Ref: 132 Skill: Concept Objective: 4-1

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9) Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"–Snake. Bret's fantasies or emotional responses are called ________ needs.

A) hedonic B) utilitarian C) biological D) biogenic Answer: A Diff: 2 Page Ref: 132 Skill: Concept Objective: 4-1 10) When a woman buys an expensive mink coat, which of the following needs is probably being expressed?

A) hedonic B) utilitarian C) rational D) biogenic Answer: A Diff: 2 Page Ref: 132 Skill: Concept Objective: 4-1 11) Goals can be considered positive or negative. This is an expression of a goal's ________.

A) direction B) valence C) strength D) dissonance Answer: B Diff: 2 Page Ref: 132 Skill: Concept Objective: 4-1 12) ________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another.

A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory Answer: C Diff: 1 Page Ref: 132-133 Skill: Concept Objective: 4-1

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13) What type of conflict exists when we desire a goal but wish to avoid it at the same time?

A) approach-avoidance conflict B) approach-approach conflict C) avoidance-avoidance conflict D) direction-valence conflict Answer: A Diff: 1 Page Ref: 133 Skill: Concept Objective: 4-1 14) Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests (such as the Thematic Appreciation Test)?

A) McClelland B) Murray C) Maslow D) Herzberg Answer: B Diff: 2 Page Ref: 133 Skill: Concept Objective: 4-1 15) An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

A) affiliation B) control C) achievement D) uniqueness Answer: C Diff: 2 Page Ref: 134 Skill: Concept Objective: 4-1 16) According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

A) safety B) physiological C) self-actualization D) esteem Answer: B Diff: 2 Page Ref: 135 [Fig. 4.2] Skill: Concept Objective: 4-1

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17) Which of the following needs from Maslow's Hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

A) safety needs B) belongingness needs C) ego needs D) self-actualization needs Answer: D Diff: 2 Page Ref: 135 [Fig. 4.2] Skill: Concept Objective: 4-1 18) ________, or perceived personal relevance, probably explains why one student wants the newest version of Apple's iPhone and another student does not.

A) Goal formulation B) Asset appreciation C) Needs appreciation D) Involvement Answer: D Diff: 2 Page Ref: 137 Skill: Concept Objective: 4-2 19) Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit.

A) inertia B) flow C) formation D) actualization Answer: A Diff: 1 Page Ref: 138 Skill: Concept Objective: 4-2 20) Person, object, and situational factors are the three types of influences that determine a person's level of ________.

A) enculturation B) involvement C) values D) wants Answer: B Diff: 2 Page Ref: 138 Skill: Concept Objective: 4-2

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21) A sense of playfulness, a distorted sense of time, and mental enjoyment of the activity for its own sake are qualities an individual would be most likely to experience in ________.

A) a flow state B) homeostasis C) acculturation D) enculturation Answer: A Diff: 2 Page Ref: 138 Skill: Concept Objective: 4-2 22) Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________.

A) mass customization marketing B) consumer-generated content C) performance marketing D) mobile marketing Answer: B Diff: 2 Page Ref: 142 Skill: Concept Objective: 4-2 AACSB: Use of IT 23) Through ________ marketing, consumers participate in real-time promotional campaigns via their cell phones or PDAs. A) consumer-generated B) spectacle C) interactive mobile D) performance Answer: C Diff: 1 Page Ref: 144 Skill: Concept Objective: 4-2 AACSB: Use of IT 24) A ________ is a belief that some condition is preferable to its opposite.

A) need B) want C) goal D) value Answer: D Diff: 1 Page Ref: 146 Skill: Concept Objective: 4-3

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25) The way a culture arranges values in order of importance is referred to as ________.

A) differential values B) an acculturated importance set C) a value system D) enculturation Answer: C Diff: 1 Page Ref: 148 Skill: Concept Objective: 4-3 AACSB: Multicultural and Diversity 26) The process of learning the beliefs and behaviors endorsed by one's own culture is called ________.

A) acculturation B) accumulation C) change management D) enculturation Answer: D Diff: 1 Page Ref: 149 Skill: Concept Objective: 4-3 AACSB: Multicultural and Diversity 27) Power distance, individualism, and uncertainty avoidance are some of the values measured by ________.

A) the Rokeach Value Survey B) Hofstede's Cultural Dimensions C) Maslow's Hierarchy of Needs D) the List of Values Scale Answer: B Diff: 2 Page Ref: 151 Skill: Concept Objective: 4-3 AACSB: Multicultural and Diversity 28) The ________ is a scale used to measure terminal and instrumental values.

A) Rokeach Value Survey B) Means-End Chain Model C) Hierarchy of Needs D) List of Values Scale Answer: A Diff: 2 Page Ref: 151 Skill: Concept Objective: 4-3 AACSB: Multicultural and Diversity

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29) ________ values are best illustrated by values that include such components as a comfortable life, family security, pleasure, true friendship, and wisdom.

A) Instrumental B) Terminal C) Sensory D) Cultural Answer: B Diff: 3 Page Ref: 151 [Table 4.2] Skill: Concept Objective: 4-3 30) Which of the following is the best illustration of a terminal value?

A) ambition B) cheerfulness C) family security D) cleanliness Answer: C Diff: 3 Page Ref: 151 [Table 4.2] Skill: Concept Objective: 4-3 31) A(n) ________ approach assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values.

A) abstract model B) means-end chain model C) value dynamic D) List of Values Answer: B Diff: 2 Page Ref: 152 Skill: Concept Objective: 4-3 32) The segment of consumers called LOHAS is most closely associated with the value of ________.

A) cosmopolitanism B) self-actualization C) materialism D) conscientious consumerism Answer: D Diff: 2 Page Ref: 154 Skill: Concept Objective: 4-3 AACSB: Ethical Reasoning

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33) A consumer who values possessions for their status and appearance-related meanings would be called a(n) ________.

A) environmentalist B) ethicist C) materialist D) capitalist Answer: C Diff: 2 Page Ref: 156 Skill: Concept Objective: 4-4 34) Jeff's favorite quote is "He who dies with the most toys, wins". If Jeff really thinks like this, he is expressing a concept known as ________.

A) materialism B) realism C) egotism D) relativism Answer: A Diff: 1 Page Ref: 156 Skill: Concept Objective: 4-4 35) Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling?

A) the goal process B) the directionality process C) the motivation process D) the involvement process Answer: C Diff: 2 Page Ref: 128 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 36) A beverage company has just developed a new sport drink. The company's promotion recognizes that people get thirsty when they exercise. The company's ads, therefore, attempt to create a(n) ________ for their new product.

A) drive B) hedonic goal C) expectancy D) want Answer: D Diff: 2 Page Ref: 128 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 9 Copyright © 2011 Pearson Education, Inc.

37) Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?

A) fact-and—find theory B) drive theory C) emotional theory D) cognitive theory Answer: B Diff: 2 Page Ref: 130 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 38) Jill is planning on traveling over spring break. She didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior?

A) drive theory B) instinct theory C) expectancy theory D) need-versus-want theory Answer: C Diff: 3 Page Ref: 131 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 39) An automobile company emphasizes such qualities as high miles per gallon of gasoline, an excellent rating in safety, and high resale value of its product in its advertising. The company is trying to appeal to which of the following consumer needs?

A) psychogenic needs B) biogenic needs C) hedonic needs D) utilitarian needs Answer: D Diff: 2 Page Ref: 132 Skill: Application Objective: 4-1 AACSB: Reflective Thinking

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40) Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

A) an approach-approach conflict B) an approach-avoidance conflict C) an avoidance-avoidance conflict D) a cultural conflict Answer: A Diff: 2 Page Ref: 132.

Skill: Application Objective: 4-1 AACSB: Reflective Thinking 41) Bill has a toothache, and he wants the tooth to stop hurting. However, he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

A) a core-secondary conflict B) an approach-approach conflict C) an avoidance-avoidance conflict D) an approach-avoidance conflict Answer: D Diff: 2 Page Ref: 133 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 42) The local Harley-Davidson motorcycle outlet has special events on Saturday mornings.

Vintage bikes are shown, food is served, and some people travel more than 100 miles on their Harleys to be there almost every Saturday morning. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

A) fuzzy B) cult C) consumer-generated D) LOHAS Answer: B Diff: 2 Page Ref: 140 Skill: Application Objective: 4-2 AACSB: Reflective Thinking

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43) Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior?

A) product involvement B) price involvement C) purchase situation involvement D) message involvement Answer: C Diff: 2 Page Ref: 145 Skill: Application Objective: 4-2 AACSB: Reflective Thinking 44) Franz Schmidt is a German teenager. His father was recently transferred to Tokyo, Japan.

Franz realizes that he will have to make a big adjustment to be successful in this new environment. As Franz and his family make an adjustment to the Japanese culture, they will go through a learning process called ________.

A) enculturation B) acculturation C) cross-fertilization D) globalization Answer: B Diff: 2 Page Ref: 149 Skill: Application Objective: 4-3 AACSB: Multicultural and Diversity 45) Vanna is anxiously watching the jeweler appraise the engagement ring that Chad recently gave her. She knows that it might not be proper to go behind Chad's back and have the ring appraised, but she wants to insure it (and she really wants to know just "how much" Chad loves her). Attaching abstract values such as love to concrete attributes such as size and clarity of the stone is a process called ________.

A) escalating value B) blending C) laddering D) disassociation Answer: C Diff: 3 Page Ref: 152 Skill: Application Objective: 4-3 AACSB: Reflective Thinking

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46) Antony eats organic foods, takes public transportation or walks to work, composts his food waste, and tries not to buy products made by companies with poor environmental records. Which of the following terms is most closely associated with Antony's actions?

A) conscientous consumerism B) greenwashing C) materialism D) cosmopolitanism Answer: A Diff: 2 Page Ref: 154 Skill: Application Objective: 4-3 AACSB: Reflective Thinking 47) During a research conference, a computer expert stated in a speech that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist who spoke next disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore according to the psychologist?

A) need for power B) need for uniqueness C) need for affiliation D) need for safety Answer: C Diff: 2 Page Ref: 134 Skill: Critical Thinking Objective: 4-1 AACSB: Reflective Thinking 48) A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

A) The theory is wrong.

B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs.

C) The hierarchy is sometimes taken too literally and is often culture bound.

D) The need for paradise overwhelms materialistic needs.

Answer: C Diff: 2 Page Ref: 136 Skill: Critical Thinking Objective: 4-1 AACSB: Reflective Thinking

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49) Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement had Lindsay ignored?

A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.

B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations.

C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant.

D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved consumers.

Answer: A Diff: 3 Page Ref: 138 [Fig. 4.3] Skill: Critical Thinking Objective: 4-2 AACSB: Reflective Thinking 50) Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?

A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under this condition.

B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one was not selected. The approach-avoidance conflict produces much less dissonance because one is positive and the other is clearly negative.

C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies.

D) Approach-approach conflicts are very confusing to resolve intellectually, but approachavoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.

Answer: B Diff: 3 Page Ref: 132-133 Skill: Synthesis Objective: 4-1 AACSB: Analytic Skills 51) The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

Answer: TRUE Diff: 2 Page Ref: 129 Skill: Concept Objective: 4-1

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52) Motivation explains the strength of behavior, but not its direction.

Answer: FALSE Diff: 2 Page Ref: 129 Skill: Concept Objective: 4-1 53) A want is the particular form of consumption used to restore homeostasis.

Answer: FALSE Diff: 2 Page Ref: 130 Skill: Concept Objective: 4-1 54) Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

Answer: TRUE Diff: 2 Page Ref: 131 Skill: Concept Objective: 4-1 55) A goal has valence, which means it can be positive or negative.

Answer: TRUE Diff: 2 Page Ref: 132 Skill: Concept Objective: 4-1 56) The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Answer: TRUE Diff: 1 Page Ref: 132-133 Skill: Concept Objective: 4-1 57) Maslow's hierarchy of needs implies that the order of needs is fixed.

Answer: TRUE Diff: 3 Page Ref: 135 Skill: Concept Objective: 4-1 58) Involvement can be seen as the motivation to process information.

Answer: TRUE Diff: 2 Page Ref: 138 Skill: Concept Objective: 4-2 AACSB: Communication

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59) A good example of a cult product is an Apple iPhone.

Answer: TRUE Diff: 2 Page Ref: 139 Skill: Concept Objective: 4-2 60) Understanding consumer involvement has proven to be quite straightforward because it has been shown that it means the same thing to almost all customers and researchers.

Answer: FALSE Diff: 2 Page Ref: 140 Skill: Concept Objective: 4-2 61) Acculturation is the process of learning a culture other than your own.

Answer: TRUE Diff: 1 Page Ref: 149 Skill: Concept Objective: 4-3 AACSB: Multicultural and Diversity 62) The means-end chain model assumes that people link very specific product attributes (indirectly) to terminal values.

Answer: TRUE Diff: 2 Page Ref: 152 Skill: Concept Objective: 4-3 63) Due to improved access to media, the value of cosmopolitanism is not as closely linked to the wealthy as it once was.

Answer: TRUE Diff: 2 Page Ref: 157-158 Skill: Concept Objective: 4-4 AACSB: Use of IT 64) Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance).

Answer: FALSE Diff: 2 Page Ref: 130 Skill: Application Objective: 4-1 AACSB: Reflective Thinking

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65) Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with an expectancy theory.

Answer: FALSE Diff: 2 Page Ref: 131 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 66) Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example is a good illustration of a person choosing to meet utilitarian needs.

Answer: TRUE Diff: 2 Page Ref: 132 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 67) Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

Answer: FALSE Diff: 2 Page Ref: 132 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 68) A consumer who decides that she needs a pair of jeans to reach her goal of being admired by others can usually only choose one motivational direction–selecting the most expensive brand available.

Answer: FALSE Diff: 2 Page Ref: 132 Skill: Application Objective: 4-1 AACSB: Analytic Skills 69) Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.

Answer: TRUE Diff: 2 Page Ref: 133 Skill: Application Objective: 4-1 AACSB: Reflective Thinking

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70) Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement that claims that the perfume is "as individual as you are."

Answer: TRUE Diff: 2 Page Ref: 135 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 71) Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car.

Answer: FALSE Diff: 2 Page Ref: 134-135 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 72) Joan picked up a book in a bookstore and began to read the introduction. She was enchanted by what she read. An hour later, she was surprised to find that she had read almost half the book.

Joan had just experienced a form of involvement called a flow state.

Answer: TRUE Diff: 2 Page Ref: 138-139 Skill: Application Objective: 4-2 AACSB: Reflective Thinking 73) When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.

Answer: TRUE Diff: 3 Page Ref: 142 Skill: Application Objective: 4-2 AACSB: Reflective Thinking 74) Melissa's mother has become a socialization agent for the family since she is primarily responsible for teaching everyone how to act and respond on their three-month European vacation.

Answer: TRUE Diff: 2 Page Ref: 149 Skill: Application Objective: 4-3 AACSB: Multicultural and Diversity

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75) The laddering technique is useful in determining how different products/values link across cultures.

Answer: TRUE Diff: 3 Page Ref: 152 Skill: Synthesis Objective: 4-3 AACSB: Multicultural and Diversity 76) Briefly, describe the motivation process.

Answer: Motivation refers to the processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. Needs may be utilitarian or hedonic. In either case, a discrepancy exists between the consumer's present state and some ideal state; this gulf creates a state of tension. Needs can be satisfied in any of several ways, depending upon the consumer's cultural upbringing. Once the goal is attained, tension is reduced and the motivation recedes–for the time being.

Diff: 2 Page Ref: 128-129 Skill: Concept Objective: 4-1 77) Explain drive theory and its relationship to homeostasis.

Answer: Drive theory focuses on biological needs that produce unpleasant states. These are usually thought of as being primary states such as hunger or thirst. The theory states that a person is motivated to restore balance, or homeostasis. If a behavior reduces the drive, we'll naturally tend to repeat it.

Diff: 2 Page Ref: 130 Skill: Concept Objective: 4-1

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78) Describe and characterize drive theory and expectancy theory.

Answer: Drive theory focuses on biological needs that produce unpleasant states of arousal. We are motivated to reduce the tension caused by this arousal. Tension reduction has been proposed as a basic mechanism governing human behavior.

In a marketing context, tension refers to the unpleasant state that exists if a person's consumption needs are not fulfilled. This state activates goal-oriented behavior, which attempts to reduce or eliminate this unpleasant state and return to a balanced one. This is called homeostasis.

Those behaviors that are successful in reducing the drive by eliminating the underlying need are strengthened and tend to be repeated. However, drive theory runs into trouble when it tries to explain some facets of human behavior that run counter to its predictions. For example, people often do things that increase a drive state (such as delayed gratification) rather than decrease it.

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. Expectancy theory suggests that behavior is largely pulled by expectations of achieving desirable outcomes–positive incentives–rather than pushed from within. We choose one product over another because we expect this choice to have more positive consequences for us.

Diff: 3 Page Ref: 130-131 Skill: Concept Objective: 4-1 79) There are a variety of need states or need forms described in the text. Characterize and discuss biogenic needs, psychogenic needs, utilitarian needs, and hedonic needs.

Answer: People are born with a need for certain elements necessary to maintain life, such as food, water, air, and shelter. These are called biogenic needs.

Psychogenic needs are acquired in the process of becoming a member of a culture. These include the need for status, power, affiliation, and so on. Psychogenic needs reflect the priorities of a culture, and their effect on behavior will vary in different environments.

The satisfaction of utilitarian needs implies that consumers will emphasize the objective, tangible attributes of a product, such as miles per gallon in a car; the amount of fat, calories, and protein in a cheeseburger; and the durability of a pair of blue jeans.

Hedonic needs are subjective and experiential; consumers may rely on a product to meet their needs for excitement, self-confidence, fantasy, and so on.

Diff: 2 Page Ref: 132 Skill: Concept Objective: 4-1

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80) Henry Murray developed a framework that is the basis for a number of personality tests.

One of these tests is the Thematic Appreciation Test (TAT). In the TAT, the analyst shows test subjects four to six ambiguous pictures and asks them to write answers to four direct questions about the pictures. What four questions does the TAT use to make determinations about needs and personality?

Answer: • What is happening?

• What has led up to this situation?

• What is being thought?

• What will happen?

Diff: 2 Page Ref: 133-134 Skill: Concept Objective: 4-1 81) Explain the concept of involvement and its relationship to motivation.

Answer: Involvement is a person's perceived relevance of an object based on his or her inherent needs, values, and interests. We use the word object in the generic sense to refer to a product (or a brand), an advertisement, or a purchase situation. Consumers find involvement in these objects. Involvement is a motivational construct; different antecedents can trigger it. These factors can be something about the person, something about the object, or something about the situation.

Involvement reflects how motivated we are to process information. To the degree that you feel knowing more about a product will help you to achieve some goal, you'll be motivated to pay attention to information about it. As our involvement with a product increases, we devote more attention to ads related to the product, we exert more cognitive effort to understand these ads, and we focus more attention on the product-related information in the ads.

Diff: 2 Page Ref: 137-138 Skill: Concept Objective: 4-2

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82) It is known that consumers differ in their level of involvement with a product message.

Marketers use attention-getting factors to ensure that messages get through the clutter that constantly bombards the consumer's senses. Name five techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement. Be specific in your comments and descriptions of these techniques.

Answer: • Appeal to consumers' hedonic needs (e.g., ads using sensory appeals generate higher levels of attention).

• Use novel stimuli in a commercial, such as unusual cinematography, sudden silences, or unexpected movements.

• Use prominent stimuli, such as loud music and fast action, to capture attention in commercials. In print formats, larger ads increase attention. Also, viewers look longer at fullcolor pictures than at black-and-white.

• Include celebrity endorsers in commercials to generate higher interest.

• Provide value customers appreciate.

• Let consumers make the messages by encouraging consumer-generated content.

Diff: 2 Page Ref: 142 Skill: Concept Objective: 4-2 AACSB: Communication 83) Describe the segment of consumers that marketers call LOHAS. What does this segment value? How has this segment of consumers affected marketing?

Answer: LOHAS stands for "lifestyles of health and sustainability." People in this segment worry about the environment, want products that are produced in a sustainable way, and spend money to advance their personal development and potential. This segment has created a greater market for products such as organic foods, energy-efficient appliances, alternative medicines, and yoga. This conscientious consumerism has spread to the mass market, with companies such as Wal-Mart and Clorox working to become more ecofriendly.

Diff: 2 Page Ref: 154 Skill: Concept Objective: 4-3 AACSB: Ethical Reasoning 84) Explain the concept of materialism.

Answer: Materialism refers to the importance people attach to worldly possessions. It is illustrated by the phrase "He who dies with the most toys, wins." Materialists are more likely to value possessions for their status and appearance-related meanings.

Diff: 2 Page Ref: 156 Skill: Concept Objective: 4-4

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85) Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Identify and discuss three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

Answer: The three types of motivational conflict are: • Approach-approach conflict–A choice between two desirable alternatives • Approach-avoidance conflict–Involves a choice in which some aspects of the product are positive and others are negative • Avoidance-avoidance conflict–Involves a choice between two negative alternatives Generally, each time the consumer is faced with making choices, the dissonance that is created can potentially keep the consumer from feeling fulfilled in his or her decision. In each case, marketers should provide additional information the consumer can use to justify the choice he or she made: • In approach-approach conflicts, marketing communications should emphasize (a) "no-lose" and/or "win either way" message(s).

• In approach-avoidance conflicts, messages should accentuate the positive aspects and either downplay the negative or provide some additional counterbalancing information about the choices.

• In avoidance-avoidance conflicts, messages should emphasize the need for making a choice and link it to some other more attractive value held by the consumer.

Diff: 3 Page Ref: 132-133 Skill: Application Objective: 4-1 AACSB: Analytic Skills

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86) Explain the theory of cognitive dissonance. Then create an example that illustrates the theory. Be sure that your example illustrates the phenomena that occur within the confines of the theory.

Answer: The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. The conflict that arises when choosing between two alternatives may be resolved through a process of cognitive dissonance reduction in which people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension. A state of dissonance occurs when there is a psychological inconsistency between two or more beliefs or behaviors.

Illustration–A person purchases an expensive automobile with the expectation that it will increase his or her status within his or her social set. However, the increased status does not occur and he or she begins to doubt that the purchase was a wise idea. If unchecked, this doubt can create grave negative feelings about the automobile and the dealer that sold it to the person.

However, dissonance reduction will occur if friends compliment the person or make it known to him or her that the purchase was a good one. In lieu of friends performing this role, the marketer must sometimes perform the confirmation role by running reassurance ads for their customers.

Diff: 3 Page Ref: 132-133 Skill: Application Objective: 4-1 AACSB: Reflective Thinking 87) List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form.

Answer: The different needs as identified by Maslow are: • Physiological–Product: medicines, staple items, generics.

• Safety– Product: insurance, alarm systems, retirement, investments.

• Belongingness–Product: clothing, grooming products, clubs, drinks.

• Ego Needs–Product: cars, furniture, credit cards, stores, country clubs, liquors.

• Self-Actualization–Product: hobbies, travel, education.

Note to Instructor: Be sure to give any specific directions you might feel to be necessary with the example portion of this question to ensure consistency of student responses.

Diff: 3 Page Ref: 135 [Fig 4.2] Skill: Application Objective: 4-1 AACSB: Reflective Thinking

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88) Explain the means-end chain model. Give an example to demonstrate how the process might work.

Answer: The means-end chain model assumes that very specific product attributes are linked at levels of increasing abstraction to terminal values. The person has valued end states, and he or she chooses among alternative means to attain these goals. Products are thus valued as the means to an end. Through a technique called laddering, consumers' associations between specific attributes and general consequences are uncovered. Consumers are helped to climb up the "ladder" or abstraction that connects functional product attributes with desired end states.

Example: A young man purchases a diamond ring to symbolize an upcoming marriage to a young woman. Concrete attributes like size and clarity of the stone are parlayed into abstract and emotional values of love and self-esteem (yes, carat weight and quality do matter–especially to women).

Students may use other appropriate examples to demonstrate the means-end chain or laddering.

Diff: 2 Page Ref: 152 Skill: Application Objective: 4-3 AACSB: Reflective Thinking 89) What is the relationship between motivation, need, drive, goal, and wants?

Answer: Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. The desired end state is the consumer's goal. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce the tension. Whether the need is utilitarian or hedonic, the magnitude of the tension it creates determines the urgency the consumer feels to reduce it. We call this degree of arousal a drive. The specific path a person chooses to satisfy a need is influenced by a unique set of experiences and by the values instilled by one's culture. These personal and cultural factors combine to create a want, which is one manifestation of a need.

When a person attains the goal, this reduces the tension and the motivation recedes (for the time being).

Diff: 2 Page Ref: 128-129 Skill: Synthesis Objective: 4-1 AACSB: Analytic Skills

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90) How are values, motivation, and belief systems related?

Answer: • Motivation refers to the processes that lead people to behave as they do.

• A value is a belief that some condition is preferable to its opposite.

• A person's set of values plays a very important role in consumption activities. Consumers purchase many products and services because they believe these products will help to attain a value-related goal. Values help to determine how an individual is motivated.

• Two people can believe in the same behaviors, but their underlying belief systems may be quite different. The extent to which people share a belief system is a function of individual, social, and cultural forces.

Diff: 2 Page Ref: 128, 146-147 Skill: Synthesis Objective: 4-3 AACSB: Analytic Skills

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Consumer Behavior, 9e (Solomon) Chapter 5 The Self 1) The idea that each human life is unique rather than a part of a group developed in ________.

A) ancient times (between the first and fifth centuries) B) late medieval times (between the eleventh and fifteenth centuries) C) colonial times (between the sixteenth and seventeenth centuries) D) modern times (between the eighteenth and twentieth centuries) Answer: B Diff: 3 Page Ref: 166 Skill: Concept Objective: 5-2 2) Many ________ cultures stress the importance of a collective self, in which the person's identity is derived in large measure from his or her social group.

A) Eastern B) Northern C) Western D) Southern Answer: A Diff: 2 Page Ref: 166 Skill: Concept Objective: 5-2 AACSB: Multicultural and Diversity 3) A Confucian perspective stresses the importance of ________, which focuses on others' perceptions of the self and the desire to maintain status in the eyes of others.

A) conformity B) face C) self-esteem D) social comparison Answer: B Diff: 2 Page Ref: 166 Skill: Concept Objective: 5-2 AACSB: Multicultural and Diversity

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4) "Casual Fridays" in American workplaces encourage the expression of a person's ________, a concept that is not as highly valued in Eastern cultures that stress the importance of a collective self.

A) reputational self B) dual self C) cultural self D) unique self Answer: D Diff: 2 Page Ref: 166 Skill: Concept Objective: 5-2 AACSB: Multicultural and Diversity 5) The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.

A) actual self B) extended self C) self-image D) self-concept Answer: D Diff: 1 Page Ref: 167 Skill: Concept Objective: 5-2 6) ________ refers to the positivity of a person's self-concept.

A) Social comparison B) Self-esteem C) Self-image D) Self-concept Answer: B Diff: 1 Page Ref: 167 Skill: Concept Objective: 5-2 7) The ideal self is a person's conception of how she ________.

A) adapts to play different roles B) imagines others to think of her C) would like to be D) realistically thinks she is Answer: C Diff: 1 Page Ref: 168 Skill: Concept Objective: 5-2

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8) Through the process of ________, people try to affect what others think of them by strategically choosing clothing and other products.

A) impression management B) self-extension C) self-image congruence D) symbolic self-completion Answer: A Diff: 1 Page Ref: 168 Skill: Concept Objective: 5-2 9) Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.

A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves Answer: D Diff: 2 Page Ref: 168 Skill: Concept Objective: 5-2 AACSB: Communication 10) The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds.

A) avatars B) computer-mediated environments C) role identities D) identity marketing Answer: B Diff: 2 Page Ref: 170 Skill: Concept Objective: 5-2 AACSB: Use of IT 11) Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________.

A) avatar B) extended self C) ideal self D) distorted self-image Answer: A Diff: 1 Page Ref: 171 Skill: Concept Objective: 5-2 AACSB: Use of IT 3 Copyright © 2011 Pearson Education, Inc.

12) According to the sociological tradition of ________, relationships with other people play a large part in forming the self.

A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis Answer: C Diff: 1 Page Ref: 171 Skill: Concept Objective: 5-2 AACSB: Communication 13) Which of the following perspectives leads to the conclusion that our possessions play a key role as we evaluate ourselves and decide "who we are"?

A) symbolic interactionism B) self-fulfilling prophecy C) body cathexis D) sex typing Answer: A Diff: 2 Page Ref: 171 Skill: Concept Objective: 5-2 14) A consumer who scores high on a scale of ________ is likely to express more interest in clothing and personal grooming products than someone who scores lower on the same scale.

A) self-concept intensity B) public self-consciousness C) sexual dimorphic markers D) sex-typed traits Answer: B Diff: 2 Page Ref: 172 Skill: Concept Objective: 5-2 15) ________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

A) Body cathexis B) Identity marketing C) Impression management D) Self extension Answer: B Diff: 1 Page Ref: 173 Skill: Concept Objective: 5-2

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16) Which of the following best defines what is implied by the symbolic self-completion theory?

A) Consumers with low self-esteem tend to buy products that violate their self-concept.

B) Consumers who have an incomplete self-definition tend to buy products that complete their identity.

C) Consumers delay purchases that conform to their actual self-image until their self-concept is consistent with their social self.

D) Consumers select products that conform to their self-image through a process that is largely subconscious.

Answer: B Diff: 1 Page Ref: 174 Skill: Concept Objective: 5-2 17) According to ________ models, we choose products with attributes that match some aspect of our selves.

A) impression management B) identity marketing C) self-fulfilling prophecy D) self-image congruence Answer: D Diff: 1 Page Ref: 175 Skill: Concept Objective: 5-2 18) The extended self is comprised of ________.

A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) sex-typed traits Answer: C Diff: 1 Page Ref: 176-177 Skill: Concept Objective: 5-2 19) Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self?

A) extended self B) ideal self C) mirror-image self D) actual self Answer: A Diff: 2 Page Ref: 177 Skill: Concept Objective: 5-2

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20) Which of the following is NOT one of the four levels of the extended self?

A) family level B) community level C) social level D) individual level Answer: C Diff: 2 Page Ref: 178 Skill: Concept Objective: 5-2 21) A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

A) communal B) agentic C) androgyny D) self-completion Answer: B Diff: 1 Page Ref: 181 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 22) Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

A) extended self; self-completion B) communal; agentic C) social class; self-congruence D) androgyny; hierarchical Answer: B Diff: 2 Page Ref: 181 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 23) ________ are characteristics and behaviors that people stereotypically associate with one gender or the other.

A) Androgynous traits B) Sex-typed traits C) Sexual dimporhic markers D) Body dysmorphias Answer: B Diff: 1 Page Ref: 181 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity

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24) The title of a popular book once proclaimed that Real Men Don't Each Quiche. Products that take on masculine or feminine attributes are said to be ________.

A) agentic B) sexually explicit C) sex-typed D) androgynous Answer: C Diff: 2 Page Ref: 181 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 25) ________ refers to the possession of both masculine and feminine traits.

A) Heterosexuality B) Homosexuality C) Gender-bending D) Androgyny Answer: D Diff: 1 Page Ref: 182 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 26) Marketers have begun to refer to urban males who are straight and keenly interested in fashion, home design, gourmet cooking, and personal care as ________.

A) urban influencers B) androgynists C) metrosexuals D) ubersexuals Answer: C Diff: 1 Page Ref: 187 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 27) The ________ is defined as an attractive, dynamic, confident, masculine, and stylish man who is committed to quality in all areas of his life.

A) androgynous B) gender-bender C) metrosexual D) ubersexual Answer: D Diff: 1 Page Ref: 188 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 7 Copyright © 2011 Pearson Education, Inc.

28) Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

A) African-American B) Asian-American C) Hispanic D) Native-American Answer: B Diff: 2 Page Ref: 190 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 29) ________ refers to a consumer's subjective evaluation of his or her physical self.

A) Looking-glass self B) Self-concept C) Body cathexis D) Body image Answer: D Diff: 1 Page Ref: 192 Skill: Concept Objective: 5-4 30) ________ refers to a person's feelings about his or her body.

A) Looking-glass self B) Self-concept C) Body cathexis D) Body image Answer: C Diff: 1 Page Ref: 192 Skill: Concept Objective: 5-4 31) People across all cultures appear to favor physical features that are associated with ________.

A) intellect B) wealth C) youth and good health D) confidence Answer: C Diff: 2 Page Ref: 193 Skill: Concept Objective: 5-4 AACSB: Multicultural and Diversity

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32) Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________.

A) compatibility B) reproductive potential C) intellectual potential D) sociability Answer: B Diff: 2 Page Ref: 193 Skill: Concept Objective: 5-4 AACSB: Multicultural and Diversity 33) A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following?

A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women.

B) Older women were more likely to describe themselves as beautiful.

C) The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty.

D) The majority of respondents believe that beauty comes from a woman's physical appearance.

Answer: C Diff: 3 Page Ref: 198 Skill: Concept Objective: 5-5 AACSB: Multicultural and Diversity 34) The size and shape of the "average" American consumer is much different than it was 60 years ago. In 1985 the most commonly purchased dress size was 8. The most commonly purchased dress today is a size ________.

A) 14 B) 10 C) 4 D) 6 Answer: A Diff: 3 Page Ref: 200 Skill: Concept Objective: 5-4

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35) The U.S. government estimates that ________ of American adults are overweight or obese.

A) 25 percent B) 35 percent C) 50 percent D) 66 percent Answer: D Diff: 3 Page Ref: 200 Skill: Concept Objective: 5-4 AACSB: Reflective Thinking 36) Virtually any part of the body is fair game for surgical alteration. Alteration of the ________ has become increasingly popular among Japanese consumers interested in their body image?

A) navel B) fingers (especially the thumb) C) length of one's foot D) ears Answer: A Diff: 2 Page Ref: 200 Skill: Concept Objective: 5-5 AACSB: Multicultural and Diversity 37) People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes?

A) to separate group members from non—group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span Answer: D Diff: 2 Page Ref: 201 Skill: Concept Objective: 5-5 AACSB: Multicultural and Diversity 38) Historically, people have most closely associated tattoos with ________.

A) social outcasts B) members of the ruling class C) members of fraternities and sororities D) members of religious orders Answer: A Diff: 3 Page Ref: 202 Skill: Concept Objective: 5-6 AACSB: Multicultural and Diversity

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39) Attributes of self-concept can be described along several dimensions. When Rudi Gonzalez sees himself as handsome, Rudi is using the self-concept dimension of ________ to form his view.

A) content B) positivity C) intensity D) esteem Answer: A Diff: 2 Page Ref: 167 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 40) Clay often exaggerates his positive qualities on his Facebook pages. He rationalizes the exaggerations by saying, "Who cares what I'm really like anyway?" Clay has separated his ________ self from his ________ self with his exaggerations.

A) outer; public B) ideal; actual C) collective; actual D) ideal; looking-glass Answer: B Diff: 2 Page Ref: 168 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 41) Paola is a very conservative businesswoman during the week. However, when she decides to "go out on the town," she likes to party and "kick up her heels." Paola's wardrobe choices are strikingly different for each of these roles. This best illustrates which of the following?

A) Consumers confuse their actual selves with their ideal selves.

B) Consumers have multiple selves.

C) Consumers are always engaged in impression management.

D) Consumers form self-fulfilling prophecies.

Answer: B Diff: 3 Page Ref: 169 Skill: Application Objective: 5-2 AACSB: Reflective Thinking

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42) Arthur was asked to speak in front of a group of downtown business people during the noon hour. He noticed that as he spoke, one person appeared to be napping and another frowned during the entire presentation. "I'm not going to do that again," Arthur promised himself. "I am not a good public speaker!" Which of the following terms best reflects Arthur's perception of himself and his ability as a speaker?

A) multiple selves B) ideal self C) actual self D) looking-glass self Answer: D Diff: 3 Page Ref: 172 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 43) Jane Jones loves liver and onions. She often sees this dish available in cafeterias; however, she has also overheard fellow cafeteria patrons commenting that "only old people eat liver–how disgusting!" Because of the social criticism that she has overheard, Jane almost never buys liver and onions when she is out in public. Jane would best be characterized as being engaged in ________.

A) high self-monitoring B) constructing an extended self C) symbolic self-completion D) self-image congruence Answer: A Diff: 3 Page Ref: 173 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 44) Ruben is a product manager for a product sold to customers who have recently reached the retirement age. His research has consistently told him that his customers do not want to think of themselves as old. According to self-image congruence models, which of the following would be the best slogan for Ruben's product?

A) "Isn't It Time to Act Your Age?" B) "This Is Not Your Children's Product" C) "Stay Active . . . Enjoy Life" D) "Better for What Ails You" Answer: C Diff: 2 Page Ref: 175 Skill: Application Objective: 5-2 AACSB: Reflective Thinking

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45) Amar Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys.

His home looks like a Dallas Cowboys' gift shop and museum. Amar's extended self is on the ________ level.

A) family B) individual C) community D) group Answer: D Diff: 2 Page Ref: 178 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 46) A catalog that features products that appeal to men who are strongly sex-typed would be most likely to use which of the following promotional styles?

A) ads that utilize stylish, sophisticated, and up-to-date examples B) images of sensitive, spiritual, and introspective models C) images with strong overall assertive themes D) content that requires elaborate processing of message content Answer: C Diff: 3 Page Ref: 181-183 Skill: Application Objective: 5-3 AACSB: Analytic Skills 47) Studies suggest that the ideal self appears to be more relevant than the actual self as a comparison standard for highly expressive social products. Which of the following examples would best illustrate the relationship between the ideal self and highly expressive social products?

A) expensive perfume B) expensive undergarments C) organic groceries D) high-yielding stocks and bonds Answer: A Diff: 2 Page Ref: 181 Skill: Critical Thinking Objective: 5-3 AACSB: Analytic Skills

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48) Matt's company produced a high-tech wireless business organizer for busy professionals.

Matt suggested that a significant part of Internet promotions be made to appeal to gay, lesbian, bisexual, and transgender (GLBT) consumers. His manager argued against it, claiming the segment was too small to be of interest to the company. Which of the following claims should Matt use to support his position?

A) The GLBT segment is always looking for new products.

B) Although GLBT customers have smaller incomes than other segments, they are more likely to spend money on trendy products.

C) GLBT customers are more likely to have lower level jobs; therefore, they will be attracted to products that give an appearance of success.

D) The GLBT segment is larger than most think, and GLBT consumers are more likely to hold professional jobs and have a high income.

Answer: D Diff: 3 Page Ref: 190 Skill: Critical Thinking Objective: 5-3 AACSB: Analytic Skills 49) In South Korean shopping malls, teenage girls line up at photo machines that provide hightech makeovers with options including glamour lighting, a hair-blowing breeze, and virtual plastic surgery that includes such enhancements as puffed lips, eradication of blemishes, and Western-style eyelids. What would be the best description of how these photo machines use concepts of the self to attract customers?

A) The machines appeal to the extended self.

B) The machines appeal to a gap between the customers' ideal and actual selves.

C) The machines appeal to customers' multiple selves.

D) The machines appeal to the looking-glass self.

Answer: B Diff: 3 Page Ref: 168 Skill: Synthesis Objective: 5-2 AACSB: Analytic Skills

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50) Men around the world seem to prefer women who have reproductive potential, and women seem to prefer males who have power and influence. In some cultures, both men and women seem to prefer lighter skin tones, while in others both men and women prefer darker skin tones.

What do these findings imply about how an ideal of beauty is established?

A) People have a tendency to value the ideal self over the actual self.

B) Part of the ideal of beauty seems to be genetic or instinctual, and part of it appears to be cultural, or learned.

C) All living organisms must have an instinctual ability to successfully reproduce.

D) Both examples show the importance of economics and class in the ideal of beauty. People who are rich and successful are considered attractive.

Answer: B Diff: 2 Page Ref: 193-194 Skill: Synthesis Objective: 5-4 AACSB: Analytic Skills 51) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

Answer: TRUE Diff: 2 Page Ref: 166 Skill: Concept Objective: 5-2 AACSB: Multicultural and Diversity 52) Social comparison is a basic human tendency.

Answer: TRUE Diff: 2 Page Ref: 167-168 Skill: Concept Objective: 5-2 53) Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes.

Answer: TRUE Diff: 2 Page Ref: 168 Skill: Concept Objective: 5-2 AACSB: Communication 54) It is unusual for consumers to have multiple role identities.

Answer: FALSE Diff: 2 Page Ref: 169 Skill: Concept Objective: 5-2

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55) People tend to pattern their behavior on the perceived expectations of others, which is a form of a self-fulfilling prophecy.

Answer: TRUE Diff: 1 Page Ref: 171 Skill: Concept Objective: 5-2 56) The looking-glass self is molded by elements of the pop culture, such as comic book heroes.

Answer: FALSE Diff: 2 Page Ref: 172 Skill: Concept Objective: 5-2 57) When the Casa Sanchez restaurant in San Francisco gives free lunches for life to anyone who gets its logo tattooed on his or her body, the restaurant is using identity marketing.

Answer: TRUE Diff: 2 Page Ref: 173 Skill: Concept Objective: 5-2 58) A consumer is attached to an object to the extent that she relies upon it to maintain her selfconcept.

Answer: TRUE Diff: 2 Page Ref: 174 Skill: Concept Objective: 5-2 59) The concept of the extended self helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card from a prospective client.

Answer: TRUE Diff: 2 Page Ref: 177 Skill: Concept Objective: 5-2 AACSB: Multicultural and Diversity 60) It is common for consumers to describe themselves in terms of the neighborhood or town from which they come. This is an illustration of the community level of the extended self.

Answer: TRUE Diff: 2 Page Ref: 178 Skill: Concept Objective: 5-2

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61) Research has shown that young boys and girls have the same type of play patterns.

Answer: FALSE Diff: 3 Page Ref: 181 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 62) Masculinity and femininity are biological characteristics.

Answer: FALSE Diff: 2 Page Ref: 181 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 63) People who are androgynous may create uncertainty among others who aren't sure how to relate to them.

Answer: TRUE Diff: 2 Page Ref: 182 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 64) Sex-typed people are, in general, less concerned with ensuring that their behavior is consistent with their culture's definition of gender appropriateness.

Answer: FALSE Diff: 2 Page Ref: 183 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 65) Consumers who are more satisfied with their bodies are more frequent users of such "preening" products as hair conditioners, blow dryers, cologne, facial bronzer, tooth polish, and pumice soap.

Answer: TRUE Diff: 2 Page Ref: 196 Skill: Concept Objective: 5-4 66) Sexual dimorphic markers can be redefined over time as the concept of the ideal body type shifts.

Answer: TRUE Diff: 2 Page Ref: 196 Skill: Concept Objective: 5-4

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67) The United States is one of only a handful of countries that puts a cultural priority on thinness while obesity rates are increasing.

Answer: FALSE Diff: 2 Page Ref: 199 Skill: Concept Objective: 5-5 AACSB: Multicultural and Diversity 68) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of body image distortion.

Answer: TRUE Diff: 2 Page Ref: 203 Skill: Concept Objective: 5-6 69) Most eating disorders occur among African-American and Hispanic, middle-class teenage and college-age women.

Answer: FALSE Diff: 2 Page Ref: 203 Skill: Concept Objective: 5-6 AACSB: Multicultural and Diversity 70) Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend gave him.

This charm has never failed to help him get a good hit. The charm has become part of Tim's extended self.

Answer: TRUE Diff: 2 Page Ref: 176-177 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 71) Luvs' color-coded diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics.

Answer: FALSE Diff: 2 Page Ref: 182 Skill: Application Objective: 5-3 AACSB: Reflective Thinking

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72) Theresa and George are expecting their first child. Though George is very excited and involved in preparing to become a parent, Theresa feels that she will be primarily responsible for taking care of their child. Theresa and George's situation illustrates how sex roles and expectations about them change together over time.

Answer: FALSE Diff: 2 Page Ref: 191 Skill: Application Objective: 5-3 AACSB: Analytic Skills 73) Sarah is thin and fragile-looking, with black hair and a very light skin tone. She wants to be a model. Sarah is correct to believe that her chances of success would be greatly improved if an old-fashioned "nostalgic" look popular in the early 1800s was to once again become popular.

Answer: TRUE Diff: 3 Page Ref: 196 Skill: Application Objective: 5-4 AACSB: Reflective Thinking 74) Lars has developed an online, multiplayer game that he thinks could be the next big hit in computer-mediated environments. Lars is in the process of looking for financial backers as he moves from the prototype of his game to the finished product. To encourage financial backers, Lars should explain that for most people interested in playing online games, the gap between real selves and ideal selves is narrowing.

Answer: FALSE Diff: 2 Page Ref: 168, 170 Skill: Critical Thinking Objective: 5-2 AACSB: Analytic Skills 75) Dove's Campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products. The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for other skin and hair care products.

Answer: TRUE Diff: 3 Page Ref: 167, 196-197 Skill: Synthesis Objective: 5-5 AACSB: Reflective Thinking

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76) Define the self-concept and discuss the dimensions that can be used to describe the attributes of the self-concept.

Answer: The self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities. Although one's overall self-concept may be positive, there are typically parts of the self that an individual evaluates more positively than other parts. The attributes of self-concept can be described along such dimensions as their content (e.g., facial attractiveness versus mental aptitude), positivity (i.e., self-esteem), intensity and stability over time, and accuracy (i.e., the degree to which one's self-assessment corresponds to reality).

Diff: 2 Page Ref: 167 Skill: Concept Objective: 5-2 77) Explain how the concept of self-esteem is used in advertising.

Answer: Self-esteem refers to the positivity of a person's self-concept. Advertising that uses a self-esteem appeal attempts to change our attitudes toward products by stimulating positive feelings about ourselves One advertising strategy is to challenge the consumer's self-esteem and then show a linkage to a product that provides a remedy. Another strategy is to provide benchmarks of happy, attractive people who are using the advertised product.

Diff: 2 Page Ref: 167-168 Skill: Concept Objective: 5-2 AACSB: Communication 78) Discuss the extended self and provide a description for each level of the extended self.

Answer: Many of the props and settings we use to define our social roles in a sense become a part of us. Those external objects that we consider a part of us comprise the extended self, helping to form our identities. Just about everyone can name a valued possession that has a lot of self "wrapped up" in it, whether this is a treasured photograph, a trophy, an old shirt, a car, or a cat.

To define themselves, consumers use four levels of the extended self. These range from very personal objects to places and things that allow people to feel they are rooted in larger social environments: a. The individual level–consumers include personal possessions as part of their self-definition, such as cars, jewelry, favorite clothing–"You are what you wear." b. The family level–this includes the place of residence and furnishings that comprise "our home." c. The community level–there is a sense of neighborhood or locale used in public selfdescription and a private sense of belonging. d. The group level–attachments to larger social groups characterize the fourth level; affiliation may be through identification with sports teams, landmarks, and monuments.

Diff: 3 Page Ref: 176-178 Skill: Concept Objective: 5-2 20 Copyright © 2011 Pearson Education, Inc.

79) Explain the concepts of the ideal and actual self. How do we bridge the gaps between these two selves?

Answer: The ideal self is a person's conception of how he or she would like to be. The actual self refers to our more realistic appraisal of the qualities we have and don't have. Most people experience a discrepancy between their real and ideal selves, but for some consumers this gap is especially large. These people are especially good targets for marketing communications that employ fantasy appeals. People also engage in impression management, strategically choosing clothing and other products that they believe will lead others to see them as they'd like to be.

Diff: 2 Page Ref: 168 Skill: Concept Objective: 5-2 80) Briefly describe the two different types of goals that many Western societies, including the United States, expect males and females to pursue.

Answer: In many societies, males are controlled by agentic goals, which stress self-assertion and mastery. Females, on the other hand, are taught to value communal goals, such as affiliation and the fostering of harmonious relations.

Diff: 2 Page Ref: 181 Skill: Concept Objective: 5-3 AACSB: Multicultural and Diversity 81) Ben is a little nervous about how he will be perceived when he arrives for a job interview. He got his hair cut and wore his most expensive business suit so he would appear more like the person the firm would like to hire at the executive level. He knows that he "cleans up well" and hopes that will compensate for his rather weak resume. In terms of symbolic interactionism, explain what Ben is doing.

Answer: Symbolic interactionism stresses the importance of how relationships with other people form our concepts of self. Members of the same group have shared meanings, which can be reflected by behavior, symbols, and products.

Although this is a new situation for Ben, his self-concept has been partially formed by how other people reacted to him in the past. He has defined himself as executive material because of this past treatment, and trusts that other people will reach the same conclusion when he presents the appropriate presentation with its symbolic meaning; however, he knows his resume is weak and this fact may eventually cause him difficulties (e.g., become a self-fulfilling prophecy).

Diff: 2 Page Ref: 171 Skill: Application Objective: 5-2 AACSB: Reflective Thinking

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82) Discuss the terms symbolic interactionism and the looking-glass self. Give an example of each term.

Answer: Symbolic interactionism stresses that relationships with other people play a large part in forming the self. This perspective maintains that people exist in a symbolic environment; we assign meaning to any situation or object by interpreting the symbols in the environment.

Examples might be "the golden arches" means fast food and "blondes have more fun." The concept is important to consumer behavior because it implies that our possessions play a key role as we evaluate ourselves and decide "who we are." The looking-glass self refers to the process of imagining the reaction of others toward us. According to this view, our desire to define ourselves operates as a sort of psychological sonar: we take readings of our own identity by "bouncing" signals off others and trying to project the impression they have of us. The looking-glass image we receive will be different, depending on whose views we consider.

Diff: 2 Page Ref: 171-172 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 83) Explain and give a brief example of symbolic self-completion theory.

Answer: Symbolic self-completion theory suggests that people who have an incomplete selfdefinition tend to complete this identity by acquiring and displaying symbols they associate with a desired role. Adolescent boys, for example, may use "macho" products such as cars and cigarettes to bolster their developing masculinity; these items act as a "social crutch" during a period of uncertainty about their new identity as adult males.

Diff: 2 Page Ref: 174 Skill: Application Objective: 5-2 AACSB: Reflective Thinking 84) Maleness versus femaleness and masculinity versus femininity–do these sets basically mean the same thing? Discuss and illustrate with sex-typed products.

Answer: The issue is gender versus sexuality. Gender differences are biologically determined, whereas the subjective feelings of sexuality are socially learned. Culturally, males are often controlled by agentic goals, which stress self-assertion and mastery. Females are taught to value communal goals such as affiliation and cooperative relationships.

