Consumer Behavior Buying, Having, Being, 14th edition Michael R. Solomon Test Bank

Type:

Test Bank

Consumer Behavior Buying, Resource: Having, and Being Edition:

14th Edition

Author(s):

Michael R. Solomon Cristel Antonia Russell

Consumer Behavior Test Bank Solomon and Russell Consumer Behavior Buying, Having, and Being Fourteenth Edition

Michael R. Solomon Cristel Antonia Russell

Consumer Behavior, 14e (Solomon/Russell) 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 during the three stages of the consumption process.

A) marketer B) consumer C) influencer D) content generator Answer: B Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 2) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.

A) industry B) process C) art form D) theory Answer: B Diff: 2 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

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 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge

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4) Our consumption choices, the brands we use, the activities in which we engage, and the groups to which we belong are all expressions of our ________.

A) brand loyalty B) customs and norms C) patronage D) unique identity Answer: D Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 5) Jamal typically pays $150 for a pair of shoes. However, he is willing to pay 20% more for a specific brand that he likes. How much is Jamal willing to pay for the brand name shoes?

A) $220 B) $200 C) $240 D) $180 Answer: D Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Analytical thinking 6) ________ is a multilayered concept that involves our personal self and our social self.

A) A norm B) Custom C) Patronage D) Identity Answer: D Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 7) Stacy noticed a blouse she really liked was on sale for 40% off. How much is the blouse if the normal sticker price is $90?

A) $50 B) $54 C) $74 D) $72 Answer: B Diff: 2 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Analytical thinking 2 .

8) Helen wants to talk with her granddaughter more often, so she is in the market for a new cellular phone. Based on the definition of consumer behavior, Helen wanting to talk with her granddaughter would be identified as a ________.

A) desire B) consumer C) process D) service Answer: A Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 9) People purchase products for what they can do for them.

Answer: FALSE Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 10) Consumption only refers to the actual buying process.

Answer: FALSE Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 11) Consumer behavior is a static process.

Answer: FALSE Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

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

Answer: TRUE Diff: 2 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge

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13) 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 important.

Answer: TRUE Diff: 2 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 14) A need is something a person must have to live.

Answer: TRUE Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 15) A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.

Answer: TRUE Diff: 1 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 16) People often buy products for what they mean, not what they do.

Answer: TRUE Diff: 2 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 17) 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 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge

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18) What is a "consumer?"

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

Diff: 2 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Application of knowledge 19) Describe how consumer behavior is an ongoing process?

Answer: Consumer behavior is not a single moment in time. It is not just what happens when a consumer hands over money or a credit card and in return receives some good or service. The exchange includes not just the transaction of two or more organizations or people giving or receiving something of value, but includes the entire consumption process. The consumption process includes the issues that influence the consumer before, during, and after a purchase.

Diff: 2 Var: 1 LO: 1.1: Summarize how the consumption of goods, services, experiences, and ideas is a major part of our lives.

AACSB: Reflective thinking 20) Which of the following is the best tool that helped to define the era of the rebirth of the internet as a social, interactive medium from its original roots as a form of one-way transmission from producers to consumers?

A) web 2.0 B) B2C e-commerce C) economics of information D) compulsive consumption Answer: A Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Reflective thinking 21) By 2030 about 64% of the world's population will be living in a megacity. How many people will live in megacities if the world's population is expected to be 8.5 billion?

A) 5.440 billion B) 3.060 billion C) 6.400 billion D) 9.140 billion Answer: A Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Analytical thinking

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22) A digital native is someone who ________.

A) grew up in a "wired" and highly networked area B) uses alternate reality games frequently C) participates in database marketing D) belongs to a consumption community Answer: A Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 23) Which term refers to the online means of communication, conveyance, and collaboration among the interdependent and interconnected networks of people, communities, and organizations?

A) open data partnership B) social media C) synchronous interaction D) asynchronous interaction Answer: B Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 24) Bodie set his smartphone aside for a minute to think about something his grandfather told him about growing up 50 years ago. As kids they played outside since they only had three channels on the television, and they didn't have smartphones or computers. Bodie had a hard time understanding that time period since he could not remember a time when he didn't have his smartphone and instant access to technology. Bodie and his generation are ________.

A) lifeloggers B) social media junkies C) digital natives D) baby boomers Answer: C Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge

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25) Which of these platforms or networks is NOT an example of social media?

A) Facebook B) TikTok C) Microsoft D) Instagram Answer: C Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 26) Communication channels no longer flow only from the top down or the bottom up. With today's social media people can now communicate with others at the same level. This change has been dubbed ________.

A) the IoT B) machine-to-machine communication C) artificial intelligence D) the horizontal revolution Answer: D Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 27) Which of these outcomes is NOT an advantage of big data and marketing analytics?

A) Decisions can be made more quickly.

B) The large volume of data can increase forecast accuracy.

C) The data can be used to improve marketing strategies.

D) The data contain a lot of information and noise.

Answer: D Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 28) The ________ is a virtual world that is "always on" and often accessed through virtual reality technologies that allows users to create a unique identity or avatar.

A) metaverse B) IoT C) internet D) NFT Answer: A Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 7 .

29) Digital assets with unique identification codes and metadata that distinguish them from one another are called ________.

A) IoT B) nonfungible tokens C) digital natives D) cryptocurrency Answer: B Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 30) One of the forces that drives consumer behavior is the feeling of being different and separated from the surrounding cultural environment. This feeling is known as ________.

A) in-group bias B) cultural grouping C) UGC D) cultural distinctiveness Answer: D Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 31) Some consumers prefer brands that allow them to connect with their home or home culture.

This preference is known as ________.

A) in-group bias B) cultural grouping C) UGC D) cultural distinctiveness Answer: A Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge

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32) Ng purchased a food product that reminded her of visiting her grandparents. The aromas and the flavor made her a little homesick. She just finished a blog post and then went to the company's website to post a glowing review. What did Ng create?

A) lifelog B) blog C) UGC D) IoT Answer: C Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 33) ________ is a term which refers to the ability of people voicing their opinions about products, brands, and companies on blogs, podcasts, and social networking sites A) Virtual brand communities B) User-generated content C) Database marketing D) Green marketing Answer: B Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 34) Which term refers to the collection and analysis of extremely large data sets?

A) mainframe marketing data B) internet information data C) big data D) online media data Answer: C Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 35) Facebook, Twitter, and Instagram are examples of a ________.

A) local interaction B) social interactive medium C) one-way transmission D) horizontal interaction Answer: B Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 9 .

36) The majority of consumers in the United States live in ________.

A) urban centers B) rural areas C) cosmopolitan cities D) multifamily homes Answer: A Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 37) The United Nations defines a megacity as a metropolitan area with a population of over how many people?

A) 1 million B) 2 million C) 5 million D) 10 million Answer: D Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 38) Researchers estimate that how many people worldwide will live in megacities by 2030?

A) one out of five people B) two out of five people C) three out of five people D) five out of five people Answer: C Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 39) Assume that 75% of the world's population is active on social media. How many global social media users exist if the world's total population is 7.79 billion?

A) 6.65 billion B) 5.84 billion C) 5.06 billion D) 5.51 billion Answer: B Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Analytical thinking

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40) Assume that there are 19.5 billion connected devices such as smartphones currently in existence in 2024 with 39 billion expected by 2030. What is the growth rate in connected devices expected over that time period?

A) 8% B) 9% C) 10% D) 12% Answer: D Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Analytical thinking 41) Assume that there are 19.6 billion connected devices such as smartphones currently in existence in 2024 and experts believe this amount will grow by 15% per year for the next four years. How many connected devices will be in use in 2030?

A) 22.54 billion B) 39.42 billion C) 45.34 billion D) 52.14 billion Answer: C Diff: 3 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Analytical thinking 42) Music, movies, sports, and books are part of ________.

A) consumer marketing B) popular culture C) the sharing economy D) in-your-face marketing Answer: B Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 43) The explosion of social media takes "word of mouse" to a whole new level because it has created a horizontal revolution where communications no longer just flow top-down from companies and established media to passive recipients (consumers).

Answer: TRUE Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge

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44) American consumers are developing an aversion to corporate "hype," as consumers place a premium on knowing the lineage of the companies they patronize.

Answer: TRUE Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 45) One important consumer trend that will likely impact marketing is the blurring of gender identity and gender roles.

Answer: TRUE Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 46) One trend that will affect marketers is the gap between rich and poor will continue to grow in the United States, which will exacerbate pressure toward a dual society of haves (in gated communities) and have-nots.

Answer: TRUE Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 47) Texting, tweeting, Facebooking, or pinning favorite items on Pinterest are an accepted part of daily life.

Answer: TRUE Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 48) The growth of Big Data has increased the velocity with which businesses can make decisions.

Answer: TRUE Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 49) User-generated content is generally produced by companies and marketers.

Answer: FALSE Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 12 .

50) Transmedia refers to the web of media from traditional media platforms, like magazines and television, to more novel and emergent ones, like digital media, videogames, and the metaverse.

Answer: TRUE Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 51) Consumer trends refer to the specific brands or styles that are popular today.

Answer: FALSE Diff: 3 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 52) The sharing economy refers to the dual economy and the trend of taxing the wealthy to distribute more income to the poor.

Answer: FALSE Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 53) One consumer trend is that consumers will begin to demand greater online anonymity due to the prevalence of data hacking, cyberbullying, and advertising tracking.

Answer: TRUE Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 54) Social shopping means that people are trending more toward isolated shopping decisions using the internet to look up product reviews.

Answer: FALSE Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge

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55) What is UGC, or user-generated content?

Answer: User-generated content is the massive amount of information available online that was written by consumers and product users. Everyone can voice their opinions about products, brands, and companies on blogs, podcasts, and social networking sites such as Facebook and Twitter. This information is valuable to market researchers attempting to understand consumers and consumer behavior.

Diff: 1 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 56) Explain the term "social media."

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

Diff: 3 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

AACSB: Application of knowledge 57) What does the term machine-to-machine communication mean? Provide an example.

Answer: Machine-to-machine communication refers to machines that communicate with one another and improve overtime through artificial intelligence applications and machine learning.

One example would be a digital assistant like Siri or Alexa that use machine learning to improve over time. Machine-to-machine communication is part of a technological revolution that will profoundly change our lives.

Diff: 2 Var: 1 LO: 1.2: Identify and discuss the technological and sociocultural trends that require constant monitoring to understand consumer behavior.

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

A) want B) demand C) need D) response Answer: C Diff: 1 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge

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59) Something people must have to live or achieve a goal is a(n) ________.

A) environmentally sound consumption choice B) consumption choice that leads to happiness C) want D) need Answer: D Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 60) Research supports which of the following conclusions?

A) Happiness is related to being a giver, not a taker.

B) Meaningfulness is related to being a giver, not a taker.

C) Happy people tend to focus on the future rather than the present.

D) People who feel they have meaningful lives report lower levels of stress.

Answer: B Diff: 1 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 61) Which of the following is an example of a need rather than a want?

A) a luxury car B) jewelry C) a new computer D) shelter Answer: D Diff: 1 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 62) Firm XYZ is trying to encourage consumers to buy more used goods even though it may hurt their sales. Assume a new advertising campaign that cost $1.3 million resulted in a 3% decline in sales. How much were the firm's sales after the advertising campaign if the pre-campaign sales were $307 million?

A) $297.79 million B) $294.72 million C) $300.86 million D) $250.14 million Answer: A Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Analytical thinking 15 .

63) Firm XYZ is trying to encourage consumers to buy more used goods even though it may hurt their sales. Assume a new advertising campaign that cost $1.6 million resulted in a 3% decline in sales. How much did this advertising campaign cost the firm in lost profits if their precampaign sales were $308 million and their profit margin was 5%?

A) $9,240,000 B) $462,000 C) $2,062,000 D) $221,760 Answer: B Diff: 3 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Analytical thinking 64) Clothing company Patagonia urged its customers to buy used clothing in order to conserve the planet's resources. What is Patagonia practicing?

A) responsible marketing B) consumer centricity C) social shopping D) need satisfaction Answer: A Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 65) Allison skipped breakfast and lunch due to her hectic schedule during the day. By the end of the day her stomach was letting her know that she should eat. Her demand for food is a ________ but the type of food she would like to eat is a ________.

A) motivation; desire B) want; need C) need; want D) want; desire Answer: C Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge

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66) Which of these statements is more indicative of happiness?

A) People are happier when they take instead of give.

B) Happy people tend to focus on the past.

C) People have more meaningful lives when they are happy.

D) Happy people have higher levels of stress and worry.

Answer: A Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 67) A want is a specific manifestation of a need that personal and cultural factors determine.

Answer: TRUE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 68) Many critics argue that consumption is the source of many of the world's problems.

Answer: TRUE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 69) Meaningfulness is linked to satisfying wants and needs, whereas happiness relates to activities that express oneself and impact others in a positive way.

Answer: FALSE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 70) Happiness can lead to more stressful lives.

Answer: FALSE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 71) Happy people are prone to live in the present.

Answer: TRUE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 17 .

72) Responsible marketing focuses on merging consumer centricity with making a positive impact on our communities.

Answer: TRUE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 73) A basic need creates a tension state that we are motivated to satisfy.

Answer: TRUE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 74) Happy people lead more meaningful lives.

Answer: FALSE Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 75) Explain the difference between a need and a want. Provide an example of each.

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

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

Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 76) What does it mean for a business to engage in responsible marketing?

Answer: Responsible marketing is about merging consumer centricity , a focus on meeting consumers' needs, with making a positive impact on our communities–both in the small sense (local communities) and in the broad sense (our planet).

Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge

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77) Why do some firms such as Patagonia want to encourage less consumption?

Answer: Consumption means that products and services must be provided in order to consumer.

Providing these goods and services uses up the earth's resources and increases pollution. Some individuals and firms attempt to encourage less consumption in order to conserve resources and limit the negative impact on the planet.

Diff: 3 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 78) Some critics maintain that modern marketing practices create unhealthy needs. Explain what is meant by this accusation.

Answer: Critics of modern marketing suggest that consumers are convinced they need products that are not really necessary. The production of these products merely to satisfy manufactured needs consumes the planet's resources and leads to higher levels of pollution, climate change, and mental and physical health problems.

Diff: 3 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 79) How are happiness and meaningfulness related to consumption?

Answer: Happiness is linked to satisfying wants and needs, whereas meaningfulness relates to activities that express oneself and impact others in a positive way. Not surprisingly, people whose needs were satisfied were happier, but many led less meaningful lives.

Diff: 2 Var: 1 LO: 1.3: Explain how consumption both contributes to the world's problems and provides solutions.

AACSB: Application of knowledge 80) Because many different perspectives shape the field of consumer behavior, the field is ________.

A) easy to understand B) interdisciplinary in nature C) limited in scope D) dominated by psychologists Answer: B Diff: 1 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge

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81) Which of these disciplines focuses on consumption and consumer behavior from a macro perspective?

A) sociology B) behavioral economics C) neuroscience D) psychology Answer: A Diff: 1 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 82) Which of these disciplines focuses on consumption and consumer behavior from a micro perspective?

A) sociology B) behavioral economics C) anthropology D) computer science Answer: B Diff: 1 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 83) Darvin is an anthropologist that studies consumer behavior. One recent finding was that Harley Davidson riders tended to have average incomes of over $90,000 per year and were also between the ages of 50 and 65. Which of these strategies is likely to be the most successful in increasing Harley Davidson's sales?

A) They could place Harley Davidson material in hospitals and clinics.

B) They could run television commercials during the middle of the day.

C) They could run advertisements in publications that cater to this market segment.

D) They could focus on manufacturing three-wheeled motorcycles to appeal to this segment.

Answer: C Diff: 3 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge

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84) ________ is the study of meanings and symbols.

A) Behavioral economics B) Anthropology C) Literary criticism D) Semiotics Answer: D Diff: 1 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 85) ________ is a way of thinking about and studying a phenomenon.

A) Behavioral economics B) A paradigm C) Semiotics D) Social psychology Answer: B Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 86) Marielle finished coding a program that pulls data from the internet on how long visitors peruse a website and what time segment is more likely to trigger a sale. She learned on one website that customers who spend over three minutes looking at a specific product have a 55% probability of buying the product. However, once they left the website many did not return.

Given this information, which of these strategies should Marielle use that is most likely to increase sales?

A) Marielle could design a program that sends a 5% off coupon to internet users after they looked at the website for more than three minutes.

B) Marielle could add those consumers to a database that would send daily advertisements to their email addresses.

C) Marielle could not think of a useful way to capitalize on this information.

D) Marielle could create a program to send a reminder prompt to the individual after one week.

Answer: A Diff: 3 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Analytical thinking

21 .

87) Assume that 29% of all market researchers had a background in statistics. How many statisticians are conducting market research for Firm XYZ if they employ 1391 market researchers?

A) 485 B) 370 C) 403 D) 392 Answer: C Diff: 1 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Analytical thinking 88) Which of these disciplines is most likely to focus on analyzing the past to understand how markets change and cultural trends evolve over time?

A) behavioral psychology B) anthropology C) history D) semiotics Answer: C Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 89) How many people will be employed in market research in 2030 if there are 74,350 market research jobs in 2025 and the growth rate is expected to be 8% per year?

A) 92,858 B) 109,245 C) 120,170 D) 128,909 Answer: B Diff: 3 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Analytical thinking 90) The field of developmental psychology has more of an individual focus on consumer behavior than the field of macroeconomics.

Answer: TRUE Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Reflective thinking

22 .

91) The field of consumer behavior encompasses many things, from the simple purchase of a carton of milk to the selection of a complex, networked computer system.

Answer: TRUE Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 92) The field of consumer behavior is not overly complex since its focus is on understanding buying behavior.

Answer: FALSE Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 93) Cognitive psychology focuses on the micro level of consumer behavior.

Answer: TRUE Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 94) Anthropology is the discipline that focuses more deeply inside the brain and nervous system.

Answer: FALSE Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 95) Behavioral economics is the branch of economics that extends from classical and neoclassical economics and integrates insights from psychology.

Answer: TRUE Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 96) Literacy criticism can be used to predict consumption behavior using quantitative data.

Answer: FALSE Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge

23 .

97) Explain how researchers use a macro focus to understand consumer behavior and consumption.

Answer: On the macro side, we find researchers who regard consumption from a social and cultural point of view, drawing on sociology and anthropology. Researchers embrace a variety of topics that range from how the media shapes our conceptions of our bodies or how disadvantaged people cope with poverty to how Harley-Davidson riders participate in an active community of bike lovers.

Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 98) Explain how researchers use a micro focus to understand consumer behavior and consumption.

Answer: Researchers on the micro side attempt to understand the brain and its inherent processes. These researchers identify how we process information or how messages of different types change our opinions and behaviors.

Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge 99) List some places you might find people conducting consumer research.

Answer: Consumer researchers work for manufacturers, retailers, marketing research firms, governments, and nonprofit organizations–and of course colleges and universities. You'll find them in laboratories, running sophisticated experiments that involve advanced neural imaging machinery, or in malls, interviewing shoppers. They may conduct focus groups or run large-scale polling operations. In short, any organization that benefits from understanding consumer behavior is likely to have someone conducting consumer research.

Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge

24 .

100) Identify and explain three disciplinary foci used in consumer behavior research and how they might view the role of the product differently.

Answer: Answers will vary but should include three of the following: 1) Experimental Psychology: product role in perception, learning, and memory processes 2) Clinical Psychology: product role in psychological adjustment 3) Microeconomics/Human Ecology: product role in allocation of individual or family resources 4) Social Psychology: product role in the behavior of individuals as members of social groups 5) Sociology: product role in social institutions and group relations 6) Macroeconomics: product role in consumers' relations with the marketplace 7) Semiotics/Literary Criticism: product role in the verbal and visual communication of meaning 8) Demography: product role in the measurable characteristics of a population 9) History: product role in societal changes over time 10) Cultural Anthropology: product role in a society's beliefs and practices Diff: 2 Var: 1 LO: 1.4: Describe how many disciplines and perspectives inform our understanding of consumer behavior.

AACSB: Application of knowledge

25 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 2 Consumer Ethics, the Marketplace, and the Planet 1) Skylar goes to a store to buy a new video game advertised at $49. When they get to the store, the clerk tries to sell them a version of the game for $69 instead. This practice is known as what?

A) bait-and-switch B) bribery C) mislabeling D) ethical pricing Answer: A Diff: 1 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Application of knowledge 2) Rules of conduct that guide actions in the marketplace are called ________.

A) social obligation B) social responsibility C) business ethics D) social awareness Answer: C Diff: 1 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Ethical understanding and reasoning 3) Some marketing activities have a detrimental impact on society even though they are ________.

A) illegal B) never illegal C) not explicitly illegal D) rarely seen Answer: C Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Ethical understanding and reasoning

1 .

4) Which of these values is NOT universally associated with business ethics?

A) honesty B) independence C) fairness D) justice Answer: B Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Ethical understanding and reasoning 5) The political component of the PESTLE framework includes all of these EXCEPT ________.

A) consumer activism B) slacktivism C) red markets D) culture jamming Answer: C Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Application of knowledge 6) The "T" in the PESTLE framework stands for ________.

A) trusting B) transitional C) transformation D) technological Answer: D Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Application of knowledge 7) Brionne works for a large company that recently ran an advertising campaign that made a false claim about the product. Now she is charged with heading up the campaign to correct that information and ensure that consumers have accurate information about the product. Which of the PESTLE framework components does this issue fall under?

A) Political B) Technological C) Legal D) Economic Answer: C Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Analytical thinking 2 .

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

Answer: FALSE Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Ethical understanding and reasoning 9) PESTLE is an acronym for Political, Economic, Social, Technological, Legal, and Environmental.

Answer: TRUE Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Application of knowledge 10) Market access and literacy falls under the social category of PESTLE. Answer: FALSE Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Ethical understanding and reasoning 11) What factors are classified as being in the "Social" category of PESTLE? Answer: Social justice and cancel culture, social marketing, and transformative consumer research all fall under the Social category of PESTLE. Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Application of knowledge 12) Human trafficking is included in the category of the PESTLE framework.

Answer: Economic Diff: 2 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Application of knowledge 13) What are the universal values that people use to judge right and wrong business behaviors?

Answer: These universal values include honesty, trustworthiness, fairness, respect, justice, integrity, concern for others, accountability, and loyalty.

Diff: 3 Var: 1 LO: 2.1: Define business ethics and identify the elements that comprise the PESTLE framework.

AACSB: Ethical understanding and reasoning

3 .

14) Ralph Nader's book, Unsafe at Any Speed, ________.

A) exposed safety defects in a GM automobile and encouraged activists to work for change B) complained about how the large automakers did not consider their impact on the environment C) attacked the irresponsible use of lead leaded gasoline and encourage the shift to unleaded D) pushed for national speed limits to help reduce the number of automobile casualties Answer: A Diff: 1 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Ethical understanding and reasoning 15) Adbusters uses a strategy to disrupt efforts by the corporate world to dominate our cultural landscape known as culture ________.

A) hindering B) disrupting C) jamming D) destroying Answer: C Diff: 1 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 16) Rachel Carson's Silent Spring was primarily concerned with what issue?

A) wage exploitation B) the use of pesticides C) automotive safety D) factory working conditions Answer: B Diff: 1 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 17) Which of these issues is NOT an environmental concern that may cause consumers to engage in activism?

A) conscious consumerism B) climate change C) global warming D) toxic waste Answer: A Diff: 2 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge

4 .

18) When a corporation takes a stand regarding a controversial issue the firm is engaging in ________.

A) culture jamming B) consumer activism C) corporate sociopolitical activism D) greenwashing Answer: C Diff: 1 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 19) The top management of Company XYZ were all in agreement to begin supporting groups that targeted ending world hunger. The board agreed to give 4% of the firm's profits to several different nonprofit organizations that focused on this goal. In the first year the firm donated $44 million to various causes. How much did Company XYZ make in profits in the first year?

A) $550 million B) $825 million C) $1100 million D) $1140 million Answer: C Diff: 2 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 20) The top management of Company XYZ were all in agreement to begin supporting groups that targeted ending world hunger. The board agreed to give 5% of the firm's profits to several different nonprofit organizations that focused on this goal. In the first year the firm donated $32 million to various causes. Company XYZ also added links to these nonprofits on the company website and social media accounts and encouraged consumers to give to the overall cause of ending world hunger. However, the firm has noticed that 95% of customers push "like" on the firm's Facebook page instead of donating money to the nonprofit organizations. How many donors does the firm have if there are 8,475,000 people pushing "like" on the Facebook page?

A) 477,277 B) 446,053 C) 450,514 D) 441,592 Answer: B Diff: 3 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Analytical thinking

5 .

21) Company XYZ ceased sending products to Russia after the country's 2022 invasion of Ukraine. What is this type of action called?

A) consumer activism B) culture jamming C) corporate sociopolitical activism D) slacktivism Answer: C Diff: 1 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 22) Culture jamming is the term used to explain the plethora of culturally relevant content posted to social media sites.

Answer: FALSE Diff: 1 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 23) Consumers make choices based on their beliefs and values-and they vote with their wallets.

Answer: TRUE Diff: 2 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 24) Consumer activism occurs when consumers band together to attack what they view as unsafe or otherwise harmful.

Answer: TRUE Diff: 1 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 25) One study shows that 81% of younger consumers expect the companies they patronize to declare publicly that they want to make the world a better place. However, assume the data shows that 40% of young people continue to shop at firms with poor records of corporate social responsibility. What do these contradicting numbers suggest about consumer behavior?

Answer: Many of these consumers may be engaging in slacktivism, or showing a meaningless expression of support for a cause and then not following through with their expressed belief by supporting the firms with good records of corporate social responsibility.

Diff: 3 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge

6 .

26) List two examples of corporate sociopolitical activism.

Answer: Two examples listed in the text include; 1) Delta Airlines cutting ties with the National Rifle Association after a deadly school shooting, and 2) Nike standing alongside football player Colin Kaepernick when he took a knee during the national anthem in protest of police brutality and in support of Black Lives Matter.

Diff: 2 Var: 1 LO: 2.2: Summarize how the political environment affects consumer decision making.

AACSB: Application of knowledge 27) The World Health Organization estimated that in 2023 there were 11 million Americans with some type of disability. If this population is expected to grow by 7% per year how many disabled Americans will there be in 2030?

A) 17.664 million B) 18.852 million C) 20.108 million D) 22.838 million Answer: A Diff: 3 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Analytical thinking 28) A consumer who takes whatever comes up in a Google search for granted regardless of its validity may struggle with ________.

A) functional literacy B) conscientious consumerism C) media literacy D) social isolationism Answer: C Diff: 1 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 29) Which of the following is an example of a consumed consumer?

A) cyberbully B) prostitute C) single mother D) shopaholic Answer: B Diff: 1 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge

7 .

30) Market access can be limited due to ________.

A) disabilities B) media literacy C) living in a food desert D) all of the above Answer: D Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 31) 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 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 32) LaKeta lives in an inner-city area where there are no grocery stores within walking distance.

To shop for groceries, she has to take a city bus and ride for 15 minutes to the nearest grocery store. LaKeta lives in a(n) ________.

A) urban oasis B) food desert C) accessible market D) market void Answer: B Diff: 1 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 33) Brenda "donates" her eggs for $7,000 each so they can be used to create viable embryos that can be used to help childless people have children. Brenda's behavior shows she ________.

A) is a consumed consumer B) is food insecure C) has a disability D) financially illiterate Answer: A Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Analytical thinking

8 .

34) Seventeen percent of Vietnam veterans have been diagnosed with post-traumatic stress disorder (PTSD). How many total Vietnam veterans are still living if there are 850,000 Vietnam veterans diagnosed with PTSD? A) 6.21 million B) 2.82 million C) 3.61 million D) 5.00 million Answer: D Diff: 1 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Analytical thinking 35) Since the 2020 pandemic about 63% of the 330 million Americans live from paycheck to paycheck. Prior to the pandemic about 44% of Americans were living paycheck to paycheck.

What does this change suggest?

A) Marketers should target the wealthier Americans for most non-staple food items.

B) More Americans are financially stressed due to the effects from the pandemic.

C) The pandemic's impact on American consumers will likely be very short term.

D) Less than 50 million Americans are living paycheck to paycheck.

Answer: B Diff: 1 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 36) The U.S. government estimates that there are 24 million people subjected to human trafficking and force labor. What percentage of the global population is forced to live under these conditions if the current global population is 7.97 billion?

A) 0.301% B) 0.0301% C) 0.00301% D) 0.000301% Answer: D Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Analytical thinking 37) How many Americans live paycheck to paycheck if 45% reported they live this way and the U.S. population is 343 million?

A) 76.22 million B) 144.06 million C) 154.35 million D) 188.65 million Answer: C Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Analytical thinking 9 .

