Test Bank For Consumer Behavior Buying, Having and Being by Michael R Solomon 11E

Consumer Behavior, 11e (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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1 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 gave up and decided to order her dress online and just return it if it wasn't 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 Learning Outcome: Identify and discuss the factors influencing buying behavior.

Skill: Application Objective: 1-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1

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4) Which of the terms below is used to describe 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1 6) Which of the following is NOT a stage in the consumption process?

A) desire B) pre-purchase C) purchase D) post-purchase Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1

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8) A marketer who segments a population by age and gender is using ________ to categorize consumers.

A) demographics B) psychographics C) roles D) lifestyle Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1, 1-2 AACSB: Application of knowledge 9) A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a Midwestern university. The company has segmented the market based on ________.

A) psychographics B) lifestyle C) demographics D) usage rates Answer: C Diff: 2 Learning Outcome: Explain how marketers can best appeal to members of different age subcultures.

Skill: Application Objective: 1-1, 1-2 AACSB: Analytical thinking 10) A consumer researcher who examines consumers' lifestyles and personalities is studying ________.

A) demographics B) psychographics C) social class D) usage rates Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge

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11) A consumer experience that integrates multiple media channels, ranging from television, email, and digital, to engage a community of players who collaborate to solve a puzzle is called a(n) ________.

A) social game B) casual game C) transmedia story D) alternate reality game Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 12) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

A) asynchronous interactions B) market segmentation strategies C) the 80/20 strategy D) economies of information Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge 13) Why is age a common demographic category used in understanding consumer behavior?

A) Different age groups have different needs and wants.

B) Age is easier to categorize than gender.

C) Generational groups tend to be similar.

D) all of the above Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Reflective thinking

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

A) culture of participation theory B) the 80/20 rule C) positivism D) role theory Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 15) People who belong to the same social class are most likely to have which of the following in common?

A) income level B) personality C) ethnicity D) family structure Answer: A Diff: 1 Learning Outcome: Describe the process of market segmentation, targeting, and positioning.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge 16) Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

A) differentiated marketing B) global marketing C) social marketing D) relationship marketing Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2

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17) Wal-Mart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

A) undifferentiated B) database C) relationship D) consumer-generated Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge 18) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge 19) The term "big data" refers to the ________.

A) importance of database marketing B) use of mainframe computers to model marketing problems C) collection and analysis of extremely large datasets D) implementation of new data mining technologies Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Information technology

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20) Big data is generated from ________.

A) smartphone GPS signals B) credit card transactions C) social media posts D) all of the above Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Information technology 21) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 22) When a product serves as a link to the user's past or past self, 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: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 23) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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24) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 25) Tracy buys Eight O'Clock coffee because it reminds her of her grandmother, who always purchased this brand. Tracy has a(n) ________ type of relationship with the product.

A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 AACSB: Analytical thinking 26) Die-hard Apple fans post videos on YouTube claiming their affection for Apple products.

They could be 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: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 AACSB: Analytical thinking

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27) Brands like Colgate that are a part of a user's every day existence likely relate to customers with a(n) ________ type of relationship.

A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 AACSB: Analytical thinking 28) Which form of relationship between product and customer is most at risk of the customer switching to a different brand of product?

A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 AACSB: Reflective thinking 29) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design.

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

A) self-concept attachment B) nostalgic attachment C) interdependence D) cohort attachment Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-3 AACSB: Analytical thinking

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30) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 31) The mass market produces and consumes music, movies, sports, and other forms of entertainment known as ________.

A) user-generated content B) culture C) urban dictionary D) popular culture Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 32) A ________ creates a state of tension that drives the consumer to attempt to reduce or eliminate it.

A) want B) demand C) need D) response Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 33) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 AACSB: Analytical thinking 10 Copyright © 2015 Pearson Education, Inc.

34) When a person buys a product for emotional reasons, we can say that the need is ________.

A) utilitarian B) functional C) interdependent D) hedonic Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 AACSB: Application of knowledge 35) ________ focuses on biological needs that produce unpleasant states of arousal.

A) Drive theory B) Gratification theory C) Consumerism D) Role theory Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 36) Which theory suggests that consumer expectations of achieving desirable outcomes motivate behavior?

A) drive theory B) role theory C) expectancy theory D) equity theory Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 37) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Information technology 11 Copyright © 2015 Pearson Education, Inc.

38) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 1-5 AACSB: Reflective thinking 39) In an online ________, members share opinions and recommendations about products.

A) market segment B) consumption community C) marketing database D) culture jam Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Information technology 40) A digital native is someone who ________.

A) grew up in a "wired" and highly networked world B) uses alternate reality games frequently C) participates in database marketing D) belongs to a consumption community Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Information technology

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41) Which of the following terms refers to the online means of communication, conveyance, and collaboration among 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Information technology 42) Which of the following is NOT closely associated with what your text terms the "horizontal revolution"?

A) Web 1.0 B) Web 2.0 C) C2C e-commerce D) user-generated content Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Information technology 43) The revolution in cyberspace has created a situation in which consumers can sell to other consumers in communities like Etsy. This is known as ________.

A) B2C e-commerce B) C2C e-commerce C) B2B e-commerce D) consumption community Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Information technology

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44) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________.

A) have a market-oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-6 AACSB: Ethical understanding and reasoning 45) Another term for positivism is ________.

A) interpretivism B) pluralism C) modernism D) postmodernism Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-7 46) Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much.

A) consumerism B) positivism C) modernism D) interpretivism Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-7 AACSB: Application of knowledge

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47) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.

A) fundamentalism B) interpretivism C) positivism D) postmodernism Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-7 AACSB: Application of knowledge 48) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-7 AACSB: Application of knowledge 49) A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or a mixture of images.

A) alternate reality B) paradigm C) consumerspace D) pastiche Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-7 AACSB: Application of knowledge

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50) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-7 AACSB: Analytical thinking 51) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1 52) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is NOT part of consumer behavior.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1 AACSB: Analytical thinking 53) Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1 AACSB: Analytical thinking 54) American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 16 Copyright © 2015 Pearson Education, Inc.

55) A common way to segment consumers is to identify which consumers are heavy users of a given product.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge 56) Demographics refer to aspects of a person's lifestyle and personality.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1, 1-2 57) Demographics are statistics that measure observable aspects of a population.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-1, 1-2 58) A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.

Answer: TRUE Diff: 2 Learning Outcome: Describe the process of market segmentation, targeting, and positioning.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge 59) Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Application of knowledge

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60) The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-2 AACSB: Analytical thinking 61) Psychographic information is not considered to be demographic data because this type of information is not directly observable.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 1-2 AACSB: Reflective thinking 62) The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-3 AACSB: Analytical thinking 63) According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-3 64) Motivation can be described in terms of strength and direction.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4

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65) Drive theory struggles to explain why people may delay gratification of a want.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 AACSB: Application of knowledge 66) Research suggests that some consumer behaviors can be explained by a productivity orientation, a continual striving to use time constructively.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 AACSB: Application of knowledge 67) Many needs can influence consumer behavior including one's need for power and need for uniqueness.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-4 68) Consumer-generated content is a trend that helps to define the era of Web 2.0.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: Information technology 69) Popular culture is both a product of marketing and an inspiration for marketing.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5

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

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-5 AACSB: Application of knowledge 71) Texting back-and-forth with a friend is an example of asynchronous interaction.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Application of knowledge 72) Global consumer culture and popular culture are interchangeable terms.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-5 AACSB: Application of knowledge 73) In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 1-5 AACSB: Information technology 74) A paradigm is a belief that guides an understanding of the world.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 1-7

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75) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 1-7 AACSB: Reflective thinking 76) 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 prepurchase and postpurchase perspectives and behaviors. To fully understand why an exchange is made, researchers must look at the decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior accounts for prepurchase and postpurchase issues along with purchase issues, rather than simply buyer behavior.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 1-1 AACSB: Reflective thinking 77) Explain the concept of the 80/20 rule and why it is important to marketers.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-2 AACSB: Application of knowledge 78) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-2 AACSB: Application of knowledge

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79) What is database marketing? Why is it so widely used by today's marketers?

Answer: Database marketing involves tracking consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information. 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-2 AACSB: Information technology 80) Using the chapter topics, discuss why an alternate reality game such as McDonald's the Lost Ring could be useful for targeting customers.

Answer: Answers will vary but students could address the segments which may be attracted to an alternate reality game, the needs which can be met with an alternate reality game, and/or the role of ARGs as a virtual community.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-2 AACSB: Information technology 81) Briefly explain how marketers play a significant role in our view of the world and how we live in it. Give a specific example.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-2 AACSB: Application of knowledge

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82) List and briefly characterize four types of relationships a person might have with a product.

Be specific.

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-3 AACSB: Application of knowledge 83) One beer distributor identified a marketing segment as the "campus guzzlers." Explain what factors could be used to identify this segment and why.

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

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

Diff: 3 Learning Outcome: Explain how marketers can best appeal to members of different age subcultures.

Skill: Critical Thinking Objective: 1-2 AACSB: Application of knowledge 84) Explain the difference between a need and a want, giving 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 in general is a need, but thirst for a Pepsi or Coke is a want.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-4 AACSB: Application of knowledge

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85) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-4 AACSB: Application of knowledge 86) Describe three needs which are important for understanding consumer behavior. Provide an example of each need and its related consumer behavior.

Answer: Answers may vary but may include need for achievement, need for affiliation, need for power, and need for uniqueness.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-4 AACSB: Application of knowledge 87) Maslow's hierarchy of needs can be useful in understanding the motives that are satisfied by consumer behaviors. Briefly explain the hierarchy and indicate how a consumer behavior could fulfill each need level in the hierarchy.

Answer: Answers should include the five levels, specifically physiological, safety, social, esteem, and self-actualization. Examples will vary.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 1-4 AACSB: Analytical thinking

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88) 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 with a click of a mouse. Information is no longer disseminated from a few sources; rather, 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 the real and virtual worlds.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 1-5 AACSB: Information technology 89) Describe a virtual brand community. Create an example that demonstrates the concept.

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

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 1-5 AACSB: Application of knowledge; Information technology

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

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 1-7 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 2 Decision-Making and Consumer Behavior 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge 2) In a thought process called ________, 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) utility processing B) experiential processing C) constructive processing D) behavioral processing Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 3) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of decision-making?

A) cognitive decision-making B) limited decision-making C) habitual decision-making D) affective decision-making Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge

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4) When is a consumer most likely to engage in cognitive decision-making?

A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk.

B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements.

C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set.

D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement.

Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge 5) Jack isn't motivated to spend time thinking about what his mom's birthday present could be so he just orders her flowers yet again. Jack is experiencing ________.

A) boredom B) emotional decision making C) inertia D) mental budgeting Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge 6) Which of the following views on decision making is most closely associated with the economics of information approach to the search process, assuming that consumers collect just as much data as needed to make an informed decision?

A) experiential perspective B) traditional perspective C) constructive perspective D) behavioral influence perspective Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2

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7) The first stage in the cognitive decision-making process is ________.

A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 8) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.

A) Information search B) Evaluation of alternatives C) Evaluation of the evoked set D) Problem recognition Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 9) A consumer who moves his or her ideal state upward is experiencing ________ recognition.

A) opportunity B) search C) habitual D) need Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 10) 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 recognized Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Application of knowledge 3 Copyright © 2015 Pearson Education, Inc.

11) ________ 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 12) A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?

A) routine decision making B) habitual decision making C) graduated response behavior D) cognitive decision making Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Application of knowledge 13) A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities.

A) inertia B) cognitive decision-making C) variety seeking D) mental accounting Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1

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14) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 15) Under ________, utility is defined in terms of gains and losses.

A) prospect theory B) heuristics C) hyperopia D) Zipf's law Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 16) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 17) As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer?

A) It will remain the same.

B) It will sharply decrease and then sharply increase.

C) It will decrease, and then increase as the customer becomes more knowledgeable.

D) It will increase, and then decrease as the customer becomes more knowledgeable.

Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Application of knowledge 5 Copyright © 2015 Pearson Education, Inc.

18) The alternatives actively considered during a consumer's choice process are the ________ set.

A) inert B) evoked C) evaluative D) consideration Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 19) A(n) ________ refers to a set of beliefs and the way we organize those beliefs in our minds.

A) mental accounting B) knowledge structure C) rational perspective D) influence perspective Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 20) Jamie is considering ordering a dessert for lunch. Before she decides on the kind she prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories?

A) superordinate level B) ordinate level C) subordinate level D) basic level Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Application of knowledge

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21) ________ are dimensions used to judge the merits of competing options.

A) Evoked sets B) Evaluative criteria C) Levels of abstraction D) Category exemplars Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 22) Features actually used to differentiate among choices are called ________ attributes.

A) evaluation B) search C) determinant D) segmentation Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 23) The higher the ________, the higher the level of product involvement as the consumer makes the decision.

A) trialability B) observability C) number of distribution channels D) perceived risk Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge 24) According to the theory called ________, 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 7 Copyright © 2015 Pearson Education, Inc.

25) What type of cybermediaries are intelligent agents?

A) They are cookies used to track IP addresses of computer users.

B) They are people who can help computer users with problems they encounter when trying to shop online; contacts are direct and in-person.

C) They are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases.

D) They are search engines specifically designed for online marketing and other forms of ecommerce.

Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Information technology 26) At mymms.com, you can upload a photo and order a batch of M&Ms with a face and personal message printed on the candy shell. This is an example of ________.

A) micromarketing B) mass customization C) long tail D) mass personalization Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge 27) A mental or problem-solving shortcut to make a purchase decision is called a(n) ________.

A) determinant B) detail rule C) heuristic D) experience rule Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3

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28) The tendency for people to prefer products from their own culture rather than those of another culture is called ________.

A) xenophobia B) ethnocentrism C) ethnographics D) altruism Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Diverse and multicultural work environments 29) ________ is a low-involvement medium because the role of the audience is passive, while ________ is a high-involvement medium because the role of the audience is active.

A) Television, print B) Print, television C) Internet, television D) Billboard, broadcast Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge 30) A ________ rule means that a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

A) noncompensatory decision B) lexicographic C) compensatory decision D) conjunctive Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3

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31) When the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected.

A) elimination-by-aspects B) conjunctive C) compensatory decision D) lexicographic Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Application of knowledge 32) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Application of knowledge 33) 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) feature creep D) inertia Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Application of knowledge

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34) How can a marketer boost a person's motivation to process relevant information?

A) using novel stimuli B) using broadcast media C) approaching a mass market D) minimizing competitive scope Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Application of knowledge 35) Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to think actively about his car in this way, which of the following cognitive decision-making process steps is Jeff going through?

A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Application of knowledge 36) What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon?

A) prepurchase search B) ongoing search C) internal search D) delayed search Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Analytical thinking

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37) Kent, a college student, is a loyal Coca-Cola drinker. He averages about six Cokes a day. He even prefers Coke to water. However, today when he passed a vending machine in his dorm, he bought a new flavor of soft drink called Big Red. Which of the following most accurately explains his behavior, given the facts about Kent's previous behavior?

A) Kent is variety seeking.

B) Kent is brand switching.

C) Kent is involved in cognitive decision-making.

D) Kent is influenced by peer pressure.

Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Analytical thinking 38) Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases?

A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacy Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Analytical thinking 39) Of the following products, which one would typically carry high psychological risk for the average consumer?

A) lawn mower B) kitchen blender C) expensive mink coat D) family vacation to a theme park Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Analytical thinking

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40) Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible.

A) high in need for cognition B) superprocessors C) utility maximizers D) cognitive misers Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 41) Coca-Cola is most likely an example of a(n) ________ product because it characterizes an entire category of soft drinks.

A) exemplar B) criteria C) heuristic D) evoked Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Analytical thinking 42) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Analytical thinking

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43) When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep an American advantage in the balance of trade between Japan and the United States. The attitude expressed by the stickers is best described as ________.

A) national inertia B) lexicographic determinism C) stereotyping D) ethnocentrism Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Diverse and multicultural work environments 44) Latrell finds that every time he goes to select athletic shoes, he always buys the same brand.

In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process is an example of ________.

A) cognitive dissonance B) information discrimination C) cognitive miser behavior D) inertia Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Analytical thinking 45) Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs.

Chen Lo's purchasing pattern is an example of a consumer using a ________ rule.

A) habitual decision B) compensatory C) noncompensatory D) conjunctive Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Analytical thinking

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46) Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior?

A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning.

C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational.

D) The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more.

Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Reflective thinking 47) A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?

A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills.

B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors.

C) The company confused a superordinate level with a subordinate level of categorization.

D) The determinant attributes between diet pills and breakfast were not sufficiently strong.

Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Reflective thinking

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48) A consumer can recognize a problem 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 the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.

B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.

C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.

D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Reflective thinking 49) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

A) the cost of the product B) the social risk of the product C) whether the purchase is made after a compensatory or noncompensatory decision process D) whether the customers hold a very positive or weak attitude toward the product Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Application of knowledge 50) Ellen stated that she would marry a millionaire. She applied a heuristic in judging men. They must wear expensive shoes and have an expensive automobile. What type of decision rule was Ellen most likely applying in her search for a millionaire husband?

A) lexicographic rule B) elimination-by-aspects C) conjunctive rule D) weighted additive rule Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Reflective thinking

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51) The first step in the cognitive decision-making process is to conduct an information search.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 52) Traditionally, consumer researchers have approached the study of decision making from an information-processing perspective.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 53) The experiential perspective stresses the importance of learning in decision-making.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 54) Habitual decision-making is the lowest order of buying decision-making.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 55) Needs are created when the actual state of a customer declines.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 56) Incidental learning occurs after a very concentrated search for information.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2

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57) People often engage in brand switching, even when their current brand satisfies their needs.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 58) Decisions are influenced by the way a problem is posed. This is called framing.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 59) The research on loss aversion suggests that people tend to emphasize their losses more than their gains.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 60) Social risk occurs when the consumer's risk capital consists of self-esteem and selfconfidence.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 61) Alternatives a consumer knows about are his evoked set, and the ones that he actually considers are called his consideration set.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 62) The success of a positioning strategy hinges on the marketer's ability to convince the consumer to consider its product within a given category.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Application of knowledge 18 Copyright © 2015 Pearson Education, Inc.

63) Neuromarketing refers to the use of software tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Information technology 64) A consumer who falls back on "mental rules of thumb" when making a decision is using heuristics.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Application of knowledge 65) If a consumer is following the lexicographic rule in her decision making, then she would select a brand that is the best on the most important attribute.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Application of knowledge 66) Olga decided to buy a product at her grocery store because of a "surprise special." This is an illustration of the affective decision-making style.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Analytical thinking 67) Cedric runs out of gas. He thinks to himself, How stupid I am! Cedric has just experienced a form of problem recognition that is being dominated by a downward movement in his actual state.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Analytical thinking

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68) Claire remembers that uniquely wonderful taste that can only come from a frosty mug of root beer. As she heads to the soft drink aisle in her grocery store, she decides that today is the day to experience root beer again. Claire has just conducted what is called an internal search for information.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Application of knowledge 69) Hirosi ordered the expensive "heart attack special" at his local pub. It came with 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Application of knowledge 70) Eun-Hee is a buyer of rugs made in Asia. She is extremely knowledgeable about her product line. One of her clients wants to purchase a rug made by a supplier with whom she has had little contact. Eun-Hee is more likely to engage in a broader search for information and gather more opinions from others about this new product than someone who was only moderately knowledgeable about the product line.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Application of knowledge 71) Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Application of knowledge

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72) Jonesy will buy only the lowest-priced spark plug when he goes shopping for auto supplies.

Because his car is very old, he really doesn't care about any other qualities. Jonesy is most likely using the noncompensatory decision rule.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Application of knowledge 73) Unless a purchase decision is risky and/or has high involvement, it is reasonable for a customer to shorten the decision process by limiting the information search and evaluation of alternative stages rather than thoroughly undertaking each step.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Reflective thinking 74) Constructive processing is much like a mental budget for the effort we'll need to make different choices.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-1 AACSB: Reflective thinking 75) The concepts of mental accounting, prospect theory, and perceived risk all remind a marketer that the customer's perception is more important than an objective reality when trying to understand consumer behavior.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3 AACSB: Reflective thinking

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76) 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 outcomes. a. Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. b. Information search is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision. c. Evaluation of alternatives–During this phase, the consumer evaluates the products in his or her consideration set. d. Product choice–A product is or is not chosen to solve the buyer's problem. e. Outcomes–If a product is selected, it will either be satisfactory or unsatisfactory. If no product is selected, the process may begin again at a future time.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Application of knowledge 77) Briefly describe and compare the three types of decision-making emphasized in the text.

Answer: The three types of decision-making emphasized in the text were: a. Cognitive –in this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision. b. Habitual –this perspective is important when consumers have a low level of involvement.

Marketers must concentrate on assessing the characteristics of the environment that influence members of a target market, such as the design of a retail outlet or whether a package is enticing.

The environment has an effect on the decisions to be made. c. Affective –in these cases, the decision making is emotional and spontaneous.

Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Application of knowledge 78) Describe the loss-aversion bias 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Application of knowledge

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79) What is a decision-making heuristic? Describe two typical heuristics used in consumer decision-making situations.

Answer: Heuristics are mental shortcut "rules of thumb" consumers use to save time and effort in the decision-making process. Heuristics may be based upon previous experience, reports from others, or beliefs. They may range from the very general (e.g., "Higher-priced products are higher-quality products.") to the very specific (e.g., "Buy Domino, that's the brand of sugar my mother always bought.").

Typical heuristics include: ∙ Price/quality relationship–that price is positively correlated with quality is one of the most pervasive market beliefs; for the most part, it is justified. Novice consumers may in fact consider price as the only relevant product attribute. ∙ Reliance on a product signal–sometimes consumers tend to infer hidden dimensions of products from observable attributes. A common example is the clean and shiny exterior of a used car up for sale. Consumers lacking knowledge may use signals such as how long the company has been in business, how well-known the brand name is, price, and so forth–judgments that may be faulty. ∙ Common market beliefs–consumers have many beliefs about covariation, or relationships, in the marketplace, not all of which are accurate. For example, locally owned stores give the best service, all brands are basically the same, and so on. ∙ Brand names–when a consumer consistently purchases the same brand over time, he or she may do it out of true brand loyalty or simply from inertia because less effort is required; for example, the heuristic might be "I always buy Sony products." ∙ Country of origin–consumers' reactions to imports are mixed: in general, people rate their own country's products more favorably than they do foreign products; products from industrialized countries are more highly rated than those from developing countries. Certain items associated with specific countries may benefit from these linkages; for example, shoes made in Italy are prized.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Application of knowledge

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80) Define noncompensatory rules used in purchase decision-making. Describe the types of rules that fall under this category.

