Consumer Behavior Buying, Having, and Being, 12E Michael R. Solomon Test Bank.pdf

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Type:

Test Bank

Resource:

Consumer Behavior Buying, Having, and Being

Edition:

12th Edition

Author(s):

Michael R. Solomon

Consumer Behavior, 12e (Solomon) Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior 1) 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) content generator Answer: B Diff: 1 Objective: 1.1: Consumer behavior is a process.

2) 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 decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.

A) industry B) process C) art form D) theory Answer: B Diff: 2 Objective: 1.1: Consumer behavior is a process.

AACSB: Analytical thinking 3) Which of the following is 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?

A) Lifestyle marketing B) Role theory C) Consumer behavior D) Marketing research Answer: C Diff: 1 Objective: 1.1: Consumer behavior is a process.

4) Which term refers to the bond between product and consumer that is difficult for competitors to break?

A) Brand loyalty B) Custom C) Patronage D) Relationship Answer: A Diff: 1 Objective: 1.1: Consumer behavior is a process.

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5) Which of the following time periods is encompassed in the study of consumer behavior?

A) Pre-purchase B) Purchase C) Post-purchase D) All of the above Answer: D Diff: 1 Objective: 1.1: Consumer behavior is a process.

6) Which of the following is NOT a stage of the consumption process?

A) Desire B) Pre-purchase C) Purchase D) Post-purchase Answer: A Diff: 1 Objective: 1.1: Consumer behavior is a process.

7) According to the basic marketing concept, a firm exists to ________.

A) influence popular culture B) dominate market share C) nurture relationships D) satisfy needs Answer: D Diff: 2 Objective: 1.1: Consumer behavior is a process.

8) Which of the following is NOT considered a demographic?

A) Sex B) Income C) Lifestyle D) Occupation Answer: C Diff: 1 Objective: 1.1: Consumer behavior is a process.

AACSB: Analytical thinking 9) A transaction in which two or more organizations or people give and receive something of value is called ________.

A) buyer behavior B) exchange C) perception D) consumer perspective Answer: B Diff: 1 Objective: 1.1: Consumer behavior is a process.

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10) ________ are statistics that measure observable aspects of population.

A) Psychographics B) Lifestyles C) Demographics D) None of the above Answer: C Diff: 2 Objective: 1.1: Consumer behavior is a process.

11) 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 Objective: 1.1: Consumer behavior is a process.

12) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior.

Answer: TRUE Diff: 2 Objective: 1.1: Consumer behavior is a process.

AACSB: Analytical thinking 13) Because consumer behavior is now examined as an entire consumption process that includes pre-purchase and post-purchase issues, exchange theory is irrelevant to the study of consumer behavior.

Answer: FALSE Diff: 2 Objective: 1.1: Consumer behavior is a process.

AACSB: Analytical thinking 14) Descriptive characteristics of a population are called demographics.

Answer: TRUE Diff: 1 Objective: 1.1: Consumer behavior is a process.

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

Answer: TRUE Diff: 1 Objective: 1.1: Consumer behavior is a process.

AACSB: Analytical thinking

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16) 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 decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior accounts for pre-purchase and post-purchase issues along with purchase issues, rather than simply buyer behavior.

Diff: 2 Objective: 1.1: Consumer behavior is a process.

AACSB: Reflective thinking 17) Explain the term "market segmentation strategies."

Answer: Market segmentation strategies means an organization targets its product service or idea only to specific group of consumers rather than everybody.

Diff: 2 Objective: 1.1: Consumer behavior is a process.

AACSB: Analytical thinking 18) Explain what a consumer is.

Answer: A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the purchase during the three stages of the consumption process.

Diff: 2 Objective: 1.1: Consumer behavior is a process.

AACSB: Analytical thinking 19) The 80/20 rule targets what user group?

A) All consumers B) Light users C) Heavy users D) Moderate users Answer: C Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Analytical thinking 20) Age, gender, and social class are all used ________.

A) to divide market B) as part of promotion C) in social media D) as part of the marketing mix Answer: A Diff: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Analytical thinking

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21) Why is age a common demographic category used in understanding consumer behavior?

A) Different age groups have different wants and needs.

B) Age is easier to categorize than gender.

C) Generational groups tend to be similar.

D) All of the above.

Answer: A Diff: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Analytical thinking 22) Psychographics are used to measure ________.

A) social class B) income C) demographics D) lifestyles Answer: D Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

23) People who belong to the same social class are most likely to have which of the following in common?

A) Social standing in the community B) Personality C) Ethnicity D) Family structure Answer: A Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Analytical thinking 24) Which marketing philosophy 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) Social marketing D) Relationship marketing Answer: D Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

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25) Walmart tracks the habits of the 100 million customers who visit it 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 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 26) The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________.

A) gender B) age C) social class D) lifestyle Answer: D Diff: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Analytical thinking 27) A person's marital status is important to which demographic variable?

A) Gender B) Race C) Family structure D) Age Answer: C Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

28) Which term refers to the collection and analysis of extremely large data sets?

A) Mainframe marketing data B) Internet information data C) Big data D) Online media data Answer: C Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Information technology

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29) People who belong to the same social class are most likely to have which of the following in common?

A) Social standing in the community B) Personality C) Ethnicity D) Family structure Answer: A Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

30) 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 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

31) The 80/20 rule states that 80% of consumers will use 20% of the product.

Answer: FALSE Diff: 3 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

32) Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

Answer: TRUE Diff: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Analytical thinking 33) 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: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Analytical thinking 34) A need is something a person must have to live.

Answer: TRUE Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

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35) 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 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Application of knowledge 36) What is relationship marketing? Why is it so widely practiced by today's marketers?

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. Relationship marketing is even more important during an economic downturn.

Diff: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Application of knowledge 37) What is database marketing? Why is it so widely used by today's marketers?

Answer: Database marketing involves tracking consumer's buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information. As consumer markets are more and more segmented, marketers can use technology such as database marketing to determine exactly what each consumer wants and determine how to meet those wants.

Diff: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Information technology 38) What is database marketing? How is it used by consumers?

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

Diff: 2 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Information technology 39) Explain the difference between a need and a want?

Answer: The difference between a need and a want is a need is something a person must have to live, while a want is a specific manifestation of a need.

Diff: 1 Objective: 1.2: Marketers have to understand the wants and needs of different consumer segments.

AACSB: Application of knowledge

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40) When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: A Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

41) Music, movies, sports, and books are part of ________.

A) consumer marketing B) popular culture C) lifestyles D) in-your-face marketing Answer: B Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

42) When a product is part of a user's daily routine the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: C Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

43) When a product elicits emotional bonds of warmth and affection, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: D Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

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44) A relationship a person might have with a product is called ________.

A) self-concept attachment B) nostalgic attachment C) interdependence D) all of the above Answer: D Diff: 2 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

45) Die-hard Apple fans post videos on YouTube claiming their affection for Apple products.

They most likely have a(n) ________ relationship with the product.

A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: D Diff: 2 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

AACSB: Analytical thinking 46) Which form of relationship between product and customer is most at risk of the consumer switching to a different brand or product?

A) Self-concept attachment B) Nostalgic attachment C) Interdependence D) Love Answer: C Diff: 3 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

AACSB: Reflective thinking 47) 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 type of relationship 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) Love Answer: B Diff: 2 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

AACSB: Application of knowledge

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48) The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play.

A) role theory B) pastiche C) interpretivism D) psychographics Answer: A Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

49) A product that helps to establish the user's identity is called ________.

A) self-concept attachment B) interdependence C) love D) nostalgic attachment Answer: A Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

50) Role theory takes the view that much of consumer behavior resembles actions in play.

Answer: TRUE Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

51) Love is a relationship a consumer might have with a product.

Answer: TRUE Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

52) Consumption communities are where consumers share opinions and recommendations about products.

Answer: TRUE Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

53) 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 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

54) A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.

Answer: TRUE Diff: 1 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

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55) Popular culture is both a product of marketing and an inspiration for marketing.

Answer: TRUE Diff: 2 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

56) Target began a new campaign to sell leather furniture. In emphasizing how leather furniture has been used over the decades in movies and books, by celebrities, and a necessity for home entertainment, the campaign is drawing upon popular culture.

Answer: TRUE Diff: 2 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

AACSB: Application of knowledge 57) List and briefly characterize four types of relationships a person might have with a product.

Provide examples to illustrate each.

Answer: The 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 pastself; 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 Objective: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.

AACSB: Analytical thinking 58) A ________ creates a state of tension that drives consumers to attempt to reduce or eliminate.

A) want B) demand C) need D) response Answer: C Diff: 1 Objective: 1.4: Our motivations to consume are complex and varied.

59) People buy products for ________.

A) what they do B) what they mean C) the role the product plays in the consumer's life D) All of the above Answer: D Diff: 2 Objective: 1.4: Our motivations to consume are complex and varied.

AACSB: Analytical thinking

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60) When a person buys a product for emotional reasons, the need is ________.

A) utilitarian B) functional C) interdependent D) hedonic Answer: D Diff: 2 Objective: 1.4: Our motivations to consume are complex and varied.

AACSB: Analytical thinking 61) A product that helps to establish the user's identity is called nostalgic attachment.

Answer: FALSE Diff: 1 Objective: 1.4: Our motivations to consume are complex and varied.

62) People often buy products for what they mean, not what they do.

Answer: TRUE Diff: 2 Objective: 1.4: Our motivations to consume are complex and varied.

63) Explain the difference between a need and a want. Provide an example of each.

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.

For example, thirst is a general need but thirst for Pepsi or Coke is a want.

Diff: 2 Objective: 1.4: Our motivations to consume are complex and varied.

AACSB: Application of knowledge 64) 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 Objective: 1.4: Our motivations to consume are complex and varied.

AACSB: Application of knowledge 65) Explain the term "user generated content."

Answer: User generated content is when everyday people voice their opinions about product brands and/or companies on social networks.

Diff: 2 Objective: 1.4: Our motivations to consume are complex and varied.

AACSB: Information technology

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66) Explain what is meant by relationship marketing.

Answer: Relationship marketing is when a company interacts with customers on a regular basis and gives them reasons to maintain a bond with the company over time.

Diff: 2 Objective: 1.4: Our motivations to consume are complex and varied.

67) The growth of the Internet has created ________.

A) segmentation strategies B) consumption communities C) behavioral processes D) mass cultures Answer: B Diff: 2 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology 68) Facebook, Twitter, and Instagram are examples of ________.

A) local interaction B) synchronous interaction C) asynchronous interaction D) horizontal interaction Answer: B Diff: 1 Objective: 1.5: Technology and culture create a new "always-on" consumer.

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

A) RFID tags B) Virtual brand communities C) Database marketing D) Green marketing Answer: B Diff: 2 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology 70) 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) B2C e-commerce C) Economics of information D) Compulsive consumption Answer: A Diff: 2 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology

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71) A metropolitan area with a total population of more than 10 million people is called a(n) ________. A) metro area B) megacity C) metroplex D) developing economy Answer: B Diff: 2 Objective: 1.5: Technology and culture create a new "always-on" consumer.

72) A digital native is someone who ________.

A) grew up in a "wired" and highly networked area B) uses alternate reality games frequently C) participates in database marketing D) belongs to a consumption community Answer: A Diff: 1 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology 73) Which term refers to the online means of communication, conveyance, and collaboration among the interdependent and interconnected networks of people, communities, and organizations?

A) Open data partnership B) Social media C) Synchronous interaction D) Asynchronous interaction Answer: B Diff: 1 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology 74) The revolution in cyberspace has created a situation in which consumers can sell to other consumers in communities like Amazon. This is known as ________.

A) B2C e-commerce B) C2C e-commerce C) B2B e-commerce D) consumption community Answer: B Diff: 1 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology 75) Consumer to consumer cyber activity is called C2C e-commerce.

Answer: FALSE Diff: 1 Objective: 1.5: Technology and culture create a new "always-on" consumer.

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76) Texting back and forth with a friend is an example of asynchronous interaction. Answer: FALSE Diff: 2 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Application of knowledge 77) Global consumer culture and popular culture are interchangeable terms.

Answer: FALSE Diff: 2 Objective: 1.5: Technology and culture create a new "always-on" consumer.

78) Discuss the positive and negative consequences of today's culture of participation that is enabled by social media platforms.

Answer: In today's culture of participation, individuals can communicate with huge numbers of people rather, with a click of a mouse. Information is no longer disseminated from a few sources; it is generated by people and flows across people. People are free to interact with each

other and build upon each other's ideas. People have far greater access to information than ever before.

However, social media is not all positive. The hours people spend on Facebook or in virtual worlds often come at the expense of time spent working, studying, or being with family and friends. For many, it is difficult to balance real and virtual worlds.

Diff: 3 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology 79) Describe a virtual brand community. Create an example of a new community that demonstrates the concept.

Answer: A virtual brand community is an online group of people from anywhere around the world who shares 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 reveal try to predict the four-week box office take from films. Student's examples should

how their proposed virtual brand community interacts, who the members might be, and what makes special the interaction among customers special. This extension of the chat room is a research opportunity for the marketer and consumer behavior specialist.

Diff: 2 Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology

80) Explain the term "social media."

Answer: Social media are online means of communication, conveyance, collaboration, and cultivation among interconnected and independent networks of people, communities, and organizations enhanced by technological capabilities and mobility.

16 Diff: 3 .

Objective: 1.5: Technology and culture create a new "always-on" consumer.

AACSB: Information technology

81) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer 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 Objective: 1.6: Many different types of specialists study consumer behavior. AACSB: Analytical thinking 82) Positivism is sometimes called ________.

A) paradigm B) modernism C) westernism D) none of the above Answer: B Diff: 1 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

83) Another term for positivism is ________.

A) interpretivism B) pluralism C) modernism D) postmodernism Answer: C Diff: 2 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

84) A proponent of ________ would 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 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

AACSB: Analytical thinking

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85) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single or objective truth that can be discovered by science. A) fundamentalism B) interpretivism C) positivism D) postmodernism Answer: C Diff: 2 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior. AACSB: Analytical thinking 86) 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 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

AACSB: Analytical thinking 87) A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or mixture of images.

A) alternate reality B) paradigm C) consumer space D) pastiche Answer: D Diff: 1 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

AACSB: Analytical thinking 88) 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 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

AACSB: Application of knowledge 18 .

89) A basic set of assumptions underlying the dominant paradigm is a called positivism.

Answer: TRUE Diff: 3 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

90) A paradigm is a belief that guides an understanding of the world.

Answer: TRUE Diff: 1 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

91) 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 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

AACSB: Analytical thinking 92) Define the term "paradigm."

Answer: A paradigm is a set of beliefs that guide our understanding of the world.

Diff: 1 Objective: 1.7: There are many differing perspectives regarding how and what we should understand about consumer behavior.

19 .

Consumer Behavior, 12e (Solomon) Chapter 2 Consumer and Social Well-Being 1) Which act makes it illegal for American executives to bribe foreigners to gain business? A) Lanham Act B) Foreign Corruption Practices Act C) Patriot Act D) Robinson-Patman Act Answer: B Diff: 1 Objective: 2.1: Ethical business is good business. 2) Rules of conduct that guide actions in the marketplace are called ________. A) social obligation B) social responsibility C) business ethics D) social awareness Answer: C Diff: 1 Objective: 2.1: Ethical business is good business.

AACSB: Ethical understanding and reasoning 3) The importance people attach to worldly possessions is called ________. A) ego products B) materialism C) needs D) wants Answer: B Diff: 1 Objective: 2.1: Ethical business is good business. 4) Though the Organization for Economic Cooperation and Development (OECD) outlaws bribery in business practices, it is still common in ________. A) Japan B) Mexico C) Germany D) All of the above Answer: D Diff: 1 Objective: 2.1: Ethical business is good business.

AACSB: Ethical understanding and reasoning

1 .

5) The process of curation refers to what product(s)?

A) Art B) Travel C) Food D) All of the above Answer: D Diff: 2 Objective: 2.1: Ethical business is good business.

6) Which of the following values is most associated with materialists?

A) Honesty B) Status C) Loyalty D) Frugality Answer: B Diff: 1 Objective: 2.1: Ethical business is good business.

7) Neiman Marcus and Whole Foods are examples of ________.

A) materialism B) provenance C) ego directed products D) none of the above Answer: D Diff: 3 Objective: 2.1: Ethical business is good business.

AACSB: Application of knowledge 8) Business ethics are rules of conduct published by the Better Business Bureau that guide actions in the marketplace.

Answer: FALSE Diff: 2 Objective: 2.1: Ethical business is good business.

9) Materialism refers to the importance people attach to the fabric used in their clothing.

Answer: FALSE Diff: 1 Objective: 2.1: Ethical business is good business.

AACSB: Ethical understanding and reasoning 10) Materialistic values tend to focus on the individual rather than a group or family.

Answer: TRUE Diff: 1 Objective: 2.1: Ethical business is good business.

AACSB: Ethical understanding and reasoning

2 .

11) Discuss how materialism has changed in meaning.

Answer: New materialism is thought to be less about status and more about an appreciation for design and quality. Old materialism was about flaunting affluence while new materialists may hide it. Old materialists preferred designer labels while the new materialists value unknown producers.

Diff: 1 Objective: 2.1: Ethical business is good business.

AACSB: Application of knowledge 12) If you are unhappy with a product or service, what are your three possible courses of action?

Answer: You may use a voice response, private response, or third-party response. The voice response is the best for the marketer because it enables a correction to the problem.

Diff: 1 Objective: 2.1: Ethical business is good business.

AACSB: Application of knowledge 13) Explain the three key legislative acts affecting consumers.

Answer: These acts are located in Table 2.2 Diff: 2 Objective: 2.1: Ethical business is good business.

14) Explain why advertising is necessary.

Answer: Advertising helps to communicate products' availability and usefulness.

Diff: 3 Objective: 2.1: Ethical business is good business.

15) When consumers are unhappy with a product, they boycott the product and/or store and express dissatisfaction to friends. This is called ________ response.

A) private B) third-party C) voice D) public Answer: A Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

3 .

16) When consumers are unhappy with a product, they may file a complaint in the form of legal action, Better Business Bureau complaint, or publishing a negative review. This is called a ________ response.

A) private B) third-party C) voice D) complaint Answer: B Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

17) So called "gripe sites" exist for consumers to publish ________ responses against products or stores with which they are dissatisfied.

A) private B) third-party C) voice D) complaint Answer: B Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Information technology 18) Which of the following is a benefit organizations receive when customers complain?

A) Opportunity to correct the situation B) Word-of-mouth about the product C) Differential advantage D) Market regulation Answer: A Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Application of knowledge 19) In Japanese, the word "gemba" means ________.

A) a possible interpretation of the truth B) the one true source of information C) the news D) falsehoods Answer: B Diff: 2 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

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20) A small group of consumers that come into a facility to try new products while being observed is called ________.

A) target market B) heavy user C) focus group D) interested consumers Answer: C Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

21) Bayer HealthCare Pharmaceuticals established a new campaign for Yaz birth control to ensure consumers understand that Yaz does not treat PMS, a claim which had been made in early Yaz advertisements. Bayer is using ________.

A) cooperative advertisement B) subliminal advertisement C) corrective advertisement D) reminder advertisement Answer: C Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Analytical thinking 22) Which of the following is NOT one of the consumer rights established in President John F. Kennedy's Declaration of Consumer Rights?

A) Right to safety B) Right to be informed C) Right to choice D) Right to desire more Answer: D Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

23) Ralph Nader's book, Unsafe at Any Speed, was published in part to enforce the consumer's right to ________.

A) safety B) complain C) choose D) redress Answer: A Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

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24) The Federal Cigarette Labeling and Advertising Act ________.

A) bans cigarette smoking in public places B) requires cigarette manufacturers to list ingredients C) bans cigarette smoking in restaurants D) requires cigarette packages to carry warning labels Answer: D Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

25) Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?

A) Social media marketing B) Social marketing C) Public service marketing D) Services marketing Answer: B Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Ethical understanding and reasoning 26) Advertisements reminding people to stay focused while driving and to avoid texting while driving are examples of ________.

A) social media marketing B) social marketing C) public service marketing D) services marketing Answer: B Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Ethical understanding and reasoning 27) The shoe company TOMS gives a pair of shoes to a needy child for every pair that it sells.

This is an example of a company which has integrated ________ into its business model.

A) correction marketing B) environmental marketing C) corporate social responsibility D) ethical marketing requirements Answer: C Diff: 2 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Analytical thinking

6 .

28) When Yaz was required to do corrective advertising, what did this mean?

A) They had to discontinue their ad.

B) They had to inform consumers that their previous message was wrong or misleading.

C) They could no longer advertise.

D) None of the above.

Answer: B Diff: 3 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

29) A strategy that aligns a company brand with a cause to generate business and societal benefits is called ________.

A) ethic marketing B) social marketing C) response marketing D) cause marketing Answer: D Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

30) Clothing, food, and travel can be considered part of the curation process.

Answer: FALSE Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

31) The Federal Trade Commission (FTC) regulates telephone, radio, and TV. Answer: FALSE Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

32) The Food and Drug Administration (FDA) policies advertising claims related to the contents of edible products and pharmaceuticals.

Answer: TRUE Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

33) Culture jamming is the term used to explain the plethora of culturally-relevant content posted to social media sites.

Answer: FALSE Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Information technology

7 .

34) Participatory action research is also called transactional consumer research.

Answer: FALSE Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

35) Cause marketing is the same as social marketing.

Answer: FALSE Diff: 2 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Ethical understanding and reasoning 36) Consumer research shows that all things being equal, people are likely to choose a brand that gives back to the community over one that does not.

Answer: TRUE Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Application of knowledge 37) Explain the Declaration of Consumer Rights and why it is still relevant to consumers today.

Answer: The rights are the right to safety, the right to be informed, the right to redress, and the right to choice. These are still relevant today because consumers continue to need protection from unsafe products, information to make good decisions, solutions when things are not as guaranteed, and options for meeting their own consumer needs.

Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Reflective thinking 38) Explain the role social marketing plays in public policy.

Answer: Social marketing means to use marketing strategies to encourage positive behaviors like increased literacy or discourage negative behaviors like drunk driving. Public policies are most likely to be successful when they are implemented with these techniques.

Diff: 2 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Application of knowledge

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39) What is the distinction between cause marketing and social marketing?

Answer: Social marketing is the use of marketing techniques to change some public behavior.

Cause marketing is the aligning of a brand with a cause in order to generate consumer support in the brand. Both seek to do good but social marketing benefits the general public while cause marketing primarily benefits the brand.

Diff: 2 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Application of knowledge 40) Explain the fair packaging and labeling act of 1966.

Answer: The fair packaging and labeling act regulates packaging and labeling of consumer products.

Diff: 1 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Application of knowledge 41) Describe the duties of the Federal Trade Commission (FTC).

Answer: The Federal Trade Commission enforces laws against deceptive advertising product labeling.

Diff: 2 Objective: 2.2: Marketers have an obligation to provide safe and functional products as part of their business activities.

AACSB: Application of knowledge 42) According to the Federal Trade Commission, the most common consumer complaint, accounting for nearly 20% of all problems reported, is ________.

A) deceptive advertising B) poor product quality C) identity theft D) lack of data privacy Answer: C Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

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43) Scams where people receive fraudulent emails that ask them to supply account information are called ________.

A) spam B) phishing C) junk mail D) fraud Answer: B Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Information technology 44) The ability to find and purchase goods is called ________.

A) market access B) retailing C) market penetration D) social marketing Answer: A Diff: 3 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Analytical thinking 45) Market access can be limited due to ________.

A) disabilities B) media literacy C) food desert D) all of the above Answer: D Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

46) The ability for a consumer to assess, analyze, evaluate, and communicate information in a variety of forms including print and non-print messages is known as ________.

A) analytical literacy B) functional literacy C) media literacy D) consumer literacy Answer: C Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

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47) Jan's Tees creates t-shirts from natural materials that are fully reusable and recyclable so that the firm uses zero resources to manufacture the shirts. This is known as ________.

A) triple bottom-line B) social C) cradle to cradle D) literate Answer: C Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society. AACSB: Analytical thinking 48) Which of the following qualities is a requirement for products to qualify for a listing on Amazon's Vine Web site? A) Green B) Blue C) Pink D) White Answer: A Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society. 49) When companies make false claims about how environmentally friendly their products are, ________ has occurred. A) phishing B) greenwashing C) eco-lying D) deceptive advertising Answer: B Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Ethical understanding and reasoning 50) Which of the follow issues is related to consumer behavior? A) Consumerism B) Literacy C) Product disposal D) All of the above are related. Answer: D Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society. AACSB: Application of knowledge

11 .

51) Why do all consumers sometimes replace a product that still functions?

A) Desire for new features B) Change in the environment C) Change in the person's role D) All of the above Answer: D Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Application of knowledge 52) Which of the following is the best predictor of whether people will recycle?

A) Education B) Gender C) Perceived effort required D) Income Answer: C Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

53) Sally believes in protecting the environment and likes the concept of recycling. However, in her area, it requires a lot of effort for her to recycle. For her to recycle, she has to sort her items and haul them herself to the recycling center in her town, requiring a high level of effort. Given this level of effort, how likely is it that Sally will recycle?