38) One in six U.S adults are considered functionally illiterate. How many U.S. adults fall into this category if there are 252.1 million adults in the U.S? A) 31.51 million B) 36.55 million C) 34.03 million D) 42.02 million Answer: D Diff: 1 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Analytical thinking 39) Participatory action research is also called transformative consumer research.

Answer: TRUE Diff: 1 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 40) One estimate indicates the annual value of organ trafficking globally ranges from $870 million to upward of $1.7 billion which suggests that most people are opposed to what is known as the red market.

Answer: FALSE Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 41) The U.S. Department of Education estimates that about one in four U.S. adults is functionally illiterate which indicates that illiteracy is not a problem in the U.S. Answer: FALSE Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge

10 .

42) Consumers were asked to estimate how long they spend searching for a website to answer a question on the internet, as well as how many websites they visit to find their answer. The results are indicated in the chart.

0-10 seconds searching 20-60 seconds searching 60+ seconds searching

1 website 231 184 42

2 websites 64 111 57

3 or more websites 12 35 83

This research supports what conclusion of internet users who spend between 20 and 60 seconds searching for a website with regards to media literacy?

Answer: Consumers who spend more time searching the internet for answers are more likely to search multiple websites looking for an answer. These consumers are likely to be more media literate since they spend more time on their research and check multiple sources.

Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 43) Explain the term "functionally illiterate."

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

Diff: 2 Var: 1 LO: 2.3: Discuss how the economic landscape affects consumers' access to the marketplace.

AACSB: Application of knowledge 44) 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 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Ethical understanding and reasoning 45) 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 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Ethical understanding and reasoning 11 .

46) 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 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Analytical thinking 47) A strategy that aligns a company brand with a cause to generate business and societal benefits is called ________.

A) ethic marketing B) social marketing C) response marketing D) cause marketing Answer: D Diff: 1 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 48) The phenomenon of concerned consumers calling out firms for their unacceptable behaviors and calling for boycotts is referred to as ________.

A) cancel culture B) social justice C) CSR D) cause marketing Answer: A Diff: 1 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge

12 .

Use the following information to answer the following question(s): Kiree works for a firm that is being boycotted by several groups for the firm's stance on human rights and its failure to support minority causes. As a minority herself she is struggling with how to react to this situation. Should she quit her job and become an outspoken critic of the firm's behaviors? Or should she work from within the firm to effect change? Compounding the issue for her is the fact that she really needs the job. She decided to do some research on how she might help the firm change its behaviors by staying in her current position. If she could not make any progress, she could quit later.

49) What type of groups are boycotting Kiree's firm?

A) cause marketing groups B) social justice groups C) CSR groups D) benevolent halo groups Answer: B Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 50) Which of these statements appears to reflect Kiree's employer's position on this issue?

A) The firm's stance on this issue is a good example of cause marketing B) A company needs to earn profits while making a positive impact C) Firms should be actively involved in their communities D) The firm's only responsibility is to maximize profits Answer: D Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 51) Kiree is concerned that her employer is engaging in socially irresponsible behavior.

Answer: TRUE Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 52) Cause marketing is the same as social marketing.

Answer: FALSE Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge

13 .

53) 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 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 54) When a company does a good thing, consumers' evaluations of the company's product also improve through what researchers have called a benevolent halo effect.

Answer: TRUE Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 55) Cause marketing refers to the phenomenon of the public calling out companies for missteps and recommending that consumers boycott the guilty brands.

Answer: FALSE Diff: 1 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge Use the following information to answer the following question(s): Kiree works for a firm that is being boycotted by several groups for the firm's stance on human rights and its failure to support minority causes. As a minority herself she is struggling with how to react to this situation. Should she quit her job and become an outspoken critic of the firm's behaviors? Or should she work from within the firm to effect change? Compounding the issue for her is the fact that she really needs the job. She decided to do some research on how she might help the firm change its behaviors by staying in her current position. If she could not make any progress, she could quit later.

56) What are some of the benefits the firm might reap if they change their treatment of minority groups due to the boycott and the efforts of employees like Kiree?

Answer: The firm will over time benefit from a more positive image in the minds of consumers.

The boycott should end if the firm makes real changes. Research shows that a majority of consumers factor in a firm's behaviors and are much more likely to buy if they believe the firm is behaving in a socially responsible manner.

Diff: 3 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Analytical thinking

14 .

57) Explain the role social marketing plays in public policy.

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

Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 58) Explain the term corporate social responsibility and provide an example of it in action in the real world.

Answer: Corporate social responsibility (CSR) describes processes that encourage an organization to make a positive impact on the various stakeholders in its community including consumers, employees, and the environment. An example would be the shoe company TOMS, which gives a child in need a pair of shoes for every pair it sells.

Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Reflective thinking 59) What does research indicate about consumers' reactions to corporate social irresponsibility (CSI)?

Answer: Researchers have identified clear evidence that CSI causes a company's stock price to fall. Shares price declines in the U.S. stock market were especially high when a CSI event was widely covered in the news media. Some factors further accentuated the damage, like when an irresponsible event happened domestically but was caused by a foreign brand.

Diff: 3 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge 60) What is the benevolent halo effect?

Answer: When a company does a good thing (even when that good thing is unrelated to their core business), their reputation improves, their consumers' goodwill also increases, and in turn so do consumers' evaluations of the company's product through what researchers have called a benevolent halo effect. But beware: This effect vanishes when consumers sense that good behavior is motivated by self-interest rather than a genuine desire to give back.

Diff: 2 Var: 1 LO: 2.4: Explain the ways marketers respond to social issues to shape consumer behavior.

AACSB: Application of knowledge

15 .

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

A) spam B) phishing C) junk mail D) fraud Answer: B Diff: 1 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 62) A physiological or psychological dependency on a product or service is called a ________.

A) want B) consumer addiction C) need D) specialty product Answer: B Diff: 3 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 63) Donna is being called "names" online. This is an example of ________.

A) cyber harassment B) cyberbullying C) cyber name calling D) none of the above Answer: B Diff: 3 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 64) ________ is a physiological or psychological dependency on product services.

A) Consumer terrorism B) Consumer addiction C) Consumerism D) Materialism Answer: B Diff: 1 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge

16 .

65) Which of the following scenarios is an example of identity theft?

A) Farah gives a bank her Social Security number when applying for a loan.

B) Marco creates a streaming television account and shares the password with his dad.

C) Xander uses data from restaurants to detect trends in alcohol prices.

D) Heather accesses medical services using someone else's health benefits.

Answer: D Diff: 1 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 66) Botnets are used to ________.

A) determine what ads are shown on the internet B) hijack computers with malware C) send fraudulent emails to consumers D) predict how consumers will respond to ads Answer: B Diff: 1 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 67) The World Health Organization refers to the glut of false information spread through the internet and social media as a(n) ________.

A) infodemic B) misinformation campaign C) fake news D) conspiracy theory Answer: A Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 68) ________ occurs when someone steals your personal information and uses it without your permission.

A) Latent vulnerability B) Botnet C) Identity theft D) Phishing Answer: C Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge

17 .

69) GPS devices in our smartphones transmit our approximate geographic location at all times.

This practice brings up the issue of ________.

A) illegal tracking B) malware C) identity theft D) locational privacy Answer: D Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 70) Assume a recent random check of 375 websites showed that 140 of them did not even have a notice about cookies. What percentage of websites do not have a cookie notice?

A) 35.8% B) 37.3% C) 34.0% D) 38.8% Answer: B Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Analytical thinking 71) Assume that internet scammers cost the world over $58 billion in 2023. How much will this activity cost in 2028 if the growth rate is 11.7% a year?

A) $106 billion B) $110 billion C) $101 billion D) $97 billion Answer: C Diff: 3 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Analytical thinking 72) What is the most common consumer complaint, according to the Federal Trade Commission?

It accounts for almost 20 percent of all problems consumers report. It is ________.

A) deceptive advertising B) poor product quality C) identity theft D) lack of data privacy Answer: C Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 18 .

73) Superficial intelligence describes computer systems that can perform tasks that normally require human intelligence.

Answer: FALSE Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 74) Malware is an example of malicious software.

Answer: TRUE Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 75) Consumer addiction can only occur with alcohol, tobacco, and drugs.

Answer: FALSE Diff: 1 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 76) The World Health Organization classified "gaming disorder" as an official disease.

Answer: TRUE Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 77) Discuss an implication that relates to the lack of locational privacy consumers have in today's wired and mobile world.

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

Diff: 1 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Ethical understanding and reasoning

19 .

78) What ethical concerns arise when companies use facial recognition software?

Answer: Answers will vary. Much personal information is shared when using the internet or carrying a device with GPS capability like a smartphone. Facial recognition software makes it possible to connect our data with our identity, giving marketers access to a lot of our information. This practice threatens the privacy of consumers and allows others to profit from our data. One of the biggest ethical issues many marketers face is how much they can—and should—know about their customers.

Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Ethical understanding and reasoning 79) A recent study found that 62% of consumers were aware that companies on the internet collect our personal data. Of those who were aware of this practice, 80% found this practice acceptable. What do these findings suggests with regard to how most consumers feel about companies collecting their personal data?

Answer: Approximately 49.6% of consumers are not concerned about internet privacy with respect to collecting their personal data. However, that leaves 50.4% of consumers who were either not aware that firms collect personal data, or did not find it acceptable for companies to collect their personal data.

Diff: 2 Var: 1 LO: 2.5 Describe the technological changes that are creating new challenges for consumer protection.

AACSB: Application of knowledge 80) Which of the following is NOT one of the consumer rights established in President John F. Kennedy's Declaration of Consumer Rights?

A) right to safety B) right to be informed C) right to choice D) right to desire more Answer: D Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Application of knowledge 81) The Federal Cigarette Labeling and Advertising Act ________.

A) bans cigarette smoking in public places B) requires cigarette manufacturers to list ingredients C) bans cigarette smoking in restaurants D) requires cigarette packages to carry warning labels from the Surgeon General Answer: D Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Application of knowledge

20 .

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

A) accounts receivable B) unrecoverables C) shrinkage D) fraud Answer: C Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Application of knowledge 83) A customer who buys an outfit, wears it once, and returns it; customers who change price tags on items, then return one item for the higher amount; and shoppers who use fake or old receipts when they return a product are referred to as ________.

A) prostitutes B) slackers C) counterfeiters D) serial wardrobers Answer: D Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Application of knowledge 84) Retail analysts estimate that a substantial amount of merchandise that shoppers return after the holiday season is returned for fraudulent reasons.

Answer: TRUE Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Ethical understanding and reasoning 85) The Federal Trade Commission (FTC) enforces laws against deceptive advertising and product labeling regulations.

Answer: TRUE Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Ethical understanding and reasoning 86) The Food and Drug Administration (FDA) enforces laws and regulations on foods, drugs, cosmetics, and veterinary products.

Answer: TRUE Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Ethical understanding and reasoning

21 .

87) Explain the Fair Packaging and Labeling Act of 1966.

Answer: The Fair Packaging and Labeling Act regulates packaging and labeling of consumer products.

Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Ethical understanding and reasoning 88) One study shows that almost 50% of U.S. internet users have experienced some type of harassment since 2020 which is an increase over previous years. What is this harassment called and what caused this increase in frequency? What has been done to address this issue?

Answer: The harassment is known as cyberbullying. Cyberbullying increased during the pandemic since most Americans spent even more time online. Not surprisingly the frequency of these attacks accelerated which pushed the U.S. Department of Health and Human Services to create a website to combat it: stopbullying.gov.

Diff: 1 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Ethical understanding and reasoning 89) One study shows that almost 50% of U.S. internet users have experienced some type of harassment since 2021 which is an increase over previous years. The harassment is known as cyberbullying. Assuming this behavior is expected to grow by 5.5% a year, how many people will be cyberbullied in 2024 if there were 226 million U.S. internet users in 2021?

Answer: 132.69 million Diff: 3 Var: 1 LO: 2.6: Explain how the legal environment influences consumer behavior.

AACSB: Ethical understanding and reasoning 90) 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 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Ethical understanding and reasoning

22 .

91) A strategy that involves the development and promotion of environmentally friendly products is called ________.

A) brand purpose B) conscious consumerism C) green marketing D) the circular economy Answer: C Diff: 2 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge 92) One example of conscious consumerism is ________.

A) buying used clothing B) buying quality merchandise C) buying low-cost goods D) buying only brand name products Answer: A Diff: 3 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge 93) The growth in consumer awareness about sustainability is known as ________.

A) conscious consumerism B) brand purpose C) eco-wakening D) greenwashing Answer: C Diff: 3 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge 94) Giani only buys paper products made from recycled materials and buys his clothing at used clothing stores. He is exhibiting ________.

A) the circular economy B) brand purpose C) green awareness D) conscientious consumerism Answer: D Diff: 3 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge

23 .

95) Momentum has been building for some time around the need to claim a brand purpose -a reason to exist beyond making money-and sustainability efforts are fulfilling that need for many businesses.

Answer: TRUE Diff: 2 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge 96) Most firms that adopt a sustainable business lose money due to the higher cost of sustainable manufacturing and sourcing.

Answer: FALSE Diff: 3 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge 97) One barrier to increased acceptance of green products is that many consumers believe that sustainable products are of inferior quality.

Answer: TRUE Diff: 2 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge 98) Explain greenwashing and why businesses would participate in greenwashing.

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

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

Diff: 2 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Reflective thinking 99) What are the five key drivers of the SHIFT framework that will help marketers promote prosocial behavior?

Answer: They are: 1. Social Influence — Use social pressure and norms to encourage behavior.

2. Habits — Encourage formation of prosocial habits.

3. Individual Self — Appeal to identity, self-interest, and personality traits.

4. Feelings and Cognition — Employ different frames and emotional appeals in the appropriate situations and contexts.

5. Tangibility — Make clear what the prosocial behavior accomplishes (e.g., who benefits, self-efficacy).

Diff: 2 Var: 1 LO: 2.7: Describe how consumer behavior directly impacts the environment.

AACSB: Application of knowledge

24 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 3 Perceiving and Making Meaning 1) The process by which people select, organize, and interpret sensations is called ________.

A) consumption B) perception C) adaption D) application Answer: B Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 2) Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

A) sound symbolism B) audio watermarking C) semiotics D) the principle of similarity Answer: A Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Written and oral communication 3) The ________ sense appears to moderate the relationship between product experience and judgment confidence.

A) sound B) haptic C) taste D) sight Answer: B Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge

1 .

4) As a general rule, a marketer's message becomes more effective when it ________.

A) challenges commonly held perceptions B) ignores the perception of the audience C) appeals to several senses D) focuses on one sense Answer: C Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 5) Pantone Inc. identified Ultra Violet as a Color of the Year for 2018. In their preparation, they stocked up materials to produce a hue they thought would be popular. This an example of ________.

A) color projections B) color speculation C) color forecasts D) color conjecture Answer: C Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 6) When listening to music, couples spent 37% more awake time in bed and were 18% more likely to say the words "I love you." These statistics most likely support which of the following conclusions concerning musical sounds?

A) Music can impact our feelings and behaviors.

B) Music impacts both genders in similar ways.

C) Music has more of an effect on people in romantic than non-romantic settings.

D) Music creates an environment where we are more likely to be emotionally expressive.

Answer: A Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 7) The natural user interface philosophy of computer design is associated with which sense?

A) sound B) touch C) sight D) smell Answer: B Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 2 .

8) The increasingly important role of the haptic sense poses the greatest challenge to which of the following sellers?

A) automotive dealerships B) grocery stores C) personal trainers D) online retailers Answer: D Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 9) A practitioner in the field of gastrophysics is most likely to agree with which of the following statements?

A) When it comes to food, taste matters more than presentation.

B) Eating is a multisensory experience.

C) Packaging can have little effect on consumer perceptions.

D) Umami tastes sell better than sour tastes.

Answer: B Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 10) Which of these events or trends pushed organizations, museums, and artistic venues to craft even more sense-stimulating experiences to attract consumers?

A) The COVID-19 lockdown B) Generation Z entering adulthood C) Higher inflation pushing consumers to stretch their dollars D) A new appreciation for live music Answer: A Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 11) External stimuli are also known as ________.

A) illuminance B) sensory inputs C) sound symbolism D) phonemes Answer: B Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 3 .

12) Jaleesa works at a regional amusement park where she is creating a haunted house for Halloween. She wants the event to evoke fear in everyone that walks through the venue so she is working on creating visuals, sound effects, and even smells that will bring fear to the attendees.

What is Jaleesa doing?

A) illuminating the event B) using fear to establish meaning C) engaging in sensory marketing D) highlighting the endowment effect Answer: C Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 13) Mattress firm Casper allows potential customers to book naps in their experiential retail stores. The firm knows that touching at item creates a greater level of attachment to the item and increased their willingness to pay more for the item. What is this attachment called?

A) haptic sense B) NFT C) contamination effect D) endowment effect Answer: D Diff: 3 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 14) Jarrod shops at a local thrift store where they regularly receive new items that were returned to department stores for various reasons. He typically tries on a few items in the store's dressing room and noticed a shirt he liked hanging on the fitting room door that a previous customer apparently tried on and did not like. Jarrod admired the shirt but decided not to touch it since he knew someone else had recently tried it on. Jarrod's behavior provides evidence of the ________.

A) psychological ownership B) contamination effect C) endowment effect D) need for touch Answer: B Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge

4 .

15) Assume research shows that 38% of the U.S. population finds the color blue is calming. How many total U.S. adults are calmed by the color blue if there are 225 million adults in the U.S.?

A) 85.50 million B) 76.50 million C) 92.25 million D) 74.25 million Answer: A Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 16) One study shows that couples listening to music together grew closer and spent 38% more "awake time" in bed. How much more awake time in bed did they spend together while listening to music if they spent 25 minutes in bed awake before listening to music?

A) 10.00 minutes B) 11.00 minutes C) 9.50 minutes D) 10.25 minutes Answer: C Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 17) Researchers discovered that 25% of airline passengers ordered tomato juice despite the fact that tomato juice is not a top selling beverage. What does this finding suggest?

A) Airlines should broaden their drink options to include more variety.

B) Consumers enjoy the sweetness of tomato juice at high altitudes.

C) High levels of noise dull our ability to taste sweetness so we prefer umami when flying.

D) Airline passengers lose their sense of taste while flying.

Answer: C Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 18) A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

Answer: TRUE Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge

5 .

19) Sensory marketing has proven to be largely effective as a marketing approach.

Answer: TRUE Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 20) Consumers are more likely to recognize a brand name that begins with a soft consonant sound instead of a hard consonant sound.

Answer: FALSE Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 21) Kansei engineering refers to a philosophy that translates customers' feelings into design elements.

Answer: TRUE Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 22) Augmented reality (AR) refers to media that superimpose one or more digital layers of data, images, or video over a physical object.

Answer: TRUE Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 23) Some researchers argue for a "sixth sensory system" which refers to the psychic ability that many people possess.

Answer: FALSE Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 24) Online marketers discovered that touchscreens create a stronger feeling of psychological ownership compared to products consumers explore using a touchpad or a mouse.

Answer: TRUE Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 6 .

25) The pitch-size effect refers to the fact that lower-pitched music tends to make us think of smaller objects.

Answer: FALSE Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 26) Research has shown that Kansei engineering can be an effective way to design products.

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

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

Diff: 3 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Reflective thinking 27) Explain how sound symbolism can impact the selection of a brand name?

Answer: Some marketers who come up with brand names pay attention to sound symbolism, or the process by which the way a word sounds influences our assumptions about what it describes and attributes, such as size. For example, consumers are more likely to recognize brand names that begin with a hard consonant, like a K (Kellogg's) or P (Pepsi). We also tend to associate certain vowel and consonant sounds (or phonemes) with perceptions of large and small size.

Diff: 1 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 28) What is the cross-modal effect?

Answer: The cross-modal effect occurs when two different sensory systems influence one another. For example, when we hear low pitched sound or music, we tend to visualize a larger object because large objects in real life do tend to produce lower-pitched sounds.

Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge

7 .

29) How do marketers use color to increase sales?

Answer: Colors can evoke such strong emotional reactions and associations that can be used to increase sales or comfort clients. For example, we associate the color black with "powerful and sleek" so black is often used for luxury goods. The color red is associated with "energy" so it is often used to suggest urgency in a clearance sale.

Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 30) How can lighting impact our perception and consumption?

Answer: Brighter lighting makes us more alert and encourages us to make healthier food choices.

Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 31) Explain sensory marketing.

Answer: Sensory marketing occurs when companies think carefully about the impact of sensations on our product experiences. From hotels to carmakers to brewers, companies recognize that our senses help us decide which products appeal to us–and which ones stand out from a host of similar offerings in the marketplace. Sensory marketing is the practice of using all of these sensations to create a competitive advantage.

Diff: 2 Var: 1 LO: 3.1: Explain how consumer behavior is often shaped by sensory appeals that are often unnoticed.

AACSB: Application of knowledge 32) The minimum difference that can be detected between two stimuli is known as the ________.

A) absolute threshold B) gradual differentiation C) just noticeable difference D) graded difference Answer: C Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge

8 .

33) 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 34) 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 35) 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge

9 .

36) Which term refers to perception that is below the level of the consumer's awareness?

A) perceptual vigilance B) relative difference C) subliminal perception D) attention Answer: C Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 37) Ramos Retail believes that it needs to mark down its clothing by 25% to encourage shoppers to buy its current clothing inventory. How much will a shirt that cost $68 need to be marked down?

A) $18.50 B) $17.00 C) $17.50 D) $16.00 Answer: B Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 38) 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. What is this school of thought?

A) Freudian psychology B) Gestalt psychology C) Simmons psychology D) the Covey approach Answer: B Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 39) A Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green."

A) similarity principle B) figure-ground principle C) subliminal principle D) closure principle Answer: A Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 10 .

40) Ramos Retail believes that it needs to mark down its clothing by 25% to encourage shoppers to buy its current clothing inventory. How much will a shirt that cost $69 now cost after the markdown?

A) $49.25 B) $50.75 C) $51.25 D) $51.75 Answer: D Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 41) 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 42) ________ refers to the meanings we assign to sensory stimuli.

A) Contrast B) Perception C) Interpretation D) Cues Answer: C Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 43) Humans generally cannot hear dog whistles. This demonstrates which of the following concepts?

A) absolute threshold B) differential threshold C) just noticeable difference D) subliminal perception Answer: A Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 11 .

44) There were 550 people in a movie theatre and half of them believed that subliminal messages caused them to buy a bucket of popcorn that cost $9.50. How much did the theatre's revenue increase if this assumption was true?

A) $2996.61 B) $2399.71 C) $2213.52 D) $2612.50 Answer: D Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 45) Multitasking results in the release of dopamine, which suggests that multitasking elicits ________.

A) a negative emotional reaction B) a type of hormonal addiction C) independent and creative thinking D) destructive behavioral tendencies Answer: B Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 46) Perceptual selection means that consumers attend to ________ of the stimuli to which they are exposed.

A) only a small portion B) most C) none D) only the relevant portions Answer: A Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 47) When driving to work, Drew notices a new billboard installed on his route. When he first sees it, he pays attention to the message. As the days go by, he notices the billboard less and less.

This is an example of ________.

A) perceptual selection B) perceptual vigilance C) perceptual defense D) adaptation Answer: D Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 12 .

48) Which of these is not one of the five sensory stimuli that impact our perception?

A) smells B) sights C) empathy D) tastes Answer: C Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 49) ________ is the science of how people integrate the physical environment into their personal, subjective worlds.

A) Psychophysics B) Sociology C) Demographics D) Gastrophysics Answer: A Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 50) LaQuan opened a store that sells men's clothing. He's noticed that when he runs items on sale that he gets a much better response if the sale price is at least 25% lower. For example, he lowered the price on a suit from $850 down to $650 and sold out within two days. Last month the same suit was on sale for $799 but no one seemed interested in buying it. What is the relationship that LaQuan discovered?

A) subliminal perception B) Weber's Law C) pre-attentive processinng D) metacognitive interference Answer: B Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 51) When marketers use animative GIF files or video clips to get a person's attention they are using ________.

A) rich media B) social media C) adaptation D) novelty Answer: A Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge

13 .

52) The ________ states that people tend to perceive an incomplete picture as complete.

A) Gestalt psychology B) closure principle C) similarity principle D) figure-ground principle Answer: B Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 53) Antoinette created an advertisement with her business logo posted in a prominent spot in the center of the ad so that it would draw immediate attention. What principle is she using to create awareness about her business?

A) Gestalt psychology B) closure principle C) similarity principle D) figure-ground principle Answer: D Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 54) The position of an image on packaging influences our interpretation of the item. Marketers that understand this concept pay attention to ________ since it can influence how we feel about a product.

A) semiotics B) package schematics C) schema D) exposure Answer: B Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 55) Our set of beliefs, or ________, determine the meaning we assign to a given stimulus.

A) intensity B) exposure C) schema D) relevance Answer: C Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge

14 .

56) Which of these factors does NOT lead to adaptation?

A) discrimination B) schema C) exposure D) intensity Answer: B Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 57) According to the text, which of these factors can be used to create contrast in a message?

A) exposure B) position C) schema D) intensity Answer: B Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 58) Ganesh sells advertisements that are visible to subway passenger traveling at high speed. The ads capture the attention of passengers and translate well to consumer interest and increased sales. His research shows that companies experience a 20% uptick in sales after buying these ads. Which of these factors probably make these advertisements so effective?

A) color B) discrimination C) novelty D) relevance Answer: C Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 59) Three fifths of U.S. consumers believe in subliminal advertising. How many people in the U.S. believe in this practice if there are 258 million U.S. consumers?

A) 165.00 million B) 159.60 million C) 154.80 million D) 144.60 million Answer: C Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking

15 .

60) Assume 950 consumers noticed only 26% of quarter page plain advertisements. How many total consumers noticed the ads in this study?

A) 247 B) 295 C) 200 D) 950 Answer: A Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 61) Assume 1,100 consumers spent an average of 2.3 minutes looking at ads. Consumers that ultimately purchased an item based on the ad spent 52% more time looking at the ad. How much time did these consumers spend looking at the ads?

A) 3.81 minutes B) 3.50 minutes C) 3.12 minutes D) 4.20 minutes Answer: B Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 62) Assume that only 20% of the 1400 people in a study could taste vinegar added to an adult beverage and voted not to buy the beverage. How many people were in favor of purchasing the product claiming they preferred the taste?

A) 280 B) 700 C) 1120 D) 1220 Answer: C Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 63) The absolute threshold is an important consideration when a marketing stimuli is designed.

Answer: TRUE Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 64) Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Answer: FALSE Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 16 .

65) Consumers are more likely to be aware of stimuli that relate to their current needs. This is an example of perceptual selection.

Answer: TRUE Diff: 1 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 66) 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 67) You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Perception is imptant in undrstdng consmr bhavr.

Answer: TRUE Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 68) A consumer can "habituate" and require increasingly stronger "doses" of a stimulus to notice it.

Answer: TRUE Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 69) The process of natural selection means that people attend to only a small portion of the stimuli to which they are exposed.

Answer: FALSE Diff: 2 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 70) One study shows that a high percentage of people watching television were also doing something else at the same time.

Answer: TRUE Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking

17 .

71) Text-walkers have been outlawed in most major cities since pedestrian deaths are about 50% today due to cellphone distractions.

Answer: FALSE Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking 72) 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 73) What is a just noticeable difference (j.n.d)?

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

Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 74) 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Reflective thinking

18 .

75) Evaluate the effectiveness of subliminal persuasion and messages in marketing. Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

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

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

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

Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Reflective thinking 76) Define perceptual selection.

Answer: Perceptual selection means people attend to only a small portion of stimuli to which they are exposed. Consumers pick and choose among stimuli to avoid begin overwhelmed.

Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Application of knowledge 77) As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Four factors can lead to adaptation. List and briefly describe the connection with adaptation.

Answer: The four factors are intensity (less-intense stimuli habituate because they have less impact), 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 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Analytical thinking

19 .

78) Describe multitasking and explain why multitasking is a concern for marketers.

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

Diff: 3 Var: 1 LO: 3.2: Outline the three-stage process of perception that translates raw stimuli into meaning.

AACSB: Reflective thinking 79) ________ is a discipline that studies the correspondence between signs and symbols and their meaning.

A) Interpretation B) Semiotics C) Indexing D) Symbolism Answer: B Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 80) Mr. Peanut, the mascot for Planters Peanuts, is an example of what component of semiotics?

A) the object B) the interpretant C) the index D) the sign Answer: D Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 81) From a semiotic perspective, which of these things in not one of the three basic components of the marketing message?

A) object B) channel C) sign D) interpretant Answer: B Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge

20 .

82) Candice created a logo for her business that everyone says it really cool when she shows it.

What is this meaning called in semiotics?

A) object B) sign C) interpretant D) position Answer: C Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 83) A(n) ________ is a sign that resembles the product in some way.

A) icon B) symbol C) index D) object Answer: A Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 84) The galloping horse on the hood of a Ford Mustang is an example of an icon.