Answer: When consumers consider attributes of several product choices, they may follow a simple noncompensatory decision rule, meaning that they feel a product with a high standing on one attribute cannot "make up for" (or compensate for) poor performance on another. ∙ Noncompensatory decision rules–These decision rules are characterized by exclusion: low standing on one attribute cannot be ignored because of good performance on other attributes.

Strong attributes do not compensate for weak ones.

Kinds of rules include: ∙ Lexicographic rule–The brand that is best on the most important attribute is selected. In the event of a tie, brands are evaluated on the next most important attribute. ∙ Elimination-by-aspects rule–Brands are compared for the presence of the attribute considered most important. If that feature is not present, the alternative is rejected. ∙ Conjunctive rule–Minimum cutoffs are established for each attribute the brands possess. The brand must meet all cutoffs to be considered.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Application of knowledge 81) Explain the meaning of covariation and provide an example from your own past buying behavior.

Answer: Covariation means that people will often make judgments about aspects of the product that they cannot really judge by using other aspects which are visible. Student examples will vary.

Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-3 AACSB: Application of knowledge 82) Explain the concept of narrative transportation and provide an example of a time from your own life that this state was triggered by an ad.

Answer: Narrative transportation means that people become immersed in the storyline being told in the ad. Student examples will vary.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Analytical thinking

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83) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Reflective thinking 84) Why would customers with a moderate knowledge of a product seek more information than either someone with no information or someone with extensive knowledge?

Answer: People with a very limited expertise may not feel they are capable of searching extensively. They are more likely to use shortcuts and utilize more abstract sources even when a search is undertaken.

People with extensive knowledge already have the information they need or have most likely already learned how to successfully navigate the process.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Reflective thinking

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85) Purchase decisions that involve extensive search also entail some kind of perceived risk (a belief that the purchase potentially could have negative consequences). Name five perceived risks, indicate the kinds of consumers most vulnerable to each risk, and indicate the types of purchases most sensitive to each.

Answer: The five basic kinds of risk include both objective (e.g., physical danger) and subjective factors (e.g., social embarrassment). Consumers with greater "risk capital" are less affected by perceived risks associated with purchases. The five basic kinds of risk include: ∙ Monetary risk–Risk capital consists of money and property. Those with relatively little income and wealth are most vulnerable. Purchases most sensitive to it: high-ticket items that require a substantial expenditure such as cars and houses. ∙ Functional risk–Risk capital consists of alternate means of performing the function or meeting the need. Practical consumers are the most sensitive. Purchases most sensitive to it: products or services whose purchase and use requires the buyer's exclusive commitment and precludes redundancy. ∙ Physical risk–Risk capital consists of physical vigor, health, and vitality. Those who are elderly, frail, or in ill health are most vulnerable. Purchases sensitive to it: mechanical or electrical goods (such as vehicles, flammables), drugs and medical treatment, food and beverages. ∙ Social risk–Risk capital consists of self-esteem and confidence. Those who are insecure and uncertain are most sensitive. Purchases sensitive to it: socially visible or symbolic goods such as clothes, jewelry, cars, homes, or sports equipment. ∙ Psychological risk–Risk capital consists of affiliations and status. Those lacking respect or attractiveness to peers are most sensitive. Purchases sensitive to it: expensive personal luxuries that may engender guilt, durables, and services whose use demands self-discipline or sacrifice.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-1 AACSB: Reflective thinking 86) What is an evoked set? What is a consideration set? Create examples to illustrate the terms.

Answer: The evoked set consists of all those product alternatives a consumer knows about, while the consideration set consists of all those products actively considered by the consumer during his or her choice process. Both sets can be composed of products already in memory (the retrieval set) as well as those prominently displayed in the retail environment.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Reflective thinking

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87) Pepsi A.M. was positioned as a coffee substitute. In one test market, Pepsi A.M. was introduced onto a university campus. It was both an immense hit and a total failure. The product always sold out of the vending machines, but the consumption of coffee stayed the same and the sale of other Pepsi products declined. In terms of levels of categorization, discuss what created the problem in the test market.

Answer: Pepsi A.M. and coffee on this campus did not occupy the same basic level. Coffee and tea were not seen 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Reflective thinking 88) Demonstrate how a marketer could use neuromarketing to advance the cause of his product.

You may use any example you choose for your demonstration.

Answer: Neuromarketing uses functional magnetic resonance imaging (FMRI), a brain-scanning device that tracks blood flow as we perform mental tasks. 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 2-2 AACSB: Reflective thinking 89) Under what conditions would a customer resort to cognitive decision-making when presented with a problem characterized as a need recognition? Give an example.

Answer: Need recognition takes place when the actual state of the customer drops. A hot water heater that breaks is an example of a problem that involves a need recognition. A customer is more likely to resort to cognitive decision-making if the product has a high-perceived risk and/or when the customer is motivated by variables central to his or her self-concept.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-2 AACSB: Reflective thinking

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90) A customer searching for an SUV is trying to decide what to buy. She decides to limit her options by using the following strategy. First, the car must be a Honda or a Toyota because the customer believes that they have the highest quality. Second, the vehicle cannot cost more than $30,000 or get less than 10 miles per gallon. Third, the remaining vehicles' interiors, comfort, and instrument panel will be judged by giving each a score and summing them. The SUVs that are left, with the highest summed scores, will be selected for an intensive test drive. What type of decision rules was this customer proposing to use? There will be more than one rule used.

Answer: First: a heuristic. Honda and Toyota have high quality.

Second: elimination-by-aspects. If an SUV is too expensive or gets poor gas mileage, it will not be considered.

Third: a simple additive compensatory. The interior aspects of the vehicles will be summed.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 2-3, 2-4 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 3 Cultural Influences on Consumer Decision-Making 1) Culture is best described as society's ________.

A) attitude B) consciousness C) personality D) history Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-1 AACSB: Diverse and multicultural work environments 3) ________ usually dictate what is right or wrong, acceptable or unacceptable.

A) Myths B) Theories C) Norms D) Rituals Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-2

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4) Crescive norms are ________.

A) strict "must do" rules of behavior in a society B) followed only by the females of a culture C) associated with monetary rewards and punishments D) subtle rules discovered as we interact with others Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-2 5) We explicitly decide on ________ norms, such as the rule that a green traffic light means "go" and a red one means "stop."

A) crescive B) enacted C) reciprocal D) ritualized Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-2 AACSB: Application of knowledge 6) A ________ is a custom with a strong moral overtone.

A) more B) superstition C) convention D) monomyth Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-2 7) Interest in the occult is most likely to increase in a society when ________.

A) economic conditions begin to improve B) there has been a major triumph, such as winning a war C) people feel overwhelmed or powerless D) people become less religious Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-4 AACSB: Diverse and multicultural work environments 2 Copyright © 2015 Pearson Education, Inc.

8) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-5 9) Myths serve four interrelated functions in a culture. All of the following are among those functions EXCEPT the ________ function.

A) cosmological B) sociological C) psychological D) anthropological Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-5 10) ________ postulated that myths involve binary opposition, in which two opposing ends of some dimension are represented (such as good versus evil).

A) Levi-Strauss B) Freud C) Hofstede D) Bettelheim Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-5 11) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 3 Copyright © 2015 Pearson Education, Inc.

12) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 13) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 14) Researchers primarily see the gift-giving ritual as one of ________ exchange.

A) transactional B) stylistic C) psychological D) economic Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 15) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6

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16) As a relationship grows and progresses, gift giving tends to become more ________.

A) exchange oriented B) reciprocal C) altruistic D) reformulated Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 17) A special ritual marking a person's change in social status is called a ________.

A) convention B) sacralization C) cycle D) rite of passage Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 18) ________ 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-7 19) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-7 AACSB: Diverse and multicultural work environments 5 Copyright © 2015 Pearson Education, Inc.

20) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-7 21) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-7 AACSB: Diverse and multicultural work environments 22) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 AACSB: Diverse and multicultural work environments

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23) All of the following are subsystems in a culture production system EXCEPT ________.

A) creative subsystem B) managerial subsystem C) marketing subsystem D) communications subsystem Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 AACSB: Diverse and multicultural work environments 24) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 25) Which of the following statements is most likely true about styles?

A) A style typically starts in a large group of people as a safe but unique statement.

B) Styles are often a reflection of more fundamental societal trends.

C) Influential people play only a minor role in deciding which styles will succeed.

D) Styles most often result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.

Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3

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26) In the cultural production process, the people who control the flow of information between producers and customers are called ________.

A) lead users B) cultural gatekeepers C) cultural transformers D) innovators Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 AACSB: Diverse and multicultural work environments 27) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 28) ________ occurs as marketers appropriate elements of popular culture and convert them for use as promotional vehicles.

A) Reality engineering B) Crescive norming C) Desacralization D) Product placement Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-4 AACSB: Diverse and multicultural work environments

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29) Promoters attempt to have their products shown prominently in full-length films. This type of promotion is referred to as ________.

A) desacralization B) objectification C) product placement D) advertainment Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-4 30) Which functional area is consistently a part of a cultural system?

A) ecology B) anthropology C) psychology D) technology Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-1 AACSB: Diverse and multicultural work environments 31) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-1 AACSB: Diverse and multicultural work environments

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32) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-1 AACSB: Application of knowledge 33) What do we call the learning process when we learn the beliefs and behaviors endorsed by our own culture?

A) acculturation B) enculturation C) immersion D) modeling Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-2 34) Gen Akoi greatly values his micro-refrigerator. The refrigerator is so small it will fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting his products.

A) ideology B) ecology C) social structure D) socio-psychology Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-1 AACSB: Analytical thinking

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35) J. P. Stevens always looks perfect in his business suit. The colors are always right for the season and prevailing style. His tie has the proper knot, he does not wear a tie-tac, his handkerchief is the proper "two-fingers" above the pocket, and his socks and shoes do not distract from his overall look. Which of the following does J. P. seem to be adhering to with his "correctness"?

A) enacted behaviors B) customs C) mores D) conventions Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-1 AACSB: Analytical thinking 36) The story goes that George Washington (as a small child) cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act), George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the following functions does this myth best match?

A) metaphysical B) cosmological C) psychological D) anthropological Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-5 AACSB: Application of knowledge 37) Pavel was an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under a bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________.

A) ritual B) symbolic exchange C) convention D) rite of passage Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Analytical thinking 11 Copyright © 2015 Pearson Education, Inc.

38) Ralf and his brother had a business in a Midwest college town taking SUVs and modifying them into tailgating machines. These "awesome party wagons" were equipped with the owner's desired team logo on the front, side, and back; gas grills; and large beverage coolers. Their business boomed, especially when the university had a winning season. Ralf and his brother were creating and selling what could be best described as ________.

A) myth carriers B) ritual artifacts C) symbolic exchange objects D) attitudinal reciprocity products Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Analytical thinking 39) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Analytical thinking 40) Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group.

When Carl receives his fraternity pin in a final ceremony and joins his new brothers, he will have passed through the final stage of a rite of passage. According to the text, what is this stage called?

A) separation B) aggregation C) liminality D) finality Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Analytical thinking

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41) 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. This tour is best classified as an example of ________ consumption.

A) profane B) objectified C) sacred D) crescive Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-7 AACSB: Analytical thinking 42) Country singers Marty Stewart and Travis Tritt and their record label decided to change the culture of the Country and Western music scene. With their now famous "No Hats" tour, the singers abandoned conventional country and western fashion (they threw away their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and younger audiences with a grinding, sexy message. The process that these singers went through is best described as a ________.

A) cultural funnel B) culture production system (CPS) C) culture distribution system (CDS) D) culture gatekeeping process (CGP) Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-3 AACSB: Analytical thinking 43) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-3 AACSB: Analytical thinking 13 Copyright © 2015 Pearson Education, Inc.

44) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-3 AACSB: Analytical thinking 45) Kyle liked to think he could program anything digital. He created a new video game, and a major industry firm wanted to buy it from him. He was bothered by their insistence that he modify the game by including a popular product's logo on the clothing of his main character. In this example, Kyle is concerned about the practice of ________.

A) cultural jamming B) advergaming C) pretailing D) plinking Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-4 AACSB: Analytical thinking 46) What term refers to desired end states that can apply to many different cultures?

A) instrumental values B) more C) terminal values D) norms Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-2

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47) The ________ assumes that people link very specific product attributes to terminal values.

A) knowledge structure theory B) means-end chain model C) diffusion of innovation D) cultural production system model Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-2 48) Which of the following best supports the argument that tourism is a sacred experience?

A) Tourism rarely involves the binary opposition of work and leisure.

B) Tourism involves seeking authentic experiences that differ from daily, mundane activities.

C) Tourism involves the four most important dimensions of culture.

D) Tourism provides opportunities for individuals to better understand their culture's crescive norms through interaction with other cultures.

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 3-7 AACSB: Reflective thinking 49) In a culture production system, the communications subsystem ________.

A) generates new symbols and products B) selects and manages the distribution of new symbols and products C) gives meaning to new products and provides a symbolic set of attributes D) organizes the sharing of symbols Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 AACSB: Written and oral communication 50) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-1 AACSB: Diverse and multicultural work environments

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51) A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-5 52) In many cultures, stories feature talking animals that act as mediating figures.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-5 AACSB: Diverse and multicultural work environments 53) Most holidays commemorate a cultural myth.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 AACSB: Diverse and multicultural work environments 54) Passing a driving test to receive a driver's license is an example of a rite of passage.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-6 AACSB: Analytical thinking 55) Profane consumption involves consumer objects and events that are ordinary.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-7 56) Casting directors, textbook authors, and retail buyers are all examples of formal gatekeepers in the culture production process.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 AACSB: Analytical thinking 16 Copyright © 2015 Pearson Education, Inc.

57) A style typically begins as a risky or unique statement by a relatively small group of people.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-3 58) Romance novels often follow a cultural formula.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-4 59) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-9 AACSB: Diverse and multicultural work environments 60) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-9 61) The extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally is referred to as power distance.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-9

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62) Values associated with a long-term orientation are respect for social obligations and the need to save face.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-9 AACSB: Diverse and multicultural work environments 63) Where you choose to sit in an almost empty movie theater is most likely determined by your culture's mores.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-2 AACSB: Application of knowledge 64) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Analytical thinking 65) Anna's best friend Aubrey was getting married. Anna spent a lot of time thinking of the perfect gift. She was so excited about the gift that she gave it to Aubrey before the wedding.

Aubrey cried and told Anna that she would never in her life have a better friend. Reformulation is the proper term for the new bond between Anna and Aubrey.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Analytical thinking

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66) A professor was given a warning after he made a bad joke about Princess Diana shortly after her death. Students were likely upset because they saw Princess Di as a profane character worthy of special attention and respect.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-7 AACSB: Analytical thinking 67) Products appearing in retail stores are examples of the use of product placement.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-4 AACSB: Application of knowledge 68) Creolization occurs when foreign influences integrate with local meanings.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-9 69) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 3-8 AACSB: Reflective thinking 70) The transition of Turkish tea to a mass-market product illustrates the process of sacralization.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 3-7 AACSB: Reflective thinking

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71) People occupy sacred time and space when they travel on vacation.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 3-7 AACSB: Reflective thinking 72) In the modern holiday rituals 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: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-7 AACSB: Reflective thinking 73) Shira wants to prove that even the most mundane of objects can be sacralized through the process of objectification. She should use examples of hoarding to support her argument.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-7 AACSB: Analytical thinking 74) A cultural system consists of three functional areas. What are they? Give a brief explanation of each.

Answer: Culture's functional areas include: a. Ecology–the way in which a system is adapted to its habitat. This area is shaped by the technology used to obtain and distribute resources. b. Social structure–the way in which orderly social life is maintained. This includes the domestic and political groups that are dominant within the culture. c. Ideology–the mental characteristics of a people and the way in which they relate to their environment and social groups. This revolves around the notion that members of a society possess a common worldview. They share certain ideas about principles of order and fairness.

They also share an ethos, or a set of moral and aesthetic principles.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-1 AACSB: Diverse and multicultural work environments

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75) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 3-7 AACSB: Diverse and multicultural work environments 76) Describe the difference between an enacted norm and a crescive norm. Indicate forms that the crescive norm may take.

Answer: An enacted norm is explicitly decided on, such as the rule that a green traffic light means "go" and a red one means "stop." The rules are not subtle; they are specific.

A crescive norm is embedded in a culture and is discovered only through interaction with other members of that culture. These norms can be subtle. Crescive norms include the following: a. A custom is a norm that controls basic behaviors, such as the division of labor in a household or the practice of particular ceremonies. b. A more is a custom with a strong moral overtone. A more often involves a taboo or forbidden behavior, such as incest or cannibalism. Violation of a more often meets with strong sanctions from other members of a society. c. A convention is a norm regarding the conduct of everyday life. These rules deal with the subtleties of consumer behavior, including the "correct" way to furnish one's house, wear one's clothes, host a dinner party, and so on.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-2 AACSB: Application of knowledge 77) Explain the idea of an antifestival and describe an example of an antifestival.

Answer: An antifestival is an event that distorts the symbols associated with other holidays. For example, Mardi Gras is a three-day festival held just before Lent. Lent is a religious and pious time, a period of self-sacrifice and meditation leading up to Easter. During Mardi Gras, people adorn themselves in clothing that they would not normally wear and engage in behavior that they normally would avoid.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Application of knowledge

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78) Define rites of passage and indicate the various stages of role transition that can occur. Give at least two examples of rites of passage.

Answer: Rites of passage are special times in an individual's life marked by a change in social status. Both primitive and modern societies set aside times when such changes occur. Some of these changes may occur as a natural part of life cycles (e.g., puberty or death), while others are more individual in nature (e.g., a birthday or graduation).

Rites of passage consist of three phases or stages of role transition: ∙ Separation stage, which occurs when the individual is detached from his or her original group or status, e.g., the college freshman leaves home. ∙ Liminality stage, in which the person is literally in between statuses, e.g., the new arrival on campus tries to figure out what is happening during orientation week. ∙ Aggregation stage, which takes place when the person reenters society after the rite of passage is complete, e.g., the student returns home for winter vacation as a college "veteran."

Examples of rites of passage include: a divorce, getting a raise, a birthday, a marriage, a military recruit going to boot camp, an internship completed and a medical practice begun, a novitiate becoming a nun, retirement from a job, and so on. The final rite of passage is death.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Application of knowledge 79) Compare and contrast sacred and profane consumption.

Answer: Sacred consumption involves objects and events that are "set apart" from normal activities and are treated with some degree of respect or awe. They may or may not be associated with religion, but most religious items and events tend to be regarded as sacred. On the other hand, profane consumption involves consumer objects and events that are ordinary and everyday; they do not share the "specialness" of sacred ones. (Profane does not mean vulgar or obscene in this context.)

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-7 AACSB: Application of knowledge

22 Copyright © 2015 Pearson Education, Inc.

80) Identify what the term cooptation means. Give an illustration of the concept and demonstrate how it applies to the movement of meaning as shown in the text.

Answer: Cooptation occurs when cultural products undergo a transformation. Original meanings are transformed by outsiders.

According to the text, instruments of movement (such as advertising and fashion systems) connect to cultural values and symbols; these cultural values and symbols change consumer goods over time. As the consumer performs consumer rituals, individual consumers are affected.

As an example of the change, the text explains how the influence of hip-hop has gone beyond its urban, African-American roots to the American mainstream.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-3 AACSB: Application of knowledge 81) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-6 AACSB: Application of knowledge 82) How can a myth be true and false at the same time?

Answer: A myth is a story containing symbolic elements that represent the shared emotions and ideals of a culture. A myth is true in that the story contains some metaphysical, cosmological, sociological, or psychological aspect that expresses a truth to a particular culture. However, the actual occurrences in the story do not have to be historically, or even logically, true.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 3-5 AACSB: Reflective thinking

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83) Some people have been offended when marketers refer to an event such as the Super Bowl as a sacred event. They believe that business people are being disrespectful. Explain how the concept of sacred in consumer behavior is both the same and different from the concept of sacred in a traditional religious context.

Answer: In marketing, an event, place, or person becomes sacred because it is "set apart" from normal activities and begins to be treated with some degree of respect or awe. There are numerous reasons why this may happen, religion being only one of many. There is nothing in the definition that refers to specific or historical religious events, places, or persons.

The term as utilized, however, does have similarities with religious feelings. A "sacred" object in religion is treated as very special. It is handled with care and given special packaging considerations. This is also true of sacred objects in marketing. Religious people would be offended if a sacred object was treated casually, or if someone made light of it. The same is generally true with a sacred object in marketing. The manner in which society reacts to Elvis Presley or to Princess Diana is quite similar to how a saint would be treated by a religious person.

The two concepts are different in that a sacred object need not have religious connections of any kind. Even those who react to an event like the Super Bowl as a sacred occasion may be offended if the suggestion is made that the event has religious overtones for the person.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 3-7 AACSB: Reflective thinking 84) Use cultural ideas about food and eating as examples to explain the differences between the three types of crescive norms discussed in the book.

Answer: A crescive norm is one that is embedded so deeply inside a culture that it is discovered through interaction with other members of that culture rather than through memory or study.

A custom is a crescive norm that controls basic behavior. For example, custom would dictate at what times and how much people eat.

A more is a custom with a strong moral overtone. Mores would dictate what kind of food is acceptable to eat. For example, dog meat is taboo in the United States, but not necessarily in other countries.

A convention is a crescive norm that regulates how we conduct our everyday lives. Conventions would dictate what utensils we use to eat a meal or what to wear at dinnertime.