A person's biological gender (i.e., male or female) does not totally determine if he or she will exhibit sex-typed traits–characteristics usually associated with one sex or the other. A consumer's subjective feelings about his or her sexuality are crucial as well. Unlike maleness and femaleness, masculinity and femininity are not biological characteristics. A behavior that would be considered masculine in one culture may not necessarily be regarded as such in another culture. Also, products are often sex-typed. That is, they take on masculine or feminine attributes and may be stereotypically associated by consumers with one sex. The car, for example, has long been thought of as a masculine product.

Diff: 3 Page Ref: 179-181 Skill: Application Objective: 5-3 AACSB: Multicultural and Diversity 22 Copyright © 2011 Pearson Education, Inc.

85) One of the biggest marketing buzzwords over the past few years is metrosexual; however, this characterization has had a backlash from males that don't prefer this classification. A new term, the ubersexual, may be seen as a more desirable label. What is the difference between the two terms and why might the designation of ubersexual be more acceptable to modern males?

Answer: The metrosexual is seen as a straight, urban male who is keenly interested in fashion, home design, gourmet cooking, and personal care. Soccer star David Beckham has been the "poster child" for this descriptive term. Many, however, see the term as negative and don't prefer the classification. A new, less threatening term has emerged–the ubersexual. In German, the term means "the best, the greatest, super, or above." Ubersexuals are seen as the most attractive (not just physically), most dynamic, and most compelling men of their generations. They are confident, masculine, stylish, and committed to uncompromising quality in all areas of life.

Compared to the metrosexual, the ubersexual is more into relationships than self. It is a masculinity that combines the best of traditional manliness (strength, honor, character) with positive traits traditionally associated with females such as nurturing, communicativeness, and co-operation.

Diff: 2 Page Ref: 187-189 Skill: Application Objective: 5-3 AACSB: Multicultural and Diversity 86) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Mention specific categories where this occurs.

Answer: A person's satisfaction with the physical image he or she presents to others is affected by how closely that image corresponds to the image valued by his or her culture. Ideals of beauty, however, vary radically across cultures and even over time within the same society.

These "ideals" include physical features, clothing styles, cosmetics, hairstyles, skin tone, and body type.

Manifestations of the desire to alter one's physical self to conform to current ideals of beauty include: a. Fattism–Our society has an obsession with weight and thinness, reinforced by advertising and peers. b. Eating disorders–Anorexia and bulimia eating disorders, noted often in white, upper-middleclass girls, are evidence of exaggerated concern about desirable body images. c. Cosmetic surgery–Increasingly, cosmetic surgery is performed on (and accepted) by men as well as women. Women use surgery to reduce weight or to increase sexual desirability. Men have used implants for chests and legs. d. Body decoration and mutilation–Performed in every culture, body adornment serves purposes other than contributing to ideal beauty. Tattoos are one popular form of adornment.

Note to Instructor: Student answers may vary with respect to cultural motivations.

Diff: 3 Page Ref: 192-203 Skill: Application Objective: 5-4 AACSB: Analytic Skills

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87) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. According to information provided in the text, what are these purposes?

Provide an example of each. Which one of these purposes do you think is most important to marketers? Explain.

Answer: a. To separate group members from nonmembers. In our society, teens go out of their way to separate themselves from adults by selecting unique hair and clothing styles. b. To place the individual in the social organization. These are the rites of passage. c. To place the person in a gender category. Women using lipstick to enhance femininity. d. To enhance sex-role identification. Women wearing high heels. e. To indicate desired social conduct. Muslim women wearing veils for modesty and attention to religious teachings. f. To indicate high status or rank. Wearing headdresses in tribes. g. To provide a sense of security. Carrying a lucky charm.

Note to Instructor: The second part of the question asks for an opinion rather than a textoriented fact. Students may pick any of the above for their selection on marketing importance, however, proper examples and justification should be made. If you would like more specifics, please designate.

Diff: 3 Page Ref: 201-203 Skill: Application Objective: 5-6 AACSB: Multicultural and Diversity 88) It has been observed by psychologists that women are more likely to ask, "Could you close the door?", while men are more likely to ask, "Would you close the door?" What does this slight difference in language usage represent in gender role socialization? What socialization goals are most likely being used by the men and women in the example?

Answer: The use of the word "would" creates a question that can be answered "yes" or "no" and tells a person directly what the speaker wants done. The use of the word "could" softens the request, and could be used as an opening for a long discussion. Males have a tendency to pursue agentic goals, which stress mastery and action. Women have a tendency to stress communal goals, which stress affiliation and being socially connected. The goals are sometimes reflected in language.

Diff: 3 Page Ref: 180-181 Skill: Critical Thinking Objective: 5-3 AACSB: Analytic Skills

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89) A professor came to class dressed in a formal shirt and tie. He stated that he would like to explain the concept of self. He took off his tie and shirt. Underneath he had on a t-shirt with a picture of a handsome tennis player on the front. Then the professor turned around to show a picture of a cartoon clown on the back. "All of these are who I am," he said. What point was the professor trying to make and what did his choice of varying dress forms and associated iconic symbols most likely represent?

Answer: The concept of self is complex. Each of us has multiple selves depending upon role identities that may be modified by many factors such as self-fulfilling prophecies, cultural differences, and personal and situational differences.

The formal shirt and tie represent the public self, which students and colleagues see. Within the inner self, symbolized by the t-shirt, are the ideal self, the handsome tennis player, and perhaps the actual self, as shown by the cartoon clown.

Diff: 2 Page Ref: 168-169 Skill: Synthesis Objective: 5-2 AACSB: Analytic Skills 90) A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched her share of TV was overheard outside of a theater that was playing the Marilyn Monroe classic Gentlemen Prefer Blondes. The woman said, "I didn't know Marilyn Monroe was so large and fat." Her female friend disagreed and said, "Marilyn Monroe is a classic icon of beauty." Discuss this interchange in terms of ideals of beauty.

Answer: The first female is using an ideal of beauty associated with the thinner, waif style (e.g., model Kate Moss) that gained popularity in the late twentieth century. The second woman understands that ideals of beauty change over time. During the 1950s (when Marilyn Monroe was a popular actress), curvier, buxom women were considered to be the standard of beauty.

Marilyn Monroe is still considered to be an icon of beauty today. In modern terms, a reversal of the "thin is in" trend seems to be occurring as American females put on more weight.

Diff: 2 Page Ref: 195-198 Skill: Synthesis Objective: 5-5 AACSB: Reflective Thinking

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Consumer Behavior, 9e (Solomon) Chapter 6 Personality and Lifestyles 1) ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

A) Lifestyle B) Beliefs C) Personality D) AIO inventory Answer: C Diff: 1 Page Ref: 214 Skill: Concept Objective: 6-1 2) Which of the following theorists proposed that a person's adult personality results from a conflict between a person's desires to gratify his or her physical needs and the necessity of functioning within a society?

A) McClelland B) Alsop C) Reisman D) Freud Answer: D Diff: 2 Page Ref: 214 Skill: Concept Objective: 6-1 3) In a Freudian interpretation, what is the function of the ego?

A) The ego is a system that mediates between the id and the superego.

B) The ego determines an individual's degree of self-involvement.

C) The ego operates on the pleasure principles and is constantly seeking psychological dominance and enjoyment.

D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans.

Answer: A Diff: 1 Page Ref: 214 Skill: Concept Objective: 6-1

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4) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that underlies our purchases.

A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior Answer: B Diff: 2 Page Ref: 215 Skill: Concept Objective: 6-1 AACSB: Communication 5) Most Freudian applications in marketing relate to the product's ________.

A) brand personality B) hidden values C) need to dominate the competition D) sexual symbolism Answer: D Diff: 2 Page Ref: 216 Skill: Concept Objective: 6-1 AACSB: Communication 6) In the 1950s, a perspective called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

A) psychic B) archetype C) motivational D) lifestyle Answer: C Diff: 1 Page Ref: 216 Skill: Concept Objective: 6-1 7) Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

A) The colors orange and black are two of the most powerful colors in the color spectrum.

B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.

C) The size of the tiger enhances a male's ego.

D) The playful nature of the tiger is appealing to female consumers.

Answer: B Diff: 3 Page Ref: 216 Skill: Concept Objective: 6-1 AACSB: Communication 2 Copyright © 2011 Pearson Education, Inc.

8) Motivational researchers attempted to use Freudian ideas to better understand consumer behavior. Many researchers believe that it is wrong to use this approach to study customers.

Why? A) Freudian theories have been shown to not apply to modern consumers.

B) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.

C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.

D) Some researchers believe that motivational research is not valid or reliable; while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.

Answer: D Diff: 3 Page Ref: 216 Skill: Concept Objective: 6-1 9) Which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?

A) security B) eroticism C) magic-mystery D) individuality Answer: D Diff: 2 Page Ref: 217 [Table 6.1] Skill: Concept Objective: 6-1 10) According to motivational research thought, when a woman wears long white gloves with her evening gown and removes them (a form of undressing in a sensual way) in front of her date, she is following which of the following motives?

A) disalienation B) eroticism C) magic-mystery D) status Answer: B Diff: 2 Page Ref: 217 [Table 6.1] Skill: Concept Objective: 6-1

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11) According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities Answer: A Diff: 1 Page Ref: 218 Skill: Concept Objective: 6-1 AACSB: Communication 12) Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar.

This is an example of an approach to personality that focuses on the quantitative measurement of ________.

A) Freudian theory B) brand theory C) personality traits D) subconscious desires Answer: C Diff: 2 Page Ref: 220 Skill: Concept Objective: 6-1 AACSB: Use of IT 13) What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

A) trait theory B) collective unconscious theory C) Freudian theory D) social conflict theories Answer: A Diff: 2 Page Ref: 220 Skill: Concept Objective: 6-1 14) What characterizes a person with an idiocentric orientation?

A) enjoyment of the company of odd and unusual people B) an individualistic orientation toward products, associations, and society C) a group orientation and enjoyment of doing things with large groups of people D) a likelihood of having odd habits due to unresolved conflicts from one's childhood Answer: B Diff: 2 Page Ref: 220 Skill: Concept Objective: 6-1 4 Copyright © 2011 Pearson Education, Inc.

15) Today thousands of brands borrow personality traits of individuals or groups to convey an image marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________.

A) Coca-Cola polar bear B) John Deere tractor symbol C) Quaker Oats man D) Marlboro man Answer: C Diff: 2 Page Ref: 222-223 Skill: Concept Objective: 6-1 AACSB: Communication 16) Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory–and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

A) dynamics B) position C) logo D) equity Answer: D Diff: 2 Page Ref: 222 Skill: Concept Objective: 6-1 17) ________ defines a pattern of consumption reflecting a person's choices on how he or she spends their time and money.

A) Lifestyle B) Motivation C) Pattern development D) AIO inventory development Answer: A Diff: 1 Page Ref: 227 Skill: Concept Objective: 6-2 18) The ________ marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.

A) personality B) motivation C) lifestyle D) archetypical Answer: C Diff: 2 Page Ref: 227 Skill: Concept Objective: 6-2 5 Copyright © 2011 Pearson Education, Inc.

19) Product ________ occurs when the symbolic meanings of different products are related to one another.

A) similarity B) symmetry C) complementarity D) symbology Answer: C Diff: 1 Page Ref: 233 Skill: Concept Objective: 6-4 20) Variables that measure psychological, sociological, and anthropological characteristics are referred to as ________.

A) demographics B) ergonomics C) symbionics D) psychographics Answer: D Diff: 1 Page Ref: 235 Skill: Concept Objective: 6-4 21) Which of the following psychographic studies would place a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

A) general lifestyle segmentation B) lifestyle profile C) product-specific segmentation D) product-specific profile Answer: A Diff: 2 Page Ref: 237 Skill: Concept Objective: 6-4 22) One important system of marketing psychographic measures is AIOs. What do AIOs measure?

A) Agreeableness, Ideas, and Observations B) Activities, Ideas, and Operations C) Activities, Interests, and Opinions D) Age, Interests, and Otherness Answer: C Diff: 1 Page Ref: 237 Skill: Concept Objective: 6-4

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23) Age, education, income, occupation, family size, and stage in the life cycle are all illustrations of which of the following lifestyle dimensions?

A) Activities B) Interests C) Demographics D) Opinions Answer: C Diff: 2 Page Ref: 238 [Table 6.3] Skill: Concept Objective: 6-4 24) An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses which of the following segmentation systems?

A) AIO inventories B) VALS2 C) RISC systems D) PRIZM NE system Answer: B Diff: 2 Page Ref: 240 Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity 25) The VALS2 group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

A) Believers B) Strugglers C) Innovators D) Makers Answer: C Diff: 2 Page Ref: 241 [Fig. 6.3] Skill: Concept Objective: 6-4 26) Which of the following best describes the purpose of the Global MOSAIC system developed by the British firm Experian?

A) classifies people based on their sexual preferences B) classifies people based on 14 common lifestyles C) classifies people based on their receptiveness to change D) classifies people based on their credit ratings Answer: B Diff: 2 Page Ref: 241 Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity

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27) What psychographic segmentation typology is based on the measurement axes of exploration/stability, social/individual, and global/local?

A) AIO inventories B) VALS2 C) RISC systems D) PRIZM NE system Answer: C Diff: 2 Page Ref: 242 Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity 28) According to research done by the Research Institute on Social Change (RISC) in Paris, people motivated by change and creativity would rate high on the ________ axis of their research scale.

A) local B) social C) exploration D) individual Answer: C Diff: 2 Page Ref: 242 Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity 29) ________ refer(s) to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns.

A) Psychographics B) Geographics C) Demography D) Geodemography Answer: D Diff: 1 Page Ref: 242 Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity 30) Which of the following is based on the concept that "birds of a feather flock together"?

A) parallel scaling B) psychometric synchronization C) bimodal scaling D) geodemography Answer: D Diff: 2 Page Ref: 243 Skill: Concept Objective: 6-4 8 Copyright © 2011 Pearson Education, Inc.

31) The Claritas, Inc.'s PRIZM NE system classifies every ________ in the country into 1 of 66 categories reflecting different demographic and consumption patterns.

A) county B) state C) zip code D) residence Answer: C Diff: 2 Page Ref: 245 Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity 32) According to the PRIZM NE system, the ________ cluster is characterized as having new money; being parents in their 40s and 50s; living in newly built subdivisions with tennis courts, swimming pools, and gardens; and having high wine usage and low motorcycle usage.

A) Furs & Station Wagons B) Tobacco Roads C) Blue-Blood Estates D) American Dreams Answer: A Diff: 3 Page Ref: 246 [Table 6.4] Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity 33) An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor.

What part of the Freudian system is this ad appealing to?

A) the id B) the superego C) the anti-ego D) the ego Answer: B Diff: 2 Page Ref: 214 Skill: Application Objective: 6-1 AACSB: Reflective Thinking

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34) Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy?

A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett Answer: C Diff: 3 Page Ref: 218 Skill: Application Objective: 6-1 AACSB: Reflective Thinking 35) Our culture's current fascination with stories featured in movies like the Harry Potter Series and The Lord of the Rings in which the magician and the patriarch triumph over the sorcerer and the dictator emphasize the importance of ________.

A) war in changing our society B) positive archetypes C) extroversion overcoming introversion D) the superego overcoming the id Answer: B Diff: 2 Page Ref: 218-219 Skill: Application Objective: 6-1 AACSB: Reflective Thinking 36) Jim sees himself as being confident, powerful, and heroic. According to the Brandasset Valuator Archetypes developed by ad agency Young & Rubicam, Jim would be classified as a ________.

A) Patriarch B) Sage C) Troubadour D) Warrior Answer: D Diff: 2 Page Ref: 219 [Fig. 6.1] Skill: Application Objective: 6-1 AACSB: Reflective Thinking

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37) Nick has not been happy with his company's approach to advertising. Nick hired an advertising consultant who told him that he should focus more on one of his major market segments that was very high in allocentrics. Which of the following would be the best promotion for Nick to use to reach this allocentric segment?

A) show a consumer solving a problem alone B) show a consumer who is accompanied by a pet making a decision C) show a consumer who uses a self-help hotline on the Internet to solve a problem D) show a group of consumers solving a problem through consensus building Answer: D Diff: 2 Page Ref: 220 Skill: Application Objective: 6-1 AACSB: Communication 38) L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable.

Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products.

A) dynamics B) animism C) parity D) equity Answer: D Diff: 2 Page Ref: 222 Skill: Application Objective: 6-1 AACSB: Reflective Thinking 39) Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric have less fear about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually comes alive to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms?

A) objectivism B) animism C) humanism D) Doppelgangerism Answer: B Diff: 2 Page Ref: 224 Skill: Application Objective: 6-1 AACSB: Reflective Thinking

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40) Linda named the car she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

A) branded B) archetyped C) anthropomorphized D) repositioned Answer: C Diff: 2 Page Ref: 224 Skill: Application Objective: 6-1 AACSB: Reflective Thinking 41) Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a Bass Pro Shops showroom, with fishing trophies and lures on the wall and pictures of fishing trips across his study desk. Craig's room features posters of his favorite musical group and stacks of CDs. It is most accurate to say that the difference between the two rooms reflects a difference in ________ between Justin and Craig.

A) motivation aptitudes B) ego C) brand awareness D) lifestyle Answer: D Diff: 2 Page Ref: 227 Skill: Application Objective: 6-2 AACSB: Reflective Thinking 42) Sharon noticed that many of her high-end, outdoor spa customers drive Volvos, a luxury car known for its safety record and high performance. Which of the following terms best illustrates what Sharon has observed in her customers?

A) product complementarity B) motivational compliance C) conscientious association D) segment ecologies Answer: A Diff: 2 Page Ref: 233 Skill: Application Objective: 6-4 AACSB: Reflective Thinking

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43) Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and that these young women experiment with many varieties of products. This market is most likely being governed by which of the following?

A) the 80/20 rule B) the pyramid principle C) the derived demand rule D) the surrogate buyer principle Answer: A Diff: 2 Page Ref: 237-238 Skill: Application Objective: 6-4 AACSB: Reflective Thinking 44) Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories is the subject of Norma's research at present?

A) Activities B) Interests C) Opinions D) Demographics Answer: B Diff: 2 Page Ref: 237-238 Skill: Application Objective: 6-4 AACSB: Reflective Thinking 45) Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann most likely belong?

A) Thinkers B) Achievers C) Strivers D) Experiencers Answer: D Diff: 2 Page Ref: 240 Skill: Application Objective: 6-4 AACSB: Reflective Thinking

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46) Jill Grace was interested in marketing a new product in Germany. Three years ago, marketing research indicated that the product would fail, but Jill believed a number of lifestyle and socio-cultural changes had taken place that might make her product more attractive than it was three years ago. Which of the following psychographic segmentation typologies would be the most logical place for Ms. Grace to begin her analysis of acceptance potential in the German market?

A) VALS2 analysis B) RISC analysis C) PRIZM NE analysis D) Geodemographic analysis Answer: B Diff: 3 Page Ref: 242 Skill: Application Objective: 6-4 AACSB: Analytic Skills 47) Ad Bait Advertising Agency has a new technique for reaching consumers. It tailors its clients' ads to consumers based on consumer Internet use. Specifically, Ad Bait tracks what Web sites are visited by selected consumers and then determines what ads would be best suited to these consumers. Which of the following terms most closely matches Ad Bait's strategy for reaching consumers?

A) lifestyle research B) personality research C) behavioral targeting D) Web spying Answer: C Diff: 2 Page Ref: 247 Skill: Application Objective: 6-4 AACSB: Use of IT

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48) Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?

A) Personality is a set of consistent traits that do not change from one environment to the next.

Either Hannah or her friends are wrong in their observations.

B) Personality is a person's unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

C) Personality is a hypothetical construct that grows stronger with age. Hannah is most likely to be extroverted for the rest of her life.

D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.

Answer: B Diff: 3 Page Ref: 24 Skill: Critical Thinking Objective: 6-1 AACSB: Reflective Thinking 49) Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. With respect to a general statement of personality, which of the following statements most closely matches what friends observe about Jeffrey's personality?

A) People have a standard personality that can be categorized into one of five categories.

B) Psychologists agree that a standard personality component exists in all people.

C) Many studies have found that people do not seem to exhibit stable personalities.

D) Most psychologists have completely abandoned the concept of personality.

Answer: C Diff: 3 Page Ref: 214 Skill: Critical Thinking Objective: 6-1 AACSB: Reflective Thinking 50) An individual who scores low on an assessment of the personality trait of dynamism would be LEAST likely to be categorized in which of the following VALS2 groups?

A) Believers B) Strivers C) Achievers D) Makers Answer: D Diff: 3 Page Ref: 221,240 Skill: Synthesis Objective: 6-4 AACSB: Reflective Thinking

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51) Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Answer: TRUE Diff: 1 Page Ref: 214 Skill: Concept Objective: 6-1 52) According to a Freudian system of analysis, the superego is the counterweight to the ego.

Answer: FALSE Diff: 1 Page Ref: 214 Skill: Concept Objective: 6-1 53) The ego is the referee in the fight between temptation and virtue.

Answer: TRUE Diff: 2 Page Ref: 214 Skill: Concept Objective: 6-1 54) The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

Answer: FALSE Diff: 1 Page Ref: 214 Skill: Concept Objective: 6-1 55) Motivational research is based on the trait theory of personality.

Answer: FALSE Diff: 2 Page Ref: 216 Skill: Concept Objective: 6-1 56) Motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

Answer: TRUE Diff: 2 Page Ref: 216 Skill: Concept Objective: 6-1 57) Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.

Answer: TRUE Diff: 3 Page Ref: 218 Skill: Concept Objective: 6-1

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58) Allocentric people are ones who possess a strong group orientation.

Answer: TRUE Diff: 1 Page Ref: 220 Skill: Concept Objective: 6-1 59) Idiocentrics are more interested in other cultures and traveling than allocentrics.

Answer: TRUE Diff: 2 Page Ref: 220 Skill: Concept Objective: 6-1 AACSB: Multicultural and Diversity 60) A Doppelganger brand image is likely to be presented in a consumer-generated parody of a brand.

Answer: TRUE Diff: 2 Page Ref: 222 Skill: Concept Objective: 6-2 AACSB: Use of IT 61) A lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.

Answer: TRUE Diff: 2 Page Ref: 227 Skill: Concept Objective: 6-2 62) Lifestyle is a statement about who one is in society and who one is not.

Answer: TRUE Diff: 2 Page Ref: 228 Skill: Concept Objective: 6-3 63) At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first Friday of every month. This is a good illustration of lifestyle marketing.

Answer: TRUE Diff: 1 Page Ref: 230-231 Skill: Concept Objective: 6-4

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64) A co-branding strategy was being utilized when the Taco Bell Chihuahua showed up in a commercial for Geico insurance.

Answer: TRUE Diff: 2 Page Ref: 233 Skill: Concept Objective: 6-4 AACSB: Communication 65) Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

Answer: FALSE Diff: 2 Page Ref: 237 Skill: Concept Objective: 6-4 66) According to an interpretation of the VALS2 segmentation system, consumers who have ideals as their primary motivation would be classified as Experiencers and Makers.

Answer: FALSE Diff: 3 Page Ref: 241 [Fig. 6.3] Skill: Concept Objective: 6-4 67) Saudis consider sheep eyeballs a delicacy, whereas the Chinese prize a good snake dish.

Both of these preferences are explained by a concept called food culture.

Answer: TRUE Diff: 2 Page Ref: 243 Skill: Concept Objective: 6-4 AACSB: Multicultural and Diversity 68) When a young child incorporates the beliefs and ethics of his parents into his own psyche, according to Freudian theory, he is essentially building a superego.

Answer: TRUE Diff: 2 Page Ref: 218 Skill: Application Objective: 6-1 AACSB: Reflective Thinking 69) Janice feels that she makes many of her decisions based on the fact that she is an introvert.

Introversion seems to affect her taste in clothes, outside activities, and even her independence.

Janice is making consumption decisions based on a personality theory called trait theory.

Answer: TRUE Diff: 2 Page Ref: 220 Skill: Application Objective: 6-1 AACSB: Reflective Thinking 18 Copyright © 2011 Pearson Education, Inc.

70) Sony offers a five-year warranty and a free customer hot line. The brand personality trait inference consumers will most likely make based on this brand's action is one of familiarity and sophistication.

Answer: FALSE Diff: 3 Page Ref: 223 [Table 6.2] Skill: Application Objective: 6-1 AACSB: Reflective Thinking 71) The Michelin Man is an illustration of the concept of animism.

Answer: TRUE Diff: 2 Page Ref: 224 Skill: Application Objective: 6-1 AACSB: Reflective Thinking 72) Elizabeth has few resources to make her purchases of essentials. She tends to favor proven brands and does not take many risks. She also is very concerned about the approval of others when she goes out in public. Under the VALS2 classification system, Elizabeth would most likely be labeled a Striver.

Answer: TRUE Diff: 3 Page Ref: 240-241 Skill: Application Objective: 6-4 AACSB: Reflective Thinking 73) Jason is handy with his hands. He has always tended to focus his energies on selfsufficiency. On any given weekend you can find him working on his car or building something to add to his house. Under the VALS2 classification system, Jason would most likely be labeled a Thinker.

Answer: FALSE Diff: 3 Page Ref: 240-241 Skill: Application Objective: 6-4 AACSB: Reflective Thinking 74) Blockbuster.com uses software that recommends videos to a customer based on attributes the flick shares with other movies that the customer has already ordered. This is an example of behavioral targeting.

Answer: TRUE Diff: 2 Page Ref: 247 Skill: Application Objective: 6-4 AACSB: Use of IT

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75) According to Freudian theory, a person's true motivation for buying a product may be forever hidden from the customer's conscious mind.

Answer: TRUE Diff: 2 Page Ref: 215 Skill: Critical Thinking Objective: 6-1 AACSB: Reflective Thinking 76) Describe the basic premise of motivational research and how it might be conducted.

Answer: The approach was largely based on psychoanalytic (Freudian) interpretations with a heavy emphasis on unconscious motives. A basic assumption is that socially unacceptable needs are channeled into acceptable outlets. This form of research relies on in-depth interviews with individual consumers. This work was pioneered by Ernest Dichter.

Diff: 2 Page Ref: 216-217 Skill: Concept Objective: 6-1 77) List and briefly describe four of Ernest Dichter's major motives for consumption as determined by motivational research.

Answer: Major motives as identified by Ernest Dichter are shown in Table 6.1. Students may choose any of these for their choice of four. Table 6.1 also has a complete description of each of the motives.

Motives can be listed as: Power-masculinity-virility Security Eroticism Moral purity—cleanliness Social acceptance Individuality Status Femininity Reward Mastery over environment Disalienation (a desire to feel connectedness to things) Magic-mystery Diff: 3 Page Ref: 217 [Table 6.1] Skill: Concept Objective: 6-1

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78) Describe the concepts of brand personality and brand equity.

Answer: A brand personality is the set of traits people attribute to a product as if it were a person. These inferences are an important part of brand equity, which refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory–and the extent to which he or she is willing to pay more for the branded version of a product than for a nonbranded (generic) version.

Diff: 2 Page Ref: 222 Skill: Concept Objective: 6-1 79) What is a lifestyle marketing perspective?

Answer: A lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.

Diff: 2 Page Ref: 227 Skill: Concept Objective: 6-2 AACSB: Multicultural and Diversity 80) Describe the concept of psychographics. Then describe the four forms of psychographic analysis used in marketing.

Answer: Psychographics involves the "use of psychological, sociological, and anthropological factors . . . to determine how the market is segmented by the propensity of groups within the market–and their reasons–to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium."

Psychographic studies can take several different forms: a. A lifestyle profile looks for items that differentiate between users and nonusers of a product. b. A product-specific profile identifies a target group, and then profiles these consumers on product-relevant dimensions. c. A general lifestyle segmentation in which a large sample of respondents is placed into homogeneous groups based on similarities of their overall preferences. d. A product-specific segmentation in which questions used in a general approach are tailored to a product category.

Diff: 3 Page Ref: 235-237 Skill: Concept Objective: 6-4

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81) List the various ways that psychographic segmentation can be used.

Answer: a. To define the target market b. To create a new view of the market c. To position the product d. To better communicate product attributes e. To develop overall strategy f. To market social and political issues Diff: 2 Page Ref: 238-239 Skill: Concept Objective: 6-4 AACSB: Communication 82) Explain the Freudian system of personality as it might apply to the behavior of a consumer.

Answer: Sigmund Freud developed the idea that much of one's adult personality stems from a fundamental conflict between a person's desire to gratify his or her physical needs and the necessity to function as a responsible member of society. This struggle is carried out in the mind among three systems. The id is entirely oriented toward immediate gratification–it is the "party animal" of the mind. It operates according to the pleasure principle. It tries to maximize pleasure and minimize pain. The superego is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules and works to prevent the id from seeking selfish gratification. The id would like another drink, but the superego reminds the customer that one must drive home safely. Finally, the ego is the system that mediates between the id and the superego. It is the referee in the fight between temptation and virtue. The ego tries to balance the opposing forces according to the reality principle. The ego attempts to find a way for another drink and still find a way to get home safely.

Diff: 2 Page Ref: 214 Skill: Application Objective: 6-1 AACSB: Reflective Thinking

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83) What were beliefs of the Neo-Freudians? Are those beliefs relevant to today's marketing?

Answer: Freud's psychoanalytic theory of personality emphasized the way people found socially acceptable ways to satisfy sexual desires. The Neo-Freudians felt that an individual's personality was more influenced by how relationships were handled. Students should analyze the work of the following Neo-Freudians: • Karen Horney proposed that people could be described as compliant (moving toward others), detached (moving away from others), or aggressive (moving against others). Some research has shown that Horney's theory might be helpful in relating product preferences to these three types of people.

• Alfred Adler proposed that many actions are motivated by people's desire to overcome feelings of inferiority relative to others.

• Harry Stack Sullivan focused on how personality evolves to reduce anxiety in social relationships.

• Carl Jung was being groomed by Freud to become his successor, but Jung could not accept Freud's emphasis on sexual aspects of personality. Eventually the two dissolved their relationship. Jung's approach to psychotherapy (called analytical psychology) emphasized both the individual's development as a creative person (future) and one's individual and racial history (past) in the formation of personality. A central part of Jung's perspective is the collective unconscious, a storehouse of memories inherited from our ancestral past. These shared memories create archetypes or universally shared ideas and behavior patterns (e.g., themes involving birth, death, and the devil). Advertisers do indeed invoke archetypes to link products with underlying meanings, using characters such as wizards, the "old wise man," and the "earth mother" (e.g., "It's not nice to fool Mother Nature.").

Diff: 3 Page Ref: 218 Skill: Application Objective: 6-1 AACSB: Reflective Thinking

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84) Explain the basic premise of trait theory. What are the problems in using trait theory for consumer research?

Answer: One approach to personality is to focus on the quantitative measurement of personality traits or identifiable characteristics that define a person. For example, introverts versus extroverts. Trait theory explores these differences.

In theory, measuring consumers' traits would be a useful tool for marketers working on segmentation issues. It would seem to make good sense that consumers buy products that are extensions of their personalities. However, try as they may, marketing researchers have not been able to predict consumers' behavior on the basis of standard personality trait measurements.

Reasons include the following: • • • •

• •

Many of the scales are not sufficiently valid or reliable; they do not measure what they are supposed to measure and they are not stable over time.

Personality tests often have been developed for specific populations (e.g., mentally ill people), then "borrowed" and applied to the general population.

Tests often are given under inappropriate conditions by untrained people.

Researchers have been known to change the instruments to suit their own situations without adequately revalidating the new scales. Thus, the measurements are questionable; the ability to apply them across consumer samples has been reduced.

Trait scales were intended to measure overall tendencies (e.g., emotional stability) but some researchers have attempted to use them to make predictions about specific brand purchases.

Choice and application of particular scales for research on consumer behavior often has not received enough thought.

However, marketers have not given up the hope that personality measures may be helpful in the study of consumer behavior.

Diff: 3 Page Ref: 220-221 Skill: Application Objective: 6-1 AACSB: Analytic Skills

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85) How are psychographics distinct from demographics? Why would it be necessary to study psychographics to better understand marketing and consumer behavior?

Answer: Demographics are typically measures that are easily quantified and are readily observable. A person's income is demographic data. Psychographics are composed of psychological, sociological, and anthropological factors. Social class and introversion would be examples of psychographics.

Demographics are useful to a person studying consumer behavior because they tell "what" is happening. For example, a major marketing segment may have high gross incomes and live mostly in apartment housing. However, demographics do not explain "why." Psychographics do not always explain "why," but they do allow more understanding. They include important marketing information and allow important consumer variables such as personality, motivation, and lifestyles to be considered. Marketers use psychographic segmentation in a variety of ways: • to define the target market • to create a new view of the market • to position the product • to better communicate product attributes • to develop overall strategy • to market social and political issues Diff: 2 Page Ref: 234-238 Skill: Application Objective: 6-4 AACSB: Analytic Skills 86) There are eight categories listed in the VALS2 system. List and briefly describe each of the categories. In which of the eight categories of the VALS2 system would a rich, 60-year-old woman who is open to new ideas belong?

Answer: a. Innovators–successful consumers with many resources, concerned with social issues and open to change. b. Thinkers–satisfied, reflective, and comfortable; they tend to be practical and value functionality. c. Achievers–career oriented and prefer predictability over risk or self-discovery. d. Experiencers–impulsive, young, and enjoy offbeat or risky experiences. e. Believers–have strong principles and favor proven brands. f. Strivers–like the Achievers, but with fewer resources; they are very concerned about the approval of others. g. Makers–are action-oriented and tend to focus their energies on self-sufficiency; they often will be found working on their cars, canning their own vegetables, or building their own houses. h. Strugglers–are at the bottom of the economic ladder; they are most concerned with meeting their needs of the moment and have limited ability to acquire anything beyond the basic goods needed for survival.

The woman is most likely to be an Innovator.

Diff: 3 Page Ref: 240-241 Skill: Application Objective: 6-4 AACSB: Reflective Thinking 25 Copyright © 2011 Pearson Education, Inc.

87) What is the major distinction between the concepts of personality and lifestyle?

Answer: • Personality refers to a person's unique psychological makeup and how it influences the way a person responds in any particular environment.

• Lifestyle refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money. It is the intersection of the person, products, and settings.

• Personality helps establish lifestyle because it defines the person and partially determines how a person behaves in a given setting. The concept of personality is larger than the concept of lifestyle, which is dependent upon externals such as the products that are available and the differences of settings.

Diff: 2 Page Ref: 214, 227 Skill: Synthesis Objective: 6-2 AACSB: Analytic Skills 88) What did Freud mean when he said, "Sometimes a cigar is just a cigar"?

Answer: In the Freudian system, much of a person's motivation is subconscious. The subconscious motives may come to the surface during dreams or through slips of the tongue ("Freudian Slips"). One of the major motivational factors in the Freudian system is sexuality, which can manifest itself through symbols. The male-oriented ones are called phallic symbols.

When people (and some researchers) begin thinking in Freudian terms, they begin to see all phallic-shaped objects in terms of sexuality. These objects are often found in advertisements.

Freud is cautioning everyone that this is not always true. Sometimes an object is just an object!

Diff: 2 Page Ref: 216 Skill: Synthesis Objective: 6-1 AACSB: Analytic Skills

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89) Many people assume that personality must be related to consumer behavior. Knowing a customer's personality profile should help predict what she or he will buy, and how decisions will be made in the marketplace. Researchers, however, have been frustrated in their search for a unified theory of personality that would explain consumer behavior. Use trait theory to explain why this is so.

Answer: There is no single theory of personality upon which everyone agrees. The trait theory approach has been used in many studies. These measures, however, are subject to a number of potential problems.

• Many of the scales are not sufficiently valid or reliable; they do not adequately measure what they are supposed to measure, and their results may not be stable over time.

• Psychologists typically develop personality tests for specific populations. The tests may have been developed for a different population than the one being studied in consumer behavior.

• The tests may be used under conditions different from those in which they were designed.

• They may have been modified to fit research conditions that may invalidate the measures.

• Many trait scales measure gross, overall tendencies; marketers use these results to make predictions about purchases of specific brands.

• The scales may not be relevant to measures related to consumer behavior.

In summary, the commonsense notion that personality is related to consumer behavior may simply be false. On the other hand, there may be a strong relationship, but it has not been found because of the problems of measuring personality in marketing and consumer settings.

Diff: 3 Page Ref: 220-221 Skill: Synthesis Objective: 6-1 AACSB: Analytic Skills 90) A national magazine wanted to make a point of how easy it is to find information on individuals. The magazine was delivered to each of its subscribers with a satellite picture of the subscriber's house or apartment on the cover and a description inside (e.g., on page one) of the average demographics of the subscriber's zip code. This example illustrates what is known as geodemography. Describe the concept of geodemography. Which of the suppliers of geodemographic analysis discussed in the text was most likely used by the magazine to reach its subscribers?

Answer: Geodemography is a technique that combines consumer information to geographic layouts. A map or photo of a city can be overlaid with average income, age, and product preferences for blocks or sections within the city. The total combination of information becomes merged in one visual presentation.

The most likely supplier used was Claritas' PRIZM NE system. See Table 6.4 for additional information on the Claritas approach to geodemographic analysis.

Diff: 3 Page Ref: 242-246 Skill: Synthesis Objective: 6-4 AACSB: Reflective Thinking 27 Copyright © 2011 Pearson Education, Inc.

Consumer Behavior, 9e (Solomon) Chapter 7 Attitudes and Persuasion 1) A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

A) principle B) belief C) personality trait D) attitude Answer: D Diff: 1 Page Ref: 256 Skill: Concept Objective: 7-1 2) The functional theory of attitudes was initially developed to explain how ________.

A) people identify with products B) attitudes facilitate social behavior C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime Answer: B Diff: 1 Page Ref: 256 Skill: Concept Objective: 7-1 3) The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

A) knowledge B) utilitarian C) value-expressive D) ego-defensive Answer: A Diff: 1 Page Ref: 256 Skill: Concept Objective: 7-1 AACSB: Communication 4) Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

A) utilitarian B) value-expressive C) ego-defensive D) knowledge Answer: B Diff: 2 Page Ref: 256 Skill: Concept Objective: 7-1 1 Copyright © 2011 Pearson Education, Inc.

5) What do the "A, B, Cs" of the ABC model of attitudes stand for?

A) attitudes, business, and consumption B) affect, behavior, and cognition C) assumptions, best practices, conditions D) approval, behavior, context Answer: B Diff: 2 Page Ref: 257 Skill: Concept Objective: 7-2 6) According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object.

A) affect B) behavior C) affinity D) cognition Answer: D Diff: 1 Page Ref: 257 Skill: Concept Objective: 7-2 7) What is the first step in the standard learning theory hierarchy approach (e.g., one where attitudes are based on cognitive processing information)?

A) affinity B) intentions C) cognition D) behavior Answer: C Diff: 2 Page Ref: 257-258 Skill: Concept Objective: 7-2 AACSB: Communication 8) The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, he acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

A) experiential B) habitual C) low-involvement D) standard learning Answer: C Diff: 1 Page Ref: 258 Skill: Concept Objective: 7-2

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9) According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

A) experiential B) habitual C) low-involvement D) standard learning Answer: A Diff: 2 Page Ref: 259 Skill: Concept Objective: 7-2 10) Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

A) internalization B) identification C) compliance D) bonding Answer: A Diff: 1 Page Ref: 262-263 Skill: Concept Objective: 7-3 11) The theory of cognitive dissonance is based on the ________.

A) knowledge function B) principle of cognitive consistency C) principle cognitive affect conflict D) self-identification function Answer: B Diff: 2 Page Ref: 260 Skill: Concept Objective: 7-4 12) Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

A) the theory of cognitive dissonance B) the theory of affective disjunction C) social judgment theory D) self-perception theory Answer: A Diff: 1 Page Ref: 260 Skill: Concept Objective: 7-4

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13) Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are?

A) the theory of cognitive dissonance B) the theory of affective disjunction C) social judgment theory D) self-perception theory Answer: D Diff: 1 Page Ref: 262 Skill: Concept Objective: 7-4 14) Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?

A) the theory of cognitive dissonance B) the theory of affective disjunction C) social judgment theory D) self-perception theory Answer: C Diff: 1 Page Ref: 262 Skill: Concept Objective: 7-4 15) The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

A) a person and his or her perceptions B) the marketer and its strategy of image building C) a person's beliefs D) subconscious motives Answer: A Diff: 2 Page Ref: 263 Skill: Concept Objective: 7-4 16) All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element?

A) action variables B) motivations C) recency of events D) importance weights Answer: D Diff: 2 Page Ref: 265 Skill: Concept Objective: 7-5

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17) According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao. A) salient beliefs B) subconscious beliefs C) latitude of acceptance D) latitude of rejection Answer: A Diff: 2 Page Ref: 265 Skill: Concept Objective: 7-5 18) Researchers have added to the original Fishbein multi-attribute model. The name of this extended-Fishbein model is the ________.

A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model Answer: B Diff: 1 Page Ref: 267 Skill: Concept Objective: 7-5 19) Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself?

A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying Answer: B Diff: 2 Page Ref: 268 Skill: Concept Objective: 7-5 20) Despite improvements to the Fishbein model, all of the following are considered to be obstacles to predicting behavior using this model EXCEPT which one?

A) The model has relatively weak theorems about attitudes.

B) The model deals with actual behavior, not with the outcomes of behavior.

C) Some outcomes are beyond the consumer's control.

D) Measures of attitude often do not really correspond to the behavior they are supposed to predict.

Answer: A Diff: 3 Page Ref: 269 Skill: Concept Objective: 7-5

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21) An active attempt to change attitudes is called ________.

A) behavior modification B) persuasion C) communication D) cognition Answer: B Diff: 1 Page Ref: 271 Skill: Concept Objective: 7-6 AACSB: Communication 22) The element of a communications model in which the message originates is the ________.

A) medium B) source C) receiver D) consumer Answer: B Diff: 1 Page Ref: 272 Skill: Concept Objective: 7-6 AACSB: Communication 23) What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him?

A) segmented marketing B) lifestyle marketing C) e-commerce marketing D) permission marketing Answer: D Diff: 1 Page Ref: 272 Skill: Concept Objective: 7-6 AACSB: Communication 24) M-commerce is communicated primarily through what medium?

A) cell phones B) billboards C) radio satellite D) TV Answer: A Diff: 1 Page Ref: 274 Skill: Concept Objective: 7-6 AACSB: Use of IT

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25) The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency Answer: B Diff: 2 Page Ref: 275 Skill: Concept Objective: 7-8 AACSB: Communication 26) What does the sleeper effect suggest about source credibility?

A) If a receiver is not paying attention, a message cannot be effective.

B) Many people can learn the important parts of a message even when asleep.

C) The effectiveness of a message will increase over time.

D) The effectiveness of positive sources over negative sources can be erased over time.

Answer: D Diff: 2 Page Ref: 277 Skill: Concept Objective: 7-8 AACSB: Communication 27) Source ________ refers to the message source's perceived social value.

A) valence B) attractiveness C) class D) hierarchy Answer: B Diff: 1 Page Ref: 277 Skill: Concept Objective: 7-8 AACSB: Communication 28) Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________.

A) halo effect B) principle of cognitive consistency C) match-up hypothesis D) self-perception theory Answer: A Diff: 2 Page Ref: 277 Skill: Concept Objective: 7-8 AACSB: Communication

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29) What makes a commercial message persuasive? The answer (according to a major study) is that the single most important feature is whether the communication contains ________.

A) a brand-differentiating message B) a sexual symbol or suggestion C) price information D) a credible spokesperson Answer: A Diff: 2 Page Ref: 280 Skill: Concept Objective: 7-9 AACSB: Communication 30) Elements in television commercials have positive and negative effects. Which of the following effects would be considered to be positive?

A) extensive use of components, ingredients, or nutrition B) an outdoor setting with the message as part of the setting C) a large number of on-screen characters D) demonstration of product in use Answer: D Diff: 3 Page Ref: 280 [Table 7.2] Skill: Concept Objective: 7-9 AACSB: Communication 31) The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

A) negative-positive theory B) repetition theory C) halo theory D) two-factor theory Answer: D Diff: 1 Page Ref: 281-282 Skill: Concept Objective: 7-9 AACSB: Communication

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32) According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

A) argument and counter-argument B) learning and tedium C) vividness and refutation D) comparative and non-comparative influences Answer: B Diff: 2 Page Ref: 282 [Fig 7.6] Skill: Concept Objective: 7-9 AACSB: Communication 33) Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

A) supportive arguments B) countervailing arguments C) refutational arguments D) direct arguments Answer: A Diff: 2 Page Ref: 282 Skill: Concept Objective: 7-9 AACSB: Communication 34) Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?

A) Two-sided messages are widely used and are very effective in reaching target audiences.

B) Two-sided messages are cost-prohibitive.

C) Two-sided messages can be quite effective, yet marketers rarely use them.

D) Two-sided messages are no different from one-sided messages and are used about equally by marketers and their advertising agencies.

Answer: C Diff: 3 Page Ref: 282 Skill: Concept Objective: 7-9 AACSB: Communication

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35) ________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and compares them in terms of one or more specific attributes.

A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising Answer: C Diff: 1 Page Ref: 283 Skill: Concept Objective: 7-9 AACSB: Communication 36) Do sex-related ads work? Which of the following best answers this question?

A) Overall, the use of a strong sexual appeal is not very well received.

B) They outperform all other appeal formats.

C) They are most effective when they attempt to "trick" the consumer into paying attention.

D) There is no data to answer the question.

Answer: A Diff: 3 Page Ref: 285 Skill: Concept Objective: 7-9 AACSB: Communication 37) Do fear appeal ads work? Which of the following best answers this question?

A) They work well if the threat is very weak.

B) They work if the threat is moderate and when a solution to the problem or difficulty is presented.

C) They work if the threat is high and vividly elaborated.

D) There is no data to answer the question.

Answer: B Diff: 3 Page Ref: 286-287 Skill: Concept Objective: 7-9 AACSB: Communication 38) The ________ route to persuasion is taken when the person is not really motivated to think about the arguments made in a communication message.

A) central B) peripheral C) dual D) systematic Answer: B Diff: 2 Page Ref: 290 Skill: Concept Objective: 7-10 AACSB: Communication 10 Copyright © 2011 Pearson Education, Inc.

39) Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem." What is the relationship between the manner that the term attitude is used in common conversation and the how it is defined in consumer behavior?

A) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behavior.

B) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behavior.

C) They are different in that popular culture does not recognize that attitudes are temporary.

Otherwise the usage is the same.

D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.

Answer: B Diff: 3 Page Ref: 256 Skill: Application Objective: 7-1 AACSB: Analytic Skills 40) Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches with Kanisha's purchase decision?

A) utilitarian function B) value-expressive function C) ego-defensive function D) knowledge function Answer: C Diff: 3 Page Ref: 256 Skill: Application Objective: 7-1 AACSB: Reflective Thinking

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41) Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?

A) standard learning hierarchy B) experiential hierarchy C) low-involvement hierarchy D) habit hierarchy Answer: C Diff: 2 Page Ref: 258 Skill: Application Objective: 7-2 AACSB: Reflective Thinking 42) Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which of the following kinds of degree of commitment would be most closely associated with Roger and his attitudes?

A) compliance B) identification C) information acquisition D) internalization Answer: D Diff: 2 Page Ref: 260 Skill: Application Objective: 7-3 AACSB: Reflective Thinking 43) A politician attempts to gain support for her for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

A) consistency B) authority C) consensus D) liking Answer: C Diff: 3 Page Ref: 271 Skill: Application Objective: 7-6 AACSB: Reflective Thinking

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44) The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique will be to create ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin.

Which of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?

A) the trait-factor theory B) the balanced communication theory C) the two-factor theory D) the dual communication theory of polarity Answer: C Diff: 2 Page Ref: 281-282 Skill: Application Objective: 7-9 AACSB: Reflective Thinking 45) Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positive and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend.

A) supportive B) low-involvement C) two-sided D) refutational Answer: C Diff: 2 Page Ref: 282 Skill: Application Objective: 7-9 AACSB: Reflective Thinking 46) Elizabeth created an ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts . . . outstanding in his field."

Elizabeth was using a literary device called ________.

A) metaphor B) simile C) saga building D) resonance Answer: D Diff: 2 Page Ref: 288 Skill: Application Objective: 7-9 AACSB: Reflective Thinking

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47) Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. What consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes according to this model. Which of the following theories would be most closely linked to the statements above?

A) theory of reasoned action B) theory of trying C) theory of direct response D) rejection theory Answer: B Diff: 3 Page Ref: 270-271 Skill: Critical Thinking Objective: 7-5 AACSB: Reflective Thinking 48) A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be in play here?

A) Celebrities should be attractive, but not too attractive.

B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.

C) The celebrity's image should match that of the product and should embody cultural meaning.

D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.

Answer: C Diff: 3 Page Ref: 278 Skill: Critical Thinking Objective: 7-8 AACSB: Reflective Thinking

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49) Public hearings are being held to discuss if a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman speaks and states that she knows nothing about nuclear power, but the idea of having a plant close frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? What will happen over time?

A) The expert will have the most ability to change attitudes and his influence will be maintained even weeks later.

B) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains in force.

C) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain in force.

D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.

Answer: B Diff: 3 Page Ref: 275-277 Skill: Synthesis Objective: 7-8 AACSB: Reflective Thinking 50) A company wants to persuade a customer to buy its products. If the consumer is characterized as being one that has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

A) a parallel route B) a peripheral route C) a circular route D) a central route Answer: D Diff: 2 Page Ref: 289-290 Skill: Synthesis Objective: 7-10 AACSB: Reflective Thinking 51) According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person.

Answer: FALSE Diff: 2 Page Ref: 256 Skill: Concept Objective: 7-1 52) According to the functional theory of attitudes, attitudes exist because they are hereditary.

Answer: FALSE Diff: 1 Page Ref: 256 Skill: Concept Objective: 7-1

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53) In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Answer: FALSE Diff: 2 Page Ref: 258 Skill: Concept Objective: 7-2 54) Supplying customers with additional reinforcement after a purchase can be a good strategy because of the effects of cognitive dissonance.

Answer: TRUE Diff: 3 Page Ref: 262 Skill: Concept Objective: 7-4 55) Latitudes of acceptance and rejection are important aspects of social judgment theory.

Answer: TRUE Diff: 2 Page Ref: 262 Skill: Concept Objective: 7-4 56) Balance theory reminds us balance equilibrium is necessary to make any consumer decision.