Answer: TRUE Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 85) The field of psychophysics can help us understand how consumers interpret the meanings of symbols.

Answer: FALSE Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 86) People assign meaning to symbols based on their prior knowledge and experiences.

Answer: TRUE Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge

21 .

87) 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 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 88) Semiotician Charles Sanders Peirce, states that signs relate to objects in one of three ways.

What are these three ways that signs relate to objects?

Answer: Signs can resemble objects, connect to them, or tie to them conventionally. An icon is a sign that resembles the product in some way (e.g., the Ford Mustang has a galloping horse on the hood). An index is a sign that connects to a product because they share some property (e.g., the pine tree on some of Procter & Gamble's Spic and Span cleanser products conveys the shared property of fresh scent). A symbol is a sign that relates to a product by either conventional or agreed-on associations (e.g., the Rock of Gibraltar that is part of Prudential's logo provides the conventional association with stability and strength that it carries [or hopes to carry] over to the company's approach to insurance).

Diff: 2 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 89) Why is the field of semiotics important to marketers?

Answer: Semiotics is a key link to decoding consumer behavior, because consumers use products to express their social and cultural identities. For this reason, marketers need to create brand names and logos that clearly communicate a product's image.

Diff: 3 Var: 1 LO: 3.3: Discuss how the field of semiotics helps us understand how consumers create meaning out of symbols.

AACSB: Application of knowledge 90) Gum manufacturers advertise that their product can be used when smoking is not permitted.

This is an example of what kind of positioning strategy?

A) lifestyle B) attributes C) users D) occasions Answer: D Diff: 2 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge

22 .

91) Which of these dimensions is NOT listed as one that marketers use to define a brand in the marketplace?

A) product class B) occasions C) users D) color Answer: D Diff: 2 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 92) Firm XYZ conducted taste tests using its product and products from several competitors. The results show that 34% of consumers preferred their products over competitors. The other preference percentages were 28%, 23%, and 15% How can Firm XYZ use this information?

A) They can use it to position their brand as the one most preferred by consumers.

B) The information cannot be used since 66% of the consumers preferred other brands.

C) They can appeal to the Food and Drug Administration to be able to add this to their promotional materials.

D) They can conduct additional product tests at local supermarkets to generate interest.

Answer: A Diff: 3 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 93) Company ABC uses advertisements featuring someone on the beach enjoying one of their adult beverages. Which of these dimensions is Company ABC using to position their brand?

A) attributes B) product class C) occasions D) quality Answer: C Diff: 2 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 94) Tesla produces all electric vehicles. Which dimension is Tesla using to position the firm's brand?

A) quality B) product class C) competitors D) occasions Answer: B Diff: 1 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge

23 .

95) Assume that 56% of consumers prefer Brand X over Brand Y. How many people will purchase Brand X if there are 45 million potential consumers, and the products are the same price?

A) 29.70 million B) 25.20 million C) 27.00 million D) 20.70 million Answer: B Diff: 1 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Analytical thinking 96) A brand's position has a limited impact on consumers so marketers should devote most of their efforts toward creative advertising.

Answer: FALSE Diff: 1 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 97) A brand's meaning is what consumers believe and not what the firm intends.

Answer: TRUE Diff: 1 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 98) Consumers' have a passive role in shaping brand meanings.

Answer: FALSE Diff: 1 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 99) What does it mean to suggest that a consumer is "buying a story?"

Answer: Intuit's co-founder Scott Cook summed this up in the following statement: "A brand is no longer what we (the companies) tell the consumer it is. It is what consumers tell each other it is." The meaning of brands lives in consumers' minds. It is reflected in what they do and say about the brand.

Diff: 3 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 100) When Ford says that "Quality is Job #1" they are practicing a positioning strategy. Explain positioning.

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

Diff: 1 Var: 1 LO: 3.4: Describe how consumers play an active role in shaping brand meanings.

AACSB: Application of knowledge 24 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 4 Learning, Remembering, and Knowing 1) Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________.

A) stimulus generalization B) reinforcement modeling C) incidental learning D) operant conditioning Answer: C Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 2) Which theory listed below assumes that learning take place as the result of responses to external events?

A) behavioral learning B) episodic learning C) incidental learning D) Gestalt learning Answer: A Diff: 1 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 3) Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

A) conditioned stimulus; conditioned response B) unconditioned response; conditioned stimulus C) conditioned stimulus; unconditioned stimulus D) unconditioned stimulus; unconditioned response Answer: C Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 4) Which of the following was first demonstrated by Ivan Pavlov?

A) classical conditioning B) instrumental conditioning C) behavioral conditioning D) psychological conditioning Answer: A Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 1 .

5) 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 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 6) 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 the room 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 more 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 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 7) Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?

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

B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete.

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

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

Answer: A Diff: 3 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Reflective thinking 2 .

8) Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf.

They were rectangular with white labels that looked very professional. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

A) masked branding B) halo effect C) continual reinforcement D) shaping Answer: B Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 9) If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

A) neutral reinforcement B) positive reinforcement C) negative reinforcement D) symbolic reinforcement Answer: B Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 10) When a consumer learns a desired behavior over a period of time, it is called ________.

A) shaping B) conditioning C) repetition D) extinction Answer: A Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge

3 .

11) Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?

A) promotional consideration B) emotional learning C) classical conditioning D) instrumental conditioning Answer: D Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 12) A sales manager pays a bonus to new trainees when they develop a good sales prospectus.

Later, after the trainees have completed two months of training, the manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees?

A) shaping B) modeling C) negative reinforcement D) variable-ratio reinforcement Answer: A Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 13) Two major approaches to learning that represent the behavioral learning viewpoint are ________ conditioning.

A) cognitive and instrumental B) classical and instrumental C) classical and behavioral D) incidental and direct Answer: B Diff: 1 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge

4 .

14) In Ivan Pavlov's experiments, he trained dogs to drool at the sound of the bell, even when meat powder was not used. The drooling of the canines because of the sound is an example of ________.

A) an unconditioned stimulus B) a conditioned stimulus C) an unconditioned response D) a conditioned response Answer: D Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 15) Assume a study showed that an advertising message warning about the dangers of smoking was 13% more effective when the advertisement appeared four times a day instead of two times a day. Approximately 130,000 people started smoking cessation programs when the ad ran four times a day. How many people entered smoking cessation programs when the ad appeared only twice a day?

A) 113,100 B) 121,100 C) 129,400 D) 146,900 Answer: A Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 16) Brand XYZ entered into a license agreement with another retailer. The agreement should increase last year's sales revenue of $428 million by about 25%. How much will Brand XYZ's sales revenue be this year if this forecast holds true?

A) $539.28 million B) $560.68 million C) $552.12 million D) $535.00 million Answer: D Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge

5 .

17) A research study found that Brand ZZZ could increase the price of its products by 27% and increase sales revenue by 11% per year for the next three years. How much will sales revenue be in five years if the most recent sales revenue was $170 million?

A) $313.21 million B) $258.07 million C) $286.46 million D) $317.97 million Answer: C Diff: 3 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Analytical thinking 18) An advertisement shows a student struggling to write a paper because they did not buy a particular piece of software. This advertisement is using what instrumental conditioning technique?

A) positive reinforcement B) negative reinforcement C) punishment D) shaping Answer: B Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 19) Which of the following is an example of frequency marketing?

A) A company uses secret shoppers to determine how their stores are doing.

B) A slot machine is programmed to pay out at random intervals.

C) An airline rewards customers with a frequent flyer program.

D) An extended warranty is offered when purchasing a vehicle.

Answer: C Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 20) Retailer BBB offered customers a loyalty card which can be used to gain rewards and also 12% off of most merchandise. Jaleel signed up for the loyalty card since she spends about $2200 a year with this retailer. How much is she saving annually by using the loyalty card?

A) $286 B) $264 C) $198 D) $308 Answer: B Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge

6 .

21) Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

Answer: TRUE Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 22) When Pavlov's famous dog responded to a bell signaling feeding time, Pavlov demonstrated classical conditioning.

Answer: TRUE Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 23) Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Answer: TRUE Diff: 1 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 24) 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 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 25) Causing consumer confusion can result in a lawsuit against a company.

Answer: TRUE Diff: 1 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 26) According to the behavioral learning perspective, the feedback we receive as we go through life shapes our experiences.

Answer: TRUE Diff: 1 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge

7 .

27) Explain the concepts and implications of the statement "learning is an ongoing process" as it relates to the field of consumer behavior.

Answer: Our knowledge about the world constantly updates as we are exposed to new stimuli and as we receive ongoing feedback that allows us to modify our behavior when we find ourselves in similar situations at a later time. Learning is constantly happening through both our direct experiences and through incidental learning. Because we are constantly taking in stimuli, marketers can constantly bombard us with information in the hope that we learn more about their products.

Diff: 3 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Reflective thinking 28) Explain and provide an example of the halo effect.

Answer: When people react to similar stimuli in much the same way they responded to the original stimulus, it creates a generalization known as the halo effect. For example, a generic brand of mouthwash is packaged to look like a name-brand product. Consumers may assume that the generic brand has similar characteristics as the original name-brand product, and thus improve their attitudes towards the generic brand.

Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Reflective thinking 29) Explain and provide an example of the product line extension technique.

Answer: One technique of stimulus generalization is when marketers add related products to an established brand. For example, Dole, a company known for its fruit, extended its product line into refrigerated juices and juice bars.

Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Reflective thinking 30) What is the difference between classical conditioning and instrumental conditioning?

Answer: Classical conditioning involves the close pairing of two stimuli. Classical conditioning seeks to elicit a response in a subject even after a given stimulus has been removed. Instrumental conditioning occurs when a learner receives a reward after they perform the desired behavior. In instrumental learning, a person makes a response because it is instrumental to gain a reward or avoid a punishment.

Diff: 3 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Reflective thinking

8 .

31) What is frequency marketing?

Answer: Frequency marketing is a popular technique that rewards regular purchasers with prizes that get better as they spend more. The airline industry pioneered this instrumental learning strategy when it introduced "frequent flyer" programs in the early 1980s to reward loyal customers. The practice has spread to many other businesses as well, ranging from grocery stores to casinos.

Diff: 2 Var: 1 LO: 4.1: Describe how conditioning results in learning.

AACSB: Application of knowledge 32) ________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

A) Observational B) Reinforced C) Halo effect D) Classical Answer: A Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 33) Which of these is NOT a stage in the cognitive development process?

A) cued B) limited C) strategic D) cumulative Answer: D Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 34) ________ learning theory approaches stress the importance of internal mental processes.

A) Observational B) Cognitive C) Behavioral D) Classical Answer: B Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge

9 .

35) Jane notices that Joe gets special treatment from waiters because Joe tends to tip a lot. Jane's observation is what part of the observational learning process?

A) attention B) retention C) production processes D) motivation Answer: A Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 36) Which psychologist was the foremost proponent of the idea that children pass through distinct stages of cognitive development?

A) Ivan Pavlov B) B.F. Skinner C) Jean Piaget D) Carl Jung Answer: C Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 37) Jeremiah's boss earned commissions that exceeded $500,000 during the last quarter alone.

Jeremiah decided to focus on how he handled the clients and then try to mimic his behavior.

What is Jeremiah doing?

A) using cues B) modeling his boss's behavior C) practicing theory of mind D) practicing multiple-intelligence theory Answer: B Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 38) Mindfulness is related to ________.

A) Piaget's cognitive development theory B) the preoperational stage of development C) the practice of meditation D) modeling Answer: C Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 10 .

39) Which of these organizations issued revised guidelines in 2022 for advertising to children?

A) CARU B) FTC C) SEC D) FDA Answer: A Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 40) Recent research shows that advertisements for health services, whether for therapy, exercise, or career advice, were more impactful on their audience when the story in the ad featured characters who were ________.

A) aware of theory of mind B) physically fit and financially well off C) extrinsically motivated D) intrinsically motivated Answer: D Diff: 3 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 41) Which developmental stage are children in when they are under the age of six and do not employ storage-and-retrieval strategies?

A) cued B) limited C) strategic D) infancy Answer: B Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge

11 .

42) Children differ in their information-processing capability, or the ability to store and retrieve information from memory. Children between the ages of 6 and 12 employ these strategies but only when prompted to do so. This stage is known as ________.

A) cued B) limited C) strategic D) infancy Answer: A Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 43) Brandy's thirteen-year-old son wants a pair of Nike shoes to wear to school but they cost about $140 a pair. How much will the shoes cost next year if they are expected to increase in price by 30% over the coming year?

A) $176.40 B) $186.20 C) $182.00 D) $177.80 Answer: C Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 44) Rajesh charges $1900 a day as a consultant to several organizations. His primary focus is on the power of meditation where he encourages organizational members to slow down and remove the distractions from their mind. Last year about 80% of Rajesh's seminars focused on these mindfulness activities. How much did he make from mindfulness seminars if he worked 242 days last year?

A) $384,560 B) $358,720 C) $367,840 D) $389,120 Answer: C Diff: 3 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Analytical thinking

12 .

45) 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 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 46) The multiple-intelligence theory perspective argues for other types of intelligence, such as athletic prowess or musical ability, beyond the traditional math and verbal skills psychologists use to measure IQ. Answer: TRUE Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 47) Conceptual brand meanings are illegal to use since they focus on the stages of child development.

Answer: FALSE Diff: 3 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 48) Children under the age of 6 employ memory storage and retrieval strategies when given the appropriate cues.

Answer: FALSE Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 49) Theory of mind is a cognitive skill that refers to knowing and being aware of one's own and of other people's mental states: understanding what they think and feel.

Answer: TRUE Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge

13 .

50) 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 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 51) What are the three stages of cognitive development?

Answer: 1. Limited–Children who are younger than age 6 do not employ storage-and retrieval strategies.

2. Cued–Children between the ages of 6 and 12 employ these strategies but only when prompted to do so.

3. Strategic–Children 12 and older spontaneously employ storage-and-retrieval strategies.

Diff: 1 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 52) What is observational learning?

Answer: Observational learning occurs when we watch the actions of others and note the reinforcements they receive for their behaviors. In these situations, learning occurs because of vicarious rather than direct experience. This type of learning is a complex process; people store these observations in memory as they accumulate knowledge, and then they use this information at a later point to guide their own behavior.

Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge

14 .

53) Why do some critics believe it is unethical to create advertisements focused on children?

Answer: Because children differ in their abilities to process product-related information, advertisers' direct appeals to them raise many serious ethical issues. Children's advocacy groups argue that kids younger than age seven do not understand the persuasive intent of commercials, and (as we've seen) younger children cannot readily distinguish between a commercial and programming. Kids' cognitive defenses are not yet sufficiently developed to filter out commercial appeals, so in a sense, altering their brand preferences may be likened to "shooting fish in a barrel," as one critic put it.

Diff: 3 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 54) How does cognitive learning theory explain the learning process?

Answer: Cognitive learning theory approaches learning as a set of internal mental processes.

This comprehensive theory was initially developed to explain how humans gradually acquire, construct, and use knowledge from what they observe around them.

Diff: 2 Var: 1 LO: 4.2: Summarize how we learn about products and consumption practices by observing others' behavior.

AACSB: Application of knowledge 55) 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 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Written and oral communication 56) ________ 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 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge

15 .

57) ________ memory permits the temporary storage of information we receive from our senses.

A) Elaborative B) Sensory C) Cognitive D) Working Answer: B Diff: 1 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 58) 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 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 59) 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 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 60) What stage refers to the process of mentally programing information where information enters into our system in a way the system will recognize?

A) encoding B) storage C) retrieval D) attention Answer: A Diff: 1 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge

16 .

61) Chunking plays a role in what type of memory?

A) sensory memory B) short-term memory C) episodic memory D) long-term memory Answer: B Diff: 1 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 62) Contemporary approaches to the study of memory employ a(n) ________. They assume that the mind is in some ways like a computer: Data are input, processed, and output for later use in revised form.

A) information-processing approach B) encoding approach C) mindfulness approach D) behavioral-retrieval approach Answer: A Diff: 1 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 63) When consumers decide to make a purchase they employ ________ memory.

A) internal and secondary B) internal and external C) encoding and retrieval D) semantic network Answer: B Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 64) Memories related to events that are personally relevant and that we have personally experienced are known as ________.

A) our semantic network B) vicarious memories C) episodic memories D) our memory system Answer: C Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge

17 .

65) Approximately 23% of television watchers can recall a new advertisement they viewed in the last 30 days. Firm NMB ran an advertisement that was supposed to reach 3.1 million viewers.

How many viewers should be able to recall the ad?

A) 791,000 B) 691,000 C) 759,000 D) 713,000 Answer: D Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Analytical thinking 66) Approximately 20% of television watchers can recall a new advertisement they viewed in the last 30 days. Firm NMB ran an advertisement that was supposed to reach 3.4 million viewers.

How much revenue did Firm NMB generate assuming 21% of the viewers that recalled the advertisement purchased the product for $39.95?

A) $5,433,200.00 B) $5,990,103.00 C) $5,704,860.00 D) $6,959,929.20 Answer: C Diff: 3 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Analytical thinking 67) Approximately 21% of television watchers can recall a new advertisement they viewed in the last 30 days. Firm NMB ran an advertisement that was supposed to reach 3.3 million viewers.

How much was Firm NMB's marginal revenue associated with the ad campaign assuming 22% of the viewers that recalled the advertisement purchased the product for $39.95 and the advertisement cost the firm $550,000 to run over the course of the month?

A) 5,540,777.00 B) $5,830,814.00 C) $6,090,777.00 D) $5,263,923.50 Answer: A Diff: 3 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Analytical thinking

18 .

68) Miguel created a novel advertisement that did not reveal the product's brand until the end of the ad. Miguel is aware this technique creates mystery which makes the ad more effective. The techniques is based on the ________which posits that the novelty of a stimulus improves recall.

A) nostalgia theory B) memory preservation technique C) intensity concept D) von Restorff Effect Answer: D Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 69) A flashbulb memory is an example of an episodic memory.

Answer: TRUE Diff: 1 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 70) Episodic memories are likely to become part of a person's long-term memory.

Answer: TRUE Diff: 3 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 71) The Google Effect is the tendency for people to rely too heavily on the ability to easily access content online and, as a result, be less likely to remember certain details.

Answer: TRUE Diff: 1 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 72) The salience of a brand refers to its prominence or level of activation in memory.

Answer: TRUE Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 73) Encoding is when consumers access desired information from their memory.

Answer: FALSE Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge

19 .

74) A psychologist asked respondents in an interview what they thought of a new advertisement.

82% of them responded that they liked the ad. A psychologist then used anonymous surveys for another group of respondents who viewed the same ad, and only 41% of respondents said they liked the advertisement. Explain the concept of response bias and how it might account for these results.

Answer: Response bias refers to how respondents may not give accurate information to researchers in a given situation because they want to be viewed in a positive light. Response bias means that the tool for measuring something may not measure what was intended but rather measure something else entirely. In this case, in-person interviews may have resulted in respondents wanting to please the researcher, thus giving more favorable reviews of the advertisement. In contrast, anonymous feedback does not offer the same opportunity to build rapport with the researcher and may be a less biased method of collecting data.

Diff: 3 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Reflective thinking 75) List and explain the three stages of memory.

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

Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 76) Explain the term "chunking."

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

Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 77) LaQuan conducted a recall test of two different advertisements for the same product. One advertisement had a novel ending while the other was a straightforward presentation of the product. He divided the participants into two groups and showed one group the novel advertisement and the other group the traditional advertisement. He discovered that 78% of the participants could recall the ad with the novel ending one hour later. However, only 36% of the participants in the other group could recall the straightforward add after four hours. How can LaQuan explain his results?

Answer: LaQuan's results can be explained by the von Restorff Effect. The von Restorff Effect is well-known to memory researchers; it shows that almost any technique that increases the novelty of a stimulus also improves recall. This explains why unusual advertising or distinctive packaging tends to facilitate brand recall.

Diff: 3 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge

20 .

78) What are retro brands and why do they trigger buying behavior?

Answer: A retro brand is an updated version of a brand from a prior historical period. These products trigger nostalgia, and researchers find that they often inspire consumers to think back to an era when (at least in our memories) life was more stable, simple, or even utopian.

Diff: 2 Var: 1 LO: 4.3: Explain how our brains process and store information about brands in our memory.

AACSB: Application of knowledge 79) A cognitive framework we develop through experience is called ________.

A) scripting B) schema C) beliefs D) meaning Answer: B Diff: 3 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 80) 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 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 81) As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing?

A) spreading activation B) advertising decay C) chunking D) scalar processing Answer: A Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge

21 .

82) The human brain is organized as a system of storage units that are essentially complex spider webs filled with pieces of data. Incoming information gets put into nodes that connect to one another. These storage units are known as ________.

A) memory markers B) knowledge structures C) associative networks D) spreading activations Answer: B Diff: 1 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 83) Firm VVV created a consumption constellation and discovered that 47% of the consumers that owned Product G also bought their product. How much additional revenue can they generate if they target owners of Product G? Assume they have identified 475,000 Product G owners that do not own the Firm VVV product. The Firm VVV product sells for $55.

A) $11,495,000 B) $10,972,500 C) $12,278,750 D) $14,630,000 Answer: C Diff: 1 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Analytical thinking 84) Consumers equate electric cars with Tesla. Tesla would be considered a ________.

A) follower brand B) memory market C) consumption constellation D) pioneer brand Answer: D Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 85) Xavier learned that 67% of the survey respondents preferred an iPhone to other smartphones.

The iPhone is more familiar to customers and they can easily recall information about it. The iPhone represents a ________.

A) category killer B) category exemplar C) memory marker D) follower brand Answer: B Diff: 3 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 22 .

86) Nike uses LeBron James as a celebrity endorser for their shoes. Nike recently locked up LeBron to endorse Nike shoes for a lifetime deal reported to be worth over $1 billion. The company realizes that associating Nike shoes with LeBron James creates a ________.

A) pioneer brand B) consumption constellation C) halo effect D) hybrid product Answer: C Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 87) Products that are often grouped together in the minds of consumers create what has been dubbed a ________.

A) hybrid product B) halo effect C) follower brand D) consumption constellation Answer: D Diff: 3 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 88) Knowledge developed and grown through our own actions is called ________.

A) cognitive knowledge B) embodied knowledge C) vicarious knowledge D) a script Answer: B Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 89) Which of these is NOT one of the ways we organize knowledge?

A) product category B) brand-specific C) consumption constellation D) evaluative reactions Answer: C Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge

23 .

90) A(n) ________ has characteristics of two product categories.

A) hybrid product B) consumption constellation C) halo effect good D) embodied knowledge product Answer: A Diff: 1 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 91) Ford is a category exemplar with respect to electric vehicles since it introduced the electric Mustang.

Answer: FALSE Diff: 3 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 92) 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: 1 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 93) Products inside a subordinate category are complementary or often purchased together.

Answer: FALSE Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 94) One type of schema especially relevant to consumer behavior is a script, a sequence of events an individual expects to occur.

Answer: TRUE Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 95) This process of brand categorization allows us to shift back and forth among levels of meaning.

Answer: FALSE Diff: 3 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge

24 .

96) The brain is organized as an associative network that contains many bits of related information.

Answer: TRUE Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 97) What is a schema?

Answer: A schema is a cognitive framework we develop through experience. We encode information more readily when that information is consistent with an existing schema.

Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 98) What are the five ways we might use to organize our knowledge of a specific brand?

Answer: Brand-specific–Knowledge is stored in terms of claims the brand makes ("it's luxurious").

Communication-specific–Memory is stored in terms of the medium or content of the marketing communication itself (an Instagram influencer mentioned the brand.

Brand identification–Memory is stored in terms of the brand name.

Product category–Memory is stored in terms of how the product works or where it should be used.

Evaluative reactions–Memory is stored as positive or negative emotions.

Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 99) How do we remember something that happened last week or even ten years ago?

Answer: Our brains like to label and categorize new things we learn to relate these experiences to what we already know about the world. The brain is organized as an associative network that contains many bits of related information. We each have organized systems of concepts that relate to brands, manufacturers, and stores stored in our memories; the contents, of course, depend on our own unique experiences.

Diff: 3 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge 100) What is a category exemplar?

Answer: Category exemplars tend to exert a disproportionate influence on how people think of the category in general. In a sense, brands we strongly associate with a category get to "call the shots": They define the criteria we use to evaluate all category members.

Diff: 2 Var: 1 LO: 4.4: Discuss how knowledge about brands is organized in our brains.

AACSB: Application of knowledge

25 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 5 Motivation 1) ________ refer(s) to the processes that lead people to behave as they do.

A) Goals B) Cues C) Motivation D) Directing Answer: C Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 2) What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?

A) instinct theory B) drive theory C) expectancy theory D) need theory Answer: B Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 3) Goals can be positive or negative. This is an expression of a goal's ________.

A) direction B) valence C) strength D) dissonance Answer: B Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 4) Motivation that is driven by the need for pleasure is called ________.

A) effect B) hedonic C) utility D) affect Answer: B Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge

1 .

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

A) fact-and-find theory B) drive theory C) emotional theory D) theory of cognitive dissonance Answer: B Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Analytical thinking 6) Deshawn is dehydrated after a workout, so he purchases a smoothie to replenish his nutrients.

He feels refreshed after he finishes the drink. Satisfying his need and returning to a balanced state is referred to as ________.

A) homeostasis B) retail therapy C) delayed gratification D) drive Answer: A Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 7) ________ occurs when someone is pushed by an external force.

A) The placebo effect B) Metamotivation C) Extrinsic motivation D) Intrinsic motivation Answer: C Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 8) External incentives are often used to motivate people. Which of these is an example of an external incentive?

A) Consolidating debt into a single account to repay debt faster.

B) Losing weight in order to feel better about yourself.

C) Playing basketball because you enjoy the competition.

D) Learning Spanish because you want to understand the culture.

Answer: A Diff: 3 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 2 .

9) Avril likes to shop for new clothes when she gets stressed out. Finding something nice to wear gives her a sense of control over her surroundings when everything seems chaotic. What is her behavior called?

A) homeostasis B) placebo effect C) nonconscious goal D) retail therapy Answer: D Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 10) Goals that we are not aware of are known as ________.

A) intrinsic motivators B) nonconscious goals C) extrinsic motivators D) homeostasis Answer: B Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 11) Ramesh does a good job controlling his diet even when he is out with friends. His ability to monitor and manage his thoughts, behavior, and emotions is called ________.

A) self-regulation B) homeostasis C) implementation intentions D) prevention motivation Answer: A Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 12) Company AAB discovered that customers were more motivated to continue exercising if a celebrity endorsed their equipment. Sales increased by 33% as a result of the endorsement. How much will sales be next year if the trend continues, and recent sales were 11.3 million?

A) $15.03 million B) $21.68 million C) $19.02 million D) $12.37 million Answer: A Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge

3 .

13) Jamie has an 65% likelihood of achieving her goal of losing 15 pounds in the next six months if she is internally motivated. She has a 20% likelihood of losing 25 pounds based on her past experience. What is her expected weight loss assuming she is internally motivated?

A) 19.25 pounds B) 16.75 pounds C) 14.75 pounds D) 9.75 pounds Answer: C Diff: 3 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 14) Assume a research study of 570 people showed that 76% of the subjects in the study were more likely to walk 10,000 steps a day if they received a prompt from their step counter in the middle of the day telling them how much they needed to walk to achieve their goal. Without the prompt only 31% achieved their goal. How many people were motivated by the prompt?

A) 177 people B) 257 people C) 433 people D) 570 people Answer: B Diff: 3 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 15) Jacob wants to excel in school so when he doesn't get as much time to study he feels irritable. This feeling of discomfort is known as ________.

A) drive B) homeostasis C) achievement motivation D) self-regulation Answer: A Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 16) Motivation explains the strength of behavior, but not its direction.

Answer: FALSE Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 17) A want is the particular form of consumption used to restore homeostasis.

Answer: FALSE Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 4 .

18) Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance).

Answer: FALSE Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 19) Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

Answer: FALSE Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Analytical thinking 20) Wanda decided that if her friends ask her out this weekend she will decline since she needs to study for a big exam. These "if-then" plans are known as implementation intentions.

Answer: TRUE Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 21) Describe the motivation process.

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

Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 22) Explain the placebo effect.

Answer: The placebo effect refers to the tendency of our brains to convince us that fake treatments produce real results, such as sugar pills producing real medical benefits. The placebo effects demonstrates that expectations can have an impact on our feelings and behaviors.

Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge

5 .

23) What does it mean if you are self-regulated and how does it relate to success?

Answer: Self-regulation describes our ability to monitor and manage our own emotions, thoughts, and behaviors. Psychologists tout it as the most fundamental skill to be successful at many tasks in our lives, and the best predictor of learning, of developing healthy relationships, and of well-being.

Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 24) What is drive theory?