Student answers will vary but may draw upon examples used in the text.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-2 AACSB: Reflective thinking

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85) A female writer looks at a common myth of the Western culture and writes a novel applying that myth to fictional modern characters. Using the concept of a culture production system (CPS), explain how this writer will market her ideas to her readers.

Answer: The writer produces the novel. She is part of the creative subsystem. She takes her idea from a myth or a story containing the symbolic elements that represent the shared emotions and ideals she shares with her customers.

Her novel must be accepted for publication by a managerial subsystem, which makes her ideas tangible in the form of a book, and then mass-produces and distributes her novel.

After her novel is published, it must be promoted. The promotion gives meaning to the story and provides it with a set of attributes that are communicated to consumers. This is a communication subsystem.

The novel may still remain unnoticed by the general public until the gatekeepers either allow it through to the consumers or begin to promote the book. If the book is given notice by Oprah Winfrey, media people give positive reviews, or if friends, spouses, and associates begin to talk about the novel, then it is much more likely that the symbol pool used by the writer will be communicated to the final consumer.

Culture modifies this entire procedure. The creation most likely came from the symbols of the culture. What is accepted and promoted is driven by cultural values and images. Whether the ideas are acceptable to gatekeepers is largely a matter of culture.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-3 AACSB: Reflective thinking 86) Use the example of a political campaign to discuss the relationship between various cultural formulas and reality engineering.

Answer: The idea behind the cultural formula is that a culture will tell stories in which certain roles and props are utilized in a consistent manner. Certain images and symbols are recycled by being used repeatedly, or by being applied to new situations. Communication and meaning is facilitated because everyone is on "the same page" and understands the meanings and context in which the story unfolds.

Reality engineering occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.

During a political campaign, the candidate will try to tie him- or herself into as many positive cultural formulas as possible. The candidate, for example, may take off his coat and roll up his sleeves (symbolic of the working man) to demonstrate that the candidate is willing to work for the common person. The flag will be shown as a backdrop. At the same time, the candidate will attempt to manipulate the voters' concept of reality by tying himself or herself to positive cultural images and symbols, while attempting to connect his or her opponent to negative images.

Student answers will vary, but should reflect an understanding of the two terms.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-4 AACSB: Reflective thinking 25 Copyright © 2015 Pearson Education, Inc.

87) Choose a myth and explain the myth in terms of the four interrelated functions myths play in a culture.

Answer: Answers will vary but each myth explained should include explanations with the four functions: metaphysical, cosmological, sociological, and psychological.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 3-5 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 4 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 Corrupt Practices Act C) Patriot Act D) Robinson-Patman Act Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 2) Rules of conduct that guide actions in the marketplace are known as ________.

A) norms B) business ethics C) codes D) policies Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning 3) Honesty, trustworthiness, fairness, and justice are all ________ with which people in a culture judge what is right and what is wrong.

A) norms B) business ethics C) universal values D) personality characteristics Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning

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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 Learning Outcome: Describe the global marketing environment today and explain the options companies consider as they go global.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning 5) The importance people attach to worldly possessions is known as ________.

A) materialism B) ethics C) values D) wealth Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 6) Which of the following values is most associated with materialists?

A) honesty B) status C) loyalty D) frugality Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 7) When consumers are unhappy with a product, they may use a ________ response, which means they respond directly to the retailer for redress.

A) private B) third-party C) voice D) public Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 2 Copyright © 2015 Pearson Education, Inc.

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

A) private B) third-party C) voice D) public Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 9) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 10) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Information technology

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11) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Application of knowledge 12) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Diverse and multicultural work environments 13) When a company must inform consumers that its previous advertising messages were wrong or misleading, the company uses ________.

A) cooperative advertising B) subliminal advertising C) corrective advertising D) direct mail Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Application of knowledge

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14) 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 advertising B) subliminal advertising C) corrective advertising D) reminder advertising Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-2 AACSB: Analytical thinking 15) Which of the following is NOT one of the consumer rights established in President John F. Kennedy's Declaration of Consumer Rights in 1962?

A) right to safety B) right to be informed C) right to choice D) right to desire more Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 16) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-2

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17) Participatory action research (PAR) is also known as ________.

A) consumer intervention research B) transformative consumer research C) social marketing research D) consumer curation Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 18) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Ethical understanding and reasoning 19) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-2 AACSB: Ethical understanding and reasoning

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20) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-2 AACSB: Analytical thinking 21) Which stakeholder group is LEAST likely targeted by an organization's corporate social responsibility efforts?

A) employees B) consumers C) environment D) government Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Ethical understanding and reasoning 22) When someone steals your personal information and uses it without your permission, you have been the victim of ________.

A) identity theft B) data privacy C) real-time shopping D) bidding Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Application of knowledge

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23) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 24) Jack has received an email that asks him to help a distant relative in Kenya by sending his bank account information to transfer a small amount of funds. Jack is the victim of a(n) ________ scam.

A) botnet B) phishing C) identity theft D) malware Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Analytical thinking 25) An area in which 500 people live more than a mile from a grocery store in an urban area or more than 10 miles from a grocery store in a rural area is known as a(n) ________.

A) deserted consumer market B) food desert C) truck-specific market D) unsustainable environment Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3

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26) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 27) The functionally illiterate are a concern to marketers because they ________.

A) depend on brand logos B) are a protected class C) tend to live in food deserts D) participate in social media Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Application of knowledge 28) All of the following are relevant to a triple bottom-line orientation EXCEPT ________.

A) financial bottom line B) growth bottom line C) social bottom line D) environmental bottom line Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3

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29) Jan's Tees aims to create 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 ________ thinking.

A) triple bottom-line B) social C) cradle to cradle D) literate Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Analytical thinking 30) The mindfulness with which consumers may shop and make decisions in order to make the right decisions — for themselves and for the environment — is known as ________.

A) green marketing B) social marketing C) conscientious consumerism D) sustainable thinking Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Ethical understanding and reasoning 31) Seventh Generation sells a line of cleaning products which is made from environmentallyfriendly ingredients. This is an example of ________.

A) cause marketing B) sustainability marketing C) conscientious consumerism D) green marketing Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Analytical thinking

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32) Which of the following qualities is a requirement for products to qualify for a listing on Amazon's Vine website?

A) green B) blue C) pink D) white Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 33) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Ethical understanding and reasoning 34) Which of the following issues is related to consumer behavior?

A) consumerism B) literacy C) product disposal D) all of the above are related Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Application of knowledge

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

A) desire for new features B) change in the environment C) change in person's role D) all of the above Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Application of knowledge 36) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 37) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Analytical thinking

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38) During ________, one consumer exchanges something she owns with someone else for something the other person owns.

A) freegan sharing B) divestment C) disposal casting D) lateral cycling Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 39) The saying "one man's trash is another man's treasure" is the philosophy behind ________.

A) recycling B) lateral cycling C) green marketing D) sharing Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Reflective thinking 40) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 41) ________ is a physiological or psychological dependency on products or services.

A) Consumer terrorism B) Consumer addiction C) Consumerism D) Materialism Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4 13 Copyright © 2015 Pearson Education, Inc.

42) The term "Crackberry" is used to refer to the ________ die-hard users may feel towards the Blackberry.

A) consumer addition B) material need C) lateral addiction D) sustainable cause Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-4 43) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-4 AACSB: Analytical thinking 44) Which of the following is associated with compulsive consumption?

A) anxiety B) happiness C) intelligence D) income Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4 45) People who suffer from compulsive consumption are most likely referred to as ________.

A) materialistic B) bankrupt C) shopaholics D) shallow Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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46) Which of the following is NOT an element common to destructive consumer behaviors?

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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4 47) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4 AACSB: Application of knowledge 48) Cash losses due to shoplifting and employee theft are called ________.

A) accounts receivable B) unrecoverables C) shrinkage D) fraud Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4 49) When people deface products, it is an act of ________.

A) counterfeiting B) anticonsumption C) addiction D) materialism Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4

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50) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4 51) Surveys show that the percentage of consumers who are willing to pay more for green products has dropped since 2008.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 52) Business ethics are rules of conduct published by the Better Business Bureau that guide actions in the marketplace.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning 53) Firms in Mexico are less likely to have formal codes of ethics.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning 54) The word for bribery in Japanese is kuroi kiri which translates to black mist.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning

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

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning 56) Materialistic values tend to focus on the individual rather than a group or family.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Ethical understanding and reasoning 57) Third-party response options are easily available to today's consumers via networks like Yelp and Twitter.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Information technology 58) The Food and Drug Administration (FDA) polices advertising claims related to the contents of edible products and pharmaceuticals.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 59) Culture jamming is the term used to explain the plethora of culturally-relevant content posted to social media sites.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Information technology

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60) The modern era of consumerism began in 1962.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 61) Participatory action research is also called transactional consumer research.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 62) Cause marketing is the same as social marketing.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Ethical understanding and reasoning 63) Identity theft occurs when someone steals your personal information and uses it without your permission, even if no money is stolen.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 64) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-2 AACSB: Application of knowledge 65) Locational privacy is an issue now that GPS-enabled mobile devices are ubiquitous.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Information technology 18 Copyright © 2015 Pearson Education, Inc.

66) Sustainability and green marketing are the same thing.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Ethical understanding and reasoning 67) The triple bottom-line orientation recognizes that businesses should strive to cut costs as well as raise revenue.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 68) The concept of "cradle to cradle" means that we should market to consumers from the time they are born until the time they give birth.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 69) Green marketing refers to a strategy of promoting how environmentally friendly a product is.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 70) There is an increasing demand for green products.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 71) How consumers dispose of products can apply to the disposal of ideas just as it does to products.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior Define consumer behavior and describe its influence on marketing practices.

Skill: Concept Objective: 4-3 AACSB: Written and oral communication 19 Copyright © 2015 Pearson Education, Inc.

72) Consumers may have abandoned products in their homes because they bought for a specific purpose but then changed plans.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 73) Lateral cycling means reducing how much product one uses so there is less waste.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 74) Consumer addiction can occur with any product category, even lip balm.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Application of knowledge 75) Shopaholics suffer from compulsive consumption.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-4 76) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-1 AACSB: Application of knowledge

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77) If you are unhappy with a product or service, what are your three possible courses of action?

Which one is best for the marketer in question?

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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-1 AACSB: Application of knowledge 78) Explain three of the key legislative acts affecting consumers.

Answer: These acts are located in Table 4.2 Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-1 AACSB: Application of knowledge 79) 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 all 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Reflective thinking 80) 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 to discourage negative behaviors like drunk driving. Public policies are more likely to be successful when they are implemented with these techniques.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-2 AACSB: Application of knowledge

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81) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-2 AACSB: Application of knowledge 82) 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 of theft that is possible when others can see one's location in real-time such as on FourSquare.

Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Application of knowledge 83) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Application of knowledge 84) Explain the meaning of a 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Application of knowledge

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85) 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: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Reflective thinking 86) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Reflective thinking 87) Why is demand for green products on the decline?

Answer: While consumers like the concept of green and environmentally friendly products, they are also price conscious in many cases. Green products typically cost more than their non-green counterparts, which affects demand.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Reflective thinking 88) Is product disposal a consumer behavior issue or a public policy issue? Explain.

Answer: It's both. It's a public policy issue in that the environment benefits from good choices about product disposal and we may need to use social marketing efforts to encourage those choices. It's a consumer behavior issue in that it is part of the product life cycle for the consumer who chose the product.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Reflective thinking

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89) Provide an example of the underground economy and its drivers.

Answer: The underground economy refers to marketing exchanges that take place consumer-toconsumer rather than business-to-consumer. A flea markets and yard sales are examples. They take place due to lateral cycling, in which we seek products from other consumers (used) rather than new products.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 4-3 AACSB: Application of knowledge 90) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 4-3 AACSB: Application of knowledge

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Consumer Behavior, 11e (Solomon) Chapter 5 Perception 1) The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called ________.

A) reception B) awareness C) perception D) sensation Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-1 2) The process by which people select, organize, and interpret sensory information is called ________.

A) reception B) awareness C) perception D) sensation Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 3) Which of the following is NOT one of the three stages of the process of perception?

A) interpretation B) adaptation C) attention D) exposure Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3

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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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-1 5) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-1 6) 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 signature D) interpretant Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-1 AACSB: Written and oral communication

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7) Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________.

A) position B) signature C) trade dress D) schema Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-1 8) Which of the following 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2 AACSB: Written and oral communication 9) When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping?

A) visual B) auditory C) haptic D) liminal Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-2 AACSB: Analytical thinking

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

A) Kinsei B) Sigma C) relationship D) reverse Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2 11) When a stimulus comes within the range of someone's sensory receptors, ________ occurs.

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

B) retention C) subliminal suggestion D) exposure Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 12) The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

A) absolute B) differential C) intensity D) relative Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 13) The minimum difference that can be detected between two stimuli is known as the ________.

A) "bare" minimum B) gradual differentiation C) j.n.d. (just noticeable difference) D) graded difference Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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14) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 15) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 16) ________ occurs when a stimulus is below the level of an individual's awareness.

A) Absolute threshold B) Differential threshold C) Subliminal perception D) Perceptual selection Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 17) ________ refers to the extent to which processing activity is devoted to a particular stimulus.

A) Exposure B) Perception C) Attention D) Sensation Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4

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18) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 AACSB: Written and oral communication 19) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 AACSB: Written and oral communication 20) Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.

A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 AACSB: Written and oral communication

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21) An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.

A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 AACSB: Written and oral communication 22) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 23) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4

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24) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 AACSB: Written and oral communication 25) Which of the following refers to the meanings we assign to sensory stimuli?

A) schema B) semiotics C) interpretation D) perception Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 AACSB: Written and oral communication 26) In the process of ________, certain properties of a stimulus evoke a schema.

A) priming B) differentiating C) indexing D) perceptual mapping Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 27) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 8 Copyright © 2015 Pearson Education, Inc.

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

A) Freudian psychology B) Gestalt psychology C) Simmons psychology D) the Covey approach Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 AACSB: Written and oral communication 29) ________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts."

A) Freudian traits analysis B) Weber's Law C) Gestalt D) Kinsei Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 30) A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.

A) principle of similarity B) figure-ground principle C) subliminal principle D) closure principle Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 AACSB: Written and oral communication

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

A) semiotics B) psychophysics C) Gestalt theory D) hyperreality Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-6 32) From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?

A) the sign B) the object C) the interpretant D) the structure Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-6 33) A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

A) icon B) index C) symbol D) schema Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5

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

A) subliminal persuasion B) figure-ground projection C) semiotic relationships D) consumer-modeling connections Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-6 AACSB: Written and oral communication 35) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-6 AACSB: Written and oral communication 36) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 AACSB: Written and oral communication

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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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-3 AACSB: Analytical thinking 38) Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.

A) sensory inputs emanating from the external environment B) sensory inputs emanating from the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-3 AACSB: Analytical thinking 39) When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.

A) one-on-one B) subliminal C) differentiated D) sensory Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-2 AACSB: Analytical thinking

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40) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-3 AACSB: Analytical thinking 41) Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them.

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

A) absolute B) negligible C) relative D) embedded Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-3 AACSB: Analytical thinking

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42) 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 figure-ground principle C) the golden triangle D) Weber's law Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-3 AACSB: Reflective thinking 43) Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?

A) perceptual vigilance B) perceptual defense C) contrast D) adaptation Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-4 AACSB: Analytical thinking 44) 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 this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

A) sensory overload B) thresholds C) hyperreality D) schema Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-5 AACSB: Analytical thinking

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45) Which of the following comes closest in characterizing the concept of hedonic consumption?

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

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

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

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

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-3 AACSB: Reflective thinking 46) One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?

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

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

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

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

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-3 AACSB: Reflective thinking 47) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-3 AACSB: Reflective thinking

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48) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 5-4 AACSB: Written and oral communication 49) 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 customers' schemata B) violates the customers' schemata C) requires that customers defend their current views about the product category D) is simple and easy to understand Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 5-5 AACSB: Reflective thinking 50) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

A) by associating the soda with its ability to absorb odors B) by associating the soda with a fictional character called Simon Soda C) by emphasizing the low cost of the soda D) by informing the customers of the historic importance of baking soda in germ protection Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-6 AACSB: Reflective thinking

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51) Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, color, and sound.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 52) Unlike computers, people do not passively process whatever information happens to be present.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 53) The first step in the perception process is exposure to a stimulus. Without exposure, there would be no perception.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 AACSB: Written and oral communication 54) Interpretation is the last stage of the perceptual process.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 55) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying hedonic consumption.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3

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

Answer: TRUE Diff: 2 Learning Outcome: Describe the influence of social class and economic class on consumer behavior.

Skill: Concept Objective: 5-1 57) Sensory marketing has proven to be largely ineffective as a marketing approach.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2 AACSB: Written and oral communication 58) Colors look duller to older people, which is why they prefer white and other bright tones.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2 AACSB: Diverse and multicultural work environments 59) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2 60) Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2

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61) Marketers have generally failed in their efforts to introduce scented marketing practices and products to the American marketplace.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2 AACSB: Written and oral communication 62) Kinsei engineering focuses on the visual sense.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-2 63) A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 AACSB: Written and oral communication 64) The absolute threshold is dependent upon how strong a marketer makes a stimulus.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 AACSB: Written and oral communication 65) Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 AACSB: Written and oral communication

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66) Consumers are more likely to be aware of stimuli that relate to their current needs. This is an example of perceptual vigilance.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 67) Novelty in the form of interruption intensifies our experiences, increasing our enjoyment of pleasant stimuli and amplifying our dislike of unpleasant stimuli.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-4 68) The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-5 AACSB: Written and oral communication 69) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-3 AACSB: Analytical thinking 70) Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-4 AACSB: Analytical thinking 20 Copyright © 2015 Pearson Education, Inc.

71) You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Percption is imptant in undrstdng consmr bhavr.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-5 AACSB: Written and oral communication 72) On Lost, the popular television drama with mysterious and supernatural plotlines, the fictional Hanso foundation sponsors questionable research projects. Many Lost Web sites now sell items bearing the Hanso name and logo. This is an example of hyperreality.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-6 AACSB: Analytical thinking 73) The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an excellent example of hyperreality.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-6 AACSB: Analytical thinking 74) Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-4 AACSB: Reflective thinking

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75) Sarah Palmer realizes she just made a mistake. In her hurried shopping trip, she picked up the yellow plastic squeeze bottle from the grocery store shelf, assuming that it was French's mustard. To her dismay, it was the store brand. Her confusion is an illustration of the importance of package schematics.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-5 AACSB: Reflective thinking 76) What is the difference between sensation and perception?

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-3 AACSB: Analytical thinking 77) List the three stages of the perception process and give a brief definition of each.

Answer: The three stages are exposure, attention, and interpretation. ∙ Exposure–the degree to which people notice a stimulus that is within range of their sensory receptors ∙ Attention–the extent to which processing activity is devoted to a particular stimulus ∙ Interpretation–the meaning that we assign to sensory stimuli Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 5-3 AACSB: Written and oral communication

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78) Define the concepts of hedonic consumption and sensory marketing, and then explain how they are related.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-1 AACSB: Written and oral communication 79) Define perceptual selection and describe the types of filters that prevent clear perception and reception of marketing stimuli.

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-4 AACSB: Written and oral communication 80) As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation. List and briefly describe the connection with adaptation.

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-4 AACSB: Written and oral communication

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81) Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-4 AACSB: Written and oral communication 82) What does the word gestalt mean, and how does the term describe an important principle of the perceptual process?

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

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-5 AACSB: Written and oral communication 83) What does the study of semiotics attempt to do?

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-6 AACSB: Written and oral communication 84) Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 5-3 AACSB: Reflective thinking

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85) As people age their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-2 AACSB: Reflective thinking 86) Research has shown Kinsei engineering can be an effective way to design products. Explain how Kinsei engineering works and give an illustration that demonstrates your understanding.

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-2 AACSB: Reflective thinking 87) Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product. When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned. Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new coke without creating these problems.

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-3 AACSB: Reflective thinking

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88) 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: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-4 AACSB: Reflective thinking 89) A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons, forks, and knives for casual dinners. Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Critical Thinking Objective: 5-6 AACSB: Reflective thinking

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 5-3 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 6 Learning and Memory 1) ________ refers to a relatively permanent change in behavior that is caused by experience.

A) Adjustment B) Shaping C) Reinforcement D) Learning Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-1 2) Much learning takes effort and time, but some learning is so casual as to be unintentional.

This type of learning is referred to as ________ learning.

A) stage one B) subliminal C) incidental D) evoked Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-1 3) Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

A) energy and work B) stimulus and response C) thought and memory D) sensation and perception Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 AACSB: Application of knowledge

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4) Which theory listed below assumes that learning takes 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 5) ________ was first demonstrated in experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals.

A) Instrumental conditioning B) Classical conditioning C) Cognitive conditioning D) Extinction conditioning Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 6) Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

A) conditioned stimulus; conditioned response B) unconditioned response; conditioned response C) conditioned stimulus; unconditioned stimulus D) unconditioned stimulus; unconditioned response Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 AACSB: Application of knowledge

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

A) generalization B) interference C) the spacing effect D) extinction Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 8) Stimulus generalization refers to ________.

A) the tendency for stimuli to be similar in nature B) the fact that most conditioned stimuli are similar to unconditioned stimuli C) the tendency of stimuli similar to a conditioned stimulus 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: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 9) The ________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

A) masking illusion B) sensory memory C) cueing effect D) halo effect Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2

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10) Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar?

A) extinction B) brand equity C) stimulus generalization D) stimulus discrimination Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 AACSB: Application of knowledge 11) According to the theory of classical conditioning, ________ should be encouraged by promoting unique attributes of a well-established brand.

A) stimulus generalization B) the halo effect C) stimulus discrimination D) extinction Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 AACSB: Application of knowledge 12) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 AACSB: Application of knowledge

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13) Another name for instrumental conditioning is ________ conditioning.

A) operant B) neo-classical C) stimulus D) reward Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 14) The researcher and theorist most associated with instrumental conditioning is ________.