Answer: FALSE Diff: 2 Page Ref: 263 Skill: Concept Objective: 7-4 57) According to the Fishbein model, salient beliefs are those beliefs about an object that are considered during evaluation.

Answer: TRUE Diff: 2 Page Ref: 265 Skill: Concept Objective: 7-5 58) The psychological principle that applies when we take into account what others do before we decide what to do is called reciprocity.

Answer: FALSE Diff: 2 Page Ref: 271 Skill: Concept Objective: 7-6 AACSB: Communication 59) The communications model requires a source, and a message, but receivers of the message are not part of the model.

Answer: FALSE Diff: 2 Page Ref: 272 Skill: Concept Objective: 7-6 AACSB: Communication 16 Copyright © 2011 Pearson Education, Inc.

60) The model that a broadcast message is perishable doesn't work as well with the rise of narrowcasting.

Answer: FALSE Diff: 3 Page Ref: 273 Skill: Concept Objective: 7-7 AACSB: Communication 61) When the source of a message is perceived as attractive, the message will be more effectively communicated.

Answer: TRUE Diff: 1 Page Ref: 277-278 Skill: Concept Objective: 7-8 AACSB: Communication 62) Humorous ads get attention, but many times the humor distracts from the promotional message.

Answer: TRUE Diff: 2 Page Ref: 285 Skill: Concept Objective: 7-9 AACSB: Communication 63) The elaboration-likelihood model assumes that under conditions of high-involvement processing, the consumer normally takes what is called the peripheral route to persuasion.

Answer: FALSE Diff: 2 Page Ref: 289 Skill: Concept Objective: 7-10 AACSB: Communication 64) According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

Answer: FALSE Diff: 3 Page Ref: 290 Skill: Concept Objective: 7-10 AACSB: Communication

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65) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Answer: TRUE Diff: 2 Page Ref: 256 Skill: Application Objective: 7-1 AACSB: Reflective Thinking 66) Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for success"; therefore Jason dresses formally even in class or for casual occasions.

Jason is basing this decision on the cognition part of the ABC model of attitudes.

Answer: TRUE Diff: 2 Page Ref: 257 Skill: Application Objective: 7-2 AACSB: Reflective Thinking 67) Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

Answer: TRUE Diff: 3 Page Ref: 259 Skill: Application Objective: 7-2 AACSB: Reflective Thinking 68) Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yard. Later the manager called the same people and asked if a larger sign could be placed in their yards. He was seldom turned down. This is an example of the footin-the-door technique.

Answer: TRUE Diff: 2 Page Ref: 262 Skill: Application Objective: 7-4 AACSB: Reflective Thinking 69) The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Answer: TRUE Diff: 2 Page Ref: 272 Skill: Application Objective: 7-6 AACSB: Communication 18 Copyright © 2011 Pearson Education, Inc.

70) Tyler told a local reporter about an upcoming astrological event and she printed the information in the newspaper the next day. A local college professor who specialized in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case Tyler and the reporter created a situation where reporting bias has occurred.

Answer: FALSE Diff: 2 Page Ref: 277 Skill: Application Objective: 7-8 AACSB: Reflective Thinking 71) Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of what is called the social adaptation perspective.

Answer: FALSE Diff: 2 Page Ref: 278 Skill: Application Objective: 7-8 AACSB: Reflective Thinking 72) Justin is in charge of promoting a product that most of his customers perceive as a lowinvolvement product. He created a TV ad and ran it over and over. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product.

According to the mere exposure phenomenon, Beth is likely to be proven wrong.

Answer: TRUE Diff: 2 Page Ref: 281 Skill: Application Objective: 7-9 AACSB: Reflective Thinking 73) The two-factor theory suggests that there are an optimal number of repetitions for a message.

Answer: TRUE Diff: 2 Page Ref: 282 Skill: Critical Thinking Objective: 7-9 AACSB: Analytic Skills 74) Gasoline is the only product commonly purchased that is priced down to a fraction of a cent (to a mill). This is so because gasoline is selected for purchase following a low-involvement hierarchy, which makes point-of-purchase factors more important.

Answer: TRUE Diff: 3 Page Ref: 258-259 Skill: Synthesis Objective: 7-2 AACSB: Reflective Thinking

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75) It is impossible for a person to hold two contradictory attitudes toward the same object.

Answer: FALSE Diff: 2 Page Ref: 260 Skill: Synthesis Objective: 7-4 AACSB: Reflective Thinking 76) Identify and describe the functional theory of attitudes and its component parts (functions).

Answer: Daniel Katz originally developed his functional theory to explain how attitudes facilitate social behavior. Attitudes exist because they serve some function for the individual; that is, they are determined by a person's motives. The following are key functions identified by Katz: • Utilitarian function–this is related to the basic principle of reward and punishment. We develop some attitudes toward products simply on the basis of whether they provide us with pleasure or pain. Ads stressing straightforward product benefits appeal to this function.

• Value-expressive function–attitudes that perform a value-expressive function are central to the person's self-concept or central values. Ads that stress how using a product makes a statement about him or her as a person appeal to this function.

• Ego-defensive function–the function of this attitude is to protect a person from real or imagined, internal or external, threats to perceived security. Ads that stress how product usage avoids the threat (often only implicitly) appeal to this function.

• Knowledge function–attitudes are formed to address the individual's need for order, structure, meaning, and control over one's environment. Ads that stress the power of product information, especially when a person is in an ambiguous situation or is confronted with a new product, appeal to this function.

Diff: 2 Page Ref: 256 Skill: Concept Objective: 7-1 77) Most researchers agree that an attitude has three components. List and briefly describe those three components. Hint: This list has been described as the ABC model of attitudes.

Answer: a. Affect refers to the way a consumer feels about an attitude object. b. Behavior involves the person's intentions to do something with regard to an attitude object (however, an intention does not always result in an actual behavior). c. Cognition refers to the beliefs a consumer has about an attitude object.

Diff: 2 Page Ref: 257 Skill: Concept Objective: 7-2

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78) Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation. List and briefly describe each of the three hierarchies that were presented in the chapter. Be explicit with your description.

Answer: The three hierarchies are: a) the standard learning hierarchy, b) the low-involvement hierarchy, and c) the experiential hierarchy. a. The standard learning hierarchy–in this form, a consumer approaches a product decision as a problem-solving process. The sequence of events is beliefs, to affect (feeling), to behavior, to an attitude (the attitude is based on cognitive information processing). The standard learning hierarchy assumes that a consumer is highly involved in making a purchase decision. The person is motivated to seek out a lot of information, carefully weigh alternatives, and come to a thoughtful decision. b. The low-involvement hierarchy–in this form, the consumer does not initially have a strong preference for one brand over another, but instead acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. The attitude is likely to come about through behavioral learning; the consumer's choice is reinforced by good or bad experiences with the product after purchase. The sequence is beliefs, to behavior, to affect, to attitude (based on behavioral learning processes). c. The experiential hierarchy–this perspective highlights the idea that attitudes can be strongly influenced by intangible product attributes (such as packaging). The sequence is affect (feelings), to behavior, to beliefs, to attitude (based on hedonic consumption).

Diff: 3 Page Ref: 257-259 Skill: Concept Objective: 7-2 79) Why have multiattribute attitude models become so popular among marketing researchers?

What three elements are specified in such models?

Answer: A simple response from a consumer does not always give enough information about why the consumer feels a certain way about a product or about what marketers can do to change the consumer's attitude. The models assume that a consumer's attitude or evaluation of an attitude object will depend upon the beliefs he or she has about several attributes of the object. The use of a multiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them in an appropriate manner to derive a better measure of the consumer's overall attitude.

Basic multiattribute attitude models specify three elements: • Attributes are characteristics of the attitude object.

• Beliefs are cognitions about the specific attitude object. A belief measure assesses the extent to which the consumer perceives that a brand has a particular attribute.

• Importance weights reflect the relative priority of an attribute to the consumer. Some attributes are more important than others to the consumer. These weights are likely to differ across consumers.

Diff: 3 Page Ref: 264-265 Skill: Concept Objective: 7-5

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80) What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.

Answer: The six principles are: • Reciprocity: We are more likely to give if first we receive.

• Scarcity: Like people, items are more attractive when they aren't available.

• Authority: We believe an authoritarian source much more readily than one that is less authoritative.

• Consistency: People try to not contradict themselves in terms of what they say and do about an issue.

• Liking: We agree with those we like or admire.

• Consensus: We consider what others do before we decide what to do.

Diff: 3 Page Ref: 271 Skill: Concept Objective: 7-6 AACSB: Communication 81) One of the key characteristics of a source (which can maximize attitude change) is credibility. What is source credibility and how can it affect attitude change?

Answer: Source credibility refers to the spokesperson's (or announcers) perceived expertise, objectivity, or trustworthiness. A credible source can be particularly persuasive when the consumer has not yet learned much about a product or formed an opinion about it. Credibility can be enhanced if the source's qualifications are relevant to the product being endorsed.

Credibility can be weakened if the source is perceived to be biased in presenting information, either because the source's knowledge is not accurate (knowledge bias) or the source is perceived to have the requisite knowledge but his or her willingness to convey it has been compromised (reporting bias); for example, getting money for saying good things about a marketer's product compromises believability.

Diff: 2 Page Ref: 275-277 Skill: Concept Objective: 7-8 AACSB: Analytic Skills 82) It is generally felt that a hierarchy of effects describes the relative influence of the ABC model of attitudes. Which hierarchy would be most appropriate for a consumer who is a loyal Coca-Cola consumer and drinks Coca-Cola for the "pleasure of it"? Cite the hierarchy and briefly describe its order and function.

Answer: The correct answer is the experiential hierarchy. This perspective highlights the idea that attitudes can be strongly influenced by intangible product attributes (such as packaging). The sequence is affect (feelings), to behavior, to beliefs, to attitude (based on hedonic consumption).

In this model, consumers act on the basis of their emotional reactions.

Diff: 2 Page Ref: 259 Skill: Application Objective: 7-2 AACSB: Reflective Thinking

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83) Why should marketers be aware of consumers' cognitive consistency and cognitive dissonance? How can dissonance be reduced? Use the postpurchase behavior of a customer as an example.

Answer: According to the principle of cognitive consistency, consumers value harmony among their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among these elements. If necessary, consumers will change their thoughts, feelings, or behaviors to make them consistent with their other experiences.

Cognitive dissonance theory is one of the most influential approaches to attitudes based upon the consistency principle. The theory focuses on situations in which two cognitive elements are inconsistent, creating a feeling of discomfort that the consumer is motivated to reduce by making things fit with one another. Dissonance can be reduced by eliminating, adding, or changing elements. The pressure to reduce dissonance is more likely to be observed in high-involvement situations in which the elements are important to the individual.

Evaluations of a product tend to become more positive after the product has been purchased.

Consumers find even more reasons to like something after it becomes theirs. An implication of this phenomenon is that consumers actively seek support for their purchase decisions; marketers should supply them with additional reinforcement to build positive brand attitudes.

Diff: 2 Page Ref: 260-262 Skill: Application Objective: 7-4 AACSB: Analytic Skills

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84) How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao). Describe the strength of commitment involved in each of the following and give an example: • Compliance • Identification • Internalization Answer: Compliance–at the lowest level of involvement is compliance. An attitude is formed because it helps in gaining rewards or avoiding punishment from others. This attitude is very superficial. It is likely to change when the person's behavior is no longer monitored by others or when another option becomes available. (Example: A person may drink Pepsi because this brand is sold in the cafeteria; it is too much trouble to go elsewhere for Coca-Cola.)

Identification–a process of identification occurs when attitudes are formed in order to be similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behavior of desirable models. (Example: Selection of Budweiser beer gains social acceptance at the nearby pub.)

Internalization–at a high level of involvement, deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very hard to change. (Example: Many consumers reacted quite negatively when the company attempted to switch to the Coke formula.

This allegiance to Coke was obviously more than a minor preference for these people; the brand had become intertwined with their social identities, taking on patriotic and nostalgic properties.)

Diff: 2 Page Ref: 260 Skill: Application Objective: 7-3 AACSB: Reflective Thinking

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85) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to marketing strategy.

Answer: The elements of a triad in balance theory are (1) a person and his or her perception of (2) an attitude object, and (3) some other person or object.

These perceptions can be either positive or negative. The theory specifies that people desire relations among elements in a triad to be harmonious or balanced. If they are not, a state of tension will result. People will somehow alter these perceptions in order to make them consistent and to restore balance. Elements can be perceived as belonging together in one of two ways: • Unit relation in which one element is seen as somehow belonging to or being part of another element • Sentiment relation in which two elements are linked because one has expressed a preference (or dislike) for the third Applications to marketing strategy could include the following: • Forming a perception of a unit relation between consumers and usage of a product to create the opportunity for developing new sentiment relations.

• Creating a sentiment relation between consumers and products by depicting unit relations between product and celebrity endorsers.

Diff: 3 Page Ref: 263-264 Skill: Application Objective: 7-4 AACSB: Reflective Thinking 86) Compare and contrast the uses of the emotional appeals of sex, humor, and fear in advertising. What are the strengths and weaknesses of each?

Answer: a. Sex appeals–although the use of sex does appear to draw attention to an ad, its use may be counterproductive to the marketer. A provocative picture can be too effective, attracting so much attention that it hinders processing and recall of the ad's contents. Female nudity in print ads generates negative feelings and tension among female consumers, while men's reactions are more positive. Sexual appeals appear to be ineffective when used merely as a "trick" to grab attention. They do, however, appear to work when the product itself is sexually related, e.g., perfume, a product intended to enhance interpersonal attraction. b. Humorous appeals–they are often effective for improving recognition, but tricky. Humor is very subjective, culture-bound, and may interfere with the processing of product attributes.

Subtle humor usually is better integrated with product information. c. Fear appeals–these are effective up to a point and are related to perceived performance risk for a product or service.

Diff: 3 Page Ref: 283-287 Skill: Application Objective: 7-9 AACSB: Analytic Skills

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87) What is the elaboration-likelihood model of persuasion? Describe and discuss its features.

What are the implications of the ELM for marketing promotions?

Answer: The two major components of the communications model (the source and the message) have impact on persuading consumers to change their attitudes, but which has more impact depends upon variations in consumer involvement. The elaboration likelihood model of persuasion (ELM) assumes that once a consumer receives a message, he or she begins to process it. Depending upon the personal relevance of this information, very different cognitive processes will be activated when the message is received; they will determine which aspects of a communication are processed. One of two routes to persuasion will be followed: • Under conditions of high involvement, the consumer takes the central route to persuasion.

Promotions should be patterned on rational paradigms (i.e., providing reasons why the consumer should buy the product, product attributes, etc.).

• Under conditions of low involvement, a peripheral route is taken instead. Promotions should be patterned on emotional or non-attribute cues (e.g., source attractiveness).

Diff: 3 Page Ref: 289-290 Skill: Application Objective: 7-10 AACSB: Analytic Skills 88) Retail stores put a number of items on the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it.

Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.

Answer: The customer simply buys the product, and then explains to herself later why, and how, she feels. Consequently, there are two possibilities, both of which begin with behavior.

• The first hierarchy could be: Behavior > Beliefs > Affect • The second hierarchy could be: Behavior > Affect > Beliefs Diff: 3 Page Ref: 257-259 Skill: Synthesis Objective: 7-2 AACSB: Analytic Skills

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89) Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

Answer: The original Fishbein model attempted to measure attitudes, but knowing a customer's attitude does not always allow a useful prediction of his or her actual behavior. To translate intentions created by attitudes to actual behaviors required the addition of other tangential attitudes and outside influences. The effect of social pressure on intentions was added, which was measured by ascertaining relative normative beliefs and the motivation a potential customer has of complying with that norm. The attitudes toward buying also had to be added, which included the consequences of purchasing.

Diff: 3 Page Ref: 265-267 Skill: Synthesis Objective: 7-5 AACSB: Reflective Thinking 90) An anti-smoking campaign showed autopsies of people who have died of lung cancer. The campaign seemed to have no effect on the rate that teenagers took up smoking. Why? Answer: The threat created by the promotion was probably too strong. When promotions create strong threats, or fear, then the receiver is too busy thinking of reasons why the message doesn't apply to him or her, and either pays no attention to the offered solution or discounts the threat as applying to him or her because things like this do not happen to "people like me."

Diff: 2 Page Ref: 287 Skill: Synthesis Objective: 7-9 AACSB: Communication

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Consumer Behavior, 9e (Solomon) Chapter 8 Decision Making 1) The first stage in the consumer decision-making process is ________.

A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C Diff: 1 Page Ref: 306 Skill: Concept Objective: 8-1 2) Having too many choices in the marketplace is referred to as ________.

A) purchase dilemma B) consumer hyperchoice C) pseudo-choice D) secondary demand Answer: B Diff: 1 Page Ref: 306 Skill: Concept Objective: 8-1 3) A customer buying an unfamiliar product which carries a fair degree of risk would most likely engage in what type of problem solving?

A) extended problem solving B) limited problem solving C) habitual problem solving D) recognition problem solving Answer: A Diff: 2 Page Ref: 308-309 Skill: Concept Objective: 8-1

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4) When is a consumer most likely to engage in extended problem solving?

A) This decision mode is most common when the decision is related to the person's self-concept and there is a high degree of risk.

B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements.

C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set.

D) This decision mode is most common when the decision is related to products that are considered to be low self-concept involvement.

Answer: A Diff: 2 Page Ref: 308-309 Skill: Concept Objective: 8-1 5) A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?

A) routine response behavior B) limited problem solving C) graduated response behavior D) extended problem solving Answer: B Diff: 2 Page Ref: 309 Skill: Concept Objective: 8-1 6) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state.

A) Information search B) Evaluation of alternatives C) Evaluation of the evoked set D) Problem recognition Answer: D Diff: 1 Page Ref: 310-311 Skill: Concept Objective: 8-2

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7) If a new product increases the ideal state of a customer without changing her actual state, then a(n) ________ has been created.

A) opportunity B) search C) accident D) need Answer: A Diff: 2 Page Ref: 311 [Fig 8.3] Skill: Concept Objective: 8-2 8) If a consumer's ideal state was very near to his or her actual state, which of the following best describes the degree of problem recognition that would be occurring?

A) opportunity recognition B) need recognition C) search recognition D) no problem recognized Answer: D Diff: 3 Page Ref: 311 [ Fig 8.3] Skill: Concept Objective: 8-2 9) A simple rule for moving through the problem recognition stage of consumer decision-making is that the greater the difference between the ideal and actual states, ________.

A) the less likely that a problem will be recognized B) the greater the likelihood that a problem will be recognized C) the more sensitive the consumer is to frustrated needs D) the less sensitive the consumer is to frustrated needs Answer: B Diff: 3 Page Ref: 311 [Fig 8.3] Skill: Concept Objective: 8-2 10) ________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.

A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice Answer: C Diff: 1 Page Ref: 311 Skill: Concept Objective: 8-2 AACSB: Communication 3 Copyright © 2011 Pearson Education, Inc.

11) What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon?

A) prepurchase search B) ongoing search C) internal search D) delayed search Answer: B Diff: 2 Page Ref: 311-312 Skill: Concept Objective: 8-2 AACSB: Communication 12) A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities.

A) inertia B) extended problem solving C) variety seeking D) mental accounting Answer: C Diff: 2 Page Ref: 313 Skill: Concept Objective: 8-3 13) People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________.

A) framing B) the sum-cost fallacy C) loss aversion D) positioning Answer: A Diff: 2 Page Ref: 315 Skill: Concept Objective: 8-3 AACSB: Communication 14) Under ________, utility is defined in terms of gains and losses.

A) prospect theory B) heuristics C) hyperopia D) Zipf's law Answer: A Diff: 1 Page Ref: 316 Skill: Concept Objective: 8-3 4 Copyright © 2011 Pearson Education, Inc.

15) As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer?

A) It will continually increase.

B) It will continually decrease.

C) It will decrease, and then increase as the customer becomes more knowledgeable.

D) It will increase, and then decrease as the customer becomes more knowledgeable.

Answer: D Diff: 3 Page Ref: 318 [Fig 8.5] Skill: Concept Objective: 8-3 AACSB: Communication 16) The alternatives actively considered during a consumer's choice process are his or her ________ set.

A) inert B) evoked C) evaluative D) consideration Answer: D Diff: 1 Page Ref: 321 Skill: Concept Objective: 8-3 17) A(n) ________ refers to a set of beliefs and the way we organize those beliefs in our minds.

A) mental accounting B) knowledge structure C) rational perspective D) influence perspective Answer: B Diff: 1 Page Ref: 323 Skill: Concept Objective: 8-3 18) Jamie is considering ordering a dessert for lunch. Before she decides on the kind she prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories?

A) superordinate level B) ordinate level C) subordinate level D) basic level Answer: D Diff: 2 Page Ref: 323 [Fig 8.7] Skill: Concept Objective: 8-3 5 Copyright © 2011 Pearson Education, Inc.

19) ________ are dimensions used to judge the merits of competing options.

A) Evoked sets B) Evaluative criteria C) Levels of abstraction D) Product comparisons Answer: B Diff: 1 Page Ref: 325 Skill: Concept Objective: 8-3 20) Attributes actually used to differentiate among choices are called ________ attributes.

A) evaluation B) search C) determinant D) segmentation Answer: C Diff: 1 Page Ref: 325 Skill: Concept Objective: 8-3 21) Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of ________.

A) Web retailers B) cybercash C) design groups D) cybermediaries Answer: D Diff: 2 Page Ref: 327 Skill: Concept Objective: 8-4 AACSB: Use of IT 22) According to the theory called ________, a company can make money if it sells small amounts of items that only a few people want.

A) feature creep B) the long tail C) Zipf's Law D) neuromarketing Answer: B Diff: 1 Page Ref: 328 Skill: Concept Objective: 8-4 AACSB: Use of IT 6 Copyright © 2011 Pearson Education, Inc.

23) What type of cybermediaries are intelligent agents?

A) They are travel agents who answer questions online.

B) They are people who can help computer users with problems they encounter when trying to shop online; contacts are direct and in-person.

C) They are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases.

D) They are search engines specifically designed for online marketing and other forms of ecommerce.

Answer: C Diff: 1 Page Ref: 328 Skill: Concept Objective: 8-4 AACSB: Use of IT 24) People who post to Web sites offering user reviews are typically not paid for their time and contributions. However, they can gain recognition for good recommendations. This reward system is known as the ________.

A) noncompensatory rule B) reputation economy C) long tail D) consideration set Answer: B Diff: 1 Page Ref: 328 Skill: Concept Objective: 8-4 AACSB: Use of IT 25) A mental or problem-solving shortcut to make a purchase decision is called a(n) ________.

A) determinant B) detail rule C) heuristic D) experience rule Answer: C Diff: 2 Page Ref: 329 Skill: Concept Objective: 8-5

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26) The tendency for people to prefer products from their own culture rather than those of another culture is called ________.

A) xenophobia B) ethnocentrism C) ethnographics D) altruism Answer: B Diff: 1 Page Ref: 331 Skill: Concept Objective: 8-5 AACSB: Multicultural and Diversity 27) Which of the following most accurately describes one of linguist George Kingsley Zipf's findings in the 1930s?

A) People prefer English titles on products ten-to-one over other titles.

B) The word "the" occurs about twice as often as the word "of" in the English language.

C) People prefer short words rather than long words in advertising.

D) The word "sex" should be left out of marketing promotions.

Answer: B Diff: 2 Page Ref: 332 Skill: Concept Objective: 8-5 AACSB: Communication 28) A ________ rule means that a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

A) noncompensatory decision B) lexicographic C) compensatory decision D) conjunctive Answer: A Diff: 1 Page Ref: 335 Skill: Concept Objective: 8-6 29) When the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected.

A) elimination-by-aspects B) conjunctive C) compensatory decision D) lexicographic Answer: D Diff: 2 Page Ref: 335 Skill: Concept Objective: 8-6 8 Copyright © 2011 Pearson Education, Inc.

30) When using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed.

A) lexicographic B) elimination-by-aspects C) conjunctive D) compensatory Answer: C Diff: 2 Page Ref: 335 Skill: Concept Objective: 8-6 31) A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.

A) purchase momentum B) rational decision making C) behaviorally influenced purchase D) inertia Answer: A Diff: 2 Page Ref: 308 Skill: Application Objective: 8-1 AACSB: Reflective Thinking 32) Susan is trying to select the right tour. She is going to Scotland but can't make up her mind what she wants to do when she gets there. There are so many variables including cost, the weather, and Susan's desire to see the village her grandmother called home. Susan's problem emphasizes the importance of the ________ in designing an effective hospitality-marketing program for the tourism industry.

A) experiential perspective B) behavioral influence perspective C) purchase momentum phenomenon D) rational perspective Answer: A Diff: 2 Page Ref: 308 Skill: Application Objective: 8-1 AACSB: Reflective Thinking

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33) Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to actively think about his car in this way, which of the following consumer decision-making process steps is Jeff going through?

A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C Diff: 2 Page Ref: 310-311 Skill: Application Objective: 8-1 AACSB: Reflective Thinking 34) Kent is a loyal Coca-Cola drinker. As a college student, he averages about six Cokes a day.

He even prefers Coke to water. However, today when he passes a vending machine in his dorm, he buys a new flavor of soft drink called Big Red. Which of the following most accurately explains his behavior, given the facts about Kent's previous behavior?

A) Kent is variety seeking.

B) Kent is brand switching.

C) Kent is involved in extended problem solving.

D) Kent is influenced by peer pressure.

Answer: A Diff: 2 Page Ref: 313 Skill: Application Objective: 8-3 AACSB: Reflective Thinking 35) Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases?

A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacy Answer: D Diff: 3 Page Ref: 316 Skill: Application Objective: 8-3 AACSB: Reflective Thinking

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36) Mona feels that she is moderately knowledgeable about foreign films. Her friend Kim admits to knowing almost nothing about these films, while her other friend Wanda has just finished a class in foreign films with the highest grade in the class. Of the three friends, who is most likely to seek the most information about a new foreign film being shown on campus before deciding to see the film?

A) Wanda B) Kim C) Mona D) Both Mona and Kim will seek more information than Wanda.

Answer: C Diff: 3 Page Ref: 318 [Fig. 8.5] Skill: Application Objective: 8-3 AACSB: Analytic Skills 37) Of the following products, which one would typically carry high psychological risk for the average consumer?

A) a lawn mower B) a kitchen blender C) an expensive mink coat D) a world cruise Answer: C Diff: 3 Page Ref: 320 [Fig 8.6] Skill: Application Objective: 8-3 AACSB: Reflective Thinking 38) Sheila believes she is a practical consumer. She is always on the lookout for better ways to order her life and make housework easier. New products that promise to help with these tasks catch her eye. However, she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required. Considering the above description, Sheila could be prone to which of the following types of perceived risk?

A) Monetary risk B) Functional risk C) Social risk D) Psychological risk Answer: B Diff: 3 Page Ref: 320 [Fig 8.6] Skill: Application Objective: 8-3 AACSB: Reflective Thinking

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39) What would be the categorization level for a taco sold in a fast-food restaurant?

A) superordinate level B) medium level C) basic level D) subordinate level Answer: D Diff: 2 Page Ref: 323 Skill: Application Objective: 8-3 AACSB: Reflective Thinking 40) Coca-Cola is an example of a(n) ________ product because it has come to characterize an entire category of soft drinks.

A) exemplar B) criteria C) heuristic D) evoked Answer: A Diff: 2 Page Ref: 324 Skill: Application Objective: 8-3 AACSB: Reflective Thinking 41) Justin has always had an intense interest in steam engines. He has one of the largest collections of pictures and facts about steam engines in the Unites States. He decides to share his interest with others by becoming a cybermediary. Of the following choices, which is the best description of what Justin will do as a cybermediary?

A) Justin will sell his services to help others organize their own computer programs related to steam engines.

B) Justin will market software featuring steam engines.

C) Justin will organize a user group online for steam engine enthusiasts.

D) Justin will join a user group created by others to get more information about steam engines.

Answer: C Diff: 2 Page Ref: 327 Skill: Application Objective: 8-4 AACSB: Use of IT

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42) Mel Howard is determined to make his used car lot a successful business venture. One of the cornerstones of his sales strategy is to make every used car appear as if it just rolled off the assembly line. His cars are clean, clean, clean! Mr. Howard is relying on which of the following signal forms to send a "signal of quality" to his customers?

A) demonstration signal B) product signal C) promotional signal D) design signal Answer: B Diff: 2 Page Ref: 330 Skill: Application Objective: 8-5 AACSB: Reflective Thinking 43) When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep the balance of trade between Japan and the United States more toward an American advantage. The attitude expressed by the stickers is called ________.

A) national inertia B) lexicographic determinism C) stereotyping D) ethnocentrism Answer: D Diff: 2 Page Ref: 331 Skill: Application Objective: 8-5 AACSB: Multicultural and Diversity 44) Latrell finds that every time he goes to select athletic shoes, he always buys the same brand.

In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process is an example of ________.

A) cognitive dissonance B) information discrimination C) ineptness D) inertia Answer: D Diff: 2 Page Ref: 333 Skill: Application Objective: 8-5 AACSB: Reflective Thinking

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45) Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs.

Chen Lo's purchasing pattern is an example of a consumer using a ________ rule.

A) habitual decision rule B) compensatory rule C) noncompensatory rule D) conjunctive rule Answer: C Diff: 2 Page Ref: 335 Skill: Application Objective: 8-6 AACSB: Reflective Thinking 46) Casinos make their interiors very plush and expensive looking knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior?

A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning.

C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational.

D) The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more.

Answer: A Diff: 3 Page Ref: 316 Skill: Critical Thinking Objective: 8-3 AACSB: Reflective Thinking

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47) A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?

A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills.

B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors.

C) The company confused a superordinate level with a subordinate level of categorization.

D) The determinant attributes between diet pills and breakfast was not sufficiently strong.

Answer: A Diff: 3 Page Ref: 323-324 Skill: Critical Thinking Objective: 8-3 AACSB: Reflective Thinking 48) A consumer could recognize a problem as either an opportunity or a need. How would promotions differ between those emphasizing opportunities and those emphasizing needs?

A) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.

B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.

C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.

D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

Answer: B Diff: 3 Page Ref: 311 Skill: Synthesis Objective: 8-1 AACSB: Reflective Thinking 49) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

A) the cost of the product B) the social risk of the product C) whether the purchase is made after a compensatory or noncompensatory decision process D) whether the customers hold a very positive or weak attitude toward the product Answer: D Diff: 2 Page Ref: 333-334 Skill: Synthesis Objective: 8-5 AACSB: Analytic Skills 15 Copyright © 2011 Pearson Education, Inc.

50) Ellen stated that she would marry a millionaire. She applied a heuristic in judging men. They must wear expensive shoes and have an expensive automobile. What type of decision rule was Ellen applying in her search for a millionaire husband?

A) lexicographic rule B) elimination-by-aspects C) conjunctive rule D) weighted additive rule Answer: B Diff: 3 Page Ref: 335 Skill: Synthesis Objective: 8-6 AACSB: Reflective Thinking 51) The first step in the consumer decision-making process is to conduct an information search.

Answer: FALSE Diff: 1 Page Ref: 306 Skill: Concept Objective: 8-1 52) Traditionally, consumer researchers have approached decision makers from a rational perspective.

Answer: TRUE Diff: 1 Page Ref: 307 Skill: Concept Objective: 8-1 53) The experiential perspective stresses the importance of learning in decision-making.

Answer: FALSE Diff: 2 Page Ref: 308 Skill: Concept Objective: 8-1 54) Habitual decision-making is the lowest order of buying decision-making.

Answer: TRUE Diff: 2 Page Ref: 309 Skill: Concept Objective: 8-1 55) Needs are created when the actual state of a customer declines.

Answer: TRUE Diff: 2 Page Ref: 311 Skill: Concept Objective: 8-2 16 Copyright © 2011 Pearson Education, Inc.

56) Incidental learning occurs after a very concentrated search for information.

Answer: FALSE Diff: 2 Page Ref: 312 Skill: Concept Objective: 8-2 AACSB: Communication 57) People often engage in brand switching, even when their current brand satisfies their needs.

Answer: TRUE Diff: 2 Page Ref: 312 Skill: Concept Objective: 8-3 58) Decisions are influenced by the way a problem is posed. This is called framing.

Answer: TRUE Diff: 2 Page Ref: 315 Skill: Concept Objective: 8-3 AACSB: Communication 59) People tend to emphasize their losses more than their gains.

Answer: TRUE Diff: 2 Page Ref: 316 Skill: Concept Objective: 8-3 60) Social risk occurs when the consumer's risk capital consists of self-esteem and selfconfidence.

Answer: TRUE Diff: 2 Page Ref: 320 [Fig 8.6] Skill: Concept Objective: 8-3 61) Alternatives a consumer knows about are his evoked set and the ones that he actually considers are called his consideration set.

Answer: TRUE Diff: 2 Page Ref: 321 Skill: Concept Objective: 8-3

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62) The success of a positioning strategy hinges on the marketer's ability to convince the consumer to consider its product within a given category.

Answer: TRUE Diff: 2 Page Ref: 324 Skill: Concept Objective: 8-3 AACSB: Communication 63) Neuromarketing refers to the use of software tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category.

Answer: FALSE Diff: 2 Page Ref: 326 Skill: Concept Objective: 8-3 AACSB: Use of IT 64) A consumer who falls back on "mental rules of thumb" when making a decision is using heuristics.

Answer: TRUE Diff: 2 Page Ref: 329 Skill: Concept Objective: 8-5 AACSB: Communication 65) If a consumer is following the lexicographic rule in her decision making, then she would select a brand that is the best on the most important attribute.

Answer: TRUE Diff: 2 Page Ref: 335 Skill: Concept Objective: 8-6 66) Olga decided to buy a product at her grocery store because of a "surprise special." This is an illustration of the behavioral influence perspective at work in the decision-making process.

Answer: TRUE Diff: 2 Page Ref: 308 Skill: Application Objective: 8-1 AACSB: Reflective Thinking

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67) Cedric runs out of gas. He thinks to himself, How stupid I am! Cedric has just experienced a form of problem recognition that is being dominated by a downward movement in his actual state.

Answer: TRUE Diff: 3 Page Ref: 311 Skill: Application Objective: 8-2 AACSB: Reflective Thinking 68) Claire remembers that uniquely wonderful taste that can only come from a frosty mug of root beer. As she heads to the soft drink aisle in her grocery store, she decides that today is the day to experience root beer again. Claire has just conducted what is called an internal search for information.

Answer: TRUE Diff: 2 Page Ref: 312 Skill: Application Objective: 8-2 AACSB: Reflective Thinking 69) Hirosi ordered the expensive "heart attack special" at his local pub. It came with a full pound of hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well.

Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special."

Answer: TRUE Diff: 2 Page Ref: 316 Skill: Application Objective: 8-3 AACSB: Reflective Thinking 70) Lindsay is a buyer of rugs made in the Orient. She is extremely knowledgeable about her product line. One of her clients wants to purchase a rug made by a supplier with whom she has had little contact. Lindsay is more likely to engage in a broader search for information and gather more opinions from others about this new product than someone who was only moderately knowledgeable about the product line.

Answer: FALSE Diff: 2 Page Ref: 318 Skill: Application Objective: 8-3 AACSB: Reflective Thinking

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71) Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.

Answer: FALSE Diff: 2 Page Ref: 320 [Fig 8.6] Skill: Application Objective: 8-3 AACSB: Reflective Thinking 72) Jonesy will buy only the lowest-priced spark plug when he goes shopping for auto supplies.

Because his car is very old, he really doesn't care about any other qualities. Jonesy is using what is called the noncompensatory decision rule.

Answer: TRUE Diff: 2 Page Ref: 335 Skill: Application Objective: 8-6 AACSB: Reflective Thinking 73) Unless a purchase decision is risky and/or has high involvement, it is reasonable for a customer to shorten the decision process by limiting the information search and evaluation of alternatives stages rather than thoroughly undertaking each step.

Answer: TRUE Diff: 2 Page Ref: 307-309 Skill: Synthesis Objective: 8-1 AACSB: Analytic Skills 74) It is normal for the actual state to be lower than an ideal state. Consequently, the average person is in a constant readiness state for problem recognition.

Answer: FALSE Diff: 2 Page Ref: 311 Skill: Synthesis Objective: 8-2 AACSB: Reflective Thinking 75) The examples of mental accounting, prospect theory, and perceived risk all remind a marketer that the customer's perception is more important than an objective reality when trying to understand consumer behavior.

Answer: TRUE Diff: 3 Page Ref: 315-319 Skill: Synthesis Objective: 8-3 AACSB: Reflective Thinking

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76) List and define the five stages of the consumer decision-making process.

Answer: The five stages are problem recognition, information search, evaluation of alternatives, product choice, and outcomes. a. Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. b. Information search is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision. c. Evaluation of alternatives–During this phase, the consumer develops evaluates the products in his or her consideration set. d. Product choice–A product is or is not chosen to solve the buyer's problem. e. Outcomes–If a product is selected, it will either be satisfactory or unsatisfactory. If no product is selected, the process may begin again at a future time.

Diff: 2 Page Ref: 306-307 Skill: Concept Objective: 8-1 77) Briefly characterize the three perspectives on decision-making emphasized in the text.

Answer: The three perspectives on decision-making emphasized in the text were: a. A rational perspective–in this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision. b. A behavioral influence perspective–this perspective is important when consumers have a low level of involvement. Marketers must concentrate on assessing the characteristics of the environment that influence members of a target market, such as the design of a retail outlet or whether a package is enticing. The environment has an effect on the decisions to be made. c. An experiential perspective–in these cases, no single quality may be the determining factor in the decision. This perspective stresses the Gestalt (or totality) of the product or service.

Marketers should focus on measuring consumers' affective responses to products or services and develop offerings that elicit appropriate subjective reactions.

Diff: 3 Page Ref: 307-308 Skill: Concept Objective: 8-1

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78) Describe the four forms of bias that might be present in the information search portion of the decision-making process. Be sure to specifically identify and examine these biases.

Answer: Biases begin because of the way consumers view situations and information about those situations or the way a problem is posed (called framing). a. The sunk-cost fallacy–having paid for something makes us reluctant to waste it (even if this decision costs us something). b. Loss aversion–people place much more emphasis on loss than they do on gain. c. Prospect theory finds that utility is a function of gains and losses; risk differs when the consumer faces options involving gains versus those involving losses. d. Hyperopia–people are so focused on preparing for the future that they cannot enjoy the present.

Diff: 3 Page Ref: 315-316 Skill: Concept Objective: 8-3 79) Purchase decisions that involve extensive search also entail some kind of perceived risk (a belief that the purchase potentially could have negative consequences). Name five perceived risks, indicate the kinds of consumers most vulnerable to each risk, and indicate the types of purchases most sensitive to each.

Answer: The five basic kinds of risk include both objective (e.g., physical danger) and subjective factors (e.g., social embarrassment). Consumers with greater "risk capital" are less affected by perceived risks associated with purchases. The five basic kinds of risk include: • Monetary risk–Risk capital consists of money and property. Those with relatively little income and wealth are most vulnerable. Purchases most sensitive to it: high-ticket items that require a substantial expenditure such as cars and houses.

• Functional risk–Risk capital consists of alternate means of performing the function or meeting the need. Practical consumers are the most sensitive. Purchases most sensitive to it: products or services whose purchase and use requires the buyer's exclusive commitment and precludes redundancy.

• Physical risk–Risk capital consists of physical vigor, health, and vitality. Those who are elderly, frail, or in ill health are most vulnerable. Purchases sensitive to it: mechanical or electrical goods (such as vehicles, flammables), drugs and medical treatment, food and beverages.

• Social risk–Risk capital consists of self-esteem and confidence. Those who are insecure and uncertain are most sensitive. Purchases sensitive to it: socially visible or symbolic goods such as clothes, jewelry, cars, homes, or sports equipment.

• Psychological risk–Risk capital consists of affiliations and status. Those lacking respect or attractiveness to peers are most sensitive. Purchases sensitive to it: expensive personal luxuries that may engender guilt, durables, and services whose use demands self-discipline or sacrifice.

Diff: 3 Page Ref: 320 [Fig 8.6] Skill: Concept Objective: 8-3

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80) What is a decision-making heuristic? Describe two typical heuristics used in consumer decision-making situations.

Answer: Heuristics are mental shortcut "rules of thumb" consumers use to save time and effort in the decision-making process. Heuristics may be based upon previous experience, reports from others, or beliefs. They may range from the very general (e.g., "Higher-priced products are higher-quality products.") to the very specific (e.g., "Buy Domino, that's the brand of sugar my mother always bought.").

Typical heuristics include: • Price/quality relationship–that price is positively correlated with quality is one of the most pervasive market beliefs; for the most part, it is justified. Novice consumers may in fact consider price as the only relevant product attribute.

• Reliance on a product signal–sometimes consumers tend to infer hidden dimensions of products from observable attributes. A common example is the clean and shiny exterior of a used car up for sale. Consumers lacking knowledge may use signals such as how long the company has been in business, how well known the brand name is, price, and so forth– judgments that may be faulty.

• Common market beliefs–consumers have many beliefs about covariation, or relationships, in the marketplace, not all of which are accurate. For example, locally owned stores give the best service, all brands are basically the same, and so on.

• Brand names–when a consumer consistently purchases the same brand over time, he or she may do it out of true brand loyalty or simply from inertia because less effort is required, for example, the heuristic might be "I always buy Sony products."

• Country of origin–consumers' reactions to imports are mixed: in general, people rate their own country's products more favorably than they do foreign products; products from industrialized countries are more highly rated than those from developing countries. Certain items associated with specific countries may benefit from these linkages; for example, shoes made in Italy are prized.

Diff: 3 Page Ref: 329-334 Skill: Concept Objective: 8-5

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81) Define noncompensatory rules used in purchase decision-making. Describe the types of rules that fall under this category.

Answer: When consumers consider attributes of several product choices, they may follow a simple noncompensatory decision rule, meaning that they feel a product with a high standing on one attribute cannot "make up for" (or compensate for) poor performance on another.

• Noncompensatory decision rules–These decision rules are characterized by exclusion: low standing on one attribute cannot be ignored because of good performance on other attributes.

Strong attributes do not compensate for weak ones.

Kinds of rules include: • Lexicographic rule–The brand that is best on the most important attribute is selected. In the event of a tie, brands are evaluated on the next most important attribute.

• Elimination-by-aspects rule–Brands are compared for the presence of the attribute considered most important. If that feature is not present, the alternative is rejected.

• Conjunctive rule–Minimum cutoffs are established for each attribute the brands possess. The brand must meet all cutoffs to be considered.

Diff: 3 Page Ref: 335 Skill: Concept Objective: 8-6 82) Define compensatory rules used in purchase decision-making. Identify and describe the rules that might fall under this category.

Answer: Compensatory decision rules–Products are compared overall: relatively lower performance on some attributes may be outweighed by relatively higher performance on other attributes. Strong performance can compensate for weaker elements.

Kinds of rules include: Simple additive rule–This operates when the consumer selects the alternative having the largest number of positive attributes.

Weighted additive rule–This operates when each attribute varies in relative importance to the consumer. Ratings on each attribute are intuitively multiplied by their importance weights.

Diff: 3 Page Ref: 336 Skill: Concept Objective: 8-6

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83) Compare limited versus extended problem solving.

Answer: Limited problem solving is straightforward and simple. The individual is not highly motivated to search for information or rigorously evaluate the alternatives. The following characterize limited problem solving: low risk and involvement, little search, information processed passively, an in-store decision likely, weakly held beliefs, only most prominent criteria used, alternatives perceived as basically similar, noncompensatory strategy used, limited shopping time, and choice influenced by in-store displays.

Extended problem solving is a much more careful process, as the decision may relate to an individual's self-concept or is in some way risky. The following characterize extended problem solving: high risk and involvement, extensive search, information processed actively, multiple sources consulted prior to store visits, strongly held beliefs, many criteria used, significant differences perceived among alternatives, compensatory strategy used, many outlets shopped if needed, and communication with store personnel is often desirable.

Diff: 2 Page Ref: 308-309 Skill: Application Objective: 8-1 AACSB: Analytic Skills 84) Define problem recognition. Show how problems can arise. Give a brief example to illustrate the problem recognition process.

Answer: Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. Problem recognition can occur in two ways: (a) there is a downward movement of the actual state (a person runs out of gas) and (b) there is an upward movement in the ideal state (such as a person craving something that they do not currently have).

Diff: 2 Page Ref: 310-311 Skill: Application Objective: 8-2 AACSB: Reflective Thinking

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85) Why would customers with a moderate knowledge of a product seek more information than either someone with no information or someone with extensive knowledge?

Answer: People with a very limited expertise may not feel they are capable of searching extensively. They are more likely to use shortcuts and utilize more abstract sources even when a search is undertaken.

People with extensive knowledge already have the information they need or have most likely already learned how to successfully navigate the process.

Note to Instructor: Saying that customers with limited knowledge are not interested and therefore seek less information without a clarification of levels of involvement creates an illogical conclusion. Both the moderately knowledgeable and less knowledgeable customers are in the market for the same product or service.

Diff: 3 Page Ref: 318 Skill: Application Objective: 8-3 AACSB: Analytic Skills 86) What is an evoked set? What is a consideration set? Create an example to illustrate the terms.

Answer: The evoked set consists of all those product alternatives a consumer knows about, while the consideration set consists of all those products actively considered by the consumer during his or her choice process. Both sets can be composed of products already in memory (the retrieval set) as well as those prominently displayed in the retail environment.

Note to Instructor: Students may create their own examples; however, these examples should be consistent with the material on page 321 in the text.

Diff: 2 Page Ref: 321 Skill: Application Objective: 8-3 AACSB: Reflective Thinking

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87) Pepsi A.M. was positioned as a coffee substitute. In one test market, Pepsi A.M. was introduced onto a university campus. It was both an immense hit and a total failure. The product always sold out of the vending machines, but the consumption of coffee stayed the same and the sale of other Pepsi products declined. In terms of levels of categorization, discuss what created the problem in the test market.

Answer: Pepsi A.M. and coffee on this campus did not occupy the same basic level. Coffee and tea were not seen the same as cola drinks. Cola drinks came in a bottle and were sold from vending machines. Coffee drinks came in a cup and were less likely to come from a vending machine.

The superordinate level of caffeinated drinks was not strong enough to create a successful product positioning strategy. The basic level category is typically the most useful in classifying products.

Diff: 3 Page Ref: 323-324 Skill: Application Objective: 8-3 AACSB: Reflective Thinking 88) Demonstrate how a marketer could use neuromarketing to advance the cause of his product.

You may use any example you choose for your demonstration.

Answer: Neuromarketing uses functional magnetic resonance imaging (FMRI), a brain-scanning device that tracks blood flow as we perform mental tasks. We have found that certain portions of the brain work like a switchboard and send messages forward. A marketing firm can use FMRI to determine which celebrities trigger certain images in consumers' minds. Students may use any example as long as it demonstrates the ability of the technique.

Diff: 2 Page Ref: 326-327 Skill: Application Objective: 8-3 AACSB: Reflective Thinking 89) Under what conditions would a customer resort to extended problem solving when presented with a problem characterized as a need recognition? Give an example.

Answer: Need recognition takes place when the actual state of the customer drops. A hot water heater that breaks is an example of a problem that involves a need recognition. A customer will more likely resort to extended problem solving if the product has a high-perceived risk and/or when the customer is motivated by variables central to his or her self-concept.

Diff: 3 Page Ref: 308-311 Skill: Synthesis Objective: 8-2 AACSB: Analytic Skills

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90) A customer searching for an SUV is trying to decide what to buy. She decides to limit her options by using the following strategy. First, the car must be a Honda or a Toyota because the customer believes that they have the highest quality. Second, the vehicle cannot cost more than $30,000 or get less than 10 miles per gallon. Third, the remaining vehicles' interiors, comfort, and instrument placing will be judged by giving each a score and summing them. The SUVs that are left, with the highest summed scores, will be selected for an intensive test drive. What type of decision rules was this customer proposing to use? There will be more than one rule used.

Answer: First: a heuristic. Honda and Toyota have high quality.

Second: elimination-by-aspects. If an SUV is too expensive or gets poor gas mileage it will not be considered.

Third: a simple additive compensatory. The interior aspects of the vehicles will be summed.

Diff: 3 Page Ref: 329-330, 335-336 Skill: Synthesis Objective: 8-6 AACSB: Reflective Thinking

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Consumer Behavior, 9e (Solomon) Chapter 9 Buying and Disposing 1) A typical antecedent state that a consumer might encounter as he or she approaches the purchase environment is ________.

A) time pressure B) sales interactions C) product disposal D) point-of-purchase stimuli Answer: A Diff: 2 Page Ref: 346 [Fig. 9.1] Skill: Concept Objective: 9-1 2) According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions.

A) antecedent state B) postpurchase process C) cognitive process D) purchase environment Answer: D Diff: 2 Page Ref: 346 [Fig 9.1] Skill: Concept Objective: 9-1 3) Which of the following is considered a postpurchase process?

A) the shopping experience B) mood C) consumer satisfaction D) shopping orientation Answer: C Diff: 2 Page Ref: 346 [Fig. 9.1] Skill: Concept Objective: 9-1 4) A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.

A) postpurchase process B) purchase process C) consumption situation D) psychological situation Answer: C Diff: 2 Page Ref: 347 Skill: Concept Objective: 9-1

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5) The day reconstruction method requires a respondent to ________.

A) dispose of any unused product during a specified period of time B) keep a record of everything he or she recycled C) try to remember what he or she did a month ago on the same day of the week D) keep a diary of everything he or she did during the day Answer: D Diff: 2 Page Ref: 347 Skill: Concept Objective: 9-1 6) Others who are present in a consumer's physical and social environment when purchases are made are called ________.

A) co-consumers B) by-standers C) purchase competitors D) challengers Answer: A Diff: 1 Page Ref: 349 Skill: Concept Objective: 9-1 7) Which of the following is an unpleasant psychological state?

A) density B) arousal C) crowding D) expectancy Answer: C Diff: 2 Page Ref: 349 Skill: Concept Objective: 9-1 8) Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.

A) time poverty B) the leisure paradox C) psychological time D) down time Answer: A Diff: 2 Page Ref: 350 Skill: Concept Objective: 9-1

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9) A study was conducted in different countries measuring how fast people walk and how long it takes postal workers to sell a stamp. The fastest country in the world was found to be ________.

A) Mexico B) Germany C) Switzerland D) Syria Answer: C Diff: 3 Page Ref: 350 Skill: Concept Objective: 9-1 AACSB: Multicultural and Diversity 10) Which dimension of psychological time includes the categorization of "time for me"?