Answer: Drive theory focuses on biological needs that produce unpleasant states of arousal (e.g., your stomach grumbles during a morning class). The arousal this tension causes motivates us to reduce it and return to a balanced state called homeostasis Some researchers believe that this need to reduce arousal is a basic mechanism that governs much of our behavior.

Diff: 2 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 25) What is intrinsic motivation?

Answer: Intrinsic motivation stems from an internal pull coming from a person's own inherent drives. For example, someone who wants to do better on an exam for their own sense of accomplishment is internally motivated to achieve that goal.

Diff: 1 Var: 1 LO: 5.1: Understand how motivation can be intrinsic or extrinsic.

AACSB: Application of knowledge 26) According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

A) safety B) physiological C) belongingness D) esteem Answer: B Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 27) Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"?

A) safety needs B) belongingness needs C) ego needs D) self-actualization needs Answer: D Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 6 .

28) A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs?

A) The theory is wrong.

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

C) The hierarchy is often culture-bound.

D) Psychogenic needs overwhelm biogenic needs.

Answer: C Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Reflective thinking 29) Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"–Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________.

A) hedonic B) utilitarian C) biological D) learned Answer: A Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 30) Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

A) an approach-approach conflict B) an approach-avoidance conflict C) an avoidance-avoidance conflict D) an orientation conflict Answer: A Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking

7 .

31) DeMarcus likes to remain active and he wears a device to track his steps. Each day he keeps a log and averages 12,000 steps a day. His self-recording and tracking of this data is called ________.

A) homeostasis B) the quantified self (QS) movement C) hedonic consumption D) utilitarian needs Answer: B Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking 32) Brenda's family experienced several losses due to COVID. She was reluctant to get the vaccination at first but after she witnessed the terrible impact on her family she decided to get vaccinated. Her behavior is explained by ________.

A) hedonic consumption B) the placebo effect C) terror management theory D) esteem needs Answer: C Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking 33) ________ refers to the experience of warmth, bonding, and care, and is satisfied by connecting to and feeling significant to others.

A) Relatedness B) Competence C) Salience D) Autonomy Answer: A Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking 34) ________ maintains that people are intrinsically motivated by innate psychological needs for autonomy, relatedness, and competence.

A) Mortality salience B) Self-determination theory C) Terror management theory D) Need to belong Answer: B Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking

8 .

35) Which needs will you satisfy first according to Maslow's hierarchy of needs?

A) social and safety B) esteem and self-actualization C) physiological and self-transcendence D) physiological and safety needs Answer: D Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking 36) Mandesa is a free spirit and like to wear eclectic clothing and body art. What does her style and appearance suggest about her needs?

A) She has a need for power.

B) She has a need for uniqueness.

C) She has a need to belong.

D) She has a fresh start mindset.

Answer: B Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking 37) What percentage of American workers quit their jobs during the Great Resignation if 28 million workers resigned and there were 220 million people in the labor force?

A) 14.7% B) 13.9% C) 9.2% D) 12.7% Answer: D Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 38) Assume that 18% of Americans adults engaged in healthier behaviors after the Covid-19 pandemic. How many Americans adopted healthier lifestyles post-pandemic if there are 344 million Americans and 75% of those are adults?

A) 44.60 million B) 51.07 million C) 46.44 million D) 49.36 million Answer: C Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge

9 .

39) Assume that 16% of the population has a fresh start mindset. How many of the 248 million adults in the U.S. have this outlook?

A) 35.4 million B) 39.7 million C) 47.5 million D) 42.4 million Answer: B Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 40) Terror management theory shows that ________, or the awareness that death is inevitable, makes individuals more likely to engage in materialistic behaviors.

A) the QS movement B) biohacking C) mortality salience D) hedonic needs Answer: C Diff: 3 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Analytical thinking 41) When we focus on a utilitarian need, we emphasize the objective, tangible attributes of products, such as miles per gallon in a car.

Answer: TRUE Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 42) Utilitarian consumption refers to the multisensory, fantasy, and emotional aspects of consumers' interactions with products.

Answer: FALSE Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 43) Maslow's hierarchical structure implies that the order of development is variable–that is, we often work toward achieving several levels of need at the same time.

Answer: FALSE Diff: 3 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge

10 .

44) The highest level of Maslow's hierarchy is self-transcendence, where an individual seeks to further a cause beyond the self and to experience a communion beyond the boundaries of the self through peak experiences.

Answer: TRUE Diff: 3 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 45) Terror management theory shows that making people conscious of their own death activates safety needs and motivates people to engage in healthier behaviors.

Answer: TRUE Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 46) List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form.

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

• Safety-Products: insurance, alarm systems, retirement investments.

• Belongingness-Products: clothing, grooming products, clubs, and drinks.

• Esteem needs-Products: cars, furniture, credit cards, stores, country clubs, and liquors.

• Self-actualization-Products: hobbies, travel, and education.

• Self-transcendence-Products: donations to worthy causes, travel to provide a service to others.

Diff: 3 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 47) What is the concept of a "fresh start mindset" and how does affect behavior?

Answer: This concept captures the belief that people can change their own destiny and get a fresh start, get a new beginning, and chart a new course in life, regardless of their past or present circumstances. People who believe in a fresh start mindset are more likely to set new goals for themselves, to change their circumstances, and to reinvent themselves by engaging in new activities, adopting new lifestyles, and making different consumption choices in order to create a positive future.

Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 48) How does the "power of grit" affect our behavior and ability to accomplish goals?

Answer: Perseverance toward a goal is key to success. A new school of thought says that grit, a combination of passion and long-term perseverance toward one's goals, is even more important than genius. Grit predicts how much effort and persistence one will undertake in the face of challenges.

Diff: 2 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 11 .

49) Explain self-determination theory and how it helps us understand the mentality of people living in poverty.

Answer: According to self-determination theory, humans are intrinsically motivated by the innate psychological needs for autonomy, relatedness, and competence. Self-determination theory can be useful to understand the struggles that bottom of the pyramid consumers in Maslow's scheme face. Research on impoverished consumers shows that the needs of relatedness and autonomy are useful to people only if basic life necessities are available. Those living in extreme poverty face a great deal of hopelessness, as they cannot even meet their most basic needs.

Diff: 3 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 50) What is "self-transcendence" in Maslow's hierarchy of needs?

Answer: The highest level of Maslow's hierarchy is self-transcendence, where an individual seeks to further a cause beyond the self and to experience a communion beyond the boundaries of the self through peak experiences. Although this sixth level of Maslow's motivational theory is often forgotten, it was an important component of Maslow's thinking, because it reveals that the individual may put their own individual needs aside in favor of service to others or to a greater cause. In other words, the individual rises above their own needs as they are driven toward a higher purpose or the meaning of life, which is a central issue of human psychology.

Diff: 1 Var: 1 LO: 5.2: Outline how products can satisfy a range of consumer needs.

AACSB: Application of knowledge 51) ________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory Answer: C Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge

12 .

52) Firm MMM discovered that 29% of the people that purchased their products had postpurchase dissonance. How many of their customers experienced this dissonance assuming the firm has 512,000 customers?

A) 148,480 B) 146,682 C) 145,203 D) 147,378 Answer: A Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 53) Firm MMM discovered that 22% of the people that purchased their products had postpurchase dissonance. The firm also learned that a follow-up contact alleviated the postpurchase dissonance in 47% of those customers. How many customers still had feelings of postpurchase dissonance after the follow-up contact if the firm has 516,000 customers?

A) 43,348 B) 45,956 C) 48,012 D) 60,166 Answer: D Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 54) Firm MMM discovered that 22% of the people that purchased their products had postpurchase dissonance. The firm also learned that a follow-up contact alleviated the postpurchase dissonance in 42% of those customers. A second contact reduced that amount by another 22%. How many customers still had feelings of postpurchase dissonance after the two follow-up contacts if the firm has 392,000 customers?

A) 31,165 B) 39,015 C) 41,817 D) 29,188 Answer: B Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge

13 .

55) When a consumer chooses between two products, both of which possess good and bad qualities, they experience ________.

A) postdecision dissonance B) conflict avoidance C) positive frames D) negative frames Answer: A Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 56) When consumers focus on a goal, they might focus on how to reach that goal. This mindset is known as ________.

A) postdecision dissonance B) rationalization C) an outcome-oriented mindset D) an implemental mindset Answer: D Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 57) According to the ________ we tend to choose to perform pressing tasks with short completion windows, compared to more important tasks.

A) outcome-oriented mindset B) mere urgency effect C) negative frames D) approach-approach conflict Answer: B Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 58) For hard to achieve goals it is good practice to build some slack into our goal pursuit in case we fail. This slack is called ________.

A) implemental mindset B) positive frames C) emergency reserves D) goal specificity Answer: C Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 14 .

59) Jermaine set a goal of losing 20 pounds by the end of the next 90 days. His friend Lakshme stated that she has been trying to lose weight unsuccessfully for several months. What factor might help Jermaine stick to his goal and accomplish it?

A) Jermaine set a time frame.

B) It's easier for men to lose weight.

C) He only wants to lose 20 pounds.

D) Jermaine is a Type A. Answer: A Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 60) Anita has a paper due in five days that represents 5% of her grade in World History. She also has a paper due in Philosophy that is 50% of her grade in that class and it is due in 8 days. Anita has not started on either paper. What will Anita do according to mere urgency effect?

A) She will divide her efforts and spend 50% of her time on each paper.

B) She will focus on the Philosophy paper since it has more weight.

C) She will focus on the World History paper since it is due first.

D) She will ignore the World History paper since it is such a small fraction of her total grade.

Answer: C Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 61) When we desire a goal but wish to avoid it at the same time we experience ________.

A) positive framing B) negative framing C) avoidance-avoidance conflict D) approach-avoidance conflict Answer: D Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge

15 .

62) Zeke works hard at his job because he wants his peers to value his efforts. What type of goal is Zeke exhibiting?

A) valence B) avoidance goal C) conflicting goal D) approach goal Answer: B Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 63) When we consciously set goals deliberately, when we monitor goal progress, and when we are committed to reaching the goal, we are ________.

A) reducing cognitive dissonance B) more likely to get discouraged C) most likely to achieve it D) focusing too much on the path Answer: C Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 64) Consumers may experience ________, or tension when they have conflicting beliefs or behaviors.

A) rationalization B) valence C) approach anxiety D) dissonance Answer: D Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge

16 .

65) Jonah needs to work several hours tomorrow at his aunt's landscaping business and the weather forecast shows it will be over 100 degrees outside. He also needs to finish his research paper and submit it before the weekend is over. As he weighed his options he wasn't happy with either choice. What type of conflict is Jonah experiencing?

A) avoidance-approach conflict B) avoidance-avoidance conflict C) approach-approach conflict D) approach-avoidance conflict Answer: B Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 66) A goal has valence, which means it can be positive or negative.

Answer: TRUE Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 67) Several of Susan's friends are animal rights activists. Despite this fact Susan has always wanted a fur coat. Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.

Answer: TRUE Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Analytical thinking 68) A dentist promotes his business by reminding people that dental health is important, while emphasizing "painless" dentistry. The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict.

Answer: TRUE Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Analytical thinking 69) The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Answer: TRUE Diff: 1 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 17 .

70) The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

Answer: TRUE Diff: 1 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 71) Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

Answer: The three types of motivational conflict are: • Approach-approach conflict-A choice between two desirable alternatives.

• Approach-avoidance conflict-Involves a choice in which some aspects of the product are positive and others are negative.

• Avoidance-avoidance conflict-Involves a choice between two negative alternatives.

Generally, each time the consumer is faced with making choices, the dissonance that is created can potentially keep the consumer from feeling fulfilled in his or her decision. In each case, marketers should provide additional information the consumer can use to justify the choice he or she made: • In approach-approach conflicts, marketing communications should emphasize (a) "no-lose" and/or "win either way" message(s).

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

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

Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge

18 .

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

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

Illustration-A person purchases an expensive automobile with the expectation that it will increase his or her status within his or her social set. However, the increased status does not occur and he or she begins to doubt that the purchase was a wise idea. If unchecked, this doubt can create negative feelings about the automobile and the dealer that sold it to the person. However, dissonance reduction will occur if friends compliment the person or make it known to him or her that the purchase was a good one. In lieu of friends performing this role, the marketer must sometimes perform the confirmation role by running reassurance ads for their customers.

Diff: 3 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge; Reflective thinking 73) What is the difference between a consumer outcome-oriented mindset and a consumer implemental mindset?

Answer: Consumers with an outcome-oriented mindset focus on what the outcome will look like. In contrast, consumers with an implemental mindset focus on how to reach that outcome.

Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 74) How can we use framing to help us enhance our performance?

Answer: In general, the higher we set our goals, the better we perform. A relatively easy way to encourage people to set even higher goals for themselves is to frame them correctly. A frame is simply a way of presenting information to change how it may be processed and interpreted. A framing effect occurs when our interpretation of information–and/or how we behave in response to that information–changes based on how the information is presented. Framing can also affect how we set goals and how we strive toward them.

Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge

19 .

75) How do emergency reserves help us achieve hard to reach goals?

Answer: Some goals are hard to achieve, like getting fit or writing a term paper, but that should not be demotivating. In fact, hard goals can even lead to better success and greater satisfaction!

The key is to make sure to have emergency reserves. These reserves provide a type of slack in our goal pursuit in case we fail. Recent research shows that when we actively pursue a challenging, conscious goal, we prefer harder over easier goals if we have these emergency reserves, because we view these hard goals as more valuable than easier goals (e.g., seven days of exercise a week is more valuable than five) but also because the slack makes them more attainable than goals without the slack.

Diff: 2 Var: 1 LO: 5.3: Discuss how setting goals correctly can motivate consumers to strive toward and achieve those goals.

AACSB: Application of knowledge 76) When M&M's put consumers' names and faces on their candy, this is an example of ________.

A) mass marketing B) mass consumer needs C) mass customization D) mass distribution Answer: C Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 77) ________ performances are where the message itself is a form of entertainment.

A) Ad target B) Spectacle C) Encoding D) Decoding Answer: B Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge

20 .

78) The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.

A) fuzzy B) cult C) consumer-generated D) Lifestyles of Health and Sustainability (LOHAS) Answer: B Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 79) Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored?

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

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

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

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

Answer: A Diff: 3 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Analytical thinking 80) The factors that create involvement ________.

A) can be either antecedents or results of involvement B) are largely created by the situation C) can be something about the person, the object, or the situation D) are largely created by the person Answer: C Diff: 1 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge

21 .

81) Which of these products is likely to experience the highest degree of involvement from consumers?

A) houses B) video games C) fast food D) hardware Answer: A Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 82) Research indicates that consumers are willing to pay more for a brand when ________.

A) the brand is fairly new to the market B) the product can be easily replaced C) there is a holiday sale D) they feel a personal connection to the company Answer: D Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 83) Josephine wants to purchase a new type of vitamin but is worried that the vitamin has not been scientifically proven to be effective with people in her age group. What kind of risk is Josephine considering in this scenario?

A) monetary risk B) functional risk C) physical risk D) social risk Answer: C Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 84) Which of the following is an example of a mass customization product involvement strategy?

A) A newspaper allows readers to choose which sections of the paper they see first.

B) A furniture company gives homeowners instructions on how to assemble their products.

C) A beverage company conducts survey research to develop a new line of products.

D) A coffee shop develops a new game to reward customers every time they buy a drink.

Answer: A Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 22 .

85) Which of these factors is NOT a person factor antecedent of involvement?

A) needs B) importance C) emotions D) values Answer: C Diff: 3 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 86) Kendra has visited 85% of the Pizza Hut outlets in the world and wants to visit all of them during her lifetime. How many does she still need to visit if there are 19,000 Pizza Hut outlets worldwide?

A) 2470 B) 3800 C) 2850 D) 16,150 Answer: C Diff: 1 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 87) While attending a professional soccer game, Nomi is visited by the team's mascot while she is sitting in the stands. The soccer team is using which strategy to increase the likelihood that Nomi will buy more tickets?

A) high-tech stimuli B) use novel stimuli C) narrative transportation D) situational involvement Answer: D Diff: 1 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 88) When Sean Jean cologne encourages department store salespeople to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.

Answer: TRUE Diff: 3 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge; Analytical thinking

23 .

89) A good example of a cult product is an Apple computer.

Answer: TRUE Diff: 1 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 90) A person's degree of involvement is best thought of as a range rather than just one end of a spectrum or another.

Answer: TRUE Diff: 1 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 91) Involvement is a person's perceived relevance of the object based on their inherent needs, values, and interests.

Answer: TRUE Diff: 1 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 92) As a rule, product decisions are likely to be highly involving if the consumer believes there is a low level of perceived risk.

Answer: FALSE Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge

24 .

93) Consider the following survey results.

Question: To me, the new soda brand being advertised by Carbonated Cup Co. is...

Important Relevant Appealing Worthless

X X X X

Unimportant Irrelevant Unappealing Valuable

Does this data indicate a potential consumer is facing inertia? Why or why not?

Answer: The consumer data provided indicates the consumer is facing a high degree of inertia.

The scale measures the involvement of a consumer, and the answers shown indicate the consumer is not particularly involved in the new soda brand. Therefore, the consumer is facing inertia.

Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge; Analytical thinking 94) A research firm surveyed consumers and asked them "if your local store were out of your favorite brand of laundry detergent, would you buy a different brand or wait until your brand was restocked?" The results of the survey are below.

Response I would definitely wait for the brand to be restocked.

I would probably wait for the brand to be restocked.

I am unsure what I would do.

I would probably buy another brand instead.

I would definitely buy another brand instead.

# of Respondents 132 241 52 431 404

What does this evidence suggest about the importance of keeping inventory levels high enough to prevent stockouts?

Answer: Approximately 29.6% of consumers from this survey would definitely or probably wait for their favorite brand to be restocked. However, this means that about 70% of consumers would try a new product instead of waiting. These consumers might find another brand they prefer and switch so brands should be proactive about monitoring retailer inventory levels.

Diff: 3 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Analytical thinking

25 .

95) A research firm surveyed consumers and asked them "if your local store were out of your favorite brand of laundry detergent, would you buy a different brand or wait until your brand was restocked?" The results of the survey are below.

Response I would definitely wait for the brand to be restocked.

I would probably wait for the brand to be restocked.

I am unsure what I would do.

I would probably buy another brand instead.

I would definitely buy another brand instead.

# of Respondents 132 241 52 431 404

What do these research results say about brand loyalty when it comes to laundry detergent?

Explain your reasoning.

Answer: About two-thirds of surveyed consumers indicated they probably or would definitely buy another brand of laundry detergent. This indicates that consumers are not particularly loyal to laundry detergent brands and are more likely to be interested in variety-seeking, especially if their favorite brand is unavailable.

Diff: 3 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge; Analytical thinking 96) Explain the concept of involvement and its relationship to motivation.

Answer: Involvement is a person's perceived relevance of an object based on his or her inherent needs, values, and interests. We use the word object in the generic sense to refer to a product (or a brand), an advertisement, or a purchase situation. Consumers find involvement in these objects.

Involvement is a motivational construct; different antecedents can trigger it. These factors can be something about the person, something about the object, or something about the situation.

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

Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge

26 .

97) Explain message involvement.

Answer: Message involvement deals with the way different media vehicles motivate consumers to pay attention to what the media vehicles tells us (the message). For example, print is a highinvolvement medium where the reader actively processes the information and may pause and reflect before continuing.

Diff: 3 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 98) Identify and explain three strategies to increase situational involvement as discussed in the text.

Answer: Three strategies to increase situational involvement are personalization, high-tech, and subscription boxes. In personalization, a retailer can personalize the messages shoppers receive at the time of purchase. In high-tech strategies, new technologies like virtual reality can be used.

Finally, subscription boxes refer to providing consumers with a product on a regular basis.

Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 99) Why do some consumers engage in brand switching even if they like their current brand?

Answer: Sometimes we simply like to try new things; we crave variety as a form of stimulation or to reduce boredom. Variety-seeking, the desire to choose new alternatives over more familiar ones, even influences us to switch from our favorite products to ones we like less! This can occur even before we become satiated, or tired, of our favorite. Research supports the idea that we are willing to trade enjoyment for variety because the unpredictability itself is rewarding.

Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge 100) What is gamification and how do marketers today use this tool to increase involvement?

Answer: Gamification is the application of gaming principles, such as friendly competition and the ability to earn badges as you master different tasks, to nongaming contexts. This approach offers a way to dramatically increase involvement, especially for activities that can benefit from a bit of motivation. When the Federal Deposit Insurance Corporation (FDIC) wanted to promote financial literacy, the government agency created its Money Smart program. It's designed to look like a board game similar to Monopoly, and it challenges players to learn financial skills such as setting up a bank account, paying bills on time, and avoiding identity theft. The game attracted more than 40,000 users in a year.

Diff: 2 Var: 1 LO: 5.4: Explain how the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation.

AACSB: Application of knowledge; Analytical thinking

27 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 6 Attitudes and How to Change Them 1) ________ is a lasting, general evaluation of people, objects, advertisements, or issues.

A) An object B) A power C) An attitude D) An image Answer: C Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 2) The functional theory of attitudes was initially developed to explain how ________.

A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime Answer: B Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 3) Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

A) utilitarian function B) value-expressive function C) ego-defensive function D) knowledge function Answer: A Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 4) 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 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge

1 .

5) One element in the multiattribute attitude model is ________.

A) evaluations B) salient beliefs C) object-attribute linkage D) beliefs Answer: D Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 6) Harvard is known for having a scholarly reputation. In a multiattribute attitude model, this would be known as ________.

A) an attribute B) a belief C) an importance weight D) an evaluation Answer: A Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 7) Firm XYB discovered that they received a 13% increase in revenue when they used sadvertising to sell their products. How much did sadvertising increase sales over their traditional ads when traditional ads bumped sales by $27 million over the course of the year?

A) $31.05 million B) $29.70 million C) $31.59 million D) $30.51 million Answer: D Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 8) Firm XYB discovered that they received a 11% increase in revenue each year over a five-year period when they used sadvertising to sell their products. How much did sadvertising increase sales over that time period assuming initial sales were $115 million?

A) $127.65 million B) $176.94 million C) $193.78 million D) $221.42 million Answer: C Diff: 3 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge

2 .

9) Joseph is trying to determine which car brand to buy. He has rated cars on a scale of 1-10, with 10 being the highest. He has also given the various attributes of the car a weight, with higher numbers being of greater importance. Assume that all consumers weighted the attributes the same way. What should Jeep do to capitalize on its primary strength?

Attribute Fuel Efficiency Safety Reputation Style Cost

Importance

Ford

Chevrolet

Jeep

4 5 2 1 3

7 8 5 6 2

9 7 8 3 5

3 4 6 4 1

A) Jeep should advertise based on its safety record.

B) Jeep should focus on its reputation as an off-road leader.

C) Jeep should let consumers know about its low price point.

D) Jeep should focus on its fuel efficiency.

Answer: B Diff: 3 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Analytical thinking 10) Attitudes possess both ________.

A) subjective and objective norms B) behaviors and values C) direction and strength D) normative and comparative influences Answer: C Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 11) ________ is a recent advertising trend toward inspirational stories that manipulate our emotions like a roller-coaster.

A) Neuromarketing B) Sadvertising C) Comparative advertising D) Mood congruency Answer: B Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge

3 .

12) ________ is a conscious effort to report only attitudes that are deemed socially acceptable while keeping your "real" feelings buried.

A) Subjective norm B) Normative influence C) Mood congruency D) Social desirability bias Answer: D Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 13) Jasmine work up on the wrong side of the bed today. She really can't explain why she feels drained today but she does. What is she experiencing?

A) an emotion B) a mood C) an event D) an attitude Answer: B Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 14) Ramone has a love-hate relationship with his internet provider. The service is much faster than his previous carrier, but it is out of commission more often. What is Ramone experiencing?

A) explicit attitude B) mood congruency C) attitudinal ambivalence D) social desirability bias Answer: C Diff: 3 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 15) Rachel loves a particular brand of shoes. She thinks the shoes project a certain image that is important to her. Which attitude function does her belief illustrate?

A) utilitarian B) knowledge C) ego-defensive D) value-expressive Answer: D Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge

4 .

16) Attitudes that perform an ego-defensive function relate to the consumer's self-concept or central values Answer: FALSE Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 17) An attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

Answer: TRUE Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 18) Emotions involve temporary positive or negative affective states that are not necessarily linked to a particular event.

Answer: FALSE Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 19) Mood congruency refers to the idea that our moods tend to shape our judgments.

Answer: TRUE Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 20) Implicit attitudes are those that consumers are conscious of having.

Answer: FALSE Diff: 1 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 21) Explain the ego-defensive function.

Answer: TRUE Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge

5 .

22) What three elements are specified in multiattribute models?

Answer: 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 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 23) Identify and explain the four different attitude functions according to the functional theory of attitudes.

Answer: According to the functional theory of attitudes, there are different attitude functions: 1. utilitarian function–this function related to the basic principles of reward and punishment 2. value-expressive–this function relates to the consumer's self-concept or central values 3. ego-defensive–this function relates to external threats or internal feelings 4. knowledge–this function relates to attitudes we form because we need order, structure, and meaning Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Reflective thinking 24) What is mood congruency and how does it impact advertising?

Answer: Mood congruency refers to the idea that our moods tend to shape our judgments; consumers evaluate the same products more positively when they are in a positive versus a negative mood. This is why advertisers attempt to place their ads after humorous TV programming or create uplifting messages that put viewers in a good mood. Similarly, retailers work hard to make shoppers happy by playing "up" background music and encouraging staff to be friendly.

Diff: 3 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 25) What is neuromarketing?

Answer: Neuromarketing uses functional magnetic resonance imaging (or fMRI), a brainscanning device that tracks blood flow as we perform mental tasks, to take an up-close look at how our brains respond to marketing messages and product design features. In recent years, researchers have discovered that regions in the brain, such as the amygdala, the hippocampus, and the hypothalamus, are dynamic switchboards that blend memory, emotions, and biochemical triggers. These interconnected neurons shape the ways that fear, panic, exhilaration, and social pressure influence our choices.

Diff: 2 Var: 1 LO: 6.1: Explain the functions and components of attitudes in consumer behavior.

AACSB: Application of knowledge 6 .

26) 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 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 27) Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.

A) identification B) compliance C) internalization D) commitment Answer: B Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 28) 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 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 29) 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 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge

7 .

30) According to the principle of cognitive consistency, ________.

A) we are comfortable holding conflicting opinions B) we seek out new forms of cognitive dissonance C) we form attitudes based on how well they fit with other attitudes D) we rarely change our thoughts and attitudes based on new information Answer: C Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 31) According to balance theory, we want the elements of a triad to be ________.

A) unbalanced B) incongruous C) expressive D) harmonious Answer: D Diff: 1 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 32) Rahm wants everyone to know his cousin is a famous rapper. Everywhere he goes he manages to drop some names so people will make the connection and ask him about the rapper.

When a new album is about to be released Rahm will wear a shirt with the album cover on it before the album is available for download. Most of the time he will get free drinks or a deep discount on food and beverages. This tactic is known as ________.

A) basking in reflected glory B) balance theory C) cognitive dissonance D) the principle of cognitive consistency Answer: A Diff: 3 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 33) Balance theory helps us to understand how an attitude toward a person or celebrity can transfer to an associated brand. In a study of products that appeared on TV shows, viewers attitudes toward a brand that appeared in an episode were more positive if the brand ________.

A) was associated with someone perceived to be attractive B) was positively associated with a character that the viewer liked C) advertised adult beverages or snacks they ate while watching TV D) was associated with household cleaning products Answer: B Diff: 3 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge

8 .

34) Company XUT decided to tweak the formula of its primary beverage product. However, consumers did not like the new product and sales fell by 9%. How much were sales after the introduction of the new flavor if sales before the introduction were $859 million?

A) $856.31 million B) $781.69 million C) $743.47 million D) $821.73 million Answer: B Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 35) One college discovered that sales of products with school logos increased by 41% when the football team had a winning season. How much did sales increase this year given the team was currently undefeated and last year's sales were $28.5 million?

A) $11.685 million B) $12.505 million C) $11.275 million D) $10.045 million Answer: A Diff: 1 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 36) Cassandra stepped outside class to vape for a few minutes prior to her other class beginning.

She was allowed to vape in a designated area, but it contained a number of advertisements about the negative health impact of vaping. After one semester she noticed that her vaping purchases were beginning to decline. When she totaled up the expenditures, she noticed her spending on vaping products was 25% lower than the previous semester. Cassandra is experiencing ________.

A) balance theory B) cognitive dissonance C) positive unit relations D) cognitive consistency Answer: B Diff: 3 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge

9 .

37) Consumers are often motivated by the desire to create harmony among our thoughts, feelings, and desires. We sometimes change our behaviors to ensure harmony. This change in behavior is explained by ________.