A) Pavlov B) Skinner C) Keller D) Werner Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 15) If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

A) neutral reinforcement B) positive reinforcement C) negative reinforcement D) symbolic reinforcement Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Analytical thinking

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16) In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

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

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

C) Negative reinforcement occurs when a negative outcome is avoided, while punishment 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: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Analytical thinking 17) What mechanism is used when a consumer learns to perform responses that produce rewarding outcomes?

A) extinction B) punishment C) negative reinforcement D) positive reinforcement Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Application of knowledge 18) A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes best explains what has occurred in the example?

A) negative reinforcement B) extinction C) discrimination D) generalization Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Analytical thinking

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19) Determining the most effective reinforcement schedule to use with consumers is important to marketers. What type of reinforcement schedule is most likely being used when after a period of time has passed, the first response a consumer makes brings the reward?

A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) variable-ratio reinforcement Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Application of knowledge 20) A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation?

A) fixed-ratio reinforcement B) fixed-interval reinforcement C) variable-frequency reinforcement D) variable-interval reinforcement Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Analytical thinking 21) The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

A) rebate B) discount C) reward D) frequency Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4

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22) What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?

A) instrumental conditioning B) classical conditioning C) cognitive learning D) operant conditioning Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 23) ________ 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) Masked Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-5 24) ________ involves a process of acquiring information and storing it over time so that it will be available when needed.

A) Memory B) Recognition C) Comprehension D) Attention Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-6 25) According to the information processing-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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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26) ________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

A) Sensory B) Episodic C) Primary D) Elaborative Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-6 AACSB: Application of knowledge 27) ________ memory permits temporary storage of information we receive from our senses.

A) Elaborative B) Sensory C) Cognitive D) Working Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-6 28) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7

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29) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7 30) Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the ________.

A) highlighting effect B) von Restorff Effect C) spacing effect D) halo effect Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7 31) Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?

A) spontaneous recovery B) scripting C) reverse extinction D) response bias Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-8 32) In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

A) recall B) recognition C) chunking D) salience Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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

A) response bias B) elaborative rehearsal C) salience D) nostalgia Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7 AACSB: Application of knowledge 34) Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________.

A) the highlighting effect B) the halo effect C) nostalgia D) memory spikes Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-9 AACSB: Application of knowledge 35) Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff. In fact, I don't even have a cat." Sam knows this jingle through ________.

A) stimulus generalization B) reinforcement modeling C) incidental learning D) operant conditioning Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-1 AACSB: Application of knowledge

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

A) incidental learning B) Gestalt learning C) cognitive learning D) behavioral learning Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-2 AACSB: Analytical thinking 37) Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional and very serious. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

A) masked branding B) halo effect C) continual reinforcement D) shaping Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-2 AACSB: Analytical thinking

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38) John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes?

A) classical conditioning B) instrumental conditioning C) stimulation conditioning D) extinction conditioning Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Analytical thinking 39) 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 conditioning B) emotional learning C) classical conditioning D) instrumental conditioning Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Analytical thinking 40) A sales manager pays a bonus to new trainees when they develop a good sales prospectus.

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

A) shaping B) modeling C) negative reinforcement D) variable-ratio reinforcement Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Analytical thinking

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41) On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.

A) shaping B) stimulus discrimination C) modeling D) stimulus generalization Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-5 AACSB: Analytical thinking 42) "It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-7 AACSB: Analytical thinking 43) As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?

A) spreading activation B) advertising decay C) polar parallels D) scalar processing Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-7 AACSB: Analytical thinking

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44) Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________.

A) service script B) evoked set C) proposition D) elaborative rehearsal Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-7 AACSB: Analytical thinking 45) 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 Restoff effect C) the spacing effect D) state-dependent retrieval Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-7 AACSB: Analytical thinking

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46) 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 biases?

A) neophyte bias B) order bias C) response bias D) affinity bonding bias Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-9 AACSB: Analytical thinking 47) Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________.

A) omitting B) averaging C) telescoping D) normalizing Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-9 AACSB: Analytical thinking

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

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

B) Customers confused Scott's logo with the logo of Scott's competitors, 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.

Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-2 AACSB: Reflective thinking 49) According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?

A) 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 an intuitive feel for the amount of learning the subject had experienced Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Reflective thinking 50) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Reflective thinking 17 Copyright © 2015 Pearson Education, Inc.

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

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-1 52) Behavioral theorists rely on internal mental states to explain learning.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 53) Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 54) When Pavlov's famous dogs responded to a bell signaling feeding time, they were exhibiting what is called classical conditioning.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 55) The two major approaches associated with behavioral learning theory are classical conditioning and observational learning.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 56) When a company engages in a "piggybacking strategy," it is hoping that customers will be able to discriminate between the company's product and a competitor's product.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 AACSB: Application of knowledge 18 Copyright © 2015 Pearson Education, Inc.

57) Stimulus generalization can create a halo effect.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-2 58) Secret shoppers may be used by marketers to test the effectiveness of service quality among employees. This is a form of variable-interval reinforcement.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Application of knowledge 59) Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Application of knowledge 60) Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 61) The observational learning process begins with a step called motivation.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-5

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

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-6 AACSB: Application of knowledge 63) One of the goals of successful marketing is to have potential customers think of the marketer's product whenever they try to remember products within a certain category. This remembered set of products is called an evoked set.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7 AACSB: Application of knowledge 64) Retrieval is the process whereby we recover information from long-term memory.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7 65) The spacing effect describes the tendency for consumers to recall printed material more effectively when the advertiser repeats the target item repeatedly in a short time period rather than periodically over a longer time span.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7 66) The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price changes).

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-7

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67) A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if she had seen it before.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-9 AACSB: Application of knowledge 68) Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-2 AACSB: Analytical thinking 69) 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: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-3 AACSB: Reflective thinking 70) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Analytical thinking 71) Fixed-interval reinforcement explains why airlines' frequent flyer programs are so successful.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Application of knowledge 21 Copyright © 2015 Pearson Education, Inc.

72) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-5 AACSB: Analytical thinking 73) The success of hybrid ads supports the idea that the viewing environment of a marketing message affects recall.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-7 AACSB: Reflective thinking 74) Episodic memories are likely to become part of a person's long-term memory.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-6 AACSB: Reflective thinking 75) Define the terms learning and incidental learning.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-1 AACSB: Application of knowledge

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76) Compare and contrast classical and instrumental (operant) conditioning.

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

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Reflective thinking 77) The process of stimulus generalization is often central to branding and packaging decisions that attempt to capitalize on consumers' positive associations with an existing brand or company name. In this context, list and briefly discuss the four strategies based on stimulus generalization presented in the text.

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

Positive corporate images help to sell the company's different product lines. ∙ Product line extension–Related products are added to an established brand. ∙ Licensing–Well-known brand names are "rented" by others. This strategy is increasing in popularity as marketers try to link their products and services with well-established figures. ∙ Look-alike packaging–Distinctive packaging designs create strong associations with a particular brand. Imitating the look of an existing successful brand is common in today's crowded marketplace.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-3 AACSB: Application of knowledge

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78) Give a brief explanation of cognitive learning.

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

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-4 AACSB: Application of knowledge 79) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 6-5 AACSB: Application of knowledge 80) What is the capacity of short-term memory? Comment and explain.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-6 AACSB: Application of knowledge

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81) Jason heard an old but familiar song that reminded him about a summer in Austria when he was in college. As he thought more about his summer of the past, a flood of memories came rushing back. Describe what was happening to Jason in terms of memory markers. What specific term is used to describe the process whereby his memories came flooding back?

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-8 AACSB: Reflective thinking 82) Discuss what stimulus generalization and stimulus discrimination are and present an example of each that is relevant to the field of marketing.

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

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-2 AACSB: Reflective thinking

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

Answer: ∙ Fixed-interval reinforcement–After a specified time period has passed, the first response that is made brings reward. Under such conditions, people tend to respond slowly right after being reinforced, but their responses speed up as the time for the next reinforcement looms. Example: crowding a store on the last day of a sale but not returning until the next sale. ∙ Variable-interval reinforcement–After a variable unspecified time period has passed, the first response that is made brings reward. Because the person does not know exactly when to expect the reinforcement, responses must be performed at a consistent rate. Example: using mystery or secret shoppers to watch store employees and their attempt to provide quality service. ∙ Fixed-ratio reinforcement–Reinforcement occurs only after a fixed number of responses. This schedule motivates people to continue performing the same behavior over and over again.

Example: repeat shopping to earn prizes by earning credits or trading stamps. ∙ Variable-ratio reinforcement–The person is reinforced after a certain number of responses, but he or she does not know how many responses are required. People in such situations tend to respond at very high and steady rates, and this type of behavior is very difficult to extinguish.

Example: gambling or playing slot machines.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Reflective thinking 84) 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 and allow this marketing strategy to work?

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-7 AACSB: Application of knowledge

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85) Why isn't the behavioral change associated with breaking a bone typically considered to be learning?

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-1 AACSB: Reflective thinking 86) Variable reinforcements result in behavior that is more difficult to extinguish than fixed schedules. Why? Answer: When animals or people learn with a fixed schedule, they learn that reinforcement comes after a certain number of repetitions or in a certain time interval. If the reinforcement is not forthcoming, extinction begins to take place. When animals or people learn with a variable schedule, they also learn that reinforcement is not always forthcoming. However, they continue to work, expecting to eventually be rewarded.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-4 AACSB: Application of knowledge 87) Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-6 AACSB: Reflective thinking

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88) People have a tendency to remember unusual ads more effectively than ads that are not.

Why? 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-7 AACSB: Reflective thinking 89) Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

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

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 6-9 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 7 The Self 1) The idea that each human life is unique rather than a part of a group developed in ________.

A) ancient times (between the first and fifth centuries) B) late medieval times (between the eleventh and fifteenth centuries) C) colonial times (between the sixteenth and eighteenth centuries) D) modern times (between the eighteenth and twentieth centuries) Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 AACSB: Analytical thinking

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4) The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.

A) actual self B) self-esteem C) self-image D) self-concept Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 5) ________ refers to the positivity of a person's self-concept.

A) Social comparison B) Self-esteem C) Self-image D) Self-concept Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 6) The ideal self is a person's conception of how she ________.

A) adapts to play different roles B) imagines others to think of her C) would like to be D) realistically thinks she is Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 7) Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products.

A) impression management B) self-extension C) self-esteem D) social comparison Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 AACSB: Application of knowledge 2 Copyright © 2015 Pearson Education, Inc.

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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 AACSB: Application of knowledge 9) The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds.

A) avatars B) computer-mediated environments C) role identities D) self-image congruence models Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 AACSB: Information technology 10) Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________.

A) avatar B) extended self C) ideal self D) distorted self-image Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-1 AACSB: Analytical thinking

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11) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 12) ________ 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 13) Which of the following best defines what is implied by the symbolic self-completion theory?

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

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

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

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

Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 AACSB: Application of knowledge

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14) According to ________ models, we choose products with attributes that match some aspect of our selves.

A) impression management B) identity marketing C) self-fulfilling prophecy D) self-image congruence Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 15) The extended self is comprised of ________.

A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) our body image and self-esteem Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 16) Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self?

A) extended self B) ideal self C) mirror-image self D) actual self Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 AACSB: Analytical thinking 17) Which of the following is NOT one of the four levels of the extended self?

A) family level B) community level C) social level D) individual level Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 5 Copyright © 2015 Pearson Education, Inc.

18) ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

A) Lifestyle B) Belief system C) Personality D) Self-concept Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 19) Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society?

A) Maslow B) Jung C) Reisman D) Freud Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 20) In a Freudian interpretation, what is the function of the ego?

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

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

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

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

Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3

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21) In a Freudian interpretation, which of the following is most closely associated with the pleasure principle?

A) the id B) the ego C) the superego D) the anti-ego Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 22) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases.

A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 AACSB: Application of knowledge 23) Most Freudian applications in marketing relate to the product's ________.

A) brand personality B) hidden values C) competitive advantage D) sexual symbolism Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 AACSB: Application of knowledge

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24) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 25) Motivational research relies on ________ of individual consumers.

A) psychographic profiles B) Jungian analysis C) behavioral targeting D) depth interviews Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 26) 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 conveys 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 AACSB: Application of knowledge

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27) Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, or perfume?

A) security B) eroticism C) disalienation D) individuality Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 AACSB: Application of knowledge 28) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-3 AACSB: Analytical thinking 29) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3

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30) Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar.

This approach focuses on the quantitative measurement of ________.

A) ego B) id C) personality traits D) animism Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 AACSB: Application of knowledge 31) 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) archetype theory Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 32) Today thousands of brands borrow personality traits of individuals or groups to convey an image that marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________.

A) Coca-Cola polar bear B) Jolly Green Giant C) Quaker Oats man D) Marlboro man Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-4

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33) Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory–and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

A) dynamics B) position C) logo D) equity Answer: D Diff: 2 Learning Outcome: Describe the factors influencing consumers' recall of product information.

Skill: Concept Objective: 7-4 34) An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor.

What part of the Freudian system is this ad appealing to?

A) the id B) the superego C) the anti-ego D) the ego Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-3 AACSB: Application of knowledge 35) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-3 AACSB: Application of knowledge

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36) Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy?

A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-3 AACSB: Analytical thinking 37) 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 motives B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-3 AACSB: Analytical thinking 38) L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable.

Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products.

A) dynamics B) animism C) parity D) equity Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-4 AACSB: Reflective thinking

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39) Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually speaks to him through the medallion to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms?

A) objectivism B) animism C) humanism D) Doppelgangerism Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-4 AACSB: Analytical thinking 40) Tracy, who named her car Sophie, talks to her friends about the personality traits of her car.

Tracy has ________ her car.

A) branded B) archetyped C) anthropomorphized D) repositioned Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-4 AACSB: Analytical thinking 41) ________ refers to a consumer's subjective evaluation of his or her physical self.

A) Looking-glass self B) Self-concept C) Ideal self D) Body image Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-5

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42) A(n) ________ is a particular model, or exemplar, of appearance.

A) ideal of beauty B) self-concept C) cathexis D) ideal self Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-5 43) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-5 44) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-5

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45) A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following?

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

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

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

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

Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-5 46) 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: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-5 47) People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes?

A) to separate group members from non-group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-6 AACSB: Diverse and multicultural work environments

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48) Historically, people have most closely associated tattoos with ________.

A) social outcasts B) members of the ruling class C) members of fraternities and sororities D) members of religious orders Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-6 49) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 AACSB: Diverse and multicultural work environments 50) Social comparison is a basic human tendency.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 51) Men and women who are exposed to beautiful models in advertisements and commercials are likely to alter their perceptions of their own body shapes.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 AACSB: Application of knowledge 52) It is unusual for consumers to have multiple role identities.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1

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

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 54) The looking-glass self is molded by elements of the pop culture, such as comic book heroes.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 55) When the Casa Sanchez restaurant in San Francisco gives free lunches for life to anyone who gets its logo tattooed on his or her body, the restaurant is using identity marketing.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 AACSB: Analytical thinking 56) A consumer is attached to an object to the extent that she relies upon it to maintain her selfconcept.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 57) The concept of the self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card from a prospective client.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 AACSB: Application of knowledge

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58) It is common for consumers to describe themselves in terms of the neighborhood or town from which they come. This is an illustration of the community level of the extended self.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-2 AACSB: Application of knowledge 59) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 60) According to a Freudian system of analysis, the superego is the counterweight to the ego.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 61) The ego is the referee in the fight between temptation and virtue.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 62) The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 63) Motivational research is based on the trait theory of personality.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3

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64) 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 Learning Outcome: Discuss why and how consumer research is conducted.

Skill: Concept Objective: 7-3 65) Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 66) An individual with the personality trait of extroversion tends to be quiet and reserved.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 67) Marketing research has indicated that consumers have difficulty assigning personality qualities to most mundane, functional products.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 68) It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman."

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-3 AACSB: Application of knowledge

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69) Consumers who are more satisfied with their bodies are more frequent users of such "preening" products as hair conditioners, blow dryers, cologne, facial bronzer, tooth polish, and pumice soap.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-5 AACSB: Application of knowledge 70) The growing number of Web sites and blogs devoted to excessive weight loss illustrates the problem of body image distortion.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7- 6 AACSB: Information technology 71) Every time Tim goes to bat, he rubs the charm on the necklace that his girlfriend gave him.

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

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-2 AACSB: Analytical thinking 72) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-1 AACSB: Reflective thinking

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73) Dove's Campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products. The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for other skin and hair care products.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-5 AACSB: Reflective thinking 74) Define the self-concept and discuss the dimensions that can be used to describe the attributes of the self-concept.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 7-1 AACSB: Application of knowledge 75) Explain how the concept of self-esteem is used in advertising.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-1 AACSB: Application of knowledge

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76) Discuss the extended self and provide a description for each level of the extended self.

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-2 AACSB: Application of knowledge 77) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-1 AACSB: Application of knowledge 78) 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.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-3 AACSB: Application of knowledge 22 Copyright © 2015 Pearson Education, Inc.

79) List and briefly describe four of Ernest Dichter's major motives for consumption as determined by motivational research.

Answer: Major motives as identified by Ernest Dichter are shown in Table 7.2. Students may choose any of these for their choice of four. Table 7.2 also has a complete description of each of the motives.

Motives can be listed as: Power-masculinity-virility Security Eroticism Moral purity–cleanliness Social acceptance Individuality Status Femininity Reward Mastery over environment Disalienation (a desire to feel connectedness to things) Magic-mystery Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-3 AACSB: Application of knowledge 80) Describe the concepts of brand personality and brand equity and explain how they are related.

Answer: A brand personality is the set of traits people attribute to a product as if it were a person. These inferences are an important part of brand equity, which refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory–and the extent to which he or she is willing to pay more for the branded version of a product than for a nonbranded (generic) version.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-4 AACSB: Application of knowledge

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

Answer: Symbolic interactionism stresses the importance of how relationships with other people form our concepts of self. Members of the same group have shared meanings, which can be reflected by behavior, symbols, and products. Although this is a new situation for Ben, his selfconcept has been partially formed by how other people reacted to him in the past. He has defined himself as executive material because of this past treatment, and trusts that other people will reach the same conclusion when he creates the appropriate presentation with its symbolic meaning; however, he knows his resume is weak and this fact may eventually cause him difficulties (e.g., become a self-fulfilling prophecy).

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-1 AACSB: Application of knowledge 82) Discuss the terms symbolic interactionism and the looking-glass self. Give an example of each term.

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

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-1 AACSB: Application of knowledge

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83) Explain and give a brief example of symbolic self-completion theory.

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

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-2 AACSB: Application of knowledge 84) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Mention specific categories where this occurs.

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

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

Manifestations of the desire to alter one's physical self to conform to current ideals of beauty include: a. Fattism–Our society has an obsession with weight and thinness, reinforced by advertising and peers. b. Eating disorders–Anorexia and bulimia eating disorders, noted often in white, upper-middleclass girls, are evidence of exaggerated concern about desirable body images. c. Cosmetic surgery–Increasingly, 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 Instructor: Student answers may vary with respect to cultural motivations.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-5 AACSB: Application of knowledge

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

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

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-6 AACSB: Application of knowledge 86) A professor came to class dressed in a formal shirt and tie. He stated that he would like to explain the concept of self. He took off his tie and shirt. Underneath he had on a t-shirt with a picture of a handsome tennis player on the front. Then the professor turned around to show a picture of a cartoon clown on the back. "All of these are who I am," he said. What point was the professor trying to make and what did his choice of varying dress forms and associated iconic symbols most likely represent?

Answer: The concept of self is complex. Each of us has multiple selves depending upon role identities that may be modified by many factors such as self-fulfilling prophecies, cultural differences, and personal and situational differences. The formal shirt and tie represent the public self, which students and colleagues see. Within the inner self, symbolized by the t-shirt, are the ideal self, the handsome tennis player, and perhaps the actual self, as shown by the cartoon clown.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-1 AACSB: Reflective thinking

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87) A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched her share of TV was talking with a friend outside a theater playing the Marilyn Monroe classic Gentlemen 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 7-5 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 8 Attitudes and Persuasion 1) A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

A) principle B) belief C) theory D) attitude Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-1 2) The functional theory of attitudes was initially developed to explain how ________.

A) people identify with products B) attitudes facilitate social behavior C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-1 3) The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

A) knowledge B) utilitarian C) value-expressive D) ego-defensive Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-1 AACSB: Application of knowledge

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4) Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

A) utilitarian B) value-expressive C) ego-defensive D) knowledge Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-1 AACSB: Application of knowledge 5) What do the "A, B, Cs" of the ABC model of attitudes stand for?

A) attitude, business, and consumption B) affect, behavior, and cognition C) assumptions, best practices, conditions D) approval, behavior, context Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-2 6) According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object.

A) affect B) conditions C) approval D) cognition Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-2 7) What is the first step in the standard learning hierarchy approach?

A) affect B) intentions C) cognition D) behavior Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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8) The ________ hierarchy 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-2 9) According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

A) experiential B) habitual C) low-involvement D) standard learning Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-2 10) Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

A) internalization B) identification C) compliance D) actualization Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-3

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11) The theory of cognitive dissonance is based on the ________.

A) knowledge function B) principle of cognitive consistency C) principle of cognitive-affect conflict D) self-identification function Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-4 12) 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 judgment theory D) balance theory Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-4 13) Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are?

A) theory of cognitive dissonance B) balance theory C) social judgment theory D) self-perception theory Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-4 14) Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?

A) theory of cognitive dissonance B) multiattribute theory C) social judgment theory D) self-perception theory Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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15) The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

A) a person and his or her perceptions B) the marketer and its strategy of image building C) a person's beliefs D) subconscious motives Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-4 AACSB: Application of knowledge 16) All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element?

A) action variables B) motivations C) recency of events D) importance weights Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 17) According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao. A) salient beliefs B) subconscious beliefs C) latitude of acceptance D) latitude of rejection Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5

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18) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 19) Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself?

A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 20) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 AACSB: Analytical thinking

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21) An active attempt to change attitudes is called ________.

A) behavior modification B) persuasion C) communication D) cognition Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 AACSB: Written and oral communication 22) In the communications model, the element in which the message originates is the ________.

A) medium B) source C) message D) consumer Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-6 AACSB: Written and oral communication 23) What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him?

A) segmented marketing B) behavioral targeting C) e-commerce marketing D) permission marketing Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-6 AACSB: Written and oral communication

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24) M-commerce most likely takes place through ________.