A) temporal orientation dimension B) planning orientation dimension C) social dimension D) polychronic dimension Answer: C Diff: 2 Page Ref: 350 Skill: Concept Objective: 9-1 11) A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles.

A) social B) polychronic C) planning D) temporal Answer: B Diff: 2 Page Ref: 350 Skill: Concept Objective: 9-1 12) A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?

A) Time is a pressure cooker.

B) Time is a river.

C) Time is a map.

D) Time is a feast.

Answer: C Diff: 2 Page Ref: 351 Skill: Concept Objective: 9-1

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13) Which of the following cultures is likely to see time as cyclic?

A) American B) German C) Swiss D) Hispanic Answer: D Diff: 3 Page Ref: 352 Skill: Concept Objective: 9-1 AACSB: Multicultural and Diversity 14) The psychological dimension of time or how it is experienced is an important factor in what mathematical study?

A) polychronic activity B) queuing or queuing theory C) temporal tasking D) physical metrics Answer: B Diff: 1 Page Ref: 352 Skill: Concept Objective: 9-1 15) In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line?

A) Asian B) French C) American D) Italian Answer: A Diff: 2 Page Ref: 353-354 Skill: Concept Objective: 9-1 AACSB: Multicultural and Diversity 16) Two dimensions of emotional states determine if a shopper will react positively or negatively to a consumption environment. These two dimensions are best described as being ________.

A) pleasure and pain B) avoidance and satisfaction C) deal making and arousal D) pleasure and arousal Answer: D Diff: 2 Page Ref: 354 Skill: Concept Objective: 9-2

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17) According to information found in the text, shopping is an activity that can be performed for either utilitarian or ________ reasons.

A) hedonic B) tangible C) functional D) moral Answer: A Diff: 2 Page Ref: 355 Skill: Concept Objective: 9-2 18) Which of the following is the best example of a hedonic shopping motive?

A) A consumer shops to "hang-out" with friends at a local mall.

B) A consumer shops because he is angry.

C) A consumer shops to provide food for survival.

D) A consumer shops because she is discouraged and depressed.

Answer: A Diff: 2 Page Ref: 355 Skill: Concept Objective: 9-2 19) Which of the following is considered a limitation of e-commerce?

A) expensive to order and then return B) lack of real-time pricing C) lack of reasonable delivery times D) lack of price information Answer: A Diff: 2 Page Ref: 358 [Table 9.2] Skill: Concept Objective: 9-2 AACSB: Use of IT 20) Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that uses a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme.

A) marketscape B) cyberspace C) mindscape D) landscape Answer: D Diff: 2 Page Ref: 358 Skill: Concept Objective: 9-2

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21) A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________.

A) marketscape B) being space C) mindscape D) activity space Answer: B Diff: 1 Page Ref: 358 Skill: Concept Objective: 9-2 22) ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.

A) Serenity spacing B) Atmospherics C) Market-landscaping D) Store image Answer: B Diff: 1 Page Ref: 361 Skill: Concept Objective: 9-2 23) In a(n) ________, consumers participate in the production of the products or services they buy.

A) pop-up store B) minipreneur shop C) activity store D) mindscape Answer: C Diff: 1 Page Ref: 361 Skill: Concept Objective: 9-2 24) In-store shopping has become extremely important in today's highly competitive retail environment. It has been estimated that about ________ of supermarket purchases are decided in the aisles as consumers shop.

A) one-quarter B) one-half C) two-thirds D) four-fifths Answer: C Diff: 3 Page Ref: 362 Skill: Concept Objective: 9-2

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25) One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return.

A) gestalt B) exchange C) risk-aversion D) abundant supply Answer: B Diff: 2 Page Ref: 366 Skill: Concept Objective: 9-3 AACSB: Communication 26) Which of the following do consumers primarily look for in products?

A) color and style B) price and warranty C) quality and warranty D) quality and value Answer: D Diff: 2 Page Ref: 367 Skill: Concept Objective: 9-4 27) The zones of abandonment, alteration, and accommodation are all ________ zones.

A) customer expectation B) total quality management C) disposal option D) point-of-purchase Answer: A Diff: 2 Page Ref: 369 [Fig 9.5] Skill: Concept Objective: 9-4 28) The aim of total quality management is to ________ and increase quality.

A) reduce dissatisfaction B) simplify disposal C) reduce errors D) promote recycling Answer: C Diff: 1 Page Ref: 370 Skill: Concept Objective: 9-4

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29) The Japanese believe that successful total quality management can be achieved by going to the one true source of information called the ________.

A) sori summit B) gemba C) domo grazi D) third eye Answer: B Diff: 1 Page Ref: 370 Skill: Concept Objective: 9-4 AACSB: Multicultural and Diversity 30) During ________, one consumer exchanges something she owns with someone else for something she owns.

A) profit cycling B) renewing C) disposal casting D) lateral cycling Answer: D Diff: 1 Page Ref: 372 Skill: Concept Objective: 9-5 31) People who live off others' discards to make a political statement against corporations and consumerism are called ________.

A) lateral cyclists B) freecyclers C) freegans D) divesters Answer: C Diff: 1 Page Ref: 373 Skill: Concept Objective: 9-5 AACSB: Ethical Reasoning 32) The steps that consumers practice to gradually distance themselves from things they treasure so that they can sell or recycle them are called ________.

A) recycling instincts B) tangential cycling C) divestment rituals D) underground reinvestments Answer: C Diff: 1 Page Ref: 373 Skill: Concept Objective: 9-5

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33) Jason loves to go to Borders Bookstore in the evening. In addition to looking at books, he is able to meet interesting people in the store's coffeehouse, where local artists perform soft jazz.

Because the other consumers in Borders might affect Jason's purchases, we call them ________.

A) shopping partners B) peers C) co-consumers D) clients Answer: C Diff: 2 Page Ref: 349 Skill: Application Objective: 9-1 AACSB: Reflective Thinking 34) When Maria began work again after having a child, she was surprised at how much more she had to do. Before she had her child, she only had to take care of her husband and herself–now she has a baby! She just never seems to have enough time to please everyone and get her work done. Which of the following terms is most closely associated with Maria’s dilemma?

A) social pressure B) time poverty C) monochronic dimension difficulties D) mismanagement of personal space Answer: B Diff: 2 Page Ref: 350 Skill: Application Objective: 9-1 AACSB: Reflective Thinking 35) Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being hedonic and a variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time?

A) Time is a pressure cooker.

B) Time is a map.

C) Time is a feast.

D) Time is a mirror.

Answer: C Diff: 2 Page Ref: 352 Skill: Application Objective: 9-1 AACSB: Reflective Thinking

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36) The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time?

A) circular time B) procedural time C) linear time D) occasion time Answer: C Diff: 3 Page Ref: 352 Skill: Application Objective: 9-1 AACSB: Reflective Thinking 37) Jason works as a building engineer at a large hotel. The hotel management has been receiving complaints about the elevators. Guests think they have to wait too long for an elevator.

Jason realizes that the elevator cannot be made to go any faster with the current technology available to the hotel. What should he do?

A) He should put up notices by the elevators at each floor reminding guests that the elevators are as fast as any in that market.

B) He should put up notices by the elevators apologizing for delays.

C) He should put clocks with second hands by each elevator so that hotel guests would not psychologically distort time.

D) He should install mirrors near the elevator banks, moving consumers' focus to checking their appearance rather than evaluating the wait time.

Answer: D Diff: 2 Page Ref: 353 Skill: Application Objective: 9-1 AACSB: Reflective Thinking 38) Mary Jo has been on a roll. She made straight "A's" in school, was elected to the Student Senate, found a new boyfriend, and discovered that she will be getting a new car in about two weeks. Based on information found in the text, these positive occurrences will have an impact on Mary Jo; therefore, when Mary Jo reads and processes ads in her favorite magazines, she will process the ads with ________.

A) more careful scrutiny B) less interest C) less elaboration D) greater concentration on price Answer: C Diff: 3 Page Ref: 354-355 Skill: Application Objective: 9-2 AACSB: Reflective Thinking

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39) Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood.

Springer's Old Country Gifts has attracted Julie with its ________.

A) store position B) atmospherics C) subliminal cues D) in-store displays Answer: B Diff: 2 Page Ref: 361 Skill: Application Objective: 9-2 AACSB: Reflective Thinking 40) Samuel is on his weekly trip through the grocery store. When he sees a jar of cinnamon in the spice aisle, he remembers that he is out of cinnamon. Cinnamon is not on his grocery list.

Samuel has just experienced which of the following buying situations?

A) unplanned buying B) impulse buying C) demand-enhanced buying D) planned buying Answer: A Diff: 2 Page Ref: 363 Skill: Application Objective: 9-2 AACSB: Reflective Thinking 41) Steven has an urge to buy a Dove ice cream bar when he enters the neighborhood convenience store. What would be the best term to describe Steven's buying situation?

A) unplanned buying B) impulse buying C) demand-enhanced buying D) planned buying Answer: B Diff: 2 Page Ref: 363 Skill: Application Objective: 9-2 AACSB: Reflective Thinking

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42) George wanted to increase impulse purchases in his store. Which of the following promotional strategies would be most effective for George to use?

A) He should place point-of-purchase displays close to the items that he wants to market.

B) He should buy more advertising space in local newspapers.

C) He should hire a new salesperson.

D) He should post testimonials about the quality of his products in highly traveled locations.

Answer: A Diff: 2 Page Ref: 363 Skill: Application Objective: 9-2 AACSB: Reflective Thinking 43) What is the primary purpose of point-of-purchase stimuli?

A) to change the atmospherics of a store B) to give consumers something to eat C) to increase the sense of "fun" that customers can experience while shopping D) to increase the likelihood of impulse buying Answer: D Diff: 2 Page Ref: 363 Skill: Application Objective: 9-2 AACSB: Analytic Skills 44) Jason remembers that the last time he bought a store brand trashcan, it fell apart in about two months. Without even looking at the store brand on this shopping trip, Jason buys a national brand for a little more cash. Which of the following models most accurately summarizes Jason’s behavior?

A) the cognitive recognition model B) the quality versus value model C) the expectancy disconfirmation model D) the product rejection model Answer: C Diff: 2 Page Ref: 368 Skill: Application Objective: 9-4 AACSB: Reflective Thinking

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45) If Xerox inflates the time it will take for a service rep to visit, then has the rep arrive a day earlier, the customer will be suitably impressed. This is a technique which emphasizes the use of ________.

A) over inflating B) under managing C) bad estimation D) managing expectations Answer: D Diff: 2 Page Ref: 369 Skill: Application Objective: 9-4 AACSB: Reflective Thinking 46) Sergio thought he was cheated by the owners of a small business from which he bought part of his retail supplies. He wrote a warning on the Internet and posted it in every consumer advocate site that would accept it. Sergio is taking what course of action with his discontent?

A) voice response B) private response C) third-party response D) fourth-party response Answer: C Diff: 2 Page Ref: 370 Skill: Application Objective: 9-4 AACSB: Communication 47) Simtec believes in supplying the highest quality in engineering equipment and controls. To make sure that its products fit the needs of its consumers, the company sends researchers into the field to examine consumer needs and to see exactly how consumers use equipment to solve problems. The company then follows up with phone calls and emails to provide clients with information about what has been seen on the job site. With respect to practice in TQM, Simtec is following a practice called ________.

A) "going to the mat" B) "going to the gemba" C) "going to the garden" D) "saving face" Answer: B Diff: 2 Page Ref: 370 Skill: Application Objective: 9-4 AACSB: Reflective Thinking

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48) Stephanie loves flea markets and garage sales. She spends most of her Saturday mornings going from one to another. About once a month, she holds her own garage sale just to get rid of some of the items she purchased during the month. Stephanie is actively engaged in ________.

A) lateral cycling B) divestment cycling C) freecycling D) underground cycling Answer: A Diff: 2 Page Ref: 372 Skill: Application Objective: 9-5 AACSB: Reflective Thinking 49) Jack works for the state government. The state is concerned because the receipts from sales taxes are much lower than the projections, even though the projections of population, salaries, and unemployment have been right on target. Jack does a detailed study and finds that much of the underestimation of sales tax revenue is most likely due to ________.

A) a general decrease in prices B) increased lateral cycling in an underground economy C) an increase in product disposal rates D) an increase in product quality Answer: B Diff: 3 Page Ref: 372 Skill: Critical Thinking Objective: 9-5 AACSB: Analytic Skills 50) According to the expectancy disconfirmation model, a product that is promoted as being better than it really is will create problems with customers even if its innate quality is already high. The customer will be dissatisfied if the expectation falls outside of the zone of ________.

A) accommodation B) alteration C) abandonment D) the gemba Answer: A Diff: 2 Page Ref: 368-369 Skill: Synthesis Objective: 9-4 AACSB: Analytic Skills 51) A typical antecedent state is product disposal.

Answer: FALSE Diff: 2 Page Ref: 346 [Fig. 9.1] Skill: Concept Objective: 9-1

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52) A point-of-purchase stimuli is part of the purchase environment.

Answer: TRUE Diff: 1 Page Ref: 346 [Fig. 9.1] Skill: Concept Objective: 9-1 53) Consumers' physical and social environments have little to do with the motives consumers have for product usage.

Answer: FALSE Diff: 2 Page Ref: 348 Skill: Concept Objective: 9-1 54) A temporal factor is one that reflects sense of time.

Answer: TRUE Diff: 1 Page Ref: 350 Skill: Concept Objective: 9-1 55) Time poverty seems to be more a problem of perception than of fact.

Answer: TRUE Diff: 2 Page Ref: 350 Skill: Concept Objective: 9-1 56) A good metaphor for woman whose timestyles are spontaneous in their planning orientation and have a present focus is "Time is a mirror."

Answer: FALSE Diff: 2 Page Ref: 351 Skill: Concept Objective: 9-1 57) It would be difficult to sell consumers life insurance if their notion of time is cyclic.

Answer: TRUE Diff: 2 Page Ref: 352 Skill: Concept Objective: 9-1 58) Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of time as linear rather than circular.

Answer: FALSE Diff: 3 Page Ref: 352 Skill: Concept Objective: 9-1 AACSB: Multicultural and Diversity

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59) Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.

Answer: TRUE Diff: 2 Page Ref: 354 [Fig 9.3] Skill: Concept Objective: 9-2 60) A typical utilitarian shopping motive is interpersonal attraction.

Answer: FALSE Diff: 2 Page Ref: 355 Skill: Concept Objective: 9-2 61) A typical hedonic shopping motive is to experience the sharing of common interests.

Answer: TRUE Diff: 2 Page Ref: 355 Skill: Concept Objective: 9-2 62) The "thrill of the hunt" is a hedonic shopping motive.

Answer: TRUE Diff: 2 Page Ref: 356 Skill: Concept Objective: 9-2 63) As every salesperson knows, some people savor the experience of being waited on, even though they may not necessarily buy anything. The hedonic shopping motive associated with the scenario is that of instant status.

Answer: TRUE Diff: 2 Page Ref: 356 Skill: Concept Objective: 9-2 64) One benefit of e-commerce is that consumers can find products and services for which they will be able to get greater price information.

Answer: TRUE Diff: 2 Page Ref: 358 [Table 9.2] Skill: Concept Objective: 9-2 AACSB: Use of IT 65) If a retailer has decided to use a marketscape theme for its retail operations, the retailer’s store images will be built on information and communications technology features.

Answer: FALSE Diff: 2 Page Ref: 358 Skill: Concept Objective: 9-2 16 Copyright © 2011 Pearson Education, Inc.

66) A pop-up store is purposefully designed to come and go very rapidly.

Answer: TRUE Diff: 1 Page Ref: 360 Skill: Concept Objective: 9-2 67) When a retail customer senses a sudden urge that simply can’t be ignored, the customer is experiencing unplanned buying.

Answer: FALSE Diff: 1 Page Ref: 363 Skill: Concept Objective: 9-2 68) The buyer-seller interaction can be classified as a dyadic encounter.

Answer: TRUE Diff: 2 Page Ref: 366 Skill: Concept Objective: 9-3 69) When products basically live up to our expectations, we don’t think too much about the product one way or the other; we just use the product. A model that addresses this situation is the expectancy disconfirmation model.

Answer: TRUE Diff: 2 Page Ref: 368 Skill: Concept Objective: 9-4 70) The fact that customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and the physical surroundings in the marketplace.

Answer: TRUE Diff: 2 Page Ref: 348 Skill: Application Objective: 9-1 AACSB: Reflective Thinking 71) Putting more and more people into the same marketing space will increase arousal in customers. This can be seen as either positive or negative, depending upon each customer's interpretation of this arousal.

Answer: TRUE Diff: 2 Page Ref: 349 Skill: Application Objective: 9-1 AACSB: Analytic Skills

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72) Offering an important guest food that was prepared quickly would be more of an insult in cultures with a fast timestyle than in cultures with slower timestyles.

Answer: FALSE Diff: 2 Page Ref: 350 Skill: Application Objective: 9-1 AACSB: Reflective Thinking 73) A retailer using a marketscape theme gives consumers the opportunity to enter into a world of fantasy (such as one where the person becomes a virtual hunter, race car driver, or fashion model) as they shop.

Answer: FALSE Diff: 2 Page Ref: 358 Skill: Application Objective: 9-2 AACSB: Reflective Thinking 74) Griff is opening a new high-end restaurant and has invited some of the city's most elite and powerful people to opening night. Griff's attempt to create an association between his restaurant and these power players is likely to fail based upon what research has shown about coconsumers.

Answer: FALSE Diff: 3 Page Ref: 348-349 Skill: Critical Thinking Objective: 9-1 AACSB: Reflective Thinking 75) In Las Vegas, properties have assumed themes that range from modern New York to ancient Egypt. This attempt at retail theming stresses the importance of the postpurchase process.

Answer: FALSE Diff: 3 Page Ref: 358, 367 Skill: Synthesis Objective: 9-4 AACSB: Communication 76) List each of the five antecedent states identified in the chapter. Next, indicate the three purchase environment activities that match the five antecedent states.

Answer: The chapter identifies five antecedent states: situational factors, usage contexts, time pressure, mood, and shopping orientation. These antecedent states relate to three purchase environment activities–the shopping experience, point-of-purchase stimuli, and sales interactions.

Diff: 2 Page Ref: 346 [Fig. 9.1] Skill: Concept Objective: 9-1

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77) Identify and describe the various temporal factors that might affect a consumer and his or her buying process.

Answer: Time is one of consumers' most precious resources. Consumers have two broad areas that are of concern. First is economic time. Time can be considered an economic variable; it is a resource that must be divided among activities. Consumers try to maximize satisfaction by allocating time to the appropriate combination of tasks. An individual's priorities determine his or her timestyle. Many consumers today have time poverty. Second, the psychological dimension of time is an important factor in queuing theory (the mathematical study of waiting lines). A consumer's experience of waiting can radically alter his or her perceptions of service quality.

Diff: 2 Page Ref: 350-353 Skill: Concept Objective: 9-1 78) Time is viewed differently around the world. List and briefly describe three views of time that might be seen in different cultures.

Answer: Three views of time are: a. Linear separable time–Events proceed in an orderly sequence and different times are well defined ("There's a time and a place for everything.") There is a clear sense of past, present, and future. b. Procedural time–The clock is ignored completely–people simply decide to do something "when the time is right." An extension of this is "event time." Something happens when something else happens (such as when the cows come back from grazing). c. Circular or cyclic time–People are governed by natural cycles such as the seasons. This perspective is found in many Hispanic cultures. To these consumers, the notion of future does not make much sense because that time will be much like the present.

Diff: 3 Page Ref: 352 Skill: Concept Objective: 9-1 AACSB: Multicultural and Diversity 79) What two basic dimensions determine if a shopper will react positively or negatively to a consumption environment? What factors can affect a consumer's moods in the shopping environment that are a) under the control of the marketer and b) not under the control of the marketer?

Answer: The two dimensions are pleasure and arousal. Factors that can affect a consumer's moods that are under the control of the marketer are store design, music, television programming, and other factors specific to the consumer. Factors that are not under the control of the marketer are the weather, current events, or personal occurrences in the consumer's life.

Diff: 3 Page Ref: 354 Skill: Concept Objective: 9-2 AACSB: Reflective Thinking

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80) Shopping is an activity that can be performed for either utilitarian or hedonic motives.

Describe hedonic shopping motives.

Answer: People often shop even though they do not necessarily intend to buy anything.

Shopping is a way to acquire needed products and services, but social motives are also important. Hedonic shopping motives can include: a. Social experiences–shopping centers such as department stores or shopping malls can function as community gathering places. Many people, especially in suburban or rural areas, may have no other place to go to spend their leisure time. b. Sharing common interests–stores with specialized goods bring together people with shared interests and facilitate communication between them. c. Interpersonal attraction–malls provide natural "meeting places" with a variety of stimuli–a hangout for teenagers. The mall represents relative safety, comfort, and convenience for groups such as the elderly. d. Instant status–sales personnel provide customers with a sense of importance by waiting on them. e. Shopping as sport, the "thrill of the chase"–many shoppers view the marketplace as a kind of game or sport, enjoying listening to sales pitches and haggling over prices.

Diff: 3 Page Ref: 355-356 Skill: Concept Objective: 9-2 81) There are pros and cons associated with using e-commerce as a business model. What are the limitations of e-commerce for consumers?

Answer: Limitations of using e-commerce for consumers include: a. lack of security b. fraud c. can't touch items d. exact colors may not reproduce on computer monitors e. expensive to order and then return f. potential breakdown of human relationships Diff: 3 Page Ref: 358[Table 9.2] Skill: Concept Objective: 9-2 AACSB: Use of IT

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82) Identify the three possible courses of action a consumer who is dissatisfied with a product or service can take. Explain why it is important for a marketer to address consumers' complaints.

Answer: Consumers have three possible options for making their dissatisfaction with a product or service known: Voice response–the customer can appeal directly to the retailer to solve the problem (for example, a refund).

Private response–the customer can express dissatisfaction to friends and boycott the product or store where it was purchased.

Third-party response–the customer can take legal action against the merchant, register a complaint with the Better Business Bureau, post a negative review on a Web site, or write a letter to the newspaper.

Marketers should quickly address consumers' complaints in order to return customers back to a state of satisfaction. Customers who receive no response to a complaint are likely to feel even worse about the product or service than they had before. On the other hand, customers who feel the problem has been resolved are likely to feel even better about the product or service than before the dissatisfaction occurred. Perhaps most important to marketers, dissatisfied customers are more likely to spread the word about unresolved negative experiences to their friends than they are to boast about positive occurrences.

Diff: 3 Page Ref: 369-370 Skill: Concept Objective: 9-4 AACSB: Communication 83) Explain the concept of co-consumers and relate why it is important to marketers. Give an example.

Answer: Co-consumers are other patrons that are experiencing the same or similar physical surroundings as the customer. Customers value quality, but when cues of quality are not inherent in the product or service, they will search for other evidence. Part of that evidence will be other customers drawn to the same or similar products or services. Characteristics attributed to the coconsumers will have a tendency to transfer to the product or service. If a customer sees her coconsumers as upper class and exclusionary, for example, she is more likely to think of the service as having the qualities attributed to her perception of class.

Diff: 2 Page Ref: 348-349 Skill: Application Objective: 9-1 AACSB: Reflective Thinking

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84) If you were designing a large retail outlet for customers with a polychronic orientation, what would you want to provide?

Answer: Customers with a polychronic orientation desire to do more than one thing at a time.

The outlet should encourage multitasking and allow for as many services as possible under one roof. For example, customers could have their eyeglasses repaired while they shop for food, or they would be able to process pictures, buy auto-repair products, see the latest fashions, and buy milk and bread, all without leaving the store.

Diff: 2 Page Ref: 350 Skill: Application Objective: 9-1 AACSB: Reflective Thinking 85) What is the difference between unplanned buying and impulse buying?

Answer: Unplanned buying may occur when a person is unfamiliar with a store's layout or perhaps when under some time pressure, or when a person may be reminded to buy something by seeing it on a store shelf. About one-third of unplanned buying has been attributed to the recognition of new needs while within the store.

In contrast, impulse buying occurs when the person experiences a sudden urge that he or she cannot resist. The tendency to buy spontaneously is most likely to result in a purchase when the consumer believes acting on impulse is appropriate.

Diff: 2 Page Ref: 363 Skill: Application Objective: 9-2 AACSB: Analytic Skills

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86) Describe the expectancy disconfirmation model and give an example of its application.

Answer: Satisfaction or dissatisfaction is more than a reaction to the actual performance quality of a product or service. It is influenced by prior expectations regarding the level of quality.

According to the expectancy disconfirmation model, consumers form beliefs about product performance based on prior experience with the product and/or communications about the product that imply a certain level of quality. When something performs the way we thought it would, we may not think about it. If, on the other hand, it fails to live up to our expectations, negative effects may result. Furthermore, if performance happens to exceed our expectations, we are satisfied and pleased.

For example, let's say a consumer bought a ceiling fan at Sears, was told that it was of good quality, brought it home, installed it, and turned it on. The fan did not cool the room to expectations. Several reasons for this could have been: a) it was improperly installed, b) the fan was too small for the room, c) the fan was, in fact, of poor quality, or d) it was a very hot summer and all cooling was struggling to match consumers' expectations for staying "cool." Any of these could have made the customer dissatisfied; however, only one (c) could be said to be the fault of the store or the manufacturer. The job of the store is to make sure that the customer did not have unrealistic expectations prior to purchase.

Diff: 3 Page Ref: 368-369 Skill: Application Objective: 9-4 AACSB: Reflective Thinking 87) Why are modern industrialized societies dependent upon the cultural perception of linear separable time?

Answer: Modern societies are dependent upon a consensus perception of time. Meetings can be arranged with total strangers for a certain time and all participants will appear at the correct time.

Transportation and media schedules can be drawn up and followed universally.

Linear time allows time to be partitioned into parts that are not subject to the whims of personal perception. These partitions can be projected into the future.

On the other hand, procedural time is dependent upon past and present events, and the consensus that arises within a small group of people about how to interpret those events. Mass media and transportation would be impossible under these rules.

Circular or cyclic time applies when a culture sees itself driven by natural cycles. This perception of time does not allow for an equal segmentation of time or a predictable time future.

Diff: 3 Page Ref: 352 Skill: Critical Thinking Objective: 9-1 AACSB: Reflective Thinking

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88) Why does a typical casino have low ceilings, no windows, no clocks, and no straight aisles?

Answer: It is a matter of atmospherics. The casino is designed to attract all the senses of a gambler and to eliminate outside distractions. The low ceilings draw the customers' attention to the gambling floor and make the casino appear to be larger than it really is. There are no windows or clocks to remind the gambler of an outside world. The aisles are not straight, so the gambler must pass gambling machines and games on his or her way to any other location.

Diff: 3 Page Ref: 361-362 Skill: Synthesis Objective: 9-2 AACSB: Reflective Thinking 89) According to exchange theory, what might occur if a salesperson interacts with an assertive consumer?

Answer: In exchange theory, every interaction involves an exchange of value. Consequently, the salesperson must add some value to the customers' experience or customers would not seek out the services of a salesperson.

The assertive consumer will most likely stand up for himself or herself in any discussion. If the salesperson says "this is a good value for you," implying that the customer should buy the item, the assertive consumer will often say "I don't see the value in the product that you see" or "I'm not ready to make a commitment." The salesperson must show more value and meet the consumer’s response in a positive and relational way.

Students may create their own examples.

Diff: 3 Page Ref: 366-367 Skill: Synthesis Objective: 9-3 AACSB: Reflective Thinking

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90) In some environments, it is very difficult to dispose of used products. Explain what special types of disposal problems are created by densely populated areas and what type of business could be created in Manhattan, New York or in Hong Kong that would take advantage of this difficulty.

Answer: In heavily populated areas, more people live in high-rise housing with little storage area. At the same time, the public officials typically are stricter in policing the disposal of used products on the streets. The business would emphasize the postpurchase process heavily in such an environment. This would be especially true for any product that is large and bulky or very heavy.

Consider mattresses as an example. A business that promises to deliver and remove mattresses would be very attractive under these conditions. Customers would be likely to pass up less expensive providers if they did not remove the old mattresses.

Note to Instructor: The students may think of some very creative businesses, but they should all include an emphasis on removing and disposing of the old product.

Diff: 3 Page Ref: 371-373 Skill: Synthesis Objective: 9-5 AACSB: Ethical Reasoning

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Consumer Behavior, 9e (Solomon) Chapter 10 Groups 1) A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

A) opinion group B) demographic group C) reference group D) focus group Answer: C Diff: 1 Page Ref: 382 Skill: Concept Objective: 10-1 2) Reference groups influence us in three ways. These ways include informational, utilitarian, and ________ dimensions.

A) reputational B) descriptive C) knowledge D) value-expressive Answer: D Diff: 2 Page Ref: 382 Skill: Concept Objective: 10-1 3) Which of the following is an example of utilitarian influence?

A) An individual seeks information about various brands from a professional.

B) An individual's decision to purchase a particular brand is influenced by the preferences of family members.

C) An individual feels that the purchase of a particular brand will enhance the image others have of her.

D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

Answer: B Diff: 3 Page Ref: 383 Skill: Concept Objective: 10-1 AACSB: Communication

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4) Reference group effects are stronger for purchases that are ________.

A) socially conspicuous B) mostly unseen by others C) necessities D) made frequently Answer: A Diff: 2 Page Ref: 383 Skill: Concept Objective: 10-1 AACSB: Communication 5) The capacity to alter the actions of others is referred to as ________ power.

A) publicity B) social C) second-order D) behavioral Answer: B Diff: 1 Page Ref: 383 Skill: Concept Objective: 10-1 AACSB: Communication 6) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power.

A) referent B) informational C) legitimate D) coercive Answer: A Diff: 2 Page Ref: 384 Skill: Concept Objective: 10-1 AACSB: Communication 7) If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

A) information B) legitimate C) expert D) reward Answer: B Diff: 2 Page Ref: 384 Skill: Concept Objective: 10-1 AACSB: Communication

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8) The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities.

A) normative B) comparative C) selective D) coercive Answer: B Diff: 2 Page Ref: 386 Skill: Concept Objective: 10-2 AACSB: Analytic Skills 9) A group composed of people that the consumer actually knows is called a(n) ________ reference group.

A) aspirational B) tribal C) membership D) group Answer: C Diff: 1 Page Ref: 387 Skill: Concept Objective: 10-2 10) Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents.

A) propinquity B) mere exposure C) group cohesiveness D) reference bias Answer: B Diff: 2 Page Ref: 388 Skill: Concept Objective: 10-2 11) Which of the following is an example of a new kind of avoidance group that has grown in popularity through the Web? A) virtual communities of consumption B) shopmobs C) consumer tribes D) antibrand communities Answer: D Diff: 2 Page Ref: 388 Skill: Concept Objective: 10-2 AACSB: Use of IT

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12) One of the chief reasons for the phenomenon of the risky shift effect is ________.

A) decision polarization B) degeneration hypothesis C) regeneration hypothesis D) diffusion of responsibility Answer: D Diff: 2 Page Ref: 389 Skill: Concept Objective: 10-2 AACSB: Communication 13) The ________ a group is, the more likely members are to engage in social loafing.

A) more homogeneous B) smaller C) bigger D) less homogeneous Answer: C Diff: 2 Page Ref: 389 Skill: Concept Objective: 10-2 AACSB: Communication 14) When members of a group come together with a certain attitude, that attitude becomes more extreme after the group discusses it. This effect is called ________.

A) social loafing B) decision polarization C) responsibility diffusion D) capitalization Answer: B Diff: 1 Page Ref: 390 Skill: Concept Objective: 10-2 AACSB: Communication 15) Home shopping parties may activate a risky shift or ________, in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase.

A) deindividuation B) didactic shift C) polarity D) inner-self Answer: A Diff: 2 Page Ref: 390 Skill: Concept Objective: 10-2 AACSB: Communication 4 Copyright © 2011 Pearson Education, Inc.

16) The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect.

A) polarization B) bandwagon C) loafing D) homophily Answer: B Diff: 2 Page Ref: 390 Skill: Concept Objective: 10-2 AACSB: Communication 17) Within groups, informal rules of behavior are called ________.

A) beliefs B) values C) norms D) interpersonal dynamics Answer: C Diff: 1 Page Ref: 391 Skill: Concept Objective: 10-3 18) Many factors contribute to conformity. The Japanese are noted for valuing collective wellbeing and group loyalty over individual needs. Which of the following conformity factors best explains this behavior?

A) cultural pressures B) commitment C) group size D) susceptibility to interpersonal influence Answer: A Diff: 2 Page Ref: 391 Skill: Concept Objective: 10-3 AACSB: Multicultural and Diversity 19) Consumers who are confident in themselves and do not seek peer approval for their behaviors are said to be ________.

A) snobbish B) role-relaxed C) deindividuated D) insulated Answer: B Diff: 2 Page Ref: 391 Skill: Concept Objective: 10-3 AACSB: Communication 5 Copyright © 2011 Pearson Education, Inc.

20) Young teenagers who conform to group pressure because they believe they will be punished by the group for nonconforming behaviors are motivated by ________.

A) social loafing B) the principle of least interest C) group unanimity D) fear of deviance Answer: D Diff: 2 Page Ref: 391 Skill: Concept Objective: 10-3 AACSB: Communication 21) According to the principle of least interest, the person who is least ________ has the most power in a relationship.

A) committed to staying in the relationship B) susceptible to interpersonal influence C) susceptible to cultural pressures D) afraid of sanctions against nonconforming behavior Answer: A Diff: 2 Page Ref: 391 Skill: Concept Objective: 10-3 AACSB: Communication 22) A marketing manager who wants to identify opinion leaders for her product category should do which of the following?

A) She should find government officials who use the product.

B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.

C) She should find intellectuals who can write and speak well so that communication will be facilitated.

D) She should look for people who stand out in a crowd.

Answer: B Diff: 2 Page Ref: 392 Skill: Concept Objective: 10-4 AACSB: Communication

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23) Which of the following statements most accurately describes homophily?

A) Homophily is the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

B) Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth.

C) Homophily is the degree to which a pair of individuals is similar in terms of ethnicity.

D) Homophily is the degree to which a pair of individuals is similar in terms of sexual orientation.

Answer: A Diff: 2 Page Ref: 392 Skill: Concept Objective: 10-4 24) Recent research on opinion leadership has called into question the traditional view that there is such a thing as a(n) ________ opinion leader.

A) heterophilous B) generalized C) polymorphic D) monomorphic Answer: B Diff: 2 Page Ref: 393 Skill: Concept Objective: 10-4 AACSB: Communication 25) The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types.

A) surrogate consumer B) innovator C) market analyst D) market maven Answer: D Diff: 1 Page Ref: 394 Skill: Concept Objective: 10-4 AACSB: Communication 26) A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

A) market maven B) opinion leader C) mass media specialist D) surrogate consumer Answer: D Diff: 1 Page Ref: 395 Skill: Concept Objective: 10-4 7 Copyright © 2011 Pearson Education, Inc.

27) Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

A) Reputational B) Behavioral C) Sociometric D) Geodemographic Answer: C Diff: 1 Page Ref: 396 Skill: Concept Objective: 10-4 AACSB: Communication 28) A sociometric network analysis is likely to study all of the following EXCEPT which one?

A) referral behavior B) the selection of key informants C) the tie strength between members of a network D) communication in social systems Answer: B Diff: 3 Page Ref: 397 Skill: Concept Objective: 10-4 AACSB: Communication 29) The strength of weak ties in a social system is demonstrated by their ________.

A) bridging function B) social contagion C) surrogate roles D) diffusion of responsibility Answer: A Diff: 3 Page Ref: 398 Skill: Concept Objective: 10-4 AACSB: Communication 30) Product information that is transmitted by individuals to individuals is called ________.

A) independent analysis B) product shuffle C) reactance formation D) word-of-mouth Answer: D Diff: 1 Page Ref: 398 Skill: Concept Objective: 10-5 AACSB: Communication 8 Copyright © 2011 Pearson Education, Inc.

31) In general, advertising is more effective when it ________ than when it ________.

A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon word-of-mouth tactics; relies upon viral marketing tactics D) relies upon viral marketing tactics; relies upon word-of-mouth tactics Answer: B Diff: 2 Page Ref: 399 Skill: Concept Objective: 10-5 AACSB: Communication 32) Which of the following is NOT one of three basic themes of complaint Web sites recently identified in a study of such Web sites?

A) injustice B) identity C) legitimacy D) agency Answer: C Diff: 2 Page Ref: 400 Skill: Concept Objective: 10-6 AACSB: Use of IT 33) Consumers who participate in social networking are more likely to consider themselves as ________ than are those who do not use online social networks.

A) media recipients B) media broadcasters C) members of an aspirational group D) members of a reference group Answer: B Diff: 2 Page Ref: 402 Skill: Concept Objective: 10-7 AACSB: Use of IT 34) Social networking is an integral part of what many call ________, which is like the Internet on steroids. The key change is the interactivity among producers and users.

A) the Jobber Station B) the mega Web C) the inner Web D) Web 2.0 Answer: D Diff: 2 Page Ref: 404 Skill: Concept Objective: 10-6 AACSB: Use of IT 9 Copyright © 2011 Pearson Education, Inc.

35) According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group.

A) mere exposure phenomenon B) wisdom of crowds C) deindividuation D) normative influence Answer: B Diff: 1 Page Ref: 404 Skill: Concept Objective: 10-6 AACSB: Communication 36) Which of the following is an example of the power of crowds that can be tapped and magnified by social networking sites?

A) guerilla marketing B) social loafing C) shopmobbing D) serial reproducing Answer: C Diff: 2 Page Ref: 406 Skill: Concept Objective: 10-7 AACSB: Use of IT 37) What is guerrilla marketing?

A) the use of hidden attacks on the competition by creating false news releases, negative WOM, and industrial sabotage B) the use of promotions that use unconventional locations and extensive word-of-mouth campaigns C) the use of a monster attack on all sources of media so that a promotion is seen and heard simultaneously, no matter where a customer turns D) when large displays such as balloons and searchlights are used at the retail site Answer: B Diff: 2 Page Ref: 407 Skill: Concept Objective: 10-5 AACSB: Communication

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38) ________ refers to the strategy of getting visitors to a Web site to forward information on the site to their friends in order to make still more consumers aware of a product.

A) Foot-in-door marketing B) Guerrilla marketing C) Viral marketing D) Demand-based marketing Answer: C Diff: 1 Page Ref: 409 Skill: Concept Objective: 10-6 AACSB: Use of IT 39) Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

A) reference group B) private luxury C) avoidance group D) brand community Answer: A Diff: 2 Page Ref: 382 Skill: Application Objective: 10-1 AACSB: Reflective Thinking 40) Which of the following reference group influence forms is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability.

A) coercive influence B) information influence C) utilitarian influence D) value-expressive influence Answer: B Diff: 2 Page Ref: 383 Skill: Application Objective: 10-1 AACSB: Reflective Thinking

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41) Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer?

A) expert power B) referent power C) reward power D) coercive power Answer: D Diff: 3 Page Ref: 384 Skill: Application Objective: 10-1 AACSB: Reflective Thinking 42) Phillipe is a member of a small Harley-Davidson motorcycle club. They meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike to buy for his girlfriend.

A) comparative B) normative C) selective D) legitimate power Answer: A Diff: 2 Page Ref: 386 Skill: Application Objective: 10-2 AACSB: Reflective Thinking 43) Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a ________.

A) normative clan B) consumer tribe C) maven network D) virtual storefront Answer: B Diff: 2 Page Ref: 386-387 Skill: Application Objective: 10-2 AACSB: Reflective Thinking

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44) Chet meets each Wednesday night at Borders Bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which of the following membership group factors best describes the uniqueness of the group?

A) propinquity B) mere exposure C) group cohesiveness D) organizational culture Answer: C Diff: 2 Page Ref: 388 Skill: Application Objective: 10-2 AACSB: Reflective Thinking 45) Jeremy liked to gamble. He and his friends would travel several times a month to a local casino. If Jeremy could not find someone to travel with, he would go by himself. He noticed after a few months that he wagered more when he was with his friends than when he was alone.

Jeremy's behavior is an example of ________.

A) risky shift B) decision polarization C) social loafing D) capitalization Answer: A Diff: 2 Page Ref: 389 Skill: Application Objective: 10-3 AACSB: Reflective Thinking 46) Sam and Jackson have just returned from a Houston Astros game at the new Astros ballpark.

The ballpark really impressed them. What really caught their attention, however, was the unique way that Coca-Cola sold its products. There were roving teams of "Cola Buddies" moving throughout the crowd during the game. These teams were passing out "free coupons" for Cokes, souvenir cups, dugout passes, and free tickets to next week's game. Sam and Jackson will always remember how great their day at the ballpark was and will certainly choose Coca-Cola when given the opportunity. This is an example of which of the following communication strategies?

A) foot-in-the-door marketing B) viral marketing C) guerrilla marketing D) demand-based marketing Answer: C Diff: 2 Page Ref: 407 Skill: Application Objective: 10-5 AACSB: Communication

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47) Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action?

A) Most readers will think that Amanda is a little nutty and ignore her Web site.

B) Amanda's Web site will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership.

C) Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda.

D) The Web site will actually increase sales at the dealership by giving the company free publicity.

Answer: B Diff: 2 Page Ref: 400 Skill: Critical Thinking Objective: 10-5 AACSB: Use of IT 48) Mindi heard that rubbing olive oil on her feet would help her to avoid those painful cracks that sometimes appear on her heel. Mindi is no foot expert, but she is willing to try this remedy on the off-chance that it might work. Which of the following would best explain Mindi's response to word-of-mouth information?

A) She is coerced into action.

B) She is totally dependent on word-of-mouth information.

C) She is being influenced by social persuasion theory.

D) She is unfamiliar with the product and is therefore likely to be persuaded by word-of-mouth information.

Answer: D Diff: 2 Page Ref: 399 Skill: Critical Thinking Objective: 10-5 AACSB: Communication 49) Propinquity is a factor that is related to the power of a reference group. How will it influence the relative power between a membership group and an avoidance group?

A) Propinquity should make membership groups much stronger than avoidance groups.

B) Propinquity should make membership groups and avoidance groups equal in potential power.

C) Propinquity should make membership groups weaker than avoidance groups, because the motivation to distance oneself is increased with closeness.

D) Propinquity will have no influence on either membership groups or avoidance groups.

Answer: A Diff: 3 Page Ref: 387-388 Skill: Synthesis Objective: 10-2 AACSB: Reflective Thinking

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50) What do social loafing and decision polarization have in common?

A) Group decisions become more extreme, so that individuals who are naturally lazy become even more so.

B) Some people do not pay their "fair share," which causes groups to polarize into smaller groups.

C) Both effects show how individualism is maintained even within groups that exert considerable peer pressure.

D) Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals.

Answer: D Diff: 3 Page Ref: 389-390 Skill: Synthesis Objective: 10-3 AACSB: Analytic Skills 51) A primary group is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

Answer: FALSE Diff: 2 Page Ref: 382 Skill: Concept Objective: 10-1 AACSB: Communication 52) A person with social power has the ability to alter the actions of others.

Answer: TRUE Diff: 1 Page Ref: 383 Skill: Concept Objective: 10-1 AACSB: Communication 53) People we admire influence us because they hold reward power.

Answer: FALSE Diff: 2 Page Ref: 384 Skill: Concept Objective: 10-1 AACSB: Communication 54) Groups maintain standards of conduct through normative influence.

Answer: TRUE Diff: 2 Page Ref: 385 Skill: Concept Objective: 10-2

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55) A membership reference group is made up of idealized figures such as successful business people, athletes, or performers.

Answer: FALSE Diff: 1 Page Ref: 387 Skill: Concept Objective: 10-2 AACSB: Communication 56) The likelihood that someone will belong to your reference group is enhanced if the person has propinquity to you.

Answer: TRUE Diff: 2 Page Ref: 388 Skill: Concept Objective: 10-2 57) An individual's motivation to distance himself from a negative reference group can not be as powerful as his motivation to please a positive group.

Answer: FALSE Diff: 2 Page Ref: 388 Skill: Concept Objective: 10-2 58) When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to the risky shift effect.

Answer: TRUE Diff: 2 Page Ref: 390 Skill: Concept Objective: 10-3 59) Because of cultural pressure, almost all cultures in the world require the same amount of conformity.

Answer: FALSE Diff: 2 Page Ref: 391 Skill: Concept Objective: 10-3 AACSB: Multicultural and Diversity 60) Opinion leaders often absorb much of the risk in buying new products because they generally buy them first.

Answer: TRUE Diff: 2 Page Ref: 392 Skill: Concept Objective: 10-4

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61) The original opinion leadership framework of an influence network has been largely displaced by the two step flow model of influence.

Answer: FALSE Diff: 2 Page Ref: 393 Skill: Concept Objective: 10-4 AACSB: Communication 62) Opinion leaders also are likely to be opinion seekers.

Answer: TRUE Diff: 2 Page Ref: 394 Skill: Concept Objective: 10-4 AACSB: Communication 63) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.

Answer: FALSE Diff: 2 Page Ref: 395 Skill: Concept Objective: 10-4 64) Most opinion leaders are celebrities rather than everyday consumers.

Answer: FALSE Diff: 1 Page Ref: 395 Skill: Concept Objective: 10-4 65) The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

Answer: FALSE Diff: 2 Page Ref: 396 Skill: Concept Objective: 10-4 66) Word-of-mouth has a more powerful effect on consumers than paid advertising does.

Answer: TRUE Diff: 2 Page Ref: 398 Skill: Concept Objective: 10-5 AACSB: Communication 67) Consumers are swayed more by negative word of mouth than by positive comments.

Answer: TRUE Diff: 2 Page Ref: 400 Skill: Concept Objective: 10-5 AACSB: Communication 17 Copyright © 2011 Pearson Education, Inc.

68) As people transmit information to one another, they tend to change the message.

Answer: TRUE Diff: 2 Page Ref: 401 Skill: Concept Objective: 10-5 AACSB: Communication 69) Companies tend to use guerrilla marketing to reach consumers in their 40s and 50s who often do not have the time to consume traditional media.

Answer: FALSE Diff: 2 Page Ref: 408 Skill: Concept Objective: 10-6 AACSB: Communication 70) For an average citizen, an American senator is more likely to possess coercive power than legitimate power.

Answer: FALSE Diff: 3 Page Ref: 384 Skill: Application Objective: 10-1 AACSB: Analytic Skills 71) Janet was very orderly around her apartment. Everything in her apartment was always very neat and clean. At a public park, Janet took some trash out of her car and threw it toward a trash container. Some of it fell on the ground. Janet just shrugged and said, "The trash guys will get it," and drove off. This is an example of deindividuation.

Answer: FALSE Diff: 2 Page Ref: 389 Skill: Application Objective: 10-2 AACSB: Reflective Thinking 72) According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.

Answer: TRUE Diff: 2 Page Ref: 391 Skill: Application Objective: 10-4 AACSB: Analytic Skills

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73) A college professor wrote a small book of his personal observations. It sold so poorly that if Amazon.com had not listed it, no one would have been able to find a copy. Ten years later it became a big hit with cult status. This most likely occurred because of positive word-of-mouth communications.

Answer: TRUE Diff: 2 Page Ref: 398 Skill: Application Objective: 10-5 AACSB: Analytic Skills 74) Vicente is conducting research to test the hypothesis that the social contagion effect is weak in adults. His finding that adults who have a close friend or relative who abstains from drinking alcohol are more likely to abstain themselves will support his hypothesis.

Answer: FALSE Diff: 2 Page Ref: 397 Skill: Critical Thinking Objective: 10-4 AACSB: Reflective Thinking 75) The concepts of deindividuation and the wisdom of crowds can be used to explain why groups of people often come up with more creative solutions to problems than individuals do.

Answer: TRUE Diff: 3 Page Ref: 389, 404 Skill: Synthesis Objective: 10-7 AACSB: Reflective Thinking 76) Define the term reference group.

Answer: A reference group is an actual or imaginary individual or group conceived as having significant relevance upon an individual's evaluations, aspirations, or behavior.

Diff: 1 Page Ref: 382 Skill: Concept Objective: 10-1

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77) Reference groups influence consumers in three ways. Name these three ways and describe the nature of the influence upon the consumer.

Answer: • Informational influence–the consumer seeks information from experts, professionals, and others who work with the product or who are knowledgeable about the product; the consumer may be influenced by the "seal of approval" of independent testing agencies. The consumer consults with friends about their experiences with the performance of brands. The consumer also observes which products are used by the experts themselves: • Utilitarian influence–the individual's decision to buy a particular brand is influenced by expectations or preferences of co-workers, family, and others with whom he has social contact. Brand choice is influenced by a desire to satisfy the preferences and expectations others have of him or her.

• Value-expressive influence–the individual feels that buying or using a particular brand might enhance the image others have of him or her. Those who use such a brand are admired or respected, and the individual feels he has the characteristics he would like to have. Using such products tends to show others what he is or would like to be, and how he would like to be regarded by them.

Diff: 3 Page Ref: 383 Skill: Concept Objective: 10-1 AACSB: Communication 78) Describe the concepts of normative influence and comparative influence among reference groups.

Answer: Normative influence occurs when the reference group helps to set and enforce fundamental standards of conduct. In contrast, comparative influence occurs when the group (because of its nature or expertise) impacts decisions about specific brands or activities.

Diff: 2 Page Ref: 386 Skill: Concept Objective: 10-2

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79) The likelihood that people will become part of a consumer's membership reference group is affected by three factors. Name and briefly discuss each of these factors.

Answer: • Propinquity–as physical distance between people decreases and opportunities for interaction increase, relationships are more likely to form. Physical nearness is called propinquity. For example, residents in a neighborhood are more likely to be friends with the people next door than those who live several doors down from them. Physical structure has a lot to do with whom we get to know and how popular we are.

• Mere exposure–we come to like persons or things simply as a result of seeing them more often, which is known as the mere exposure phenomenon. Greater frequency of contact, even if unintentional, may help to determine one's set of local referents.

• Group cohesiveness–cohesiveness refers to the degree that members of a group are attracted to each other and value their group membership. As the value of the group to the individual increases, so too does the likelihood that the group will guide consumption decisions.

Smaller groups tend to be more cohesive; in larger groups, the contributions of each member are usually less important or noticeable. By the same token, groups often try to restrict membership to a select few, which increases the value of membership to those who are admitted.

Diff: 3 Page Ref: 388 Skill: Concept Objective: 10-2 AACSB: Communication 80) Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity.