A) internalization B) the degree of commitment C) compliance D) the principle of cognitive consistency Answer: D Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 38) When Coca-Cola changed the flavor of its iconic cola to meet the taste preferences of younger consumers it faced a backlash from die-hard Coke fans even though most preferred the taste of the New Coke in blind taste tests. Which level of commitment caused this backlash?

A) compliance B) consistency C) internalization D) identification Answer: C Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 39) Janelle was the new marketing director at Firm XMN. She hired a celebrity to endorse the firm's products since she knew the endorsement would increase sales by 14%. How much did marginal revenue increase if last year's sales were $977 million and the endorsement contract paid the celebrity $6 million for the first year?

A) $110.76 million B) $119.44 million C) $130.78 million D) $142.82 million Answer: C Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 40) When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

Answer: TRUE Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge

10 .

41) It is possible for a person to hold two contradictory attitudes toward the same object.

Answer: TRUE Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Analytical thinking 42) A compliance commitment is something a person believes about themselves, a behavior they perform, or an observation about their surroundings.

Answer: FALSE Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 43) A deep-seated commitment to something it is called identification.

Answer: FALSE Diff: 1 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 44) One of the three levels of commitment to an attitude is consistency.

Answer: FALSE Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge

11 .

45) How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao). Describe the strength of commitment involved in each of the following and give an example: • Compliance • Identification • Internalization Answer: Compliance–at the lowest level of involvement is compliance. An attitude is formed because it helps in gaining rewards or avoiding punishment from others. This attitude is very superficial. It is likely to change when the person's behavior is no longer monitored by others or when another option becomes available. (Example: A person may drink Pepsi because this brand is sold in the cafeteria; it is too much trouble to go elsewhere for Coca-Cola.)

Identification–a process of identification occurs when attitudes are formed in order to be similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behavior of desirable models. (Example: Selection of Budweiser beer gains social acceptance at the nearby pub.)

Internalization–at a high level of involvement, deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very hard to change. (Example: Many consumers reacted quite negatively when Coca-Cola attempted to switch the Coke formula. This allegiance to Coke was obviously more than a minor preference for these people; the brand has become intertwined with their social identities, taking on patriotic and nostalgic properties.)

Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge 46) Explain the principle of cognitive consistency.

Answer: According to the principle of cognitive consistency, we value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us. This desire means that, if necessary, we change our thoughts, feelings, or behaviors.

Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge

12 .

47) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a marketing strategy.

Answer: The elements of a triad in balance theory are (1) a person and his or her perception of (2) an attitude object and (3) some other person or object.

These perceptions can be either positive or negative. The theory specifies that people desire relations among elements in a triad to be harmonious or balanced. If they are not, a state of tension will result. People will somehow alter these perceptions in order to make them consistent and to restore balance. Elements can be perceived as belonging together in one of two ways: -Unit relation, in which one element is seen as somehow belonging to our being part of another element.

-Sentiment relation, in which two elements are linked because one has expressed a preference (or dislike) for the third.

Applications to marketing strategy could include the following: -Forming a perception of a unit relation between consumers and usage of a product to create the opportunity for developing new sentiment relations.

-Creating a sentiment relation between consumers and products by depicting unit relations between product and celebrity endorsers.

Diff: 3 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Reflective thinking 48) Explain three ways we deal with cognitive dissonance.

Answer: We reduce cognitive dissonance when we eliminate, add, or change elements of a situation. A person can eliminate dissonance by removing factors from a situation. They can reduce dissonance by adding new elements. Finally, they can change elements to attempt to reduce dissonance.

Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Reflective thinking 49) What is "basking in reflected glory?"

Answer: Consumers often like to publicize their connections with successful people or organizations (no matter how shaky the connection) to enhance their own standing. Researchers call this tactic basking in reflected glory .

Diff: 2 Var: 1 LO: 6.2: Describe the ways in which we form attitudes.

AACSB: Application of knowledge

13 .

50) Brand ZZY used peripheral cues to test the effectiveness of an advertisement. They discovered that sales increased by 4% when one particular cue was used. How much did sales increase with the cue if initial sales were $46 million?

A) $2.12 million B) $1.84 million C) $2.00 million D) $1.68 million Answer: B Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 51) 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 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 52) One study showed that sales increased by 6% a year over a four-year period when the firm was using a narrative story in their ad campaign. How much did sales increase during the second year of the campaign if the pre-campaign sales were $320 million?

A) $18.63 million B) $21.18 million C) $20.35 million D) $19.53 million Answer: C Diff: 3 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 53) One study showed that sales increased by 6% a year over a four-year period when the firm was using a narrative story in their ad campaign. How much were sales at the end of year three if the pre-campaign sales were $318 million?

A) $412.09 million B) $364.45 million C) $404.95 million D) $378.74 million Answer: D Diff: 3 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 14 .

54) A large body of research has shown that when consumers access their ________, they evaluate the source of the persuasion attempt less favorably and they are less likely to get persuaded.

A) reflected glory B) cognitive memory C) persuasion knowledge D) peripheral route Answer: C Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 55) Consumers may buy ________ chiefly because the marketer designs a sexy package, chooses a popular spokesperson, or creates a stimulating shopping environment.

A) peripheral products B) persuasive arguments C) high-involvement products D) low-involvement products Answer: D Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 56) ________ is an active attempt to create or change attitudes.

A) Persuasion B) Consistency C) Elaboration D) Commitment Answer: A Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 57) According to the elaboration likelihood model we will take the ________ to persuasion under conditions of high-involvement.

A) peripheral route B) central route C) upper route D) lower route Answer: B Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge

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58) According to the elaboration likelihood model (ELM), we will take the ________ when we're not really motivated to think in depth about the marketer's arguments.

A) peripheral route B) central route C) upper route D) lower route Answer: A Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 59) Successful marketers take consumers to another place where the brand plays the hero. This immersion in the advertisement's story highlights ________.

A) communication styles B) the central route C) the peripheral route D) narrative transportation Answer: D Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 60) When we don't care as much about a product, the way its presented could persuade us to buy the product. This tendency to buy a low involvement product due to its "sexy" packaging highlights the ________.

A) theory of cognitive dissonance B) elaboration likelihood model (ELM) C) paradox of low involvement D) slow persuasion model Answer: C Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 61) Some students scored higher on difficult Graduate Record Examination questions when they took the test using a Massachusetts Institute of Technology pen. This example highlights the ________.

A) power of peripheral cues B) paradox of low involvement C) basking in reflected glory D) central route Answer: B Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge

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62) According to the elaboration likelihood model (ELM) we are more likely to pay careful attention to a message that ________.

A) is espoused by a celebrity B) is subtle C) we find more interesting D) is low involvement Answer: C Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 63) Messages that feature a ________, which is a series of connected events (i.e., a plot) centered on a character, are more compelling than those that rely on a logical argument.

A) lecture B) counterargument C) central route D) narrative Answer: D Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 64) Raven easily recognized the commercial's attempt to convince her to buy a product that she didn't need. Her knee-jerk reaction was to mute the television. Raven's behavior illustrates the ________.

A) persuasion knowledge model B) elaboration likelihood model C) theory of cognitive dissonance D) narrative transportation model Answer: A Diff: 3 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 65) Creative advertising, like Budweiser's ad where the Clydesdale pony befriends a Labrador puppy, can be considered ________.

A) a counterargument B) storytelling C) lecturing D) negotiating Answer: B Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge

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66) Assume that 17% of the U.S. adult population is media illiterate. How many adult Americans are media illiterate if there are 253 million U.S. adults?

A) 48.62 million B) 43.01 million C) 45.56 million D) 39.44 million Answer: B Diff: 3 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 67) Advertisers structure commercials, print ads, and billboards like other art forms; they borrow conventions from literature and art to communicate.

Answer: TRUE Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 68) Consumers often buy high-involvement products chiefly because the marketer chooses a popular spokesperson.

Answer: FALSE Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 69) Consumers take the well-travelled central route when they are not really motivated to think in depth about the marketer's arguments.

Answer: FALSE Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 70) According to the elaboration likelihood model (ELM) we will take the central route to persuasion under condition of high involvement.

Answer: TRUE Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 71) The primary job of many marketing communicators is to create or change consumer attitudes.

Answer: TRUE Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge

18 .

72) Explain the term "persuasion."

Answer: Persuasion involves an active attempt to change attitudes.

Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 73) Explain the Elaboration Likelihood Model (ELM).

Answer: The elaboration likelihood model assumes that under conditions of high-involvement, consumers take a central route to persuasion. Under conditions of low-involvement, we take a peripheral route instead.

Diff: 3 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 74) What does it mean to take the "peripheral route" in the elaboration likelihood model (ELM)?

Answer: When we take the peripheral route we tend to focus on the sizzle: the more superficial components of a brand, such as its packaging, who endorses it, or the emotions it arouses in us that (we believe) will tell us quickly whether its something that we want.

Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 75) What does the term "narrative transportation" mean?

Answer: The term narrative transportation describes the extent to which someone feels immersed in a story and is thus "transported" into the action. This is a very powerful way to convey a message, and the icing on the cake is that narrative ads are also more likely to be shared and to be shared more frequently.

Diff: 1 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge 76) What is the basic premise of the persuasion knowledge model?

Answer: The premise of the persuasion knowledge model is that consumers develop knowledge about persuasion attempts and then call upon this experience whenever they believe someone is trying to change their mind.

Diff: 2 Var: 1 LO: 6.3: Explain how persuasion is an active attempt to create or change attitudes.

AACSB: Application of knowledge

19 .

77) ________ is the first element in the traditional communications model.

A) Source B) Media C) Receiver D) Noise Answer: A Diff: 1 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 78) When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

A) noise B) a message C) media forms D) feedback Answer: D Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 79) ________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

A) Authorized marketing B) Reach marketing C) Target marketing D) Permission marketing Answer: D Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge

20 .

80) 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 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 81) 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) Differences in attitude change between positive sources and less positive sources diminishes over time.

Answer: D Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 82) Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory Answer: A Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 83) A communicator's expertise, objectivity and trustworthiness refer to ________.

A) corporate social responsibility B) ethics C) source credibility D) expert power Answer: C Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 21 .

84) A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

A) Celebrities should be attractive, but not too attractive.

B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.

C) The celebrity's image should match that of the product and should embody cultural meaning.

D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.

Answer: C Diff: 3 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 85) ________ occurs when people appear to "forget" about the negative source and change their attitude.

A) The halo effect B) The sleeper effect C) Native advertising D) A message appeal Answer: B Diff: 1 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 86) Firm BBM discovered that simply changing the source of the ad and not the message caused sales to fall by 5%. How much were sales following the change if pre-change sales were $831 million?

A) $725.80 million B) $709.65 million C) $789.45 million D) $872.55 million Answer: C Diff: 1 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge

22 .

87) The two-factor theory explains the fine line between ________.

A) argument and counter-argument B) familiarity and boredom C) compliance and non-compliance D) affect and cognition Answer: B Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 88) The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

A) the trait-factor theory B) the balanced communication theory C) the two-factory theory D) the theory of reasoned action Answer: C Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 89) Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.

A) scarcity B) status C) two-sided D) fear Answer: C Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge

23 .

90) 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 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 91) Does sex appeal in advertising work?

A) Overall, the use of a strong sexual appeal is not very well received.

B) Strong sexual appeals consistently outperform all other types of appeal.

C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention.

D) There is no data to answer the question.

Answer: A Diff: 3 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 92) TV, radio, magazines, billboards, personal contact, or even a matchbook cover are all examples of media that can be used to convey a message.

Answer: TRUE Diff: 1 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 93) Credibility and attractiveness are two particularly important source characteristics that impact whether the receivers will accept the message.

Answer: TRUE Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 94) Knowledge bias implies that a source's knowledge about a topic is accurate.

Answer: FALSE Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 24 .

95) Source attractiveness refers to the information value recipients attribute to a communicator.

Answer: FALSE Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 96) How does a company determine if they have selected the right celebrity to endorse its products?

Answer: The celebrity's brand needs to fit and add to your brand's attributes so it is definitely worth investing in some research to find this out. A celebrity also needs to be genuinely interested in your brand. You cannot put words in their mouth and they always need to sound natural when they talk about your product. I would also advise that you give them the opportunity to contribute creative input into any campaign so that they fully buy into it and are as natural as possible.

Diff: 3 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Analytical thinking 97) What is source credibility and does source credibility affect attitude change?

Answer: Source credibility refers to the spokespersons (or announcers) perceived expertise, objectivity, or trustworthiness. A credible source can be particularly persuasive when the consumer has not yet learned much about a product or formed an opinion about it. Credibility can be enhanced if the source's qualifications are relevant to the product being endorsed.

Credibility can be weakened if the source is perceived to be biased in presenting information, either because the source's knowledge is not accurate (knowledge bias) or the source is perceived to have the requisite knowledge but his or her willingness to convey it has been compromised (reporting bias); for example, getting money for saying good things about a marketer's product compromised believability.

Diff: 3 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Analytical thinking

25 .

98) Compare and contrast the uses of the emotional appeals of sex, humor, and fear in advertising. What are the strengths and weaknesses of each?

Answer: a. Sex appeals–although the use of sex does appear to draw attention to an ad, its use may be counterproductive to the marketer. A provocative picture can be too effective, attracting so much attention that it hinders processing and recall of the ad's content. Female nudity in print ads generates negative feelings and tension among female consumers, while men's reactions are more positive. Sexual appeals appear to be ineffective when used merely as a "trick" to grab attention. They do, however, appear to work when the product itself is sexually related, such as perfume. b. Humorous appeals–they are often effective for improving recognition, but tricky. Humor is very subjective, culture-bound, and may interfere with the processing of product attributes.

Subtle humor usually is better integrated with product information. c. Fear appeals–emphasize the negative consequences that can occur when the consumer changes a behavior or attitude.

Diff: 3 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Application of knowledge 99) An anti-smoking campaign that showed autopsies of people who died of lung cancer had no effect on the rate that teenagers took up smoking. Why do you think the campaign was ineffective?

Answer: The threat created by the promotion was probably too strong. When promotions create strong threats, or fear, then the receiver is too busy thinking of reasons why the message doesn't apply to him or her, and either pays no attention to the offered solution or discounts the threat as not applying to him or her because things like this do not happen to "people like me."

Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Reflective thinking 100) Explain the concept of a source effect and provide an example.

Answer: When we attribute the same message to different sources and measure the degree of attitude change that occurs after listeners hear it, we can isolate which characteristics of a communicator cause attitude change. Researchers have studied how the same message delivered by different mediums can have different effects. For example, a message received via text may be interpreted differently than if it was sent by snail mail.

Diff: 2 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Reflective thinking

26 .

101) Explain the two separate psychological processes at play when we consider the two-factor theory in advertising.

Answer: The two-factor theory explains the fine line between familiarity and boredom. When we repeatedly show an ad to viewers, familiarity increases reducing uncertainty about the product. However, over time, the consumer becomes bored with each exposure. When boredom exceeds uncertainty reduction, wear out occurs. In response, advertisers can overcome this problem by limiting the amount of exposure per repetition (such as shorter commercials) or by varying the content of advertisements over time.

Diff: 3 Var: 1 LO: 6.4: Discuss the ways in which the source, the message, and the medium are used to craft persuasion strategies.

AACSB: Reflective thinking

27 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 7 Deciding 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) rational perspective D) cognitive process Answer: B Diff: 1 Var: 1 LO: 7.1: Identify the two primary ways in which consumers make decisions.

AACSB: Application of knowledge 2) Type 1 consumer decisions occur ________.

A) intuitively B) slowly C) rationally D) analytically Answer: A Diff: 2 Var: 1 LO: 7.1: Identify the two primary ways in which consumers make decisions.

AACSB: Application of knowledge 3) Most consumer decisions occur in ________ mode.

A) slow decision making B) Type 2 C) Type 1 D) rational Answer: C Diff: 1 Var: 1 LO: 7.1: Identify the two primary ways in which consumers make decisions.

AACSB: Application of knowledge 4) When purchase decisions are important, we tend to use ________.

A) fast decision making B) intuitive processes C) Type 1 mode D) Type 2 mode Answer: D Diff: 1 Var: 1 LO: 7.1: Identify the two primary ways in which consumers make decisions.

AACSB: Application of knowledge

1 .

5) Firm GGG discovered that 52% of the consumers that purchased their products used Type I thought processes. After learning this they placed their products near the checkout lines and sales increased by 18%. How much were sales after the change if pre-change sales were $106.7 million?

A) $123.55 million B) $115.29 million C) $117.65 million D) $125.91 million Answer: D Diff: 1 Var: 1 LO: 7.1: Identify the two primary ways in which consumers make decisions.

AACSB: Application of knowledge 6) Type 2 decisions can resemble a full-time job given the effort we put into making these decisions.

Answer: TRUE Diff: 2 Var: 1 LO: 7.1: Identify the two primary ways in which consumers make decisions.

AACSB: Application of knowledge 7) Choosing a college major is typically a Type 1 decision.

Answer: FALSE Diff: 1 Var: 1 LO: 7.1: Identify the two primary ways in which consumers make decisions.

AACSB: Application of knowledge 8) The first stage in the consumer decision-making process is ________.

A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 9) ________ 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 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 2 .

10) Features actually used to differentiate among choices are called ________ attributes.

A) evaluation B) search C) determinant D) segmentation Answer: C Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 11) Dimensions we use to judge the merits of competing options are called ________.

A) rational factors B) attributes C) evaluative criteria D) emotional factors Answer: C Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 12) Which of the following occurs when a consumer uses a selected product and decides whether it merits his or her expectations?

A) feature creep B) inertia C) framing D) postpurchase evaluation Answer: D Diff: 3 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Analytical thinking 13) Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search.

A) prepurchase B) ongoing C) internal D) delayed Answer: B Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge

3 .

14) According to 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.

A) problem recognition B) rational perspective C) evoked set D) consideration set Answer: B Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 15) Ganesh is thinking about buying a new car and he has narrowed his options down to four possible vehicles that he would like to test drive. This group of vehicles that he is considering purchasing is in Ganesh's ________ set.

A) inert B) evoked C) evaluate D) consideration Answer: D Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 16) According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

A) noncompensatory B) lexicographic C) elimination-by-aspects D) conjunctive Answer: A Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 17) Buying decisions that are made with little or no conscious effort are called ________.

A) close minded B) habitual C) satisficing D) extended Answer: B Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge

4 .

18) 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 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 19) Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs.

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

A) weighted additive rule B) simple additive rule C) noncompensatory rule D) compensatory rule Answer: C Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 20) According to the rational perspective, consumers make decisions ________.

A) impulsively B) randomly C) thoughtfully D) haphazardly Answer: C Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 21) Alarm Company learned that most people do not realize the need for an alarm system. They crafted some advertisements that informed consumers about the need for an alarm system. The firm's sales increased by 6% due to the advertisement. How much did profits increase if the firm's pre-ad sales were $434 million and the firm's profit margin was 14%?

A) $3.587 million B) $3.469 million C) $3.646 million D) $3.444 million Answer: C Diff: 3 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge

5 .

22) Alarm Company learned that most people do not realize the need for an alarm system. They crafted some advertisements that informed consumers about the need for an alarm system. The firm's sales increased by 5% due to the advertisement. How much were total profits after the ad campaign if the firm's pre-ad sales were $468 million and the firm's profit margin was 12%?

A) $51.408 million B) $54.684 million C) $26.208 million D) $58.968 million Answer: D Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 23) The alternatives that a consumer knows about is the ________.

A) consideration set B) evoked set C) filter bubble D) information search Answer: B Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 24) Verizon often claims that their phones are connected to the best 5G network in the United States. By emphasizing the quality of the network, Verizon is trying to convince consumers that network quality should be a ________.

A) category exemplar B) similar attribute C) determinant attribute D) compensatory rule Answer: C Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 25) Which type of rule is a consumer using if they select the option that has the largest number of positive attributes?

A) conjunctive rule B) lexicographic rule C) weighted additive rule D) simple additive rule Answer: D Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge

6 .

26) The first step in the consumer decision-making process is problem recognition.

Answer: TRUE Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 27) The final step in the consumer decision-making process is evaluation of alternatives.

Answer: FALSE Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 28) Habitual decision making is the lowest order of buying decision making.

Answer: TRUE Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 29) 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 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 30) Decision paralysis occurs when consumers get anxiety and struggle to make a choice among the available options.

Answer: TRUE Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 31) A filter bubble expands the list of brands to which we are exposed.

Answer: FALSE Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 32) What is an evoked set?

Answer: The evoked set consists of all those product alternatives actively considered by the consumer during his/her choice process.

Diff: 1 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge

7 .

33) List and define the five stages of the consumer decision-making process.

Answer: The five stages are problem recognition, information search, evaluation of alternatives, product choice, and postpurchase evaluation.

Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state.

Information search is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.

Evaluation of alternatives–during this phase the consumer evaluates the products in his or her consideration set.

Product choice–A product is or is not chosen to solve the buyer's problem.

Post purchase evaluation–it occurs when we experience the product or service and decide whether it meets (or even exceeds) our expectations.

Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 34) 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 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 35) What are determinant attributes?

Answer: Determinant attributes are features we actually use to differentiate among choices.

Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge 36) Differentiate between an evoked set and a consideration set. Provide examples to illustrate the two terms.

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

Diff: 2 Var: 1 LO: 7.2: Outline the steps of the rational (slow) decision making process.

AACSB: Application of knowledge

8 .

37) 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 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 38) A mental or problem-solving shortcut used to make a decision is called a(n) ________.

A) determinant B) detail rule C) heuristic D) experience rule Answer: C Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 39) The "good enough" perspective on decision making is known as ________.

A) bounded rationality B) framing C) a nudge D) default bias Answer: A Diff: 1 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge

9 .

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

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

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

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

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

Answer: A Diff: 3 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Reflective thinking 41) A consumer who buys the same brand over and over again exhibits ________.

A) staple purchasing B) rational purchase C) customization D) brand loyalty Answer: D Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 42) Marinatha threw a package of Kraft macaroni and cheese into her shopping cart. She didn't think about the decision since it was the brand she purchased every week and it required less mental effort on her part. This decision was likely due to ________.

A) inertia B) brand loyalty C) a rational thought process D) homo economicus Answer: A Diff: 3 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge

10 .

43) The perspective of ________ is that we are ideal decision makers with complete rationality and complete access to all the information we need to make an informed decision.

A) habitual decision making B) homo economicus C) homo ludens D) drunk shopping Answer: B Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 44) One food manufacturer noticed that 19% of consumers purchased their product when they offered three flavors. However, when the increased the number of flavors to 16 flavors only 4% of consumers purchased the new product. How many dollars in sales revenue did the firm generate each week when it offered three flavors if there were 65,000 customers a week that sampled the product and the product was priced at $8.33 per unit?

A) $108,532 B) $96,176 C) $102,876 D) $101,207 Answer: C Diff: 1 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 45) One food manufacturer noticed that 15% of consumers purchased their product when they offered three flavors. However, when the increased the number of flavors to 16 flavors only 3% of consumers purchased the new product. How many dollars in sales revenue did the firm lose each week by introducing the new flavors if there were 49,000 customers a week that sampled the product and the product was priced at $8.34 per unit?

A) $49,039 B) $61,960 C) $61,299 D) $66,389 Answer: A Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge

11 .

46) Barry decided to purchase a new power drill. He did some research on some of the newer models and several of them had rave reviews and lower prices relative to existing brands. He finally decided to go with a familiar brand that his father used despite the higher price and less than favorable reviews. What heuristic is Barry using?

A) variety seeking B) familiarity C) availability D) representativeness Answer: B Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 47) Broward always selects the option with the highest price since he believes that quality and price are directly related. What heuristic is he using to make his decision?

A) anchoring B) familiarity C) price D) risk aversion Answer: C Diff: 1 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 48) Mental rules of thumb that we use to make quick decisions are known as ________.

A) mental accounting B) anchors C) satisficing D) heuristics Answer: D Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge

12 .

49) Consumers can be lazy and simply not want to take the time to investigate the best option. In many cases they will simply ________.

A) employ the standard economic model B) maximize their satisfaction C) engage in satisficing D) conduct mental accounting Answer: C Diff: 3 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 50) System 1 processing can lead to ________.

A) behavioral decision making biases B) standard economic decision making C) lengthy decision making D) rational decision making Answer: A Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 51) Jacob downloaded an album to get a single song on his smartphone. Downloading all of the remaining songs on the album cost him seven times more than the $1.50 he could have paid for the single song. How much did Jacob pay for the entire album?

A) $10.50 B) $12.00 C) $14.00 D) $15.00 Answer: B Diff: 3 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge

13 .

52) Crandall spends $8.00 per week on a box of the same brand of detergent. However, a competing brand cleans just as good and sells for $2.00 less per box. How much does Crandall's decision cost him on an annual basis?

A) $6.00 B) $104.00 C) $416.00 D) $312.00 Answer: B Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 53) Behavioral economics is the research discipline at the intersection of psychology and economics.

Answer: TRUE Diff: 1 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 54) Juanita surfed the internet and eventually selected the product that she reviewed first since she could tell very little difference in the products based on reviews. This is an example of an anchoring heuristic.

Answer: TRUE Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 55) The best possible solution is called the satisficing solution.

Answer: FALSE Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 56) The availability heuristic is what we use when we select the safest option in a set of choices.

Answer: FALSE Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge

14 .

57) What is a heuristic?

Answer: A heuristic is a mental shortcut or rule of thumb that we used to make quick decisions.

Diff: 1 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 58) Michael is in the construction business, and he spends a lot of money on tools. However, unlike many contractors he buys the cheaper tools. For example, he just purchased a generic power miter saw for $110 instead of the high-end miter saw priced at $1,200. Over time he's learned the cheaper tools are more cost effective since his workers often do not take good care of his tools. It is much easier to buy cheap tools and replace them several times. What does his thought process illustrate?

Answer: Michael is using a price heuristic to make his tool purchasing decisions. He simply buys the lowest price option and does not worry about quality. This saves him time on research, and he can buy 10 cheaper miter saws for the price of one high quality miter saw.

Diff: 3 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 59) What does it mean to adopt a satisficing solution?

Answer: We satisfice when we exert less mental effort and settle for an adequate outcome. If takes more effort to come up with the maximizing solution.

Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 60) What is the difference between homo ludens and homo economicus?

Answer: Homo economicus, or economic man, is the ideal decision maker with complete rationality and complete access to all the information needed to make an informed decision.

Homo ludens, or man the player, is the person who recognizes the emotional and more lighthearted aspects of consumption that result in joy, fantasy, and creativity.

Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 61) Why do we use shortcuts or heuristics for some decisions?

Answer: People can be lazy, especially when they are overwhelmed by so many things calling for their attention. In these situations, it's often tempting to find shortcuts so that we don't have to sweat the details for some decisions.

Diff: 2 Var: 1 LO: 7.3: Summarize the ways in which we engage in fast thinking and rules-of-thumb to make decisions.

AACSB: Application of knowledge 15 .

62) People hate losing things more than they like getting things. This is called ________.

A) framing B) the sunk-cost fallacy C) loss aversion D) priming Answer: C Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 63) According to ________, utility is defined in terms of gains and losses.

A) prospect theory B) heuristics C) priming D) framing Answer: A Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 64) People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________.

A) framing B) the sunk-cost fallacy C) loss aversion D) priming Answer: A Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge

16 .

65) Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friends comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates ________.

A) familiarity B) priming C) risk aversion D) the sunk-cost fallacy Answer: D Diff: 3 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 66) Researchers who work on ________ analyze how the value of a decision depends on gains or losses–and how that choice is communicated to the buyer.

A) framing B) heuristics C) prospect theory D) the sunk-cost fallacy Answer: C Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 67) ________ involves the use of cues in the environment that make us more likely to react in a certain way even though we're unaware of these influences.

A) Priming B) Framing C) Prospect theory D) Behavioral economics Answer: A Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge

17 .

68) Jalinda's Clothing is having an end of summer sale to free up some space for her fall clothing line. This sale is an example of ________.

A) priming B) temporal framing C) default bias D) the sunk-cost fallacy Answer: B Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 69) Ronaldo noticed that when he used pictures of people living in abject poverty in his presentations that donations to his foundation increased. What is Ronaldo using when he adopts this tactic?

A) temporal framing B) priming C) nudging D) prospect theory Answer: B Diff: 3 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 70) A ________ is a deliberate organizational change adopted to modify someone's behavior.

A) frame B) prime C) nudge D) prospect Answer: C Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge

18 .

71) Candace works in the human resources department and they just implemented a policy that forced employees to opt out of investing their retirement contributions in a diversified equity mutual fund. She noticed that most people did not change their retirement but allowed the money to flow into the mutual fund. This is an example of ________.

A) priming B) framing C) sunk costs D) default bias Answer: D Diff: 3 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 72) A ________ is a stimulus that encourages people to focus on some specific aspect of their lives, such as their financial well-being, the environment, or "going against the flow."