A) Extremely likely B) Somewhat likely C) Somewhat unlikely D) Level of effort required cannot predict behavior.

Answer: C Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Analytical thinking 54) The underground economy refers to used product sellers who sell in secondary markets. It is thought to make up ________ of the US gross national product.

A) less than 1% B) 3-30% C) 31-50% D) more than 50% Answer: B Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

12 .

55) Surveys show that the percentage of consumers who are willing to pay more for green products has dropped since 2008.

Answer: TRUE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

56) Identify theft occurs when someone steals your personal information without your permission.

Answer: TRUE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Information technology 57) Malware is an example of malicious software.

Answer: TRUE Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Information technology 58) Locational privacy is an issue now that GPS-enabled mobile devices are ubiquitous.

Answer: TRUE Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

59) Sustainability and green marketing are the same thing.

Answer: FALSE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Ethical understanding and reasoning 60) The triple bottom-line orientation recognizes that businesses should strive to cut costs as well as raise revenue.

Answer: FALSE Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

13 .

61) The concept of "cradle to cradle" means that we should market consumers from the time they are born until the time they give birth.

Answer: FALSE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

62) Green marketing refers to the strategy of promoting how environmentally friendly a product is.

Answer: TRUE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

63) There is an increasing demand for green products.

Answer: FALSE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

64) How consumers dispose of products can apply to the disposal of ideas just as it does to products.

Answer: TRUE Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Written and oral communication 65) Consumers may have abandoned products in their homes because they bought for a specific purpose but then changed plans.

Answer: TRUE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

66) Consumer addiction can occur with any product category, even lip balm.

Answer: TRUE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Application of knowledge 67) The social bottom line provides financial benefits directly to stockholders.

Answer: FALSE Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

14 .

68) Greenwashing occurs when companies make false or exaggerated claims on how environmentally friendly their product is.

Answer: TRUE Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

69) Discuss an implication that relates to the lack of locational privacy consumers have in today's wired and mobile world.

Answer: Answers will vary. An example is the threat that is possible when others can see one's location in real-time such as on Four-Square.

Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

70) Why are disabilities among consumers an issue of concern for marketers?

Answer: Disabilities may be an issue of concern because they may limit market access among these consumers. Market access refers to their ability to find and purchase goods and services.

Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Application of knowledge 71) Explain the meaning of triple bottom-line orientation.

Answer: The triple bottom-line orientation points out that businesses can maximize return using financial profits, social contributions to communities, and environmentally-sound decisions.

Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Application of knowledge 72) Explain the term "real-time bidding."

Answer: Real-time bidding is an electronic trading system that sells ad space on the Web pages people click on at the very moment they visit them.

Diff: 3 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Application of knowledge 73) Explain the "functionally illiterate."

Answer: Functionally illiterate describes a person whose reading skills are not adequate to carry out everyday tasks.

Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Application of knowledge

15 .

74) Explain greenwashing and why businesses would participate in greenwashing.

Answer: Greenwashing is marketing with a green message that is not actually legitimate.

Businesses may participate in greenwashing because consumers tend to respond positively to green companies. However, there is a downside in that as consumers learn that a business is not actually green, but has lied to get their business, they may communicate negative word-of-mouth and choose other suppliers.

Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Reflective thinking 75) Why would Amazon.com create a separate e-commerce site for green products?

Answer: Amazon.com created Vine to sell green products. If a product qualifies for listing, the consumer is provided an added assurance that the product truly is green and that greenwashing has not occurred.

Diff: 2 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Reflective thinking 76) Explain the threat of consumer terrorism.

Answer: Consumer terrorism refers to the opportunity for terrorists to use consumer situations to create terror. Two forms are bioterrorism and cyberterrorism.

Diff: 1 Objective: 2.3: Consumer behavior impacts directly on major public policy issues that confront society.

AACSB: Application of knowledge 77) A strategy that involves the development and promotion of environmentally friendly products is called ________.

A) sustained marketing B) environmental marketing C) green marketing D) tree marketing Answer: C Diff: 3 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

16 .

78) A physiological or psychological dependency on a product or service is called a ________. A) want B) consumer addiction C) need D) specialty product Answer: B Diff: 3 Objective: 2.4: Consumer behavior can be harmful to individuals and to society. AACSB: Application of knowledge 79) Anna is being called "names" online. This is an example of ________. A) cyber harassment B) cyberbullying C) cyber name calling D) none of the above Answer: B Diff: 3 Objective: 2.4: Consumer behavior can be harmful to individuals and to society. 80) ________ is a physiological or psychological dependency on product services. A) Consumer terrorism B) Consumer addiction C) Consumerism D) Materialism Answer: B Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society. 81) The term "Crackberry" is used to refer to the ________ die-hard users may feel towards the Blackberry. A) consumer addiction B) material need C) lateral addiction D) sustainable cause Answer: A Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

17 .

82) David habitually reaches for his cell phone, thinking that it is vibrating, even when it is not.

David suffers from ________.

A) cyberbullying B) consumer addiction C) phantom vibration syndrome D) attention deficit disorder Answer: C Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

AACSB: Analytical thinking 83) Which of the following is associated with compulsive consumption?

A) Anxiety B) Happiness C) Intelligence D) Income Answer: A Diff: 2 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

84) People who suffer from compulsive consumption are most likely referred to as ________.

A) materialistic B) bankrupt C) shopaholics D) shallow Answer: C Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

85) Which of the following is NOT an element common to destructive consumer behavior?

A) Strong feelings of regret B) Feeling like there is no choice C) Feeling short-lived gratification D) Feeling in charge of life Answer: D Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

86) Which of the following people is an example of a consumed consumer?

A) Cyberbully B) Prostitute C) Single mother D) Shopaholic Answer: B Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

AACSB: Application of knowledge

18 .

87) Cash losses due to shoplifting and employee theft are called ________.

A) accounts receivable B) unrecoverables C) shrinkage D) fraud Answer: C Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

88) When people deface products, it is an act of ________.

A) counterfeiting B) anticonsumption C) addiction D) materialism Answer: B Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

89) Serial wardrobers are people who ________.

A) sell fake versions of real outfits B) deface clothing and shoes C) buy an outfit, wear it once, and return it D) shop obsessively for trendy clothing Answer: C Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

90) Shopaholics suffer from compulsive consumption.

Answer: TRUE Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

91) Explain what is meant by compulsive consumption.

Answer: Compulsive consumption refers to repetitive and often excessive shopping performed as antidotes to tension and anxiety.

Diff: 3 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

AACSB: Application of knowledge 92) Prostitutes and organ, blood, and hair donors are examples of consumed consumers. Explain.

Answer: Consumed consumers are people that are used or exploited, willingly or not, for commercial gain.

Diff: 1 Objective: 2.4: Consumer behavior can be harmful to individuals and to society.

AACSB: Analytical thinking

19 .

Consumer Behavior, 12e (Solomon) Chapter 3 Perception 1) The process by which people select, organize, and interpret sensations is called ________.

A) consumption B) perception C) adaption D) application Answer: B Diff: 1 Objective: 3.1: The design of a product often is a key driver of its success or failure.

2) Which term refers to sensations that subtly influence how we think about a product?

A) Perception B) Hedonic consumption C) Context effect D) Respondents Answer: C Diff: 1 Objective: 3.1: The design of a product often is a key driver of its success or failure.

3) Companies that think carefully about the impact of sensations on product experiences are practicing ________.

A) hedonic consumption B) need marketing C) want marketing D) sensory marketing Answer: D Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure.

AACSB: Analytical thinking 4) As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.

A) hedonic B) Gestalt C) embedded D) referent Answer: A Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure.

1 .

5) The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

A) phoneme B) schema C) sensory input D) interpretant Answer: C Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure.

6) In the Western Culture the color black is often associated with ________.

A) mourning B) innocence C) fear D) cult Answer: A Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure.

7) As people's income rise, they are more likely to prefer additional experiences over additional possessions.

Answer: TRUE Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure.

8) Define the term "hedonic consumption."

Answer: Hedonic consumption is a multisensory, fantasy, and emotional aspect of a consumer interaction with a product.

Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure.

9) Research has shown that Kansei engineering can be an effective way to design products.

Explain how Kansei engineering works and give an illustration that demonstrates your understanding.

Answer: Kansei 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 Objective: 3.1: The design of a product often is a key driver of its success or failure.

AACSB: Reflective thinking

2 .

10) 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 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

11) Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

A) Sound symbolism B) Audio watermarking C) Semiotics D) The principle of similarity Answer: A Diff: 1 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

AACSB: Written and oral communication 12) When Coke weaves a sound into a piece of music, the advertisement is using ________.

A) sound marketing B) audio watermarking C) sound watermarking D) music marketing Answer: B Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

13) A philosophy that translates customers' feelings into design elements is called ________ engineering.

A) Kansei B) Sigma C) relationship D) reverse Answer: A Diff: 1 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

3 .

14) The ________ sense appears to moderate the relationship between product experience and judgment confidence. A) sound B) haptic C) taste D) sight Answer: B Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Analytical thinking 15) 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 Objective: because of 3.2: the Products and commercial messages often appeal to our senses, but profusion of these messages we don't notice most of them.

AACSB: Analytical thinking 16) Processing 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: 1 Objective: because of 3.2: the Products and commercial messages often appeal to our senses, but

profusion of these messages we don't notice most of them.

AACSB: Analytical thinking 17) Because the brain's capacity to process information is limited, consumers are very selective about needs.what This they pay attention to and tend to select stimuli that relate to their current

type of perceptual filter is called ________.

A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: B Diff: 2 Objective: because of 3.2: the Products and commercial messages often appeal to our senses, but profusion of these messages we don't notice most of them.

4 .

18) Size, color, position, and novelty are all strategies for creating which of the following?

A) Contrast B) Adaptation C) Vigilance D) Thresholds Answer: A Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

AACSB: Analytical thinking 19) 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 is affecting Mary's response to the ads?

A) Perceptual vigilance B) Perceptual defense C) Contrast D) Adaptation Answer: D Diff: 3 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

AACSB: Application of knowledge 20) A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

Answer: TRUE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

21) Sensory marketing has proven to be largely ineffective as a marketing approach.

Answer: FALSE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

22) Colors look duller to older people, which why they prefer white and other bright tones.

Answer: TRUE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

5 .

23) 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 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

24) Haptic refers to a consumer's sense of sight.

Answer: FALSE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

25) 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: FALSE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

AACSB: Analytical thinking 26) Explain the term "trade dress" and give an example.

Answer: Trade dress is a color combination that is strongly associated with a corporation. For example, in the cookies and crackers aisle, you instantly recognize the bright red box with the round blue label as Ritz, even before you read its brand name. Examples will vary.

Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

AACSB: Analytical thinking 27) 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 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

AACSB: Written and oral communication

6 .

28) 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 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them.

AACSB: Reflective thinking 29) When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.

A) just noticeable difference (j.n.d.)

B) retention C) subliminal suggestion D) exposure Answer: D Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

30) The minimum difference that can be detected between two stimuli is known as the ________.

A) absolute threshold B) gradual differentiation C) just noticeable difference D) graded difference Answer: C Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

31) 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 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

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32) According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

A) more common B) stronger C) weaker D) more unusual Answer: B Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

33) A stage in the perception process is ________.

A) exposure B) attention C) interpretation D) all of the above Answer: D Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

34) If a consumer chooses not to perceive they are reaching ________.

A) just noticeable difference B) differential threshold C) sensory threshold D) absolute threshold Answer: C Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Analytical thinking 35) 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 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

8 .

36) 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 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

37) 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 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Application of knowledge 38) 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 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Application of knowledge

9 .

39) 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) Subliminal perception B) The figureground principle C) The golden triangle D) Weber's law Answer: D Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Application of knowledge 40) One of the principles of psychophysics is that change in the physical environment is 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 customer's how "sweet" the new drink is. Answer: B Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Reflective thinking 41) 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) Augmented reality D) The closure principle Answer: B Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Reflective thinking 42) Perception refers to the immediate response of our sensory receptors to basic stimuli.

Answer: FALSE Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 43) Unlike computers, people do not passively process whatever information happens to be present. Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

10 .

44) Interpretation is the last stage of the perceptual process.

Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

45) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying hedonic consumption.

Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

46) The first step in the perception process is called attention.

Answer: FALSE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

47) When consumers are exposed to far too much information they are experiencing sensory overload.

Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Application of knowledge 48) A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Analytical thinking 49) The absolute threshold is dependent upon how strong a marketer makes a stimulus.

Answer: FALSE Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Analytical thinking 50) Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Answer: FALSE Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Analytical thinking

11 .

51) 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 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Analytical thinking 52) What is a just noticeable difference (j.n.d.)?

Answer: between A just noticeable difference is the minimum difference a consumer can detect two stimuli.

Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Analytical thinking 53) 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 eye. 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 Objective: meaning. 3.3: Perception is a three-stage process that translates raw stimuli into AACSB: Application of knowledge

54) 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 CocaCola marketers could have used the principles of psychophysics to introduce the new Coke without

creating these problems.

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

Diff: 3 Objective: meaning. 3.3: Perception is a three-stage process that translates raw stimuli into AACSB: Reflective thinking

12 .

55) 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 now 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 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning.

AACSB: Reflective thinking 56) Which term refers to perception that is below the level of the consumer's awareness?

A) Perceptual vigilance B) Relative difference C) Subliminal perception D) Attention Answer: C Diff: 1 Objective: 3.4: Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

57) Tiny figures that are inserted in magazine advertising are called ________.

A) embeds B) hidden images C) attention images D) novelties Answer: A Diff: 2 Objective: 3.4: Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

58) When Coca-Cola embeds sexual images in their advertising, they are using ________.

A) sensory marketing B) attention marketing C) subliminal perception D) threshold marketing Answer: C Diff: 3 Objective: 3.4: Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

AACSB: Application of knowledge

13 .

59) 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 they cannot be utilized in marketing.

B) Subliminal ads can be effective, but customers do not like them; therefore 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 Objective: 3.4: Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

AACSB: Analytical thinking 60) 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 Objective: 3.4: Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

AACSB: Analytical thinking 61) Evaluate the effectiveness of subliminal persuasion and messages in marketing. 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: 3 Objective: 3.4: Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

AACSB: Reflective thinking

14 .

62) When we ________ products, we evaluate them using schemas we typically apply to classify people. A) prime B) filter C) imprint D) anthropomorphize Answer: D Diff: 2 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

63) 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 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Analytical thinking 64) ________ perspective is best summarized by the saying "The whole is greater than the sum of its parts."

A) Freudian traits analysis B) Weber's law C) Gestalt D) Kansei Answer: C Diff: 1 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

15 .

65) A 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 not unified under a common design banner. A) Similarity principle B) Figure-ground principle C) Subliminal principle D) Closure principle Answer: A Diff: 2 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations. AACSB: Analytical thinking 66) ________ refers to the extent to which processing activity is devoted to a particular stimulus.

A) Subliminal perception B) Sensory marketing C) An embed D) Attention Answer: A Diff: 2 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

67) When consumers see only what they want to see—don't see what they don't want to see is called ________.

A) perceptual retention B) perceptual contrast C) perceptual defense D) perceptual attention Answer: C Diff: 3 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

68) 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 for the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs Answer: A Diff: 2 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Application of knowledge 16 .

69) ________ refers to the meanings we assign to sensory stimuli. A) Contrast B) Perception C) Interpretation D) Cues Answer: C Diff: 1 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

70) In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening.

When chemicals were developed to reduce the 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 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Application of knowledge 71) Which of the following best characterizes 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) andKim can never buy fashionable clothes without looking carefully at their construction

then feeling the quality of the cloth with her fingers.

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

D) A new video game rapidly becomes more popular than an older one because it has much faster action.

Answer: B Diff: 3 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Reflective thinking

17 .

72) All consumers carry schemata 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 consumers' 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 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Reflective thinking 73) 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 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

74) Novelty in the form of interruption intensifies our experiences, increases our enjoyment of pleasant stimuli and amplifies our dislike of unpleasant stimuli.

Answer: TRUE Diff: 2 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

75) 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 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Analytical thinking 76) According to the retailer's rule of thumb based on the closure principle, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.

Answer: FALSE Diff: 2 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Analytical thinking

18 .

77) You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Perception is imptant in undrstdng consmr bhavr. Answer: TRUE Diff: 3 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations. AACSB: Analytical thinking 78) When consumers become aware of stimuli that relate to their currents needs, they are practicing perceptual vigilance. Answer: TRUE Diff: 3 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations. 79) Define perceptual selection and describe the types of filters that prevent clear perception and the 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 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations. 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 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Analytical thinking

19 .

81) Describe multitasking and explain why multitasking is a concern for marketers?

Answer: Multitasking is when a person processes information from more than one medium at a time. For example Anna Smith watches TV while working on her computer. Multitasking is a concern for marketers as it divides a consumer's attention. The consumer may be listening to the TV but not actually processing the message. Therefore, an ad can't truly be effective if it's only receiving partial attention.

Diff: 3 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Reflective thinking 82) Explain the closure principle.

Answer: The closure principle states that people tend to perceive an incomplete picture as complete. That is, we tend to fill in the blanks based on our prior experience. This principle explains why most of us have no trouble reading a neon sign even if several of its letters are burned out. The principle of closure is also at work when we hear only part of a jingle or theme.

Marketing strategies that use the closure principle encourage audience participation, which increases the chance that people will attend to the message.

Diff: 2 Objective: 3.5: We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

AACSB: Analytical thinking 83) 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 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

84) 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 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Application of knowledge

20 .

85) 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 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

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

A) sensory signature B) position C) priming D) trade dress Answer: B Diff: 2 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Analytical thinking 87) ________ is a discipline that studies the correspondence between signs and symbols and their meaning.

A) Interpretation B) Semiotics C) Indexing D) Symbolism Answer: B Diff: 2 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

88) 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 explaining the historic importance of baking soda in germ protection Answer: B Diff: 3 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Application of knowledge

21

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89) On Breaking Bad. the popular television drama, the fictional Los Pollos Hermanos is a popular fast-food chain. Many Breaking Bad web sites now sell items bearing the Los Pollos Hermanos name and logo. This is an example of hyperreality.

Answer: TRUE Diff: 3 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Analytical thinking 90) The icons on the restroom doors in a bar in Wyoming are a doe and a buck. This is an excellent example of hyperreality.

Answer: FALSE Diff: 3 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Application of knowledge 91) An index is a sign that connects to a product because they share some property.

Answer: TRUE Diff: 1 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

92) 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 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Analytical thinking 93) 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 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Reflective thinking

22 .

94) When Ford says that "Quality is Job #1" they are practicing a positioning strategy. Explain positioning.

Answer: Positioning influences the consumer's interpretation of its meaning in the marketplace relative to its competitors.

Diff: 1 Objective: 3.6: The field of semiotics helps us to understand how marketers use symbols to create meaning.

AACSB: Application of knowledge

23 .

Consumer Behavior, 12e (Solomon) Chapter 4 Learning Memory 1) A relative permanent change of behavior is called ________.

A) lifestyles B) personality C) learning D) all of the above Answer: C Diff: 2 Objective: 4.1: It is important to understand how consumers learn about products and services.

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 Objective: 4.1: It is important to understand how consumers learn about products and services.

3) When Sophie hums a McDonald's jingle, it is an example of ________.

A) brain worm B) incidental learning C) behavior D) consumer attention Answer: B Diff: 1 Objective: 4.1: It is important to understand how consumers learn about products and services.

4) 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 is ________.

A) stimulus generalization B) reinforcement modeling C) incidental learning D) operant conditioning Answer: C Diff: 2 Objective: 4.1: It is important to understand how consumers learn about products and services.

AACSB: Application of knowledge

1 .

5) Differentiate between 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 causal, unintentional acquisition of knowledge is known as incidental learning.

Diff: 2 Objective: 4.1: It is important to understand how consumers learn about products and services.

6) Define learning.

Answer: Learning is a relatively permanent change of behavior caused by experience.

Diff: 1 Objective: 4.1: It is important to understand how consumers learn about products and services.

7) List and explain the three stages of cognitive development.

Answer: The three stages of cognitive development are 1. Limited—children younger than age 6 who do not employ storage and retrieval skills.

2. Cued—children between the ages of 6 and 12 employ storage and retrieval skills only when prompted.

3. Strategic—children 12 and older who spontaneously employ storage and retrieval skills.

Diff: 2 Objective: 4.1: It is important to understand how consumers learn about products and services.

AACSB: Analytical thinking 8) 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 Objective: 4.2: Conditioning results in learning.

AACSB: Analytical thinking 9) Which theory listed below assumes that learning take place as the result of responses to external events?

A) Behavioral learning B) Episodic learning C) Incidental learning D) Gestalt learning Answer: A Diff: 1 Objective: 4.2: Conditioning results in learning.

2 .

10) Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

A) conditioned stimulus; conditioned response B) unconditioned response; conditioned stimulus C) conditioned stimulus; unconditioned stimulus D) unconditioned stimulus; unconditioned response Answer: C Diff: 2 Objective: 4.2: Conditioning results in learning.

AACSB: Analytical thinking 11) If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

A) interface B) repetition C) the spacing effect D) extinction Answer: D Diff: 2 Objective: 4.2: Conditioning results in learning.

12) 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 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 Objective: 4.2: Conditioning results in learning.

13) Which of the following was first demonstrated by Ivan Pavlov?

A) Classical conditioning B) Instrumental conditioning C) Behavioral conditioning D) Psychological conditioning Answer: A Diff: 2 Objective: 4.2: Conditioning results in learning.

3 .

14) Family branding, licensing, and look-alike packaging are all marketing strategies based on ________. A) stimulus generalization B) the spacing effect C) stimulus discrimination D) extinction Answer: A Diff: 2 Objective: 4.2: Conditioning results in learning. AACSB: Application of knowledge 15) Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black fresh box" process and its connection with learning. He suddenly smells the aroma of

cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row "because I bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks,

know I could steal a bite." What Frank just went through in class was similar to the "black box" process which of being described by his professor. This process is more closely associated with the following learning methods?

A) Incidental learning B) Gestalt learning C) Cognitive learning D) Behavioral learning Answer: D Diff: 2 Objective: 4.2: Conditioning results in learning.

AACSB: Application of knowledge

16) 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 most likely ruining Scott's apparent success?

A) Too much repetition was decreasing the strength of the conditioning effect, 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, making cognitive learning incomplete.

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.

4 Answer: A .

Diff: 3 Objective: 4.2: Conditioning results in learning.

AACSB: Reflective thinking

17) Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Answer: TRUE Diff: 2 Objective: 4.2: Conditioning results in learning.

18) Behavioral theorists rely on internal mental states to explain learning.

Answer: FALSE Diff: 2 Objective: 4.2: Conditioning results in learning.

19) Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

Answer: TRUE Diff: 2 Objective: 4.2: Conditioning results in learning.

20) When Pavlov's famous dog responded to a bell signaling feeding time, Pavlov demonstrated classical conditioning.

Answer: TRUE Diff: 2 Objective: 4.2: Conditioning results in learning.

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

Answer: TRUE Diff: 2 Objective: 4.2: Conditioning results in learning.

AACSB: Application of knowledge

22) Explain the term "extinction."

Answer: Extinction occurs when the effects of prior conditioning diminish and finally disappear.

Diff: 2 Objective: 4.2: Conditioning results in learning.

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23) Discuss stimulus generalization and stimulus discrimination. Provide 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 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 but it because of its lower price.

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

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

Diff: 3 Objective: 4.2: Conditioning results in learning.

AACSB: Reflective thinking 24) ________ 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) Extinction B) Repetition C) The cueing effect D) The halo effect Answer: D Diff: 1 Objective: 4.3: Learned associations with brands generalize to other products.

25) When a professor reviews a certain topic many times, he is practicing ________.

A) psychological conditioning B) stimulus-response conditioning C) subliminal conditioning D) repetition conditioning Answer: D Diff: 2 Objective: 4.3: Learned associations with brands generalize to other products.

26) Licensing occurs when a company ________.

A) uses family branding B) "rents" a well-known name C) extends a product line D) uses look-alike packaging Answer: B Diff: 2 Objective: 4.3: Learned associations with brands generalize to other products.

6 .

27) Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement 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. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

A) Masked branding B) Halo effect C) Continual reinforcement D) Shaping Answer: B Diff: 2 Objective: 4.3: Learned associations with brands generalize to other products.

28) When Campbell's markets many products under the same brand name it is called family branding.

Answer: TRUE Diff: 1 Objective: 4.3: Learned associations with brands generalize to other products.

29) 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 lookalike packaging.

Answer: FALSE Diff: 2 Objective: 4.3: Learned associations with brands generalize to other products.

AACSB: Application of knowledge 30) Define brand equity.

Answer: Brand equity has a strong positive association in a consumer's memory and commands a lot of loyalty as a result.

Diff: 2 Objective: 4.3: Learned associations with brands generalize to other products.

31) Instrumental conditioning is also called ________.

A) learning B) classical conditioning C) operant conditioning D) shaping Answer: C Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

7 .

32) If a woman receives 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 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Application of knowledge 33) In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

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

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

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

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

Answer: C Diff: 3 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Analytical thinking 34) When a consumer learns a desired behavior over a period of time, it is called ________.