Answer: Conformity refers to a change in beliefs or actions as a reaction to real or imagined group pressure. In order for a society to function well, a system of rules for expected behaviors is developed, more or less informally as norms or formally through laws. Over time, there is general agreement within the society about obeying these rules and conforming to the group's norms.. Among the factors that affect the likelihood of conformity are: •

Cultural pressures can exert enormous influence on individuals to "do the right thing."

• Fear of deviance pressures individuals because most societies and groups punish or disapprove of behaviors different from those of the group.

• Commitment or the degree to which the individual is dedicated to continued membership in a group influences behavior. Generally speaking, the greater the desire to remain in a group, the more conformity an individual will exhibit.

• Group size, unanimity, and expertise all combine to increase a group's power to elicit greater conformity.

• Susceptibility to interpersonal influence refers to an individual's need to identify or enhance his or her image in the opinion of significant others. This enhancement process is often accomplished by the acquisition of products the person believes will impress his or her audience.

Diff: 3 Page Ref: 391 Skill: Concept Objective: 10-3 AACSB: Communication 21 Copyright © 2011 Pearson Education, Inc.

81) Briefly describe the characteristics of someone who is role-relaxed.

Answer: Some individuals need to have others think highly of them. For the role-relaxed person, the opposite is true. These individuals tend to be older, affluent, and have high selfconfidence. The role-relaxed person does not purchase for social approval. They are much less susceptible to interpersonal influence to conform.

Diff: 2 Page Ref: 391 Skill: Concept Objective: 10-3 82) What characteristics of opinion leaders make them valuable sources for product information?

Answer: All of the following reasons are cited in the chapter: • Opinion leaders have technical competence leading to expert power.

• They have prior familiarity with product information and evaluation from a non-biased perspective. This gives them knowledge power. They pre-screen information.

• They have high social standing and broad-based community contacts and support. They are socially active and have legitimate power.

• They are similar to the consumer in other respects, leading to referent power.

• They tend to be slightly higher in terms of status and educational attainment but not so high as to be in a different social class.

• They are usually among the first to buy and use new products so that much product evaluation is based upon personal experience, further enhancing their credibility as opinion leaders.

Diff: 3 Page Ref: 392 Skill: Concept Objective: 10-4 AACSB: Communication 83) Explain why opinion leaders are hard to identify.

Answer: Opinion leaders are not leaders in the normal sense. Therefore, identifying community and business leaders does not solve the problem. This is complicated by the fact that highly visible people are more likely to influence opinions simply because they are visible, so leaders do have a higher likelihood of being opinion leaders. Opinion leaders also tend to be everyday consumers who operate at the local level, influencing a small group of consumers rather than an entire market segment.

Opinion leadership is also product category specific, so someone whose opinion may be sought concerning automobiles, for example, will have no such influence when it comes to women's shoes.

Opinion leaders must be able to communicate. Therefore, even if a person is an expert about a product category, if he doesn't mingle with other potential customers for whatever reason, or if he does not have the ability to communicate with potential customers, he cannot be an opinion leader.

Diff: 2 Page Ref: 395 Skill: Concept Objective: 10-4 AACSB: Communication 22 Copyright © 2011 Pearson Education, Inc.

84) With respect to opinion leadership, describe the self-designating model.

Answer: The most commonly used technique to identify opinion leadership is simply to ask individual consumers whether they consider themselves opinion leaders. Although respondents who report a greater degree of interest in a product category are more likely to be opinion leaders, the results of surveys intended to identify self-designated opinion leaders must be viewed with some skepticism. The success of this technique, however, can be improved if the researcher will select key informants who in turn are asked to identify opinion leaders (this removes the natural inflation bias). The success of the key informant method depends on locating those who have accurate knowledge of the groups being measured.

Diff: 2 Page Ref: 396 Skill: Concept Objective: 10-4 AACSB: Communication

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85) Describe the meaning of social power. What are the six bases of social power within reference groups? Give an example of how each one might be used.

Answer: Social power refers to the capacity to alter the actions of others. Dimensions of social power apply whether the action was taken voluntarily or whether the action would be taken even if the more powerful person or group was not present to monitor the situation.

Power bases of individuals or groups include: • Referent power stems from a person's having qualities admired by others. Prominent people can affect consumer behavior by championing causes, making distinctive fashion statements, or by endorsing products (e.g., "Air" Jordan).

• Information power stems from possession of knowledge considered valuable by others.

Editors of trade publications may be thought to have "inside" information others would like to know. Likely strategies of those possessing power include retrieving valuable information from business or industry sources or a library for dissemination to others.

• Legitimate power is granted by informal social agreements, through formal actions such as laws or voluntary acquiescence to the authority of another. Likely strategies of those possessing legitimate power include use of one's official title, such as professor, or wearing a uniform to communicate authority.

• Expert power is derived from possessing a specific knowledge or unusual level of skill that is inseparable from the person or the expert. Likely strategies of those possessing power include demonstrating special knowledge, such as computer literacy, or appearing on TV discussion shows as an authority.

• Reward power exists when a person or group has the means to provide positive reinforcements for desired behavior by group members. Likely strategies of those possessing power include tangible rewards, such as giving bonuses for outstanding employee service or intangible rewards such as giving social approval for desired behavior ("I think you'll be glad you moved to this neighborhood.").

• Coercive power exists when a person or group has the means for punishing group members for inappropriate behavior. Likely strategies of those possessing coercive power include firing a worker for poor performance or refusing to let children watch TV if they misbehave.

Coercive power is rarely used in marketing situations except as fear appeals in advertising.

Diff: 3 Page Ref: 383-384 Skill: Application Objective: 10-1 AACSB: Reflective Thinking

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86) Product-related conversations (word of mouth) result because people enjoy talking about things that interest them, because of a genuine desire to help others, and spreading knowledge can give people an ego boost. But customers will talk much more about negative product and service experiences than positive ones. Why? Answer: The motivation for negative word of mouth is probably much the same as positive WOM, except that one element has been magnified and another one has been added. When a person has been disappointed in the marketplace, she may maintain her ego by telling as many people as possible about the experience, and receiving feedback that may reinforce her own sense of worth and justify her experience. There may also be added an element of revenge. The person may react to her disappointment by attempting to hurt the provider of the product or service.

Note to Instructor: The exact answer to this question is not in the text; the student should, however, have a feel for the concept of negative WOM and be able to expand the discussion in the text.

Diff: 3 Page Ref: 400 Skill: Application Objective: 10-5 AACSB: Analytic Skills 87) Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might be applied. Be specific in your comments.

Answer: Guerrilla marketing is the concept of using unconventional locations and methods, including word-of-mouth campaigns, to push products.

Examples may include using street teams to pass out promotions and bombard neighborhoods with literature on an event, giving free products to opinion leaders to introduce at social events, or encouraging young people to deliver product endorsements to their networks of friends.

Diff: 2 Page Ref: 407 Skill: Application Objective: 10-7 AACSB: Communication 88) Explain the concept of a virtual world and then explain how the popularity of such virtual worlds may influence marketers' strategies.

Answer: A virtual world is an online environment that uses sophisticated computer graphics to create a digital world. Users enter the world in the form of a digital persona they create themselves. These avatars interact in real time with the digital personas of other users. Some marketers now provide virtual goods for these virtual worlds, as users purchase products for their avatars. Some marketers, such as IKEA, have linked virtual goods to real goods; the theory is that virtual world users who are introduced to products in the virtual world will be more interested in the real things in the real world.

Diff: 3 Page Ref: 409 Skill: Application Objective: 10-7 AACSB: Use of IT 25 Copyright © 2011 Pearson Education, Inc.

89) The American slogan "Do your own thing" in the 1960s reflected a movement away from conformity. Discuss the type of cultural pressure that could have caused this movement.

Answer: Different cultures encourage conformity to a greater or lesser degree. The slogan demonstrates American feelings in the 1960s. There was a move toward individualism.

Students can generate a creative response to this question. Common areas cited are rules, racism, free speech, unpopular wars, cult behavior, excessive behaviors, drug cultures, and rebellion toward authority. Some students will recall other such movements in history, such as when women sought the right to vote and the Roaring 20s.

Diff: 2 Page Ref: 391 Skill: Critical Thinking Objective: 10-3 AACSB: Reflective Thinking 90) What type of power does a class have as a whole to control the behavior of a professor? As you consider the answer, list each of the six types of power outlined in the text and discuss each type of power as it might be related to the preceding question.

Answer: • Referent power is the influence that a group (the class) has over an individual (the professor) because he or she admires the qualities of the group. This influence would probably be minor, except in social interactions. The professor might feel motivated to act positively toward the class because he or she admires students' manners, and so on.

• Information power is the influence a group can have because it holds valuable information.

The only information the class may hold that would interest a professor would be in terms of feedback. Where is the class in terms of an understanding of the topics being taught? Do the students understand the material?

• Legitimate power is the influence a group may hold because of their position of authority. A class is not likely to hold any legitimate authority over a professor.

• Expert power is the influence a group may hold because of their expertise. It is unlikely that a class as a whole would hold any expert power over a professor.

• Reward power is the influence a group may hold because it can grant rewards. A class can reward a professor in many ways. The class could show interest in what is being taught, or it could show interest in the professor as an individual. The class could participate in discussions or laugh at jokes. If students evaluate the instructor or class, that could be seen as a reward or punishment.

• Coercive power is the influence maintained by a group by force or intimidation. It would be hoped that no class could exert such power.

Diff: 3 Page Ref: 384 Skill: Synthesis Objective: 10-1 AACSB: Analytic Skills

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Consumer Behavior, 9e (Solomon) Chapter 11 Organizational and Household Decision Making 1) A number of specific decision roles are played when a collective decision must be made. The person who brings up the idea or need is the ________.

A) initiator B) gatekeeper C) influencer D) buyer Answer: A Diff: 1 Page Ref: 420 Skill: Concept Objective: 11-1 AACSB: Communication 2) ________ buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale.

A) Individual B) Consumer C) Global D) Organizational Answer: D Diff: 1 Page Ref: 420 Skill: Concept Objective: 11-2 3) ________ marketers specialize in meeting the needs of organizations such as corporations, government agencies, hospitals, and retailers.

A) Consumer B) Business-to-business C) Filter-down D) Horizontal Answer: B Diff: 1 Page Ref: 420 Skill: Concept Objective: 11-2

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4) Business-to-business marketing often involves more of an emphasis on personal selling than on advertising or other forms of promotion. Which of the following is the chief reason for this emphasis?

A) Personal selling is more cost-efficient than advertising.

B) Personal selling is more time-efficient than advertising.

C) Organizational buyers do not respond to advertising or promotions.

D) Organizational buyers typically require more face-to-face contact with sellers than end consumers do.

Answer: D Diff: 2 Page Ref: 422 Skill: Concept Objective: 11-2 5) Many factors have been identified to distinguish organizational and industrial purchase decisions from individual consumer decisions. Which of the following is NOT one of those distinctions?

A) Purchase decisions made by companies frequently involve many people.

B) Organizational and industrial products are often bought according to precise, technical specifications.

C) Impulse buying in organizational purchasing is a common occurrence because of sales stimulation from direct salespeople.

D) Decisions are often risky.

Answer: C Diff: 2 Page Ref: 422 Skill: Concept Objective: 11-2 6) Like end consumers, organizational buyers are influenced by both internal and external stimuli. Which of the following is an example of an organizational buyer's internal stimuli?

A) the nature of the organization B) the buyer's willingness to take risks C) the technological environment's impact on the organization D) the economic environment's impact on the organization Answer: B Diff: 2 Page Ref: 422 Skill: Concept Objective: 11-2 AACSB: Communication

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7) In many organizations, more complex organizational decisions tend to be made by a(n) ________ in which different individuals play different roles in the decision-making process.

A) value chain B) purchasing network C) information blog D) buying center Answer: D Diff: 1 Page Ref: 422 Skill: Concept Objective: 11-2 8) When a B2B buyer purchases the same product over and over without modification, the buying strategy is known as a(n) ________.

A) old task B) straight rebuy C) modified rebuy D) new task Answer: B Diff: 1 Page Ref: 423 Skill: Concept Objective: 11-2 9) Many companies are finding that it's both cost efficient and productive to call on outsiders from around the world to solve problems their own researchers can't handle. The Internet provides a great mechanism for assembling the solutions. A new term to describe this form of outsourcing is ________.

A) netsourcing B) B2B sourcing C) problem sourcing D) crowdsourcing Answer: D Diff: 1 Page Ref: 425 Skill: Concept Objective: 11-2 AACSB: Use of IT 10) When a buying center composed of assorted specialists is organized to gather a lot of information and evaluate possible purchases in a high-risk situation, the strategy in use is most likely ________.

A) new task B) straight rebuy C) modified rebuy D) innovative rebuy Answer: A Diff: 1 Page Ref: 424 Skill: Concept Objective: 11-2 3 Copyright © 2011 Pearson Education, Inc.

11) A good definition of an extended family unit is ________ living together.

A) one parent and at least one child B) two parents and at least one child C) two generations of a family plus one renter D) three generations of a family Answer: D Diff: 1 Page Ref: 426 Skill: Concept Objective: 11-4 12) A nuclear family is defined as ________.

A) one parent and at least one child B) two parents and at least one child C) two generations of a family plus one renter D) three generations of a family Answer: B Diff: 2 Page Ref: 426 Skill: Concept Objective: 11-4 13) If at least one person lives at an address, this person and any other occupants of the address are considered to be a(n) ________.

A) extended family B) nuclear family C) household D) mixed dwelling Answer: C Diff: 2 Page Ref: 426 Skill: Concept Objective: 11-4 14) According to a recent survey, the majority of women worldwide want what kind of families?

A) smaller families B) larger families C) extended families D) nontraditional families Answer: A Diff: 2 Page Ref: 426 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity

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15) George was born in 1960. He is a member of what generation?

A) Generation X B) the baby boomers C) the baby boomlet D) the lost generation Answer: B Diff: 2 Page Ref: 426 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity 16) Which of the following countries has a birth rate closest to 2.0?

A) Spain B) the United States C) Greece D) Germany Answer: B Diff: 2 Page Ref: 427 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity 17) Research has shown that the percentage of American women of childbearing age who define themselves as voluntarily childless is ________.

A) about the same as it was ten years ago B) about the same as it was five years ago C) rising D) declining rapidly Answer: C Diff: 2 Page Ref: 427 Skill: Concept Objective: 11-4 18) What is the popular title given to couples who have double incomes and have no kids?

A) boom-babies B) fastlaners C) DINKS D) MUPPIES Answer: C Diff: 1 Page Ref: 427 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity

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19) If a couple is responsible for raising two children and must also care in some way for their aging parents, the couple is a member of the ________ generation.

A) sandwich B) laggard C) responsiveness D) backward boomer Answer: A Diff: 1 Page Ref: 427 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity 20) An older child who moves out of the family house and then returns to live with parents once again is called a ________.

A) javelin child B) rebounder kid C) boomerang kid D) failed child Answer: C Diff: 1 Page Ref: 428 Skill: Concept Objective: 11-4 21) Which of the following has led an increasing number of men and women ages 18 to 24 to return home to live with their parents?

A) increasingly difficult college entrance requirements B) the shrinking job market C) shifting cultural attitudes toward nontraditional families D) the growing number of extended family living situations Answer: B Diff: 2 Page Ref: 428 Skill: Concept Objective: 11-4 22) Americans spend more on ________ than they do on for toys for their children.

A) candy B) music C) doughnuts D) pets Answer: D Diff: 2 Page Ref: 428 Skill: Concept Objective: 11-4

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23) Glenn found a stray cat and "adopted" it. If Glenn is typical of the majority of Americans, how will he come to view himself in relationship to the cat?

A) Glenn will see himself as a father figure and may refer to himself as "Daddy" when talking to the cat.

B) Glenn will keep the cat fed, but will otherwise generally ignore the animal.

C) Glenn will find himself increasingly resentful of the cat because of the extra expense and time that is required to care for a pet.

D) According to statistics, Glenn will probably abuse the animal because it did not cost him anything.

Answer: A Diff: 2 Page Ref: 428-429 Skill: Concept Objective: 11-4 24) FLC models relate to ________.

A) how families change over the length of a marriage and the number of children B) the federal government's method of controlling the growth of B2B commerce C) the federal government's regulation of rental living conditions D) how the size of family units has changed over the last 100 years Answer: A Diff: 2 Page Ref: 429 Skill: Concept Objective: 11-4 25) ________ spend less than average on most products and services because their households are small and their incomes are low.

A) DINKS B) Twentysomethings C) Thirtysomethings D) Seniors Answer: B Diff: 2 Page Ref: 430 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity 26) Families have alternatives in purchasing. In a(n) ________ purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved.

A) accommodative B) consensual C) contemplative D) authoritarian Answer: B Diff: 1 Page Ref: 432 Skill: Concept Objective: 11-5 AACSB: Communication 7 Copyright © 2011 Pearson Education, Inc.

27) Studies show that mothers are working more and doing less housework. Fathers are working less and doing more housework. What is the best way to explain this trend?

A) age gentrification B) income reversal C) gender convergence D) decision blurring Answer: C Diff: 2 Page Ref: 434 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity 28) With respect to socioeconomic status, ________ families make more joint decisions than other types of family units.

A) lower-class B) middle-class C) higher-class D) ultra-high class Answer: B Diff: 2 Page Ref: 437 Skill: Concept Objective: 11-5 AACSB: Communication 29) If a couple follows the synoptic ideal in decision-making, the couple ________.

A) acts as independent purchasing agents serving each person's individual needs B) acts independently but with a common goal in place C) argues about decisions, but eventually reaches some form of majority view D) makes joint decisions with a common purpose Answer: D Diff: 2 Page Ref: 437 Skill: Concept Objective: 11-5 AACSB: Communication 30) Which of the following is NOT one of the three distinct children markets?

A) gatekeeper market B) influence market C) primary market D) future market Answer: A Diff: 2 Page Ref: 439 Skill: Concept Objective: 11-6

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31) ________ socialization is the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace.

A) Sex-role B) Consumer C) Role D) Cognitive Answer: B Diff: 1 Page Ref: 440 Skill: Concept Objective: 11-6 32) ________ parents are likely to censor the types of media their children consume and also tend to have negative views about advertising.

A) Neglecting B) Synoptic C) Indulgent D) Authoritarian Answer: D Diff: 2 Page Ref: 440 Skill: Concept Objective: 11-6 AACSB: Communication 33) A child's stage of ________ reflects his ability to comprehend concepts of increasing complexity.

A) sex-role socialization B) consumer socialization C) role differentiation D) cognitive development Answer: D Diff: 1 Page Ref: 442 Skill: Concept Objective: 11-6 34) Rick and his decision team purchase office equipment that will be used by the entire organization in the next month. This is an example of which of the following forms of decision making?

A) individual decision making B) syncratic decision making C) collective decision making D) synoptic decision making Answer: C Diff: 2 Page Ref: 420 Skill: Application Objective: 11-1 AACSB: Reflective Thinking 9 Copyright © 2011 Pearson Education, Inc.

35) Michelle Roberts has a tough job at PJK Tile. She has to examine information from vendors and decide which of these vendors (and their proposals) should be presented to her company's purchasing group. No one at PJK Tile sees more information on vendors than Michelle. Which of the following roles does Michelle fulfill for PJK Tile?

A) initiator B) influencer C) gatekeeper D) buyer Answer: C Diff: 2 Page Ref: 420 Skill: Application Objective: 11-1 AACSB: Reflective Thinking 36) Every time Sue Samuels comes in from a long selling trip, she always makes sure to give reports to all her colleagues on knowledge she has gained and experiences she had while on the road. She has found that her "information tips" are a great way to set the stage for decisionmaking that she would like to go her way. Based on her actions, what role is Sue playing in her organization?

A) initiator B) gatekeeper C) influencer D) user Answer: C Diff: 2 Page Ref: 420 Skill: Application Objective: 11-1 AACSB: Reflective Thinking 37) Pam Henry is a purchasing agent for MicroTel. Each Tuesday she places an order for ten boxes of photocopier paper with her supplier, but each week the size and quality of the paper is different due to shifting consumer demands. In this example, Pam is participating in which of the following buying situations?

A) new task B) straight rebuy C) modified rebuy D) innovative rebuy Answer: C Diff: 2 Page Ref: 424 Skill: Application Objective: 11-2 AACSB: Reflective Thinking

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38) Wang Lin lives with his parents and siblings, as well as his grandparents and one uncle.

Wang Lin lives with what is called a(n) ________ family.

A) nontraditional B) universal C) nuclear D) extended Answer: D Diff: 2 Page Ref: 426 Skill: Application Objective: 11-4 AACSB: Reflective Thinking 39) Mary and Steve have lived together since college and don't really intend to marry in the immediate future. Researchers would most likely refer to Mary and Steve's living arrangement as ________.

A) POSSLQ B) DUOCOUPLE C) liveins D) boomerangs Answer: A Diff: 2 Page Ref: 426 Skill: Application Objective: 11-4 AACSB: Multicultural and Diversity 40) Carlos and Mirabelle have three children and live in Spain. Which of the following best expresses how they will be treated in Spanish society?

A) Spain feels that its population is too large. Carlos and Mirabelle will be asked to voluntarily limit the size of their family.

B) Spanish families are traditionally very large; Carlos and Mirabelle will be shunned by older relatives for not having a large family.

C) The Spanish government is encouraging people to have more children. Carlos and Mirabelle might receive subsidized utilities and other benefits from the Spanish government.

D) They will fit into the society without notice because they are right at the Spanish norm for family size.

Answer: C Diff: 3 Page Ref: 427 Skill: Application Objective: 11-4 AACSB: Multicultural and Diversity

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41) Tyler returned home after college to live with his parents. This was to be a temporary arrangement; however, days became months and months became three years. Tyler's dad wonders if he will ever move out and get his own apartment. Tyler is part of an increasing trend called ________.

A) drop-out kids B) DINKS C) failure "Xers" D) boomerang kids Answer: D Diff: 2 Page Ref: 428 Skill: Application Objective: 11-4 AACSB: Reflective Thinking 42) Ellen was asked to fill out a questionnaire. She described herself as more likely to engage in exercise, more likely to go out to bars and restaurants, and as consuming more alcohol than people in other age groups. Which of the family life cycle categories would Ellen best fit?

A) young bachelors and newlyweds B) families with young children C) families with older children D) older couples without children Answer: A Diff: 2 Page Ref: 432 Skill: Application Objective: 11-4 AACSB: Multicultural and Diversity 43) The Smith family is trying to decide on a vacation destination. Mom wants to go to the big city to shop, Dad wants to go to the beach to relax, and the two teenage kids want to go to Orlando, Florida, where the action is. Because no one can agree on where to go, Dad makes the decision (because he is paying for it), and the Smiths go to the beach. This is an illustration of which of the following types of purchase decisions?

A) consensual purchase decision B) accommodative purchase decision C) contemplative purchase decision D) assumptive purchase decision Answer: B Diff: 2 Page Ref: 432 Skill: Application Objective: 11-5 AACSB: Reflective Thinking

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44) Julie wants to go back to school. It will cost a lot of money and affect Jeff, her husband.

They sit down together and work out a plan that will allow Julie to finish her degree. This is an example of a(n) ________ decision.

A) autonomic B) power-linked C) syncretic D) family-flow Answer: C Diff: 2 Page Ref: 434 Skill: Application Objective: 11-5 AACSB: Reflective Thinking 45) Jennifer and Ted have been married about six months. One of Jennifer's complaints about Ted's behavior during their brief marriage is that he seems to make all the decisions when the couple has to purchase high-risk or expensive durables (such as furniture or a new car). Ted is making ________ decisions.

A) autonomic B) syncretic C) synoptic D) consensual Answer: A Diff: 2 Page Ref: 434 Skill: Application Objective: 11-5 AACSB: Reflective Thinking 46) Dale and Patty Johnson have been married for fifteen years. Dale works in a meat packing plant and Patty works part time as a clerk in a fast-food restaurant. Who is most likely to be the family financial officer?

A) Dale B) Patty C) They are both equally likely.

D) If Patty is working, then she is, but when she is not, then Dale is.

Answer: B Diff: 3 Page Ref: 435 Skill: Application Objective: 11-5 AACSB: Reflective Thinking

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47) Meredith works hard to keep her family together in this fast-paced world. She coordinates visits with relatives, calls and writes often to her parents and grandparents, and makes sure her husband remembers all significant birthdays and anniversaries. In this example, Meredith is primarily responsible for the continuation of the family's ________.

A) grapevine system B) socialization C) kin-network system D) juggling lifestyle Answer: C Diff: 2 Page Ref: 437 Skill: Application Objective: 11-5 AACSB: Reflective Thinking 48) Which of the following findings would most strongly support the theory that gender convergence is increasing in American married couples?

A) Partners in married couples are increasingly making autonomic decisions about transportation.

B) Partners in married couples are making fewer consensual purchase decisions about clothing.

C) Partners in married couples are making fewer accommodative purchase decisions about vacations.

D) Partners in married couples are increasingly making syncretic decisions about furnishings for the home.

Answer: D Diff: 3 Page Ref: 435 Skill: Critical Thinking Objective: 11-5 AACSB: Reflective Thinking 49) Kelly and Paul are authoritarian parents. Of the following types of purchase decisions, which are they LEAST likely to use with their children?

A) accommodative B) consensual C) autonomic D) task specialization Answer: B Diff: 3 Page Ref: 432, 440 Skill: Synthesis Objective: 11-5 AACSB: Reflective Thinking

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50) Of the following, parental yielding is most likely to happen in a family with ________ parents.

A) authoritarian B) neglecting C) indulgent D) autonomic Answer: C Diff: 2 Page Ref: 439-440 Skill: Synthesis Objective: 11-6 AACSB: Reflective Thinking 51) Collective decision-making occurs when more than one person is involved in the purchasing process for products or services that may be used by multiple consumers.

Answer: TRUE Diff: 1 Page Ref: 420 Skill: Concept Objective: 11-1 52) In an organization, the initiator fills the role of trying to sway the outcome of the decision.

Answer: FALSE Diff: 2 Page Ref: 420 Skill: Concept Objective: 11-1 AACSB: Communication 53) About $2 trillion dollars worth of products and services change hands among organizations, which is actually more than end consumers purchase.

Answer: TRUE Diff: 2 Page Ref: 420 Skill: Concept Objective: 11-2 54) One of the differences between organizational buying and consumer buying is that in organizational buying the decisions are often more risky, as an individual's career may be on the line.

Answer: TRUE Diff: 2 Page Ref: 422 Skill: Concept Objective: 11-2 55) A straight rebuy decision is generally a habitual decision on the part of the purchasing agent.

Answer: TRUE Diff: 1 Page Ref: 423 Skill: Concept Objective: 11-2 15 Copyright © 2011 Pearson Education, Inc.

56) The modified rebuy situation has high risk because of the extent of the buying effort and the buyer's involvement.

Answer: FALSE Diff: 2 Page Ref: 424 [Table 11.1] Skill: Concept Objective: 11-2 57) A prediction market is one of the hottest new trends in retail buying where store owners can reliably predict advance demand.

Answer: FALSE Diff: 2 Page Ref: 425 Skill: Concept Objective: 11-2 58) The Cleaver family of Leave It to Beaver fame would be classified as an extended family.

Answer: FALSE Diff: 2 Page Ref: 426 Skill: Concept Objective: 11-4 59) Married couples still make up the majority of American households, according to the last census.

Answer: FALSE Diff: 2 Page Ref: 426 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity 60) Because of increased immigration, the United States has a fertility rate approaching 4.0.

Answer: FALSE Diff: 3 Page Ref: 427 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity 61) Older consumers spend more per capita on luxury items such as gourmet foods and upscale home furnishings.

Answer: TRUE Diff: 2 Page Ref: 430 Skill: Concept Objective: 11-4 AACSB: Multicultural and Diversity

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62) In accommodative decision making, family members are more likely to engage in problem solving and consider alternatives until the means for satisfying the group's goal is found.

Answer: FALSE Diff: 2 Page Ref: 432 Skill: Concept Objective: 11-5 AACSB: Communication 63) Nearly half of married women buy pants for their husbands.

Answer: TRUE Diff: 2 Page Ref: 434 Skill: Concept Objective: 11-5 64) Women who live what has been termed the juggling lifestyle struggle with compromises between conflicting cultural ideals of motherhood and professionalism.

Answer: TRUE Diff: 1 Page Ref: 436 Skill: Concept Objective: 11-5 AACSB: Multicultural and Diversity 65) According to research on the stages of consumer development, most children make purchases on their own by the age of eight.

Answer: TRUE Diff: 2 Page Ref: 441 Skill: Concept Objective: 11-6 66) The 1990 Children's Television Act restored all of the restrictions on television advertising to children that were originally put in place by the Federal Trade Commission in the 1970s.

Answer: FALSE Diff: 3 Page Ref: 445 Skill: Concept Objective: 11-6 AACSB: Ethical Reasoning 67) Sally opens the mail, sorts it for content and need, throws away materials that she does not think are necessary and puts the mail in three executives' mailboxes. In this instance, Sally functions as an influencer.

Answer: FALSE Diff: 2 Page Ref: 420 Skill: Application Objective: 11-1 AACSB: Reflective Thinking

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68) Jill is approaching 40 years of age. She has two children and both of her parents are still alive but not in good health. Jill could be labeled as a member of the sandwich generation.

Answer: TRUE Diff: 2 Page Ref: 427 Skill: Application Objective: 11-4 AACSB: Reflective Thinking 69) Charles lived in Maine, went to college in New Hampshire, and then moved to Boston to work. When Charles was 30 years old, he lost his job and moved back to live with his parents in Maine until he found another job. Charles would be called a boomerang kid by marketers.

Answer: TRUE Diff: 2 Page Ref: 428 Skill: Application Objective: 11-4 AACSB: Reflective Thinking 70) Because Americans separate their feelings for their pets from those they most associate with their own self-concept, it would be a risky marketing strategy for well-known brand names to market products for pets with the same brand name as the one used for consumer products.

Answer: FALSE Diff: 2 Page Ref: 428-429 Skill: Application Objective: 11-4 AACSB: Analytic Skills 71) In many European countries the fertility rate has dropped so low that the populations cannot be maintained without immigration.

Answer: TRUE Diff: 3 Page Ref: 426-427 Skill: Critical Thinking Objective: 11-3 AACSB: Multicultural and Diversity 72) Purchase decisions made by companies frequently involve only one person because of the nature of organizational buying.

Answer: FALSE Diff: 2 Page Ref: 420-422 Skill: Synthesis Objective: 11-2 AACSB: Analytic Skills

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73) Nearly half of Americans aged 25 to 40 have at some point lived with a person of the opposite sex. These changes are part of a broader shift toward innovative family creation and having more than two children during procreation years.

Answer: FALSE Diff: 2 Page Ref: 426 Skill: Synthesis Objective: 11-4 AACSB: Analytic Skills 74) "We just got our steps done and that was a big project. The contractor would talk to my husband and not talk to me. And I said, 'Excuse me, I'm here, too!'" This is an illustration this woman's gender convergence and need for syncretic decision-making.

Answer: TRUE Diff: 3 Page Ref: 434 Skill: Synthesis Objective: 11-5 AACSB: Reflective Thinking 75) Children in the limited stage of cognitive development are more likely to distinguish between television commercials and programming than children in the cued stage of cognitive development are.

Answer: FALSE Diff: 2 Page Ref: 443-444 Skill: Synthesis Objective: 11-6 AACSB: Analytic Skills 76) What specific roles are played within the buying center of an organization or a household when a collective purchase decision must be made? Explain and describe each of these five roles.

Answer: Decision roles include: a. Initiator–the person who brings up the idea or purchase need. b. Gatekeeper–the person who conducts the information search and controls the flow of information available to the group; in organizational contexts, the gatekeeper identifies possible vendors and products for the rest of the group to consider. c. Influencer–the person who tries to sway the outcome of the group's decision; some people may be more motivated to get involved. Participants also differ in terms of the amount of power they have to convince others of their choice. d. Buyer–the person who actually makes the purchase; the buyer may or may not actually use the product. This person may pay for the item, procure it or both. e. User–the person who winds up using the product or service.

Diff: 3 Page Ref: 420 Skill: Concept Objective: 11-1 AACSB: Communication

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77) The organizational buyer's perception of the purchase situation is influenced by a number of factors. According to the text, what are these factors?

Answer: The factors include: a) the organizational buyer's expectations of the supplier; b) the organizational climate of his own company; and c) the buyer's assessment of his own performance.

Diff: 2 Page Ref: 421 Skill: Concept Objective: 11-2 AACSB: Communication 78) What are some of the key differences between organizational/industrial purchase decisionmaking and the consumer decision-making process?

Answer: Although there are more similarities between organizational buying and consumer buying than most believe, there are important differences. Key among them: • Purchase decisions made by companies frequently involve many people. Some them do the actual buying, some directly or indirectly influence the decision and employees actually use the products or services.

• Organizational and industrial products are often bought according to precise, technical specifications that require rational criteria and knowledge about the product category.

• Impulse buying of industrial/business products is rare. Those decisions are based upon past experience with the products and a careful weighing of alternatives.

• Decisions are often high risk, especially in the sense that a buyer's career may be riding on his or her demonstration of good judgment.

• Companies are usually part of a narrow customer base and the dollar volume of purchases is often substantial. The buyer often has a fairly high degree of influence over the supplier.

• Business-to-business marketing often involves more of an emphasis on personal selling than on advertising or other forms of promotion.

Diff: 3 Page Ref: 421-422 Skill: Concept Objective: 11-2 79) Identify and explain the three decision-making dimensions that describe the purchasing strategies of an organizational buyer. These dimensions form the basis of a buyclass theory of purchasing.

Answer: Organizational buying decisions can be divided into three dimensions, which range from the most complex to the least complex. This classification scheme is called the buyclass theory of purchasing (framework), and it uses the decision-making dimensions to describe the purchasing strategies of an organizational buyer. The dimensions are: a) the level of information that must be gathered prior to making a decision; b) the seriousness with which all possible alternatives must be considered; and c) the degree to which the buyer is familiar with the purchase.

Diff: 3 Page Ref: 423 Skill: Concept Objective: 11-2

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80) What are the differences between the extended and nuclear family?

Answer: The extended family consists of three generations living together and often includes grandparents, aunts, uncles, and cousins. The nuclear family is a mother and a father and one or more children. The nuclear family became the model American family unit over time, replacing the extended family as the most common.

Diff: 2 Page Ref: 426 Skill: Concept Objective: 11-4 81) Explain and characterize the family life cycle concept.

Answer: The family life cycle combines trends in income and family composition with the changes in demands placed upon this income. As we age, our preferences and need for products and services tend to change.

Diff: 2 Page Ref: 429-432 Skill: Concept Objective: 11-4 82) The family life cycle shows the longitudinal changes that can occur in households. What are the variables that are necessary to describe these changes?

Answer: Because the interests, necessities, and demands vary among families, it is necessary to identify what variables are related to these changes. a. The age of the adults–a 60-year-old is interested in and is able to purchase products that may be of little interest to a 25-year-old. b. Whether both adults work outside of the home. c. The presence of children in the home. d. The age of the children–a home with a new baby suddenly finds needs for things they may not have even contemplated before the child arrived.

Diff: 2 Page Ref: 429-431 Skill: Concept Objective: 11-3

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83) Define consumer socialization and discuss sources of influence on children.

Answer: Consumer socialization is the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace. The major sources of consumer socialization influence are the family and the media for younger children; older children are also influenced by friends and teachers.

• Family influence–parental influence is both direct (explicit attempts to teach values) and indirect (by serving as models for children to observe and imitate and by creating opportunities for children to be exposed to external information sources, such as television, salespeople, and peers).

• Parental-style influence–three dimensions combine to form different segments of parental styles. The dimensions seem to be the parents' emotional relations with the child, parental control over media and communication about consumption values, and parental views about advertising. Three parental styles: • Authoritarian parents are hostile, restrictive, and emotionally uninvolved with their children, lack warm relationships with their children, but are actively filtering media to which children are exposed and tend to have negative views about advertising.

• Neglecting parents are more detached from their children; they do not exercise much control over what their children do.

• Indulgent parents communicate about media messages on consumption with their children, are less restrictive, and allow children to learn more about the marketplace on their own.

• Television–the media teach people about a culture's values and myths. Children watch a great deal of television, and are affected by advertising messages.

Diff: 3 Page Ref: 440-441 Skill: Concept Objective: 11-6 84) The five decision roles mentioned in the text not only to apply to the B2B organization, they also apply to family decision making as well. List the five decision-making roles and create a role chart that shows how these roles might impact a family’s breakfast food decision and the location of the next family vacation.

Answer: Cereal Next vacation Initiator child child, mother, father Gatekeeper child child, mother, father Influencer child child, mother, father Buyer mother mother, father User child child, mother, father Student answers may vary depending on assumptions and the construction of the role chart Diff: 3 Page Ref: 420 Skill: Synthesis Objective: 11-1 AACSB: Reflective Thinking

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85) Characterize the straight rebuy, the modified rebuy, and the new task decision in organizational purchasing. Provide an example of each.

Answer: a. A straight rebuy is like a habitual decision. This entails an automatic decision, as when an inventory level reaches a pre-established reorder point. Most organizations maintain an approved vendor list. As long as experience with the vendor is satisfactory, there is little to no ongoing information search or evaluation. b. A modified rebuy situation involves limited decision-making. It occurs when an organization wants to repurchase a product or service, but with some minor modifications. This decision might involve a limited search for information, most likely by speaking to a few vendors. The decision will probably be made by one or a few people. c. A new task involves extensive problem solving. Because the decision has not been made before, there is often a serious risk that the product won't perform as it should or that it will be too costly. The organization designates a buying center with assorted specialists to evaluate the purchase, and they typically gather a large amount of information before coming to a decision.

Diff: 2 Page Ref: 423-424 Skill: Application Objective: 11-2 AACSB: Reflective Thinking 86) What are the two types of purchase decisions made by families? Indicate the common practice within families with respect to these decisions and give an example of each form.

Answer: Two basic types of purchase decisions are made by families: • Consensual purchase decisions–these are characterized by group agreement on the desired purchase, with differences existing only in terms of how it will be achieved. In such cases, the family will consider alternatives until it finds the means for satisfying the group's goal.

• Accommodative purchase decisions–these are characterized by groups that have different preferences or priorities and cannot reach agreement on a purchase that will satisfy the minimum expectations of all members. It is here that bargaining, coercion, compromise and the wielding of power are all likely to be used to achieve the primary goal of agreement on the purchase.

Family purchases are often characterized by accommodative rather than consensual decisions.

Student examples will vary.

Diff: 2 Page Ref: 432-433 Skill: Application Objective: 11-5 AACSB: Reflective Thinking

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87) Explain what is meant by a family identity. Then give two examples of how a family identity may be constructed.

Answer: A family identity defines a household both to the household members and to outsiders.

It is mutually constructed by all family members. Family rituals, narratives, and everyday interactions help families maintain their structure, maintain their family character, and clarify members' relationships to one another. For example, a mother might make pancakes for breakfast every Saturday morning, or the children might help the father make pizza every Sunday night for dinner. (Examples will vary.)

Diff: 2 Page Ref: 433 Skill: Application Objective: 11-5 AACSB: Reflective Thinking 88) Discuss the differences between autonomic and syncratic buying decisions. Explain how gender convergence affects buying decisions for a married couple.

Answer: • Autonomic buying decisions–traditionally were made by one spouse or the other. Men had sole responsibility for buying cars; women picked out the draperies.

• Syncratic buying decisions–decisions made jointly by both spouses, for example, vacation destinations.

With respect to gender convergence, there are more similarities than differences between men and women. People of each gender are assuming some of the traditional roles performed by their partners. More men are shopping in grocery stores and more women are shopping in Home Depot.

Diff: 3 Page Ref: 434-435 Skill: Application Objective: 11-5 AACSB: Reflective Thinking 89) Who in a working-class family typically plays the role of the family financial officer? Use income, education, and length of marriage to discuss when this officer will become more likely to use syncratic decision-making.

Answer: The family financial officer is the person who takes care of the family bills and decides how any surplus will be spent. In a working-class family, this role is typically held by the wife.

As income and education rises, both spouses are more likely to play this role and decisions are more likely to become syncratic. The longer a couple has been married, however, the more likely it is that one spouse will look after the family's financial matters.

Diff: 3 Page Ref: 434-436 Skill: Synthesis Objective: 11-5 AACSB: Analytic Skills

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90) Referring to the three stages of limited development, cued development, and strategic, explain why many consider it unethical to advertise to children.

Answer: Piaget postulated that children go through stages of cognitive development as they grow older. At young ages children do not comprehend the world as adults do. They do not think the same way adults do and cannot be expected to use information in the same manner. Recent research suggests that Piaget's stages of cognitive development are not as fixed. The three developmental stages advocated by this approach are limited, cued, and strategic. In general, children under the age of 6 are limited in that they do not use storage and retrieval strategies.

Children between the ages of 6 and 12 are generally cued, meaning they are able to use these strategies when prompted. Children 12 and older are strategic, independently using storage and retrieval strategies. In other words, it isn't until age 12 that children begin to show a more adult pattern in how they combine elements in the world into meaning. Children may not realize the true nature of promotion and hence believe everything they are shown. They also have a tendency to take a literal interpretation of what they are shown.

Diff: 3 Page Ref: 443-444 Skill: Synthesis Objective: 11-6 AACSB: Ethical Reasoning

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Consumer Behavior, 9e (Solomon) Chapter 12 Income and Social Class 1) The average American's standard of living continues to improve. These income shifts are linked to two key factors: ________.

A) a shift from blue-collar to white-collar employment and the increased use of personal computers B) increasing immigration to the United States and increasing technical skills C) a shift in women's roles and increases in educational attainment D) a shift in population from the Snow Belt to the Sun Belt and advances in human rights Answer: C Diff: 2 Page Ref: 458 Skill: Concept Objective: 12-1 AACSB: Multicultural and Diversity 2) ________ income is the money available to a household over and above that required for a comfortable standard of living.

A) Capital B) Discretionary C) Net D) Golden Answer: B Diff: 1 Page Ref: 458 Skill: Concept Objective: 12-1 3) Consumers who are ________ love buying everything in sight.

A) tightwads B) price-sensitive affluents C) spendthrifts D) brand aspirationals Answer: C Diff: 1 Page Ref: 459 Skill: Concept Objective: 12-1

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4) Fred Johnson has worked hard all of his life to make a decent living for himself and his family. However, in recent years he has become obsessed with a fear of being ruined, either because of losing his job or losing all of his savings. According to clinical psychologists, Fred Johnson's fear of being ruined is equated to which of the following phobias?

A) atephobia B) harpaxophia C) peniaphobia D) aurophobia Answer: A Diff: 3 Page Ref: 459 Skill: Concept Objective: 12-1 5) The field of ________ is concerned with the "human" side of economic decisions (including the biases in decision making).

A) clinical psychology B) microeconomics C) macroeconomics D) behavioral economics Answer: D Diff: 1 Page Ref: 459 Skill: Concept Objective: 12-1 6) Which of the following questions would be LEAST likely to appear on a questionnaire designed to determine consumer confidence?

A) "Would you say that you and your family are better off or worse off financially than a year ago?"

B) "Will you be better off or worse off a year from now?"

C) "Are you happy with your wife (husband)?"

D) "Do you plan to buy a car in the next year?"

Answer: C Diff: 2 Page Ref: 460 Skill: Concept Objective: 12-1 7) With respect to social organization, some barnyard animals exhibit signs of a dominancesubmission hierarchy. Which of the following terms best communicates such a hierarchy?

A) dog-eat-dog B) pecking order C) follow-the-leader D) king-of-the-hill Answer: B Diff: 2 Page Ref: 461 Skill: Concept Objective: 12-2 2 Copyright © 2011 Pearson Education, Inc.

8) Which of the following theorists is best known for arguing that an individual's relationship to the means of production determined his position in society?

A) Karl Marx B) Max Weber C) Horatio Alger D) Thorstein Veblen Answer: A Diff: 2 Page Ref: 461 Skill: Concept Objective: 12-2 9) We tend to marry people in a similar social class to ours. Sociologists call this ________, or assortative mating.

A) homo-sensitive B) homogamy C) monogamy D) cultural formatting Answer: B Diff: 1 Page Ref: 462 Skill: Concept Objective: 12-2 10) It is most accurate to say that well over ________ of married high school dropouts marry someone who also dropped out or has only a high school diploma.

A) 30 percent B) 50 percent C) 75 percent D) 90 percent Answer: D Diff: 3 Page Ref: 462 Skill: Application Objective: 12-2 AACSB: Multicultural and Diversity 11) The phenomenon called ________ refers to the creation of artificial divisions in a society.

A) reference group affiliation B) bias C) the "silver spoon" syndrome D) social stratification Answer: D Diff: 1 Page Ref: 463 Skill: Concept Objective: 12-2

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12) A person who is born into a rich, powerful family ("She was born with a silver spoon in her mouth") is said to have ________ status.

A) ascribed B) hierarchical C) achieved D) longitudinal Answer: A Diff: 2 Page Ref: 463 Skill: Concept Objective: 12-2 13) A person who receives rewards and status because of his hard work is said to have ________ status.

A) ascribed B) hierarchical C) achieved D) longitudinal Answer: C Diff: 2 Page Ref: 463 Skill: Concept Objective: 12-2 14) Most groups exhibit a structure called a ________ in which some members are somehow better off than others.

A) status hierarchy B) social array C) symbolic status D) symbolic reference Answer: A Diff: 1 Page Ref: 463 Skill: Concept Objective: 12-2 15) ________ refers to the passage of individuals from one social class to another.

A) Social trending B) Social affinity C) Social mobility D) Social prestige Answer: C Diff: 1 Page Ref: 464 Skill: Concept Objective: 12-2

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16) Sandra Jackson decided to become a nurse after several years as an elementary teacher. She still wanted to help people; she just wanted to do it differently. Sandra's case is an example of which of the following?

A) downward mobility B) upward mobility C) horizontal mobility D) diagonal mobility Answer: C Diff: 2 Page Ref: 464 Skill: Concept Objective: 12-2 17) The most influential attempt to describe American class structure was proposed by ________ in 1941.

A) Max Weber B) W. Lloyd Warner C) John Maynard Keynes D) Thomas Hobbes Answer: B Diff: 2 Page Ref: 464 Skill: Concept Objective: 12-2 18) The millions of consumers around the world who can now afford higher quality products belong to the ________.

A) prestige class B) mobile demanders C) ruling class D) mass class Answer: D Diff: 1 Page Ref: 469 Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity 19) All of the following are important components of social class EXCEPT ________.

A) gender B) income C) educational attainment D) occupational prestige Answer: A Diff: 2 Page Ref: 469 Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity

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20) Social class is a strong predictor of purchases that have symbolic aspects, but low to moderate prices. Which of the following is the best example of a product with those characteristics?

A) liquor B) cars C) homes D) refrigerators Answer: A Diff: 2 Page Ref: 470 Skill: Concept Objective: 12-3 21) Which of the following is needed to predict purchases of expensive symbolic products?

A) Only income data is needed.

B) Both income and social class data are needed.

C) Only social class data is needed.

D) Only social class data is needed unless products are being purchased in the global market.

Answer: B Diff: 3 Page Ref: 470 Skill: Concept Objective: 12-3 22) ________ are wealthy individuals who are likely to suffer from status anxiety, trying to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave.

A) Old money consumers B) The working wealthy C) Nouveau riches D) Typical millionaires Answer: C Diff: 2 Page Ref: 472 Skill: Concept Objective: 12-3 23) When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ concept is being applied.

A) cultural code designation B) social cluster C) taste culture D) reference code Answer: C Diff: 1 Page Ref: 472 Skill: Concept Objective: 12-3

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24) Pierre Bourdieu concluded that "taste" is a(n) ________ that causes consumption preferences to cluster together.

A) habitus B) code C) hierarchy D) capital Answer: A Diff: 2 Page Ref: 475 Skill: Concept Objective: 12-3 25) A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________.

A) social inhibitors B) social parameters C) status symbols D) psychological blocks Answer: C Diff: 2 Page Ref: 476 Skill: Concept Objective: 12-3 AACSB: Communication 26) Social analyst Thorstein Veblen believed that we buy things to create ________. This means we use our purchases to inspire envy in others through our display of wealth or power.

A) affluenza B) invidious distinction C) status crystallization D) cultural capital Answer: B Diff: 1 Page Ref: 477-478 Skill: Concept Objective: 12-3 AACSB: Communication 27) Social class has been difficult to measure; therefore, many researchers simply ask respondents to identify the social classes of different individuals. This is referred to as the ________ method of measuring social class.

A) second-person B) class-subjective C) third-order D) reputation Answer: D Diff: 2 Page Ref: 480 Skill: Concept Objective: 12-3 7 Copyright © 2011 Pearson Education, Inc.

28) If a social researcher wanted to investigate social status in a small city, her best choice for a questionnaire would be one that included questions or observations on education, area of residence, total family income per year, and ________.

A) occupation prestige level of household head B) membership groups of the primary income earners C) ability to communicate via the Internet and other electronic communication channels D) ability to win friends and influence people Answer: A Diff: 3 Page Ref: 481 [Fig. 12.3] Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity 29) A person in the middle class, but with an income at least 15 percent lower than the median for the middle class, would be known as a(n) ________ consumer.

A) underprivileged B) lower-class C) desperate D) lower-middle class Answer: A Diff: 2 Page Ref: 482 Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity 30) Which of the following is NOT a reason that marketers have failed to use social class information as effectively as they could?

A) They have ignored status inconsistency.

B) They have ignored intergenerational mobility.

C) They have ignored consumers' aspirations to change their class standing.

D) They have ignored the impact of technology on social class.

Answer: D Diff: 2 Page Ref: 482 Skill: Concept Objective: 12-3

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31) Sixteen-year-old Michael wanted a car. One evening while his father was paying bills, Michael looked over his father's shoulder and saw how much money had been placed in the checking account. He whistled. "I thought you said that you didn't have enough money to buy me a used car. In just one month you could buy me the car I want." Michael's father then gave him a lecture on the differences between income and what was left over after money was spent on utilities, mortgages, insurance premiums, and food. "Total income," his father said, "is not the same as ________ income, the source from which your unnecessary car would have to come."