A) frame B) bias C) prime D) nudge Answer: C Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 73) Martha needed only six additional college credits to earn her degree in marketing. After she tallied up the total cost of her education to date she decided to drop out and get a job. This is an example of ________.

A) the sunk-cost fallacy B) priming C) nudging D) a behavioral bias Answer: A Diff: 3 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge

19 .

74) Firm ABC noticed that sales increased by 21% for fishing tackle if they concentrated their ads in the early spring instead of summer. How much did their sales increase if the firm's prechange sales were $85 million?

A) $18.90 million B) $15.75 million C) $17.22 million D) $17.85 million Answer: D Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 75) Firm ABC noticed that sales increased by 24% for fishing tackle if they concentrated their ads in the early spring instead of summer. How much did the firm make in total revenue in the second year if the firm's pre-change sales were $91 million?

A) $132.23 million B) $139.92 million C) $143.00 million D) $150.68 million Answer: B Diff: 3 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 76) Behavioral economics focuses on the effects of psychological and social factors on the economic decisions we make, and many of these choices are anything but "rational."

Answer: TRUE Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 77) A prime is a stimulus that encourages people to focus on some specific aspect of their lives such as their financial well-being or the environment.

Answer: TRUE Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge

20 .

78) A nudge is deliberate change by an organization that intends to modify behavior-can result in dramatic effects.

Answer: TRUE Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 79) Priming and nudging tactics are increasingly rare.

Answer: FALSE Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 80) The sunk-cost fallacy is only a textbook example and does not exist in the real world.

Answer: FALSE Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 81) Describe the loss aversion tendency and provide an example from your own experience.

Answer: Loss aversion means that people place much more emphasis on loss than they do on gain. Student examples will vary.

Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 82) Define framing.

Answer: Framing is how we pose the question to people on what exactly we are asking them to do.

Diff: 1 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge

21 .

83) How does the sunk-cost fallacy demonstrate the assumptions of prospect theory?

Answer: Prospect theory says that people make decisions based on an evaluation of gains and losses. In the sunk-cost fallacy, people mentally attribute a higher cost to something they have paid for already and are less likely to waste it. A consumer may therefore attach a higher cost to something that has already been purchased and be more willing to use it even if there are additional risks involved, such as attending a concert where the ticket is already purchased but there is dangerous weather in the area.

Diff: 3 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Reflective thinking 84) What is priming?

Answer: Priming is the inclusion of cues in the environment that make us more likely to react in a certain way even though we're unaware of these influences. A prime is a stimulus that encourages people to focus on some specific aspect of their lives, such as their financial wellbeing, the environment, or "going against the flow."

Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 85) What is behavioral economics?

Answer: Behavioral economics focuses on the effects of psychological and social factors on the economic decisions we make, and many of these choices are anything but "rational."

Diff: 2 Var: 1 LO: 7.4: Describe how context effects can influence the decision making of a consumer, even when the consumer is unaware of the influence.

AACSB: Application of knowledge 86) According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.

A) feature creep B) the long tail C) framing D) hyperchoice Answer: B Diff: 1 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge

22 .

87) Which of the following best describes intelligent agents?

A) cookies used to track IP addresses of computer users B) people who can help computer users with problems they encounter when trying to shop online C) sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases D) search engines specifically designed for online marketing and other forms of e-commerce Answer: C Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Analytical thinking 88) Directories and portals, website evaluators, forums, fan clubs, and user groups are all forms of which of the following?

A) Web retailers B) Long tails C) SEOs D) Cybermediaries Answer: D Diff: 1 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 89) What type of cybermediaries are intelligent agents?

A) They are travel agents who answer questions online.

B) They are people who can help computer users with problems they encounter when trying to shop online.

C) They are computer programs that recommend products based on past purchasing patterns.

D) They are search engines specifically designed for marketing online.

Answer: C Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 90) Assume Search Engine Z has 5% of the search market and each percent of market share generates about $2.5 billion in total ad revenue. How much does the firm make each year?

A) $0.13 billion B) $0.30 billion C) $12.50 billion D) $17.75 billion Answer: C Diff: 1 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 23 .

91) ________ refers to the tactics companies use to design websites and posts to maximize the likelihood that their content will show up when someone searches for a relevant term.

A) Algorithm B) Search engine optimization C) Cybermediary D) Binary bias Answer: B Diff: 1 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 92) The fact that consumers can be easily swayed by the way reviews and ratings are presented is evidence of ________.

A) an algorithm B) search engine optimization C) cybermediaries D) binary bias Answer: D Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 93) Firms should include some negative product reviews especially if ________.

A) shoppers think they are irrelevant B) shoppers think they are relevant.

C) they are fictitious D) not terribly bad reviews Answer: A Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 94) Cybermediaries describes a website or app that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently.

Answer: TRUE Diff: 3 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge

24 .

95) Intelligent agents are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases.

Answer: TRUE Diff: 1 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 96) Research shows that conversational robo advisors elicit less trust relative to nonconversational ones.

Answer: FALSE Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 97) Google's search engine captures over 90% of the mobile search market.

Answer: TRUE Diff: 1 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 98) How can marketers help people organize information on the internet?

Answer: Consumers can organize information by using: 1. Cybermediary–a website or app that helps filter and organize online market information.

2. Intelligent agents–sophisticated software programs that use collaborative filtering technologies to learn from past users' behavior to recommend new purchases.

Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge 99) Describe and give an example of the long tail business model.

Answer: The long tail business model refers to the idea that companies no longer need to solely rely on big hits to turn a profit. Companies can make money if they sell a small amount of items that only a few people want if they sell enough of them. For example, Amazon has an extensive inventory of books–far more than a brick and mortar retailer–that they can sell to a broader customer base.

Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Reflective thinking

25 .

100) How do marketers use search engines?

Answer: SEO experts create online content that will attract the attention of the search algorithms, or mathematical formulas, that companies like Google use to determine which entries will turn up in a search. The algorithm will hunt for certain keywords, and it also will consider who uses them. For example, if a lot of influential people share an entry, the formula will weight it more.

Diff: 2 Var: 1 LO: 7.5: Discuss how online shopping and purchasing platforms can influence consumer decision making.

AACSB: Application of knowledge

26 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 8 Buying, Using, and Disposing 1) A general attitude toward shopping is called ________.

A) shopping addiction B) shopping feeling C) shopping psychology D) shopping orientation Answer: D Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 2) Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that used a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme.

A) marketscape B) cyberspace C) mindscape D) landscape Answer: D Diff: 2 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 3) 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) customer journey Answer: B Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge

1 .

4) ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.

A) Pretailing B) Atmospherics C) Marketing-landscaping D) Contamination Answer: B Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 5) In a(n) ________, consumers participate in the production of the products or services they buy.

A) pop-up store B) mindscape C) activity store D) touchpoint Answer: C Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 6) 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 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge

2 .

7) 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 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Analytical thinking 8) Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________.

A) unplanned buying B) point of purchase stimuli C) impulse buying D) a mindscape Answer: C Diff: 3 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 9) Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood.

Springer's Old Country Gifts has attracted Julie with its ________.

A) store position B) atmospherics C) subliminal clues D) marketscape theme Answer: B Diff: 2 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge

3 .

10) The gemba, or the one true source of information, is a concept derived from what culture?

A) Japanese B) Chinese C) Indian D) Russian Answer: A Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 11) Approximately 30% of the nation's car purchases occur online. How many autos were sold in 2022 via the traditional method if there were 13.25 million autos sold that year?

A) 9.275 million B) 9.975 million C) 9.450 million D) 8.925 million Answer: A Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 12) Jasmine engages in retail therapy at least once a week to relieve stress. She spends about 40% more per year on clothing relative to the $2200 per year her sister spends on clothing. How much will her spending exceed her sister's spending over the next six years if she continues her retail therapy?

A) $880 B) $2200 C) $5280 D) $6160 Answer: C Diff: 2 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge

4 .

13) Firm XYV designed a new retail theme that increased store sales by 19% a year. How much will sales be in three years for stores that adopt this theme assuming the average same store sales without the new theme are $1,786,000?

A) $1,786,000 B) $2,125,340 C) $2,529,155 D) $3,009,694 Answer: D Diff: 3 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 14) Marketing Firm BBB discovered that people spend another 12% on impulse buys if they visit the grocery store versus shopping online. How much does the average person spend on impulse purchases over the course of the year if they typically spend $164 each weekly trip to the grocery store?

A) $692.52 B) $1072.51 C) $1172.53 D) $913.71 Answer: D Diff: 3 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 15) Beverage Company ABC discovered that 32% of the firm's sales were generated from endcap displays. What it the total amount of revenue generated from the endcap displays if the firm's annual sales were $903 million?

A) $300.8 million B) $276.5 million C) $289.0 million D) $292.5 million Answer: C Diff: 2 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 16) If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on associations with manufactured places.

Answer: TRUE Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 5 .

17) Impulse items such as candy or gum are placed near the checkout.

Answer: TRUE Diff: 2 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 18) A retailer using a marketplace 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 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 19) A pop-up store is purposefully designed to come and go very rapidly.

Answer: TRUE Diff: 1 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 20) List and explain the four kinds of retail theming techniques.

Answer: The four kinds of retail theming techniques are: 1. Landscape themes–rely on association with images or nature.

2. Marketscape themes–build on associations with man-made places.

3. Cyberspace themes–build on images of information and communication technology.

4. Mindscape themes–draw on abstract ideas and concepts.

Diff: 3 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge

6 .

21) An effective salesperson usually knows his or her customers' traits and preferences better than do ineffective salespersons, and they adapt their approach to meet the needs of each specific customer. The ability to be adaptable is especially vital when customers and salespeople have different interaction styles. What are the different interaction styles used by effective salespeople?

Answer: We each vary in the degree of assertiveness we bring to interactions. At one extreme, nonassertive people believe it's not socially acceptable to complain, and sales situations may intimidate them. Assertive people are more likely to stand up for themselves in a firm but nonthreatening way. Aggressives may resort to rudeness and threats if they don't get their way (we've all run into these folks).

Diff: 3 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Application of knowledge 22) 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 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Reflective thinking 23) What is the customer journey? How do marketers incorporate the customer journey in their design thinking?

Answer: Customer journey methodology tries to understand products from the perspective of the buyer. It encourages brands to map out in detail all the steps a customer takes when they interact with a company in both physical and virtual spaces. By understanding the various touchpoints a customer interacts with in a given journey, companies can develop a seamless experience that ensures each touchpoint contributes to the overall journey.

Diff: 2 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Reflective thinking

7 .

24) Explain how social experiences as a type of hedonic shopping motive.

Answer: Shopping centers often serve a place for community gathering and a place for shoppers, especially suburban and rural shoppers, to spend their leisure time. Social experiences can increase the likelihood that people will orient themselves to environments where they are likely to spend more money. By making the experience more pleasurable because of our desire to be social, marketers can drive more activity.

Diff: 2 Var: 1 LO: 8.1: Explain the factors that influence consumers' shopping experience during each phase of the purchasing process.

AACSB: Reflective thinking 25) Gideon visits a local Target to compare different brands of toasters, but ultimately makes his purchase by finding the same model he likes for a cheaper price online. Gideon is using which technique?

A) social shopping B) atmospherics C) showrooming D) mindscaping Answer: C Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 26) Store XYZ began selling products online during the pandemic, but online sales were lackluster at best. The new IT director, Jennifer Loman, discovered that the store's cart abandonment rate was over 85%. Which is these possible reasons is NOT something she needs to evaluate at this time?

A) She needs to see how easy or difficult it is to navigate the store's website.

B) She needs to evaluate whether the merchandise is in style.

C) She needs to see how long it takes for the store's website to load.

D) She needs to see if the prices change from one screen to another.

Answer: B Diff: 3 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 27) The size of the global app economy was over ________ in 2021.

A) $7 trillion B) $11 trillion C) $14 trillion D) $15.5 trillion Answer: A Diff: 1 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge

8 .

28) Some retailers, such as Target and Macy's, use ________ in store to communicate with a shopper's smartphone via Bluetooth. This allows them to send coupons to the shopper while they are in the store.

A) augmented reality B) virtual reality C) beacons D) apps Answer: C Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 29) Lakesha is shopping for cosmetics but is not certain how the current brand would look on her. She noticed another shopper using their smartphone to scan the cosmetic package's QR code and a model appeared on the phone screen giving tips about how to apply the cosmetic. What technology is being used in this example?

A) Digital wallets B) P2P C) Beacons D) Virtual reality Answer: D Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 30) ________ are electronic devices that allow consumers to pay for e-commerce transactions.

A) Digital wallets B) Beacons C) Augmented reality devices D) Credit cards Answer: A Diff: 1 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 31) Bitcoin relies on an encryption technology known as ________ that allows consumers to transfer funds without going through a financial institution.

A) blockchain B) P2P C) near-field communications D) a digital wallet Answer: A Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge

9 .

32) Which of these core attributes is NOT associated with liquid consumption?

A) ephemeral B) access-based C) dematerialized D) fungible Answer: D Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 33) Which of these attributes of online shopping is something that shoppers value?

A) The safety features associated with entering personal data on more than one screen.

B) The ability to click on a product to find additional details about the product.

C) The ability to add something to your cart and be sent immediately to checkout.

D) The ability to evaluate how clothing looks on models of all body types.

Answer: B Diff: 3 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 34) ________ are digital certificate of ownership for a one-of-a-kind cryptographic asset that cannot be interchanged with another item.

A) Cryptocurrencies B) P2Ps C) NFTs D) NFCs Answer: C Diff: 1 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 35) Brandy's Online Retail knows that the average customer spends $210 per online shopping trip if they follow through with the purchase. She currently posts 525 sales per week online, but the cart abandonment rate is 70%. How much could she increase weekly sales revenue if she could reduce the cart abandonment rate to 50%?

A) $65,984.95 B) $73,500.00 C) $81,674.44 D) $74,860.02 Answer: B Diff: 3 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge

10 .

36) Assume Americans spend an average of 2.1 hours a week shopping online and that amount is expected to increase by 12% next year. How many hours will they spend shopping online next year?

A) 2.35 hours B) 2.46 hours C) 2.73 hours D) 2.88 hours Answer: A Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 37) Ecommerce is a term that shows that many consumers want to squeeze more value out of their possessions by selling or trading them.

Answer: FALSE Diff: 1 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 38) Online giants such as Amazon are reluctant to own and open brick-and-mortar stores because they fear they will not be successful as online shopping grows in popularity.

Answer: FALSE Diff: 1 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 39) For marketers, the growth of online commerce can be challenging because they now have to compete with companies that span the globe.

Answer: TRUE Diff: 1 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 40) Rashad is engaging in liquid consumption since he stores his digital data in the cloud.

Answer: TRUE Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge

11 .

41) Explain some of the challenges to the traditional cash and credit system of commercial transactions.

Answer: Cash and traditional credit cards are being challenged by the growth of digital wallets and cryptocurrencies. Consumers now have access to electronic transactions that utilize their phones rather than cash to make purchases. The growth of near field communications (NFC) technology and P2P (peer to peer) payment systems such as PayPal or Venmo allows transactions to take place without using traditional means of payment. While controversial, cryptocurrencies such as Bitcoin are now also used more often even though transactions using the technology are not as transparent.

Diff: 3 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Reflective thinking 42) What is liquid consumption?

Answer: We usually think about consumption as "solid"–we "own" something we bought until we choose not to, and the item is a tangible asset we can see, touch, or taste. But in today's changing market that often values speed, flexibility, and convenience, consumption tends to be more liquid. Liquid consumption has three core attributes; 1) it is ephemeral, 2) products or services are accessed and not owned, and 3) it is dematerialized (e.g., uses no physical assets).

Diff: 3 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 43) Discuss online commerce as a "sword that cuts both ways."

Answer: For marketers, the growth of online commerce is a sword that cuts both ways. On the one hand, they reach customers around the world even if they're physically located 100 miles from nowhere. On the other hand, they now compete not only with the store across the street but also with thousands of websites that span the globe. Also, when consumers obtain products directly from the manufacturer or wholesaler, this eliminates the intermediary–the loyal, storebased retailers that carry the firm's products and sell them at a marked-up price.

Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge 44) How do retailers use beacons in their stores?

Answer: Major retailers like Macy's and Target deploy beacons in their stores. These devices communicate with smartphone apps indoors through a Bluetooth signal. They can share a coupon with a shopper's phone as they browse in the aisles or reward consumers with points even for just entering the store.

Diff: 2 Var: 1 LO: 8.2: Describe how the virtualization of shopping increases our reliance on digital assets.

AACSB: Application of knowledge

12 .

45) One reason why collaborative consumption is on the rise is because ________.

A) inflation is increasing the cost of common goods B) technology has dramatically reduced transaction costs C) people increasingly want to own more products D) assets depreciate over time Answer: B Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 46) In the sharing economy ________.

A) people rent or borrow what they need instead of buying it B) people buy products and share the excess with others C) consumers band together to purchase goods in quantity D) consumers donate excess goods to charity Answer: A Diff: 3 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 47) ________ offer websites that allow people to list their services and skill sets.

A) Borrowing communities B) NFTs C) Collaborative consumption communities D) Corporate platforms Answer: C Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 48) Jerald rents his car out to people in the neighborhood who need to take an occasional trip out of town. He lives in a tight-knit community where everyone knows everyone. Renting his car to friends and neighbors is a form of ________.

A) augmented reality B) liquid consumption C) NFT D) P2P commerce Answer: D Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge

13 .

49) Which of these firms is NOT a part of the sharing economy?

A) PwC B) Airbnh C) Lending Club D) TaskRabbit Answer: A Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 50) Laquan loves to go to yard sales and find things he can sell on eBay or some other online platform. He sells his finds in the ________.

A) underground economy B) primary market C) secondary market D) black market Answer: C Diff: 3 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 51) ________ occurs when people supplement some of their purchases of new goods with refurbished or secondhand products.

A) Borrowing B) Thrifting C) Scavenging D) Salvaging Answer: B Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 52) Marge likes to spend her vacation staying in a home she locates on Airbnb instead of going to a major hotel chain or resort property. This is form of ________.

A) brand preferencing B) liquid consumption C) peer-to-peer commerce D) thrifting Answer: C Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 14 .

53) Which of these factors is NOT one that contributes to collaborative consumption's rapid growth?

A) online payment systems B) social networks C) technology lowers transaction costs D) people are more trusting relative to the past Answer: D Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 54) Assume the sharing economy is growing by 12% per year and it was $320 billion in the most recent year. How large will it be in six years?

A) $$702.39 billion B) $707.42 billion C) $563.95 billion D) $631.62 billion Answer: D Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 55) Reusing other people's things is unimportant in our throwaway society.

Answer: FALSE Diff: 1 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 56) Secondary markets include online platforms where people sell used goods.

Answer: TRUE Diff: 1 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 57) Doing business with other consumers rather than with companies goes by the name P2P (peer-to-peer) commerce.

Answer: TRUE Diff: 1 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge

15 .

58) What is fueling the growth of the "sharing economy"?

Answer: It's primarily due to the technology that dramatically lowers transaction costs, so that it's much easier to share assets and track them across large numbers of people. Online payment systems make it easy to exchange money. Social networks create communities and build trust among strangers who can access each other's histories. Sellers can make money from assets they don't use much; think about how many hours a typical owner actually uses an electric drill compared to how much it costs to buy one.

Diff: 1 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Reflective thinking 59) How does liquid consumption impact the sharing economy?

Answer: We also can point to a change in attitudes toward ownership and preferences for liquid consumption, especially among younger consumers. A global survey that talked to more than 10,000 respondents reported that one-third of millennials already belong to a sharing service or expect to join one soon. In short, many people prefer to borrow than own in today's world.

Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 60) How does the current attitude toward overconsumption impact collaborative communities?

Answer: Many people believe overconsumption is putting our planet at risk, and half say they could happily live without most of the items they own. This is consistent with discussions we've had in prior chapters about the weak relationship researchers find between owning more "stuff" and happiness. Reducing the negative impact of consumption on the planet is one of the driving forces behind collaborative communities.

Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge 61) How are thrifting and sustainability related?

Answer: Thrifting, or buying secondhand goods, is more environmentally friendly since new products are not manufactured but are instead recycled. Some firms, notably Patagonia, encourage people to recycle if possible to help reduce negative impact of overconsumption on the planet.

Diff: 2 Var: 1 LO: 8.3: Summarize how the growth of a "sharing economy" changes the way consumers think about using and owning.

AACSB: Application of knowledge

16 .

62) Stephanie loves flea markets and garage sales. She spends most of her Saturday mornings going from one to another. About once a month, she holds her own garage sale just to get rid of some of the items she purchases during the month. Stephanie is actively engaged in ________.

A) lateral cycling B) divestment cycling C) freecycling D) underground cycling Answer: A Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Analytical thinking 63) A garage sale is an example of what is called ________.

A) a primary market B) the squander sequence C) maladaptive consumption D) lateral cycling Answer: D Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 64) ________, or how we get rid of a product once we're done with it, is an important element of consumer behavior.

A) Consumption B) Recycling C) Product disposal D) Thrifting Answer: C Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 65) The ________ refers to the waste that occurs from how consumers use or misuse food products at the preacquisition/ purchasing, acquisition, consumption, and disposition stages.

A) product disposal problem B) squander sequence C) underground economy D) collaborative community Answer: B Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 17 .

66) Which of these consumption factors leads to more food waste?

A) desire for variety B) inaccurate expiration dates C) household norms D) limited nutritional knowledge Answer: A Diff: 3 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 67) Roshonda found a sale on a food item that was nearing its expiration date. She wasn't sure how much of the item she would use in the next month, but the sale was too good to pass up. At the end of the month Roshonda had two boxes that were past their expiration date and she threw them away. What stage of the consumer decision making process led to her food waste?

A) preacquisition/purchasing B) consumer acquisition C) consumption D) disposition Answer: B Diff: 3 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 68) Beverly and Ramone both enjoy suspense novels. After they read a novel, they exchange books with one another. Both of them keep a list of each other's books on their smartphones so when they find a novel on sale they know whether to buy or not. They are practicing ________.

A) thrifting B) overconsumption C) lateral cycling D) disposition Answer: C Diff: 1 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge

18 .

69) Which of these factors does NOT increase the use of secondary markets?

A) environmental concerns B) demand for quality C) sharing economy focus D) desire to own new products Answer: D Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 70) ________ describes any economic activity that is not reported to government authorities and therefore is not taxed.

A) The underground economy B) The squander sequence C) Peer-to-peer commerce D) The sharing economy Answer: A Diff: 1 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 71) The primary predictor of whether someone will recycle is ________.

A) household status B) age C) perceived effort to engage in recycling D) their score on a survey measuring thoughts on climate change Answer: C Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 72) One factor leading to more food waste is ________.

A) oversized plates B) good food preservation skills C) lack of susceptibility to promotions D) a greater ability to repurpose food Answer: A Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge

19 .

73) Assume consumers waste 8.1 billion pounds of food annually. However, a recent ad campaign targeting food waste reduced it by 6% in the areas where the ads were piloted. How many pounds of food would NOT be wasted if the ads were rolled out on a national level?

A) 416 million pounds B) 486 million pounds C) 524 million pounds D) 495 million pounds Answer: B Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 74) The underground economy in the form of flea markets and other used-product sales formats is a significant element in the U.S. economy.

Answer: TRUE Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 75) Economists estimate that the underground economy forms a larger percentage of the gross domestic product of the United States than it does in other countries.

Answer: FALSE Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 76) While millions of people suffer from food insecurity, many millions of pounds of food are avoidably wasted (i.e., thrown away) every year.

Answer: TRUE Diff: 1 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 77) When an everyday product is linked to a consumer's identity, it is more likely to be trashed and less likely to be recycled.

Answer: FALSE Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge

20 .

78) How do people decide whether to discard products or recycle them? Can a company do anything to promote recycling?

Answer: One study reported that the perceived effort involved in recycling was the best predictor of whether people would go to the trouble. This pragmatic dimension outweighed general attitudes toward recycling and the environment in predicting one's intention to recycle.

Of course, one way to ease the pain is to reward consumers for recycling. The H&M store chain sponsors a Garment Recycling Program; customers can bring any garment from any brand in any condition into an H&M store. For every bag of clothes donated, H&M gives customers a 15 percent discount on the next item they buy.

Diff: 3 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 79) Explain why a person who is a big Coca-Cola fan is more likely to recycle a Coke can than a Pepsi can.

Answer: Trashing a product that is linked to the self is perceived as a threat to our identity because it is symbolically like trashing a part of the self. Research shows that even a simple gesture like putting a person's name on a paper cup makes it more likely to get recycled rather than buried in a garbage can.

Diff: 2 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 80) What is the squander sequence?

Answer: The "squander sequence" is the waste that occurs from how consumers use or misuse food products at the preacquisition/purchasing, acquisition, consumption, and disposition stages of the consumer decision making process.

Diff: 1 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge 81) What is the underground economy?

Answer: The underground economy describes any economic activity that is not reported to government authorities and therefore is not taxed. In fact, economic estimates of this underground economy range from 3 to 30 percent of the gross national product of the United States and up to 70 percent of the gross domestic product of other countries.

Diff: 1 Var: 1 LO: 8.4: Explain how the climate change crisis requires us to think differently about buying, using, and disposing to limit our environmental footprint.

AACSB: Application of knowledge

21 .

82) Which of these products is NOT considered maladaptive consumption?

A) gambling B) smokeless tobacco C) secondhand clothing D) whiskey Answer: C Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 83) ________ refers to substance-related addictions, like alcohol, tobacco, or opioids, as well as behavioral problems like gambling, overeating, or overusing technology or social media.

A) Overconsumption B) Maladaptive consumption C) Compulsive shopping D) Swishing Answer: B Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 84) Manny owns over 1,000 pairs of socks and he just picked up another package of six pairs at the discount store. Oddly, he rarely wears socks since he lives in Florida. Manny may have ________.

A) compulsive shopping disorder B) a lateral cycling addiction C) an internet addiction disorder D) squander sequence Answer: A Diff: 3 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 85) Which of these is NOT an element that characterizes negative or destructive behaviors?

A) The behavior is not done by choice.

B) The gratification derived from the behavior is short-lived.

C) The person experiences strong feelings of guilt or regret afterward.

D) The cost of the behavior typically consumes over half of the person's income.

Answer: D Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 22 .

86) Nicole went to her aunt's house for the first time in several years. Her living conditions were much worse than the last time she'd visited. The house smelled bad, and trash was piled high in several rooms. There were very narrow paths through the rooms with piles of newspapers, clothing, empty plastic bags, and other things that most people threw away. Nicole and other members of her family were there to conduct an intervention and to convince her aunt that she has a ________.

A) hoarding disorder B) compulsive shopping disorder C) social media addiction D) dark design Answer: A Diff: 1 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 87) A user interface that is intentionally designed to trick or deceive the user is called ________.

A) an internet addiction B) dark design C) swishing D) maladaptive behavior Answer: B Diff: 3 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 88) Some researchers believe that compulsive shopping disorder is related to ________.

A) age B) gambling addictions C) low self-esteem D) gender Answer: C Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge

23 .

89) Which of the following is not a possible negative consequence of a gambling addiction listed in the text?

A) lower self esteem B) debt C) divorce D) feeling of control Answer: D Diff: 1 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 90) Assume 24 million Americans are addicted to tobacco or alcohol. How many Americans will be addicted to these substances if an aggressive ad campaign lowers the total number of addicted Americans by 12%?

A) 19.83 million B) 18.76 million C) 21.12 million D) 21.44 million Answer: C Diff: 1 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 91) Compulsive shopping refers to repetitive and often excessive shopping performed as an antidote to tension, anxiety, depression, or boredom.

Answer: TRUE Diff: 1 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 92) Most maladaptive consumption behaviors are costly from a personal standpoint but not from a financial standpoint.

Answer: FALSE Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge

24 .

93) Drug and alcohol abuse is soaring in the U.S., where researchers estimate that almost 21 million Americans are addicted to at least one substance.

Answer: TRUE Diff: 1 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 94) People can become addicted to almost any product. Some people even become overly dependent on everyday products like ChapStick.

Answer: TRUE Diff: 1 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 95) The gambling industry estimates that revenues from online gambling will exceed $10 trillion by 2026.

Answer: FALSE Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 96) Maladaptive consumption behaviors can be harmful to our mental and physical health, our finances, and our personal and social lives.

Answer: TRUE Diff: 1 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 97) What are the three common elements that characterize destructive consumer behaviors?

Answer: 1. The behavior is not done by choice.

2. The gratification derived from the behavior is short-lived.

3. The person experiences strong feelings of regret or guilt afterward.

Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge

25 .

98) What is hoarding?