A) shaping B) conditioning C) repetition D) extinction Answer: A Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

8 .

35) A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation? A) Negative reinforcement B) Extinction C) Discrimination D) Generalization Answer: B Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

36) Instrumental conditioning occurs with ________. A) positive reinforcement B) negative reinforcement C) punishment D) all of the above Answer: D Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products. 37) A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for providing excellent customer service. Which reinforcement schedule has been used in this situation? A) Fixed-ratio reinforcement B) Fixed-interval reinforcement C) Variable-frequency reinforcement D) Variable-interval reinforcement Answer: D Diff: 3 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products. AACSB: Application of knowledge 38) The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases, with value. A) rebate B) discount C) social marketing D) frequency Answer: D Diff: 1 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

9 .

39) What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment? A) Instrumental conditioning B) Classical conditioning C) Cognitive learning theory D) Operant conditioning Answer: C Diff: 1 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products. 40) Which theory stresses the importance of internal mental processes? A) Stimulus-response theory B) Cognitive learning theory C) Fixed-interval reinforcement theory D) Variable interval reinforcement theory Answer: B Diff: 3 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products. 41) Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization.

Claudia used which of the following in her recommendation? A) Promotional consideration B) Emotional learning C) Classical conditioning D) Instrumental conditioning Answer: D Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Application of knowledge

10 .

42) 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 manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees?

A) Shaping B) Modeling C) Negative reinforcement D) Variable-ratio reinforcement Answer: A Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Application of knowledge 43) According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?

A) By removing the conditioned stimulus 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 intuitive feel for the amount of leaning the subject had experienced Answer: B Diff: 3 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Reflective thinking 44) Which type of reinforcement best characterizes what an individual would typically experience while fishing?

A) Fixed-interval reinforcement B) Variable-interval reinforcement C) Fixed-ratio reinforcement D) Mixed-ratio reinforcement Answer: B Diff: 3 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Application of knowledge 45) Instrumental conditioning is also called classical conditioning.

Answer: FALSE Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

11 .

46) Punishment is one way that instrumental conditioning occurs.

Answer: TRUE Diff: 1 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

47) Secret shoppers are used by marketers to test the effectiveness of the customer service skills quality among employees. This is a form of variable-interval reinforcement.

Answer: TRUE Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

48) Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

Answer: TRUE Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

49) Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Answer: TRUE Diff: 1 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

50) When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.

Answer: FALSE Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Application of knowledge 51) Fixed-interval reinforcement explains why airlines' frequent flier programs are so successful.

Answer: FALSE Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Analytical thinking

12 .

52) Explain how instrumental conditioning works.

Answer: Instrumental conditioning occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes.

Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Analytical thinking 53) Why do variable reinforcements result in behavior that is more difficult to extinguish than fixed schedules?

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 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Analytical thinking 54) Explain how frequency marketing works.

Answer: Frequency marketing rewards regular purchases with prices that get better as they spend more.

Diff: 2 Objective: 4.4: There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.

AACSB: Analytical thinking 55) ________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

A) Observational B) Reinforced C) Halo effect D) Classical Answer: A Diff: 1 Objective: 4.5: We can learn about products by observing others' behaviors.

56) A stage in the cognitive development process is ________.

A) cued B) limited C) strategic D) all of the above Answer: D Diff: 2 Objective: 4.5: We can learn about products by observing others' behaviors.

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57) 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. In this example, Jane used ________.

A) shaping B) stimulus discrimination C) modeling D) stimulus generalization Answer: C Diff: 2 Objective: 4.5: We can learn about products by observing others' behaviors.

58) The observational learning process begins with a person being motivated to perform an action.

Answer: FALSE Diff: 2 Objective: 4.5: We can learn about products by observing others' behaviors.

59) Modeling is the process of imitating the behavior of others.

Answer: TRUE Diff: 1 Objective: 4.5: We can learn about products by observing others' behaviors.

60) A mother observes her daughter stirring batter in a bowl just the way she does when she bakes. The daughter has modeled her mother's behavior.

Answer: TRUE Diff: 2 Objective: 4.5: We can learn about products by observing others' behaviors.

AACSB: Analytical thinking 61) 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 Objective: 4.5: We can learn about products by observing others' behaviors.

14 .

62) According to the information process-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it. A) storage B) retrieval C) encoding D) decoding Answer: C Diff: 1 Objective: 4.6: Our brains process information about brands to retain them in memory. 63) ________ 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 Objective: 4.6: Our brains process information about brands to retain them in memory. AACSB: Analytical thinking 64) ________ memory permits the temporary storage of information we receive from our senses. A) Elaborative B) Sensory C) Cognitive D) Working Answer: B Diff: 1 Objective: 4.6: Our brains process information about brands to retain them in memory. 65) The process of acquiring information and storing it over time is called ________. A) memory B) retrieval C) storage D) encoding Answer: A Diff: 1 Objective: 4.6: Our brains process information about brands to retain them in memory.

AACSB: Application of knowledge

15 .

66) Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness?

A) Chunking B) Nostalgia C) Spontaneous recovery D) A schema Answer: B Diff: 2 Objective: 4.6: Our brains process information about brands to retain them in memory.

67) Retrieval is the process whereby we recover information from long-term memory.

Answer: TRUE Diff: 2 Objective: 4.6: Our brains process information about brands to retain them in memory.

68) Episodic memories are likely to become part of a person's long-term memory.

Answer: TRUE Diff: 3 Objective: 4.6: Our brains process information about brands to retain them in memory.

AACSB: Reflective thinking 69) Discuss the capacity of short-term memory.

Answer: It was originally believed that short-term memory 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. Based on more current research, the optimal capacity of STM appears to be about three to four chunks of information.

Diff: 2 Objective: 4.6: Our brains process information about brands to retain them in memory.

70) 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. This 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 Objective: 4.6: Our brains process information about brands to retain them in memory.

AACSB: Reflective thinking

16 .

71) List and explain the three stages of memory.

Answer: The memory process involves the following three stages: a. encoding—information enters in a way the system will recognize. b. storage—integrates knowledge with what is already in memory. c. retrieval—when desired information is accessed.

Diff: 2 Objective: 4.6: Our brains process information about brands to retain them in memory.

AACSB: Analytical thinking 72) Explain the term "chunking."

Answer: Chunking is when a person combines small pieces of information into larger ones.

Diff: 2 Objective: 4.6: Our brains process information about brands to retain them in memory.

AACSB: Analytical thinking 73) Within a knowledge structure, which of the following is the LEAST complex knowledge unit?

A) Meaning B) Proposition C) Schema D) Script Answer: A Diff: 3 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

74) Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

A) the highlighting effect B) interference C) decay D) generalization Answer: B Diff: 1 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

75) A cognitive framework we develop through experience is called ________.

A) scripting B) schema C) beliefs D) meaning Answer: B Diff: 3 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

17 .

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

A) position set B) activation set C) rational set D) evoked set Answer: D Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Analytical thinking 77) As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing?

A) Spreading activation B) Advertising decay C) Chunking D) Scalar processing Answer: A Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Application of knowledge 78) 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(n) ________.

A) service script B) evoked set C) proposition D) elaborative rehearsal Answer: A Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Application of knowledge

18 .

79) Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. 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 Restorff effect C) The spacing effect D) State-dependent retrieval Answer: D Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Application of knowledge 80) The spacing effect describes the tendency for consumers to recall printed material more effectively when the advertiser repeats the target item in a short time period rather than periodically over a longer time span.

Answer: FALSE Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

81) The salience of a brand refers to its degree of pricing flexibility.

Answer: FALSE Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

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

Answer: TRUE Diff: 3 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Analytical thinking 83) Encoding is when consumers access desired information from their memory.

Answer: FALSE Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

19 .

84) Spreading activation allows consumers to shift back and forth among levels of meanings.

Answer: TRUE Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

85) Gradually changing the package of a product that depends heavily on brand loyalty 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 factors contribute to forgetting to allow this marketing strategy?

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 memory of the original package to weaken.

Diff: 3 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Analytical thinking 86) Why do people have a tendency to remember unusual ads more effectively than ads that are less interesting? What is this phenomenon called?

Answer: An unusual ad has greater 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 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Reflective thinking 87) What does salience of a brand refer to?

Answer: Salience of a brand refers to its prominence or level of activation in memory.

Diff: 2 Objective: 4.7: The other products we associate with an individual product influence how we will remember it.

AACSB: Analytical thinking 88) 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 Objective: 4.8: Products help us to retrieve memories from our past.

20 .

89) When a consumer has a powerful emotional reaction to a song or photos, this is called ________.

A) measured recall B) memory recall C) spontaneous recall D) all of the above Answer: C Diff: 1 Objective: 4.8: Products help us to retrieve memories from our past.

90) Susan selects 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?

A) Stimulus generalization B) Order bias C) Response D) Spontaneous recovery Answer: C Diff: 2 Objective: 4.8: Products help us to retrieve memories from our past.

AACSB: Application of knowledge 91) Erika, an analyst for a marketing research firm, has been tasked with observing and probing patient behaviors at a small Midwestern clinic. In her study, Erika noticed that many patients tended to underestimate the time since their last doctor visit. What type of memory lapse did Erika most likely observe?

A) Omitting B) Averaging C) Telescoping D) Normalizing Answer: C Diff: 2 Objective: 4.8: Products help us to retrieve memories from our past.

AACSB: Analytical thinking 92) During a free recall test, subjects are shown ads one at a time and asked if they had seen them before.

Answer: FALSE Diff: 2 Objective: 4.8: Products help us to retrieve memories from our past.

AACSB: Analytical thinking

21 .

93) Response bias is when a person gives a "yes" response to a question regardless of what the item asks.

Answer: TRUE Diff: 2 Objective: 4.8: Products help us to retrieve memories from our past.

94) 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 rushing back.

Diff: 3 Objective: 4.8: Products help us to retrieve memories from our past.

AACSB: Reflective thinking 95) 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 viewer' interest. 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 Objective: 4.8: Products help us to retrieve memories from our past.

AACSB: Reflective thinking

22 .

Consumer Behavior, 12e (Solomon) Chapter 5 Motivation and Affect 1) ________ refer(s) to the processes that lead people to behave as they do.

A) Goals B) Cues C) Motivation D) Directing Answer: C Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

2) When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated.

A) homeostasis B) want C) desire D) motivation Answer: D Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

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: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

4) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

1 .

5) Which of the following is NOT a biological explanation of motivation?

A) Expectancy theory B) Drive theory C) Homeostasis process D) Instinct Answer: A Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

6) Wants are a combination of ________.

A) personal factors B) cultural factors C) A and B D) none of the above Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

7) When a woman buys expensive jewelry, which of the following needs is most likely being expressed?

A) Hedonic B) Utilitarian C) Rational D) Biogenic Answer: A Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge 8) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

9) Motivation that is driven by raw emotions is called ________.

A) effect B) hedonic C) utility D) affect Answer: D Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking

2 .

10) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

11) According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

A) safety B) physiological C) belongingness D) esteem Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

12) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge 13) ________ suggests that expectations of achieving desirable outcomes—positive incentives— rather than being pushed from within motivate our behavior.

A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

3 .

14) Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test?

A) McClelland B) Murray C) Maslow D) Herzberg Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 16) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge 17) 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) Theory of cognitive dissonance Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge 4 .

18) Jill was planning on traveling over spring break, but 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) Theory of cognitive dissonance Answer: C Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge 19) In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?

A) Sentiment needs B) Biogenic needs C) Hedonic needs D) Utilitarian needs Answer: D Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge 20) 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) An orientation conflict Answer: A Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge

5 .

21) If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.

A) achievement B) affiliation C) power D) uniqueness Answer: B Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Application of knowledge 22) According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________.

A) one must first satisfy basic needs before moving to higher order needs B) the need for power is one of the most fundamental needs C) advertisers who appeal to the need for achievement before other needs are more successful D) most needs are about equal for the average person Answer: A Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 23) In a speech at a research conference, a computer expert stated 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 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) The need for power B) The need for uniqueness C) The need for affiliation D) The need for safety Answer: C Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking

6 .

24) 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 often culture-bound.

D) Psychogenic needs overwhelm biogenic needs.

Answer: C Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Reflective thinking 25) 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 the 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 positive choice was not selected.

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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Reflective thinking 26) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

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

Answer: FALSE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

28) A want is the particular form of consumption used to restore homeostasis.

Answer: FALSE Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

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29) Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

30) A goal has valence, which means it can be positive or negative.

Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

31) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

32) A degree of arousal is called a drive.

Answer: TRUE Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

33) Abraham Maslow developed the hierarchy of needs theory.

Answer: TRUE Diff: 1 Objective: 5.1: Products can satisfy a range of consumer needs.

34) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 35) 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 illustrates a person choosing to meet utilitarian needs.

Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking

8 .

36) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 37) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

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

Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 39) 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 40) Maslow's hierarchy of needs implies that the order of needs is fixed.

Answer: TRUE Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 41) Personal and social factors combine to create wants.

Answer: FALSE Diff: 3 Objective: 5.1: Products can satisfy a range of consumer needs.

42) Explain the expectancy theory.

Answer: The expectancy theory states that expectations of achieving desirable outcomes (positive incentives) rather than being pushed from within motivate our behavior.

Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking

9 .

43) There are a variety of need states or need forms described in the text. Characterize and discuss psychogenic needs, utilitarian needs, and hedonic needs.

Answer: 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: 3 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking 44) 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. Describe 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Reflective thinking

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45) 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 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 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 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Reflective thinking •46)Physiological —Product: items, generics.

List the primary needs medicines, displayed instaple Maslow's hierarchy of needs. Give an example of a • Safety—Product: insurance, alarm systems, retirement investments. product that fits —Product: each need clothing, form.

• Belongingness grooming products, clubs, and drinks.

Answer: The different needs as identified Maslow are: • Esteem needs —Products: cars, furniture,by credit cards, stores, country clubs, and liquors.

• Self-actualization —Products: hobbies, travel, and 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 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Reflective thinking 47) What is productivity orientation?

Answer: Productivity orientation refers to consumers striving to use time constrictively. Trying new things is a way to check them off our "bucket list" of experiences we want to achieve before we move on to others.

Diff: 2 Objective: 5.1: Products can satisfy a range of consumer needs.

AACSB: Analytical thinking

11 .

48) Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing?

A) A cognitive dissonance conflict B) An approach-approach conflict C) An avoidance-avoidance conflict D) An approach-avoidance conflict Answer: D Diff: 3 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

49) The degree to which a person is willing to expend energy to reach a specific need is called ________.

A) motivation direction B) motivation path C) motivation scheme D) motivation strength Answer: A Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

50) Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________.

A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict Answer: A Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

51) ________ 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.

A) Expectancy theory B) The theory of cognitive dissonance C) Value theory D) Choice theory Answer: B Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

AACSB: Analytical thinking

12 .

52) 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 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

53) 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 theory Answer: A Diff: 1 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

54) Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict Answer: B Diff: 3 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

AACSB: Application of knowledge 55) What is the most important thing a marketing practitioner can learn from Maslow's theory?

A) Safety needs are more important than social needs.

B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures.

C) Maslow's theory is theoretical and has been very difficult to actually apply in practice.

D) Most people must first have their basic needs met before they will be motivated by higher needs.

Answer: D Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

13 .

56) A goal-oriented theory, which attempts to reduce or eliminate an unpleasant state and return to homeostatsis, is called the expectancy theory.

Answer: FALSE Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

57) The term "dissonance" means tension.

Answer: TRUE Diff: 1 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

58) 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 the expectancy theory.

Answer: FALSE Diff: 3 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

AACSB: Analytical thinking 59) 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 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

60) A desired end state, that applies to many different cultures is called a core value.

Answer: FALSE Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

61) A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict.

Answer: TRUE Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

14 .

62) A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits. Answer: TRUE Diff: 1 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

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

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

Answer: a. Appeal to consumers' hedonic needs (e.g., ads using sensory appeals generate higher

levels of attention). b. Use novel stimuli in a commercial, such as unusual cinematography, sudden silences, or unexpected movements. c. Use prominent stimuli, such as loud music and fast action, to capture attention in commercials.

In print formats, larger ads increase attention. Also, viewers took longer at full-color pictures than at black-and-white. d. Include celebrity endorsers in commercials to generate higher interest. e. Develop a bond (i.e., brand loyalty) by maintaining an ongoing relationship with

consumers.

Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

AACSB: Analytical thinking 64) Explain the term "affect."

Answer: Affect indicates that many of our decisions are driven by our emotional responses to products.

Diff: 2 Objective: 5.2: Consumers experience different kinds of motivational conflicts that can impact their purchase decisions.

AACSB: Analytical thinking 65) Who identified a set of 20 psychogenic needs?

A) McClelland B) Murray C) Maslow D) Zaichkowsky 15 Answer: B .

Diff: 2 Objective: marketing 5.3 Consumers experience a range of affective responses to products and messages.

66) Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"—Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.

A) hedonic B) utilitarian C) biological D) learned Answer: A Diff: 1 Objective: 5.3 Consumers experience a range of affective responses to products and marketing messages.

67) ________ 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.

A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory Answer: C Diff: 3 Objective: 5.3 Consumers experience a range of affective responses to products and marketing messages.

68) 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. Satisfying needs can be done 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: 1 Objective: 5.3 Consumers experience a range of affective responses to products and marketing messages.

AACSB: Analytical thinking 69) Explain the term "mood congruency" and give an example.

Answer: Mood congruency refers to the idea that our judgements tend to be shaped by our moods.

Diff: 3 Objective: 5.3 Consumers experience a range of affective responses to products and marketing messages.

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70) Sally always buys Coca-Cola out of habit, which is an example of ________.

A) routine buying B) low passion C) inertia D) flow state Answer: C Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 71) Products that command fierce loyalty, devotion and even worship by consumers are called ________.

A) routine products B) cult products C) staple products D) specialty products Answer: B Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

72) When M&M's put consumers' names and faces on their candy, this is an example of ________.

A) mass marketing B) mass consumer needs C) mass customization D) mass distribution Answer: C Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

73) ________ performances are where the message itself is a form of entertainment.

A) Ad target B) Spectacle C) Encoding D) Decoding Answer: B Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

17 .

74) 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 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. AACSB: Information technology 75) 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 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. 76) 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) needs Answer: B Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. 77) The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product. A) fuzzy B) cult C) consumergenerated D) LOHAS Answer: B Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. AACSB: Application of knowledge

18 .

78) 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 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 79) 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 has 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 customers.

Answer: A Diff: 3 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Reflective thinking 80) Involvement can be seen as the motivation to process information about products or services that consumers believe will help solve a problem or achieve a goal.

Answer: TRUE Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Analytical thinking

19 .

81) Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers.

Answer: FALSE Diff: 2 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

82) Product involvement refers to a consumer's level of interest in a product.

Answer: TRUE Diff: 1 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

83) 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 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Analytical thinking 84) A good example of a cult product is an Apple computer.

Answer: TRUE Diff: 1 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

85) 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 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Analytical thinking

20 .

86) Explain purchase involvement.

Answer: Purchase involvement refers to the differences in motivation during the process of interacting with the store or Web site.

Diff: 3 Objective: 5.4 The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

21 .

Consumer Behavior, 12e (Solomon) Chapter 6 The Self: Mind, Gender, and Body 1) ________ is where a person derives his or her identity in large measure from a social group. A) Nano frame B) Micro frame C) Looking-glass self D) Collective self Answer: D Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior. 2) Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group. A) Eastern B) American C) Western D) European Answer: A Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 3) "Casual Fridays" in American workplaces encourage the expression of a person's ________. A) virtual self B) dual self C) cultural self D) unique self Answer: D Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. 4) ________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. A) Actual self B) Selfesteem C) Self-concept D) Self-ego Answer: C Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

1 .

5) A person's conception of how he/she would like to be is called ________.

A) self-image B) ideal self C) self-concept D) self-esteem Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

6) The ideal self is a person's conception of how she ________.

A) adapts to play different roles B) imagines other think of her C) would like to be D) realistically thinks she is Answer: C Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

7) Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image.

A) impression management B) self-extension C) self-esteem D) social comparison Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Analytical thinking 8) 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 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Analytical thinking

2 .

9) Jim Smith thinks he should be more outgoing. He is looking at his ________. A) ideal self B) self-concept C) looking-glass self D) self-esteem Answer: A Diff: 3 Objective: 6.1: The self-concept strongly influences consumer behavior.

10) 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 Objective: 6.1: The self-concept strongly influences consumer behavior.

11) ________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.

A) Halo effect B) Identity marketing C) Impression management D) Self-extension Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

12) If a person's identity is derived in large measure from his or her social group. This is called ________.

A) the inner self B) the occupational self C) the collective self D) the dynamic self Answer: C Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Analytical thinking

3 .

13) If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________. A) doubt and regret B) self-esteem C) dedication and control D) strength and conviction Answer: B Diff: 3 Objective: 6.1: The self-concept strongly influences consumer behavior.

14) ________ is the way we assume others expect us to act.

A) Looking-glass self B) Self-fulfilling prophecy C) Collective self D) Self-concept Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

15) Bart was a mortuary worker who noticed that there seemed to be a social class difference in what class people placed on the graves of departed family members. What Bart observed was a

difference in how people manifest the relationship between external objects and the ________ self.

A) extended B) actual C) social D) looking-glass Answer: A Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

16) College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________.

A) ideal self B) actual self C) looking-glass self D) collective self Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

4 .

17) The ________ refers to our more realistic appraisal of the qualities we have and don't have. A) ideal self B) inner self C) actual self D) outer self Answer: C Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

18) If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

A) self-image congruence model B) self-concept C) self-image D) looking-glass self Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

19) A person's physical appearance is large part of his or her ________.

A) inner pattern B) self-concept C) group status D) cultural right Answer: B Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

20) ________ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images.

A) Social comparison B) Self-esteem C) Real self D) Ideal self Answer: A Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

21) People across all cultures appear to favor physical features that are associated with ________.

A) intellect B) wealth C) youth D) confidence Answer: C Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

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22) 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 capacity D) sociability Answer: B Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 23) The U.S. government estimates that approximately ________ of American adults are overweight or obese.

A) 25 percent B) 35 percent C) 50 percent D) 66 percent Answer: D Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

24) When we act the way we assume others expect us to act we are practicing a ________.

A) looking-glass self B) self-image C) self-fulfilling prophecy D) real self Answer: C Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

25) A consumer wearing a temporary tattoo of a company's brand logo is an example of ________.

A) identity marketing B) market targeting C) compensatory consumption D) an extended self Answer: A Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

26) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Diverse and multicultural work environments 6 .

27) Social comparison is a basic human tendency.

Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

28) Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes.

Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Analytical thinking 29) Self-esteem refers to the positivity of a person's self-concept.

Answer: TRUE Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Analytical thinking 30) People tend to pattern their behavior on the perceived expectations of others, which is a form of self-fulfilling prophecy.

Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

31) The looking-glass self is molded by elements of pop culture, such as comic book heroes.

Answer: FALSE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

32) A person's actual self is a person's conception of how he/she would like to be.

Answer: FALSE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

33) Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.

Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

34) Self-esteem refers to the intensity and stability over time of a person's self-concept.

Answer: FALSE Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

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35) One of the most important levels of the extended self is the family level.

Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

36) The symbolic self -completion theory suggests that people who have an incomplete selfdefinition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.

Answer: TRUE Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

37) 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 their online and offline selves is narrowing.

Answer: TRUE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Reflective thinking 38) 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 similar products that use professional models.

Answer: TRUE Diff: 3 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Analytical thinking 39) Ideal beauty refers to a consumer's subjective evaluation of his/her physical appearance.

Answer: FALSE Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

40) Define self-concept.

Answer: Self-concept summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.

Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Analytical thinking

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41) Explain how the concept of self-esteem is used in advertising. Answer: Self-esteem refers to the positivity of a person's self-concept. People with low self- esteem expect products not perform well. Sara Lee developed portion controlled products for consumers who lack self-control. A person who feels better about themselves will spend more money because "they are worth it." Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 42) 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 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking 43) Describe the self-concept. Next, discuss and describe the dimensions that can be used to describe the attributes of the self-concept.

Answer: The self-concept refers to the belief a person holds about his or her own attributes and how he or she evaluates these qualities. Although one's overall selfconcept may be positive, there are certainly parts of the self that are evaluated more positively than others. We can describe attributes of self-concept along such dimensions as their content (facial attractiveness versus mental ability), positivity (selfesteem),stability over time, and accuracy (the degree to which one's self-assessment corresponds to reality. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Application of knowledge 44) Explain the concept of "social comparison." Answer: Social comparison is when a person tries to evaluate his/her appearance by comparing it to the people depicted in artificial images. Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior. AACSB: Analytical thinking

9 .

45) Discuss the terms "symbolic interactionism" and "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. The 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 that "the golden arches" mean 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 towards 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 lookingglass image we receive will be different, depending on whose views we consider.

Diff: 2 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 46) 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 a 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 express who I am," he said. What point was the professor trying to make? 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 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 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Reflective thinking 47) What is a self-fulfilling prophecy? Provide an example as illustration.

Answer: A self-fulfilling prophecy is acting in a way people expect us to act.

Diff: 1 Objective: 6.1: The self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 48) Understanding our social roles are part of our ________.

A) self-image B) self-esteem C) looking-glass self D) extended self Answer: D Diff: 2 Objective: 6.2: Products often define a person's self-concept.