A) wealth B) managed C) perpetual D) discretionary Answer: D Diff: 2 Page Ref: 458 Skill: Application Objective: 12-1 AACSB: Reflective Thinking 32) Dr. Sam Jones has a decision to make. He must decide whether to expand his clinic by 50 percent or to keep it at its current size. The move would cost him $500,000 and potentially tie him to debt for 20 years. Dr. Jones believes the economy is going to get even better in the future and that his clients believe the same thing. He knows that they are going to need even more health care services as they age. Given these facts, Dr. Jones is making his decision based on which of the following variables?

A) shifting social class structure B) consumer confidence C) supply and demand based on consulting reports D) statistical analysis of a market Answer: B Diff: 2 Page Ref: 459 Skill: Application Objective: 12-1 AACSB: Reflective Thinking 33) Psychologists use the term homogamy to describe, "assortative mating." Which of the following phrases is the best illustration of homogamy?

A) "Give me a Peach Cooler, please," versus, "Gimme a brew, and make it snappy."

B) Birds of a feather flock together.

C) Leave no stone unturned.

D) To the victor go the spoils.

Answer: B Diff: 3 Page Ref: 462 Skill: Application Objective: 12-2 AACSB: Reflective Thinking

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34) Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with?

A) reference group affiliation B) bias C) the "silver spoon" syndrome D) social stratification Answer: D Diff: 2 Page Ref: 463 Skill: Application Objective: 12-2 AACSB: Reflective Thinking 35) In school, it always seemed as if Kenneth got all the breaks. He had access to all the right resources, such as special privileges, fancy cars, a large allowance, and dates with all the beautiful girls. Even at work, he was put on the fast track and got promoted early to a highprestige job. It seemed as if Kenneth was artificially ranked higher than others. The process that best describes what happened to Kenneth is called ________.

A) reference group affiliation B) bias C) ascribed status or the "silver spoon" syndrome D) achieved status Answer: C Diff: 2 Page Ref: 463 Skill: Application Objective: 12-2 AACSB: Reflective Thinking 36) Richard worked very hard on his grades and worked after school part time to be able to afford tutors to help him advance his education. When he was named number one in his class, he earned a certain status. The best term to describe the form of status that Richard earned is ________.

A) reference group affiliation B) achieved status C) classification status D) ascribed status Answer: B Diff: 2 Page Ref: 463 Skill: Application Objective: 12-2 AACSB: Reflective Thinking

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37) Fred has been a farmer all his life. He inherited the family farm when he was 35 but that was twenty years ago. It looks like he is going to lose the farm and have to take a manual labor job in the city to support his family. What form of mobility best describes Fred's position?

A) horizontal mobility B) two-way stretch mobility C) downward mobility D) upward mobility Answer: C Diff: 2 Page Ref: 464 Skill: Application Objective: 12-2 AACSB: Reflective Thinking 38) According to the class structure outlined in the text, most medical doctors and university professors would be in the ________ class.

A) upper-upper B) working C) upper-middle D) middle Answer: C Diff: 2 Page Ref: 465 [Fig. 12.1] Skill: Application Objective: 12-2 AACSB: Reflective Thinking 39) Max's family is part of what is called "the new rich." They are the newer social elite, drawn from current professionals. His father is a medical doctor and his mother is vice president at a large urban bank. Max's family (based on the description given in the text) belongs to which of the following social class categories?

A) Lower-Upper B) Upper-Upper C) Upper-Middle D) Lower-Middle Answer: A Diff: 2 Page Ref: 465 [Fig. 12.1] Skill: Application Objective: 12-2 AACSB: Reflective Thinking

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40) Stephanie's parents are considered to be blue collar; however, her dad owns a construction company and performs mostly white-collar duties. Her mother runs an office cleaning company from their home. The couple earns about $90,000 a year and is able to send Stephanie and her two sisters to the state university close to their hometown. Based on this description, which of the following contemporary views of the American class structure best describe Stephanie's family?

A) Upper-Upper B) Lower-Upper C) Lower-Lower D) Middle Class Answer: D Diff: 3 Page Ref: 465 [Fig. 12.1] Skill: Application Objective: 12-2 AACSB: Reflective Thinking 41) Mr. Patterson is 59-years-old. His annual household income is $500,000. He has been married to the same woman most of his adult life. He doesn't spend much on clothing. According to research, how is Mr. Patterson different from the typical American millionaire?

A) He is older.

B) He has a long-standing marriage.

C) His household income is greater.

D) He doesn't spend as much on clothing.

Answer: C Diff: 3 Page Ref: 471 Skill: Application Objective: 12-3 AACSB: Analytic Skills 42) The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man?

A) The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.

B) The promotion to the working-class man should emphasize the long-term benefits of insurance, while the upper-class promotion should emphasize the short-term consequences of the choice.

C) The promotion to the working-class man should emphasize pictures while the upper-class promotion should emphasize words.

D) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.

Answer: A Diff: 3 Page Ref: 475 [Table 12.1] Skill: Application Objective: 12-3 AACSB: Analytic Skills 12 Copyright © 2011 Pearson Education, Inc.

43) Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an old established bank owned by several prestigious families. When his bid failed, Evan said, "I always knew there was an elite but up to now I thought I was a part of it." What type of capital was Evan lacking?

A) economic B) cultural C) psychological D) sociological Answer: B Diff: 2 Page Ref: 475 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 44) Harry was the lead singer in a band that hit it big. For his birthday, Harry had two hundred friends flown in private jets to a private island in the South Pacific. They ate the most expensive food, and every morning the bungalows were burned to the ground and rebuilt for the next night.

Harry's party is a good example of ________.

A) parody display B) social mobility C) ascribed status D) conspicuous consumption Answer: D Diff: 2 Page Ref: 478 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 45) If the super rich buy "shredded Levi's jeans" to wear to formal parties, they would be exhibiting a sophisticated form of conspicuous consumption known as ________.

A) parody display B) invidious distinctions C) downsizing D) pyramid climbing Answer: A Diff: 2 Page Ref: 479 Skill: Application Objective: 12-3 AACSB: Reflective Thinking

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46) Trisha grew up in a drug-ridden innercity neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital.

Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of ________ assesses the impact of such inconsistencies.

A) status crystallization B) hierogamy C) a taste culture D) inconsistent markers Answer: A Diff: 2 Page Ref: 482 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 47) Vance came from the lower-upper class, while Jeff came from the lower-middle class. They are both madly in love with Julia, who is beautiful enough to do part-time modeling. According to the principle of ________, Julia is most likely to be attracted to Vance.

A) status hierarchies B) ascribed status C) hierogamy D) economic wellbeing Answer: C Diff: 2 Page Ref: 482 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 48) Although teenagers do not have the income of older consumers, they are still an attractive market based on income. Why? A) Because they have less money, they are more careful of how they spend it.

B) Parents lead the teenagers into what they buy; hence any understanding of adult buying patterns can be useful for teenagers as well.

C) Teenagers have more consumer confidence and are, therefore, more likely to conform to promotional material.

D) Teenagers don't have the income of adults, but it is almost all discretionary, meaning that they can spend it as they see fit.

Answer: D Diff: 3 Page Ref: 458 Skill: Critical Thinking Objective: 12-1 AACSB: Reflective Thinking

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49) Jason is a marketing researcher working for a client who believes that social class will be an important segmenting device. Jason decides to find social class categories by simply asking respondents to pick their own category. Which of the following best supports Jason's approach?

A) Most Americans don't mind talking about social class but usually get their own wrong.

B) American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class.

C) American consumers are generally better able to identify their neighbors' social class than their own social class.

D) Respondents will list the social class they wish to belong to rather than the one they actually occupy.

Answer: B Diff: 2 Page Ref: 479 Skill: Critical Thinking Objective: 12-3 AACSB: Reflective Thinking 50) What modern American ceremony would come closest in intent to a Native American potlatch?

A) a baptism B) a marriage C) a university graduation D) the celebration ordered by a large company that has gained a new lucrative contract Answer: B Diff: 2 Page Ref: 478 Skill: Synthesis Objective: 12-3 AACSB: Reflective Thinking 51) The term plutonomy was coined to describe an economy that relies on a large and healthy middle class.

Answer: FALSE Diff: 2 Page Ref: 458 Skill: Concept Objective: 12-1 52) Education is one determining factor in who gets a bigger piece of the economic pie.

Answer: TRUE Diff: 1 Page Ref: 458 Skill: Concept Objective: 12-1 53) Discretionary income is the money available to a household over and above that required for a comfortable standard of living.

Answer: TRUE Diff: 1 Page Ref: 458 Skill: Concept Objective: 12-1 15 Copyright © 2011 Pearson Education, Inc.

54) American spendthrifts outnumber American tightwads.

Answer: FALSE Diff: 2 Page Ref: 459 Skill: Concept Objective: 12-2 55) Social stratification refers to the creation of artificial divisions in a society.

Answer: TRUE Diff: 1 Page Ref: 463 Skill: Concept Objective: 12-2 AACSB: Multicultural and Diversity 56) The entire upper class (upper-upper and lower-upper combined) comprises less than 2 percent of all Americans.

Answer: TRUE Diff: 3 Page Ref: 465 [Fig 12.1] Skill: Concept Objective: 12-2 AACSB: Multicultural and Diversity 57) The prestige of occupations vary dramatically from one culture to the next.

Answer: FALSE Diff: 2 Page Ref: 469 Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity 58) Lower-class men are more likely than middle-class men to have a general sense of empowerment.

Answer: FALSE Diff: 2 Page Ref: 470 Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity 59) Social class appears to be a poor predictor of purchases that have symbolic aspects and low to moderate prices (such as liquor and cosmetics).

Answer: FALSE Diff: 2 Page Ref: 470 Skill: Concept Objective: 12-3

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60) The American rich often indulge in luxury goods while pinching pennies on everyday items.

Answer: TRUE Diff: 2 Page Ref: 471 Skill: Concept Objective: 12-3 61) Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by seniors with wealth.

Answer: FALSE Diff: 2 Page Ref: 472 Skill: Concept Objective: 12-3 62) The flamboyant consumption of the nouveau riches is an example of symbolic selfcompletion.

Answer: TRUE Diff: 2 Page Ref: 472 Skill: Concept Objective: 12-3 63) With respect to codes that are used to separate social classes, middle and upper classes tend to use restricted codes.

Answer: FALSE Diff: 2 Page Ref: 474 Skill: Concept Objective: 12-3 64) Mothers with preschool children are the fastest-growing segment of working people.

Answer: TRUE Diff: 2 Page Ref: 458 Skill: Concept Objective: 12-1 AACSB: Multicultural and Diversity 65) The average blue-collar family leading a "working-class" lifestyle would be located in the upper-middle class category in a contemporary view of American class structure.

Answer: FALSE Diff: 2 Page Ref: 465 [Fig. 12.1] Skill: Concept Objective: 12-2

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66) Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.

Answer: FALSE Diff: 2 Page Ref: 475 Skill: Concept Objective: 12-3 67) Measures of consumer confidence can help marketers predict how much money consumers will pump into the economy through discretionary purchases.

Answer: TRUE Diff: 2 Page Ref: 460-461 Skill: Application Objective: 12-1 AACSB: Analytic Skills 68) Tian Zhao's parents were peasants from central China. Tian got a degree in electronics from a university and now works for a medium-sized firm building computer components for a company in Europe. Tian has bought himself a Canon camera and a Dell computer, and he wears Nike running shoes. He is a member of the mass class.

Answer: TRUE Diff: 2 Page Ref: 469 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 69) Eddie just bought a vintage Prowler. He can hardly wait to have the guys at the office drool when they see him drive up in this extremely expensive purple "hot rod." Eddie's reason for purchase falls into the category described by Thorstein Veblen as invidious distinction.

Answer: TRUE Diff: 2 Page Ref: 477-478 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 70) Rachel doesn't work, has a rich and successful husband, and loves to wear high-heeled shoes, tight clothes, and flamboyant hairstyles. According to Veblen's ideas, Rachel's role is decorative.

Answer: TRUE Diff: 2 Page Ref: 478 Skill: Application Objective: 12-3 AACSB: Reflective Thinking

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71) Many 20-somethings have rebelled against their more affluent parents by mocking wealth, wearing clothing such as shredded jeans and driving boxy cars. These are examples of what is called a modern potlatch.

Answer: FALSE Diff: 2 Page Ref: 479 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 72) A biography of a famous American woman indicated that she never married the man she loved the most because his family status and income didn't meet her goals. This is evidence of the strength of hierogamy in some people's lives.

Answer: TRUE Diff: 2 Page Ref: 482 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 73) The general method for elevating one's social status is to increase the use of ascribed status tools.

Answer: FALSE Diff: 2 Page Ref: 463 Skill: Synthesis Objective: 12-2 AACSB: Analytic Skills 74) Although there are many differences between social classes, almost all these differences can be summarized by the differences that income makes in a person's life.

Answer: FALSE Diff: 2 Page Ref: 462-465 Skill: Synthesis Objective: 12-2 AACSB: Analytic Skills 75) Conspicuous waste is the opposite of conspicuous consumption because one is aimed at showing how important a person's wealth is, and the other is aimed at showing how unimportant his or her wealth is.

Answer: FALSE Diff: 3 Page Ref: 478 Skill: Synthesis Objective: 12-3 AACSB: Analytic Skills

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76) The average American's standard of living continues to improve. This shift in income has been linked to two key factors. What are these factors? Provide explanatory comments on each factor.

Answer: The two key factors appear to be the shift in women's roles and increases in educational attainment. a. The shift in women's roles–Mothers with preschool children are the fastest-growing segment of working people, many of them working in high-paying occupations. This increase is a primary reason for the rapid growth of middle- and upper-income families. b. Increases in educational attainment–college graduates earn about 50 percent more than those who have only graduated from high school.

Diff: 2 Page Ref: 458 Skill: Concept Objective: 12-1 77) Describe the concepts of social stratification and achieved and ascribed status.

Answer: 1. Social stratification refers to the creation of artificial divisions in society: "Those processes in a social system by which scarce and valuable resources are distributed equally to status positions that become more or less permanently ranked in terms of the share of valuable resources each receives."

2. Achieved status–resources go to those people who have earned them through hard work or diligent study.

3. Ascribed status–rewards go to those people who were lucky enough to be born rich or beautiful. Such good fortune reflects ascribed status.

Diff: 2 Page Ref: 463 Skill: Concept Objective: 12-2 AACSB: Multicultural and Diversity 78) Explain the concept of social mobility and its various forms.

Answer: Social mobility refers to the passage of individuals from one social class to another.

There are three forms–upward (moving up in social class), downward (moving to a lower social class), and horizontal (moving from one position to another [such as jobs] in the same social class strata).

Diff: 2 Page Ref: 464 Skill: Concept Objective: 12-2 AACSB: Multicultural and Diversity

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79) A contemporary view of the American social class structure is presented in the text. Identify each of the major categories and supply a brief comment that characterizes each one.

Answer: Upper Americans include: Upper-Upper (0.3 percent)–The "capital S society," world of inherited wealth.

Lower-Upper (1.2 percent)–The newer social elite, drawn from current professionals.

Upper-Middle (12.5 percent)–The rest of college graduate managers and professionals, lifestyle centers on private clubs, causes, and the arts.

Middle Americans include: Middle Class (32 percent)–Average pay white-collar workers and their blue-collar friends; live on the "better side of town"; try to do the proper things.

Working Class (38 percent)–Average pay blue-collar workers; lead "working-class lifestyle" whatever the income, school, background, and job are.

Lower Americans include: "A lower group of people, but not the lowest" (9 percent)–Working, not on welfare; living standard is just above poverty; behavior judged "crude," "trashy."

"Real Lower-Lower" (7 percent)–On welfare, visibly poverty-stricken; usually out of work (or have the dirtiest jobs); "bums," "common criminals."

Diff: 3 Page Ref: 465 [Fig. 12.1] Skill: Concept Objective: 12-2 AACSB: Multicultural and Diversity 80) Characterize how Japanese social class structure relates to the goods and services purchased

by Japanese consumers.

Answer: Japan is a highly brand conscious society where upscale, designer labels are incredibly popular. The Japanese love affair with top brands started with the 1970s when the economy was booming and many Japanese could buy Western luxury accessories for the first time. Single, working women are largely responsible for fueling Japan's luxury-goods spending. "Office ladies" save money by living at home and have discretionary income for luxuries.

Diff: 3 Page Ref: 466 Skill: Concept Objective: 12-2 AACSB: Multicultural and Diversity

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81) Explain how the relationship between England's class structure and consumption has recently begun to change.

Answer: England has traditionally been an extremely class-conscious country, with inherited position and family background largely predetermining consumption patterns. Members of the upper class attended elite schools such as Eaton and Oxford and spoke with an accent distinct from that heard from members of the middle and lower classes. However, the supremacy of inherited wealth has recently faded in England as British entrepreneurs redefine the economy.

The recession has also brought about a new emphasis on frugality, altering the consumption patterns across all classes.

Diff: 3 Page Ref: 467 Skill: Concept Objective: 12-2 AACSB: Multicultural and Diversity 82) What are the general components of social class? Explain and comment on each component (such as which is most important).

Answer: In brief, the components of social class are occupation and income. A third factor, which is highly correlated with them, is educational attainment.

1. Occupational prestige–this is one way to evaluate the "worth" of people. Hierarchies of occupational prestige tend to be quite stable over time, and they tend to be similar in societies as diverse as Brazil, Ghana, Turkey, and Japan. If one had to choose only one indicator of social class, it would be occupation, because it is strongly linked to other variables such as use of leisure time, allocation of family resources, political orientation, and so on.

2. Income–income itself is often not a very good indicator of social class, but the way it is spent is revealing. Wealth is by no means evenly distributed across the classes. The top fifth of the population controls about 75 percent of all assets.

Diff: 2 Page Ref: 469 Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity 83) For the most part, many marketers fail to use social-class information as effectively as they could. List five reasons why this failure might occur. Be specific.

Answer: Social class information is often not used effectively by marketers because: a. They ignore status inconsistency. b. They ignore intergenerational mobility. c. They ignore subjective social class. d. They ignore consumers' aspirations to change their class standing. e. They ignore the social status of working wives.

Diff: 3 Page Ref: 482 Skill: Concept Objective: 12-3 AACSB: Multicultural and Diversity

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84) How does the relationship between wealth and social class affect the way marketers segment affluent markets? Are there some consumption situations in which income alone is a good indicator of consumer behavior?

Answer: In targeting the rich, it is a mistake to assume that everyone with a high income should be placed into the same market segment. Social class involves more than absolute income; it is also a way of life, and affluent consumers' interests and spending priorities are significantly affected by such factors as where they got their money, how they got it, and how long they have had it.

Common affluence distinctions are: 1. "Old money" is the category of the ultra-rich who have "always" been that way, (i.e., their money is from inherited wealth). Segment distinctions based upon "how long" versus "how much" are more salient for this class.

2. "Nouveaux riches" are those who have recently acquired wealth, usually through their own labor or industry but could include lottery winners as well. In many cases, their consumption patterns are still linked to lower-class origins. Some in this class suffer status anxiety in which flamboyant consumption may serve as a symbolic attempt to assert their new class status. This group may also develop "status anxiety."

Wealth alone may be a good predictor of purchases of the highest ticket items in the ultra-rich lifestyle of the rich and shameless. Such products as super-luxury yachts and private islands can be afforded only by those who really have endless wealth.

On the other hand, many wealthy people still hold to more or less middle-class values. Not all first- or second-generation rich are conspicuous consumers like the stereotypical nouveaux rich.

Products selected by these consumers will be partially determined by social influences of others like themselves.

Diff: 3 Page Ref: 470-472 Skill: Application Objective: 12-3 AACSB: Multicultural and Diversity 85) Identify for each of the following items whether it would be more likely found in a workingclass living room or an upper class living room. Items: a Bible, picture windows, still-life portraits, photographs of family members, large potted plants, French furniture, a TV set, a family pet, piano Answer: Working Class Upper Class Bible picture windows still-life portraits large potted plants photographs of family piano TV set French furniture family pet Diff: 3 Page Ref: 473 [Fig. 12.2] Skill: Application Objective: 12-3 AACSB: Reflective Thinking 23 Copyright © 2011 Pearson Education, Inc.

86) Describe how codes can be used in marketing research studies to identify social class.

Answer: One approach to studying social classes is to examine codes (the ways meanings are expressed and interpreted by consumers). These codes are used differently by different social strata. For example, restricted codes (a focus on content of objects, not on relationships among objects) are dominant in working classes. Elaborated codes (a more complex approach and worldview) are dominant among middle and upper classes. See Table 12.1 for more data on these two code forms.

Diff: 3 Page Ref: 474-475 Skill: Application Objective: 12-3 AACSB: Analytic Skills 87) Why is wearing a baseball cap backward (with the brim toward the back) a type of parody display?

Answer: A parody display is a method of seeking status by avoiding it. One way this is done is by adopting clothing or material that has function in the working world in such a way that the function is minimized. For example, working overalls (bib overalls) become popular from time to time, but they must be worn with one strap unhooked to demonstrate that the wearer really isn't a working-class laborer. The baseball cap was built with a large visor in the front to protect the eyes from the sun or rain. By wearing it backward, the wearer is demonstrating that his or her status is high enough that the actual function of the clothing object can be ignored.

Diff: 2 Page Ref: 479 Skill: Application Objective: 12-3 AACSB: Reflective Thinking 88) Some theorists do not include income in their measure of social class, arguing that it is unnecessary. Defend this point of view and also explain why income is added when measuring social class in marketing.

Answer: According to the text, social class has three components: occupation prestige, education, and income. Income by itself is not a good predictor of social class. The terms overprivileged and underprivileged are used to explain how income does not adequately explain the behavioral differences between the classes. Income, in fact, can be seen as a result of occupation and education. Income can be seen as a result of class rather than a cause of class differences.

As pointed out in the text, there is an interrelationship between income and social class in how customers relate to a number of product categories, meaning that a business must know both to successfully market a number of products.

Diff: 3 Page Ref: 469-472, 480-482 Skill: Synthesis Objective: 12-3 AACSB: Reflective Thinking

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89) How does the worldview difference in social class help explain why the sons and daughters of working-class families typically spend their entire lives living within a hundred miles of where they were raised?

Answer: The world of the working class is more intimate and constricted. They depend heavily on relatives for emotional support and tend to orient themselves around the local community rather than the world at large. Hence, job opportunities will be sought closer to a familiar community and family.

Diff: 2 Page Ref: 470 Skill: Synthesis Objective: 12-3 AACSB: Reflective Thinking 90) For this question, let's assume that being physically attractive is an asset. Use the principle of hierogamy to explain how assets can be utilized to advance social class.

Answer: The possession of assets is a measure of status. Bluntly put, because the number of exceptionally attractive women is limited, the "possession" of one increases the status of the "owner." Historically, physical attractiveness was one of the few assets that women were allowed to possess. They could trade this asset for social class advancement through marriage much the same way a man could trade access to wealth and power for class advancement.

Diff: 3 Page Ref: 478, 482 Skill: Synthesis Objective: 12-3 AACSB: Reflective Thinking

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Consumer Behavior, 9e (Solomon) Chapter 13 Ethnic, Racial, and Religious Subcultures 1) Consumers' lifestyles are affected by group membership within society-at-large. These groups are known as ________.

A) culture B) subcultures C) cliques D) normal groups Answer: B Diff: 1 Page Ref: 490 Skill: Concept Objective: 13-1 2) A ________ is defined by a group of people who share an identity based on certain activities or art forms.

A) culture B) subculture C) microculture D) clique Answer: C Diff: 1 Page Ref: 490 Skill: Concept Objective: 13-1 3) Tuners, Dead Heads, and Star Trek fans are all examples of ________.

A) cultures B) subcultures C) microcultures D) cliques Answer: C Diff: 2 Page Ref: 490 Skill: Concept Objective: 13-1 4) Which of the following terms best describes the United States' society?

A) homogeneous B) heterogeneous C) xenophobic D) democratically pure Answer: B Diff: 2 Page Ref: 491 Skill: Concept Objective: 13-2 AACSB: Multicultural and Diversity

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5) In a ________ culture, members of the culture tend to be loosely knit and words carry most of the weight in messages.

A) southern-context B) high-context C) northern-context D) low-context Answer: D Diff: 2 Page Ref: 492 Skill: Concept Objective: 13-2 AACSB: Communication 6) In the 2000 U.S. Census, about ________ million Americans defined themselves as belonging to two or more racial groups.

A) 7 B) 10 C) 15 D) 20 Answer: A Diff: 3 Page Ref: 492 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 7) The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.

A) de-alienation B) deethnicization C) de-immigration D) deculturization Answer: B Diff: 2 Page Ref: 492 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 8) Ethnic groups with a(n) ________ tend to relax their identification with their country of origin.

A) recent population growth B) longer history in the United States C) increasing household income D) ethnic symbolism Answer: B Diff: 2 Page Ref: 494 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 2 Copyright © 2011 Pearson Education, Inc.

9) When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following?

A) advertising B) consulates or embassies C) the local community where the immigrant locates D) relatives in the immigrant's home country Answer: C Diff: 2 Page Ref: 494 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 10) _____ refers to the process of movement and adaptation to one country's cultural environment by a person from another country.

A) Adaptation B) Socialization C) Acculturation D) Intergenerational movement Answer: C Diff: 1 Page Ref: 496 Skill: Concept Objective: 13-3 11) People and institutions that teach the ways of a culture are called ________.

A) progressive movement instructors B) ethnography facilitators C) host cultures D) acculturation agents Answer: D Diff: 1 Page Ref: 497 Skill: Concept Objective: 13-3 12) The cultural learning acquired through ________ leads immigrants to a process of adaptation.

A) movement B) translation C) resistance D) segregation Answer: B Diff: 2 Page Ref: 497 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity

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13) Which of the following is NOT a consumer acculturation outcome?

A) movement B) assimilation C) resistance D) segregation Answer: A Diff: 2 Page Ref: 497 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 14) In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture.

A) assimilation B) maintenance C) segregation D) resistance Answer: A Diff: 2 Page Ref: 498 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 15) In the process of ________, new immigrants resent pressure to submerge their native identities and take on new roles in their new country.

A) warming B) maintenance C) segregation D) resistance Answer: D Diff: 2 Page Ref: 498 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 16) Immigrants who exhibit ________ live and shop in places separated from mainstream Anglo consumers.

A) warming B) maintenance C) segregation D) movement Answer: C Diff: 2 Page Ref: 498 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 4 Copyright © 2011 Pearson Education, Inc.

17) Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives in their country of origin into their new homes.

A) assimilation B) maintenance C) resistance D) warming Answer: D Diff: 2 Page Ref: 498 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 18) With 12. 5 percent of the population, the ________ subculture is the largest in America.

A) African-American B) Asian-American C) Hispanic American D) European American Answer: C Diff: 2 Page Ref: 499 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 19) Which of the following American ethnic subcultures is considered to be the fastest growing?

A) Hispanic American B) African American C) Asian American D) European American Answer: C Diff: 2 Page Ref: 499 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 20) African-Americans comprise a significant racial subculture in the United States. Which of the following percentages accurately describes the population percentage of African-Americans in the United States according to the 2000 Census?

A) 8 percent B) 10.5 percent C) 12.3 percent D) 24.8 percent Answer: C Diff: 3 Page Ref: 499 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 5 Copyright © 2011 Pearson Education, Inc.

21) What statement best describes what has happened to the median family income of African Americans over the last decade?

A) It is presently at a historic high.

B) Adjusted for inflation, there has been no change.

C) African-American household income has been declining steadily.

D) Household income has increased on average, except for married African Americans, who have seen their incomes fall.

Answer: A Diff: 2 Page Ref: 499 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 22) When African American women aged 18 to 64 were asked to describe their skin, the most common response was ________, with 59 percent.

A) "I wish I could darken it" B) "I wish I could lighten it" C) "It's beautiful" D) "It's strong" Answer: C Diff: 3 Page Ref: 499-500 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 23) More than fifty percent of all Hispanic American are concentrated in just six American metropolitan areas. Which of the following is NOT among them?

A) Denver B) Los Angeles C) New York D) San Francisco Answer: A Diff: 2 Page Ref: 500 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 24) Hispanic Americans are primarily (60 percent) of ________ descent.

A) Mexican B) Puerto Rican C) South American D) Dominican Answer: A Diff: 2 Page Ref: 500 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 6 Copyright © 2011 Pearson Education, Inc.

25) Demographically, which of the following are the two most important characteristics of the Hispanic American market?

A) It is a mature group with money to spend.

B) It is a young group that has stabilized its growth rate in recent years.

C) It is a young group that is now almost totally bilingual.

D) It is a young group and the Hispanic family tends to be large in size.

Answer: D Diff: 2 Page Ref: 502 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 26) Susan loves showing homes to new buyers. She is good at what she does, and she can always show a home in its best light. Recently, Susan has been getting more and more Asian-American buyers. She has found that she has had to take some time to study ________, which controls the flow of positive energy through a home and brings good luck, if she is to be successful with these buyers.

A) bio-light B) transactional flow C) feng shui D) song ki Answer: C Diff: 2 Page Ref: 504 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 27) Which of the following distinguishes Asian Americans from other subcultures in the United States?

A) Asian Americans constitute the largest subculture in the United States.

B) Asian Americans are the best educated of any ethnic subculture in the United States.

C) Asian Americans have the distinction of having a common language that acts as a unifying cultural agent.

D) Asian American households are larger than most other ethnic households in America.

Answer: B Diff: 2 Page Ref: 503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity

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28) Which of the following is generally true about Asian Americans?

A) They tend to be very brand loyal.

B) They are not attracted to products that express material status.

C) They are one of the least brand-loyal of all American subcultures.

D) They are less likely than the average American to buy high-tech gadgets.

Answer: C Diff: 3 Page Ref: 503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 29) Which of the "Big Three" American subcultures has a higher percentage of families with household income above $50,000 than the nation as a whole?

A) African American B) Hispanic American C) Asian American D) Arab American Answer: C Diff: 2 Page Ref: 503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 30) What is the most challenging aspect of marketing to Asian Americans, aside from language barriers?

A) They are culturally diverse.

B) They buy only from their native lands.

C) They do not trust the American financial or credit system.

D) They show little affinity for American-made products.

Answer: A Diff: 2 Page Ref: 503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 31) Which of the following is most true about religious affiliation in the United States?

A) Church membership has little direct impact on consumer behavior.

B) Church membership has the potential to be a valuable predictor of consumer behavior.

C) Religious subculture differences have been found to actually be ethnic differences, making religious affiliation irrelevant to consumer behavior.

D) Religion is a taboo subject in marketing, so no one has studied the potential impact of religious affiliation.

Answer: B Diff: 3 Page Ref: 504-505 Skill: Concept Objective: 13-5 8 Copyright © 2011 Pearson Education, Inc.

32) The lack of marketing information about religion is due to ________.

A) the small number of people who are influenced in the marketplace by religious issues B) the dollar value of the Christian market being very low C) traditional bigotry toward religion D) religion being somewhat of a taboo subject among researchers Answer: D Diff: 3 Page Ref: 504 Skill: Concept Objective: 13-5 AACSB: Multicultural and Diversity 33) We can trace most religion-oriented marketing activity in America to the ________ community.

A) Jewish B) Catholic C) Muslim D) Born-Again Christian Answer: D Diff: 2 Page Ref: 505 Skill: Concept Objective: 13-5 AACSB: Multicultural and Diversity 34) George had a religious experience that changed his life. He now accepts the Bible literally and has acknowledged Jesus as his personal savior. George now belongs to a subculture known as ________.

A) Born-Again Christians B) the Ahmadis C) religious generalists D) unifiers Answer: A Diff: 1 Page Ref: 505 Skill: Concept Objective: 13-5 AACSB: Multicultural and Diversity

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35) Joan and Charles hit it off almost immediately. They met because they both loved classical music and were attending the same auction of old Hi-Fi LPs. They found that they had a number of other interests in common because they both shared the same ________.

A) de-alienated class B) microculture C) evoked set D) context culture Answer: B Diff: 2 Page Ref: 490 Skill: Application Objective: 13-1 AACSB: Reflective Thinking 36) Maria Schuler was never quite sure if it was correct for her to be defined as a member of a specific ________ subculture. She spoke Spanish, lived in the United States, and had emigrated from Argentina, where her parents had emigrated from Germany only 20 years before.

A) context B) micro C) ethnic D) progressive Answer: C Diff: 2 Page Ref: 491 Skill: Application Objective: 13-2 AACSB: Multicultural and Diversity 37) Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________ culture.

A) high-context B) low-context C) northern-context D) southern-context Answer: A Diff: 2 Page Ref: 492 Skill: Application Objective: 13-2 AACSB: Multicultural and Diversity

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38) When Vicki Smith went to her local grocery store, she was surprised to find a new counter had been added to the store's deli. Sushi is now available from a certified Sushi chef. The Smiths have been eating Asian food at least once a week for several months. This new addition will really make preparation easier. This example is illustrative of which of the following trends?

A) de-alienation B) deethnicization C) de-immigration D) deculturalization Answer: B Diff: 2 Page Ref: 492 Skill: Application Objective: 13-3 AACSB: Reflective Thinking 39) In Canada, product instructions and identifications are written in English and French. To reach the most customers, the same instructions in the United States should be written in English and ________.

A) French B) German C) Mandarin D) Spanish Answer: D Diff: 2 Page Ref: 494 Skill: Application Objective: 13-3 AACSB: Multicultural and Diversity 40) Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel many things about the ways of the U.S. culture. In doing so, the professor was acting as a(n) ________.

A) proctor B) acculturation agent C) guidance agent D) ethnographer Answer: B Diff: 2 Page Ref: 497 Skill: Application Objective: 13-3 AACSB: Reflective Thinking

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41) When Javier first came to California, he moved in with his brother and sister. They helped him learn how things are done and where Javier can go to get jobs. His brother and sister served as ________.

A) acculturation agents B) progressive agents C) individual identity agents D) ethnographers Answer: A Diff: 2 Page Ref: 497 Skill: Application Objective: 13-3 AACSB: Reflective Thinking 42) Maria Gomez is thrilled to be in the United States. After spending her childhood years in Mexico, she is looking forward to the freedom given to teenage girls in the United States. "I can wear shorts, pantsuits, and even halter tops and no one will think badly of me," says Maria.

Maria is in the process of ________.

A) maintenance B) adaptation C) resistance D) segregation Answer: B Diff: 2 Page Ref: 497 Skill: Application Objective: 13-3 AACSB: Reflective Thinking 43) Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to the Japanese woman. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society quicker than if she stays separate from her hosts. The company's management wants Peggy to use the ________ model.

A) socialization B) progressive learning C) transference D) forced integrational Answer: B Diff: 2 Page Ref: 498 Skill: Application Objective: 13-3 AACSB: Reflective Thinking

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44) What percent of the total population of the United States do the "Big Three" American subcultures constitute in combination?

A) 12 percent B) about 30 percent C) 51 percent D) a little under 67 percent Answer: B Diff: 3 Page Ref: 499 Skill: Application Objective: 13-4 AACSB: Analytic Skills 45) Jason Brown is the new creative director for Chiat-Day Advertising Agency in Los Angeles.

It is his job to develop a central theme for a new campaign to reach the large Hispanic population. Jason must market a new fruit drink that will be targeted to this subculture.

According to information presented in the text, which of the following themes or scenarios would be the most effective with the Hispanic market?

A) male models who are domineering and commanding B) female models who are sexy and commanding C) messages emphasizing the family and cultural heritage D) emphasis on how the drink can free a consumer from tradition Answer: C Diff: 3 Page Ref: 502-503 Skill: Application Objective: 13-4 AACSB: Reflective Thinking 46) Maria was asked to write a proposal for an Asian language program in her elementary school. She proposed that the most common Asian language spoken by Asian Americans should be taught. However, since most of the Asian students in the school are Filipinos, it was felt that the best language for the school would be ________, since the students often speak this language among themselves.

A) Korean B) Chinese Mandarin C) Japanese D) English Answer: D Diff: 3 Page Ref: 503 Skill: Application Objective: 13-4 AACSB: Multicultural and Diversity

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47) Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?

A) Few ethnic subcultures today have powerful stereotypes the general public associates with them.

B) Members of ethnic subcultures have increasing economic power.

C) Symbols that once seemed acceptable may come to be seen as negative.

D) Marketers may not understand possible negative interpretations of ethnic symbolism.

Answer: A Diff: 2 Page Ref: 494-495 Skill: Critical Thinking Objective: 13-3 AACSB: Multicultural and Diversity 48) The popularity of the movie The Passion of the Christ and the book The Da Vinci Code are evidence of which of the following?

A) Megachurches are now more powerful than small, community-based churches.

B) Religion can be effectively used by mainstream marketers.

C) Born-Again Christians are the primary religious market in the United States.

D) Church leaders can effectively encourage and discourage the consumption practices of their followers.

Answer: B Diff: 3 Page Ref: 504 Skill: Critical Thinking Objective: 13-5 AACSB: Reflective Thinking 49) With respect to the acculturation process, what is the relationship between maintenance and segregation?

A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subcultural values of new immigrants and physically segregating members of new subcultures into separate groups.

B) New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.

C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by isolating themselves (segregation) from new immigrants.

D) The relationship is subtle. There is constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture applying pressure to segregate new immigrants, thus separating them from the new culture.

Answer: B Diff: 2 Page Ref: 498 Skill: Synthesis Objective: 13-3 AACSB: Multicultural and Diversity

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50) The first thing Shawanda was asked when she went to work for an advertising firm is how promotions to African-Americans should differ from promotions to Caucasians. After careful consideration, which of the following is the best advice Shawanda could give her new employers?

A) Separate advertisements to this ethnic subculture are never done and should not be considered.

B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic groups.

C) The African-American market is hardly as homogenous as many believe, and many differences between black and white markets may not be real.

D) All promotions to African-Americans have to take into account the market's income, and buying power has been declining drastically over the last two decades.

Answer: C Diff: 2 Page Ref: 499 Skill: Synthesis Objective: 13-4 AACSB: Analytic Skills 51) Groups known as subcultures have members who share beliefs and common experiences that set them apart from others.

Answer: TRUE Diff: 1 Page Ref: 490 Skill: Concept Objective: 13-1 52) Microcultures of young women in Japan start many trends that eventually make their way around the world.

Answer: TRUE Diff: 2 Page Ref: 491 Skill: Concept Objective: 13-1 AACSB: Multicultural and Diversity 53) An ethnic subculture consists of a self-perpetuating group of consumers who are held together by common cultural and/or genetic ties. This subculture is identified both by its members and by others as a distinguishable category.

Answer: TRUE Diff: 1 Page Ref: 491 Skill: Concept Objective: 13-2 AACSB: Multicultural and Diversity

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54) By mid-century, immigrants will constitute more than 50 percent of the American population.

Answer: FALSE Diff: 2 Page Ref: 491 Skill: Concept Objective: 13-2 AACSB: Multicultural and Diversity 55) People in low-context cultures are more literal than people in high-context cultures.

Answer: TRUE Diff: 2 Page Ref: 492 Skill: Concept Objective: 13-2 AACSB: Multicultural and Diversity 56) The process of defining and targeting distinct ethnic groups has proven to be easy for marketers.

Answer: FALSE Diff: 2 Page Ref: 492 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 57) The typical immigrant today in the United States is most likely from Europe.

Answer: FALSE Diff: 2 Page Ref: 494 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 58) An ethnographer would be interested in studying the process of acculturation in an immigrant community.

Answer: TRUE Diff: 2 Page Ref: 496 Skill: Concept Objective: 13-3 59) An acculturation agent is used by businesses to document the tastes and preferences of ethnic and racial subcultures for marketing purposes.

Answer: FALSE Diff: 1 Page Ref: 497 Skill: Concept Objective: 13-3

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60) Acculturation agents may come from the culture of immigration, but not from the culture of origin.

Answer: FALSE Diff: 2 Page Ref: 497 Skill: Concept Objective: 13-3 61) According to the process of consumer acculturation, individual differences are affected by consumer acculturation agents such as family, friends, media, and institutions.

Answer: TRUE Diff: 2 Page Ref: 497 [Fig. 13.2] Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 62) The largest of the "Big Three" American subcultures is the African-American subculture.

Answer: FALSE Diff: 2 Page Ref: 499 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 63) More than half of all married African Americans have household incomes larger than $50,000.

Answer: TRUE Diff: 2 Page Ref: 499 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 64) More than half of all Hispanic Americans are of Cuban descent.

Answer: FALSE Diff: 2 Page Ref: 500 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 65) According to Asian beliefs, harmful chi travels in a straight line, whereas gentle chi travels on a curved path.

Answer: TRUE Diff: 3 Page Ref: 503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity

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66) The term Asian refers to 20 ethnic groups, the largest of which is Chinese.

Answer: TRUE Diff: 2 Page Ref: 503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 67) Asian Americans as a whole tend to be an easy market target to communicate with because of their cultural similarity to one another.

Answer: FALSE Diff: 2 Page Ref: 503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 68) Tyler decided to restore a 1956 Ford. When he started, he wasn't sure where he could find certain parts and product information. He rapidly found that there was an entire group of people who restored classic Fords. Tyler has been introduced into a microculture.

Answer: TRUE Diff: 1 Page Ref: 490 Skill: Application Objective: 13-1 AACSB: Reflective Thinking 69) When Erica converted to Catholicism as an adult, she, by definition, entered into an ethnic subculture.

Answer: FALSE Diff: 2 Page Ref: 491 Skill: Application Objective: 13-2 AACSB: Reflective Thinking 70) The United States is an example of a high-context culture.

Answer: FALSE Diff: 2 Page Ref: 492 Skill: Application Objective: 13-2 AACSB: Reflective Thinking

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71) Quentin owned a restaurant. Although both of his parents were born in England, he never once imagined operating a "British" restaurant. Quentin believed that most people had never adopted a taste for some of his parents' true ethnic food. In other words, Quentin believed that there had been little deethnicization of "British" food.

Answer: TRUE Diff: 2 Page Ref: 492 Skill: Application Objective: 13-3 AACSB: Reflective Thinking 72) Bagels now account for three to six percent of all American breakfasts on a daily basis. This is an example of how subcultures affect consumer behavior in the United States.

Answer: TRUE Diff: 2 Page Ref: 492 Skill: Application Objective: 13-3 AACSB: Reflective Thinking 73) Less than half of all Hispanic Americans live in rural areas of the United States.

Answer: TRUE Diff: 2 Page Ref: 500 Skill: Application Objective: 13-4 AACSB: Multicultural and Diversity 74) Promotions that are directed to a "younger lifestyle" in the Hispanic-American market are more likely to be successful than promotions directed to a senior Hispanic-American market.

Answer: TRUE Diff: 2 Page Ref: 500-502 Skill: Synthesis Objective: 13-4 AACSB: Multicultural and Diversity 75) Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness.

Answer: TRUE Diff: 3 Page Ref: 503-504 Skill: Synthesis Objective: 13-4 AACSB: Multicultural and Diversity

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76) Explain the term acculturation and indicate how the progressive learning model might be used by marketers.

Answer: Acculturation refers to the process of movement and adaptation to one country's cultural environment by a person from another country. The acculturation process can be understood by using what is called a progressive learning model. This perspective assumes that people gradually learn a culture as they increasingly come in contact with it. Thus, marketers are able to see consumer behavior of an immigrant as a mixture of practices taken from the original culture and those of the new or host culture.

Diff: 3 Page Ref: 496-498 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 77) Researchers have tried to study what happens to a new immigrant to the United States with the hope of understanding the difficulties that acculturation brings to the immigrant. Explain how acculturation agents might help with the process of assimilation into our society. Be sure to note the different types of acculturation agents in your explanation.

Answer: Acculturation agents are people and institutions that teach the ways of a culture. They are also critical to the success of an immigrant in a foreign society. Some of these agents are aligned with the culture of origin (these might be family, friends, the church, local businesses, or even media that use a native language to keep the immigrant in touch with the "old country").

Other agents are associated with the culture of immigration (such as public schools, Englishlanguage media, and even government agencies). This group helps the immigrant learn the new culture.

Diff: 3 Page Ref: 497 Skill: Concept Objective: 13-3 AACSB: Multicultural and Diversity 78) Describe the African-American ethnic subcultural group (demographically and by lifestyles), noting what consumer characteristics are noteworthy.

Answer: African-Americans as a subculture now account for 12.3 percent of the U.S. population. Other characteristics of note include: • Spending patterns–in many product categories and as a proportion of income, blacks and whites have spending patterns that are very similar. Differences that exist may be better explained by income and concentration in urban areas. Both blacks and whites spend about two-thirds of their incomes on housing, transportation, and food.

• Consumption behaviors–differences are more likely due to differences in income, the relatively high concentration of this group in urban areas, and other dimensions of social class. However, economic differences are diminishing as African Americans move up the economic ladder.

For additional information, see the chapter section.

Diff: 2 Page Ref: 499-500 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 20 Copyright © 2011 Pearson Education, Inc.

79) Identify the "Big Three" American subcultures. Discuss size and growth characteristics.

Answer: Three groups that account for much of America's current growth are African Americans, Hispanic Americans, and Asian Americans. African Americans made up 12.3 percent of the American population in the 2000 Census. The Hispanic population is now the largest ethnic subculture, with 12.5 percent of the U.S. population. The Asian-American population, though smaller in absolute numbers at 3.6 percent of the American population, is the fastest-growing racial group.

Note to Instructor: Students may include other facts from the chapter. Please indicate the depth and breadth of desired answers to avoid confusion.

Diff: 2 Page Ref: 499 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 80) Describe the Hispanic-American ethnic subcultural group, demographically and by lifestyle, noting important consumer characteristics.

Answer: Largely ignored by many marketers until recently, the Hispanic-American population is now the largest ethnic minority in the United States. Nearly two-thirds of Hispanic Americans are Mexican; other groups are Puerto Rican, Central American, Dominican, South American, and Cuban.

Demographic and other characteristics include: • A young market–The median age of Hispanic Americans is 23.6. Many of these consumers are "young biculturals," meaning that they are comfortable with both Hispanic and American cultures.

• Concentrated markets–more than half of Hispanic Americans are concentrated in just six major metropolitan areas: Los Angeles, New York, Miami, San Antonio, San Francisco, and Chicago, making them easy to reach.

• Brand loyalty–Hispanic Americans tend to remain loyal to selected brands, especially those affiliated with or imported from their country of origin.

Note to Instructor: Students may include other facts from the chapter. Please indicate the depth and breadth of desired answers to avoid confusion.

Diff: 3 Page Ref: 500-503 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity

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81) Describe the Asian-American ethnic subcultural group, demographically and by lifestyle, noting significant consumer characteristics.

Answer: • Asian Americans represent the fastest-growing ethnic group. They are generally the most affluent and best educated ethnic group, and are more likely to hold technology jobs.

• Segmenting the subculture–the term Asian refers to more than 20 ethnic groups, with Chinese the largest, followed by Filipinos and Japanese. Marketing problems emerge when these groups are mistakenly targeted as a single entity; some groups in fact are historical enemies.

• Consumption pattern–Asian Americans tend to be very status-conscious and will spend money on premium brands. They show themselves to be a good market for technically oriented products such as iPods, personal computers, and wireless communications.

Marketers to Asian Americans need to be sensitive to their cultural beliefs.

Note to Instructor: Students may include other facts from the chapter. Please indicate the depth and breadth of desired answers to avoid confusion.

Diff: 3 Page Ref: 503-504 Skill: Concept Objective: 13-4 AACSB: Multicultural and Diversity 82) Who are "born-again Christians," and why are marketers interested in this group?

Answer: Born-again Christians are defined as people who believe in a literal interpretation of the Bible and who acknowledge being "born again" through their faith or relationship with Jesus Christ. They are one of the fastest growing religious subcultures in the United States, with about 72 million out of 235 million (31 percent) of American Christians defining themselves as "bornagain."

This subculture has become a major market. Megachurches have incomes of $1.85 billion. There is a growing merchandising movement among "born-agains" with increasing popularity of Christian music, books (Christian bookstores sold more than $2 billion worth of products), clothing, and other symbolic products.

Diff: 2 Page Ref: 504-505 Skill: Concept Objective: 13-5 AACSB: Multicultural and Diversity 83) What is the difference between a subculture and an ethnic subculture?

Answer: A subculture is made up of members who share beliefs and common experiences that set them apart from others. An ethnic subculture is a self-perpetuating group of consumers who are held together by common cultural or genetic ties; it is identified both by its members and by others as being a distinguishable category.

Diff: 2 Page Ref: 490-491 Skill: Application Objective: 13-1 AACSB: Analytic Skills

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84) What is the difference between a subculture and a microculture?

Answer: A subculture is made up of members who share beliefs and common experiences that set them apart from others. Subcultures are larger and often demographically based (age, ethnicity, religion, place of residence). Microcultures, in contrast, are much smaller. They are composed of people who freely identify with a specific lifestyle or aesthetic preference.

Microcultures often come together around products, such as fast cars, or fictional characters, such as Star Trek characters.

Diff: 2 Page Ref: 490 Skill: Application Objective: 13-1 AACSB: Analytic Skills 85) Explain the difference between a high-context culture and a low-context culture. Give an example of each and explain the reason for your choice(s).

Answer: A high-context culture is one in which group members tend to be tightly knit. Group members are also likely to infer meanings that go beyond the spoken word. The Japanese are an example of a high-context culture.

A low-context culture is a cultural group that is relatively weak; people are not as tightly knit together, and they are more literal. The United States ranks as a low-context culture.

Diff: 2 Page Ref: 492 Skill: Application Objective: 13-2 AACSB: Analytic Skills 86) Explain the concept of deethnicization. Give an example.

Answer: Deethnicization refers to the process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures. Examples are bagels, burritos, and salsa (to name a few).

Diff: 2 Page Ref: 492 Skill: Application Objective: 13-3 AACSB: Reflective Thinking 87) Explain how religion can influence consumption. Provide two examples.

Answer: Religious subcultures may exert a significant impact on consumer variables such as personality, attitudes toward sexuality, birthrates and household formulation, income, and political attitudes. However, specific product preferences are hard to find unless it has a direct connection to the religion (for example: kosher food purchased by Jewish people–however, less than one-third of those who purchase kosher food are actually Jewish). Religious leaders can be persuasive in discouraging the purchase or selection of certain products or products from certain companies. For example, the Southern Baptist Convention encouraged members to boycott Disney in protest of the company's welcoming attitude toward homosexuals.

Diff: 2 Page Ref: 505 Skill: Application Objective: 13-5 AACSB: Reflective Thinking 23 Copyright © 2011 Pearson Education, Inc.

88) Subcultures are defined in such a way that a person may belong to many at the same time.

What in the definition allows any given person to belong to multiple groups, and what subcultures would apply to almost everyone?