A) cell phones B) billboards C) radio satellite D) TV Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-7 AACSB: Information technology 25) The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-8 AACSB: Written and oral communication 26) What does the sleeper effect suggest about source credibility?

A) If a receiver is not paying attention, a message cannot be effective.

B) Many people can learn the important parts of a message even when asleep.

C) The effectiveness of a message will increase over time.

D) The effectiveness of positive sources over negative sources can be erased over time.

Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-8 AACSB: Written and oral communication

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27) Source ________ refers to the message source's perceived social value.

A) valence B) attractiveness C) class D) hierarchy Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-8 AACSB: Written and oral communication 28) Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________.

A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-8 29) 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 or 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9 AACSB: Written and oral communication

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30) Elements in television commercials have positive and negative effects. Which of the following characteristics is most likely to have a positive effect?

A) extensive information about components, ingredients, or nutrition B) an outdoor setting with the message as part of the setting C) a large number of on-screen characters D) demonstration of product in use Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9 AACSB: Written and oral communication 31) The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

A) balance theory B) repetition theory C) halo theory D) two-factor theory Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9 32) According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

A) argument and counter-argument B) learning and tedium C) compliance and non-compliance D) affect and cognition Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9

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33) Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

A) supportive arguments B) countervailing arguments C) refutational arguments D) direct arguments Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9 AACSB: Written and oral communication 34) ________ refers to a strategy in which a message compares 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9 AACSB: Written and oral communication 35) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-10 AACSB: Written and oral communication

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36) Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches Kanisha's purchase decision?

A) utilitarian function B) elaboration function C) ego-defensive function D) knowledge function Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-1 AACSB: Analytical thinking 37) Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation?

A) standard learning hierarchy B) experiential hierarchy C) low-involvement hierarchy D) habit hierarchy Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-2 AACSB: Analytical thinking

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38) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-4 AACSB: Analytical thinking 39) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-5 AACSB: Analytical thinking 40) The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________.

A) virtual world B) widget C) alternate reality game D) broadcast medium Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-7 AACSB: Analytical thinking

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41) 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 of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?

A) the trait-factor theory B) the balanced communication theory C) the two-factor theory D) the theory of reasoned action Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 AACSB: Analytical thinking 42) 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 this approach will have a greater likelihood of success with his friend.

A) supportive B) low-involvement C) two-sided D) refutational Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 AACSB: Analytical thinking 43) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 AACSB: Analytical thinking

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44) Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-5 AACSB: Analytical thinking 45) A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-8 AACSB: Analytical thinking 46) Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?

A) Two-sided messages are widely used and are very effective in reaching target audiences.

B) Two-sided messages are cost-prohibitive.

C) Two-sided messages can be quite effective, yet marketers rarely use them.

D) Two-sided messages are no different from one-sided messages and are used equally by marketers.

Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9

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47) Do sex-related ads work? Which of the following best answers this question?

A) Overall, the use of a strong sexual appeal is not very well received.

B) They outperform all other appeal formats.

C) They are most effective when they attempt to "trick" the consumer into paying attention.

D) There is no data to answer the question.

Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 48) Do fear appeal ads work? Which of the following best answers this question?

A) They work well if the threat is very weak.

B) They work if the threat is moderate and when a solution to the problem is presented.

C) They work if the threat is high and vividly elaborated.

D) There is no data to answer the question.

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 49) Public hearings are being held to discuss whether a new nuclear power plant should be built.

An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman states that she knows nothing about nuclear power, but the idea of having a plant nearby frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? Considering the sleeper effect, what will likely happen over time?

A) The expert will have the most ability to change attitudes, and his influence will be maintained even weeks later.

B) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force.

C) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain force.

D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-8 AACSB: Reflective thinking

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50) A company wants to persuade a customer to buy its products. If the consumer is characterized as having 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-10 AACSB: Reflective thinking 51) According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-1 AACSB: Application of knowledge 52) According to the functional theory of attitudes, attitudes exist because they are hereditary.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-1 53) In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-2 54) Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-4 AACSB: Application of knowledge

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55) Latitudes of acceptance and rejection are important aspects of social judgment theory.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-4 56) Balance theory helps explain why consumers like being linked to positively valued objects.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-4 57) According to the Fishbein model, salient beliefs are those beliefs about an object that are considered during evaluation.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 58) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 59) The communications model requires a source and a message, but receivers of the message are not part of the model.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-6 AACSB: Written and oral communication 60) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-6 AACSB: Written and oral communication 18 Copyright © 2015 Pearson Education, Inc.

61) In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-8 AACSB: Written and oral communication 62) The elaboration likelihood model assumes that under conditions of high-involvement processing, the consumer normally takes what is called the peripheral route to persuasion.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-10 63) Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for success"; therefore Jason dresses formally even in class or for casual occasions.

Jason is basing this decision on the cognition part of the ABC model of attitudes.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-2 AACSB: Application of knowledge 64) Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yards. Later, the manager called the same people and asked if a larger sign could be placed in their yards. He was rarely turned down. This is an example of the foot-inthe-door technique.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-4 AACSB: Application of knowledge

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65) The Smith Company uses 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-6 AACSB: Analytical thinking 66) Tyler told a local reporter about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specialized in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the reporter created a situation in which reporting bias has occurred.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-8 AACSB: Analytical thinking 67) Roxanne is one of Canada's top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of what is called the social adaptation perspective.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-8 AACSB: Analytical thinking 68) Justin is in charge of promoting a product that most of his customers perceive as a lowinvolvement product. He created a TV ad and aired it over and over. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product.

According to the mere exposure phenomenon, Beth is likely to be proven wrong.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 AACSB: Analytical thinking

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69) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-2 AACSB: Reflective thinking 70) Humorous ads get attention, but many times the humor distracts from the promotional message.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9 71) The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-9 72) According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-10 AACSB: Reflective thinking 73) A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-1 AACSB: Reflective thinking

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74) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-2 AACSB: Reflective thinking 75) It is impossible for a person to hold two contradictory attitudes toward the same object.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-4 AACSB: Reflective thinking 76) Describe the functional theory of attitudes and its components (functions).

Answer: Daniel Katz originally developed his functional theory to explain how attitudes facilitate social behavior. Attitudes exist because they serve some function for the individual; that is, they are determined by a person's motives. The following are key functions identified by Katz: ∙ Utilitarian function–this is related to the basic principle of reward and punishment. We develop some attitudes toward products simply on the basis of whether they provide us with pleasure or pain. Ads stressing straightforward product benefits appeal to this function. ∙ Value-expressive function–attitudes that perform a value-expressive function are central to the person's self-concept or central values. Ads that stress how using a product makes a statement about him or her as a person appeal to this function. ∙ Ego-defensive function–the function of this attitude is to protect a person from real or imagined, internal or external, threats to perceived security. Ads that stress how product usage avoids the threat (often only implicitly) appeal to this function. ∙ Knowledge function–attitudes are formed to address the individual's need for order, structure, meaning, and control over one's environment. Ads that stress the power of product information, especially when a person is in an ambiguous situation or is confronted with a new product, appeal to this function.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-1 AACSB: Application of knowledge

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77) Most researchers agree that an attitude has three components. List and briefly describe those three components.

Answer: a. Affect refers to the way a consumer feels about an attitude object. b. Behavior involves the person's intentions to do something with regard to an attitude object (however, an intention does not always result in an actual behavior). c. Cognition refers to the beliefs a consumer has about an attitude object.

Diff: 2 Learning Outcome: Explain the relevance of the major theories of personality to consumer behavior.

Skill: Concept Objective: 8-2 AACSB: Application of knowledge 78) Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation. List and briefly describe each of the three hierarchies that were presented in the chapter. Be explicit with your description.

Answer: The three hierarchies are: a) the standard learning hierarchy, b) the low-involvement hierarchy, and c) the experiential hierarchy. a. The standard learning hierarchy–in this form, a consumer approaches a product decision as a problem-solving process. The sequence of events is beliefs, to affect (feeling), to behavior, to an attitude (the attitude is based on cognitive information processing). The standard learning hierarchy assumes that a consumer is highly involved in making a purchase decision. The person is motivated to seek out a lot of information, carefully weigh alternatives, and come to a thoughtful decision. b. The low-involvement hierarchy–in this form, the consumer does not initially have a strong preference for one brand over another, but instead acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. The attitude is likely to come about through behavioral learning; the consumer's choice is reinforced by good or bad experiences with the product after purchase. The sequence is beliefs, to behavior, to affect, to attitude (based on behavioral learning processes). c. The experiential hierarchy–this perspective highlights the idea that attitudes can be strongly influenced by intangible product attributes (such as packaging). The sequence is affect (feelings), to behavior, to beliefs, to attitude (based on hedonic consumption).

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-2 AACSB: Application of knowledge

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79) Why have multiattribute attitude models become so popular among marketing researchers?

What three elements are specified in such models?

Answer: A simple response from a consumer does not always give enough information about why the consumer feels a certain way about a product or about what marketers can do to change the consumer's attitude. The models assume that a consumer's attitude or evaluation of an attitude object will depend upon the beliefs he or she has about several attributes of the object. The use of a multiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them in an appropriate manner to derive a better measure of the consumer's overall attitude.

Basic multiattribute attitude models specify three elements: ∙ Attributes are characteristics of the attitude object. ∙ Beliefs are cognitions about the specific attitude object. A belief measure assesses the extent to which the consumer perceives that a brand has a particular attribute. ∙ Importance weights reflect the relative priority of an attribute to the consumer. Some attributes are more important than others to the consumer. These weights are likely to differ across consumers.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-5 AACSB: Application of knowledge 80) What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.

Answer: The six principles are: ∙ Reciprocity: We are more likely to give if first we receive. ∙ Scarcity: Like people, items are more attractive when they aren't available. ∙ Authority: We believe an authoritarian source much more readily than one that is less authoritative. ∙ Consistency: People try to not contradict themselves in terms of what they say and do about an issue. ∙ Liking: We agree with those we like or admire. ∙ Consensus: We consider what others do before we decide what to do.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-5 AACSB: Application of knowledge

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81) One of the key characteristics of a source is credibility. What is source credibility and how can it affect attitude change?

Answer: Source credibility refers to the spokesperson's (or announcer's) perceived expertise, objectivity, or trustworthiness. A credible source can be particularly persuasive when the consumer has not yet learned much about a product or formed an opinion about it. Credibility can be enhanced if the source's qualifications are relevant to the product being endorsed.

Credibility can be weakened if the source is perceived to be biased in presenting information, either because the source's knowledge is not accurate (knowledge bias) or the source is perceived to have the requisite knowledge but his or her willingness to convey it has been compromised (reporting bias); for example, getting money for saying good things about a marketer's product compromises believability.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 8-8 AACSB: Application of knowledge 82) It is generally felt that a hierarchy of effects describes the relative influence of the ABC model of attitudes. Which hierarchy would be most appropriate for a consumer who is a loyal Coca-Cola consumer and drinks Coca-Cola for the "pleasure of it"? Cite the hierarchy and briefly describe its order and function.

Answer: The hierarchy at work here is the experiential hierarchy. This perspective highlights the idea that attitudes can be strongly influenced by intangible product attributes (such as packaging). The sequence is affect (feelings), to behavior, to beliefs, to attitude (based on hedonic consumption). In this model, consumers act on the basis of their emotional reactions.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-2 AACSB: Application of knowledge

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83) 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 had become intertwined with their social identities, taking on patriotic and nostalgic properties.)

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-3 AACSB: Reflective thinking

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84) Why should marketers be aware of consumers' cognitive consistency and cognitive dissonance? How can dissonance be reduced? Use the post-purchase behavior of a customer as an example.

Answer: According to the principle of cognitive consistency, consumers value harmony among their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among these elements. If necessary, consumers will change their thoughts, feelings, or behaviors to make them consistent with their other experiences.

Cognitive dissonance theory is one of the most influential approaches to attitudes based upon the consistency principle. The theory focuses on situations in which two cognitive elements are inconsistent, creating a feeling of discomfort that the consumer is motivated to reduce by making things fit with one another. Dissonance can be reduced by eliminating, adding, or changing elements. The pressure to reduce dissonance is more likely to be observed in high-involvement situations in which the elements are important to the individual.

Evaluations of a product tend to become more positive after the product has been purchased.

Consumers find even more reasons to like something after it becomes theirs. An implication of this phenomenon is that consumers actively seek support for their purchase decisions; marketers should supply them with additional reinforcement to build positive brand attitudes.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-4 AACSB: Reflective thinking 85) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to marketing strategy.

Answer: The elements of a triad in balance theory are (1) a person and his or her perception of (2) an attitude object and (3) some other person or object.

These perceptions can be either positive or negative. The theory specifies that people desire relations among elements in a triad to be harmonious or balanced. If they are not, a state of tension will result. People will somehow alter these perceptions in order to make them consistent and to restore balance. Elements can be perceived as belonging together in one of two ways: ∙ Unit relation, in which one element is seen as somehow belonging to or being part of another element ∙ Sentiment relation, in which two elements are linked because one has expressed a preference (or dislike) for the third Applications to marketing strategy could include the following: ∙ Forming a perception of a unit relation between consumers and usage of a product to create the opportunity for developing new sentiment relations. ∙ Creating a sentiment relation between consumers and products by depicting unit relations between product and celebrity endorsers.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-4 AACSB: Reflective thinking

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86) Compare and contrast the uses of the emotional appeals of sex, humor, and fear in advertising. What are the strengths and weaknesses of each?

Answer: a. Sex appeals–although the use of sex does appear to draw attention to an ad, its use may be counterproductive to the marketer. A provocative picture can be too effective, attracting so much attention that it hinders processing and recall of the ad's 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, e.g., perfume, a product intended to enhance interpersonal attraction. b. Humorous appeals–they are often effective for improving recognition, but tricky. Humor is very subjective, culture-bound, and may interfere with the processing of product attributes.

Subtle humor usually is better integrated with product information. c. Fear appeals–these are effective up to a point and are related to perceived performance risk for a product or service.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 AACSB: Reflective thinking 87) What is the elaboration-likelihood model of persuasion? Describe and discuss its features.

What are the implications of the ELM for marketing promotions?

Answer: The two major components of the communications model (the source and the message) have impact on persuading consumers to change their attitudes, but which has more impact depends upon variations in consumer involvement. The elaboration likelihood model of persuasion (ELM) assumes that once a consumer receives a message, he or she begins to process it. Depending upon the personal relevance of this information, very different cognitive processes will be activated when the message is received; they will determine which aspects of a communication are processed. One of two routes to persuasion will be followed: ∙ Under conditions of high involvement, the consumer takes the central route to persuasion.

Promotions should be patterned on rational paradigms (i.e., providing reasons why the consumer should buy the product, product attributes, etc.). ∙ Under conditions of low involvement, a peripheral route is taken instead. Promotions should be patterned on emotional or non-attribute cues (e.g., source attractiveness).

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-10 AACSB: Reflective thinking

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88) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-2 AACSB: Reflective thinking 89) Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

Answer: The original Fishbein model attempted to measure attitudes, but knowing a customer's attitude does not always allow a useful prediction of his or her actual behavior. To translate intentions created by attitudes to actual behaviors required the addition of other tangential attitudes and outside influences. The effect of social pressure on intentions was added, which was measured by ascertaining relative normative beliefs and the motivation a potential customer has of complying with that norm. The attitudes toward buying also had to be added, which included the consequences of purchasing.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-5 AACSB: Reflective thinking 90) An anti-smoking campaign showed autopsies of people who died of lung cancer. The campaign seemed to have no effect on the rate that teenagers took up smoking. Why? Answer: The threat created by the promotion was probably too strong. When promotions create strong threats, or fear, then the receiver is too busy thinking of reasons why the message doesn't apply to him or her, and either pays no attention to the offered solution or discounts the threat as not applying to him or her because things like this do not happen to "people like me."

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 8-9 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 9 Group and Situational Effects on Consumer Behavior 1) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 2) According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions.

A) antecedent state B) postpurchase process C) cognitive process D) purchase environment Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 3) Which of the following is considered a postpurchase process?

A) the shopping experience B) mood C) consumer satisfaction D) shopping orientation Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1

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4) A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.

A) postpurchase process B) purchase process C) consumption situation D) psychological situation Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 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 recycled 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 6) Others who are present in a consumer's physical and social environment when purchases are made are called ________.

A) co-consumers B) by-standers C) purchase competitors D) challengers Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 7) Which of the following is an unpleasant psychological state?

A) density B) arousal C) crowding D) expectancy Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Application of knowledge 2 Copyright © 2015 Pearson Education, Inc.

8) Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.

A) time poverty B) the leisure paradox C) psychological time D) circular time Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 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) polychronic dimension Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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12) According to a study on timestyles, which of the following is a fast country?

A) Syria B) Mexico C) Brazil D) Ireland Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Diverse and multicultural work environments 13) The psychological dimension of time or how it is experienced is an important factor in what mathematical study?

A) polychronic activity B) queuing theory C) temporal tasking D) physical metrics Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 14) In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line?

A) Asian B) French C) American D) Italian Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Application of knowledge

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15) Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that uses a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme.

A) marketscape B) cyberspace C) mindscape D) landscape Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 AACSB: Application of knowledge 16) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 17) ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.

A) Pretailing B) Atmospherics C) Market-landscaping D) Store image Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2

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18) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 19) In-store shopping has become extremely important in today's highly competitive retail environment. It has been estimated that about ________ of supermarket purchases are decided in the aisles as consumers shop.

A) one-quarter B) one-half C) two-thirds D) four-fifths Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 20) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 AACSB: Application of knowledge

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21) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 22) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-1 AACSB: Analytical thinking 23) Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood.

Springer's Old Country Gifts has attracted Julie with its ________.

A) store position B) atmospherics C) subliminal cues D) marketscape theme Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-2 AACSB: Analytical thinking

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24) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-2 AACSB: Analytical thinking 25) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-1 AACSB: Reflective thinking 26) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4

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27) Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions.

A) reputational B) descriptive C) knowledge D) value-expressive Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 28) Which of the following is an example of utilitarian influence?

A) An individual seeks information about various brands from a professional.

B) An individual's decision to purchase a particular brand is influenced by the preferences of family members.

C) An individual feels that the purchase of a particular brand will enhance the image others have of her.

D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge 29) The capacity to alter the actions of others is referred to as ________ power.

A) publicity B) social C) second-order D) behavioral Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-3

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30) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power.

A) referent B) informational C) legitimate D) coercive Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-3 AACSB: Application of knowledge 31) The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities.

A) normative B) comparative C) selective D) coercive Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 32) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4

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33) Political candidates who get the most media coverage are more likely to win elections because of the effect of ________ in determining one's set of referents.

A) propinquity B) mere exposure C) group cohesiveness D) reference bias Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge 34) The ________ a group is, the more likely members are to engage in social loafing.

A) more homogeneous B) smaller C) bigger D) less homogeneous Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 35) ________ means that the person who is least interested in staying in the relationship has the most power.

A) Social loafing B) Principle of least interest C) Responsibility diffusion D) Commitment Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-5

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36) Home shopping parties most likely activate ________, in which people become so caught up in the party spirit that they order products that they would normally not purchase.

A) deindividuation B) homophily C) surrogate shift D) principle of least interest Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge 37) The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect.

A) polarization B) bandwagon C) loafing D) homophily Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 38) Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

A) reference group B) information cascade C) avoidance group D) brand community Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-4 AACSB: Application of knowledge

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39) Which form of reference group influence is most associated with the following situation?

Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability.

A) coercive influence B) informational influence C) utilitarian influence D) value-expressive influence Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-3 AACSB: Application of knowledge 40) Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer?

A) expert power B) referent power C) reward power D) coercive power Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-3 AACSB: Analytical thinking 41) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-3 AACSB: Analytical thinking

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42) Phillipe is a member of a small Harley-Davidson motorcycle club that meets once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike to buy for his wife.

A) comparative B) normative C) coercive power D) legitimate power Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-4 AACSB: Analytical thinking 43) Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________.

A) normative clan B) consumer tribe C) maven network D) aspirational group Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-4 AACSB: Analytical thinking 44) Chet meets each Wednesday night at his local bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which membership group factor best describes what brings this group together?

A) propinquity B) mere exposure C) group cohesiveness D) avoidance Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-4 AACSB: Analytical thinking

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45) A number of specific decision roles are played when a collective decision must be made. The person who brings up the idea or need is the ________.

A) initiator B) gatekeeper C) influencer D) buyer Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-6 46) ________ buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale.

A) Individual B) Consumer C) Global D) Organizational Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-7 47) Many factors have been identified that distinguish organizational and industrial purchase decisions from individual consumer decisions. Which of the following is NOT one of those distinctions?

A) Purchase decisions made by companies frequently involve many people.

B) Organizational and industrial products are often bought according to precise, technical specifications.

C) Impulse buying commonly occurs in organizational purchasing because of sales stimulation from direct salespeople.

D) Organizational purchase decisions tend to be riskier than individual consumer purchase decisions.

Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-7 AACSB: Analytical thinking

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48) Like end consumers, organizational buyers are influenced by both internal and external stimuli. Which of the following is an example of an organizational buyer's internal stimuli?

A) the nature of the organization B) the buyer's willingness to take risks C) the technological environment's impact on the organization D) the economic environment's impact on the organization Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-7 AACSB: Application of knowledge 49) When a buying center composed of assorted specialists is organized to gather information and evaluate possible purchases in a high-risk situation, the strategy in use is most likely ________.

A) new task B) straight rebuy C) modified rebuy D) innovative rebuy Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-7 AACSB: Application of knowledge 50) Families have alternatives in purchasing. In a(n) ________ purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved.

A) accommodative B) consensual C) contemplative D) authoritarian Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior making.

Skill: Concept Objective: 9-9

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51) A typical antecedent state is product disposal.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 52) A point-of-purchase stimuli is part of the purchase environment.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 53) Consumers' physical and social environments have little to do with the motives consumers have for product usage.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 54) A temporal factor is one that reflects sense of time.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 55) Time poverty seems to be more a problem of perception than of fact.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 56) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Application of knowledge

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57) It would be difficult to sell consumers life insurance if their notion of time is like a mirror.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Application of knowledge 58) Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of time as a map rather than as a river.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Application of knowledge 59) Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 60) A typical utilitarian shopping motive is interpersonal attraction.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 61) If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on information and communications technology features.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 62) A pop-up store is purposefully designed to come and go very rapidly.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 18 Copyright © 2015 Pearson Education, Inc.