AACSB: Analytical thinking

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49) Which of the following is a level of a people extended self? A) Individual level B) Family level C) Community level D) All of the above Answer: D Diff: 2 Objective: 6.2: Products often define a person's self-concept. 50) Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself? A) Content B) Positivity C) Intensity D) Stability over time Answer: A Diff: 2 Objective: 6.2: Products often define a person's self-concept. AACSB: Application of knowledge 51) ________ refers to the positivity of a person's self-concept. A) Content B) Self-esteem C) Intensity D) Stability over time Answer: B Diff: 2 Objective: 6.2: Products often define a person's self-concept. 52) Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________. A) have low self-image B) have multiple selves C) are not confident with their real selves D) prefer their ideal selves Answer: B Diff: 2 Objective: 6.2: Products often define a person's self-concept.

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53) Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________.

A) real self B) ideal self C) extended self D) looking-glass self Answer: C Diff: 1 Objective: 6.2: Products often define a person's self-concept.

54) Personal objects, places, and things allow people to feel that they are rooted on their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would be the home most likely be associated with ________.

A) family level B) individual level C) community level D) group level Answer: B Diff: 2 Objective: 6.2: Products often define a person's self-concept.

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

His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation?

A) family level B) individual level C) community level D) group level Answer: D Diff: 2 Objective: 6.2: Products often define a person's self-concept.

AACSB: Application of knowledge 56) A consumer is attached to an object to the extent that she relies upon it to maintain her selfconcept.

Answer: TRUE Diff: 2 Objective: 6.2: Products often define a person's self-concept.

57) The self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card for a prospective client.

Answer: FALSE Diff: 2 Objective: 6.2: Products often define a person's self-concept.

AACSB: Application of knowledge 12 .

58) Mary Ann reads fashion magazines weekly. Many times she is frustrated because she has been unable to achieve "a look" that she thinks features the "real her." When Mary Ann thinks this way, she is going through a social comparison process.

Answer: TRUE Diff: 2 Objective: 6.2: Products often define a person's self-concept.

AACSB: Application of knowledge 59) The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have.

Answer: FALSE Diff: 2 Objective: 6.2: Products often define a person's self-concept.

60) Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.

Answer: FALSE Diff: 2 Objective: 6.2: Products often define a person's self-concept.

61) Every time Tim goes to bat in his baseball game, he rubs the charm on the necklace that his professional baseball player uncle 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: 1 Objective: 6.2: Products often define a person's self-concept.

AACSB: Application of knowledge 62) The looking-glass self is modeled by elements of the pop culture, such as comic book heroes.

Answer: FALSE Diff: 2 Objective: 6.2: Products often define a person's self-concept.

13 .

63) Discuss the extended self and provide a description of 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, consumer 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 included personal possessions as part of their selfdefinition, such as cars, jewelry, favorite clothing—"You are what you wear." b. That 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 Objective: 6.2: Products often define a person's self-concept.

AACSB: Analytical thinking 64) 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 Objective: 6.2: Products often define a person's self-concept.

AACSB: Application of knowledge 65) If products take on masculine or feminine attributes, they are said to be ________.

A) sexy B) sexually explicit C) sex-typed D) androgynous Answer: C Diff: 1 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept.

14 .

66) ________ refers to the possession of both masculine and feminine traits.

A) Heterosexual B) Homosexual C) Amorphany D) Androgyny Answer: D Diff: 1 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept.

67) ________ refers to a consumer's subjective evaluation of his or her physical self.

A) Body dialect B) Body tone C) Body fantasy D) Body image Answer: D Diff: 1 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept.

68) Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting.

By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations?

A) The dynamic self B) The dependency self C) The frustrated self D) The looking-glass self Answer: D Diff: 2 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept.

AACSB: Application of knowledge 69) The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn?

A) To separate group members from non-group members B) To place the individual in the social organization C) To place the person in a gender category D) To enhance sex-role identification Answer: D Diff: 2 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept.

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70) Luv's color changing diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics. Answer: FALSE Diff: 2 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept. 71) "Maleness-femaleness" and "masculinity and femininity" —do these terms 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 a as a masculine product. Androgyny refers to the possession of both masculine and feminine traits, although androgyny can also refer to traits that are neutral. Products that are not sex typed are considered to be marketable to androgynous people whose mixture of characteristics allows them to function well in a variety of social situations. Diff: 3 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept. 72) Briefly discuss gender differences in socialization, female sex roles, and male sex roles in our society. 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. Each society creates a set of expectations regarding the behaviors appropriate for men and women and finds ways to communicate these priorities.

This training begins very early in a child's life. Today, the field of marketing tends to be dominated by male values. However, this is changing. Diff: 2 Objective: 6.3: Gender identity is a very important component of a consumer's self-concept. AACSB: Analytical thinking

16 .

73) Both Eastern and Western cultures see the self as divided into a(n) ________.

A) single, group, and dynamic self B) single, extended, and group self C) relational, occupational, and religious self D) inner, private self, and an outer, public self Answer: D Diff: 2 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

AACSB: Diverse and multicultural work environments 74) If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of ________.

A) conformity B) "face" C) force and will D) politeness Answer: B Diff: 2 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

AACSB: Diverse and multicultural work environments 75) ________ refers to a consumer's subjective evaluation of his or her physical self.

A) Looking-glass self B) Actual self C) Ideal self D) Body image Answer: D Diff: 2 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

76) The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________.

A) ideal of sexuality B) ideal of beauty C) narcissism D) amorphous Answer: B Diff: 2 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

17 .

77) Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________. A) looking-glass self B) body image C) actual self D) ideal self Answer: B Diff: 3 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem. AACSB: Analytical thinking 78) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes?

A) To indicate negative feelings towards oneself B) To separate group members from nonmembers C) To place the individual in the social organization D) To provide a sense of security Answer: A Diff: 2 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

79) A(n) ________ is a particular model, or exemplar, or appearance.

A) ideal of beauty B) self-concept C) cathexis D) ideal self Answer: A Diff: 1 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

80) A Unilever-sponsored survey which 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 women in ads are not realistic.

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

Answer: C Diff: 3 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

AACSB: Analytical thinking

18 .

81) A person's feelings about his or her body can be described in terms of body image.

Answer: TRUE Diff: 3 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

82) Ideals of male beauty are based on facial features, musculature, and facial hair.

Answer: TRUE Diff: 2 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

AACSB: Analytical thinking 83) A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched a significant amount of TV was talking with a friend outside a theater playing the 1953 Marilyn Monroe classic Gentleman Prefer Blondes. The woman said, "I didn't know Marilyn Monroe was so big 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 woman 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 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

84) Explain the term "body image."

Answer: Body image refers to a consumer's subjective evaluation of his/her physical self.

Diff: 1 Objective: 6.4: The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

AACSB: Application of knowledge 85) Which of the following explains why people decorate or mutilate their bodies?

A) To separate group members from nonmembers B) To place a person in a gender category C) To enhance social role identification D) All of the above Answer: D Diff: 2 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

19 .

86) Historically, tattoos have been associated with people who are considered ________.

A) social outcasts B) members of the ruling class C) members of fraternities D) members of religious orders Answer: A Diff: 2 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

87) Eastern and Western cultures see the self divided into an inner, private, and an outer public self.

Answer: TRUE Diff: 1 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

88) In South Korean shopping malls, teenage girls line up at photo machines that provide hightech makeovers, including glamor lighting, a hair-blowing breeze, and virtual plastic surgery.

If

one of these girls sends a photo from this machine to her boyfriend, she is expressing the actual self state.

Answer: FALSE Diff: 2 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

89) The body is adorned or altered in some way in every culture. One of the chief purposes for doing this is to place the individual in the social organization.

Answer: TRUE Diff: 2 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

90) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of bulimia and group dieting.

Answer: TRUE Diff: 2 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

AACSB: Analytical thinking

20 .

91) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Discuss 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, men as well as women undergo cosmetic surgery. 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 the instructor: Student answers may vary with respect to cultural motivations.

Diff: 3 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

AACSB: Application of knowledge 92) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. According to the information provided in the text, what are these purposes?

Provide an example of each. Which 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 lip stick 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 questions asks for an opinion rather than a textoriented fact. Students may pick any of the above for their selection or marketing importance, however, proper examples and justification should be made. If you would like more specifics please designate.

Diff: 3 Objective: 6.5: Every culture dictates certain types of body decoration or mutilation.

AACSB: Analytical thinking

21 .

Consumer Behavior, 12e (Solomon) Chapter 7 Personality, Lifestyles, and Values 1) ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

A) Self-image B) Consumer image C) Personality D) Mirror image Answer: C Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

2) According to Freud, the part of the personality that seeks immediate gratification is called the ________.

A) ego B) super ego C) conflict D) id Answer: D Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 3) When the ego tries to balance opposing forces, it uses the ________.

A) super ego B) reality principle C) related principle D) id Answer: B Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

4) Freud's theory of personality includes the ________.

A) super ego B) ego C) id D) all of the above Answer: D Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

1 .

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

A) rational thinking B) unconscious motives C) conscious motives D) deviant behaviors Answer: B Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 6) Most Freudian applications in marketing relate to the product's supposed ________.

A) brand personality B) hidden values C) competitive advantage D) sexual symbolism Answer: D Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 7) In the 1950s, an approach 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 8) Motivational research relies on ________ of individual consumers.

A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews Answer: D Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking

2 .

9) 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) 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. AACSB: Analytical thinking 10) Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.

A) patriarch B) sage C) troubadour D) warrior Answer: D Diff: 2 Objective: marketing 7.1: A consumer's personality influences the way he or she responds to stimuli, but efforts to use this information in marketing contexts meet with mixed results.

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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 12) ________ are universally recognized ideas and behavioral patterns.

A) Compliant B) Archetypes C) Aggressive D) Detached Answer: B Diff: 2 Objective: marketing 7.1: A consumer's personality influences the way he or she responds to stimuli, but efforts to use this information in marketing contexts meet with mixed results.

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13) Match.com and eharmony.com measure identifiable personal characteristics called ________.

A) personality traits B) personality image C) personality matches D) ego matches Answer: A Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 14) ________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).

A) Alfred Adler B) Carl Jung C) Ernest Dichter D) Karen Horney Answer: D Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Reflective thinking 15) According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

A) the id B) the ego C) the thalamus D) the superego Answer: B Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

16) 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 these young women experiment with many varieties of products. This market most closely resembles which of the following principles?

A) The 80/20 principle B) The pyramid principle C) The derived demand principle D) The surrogate buyer principle Answer: A Diff: 3 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

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17) Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

A) core values B) belief systems C) value systems D) coercive norms Answer: A Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

18) 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 archetype D) The ego Answer: B Diff: 3 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 19) Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?

A) The id B) The superego C) The anti-ego D) The ego Answer: A Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 20) The process of learning values from other cultures is called ________.

A) enculturation B) acculturation C) core values D) crescive norms Answer: B Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

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21) Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________. A) consumption movies B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id Answer: B Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. AACSB: Analytical thinking 22) The MyersBriggs type indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung D) Milton Rokeach Answer: C Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. 23) Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is 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 understand 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) Hannah's personality is a 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 will likely 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. AACSB: Reflective thinking

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24) 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. Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

A) People have a standard personality that can be identified as belonging to 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Reflective thinking 25) 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

26) The superego is also known as the pleasure principle.

Answer: FALSE Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

27) The ego is the referee in the fight between temptation and virtue.

Answer: TRUE Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

28) The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

Answer: FALSE Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

29) Motivational research is based on the trait theory of personality.

Answer: FALSE Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

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30) Conducting 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

31) Karen Horney, a psychotherapist, described people who move toward each other as aggressive.

Answer: FALSE Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

32) An individual with the personality trait of extroversion tends to be quiet and reserved.

Answer: FALSE Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

33) The degree to which a person likes to try new things is called innovativeness.

Answer: TRUE Diff: 3 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

34) The reality principle finds ways to gratify the id that are acceptable to the outside world.

Answer: TRUE Diff: 1 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

35) According to Freudian theory, when a young child incorporates the beliefs and ethics of his parents into his own psyche, he is essentially building a superego.

Answer: TRUE Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking

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36) 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 37) 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 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 38) Describe the concept of brand personality.

Answer: A brand personality is the set of traits people attribute to a product as if it were a person.

Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 39) Explain the 3 systems of Freud's personality theory.

Answer: The three systems of Freud's personality theory are: 1. The id—which seeks immediate gratification.

2. The super ego—which essentially is the person's conscience.

3. The ego—which basically references the fight between the id and the superego.

Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 40) Explain Karen Horney's personality theory.

Answer: Horney describes consumers in 3 ways: 1. Compliant—when people move toward each other 2. Detached—when people move away from others 3. Aggressive—when people move against each other Diff: 2 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Analytical thinking 9 .

41) 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: 3 Objective: 7.1: A consumer's personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. AACSB: Reflective thinking 42) Define the personality trait.

Answer: A personality trait is defined as an identifiable characteristic that defines a person.

Diff: 1 Objective: marketing 7.1: A consumer's personality influences the way he or she responds to stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Application of knowledge

43) 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 phallic- (and some researchers) begin thinking in Freudian terms, they begin to see all

shaped objects in terms of sexuality. These objects are often found in advertisements.

Freud is cautioning everyone that this not always true. Sometimes an object is just an object!

Diff: 2 Objective: marketing 7.1: A consumer's personality influences the way he or she responds to stimuli, but efforts to use this information in marketing contexts meet with mixed results.

AACSB: Reflective thinking 44) The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

A) branded people B) brand personalities C) brand positioning D) brand arrogance Answer: B 10 Diff: 2 Objective: 7.2: Brands have personalities. .

AACSB: Application of knowledge

45) Linda named her car, which 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 Objective: 7.2: Brands have personalities.

AACSB: Analytical thinking 46) Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products.

Answer: FALSE Diff: 2 Objective: 7.2: Brands have personalities.

47) Brand personality is a set of traits people attribute to a product as if it was a person.

Answer: TRUE Diff: 1 Objective: 7.2: Brands have personalities.

48) Sony offers a five-year warranty and a free customer hot line. Based on this action, consumers will most likely infer the brand personality traits of familiarity and sophistication.

Answer: FALSE Diff: 3 Objective: 7.2: Brands have personalities.

AACSB: Analytical thinking 49) A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

Answer: TRUE Diff: 2 Objective: 7.2: Brands have personalities.

AACSB: Analytical thinking 50) The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

Answer: TRUE Diff: 1 Objective: 7.2: Brands have personalities.

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51) Explain the term "animism." Provide an example of animism.

Answer: Animism is where people attribute to inanimate objects qualities that make them somehow alive. For example, in the Sour Patch Kid commercials, the Sour Patch Kid candy is given attributes to make it seem alive.

Diff: 1 Objective: 7.2: Brands have personalities.

AACSB: Application of knowledge 52) AIO surveys help measure ________.

A) personality B) demographics C) lifestyles D) heavy users Answer: C Diff: 2 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

53) ________ are 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.

A) Lifestyles B) Promotional segmentations C) AIO measures D) Psychographics Answer: D Diff: 2 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

54) 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 does Norma seem to be working on now?

A) Activities B) Interests C) Opinions D) Demographics Answer: B Diff: 2 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

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55) When marketers define consumers by product usage they use the ________ rule.

A) 80/20 B) 20/80 C) 70/30 D) 30/70 Answer: A Diff: 2 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

AACSB: Application of knowledge 56) Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig.

A) motivational aptitudes B) ego C) brand awareness D) lifestyle Answer: D Diff: 1 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

AACSB: Ethical understanding and reasoning 57) According to the VAL system, consumers that have strong principles and favor brands are considered ________.

A) strivers B) makers C) strugglers D) believers Answer: D Diff: 1 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

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58) Marketers use results from AIO surveys to ________.

A) define target markets B) create a new view of the market C) position a product D) all of the above Answer: D Diff: 2 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

59) Lee-Ann Wang is young and enjoys risky activities 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 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

AACSB: Analytical thinking 60) An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups?

A) Innovators B) Strivers C) Achievers D) Makers Answer: D Diff: 3 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

AACSB: Analytical thinking 61) Lifestyles are identified by a convergence of personality, product and setting.

Answer: TRUE Diff: 1 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

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62) Lifestyle profiles look for items that differentiate between users and nonusers of a product. Answer: TRUE Diff: 2 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

63) 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 difference of settings.

Diff: 1 Objective: 7.3: A lifestyle defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money, and these choices are essential to define a consumer identity.

AACSB: Application of knowledge 64) M&M allows consumers to put names and works on their candy, this is an example of ________.

A) product personalization B) brand personality C) personality traits D) extroversion personality Answer: A Diff: 2 Objective: 7.4: It can be more useful to identify patterns of consumption than knowing about individual purchases when organizations craft a lifestyle marketing strategy.

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65) 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 common sense 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 Objective: 7.4: It can be more useful to identify patterns of consumption than knowing about individual purchases when organizations craft a lifestyle marketing strategy. AACSB: Reflective thinking 66) Which type of psychographic study places 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 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments. 67) When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. A) demographics B) personality C) psychographics D) positioning Answer: C Diff: 2 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

AACSB: Analytical thinking

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68) What form do psychographic studies take?

A) Lifestyle profile B) Product-specific profile C) General lifestyle segmentation D) All of the above Answer: D Diff: 2 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

69) A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

A) the Likert scale analysis B) the AIO measurement analysis C) the VALS™ (the Values and Lifestyles) system D) the PRIZM™ Cluster system Answer: C Diff: 1 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

70) The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change.

A) fulfillers B) achievers C) actualizes D) believers Answer: C Diff: 2 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

AACSB: Information technology 71) It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

Answer: TRUE Diff: 3 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

72) 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 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

17 .

73) According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

Answer: TRUE Diff: 2 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

74) Psychographics use lifestyle profiles to target markets.

Answer: TRUE Diff: 2 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

75) In the VALS2™ system thinkers are career oriented and prefer predictability to risk.

Answer: FALSE Diff: 2 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

76) List the various ways that psychographic segmentation can be used.

Answer: a. To define the target market b. T o create a new view of the market c. To position a product d. To better communicate product attributes e. To develop overall strategy f. To market social and political issues Diff: 2 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

AACSB: Application of knowledge

18 .

77) 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 and 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 their basic goods needed for survival.

The woman is most likely to be an Innovator.

Diff: 3 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

AACSB: Reflective thinking 78) List and explain the four forms of psychographic studies.

Answer: The four forms of psychographic studies are: 1. Lifestyle profiles look for items that differentiate between users and nonusers.

2. Product-specific profiles identify a target group and then profile these consumers on product relevant dimensions.

3. General lifestyle segmentations place a larger sample of respondents into homogenous groups based on similarities.

4. Product-specific segmentation studies tailor questions to a product category.

Diff: 3 Objective: 7.5: Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

AACSB: Analytical thinking 79) Based on motivational research, 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) Disalienation D) Individuality Answer: D Diff: 2 Objective: 7.6: Underlying values often drive consumer motivations.

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80) An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?

A) BrandAsset Archetypes B) VALS2™ C) RISC D) PRIZM NE Answer: B Diff: 3 Objective: 7.6: Underlying values often drive consumer motivations.

AACSB: Application of knowledge 81) 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 Objective: 7.6: Underlying values often drive consumer motivations.

82) ________ is/are a norm that controls basic behaviors such as who does household chores.

A) Values B) Custom C) Conventions D) More Answer: B Diff: 2 Objective: 7.6: Underlying values often drive consumer motivations.

AACSB: Reflective thinking 83) Milton Rokeach identified a set of ________.

A) terminal values B) core values C) crescive values D) cultural values Answer: A Diff: 1 Objective: 7.6: Underlying values often drive consumer motivations.

AACSB: Diverse and multicultural work environments

20 .

84) ________ uncovers consumer's associations between specific attributes and the general consequences.

A) List of values scale B) Laddering C) Means-end-chain model D) Terminal value Answer: B Diff: 2 Objective: 7.6: Underlying values often drive consumer motivations.

85) When companies team up and promote two or more items this is called product complementary.

Answer: FALSE Diff: 2 Objective: 7.6: Underlying values often drive consumer motivations.

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Consumer Behavior, 12e (Solomon) Chapter 8 Attitudes and Persuasive Communication 1) ________ is a lasting, general evaluation of people, objects, advertisements, or issues.

A) An object B) A power C) An attitude D) An image Answer: C Diff: 1 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

2) The functional theory of attitudes was initially developed to explain how ________.

A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime Answer: B Diff: 1 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

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 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

4) Which attitude function 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 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

AACSB: Analytical thinking

1 .

5) Psychologist David Katz developed the ________ of attitudes.

A) clinical theory B) classical theory C) neoclassical theory D) functional theory Answer: D Diff: 1 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

6) 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 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

7) Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

A) Utilitarian function B) Value-expressive function C) Ego-defensive function D) Knowledge function Answer: A Diff: 2 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

8) The object of an attitude (Ao) can be an object or an issue, but not a person.

Answer: FALSE Diff: 2 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

AACSB: Analytical thinking 9) According to the functional theory of attitudes, attitudes exist because they are hereditary.

Answer: FALSE Diff: 1 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

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10) The utilitarian function relates to the basic principles of reward and punishment.

Answer: TRUE Diff: 1 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

11) Attitudes only serve one function at a time. This is what makes them easy to study and chart.

Answer: FALSE Diff: 1 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

12) Explain the ego-defensive function.

Answer: The ego-defensive function refers to attitudes we form to protect ourselves either from external threats or internal feelings.

Diff: 2 Objective: 8.1: It is important for consumer researchers to understand the nature and power of attitudes.

AACSB: Analytical thinking 13) A component of the ABC model of attitude is ________.

A) behavior B) cognition C) affect D) all of the above Answer: D Diff: 1 Objective: 8.2: Attitudes are more complex than they first appear.

14) A component of a hierarchy of effects is ________.

A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above Answer: D Diff: 2 Objective: 8.2: Attitudes are more complex than they first appear.

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15) The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer 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 Objective: 8.2: Attitudes are more complex than they first appear.

16) According to the ________ hierarchy of effects, 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 Objective: 8.2: Attitudes are more complex than they first appear.

17) In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Answer: FALSE Diff: 1 Objective: 8.2: Attitudes are more complex than they first appear.

18) The three components of the ABC Model are affect, beliefs, and cognition.

Answer: FALSE Diff: 1 Objective: 8.2: Attitudes are more complex than they first appear.

19) Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

Answer: TRUE Diff: 2 Objective: 8.2: Attitudes are more complex than they first appear.

AACSB: Application of knowledge 20) 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 Objective: 8.2: Attitudes are more complex than they first appear.

AACSB: Application of knowledge

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21) Gasoline is the only commonly purchased product that is priced down to a fraction of a cent.

This is the case because buying gasoline is a low-involvement activity, which makes point-ofpurchase factors more important.

Answer: TRUE Diff: 3 Objective: 8.2: Attitudes are more complex than they first appear.

AACSB: Analytical thinking 22) Describe each component of the ABC model.

Answer: -The affectivec omponent refers to the emotional reaction one has toward an attitude object.

-The behavioral component refers to the way one behaves when exposed to an attitude object.

-The cognitive component is what the consumer believes to be true about the attitude object.

Diff: 2 Objective: 8.2: Attitudes are more complex than they first appear.

AACSB: Analytical thinking 23) Discuss the low-involvement hierarchy of effects.

Answer: The low-involvement hierarchy assumes that the consumer initially does not have a strong preference for one brand over another.

Diff: 2 Objective: 8.2: Attitudes are more complex than they first appear.

AACSB: Analytical thinking 24) Retail stores put a number of items in 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 Objective: 8.2: Attitudes are more complex than they first appear.

AACSB: Reflective thinking

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25) 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) actualization Answer: A Diff: 1 Objective: 8.3: We form attitudes in several ways.

AACSB: Analytical thinking 26) Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.

A) identification B) compliance C) internalization D) commitment Answer: B Diff: 2 Objective: 8.3: We form attitudes in several ways.

AACSB: Analytical thinking 27) Identification occurs when we form an attitude to conform to another person's or group's expectations.

Answer: TRUE Diff: 1 Objective: 8.3: We form attitudes in several ways.

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28) 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 Coca-Cola attempted to switch the Coke formula. This allegiance to Coke was obviously more than a minor preference for these people; the brand has become intertwined with their social identities, taking on patriotic and nostalgic properties.) Diff: 2 Objective: 8.3: We form attitudes in several ways. AACSB: Analytical thinking 29) Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? A) Theory of cognitive dissonance B) Self-perception theory C) Social judgement theory D) Balance theory Answer: A Diff: 1 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them. 30) ________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. A) Theory of attitude B) Theory of consistency C) Theory of commitment D) Theory of cognitive dissonance Answer: D Diff: 3 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

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31) 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 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

AACSB: Analytical thinking 32) ________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.

A) Social judgement theory B) Foot-in-the-door theory C) Balance theory D) Rejection theory Answer: C Diff: 2 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

AACSB: Analytical thinking 33) 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 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 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

AACSB: Application of knowledge 34) Balance theory helps explain why consumers like being linked to positively valued objects.