Answer: A subculture is defined by shared beliefs and common experiences. Any variable that separates people into groups with common experiences and beliefs is by definition a precursor of a subculture. A person, for example, may have parents from Italy, love classical jazz, and enjoy flying airplanes. Each of these variables would identify a group of people with shared experiences and beliefs.

There are some subcultures that apply almost universally. Each person has an age subculture that is typical of his or her age cohort. Each person has a primary language that places him or her in a cultural context, and each person has a certain ethnic or racial background. Most people who share the same gender also share beliefs and common experiences.

Note to Instructor: The student is being asked here to identify examples of shared beliefs and experiences that would apply to almost all people within a larger culture. Their examples may vary, but they should have some element of universality.

Diff: 2 Page Ref: 490 Skill: Critical Thinking Objective: 13-1 AACSB: Analytic Skills 89) Several processes and outcomes come into play as immigrants adapt to their new surroundings. List these processes and outcomes and create an example that demonstrates the linkage between them.

Answer: The seven processes and outcomes are movement, translation, adaptation, assimilation, maintenance, resistance, and segregation. Students should construct an illustration of an immigrant (any nationality will do) that shows how the person moves through the seven processes. For example: a) the immigrant is motivated to move; b) once movement occurs, the immigrant must go through translation of language and culture in her new location; c) as learning occurs, the immigrant begins to adapt to the new culture and environment; d) during the acculturation process, the immigrant undergoes assimilation where cultures merge; e) however, most immigrants still wish to maintain their home culture and this culture is often taught to children; f) resistance to the adopted culture can have consequences; and, g) many immigrants today still seem to segregate from the adopted population.

Note to Instructor: Set guidelines for establishing the example if specifics are desired from the answer.

Diff: 3 Page Ref: 497-498 Skill: Synthesis Objective: 13-3 AACSB: Multicultural and Diversity

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90) Many countries have an "official" language and a second language. For example, Canada has English and French. Given current immigration patterns and other global changes, what language should be considered America's second language? Postulate what language would be the official "third" language and justify your answer.

Answer: The second language of the United States would be Spanish, with 12.5 percent of Americans identifying themselves as Hispanic. After Spanish, the language that seems to be growing rapidly in importance is Chinese Mandarin. This is the most commonly spoken language of the fastest growing ethnic group in America.

Diff: 2 Page Ref: 494, 503 Skill: Synthesis Objective: 13-4 AACSB: Reflective Thinking

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Consumer Behavior, 9e (Solomon) Chapter 14 Age Subcultures 1) An age ________ consists of people of similar ages who have undergone similar experiences.

A) sect B) file C) cohort D) conjoint Answer: C Diff: 1 Page Ref: 514 Skill: Concept Objective: 14-1 2) One of the basic ways to separate age cohorts is to focus on the fact that they ________.

A) discriminate against those outside their cohort B) share many common memories about cultural heroes or events C) share common views about sex and morals D) do not share many values Answer: B Diff: 2 Page Ref: 514 Skill: Concept Objective: 14-1 AACSB: Multicultural and Diversity 3) Which of the following is true about the phenomenon of nostalgia?

A) Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic.

B) Adults older than 50 are particularly susceptible to nostalgia, but people younger than 40 are more likely to reserve their warm feelings for future events.

C) Most adults are about equal in the amount of nostalgia that they feel.

D) Nostalgia is an important marketing variable, but researchers have no reliable methods of measuring it.

Answer: A Diff: 2 Page Ref: 515 Skill: Concept Objective: 14-1 4) "They don't make them like they used to," "Products are getting shoddier and shoddier," and "We are experiencing a decline in the quality of life" are all examples of statements used on a(n) ________ scale.

A) age B) cultural C) lifestyle D) nostalgia Answer: D Diff: 2 Page Ref: 515 [Table 14.1] Skill: Concept Objective: 14-1 1 Copyright © 2011 Pearson Education, Inc.

5) When did the term teenager first enter the general American vocabulary?

A) 1915 B) 1945 C) 1956 D) 1970 Answer: C Diff: 2 Page Ref: 516 Skill: Concept Objective: 14-2 6) Which of the following best describes the concept of a teenager?

A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults.

B) Most primitive cultures have isolated youth between 13-to-17 as being unstable and incapable of membership in adult life.

C) The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago.

D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.

Answer: C Diff: 2 Page Ref: 516 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 7) Which of the following countries has the highest teenage population, with 37 percent of its general population?

A) the United States B) the Philippines C) India D) Brazil Answer: B Diff: 3 Page Ref: 516 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity

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8) Compared to teen population in the 1950s, the teen population of the United States by 2010 will be ________.

A) half as large B) about the same size C) twice as large D) three times as large Answer: C Diff: 3 Page Ref: 516 [Fig. 14. 1] Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 9) Advertising to teens typically depicts ________.

A) respected adults recommending the product B) qualified experts explaining the benefit of the product C) "in" teens using the product D) family members of two or three generations using the product together Answer: C Diff: 2 Page Ref: 517 Skill: Concept Objective: 14-2 10) When ninth graders saw movies of actors smoking, their own intent to smoke was ________.

A) decreased B) constant C) increased only if they already smoked D) increased Answer: D Diff: 2 Page Ref: 517 Skill: Concept Objective: 14-2 11) According to Teenage Research Unlimited, all of the following are among the most important social issues for teens today EXCEPT ________.

A) race relations B) popularity C) the environment D) child abuse Answer: B Diff: 2 Page Ref: 517 Skill: Concept Objective: 14-2 AACSB: Ethical Reasoning

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12) Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency?

A) growth versus restriction B) autonomy versus belonging C) idealism versus pragmatism D) narcissism versus intimacy Answer: A Diff: 2 Page Ref: 517 Skill: Concept Objective: 14-2 13) Teens have a reputation for being rebellious and resisting authority, but some cultures value conformity. According to the text, what has been the result of the collision between these two forces in Asian cultures?

A) The more conformist the society, the more rebellious teens become.

B) Some experts have said that many Asian teens act almost schizophrenic; on one hand wearing the symbolic clothing and listening to the music of rebellion, while on the other hand still conforming almost entirely to their culture.

C) Teens in these cultures have almost entirely rejected Western symbols of rebellion.

D) Symbolic meanings from one culture have been found to have almost no effect on the behavior of teens in another culture, irrespective of the level of conformity in the society.

Answer: B Diff: 3 Page Ref: 518 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 14) Another name for Generation Y is ________.

A) centarians B) rebounders C) the Lost Generation D) Echo Boomers Answer: D Diff: 2 Page Ref: 518 Skill: Concept Objective: 14-2

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15) Having traditional values and believing in fitting in rather than rebelling is a characteristic of ________.

A) Generation X B) Generation Y C) Generation Z D) Baby Boomers Answer: B Diff: 2 Page Ref: 518 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 16) The Millennials are the first generation to grow up with computers at home, in a 500-channel TV universe. Because of this, this group is often referred to as ________.

A) the TVees B) the tuned-in generation C) the uninvolved generation D) digital natives Answer: D Diff: 1 Page Ref: 519 Skill: Concept Objective: 14-2 17) Gen Yers are at home in a ________, communicating by texting and IMing.

A) thumb culture B) tween market C) WOM market D) slacker culture Answer: A Diff: 2 Page Ref: 519 Skill: Concept Objective: 14-2 AACSB: Communication 18) lol, paw, g2g, and ooc are all expressions that are most likely to be used by which of the following groups?

A) baby boomers B) baby busters C) echo boomers D) war babies Answer: C Diff: 2 Page Ref: 519 Skill: Concept Objective: 14-2 AACSB: Communication

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19) Which of the following is NOT one of the rules for successfully engaging young consumers?

A) Don't talk down.

B) Use logic over emotion.

C) Don't try to be what you're not–stay true to your brand image.

D) Show that you know what they're going through, but keep it light.

Answer: B Diff: 2 Page Ref: 519-520 Skill: Concept Objective: 14-2 AACSB: Communication 20) Children between 8 to 14 years of age are referred to as ________.

A) Generation Z B) ad-children C) tweens D) post-children Answer: C Diff: 1 Page Ref: 520 Skill: Concept Objective: 14-2 21) Victoria's Secret recruited college students to act as role models and brand ambassadors, giving away free-gift flyers and invitations to special screenings, in a marketing campaign aimed at ________.

A) youth tribes B) tweens C) baby busters D) baby boomers Answer: B Diff: 2 Page Ref: 520 Skill: Concept Objective: 12-2 22) Which of the following categories receives the largest proportion of the typical college student's spending money?

A) snacks and beverages B) books C) parking and car maintenance D) CDs, DVDs, and tapes Answer: A Diff: 3 Page Ref: 522 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity

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23) Even though the average college student is considered to be part of a viable market segment, one of the greatest problems in marketing to this group is the fact that they ________.

A) have very little discretionary income B) are hard to reach with conventional media C) are multicultural D) tend to reject traditional product appeals Answer: B Diff: 2 Page Ref: 522 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 24) Which of the following best explains why marketers view teens as "consumers-in-training"?

A) Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents.

B) Marketers typically do not begin targeting consumers until they are teenagers.

C) Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions.

D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

Answer: D Diff: 2 Page Ref: 523 Skill: Concept Objective: 12-2 25) The cohort of consumers born between 1965 and 1985 has been labeled ________, or "baby busters."

A) War Babies B) The Lost Generation C) Generation X D) Baby Boomlets Answer: C Diff: 2 Page Ref: 523 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity

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26) Which of the following generations (cohorts) was originally characterized as lazy and alienated from others?

A) Baby Boomers B) Generation X C) Generation Y D) Generation Z Answer: B Diff: 2 Page Ref: 523 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 27) If you were a person born between 1946 and 1964, you would be called a ________.

A) Baby Boomlet B) Baby Buster C) War Baby D) Baby Boomer Answer: D Diff: 1 Page Ref: 525 Skill: Concept Objective: 14-3 AACSB: Multicultural and Diversity 28) Members of ________ have also been referred to as the Woodstock generation.

A) the Silent Generation B) the Baby Boom C) Generation X D) the Baby Boomlet Answer: B Diff: 2 Page Ref: 525 Skill: Concept Objective: 14-3 AACSB: Multicultural and Diversity 29) The baby ________ cohort developed because fertility rates dropped; the upsurge is not as big as the one that created the original spurt in population.

A) boom B) busters C) boomlet D) spike Answer: C Diff: 2 Page Ref: 526 Skill: Concept Objective: 14-3 AACSB: Multicultural and Diversity

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30) Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today?

A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence.

B) Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services.

C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them.

D) Most have refused government support and are going through a hermitization process. They don't trust anyone under 60.

Answer: B Diff: 2 Page Ref: 527 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 31) By 2030, ________ Americans will be over the age of 65.

A) one in four B) one in five C) one in six D) one in seven Answer: B Diff: 3 Page Ref: 527 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 32) Older adults in the gray market control ________ of the country's discretionary income.

A) 80 percent B) 65 percent C) 50 percent D) 35 percent Answer: C Diff: 3 Page Ref: 527 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 33) Researchers measure ________ on dimensions that include "feel-age" and "look-age."

A) chronological age B) perceived age C) age cohort D) social age Answer: B Diff: 2 Page Ref: 528 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 9 Copyright © 2011 Pearson Education, Inc.

34) Researchers indicate that a set of key values are most relevant to mature consumers. Which of the following is NOT one of those key values?

A) autonomy B) materialism C) connectedness D) altruism Answer: B Diff: 2 Page Ref: 529-530 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 35) The elderly market is well suited for segmentation. The primary reason for this is that these consumers ________.

A) are affluent B) are easy to identify by age and stage in the family life cycle C) watch a great amount of television D) will answer almost any question posed to them Answer: B Diff: 2 Page Ref: 531 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 36) Consumer identity renaissance refers to which of the following?

A) the redefinition process people undergo when they retire B) the redefinition process people undergo when they become parents C) the shifting identities of teens as they transition from childhood to adulthood D) the process of learning consumptive behavior people undergo as tweens and teens Answer: A Diff: 1 Page Ref: 532 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity

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37) Shannon Reeves and Tish Phillips remember their days of student protest in the 1960s.

Shannon remembers seeing Jimi Hendrix at Woodstock and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________.

A) sect B) file C) cohort D) clique Answer: C Diff: 2 Page Ref: 514 Skill: Application Objective: 14-1 AACSB: Reflective Thinking 38) Jason was a teenager in the early 1990s. What was unique about the U.S. teen population during these years?

A) Jason was a teenager when the number of teens in America hit its peak. There have never been more before or since.

B) There were fewer teenagers than there had been a decade before or would be a decade later.

C) Jason saw very little demographic change during his teenage years. The teen population stayed very consistent over a 20-year period.

D) Like other members of Generation Y, Jason had what most adults would consider to be radical views on most issues.

Answer: B Diff: 3 Page Ref: 516 [Fig. 14.1] Skill: Application Objective: 14-2 AACSB: Analytic Skills 39) Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui’s situation?

A) autonomy versus belonging B) rebellion versus conformity C) idealism versus pragmatism D) narcissism versus intimacy Answer: A Diff: 2 Page Ref: 517 Skill: Application Objective: 14-2 AACSB: Reflective Thinking

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40) Marcie is ashamed that she is constantly altering her appearance. She just can't get her "look" right. She has an inner desire to look perfect. On the other hand, many of her friends dress sloppily and could not care less about their physical appearance. If Marcie wants to hang out with her friends, she is most likely to face which of the following teenage dilemmas?

A) autonomy versus belonging B) rebellion versus conformity C) idealism versus pragmatism D) narcissism versus intimacy Answer: D Diff: 3 Page Ref: 517 Skill: Application Objective: 14-2 AACSB: Reflective Thinking 41) Shawn was raised in Singapore. When his parents moved to the United States, he was 15 years old. The American teen culture appealed to Shawn, but like many Singaporeans he found it to be too ________ for his liking.

A) rebellious B) conforming C) materialistic D) pragmatic Answer: A Diff: 3 Page Ref: 518 Skill: Application Objective: 14-2 AACSB: Multicultural and Diversity 42) One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords, but still be connected to any media at any time. The lifestyle created by this approach is referred to as ________.

A) free-bounding B) universal sharing C) distinct-styling D) connexity Answer: D Diff: 2 Page Ref: 518 Skill: Application Objective: 14-2 AACSB: Reflective Thinking

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43) Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

A) Hillary is bothered by companies that run ads that stay true to their brand image and spend a lot of time backing up what they say.

B) Hillary is bothered by ads that talk down to her.

C) Hillary doesn't like product ads that the promoters think must be entertaining.

D) Hillary doesn't like ads that show problems teenagers face, especially when they aren't treating these problems in a very serious manner.

Answer: B Diff: 2 Page Ref: 519-520 Skill: Application Objective: 14-2 AACSB: Communication 44) Mattel is producing a line of dolls called "My Scene" dolls. In addition, the company is producing a more approachable and multicultural Barbie aimed at older girls. Which of the following youth trends is Mattel most likely following closely?

A) freedom B) sexual conservatism C) youth tribes D) rejection of adult values Answer: C Diff: 2 Page Ref: 520-521 Skill: Application Objective: 14-2 AACSB: Reflective Thinking 45) Jane is a Baby Boomer who has just turned 60. How is Jane most likely to be different from her mother when her mother was 60 years old?

A) Jane is going to have more resources saved for retirement than did her mother.

B) Jane thinks of herself as being much older than her mother did at the same age.

C) Jane is no longer interested in youthful styles, while her mother was likely to retain such interests.

D) Jane is much more likely to be physically active than her mother was at the same age.

Answer: D Diff: 2 Page Ref: 526 Skill: Application Objective: 14-3 AACSB: Reflective Thinking

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46) Harold is an "echo boomer." Compared to other generations of teenagers, what do marketers need to know about Harold to be successful with him?

A) Harold will be much more "tight" with his money than other generations of teenagers have been. He will be very careful about spending money.

B) Harold will be more likely to use tobacco and alcohol, and to mistrust authority, especially the government and parents.

C) Harold will want to be simultaneously independent and connected to his social networks.

D) Harold will have less interest in new technologies.

Answer: C Diff: 2 Page Ref: 518-519 Skill: Critical Thinking Objective: 14-2 AACSB: Reflective Thinking 47) Ginger Adams works for a large ad agency. She is currently devising an ad campaign that will be directed to the 20- and 30-somethings of Generation X. The campaign will need to focus on the primary values of the generation. What is the major problem facing Ginger in her task?

A) The generation is so cynical that few ads have been effective.

B) The generation has been so accepting of promotional messages that almost any value could be used.

C) The values held by members of the generation differ from the commonly held stereotypes of Gen Xers.

D) This generation's values are so abstract that they might never be captured in any single promotion.

Answer: C Diff: 2 Page Ref: 523 Skill: Critical Thinking Objective: 14-2 AACSB: Reflective Thinking 48) A subculture is a group whose members share beliefs and common experiences that set them apart from others. Which of the following is the best reason supporting the validity of age being considered as a subculture?

A) People of a certain age share the same genetic traits.

B) People of the same age have common memories about cultural heroes and historical events.

C) Age is a subculture because of the definitions adopted by the U.S. Census Bureau.

D) Age has been traditionally thought of as a subculture and consumer behaviorists have seen no reason to modify that long-standing belief.

Answer: B Diff: 2 Page Ref: 514 Skill: Critical Thinking Objective: 14-1 AACSB: Reflective Thinking

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49) What is a major difference between a Generation Y and a Generation X consumer?

A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes.

B) There are so many more members of Generation X than Generation Y that promoters had to use more mass communications with the Gen Xers and fewer one-on-one promotions.

C) There are no basic differences except what would be expected by their age differences.

D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

Answer: D Diff: 3 Page Ref: 518 Skill: Synthesis Objective: 14-2 AACSB: Analytic Skills 50) Members of which of the following age cohorts are part of today's gray market?

A) Generation Z B) Generation Y C) Generation X D) The War Baby Generation Answer: D Diff: 2 Page Ref: 514, 527 Skill: Synthesis Objective: 14-4 AACSB: Reflective Thinking 51) An age cohort consists of people who are of a similar age and have undergone similar experiences.

Answer: TRUE Diff: 1 Page Ref: 514 Skill: Concept Objective: 14-1 52) If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.

Answer: FALSE Diff: 2 Page Ref: 514 Skill: Concept Objective: 14-1 AACSB: Multicultural and Diversity 53) People born between the two World Wars are part of the Silent Generation.

Answer: TRUE Diff: 2 Page Ref: 514 Skill: Concept Objective: 14-1 AACSB: Multicultural and Diversity 15 Copyright © 2011 Pearson Education, Inc.

54) Nostalgia is important to marketers but they have no way of measuring it.

Answer: FALSE Diff: 2 Page Ref: 515 Skill: Concept Objective: 14-1 55) If a consumer makes a statement such as "They don't make 'em like they used to," then the consumer is using Morton's Value Scale to make judgments.

Answer: FALSE Diff: 3 Page Ref: 515 [Table 14.1] Skill: Concept Objective: 14-1 56) Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are suffering an autonomy versus belonging conflict.

Answer: FALSE Diff: 2 Page Ref: 517 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 57) Gen Yers are the most diverse generation in American history.

Answer: TRUE Diff: 2 Page Ref: 518 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 58) Being "footloose" and connected at the same time is referred to as lifestyle connexity.

Answer: TRUE Diff: 1 Page Ref: 518 Skill: Concept Objective: 14-2 AACSB: Communication 59) According to research on how they use technology, the majority of teens participate in content-creating activities on the Internet, but very few pay attention to online advertising.

Answer: FALSE Diff: 2 Page Ref: 519 Skill: Concept Objective: 14-2 AACSB: Communication

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60) Marketing to tweens is difficult because they act like children but want to appear as teenagers in public.

Answer: TRUE Diff: 2 Page Ref: 520 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 61) Marketing researchers know that if they are to be successful with teenagers, they must understand what teenagers believe to be "cool."

Answer: TRUE Diff: 2 Page Ref: 522 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 62) Generation X is also known as the "Echo Boom."

Answer: FALSE Diff: 2 Page Ref: 523 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 63) Originally, another name for Generation X was "slackers."

Answer: TRUE Diff: 2 Page Ref: 523 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 64) A good description of the baby boomer generation would be to call them alienated and pessimistic about the future.

Answer: FALSE Diff: 2 Page Ref: 523 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 65) Although advertisers are always lured by youth, many are reconsidering this fixation in light of the baby boomers' huge spending power.

Answer: TRUE Diff: 2 Page Ref: 526 Skill: Concept Objective: 14-3 AACSB: Multicultural and Diversity

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66) Americans over age 50 are the focus of almost 50 percent of advertising.

Answer: FALSE Diff: 2 Page Ref: 527 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 67) Marketers have identified the key values of seniors. One of these is severing the connections with friends and family so that seniors can feel free of restraints.

Answer: FALSE Diff: 2 Page Ref: 529-530 Skill: Concept Objective: 14-4 AACSB: Multicultural and Diversity 68) John Russell and Ben Franks are sitting on the front porch of their retirement home discussing all-time great cowboy movies. John says, "The best cowboy movie ever was Red River with John Wayne!" "No," Ben says, "it was Hondo with John Wayne!" Well, at least they agree that John Wayne (in anything) was the best. Having common memories and heroes places these two retirees into an age-related segment.

Answer: TRUE Diff: 2 Page Ref: 514 Skill: Application Objective: 14-1 AACSB: Reflective Thinking 69) Age cohorts share similar problems because they are more genetically similar than are people from different cohorts.

Answer: FALSE Diff: 2 Page Ref: 514 Skill: Application Objective: 14-1 AACSB: Analytic Skills 70) Because different symbols are needed to evoke nostalgia in people of different age cohorts, multigenerational marketing strategies are rarely effective.

Answer: FALSE Diff: 2 Page Ref: 515 Skill: Application Objective: 14-1 AACSB: Analytic Skills

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71) For teens, buying products such as nipple rings and purple hair dye expresses the rebellion versus conformity conflict common to all teens.

Answer: TRUE Diff: 2 Page Ref: 517 Skill: Application Objective: 14-2 AACSB: Reflective Thinking 72) Kristin is a member of Generation Y; unlike women in other generations, Kristin's mother probably did not work while Kristin was growing up.

Answer: FALSE Diff: 2 Page Ref: 518 Skill: Application Objective: 14-2 AACSB: Multicultural and Diversity 73) Martha Sheppard is approaching 70. She wants to give something back to her community.

She works hard at her church as a pastoral care volunteer, at her local hospital as a greeter, and for a local AIDS prevention and treatment center as a nurses' aide and volunteer. She believes that she can make a difference. Martha is an example of a senior citizen who is emphasizing altruism as a key value.

Answer: TRUE Diff: 2 Page Ref: 530 Skill: Application Objective: 14-4 AACSB: Reflective Thinking 74) The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

Answer: TRUE Diff: 3 Page Ref: 514, 516 Skill: Synthesis Objective: 14-2 AACSB: Analytic Skills 75) It is the actual age of seniors that determines their consumer behavior, not their perceived age.

Answer: FALSE Diff: 2 Page Ref: 528-529 Skill: Synthesis Objective: 14-4 AACSB: Reflective Thinking

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76) Explain the concept called age cohort. Briefly explain how marketers might use this concept to segment markets.

Answer: An age cohort consists of people of similar ages who have undergone similar experiences.

They share many common memories about cultural heroes and important historical events.

Although there is no universally accepted way to divide up people into age cohorts, each of us seems to have a pretty good idea of what we mean when we refer to "my generation."

Marketers often target products and services to one or more specific age cohorts. The cohorts spend differing amounts on products. There is plenty of potential attached to all age groups.

Marketers recognize that the same offering will not appeal to people of different ages, nor will the language and images used to reach them. In some cases, separate campaigns are developed to attract consumers of different ages.

Diff: 2 Page Ref: 514 Skill: Concept Objective: 14-1 77) List the age cohorts described in the text from the youngest to the oldest.

Answer: • Generation Y–someone in this generation was born during the years 1986 to 2002. They are sometimes referred to as "Echo Boomers" and "Millennials."

• Generation X–this generation includes those born between 1965 and 1985.

• Baby Boomers–the baby boomers are a large cohort of people born after World War II from 1946 to 1964.

• Seniors–this group is harder to define by age, but generally includes those born before 1946.

Perceived age is more important than actual age.

Diff: 2 Page Ref: 514 Skill: Concept Objective: 14-1 AACSB: Multicultural and Diversity

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78) Saatchi & Saatchi advertising agency identified four basic conflicts common to all teens.

List and briefly describe those four basic conflict themes.

Answer: The four dominant themes that seem to be present with the group include: • Autonomy versus belonging–teens need to acquire independence so they may try to break away from their families. On the other hand, they need to attach themselves to a support structure, such as peers.

• Rebellion versus conformity–teens need to rebel against social standards of appearance and behavior, yet they still need to fit in and be accepted by others.

• Idealism versus pragmatism–teens tend to view adults as hypocrites, whereas they see themselves as being sincere.

• Narcissism versus intimacy–teens are often obsessed with their appearance and needs. On the other hand, they also feel the desire to connect with others on a meaningful level.

Diff: 3 Page Ref: 517 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity 79) Briefly explain how teens have been found to use ridicule to exchange information about consumption norms and values.

Answer: One researcher found that beginning in middle school, teens use ridicule to ostracize, haze, or admonish peers who violate consumption norms. One result of this process is that kids internalize their peers' stereotypes about aspirational and avoidance groups . They often significantly alter their consumption patterns to try to align themselves with the aspirational groups and distance themselves from the avoidance groups.

Diff: 3 Page Ref: 517 Skill: Concept Objective: 14-2 AACSB: Communication 80) Briefly describe the tweens.

Answer: Marketers use the term tweens to describe the 27 million children aged 8 to 14 who spend $14 billion a year on clothes, CDs, movies, and other "feel good" products. Tweens are "between" childhood and adolescence and exhibit characteristics of both age groups.

Diff: 2 Page Ref: 520 Skill: Concept Objective: 14-2 AACSB: Multicultural and Diversity

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81) What are the four simple rules presented by the text for speaking and promoting to young consumers?

Answer: The rules are: a. Don't talk down. b. Don't try to be what you're not–stay true to your brand. c. Entertain them–make it interactive and keep the sell short. d. Show that you know what they're going through, but keep it light.

Diff: 2 Page Ref: 519-520 Skill: Concept Objective: 14-2 AACSB: Communication

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82) Describe the baby boomer market and the impact it has had on marketing efforts.

Answer: Baby boomers are those who were born between the years of 1946 and 1964, and there are a lot of them! Not only did the "Woodstock Generation" create a revolution in style, politics, and consumer attitudes during the 1960s and 1970s, they continue to influence popular culture and consumption patterns now that they are older. Reasons for special attention from marketers: • Economic power–this is an enormous segment of the population. They are also among the most affluent of consumers, making more money than average. Now in their 40s to 60s, they are approaching the point of greatest income in their careers.

• Impact on the marketplace–in addition to wealth, this consumer group shows an upscale demand for housing, cars, entertainment, food, apparel, and retirement programs, thus making them the focus of energetic marketing efforts. Consumers who are 35 to 44 spend the most on housing, cars, and entertainment. In addition, consumers aged 45 to 54 spend the most of any age category on food, apparel, and retirement programs. Their comparative wealth, coupled with a desire for new and better things that accompany it, has made marketers aware that they must reposition established products or create new ones to meet the demand.

Diff: 3 Page Ref: 525-527 Skill: Concept Objective: 14-3 AACSB: Multicultural and Diversity 83) Using the description of the various age cohorts presented by the chapter as a guide, pick one age cohort, describe it, and indicate what significant events occurred during the cohort's general time period that characterize the cohort.

Answer: Students should refer to the age cohorts presented in the chapter. Any of the cohorts can be selected for discussion. Based on instructions given in the question, the students should describe the cohort demographically, and then present a representation of events that characterize the generation for all time. The chapter presents ample illustrations to meet these guidelines. If the instructor prefers more guidelines, please construct them.

Diff: 2 Page Ref: 518-532 Skill: Application Objective: 14-2 AACSB: Reflective Thinking

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84) What is a multigenerational marketing strategy? Explain when marketers might use such a strategy, and give an example of a successful multigenerational marketing strategy.

Answer: A multigenerational marketing strategy uses imagery that appeals to consumers from more than one generation. Marketers use this type of strategy when they have a product that appeals to people of different ages. The product remains essentially the same, but the advertising can be differentiated. Different types of advertisements, designed to catch the attention of people of different age cohorts, may be placed in different types of media for such a product. For example, Norelco targets men 18 to 35 for its Speedrazor. To appeal to the younger members of this target, who are part of Generation Y, Norelco placed ads on late-night TV and in GQ and Details. To appeal to the older members of this target, who are part of Generation X, Norelco placed ads in Time and Newsweek.

Diff: 2 Page Ref: 515 Skill: Application Objective: 14-2 AACSB: Reflective Thinking 85) Although the relative size of age cohorts within a culture is determined by a number of factors that can vary from one generation to the next, what is the primary cause of the relative size of the same age cohort differing between cultures?

Answer: The Philippines have almost twice the percent of their country that are 14 or younger than does the Unites States. As the text points out, the different relative size of cohorts between nations and cultures is due to birthrates. Nations with a high birthrate will have a higher percent of younger people than will a nation with a lower birthrate.

Diff: 2 Page Ref: 516 Skill: Application Objective: 14-2 AACSB: Analytic Skills 86) Of the four conflicts that characterize teenagers, which would be more of an issue in Asian societies where conformity is highly valued?

Answer: Asian youth typically will find autonomy versus belonging as a stronger conflict than will the majority of American teenagers. An MTV executive stated that, "Asian youth are schizophrenic. They lead double lives." On one hand the Asian youth have the universal desires of teenagers for autonomy, but they still hold to their cultural values of conformity.

Diff: 2 Page Ref: 518 Skill: Application Objective: 14-2 AACSB: Multicultural and Diversity

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87) Researching the youth market has proven difficult. Outline some of the methods that have been used successfully to identify youth fashions and trends.

Answer: Some examples that are appropriate would be: • Some companies give teens video cameras and ask them to record a "typical" day at school.

• Other companies sponsor a monthly one-day forum called Trend School, where marketers can hang out with cool kids to learn about the latest trends.

• Companies have created Web pages on which the youth can report their use of products with other youth and get rewarded from the companies. Some Web sites allow kids to preview new products and critique ads before they are widely distributed.

• Some researchers have asked teens to write essays about what is "cool" and "uncool." These essays are studied for content and trends.

Note to Instructor: Students should be encouraged to provide their own examples. Provide parameters so that answers can be fairly graded. Instructors can also specify how many illustrations or examples are required.

Diff: 2 Page Ref: 522 Skill: Application Objective: 14-2 AACSB: Analytic Skills 88) Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.

Answer: In the early 1990s, Gen Xers were identified as a generation and described as "slackers" because of their supposed alienation and laziness. However, many advertisements that tried to appeal to the slacker image failed to generate interest among the Gen X cohort. More importantly, Gen Xers today are adults who are responsible for many culture-changing products and companies, including Google, YouTube, and Amazon.

Diff: 2 Page Ref: 523 Skill: Application Objective: 14-2 AACSB: Analytic Skills

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89) As we age, our values and priorities change. Researchers have identified a set of key values that motivate older consumers. Marketing strategies aimed at the gray market should relate to one or more of these motivational factors to be successful. Select one of them and describe how marketers have applied it. The key values are: • Autonomy • Connectedness • Altruism Answer: • Autonomy–mature consumers want to lead active lives and to be self-sufficient. The advertising strategy of Depends, undergarments for incontinent women made by KimberlyClark, is centered on a famous actress, June Allyson, who plays golf and goes to parties without worrying about her condition.

• Connectedness–mature consumers value the bonds they have with friends and family. Quaker Oats successfully tapped into this desire with its ads featuring actor Wilfred Brimley, who dispenses grandfatherly advice about eating right to the younger generation.

• Altruism–mature consumers want to give something back to the world. Thrifty Car Rental found in a survey that more than 40 percent of older consumers would select a rental-car company if it sponsored a program that gave discounts to senior-citizen centers that wanted to buy vans for their patrons. Based on this research, the company launched its highly successful program, "Give a Friend a Lift."

Diff: 3 Page Ref: 529-530 Skill: Application Objective: 14-4 AACSB: Reflective Thinking 90) Give at least three reasons why the gray market is considered so important to marketers.

Answer: Some examples that are appropriate would be: a. This group is very large and will become larger in the future. b. This age cohort controls more than 50 percent of all the discretionary income in the United Sates. c. They are heavy buyers of products and in many product categories spend more per capita than other age cohorts. Seniors spend more than others on women's clothing. They spend a large share of money for toys and playground equipment for children. d. They are one of the wealthiest of all age cohorts. While their income may be less than the baby boomers, they are more likely to own their own home and have other assets that do not need to be utilized on family members and other concerns. They can afford to spend money on travel or on volunteer activities.

Note to Instructor: Students should be encouraged to provide their own examples. Provide parameters so that answers can be fairly graded. Instructors can also specify how many illustrations or examples are required.

Diff: 3 Page Ref: 527-528 Skill: Synthesis Objective: 14-4 AACSB: Analytic Skills

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Consumer Behavior, 9e (Solomon) Chapter 15 Cultural Influences on Consumer Behavior 1) Culture is best described as society's ________.

A) attitude B) consciousness C) personality D) feelings Answer: C Diff: 1 Page Ref: 542 Skill: Concept Objective: 15-1 2) The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society is a definition of ________.

A) culture B) social class C) the family life cycle D) a reference group Answer: A Diff: 1 Page Ref: 542 Skill: Concept Objective: 15-1 3) All of the following are listed by the text as functional areas of a cultural system EXCEPT for ________.

A) ecology B) social structure C) ideology D) socio-psychology Answer: D Diff: 2 Page Ref: 543-544 Skill: Concept Objective: 15-1 4) Which functional area of culture is most closely related to the idea of a common worldview?

A) ecology B) social structure C) ideology D) socio-psychology Answer: C Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1

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5) Although every culture is different, several dimensions appear to account for much of the variability among different cultures. Which of the following is NOT among those dimensions?

A) power distance B) uncertainty avoidance C) general psychology D) masculinity/femininity Answer: C Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 6) Cultures differ in terms of how influence is distributed and how people react to others who have more or less influence. This dimension of culture is called ________.

A) power distance B) uncertainty avoidance C) masculinity/femininity D) individualism Answer: A Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 7) In a(n) ________ culture, people subordinate their personal goals to those of a stable in-group.

A) individualist B) collectivist C) reciprocity D) dual Answer: B Diff: 1 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 8) ________ usually dictate what is right or wrong, acceptable or unacceptable.

A) Concepts B) Theories C) Norms D) Strategies Answer: C Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1

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9) Crescive norms are ________.

A) strict "must do" rules of behavior in a society B) followed only by the females of a culture C) associated with monetary rewards and punishments D) discovered as we interact with others Answer: D Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 10) We explicitly decide on ________ norms, such as the rule that a green traffic light means "go" and a red one means "stop."

A) crescive B) enacted C) reciprocal D) disciplinary Answer: B Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Communication 11) A(n) ________ is a custom with a strong moral overtone.

A) more B) union C) convention D) cultural dimension Answer: A Diff: 1 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 12) Visitors to the Olympic Games in Beijing in 2008 were surprised to find that many Chinese spit in public, especially on sidewalks. Before the Olympic Games, this practice was a ________ in China.

A) taboo B) convention C) more D) ritual Answer: B Diff: 2 Page Ref: 545 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 3 Copyright © 2011 Pearson Education, Inc.

13) Interest in the occult is most likely to increase in a society when ________.

A) economic conditions begin to improve B) there has been a major triumph, such as winning a war C) members of a society feel overwhelmed or powerless D) people become less religious Answer: C Diff: 2 Page Ref: 546 Skill: Concept Objective: 15-2 14) A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________.

A) legend B) ritual C) myth D) folklore tale Answer: C Diff: 1 Page Ref: 546 Skill: Concept Objective: 15-2 AACSB: Communication 15) Myths serve four interrelated functions in a culture. All of the following are among those functions EXCEPT the ________ function.

A) cosmological B) sociological C) psychological D) anthropological Answer: D Diff: 2 Page Ref: 548 Skill: Concept Objective: 15-2 AACSB: Communication 16) ________ postulated that myths involve binary opposition, in which two opposing ends of some dimension are represented (such as good versus evil).

A) Levi-Strauss B) Freud C) Hofstede D) Bettelheim Answer: A Diff: 3 Page Ref: 548 Skill: Concept Objective: 15-2

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17) A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be repeated is called a ________.

A) myth B) more C) ritual D) convention Answer: C Diff: 1 Page Ref: 550 Skill: Concept Objective: 15-3 18) Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them.

A) fighter B) fortress C) transcultural D) sacralized Answer: B Diff: 1 Page Ref: 552 Skill: Concept Objective: 15-3 19) Grooming rituals express two kinds of binary opposition: private/public and ________.

A) work/leisure B) self/others C) pride/modesty D) innocence/experience Answer: A Diff: 2 Page Ref: 554 Skill: Concept Objective: 15-3 20) Researchers primarily see the gift-giving ritual as one of ________ exchange.

A) symbolic B) stylistic C) psychological D) economic Answer: D Diff: 3 Page Ref: 555 Skill: Concept Objective: 15-3

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21) Which of the following is NOT one of the three distinct stages of gift-giving rituals?

A) reciprocation B) gestation C) presentation D) reformulation Answer: A Diff: 3 Page Ref: 556 Skill: Concept Objective: 15-3 22) As a relationship grows and progresses, gift giving tends to become more ________.

A) exchange oriented B) reciprocal C) altruistic D) reformulated Answer: C Diff: 3 Page Ref: 556 Skill: Concept Objective: 15-3 23) A special ritual marking a person's change in social status is called a ________.

A) convention B) sacralization C) cycle D) rite of passage Answer: D Diff: 1 Page Ref: 559 Skill: Concept Objective: 15-2 24) Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group.

When Carl receives his fraternity pin in a final ceremony and joins his new brothers, he will have passed through the final stage of a rite of passage. According to the text, what is this final stage called?

A) separation B) aggregation C) liminality D) finality Answer: B Diff: 2 Page Ref: 559 Skill: Concept Objective: 15-3

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25) ________ consumption occurs with objects and events that are considered to be ordinary and everyday.

A) Profane B) Sacred C) Objectified D) Desacralized Answer: A Diff: 1 Page Ref: 561 Skill: Concept Objective: 15-4 26) Through the process of ________, objects associated with sacred events or people become sacred in their own right.

A) congregation B) reciprocity C) desacralization D) contamination Answer: D Diff: 1 Page Ref: 561 Skill: Concept Objective: 15-4 27) Which of the following is the best example of an American sacred place?

A) a Hard Rock Café B) a cliff from which one can often see a beautiful sunset C) the forest on a spring day D) ground Zero in Manhattan Answer: D Diff: 2 Page Ref: 562 Skill: Concept Objective: 15-4 28) The systematic acquisition of a particular object or set of objects is called ________.

A) prioritizing B) objectifying C) collecting D) ritualizing Answer: C Diff: 1 Page Ref: 562 Skill: Concept Objective: 15-4

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29) When a sacred item or symbol is removed from its special place or is duplicated in mass quantities, then it becomes profane as a result of ________.

A) sacralization B) desacralization C) defamation D) objectification Answer: B Diff: 1 Page Ref: 565 Skill: Concept Objective: 15-4 30) Professor Kerton found a small shop near campus that sells a wide variety of breads, sandwiches, and coffees. It has become almost a second office for him. He has a booth in the back that is "his," and students have learned where to find him. The professor loves this shop because it attracts other people like himself who share the same norms and rituals. The shop has ________ meaning to Professor Kerton.

A) power B) life-cycle C) compensatory D) cultural Answer: D Diff: 2 Page Ref: 542 Skill: Application Objective: 15-1 AACSB: Reflective Thinking 31) Gen Akoi greatly values his micro-refrigerator. The refrigerator is so small it will fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting his products.

A) ideology B) ecology C) social structure D) socio-psychology Answer: B Diff: 2 Page Ref: 543 Skill: Application Objective: 15-1 AACSB: Reflective Thinking

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32) Reed Lewis comes from a coal-mining region in West Virginia. Because of his background, Reed views management (especially those of coal companies) with suspicion. Which of the following functional areas of culture is most likely the primary reason for Reed's feelings?

A) ecology B) socio-psychology C) ideology D) religion Answer: C Diff: 2 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Reflective Thinking 33) In Japan there is often a strict adherence to vertical relationships (especially in organizations). The hierarchy is respected, and very little informality between members at different levels of the hierarchy is tolerated. Which of the following dimensions of culture accounts for this behavior?

A) power distance B) uncertainty avoidance C) general psychology D) masculinity/femininity Answer: A Diff: 2 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Multicultural and Diversity 34) In a(n) ________ culture, a person might feel shame instead of honor if she were separated from her work group and given special recognition for a job well done.

A) conventional B) collectivist C) ecological D) ideological Answer: B Diff: 2 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Reflective Thinking

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35) J. P. Stevens always looks perfect in his business suit. The colors are always right for the season and prevailing style. His tie has the proper knot, he does not wear a tie-tac, his handkerchief is the proper "two-fingers" above the pocket, and his socks and shoes do not distract from his overall look. Which of the following does J. P. seem to be adhering to with his "correctness"?

A) enacted behavior B) customs C) mores D) conventions Answer: D Diff: 2 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Reflective Thinking 36) The division of labor in a household is an example of a ________, while a person's reluctance to marry a cousin is a ________.

A) convention; custom B) custom; convention C) convention; more D) custom; more Answer: D Diff: 3 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Reflective Thinking 37) Aliya wrote popular stories. Some of her stories sold much better than others. When she visited her writing professor from college, her professor told her that she had a gift for bringing cultural myths into her stories. If true, which of the following best expresses how Aliya's stories relate to myths?

A) Aliya's stories contained complex conflicts and were always fiction.

B) Aliya's stories contained symbolic elements that represented the shared emotions and ideals of her culture.

C) Aliya's stories always clearly adhered to the norms of her culture.

D) Aliya's stories created reciprocity norms, which bound her readers to the ideas and symbols that she was trying to project.

Answer: B Diff: 2 Page Ref: 546 Skill: Application Objective: 15-2 AACSB: Reflective Thinking

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38) The story goes that George Washington (as a small child) cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act), George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the following functions does this myth best match?

A) metaphysical B) cosmological C) psychological D) anthropological Answer: C Diff: 2 Page Ref: 548 Skill: Application Objective: 15-2 AACSB: Reflective Thinking 39) Emily was instructed in her writing class to create a script for a stage play that would have the same myth as the movie "Gone with the Wind." What would be the best main theme for Emily's script?

A) A messianic figure would visit and through miracles show people how to become saved from the modern world.

B) A group of people would find a paradise through their own goodness and hard work.

C) An unlikely hero would appear and save a large number of people, and then disappear back into obscurity.

D) People once lived in a state of harmony with each other and with nature, but because of their weaknesses they lost this paradise.

Answer: D Diff: 3 Page Ref: 550 Skill: Application Objective: 15-2 AACSB: Reflective Thinking 40) Pavel was an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under a bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________.

A) ritual B) symbolic exchange C) convention D) rite of passage Answer: A Diff: 2 Page Ref: 550 Skill: Application Objective: 15-3 AACSB: Reflective Thinking

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41) Ralf and his brother had a business in a Midwest college town taking SUVs and modifying them into tailgating machines. These "awesome party wagons" were equipped with the owner's desired team logo on the front, side, and back; gas grills; and large beverage coolers. Their business boomed, especially when the university had a winning season. Ralf and his brother were creating and selling what could be best described as ________.

A) myth carriers B) ritual artifacts C) symbolic exchange objects D) attitudinal reciprocity products Answer: B Diff: 2 Page Ref: 554 Skill: Application Objective: 15-3 AACSB: Reflective Thinking 42) Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of the following best identifies the source of Sharon's feelings?

A) objectification B) self-serving guilt C) the reciprocity norm D) role transference Answer: C Diff: 2 Page Ref: 556 Skill: Application Objective: 15-3 AACSB: Reflective Thinking 43) An American company did a large share of its business with a firm from Japan. The president of the company wanted to give a gift to the Japanese firm as a symbol of appreciation for the successful year they had enjoyed. He wasn't sure what to give, so he brought in a Japanese consultant. According to the discussion in the text about giving gifts in Japan, what advice is the consultant most likely to give?

A) Don't give the gift at all; it will only be confusing to the company's Japanese colleagues.

B) The gift should be very expensive or the Japanese colleagues will be insulted.

C) The gift should be given casually so as to not create any expectations.

D) The economic value of the gift is not as important as the symbolic meaning.

Answer: D Diff: 3 Page Ref: 556-557 Skill: Application Objective: 15-3 AACSB: Multicultural and Diversity

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44) Thomas and his family recently toured the Gettysburg battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Thomas's tour is best classified as an example of ________ consumption.

A) profane B) objectified C) sacred D) crescive Answer: C Diff: 2 Page Ref: 561 Skill: Application Objective: 15-4 AACSB: Reflective Thinking 45) Ryan is a big football fan. He prepares for the Super Bowl every year by buying lots of snacks and beverages. He makes sure he is wearing the colors of his favorite team. For Ryan, the Super Bowl has become a(n) ________ event.

A) sacred B) desacralized C) objectified D) profane Answer: A Diff: 2 Page Ref: 564 Skill: Application Objective: 15-4 AACSB: Reflective Thinking 46) Endless copies have been made of the Mona Lisa. The famous painting was once portrayed on the cover of MAD magazine. The Mona Lisa has been ________.

A) sacralized B) desacralized C) defamed D) contaminated Answer: B Diff: 2 Page Ref: 565 Skill: Application Objective: 15-4 AACSB: Reflective Thinking

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47) A phaser from the original Star Trek show, Archie Bunker's chair from All in the Family, and one of John Lennon's guitars are all examples of common objects that took on sacred meaning through a process known as ________.

A) collection B) prioritization C) objectification D) adaptation Answer: C Diff: 2 Page Ref: 561-562 Skill: Application Objective: 15-4 AACSB: Reflective Thinking 48) Which of the following best supports the argument that tourism can be seen as a sacred experience?

A) Tourism often involves the binary opposition of work and leisure.

B) Tourism involves setting events, places, and time aside from everyday, mundane activities.

C) Tourism involves the four most important dimensions of culture.

D) Tourism provides opportunities for individuals to better understand their culture's crescive norms through interaction with other cultures.

Answer: B Diff: 3 Page Ref: 561, 565 Skill: Critical Thinking Objective: 15-4 AACSB: Reflective Thinking 49) Which of the following best describes a norm?

A) A norm is what is considered normal within a group. They are so taken for granted that most people don't know what their norms are until they see one violated.

B) Norms are the laws of a culture. They are behaviors that are so important that they are written into law.

C) Norms are so "normal" to a group that even small children can describe them in detail to outsiders.

D) Norms are the universal behaviors that set us apart as humans irrespective of the culture in which a person happens to live. Norms allows people to understand at least parts of other cultures.

Answer: A Diff: 2 Page Ref: 544-545 Skill: Synthesis Objective: 15-1 AACSB: Reflective Thinking

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50) Which of the following statements best describes a myth?

A) A myth is a fiction that large numbers of people in a culture believe to be true.

B) A myth is a story that people enjoy because it separates those in the know from those who are not culturally aware.

C) A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false, but it conveys some cultural truth.

D) A myth is an old story that has existed for so long that everyone in a culture can relate to it through shared memories.

Answer: C Diff: 2 Page Ref: 546-548 Skill: Synthesis Objective: 15-2 AACSB: Reflective Thinking 51) Culture may be thought of as a society's personality.

Answer: TRUE Diff: 1 Page Ref: 542 Skill: Concept Objective: 15-1 52) A ritual is a lens through which people view products.

Answer: FALSE Diff: 2 Page Ref: 542 Skill: Concept Objective: 15-1 53) Condoms marketed in pastel carrying cases for female buyers signaled a cultural shift in attitude toward sexual responsibility and openness.

Answer: TRUE Diff: 2 Page Ref: 542 Skill: Concept Objective: 15-1 54) Once a culture is established it doesn't change. An apparent change in a culture is simply the emergence of a new culture.

Answer: FALSE Diff: 2 Page Ref: 543 Skill: Concept Objective: 15-1 55) Ideology in culture helps determine the culture's worldview.

Answer: TRUE Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1

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56) The degree to which members of a society value collective action is called power distance.

Answer: FALSE Diff: 2 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 57) The more powerful a society feels, the more members of that society are influenced by the occult.

Answer: FALSE Diff: 2 Page Ref: 546 Skill: Concept Objective: 15-2 58) A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.

Answer: FALSE Diff: 2 Page Ref: 548 Skill: Concept Objective: 15-2 AACSB: Communication 59) In many cultures, stories feature talking animals that act as mediating figures.

Answer: TRUE Diff: 2 Page Ref: 549 Skill: Concept Objective: 15-2 AACSB: Communication 60) A myth that is common to many cultures is called a monomyth.

Answer: TRUE Diff: 1 Page Ref: 550 Skill: Concept Objective: 15-2 AACSB: Communication 61) It is out of the ordinary for people to hold superstitions.

Answer: FALSE Diff: 2 Page Ref: 552 Skill: Concept Objective: 15-3

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62) Most holidays commemorate a cultural myth.

Answer: TRUE Diff: 2 Page Ref: 557 Skill: Concept Objective: 15-3 AACSB: Multicultural and Diversity 63) Passing a driving test to receive a driver's license is an example of a rite of passage.

Answer: TRUE Diff: 2 Page Ref: 559 Skill: Concept Objective: 15-3 64) Profane consumption involves consumer objects and events that are ordinary.

Answer: TRUE Diff: 1 Page Ref: 561 Skill: Concept Objective: 15-4 65) Members of the Calvary Hill Baptist Church consider themselves to be full gospel, a tightknit family-oriented church, and a place where the light of service and faith shines brightly on the congregation. The members of the church could be said (from this description) to share a common uncertainty avoidance.

Answer: TRUE Diff: 3 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Reflective Thinking 66) Where you choose to sit in an almost empty movie theater is most likely determined by your culture's mores.

Answer: FALSE Diff: 2 Page Ref: 544-545 Skill: Application Objective: 15-1 AACSB: Reflective Thinking 67) While on vacation in southern Asia, Charles was shocked to see the body of a worker that was left alongside the road until the other workers finished the needed road repair. Charles misperceived the situation because his cultural conventions were different from those of the culture he was visiting.