63) When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-2 AACSB: Application of knowledge 64) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-1 AACSB: Application of knowledge 65) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-2 AACSB: Application of knowledge 66) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-1 AACSB: Reflective thinking 67) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 19 Copyright © 2015 Pearson Education, Inc.

68) A person with social power has the ability to alter the actions of others.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-3 69) People we admire influence us because they hold reward power.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-3 AACSB: Application of knowledge 70) Groups maintain fundamental standards of conduct through normative influence.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 71) A membership reference group is made up of idealized figures such as successful business people, athletes, or performers.

Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 72) The likelihood that someone will belong to your reference group is enhanced if you and the person have propinquity.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge 73) An individual's motivation to distance himself from a negative reference group is never as powerful as his motivation to please a positive group.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge 20 Copyright © 2015 Pearson Education, Inc.

74) When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to social power of groups.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-3 AACSB: Application of knowledge 75) Collective decision-making occurs when more than one person is involved in the purchasing process for products or services that may be used by multiple consumers.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-6 76) Identify and describe the various temporal factors that might affect a consumer and his or her buying process.

Answer: Time is one of consumers' most precious resources. Consumers have two broad areas that are of concern. First is economic time. Time can be considered an economic variable; it is a resource that must be divided among activities. Consumers try to maximize satisfaction by allocating time to the appropriate combination of tasks. An individual's priorities determine his or her timestyle. Many consumers today have time poverty. Second, the psychological dimension of time is an important factor in queuing theory (the mathematical study of waiting lines). A consumer's experience of waiting can radically alter his or her perceptions of service quality.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Application of knowledge

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77) Time is viewed differently around the world. Discuss how time might be seen in different cultures.

Answer: Three views of time are: a. Linear separable time—Events proceed in an orderly sequence and different times are well defined ("There's a time and a place for everything.") There is a clear sense of past, present, and future. b. Procedural time—The clock is ignored completely–people simply decide to do something "when the time is right." An extension of this is "event time." Something happens when something else happens (such as when the cows come back from grazing). c. Circular or cyclic time—People are governed by natural cycles such as the seasons. This perspective is found in many Hispanic cultures. To these consumers, the notion of future does not make much sense because that time will be much like the present.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-1 AACSB: Application of knowledge 78) What two basic dimensions determine if a shopper will react positively or negatively to a consumption environment? What factors can affect a consumer's moods in the shopping environment that are a) under the control of the marketer and b) not under the control of the marketer?

Answer: The two dimensions are pleasure and arousal. Factors that can affect a consumer's moods that are under the control of the marketer are store design, music, television programming, and other factors specific to the consumer. Factors that are not under the control of the marketer are the weather, current events, or personal occurrences in the consumer's life.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-2 AACSB: Application of knowledge 79) If you were designing a large retail outlet for customers with a polychronic orientation, what would you want to provide?

Answer: Customers with a polychronic orientation desire to do more than one thing at a time.

The outlet should encourage multitasking and allow for as many services as possible under one roof. For example, customers could have their eyeglasses repaired while they shop for food, or they would be able to process pictures, buy auto-repair products, see the latest fashions, and buy milk and bread, all without leaving the store.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-1 AACSB: Reflective thinking 22 Copyright © 2015 Pearson Education, Inc.

80) Define the term reference group and explain the difference between a membership reference group and an aspirational reference group.

Answer: A reference group is an actual or imaginary individual or group conceived as having significant relevance upon an individual's evaluations, aspirations, or behavior. A membership group consists of people an individual knows; an inspirational reference group, on the other hand, consists of people an individual admires but does not know personally.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge 81) Reference groups influence consumers in three ways. Name these three ways and describe the nature of the influence upon the consumer.

Answer: ∙ Informational influence–the consumer seeks information from experts, professionals, and others who work with the product or who are knowledgeable about the product; the consumer may be influenced by the "seal of approval" of independent testing agencies. The consumer consults with friends about their experiences with the performance of brands. The consumer also observes which products are used by the experts themselves: ∙ Utilitarian influence–the individual's decision to buy a particular brand is influenced by expectations or preferences of co-workers, family, and others with whom he has social contact.

Brand choice is influenced by a desire to satisfy the preferences and expectations others have of him or her. ∙ Value-expressive influence–the individual feels that buying or using a particular brand might enhance the image others have of him or her. Those who use such a brand are admired or respected, and the individual feels they have the characteristics he would like to have. Using such products tends to show others what he is or would like to be, and how he would like to be regarded by them.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-3 AACSB: Application of knowledge 82) Describe the concepts of normative influence and comparative influence among reference groups.

Answer: Normative influence occurs when the reference group helps to set and enforce fundamental standards of conduct. In contrast, comparative influence occurs when the group (because of its nature or expertise) impacts decisions about specific brands or activities.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge

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83) The likelihood that people will become part of a consumer's membership reference group is affected by three factors. Name and briefly discuss each of these factors.

Answer: ∙ Propinquity–as physical distance between people decreases and opportunities for interaction increase, relationships are more likely to form. Physical nearness is called propinquity. For example, residents in a neighborhood are more likely to be friends with the people next door than those who live several doors down from them. Physical structure has a lot to do with whom we get to know and how popular we are. ∙ Mere exposure–we come to like persons or things simply as a result of seeing them more often, which is known as the mere exposure phenomenon. Greater frequency of contact, even if unintentional, may help to determine one's set of local referents. ∙ Group cohesiveness–cohesiveness refers to the degree that members of a group are attracted to each other and value their group membership. As the value of the group to the individual increases, so too does the likelihood that the group will guide consumption decisions. Smaller groups tend to be more cohesive; in larger groups, the contributions of each member are usually less important or noticeable. By the same token, groups often try to restrict membership to a select few, which increases the value of membership to those who are admitted.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-4 AACSB: Application of knowledge 84) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-1 AACSB: Reflective thinking 85) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-2 AACSB: Reflective thinking

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86) According to exchange theory, what might occur if a salesperson interacts with an assertive consumer?

Answer: In exchange theory, every interaction involves an exchange of value. Consequently, the salesperson must add some value to the customers' experience or customers would not seek out the services of a salesperson.

The assertive consumer will most likely stand up for himself or herself in any discussion. If the salesperson says "this is a good value for you," implying that the customer should buy the item, the assertive consumer will often say "I don't see the value in the product that you see" or "I'm not ready to make a commitment." The salesperson must show more value and meet the consumer's response in a positive and relational way.

Students may create their own examples.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-2 AACSB: Reflective thinking 87) Identify and explain the three decision-making dimensions that describe the purchasing strategies of an organizational buyer. These dimensions form the basis of a buyclass theory of purchasing.

Answer: Organizational buying decisions can be divided into three dimensions, which range from the most complex to the least complex. This classification scheme is called the buyclass theory of purchasing (framework), and it uses the decision-making dimensions to describe the purchasing strategies of an organizational buyer. The dimensions are: a) the level of information that must be gathered prior to making a decision; b) the seriousness with which all possible alternatives must be considered; and c) the degree to which the buyer is familiar with the purchase.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 9-7 AACSB: Reflective thinking

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88) Characterize the straight rebuy, the modified rebuy, and the new task decision in organizational purchasing. Provide an example of each.

Answer: a. A straight rebuy is like a habitual decision. This entails an automatic decision, as when an inventory level reaches a pre-established reorder point. Most organizations maintain an approved vendor list. As long as experience with the vendor is satisfactory, there is little to no ongoing information search or evaluation. For example, an office might need to reorder paper. 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. For example, an office might need to buy a new printer. c. A new task involves extensive problem solving. Because the decision has not been made before, there is often a serious risk that the product won't perform as it should or that it will be too costly. The organization designates a buying center with assorted specialists to evaluate the purchase, and they typically gather a large amount of information before coming to a decision.

For example, an office might need to purchase smartphones for all employees.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 9-7 AACSB: Reflective thinking 89) What are the two types of purchase decisions made by families? Indicate the common practice within families with respect to these decisions and give an example of each form.

Answer: Two basic types of purchase decisions are made by families: ∙ Consensual purchase decisions–these are characterized by group agreement on the desired purchase, with differences existing only in terms of how it will be achieved. In such cases, the family will consider alternatives until it finds the means for satisfying the group's goal. ∙ Accommodative purchase decisions–these are characterized by groups that have different preferences or priorities and cannot reach agreement on a purchase that will satisfy the minimum expectations of all members. It is here that bargaining, coercion, compromise and the wielding of power are all likely to be used to achieve the primary goal of agreement on the purchase.

Family purchases are often characterized by accommodative rather than consensual decisions.

Student examples will vary.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior making.

Skill: Application Objective: 9-9 AACSB: Reflective thinking

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90) Explain what is meant by a family identity. Then give two examples of how a family identity may be constructed.

Answer: A family identity defines a household both to the household members and to outsiders.

It is mutually constructed by all family members. Family rituals, narratives, and everyday interactions help families maintain their structure, maintain their family character, and clarify members' relationships to one another. For example, a mother might make pancakes for breakfast every Saturday morning, or the children might help the father make pizza every Sunday night for dinner. (Examples will vary.)

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior making.

Skill: Application Objective: 9-9 AACSB: Reflective thinking

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Consumer Behavior, 11e (Solomon) Chapter 10 Consumer Identity I: Sex Roles and Subcultures 1) A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.

A) culture B) subculture C) microculture D) cohort Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-1 AACSB: Diverse and multicultural work environments 2) A ________ is that part of the self that our group membership defines.

A) culture B) subculture C) social identity D) cohort Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-1 AACSB: Diverse and multicultural work environments 3) A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

A) communal B) agentic C) androgynous D) self-completion Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-2 AACSB: Diverse and multicultural work environments

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4) Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

A) extended self; self-completion B) communal; agentic C) social class; self-congruence D) androgynous; hierarchical Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-2 AACSB: Diverse and multicultural work environments 5) ________ are characteristics and behaviors that people stereotypically associate with one gender or the other.

A) Androgynous traits B) Sex-typed traits C) Sexual dimporhic markers D) Body dysmorphias Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-2 AACSB: Diverse and multicultural work environments 6) The title of a popular book once proclaimed that Real Men Don't Eat Quiche. Products that take on masculine or feminine attributes are said to be ________.

A) agentic B) sexually explicit C) sex-typed D) androgynous Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-2 AACSB: Diverse and multicultural work environments

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7) ________ refers to the possession of both masculine and feminine traits.

A) Heterosexuality B) Homosexuality C) Dysmorphia D) Androgyny Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-2 AACSB: Diverse and multicultural work environments 8) Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

A) African American B) Asian American C) Hispanic D) Native American Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-2 AACSB: Diverse and multicultural work environments 9) In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word.

A) acculturated B) high-context C) ethnic D) low-context Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Written and oral communication

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10) The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.

A) de-alienation B) deethnicization C) de-immigration D) deculturization Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 11) When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following?

A) mass media advertising B) consulates or embassies C) the local community where the immigrant locates D) relatives in the immigrant's home country Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 12) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments

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13) The cultural learning acquired through ________ leads immigrants to a process of adaptation.

A) maintenance B) translation C) resistance D) segregation Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying beha vior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 14) In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture.

A) assimilation B) maintenance C) segregation D) resistance Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 15) Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers.

A) warming B) adaptation C) segregation D) movement Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments

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16) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 17) Which American ethnic subculture is most likely the fastest growing?

A) Hispanic American B) African American C) Asian American D) American Indian Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 18) What statement best describes what Coffee-Mate discovered about African-American coffee drinkers?

A) They tend to drink coffee with cream and sugar.

B) They tend to drink coffee black.

C) They tend to drink instant coffee.

D) They tend to drink tea instead of coffee.

Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments

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19) More than fifty percent of all Hispanic Americans are concentrated in just six American metropolitan areas. Which of the following is NOT among them?

A) Colorado B) California C) New York D) Texas Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 20) Approximately 60% of Hispanic Americans are of ________ descent.

A) Mexican B) Puerto Rican C) South American D) Dominican Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 21) Demographically, which of the following are the two most important characteristics of the Hispanic American market?

A) It is a mature group with money to spend.

B) It is a young group that prefers to live in rural areas.

C) It is a mature group that is now almost totally bilingual.

D) It is a young group with families that tend to be large in size.

Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments

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22) Which of the following distinguishes Asian Americans from other subcultures in the United States?

A) Asian Americans constitute the largest subculture in the United States.

B) Asian Americans are the best educated of any ethnic subculture in the United States.

C) Asian Americans have the distinction of having a common language that acts as a unifying cultural agent.

D) Asian American households are larger than most other ethnic households in America.

Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 23) Which of the following is generally true about Asian Americans?

A) They tend to be both brand conscious and brand loyal.

B) They are not attracted to products that express material status.

C) They are one of the least brand-loyal of all American subcultures.

D) They are less likely than the average American to buy high-tech gadgets.

Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 24) Which American subculture is most likely to hold technology jobs and purchase high-tech gadgets?

A) African American B) Hispanic American C) Asian American D) Arab American Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments

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25) The lack of marketing information about religion is most likely 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) the subject being taboo among researchers Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-4 26) Which of the following statements about teenagers is most likely true?

A) Teenagers are rarely considered a relevant age segment for marketers.

B) Most primitive cultures isolate teenagers as they transition to adulthood.

C) The term teenager entered the general American vocabulary in the 1950s.

D) The term teenager began to be used in Western cultures about 200 years ago.

Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 27) Advertising to teens typically depicts ________.

A) respected adults recommending the product B) qualified experts explaining product benefits C) a group of "in" teens using the product D) family members using the product together Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 28) Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency?

A) growth versus restriction B) autonomy versus belonging C) idealism versus pragmatism D) narcissism versus intimacy Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6

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29) Gen Yers are most comfortable in a ________, communicating by texting and IMing.

A) thumb culture B) tween market C) gray market D) renaissance culture Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 AACSB: Written and oral communication 30) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 AACSB: Diverse and multicultural work environments 31) The cohort of consumers born between 1965 and 1985 has been labeled ________, or "baby busters."

A) Silent Generation B) Generation X C) Generation Y D) Generation Z Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 AACSB: Diverse and multicultural work environments

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32) If you were a person born between 1946 and 1964, you would be called a ________.

A) Baby Boomlet B) Baby Buster C) War Baby D) Baby Boomer Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-7 AACSB: Diverse and multicultural work environments 33) 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 don't trust anyone under 60.

Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-8 AACSB: Diverse and multicultural work environments 34) Researchers measure ________ on dimensions that include "feel-age" and "look-age."

A) chronological age B) perceived age C) age cohort D) social age Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-8

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35) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Diverse and multicultural work environments 36) 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 about the ways of the U.S. 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Analytical thinking 37) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Analytical thinking

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38) Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to the Japanese woman. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society 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 identity renaissance Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Analytical thinking 39) Shannon Reeves and Tish Phillips remember their experiences with student protests in the 1960s. Shannon remembers seeing Jimi Hendrix at Woodstock, and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________.

A) paradigm B) renaissance C) cohort D) perception Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-5 AACSB: Analytical thinking 40) One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords but still be connected to any media at any time. The lifestyle created by this approach is referred to as ________.

A) identity renaissance B) cosplay C) distinct-styling D) connexity Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-6 AACSB: Information technology

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41) Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

A) autonomy versus belonging B) rebellion versus conformity C) idealism versus pragmatism D) narcissism versus intimacy Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-6 AACSB: Analytical thinking 42) In Canada, product instructions and identifications are written in English and French. To reach the most customers, the same instructions in the United States should be written in English and ________.

A) French B) German C) Mandarin D) Spanish Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Analytical thinking 43) Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?

A) Few ethnic subcultures today have powerful stereotypes the general public associates with them.

B) Members of ethnic subcultures have increasing economic power.

C) Symbols that once seemed acceptable may come to be seen as negative.

D) Marketers may not understand possible negative interpretations of ethnic symbolism.

Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Diverse and multicultural work environments

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44) The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the play The Book of Mormon are evidence of which of the following?

A) Megachurches are now more powerful than small, community-based churches.

B) Religion can be effectively used by mainstream marketers.

C) Born-Again Christians are the primary religious market in the United States.

D) Church leaders can effectively encourage and discourage the consumption practices of their followers.

Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-4 AACSB: Reflective thinking 45) Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

A) ads that focus on product features B) ads that talk down to her C) humorous product ads D) lengthy product ads Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-6 AACSB: Analytical thinking 46) Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?

A) Jane is going to have fewer resources for retirement than did her mother.

B) Jane will think of herself as being much older than her mother did at the same age.

C) Jane will no longer be interested in youthful styles, while her mother was likely to retain such interests.

D) Jane is much more likely to be physically active than her mother was at the same age.

Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-7 AACSB: Reflective thinking

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47) Members of which of the following age cohorts are part of today's gray market?

A) Generation Z B) Generation Y C) Generation X D) The War Baby Generation Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-8 AACSB: Diverse and multicultural work environments 48) With respect to the acculturation process, what is the relationship between maintenance and segregation?

A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subcultural values of new immigrants and physically segregating members of new subcultures into separate groups.

B) New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.

C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by segregating themselves from new immigrants.

D) The relationship is subtle. There is a 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Diverse and multicultural work environments

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49) The first thing D'Andrea was asked when she went to work for an advertising firm is how marketing promotions to African-Americans should differ from marketing promotions to Caucasians. What is the best advice D'Andrea could give her new employer?

A) Separate advertisements to this ethnic subculture are never done and should not be considered.

B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic groups.

C) The African-American market is hardly as homogeneous as many believe, and many differences between black and white markets may not be real.

D) All promotions to African-Americans have to take into account the market's income, which has been declining drastically over the last two decades.

Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Reflective thinking 50) What is a major difference between a Generation Y and a Generation X consumer?

A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes.

B) There are so many more members of Generation X than Generation Y that promoters use more mass communications with the Gen Xers and fewer one-on-one promotions.

C) There are no basic differences except what would be expected by their age differences.

D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-6 AACSB: Reflective thinking 51) Subcultures of young women in Japan start many trends that eventually make their way around the world.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-1 AACSB: Diverse and multicultural work environments

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52) An ethnic subculture consists of a self-perpetuating group of consumers who share common cultural and/or genetic ties. This subculture is identified both by its members and by others as a distinguishable category.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 53) By 2050, immigrants will constitute more than 50 percent of the American population.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 54) The typical immigrant today in the United States is most likely from Europe.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 55) An ethnographer would be interested in studying the process of acculturation in an immigrant community.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 56) Acculturation agents may come from the culture of immigration, but not from the culture of origin.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3

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57) The largest of the "Big Three" American subcultures is the African-American subculture.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 58) More than half of all Hispanic Americans are of Cuban descent.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 59) The term Asian refers to 20 ethnic groups, the largest of which is Chinese.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 60) Asian Americans as a whole tend to be an easy target market to communicate with because of their cultural similarity to one another.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 61) If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-5 AACSB: Diverse and multicultural work environments

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62) People born between the two World Wars are part of the Silent Generation.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-5 AACSB: Diverse and multicultural work environments 63) Cohort experiences are important to marketers but they have no way of measuring it.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-5 64) Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are suffering an autonomy versus belonging conflict.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 AACSB: Diverse and multicultural work environments 65) Gen Yers are the most diverse generation in American history.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 AACSB: Diverse and multicultural work environments 66) Originally, another name for Generation X was "slackers."

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-6 AACSB: Diverse and multicultural work environments 67) Americans over age 50 are the focus of almost 50 percent of advertising.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-7 AACSB: Diverse and multicultural work environments 20 Copyright © 2015 Pearson Education, Inc.

68) Marketers have identified the key values of seniors. One of these is severing the connections with friends and family so that seniors can feel free of restraints.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-8 AACSB: Diverse and multicultural work environments 69) Tyler decided to restore a 1956 Ford. When he started, he wasn't sure where he could find certain parts and product information. He rapidly found that there was an entire group of people who restored classic Fords. Tyler has been introduced into a subculture.

Answer: TRUE Diff: 1 Learning Outcome: Discuss the influence of groups and word-of-mouth (WOM) communication.

Skill: Application Objective: 10-1 AACSB: Application of knowledge 70) When Erica converted to Catholicism as an adult, she, by definition, entered into an ethnic subculture.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Application of knowledge 71) Martha Sheppard is approaching 70. She wants to give something back to her community.

She works hard at her church as a pastoral care volunteer, at her local hospital as a greeter, and for a local AIDS prevention and treatment center as a nurses' aide and volunteer. She believes that she can make a difference. Martha is an example of a senior citizen who is emphasizing altruism as a key value.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-8 AACSB: Application of knowledge

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72) Promotions that are directed to a "younger lifestyle" in the Hispanic-American market are more likely to be successful than promotions directed to a senior Hispanic-American market.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Diverse and multicultural work environments 73) Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Diverse and multicultural work environments 74) Age cohorts share similar problems because they are more genetically similar than are people from different cohorts.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-5 AACSB: Reflective thinking 75) It is the actual age of seniors that determines their consumer behavior, not their perceived age.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-8 AACSB: Reflective thinking 76) Identify the "Big Three" American subcultures. Discuss size and growth characteristics.

Answer: Three groups that account for much of America's current growth are African Americans, Hispanic Americans, and Asian Americans. African Americans make up 12 percent of the American population. The Hispanic population is now the largest ethnic subculture, with 12.5 percent of the U.S. population. The Asian-American population, though smaller in absolute numbers at 3.6 percent of the American population, is the fastest-growing racial group.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 22 Copyright © 2015 Pearson Education, Inc.

77) Describe the Hispanic-American ethnic subcultural group, demographically and by lifestyle, noting important consumer characteristics.

Answer: Largely ignored by many marketers until recently, the Hispanic-American population is now the largest ethnic minority in the United States. Nearly 60 percent of Hispanic Americans are of Mexican descent; other groups are Puerto Rican, Central American, Dominican, South American, and Cuban.