Answer: TRUE Diff: 2 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

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35) When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

Answer: TRUE Diff: 2 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

AACSB: Analytical thinking 36) It is impossible for a person to hold two contradictory attitudes toward the same object.

Answer: FALSE Diff: 2 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

AACSB: Analytical thinking 37) Explain the principle of cognitive consistency.

Answer: According to the principle of cognitive consistency, we value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us. This desire means that, if necessary, we change our thoughts, feelings, or behaviors.

Diff: 2 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

AACSB: Analytical thinking 38) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a 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 our 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 Objective: 8.4: A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

AACSB: Reflective thinking

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39) All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

A) action variables B) motivations C) regency of events D) importance weights Answer: D Diff: 2 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

40) Researchers have added to the original Fishbein multiattribute 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 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

41) Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward 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 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

42) Despite improvements to the Fishbein model, all of the following are considered 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 behavioral outcomes are beyond the consumer's control.

D) Measures of attitude often do not correspond to the behavior they are supposed to predict.

Answer: A Diff: 3 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

AACSB: Analytical thinking

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43) One element in the muliattribute attitude model is ________. A) evaluations B) salient beliefs C) object-attribute linkage D) beliefs Answer: D Diff: 2 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

44) Some theorists have proposed a model that focuses on studying consumer goals as a way to explore do to attitude formation. According to this model, what consumers believe they have to attain their goals would also be part of any evaluation of attitudes. 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 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

AACSB: Analytical thinking 45) The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

Answer: FALSE Diff: 2 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

46) Salient beliefs are a component of the Fishbein model.

Answer: TRUE Diff: 2 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

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47) 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 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

AACSB: Analytical thinking 48) What are four 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 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

AACSB: Analytical thinking

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49) 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 Objective: 8.5: Attitude models identify specific components and combine them to predict a consumer's overall attitude toward a product or a brand.

AACSB: Analytical thinking 50) ________ is the first element in the traditional communications model.

A) Source B) Media C) Receiver D) Noise Answer: A Diff: 1 Objective: 8.6: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

51) When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

A) noise B) a message C) media forms D) feedback Answer: D Diff: 2 Objective: 8.6: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

52) The communications model requires a source and a message, but receivers of the message are not part of the model.

Answer: FALSE Diff: 2 Objective: 8.6: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

AACSB: Written and oral communication

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53) The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

Answer: TRUE Diff: 3 Objective: 8.6: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

AACSB: Written and oral communication 54) The Smith Company used after-sale interviews with its customers to examine how well the customers were served by the sales 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 Objective: 8.6: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

AACSB: Application of knowledge 55) ________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

A) Authorized marketing B) Reach marketing C) Target marketing D) Permission marketing Answer: D Diff: 2 Objective: 8.7: The consumer who processes a message is not the passive receiver of information marketers once believed him or her to be.

AACSB: Analytical thinking 56) M-commerce most likely takes place through ________.

A) cell phones B) billboards C) radio satellite D) televisions Answer: A Diff: 1 Objective: 8.7: The consumer who processes a message is not the passive receiver of information marketers once believed him or her to be.

AACSB: Information technology 57) The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

Answer: FALSE Diff: 2 Objective: 8.7: The consumer who processes a message is not the passive receiver of information marketers once believed him or her to be.

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58) 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 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Analytical thinking 59) 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 less positive sources can be erased over time.

Answer: D Diff: 2 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Analytical thinking 60) Source ________ refers to the perceived social value of a message source.

A) valence B) attractiveness C) class D) hierarchy Answer: B Diff: 1 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Analytical thinking 61) Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory Answer: A Diff: 2 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Analytical thinking

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62) A communicator's expertise, objectivity and trustworthiness refer to ________.

A) corporate social responsibility B) ethics C) source credibility D) expert power Answer: C Diff: 2 Objective: 8.8: Several factors influence the effectiveness of a message source.

63) A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work 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 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Analytical thinking 64) ________ occurs when people appear to "forget" about the negative source and change their attitude.

A) Halo effect B) The sleeper effect C) Native advertising D) Sock puppeting Answer: B Diff: 1 Objective: 8.8: Several factors influence the effectiveness of a message source.

65) In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Answer: TRUE Diff: 1 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Written and oral communication

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66) Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.

Answer: FALSE Diff: 3 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Application of knowledge 67) Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.

Answer: FALSE Diff: 2 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Application of knowledge 68) The Geico Gecko, Tony the Tiger and the Allstate Mayhem Man are examples of spokescharacters.

Answer: TRUE Diff: 2 Objective: 8.8: Several factors influence the effectiveness of a message source.

69) What is source credibility and does source credibility affect attitude change?

Answer: Source credibility refers to the spokespersons (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 compromised believability.

Diff: 3 Objective: 8.8: Several factors influence the effectiveness of a message source.

AACSB: Analytical thinking

17 .

70) According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.

A) stresses a unique attribute of benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson Answer: A Diff: 2 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Written and oral communication 71) 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) balance theory B) repetition theory C) halo theory D) two-factor theory Answer: D Diff: 1 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

72) 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) compliance and non-compliance D) affect and cognition Answer: B Diff: 2 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

73) 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) Two-sided message C) Refutational arguments D) Reporting bias Answer: A Diff: 2 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Written and oral communication

18 .

74) ________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates 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 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Written and oral communication 75) A politician attempts to gain support for her campaign 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 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Application of knowledge 76) 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 involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

A) The trait-factor theory B) The balanced communication theory C) The two-factory theory D) The theory of reasoned action Answer: C Diff: 2 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Application of knowledge

19 .

77) 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 positives and negatives of quitting smoking. He feels sure that his 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 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Application of knowledge 78) Elizabeth created a print 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) allegory D) resonance Answer: D Diff: 2 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Application of knowledge 79) Which statement best explains the research findings about 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 equally by marketers.

Answer: C Diff: 3 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Analytical thinking

20 .

80) Do sex-related ads work? A) Overall, the use of a strong sexual appeal is not very well received. B) Strong sexual appeals consistently outperform all other types of appeal. C) Sexual images 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 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Analytical thinking 81) Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. A) a fear appeal B) a rational appeal C) social marketing D) comparative marketing Answer: A Diff: 1 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be. 82) Justin is in charge of promoting a product that most customers perceive as a lowinvolvement product. He created a TV ad and aired it repeatedly. 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 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be. AACSB: Application of knowledge 83) Humorous ads receive attention, but many times the humor distracts from the promotional message.

Answer: TRUE Diff: 2 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

21 .

84) A story about an abstract trait or concept that advertisers tell in context of a person, animal, vegetable, or object is called a metaphor.

Answer: FALSE Diff: 1 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

85) 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 content. 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, such as perfume. 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—emphasize the negative consequences that can occur when the consumer changes a behavior or attitude.

Diff: 3 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Reflective thinking 86) An anti-smoking campaign that showed autopsies of people who died of lung cancer had no effect on the rate that teenagers took up smoking. Why do you think the campaign was ineffective?

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 not applying to him or her because things like this do not happen to "people like me."

Diff: 2 Objective: 8.9: The way a marketer structures his or her message determines how persuasive it will be.

AACSB: Reflective thinking 87) Explain the term "persuasion."

Answer: Persuasion involves an active attempt to change attitudes.

Diff: 1 Objective: 8.10: Many modern marketers are reality engineers.

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88) Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

A) the "halo effect" B) the "beauty" factor C) cultural meanings D) the "sleeper effect" Answer: A Diff: 2 Objective: 8.11: Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.

89) The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

A) central B) peripheral C) dual D) subconscious Answer: B Diff: 2 Objective: 8.11: Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.

AACSB: Written and oral communication 90) A company wants to persuade a customer to buy its products. If the consumer 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 Objective: 8.11: Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.

AACSB: Analytical thinking 91) 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: 2 Objective: 8.11: Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.

AACSB: Analytical thinking

23 .

92) Explain the elaboration likelihood model (ELM).

Answer: The elaboration likelihood model assumes that under conditions of high-involvement, consumers take a central route to persuasion. Under conditions of low-involvement, we take a peripheral route instead.

Diff: 3 Objective: 8.11: Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.

AACSB: Analytical thinking

24 .

Consumer Behavior, 12e (Solomon) Chapter 9 Decision Making 1) Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.

A) constructive process B) mental budget C) diet D) cognitive process Answer: B Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

AACSB: Application of knowledge 2) According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.

A) cognitive processing B) mental processing C) constructive processing D) behavioral processing Answer: C Diff: 2 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

3) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making?

A) cognitive B) limited C) habitual D) affective Answer: A Diff: 2 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

4) 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 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

1 .

5) Evaluating the effort when we need to make a particular choice is called the ________.

A) want B) constructive process C) need D) routine process Answer: B Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

6) A bucket in consumer decision making is ________.

A) cognitive B) habitual C) affective D) all of the above Answer: D Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

7) The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category.

A) identifying competitors B) positioning strategy C) exemplar products D) product locations Answer: B Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

8) 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 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

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9) A customer buying an unfamiliar product which carried 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: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

10) Decisions driven by our emotional responses to a product are called ________.

A) affective B) habitual C) cognitive D) compensatory Answer: A Diff: 2 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

11) Self-regulation refers to a person's efforts to change or maintain his actions over time.

Answer: TRUE Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

12) The first step in the consumer decision-making process is to conduct information search.

Answer: FALSE Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

13) Evaluative criteria are the dimensions used to judge the merits of competing options.

Answer: TRUE Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

14) A shortcut to making a decision is called inertia.

Answer: TRUE Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

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15) A straight rebuy is considered a habitual decision.

Answer: TRUE Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

16) List and describe the three "buckets" of consumer decision making.

Answer: Cognitive—deliberate, rational, sequential Habitual—behavioral, unconscious, automatic Affective—emotional, instantaneous Diff: 3 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

AACSB: Analytical thinking 17) List and explain the five types of perceived risk.

Answer: Monetary risk—risk capital consists of money and property Functional risk—does the product work Physical risk—consists of physical vision, health, and vitality Social risk—consists of self-esteem and self-image Psychological risk—consist of affiliations and status Diff: 2 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

AACSB: Application of knowledge 18) What is an evoked set?

Answer: The evoked set consists of all those product alternatives actively considered by the consumer during his/her choice process. It is composed of products already in memory (the retrieval set) as well as those prominently displayed in the retail environment.

Diff: 1 Objective: 9.1: The three categories of consumer decision making are cognitive, habitual, and affective.

AACSB: Application of knowledge 19) ________ 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) Constructive perspective D) Behavioral influence perspective Answer: C Diff: 1 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

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20) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluating alternatives C) Evaluating of evoked set D) Problem recognition Answer: D Diff: 1 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

21) If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have?

A) Opportunity recognition B) Need recognition C) Search recognition D) No problem recognition Answer: D Diff: 3 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Analytical thinking 22) ________ is the process by which the consumer surveys the 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 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

23) The first step in the cognitive decision-making process is ________.

A) information search B) evaluate alternatives C) problem recognition D) per purchase search Answer: C Diff: 1 Objective: results in 9.2: A cognitive purchase decision is the outcome of a series of stages that the selection of one product over competing options.

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24) Features actually used to differentiate among choices are called ________ attributes.

A) evaluation B) search C) determinant D) segmentation Answer: C Diff: 1 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

25) Dimensions we use to judge the merits of competing options are called ________.

A) rational factors B) attributes C) evaluative criteria D) emotional factors Answer: C Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

26) According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.

A) feature creep B) the long tail C) Zipf's Law D) neuromarketing Answer: B Diff: 1 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

27) Which of the following best describes intelligent agents?

A) Cookies used to track IP addresses of computer users B) People who can help computer users with problems they encounter when trying to shop online C) Sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases D) Search engines specifically designed for online marketing and other forms of e-commerce Answer: C Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Information technology

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28) Which of the following occurs when a consumer uses a selected product and decides whether it merits his/her expectations?

A) Feature creep B) Inertia C) Framing D) Post-purchase evaluation Answer: D Diff: 3 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Analytical thinking 29) 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 in an example of ________.

A) cognitive dissonance B) brand loyalty C) ineptness D) inertia Answer: D Diff: 3 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

30) Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search.

A) pre-purchase B) ongoing C) internal D) delayed Answer: B Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Application of knowledge

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31) Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads.

A) demonstration signals B) knowledge structures C) mental maps D) mean-end chains Answer: B Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Application of knowledge 32) The experiential perspective stresses the importance of learning in decision-making.

Answer: FALSE Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

33) Needs are created when the actual state of a customer declines.

Answer: TRUE Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

34) Incidental learning occurs after a very concentrated search for information.

Answer: FALSE Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

35) The evaluation of alternatives is the third stage of the consumer decision-making process.

Answer: TRUE Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

36) Cedric runs out of gas on the way to work. He thinks to himself—"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state.

Answer: TRUE Diff: 3 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Application of knowledge

8 .

37) Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound 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 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Application of knowledge 38) List and define the five stages of the cognitive decision-making process.

Answer: The five stages are problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation.

Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state.

Information search is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.

Evaluation of alternatives—during this phase the consumer evaluates the products in his or her consideration set.

Product choice—A product is or is not chosen to solve the buyer's problem.

Post purchase evaluation—it occurs when we experience the product or service and decide whether it meets (or even exceeds) our expectations.

Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Analytical thinking 39) 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) or (b) there is an upward movement in the ideal state (such as a person craving something that he or she does not currently have, like a faster car).

Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Reflective thinking 40) What are determinant attributes?

Answer: Determinant attributes are features we actually use to differentiate among choices.

Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Application of knowledge

9 .

41) Differentiate between an evoked set and a consideration set. Provide examples to illustrate the two terms.

Answer: The evoked set consists of all those product alternatives a consumer knows about, while the consideration set consist 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.

Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Analytical thinking 42) How can marketers help people organize information on the internet?

Answer: Consumers can organize information by using: 1. Cybermediary—a website or app that helps filter and organize online market information.

2. Intelligent agents—sophisticated software programs that use collaborative filtering technologies to learn from past users' behavior to recommend new purchases.

Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Information technology 43) 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. 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 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Reflective thinking 44) What is cybermediary? Provide an example to illustrate the function of cybermediaries.

Answer: Cybermediary describes how a Web site or an app can help filter and organize market information so the customer can identify and evaluate alternatives. Many consumers regularly link to comparison-shopping sites, such as Bizrate.com or Pricegrabber.com for example, that list main online retailers that sell a given item along with the price each charges.

Diff: 3 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Information technology

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45) Define framing. Answer: Framing is how we pose the question to people on what exactly we are asking them to do. Diff: 1 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options. AACSB: Application of knowledge 46) Explain the term "behavioral economics."

Answer: Behavioral economics focuses on the effects of psychological and social factors on economic decisions we make, and many of the choices are anything but rational.

Diff: 2 Objective: 9.2: A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options.

AACSB: Application of knowledge 47) Products that consumers are willing to pay more for are called ________ products.

A) cult B) limited C) staple D) routine Answer: A Diff: 1 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

48) A consumer who buys the same brand over and over again exhibits ________.

A) staple purchasing B) rational purchase C) customization D) brand loyalty Answer: D Diff: 2 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

49) 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.

C) They are computer programs that recommend products based on past purchasing patterns.

D) They are search engines specifically designed for marketing online.

Answer: C Diff: 2 Objective: 9.3: The way information about a product choice is framed can prime a decision 11 even when the consumer is unaware of this influence. .

AACSB: Information technology

50) Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does 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 ________.

A) habit decision rule B) compensatory rule C) noncompensatory rule D) conjunctive rule Answer: C Diff: 2 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

51) 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 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

AACSB: Application of knowledge 52) The success of a positioning strategy depends on the marketer's ability to convince the consumer to consider its product within a given category.

Answer: TRUE Diff: 2 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

AACSB: Analytical thinking 53) 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 the grocery store, she decides that today is the day to experience her root beer again. Claire has just conducted what is called an informational search.

Answer: TRUE Diff: 2 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

AACSB: Application of knowledge

12 .

54) A positioning strategy relies on the marketer's ability to convince the consumer to consider its product within a given category.

Answer: TRUE Diff: 1 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

AACSB: Analytical thinking 55) A consumer's overall reaction to a product after it was purchased is called feature creep.

Answer: FALSE Diff: 1 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

56) Define a hybrid product and give an example.

Answer: A hybrid product has feature characteristics from two distinct domain products. An example is a crossover vehicle (CUV) which is a mix of passenger car and sport utility vehicle (SUV).

Diff: 2 Objective: 9.3: The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.

AACSB: Application of knowledge 57) ________ describes consumption at the low end.

A) Routine buying B) Complex buying C) Inertia D) Utilitarian Answer: C Diff: 2 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

58) People often make decisions on the basis of 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 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

13 .

59) According to ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law Answer: A Diff: 1 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

60) A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________.

A) inertia B) rationalizing C) satisficing D) anchoring Answer: C Diff: 1 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

61) The alternatives actively measured during a consumer's choice process are the ________ set.

A) inert B) evoked C) evaluate D) consideration Answer: D Diff: 1 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

62) A mental or problem-solving shortcut to make a decision is called a(n) ________.

A) determinant B) detail rule C) heuristic D) experience rule Answer: C Diff: 2 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

63) 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 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

14 .

64) According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory B) lexicographic C) elimination-by-aspects D) conjunctive Answer: A Diff: 1 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

65) Buying decisions that are made with little or no conscious effort are called ________.

A) close minded B) habitual C) satisficing D) extended Answer: B Diff: 1 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

66) 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 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

67) The "good enough" perspective on decision making is known as ________.

A) bounded rationality B) framing C) a nudge D) default bias Answer: A Diff: 1 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

15 .

68) 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 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 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

AACSB: Reflective thinking 69) Habitual decision making is the lowest order of buying decision making.

Answer: TRUE Diff: 2 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

70) Decisions are influenced by the way a problem is posed. This is called framing.

Answer: TRUE Diff: 2 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

71) The research on loss aversion suggests that people tend to emphasize their losses more than their gains.

Answer: TRUE Diff: 2 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

72) A consumer who falls back on "mental rules-of-thumb" when making a decision is using heuristics.

Answer: TRUE Diff: 2 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

AACSB: Application of knowledge 73) If a consumer is following the lexicographic rule in her decision making, than she would select a brand that is the best on the most important attribute.

Answer: TRUE Diff: 2 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

AACSB: Analytical thinking

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74) What are noncompensatory rules? When are they used? Briefly describe the three types of noncompensatory rules.

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.

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 that brand possess. The brand must meet all cutoffs to be considered.

Diff: 3 Objective: 9.4: We often rely upon "rules-of-thumb" to make routine decisions.

AACSB: Analytical thinking 75) 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 best illustrates ________.

A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacy Answer: D Diff: 3 Objective: 9.5: Marketers often need to understand consumers' behavior rather than a consumer's behavior.

AACSB: Application of knowledge

17 .

76) A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?

A) Promotions emphasizing needs should attempt to increase a 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 Objective: 9.5: Marketers often need to understand consumers' behavior rather than a consumer's behavior.

AACSB: Application of knowledge 77) Neuromarketing refers to the use of MRI tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category.

Answer: FALSE Diff: 2 Objective: 9.5: Marketers often need to understand consumers' behavior rather than a consumer's behavior.

AACSB: Information technology 78) Cybermediaries are sophisticated software programs that use collaborative filtering technologies to learn from past behavior.

Answer: FALSE Diff: 3 Objective: 9.5: Marketers often need to understand consumers' behavior rather than a consumer's behavior.

AACSB: Information technology 79) Describe the loss aversion tendency and provide an example from your own experience.

Answer: Loss aversion means that people place much more emphasis on loss than they do on gain. Student examples will vary.

Diff: 1 Objective: 9.5: Marketers often need to understand consumers' behavior rather than a consumer's behavior.

AACSB: Application of knowledge

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80) 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 in 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 most seen as belonging to the same product category 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 Objective: 9.5: Marketers often need to understand consumers' behavior rather than a consumer's behavior.

AACSB: Reflective thinking 81) Explain how higher prices impact the consumer buying process.

Answer: Many people assume that higher-priced alternatives are better quality than a lower priced option.

Diff: 3 Objective: 9.5: Marketers often need to understand consumers' behavior rather than a consumer's behavior.

AACSB: Application of knowledge 82) Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

A) Web retailers B) Cybercash C) Design groups D) Cybermediaries Answer: D Diff: 1 Objective: 9.6: The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.

AACSB: Information technology 83) Which of the following is NOT a category in the buyclass theory of purchasing?

A) Straight rebuy B) Innovative rebuy C) Modified rebuy D) New task Answer: B Diff: 2 Objective: 9.6: The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.

AACSB: Analytical thinking 19 .

84) Which buying decision situation has the highest level of risk and the most buyers involved in the process?

A) New task B) Straight rebuy C) Modified rebuy D) Innovative rebuy Answer: A Diff: 2 Objective: 9.6: The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.

AACSB: Analytical thinking 85) Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for ten boxes of photocopier paper with her supplier. Ms. Henry is participating in which type of buying situation?

A) New task B) Straight rebuy C) Modified rebuy D) Innovative rebuy Answer: B Diff: 3 Objective: 9.6: The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.

AACSB: Application of knowledge 86) One of the strategies employed by organizational buyers to reduce information search and effort in evaluating competing alternatives for routine purchases is to use a fixed set of suppliers.

Answer: TRUE Diff: 1 Objective: 9.6: The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.

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87) Characterize the straight rebuy, the modified rebuy, and new task decision in organizational purchasing. Provide an example of each. Answer: a. The 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; they typically gather a lot of information before coming to a decision. Diff: 2 Objective: 9.6: The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.

AACSB: Analytical thinking 88) Two important factors determine how a couple spends time and money. One of these factors is whether the couple has children. What is the other factor? A) Whether the woman works B) Whether they have jobs that require extensive travel C) Whether they have extended family members living with them D) Whether they live in an urban or suburban setting Answer: A Diff: 2 Objective: 9.7: Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions. AACSB: Analytical thinking 89) ________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism. A) Kin-network system B) Dad advertising C) Home shopping D) Juggling lifestyle Answer: D Diff: 1 Objective: 9.7: Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions.

21 .

90) The kin network is still the most common family unit.

Answer: FALSE Diff: 1 Objective: 9.7: Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions.

91) In a consensual purchase decision, the group agrees on the desired purchase.

Answer: TRUE Diff: 1 Objective: 9.7: Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions.

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Consumer Behavior, 12e (Solomon) Chapter 10 Buying, Using, and Disposing 1) ________ includes a buyer, a seller, and a product or service and other factors. A) Seller consumption B) Buyer consumption C) Consumption situation D) None of the above Answer: C Diff: 1 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

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) post-purchase process C) cognitive process D) purchase environment Answer: D Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

3) Which of the following is considered a post-purchase process?

A) The shopping experience B) Mood C) Consumer satisfaction D) Shopping orientation Answer: C Diff: 2 Objective: consumer's10.1: Many factors at the time of purchase dramatically influence the decision-making process.

4) A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.

A) post-purchase process B) purchase process C) consumption situation D) psychological situation Answer: C Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

1 .

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 recycles during the month 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 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process. 6) Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) coconsumers B) by-standers C) purchase competitors D) challengers Answer: A Diff: 1 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process. 7) Which of the following is an unpleasant psychological state? A) Density B) Arousal C) Crowding D) Expectancy Answer: C Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process. AACSB: Application of knowledge 8) Allison Chewie felt she was always pressed for time; she was feeling ________. A) time pressure B) time poverty C) psychological time D) social time Answer: B Diff: 3 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decisionmaking process. AACSB: Analytical thinking

2 .

9) Which dimension of psychological time includes the categorization of "time for me"?

A) Temporal orientation dimension B) Planning orientation dimension C) Social dimension D) Polychromic dimension Answer: C Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

10) 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 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

11) 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 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

12) The psychological dimension of time or how it is experienced is an important factor in what mathematical study?

A) Polychromic activity B) Queuing theory C) Temporal tasking D) Physical metrics Answer: B Diff: 1 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

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13) Jane's aunt wants a cashmere blanket to put over her legs when she watches television from her favorite chair. Jane could drive 50 miles and pay $90 for the blanket, or she could order one off the Internet for $168. Because Jane works fifty hours a week, cares for three children, and tries to help her aunt, she opts to buy the blanket on the Internet. This is an example of how ________ influences the consumer decision-making process.

A) rich media B) subliminal advertising C) perceived risk D) time poverty E) sensory marketing Answer: D Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Analytical thinking 14) 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 a hedonic 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 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Analytical thinking 15) 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) River B) Map C) Pressure cooker D) Mirror Answer: C Diff: 3 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Reflective thinking

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16) A typical antecedent state that a consumer might experience 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 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

17) Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer decisionmaking process.

A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation Answer: E Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge 18) When a consumer is determining her overall feelings or attitudes about a product after purchasing it, she is involved in the ________ step of the consumer decision-making process.

A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation Answer: E Diff: 1 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge

5 .