Answer: Hoarding is the acquisition of possessions without disposing of them. Hoarders develop strong attachments to products, view them in terms of their potential value even when others view the objects as trash.

Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 99) What is internet addiction and how prevalent is it?

Answer: Internet addiction refers to the compulsive overuse of digital experiences to the detriment of the individual. Experts estimate that as many as 5 to 10 percent of Americans meet the criteria for social media addiction today.

Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge 100) What is a dark design?

Answer: A dark design is the tech industry practice of creating user interfaces that are intentionally designed to trick or deceive the user.

Diff: 2 Var: 1 LO: 8.5: Identify the maladaptive consumer behaviors that can occur in purchasing and using phases.

AACSB: Application of knowledge

26 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 9 Identity and the Self 1) ________ describes the degree to which we think of our self as independent from others versus feeling interdependent with them.

A) Self Concept B) Self Esteem C) Looking-glass self D) Self-construal Answer: D Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 2) ________ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities.

A) Actual self B) Self-esteem C) Self-concept D) Self-consciousness Answer: C Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 3) The ideal self is a person's conception of how she ________.

A) adapts to play different roles B) imagines others think of her C) would like to be D) realistically thinks she is Answer: C Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 4) Ahmed would like to be more outgoing. He is looking at his ________.

A) ideal self B) self-concept C) looking-glass self D) self-esteem Answer: A Diff: 3 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge

1 .

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

A) self-image congruence B) symbolic self-completion theory C) symbolic interactionism D) self-concept clarity Answer: C Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 6) ________ summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities.

A) Halo effect B) Self-concept C) Impression management D) Self-extension Answer: B Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 7) If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________.

A) doubt and regret B) self-esteem C) dedication and control D) strength and conviction Answer: B Diff: 3 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge; Analytical thinking 8) Juana sometimes evaluates her appearance by evaluating herself based on the appearances of people depicted in advertisements. This is an example of ________.

A) looking-glass self B) social comparison C) actual self D) self-concept Answer: B Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge

2 .

9) College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________.

A) ideal self B) actual self C) looking-glass self D) avoidance self Answer: A Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge; Analytical thinking 10) The ________ refers to our realistic appraisal of the qualities we have and don't have.

A) ideal self B) avoidance self C) actual self D) looking-glass self Answer: C Diff: 2 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 11) If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

A) the self-image congruence model B) self-concept C) self-image D) looking-glass self Answer: A Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 12) A person's physical appearance is a large part of his or her ________.

A) ideal self B) self-concept C) social comparison D) self-construal Answer: B Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge

3 .

13) Brand XYZ noticed that when they associated their products with higher self-esteem that sales increased by 6%. How much will sales be next year if the firm runs an ad campaign designed to associate their product with high self-esteem if their current year sales are $220 million?

A) $233.20 million B) $260.76 million C) $204.58 million D) $217.30 million Answer: A Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 14) Brand XYZ noticed that when they associated their products with higher self-esteem that sales increased by 9%. How much will sales be in four years if the firm runs an ad campaign designed to associate their product with high self-esteem if their current year sales are $254 million?

A) $276.86 million B) $393.83 million C) $358.54 million D) $371.25 million Answer: C Diff: 3 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 15) Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

Answer: TRUE Diff: 2 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Diverse and multicultural work environments 16) Social comparison is a basic human tendency.

Answer: TRUE Diff: 2 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 17) A person's actual self is a person's conception of how he/she would like to be.

Answer: FALSE Diff: 2 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge

4 .

18) Self-esteem refers to the intensity and stability, over time, of a person's self-concept.

Answer: FALSE Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 19) Define self-concept.

Answer: Self-concept summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.

Diff: 2 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 20) 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 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 21) Explain the concept of "social comparison."

Answer: Social comparison is when a person tries to evaluate his/her appearance by comparing it to the people depicted in artificial images.

Diff: 2 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge 22) What is a self-fulfilling prophecy? Provide an example as illustration.

Answer: A self-fulfilling prophecy when we base our behavior on the perceived expectations of other people.

Diff: 1 Var: 1 LO: 9.1: Explain how the self-concept strongly influences consumer behavior.

AACSB: Application of knowledge

5 .

23) A person's ________ is the active creation and communication of how a person defines and communicates their self to the world.

A) extended self B) actual self C) identity project D) looking-glass self Answer: C Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 24) There are many props and settings consumers use to define their social roles which then become parts of their selves. Those external objects that we consider a part of us constitute the ________.

A) identity marketing B) market targeting C) compensatory consumption D) extended self Answer: D Diff: 1 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 25) Understanding our social roles is part of our ________.

A) self-image B) self-esteem C) looking-glass self D) extended self Answer: D Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 26) Which of the following is a level of a people extended self?

A) individual level B) family level C) community level D) All of the above Answer: D Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 6 .

27) Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________.

A) real self B) ideal self C) extended self D) looking-glass self Answer: C Diff: 1 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 28) Personal objects, places, and things allow people to feel that they are rooted in their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would the home most likely be associated with?

A) family level B) individual level C) community level D) group level Answer: A Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 29) Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys.

His home looks like a Dallas Cowboys museum. Which level of the extended self would most likely apply to Fred's situation?

A) family level B) individual level C) community level D) group level Answer: D Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge

7 .

30) Mark primarily identifies himself based on the town where he grew up. This is an example of which level of Mark's extended identity?

A) individual B) family C) community D) group Answer: C Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 31) The active creation and communication of how a person defines and communicates their identity to the world is part of their ________.

A) digital self B) identity project C) malleable self D) symbolic interactions Answer: B Diff: 3 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 32) Assume college graduates studying for the GRE were given an ink pen embossed with a Harvard logo and they scored 12% higher on quantitative reasoning relative to their control group counterparts who did not have the pen. What were their average scores if the control group averaged 147 for quantitative reasoning?

A) 157.9 B) 164.6 C) 173.6 D) 154.6 Answer: B Diff: 1 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge

8 .

33) Our favorite brands and products that we consume to help us define our social identity are known as ________.

A) consumption constellations B) our community level self C) our group level self D) identity projects Answer: A Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 34) One of the levels of the extended self is the family level.

Answer: TRUE Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 35) Every time Tim goes to bat in his baseball game, he rubs the charm on the necklace that his professional baseball player uncle gave him. This charm has never failed to help him get a good hit. The charm has become part of Tim's extended self.

Answer: TRUE Diff: 1 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 36) Some cultures self-signal by burying possessions with the dead.

Answer: FALSE Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 37) For most of us our consumption choices say very little about our identities.

Answer: FALSE Diff: 1 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge

9 .

38) Discuss the extended self and provide a description of each level of the extended self.

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

To define themselves, 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 included 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 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 39) What is an identity project?

Answer: Consumers actively assemble consumption practices, products, and brands to express themselves as part of their identity projects; the active creation and communication of how a person defines and communicates their identity to the world.

Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 40) Explain how evaluating someone's possessions helps us understand their identity.

Answer: Many material objects–ranging from personal possessions and pets to national monuments or landmarks–help to form a consumer's identity. Just about everyone can name a valued possession that has a lot of the self "wrapped up" in it, whether it is a beloved photograph, a trophy, an old shirt, a car, or a cat. Indeed, usually we can construct a pretty accurate "biography" of someone when we simply catalog the items they display in their bedroom or office.

Diff: 3 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Analytical thinking

10 .

41) Explain how consuming a product in secret can make it seem more attractive.

Answer: A recent study found that found that women asked to consume a product in secret (e.g., chocolate, cookies, etc.) consistently enjoyed the products more when they ate them this way. The women also reported thinking about these "guilty pleasures" more as they became preoccupied with their secret habit.

Diff: 2 Var: 1 LO: 9.2: Describe how our consumption choices are expressions of our identities and extensions of our selves.

AACSB: Application of knowledge 42) Virtual makeover technologies rely on what kind of appeals?

A) ideal self B) real self C) avoidance self D) identity Answer: A Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 43) Rashonda likes to dress nicely since she believes it improves her performance at work. She recently increased her clothing budget by 7% to $3750 per year. How much was she spending prior to the increase?

A) $3488 B) $3483 C) $3473 D) $3505 Answer: D Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 44) Rashonda likes to dress nicely since she believes it improves her performance at work. She recently increased her clothing budget by 9% to $4750 per year. The strategy appears to have worked since she received a 12% raise beginning next year. How much will she make next year if her current salary is $54,600?

A) $62,210 B) $61,988 C) $61,152 D) $60,661 Answer: C Diff: 1 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 11 .

45) Juanita spends a lot of time updating her profile on Facebook and she sends out periodic Instagram photos. She posts selfies, picture of her with friends, and often photos of her lunch or dinner. Juanita's identity she expresses on these platforms part of her ________.

A) digital self B) malleable self C) family self D) virtual makeover Answer: A Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 46) Monica is very self-confident in who she really is and what she enjoys. Monica has ________.

A) embodied cognition B) symbolic self-completion C) self-concept clarity D) extended self-awareness Answer: C Diff: 3 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 47) ________ suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role.

A) Embodied cognition B) Symbolic self-completion theory C) Compensatory consumption D) Self-concept clarity Answer: B Diff: 1 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge

12 .

48) Lamar sometimes purchased items to help him overcome self-esteem issues. This is an example of ________.

A) anti-consumption B) self-concept clarity C) embodied cognition D) compensatory consumption Answer: D Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 49) Cassandra is nervous about her upcoming presentation to senior leadership. However, she recently learned that standing in front of the group in a confident manner helped bolster her resolve and overcome her fears. Cassandra's ________ even affects her attitude and makes her more assertive.

A) compensatory consumption B) power posing C) guilty pleasure D) self-concept clarity Answer: B Diff: 3 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 50) Brian created an avatar that he uses for his Facebook profile picture. This avatar represents Brian's ________.

A) power pose B) guilty pleasure C) self-concept clarity D) digital self Answer: D Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge

13 .

51) Teens are sharing intimate photos of themselves with their peers using smartphones. One study estimated that between 20 and 60 percent of teens engage in the practice of sharing nude or seminude photos with others. This practice is known as ________.

A) primping B) Instagramming C) sexting D) photo bombing Answer: C Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 52) Assume researchers estimate that 21% of teens engage in inappropriate online behavior. How many U.S. teens engage in this behavior if there are 34 million teens in the U.S.?

A) 8.2 million B) 7.1 million C) 6.8 million D) 7.5 million Answer: B Diff: 3 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 53) Anas purchased a very expensive suit to wear to job interviews. He believes that wearing the suit will give a good first impression and he feels much more confident when he has it on. In each of his two previous interviews he was invited to a second interview. Anas's confidence due to wearing the suit can be explained by ________.

A) the virtual makeover B) the theory of embodied cognition C) compensatory consumption D) his digital self Answer: B Diff: 3 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 54) Power posing is standing in a confident way even if you don't feel confident.

Answer: TRUE Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge

14 .

55) The symbolic self-completion theory suggests that people who have an incomplete selfdefinition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.

Answer: TRUE Diff: 1 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 56) The theory of embodied cognition argues that our thoughts shape our behaviors, rather than vice versa.

Answer: FALSE Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 57) Anti-consumption is a way for consumers to respond to threats to their self-esteem by consuming products that link to that aspect of the self-concept.

Answer: FALSE Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 58) 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 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 59) Provide an example demonstrating the concept of enclothed cognition.

Answer: Enclothed cognition refers to the concept that the symbolic meaning of clothing changes how people behave. One study found that men who dressed more professionally acted more assertively and confidently during interview, and on average asked for higher starting salaries.

Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge

15 .

60) Explain anti-consumption.

Answer: Some consumers avoid certain products or limit their consumption of them to make a statement. That's why in some cases it is just as defining to avoid certain products, practices, or brands as it is to seek them out. Other than the "coolness factor," consumers might voluntarily reduce or limit material consumption to affirm their identity through nonmaterial aspects of life.

Diff: 2 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 61) Raymond has a very expensive set of golf club and a house on the city's best golf course.

However, he is not a very good golfer. His blue-collar background did not involve golf growing up. However, now he views it as a necessity for his current profession. What does his consumption behavior suggest?

Answer: Raymond is engaging in compensatory consumption. His consumption patterns are a response to threats in his self-esteem since the golf-related products are linked to his selfconcept. Our use of consumption information to define the self is especially important when we have yet to completely form a social identity, such as when we play a new role in life.

Diff: 3 Var: 1 LO: 9.3: Summarize how consumers are finding new ways to express identity via their consumption choices.

AACSB: Application of knowledge 62) ________ products feature shapes and colors our culture associates with one gender.

A) Sexy B) Sexually explicit C) Sex-typed D) Androgynous Answer: C Diff: 1 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 63) ________ refers to the possession of both masculine and feminine traits.

A) Heterosexuality B) Homosexuality C) Patriarchal masculinity D) Androgyny Answer: D Diff: 1 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge

16 .

64) When do people start picking up on the concept of gender roles?

A) at an early age, possibly around one B) at school age, around the age of five C) in adolescent years, around twelve or thirteen D) in adulthood, after the age of eighteen Answer: A Diff: 1 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 65) Recent research about gender differences found which of the following to be true?

A) Females are more action-oriented than males.

B) Males are more cautious responders than females.

C) Males are more responsive to negative data than females.

D) Females tend to be more other oriented than males.

Answer: D Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 66) The claim that a man is supposed to be successful and focus on material success and organized achievement relates to which model of masculinity?

A) breadwinner B) rebel C) man-of-action D) bro culture Answer: A Diff: 1 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 67) ________ is the viewpoint that advocates the superiority of masculinity over femininity, or the authority of men over women.

A) Matriarchal femininity B) Patriarchal masculinity C) Gender socialization D) Agentic orientation Answer: B Diff: 3 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge

17 .

68) When boys are encouraged to "win" in competitions with other boys it reflects a(n) ________.

A) androgyny B) patriarchal masculinity C) communal orientation D) agentic orientation Answer: D Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 69) A toy company recently introduced a line of pink four-wheel drive toy pickups. This is an example of ________.

A) gender-bending products B) androgyny C) agentic orientation D) communal orientation Answer: A Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 70) According to OXFAM International the global progress towards gender justice ________.

A) is advancing rapidly B) is slow and marketplace access is lagging C) has increased market access for women D) will be achieved by 2030 given the current progression Answer: B Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 71) Recent research suggests that sexual orientation explains ________.

A) most of the differences in consumption patterns B) very little of the variation in consumer behavior C) a lot of the differences in wealth accumulation over time D) why male/female product categories are irrelevant Answer: B Diff: 3 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge

18 .

72) Company BVM repositioned a product to appeal to all genders. The change resulted in a decline in sales of 4%. How much were sales prior to the change if sales after the change were $219 million?

A) $228.1 million B) $233.2 million C) $237.0 million D) $235.3 million Answer: A Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 73) Firm NNB increased sales by 11% when they introduced an androgynous product that appealed to consumers regardless of gender identity. How much did sales increase if sales were $29 million prior to the product's introduction?

A) $31.03 million B) $31.32 million C) $33.64 million D) $32.19 million Answer: D Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 74) Newborn diapers that come in pink and blue colors are examples of ________.

A) gender-bending products B) sex-typed products C) agentic products D) communal products Answer: B Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 75) The normality of sex-typed behaviors varies across cultures.

Answer: TRUE Diff: 1 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge

19 .

76) According to Gallup, the proportion of American adults who self-identify as something other than heterosexual has increased to a new high.

Answer: TRUE Diff: 1 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 77) A recent OXFAM International polls shows that globally women are paid about 75% of what men make for comparable work.

Answer: TRUE Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 78) Some women worry that the workforce changes caused by the COVID-19 pandemic may have slowed the progress that generations of women's rights activists had made.

Answer: TRUE Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 79) Most nations have laws that prevent economic discrimination against women.

Answer: FALSE Diff: 3 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 80) How can androgyny impact marketers?

Answer: Androgyny can open new markets, if marketers expand their reach by appealing to people of other gender identities who don't typically buy what they sell. Some companies that sell exclusively to one gender may decide to test the waters with the other gender when they promote gender-bending products, which are traditionally sex-typed items adapted to the opposite gender, such as the recent profusion of merchants like Kahr, Walther, and Taurus that sell pink guns for women.

Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge

20 .

81) Explain the difference between agentic orientation and communal orientation.

Answer: Agentic orientation emphasizes instrumentality and independence, whereas communal orientation values inclusiveness and interdependence. In traditional settings, little boys are encouraged to "win" as they compete against other boys (e.g., playing "war"), while little girls, in contrast, are encouraged to "get along" with one another and build social ties (e.g., "playing house" with dolls).

Diff: 2 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 82) What are gender roles?

Answer: Gender roles are the sets of expectations or societal norms that people often have about how each gender should act, dress, or speak.

Diff: 1 Var: 1 LO: 9.4: Explain how the gender identity is an important component of a consumer's selfconcept.

AACSB: Application of knowledge 83) ________ refers to a consumer's subjective evaluation of his or her physical self.

A) Exemplar B) Ideal of beauty C) Bigorexia D) Body image Answer: D Diff: 1 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 84) The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn?

A) to separate group members from non-group members B) to place the individual in the social organization C) to place the person in a gender category D) to enhance sex-role identification Answer: D Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge; Analytical thinking

21 .

85) The preference in a culture for a particular model of beauty (or exemplar) is called a(n) ________.

A) ideal of sexuality B) ideal of beauty C) narcissism D) amorphous Answer: B Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 86) Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________.

A) looking-glass self B) body image C) actual self D) ideal self Answer: B Diff: 3 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Analytical thinking 87) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. Which of the following is NOT one of the purposes of body decoration?

A) to indicate negative feelings towards oneself B) to separate group members from nonmembers C) to place the individual in the social organization D) to provide a sense of security Answer: A Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 88) Historically, tattoos have been associated with people who are considered ________.

A) social outcasts B) members of the ruling class C) members of fraternities D) members of religious orders Answer: A Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge

22 .

89) Assume 68% of Americans between the ages of 22 and 45 have tattoos. How many people in that age group have tattoos if there are 75.4 million Americans in this age group?

A) 48.91 million B) 51.27 million C) 44.92 million D) 56.66 million Answer: B Diff: 1 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 90) Assume that approximately 37% of young men between the ages of 15 and 19 use protein supplements to increase their body mass. How many young men are using these supplements if there are 10.9 million men in this age category?

A) 4.32 million B) 3.35 million C) 4.03 million D) 3.79 million Answer: C Diff: 1 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 91) The obsession among young boys and men to increase muscle mass and conform to societal expectations of masculinity is known as ________.

A) anorexia B) bigorexia C) exemplar D) body image distortion Answer: B Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 92) Karen constantly believes she is too heavy despite what her friends and family say. In reality she could stand to gain at least 20 pounds in order to achieve a healthy body weight. Karen suffers from ________.

A) ageism B) bigorexia C) a body image distortion D) exemplar image Answer: C Diff: 3 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge

23 .

93) The growing number of websites and blogs devoted to excessive weight loss illustrates the focus on thinspiration.

Answer: TRUE Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Analytical thinking 94) Body image distortions cause people to believe that their body literally is bigger or smaller than others see it.

Answer: TRUE Diff: 1 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 95) Fatshionistas are plus-size consumers who want to lose weight to fit into mainstream fashion items.

Answer: FALSE Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 96) Children as young as six are now getting botox injections to enhance their appearance.

Answer: FALSE Diff: 3 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 97) Explain the term "body image."

Answer: Body image refers to a consumer's subjective evaluation of his/her physical self.

Diff: 1 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge

24 .

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

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

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

Diff: 3 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 99) Explain the term medical tourism and how it relates to cosmetic surgery.

Answer: Medical tourism describes a rapidly growing sector of the global economy that encourages consumers to travel to other countries for surgical procedures that might be unavailable, more dangerous, or more expensive where they live. As the demand for modifications expands, consumers seek out new and cheaper alternatives, such as Chinese citizens traveling to South Korea for plastic surgery.

Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge 100) What is a "fatshionista?"

Answer: Fatshionistas are plus-size consumers who want more options from mainstream fashion. They feel alienated by the mainstream fashion marketers.

Diff: 2 Var: 1 LO: 9.5: Discuss how our bodies are an important component of our identities.

AACSB: Application of knowledge

25 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 10 Personality, Values, and Lifestyles 1) ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

A) Self-image B) Consumer image C) Personality D) Mirror image Answer: C Diff: 1 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 2) According to Freud, the part of the personality that seeks immediate gratification is called the ________.

A) ego B) super ego C) conflict D) id Answer: D Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 3) When the ego tries to balance opposing forces, it uses the ________.

A) super ego B) reality principle C) related principle D) id Answer: B Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge

1 .

4) Which of these is NOT one of the systems identified in Freud's theory of personality?

A) super ego B) ego C) id D) archetypes Answer: D Diff: 1 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 5) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

A) rational thinking B) unconscious motives C) conscious motives D) deviant behaviors Answer: B Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 6) 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 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 7) Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

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

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

C) The size of the tiger enhances a male's ego.

D) The playful nature of the tiger is appealing to female consumers.

Answer: B Diff: 3 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Analytical thinking 2 .

8) 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 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 9) ________ are universally recognized ideas and behavioral patterns.

A) Compliant B) Archetypes C) Aggressive D) Detached Answer: B Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 10) Match.com and eharmony.com measure identifiable personal characteristics called ________.

A) personality traits B) personality image C) personality matches D) ego matches Answer: A Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 11) According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

A) the id B) the ego C) the thalamus D) the superego Answer: B Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 3 .

12) Which of these is a type of black-and-white cognitive thinking style that drives perfectionists?

A) the id B) dichotomous thinking C) trait reactance D) autotelic Answer: B Diff: 3 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 13) One marketing study discovered that 34% of the firm's customers exhibited trait reactance.

How many of the 46 million potential customers are included in the group that might be convinced to buy the firm's products?

A) 19.27 million B) 26.13 million C) 30.36 million D) 43.76 million Answer: C Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 14) How many U.S. residents are extroverts if 65% of the population possesses this trait and there are 348 million people in the U.S.?

A) 171.81 million B) 205.43 million C) 184.96 million D) 226.20 million Answer: D Diff: 1 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 15) Trait reactance is an individual predisposition to resist and oppose any influence perceived as a restriction on one's autonomy.

Answer: TRUE Diff: 1 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge

4 .

16) Frugal people deny short-term purchasing whims; they choose instead to resourcefully use what they already own.

Answer: TRUE Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 17) Motivational research is based on the trait theory of personality.

Answer: FALSE Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 18) The reality principle finds ways to gratify the id that are acceptable to the outside world.

Answer: TRUE Diff: 1 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 19) According to Freudian theory, when a young child incorporates the beliefs and ethics of his parents into his own psyche, he is essentially building a superego.

Answer: TRUE Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 20) Describe the basic premise of motivational research and how it might be conducted.

Answer: The approach was largely based on psychoanalytic (Freudian) interpretations with a heavy emphasis on unconscious motives. A basic assumption is that socially unacceptable needs are channeled into acceptable outlets. This form of research relies on in-depth interviews with individual consumers. This work was pioneered by Ernest Dichter.

Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 21) What is the haptic system?

Answer: The haptic system is the sense of touch that is used to transmit and understand information.

Diff: 2 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 5 .

22) Explain the Freudian system of personality as it might apply to the behavior of a consumer.

Answer: Sigmund Freud developed the idea that much of one's adult personality stems from a fundamental conflict between a person's desire to gratify his or her physical needs and the necessity to function as a responsible member of society. This struggle is carried out in the mind among three systems. The id is entirely oriented toward immediate gratification–it is the "party animal" of the mind. It operates according to the pleasure principle. It tries to maximize pleasure and minimize pain. The superego is the counterweight to the id. This system is essentially the person's conscience. It internalizes society's rules and works to prevent the id from seeking selfish gratification. The id would like another drink, but the superego reminds the customer that one must drive home safely. Finally, the ego is the system that mediates between the id and the superego. It is the referee in the fight between temptation and virtue. The ego tries to balance the opposing forces according to the reality principle. The ego attempts to find a way for another drink and still find a way to get home safely.

Diff: 3 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 23) Define personality trait.

Answer: A personality trait is defined as an identifiable characteristic that defines a person.

Diff: 1 Var: 1 LO: 10.1: Explain how our personality influences the way we process marketing communications, make decisions, and respond to social influences.

AACSB: Application of knowledge 24) Manuel saved approximately 15% of his annual income each year. How much does he save in one year if he makes $51,000 in take-home pay?

A) $8670 B) $7650 C) $9690 D) $6630 Answer: B Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge

6 .

25) Milton Rokeach identified a set of ________.

A) terminal values B) core values C) sconsumption-specific values D) cultural values Answer: A Diff: 1 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 26) ________ uncovers consumer's associations between specific attributes and the general consequences.

A) List of values scale B) Laddering C) Means-end-chain model D) Terminal value Answer: B Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 27) The ________ assumes that people value products to the extent they will help us achieve some desired end state.

A) minimalism mindset B) fresh start mindset C) means-end chain model D) hierarchical value map Answer: C Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 28) Jared received $100 for his birthday and he can't wait to get online and see what he can find to spend it on. Jared is most likely a ________.

A) tightwad B) minimalist C) frugalist D) spendthrift Answer: D Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 7 .

29) Money has very complex psychological meanings to us and there are several phobias associated with money. One of those is the fear of poverty which is called ________.

A) aurophobia B) peniaphobia C) harpaxophobia D) atephobia Answer: B Diff: 3 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 30) Juanita is feeling super stressed out this week. Everything seems to be happening at one time and she is having trouble staying on top of everything. She has two papers due at the end of the week and her boss wants her to work after school every day this week. After a few minutes of trying to focus on her paper she logged in to her favorite clothing store and began looking for some new shoes to make her feel better. Juanita may be experiencing ________.

A) lifestyle-based depletion B) harpaxophobia C) a fresh start mindset D) materialism Answer: A Diff: 3 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 31) LaQuan doesn't seem to have enough time to accomplish everything he needs to do. Many of his friends feel the same way. This feeling has been dubbed ________.

A) open rates B) minimalism C) time poverty D) timestyle Answer: C Diff: 1 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge

8 .

32) According to ________ our cumulative exposure to television and the lifestyles of the fictional characters we watch influences our perspectives with regard to possessions and materialistic values.

A) trait theory B) cultivation theory C) lifestyle-based depletion D) minimalism Answer: B Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 33) Camesha focuses her efforts on one thing at a time. However, her friend A'ya is a multitasker. She can work on several projects at one time and never seems flustered. Which dimension of time refers to the differences in their timestyles?

A) planning orientation dimension B) social dimension C) temporal orientation dimension D) polychronic orientation dimension Answer: D Diff: 3 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 34) Manuel saved approximately 20% of his annual income each year. How much will he have in five years if his income of $50,000 does not change, and he puts the money in a savings account earning 4% per year?

A) $56,474.64 B) $53,088.78 C) $55,190.15 D) $54,163.23 Answer: D Diff: 3 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge

9 .

35) Research shows that the average amount of time spent on housework is about 12 hours per week. How much time does the average person spend annually doing housework?

A) 612 hours B) 603 hours C) 624 hours D) 641 hours Answer: C Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 36) Maleek was growing tired of the rat race and wanted to simplify his life. He decided to spend one month without buying anything. He would eat the food already in his kitchen and walk to work. Maleek also began clearing his apartment of the unnecessary possessions. Some of them he sold online and others he donated to charity. Maleek's new lifestyle is called ________.

A) materialism B) minimalism C) cultivation theory D) laddering Answer: B Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 37) Rochelle bought the newest iPhone as soon as it became available. Her old phone worked fine but she viewed the new one as a status symbol. Rochelle is a ________.

A) tightwad B) frugalist C) materialist D) minimalist Answer: C Diff: 1 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge

10 .

38) Zander's experience during the pandemic caused him to rethink his priorities. He vowed to changed his lifestyle and renew his connection with nature. The concrete jungle he worked in was stifling him. Zander feels invigorated with his ________ and believes he can make this change and being enjoying life more.

A) fresh start mindset B) saving orientation C) cultivation theory outlook D) aurophobic mindset Answer: A Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 39) A person's priorities determine their timestyle.

Answer: TRUE Diff: 1 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 40) Materialism usually develops through the socialization process out of day-to-day activities during adulthood. For example, our peers at work have a big impact on developing this mindset.

Answer: FALSE Diff: 3 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 41) Individuals with a spending orientation are naturally motivated to monitor spending in a regular and consistent manner.

Answer: FALSE Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 42) Many consumers believe they are more pressed for time than ever before; marketers label this feeling time poverty.

Answer: TRUE Diff: 1 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge

11 .

43) Cultivation theory assumes that people link specific product attributes (indirectly) to terminal values.

Answer: FALSE Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 44) Explain the means-end chain model.