Answer: FALSE Diff: 3 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Reflective Thinking 17 Copyright © 2011 Pearson Education, Inc.

68) A myth is a story that is not true.

Answer: FALSE Diff: 3 Page Ref: 546-548 Skill: Application Objective: 15-2 AACSB: Reflective Thinking 69) Every year, the students at a prestigious engineering school remove a car from the parking lot and place it on the highest point of the roof of the main engineering building. The students have been doing this for decades, but not once has anyone ever confided to an outsider how it was done. This is a classic example of a ritual.

Answer: TRUE Diff: 2 Page Ref: 551 Skill: Application Objective: 15-3 AACSB: Reflective Thinking 70) Matt was asked to promote a religious worship event for a local Protestant church. Matt would be correct to frame this event as a religious ritual primarily devoted to group learning.

Answer: FALSE Diff: 3 Page Ref: 554 Skill: Application Objective: 15-3 AACSB: Reflective Thinking 71) Anna's best friend Aubrey was getting married. Anna spent a lot of time thinking of the perfect gift. She was so excited about the gift that she gave it to Aubrey before the wedding.

Aubrey cried and told Anna that she would never in her life have a better friend. Reformulation is the proper term for the new bond between Anna and Aubrey.

Answer: TRUE Diff: 2 Page Ref: 556 Skill: Application Objective: 15-3 AACSB: Reflective Thinking 72) A professor was given a warning after he made a bad joke about Princess Diana shortly after her death. Students were likely upset because they now saw Princess Di as a profane character worthy of special attention and respect.

Answer: FALSE Diff: 2 Page Ref: 564 Skill: Application Objective: 15-4 AACSB: Reflective Thinking

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73) Some religious rituals have become so associated with mass consumption that they lose much of their original meaning. This is an example of desacralization.

Answer: TRUE Diff: 2 Page Ref: 566 Skill: Application Objective: 15-4 AACSB: Reflective Thinking 74) Shira wants to prove that even the most mundane of objects can be sacralized through the process of objectification. She should use examples of hoarding to support her argument.

Answer: FALSE Diff: 3 Page Ref: 561-562 Skill: Critical Thinking Objective: 15-4 AACSB: Reflective Thinking 75) In the modern holiday rituals of Christmas, the figures of Christ and Santa can be seen as binary opposite; one promotes selflessness while the other promotes materialism.

Answer: TRUE Diff: 3 Page Ref: 548, 558 Skill: Synthesis Objective: 15-3 AACSB: Reflective Thinking 76) Define culture and give a brief description of how it is viewed.

Answer: Culture is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. It can be thought of as a society's personality or a "lens" through which people view products. Culture determines the overall priorities we attach to different activities and products.

Diff: 2 Page Ref: 542 Skill: Concept Objective: 15-1 77) A cultural system consists of three functional areas. What are they? Give a brief explanation of each.

Answer: Culture's functional areas include: a. Ecology–the way in which a system is adapted to its habitat. This area is shaped by the technology used to obtain and distribute resources. b. Social structure–the way in which orderly social life is maintained. This includes the domestic and political groups that are dominant within the culture. c. Ideology–the mental characteristics of a people and the way in which they relate to their environment and social groups. This revolves around the notion that members of a society possess a common worldview. They share certain ideas about principles of order and fairness.

They also share an ethos, or a set of moral and aesthetic principles.

Diff: 2 Page Ref: 543-544 Skill: Concept Objective: 15-1 19 Copyright © 2011 Pearson Education, Inc.

78) Every culture is different, but much of this variability can be accounted for by four dimensions. Name and briefly describe them.

Answer: The four dimensions of variability are: • Power distance–this is the way interpersonal relationships are structured when differences in power exist between the participants.

• Uncertainty avoidance–this refers to the mechanisms a culture has for dealing with ambiguous situations that threaten people because of uncertainty (e.g., organized religions).

• Masculinity/femininity–this is the degree to which sex roles are clearly delineated and rules are known about acceptable behavior by men and women, such as who is responsible for certain tasks within the family unit.

• Individualism–this is the value placed upon the welfare of the individual versus the welfare of the group (individualist versus collectivist cultures).

Diff: 3 Page Ref: 544 Skill: Concept Objective: 15-1 AACSB: Multicultural and Diversity 79) What is the difference between a collectivist and an individualist culture? Cite countries that would fit into each of the two categories.

Answer: In a collectivist culture, people subordinate their personal goals to those of a stable ingroup. Examples are Venezuela, Pakistan, Taiwan, Thailand, Turkey, Greece, and Portugal. In an individualist culture, people attach more importance to personal goals, and people are more likely to change memberships when the demands of the group become too costly. Examples are the United States, Australia, Great Britain, Canada, and the Netherlands.

Diff: 3 Page Ref: 544 Skill: Application Objective: 15-1 AACSB: Multicultural and Diversity 80) Describe the difference between an enacted norm and a crescive norm. Indicate forms that the crescive norm may take.

Answer: An enacted norm is explicitly decided on, such as the rule that a green traffic light means "go" and a red one means "stop." The rules are not subtle; they are specific.

A crescive norm is embedded in a culture and is discovered only through interaction with other members of that culture. These norms can be subtle. Crescive norms include the following: a. A custom is a norm that controls basic behaviors, such as the division of labor in a household or the practice of particular ceremonies. b. A more is a custom with a strong moral overtone. A more often involves a taboo or forbidden behavior, such as incest or cannibalism. Violation of a more often meets with strong sanctions from other members of a society. c. A convention is a norm regarding the conduct of everyday life. These rules deal with the subtleties of consumer behavior, including the "correct" way to furnish one's house, wear one's clothes, host a dinner party, and so on.

Diff: 3 Page Ref: 544-545 Skill: Concept Objective: 15-1 20 Copyright © 2011 Pearson Education, Inc.

81) Define monomyth. Give an illustration.

Answer: A monomyth is a myth that is common to many cultures. As an illustration, a monomyth might involve a hero such as Superman. In this myth, a father gives his only son to save a world with his supernatural powers.

Note to Instructor: Be sure that the students' illustration matches the criterion expressed in the definition.

Diff: 2 Page Ref: 549-550 Skill: Application Objective: 15-2 AACSB: Reflective Thinking 82) Compare and contrast sacred and profane consumption.

Answer: Sacred consumption involves objects and events that are "set apart" from normal activities and are treated with some degree of respect or awe. They may or may not be associated with religion, but most religious items and events tend to be regarded as sacred. On the other hand, profane consumption involves consumer objects and events that are ordinary and everyday; they do not share the "specialness" of sacred ones. (Profane does not mean vulgar or obscene in this context.)

Diff: 2 Page Ref: 561 Skill: Application Objective: 15-4 AACSB: Analytic Skills 83) Define ritual. Choose one of the following rituals and describe how marketers can use this ritual in preparing products and communication messages for consumers. Your choices are grooming rituals, gift-giving rituals, or holiday rituals.

Answer: A ritual is a set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically.

To answer the second part of this question, students may pick from any one of the three ritual areas (they may also use Table 15.1). If the instructor chooses to ask this question, advance information might be given so the student may come prepared. Some instructors choose to give this question as a "take-home" assignment. If specific structure is desired for the general format suggested in this question, then the instructor should provide that structure in advance. There are ample examples in the sections of the chapter that deal with these rituals for the student to use, or the student can generate his or her own original example.

Diff: 3 Page Ref: 554-559 Skill: Application Objective: 15-3 AACSB: Analytic Skills

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84) Explain the idea of an antifestival and describe an example of an antifestival.

Answer: An antifestival is an event that distorts the symbols associated with other holidays. For example, Mardi Gras is a three-day festival held just before Lent. Lent is a religious and pious time, a period of self-sacrifice and meditation leading up to Easter. During Mardi Gras, people adorn themselves in clothing that they would not normally wear and engage in behavior that they normally would avoid.

Diff: 2 Page Ref: 558 Skill: Application Objective: 15-3 AACSB: Reflective Thinking 85) Define rites of passage and indicate the various stages of role transition that can occur. In what way do marketers relate to rites of passage?

Answer: Rites of passage are special times in an individual's life marked by a change in social status. Both primitive and modern societies set aside times when such changes occur. Some of these changes may occur as a natural part of life cycles (e.g., puberty or death), while others are more individual in nature (e.g., a birthday or graduation).

Rites of passage consist of three phases or stages of role transition: • Separation stage, which occurs when the individual is detached from his or her original group or status, e.g., the college freshman leaves home.

• Liminality stage, in which the person is literally in between statuses, e.g., the new arrival on campus tries to figure out what is happening during orientation week.

• Aggregation stage, which takes place when the person reenters society after the rite of passage is complete, e.g., the student returns home for winter vacation as a college "veteran."

• Examples of rites of passage include: a divorce, getting a raise, a birthday, a marriage, a military recruit going to boot camp, an internship completed and a medical practice begun, a novitiate becoming a nun, retirement from a job, and so on. The final rite of passage is death.

Marketers, of course, are acutely aware of the many opportunities presented by rites of passage.

They stress how their products can enhance a transition from one stage of life to another through gifts, appropriate "costumes," or articles used in passage rituals, such as wedding rings, and so on.

Diff: 3 Page Ref: 559-560 Skill: Application Objective: 15-3 AACSB: Reflective Thinking

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86) Some people have been offended when marketers refer to an event such as the Super Bowl as a sacred event. They believe that business people are being disrespectful. Explain how the concept of sacred in consumer behavior is both the same and different from the concept of sacred in a traditional religious context.

Answer: In marketing, an event, place, or person becomes sacred because it is "set apart" from normal activities and begins to be treated with some degree of respect or awe. There are numerous reasons why this may happen, religion being only one of many. There is nothing in the definition that refers to specific or historical religious events, places, or persons.

The term as utilized, however, does have similarities with religious feelings. A "sacred" object in religion is treated as very special. It is handled with care and given special packaging considerations. This is also true of sacred objects in marketing. Religious people would be offended if a sacred object was treated casually, or if someone made light of it. The same is generally true with a sacred object in marketing. The manner in which society reacts to Elvis Presley or to Princess Diana is quite similar to how a saint would be treated by a religious person.

The two concepts are different in that a sacred object need not have religious connections of any kind. Even those who react to an event like the Super Bowl as a sacred occasion may be offended if the suggestion is made that the event has religious overtones for the person.

Diff: 3 Page Ref: 561-564 Skill: Critical Thinking Objective: 15-4 AACSB: Analytic Skills 87) Use cultural ideas about food and eating as examples to explain the differences among the three types of crescive norms discussed in the book.

Answer: A crescive norm is one that is embedded so deeply inside a culture that it is discovered through interaction with other members of that culture rather than through memory or thought.

A custom is a crescive norm that controls basic behavior. For example, custom would dictate at what times and how much people eat.

A more is a custom with a strong moral overtone. Mores would dictate what kind of food is acceptable to eat. For example, dog meat is taboo in the United States, but not necessarily in other countries.

A convention is a crescive norm that regulates how we conduct our everyday lives. Conventions would dictate what utensils we use to eat a meal or what to wear at dinnertime.

Student answers will vary but may draw upon examples used in the text.

Diff: 3 Page Ref: 544-545 Skill: Synthesis Objective: 15-1 AACSB: Reflective Thinking

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88) How can a myth be true and false at the same time?

Answer: A myth is a story containing symbolic elements that represent the shared emotions and ideals of a culture. A myth is true in that the story contains some metaphysical, cosmological, sociological, or psychological aspect that expresses a truth to a particular culture. However, the actual occurrences in the story do not have to be historically, or even logically, true.

Diff: 3 Page Ref: 546-548 Skill: Synthesis Objective: 15-2 AACSB: Analytic Skills 89) Describe the differences between desacralization and sacralization by giving illustrations. Be sure to include comments on what the term objectification means with respect to the term sacralization.

Answer: Desacralization occurs when a sacred item or symbol is removed from its special place or is duplicated in mass quantities, becoming profane as a result. The text uses reproductions of the Mona Lisa as examples of what can happen to great art when it is overused (such as in advertisements for photocopiers).

Sacralization occurs when ordinary objects, events, and even people take on sacred meaning to a culture or to specific groups within a culture. The text uses events such as the Super Bowl or people such as Michael Jackson as illustrations of the concept.

Additionally, objectification can occur when sacred qualities are attributed to mundane items (such as smelly socks or baseball bats). This can occur through contamination, whereby the object was associated with sacred events or sacred people. Fans love to acquire items touched by their heroes (example: the ruby slippers used in the Wizard of Oz).

Diff: 3 Page Ref: 561-565 Skill: Synthesis Objective: 15-4 AACSB: Analytic Skills

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90) Gift giving can have a number of relational effects, including strengthening, affirmation, negative confirmation, weakening, and severing relationships. Use the example of giving someone a diamond ring to illustrate each of these gift-giving effects.

Answer: • Strengthening–the gift strengthens the relationship. Typically, it is unexpected. A person may give another a diamond ring for no special reason except as a symbol of his or her feelings.

• Affirmation–the gift validates the positive qualities of a relationship. A diamond ring may be given as the symbol of a marriage proposal. If the ring is accepted, the marriage proposal is accepted as well.

• Negative confirmation–the gift validates a negative quality of a relationship. The diamond ring is seen as inappropriate. The receiver is not ready to be married. She may come to believe that the giver is trying to manipulate her.

• Weakening–the gift may harm the quality of the relationship. The receiver of the diamond ring may believe that there are "strings attached" to such an expensive gift, or that the giver is trying to bribe her in some fashion.

• Severing–the gift is symbolic of breaking the relationship. The receiver of the diamond ring returns it as a sign that the relationship symbolized by the ring is over.

Diff: 3 Page Ref: 555-556 Skill: Synthesis Objective: 15-3 AACSB: Reflective Thinking

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Consumer Behavior, 9e (Solomon) Chapter 16 Global Consumer Culture 1) Hip-hop music and the fashion that accompanies it have been part of the black urban subculture for several years. Which of the following best illustrates the latest developments in this culture?

A) Urban block parties feature break-dancing and graffiti.

B) Hip-hop disengages from its American roots as artists around the world develop their own localized interpretations.

C) Web-based communities dedicated to overthrowing the hip-hop culture have developed.

D) Manhattan art galleries are featuring graffiti artists.

Answer: B Diff: 2 Page Ref: 574-575 Skill: Concept Objective: 16-1 AACSB: Multicultural and Diversity 2) It is quite common for mainstream culture to modify symbols identified with "cutting edge" subcultures and present these to a larger audience. Such cultural products undergo a process of ________, by which their original meanings are transformed by outsiders.

A) innovation B) transformation C) diffusion D) cooptation Answer: D Diff: 1 Page Ref: 576 Skill: Concept Objective: 16-1 AACSB: Communication 3) The culture we live in creates the meaning of everyday products; these meanings move through a society to consumers. Meaning transfer is largely accomplished by ________.

A) product design and distribution B) product design and pricing C) advertising and fashion industries D) public relations and the music industry Answer: C Diff: 2 Page Ref: 576 Skill: Concept Objective: 16-1 AACSB: Communication

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4) Products are winnowed out as they make their way down the path from conception to consumption, a process called ________.

A) diffusion B) cooptation C) cultural selection D) cultural mapping Answer: C Diff: 1 Page Ref: 577 Skill: Concept Objective: 16-1 5) Which of the following statements would be viewed as most true about styles?

A) A style typically starts in a large group of people as a safe but unique statement.

B) Styles are often a reflection of more fundamental societal trends.

C) Influential people play only a minor role in deciding which styles will succeed.

D) Styles most often result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.

Answer: B Diff: 2 Page Ref: 578 Skill: Concept Objective: 16-1 6) A ________ is the set of individuals and organizations responsible for creating and marketing a cultural product.

A) cultural production system (CPS) B) cultural funnel C) cultural distribution system (CDS) D) style and cultural innovation process Answer: A Diff: 1 Page Ref: 578 Skill: Concept Objective: 16-1 7) In the cultural production process, the people who control the flow of information between producers and customers are called ________.

A) lead users B) cultural gatekeepers C) cultural transformers D) innovators Answer: B Diff: 1 Page Ref: 578 Skill: Concept Objective: 16-1 AACSB: Communication

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8) A cultural production system has three major subsystems. Which of the following is NOT one of those subsystems?

A) a creative subsystem B) a managerial subsystem C) a branding subsystem D) a communication subsystem Answer: C Diff: 3 Page Ref: 578 Skill: Concept Objective: 16-1 9) Many judges or "tastemakers" influence the products that are eventually offered to consumers.

Another term for this set of influence agents is the ________.

A) collective selectors B) consumerspace C) consumer-generated sector D) throughput sector Answer: D Diff: 2 Page Ref: 578 Skill: Concept Objective: 16-1 AACSB: Communication 10) Which of the following is an object that is admired strictly for its beauty or because it inspires an emotional reaction?

A) an art product B) a reality-engineered product C) a craft product D) a trial product Answer: A Diff: 1 Page Ref: 580 Skill: Concept Objective: 16-2 11) Which of the following statements most accurately describes high and low art?

A) High art is very expensive, but low art is relatively cheap.

B) It is becoming harder and harder to distinguish between high and low art.

C) Low art is popular with the masses while high art is popular among the cultural elites of American society.

D) Especially in Europe, low art is seen as commercial in nature while high art is seen as independent of commercialism.

Answer: B Diff: 2 Page Ref: 581 Skill: Concept Objective: 16-2

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12) Stories, movies, and art products follow a cultural ________ when they utilize familiar roles and props in a consistent manner.

A) stereotype B) placement C) formula D) symbolic deviation Answer: C Diff: 1 Page Ref: 582 Skill: Concept Objective: 16-2 AACSB: Communication 13) There is a cultural formula in many public art forms. According to information presented in the text, which of the following is the best illustration of the formulaic weaponry used in the family sitcom?

A) a six-gun or rifle B) There is no weaponry in the sitcom formula.

C) a pistol or fists D) insults Answer: D Diff: 2 Page Ref: 582 [Table 16.2] Skill: Concept Objective: 16-2 AACSB: Communication 14) ________ occurs as marketers appropriate elements of popular culture and convert them for use as promotional vehicles.

A) Reality engineering B) Virtual signing C) Cultural transfer D) Product placement Answer: A Diff: 1 Page Ref: 582 Skill: Concept Objective: 16-3 15) Using chemical washes to create "used jeans" is an example of marketing's attempt at ________.

A) sensory stimulation and deprivation B) product placement C) reality engineering D) cultural programming Answer: C Diff: 2 Page Ref: 582 Skill: Concept Objective: 16-3 4 Copyright © 2011 Pearson Education, Inc.

16) Recently two actors were married. One wore a brown outfit and the other wore a pink suit.

Pictures were digitally altered so that the wedding pictures in a magazine showed both dressed in white. This is an example of ________.

A) digital marketing B) reality engineering C) advergaming D) myth making Answer: B Diff: 2 Page Ref: 584 Skill: Concept Objective: 16-3 AACSB: Use of IT 17) Promoters attempt to have their products shown prominently in full-length films. This is a promotion referred to as ________.

A) movie marketing B) licensed branding C) product placement D) advertainment Answer: C Diff: 1 Page Ref: 584 Skill: Concept Objective: 16-3 AACSB: Communication 18) In a new form of promotion called ________, advertisers showcase their products in longerform narrative films instead of in brief commercials.

A) branded entertainment B) brand loading C) episode marketing D) cultural jamming Answer: A Diff: 1 Page Ref: 584 Skill: Concept Objective: 16-3 AACSB: Communication

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19) As gaming pursues a mass market, many marketers are turning to a new strategy called ________, in which online games merge with interactive advertisements that let companies target specific types of consumers.

A) virtual advertising B) psycho-advertising C) plinking D) advergaming Answer: D Diff: 1 Page Ref: 586 Skill: Concept Objective: 16-3 AACSB: Use of IT 20) In the diffusion of innovation process, the ________ are the one-sixth of the population that is very slow to adopt.

A) innovators B) early adopters C) late adopters D) laggards Answer: D Diff: 1 Page Ref: 588 Skill: Concept Objective: 16-4 21) When General Mills introduced a Honey Nut version of Cheerios, a modification of the existing Cheerios product, the company used ________ innovation.

A) revolutionary B) continuous C) dynamically continuous D) discontinuous Answer: B Diff: 2 Page Ref: 589 Skill: Concept Objective: 16-4 22) A ________ innovation is a new product that creates major changes in the way we live.

A) globally continuous B) continuous C) discontinuous D) dynamically continuous Answer: C Diff: 2 Page Ref: 590 Skill: Concept Objective: 16-4

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23) Consumers can experiment with an innovation that has the attribute of ________ before committing to it.

A) compatibility B) complexity C) relative advantage D) trialability Answer: D Diff: 2 Page Ref: 590 Skill: Concept Objective: 16-4 24) A new product called Bugchaser has just come on the market. It is a wristband containing insect repellent. Mothers have found it especially useful with young children because it is odorless, nontoxic, and non-staining. This example illustrates which of the following prerequisites for new product success?

A) compatibility B) complexity C) relative advantage D) trialability Answer: C Diff: 2 Page Ref: 590 Skill: Concept Objective: 16-4 25) Fashion refers to ________.

A) a particular combination of attributes within a style B) the process of social diffusion by which a new style is adopted by some groups of consumers C) being positively evaluated by some reference group D) rejecting the norm and pushing for newness Answer: B Diff: 2 Page Ref: 591 Skill: Concept Objective: 16-5 26) The early fashion theory that shifting erogenous zones accounted for fashion changes is an example of a(n) ________ model of fashion.

A) economic B) psychological C) sociological D) medical Answer: B Diff: 3 Page Ref: 593 Skill: Concept Objective: 16-5

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27) The fashion life cycle is quite similar to the ________ in its shape and stage development.

A) innovation process B) retail life cycle C) innovation cycle D) diffusion process Answer: D Diff: 2 Page Ref: 596 Skill: Concept Objective: 16-6 28) A ________ is a very short-lived fashion.

A) trend B) fad C) classic D) style Answer: B Diff: 1 Page Ref: 597 Skill: Concept Objective: 16-6 29) The "Pet Rock" was a product that became very popular and disappeared within less than a year, never to return. What type of fad did this product create?

A) true fad B) cyclical fad C) fad-to-franchise D) generational fad Answer: A Diff: 2 Page Ref: 597 [Fig. 16.6] Skill: Concept Objective: 16-6 30) Products and services can be made and sold across international borders. A product marketed by focusing on the variations across cultures is marketed according to a(n) ________ perspective.

A) etonic B) etic C) emic D) generic Answer: C Diff: 2 Page Ref: 603 Skill: Concept Objective: 16-7 AACSB: Multicultural and Diversity

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31) People have various ways of regarding the role of technology in their lives. Research has classified those who see technology as a way to attain pleasure as ________.

A) Techtopians B) Work Machines C) Green Luddites D) Techpressives Answer: D Diff: 3 Page Ref: 608 Skill: Concept Objective: 16-8 AACSB: Use of IT 32) Author Harold Robbins was famous in the 1970s for his sexy adventure stories about "jetsetters." Many of the trends that he described eventually became more popular because of his vivid descriptions. Fashion houses began to send Mr. Robbins descriptions of their latest fashions before they were even put into production with the hope that he would incorporate the designs into his books. Considering information presented in the text and in this example, Mr. Robbins would be considered to be a ________.

A) publicist B) role model C) sensual icon D) cultural gatekeeper Answer: D Diff: 2 Page Ref: 578 Skill: Application Objective: 16-1 AACSB: Reflective Thinking 33) Designers will give actors complete wardrobes to wear to high-visibility events like Globe and Academy Awards shows. They do this because ________.

A) influential people presented in the media play a large role in what will become stylish B) styles are largely determined by fundamental societal trends C) the actors will tell people where to buy the clothes in interviews with the press D) styles must be seen on television before they will be accepted by consumers Answer: A Diff: 2 Page Ref: 577-578 Skill: Application Objective: 16-1 AACSB: Reflective Thinking

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34) Country singers Marty Stewart and Travis Tritt and their record label decided to change the culture of the Country and Western music scene. With their now famous "No Hats" tour, the singers abandoned conventional country and western fashion (they threw away their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and younger audiences with a grinding sexy message. The process that these singers went through is best described as a ________.

A) cultural funnel B) cultural production system (CPS) C) cultural distribution system (CDS) D) cultural gatekeeping process (CGP) Answer: B Diff: 2 Page Ref: 578 Skill: Application Objective: 16-1 AACSB: Reflective Thinking 35) Some musical artists have had an influence not only on music but also on the fashion that accompanies the subculture of consumers who listen to their music. In this scenario, which of the following cultural production system subsystems do these artists belong to?

A) a managerial subsystem B) an advertising subsystem C) a creative subsystem D) a communications subsystem Answer: C Diff: 2 Page Ref: 578 Skill: Application Objective: 16-1 AACSB: Reflective Thinking 36) The Macah, a Native American tribe from the Northwest, built functional seagoing canoes that are considered works of art by modern shipbuilders. By definition, these boats would be considered ________.

A) art products B) style and cultural icons C) proto-typical products D) craft products Answer: D Diff: 2 Page Ref: 580 Skill: Application Objective: 16-2 AACSB: Reflective Thinking

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37) Raymond Chandler wrote classic American detective stories. By always using certain roles for his characters, and props that were appropriate to the genre, Chandler's novels followed what the text calls a(n) ________.

A) cultural formula B) craft formula C) fashion analogy D) innovation process Answer: A Diff: 2 Page Ref: 582 Skill: Application Objective: 16-2 AACSB: Reflective Thinking 38) Sam was watching re-runs of famous NBA all-star games. Just after Michael Jordon scored on his famous jump shot, the screen focused specifically on Jordan's Air Jordan shoes as he raced back up the court. Showing the Air Jordans at this point in the video is an example of ________.

A) sports engineering B) aesthetic market research C) product placement D) product engineering Answer: C Diff: 2 Page Ref: 584 Skill: Application Objective: 16-3 AACSB: Reflective Thinking 39) Many manufacturers of products now pay large sums of money to have their products appear in a timely or flattering position in movies. For example, a Reebok shoe box (containing a secret bank book) played a significant and recurring role in the highly successful romantic thriller Ghost. When companies pay to have their products appear in this manner, they are participating in what the text calls ________.

A) sensory stimulation and deprivation B) psychodrama C) product engineering D) product placement Answer: D Diff: 2 Page Ref: 584 Skill: Application Objective: 16-3 AACSB: Reflective Thinking

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40) Kyle liked to think he could program anything digital. He created a new video game, and a major industry firm wanted to buy it from him. He was bothered by their insistence that he modify the game by including a popular product's logo on the clothing of his main character.

Before this he was unaware of the practice of ________, in which companies input promotions for their products into the games.

A) cultural jamming B) advergaming C) promo-gaming D) video smoothing Answer: B Diff: 2 Page Ref: 586 Skill: Application Objective: 16-3 AACSB: Use of IT 41) Raj Suka absolutely loves computers. He always knows what is new before it even gets to the computer store. Through a variety of network contacts (including chat rooms and blogs), Raj is able to amass a great amount of information to use in his purchase decisions. He doesn't particularly care what others do. He cares about his own likes and dislikes. Raj would most likely fall into which of the following adopter groups, with respect to computers?

A) innovators B) early adopters C) laggards D) late adopters Answer: A Diff: 2 Page Ref: 588 Skill: Application Objective: 16-4 AACSB: Reflective Thinking 42) Several years ago, a new Lincoln Mark VIII automobile design was introduced with several features added that had never been seen in a car before. The car had a ten-cartridge CD changer (stored in the trunk), a special garage door-opener button, technology allowing the driver to talk on a car phone without having to use her hands, and an air-suspension ride that raised and lowered the car for different driving conditions. Which of the following best describes the types of innovations that were included in the classic Lincoln Mark VIII? A) revolutionary innovation B) continuous innovation C) dynamically continuous innovation D) discontinuous innovation Answer: C Diff: 3 Page Ref: 590 Skill: Application Objective: 16-4 AACSB: Reflective Thinking

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43) Henri was hired by a winery in an obscure town in the Western states. The winery produced a fine, full-bodied wine that was excellent, but no one associated this area of the country with wine production. Henri worked at inventing a new symbolic meaning for this wine and thought of ways to transfer that meaning to the wine. He was involved in a ________.

A) cultural transfer B) compatibility transference C) fad creation D) fashion system Answer: D Diff: 2 Page Ref: 591 Skill: Application Objective: 16-5 AACSB: Reflective Thinking 44) Megan thought it strange that although her bathing suit covered much less skin than did her underwear, she felt comfortable wearing her bathing suit in public at the beach but would never think of walking around the beach in her underwear. This is an example of the power of ________ to modify expectations and behavior.

A) the complexity paradox of fashion B) cultural categories C) trickle-up effects D) generational fads Answer: B Diff: 2 Page Ref: 591-592 Skill: Application Objective: 16-5 AACSB: Reflective Thinking 45) Jenny went into a very strange store on her shopping visit. The entire store carried clothing that might have been worn by vampires a hundred years ago. Everything was black and looked like it came from a gothic novel. Jenny said, "I love new fashion, but this stuff just creeps me out!" What behavioral science model of fashion explains why period and theme clothing such as ruffled shirts and vampire capes could gain fashion popularity for many consumers?

A) psychological B) sociological C) economic D) medical Answer: B Diff: 2 Page Ref: 593 Skill: Application Objective: 16-5 AACSB: Reflective Thinking

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46) Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behavior is best explained by the ________ theory of fashion.

A) trickle-down B) trickle-up C) trickle-across D) trickle-skipping Answer: B Diff: 2 Page Ref: 595 Skill: Application Objective: 16-5 AACSB: Reflective Thinking 47) Sally loved global brands. She saw them as quality products that held the "romance" of the country of origin. She never really took the time to research the companies that produced them and knew very little about the production or distribution processes of the brands. Sally would fit into which major segment for global consumers?

A) global citizens B) global dreamers C) antiglobals D) global agnostics Answer: B Diff: 2 Page Ref: 605 Skill: Application Objective: 16-7 AACSB: Reflective Thinking 48) When Christians adopted the winter solstice festival as their celebration of the birth of Jesus, they integrated a foreign influence and assigned it new meaning. This process is called ________.

A) creolization B) cultural jamming C) ethical globalization D) transitional adoption Answer: A Diff: 2 Page Ref: 608 Skill: Application Objective: 16-8 AACSB: Reflective Thinking

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49) What is the primary difference between an innovator and an early adopter?

A) Early adopters are much the same as innovators except they (as a group) have higher average salaries and more education than do innovators.

B) Innovators are more risk adverse than are early adopters.

C) Innovators are more likely to accept risk than are early adopters.

D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.

Answer: C Diff: 3 Page Ref: 588 Skill: Synthesis Objective: 16-4 AACSB: Analytic Skills 50) Of the following, which has a cycle (based on number of adoptions over time) that is slowest to reach the regression stage?

A) a fad B) a cyclical fad C) a fashion D) a classic Answer: D Diff: 2 Page Ref: 596-596 Skill: Synthesis Objective: 16-6 AACSB: Analytic Skills 51) By definition, a spouse could not be considered a cultural gatekeeper.

Answer: FALSE Diff: 3 Page Ref: 577 [Fig. 16.2] Skill: Concept Objective: 16-1 AACSB: Communication 52) Casting directors, textbook authors, and retail buyers are all examples of formal gatekeepers in the culture production process.

Answer: TRUE Diff: 2 Page Ref: 577 [Fig 16.2] Skill: Concept Objective: 16-1 AACSB: Communication 53) A style typically begins as a risky or unique statement by a relatively small group of people.

Answer: TRUE Diff: 2 Page Ref: 578 Skill: Concept Objective: 16-1 AACSB: Communication 15 Copyright © 2011 Pearson Education, Inc.

54) A hand-carved fishing lure is an example of an art product.

Answer: FALSE Diff: 2 Page Ref: 580 Skill: Concept Objective: 16-2 55) A romance novel is an example of an art form that follows a cultural formula.

Answer: TRUE Diff: 2 Page Ref: 582 Skill: Concept Objective: 16-2 AACSB: Communication 56) The diffusion of innovations is a process whereby a new product, service, or idea spreads through a population.

Answer: TRUE Diff: 1 Page Ref: 587 Skill: Concept Objective: 16-4 57) The most radical of the innovation change forms is called a discontinuous innovation because it creates major changes in the way we live.

Answer: TRUE Diff: 2 Page Ref: 590 Skill: Concept Objective: 16-4 58) The trickle-down theory of fashion says that fashion moves from the upper classes to the lower classes.

Answer: TRUE Diff: 2 Page Ref: 593-594 Skill: Concept Objective: 16-5 59) Trickle-down theories are more useful for understanding the process of fashion in a contemporary Western culture than they would be in a hierarchal culture with a rigid class structure.

Answer: FALSE Diff: 2 Page Ref: 594 Skill: Concept Objective: 16-5

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60) A fad has a relatively long acceptance cycle in today's marketplace because of the money necessary to develop the fad.

Answer: FALSE Diff: 2 Page Ref: 596-597 Skill: Concept Objective: 16-6 61) The emic perspective encourages businesspeople to look at cultures as being more alike than different.

Answer: FALSE Diff: 2 Page Ref: 602 Skill: Concept Objective: 16-7 AACSB: Multicultural and Diversity 62) An international marketer trying to develop a product to sell in a foreign market who adopted an etic perspective would focus on commonalties across the cultures when developing the product.

Answer: TRUE Diff: 2 Page Ref: 602 Skill: Concept Objective: 16-7 AACSB: Multicultural and Diversity 63) Research on global brands has found that many consumers assume that if a product is globally successful, it must be a quality product.

Answer: TRUE Diff: 2 Page Ref: 605 Skill: Concept Objective: 16-8 AACSB: Multicultural and Diversity 64) The process of absorbing foreign influences and integrating them with local meanings is called creolization.

Answer: TRUE Diff: 1 Page Ref: 608 Skill: Concept Objective: 16-8 AACSB: Multicultural and Diversity 65) The radio program director who chooses country and western music for the local AM radio is part of a cultural production system.

Answer: TRUE Diff: 2 Page Ref: 578 Skill: Application Objective: 16-1 AACSB: Communication 17 Copyright © 2011 Pearson Education, Inc.

66) Someone such as Bob Dylan who merged folk and blues music styles together would be considered part of the creative subsystem of a CPS, and maybe even part of the communications subsystem, but he would not typically be thought of as part of the managerial subsystem.

Answer: TRUE Diff: 3 Page Ref: 578 Skill: Application Objective: 16-1 AACSB: Reflective Thinking 67) A promotion director of a fine arts museum could use mass-marketing techniques to promote a fine art gallery much the same way she could promote any other mass-marketed product.

Answer: TRUE Diff: 2 Page Ref: 581 Skill: Application Objective: 16-2 AACSB: Analytic Skills 68) Products appearing in retail stores are examples of the use of product placement.

Answer: FALSE Diff: 2 Page Ref: 584 Skill: Application Objective: 16-3 AACSB: Reflective Thinking 69) Because Stephanie is an innovator with computer products, marketers should assume that she is also an innovator with clothing styles.

Answer: FALSE Diff: 2 Page Ref: 588 Skill: Application Objective: 16-4 AACSB: Reflective Thinking 70) Early adopters share many of the same characteristics as innovators, but an important difference is the fact that they tend to shop in small boutiques that feature as-yet-unknown designers.

Answer: FALSE Diff: 2 Page Ref: 588 Skill: Application Objective: 16-4 AACSB: Analytic Skills

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71) A clothier produced a line of clothing with insect repellant impregnated into the fabric for outdoor enthusiasts. This product has a good chance of being adopted because it has a relative advantage.

Answer: TRUE Diff: 2 Page Ref: 590 Skill: Application Objective: 16-4 AACSB: Reflective Thinking 72) Shift Corporation could not sell its premium running shoe at $49.99, but when they were priced at $159.99, the shoes sold out of the stores almost overnight. Shift had just experienced the snob effect characteristically explained by the sociological model of fashion.

Answer: FALSE Diff: 3 Page Ref: 593 Skill: Application Objective: 16-5 AACSB: Reflective Thinking 73) An infomercial would not be considered a type of reality engineering.

Answer: FALSE Diff: 2 Page Ref: 582-583 Skill: Synthesis Objective: 16-3 AACSB: Communication 74) Gretchen is a market researcher who wants to identify innovators in the photography market.

She should look at data on the market's lead users.

Answer: TRUE Diff: 2 Page Ref: 579, 588 Skill: Critical Thinking Objective: 16-4 AACSB: Analytic Skills 75) With a global market come global promotions and a global culture. It is only a matter of time before consumers around the world will be indistinguishable from each other.

Answer: FALSE Diff: 2 Page Ref: 602-604 Skill: Synthesis Objective: 16-7 AACSB: Multicultural and Diversity

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76) Define a culture production system. Identify and describe the elements that form the major subsystems of the CPS. Answer: Culture production systems (CPS)–the set of individuals and organizations responsible for creating and marketing a cultural product. CPSs help determine the types of products that emerge as trends.

The three major subsystems of a CPS are: • Creative subsystem is responsible for generating new symbols and/or products, expressing a cultural value.

• Managerial subsystem is responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols and/or products.

• Communication subsystem is responsible for selecting the symbolic attributes about new products that are to be communicated to consumers.

Diff: 3 Page Ref: 578 Skill: Concept Objective: 16-1 AACSB: Communication 77) What is an innovation? What are the different types of innovations based on changes that can be brought about in the behavior of those who adopt these innovative products?

Answer: Innovations are new products and styles brought to market.

Innovations can be categorized in terms of the degree to which they demand changes in behavior from adopters: • Continuous innovations represent a modification of existing products, as when Cheerios introduced a Honey Nut version of its cereal; very slight behavioral change is required of adopters.

• Dynamically continuous innovations represent a more pronounced change in existing products, requiring a modest impact on the way people do things, for example, introducing touch-tone telephones to replace rotary instruments.

• Discontinuous innovations represent the development of entirely new products, inventions such as the computer or television, requiring radically changed modern lifestyles.

Diff: 3 Page Ref: 587-590 Skill: Concept Objective: 16-4

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78) Identify and describe the factors that affect the successful adoption of innovations.

Answer: All of the following factors have been deemed prerequisites to success for a new product: • Compatibility–innovations must be compatible with and/or complementary to existing consumer lifestyles.

• Trialability–innovations must reduce the perceived risk involved in trying them, usually through some kind of product sampling.

• Low degree of complexity–all innovations require some education of the market in how to use them. Generally speaking, the easier this process is to understand and use, the greater the chances of successful adoption.

• Observability–innovations for which the product benefits are visibly apparent or observable to the market in general have a greater chance for catching on.

• Relative advantage–innovations should provide consumers with some advantage in terms of benefits that are not available in alternative products.

Diff: 3 Page Ref: 590 Skill: Concept Objective: 16-4 79) Define the trickle-down, trickle-up, and trickle-across theories.

Answer: The trickle-down theory states that subordinate groups try to adopt the status symbols of the groups above them (fashion trickles down) as they attempt to climb the social ladder.

The trickle-across effect says that fashions diffuse horizontally among members of the same social group.

The trickle-up theory says that fashions originate with lower classes and trickle up to higher social classes.

Diff: 2 Page Ref: 593-595 Skill: Concept Objective: 16-5

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80) The first company to identify a trend and act on it has an advantage. According to the material presented in the text, list and discuss the guidelines for telling whether an innovation will be a fad or a trend. Be specific in your discussion.

Answer: The following guidelines will help to predict if an innovation will endure as a longterm trend or just be a fad: a. Does it fit with basic lifestyle changes? For example, if a new hairstyle is hard to care for, this innovation will not be consistent with women's increasing time demands. b. What are the benefits? For example, the switch to poultry or fish from beef came about because these meats are healthier, so the benefit is evident. c. Can it be personalized? Enduring trends tend to accommodate a desire for individuality, whereas fads are often inflexible and don't allow people to express themselves (for example, a Mohawk haircut does not allow for much deviation). d. Is it a trend or a side effect? The trend is for exercise, whereas the form might be in-line skating (which might not last as long). e. What other changes have occurred in the market? Sometimes the popularity of products is influenced by carryover effects. f. Who has adopted the change? If the innovation is not adopted by working mothers, baby boomers, or some other important market segment, it is not likely to become a trend.

Diff: 3 Page Ref: 599-600 Skill: Concept Objective: 16-6 81) Identify what the term cooptation means. Give an illustration of the concept and demonstrate how it applies to the movement of meaning as shown in the text.

Answer: Cooptation occurs when cultural products undergo a transformation. Original meanings are transformed by outsiders.

According to the text, instruments of movement (such as advertising and fashion systems) connect to cultural values and symbols; these cultural values and symbols change consumer goods over time. As the consumer performs consumer rituals, individual consumers are affected.

As an example of the change, the text explains how the influence of hip-hop has gone beyond its urban, African-American roots to the American mainstream.

Diff: 2 Page Ref: 574-576 Skill: Application Objective: 16-1 AACSB: Reflective Thinking

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82) Explain the concept of reality engineering and provide several examples of the practice.

Answer: Reality engineering occurs as marketers appropriate elements of popular culture and then convert these elements for use as promotional vehicles. For example, "used jeans" are really jeans that have been washed in a special chemical. The elements used by reality engineers are both sensory and spatial, whether in the form of products appearing in movies, scents pumped into offices and stores, video monitors attached to shopping carts, TV screens in the backs of taxicabs, ad space being sold on police cars, or even faked documentaries like the Blair Witch Project.

Diff: 2 Page Ref: 582-583 Skill: Application Objective: 16-3 AACSB: Reflective Thinking 83) How do true innovators differ from early adopters?

Answer: Early adopters share many of the same characteristics as innovators, but an important difference is their degree of concern for social acceptance, especially with regard to expressive products such as clothing, cosmetics, and so on. Generally speaking, early adopters are receptive to new styles because they are involved in the product category and place a high value on being in fashion. Early adopters are likely to be found in "fashion-forward" stores featuring the latest "hot" designers, whereas true innovators are more likely to be found in small boutiques featuring as-yet-unknown designers.

Diff: 2 Page Ref: 584 Skill: Application Objective: 16-4 AACSB: Analytic Skills

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84) What are the major behavioral science approaches to the study of fashion? Describe each one briefly, and give an example of each.

Answer: Fashion is a very complex process that operates on many levels. Many people can be affected simultaneously, or it can have a personal effect on one individual.

Behavioral science approaches to fashion include: • Psychological models of fashion–the interpretation of symbolic meanings to fashion can be approached from a psychological perspective. People may be motivated to be "in fashion" by factors such as conformity, variety seeking, personal creativity, and sexual attraction. Early theories proposed that fashions related to a change in focus on which parts of the female body were of sexual interest. Thus, a rounded belly was admired in medieval times, perhaps reflecting the need for pregnancy to re-supply the population because of high mortality rates.

• Economic models of fashion–the interpretation of fashion consistent with the theory of supply and demand characterizes economic models of fashion. Items in limited supply have high value, while those readily available are less desirable. Rare items command respect and prestige. Although it seems that limited supply heightens value, upscale consumers often engage in parody display, when they deliberately adopt inexpensive products or formerly low-status products such as jeeps or jeans.

• Sociological models of fashion–the interpretation of fashion trends based upon the efforts to communicate one's place in the social hierarchy is characteristic of sociological models of fashion. Dominant styles originate with the upper classes and trickle down to those below.

Subordinate groups try to adopt the status symbols of the groups above them, and at the same time, watch that groups below them do not imitate them. To ensure that they are not imitated, they are constantly required to adopt even newer fashions, a never-ending cycle of change. In contemporary Western society, new developments in mass culture require some change in this approach.

• "Medical" model of fashion–consider devising a medical metaphor when looking at this model. A meme theory has been proposed to explain the process of using a medical metaphor. Think how a virus spreads, then apply this to fashion. Epidemic proportions can often occur. The Hush Puppy shoe was used as an illustration.

Diff: 3 Page Ref: 593-595 Skill: Application Objective: 16-5 AACSB: Reflective Thinking

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85) Explain the etic and emic perspectives on global marketing. Give an example of the use of each.

Answer: a. By developing one approach for multiple markets, a company can benefit from economies of scale because it does not have to incur the substantial time and expense of developing a separate strategy for each culture. This viewpoint represents an etic perspective, which focuses on commonalties across cultures. As an example, Procter & Gamble has found that large segments of consumers in many countries share the same outlooks, style preferences, and aspirations. b. On the other hand, many marketers use an emic perspective, which focuses on variations within a culture. This perspective argues that each country has a national character, a distinctive set of behavior and personality characteristics. An effective strategy must be tailored to the sensibilities and needs of each specific culture. An emic approach to a culture is subjective and experiential; it attempts to explain a culture as it is experienced by insiders. As an example, a company might design refrigerators that are smaller by design and capacity for the Japanese market because their habits of shopping, storing food, preparing food, selecting food, and the size of the average Japanese apartment or kitchen (very much smaller) is different from those in the United States. Customization is encouraged in an emic perspective.

Diff: 3 Page Ref: 602-603 Skill: Application Objective: 16-7 AACSB: Reflective Thinking 86) A certain Native American tribe produced extremely beautiful canoes, wooden combs with intricate carvings, and clothing with decorative beads and shells. Almost all of their artifacts show creativity and artist balance. Yet anthropologists state that this tribe did not produce any "art." How can the anthropologist make such a statement and still be accurate in her evaluation?

Answer: There is a distinction between art products and craft products. Anything produced in a culture can be seen as a product, but some products have artistic and symbolic value while having very little (or no) functional value. These products are referred to as art. A craft product may be greatly admired for its beauty and aesthetic characteristics, but it was designed primarily to perform a function. The artifacts of this tribe all had pragmatic functional uses, consequently, and by definition, the tribe did not produce art.

Diff: 2 Page Ref: 581-582 Skill: Critical Thinking Objective: 16-2 AACSB: Reflective Thinking

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87) A female writer looks at a common myth of the Western culture and writes a novel applying that myth to fictional modern characters. Using the concept of a cultural production process, explain how this writer will market her ideas to her readers.

Answer: The writer produces the novel. She is part of the creative subsystem. She takes her idea from a myth or a story containing the symbolic elements that represent the shared emotions and ideals she shares with her customers.

Her novel must be accepted for publication by a managerial subsystem, which makes her ideas tangible in the form of a book, and then mass-produces and distributes her novel.

After her novel is published, it must be promoted. The promotion gives meaning to the story and provides it with a set of attributes that are communicated to consumers. This is a communication subsystem.

The novel may still remain unnoticed by the general public until the gatekeepers either allow it through to the consumers or begin to promote the book. If the book is given notice by Oprah Winfrey, media people give positive reviews, or if friends, spouses, and associates begin to talk about the novel, then it is much more likely that the symbol pool used by the writer will be communicated to the final consumer.

Culture modifies this entire procedure. The creation most likely came from the symbols of the culture. What is accepted and promoted is driven by cultural values and images. Whether the ideas are acceptable to gatekeepers is largely a matter of culture.

Diff: 3 Page Ref: 577-579 Skill: Synthesis Objective: 16-1 AACSB: Reflective Thinking

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88) Use the example of a political campaign to discuss the relationship between various cultural formulas and reality engineering.

Answer: The idea behind the cultural formula is that a culture will tell stories in which certain roles and props are utilized in a consistent manner. Certain images and symbols are recycled by being used repeatedly, or by being applied to new situations. Communication and meaning is facilitated because everyone is on "the same page" and understands the meanings and context in which the story unfolds.

Reality engineering occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.

During a political campaign, the candidate will try to tie him- or herself into as many positive cultural formulas as possible. The candidate, for example, may take off his coat and roll up his sleeves (symbolic of the working man) to demonstrate that the candidate is willing to work for the common person. The flag will be shown as a backdrop. At the same time, the candidate will attempt to manipulate the voters' concept of reality by tying himself or herself to positive cultural images and symbols, while attempting to connect his or her opponent to negative images.

Student answers will vary, but should reflect an understanding of the two terms.

Diff: 3 Page Ref: 581-583 Skill: Synthesis Objective: 16-3 AACSB: Communication 89) Explain why a discontinuous innovation can be seen as a dynamically continuous innovation when it is first introduced and not noticed in its true form until much later. Use an example to illustrate your answer.

Answer: A dynamically continuous innovation is one that produces a pronounced change in an existing product, but little change in the way people lead their lives. For example, an electric typewriter is used differently than a manual typewriter, but the function of both is the same, and the skills needed to operate one carry over to the other.

A discontinuous innovation is one that creates major changes in the way we live. Today, most people would see the computer as a discontinuous innovation. However, the first computers were very limited in function, and could easily have been seen as a dynamically continuous innovation from the electric typewriter. Because of changes in both the product and the systems that support it (the Internet, for example), computers have become a major discontinuous innovation.

Diff: 3 Page Ref: 590-591 Skill: Synthesis Objective: 16-4 AACSB: Reflective Thinking

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90) Suppose that it became fashionable to be overweight. How would the four models of fashion (derived from the behavioral science perspective of fashion) explain how the fashion norm would change from being underweight to being overweight?

Answer: • The psychological model explains fashions by personal motivations driven by conformity, variety seeking, personal creativity, and sexual attraction. Because thinness has been in fashion for a long period of time, variety seeking and creativity may lead to a change of perception about certain aspects of the human body seen as sexually appealing. Because being thin is no longer found to be attractive, the opposite of thinness is being overweight • The economic model approaches fashion from the perspective of supply and demand. This model would suggest that if being overweight were to become fashionable, the society is probably suffering from a lack of adequate nutrition. This has, in fact, been suggested as a historical trend.

• The sociological model suggests that fashion is adopted first by a subculture and then diffuses through the entire culture. This model would suggest that if the very rich were to adopt a standard of robustness in fashion, then by trickle-down, the rest of the culture would follow. Or conversely, the lower classes may become heavier, and through trickle-up, the new fashion could emerge in the culture as a whole.

• The "medical" model proposes that an idea or product enters the consciousness of people over time. At some point, the number of people carrying this idea or using this product reaches a critical mass called a tipping point, and it is then adopted by the larger culture. In this model, a certain percent of the population begins to accept being overweight not only as OK, but as an attractive attribute. The idea begins to spread, and once it is accepted by a certain proportion of the culture, it then becomes fashionable in the culture to be overweight.

Students may create their own illustrations to explore the differences between the various fashion models. Identifying the four models correctly is, however, central to answering the question correctly.

Diff: 3 Page Ref: 593-595 Skill: Synthesis Objective: 16-5 AACSB: Reflective Thinking

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