19) Some stores have a clearly defined image (either good or bad). Others tend to blend into the crowd. Which of the following factors does NOT shape store image? A) Location B) Merchandise C) Sustainability D) Congeniality of the sales staff Answer: C Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision. AACSB: Application of knowledge 20) 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) circular time Answer: A Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process. 21) A typical antecedent state is product disposal. Answer: FALSE Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process. 22) A point-of-purchase stimuli is part of the purchase environment. Answer: TRUE Diff: 1 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process. 23) Clothing choices are often heavily influenced by the situation in which the consumer needs to wear them. Answer: FALSE Diff: 3 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process. 24) A temporal factor is one that reflects sense of time. Answer: TRUE Diff: 1 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

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25) Time poverty seems to be more a problem of perception than of fact.

Answer: TRUE Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

26) A good metaphor for women whose timestyles are spontaneous in their planning orientation and have a present focus is "Time is a mirror."

Answer: FALSE Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge 27) It would be difficult to sell consumers life insurance if their notion of time is like a mirror.

Answer: TRUE Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge 28) Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of time as a map rather than as a river.

Answer: FALSE Diff: 3 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge 29) Time poverty is creating opportunities for many new products that allow people to multitask.

Answer: TRUE Diff: 1 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

30) The fact that some 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 physical surroundings in the marketplace.

Answer: TRUE Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge

7 .

31) 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 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Reflective thinking 32) Consumers' physical and social environments have little to do with the motives that are constructed for product usage.

Answer: FALSE Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

33) How have marketers responded to an increasing sense of time poverty among consumers?

Answer: More and more people feel pressed for time and look for products and services that help them save time. In response, marketers offer services such as online shopping and express lines at supermarkets.

Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Analytical thinking 34) Briefly describe each step in the consumer decision-making process.

Answer: The steps in the consumer decision-making process are problem recognition, information search, evaluation of alternatives, product choice, and postpurchase evaluation.

In the problem recognition step, a consumer realizes that there is a significant difference between her current state and a desired state. To solve this problem, she begins the process of deciding on a purchase to achieve that desired state. Once she has recognized a problem, the consumer will conduct an information search, checking her memory and the environment to identify options that might solve her problem. After gathering the product information, the consumer will identify the products that interest her and then narrow down her choices by evaluating the pros and cons of each remaining option. The next step is the actual product choice and purchase. After purchasing the product, the consumer will have some level of satisfaction or dissatisfaction with the product, which is her postpurchase evaluation.

Diff: 3 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge

8 .

35) 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 have the appropriate combination of tasks. An individual's priorities determine his or her time style. 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 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Application of knowledge 36) Explain the queuing theory.

Answer: The queuing theory is a mathematical study of waiting in line. A consumer's experience when they wait has a big effect on their evaluation of what they get at the end of the wait.

Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Reflective thinking 37) Why are modern industrialized societies dependent upon perceptions of 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.

Diff: 3 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Reflective thinking 38) People's moods and behaviors are strongly influenced by their physical surrounding. Two dimensions, ________, determine whether a shopper will react positively or negatively to a store environment.

A) color and size B) size and activity C) arousal and pleasure D) perceived risk and level of involvement E) motivation and self-concept Answer: C Diff: 2 Objective: 10.1: Many factors at the time of purchase dramatically influence the consumer's decision-making process.

AACSB: Analytical thinking

9 .

39) A general attitude toward shopping is called ________.

A) shopping addiction B) shopping feeling C) shopping psychology D) shopping orientation Answer: D Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

40) Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that used 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 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 41) 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 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

42) ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.

A) Pretailing B) Atmospherics C) Marketing-landscaping D) Store image Answer: B Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

10 .

43) 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) sharing site Answer: C Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

44) Hedonic shopping motives include ________.

A) social experiences B) interpersonal attraction C) thrill of the hunt D) all of the above Answer: D Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

45) A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________.

A) pretailing B) retail theming C) shopping orientations D) POP stimuli Answer: D Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 46) 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) gemba D) satisfaction/dissatisfaction Answer: B Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

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47) The personality of a retail store is also called ________.

A) store image B) retail theming C) store theming D) store layout Answer: A Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

48) Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior.

A) salespeople B) atmospherics C) retail theming D) reward power Answer: A Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Analytical thinking 49) Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________.

A) unplanned buying B) point of purchase stimuli C) impulse buying D) none of the above Answer: C Diff: 3 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Analytical thinking

12 .

50) 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 clues D) marketscape theme Answer: B Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision. AACSB: Analytical thinking 51) When a shopper visits a store like Best Buy to explore options for big-ticket items like TVs or appliances and then he or she finds a cheaper price for the specific model online, the shopper is engaging in ________. A) window shopping B) showrooming C) browsing D) phableting Answer: B Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision. AACSB: Application of knowledge 52) Online shoppers in general do not value this aspect of a Web site: A) The ability to click on an item to create a pop-up window with more details about the product, including price, size, colors, and inventory availability. B) The ability to click on an item and add it to your cart without leaving the page you're on. C) The ability to touch the merchandise through better imagery, more product descriptions, and details. D) The ability to separate product images on several pages to determine whether they look good together. Answer: D Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision. AACSB: Application of knowledge

13 .

53) Which of the following is NOT one of the basic kinds of theming techniques used by retailers?

A) Landscape B) Marketscape C) Mindscape D) Cyberscape Answer: D Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 54) Which of the following factors does NOT help to define a salesperson's role (and effectiveness)?

A) Age B) Appearance C) Education level D) Personality Answer: D Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 55) Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.

Answer: TRUE Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

56) 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: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

57) The thrill of the hunt is considered a hedonic shopping motive.

Answer: TRUE Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Reflective thinking

14 .

58) Impulse items such as candy or gum are placed near the checkout.

Answer: TRUE Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

59) 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 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 60) A typical utilitarian shopping motive is interpersonal attraction.

Answer: FALSE Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

61) A pop-up store is purposefully designed to come and go very rapidly.

Answer: TRUE Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

62) When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying.

Answer: FALSE Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 63) A vending machine is a good illustration of a point-of-purchase display.

Answer: FALSE Diff: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

15 .

64) The rising availability of comparison shopping phone apps does threaten the existence of many retailers.

Answer: TRUE Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 65) In recent years people have purchased even more merchandise from phones than they have from tablets.

Answer: FALSE Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Analytical thinking 66) Retail Theming is the quest of many stores to entertain, so as to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation.

Answer: TRUE Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge 67) The salesperson is one of the least important players in the retailing drama.

Answer: FALSE Diff: 1 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Reflective thinking 68) 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 customer'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 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Application of knowledge

16 .

69) Explain the hedonic shopping motive "the thrill of the hunt."

Answer: The "thrill of the hunt" is a buying method in which consumers love to haggle and bargain, and even view the process as a sport.

Diff: 3 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Reflective thinking 70) List and explain the four kinds of retail theming techniques.

Answer: The four kinds of retail theming techniques are: 1. Landscape themes—rely on association with images or nature.

2. Marketscape themes—build on associations with man-made places.

3. Cyberspace themes—build on images of information and communication technology.

4. Mindscape themes—draw on abstract ideas and concepts.

Diff: 3 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Reflective thinking 71) 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 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Reflective thinking 72) 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 service 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 customer 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: 2 Objective: 10.2: The information a store's layout, Web site, or salespeople provides strongly influences a purchase decision.

AACSB: Reflective thinking

17 .

73) A company who uses the home shopping party method is ________. A) Amway B) Avon C) Mary Kay D) All of the above Answer: D Diff: 1 Objective: 10.3: The growth of a "sharing economy" changes how many consumers think about buying rather than renting products. 74) A garage sale is an example of what is called ________. A) the profit motive B) renewing C) casting away D) lateral recycling Answer: D Diff: 2 Objective: 10.3: The growth of a "sharing economy" changes how many consumers think about buying rather than renting products. 75) Allen has a store that rents only formal wear to men, such as tuxedoes. Allen sells to a highly segmented market based on ________. A) product disposal B) usage situation C) mood D) sales interaction Answer: B Diff: 1 Objective: 10.3: The growth of a "sharing economy" changes how many consumers think about buying rather than renting products. 76) Today many people appreciate the intimacy of exchanging items with "real people" rather than getting them from big companies. The notion of doing business with other consumers rather than with companies goes by the name ________. A) P2P commerce B) B2C commerce C) C2C commerce D) B2B commerce Answer: A Diff: 1 Objective: 10.3: The growth of a "sharing economy" changes how many consumers think about buying rather than renting products. AACSB: Reflective thinking

18 .

77) Today many consumers no longer want to buy products; instead they prefer renting.

Answer: TRUE Diff: 1 Objective: 10.3: The growth of a "sharing economy" changes how many consumers think about buying rather than renting products. AACSB: Reflective thinking 78) According to the exchange theory, what "value" can a salesperson add to the interaction? Answer: The salesperson can add value by: a. Giving information about the market or product b. Giving reassurance to a customer c. Providing a warm social environment for the interaction d. Personalizing promotions to fit the customer's own personality and buying styles e. Allowing for some customers to bargain and enjoy "the hunt" of shopping f. Hearing complaints and allowing customers to express dissatisfaction.

Diff: 2 Objective: 10.3: The growth of a "sharing economy" changes how many consumers think about buying rather than renting products. AACSB: Reflective thinking 79) 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 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place. 80) Beth likes to volunteer at a local food bank. Because she once worked at a large supermarket and saw lots of food that had not been purchased, she arranged for a local store to give unsold items to the food bank. Beth was engaged in ________. A) lateral cycling B) divestment cycling C) freecycling D) underground cycling Answer: C Diff: 2 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

19 .

81) 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 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

82) When a consumer exchanges something he or she owns for something the other person owns, it is referred to as: A) Recycling B) Dealing in the underground economy C) Lateral cycling D) Bicycling Answer: C Diff: 2 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

AACSB: Application of knowledge 83) Recommerce is a term used to describe when people organize parties to exchange clothing or other personal possessions with others.

Answer: FALSE Diff: 2 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

AACSB: Application of knowledge 84) Because individuals form strong attachments to some products, at times it can be painful to dispose of them.

Answer: TRUE Diff: 1 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

AACSB: Reflective thinking 85) A typical antecedent state is product disposal.

Answer: FALSE Diff: 1 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

20 .

86) Hedonic shopping is typically motivated by immediate needs.

Answer: FALSE Diff: 2 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

87) 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 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 post-purchase 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 old mattresses.

Diff: 2 Objective: 10.4: Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.

AACSB: Application of knowledge

21 .

Consumer Behavior, 12e (Solomon) Chapter 11 Groups and Social Media 1) ________ describes the capacity to alter the actions of others.

A) Social power B) Social pressure C) Social interaction D) Social involvement Answer: A Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

2) 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 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

3) A type of reference group is ________.

A) membership B) aspirational C) avoidance D) all of the above Answer: D Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

4) Power that is granted by virtue of a social agreement, such as the authority we give to police officers, is called ________.

A) referent power B) information power C) legitimate power D) expert power Answer: C Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

1 .

5) ________ argue(s) that each of us has several "selves that relate to groups."

A) Cultural pressures B) Social loafing C) Social identity theory D) Membership groups Answer: C Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

6) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power.

A) referent B) informational C) legitimate D) coercive Answer: A Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 7) ________ influence helps the consumer make decisions about specific brands or activities.

A) Normative B) Social cue C) Selective D) Coercive Answer: B Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Written and oral communication 8) A group composed of people that the consumer actually knows is called a(n) ________ reference group.

A) aspirational B) tribal C) membership D) networked Answer: C Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking

2 .

9) A reason why consumers conform is ________.

A) cultural pressures B) fear of deviance C) commitment D) all of the above Answer: D Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

10) Which of the following is a new kind of avoidance group that has grown in popularity through the Web? A) Virtual communities of consumption B) Virtual worlds C) Consumer tribes D) Anti-brand communities Answer: D Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Information technology 11) ________ are frequently able to influence others' attitudes or behavior.

A) Environmental cues B) Anti-brand communities C) Opinion leaders D) All of the above Answer: D Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

12) Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has.

What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior?

A) Legitimate power B) Referent power C) Expert power D) Reward power Answer: B Diff: 3 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

3 .

13) Home shopping parties may activate the 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) homophily C) surrogate shift D) principle of least interest Answer: A Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Written and oral communication 14) The pressure to conform that escalates as more and more group members "cave in" is called ________.

A) polarization B) bandwagon C) loafing D) homophily Answer: B Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 15) James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

A) Membership group B) Avoidance group C) Aspirational group D) Tribal group Answer: C Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking

4 .

16) The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups? A) Aspirational group B) Cohesive group C) Avoidance groups D) Deindividualization groups Answer: C Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions. AACSB: Analytical thinking 17) ________ is the degree to which a person is able to make other people do something.

A) Referent power B) Identity power C) Group power D) Social power Answer: D Diff: 2 Objective: influence 11.1: Other people and groups, especially those that possess social power,

our decisions.

AACSB: Analytical thinking 18) According to the principle of least interest, the person who is least ________ has the most power in the relationship.

A) committed to staying in the relationship B) susceptible to interpersonal influence C) susceptible to cultural pressures D) concerned about sanctions against nonconforming behavior Answer: A Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 19) James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of ________.

A) information power B) referent power C) social power D) legitimate power Answer: B Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Application of knowledge

5 .

20) ________ derives from the knowledge that a consumer possesses about a content area. A) Expert power B) Coercive power C) Reward power D) Referent power Answer: A Diff: 3 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

21) A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

A) market maven B) opinion leader C) power user D) surrogate consumer Answer: D Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

22) Several research methods are used to study reference groups and opinion leadership. ________ techniquesmethods trace communication patterns among members of a group. These allow researchers to systematically map out the interactions that take place among group members.

A) momentum B) behavioral C) sociometric D) geodemographic Answer: C Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 23) Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________.

A) group norm B) leaderboard C) core group D) reference group Answer: D Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Application of knowledge

6 .

24) The importance of weak ties in a social system is demonstrated by their ________. A) bridging function B) social contagion C) momentum effect D) diffusion responsibility Answer: A Diff: 3 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions. AACSB: Analytical thinking 25) When companies use celebrities in their ads they are using the principle of ________ reference groups.

A) membership B) aspirational C) coercive D) normative Answer: B Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 26) Within groups, informal rules of behavior are called ________.

A) beliefs B) values C) norms D) interpersonal dynamics Answer: C Diff: 1 Objective: influence 11.1: Other people and groups, especially those that possess social power, our decisions.

27) ________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.

A) Fear of deviance B) Fear of commitment C) The principle of least interest D) Interpersonal influence Answer: A Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

7 .

28) If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

A) referent B) legitimate C) coercive D) reward Answer: B Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 29) Phillipe is a member of a small Harley-Davidson motorcycle club. Members 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 he buys for his girlfriend.

A) referent power B) normative C) coercive power D) legitimate power Answer: A Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

30) Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual illustrates a(n) ________.

A) normative clan B) consumer tribe C) maven network D) aspirational group Answer: B Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Application of knowledge 31) ________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

A) Brand community B) Social loafing C) Principle of least interest D) Brand feats Answer: B Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

8 .

32) Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity?

A) Group unanimity B) Cultural pressure C) Fear of deviance D) Principle of least interest Answer: A Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 33) ________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group.

A) Influence network B) Influence cascades C) Opinion leaders D) Two-step flow model of influences Answer: D Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

34) Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ________.

A) opinion leader B) innovator C) market maven D) market analyst Answer: C Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

35) A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

Answer: FALSE Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

9 .

36) Referent power involves one person admiring the qualities of another person and trying to copy that person's behaviors.

Answer: TRUE Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

37) People we admire influence us because they hold reward power.

Answer: FALSE Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 38) A person or group with the means to provide positive reinforcement is said to have expert power.

Answer: FALSE Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

39) If a person has social power, he or she has the ability to alter the actions of others.

Answer: TRUE Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

40) Groups maintain standards of conduct through normative influence.

Answer: TRUE Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

41) An individual's motivation to distance himself from a negative reference group cannot be as powerful as his motivation to please a positive group.

Answer: FALSE Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

42) The influence of others' opinions is at times more powerful than one's own perceptions.

Answer: TRUE Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

10 .

43) Nate searches famous people and tries to buy products that they endorse. For Nate, these celebrities serve as an aspirational reference group.

Answer: TRUE Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Application of knowledge 44) A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

Answer: FALSE Diff: 3 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

45) 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 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

46) For an average citizen, a Supreme Court Justice is more likely to possess coercive power than legitimate power.

Answer: FALSE Diff: 3 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 47) 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 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Reflective thinking 48) Special military groups like Navy Seals require conformity to an extreme level. This is created by establishing an extreme fear of deviance.

Answer: FALSE Diff: 3 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

11 .

49) 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 the 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 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 great 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 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 50) 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 self-confidence.

The role-relaxed person does not purchase for social approval. They are much less susceptible to interpersonal influence to conform.

Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 51) Explain the social identity theory.

Answer: The social identity theory argues that each consumer has several "selves" that relate to groups. These linkages are so important that we think of ourselves not just as "I," but also as "we." In addition, we favor others that we feel share the same identity—even if that identity is superficial and virtually meaningless.

Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking

12 .

52) Explain the difference between referent power, information power, and legitimate power. Answer: Referent power—is when a person admires the qualities of a person or a group, and copies their behavior. Information power—is when someone knows something others would like to know. Legitimate power—is power that is granted to an individual by virtue of a social agreement. Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions. AACSB: Application of knowledge 53) What is a reference group? What is the difference between a membership reference group and an aspirational reference group?

Answer: A reference group is an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior. A membership reference group

consists of people we actually know. In contrast, although we don't know those in an aspirational reference group, we admire them anyway. These people are likely to be successful businesspeople, athletes, performers, or anyone else who rocks our world.

Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Analytical thinking 54) Explain how the fear of deviance affects individual behavior or conformity.

Answer: The fear of deviance affects individuals because they may have a reason to believe that a group will apply sanctions to punish nonconforming behavior.

Diff: 1 Objective: 11.1: Other people and groups, especially those that possess social power,

influence our decisions.

55) In America in the 1960s, the slogan "Do your own thing" reflected a movement away from conformity. Discuss the type of cultural pressures 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 towards individualism.

Students

can generate a creative response to this question. Common areas cited are rules, racism, free speech, unpopular wars, cult behavior, 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 Objective: influence 11.1: Other people and groups,13especially those that possess social power, our decisions.

.

56) 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 powers outlined in the text and discuss each type of power as it might be related to this question.

Answer: • Referent power—is the influence that a group (or 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 the 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 topic 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 a force or intimidation. It would be hoped that no class could exert such power.

Diff: 3 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Reflective thinking 57) Explain the three different reference groups.

Answer: The three different types of reference groups are: • Membership reference group—consists of people we actually know • Aspirational reference group—are people that consumers admire • Avoidance reference group—are people that consumers deliberately do the opposite to distance themselves from these individuals.

Diff: 2 Objective: 11.1: Other people and groups, especially those that possess social power, influence our decisions.

AACSB: Application of knowledge

14 .

58) The ________ a group is, the more likely members are to engage in social loafing.

A) more homogeneous B) smaller C) bigger D) less homogenous Answer: C Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Analytical thinking 59) 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 strategies Answer: B Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Written and oral communication 60) Sophie tells Nick about a great new restaurant. Sophie is practicing ________.

A) word-of-mouth communication B) social advertising C) group advertising D) viral advertising Answer: A Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Application of knowledge 61) British psychologist Frederic Bartlett used ________ to examine how information mutates.

A) transmission B) serial reproduction C) negative information D) core information Answer: B Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

62) Most cultures in the world encourage the same degree of conformity.

Answer: FALSE Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Diverse and multicultural work environments

15 .

63) Product information that individuals transmit to other individuals is called push promotion.

Answer: FALSE Diff: 1 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

64) Consumers are swayed more by negative word of mouth than by positive comments.

Answer: TRUE Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Written and oral communication 65) Buzz is created by word-of-mouth advertising.

Answer: TRUE Diff: 1 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Written and oral communication 66) Duane and Kenneth are both active members of Linkedin, a professional networking Web site. They follow and post to discussion boards, connect with colleagues, and frequently update their profiles. In networking terms, Duane and Kenneth are both nodes.

Answer: TRUE Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Information technology 67) Vincente 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 that abstains from drinking alcohol are more likely to abstain themselves will support this hypothesis.

Answer: FALSE Diff: 2 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Reflective thinking 68) What are norms? Why are they important?

Answer: A norm is an informal rule that governs behavior within a group. Without these rules, we would have chaos. Imagine the confusion if a simple norm such as "always stop for a red traffic light" did not exist.

Diff: 1 Objective: 11.2: Word-of-mouth communication is the most important driver of product choice.

AACSB: Application of knowledge

16 .

69) A marketing manager who wants to identify opinion leaders for her product category should ________. A) find government officials who use the product B) find socially active persons who are intensely interested in the product category and who are similar to the other customers C) find intellectuals who can write and speak well so that product communication will be facilitated D) look for people who stand out in a crowd Answer: B Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy. AACSB: Application of knowledge 70) Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders, whose recommendations people see for all purchases.

A) heterophilous B) generalized C) polymorphic D) monomorphic Answer: B Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Analytical thinking 71) In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.

A) node B) impression C) connection D) reference Answer: B Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Written and oral communication 72) Individuals with the ability to influence others' attributes or behaviors are considered

________.

A) reference groups B) experts C) opinion leaders D) avoidance leaders Answer: C Diff: 1 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

17 .

73) Meagan is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________.

A) innovative communicator B) surrogate consumer C) opinion seeker D) key informant Answer: B Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Application of knowledge 74) Anna and David both have the same college degree, belong to the same social class, and attend the same church. This situation illustrates ________.

A) influence network B) positive reinforcement C) referent power D) homophily Answer: D Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Application of knowledge 75) ________ are generally more involved in a product category and actively search for information.

A) Market mavens B) Opinion seekers C) Innovators D) Reference groups Answer: B Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

76) 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 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Analytical thinking

18 .

77) Opinion leaders are likely to also be opinion seekers.

Answer: TRUE Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Analytical thinking 78) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.

Answer: FALSE Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

79) Most opinion leaders are celebrities rather than everyday consumers.

Answer: FALSE Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Analytical thinking 80) The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

Answer: FALSE Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

AACSB: Analytical thinking 81) Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

Answer: TRUE Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

82) Earlier purchasers tend to be innovators, who like to take risks.

Answer: TRUE Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

83) Explain the red sneaker effect.

Answer: The red sneaker effect describes a brave person who sports a pair of red sneakers in a professional setting (nonconforming).

Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

19 .

84) 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 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy. AACSB: Analytical thinking 85) Explain homophily as it relates to opinion leaders.

Answer: Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs. Effective opinion leaders tend to be slightly higher in terms of status and education than their influence.

Diff: 3 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we decide what to buy.

86) Explain the two-step flow model of influence.

Answer: The two-step flow model of influence proposes that a small group of influencers disseminates information because they can modify the opinions of a large number of other people.

Diff: 2 Objective: 11.3: Opinion leaders' recommendations are more influential than others when we

decide what to buy.

AACSB: Reflective thinking 87) ________ refers to the strategy of getting visitors to a Web site to forward information on the site of their friends in order to make 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 Objective: 11.4: Social media changes the way we learn about and select products.

AACSB: Information technology

20 .

88) A type of virtual community of consumption based on sharing online journals is called ________. A) blogs B) boards C) rings D) globs Answer: A Diff: 2 Objective: 11.4: Social media changes the way we learn about and select products. AACSB: Information technology 89) 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 ad 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 them free advertisements.

Answer: B Diff: 3 Objective: 11.4: Social media changes the way we learn about and select products.

AACSB: Information technology 90) A set of socially relevant nodes connected by one or more relations is called a social ________.

A) graph B) network C) message D) group Answer: B Diff: 1 Objective: 11.4: Social media changes the way we learn about and select products.

AACSB: Information technology 91) Which term refers to exchanges of resources, information, or influence among members of networks?

A) Media multiplexity B) Flaming C) Lurkers D) Flows Answer: D Diff: 2 Objective: 11.4: Social media changes the way we learn about and select products.

AACSB: Information technology 21 .

92) 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 network of friends.

Diff: 2 Objective: 11.4: Social media changes the way we learn about and select products.

93) Explain the term "lurkers" as it relates to social media.

Answer: Lurkers absorb content that others post rather than contribute their own.

Diff: 2 Objective: 11.4: Social media changes the way we learn about and select products.

AACSB: Information technology

22 .

Consumer Behavior, 12e (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 an increase in computer usage B) an increase in immigration to the U.S. and the increase of technical skills C) a shift in women's roles and an increase in educational attainment D) a shift in population from the North to South and advances in human rights Answer: C Diff: 2 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

AACSB: Analytical thinking 2) Money available to a household over and above what is required to have a comfortable standard of living is called ________.

A) real income B) overtime pay C) discretionary income D) average of earnings Answer: C Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

3) Consumers who buy everything in sight are called ________.

A) tightwads B) spendthrifts C) justifiers D) balancers Answer: B Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

1 .

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 ________. A) atephobia B) harpaxophia C) peniaphobia D) aurophobia Answer: A Diff: 3 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy. AACSB: Analytical thinking 5) A ________ is an economy that is driven by a fairly small group of rich people.

A) democracy B) plutonomy C) monarchy D) homogany Answer: B Diff: 2 Objective: determines12.1: Our confidence in our future, as well as in the overall economy, how freely we spend and the types of products we buy.

6) The best predictor of major expenditures that do not have status or symbolic value is ________.

A) social class B) income C) social class and income D) occupation Answer: C Diff: 3 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

7) One percenters are an example of ________.