Demographic and other characteristics include: ∙ A young market–Many of these consumers are "young biculturals," meaning that they are comfortable with both Hispanic and American cultures. ∙ Concentrated markets–more than half of Hispanic Americans live in California and Texas, making them easy for marketers to reach. ∙ Brand loyalty–Hispanic Americans tend to remain loyal to selected brands, especially those affiliated with or imported from their country of origin.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-3 AACSB: Diverse and multicultural work environments 78) 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 40s to 60s, 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 to 54 spend the most of any age category on food, apparel, and retirement programs.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 10-7 AACSB: Diverse and multicultural work environments

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79) What is a place-based subculture?

Answer: A subculture is made up of members who share beliefs and common experiences that set them apart from others. Subcultures are large and often demographically based (age, ethnicity, religion, place of residence). A place-based subculture relies upon similarities due to geodemography.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-9 AACSB: Application of knowledge 80) Explain the term acculturation and indicate how the progressive learning model might be used by marketers.

Answer: Acculturation refers to the process of movement and adaptation to one country's cultural environment by a person from another country. The acculturation process can be understood by using what is called a progressive learning model. This perspective assumes that people gradually learn a culture as they increasingly come in contact with it. Thus, marketers are able to see consumer behavior of an immigrant as a mixture of practices taken from the original culture and those of the new or host culture.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Diverse and multicultural work environments 81) Explain the concept of deethnicization. Give an example.

Answer: Deethnicization refers to the process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures. Examples are bagels, burritos, and salsa (to name a few).

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Application of knowledge

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82) Who are "born-again Christians," and why are marketers interested in this group?

Answer: Born-again Christians are defined as people who believe in a literal interpretation of the Bible and who acknowledge being "born again" through their faith or relationship with Jesus Christ. They are one of the fastest growing religious subcultures in the United States, with about 72 million out of 235 million (31 percent) of American Christians defining themselves as "bornagain."

This subculture has become a major market. Megachurches have incomes of $1.85 billion. There is a growing merchandising movement among "born-agains" with increasing popularity of Christian music, books (Christian bookstores sold more than $2 billion worth of products), clothing, and other symbolic products.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-4 AACSB: Diverse and multicultural work environments 83) Explain the concept called age cohort. Briefly explain how marketers might use this concept to segment markets.

Answer: An age cohort consists of people of similar ages who have undergone similar experiences. They share many common memories about cultural heroes and important historical events. Although there is no universally accepted way to divide up people into age cohorts, each of us seems to have a pretty good idea of what we mean when we refer to "my generation."

Marketers often target products and services to one or more specific age cohorts. The cohorts spend differing amounts on products. There is plenty of potential attached to all age groups.

Marketers recognize that the same offering will not appeal to people of different ages, nor will the language and images used to reach them. In some cases, separate campaigns are developed to attract consumers of different ages.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-5 AACSB: Application of knowledge 84) Explain the difference between a high-context culture and a low-context culture. Give an example of each and explain the reason for your choice(s).

Answer: A high-context culture is one in which group members tend to be tightly knit. Group members are also likely to infer meanings that go beyond the spoken word. The Japanese are an example of a high-context culture.

A low-context culture is a cultural group that is relatively weak; people are not as tightly knit together, and they are more literal. The United States ranks as a low-context culture.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Reflective thinking

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85) Explain how religion can influence marketing and consumption. Provide at least two examples to illustrate your response.

Answer: Religious subcultures may exert a significant impact on consumer variables such as personality, attitudes toward sexuality, birthrates and household formulation, income, and political attitudes. Religious dietary or dress requirements create demand for certain products, such as kosher foods. Suzuki sponsored a Christian rock band on its national tour to promote its motorcycle and SUV lines. Sunsilk addresses Muslims with a shampoo ad depicting a woman with her head completely covered by a tudung, the head scarf worn by many Muslim women in that country. Sunsilk's pitch is that it helps remove excess oil from the scalp and hair, a common problem among wearers of tudungs.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-4 AACSB: Reflective thinking 86) As we age, our values and priorities change. Researchers have identified a set of key values that motivate older consumers. Marketing strategies aimed at the gray market should relate to one or more of these motivational factors to be successful. Select one of them and describe how marketers have applied it. The key values are: ∙ Autonomy ∙ Connectedness ∙ Altruism Answer: ∙ Autonomy–mature consumers want to lead active lives and to be self-sufficient. The advertising strategy of Depends, undergarments for incontinent women made by KimberlyClark, is centered on a famous actress, June Allyson, who plays golf and goes to parties without worrying about her condition. ∙ Connectedness–mature consumers value the bonds they have with friends and family. Quaker Oats successfully tapped into this desire with its ads featuring actor Wilfred Brimley, who dispenses grandfatherly advice about eating right to the younger generation. ∙ Altruism–mature consumers want to give something back to the world. Thrifty Car Rental found in a survey that more than 40 percent of older consumers would select a rental-car company if it sponsored a program that gave discounts to senior-citizen centers that wanted to buy vans for their patrons. Based on this research, the company launched its highly successful program, "Give a Friend a Lift."

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-8 AACSB: Reflective thinking

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87) 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: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-6 AACSB: Reflective thinking 88) Subcultures are defined in such a way that a person may belong to many at the same time.

What in the definition allows any given person to belong to multiple groups, and what subcultures would apply to almost everyone?

Answer: A subculture is defined by shared beliefs and common experiences. Any variable that separates people into groups with common experiences and beliefs is by definition a precursor of a subculture. A person, for example, may have parents from Italy, have attended Penn State, and live in New York City. Each of these variables would identify a group of people with shared experiences and beliefs.

There are some subcultures that apply almost universally. Each person has an age subculture that is typical of his or her age cohort. Each person has a primary language that places him or her in a cultural context, and each person has a certain ethnic or racial background. Most people who share the same gender also share beliefs and common experiences.

The student is being asked here to identify examples of shared beliefs and experiences that would apply to almost all people within a larger culture. Their examples may vary, but they should have some element of universality.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-1 AACSB: Reflective thinking

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89) Several processes and outcomes come into play as immigrants adapt to their new surroundings. List these processes and outcomes and create an example that demonstrates the linkage between them.

Answer: The seven processes and outcomes are movement, translation, adaptation, assimilation, maintenance, resistance, and segregation. Students should construct an illustration of an immigrant (any nationality will do) that shows how the person moves through the seven processes. For example: a) the immigrant is motivated to move; b) once movement occurs, the immigrant must go through translation of language and culture in her new location; c) as learning occurs, the immigrant begins to adapt to the new culture and environment; d) during the acculturation process, the immigrant undergoes assimilation where cultures merge; e) however, most immigrants still wish to maintain their home culture and this culture is often taught to children; f) resistance to the adopted culture can have consequences; and, g) many immigrants today still seem to segregate from the adopted population.

Note to Instructor: Set guidelines for establishing the example if specifics are desired from the answer.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-3 AACSB: Diverse and multicultural work environments 90) Maleness versus femaleness and masculinity versus femininity–do these sets basically mean the same thing? Discuss and illustrate with examples of sex-typed products.

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

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

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 10-2 AACSB: Diverse and multicultural work environments

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Consumer Behavior, 11e (Solomon) Chapter 11 Consumer Identity II: Social Class and Lifestyles 1) The average American's standard of living continues to improve. These income shifts are linked to two key factors: ________.

A) a shift from blue-collar to white-collar employment and the increased use of technology B) increasing immigration to the United States and increasing development of technical skills C) a shift in women's roles and increases in educational attainment D) a shift in population from the Snow Belt to the Sun Belt and advances in human rights Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 2) ________ income is the money available to a household over and above that required for a comfortable standard of living.

A) Capital B) Discretionary C) Net D) Invidious Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 3) Consumers who are ________ love buying everything in sight.

A) frugal B) price-sensitive affluents C) spendthrifts D) socially stratified Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1

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4) Fred Johnson has worked hard all of his life to make a decent living for himself and his family. However, in recent years he has become obsessed with a fear of being ruined, either because of losing his job or losing all of his savings. According to clinical psychologists, Fred Johnson's fear of being ruined is equated to which of the following phobias?

A) atephobia B) harpaxophia C) peniaphobia D) aurophobia Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 AACSB: Application of knowledge 5) Consumers' beliefs about what the future holds are an indicator of ________.

A) consumer confidence B) optimism C) price sensitivity D) behavioral economics Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 6) Which of the following questions would be LEAST likely to appear on a questionnaire designed to determine consumer confidence?

A) "Would you say that you and your family are better off or worse off financially than a year ago?"

B) "Will you be better off or worse off a year from now?"

C) "Are you happy with your employer and job?"

D) "Do you plan to buy a car in the next year?"

Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 AACSB: Application of knowledge

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7) Which of the following refers to consumers who refuse to sacrifice style but who achieve that style on a budget?

A) spendthrifts B) frugalistas C) ostriches D) tightwads Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 8) With respect to social organization, some barnyard animals exhibit signs of a dominancesubmission hierarchy. Which of the following terms best communicates such a hierarchy?

A) dog-eat-dog B) pecking order C) follow-the-leader D) king-of-the-hill Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 9) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2

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10) We tend to marry people in a similar social class to our own. Sociologists call this ________, or assortative mating.

A) marriage complementarity B) homogamy C) monogamy D) status crystallization Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 11) The phenomenon called ________ refers to the creation of artificial divisions in a society.

A) reference group affiliation B) ascribed status C) mass class D) social stratification Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 12) A person who is born into a rich, powerful family is said to have ________ status.

A) ascribed B) hierarchical C) achieved D) longitudinal Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 13) A person who receives rewards and status because of hard work is said to have ________ status.

A) ascribed B) hierarchical C) achieved D) longitudinal Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2

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14) Most groups exhibit a structure called a ________ in which some members are somehow better off than others.

A) status hierarchy B) social array C) social mobility D) symbolic reference Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 15) ________ refers to the passage of individuals from one social class to another.

A) Status crystallization B) Social affinity C) Social mobility D) Social stratification Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 16) Sandra Jackson decided to become a nurse after several years as an elementary teacher. She still wanted to help people; she just wanted to do it differently. Sandra's case is an example of which of the following?

A) downward mobility B) upward mobility C) horizontal mobility D) status crystallization Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 AACSB: Analytical thinking

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17) According to a classic view of the American class structure, the newer social elites, drawn from current professionals, belong to which of the following social class categories?

A) Lower-Upper B) Upper-Upper C) Upper-Middle D) Lower-Middle Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 18) The hundreds of millions of consumers around the world who can now afford higher quality products belong to the ________.

A) prestige class B) mobile demanders C) ruling class D) mass class Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-3 19) Social class is a strong predictor of purchases that have symbolic aspects, but low to moderate prices. Which of the following is the best example of a product with those characteristics?

A) liquor B) cars C) homes D) refrigerators Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 AACSB: Application of knowledge

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20) The term affluenza refers to ________.

A) members of the lower-middle class who are struggling to make ends meet B) tightwads who are reluctant to spend money on anything but basic necessities C) scrimpers who have traded down to less expensive brands to save money D) well-off consumers who are stressed or unhappy despite or even because of their wealth Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-3 21) ________ are wealthy individuals who are likely to suffer from status anxiety, trying to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave.

A) Old money consumers B) The working wealthy C) The nouveau riche D) Typical millionaires Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 22) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 AACSB: Application of knowledge

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23) When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ concept is being applied.

A) cultural code designation B) social cluster C) taste culture D) consumption constellation Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-3 24) Pierre Bourdieu concluded that "taste" is a ________ that causes consumption preferences to cluster together.

A) habitus B) code C) hierarchy D) capital Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-3 25) A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________.

A) social inhibitors B) social parameters C) status symbols D) psychological blocks Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 AACSB: Application of knowledge

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26) Social analyst Thorstein Veblen believed that we buy things to create ________. This means we use our purchases to inspire envy in others through our display of wealth or power.

A) affluenza B) invidious distinction C) status crystallization D) cultural capital Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 27) If the super rich bought "shredded Levi's jeans" to wear to formal parties, they would be exhibiting a sophisticated form of conspicuous consumption known as ________.

A) parody display B) invidious distinction C) downsizing D) elaborated codes Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-3 AACSB: Application of knowledge 28) If a social researcher wanted to investigate social status in a small city, her best choice for a questionnaire would be one that included questions or observations on education, area of residence, total family income per year, and ________.

A) occupation prestige level of the household head B) membership groups of the primary income earners C) ability to utilize electronic communication channels D) ability to win friends and influence people Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 AACSB: Application of knowledge

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29) A person in the middle class, but with an income at least 15 percent lower than the median for the middle class, would be known as a(n) ________ consumer.

A) underprivileged B) invidious C) restricted D) conspicuous Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 30) ________ defines a pattern of consumption reflecting a person's choices on how he or she spends their time and money.

A) Lifestyle B) Habitus C) Social class D) Cultural capital Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-4 31) The ________ marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.

A) personality B) motivation C) lifestyle D) social Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-4

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32) Product ________ occurs when the symbolic meanings of different products are related to one another.

A) distinction B) crystallization C) complementarity D) hierarchy Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-5 33) Consumers use a set of products called a(n) ________ to define, communicate, and perform social roles.

A) brand prominence group B) consumption constellation C) restricted code D) elaborated code Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-5 34) Sixteen-year-old Michael wanted a car. One evening while his father was paying bills, Michael looked over his father's shoulder and saw how much money had been placed in the checking account. He whistled and said, "I thought you said that you didn't have enough money to buy me a used car. In just one month, you could buy me the car I want." Michael's father then gave him a lecture on the differences between income and what is left after money is spent on utilities, mortgages, insurance premiums, and food. "Total income," his father said, "is not the same as ________ income, the source from which your unnecessary car would have to come."

A) wealth B) managed C) perpetual D) discretionary Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-1 AACSB: Analytical thinking

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35) Psychologists use the term homogamy to describe "assortative mating." 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 36) Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with?

A) reference group affiliation B) bias C) the "silver spoon" syndrome D) social stratification Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 37) In school, it always seemed as if Kenneth got all the breaks. He had access to all the right resources, such as special privileges, fancy cars, a large allowance, and dates with all the beautiful girls. Even at work, he was put on the fast track and got promoted early to a highprestige job. It seemed as if Kenneth was artificially ranked higher than others. The process that best describes what happened to Kenneth is called ________.

A) reference group affiliation B) bias C) ascribed status D) achieved status Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge

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38) Richard worked very hard on his grades and worked after school part time to be able to afford tutors to help him advance his education. When he was named valedictorian of his class, he earned a certain status. The best term to describe the form of status that Richard earned is ________.

A) reference group affiliation B) achieved status C) classification status D) ascribed status Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 39) Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. It looks like he is going to lose the farm and have to take a manual labor job in the city to support his family. What form of mobility best describes Fred's position?

A) horizontal mobility B) two-way stretch mobility C) downward mobility D) upward mobility Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 40) According to the class structure outlined in the text, most business managers and university professors would be in the ________ class.

A) upper-upper B) working C) upper-middle D) middle Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge

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41) Mr. Patterson is 57 years old. His annual household income is $500,000. He has been married to the same woman most of his adult life. He doesn't spend much on clothing. According to research, how is Mr. Patterson different from the typical American millionaire?

A) He is older.

B) He has a long-standing marriage.

C) His household income is greater.

D) He doesn't spend as much on clothing.

Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Analytical thinking 42) Evan was an aggressive, rich, and determined businessman originally from a working class family. He 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 a part of it." What type of capital was Evan lacking?

A) economic B) cultural C) psychological D) sociological Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Analytical thinking 43) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Analytical thinking

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44) 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 like she isn't quite sure who she really is. The concept of ________ assesses the impact of such inconsistencies.

A) status crystallization B) hierogamy C) habitus D) invidious distinction Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Analytical thinking 45) Vance comes from the lower-upper class, while Jeff comes from the lower-middle class.

They are both madly in love with Julia, who is beautiful enough to do part-time modeling.

According to the principle of ________, Julia is most likely to be attracted to Vance.

A) elaborated codes B) ascribed status C) hierogamy D) restricted codes Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Analytical thinking 46) Sharon noticed that many of her high-end, outdoor spa customers drive Volvos, a luxury car known for its safety record and high performance. Which of the following terms best illustrates what Sharon has observed in her customers?

A) product complementarity B) motivational compliance C) conscientious association D) parody display Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-5 AACSB: Analytical thinking

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47) Jason is a marketing researcher working for a client who believes that social class will be an important segmenting device. Jason decides to find social class categories by simply asking respondents to pick their own category. Which of the following best supports Jason's approach?

A) Most Americans don't mind talking about social class but usually misclassify themselves.

B) American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class.

C) American consumers are generally better able to identify their neighbors' social class than their own social class.

D) Respondents will list the social class they wish to belong to rather than the one they actually occupy.

Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-3 AACSB: Analytical thinking 48) Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann most likely belong?

A) Thinkers B) Achievers C) Strivers D) Experiencers Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-6 AACSB: Application of knowledge 49) Mothers with preschool children are the fastest-growing segment of working people.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 50) Measures of consumer confidence can help marketers predict how much money consumers will pump into the economy through discretionary purchases.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1

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51) Education is one determining factor in who gets a bigger piece of the economic pie.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 52) Discretionary income is the money available to a household over and above that required for a comfortable standard of living.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 53) American spendthrifts outnumber American tightwads.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 54) The term plutonomy was coined to describe an economy that relies on a large and healthy middle class.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-1 55) The entire upper class (upper-upper and lower-upper combined) comprises less than 2 percent of all Americans.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 56) The prestige of occupations varies dramatically from one culture to the next.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2

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57) Lower-class men are more likely than middle-class men to have a general sense of empowerment.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 58) Social class appears to be a poor predictor of purchases that have symbolic aspects and low to moderate prices (such as liquor and cosmetics).

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 59) The American rich often indulge in luxury goods while pinching pennies on everyday items.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 60) Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by seniors with wealth.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 61) Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-3 62) The flamboyant consumption of the nouveau riche is an example of symbolic selfcompletion.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 18 Copyright © 2015 Pearson Education, Inc.

63) Lifestyle is a statement about who one is in society and who one is not.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-4 64) A co-branding strategy was being utilized when the Taco Bell Chihuahua showed up in a commercial for Geico insurance.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-5 AACSB: Analytical thinking 65) Tian Zhao's parents were peasants from central China. Tian got a degree in electronics from a university and now works for a medium-sized technology firm. Tian recently purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He shares an apartment with a co-worker and hopes to buy a house in five years. Tian is a member of the mass class.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-3 AACSB: Application of knowledge 66) Eddie just bought a vintage Prowler. He can hardly wait to have the guys at the office drool when they see him drive up in this extremely expensive purple "hot rod." Eddie's reason for the purchase falls into the category described by Thorstein Veblen as invidious distinction.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Analytical thinking 67) Rachel doesn't work, has a rich and successful husband, and loves to wear high-heeled shoes, tight clothes, and flamboyant hairstyles. According to Veblen's ideas, Rachel's role is decorative.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Analytical thinking

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68) Many 20-somethings have rebelled against their more affluent parents by mocking wealth, wearing shredded jeans, and driving boxy cars. These are examples of what is called a modern potlatch.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 69) A biography of a famous American woman indicated that she never married the man she loved the most because his family status and income didn't meet her goals. This is evidence of the strength of hierogamy in some people's lives.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 70) With respect to codes that are used by separate social classes, middle and upper classes tend to use restricted codes.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 71) The general method for elevating one's social status is to increase the use of ascribed status tools.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Reflective thinking 72) Conspicuous waste is the opposite of conspicuous consumption because one is aimed at showing how important a person's wealth is, and the other is aimed at showing how unimportant his or her wealth is.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 11-2

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73) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-6 74) The average American's standard of living continues to improve. This shift in income has been linked to two key factors. What are these factors? Provide explanatory comments on each factor.

Answer: The two key factors appear to be the shift in women's roles and increases in educational attainment. a. The shift in women's roles–Mothers with preschool children are the fastest-growing segment of working people, many of them working in high-paying occupations. This increase is a primary reason for the rapid growth of middle- and upper-income families. b. Increases in educational attainment–college graduates earn about 50 percent more than those who have only graduated from high school.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-1 AACSB: Application of knowledge 75) Describe the concepts of social stratification and compare and contrast achieved and ascribed status.

Answer: 1. Social stratification refers to the creation of artificial divisions in society: "Those processes in a social system by which scarce and valuable resources are distributed unequally to status positions that become more or less permanently ranked in terms of the share of valuable resources each receives."

2. Achieved status–resources go to those people who have earned them through hard work or diligent study.

3. Ascribed status–rewards go to those people who were lucky enough to be born rich or beautiful. Such good fortune reflects ascribed status. In other words, those with ascribed status inherit their status while those with achieved status earn their status.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge

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76) Explain the concept of social mobility and its various forms.

Answer: Social mobility refers to the passage of individuals from one social class to another.

There are three forms–upward (moving up in social class), downward (moving to a lower social class), and horizontal (moving from one position to another [such as jobs] in the same social class strata).

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 AACSB: Application of knowledge 77) A contemporary view of the American social class structure is presented in the text. Identify each of the major categories and supply a brief comment that characterizes each one.

Answer: Upper Americans include: Upper-Upper (0.3 percent)–The "capital S society," world of inherited wealth.

Lower-Upper (1.2 percent)–The newer social elite, drawn from current professionals.

Upper-Middle (12.5 percent)–The rest of college graduate managers and professionals, lifestyle centers on private clubs, causes, and the arts.

Middle Americans include: Middle Class (32 percent)–Average pay white-collar workers and their blue-collar friends; live on the "better side of town"; try to do the proper things.

Working Class (38 percent)–Average pay blue-collar workers; lead "working-class lifestyle" whatever the income, school, background, and job are.

Lower Americans include: "A lower group of people, but not the lowest" (9 percent)–Working, not on welfare; living standard is just above poverty; behavior judged "crude," "trashy."

"Real Lower-Lower" (7 percent)–On welfare, visibly poverty-stricken; usually out of work (or have the dirtiest jobs); "bums," "common criminals."