A) pay pay ratio B) income inequality C) saving rate D) plutonomy Answer: B Diff: 1 Objective: determines12.1: Our confidence in our future, as well as in the overall economy, how freely we spend and the types of products we buy.

2 .

8) Which of the following is NOT listed as a determiner of how much a person will save (saving rate)?

A) The individual's own sense of optimism about his or her personal circumstances B) The relationship between the lending prime rate and growth rates C) World events such as wars D) Cultural differences Answer: B Diff: 3 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

9) ________ refers to the passage of individuals from one social class to another.

A) Social class B) Social affinity C) Social mobility D) Social prestige Answer: C Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

10) Consumers who refuse to sacrifice style, but achieve it on a budget are called ________.

A) frugalistas B) the mass class C) the nouveau rich D) social consumers Answer: A Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

11) ________ measures how optimistic or pessimistic people are about the future health of the economy and how they will fare in the future.

A) Income inequality B) Credit score C) Saving rate D) Consumer confidence Answer: D Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

3 .

12) Blue-collar workers with relatively high-prestige jobs consider themselves as ________. A) upper middle class B) working class lower middle C) upper lower class D) lower lower class Answer: B Diff: 2 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

13) Although teenagers do not have the income of older consumers, they are still an attractive marked 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 be swayed by promotional material.

D) don't have the income of adults, but it's almost all discretionary, meaning thatTeenagers they

can spend it as they see fit.

Answer: D Diff: 3 Objective: determines12.1: Our confidence in our future, as well as in the overall economy, how freely we spend and the types of products we buy.

AACSB: Reflective thinking 14) Mothers with preschool children are the fastest-growing segment of working people.

Answer: TRUE Diff: 2 Objective: determines12.1: Our confidence in our future, as well as in the overall economy,

how freely we spend and the types of products we buy.

AACSB: Analytical thinking 15) A consumer's belief about what the future holds is an indicator of consumer confidence.

Answer: TRUE Diff: 2 Objective: determines12.1: Our confidence in our future, as well as in the overall economy, how freely we spend and the types of products we buy.

16) Education is one determining factor in future income.

Answer: TRUE Diff: 1 Objective: determines12.1: Our confidence in our future, as well as in the overall economy, how freely we spend and the types of products we buy.

4 .

17) Discretionary income is the money available to a household over and above that required for a comfortable standard of living.

Answer: TRUE Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

18) American spendthrifts outnumber American tightwads.

Answer: FALSE Diff: 2 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

19) An economy that is driven by a fairly small number of rich people is called a plutonomy.

Answer: TRUE Diff: 2 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

20) Social stratification refers to the creation of artificial divisions in a society.

Answer: TRUE Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

21) The wealthiest 160,000 U.S. families are considered one percenters.

Answer: TRUE Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

22) Downward mobility is not possible is the U.S. social class system.

Answer: FALSE Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

5 .

23) The average American's standard of living continues to improve due to two key factors.

What are these factors? Provide explanatory comments about 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 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy. AACSB: Analytical thinking 24) Explain the term "hedonic adaptation." Answer: Hedonic adaptation basically means that the consumer maintains a fairly stable level of happiness. Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy. 25) Define discretionary income. Answer: Discretionary income is money available to a household over and above what is required to live comfortably. Diff: 3 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy. AACSB: Analytical thinking 26) Explain the 2 factors that influence consumer savings. Answer: The two factors that influence consumer savings are: 1. Consumer pessimist or optimism about their personal circumstances 2.

World events Diff: 2 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy. AACSB: Analytical thinking 27) Explain the term "nouveau rich." Answer: Nouveau rich describes consumers who recently achieved wealth and don't have the benefit of years of training to learn how to spend it. Diff: 1 Objective: 12.1: Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.

6 .

28) Jim is considered a part of the upper middle class, while Marcos is considered part of the lower upper class. Jim and Marcos have been identified in terms of ________.

A) cultural capital B) occupational prestige C) social rank D) social class Answer: D Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Application of knowledge 29) A tendency for people to marry in a social class similar to their own is called ________.

A) homogamy B) affluenza C) social dating D) social stratification Answer: A Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

30) With respect to social organization, some barnyard animals exhibit signs of a dominancesubmission hierarchy. Which of the following terms best illustrates such a hierarchy?

A) Dog-eat-dog B) Pecking order C) Social class D) King-of-the-hill Answer: B Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Analytical thinking 31) Which of the following theorists is best known for arguing that an individual's relationship to the means of production determines his position in society?

A) Karl Marx B) Max Weber C) Horatio Alger D) Thorstein Veblen Answer: A Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

7 .

32) The ability of a person to pass from one social class to another is called ________.

A) status hierarchy B) plutonomy C) hedonic adaption D) social mobility Answer: D Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

33) All of the following are important components of social class EXCEPT for ________.

A) gender B) income C) educational attainment D) occupational prestige Answer: A Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

34) A person who receives rewards and status because of his hard work is said to have ________ status.

A) nouveau riche B) hierarchical C) achieved D) longitudinal Answer: C Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

35) Most groups exhibit a structure called a ________ in which some members are somehow better off than others in terms of authority, power, or respect.

A) status hierarchy B) social array C) social class D) mass class Answer: A Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

8 .

36) Anna is a millionaire but she is constantly stressed and unhappy despite her wealth, Anna is experiencing ________. A) burnout B) class warfare C) affluenza D) cosmopolitanism Answer: C Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society. AACSB: Analytical thinking 37) Sandra decided to become a nurse after several years as an elementary teacher. She still wanted to help people but in a different manner. Sandra's case is an example of which of the following?

A) Downward mobility B) Upward mobility C) Horizontal mobility D) Status crystallization Answer: C Diff: 2 Objective: stand in 12.2: We group consumers into social classes that say a lot about where they

society.

AACSB: Application of knowledge 38) Hundreds of millions of consumers around the world have the purchasing power to afford higher quality products. This consumer group, known as the ________, tend to buy affordable

cars rather than luxury cars.

A) plutonomy B) taste culture C) leisure class D) mass class Answer: D Diff: 1 Objective: stand in 12.2: We group consumers into social classes that say a lot about where they society.

AACSB: Diverse and multicultural work environments

39) ________ describes consumers in terms of their aesthetic and intellectual preferences.

A) A restricted code B) Taste culture C) An elaborated code D) Social culture Answer: B Diff: 2 Objective: stand in 12.2: We group consumers into social classes that say a lot about where they society.

9 .

40) Which of the following variables related to social class distinction is identified by the text as being unclear and the subject of debate with respect to its role as an indicator of social class? A) Occupation B) Education C) Amount of income D) How income is spent Answer: C Diff: 3 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

41) A middle class person with an income at least 15 percent lower than the median middle class income, would be considered a(n) ________ consumer.

A) underprivileged B) invidious C) restricted D) conspicuous Answer: A Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Diverse and multicultural work environments 42) We tend to marry people in a similar social class to ours. Sociologists call this ________, or assortative mating.

A) hemophilia B) homogamy C) monogamy D) cultural formatting Answer: B Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

43) SRBI Consulting Business Intelligence divides consumers into which of the following groups?

A) Luxury is functional B) Luxury is a reward C) Luxury is indulgence D) All of the above Answer: D Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

10 .

44) ________ is a system in which we define people by what they do for a living.

A) Status hierarchy B) Occupational prestige C) Social prestige D) Social class Answer: B Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

45) Which of the following phrases is the best illustration of homogamy?

A) Opposites attract B) Birds of a feather flock together C) Leave no stone unturned D) To the victor go the spoils Answer: B Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Analytical thinking 46) 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) Social anxiety D) Social stratification Answer: D Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Analytical thinking 47) ________ are consumers who refuse to sacrifice style, but they achieve on a budget.

A) Fashionistas B) Frugalistas C) Nouveau rich D) Cosmopolitanism Answer: B Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

11 .

48) Luminaries from Amazon, Google, and Twitter tend to use ________. A) hedonic adaptation B) glamping C) social capital D) cultural capital Answer: B Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

49) Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. Due to the economy, Fred has lost the farm and has taken 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 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society. AACSB: Application of knowledge 50) China's economic boom has created 130 million people in what social class? A) Upperupper class B) Lower-upper class C) Upper-lower class D) Lower-middle class Answer: D Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society. 51) An example of social mobility is when a consumer moves from one social class to another. Answer: TRUE Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society. AACSB: Analytical thinking 52) George Katona is credited with creating the social class system still used in consumer behavior. Answer: FALSE Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

12 .

53) A co-branding strategy was being utilized when the Taco Bell Chihuahua showed up in a commercial for Geico insurance.

Answer: TRUE Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Written and oral communication 54) Income is a better predictor of purchases that have symbolic aspects but low moderate prices.

Answer: FALSE Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

55) Plutonomy refers to the passage of individuals from one social class to another.

Answer: FALSE Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

56) Samuel would like to use occupational prestige to measure social class, but his study is international, and prestige of occupation changes from one culture to the next.

Answer: FALSE Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

57) 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 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Reflective thinking 58) Product complementarity occurs when the symbolic meanings of different products relate to one another.

Answer: TRUE Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

13 .

59) 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 (move 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 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Analytical thinking 60) 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 Eton 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 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Diverse and multicultural work environments 61) What are the two major components of social class? Explain and comment on each component (such as which is more important).

Answer: 1. Occupational prestige—this 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, for 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.

Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Diverse and multicultural work environments 62) Explain what a credit score is and how it relates to social class.

Answer: A credit score is based on a person's outstanding debt and payment history, to see if the consumer qualifies for a loan. Today credit scores have become a badge that many use to "keep score" of a person's worth.

Diff: 2 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

AACSB: Application of knowledge 14 .

63) List the 6 social classes.

Answer: The 6 social classes are: 1. Upper-upper 2. Lower-upper 3. Upper-middle 4. Lower-middle 5. Upper-lower 6. Lower -lower Diff: 1 Objective: 12.2: We group consumers into social classes that say a lot about where they stand in society.

64) John Jones purchases products to show visible evidence of his ability to afford luxury goods, John is practicing ________.

A) brand prominence B) conspicuous consumption C) brand positioning D) homogamy Answer: B Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Application of knowledge 65) A member of ________ has recently gained personal wealth and may experience status anxiety. Such individuals may try to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave.

A) an old money family B) the taste culture C) the nouveau riche D) the mass class Answer: C Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

15 .

66) 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 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 67) When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ is being applied.

A) culture code designation B) social cluster C) taste culture D) consumption constellation Answer: C Diff: 1 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

68) According to Pierre Bourdieu, people's taste regarding entertainment and the arts serves as a status-making force or ________ that causes consumption preferences to cluster together.

A) habitus B) code C) hierarchy D) chav Answer: A Diff: 1 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

16 .

69) When a Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are bought and displayed as markers of social class, they are ________.

A) social inhibitors B) social parameters C) status symbols D) psychological blocks Answer: C Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 70) Of the countries listed below, which is thought to be highly status-conscious?

A) Canada B) Japan C) Brazil D) Spain Answer: B Diff: 1 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

71) If a member of the upper class wore shredded Levi's jeans to a formal party, the person would be exhibiting a sophisticated form of conspicuous consumption known as ________.

A) parody display B) invidious distinction C) downsizing D) status anxiety Answer: A Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Application of knowledge

17 .

72) 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 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 part of it." What type of capital was Evan lacking?

A) Economic B) Cultural C) Psychological D) Sociological Answer: B Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 73) Harry was the lead singer in a band that hit it big. For his birthday, Harry had two hundred friends flown by chartered 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 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 74) Trisha grew up in a drug-ridden inner city 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 stressed and uncertain of who she really is. The concept of ________ assesses the impact of such inconsistencies.

A) status crystallization B) homogamy C) habitus D) invidious distinction Answer: A Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking

18 .

75) Vance comes from the lower-upper class as does Jeff. They are both madly in love with Julia, who is beautiful enough to do part-time modeling. According to the principle of ________, Julia could be attracted to both men.

A) elaborated codes B) ascribed status C) homogamy D) restricted codes Answer: C Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 76) 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 are usually inaccurate in determining their own categories.

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) Most Americans will list the social class they wish to belong to rather than the one they actually occupy.

Answer: B Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Reflective thinking 77) 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 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking

19 .

78) The prestige of occupations varies dramatically from one culture to the next.

Answer: FALSE Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Diverse and multicultural work environments 79) Lower-class men are more likely than middle-class men to have a general sense of empowerment.

Answer: FALSE Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 80) The American rich often indulge in luxury goods while pinching pennies on everyday items.

Answer: TRUE Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

81) Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by wealthy seniors citizens.

Answer: FALSE Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

82) Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.

Answer: FALSE Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 83) The flamboyant consumption of the nouveau riche is an example of symbolic selfcompletion.

Answer: TRUE Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

20 .

84) Tian Zhao's parents were peasants from central China. Tian earned a degree in electronics from a university and now works for a medium-sized firm building computer components. Tian has purchased 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 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike. AACSB: Analytical thinking 85) Many twenty-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 Objective: class to 12.3: Individuals' desires to make a statement about their social class, or the which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 86) Restricted codes focus on the content of objects, not on relationships among objects.

Answer: TRUE Diff: 1 Objective: class to 12.3: Individuals' desires to make a statement about their social class, or the which they hope to belong, influence the products they like and dislike.

87) A sophisticated form of conspicuous consumption is called parody display.

Answer: TRUE Diff: 3 Objective: class to 12.3: Individuals' desires to make a statement about their social class, or the which they hope to belong, influence the products they like and dislike.

88) Allison is considered part of the "luxury is functional' group. Given this information, describe Allison's attitude about luxury and how she spends her money.

Answer: These consumers use their money to buy things that will last and have enduring value.

They conduct extensive pre-purchase research and make logical decisions rather than emotional or impulsive choices.

Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Application of knowledge

21 .

89) 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. 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 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Reflective thinking 90) 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 two major components: occupation prestige and income. Income by itself is not a good predictor of social class. The terms "unprivileged" 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 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Reflective thinking 91) 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 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Reflective thinking 92) Explain what Veblen meant by the term "invidious distinction."

Answer: The meaning of invidious distinction is when consumers purchase items to inspire envy of others through their display of wealth and power.

Diff: 3 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

AACSB: Analytical thinking 22 .

93) Explain the difference between restricted codes and elaborated codes.

Answer: Restricted codes focus on the content of objects, not the relationship among objects. In contrast, elaborated codes are more complex and depend on a more sophisticated worldview.

Diff: 2 Objective: 12.3: Individuals' desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.

23 .

Consumer Behavior, 12e (Solomon) Chapter 13 Subcultures 1) A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.

A) network B) subculture C) micro culture D) cohort Answer: B Diff: 1 Objective: 13.1: Consumer identity derives from "we" as well as "I." AACSB: Diverse and multicultural work environments 2) A component of a person's subculture is ________.

A) age B) race C) ethnic background D) all of the above Answer: D Diff: 1 Objective: 13.1: Consumer identity derives from "we" as well as "I." AACSB: Diverse and multicultural work environments 3) 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 American culture. In doing so, the professor was acting as a(n) ________.

A) cohort B) acculturation agent C) guidance agent D) ethnographer Answer: B Diff: 2 Objective: 13.1: Consumer identity derives from "we" as well as "I." AACSB: Application of knowledge 4) A subculture is a group whose members share beliefs and common experiences that set them apart from others.

Answer: TRUE Diff: 2 Objective: 13.1: Consumer identity derives from "we" as well as "I." AACSB: Diverse and multicultural work environments

1 .

5) Subcultures are defined in such a way that a person may belong to many subcultures 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, have attended Penn State, and live in New York City. Each of these variables would identity 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 general also share beliefs and common experiences. Note to the instructor: The student is being asked here to identity 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 Objective: 13.1: Consumer identity derives from "we" as well as "I." AACSB: Reflective thinking 6) ________ group members tend to be tightly knit, and they infer meaning that goes beyond the spoken word.

A) High-content culture B) Low-content culture C) Mid-content culture D) Host culture Answer: A Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 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) warming B) de-ethnicization C) acculturation D) de-culturization Answer: B Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments

2 .

8) People and institutions that teach the ways of a culture are called ________.

A) progressive learning models B) ethnography facilitators C) host cultures D) acculturation agents Answer: D Diff: 1 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 9) The cultural learning acquired through ________ leads immigrants to a process of adaptation.

A) maintenance B) translation C) resistance D) segregation Answer: B Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 10) 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 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 11) Immigrants to the United States who exhibit ________ tend to live and shop in places separated from mainstream Anglo consumers.

A) warming B) adaptation C) segregation D) movement Answer: C Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments

3 .

12) Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes.

A) assimilation B) maintenance C) resistance D) warming Answer: D Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 13) Which American ethnic subculture is the fastest growing?

A) Hispanic American B) African American C) Asian American D) American Indian Answer: C Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 14) Which statement about Asian Americans is true?

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 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: 3 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 15) Which of the "Big Three" American subcultures makes up 13% of the population?

A) African American B) Hispanic American C) Asian American D) Arab American Answer: A Diff: 3 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

4 .

16) ________ refers to the factors that motivate people to physically uproot themselves from one location to another.

A) Assimilation B) Adaptation C) Movement D) Translation Answer: C Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 17) 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) progressive D) paradigm Answer: A Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 18) 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 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Analytical thinking

5 .

19) 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 Japanese women. 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 more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model.

A) life course paradigm B) progressive learning C) warming D) consumer renaissance Answer: B Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Analytical thinking 20) Nearly 60% of the Hispanic American population are of ________ descent.

A) Cuban B) Dominican C) South American D) Mexican Answer: D Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 21) 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 subculture values of new immigrants and physically segregating members of new subcultures into separate groups.

B) New immigrants often attempt to maintain their old cultural backgrounds 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 segregating themselves 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 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments

6 .

22) The first thing D'Andrea was asked when she went to work for an advertising firm is how to promote to African-Americans. After careful consideration, which of the following is the best advice D'Andrea 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) African American children tend to gravitate toward toys and characters that look like them.

D) All promotions to African-Americans have to take into account the market's income, which has been declining drastically over the last two decades.

Answer: C Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Reflective thinking 23) Low-content culture group members tend to be tightly knit, and they infer meanings that go beyond the spoken word.

Answer: FALSE Diff: 1 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 24) Culture or origin is considered one of the acculturation agents mentioned in the text.

Answer: TRUE Diff: 1 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 25) An ethnographer would be interested in studying the process of acculturation in an immigrant community.

Answer: TRUE Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Application of knowledge 26) Acculturation agents may come from the culture of immigration, but not from the culture of origin.

Answer: FALSE Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Application of knowledge

7 .

27) The fastest growing subculture in the United States today is the Hispanic American population.

Answer: FALSE Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 28) Green bagels and green beer on St. Patrick's Day are both examples of de-ethnicization.

Answer: TRUE Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Application of knowledge 29) The term "Asian" refers to 20 ethnic groups, the largest of which is Chinese.

Answer: TRUE Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 30) Asian Americans as a whole tend to be an easy target to communicate with because of their cultural similarity to one another.

Answer: FALSE Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 31) Asian Americans' median income is 28% higher than the U.S. average, and they are almost twice as likely to have graduated from college.

Answer: TRUE Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

32) The Big Three American ethnic subcultures are African Americans, Hispanic Americans, and Jewish Americans.

Answer: FALSE Diff: 1 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments

8 .

33) Define a subculture. Answer: A subculture is a group whose members share beliefs and common experiences that set them apart from others. Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices. AACSB: Diverse and multicultural work environments 34) Explain the concept of de-ethnicization. Give an example.

Answer: De-ethnicization 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 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Analytical thinking 35) Explain the difference between a high-context culture and a low-context culture.

Answer: meaningsIn a high-context culture, group members tend to be tightly knit and infer

beyond the spoken word. In contrast, people in a low-context culture are more literal.

Diff: 2 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 36) 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 learning must go through translation of language and culture in her new location; c) as 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 Diff: today3 still seem to segregate from the adopted population.

Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our Note to instructor: Set guidelines for establishing the example if specifics are desired from consumption choices. the answer.

AACSB: Application of knowledge

9 .

37) Explain the difference between kosher food (Jewish) and Halal food (Muslim).

Answer: Kosher and Halal food forbid pork, both require similar rituals for butchering meat.

Religious Jews do not mix milk and meat, nor do they eat shellfish, whereas religious Muslims don't drink alcohol.

Diff: 3 Objective: 13.2: Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.

AACSB: Diverse and multicultural work environments 38) The process of movement and adaption to one country's cultural environment by a person from another country is called ________.

A) immigration B) de-ethnicization C) acculturation D) progressive learning Answer: C Diff: 2 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

AACSB: Diverse and multicultural work environments 39) A church that serves 2000 or more congregants per week is called a ________.

A) mass church B) megachurch C) large church D) mainstream church Answer: B Diff: 1 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

40) ________ foods are permissible under the laws of Islam.

A) Kosher B) Organic C) Halal D) Tudung Answer: C Diff: 2 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

AACSB: Diverse and multicultural work environments

10 .

41) The lack of marketing information about religion is primarily 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 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

AACSB: Diverse and multicultural work environments 42) Most religion-oriented marketing activity in America can be traced to the ________ community.

A) Jewish B) Baby Boomer C) Muslim D) born-again Christian Answer: D Diff: 2 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

AACSB: Diverse and multicultural work environments 43) The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the musical The Book of Mormon are evidence of which of the following?

A) Megachurches provide marketing opportunities for niche marketers.

B) Religious themes can be effectively used by mainstream marketers.

C) Born again Christians are the primary religious market in the U.S. D) Church leaders impact the consumption practices of their followers.

Answer: B Diff: 3 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

AACSB: Analytical thinking 44) Mainstream marketers used to avoid religion topics; now they actively target church members.

Answer: TRUE Diff: 1 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

45) Alcoholics Anonymous and Weight Watchers follow the spiritual-therapeutic model.

Answer: TRUE Diff: 1 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

11 .

46) 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 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 an increasing popularity of Christian music, books (Christian bookstores sold more than $2 billion worth of products), clothing, and other symbolic products.

Diff: 2 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

AACSB: Diverse and multicultural work environments 47) Explain why the Islamic market should be important to U.S. marketers.

Answer: Muslims will make up more than one-quarter of the earth's population by the year 2030, and during that same period analysts expect the number of U.S. Muslims to more than double.

Diff: 1 Objective: 13.3: Marketers increasingly use religious and spiritual themes to talk to consumers.

AACSB: Diverse and multicultural work environments 48) An extended family unit is characterized by ________ living together.

A) one parent and at least one child B) two parents and at least one child C) two generations of a family D) three generations of a family Answer: D Diff: 2 Objective: 13.4: Our traditional notions about families are outdated.

49) A nuclear family consists of ________.

A) a mother and at least one child B) a mother, a father, and at least one child C) two generations of a family D) three generations of a family Answer: B Diff: 1 Objective: 13.4: Our traditional notions about families are outdated.

AACSB: Reflective thinking 50) A mother, a father, and one or more children are considered an extended family.

Answer: FALSE Diff: 1 Objective: 13.4: Our traditional notions about families are outdated.

12 .

51) Couples who are better educated on average and choose not to have children are considered DINKS. Answer: TRUE Diff: 2 Objective: 13.4: Our traditional notions about families are outdated.

52) Bill jokes that a nuclear family is one that is about ready to explode because having your grandmother living with you can cause a lot of disruptions. Although Bill's humor is questionable, his labeling of a family living with a grandparent as a nuclear family is correct.

Answer: FALSE Diff: 2 Objective: 13.4: Our traditional notions about families are outdated.

AACSB: Application of knowledge 53) 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 Objective: 13.4: Our traditional notions about families are outdated.

AACSB: Analytical thinking 54) Explain the term "Boomerang Kids."

Answer: Boomerang kids are living with their parents after graduating from college. The main reason for this the shrinking job market. According the text, 40% of adults 25-29 now live with their parents.

Diff: 1 Objective: 13.4: Our traditional notions about families are outdated.

AACSB: Reflective thinking 55) Explain the term "Sandwich Generation."

Answer: Many adults care for their parents as well as their children. These adults are part of the sandwich generation because they support both the generation above them and the one below them. According to the text, the average American spends 17 years caring for children and 18 years assisting aged parents.

Diff: 2 Objective: 13.4: Our traditional notions about families are outdated.

AACSB: Application of knowledge

13 .

56) Jim Smith, Don Carson, and Jeff Sweeney are all 54 years old, so they can be sorted into ________. A) an age cohort B) subculture C) Gen Z D) nuclear family Answer: A Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age. AACSB: Analytical thinking 57) People born between 1946 and 1964 belong to ________. A) Generation Y B) The Baby Boomer Generation C) Generation X D) The Interbellum Generation Answer: B Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age. AACSB: Analytical thinking 58) The ________ Generation includes people who were born between the two World Wars. A) Interbellum B) War Baby C) Baby Boomer D) Silent Answer: D Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Analytical thinking 59) An age ________ consists of people of similar ages who have undergone similar experiences. A) culture B) paradigm C) cohort D) model Answer: C Diff: 1 Objective: 13.5: We have many things in common with others because they are about the same age.

14 .

60) Shannon Reeves and Tish Phillips remember their days as student protesters in the 1960s.

Shannon remembers seeing Jim 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) paradigm B) renaissance C) cohort D) perception Answer: C Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Analytical thinking 61) 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 have media available at any time. The lifestyle created by this approach is referred to as ________.

A) identity renaissance B) cosplay C) distinct-styling D) connexity Answer: D Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Information technology 62) The actual number of years a person has been alive is their ________ age.

A) perceived B) chronological C) confirmed D) cohort Answer: B Diff: 1 Objective: 13.5: We have many things in common with others because they are about the same age.

63) If you were born between 1946 and 1964, you would belong to the War Baby Generation.

Answer: FALSE Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Analytical thinking

15 .

64) People born between World War I and World War II belong to the Silent Generation.

Answer: TRUE Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Analytical thinking 65) Gen Z is the most diverse generation in American history.

Answer: TRUE Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Diverse and multicultural work environments 66) Age cohorts share similar problems because they are more genetically similar than are people from other types of cohorts.

Answer: FALSE Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Analytical thinking 67) An age cohort consists of people of similar ages who have similar experiences.

Answer: TRUE Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

68) Christy, Jillian, and Robert were all born between 1965 and 1985; they are considered part of Generation Y. Answer: FALSE Diff: 2 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Application of knowledge

16 .

69) What are age cohorts? Briefly explain how marketers use age cohorts 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 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 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Analytical thinking 70) 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 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Reflective thinking 71) List and explain the 7 age cohorts.

Answer: The seven age cohorts are: 1. The Interbellum Generation—people born at the beginning of the 20th century.

2. The Silent Generation—people born between the world wars.

3. The War Baby Generation—people born during World War II. 4. The Baby Boom Generation—people born between 1946 and 1964.

5. Generation X—People born between 1965 and 1985.

6. Generation Y—People born between 1986 and 2002.

7. Generation Z—People born after 2003.

Diff: 3 Objective: 13.5: We have many things in common with others because they are about the same age.

AACSB: Application of knowledge

17 .

72) Which of the following is NOT one of the basic conflicts common to all teens? A) Autonomy vs. belonging B) Rebellion vs. conformity C) Narcissism vs. conformity D) Idealism vs. activism Answer: D Diff: 2 Objective: 13.6: Teens are an important age segment for marketers. AACSB: Analytical thinking 73) Which of the following statements about teenagers is true?

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 the ages of 13 to 17 as being unstable and incapable of membership in adult life.

C) The concept of being a teenager is a relatively new historical development that did not exist prior to about 60 to 70 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 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Diverse and multicultural work environments

74) Advertising to teens typically depicts ________.

A) respected adults recommending the product B) qualified experts explaining product benefits to teens C) "in" teens using the product D) family members of two or three generations using the product together Answer: C Diff: 2 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Analytical thinking 75) Gen Y individuals are also included as ________.

A) Echo boomers B) Millennials C) Both A and B D) Generation X Answer: C Diff: 3 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Analytical thinking

18 .

76) ________ are 8- to 14-year-old children.

A) Gen Y B) Tweens C) Millennials D) Echo Boomers Answer: B Diff: 1 Objective: 13.6: Teens are an important age segment for marketers.

77) Gen Y'ers are at home in ________, which communicates by texting and IMing.

A) thumb culture B) the tween market C) the gray market D) microculture Answer: A Diff: 2 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Analytical thinking 78) 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 Objective: 13.6: Teens are an important age segment for marketers.

79) Items such as Swiffer, Keurig, and Dove target ________.

A) Baby Boomers B) Gen Z C) Gen Y D) Gen X Answer: A Diff: 2 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Analytical thinking

19 .

80) An age cohort that describes kids who were born in the late 1990s to early 2000s is ________.

A) Generation Z B) Eco Boomers C) Generation Y D) Generation X Answer: A Diff: 1 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Diverse and multicultural work environments 81) 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 vs. belonging B) Rebellion vs. conformity C) Idealism vs. pragmatism D) Narcissism vs. intimacy Answer: A Diff: 2 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Analytical thinking 82) Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are experiencing autonomy versus belonging conflict.

Answer: FALSE Diff: 2 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Diverse and multicultural work environments 83) Members of Generation X have been termed "slackers" and "baby busters."

Answer: TRUE Diff: 2 Objective: 13.6: Teens are an important age segment for marketers.

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84) List and explain the 4 basic conflicts teens face.

Answer: The 4 basic conflicts teens face are: 1. Autonomy versus belonging—teens need independence, so they try to break away from their families; however, they need to attach themselves to a support structure.

2. Rebellion versus conformity—teens need to rebel against social standards, yet they need to fit in and be accepted by others.

3. Idealism versus pragmatism—teens tend to view adults as hypocrites, whereas they see themselves as being sincere.

4. Narcissism versus intimacy—teens tend to obsess about their appearance and need; however, they also feel the desire to connect with others.

Diff: 3 Objective: 13.6: Teens are an important age segment for marketers.

AACSB: Application of knowledge 85) What is the most powerful age segment economically in the United States?

A) Generation X B) Generation Y C) The Baby Boomer Generation D) The Silent Generation Answer: C Diff: 1 Objective: 13.7: Baby Boomers are the most economically powerful age segment.

86) Americans between the ages of 35 and 64 are the focus of almost 50 percent of all advertising expenditures.

Answer: FALSE Diff: 2 Objective: 13.7: Baby Boomers are the most economically powerful age segment.

AACSB: Analytical thinking 87) 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, but they also 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 50s to 70s, they are now at 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 45-54 spend the most of any age category on food, apparel, and retirement programs.

Diff: 3 Objective: 13.7: Baby Boomers are the most economically powerful age segment.

21 .

88) 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 Objective: 13.8: Seniors are a more important market segment than many marketers realize. AACSB: Analytical thinking 89) Older adults that control more than 50% of discretionary income are considered the ________ market.

A) boomer B) senior C) millennial D) echo boomer Answer: B Diff: 2 Objective: 13.8: Seniors are a more important market segment than many marketers realize.

90) Members of which of the following age cohorts are part of today's senior market?

A) Generation Z B) Generation Y C) Generation X D) The War Baby Generation Answer: D Diff: 2 Objective: 13.8: Seniors are a more important market segment than many marketers realize.

AACSB: Analytical thinking

91) Perceived age is how old a person feels.

Answer: TRUE Diff: 1 Objective: 13.8: Seniors are a more important market segment than many marketers realize.

22 .

92) ________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information.

A) Geodemography B) Senior market C) Consumer identity renaissance D) Perceived age Answer: A Diff: 1 Objective: 13.9: Birds of a feather flock together in place-based subcultures.

AACSB: Diverse and multicultural work environments 93) The Prizm System classifies every U.S. zip code into 1 of 66 categories, ranging from blueblood estates to public assistance.

Answer: TRUE Diff: 2 Objective: 13.9: Birds of a feather flock together in place-based subcultures.

23 .

Consumer Behavior, 12e(Solomon) Chapter 14 Culture 1) Culture is best described as a society's ________.

A) attitude B) consciousness C) personality D) history Answer: C Diff: 1 Objective: 14.1: A culture is a society's personality.

AACSB: Diverse and multicultural work environments 2) 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 Objective: 14.1: A culture is a society's personality.

AACSB: Diverse and multicultural work environments 3) ________ usually dictate what is right and wrong, acceptable or unacceptable.

A) Myths B) Theories C) Norms D) Rituals Answer: C Diff: 2 Objective: 14.1: A culture is a society's personality.

4) ________ is/are the mental characteristics of people and the way they relate to their environment and social group.

A) Ideology B) Myths C) Norms D) Theories Answer: A Diff: 1 Objective: 14.1: A culture is a society's personality.

1 .

5) ________ is the way people maintain an orderly social life.

A) Ecology B) Lifestyle C) Social structure D) Ideology Answer: C Diff: 1 Objective: 14.1: A culture is a society's personality.

6) A cultural production system is a ________.

A) creative subsystem B) managerial subsystem C) communication subsystem D) all of the above Answer: D Diff: 1 Objective: 14.1: A culture is a society's personality.

7) The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as ________.

A) ecology B) social structure C) ideology D) anthropology Answer: C Diff: 1 Objective: 14.1: A culture is a society's personality.

AACSB: Diverse and multicultural work environments 8) The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of ________ in Japan's cultural system.

A) social structure B) ecology C) ideology D) dogma Answer: B Diff: 2 Objective: 14.1: A culture is a society's personality.

AACSB: Application of knowledge

2 .

9) Gen enjoys owning a micro-refrigerator, which is small enough to fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics that any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting products.

A) ideology B) ecology C) social structure D) socio-psychology Answer: B Diff: 2 Objective: 14.1: A culture is a society's personality.

AACSB: Application of knowledge 10) 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 Objective: 14.1: A culture is a society's personality.

AACSB: Diverse and multicultural work environments 11) The mental characteristics of people and the way they relate to their environment and social group are called ecology.

Answer: FALSE Diff: 1 Objective: 14.1: A culture is a society's personality.

12) A culture production system is a set of individuals and organizations that create and market cultural products.

Answer: TRUE Diff: 1 Objective: 14.1: A culture is a society's personality.

13) Describe the three functional areas of a cultural system.

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 society possess a common worldview. They share certain ideas and principles of order and fairness. They also share an ethos, or set of moral and aesthetic principles.

Diff: 2 Objective: 14.1: A culture is a society's personality.

AACSB: Analytical thinking

3 .

14) 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 Objective: 14.2: We distinguish between high culture and low culture. AACSB: Diverse and multicultural work environments 15) All of the following are subsystems in a culture production system EXCEPT a ________ subsystem.

A) creative B) managerial C) marketing D) communications Answer: C Diff: 1 Objective: 14.2: We distinguish between high culture and low culture.

16) 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 Objective: 14.2: We distinguish between high culture and low culture.

17) 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 Objective: 14.2: We distinguish between high culture and low culture.

AACSB: Analytical thinking

4 .

18) Tory Burch flats, cage-free eggs, electric cars, selfies, and high tech furniture are part of the ________.

A) lifestyle movement B) value movement C) cultural movement D) marketing concept movement Answer: C Diff: 2 Objective: 14.2: We distinguish between high culture and low culture.

AACSB: Analytical thinking 19) 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 informers D) innovators Answer: B Diff: 1 Objective: 14.2: We distinguish between high culture and low culture.

20) ________ refers to the set of individuals and organizations that create and market cultural products.

A) Culture program company (CPC) B) Culture invention company (CIC) C) Culture production institution (CPI) D) Culture production system (CPS) Answer: D Diff: 2 Objective: 14.2: We distinguish between high culture and low culture.

21) Movie and restaurant reviewers, magazine editors, retail buyers and DJ's are considered ________ because they filter information.

A) laggards B) gatekeepers C) early adopters D) innovators Answer: B Diff: 2 Objective: 14.2: We distinguish between high culture and low culture.

AACSB: Diverse and multicultural work environments

5 .

22) 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) high art products B) style and cultural icons C) low art products D) craft products Answer: D Diff: 2 Objective: 14.2: We distinguish between high culture and low culture.

AACSB: Analytical thinking 23) 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 a(n) ________.

A) cultural formula B) enacted norm C) fashion cycle D) innovation process Answer: A Diff: 2 Objective: 14.2: We distinguish between high culture and low culture.

AACSB: Analytical thinking 24) Casting directors, textbook authors, and retail buyers are all examples of formal gatekeepers in the culture production process.

Answer: TRUE Diff: 2 Objective: 14.2: We distinguish between high culture and low culture.

AACSB: Analytical thinking 25) An interrelated function in culture that maintains social order because it authorizes a social code for members of a culture to follow is called psychological.

Answer: FALSE Diff: 2 Objective: 14.2: We distinguish between high culture and low culture.

26) Gone With the Wind myths often take place in times of upheaval, such as war.

Answer: TRUE Diff: 1 Objective: 14.2: We distinguish between high culture and low culture.

27) Winnowing out is part of the cultural selection process.

Answer: TRUE Diff: 3 Objective: 14.2: We distinguish between high culture and low culture.

AACSB: Diverse and multicultural work environments 6 .

28) Define co-optation. Give an illustration of the concept and demonstrate how it applies to the movement of meanings as shown in the text. Answer: Co-optation 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. An example of the change is how the influence of hip-hop has gone beyond its urban, African American roots to the American mainstream. Diff: 2 Objective: 14.2: We distinguish between high culture and low culture. AACSB: Application of knowledge 29) A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________. A) norm B) ritual C) myth D) more Answer: C Diff: 1 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture. 30) Which of the following is NOT one of the four interrelated functions of myths in a culture? A) Cosmological B) Sociological C) Psychological D) Anthropological Answer: D Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture. 31) ________ 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: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

7 .

32) ________ is a myth that explains the origins of existence.

A) Cosmological B) Metaphysical C) Sociological D) Psychological Answer: B Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

33) Wedding rice, birthday candles, and diplomas are considered ________.

A) ritual script B) ritual artifacts C) potlatch D) norms Answer: B Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

AACSB: Application of knowledge 34) According to Dennis Rook, a key aspect of a ritual is ________.

A) artifacts B) scripts C) performance roles D) all of the above Answer: D Diff: 1 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

35) ________ refers to a stage in the gift-giving process, where the giver procures an item to make some event.

A) Gestation B) Presentation C) Reformulation D) Ritual artifacts Answer: A Diff: 1 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

8 .

36) The story goes that a young George Washington cut down his father's cherry tree with a hatchet. Young Washington was then asked who might have committed this act. Even though the boy feared punishment, 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 follow functions does the myth best match?

A) Metaphysical B) Cosmological C) Psychological D) Anthropological Answer: C Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

AACSB: Application of knowledge 37) The second stage in the rite of passage is ________.

A) separation B) aggregation C) liminality D) sacred consumption Answer: C Diff: 1 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

38) A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.

Answer: FALSE Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

39) In many cultures, myths feature talking animals that act as mediating figures.

Answer: TRUE Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

40) Most holidays commemorate a cultural myth.

Answer: TRUE Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

AACSB: Diverse and multicultural work environments

9 .

41) Romance novels often follow a cultural formula.

Answer: TRUE Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

42) A female writer applies a well-known myth of Western culture to a novel using modern characters. Use this concept of a culture production system (CPS) to explain how this writer will market her novel to readers.

Answer: They writer produces the novel, and she is part of the creative subsystem, which is the first major subsystem of the CPS. In this stage, she takes her idea from a myth to a modern novel that contains symbolic elements representative of the shared emotions and ideals she shares with her customers. Next, her novel must be accepted for publication by a managerial subsystem, which makes her ideas tangible in the form of a book. The novel is a mass produced and distributed.

After her novel is published, it must be promoted in the communication subsystem. A communication subsystem gives meaning to the new product and provides it with a symbolic set of attributes.

The novel will remain unnoticed by the general public until gatekeepers allow it through to consumers. If the book receives positive reviews by the media, or if friends, spouses, and associates begin to talk about the novel, then it is much more likely that the symbolic set of attributes used by the writer will be communicated to the final consumer.

Diff: 3 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

AACSB: Reflective thinking 43) Define the term "myth."

Answer: A myth is story with symbolic elements that represent a culture's ideals.

Diff: 3 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

AACSB: Diverse and multicultural work environments 44) List and explain the four interrelated functions in a culture.

Answer: Metaphysical—helps to explain the origins of existence.

Cosmological—emphasizes that all components of the universe are part of a single picture.

Sociological—maintains the social order because it authorizes a social code for members of a culture to follow.

Psychological—provides models for personal conduct.

Diff: 2 Objective: 14.3: Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.

AACSB: Analytical thinking

10 .

45) 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 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

46) 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 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

47) 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 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Analytical thinking 48) Researchers primarily see the gift-giving ritual as a type of ________ exchange.

A) transactional B) stylistic C) psychological D) economic Answer: D Diff: 2 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

11 .

49) Which of the following is NOT one of the three distinct stages of gift-giving rituals?

A) Convention B) Gestation C) Presentation D) Reformulation Answer: A Diff: 2 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

50) As a relationship grows and progresses, gift giving tends to become more ________.

A) exchange oriented B) reciprocal C) altruistic D) instrumental Answer: C Diff: 2 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Analytical thinking 51) A special ritual marking a person's transition from one role to another is called a ________.

A) convention B) sacralization C) cycle D) rite of passage Answer: D Diff: 1 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

52) 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 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Application of knowledge

12 .

53) Pavel is 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 the 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 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Application of knowledge 54) Passing a driving test to receive a driver's license is an example of a rite of passage.

Answer: TRUE Diff: 2 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Analytical thinking 55) 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 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Application of knowledge 56) Anna's best friend, Aubrey ,was getting married. Anna spent a lot of time thinking of the perfect gift and was so excited about the gift that she gave it to Aubrey before the wedding.

Aubrey cried and told Anna she could never have a better friend. Reformulation best describes the gift-giving stage in this situation.

Answer: TRUE Diff: 2 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Application of knowledge 57) Gift giving involves economic and symbolic exchange.

Answer: TRUE Diff: 1 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

13 .

58) Gestation is the process of gift exchange.

Answer: FALSE Diff: 1 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

59) Define rites of passage. Describe the three rites of passage phases. Give at least two rites of passage examples.

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. birthdays or graduation).

Rites of passage consist of three phases or role transitions: • 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 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.

Diff: 3 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Application of knowledge 60) Explain the three distinct stages of gift-giving rituals.

Answer: The three stages include gestation, presentation, and reformulation. Gestation is the preparation stage in which the giver procures an item. The presentation stage is the process of the actual exchange. Reformulation refers to the shift in the bond between giver and receiver due to the experience.

Diff: 2 Objective: 14.4: Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.

AACSB: Application of knowledge 61) ________ consumption occurs with objects and events that are considered to be ordinary and everyday.

A) Profane B) Sacred C) Objectified D) Ritualized Answer: A Diff: 1 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories.

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62) 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 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. AACSB: Analytical thinking 63) The systematic acquisition of a particular object or set of objects is called ________. A) prioritizing B) hoarding C) collecting D) ritualizing Answer: C Diff: 1 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. 64) 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 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. AACSB: Analytical thinking 65) 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. Gettysburg Battlefield is best classified as ________. A) profane B) objectified C) sacred D) crescive Answer: C Diff: 2 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. AACSB: Application of knowledge

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66) ________ is when ordinary objects, events, and even people take on sacred meaning.

A) Contamination B) Objectification C) Sacralization D) Profane consumption Answer: C Diff: 2 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. 67) Profane consumption involves consumer objects and events that are ordinary. Answer: TRUE Diff: 1 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. 68) A professor was given an administrative warning after he made an inappropriate joke about Princess Diana shortly after her death. Students were likely upset because they saw Princess Diana as a profane individual worthy of special attention and respect. Answer: FALSE Diff: 2 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories.

AACSB: Application of knowledge 69) People occupy sacred time and space when they travel on vacation. Answer: TRUE Diff: 2 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. AACSB: Analytical thinking 70) In the modern holiday ritual of Christmas, the figures of Christ and Santa can be seen as binary opposites; one promotes selflessness while the other promotes materialism. Answer: TRUE Diff: 2 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories. AACSB: Reflective thinking

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71) Explain the meaning of objectification and how it occurs. Provide an example.

Answer: Objectification occurs when we attribute sacred qualities to mundane items. This occurs through the process of contamination. Students may provide a mix of examples. For instance, Archie Bunker's chair from the television show All in the Family is a sacred item.

Diff: 3 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories.

AACSB: Analytical thinking 72) Explain the difference between collecting and hoarding.

Answer: Collecting refers to the systematic acquisition of particular objects or a set of objects, where hoarding reflects the reluctance to discard used objects.

Diff: 2 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories.

73) Some people are offended when marketers refer to an event such as the Super Bowl as sacred. 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 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 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories.

AACSB: Reflective thinking 74) Differentiate between sacred consumption and profane consumption.

Answer: Sacred consumption occurs when consumers "set apart" objects and events from normal activities and treat them with respect. Profane consumption, in contrast, describes objects and events that are ordinary or everyday, they don't share the "specialness" of sacred ones.

Diff: 2 Objective: 14.5: We describe products as either sacred or profane, and it's not unusual for some products to move back and forth between the two categories.

AACSB: Analytical thinking

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75) Consumers who always are on the lookout for novel products or services and who are first to try something new are ________.

A) continuous innovation B) early adopters C) innovators D) laggards Answer: C Diff: 1 Objective: 14.6: New products, services, and ideas spread through a population over time.

Different types of people are more or less likely to adopt them during this diffusion process.

76) A ________ is a very short-lived fashion.

A) trend B) fad C) classic D) style Answer: B Diff: 1 Objective: 14.6: New products, services, and ideas spread through a population over time.

Different types of people are more or less likely to adopt them during this diffusion process.

77) ________ is the extent to which less powerful members of organizations and institutions accept and expect that power is distributed unequally.

A) Power distance B) Individualism C) Uncertainty avoidance D) Long-term orientation Answer: A Diff: 1 Objective: 14.6: New products, services, and ideas spread through a population over time.

Different types of people are more or less likely to adopt them during this diffusion process.

78) When Bob, a wealthy real estate investor, saw an inner city kid wearing a heavy gold chain with a medallion around his neck, Bob wanted the same for himself. Bob's behavior is best explained by the ________.

A) trickle-down effect B) trickle-up effect C) trickle-across effect D) meme theory Answer: B Diff: 2 Objective: 14.6: New products, services, and ideas spread through a population over time.

Different types of people are more or less likely to adopt them during this diffusion process.

AACSB: Application of knowledge

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79) Fashion with an extremely long acceptance cycle is considered to be classic.

Answer: TRUE Diff: 1 Objective: 14.6: New products, services, and ideas spread through a population over time.

Different types of people are more or less likely to adopt them during this diffusion process.

80) According to the trickle-down theory, fashion moves from the upper classes to the lower classes.

Answer: TRUE Diff: 2 Objective: 14.6: New products, services, and ideas spread through a population over time.

Different types of people are more or less likely to adopt them during this diffusion process.

AACSB: Analytical thinking 81) Differentiate between the trickle-down, trickle-up, and trickle-across theories as they apply to fashion.

Answer: Trickle-down theory—states that fashion trickles down from the upper class to the lower class.

Trickle-across—states that fashion trickles horizontally across social groups.

Trickle-up—states that fashion trickles up from the lower class to the upper class.

Diff: 2 Objective: 14.6: New products, services, and ideas spread through a population over time.

Different types of people are more or less likely to adopt them during this diffusion process.

82) A style typically begins as a risky or unique statement by a relatively small group of people.

Answer: TRUE Diff: 2 Objective: 14.7: Many people and organizations play a role in the fashion system that creates and communicates symbolic meanings to consumers.

83) Define the term "fashion system."

Answer: A fashion system includes all people and organizations that create symbolic meaning and transfer those meanings to cultural goods.

Diff: 2 Objective: 14.7: Many people and organizations play a role in the fashion system that creates and communicates symbolic meanings to consumers.

AACSB: Reflective thinking 84) Fashion refers to ________.

A) a particular combination of attributes within style B) the process of social diffusion by which style is adopted by consumers C) being positively evaluated by some reference group D) the norm Answer: B Diff: 1 Objective: 14.8: Fashions follow cycles and reflect cultural dynamics.

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85) A fad is a relatively long-term acceptance cycle in today's marketplace because of the money necessary to develop the fad.

Answer: FALSE Diff: 2 Objective: 14.8: Fashions follow cycles and reflect cultural dynamics.

86) Hofstede's Dimensions of National Culture organizes cross-cultural values based on power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence.

Answer: TRUE Diff: 1 Objective: 14.9: Western (and particularly U.S.) culture has a huge impact around the world, although people in other countries don't necessarily ascribe the same meanings to products as we do.

AACSB: Diverse and multicultural work environments 87) The indulgence versus restraint dimension of Hofstede's Dimensions of National Culture deals with the extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life.

Answer: TRUE Diff: 2 Objective: 14.9: Western (and particularly U.S.) culture has a huge impact around the world, although people in other countries don't necessarily ascribe the same meanings to products as we do.

88) According to Hoftstede, power distance refers to the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally.

Answer: TRUE Diff: 2 Objective: 14.9: Western (and particularly U.S.) culture has a huge impact around the world, although people in other countries don't necessarily ascribe the same meanings to products as we do.

89) According to Hofstede, values associated with a long-term orientation are respect for social obligations and the need to save face.

Answer: FALSE Diff: 2 Objective: 14.9: Western (and particularly U.S.) culture has a huge impact around the world, although people in other countries don't necessarily ascribe the same meanings to products as we do.

AACSB: Diverse and multicultural work environments

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90) The worldwide popularity of McDonald's suggests that there is a global consumer culture that unites people around the world by their common devotion to brands.

Answer: TRUE Diff: 2 Objective: 14.10: Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place.

AACSB: Analytical thinking 91) Hong Kong Disneyland is an example of an emic perspective.

Answer: TRUE Diff: 2 Objective: 14.10: Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place.

AACSB: Diverse and multicultural work environments 92) Explain the term "power distance" in Hofstede's Dimensions of National Culture.

Answer: Power distance is the extent to which the less powerful members of an organization or institution accept and expect the power to be distributed unequally.

Diff: 3 Objective: 14.10: Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place.

AACSB: Application of knowledge

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