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-2 AACSB: Application of knowledge 78) Characterize how Japanese social class structure relates to the goods and services purchased

by Japanese consumers.

Answer: Japan is a highly brand-conscious society where upscale, designer labels are incredibly popular. The Japanese love affair with top brands started in the 1970s when the economy was booming and many Japanese could buy Western luxury accessories for the first time. Single, working women are largely responsible for fueling Japan's luxury-goods spending. "Office ladies" save money by living at home and have discretionary income for luxuries.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 22 Copyright © 2015 Pearson Education, Inc.

79) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 80) What are the two major components of social class? Explain and comment on each component (such as which is more important).

Answer: In brief, the two major components of social class are occupation and income.

1. Occupational prestige–this is one way to evaluate the "worth" of people. Hierarchies of occupational prestige tend to be quite stable over time, and they tend to be similar in societies as diverse as Brazil, Ghana, Turkey, and Japan. If one had to choose only one indicator of social class, it would be occupation, 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 81) Identify for each of the following items whether it would be more likely found in a workingclass living room or an upper class living room. Items: a Bible, picture windows, still-life portraits, photographs of family members, large potted plants, French furniture, a TV set, a family pet, piano Answer: Working Class Upper Class Bible picture windows still-life portraits large potted plants photographs of family piano TV set French furniture family pet Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Application of knowledge 23 Copyright © 2015 Pearson Education, Inc.

82) Identify the three components marketers use to express a consumption style and explain why marketers would want to express a consumption style.

Answer: The three components of a consumption style, as used in lifestyle marketing, are people, products, and settings. Marketers want consumers to see people using their products in desirable social settings because marketers recognize that consumers select products as a way to enjoy their lives and express their social identities.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-5 AACSB: Application of knowledge 83) How does the relationship between wealth and social class affect the way marketers segment affluent markets? Are there some consumption situations in which income alone is a good indicator of consumer behavior?

Answer: In targeting the rich, it is a mistake to assume that everyone with a high income should be placed into the same market segment. Social class involves more than absolute income; it is also a way of life, and affluent consumers' interests and spending priorities are significantly affected by such factors as where they got their money, how they got it, and how long they have had it.

Common affluence distinctions are: 1. "Old money" is the category of the ultra-rich who have "always" been that way, (i.e., their money is from inherited wealth). Segment distinctions based upon "how long" versus "how much" are more salient for this class.

2. "Nouveaux riches" are those who have recently acquired wealth, usually through their own labor or industry but could include lottery winners as well. In many cases, their consumption patterns are still linked to lower-class origins. Some in this class suffer status anxiety in which flamboyant consumption may serve as a symbolic attempt to assert their new class status. This group may also develop "status anxiety."

Wealth alone may be a good predictor of purchases of the highest ticket items in the ultra-rich lifestyle of the rich and shameless. Such products as super-luxury yachts and private islands can be afforded only by those who really have endless wealth.

On the other hand, many wealthy people still hold to more or less middle-class values. Not all first- or second-generation rich are conspicuous consumers like the stereotypical nouveaux riche.

Products selected by these consumers will be partially determined by social influences of others like themselves.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-2 AACSB: Reflective thinking

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84) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 11-2 AACSB: Reflective thinking 85) For this question, let's assume that being physically attractive is an asset. Use the principle of hierogamy to explain how assets can be utilized to advance social class.

Answer: The possession of assets is a measure of status. Bluntly put, because the number of exceptionally attractive women is limited, the "possession" of one increases the status of the "owner." Historically, physical attractiveness was one of the few assets that women were allowed to possess. They could trade this asset for social class advancement through marriage much the same way a man could trade access to wealth and power for class advancement.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Synthesis Objective: 11-2 AACSB: Reflective thinking 86) Describe the concept of psychographics. Then compare the four forms of psychographic analysis used in marketing.

Answer: Psychographics involves the "use of psychological, sociological, and anthropological factors . . . to determine how the market is segmented by the propensity of groups within the market–and their reasons–to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium."

Psychographic studies can take several different forms: a. A lifestyle profile looks for items that differentiate between users and nonusers of a product. b. A product-specific profile identifies a target group, and then profiles these consumers on product-relevant dimensions. c. A general lifestyle segmentation places a large sample of respondents into homogeneous groups based on similarities of their overall preferences. d. A product-specific segmentation tailors questions to a product category.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 11-6 AACSB: Application of knowledge

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87) List the various ways that psychographic segmentation can be used.

Answer: a. To define the target market b. To create a new view of the market c. To position the product d. To better communicate product attributes e. To develop overall strategy f. To market social and political issues Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 11-6 AACSB: Application of knowledge

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Consumer Behavior, 11e (Solomon) Chapter 12 Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion 1) A marketing manager who wants to identify opinion leaders for her product category should do which of the following?

A) She should find government officials who use the product.

B) She should find socially active persons who are very interested in the product category.

C) She should find intellectuals who can write academic papers about the product category.

D) She should look for people who rely on reward power to develop interest in a product.

Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 AACSB: Application of knowledge 2) Which of the following statements most accurately defines homophily?

A) Homophily is the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

B) Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth and lifestyle.

C) Homophily is the degree to which a pair of individuals is similar in terms of ethnicity.

D) Homophily is the degree to which a pair of individuals is similar in terms of sexual orientation.

Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 3) Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders.

A) heterophilous B) generalized C) polymorphic D) monomorphic Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2

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4) The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types.

A) surrogate consumer B) innovator C) monomorphic leader D) market maven Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 5) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 6) Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

A) Momentum B) Behavioral C) Sociometric D) Geodemographic Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2

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7) A sociometric network analysis is likely to study all of the following EXCEPT which one?

A) referral behavior B) the use of surrogate consumers C) the tie strength between members of a network D) communication in social systems Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 8) The importance of weak ties in a social system is demonstrated by their ________.

A) bridging function B) social contagion C) momentum effect D) diffusion of responsibility Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 9) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 AACSB: Written and oral communication 10) Product information that is transmitted by individuals to individuals is called ________.

A) independent analysis B) product shuffle C) reactance formation D) word-of-mouth Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 AACSB: Written and oral communication

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11) In general, advertising is more effective when it ________ than when it ________.

A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon word-of-mouth tactics; relies upon viral marketing tactics D) relies upon viral marketing tactics; relies upon word-of-mouth tactics Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 AACSB: Written and oral communication 12) Social networking is an integral part of what many call ________, which is characterized by interactive platforms that foster the creation of communities.

A) the virtual world B) the mega Web C) the inner Web D) Web 2.0 Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-3 AACSB: Information technology 13) According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group.

A) mere exposure phenomenon B) wisdom of crowds C) deindividuation D) normative influence Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-4

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14) Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections. 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-2 AACSB: Analytical thinking 15) People who supply online product reviews are called ________.

A) media recipients B) media broadcasters C) brand advocates D) folksonomists Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-3 AACSB: Information technology 16) In the diffusion of innovation process, which group is very slow to adopt new products and constitutes one-sixth of the population?

A) innovators B) early adopters C) late adopters D) laggards Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-5

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17) A ________ innovation is a new product that creates major changes in the way we live.

A) globally continuous B) continuous C) discontinuous D) dynamically continuous Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-5 18) Fashion refers to ________.

A) the process of social diffusion by which a new style is adopted by some consumer groups B) a particular combination of attributes within a style, trend, or fad C) being positively evaluated by some reference group D) rejecting the norm and pushing for newness Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-6 19) A ________ is a very short-lived fashion.

A) trend B) fad C) classic D) style Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-7 20) Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behavior is best explained by the ________ theory of fashion.

A) trickle-down B) trickle-up C) trickle-across D) prestige-exclusivity Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-6 AACSB: Analytical thinking 6 Copyright © 2015 Pearson Education, Inc.

21) When product information is transmitted from individual to individual it is best known as ________.

A) word-of-mouth B) C2C C) trickle-across D) viral marketing Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 22) Jenny just posted a tweet on Twitter about how much she loves a new movie. Jenny has potentially influenced others with ________.

A) word-of-mouth B) C2C marketing C) trickle-across promotion D) viral marketing Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 AACSB: Analytical thinking 23) Word-of-mouth communication about products is thought to be influential because it is perceived as ________.

A) being more reliable B) coming from a trustworthy source C) having more social pressure to conform associated with it D) all of the above Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 24) Which term refers to a piece of information triggering a sequence of interactions?

A) information cascade B) media multiplexity C) information networking D) influence impression Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 7 Copyright © 2015 Pearson Education, Inc.

25) James is known as a techie. He is the go-to source for his friends when it comes to recommendations on the best in the latest electronics. James is most likely a(n) ________.

A) fashionista B) market maven C) opinion leader D) referent Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 AACSB: Analytical thinking 26) Opinion leaders are more influential when they are ________.

A) much different than the people being influenced B) quite similar to the people being influenced C) older than the average consumer D) wealthier than most consumers Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 27) Experts that are specialized in a limited number of topics are called ________.

A) market mavens B) monomorphic C) polymorphic D) generalized Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 28) Experts who are knowledgeable in several fields are called ________.

A) market mavens B) monomorphic C) polymorphic D) generalized Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

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29) On Big Bang Theory, Sheldon Cooper plays a ________ expert with knowledge in topics ranging from flag history to string theory.

A) market mavens B) monomorphic C) polymorphic D) generalized Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 AACSB: Analytical thinking 30) Opinion leaders who are also early purchasers of a product are called ________.

A) early adopters B) innovative communicators C) newbies D) generalized opinion leaders Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 31) Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a ________.

A) market maven B) opinion leader C) surrogate consumer D) fashionista Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 AACSB: Analytical thinking

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32) Which job role best fits the definition of a surrogate consumer?

A) physician B) interior decorator C) physical trainer D) psychologist Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 AACSB: Application of knowledge 33) Shoppers on Amazon.com can search for products using words like "must read" and "girl power." These categorizations are based on a ________.

A) folksonomy B) taxonomy C) genre D) milieu Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-3 AACSB: Analytical thinking 34) Members of a social network are called ________.

A) followers B) friends C) nodes D) modules Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-3 AACSB: Information technology

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35) On Flickr, shared photos represent the ________ which is the basis for the network.

A) tie strength B) social object C) node D) graph Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-3 AACSB: Application of knowledge 36) Social networks tend to be more successful if they create a sensation that participants are in a tangible place. This is known as ________.

A) presence B) social object C) atmospherics D) framing Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-4 AACSB: Information technology 37) Word-of-mouth communication in the form of brand-specific mentions in social media are called ________.

A) influence cascades B) influence impressions C) social objects D) generalized opinion leadership Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-4 AACSB: Information technology

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38) 80% of brand mentions online are made by just 6.2% of social media users. Forrester Research calls these influencers ________.

A) salespeople B) power users C) mass connectors D) mass networker Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-4 AACSB: Information technology 39) Jane is searching for the latest fashion in jeans at the Levi's Friends Store. She connects online using Facebook, and invites Kelsey to shop with her inside the online store. Jane is participating in a form of e-commerce known as ________.

A) groupon B) social shopping C) pure play D) Facebook commerce Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-4 AACSB: Information technology 40) Which term refers to a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players?

A) transactional advertising B) viral marketing C) social game D) milieu Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-4 AACSB: Information technology

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41) What term refers to the hardware system upon which a social game is played?

A) genre B) platform C) mode D) milieu Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-4 AACSB: Information technology 42) A hair cream remover meant to replace the razor was marketed to men but failed miserably.

Which determinant of diffusion was most likely to blame?

A) compatibility B) trialability C) relative advantage D) observability Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-5 AACSB: Analytical thinking 43) When online ads go viral, they may influence adoption of the product being promoted due to the heightened ________.

A) complexity B) observability C) compatibility D) trialability Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-5

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44) When marketers embed brand messages in social games, they are seeking to influence consumer behavior through the ________ determinant of diffusion.

A) social proof B) observability C) compatibility D) trialability Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-5 AACSB: Analytical thinking 45) Organizing music using Spotify or another similar application enables users to listen to music virtually anywhere and across multiple devices. This is an example of the ________ determinant of diffusion.

A) relative advantage B) observability C) compatibility D) trialability Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-5 AACSB: Analytical thinking 46) Ashley, an upper-income consumer with an eye for fashion, loves getting a steal at the Dollar Store. She is engaging in ________.

A) social proof B) social shopping C) folksonomy D) parody display Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-6 AACSB: Analytical thinking

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47) A ________ is an idea or product that enters the consciousness of people over time.

A) meme B) belief C) norm D) value Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-6 48) M-PESA, a mobile-phone-based money transfer service, was initially designed to meet the needs of developing nations before being adapted elsewhere. M-PESA is an example of a ________ innovation.

A) complex B) reverse C) social D) meme Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-6 AACSB: Analytical thinking 49) The tipping point most likely occurs just towards the end of the adoption stage for the ________.

A) innovators B) early adopters C) early majority D) mass connectors Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-5 AACSB: Reflective thinking

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50) Which promotional strategy uses unconventional means, such as street theater, to encourage WOM about products?

A) influence networking B) guerilla marketing C) viral marketing D) POP displays Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 51) The diffusion of innovations is a process whereby a new product, service, or idea spreads through a population.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-5 52) The most radical of the innovation change forms is called a discontinuous innovation because it creates major changes in the way we live.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-5 53) The trickle-down theory of fashion says that fashion moves from the upper classes to the lower classes.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-6 54) A fad has a relatively long acceptance cycle in today's marketplace because of the money necessary to develop the fad.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-7

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55) Because Stephanie is an innovator with computer products, marketers should assume that she is also an innovator with clothing styles.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-5 AACSB: Analytical thinking 56) A clothier produced a line of clothing with insect repellant impregnated into the fabric for outdoor enthusiasts. This product has a good chance of being adopted because it has a relative advantage.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-5 AACSB: Reflective thinking 57) Shift Corporation could not sell its premium running shoes at $59.99, but when they were priced at $159.99, the shoes sold out of the stores almost overnight. Shift had just experienced the snob effect characteristically explained by the sociological model of fashion.

Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-6 AACSB: Analytical thinking 58) Opinion leaders often absorb much of the risk in buying new products because they generally buy them first.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 AACSB: Application of knowledge 59) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2

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60) Opinion leaders are likely to also be opinion seekers.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 61) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 62) Most opinion leaders are celebrities rather than everyday consumers.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 63) The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-2 64) Word-of-mouth has a more powerful effect on consumers than paid advertising does.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 65) Consumers are swayed more by negative word-of-mouth than by positive comments.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1

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66) As people transmit information to one another, they tend to change the message.

Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 67) Vicente is conducting research to test the hypothesis that the social contagion effect is weak in adults. His finding that adults who have a close friend who abstains from drinking alcohol are more likely to abstain themselves will support his hypothesis.

Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-2 AACSB: Reflective thinking 68) The idea of the wisdom of crowds explains why groups of people often come up with more creative solutions to problems than individuals do.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-3 69) Complaint Web sites tend to incorporate evidence of injustice, identity, and agency in the communications posted.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Concept Objective: 12-1 AACSB: Information technology 70) Most of the brand mentions made in social media are made by just 6.2% of social media users.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-3 AACSB: Information technology

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71) Dungeons and Dragons is a role-playing game.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-4 72) Fashion is the process of social diffusion by which some group adopts a new style.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-6 73) Innovations diffuse in the same way that new fashions diffuse in the market.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-6 AACSB: Analytical thinking 74) Billions of dollars in real money are exchanged for virtual goods used in social games.

Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-4 AACSB: Information technology 75) Social shopping is a hybrid of social networking and online retailing.

Answer: TRUE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-3

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76) 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 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-2 AACSB: Application of knowledge 77) Explain why opinion leaders are difficult to identify.

Answer: Opinion leaders are not leaders in the normal sense. Therefore, identifying community and business leaders does not solve the problem. This is complicated by the fact that highly visible people are more likely to influence opinions simply because they are visible, so leaders do have a higher likelihood of being opinion leaders. Opinion leaders also tend to be everyday consumers who operate at the local level, influencing a small group of consumers rather than an entire market segment.

Opinion leadership is also product category specific, so someone whose opinion may be sought concerning automobiles, for example, will have no such influence when it comes to women's shoes.

Opinion leaders must be able to communicate. Therefore, a person who is an expert about a product category cannot be an opinion leader unless he interacts and communicates with other potential customers.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-2 AACSB: Application of knowledge

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78) With respect to opinion leadership, compare the self-designating model and the key informant method.

Answer: The most commonly used technique to identify opinion leadership is simply to ask individual consumers whether they consider themselves opinion leaders. Although respondents who report a greater degree of interest in a product category are more likely to be opinion leaders, the results of surveys intended to identify self-designated opinion leaders must be viewed with some skepticism. The success of this technique, however, can be improved if the researcher will select key informants who in turn are asked to identify opinion leaders (this removes the natural inflation bias). The success of the key informant method depends on locating those who have accurate knowledge of the groups being measured.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-2 AACSB: Application of knowledge 79) Why do you think customers talk much more about negative product and service experiences than positive ones?

Answer: The exact answer to this question is not in the text; the student should, however, have a feel for the concept of negative WOM and be able to expand the discussion in the text.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-4 AACSB: Reflective thinking 80) Compare and contrast the trickle-down, trickle-up, and trickle-across theories.

Answer: The trickle-down theory states that subordinate groups try to adopt the status symbols of the groups above them (fashion trickles down) as they attempt to climb the social ladder.

The trickle-across effect says that fashions diffuse horizontally among members of the same social group.

The trickle-up theory inverts the trickle-down theory, saying that fashions originate with lower classes and trickle up to higher social classes.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-6 AACSB: Application of knowledge

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81) Suppose that it became fashionable to be overweight. How would the four models of fashion (derived from the behavioral science perspective of fashion) explain how the fashion norm would change from being underweight to being overweight?

Answer: ∙ The psychological model explains fashions by personal motivations driven by conformity, variety seeking, personal creativity, and sexual attraction. Because thinness has been in fashion for a long period of time, variety seeking and creativity may lead to a change of perception about certain aspects of the human body seen as sexually appealing. Because being thin is no longer found to be attractive, the opposite of thinness would become more attractive. ∙ The economic model approaches fashion from the perspective of supply and demand. This model would suggest that if being overweight were to become fashionable, the society is probably suffering from a lack of adequate nutrition. This has, in fact, been suggested as a historical trend. ∙ The sociological model suggests that fashion is adopted first by a subculture and then diffuses through the entire culture. This model would suggest that if the very rich were to adopt a standard of robustness in fashion, then by trickle-down, the rest of the culture would follow. Or conversely, the lower classes may become heavier, and through trickle-up, the new fashion could emerge in the culture as a whole. ∙ The "medical" model proposes that an idea or product enters the consciousness of people over time. At some point, the number of people carrying this idea or using this product reaches a critical mass called a tipping point, and it is then adopted by the larger culture. In this model, a certain percent of the population begins to accept being overweight not only as OK, but as an attractive attribute. The idea begins to spread, and once it is accepted by a certain proportion of the culture, it then becomes fashionable in the culture to be overweight.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-6 AACSB: Reflective thinking 82) In the video, "United Breaks Guitars," a band explains how its guitars were wrongly broken when United Airlines employees unloaded them. United wouldn't pay for the damage, and the band took its story to the public via YouTube. Explain the three basic elements complaining consumers tend to include when sharing complaints online and link each element to the "United Breaks Guitars" situation.

Answer: The three themes are injustice, identity, and agency. Injustice is characterized by fruitless attempts to resolve the issue with the company in question. Identity refers to the tendency for the consumer to consider the company evil rather than just incompetent. Agency means that the consumer creates a collective identity by which many can share anger about the company. All three are present in this example.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-1 AACSB: Reflective thinking

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83) Explain the two-step flow model of influence.

Answer: This model proposed that small groups of influencers disseminate information because they can modify the opinions of a large number of other people. Recent research though found that influence is driven less by the influential people and more by interactions among those being influenced.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-2 AACSB: Application of knowledge 84) Explain several of the basic characteristics of social networks. Provide an example.

Answer: The characteristics include the following: 1) networks improve the more people involved, 2) they tend to earn revenue from advertising, 3) they are in perpetual beta, and 4) content is categorized by folksonomies. Examples will vary by student.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-4 AACSB: Reflective thinking 85) What qualities does a person feel when in a flow state? Share a personal flow state experience of your own.

Answer: A flow state is a state in which the participant is so engrossed in the activity that he or she loses all track of time. Some sensations include a sense of playfulness, a feeling of being in control, feeling highly focused, having a distorted sense of time, mentally enjoyment.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-3 AACSB: Reflective thinking 86) Explain social object theory and provide an example of a social network that is based on this theory.

Answer: Social object theory suggests that social networks are more powerful communities if there is a way to activate relationships among people and objects. The object is something of common interest and its primary function is to mediate the interactions among the people in the network. YouTube's social object is video.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-3 AACSB: Reflective thinking

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87) How does online social networking magnify word-of-mouth communication?

Answer: Social networks magnify word-of-mouth due to the network effect, the conversations by influentials, and the enhanced observability about the product, and the feeling of social proof that is embedded in conversations with friends.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-4 AACSB: Reflective thinking 88) What is a social game? Is Angry Birds a social game? Why or why not?

Answer: A social game is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players. A game is only a social game if one is playing with or against others online. If Angry Birds is played alone, it is not a social game.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-4 AACSB: Reflective thinking 89) What is a market maven? How does a market maven differ from an opinion leader?

Answer: A market maven is a person who likes to transmit marketplace information of all types.

These shopaholics are not necessarily interested in certain products and they may not necessarily be early purchasers; they're simply into staying on top of what's happening in the marketplace.

They come closer to the function of a generalized opinion leader because they tend to have a solid overall knowledge of how and where to procure products. They're also more confident in their own ability to make smart purchase decisions. Opinion leaders are knowledgeable and interested in single products, which market mavens have a general interest in marketplace activities.

Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-2 AACSB: Reflective thinking 90) When a consumer is deciding whether to adopt an innovation, through what stages does the consumer move? Provide an example.

Answer: Consumers move through the stages of awareness, information search, evaluation, trial and adoption. The relative importance of each stage varies. Student examples will vary.

Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior.

Skill: Application Objective: 12-5 AACSB: Reflective thinking

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