Answer: The means—end chain model assumes that people link specific product attributes (indirectly) to terminal values. That is, we choose among alternative means to attain some end state that we value, such as freedom or safety. Thus, we value products to the extent that they provide the means to some end we desire.

Diff: 1 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 45) How does the Rokeach approach distinguish between terminal values and instrumental values?

Answer: Psychologist Milton Rokeach developed the Rokeach Value Survey , which included a set of terminal values, or desired end states, and a set of instrumental values, or actions we need to take to achieve our terminal values. For instance, if a consumer is focused on wellness as an end goal (e.g., terminal value) rather than on mainstream medical approaches to sickness, this focus will influence many of their behaviors, from food choices to the use of alternative medical practitioners, as well as their opinions on political and social issues (e.g., instrumental values).

Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 46) How does culture impact a person's value system?

Answer: We characterize every culture in terms of its members' endorsement of a value system.

Not every individual will endorse these values equally; in some cases, values may even seem to contradict one another (e.g., U.S. Americans appear to value both conformity and individuality and try to find some accommodation between the two). Nonetheless, it is usually possible to identify a general set of core values that uniquely define a culture. For example, core values such as freedom, youthfulness, achievement, materialism, and optimism characterize U.S. culture.

Diff: 3 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge

12 .

47) How do materialists view possessions?

Answer: Materialists are more likely to value possessions for their status and appearancerelated meanings, whereas those who do not emphasize this value tend to prize products that connect them to other people or that provide them with pleasure when they use them. As a result, high materialists prefer expensive products that they publicly consume. Materialistic people also link more of their self-identity to products.

Diff: 1 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 48) What is the difference between being frugal and being a tightwad?

Answer: Tightwads squeeze every penny and hate to part with it. People that are frugal deny short-term purchasing whims; they choose instead to resourcefully use what they already own.

One researcher put it this way: "The evidence suggests that frugality is driven by a pleasure of saving, as compared with tightwaddism, which is driven by a pain of paying."

Diff: 2 Var: 1 LO: 10.2: Describe how our behavior is shaped by our values and attitudes toward money, things, and time.

AACSB: Application of knowledge 49) AIO surveys help measure ________.

A) personality B) demographics C) lifestyles D) heavy users Answer: C Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 50) ________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

A) Lifestyles B) Promotional segmentations C) AIO measures D) Psychographics Answer: D Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge

13 .

51) Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

A) activities B) interests C) opinions D) demographics Answer: B Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 52) How much money does Firm YYY make if they charge $30 per player to play e-sports and there are 226,000 players and it costs the firm $370,000 to set up a game?

A) $6,690,000 B) $6,410,000 C) $6,780,000 D) $7,150,000 Answer: B Diff: 3 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 53) How much profit does Firm YYY make annually if they charge $35 per player to play esports and there are an average of 231,000 players per game and it costs the firm $320,000 to set up a game? Assume the firm runs 6 games a month.

A) $540,580,000 B) $519,680,000 C) $599,480,000 D) $559,080,000 Answer: D Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 54) According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________.

A) strivers B) makers C) strugglers D) believers Answer: D Diff: 1 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge

14 .

55) Marketers use results from AIO surveys to accomplish all of these things EXCEPT to ________.

A) define target markets B) create a new view of the market C) position a product D) overcome time poverty Answer: D Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 56) Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

A) thinkers B) achievers C) strivers D) experiencers Answer: D Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Analytical thinking 57) An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups?

A) innovators B) strivers C) achievers D) makers Answer: D Diff: 3 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Analytical thinking 58) Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

A) general lifestyle segmentation B) lifestyle profile C) product-specific segmentation D) product-specific profile Answer: A Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge

15 .

59) When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

A) demographics B) personality C) psychographics D) positioning Answer: C Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 60) Which of these is NOT one of the forms of psychographic studies?

A) lifestyle profile B) product-specific profile C) general lifestyle segmentation D) lifestyle marketing perspective Answer: D Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 61) A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

A) the Likert scale analysis B) the AIO measurement analysis C) the VALS™ (the Values and Lifestyles) system D) the PRIZM™ Cluster system Answer: C Diff: 1 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 62) The VALS2™ group ________ are successful consumers with many resources. This group is concerned with social issues and is open to change.

A) fulfillers B) achievers C) innovators D) believers Answer: C Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge

16 .

63) The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

A) believers B) strugglers C) innovators D) makers Answer: C Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 64) Americans between the ages of 20 and 24 spend an average of 6 hours per day on personal care. How many hours do they spend on personal care in a six-month time period?

A) 985 hours B) 1085 hours C) 1095 hours D) 1020 hours Answer: C Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 65) Brand ZZP customer persona is a young person between the ages of 22 and 32 that makes $80,000 per year. The persona income is expected to grow by 7% a year. How much will fictional customer make in five years?

A) $104,864 B) $112,204 C) $120,058 D) $132,064 Answer: B Diff: 3 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 66) The 80/20 rule reminds us that, in many cases, only one or a few lifestyle segments account for most sales.

Answer: TRUE Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 67) In the VALS2™ system thinkers are career oriented and prefer predictability to risk.

Answer: FALSE Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 17 .

68) Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables: activities, interests, and opinions.

Answer: TRUE Diff: 1 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 69) A goal of lifestyle marketing is to convince consumers to conform to the majority so fewer product variations are needed to service a target market.

Answer: FALSE Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge 70) 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 a product d. To better communicate product attributes e. To develop overall strategy f. To market social and political issues Diff: 2 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge

18 .

71) There are eight categories listed in the VALS2™ system. List and briefly describe each of the categories. In which of the eight categories of the VALS2™ system would a rich, 60-year-old woman who is open to new ideas belong?

Answer: a. Innovators–successful consumers with many resources, concerned with social issues and open to change. b. Thinkers–satisfied, reflective, and comfortable; they tend to be practical and value functionality. c. Achievers–career oriented and prefer predictability over risk and self-discovery. d. Experiencers–impulsive, young, and enjoy offbeat or risky experiences. e. Believers–have strong principles and favor proven brands. f. Strivers–like the Achievers, but with fewer resources; they are very concerned about the approval of others. g. Makers–are action-oriented and tend to focus their energies on self-sufficiency; they often will be found working on their cars, canning their own vegetables, or building their own houses. h. Strugglers–are at the bottom of the economic ladder; they are most concerned with meeting their needs of the moment and have limited ability to acquire anything beyond their basic goods needed for survival.

The woman is most likely to be an Innovator.

Diff: 3 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge; Reflective thinking 72) List and explain the four forms of psychographic studies.

Answer: The four forms of psychographic studies are: 1. Lifestyle profiles look for items that differentiate between users and nonusers.

2. Product-specific profiles identify a target group and then profile these consumers on product relevant dimensions.

3. General lifestyle segmentations place a larger sample of respondents into homogeneous groups based on similarities.

4. Product-specific segmentation studies tailor questions to a product category.

Diff: 3 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Application of knowledge

19 .

73) What is the major distinction between the concepts of personality and lifestyle?

Answer: • Personality refers to a person's unique psychological makeup and how it influences the way a person responds in any particular environment.

• Lifestyle refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money. It is the intersection of the person, products, and settings.

• Personality helps establish lifestyle because it defines the person and partially determines how a person behaves in a given setting. The concept of personality is larger than the concept of lifestyle, which is dependent upon externals such as the products that are available and the difference of settings.

Diff: 3 Var: 1 LO: 10.3: Explain how our lifestyle is related to and informed by our consumer behavior.

AACSB: Analytical thinking 74) The decision to use the symbol of a Quaker man on Quaker Oats cereal was an early use of what concept?

A) egoism B) brand personality C) underdog branding D) anthropomorphism Answer: B Diff: 1 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 75) Recent advertisements have shown the Planters Peanut to have a family, including a baby.

Emphasizing the backstory of the evolution of this advertising mascot is an example of ________.

A) a doppelgänger brand image B) brand resonance C) an underdog brand biography D) brand storytelling Answer: D Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 76) When Apple uses advertisements that emphasize how they got started in a garage and their founders had no college degrees, this is an example of using ________.

A) a doppelgänger brand image B) brand resonance C) an underdog brand biography D) brand storytelling Answer: C Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 20 .

77) Bill was a yuppie in the 1980s. He fit the mold perfectly since he drove a BMW, wore a Rolex watch, and had a penchant for white wine. This group of products is Bill's ________.

A) complementarity B) co-branding preference C) consumption constellation D) authenticity Answer: C Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 78) Younger consumers value________, which is being trustworthy and genuine.

A) complementarity B) authenticity C) co-branding D) lifestyle brands Answer: B Diff: 1 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 79) Product complementarity occurs when ________.

A) consumption styles reinforce one another to encourage purchasing B) the symbolic meanings of different products relate to one another C) different brands of the same product are bundled together D) products compete with one another to attract customers Answer: B Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 80) A Spotify advertisement promotes the makeup being used by a band that a user happens to like. This is an example of what phenomenon?

A) co-branding strategy B) market segmentation C) product complementarity D) symbolic community Answer: C Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge

21 .

81) Lululemon relies on a "muse" in their marketing: a 32-year-old professional single woman who travels and has time to work out every day. The "muse" the company created is an example of ________.

A) a buyer persona B) a brand biography C) an AIO D) a lifestyle segmentation typology Answer: A Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 82) Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________.

A) consumption movies B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id Answer: B Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Analytical thinking 83) The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

A) branded people B) brand personalities C) brand positioning D) brand arrogance Answer: B Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 84) Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

A) branded B) archetyped C) anthropomorphized D) repositioned Answer: C Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge

22 .

85) Jermaine likes Nike shoes. He believes the company reflects who he really is. This concept is known as ________.

A) personal co-creation B) intimacy C) anthropomorphism D) self-congruity Answer: D Diff: 3 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 86) Which type of brand resonance occurs when a product links back to our core cultural values?

A) interdependency B) cultural bedrock C) currency value D) role resonance Answer: B Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 87) Ralph Lauren's Polo brand and associated products are associated with American style. His brand is a ________ brand.

A) lifestyle B) complementary C) arrogant D) congruent Answer: A Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 88) ________ brands convey the message that they are superior to others.

A) Lifestyle B) Complementary C) Arrogant D) Congruent Answer: C Diff: 1 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge

23 .

89) Which of these attributes is NOT associated with authenticity?

A) heritage B) price C) sincerity D) commitment to quality Answer: B Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 90) Firm AAA was able to increase sales by 9% in the first year and 15% in the second year by repositioning the brand. How much were sales at the end of the second year if the initial sales at year zero were $35 million?

A) $43.40 million B) $41.58 million C) $43.87 million D) $46.29 million Answer: C Diff: 1 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 91) Marketers often bring their brands to life by embracing the communications approach known as ________ which is based on a long tradition of brand narrative research which documents the power of stories to help engage consumers.

A) authenticity B) co-branding C) brand storytelling D) lifestyle branding Answer: C Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 92) Which of these personality types responds well to arrogant brands?

A) Empaths B) Narcissists C) Visionaries D) Idealists Answer: B Diff: 3 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge

24 .

93) Brand personality is a set of traits people attribute to a product as if it was a person.

Answer: TRUE Diff: 1 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 94) Sony offers a five-year warranty and a free customer hot line. Based on this action, consumers will most likely infer the brand personality traits of familiarity and sophistication.

Answer: FALSE Diff: 3 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 95) A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

Answer: TRUE Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Analytical thinking 96) The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

Answer: TRUE Diff: 1 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 97) Brand storytelling is based on the tradition of reader-response theory.

Answer: TRUE Diff: 1 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge 98) Identify three types of brand resonance according to the text.

Answer: Answers will vary but should include three of the following: interdependency, intimacy, personal co-creation, emotional vibrancy, cultural bedrock, currency value, role resonance, category resonance.

Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Application of knowledge

25 .

99) Define and provide an example of a co-branding strategy.

Answer: A co-branding strategy occurs when companies team up with one another to promote two or more items. Because people today evaluate products not just in terms of function but also in terms of how well their design coordinates with other objects, marketers may team up to pitch multiple products simultaneously. An example of co-branding would be the Maytag repair person appearing in an ad for the Chevrolet Impala.

Diff: 2 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Reflective thinking 100) Why is it important for marketers to be authentic and transparent?

Answer: Today one of the most important criteria for many consumers–especially younger ones–is authenticity, or being trustworthy and genuine. In one survey of American shoppers, 94 percent of respondents said they would be more loyal to brands that practice transparency in terms of where they source their raw materials, while 56 percent claim that brand transparency would make them "loyal for life."

Diff: 3 Var: 1 LO: 10.4: Summarize the ways that brands inform and influence our consumer behavior.

AACSB: Reflective thinking

26 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 11 Social and Cultural Identity 1) A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.

A) network B) subculture C) micro culture D) cohort Answer: B Diff: 1 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 2) Our social identity is shaped by the tension between ________ and affiliation.

A) autonomy B) emotions C) beliefs D) attitudes Answer: A Diff: 1 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 3) The concept of ________ reminds us that identities we hold can become salient.

A) affiliation B) identity mindsets C) social identity priming D) autonomy Answer: C Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge

1 .

4) Jan's hometown has a local brewery that bottles several craft beers that she enjoys. Jan's style of thinking is ________.

A) culturally distinct B) autonomous C) divergent D) convergent Answer: D Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 5) Michael spent two months teaching English in China. The experience made him view himself as distinct from the eastern cultures. Michael now has a sense of ________.

A) identity synergy B) cultural distinctiveness C) social dominance orientation D) ingroup bias Answer: B Diff: 3 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 6) Rashad enjoys different cuisines but 80% of the time he prefers to eat food that reminds him of his home country. This is known as ________.

A) identity synergy B) minimal group paradigm C) ingroup bias D) social dominance orientation Answer: C Diff: 3 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 7) Bev often makes choices that are the opposite of what her friends tend to make. She has a ________ style of thinking.

A) divergent B) convergent C) affiliation D) emotional Answer: A Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 2 .

8) Marketers can use symbols or other ________ to activate a certain mindset.

A) identity cues B) intersectionalities C) arbitrary classifications D) divergent thoughts Answer: A Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 9) Jeremiah's rugby teammates found out he enjoyed knitting and they began making remarks about his hobby to see if they could get him to react. Their negative remarks could be viewed as a(n) ________.

A) convergent style of thinking B) social identity threat C) ingroup bias D) minimal group paradigm Answer: B Diff: 3 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 10) Each person possesses multiple social identities that interact in fostering life experiences.

The way in which these competing identities interact to form unique experiences is described by ________.

A) cultural distinctiveness B) ingroup bias C) intersectionality D) identity synergy Answer: C Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge

3 .

11) American Firm ABC discovered that sales increased by 5% after running a patriotic advertisement. How much were sales after the ad if the pre-ad sales were $58.4 million?

A) $57.9 million B) $68.0 million C) $56.2 million D) $61.3 million Answer: D Diff: 1 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 12) Tourism is expected to grow by 7% annually for the next three years. How many tourists will travel in the third year if 1.12 billion tourists traveled this year?

A) 1.43 billion B) 1.60 billion C) 1.37 billion D) 1.73 billion Answer: C Diff: 3 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 13) A subculture is a group whose members share beliefs and common experiences that set them apart from others.

Answer: TRUE Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 14) Every consumer possesses multiple social identities, and these social identity structures–such as race, class, and gender–interact in fostering life experiences, especially experiences of privilege and oppression.

Answer: TRUE Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge

4 .

15) According to the minimal group paradigm, group connections must be very strong before they result in changes in behavior.

Answer: FALSE Diff: 3 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 16) Social dominance orientation refers to the extent to which a person wants their ingroup to be superior to–and exercise power over–outgroups.

Answer: TRUE Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 17) Subcultures are defined in such a way that a person may belong to many subcultures at the same time. What in the definition allows any given person to belong to multiple groups, and what subcultures would apply to almost everyone?

Answer: A subculture is defined by shared beliefs and common experiences. Any variable that separates people into groups with common experiences and beliefs is by definition a precursor of a subculture. A person, for example, may have parents from Italy, have attended Penn State, and live in New York City. Each of these variables would identity a group of people with shared experiences and beliefs.

There are some subcultures that apply almost universally. Each person has an age subculture that is typical of his or her age cohort. Each person has a primary language that places him or her in a cultural context, and each person has a certain ethnic or racial background. Most people who share the same general also share beliefs and common experiences.

Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 18) How can an organization increase consumers' identity synergy?

Answer: Identity synergy is more common when consumers feel like a company (1) values and supports consumers' membership with important social identities, (2) has similar values to those of consumers' other social identities, and (3) affirms through positive feedback that consumers are in fact members of valued identity groups.

Diff: 2 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge

5 .

19) How can social identity priming impact our response to a symbol?

Answer: The concept of social identity priming reminds us that identities we hold can become salient. One study found that when participants read an article about the U.S. losing global leadership before they were presented with a patriotic ad (e.g., a beer or car ad with taglines like "Our Country, Our Car"), their patriotism was activated.

Diff: 3 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 20) List two examples of subcultures.

Answer: There are thousands of possible subcultures that can be based on ethnicity, country of origin, likes and dislikes, political affiliation, religious beliefs, and other factors. A subculture is any group whose members share significant beliefs and common preferences.

Diff: 1 Var: 1 LO: 11.1: Explain how the dynamics of social identity influence our daily lives and consumer behavior.

AACSB: Application of knowledge 21) An extended family unit is characterized by ________ living together.

A) one parent and at least one child B) two parents and at least one child C) two generations of a family D) three generations of a family Answer: D Diff: 2 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 22) A nuclear family consists of ________.

A) a mother and at least one child B) a mother, a father, and at least one child C) two generations of a family D) three generations of a family Answer: B Diff: 1 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

6 .

23) A ________ defines the household for both members and outsiders.

A) family identity B) nuclear family C) household identity D) life course model Answer: A Diff: 1 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 24) LaKesha is providing support for her aging parents and her children. She is part of the ________.

A) DINK generation B) sandwich generation C) parental yielding generation D) life course model Answer: B Diff: 2 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 25) One recent survey found that 44% of women aged 18 to 49 indicated they did not intend to have children for various reasons. This group defines themselves as ________.

A) boomerang kids B) the sandwich generation C) voluntarily childless D) DINKs Answer: C Diff: 1 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 26) Trends in family composition combined with the associated changes in consumption are known as ________.

A) the family life cycle B) DINKs C) the sandwich generation D) household identity Answer: A Diff: 2 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 7 .

27) Akeem and Chandra take parenting seriously. They try to balance their children's rights and responsibilities with encouraging self-expression. They communicate well with their kids and expect them to behave in a manner consistent with what they have been taught. Akeem and Chandra are ________ parents.

A) neglecting B) authoritative C) authoritarian D) indulgent Answer: B Diff: 3 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 28) ________ parents tend to control children, discourage verbal interactions with children, and endorse adult supremacy.

A) Neglecting B) Authoritative C) Authoritarian D) Indulgent Answer: C Diff: 2 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 29) It currently costs about $215,000 to raise a child to age 18. How much will it cost in five years if the rate of inflation is 7% a year?

A) $334,763 B) $342,147 C) $301,549 D) $265,159 Answer: C Diff: 3 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

8 .

30) How many college-educated DINKs are there if there are 10 million DINK households and 26% of them are households with two college graduates? Assume 53% of the DINK households have one college graduate.

A) 7.9 million B) 13.2 million C) 10.5 million D) 9.2 million Answer: C Diff: 3 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 31) Research shows that children influence over $450 billion of family purchases every year.

How much will this amount be in four years if it is expected to grow by 3% per year?

A) $506 billion B) $492 billion C) $522 billion D) $515 billion Answer: A Diff: 2 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 32) Bill jokes that a nuclear family is one that is about ready to explode because having your grandmother living with you can cause a lot of disruptions. Although Bill's humor is questionable, his labeling of a family living with a grandparent as a nuclear family is correct.

Answer: FALSE Diff: 2 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 33) Explain the term "Boomerang Kids."

Answer: Boomerang kids are children that return home to live with their parents after graduating from college. The main reason for this trend is the shrinking job market. According the text, just under 50% of people between the ages of 18 and 29 still live with their parents.

Diff: 1 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

9 .

34) Explain the term "Sandwich Generation."

Answer: Many adults care for their parents as well as their children. These adults are part of the sandwich generation because they support both the generation above them and the one below them. According to the text, the average American spends 17 years caring for children and 18 years assisting aged parents.

Diff: 2 Var: 1 LO: 11.2: Describe how our family can shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 35) Jim Smith, Don Carson, and Jeff Sweeney are all 54 years old, so they can be sorted into ________.

A) an age cohort B) subculture C) Gen Z D) nuclear family Answer: A Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 36) People born between 1946 and 1964 belong to ________.

A) Generation Y B) the Baby Boomer Generation C) Generation X D) the Interbellum Generation Answer: B Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 37) An age ________ consists of people of similar ages who have undergone similar experiences.

A) culture B) paradigm C) cohort D) model Answer: C Diff: 1 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

10 .

38) Shannon Reeves and Tish Phillips remember their days as student protesters 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 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge; Analytical thinking 39) Gen Yers are considered juggler who value being both footloose and connected to their friends. This lifestyle has been referred to as ________.

A) identity renaissance B) cosplay C) distinct-styling D) connexity Answer: D Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 40) Which of the following is NOT one of the basic conflicts common to all teens?

A) autonomy vs. belonging B) rebellion vs. conformity C) narcissism vs. intimacy D) idealism vs. activism Answer: D Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Analytical thinking 41) Advertising to teens typically depicts ________.

A) respected adults recommending the product B) qualified experts explaining product benefits to teens C) "in" teens using the product D) family members of two or three generations using the product together Answer: C Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 11 .

42) Teens tend to view adults as hypocrites, whereas they see themselves as being sincere.

Which of these four basic conflicts does this represent?

A) autonomy vs.belonging B) rebellion vs. conformity C) idealism vs. pragmatism.

D) narcissism vs. intimacy Answer: C Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge; Analytical thinking 43) Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

A) autonomy vs. belonging B) rebellion vs. conformity C) idealism vs. pragmatism D) narcissism vs. intimacy Answer: A Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Analytical thinking 44) What is the most powerful age segment economically in the United States?

A) Generation X B) Generation Y C) The Baby Boomer Generation D) The Silent Generation Answer: C Diff: 1 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

12 .

45) Older adults that control more than 50% of discretionary income are considered the ________ market.

A) boomer B) mature C) millennial D) echo boomer Answer: B Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 46) Parents spend an average of $4250 per year on teens. How much is the total annual spending on teens if there are 21 million teens in the U.S? A) $89.25 million B) $89.25 billion C) $8.925 billion D) $892.5 billion Answer: B Diff: 3 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 47) Thirty-six percent of U.S. teens work and make an average of $425 per month. How much does this group have available to spend annually assuming there are 29 million teens in the U.S.?

A) $57 billion B) $53 billion C) $43 billion D) $47 billion Answer: B Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 48) Gen Z is the most diverse generation in American history.

Answer: TRUE Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

13 .

49) Age cohorts share similar problems because they are more genetically similar than are people from other types of cohorts.

Answer: FALSE Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 50) Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are experiencing autonomy versus belonging conflict.

Answer: FALSE Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 51) What are age cohorts? Briefly explain how marketers use age cohorts to segment markets.

Answer: An age cohort consists of people of similar ages who have undergone similar experiences. They share many common memories about cultural heroes and important historical events. Although there is no universally accepted way to divide people into age cohorts, each of us seems to have a pretty good idea of what we mean when we refer to "my generation."

Marketers often target products and services to one or more specific age cohorts. The cohorts spend differing amounts on products. There is plenty of potential attached to all age groups.

Marketers recognize that the same offering will not appeal to people of different ages, nor will the language and images used to reach them. In some cases, separate campaigns are developed to attract consumers of different ages.

Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge; Analytical thinking 52) Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.

Answer: In the early 1990s, Gen Xers were identified as a generation and described as "slackers" because of their supposed alienation and laziness. However, many advertisements that tried to appeal to the slacker image failed to generate interest among the Gen X cohort. More importantly, Gen Xers today are adults who are responsible for many culture-changing products and companies, including Google, YouTube, and Amazon.

Diff: 2 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Reflective thinking

14 .

53) List and explain the four basic conflicts teens face.

Answer: The four basic conflicts teens face are: 1. Autonomy versus belonging–teens need independence, so they try to break away from their families; however, they need to attach themselves to a support structure.

2. Rebellion versus conformity–teens need to rebel against social standards, yet they need to fit in and be accepted by others.

3. Idealism versus pragmatism–teens tend to view adults as hypocrites, whereas they see themselves as being sincere.

4. Narcissism versus intimacy–teens tend to obsess about their appearance and need; however, they also feel the desire to connect with others.

Diff: 3 Var: 1 LO: 11.3: Discuss how age-related life events shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 54) Which American ethnic subculture is the fastest-growing racial group?

A) Hispanic American B) African American C) Asian American D) American Indian Answer: C Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Diverse and multicultural work environments 55) Nearly 60% of the Hispanic American population are of ________ descent.

A) Cuban B) Dominican C) South American D) Mexican Answer: D Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 56) The term "melting pot" describes which aspect of American diversity?

A) age B) economic C) ethnicity D) gender Answer: C Diff: 1 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 15 .

57) Which American ethnic subculture is expected to more than double by the year 2060 and compose a third of the population, according to the U.S. Census Bureau?

A) Hispanic American B) African American C) Asian American D) American Indian Answer: A Diff: 1 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 58) What is the expected growth rate in the U.S. Hispanic population if it is expected to double in 8 years?

A) 8% B) 18% C) 12% D) 9% Answer: D Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 59) Sixteen percent of the nation's population is Hispanic. How many Hispanic consumers are there in the U.S. if the current U.S. population is 339 million?

A) 59.5 million B) 58.4 million C) 54.2 million D) 51.0 million Answer: C Diff: 3 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

16 .

60) Assume the Asian American population is growing at an annual rate of 4%. If the current size of the Asian American population is 18.7 million how many Asian Americans will there be in one year?

A) 22.8 million B) 21.2 million C) 19.4 million D) 15.9 million Answer: C Diff: 1 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 61) ________ is a combination of high identification with the macroculture and high identification with the microculture.

A) Self-segregation B) Cultural fusion C) Multiculturalism D) Assimilation Answer: C Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 62) Yiling is proud to be an American and of Asian ancestry. Her identity is most closely aligned with ________.

A) assimilation B) cultural fusion C) alienation D) self-segregation Answer: B Diff: 3 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge

17 .

63) ________ involves displaying consumption choices that associate the person with desired social identities.

A) Racial stigma B) Oppositional respectability C) Normative respectability D) Cultural fusion Answer: C Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 64) Researchers have developed a racial identity scale that measures a person's propensity to seek out cultural diversity in products, services, and experiences, Answer: FALSE Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 65) Self-segregation is no identification with the macroculture but high identification with the microculture.

Answer: TRUE Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 66) What is ethnic identification?

Answer: Ethnic identification is the extent to which we are emotionally attached to our own ethnic group and to which we find our membership in that group to be a significant part of our identity.

Diff: 1 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 67) What is diversity seeking and how does it affect consumption?

Answer: Diversity seeking behavior is related to a person's propensity to seek out cultural diversity in products, services, and experiences. Diversity seekers are more likely to live in an ethnically diverse neighborhood and view travel as an opportunity to learn about other cultures.

Researchers find that high diversity seekers go out of their way to find diverse consumption experiences that expose to them to other people, ideas, and values.

Diff: 2 Var: 1 LO: 11.4: Summarize how our ethnicity and race shape our identity and often guide our consumption choices.

AACSB: Application of knowledge 18 .

68) A church that serves 2,000 or more congregants per week is called a ________.

A) mass church B) megachurch C) large church D) mainstream church Answer: B Diff: 1 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 69) ________ foods are permissible under the laws of Islam.

A) Kosher B) Organic C) Halal D) Tudung Answer: C Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 70) Whole Foods was the first grocery store chain to run a marketing campaign that catered to members of what religion?

A) Judaism B) Buddhism C) Christianity D) Islam Answer: D Diff: 1 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 71) The use of the term halal ________.

A) is being used to describe more and more products B) is tightly regulated by government officials C) applies to both Islamic and Jewish foods D) applies only to Islamic food products Answer: A Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge

19 .

72) Which of these things is one of the three discourses that cause global brands to be perceived as infidels by the Islamic religion?

A) individualism B) collectivism C) patriotism D) modesty Answer: D Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 73) ________ fashion refers to clothing styles that are not as revealing as most current fashion trends.

A) Halal B) Kosher C) Modest D) Diasporic Answer: C Diff: 1 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 74) One recent survey shows that only ________ of Americans have a marriage comprised of one Democrat and one Republican.

A) 1.2% B) 3.6% C) 11.1 D) 18.5 Answer: B Diff: 1 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 75) Several studies focusing on Western nations find that liberals tend to value ________.

A) rigidity B) the status quo C) openness to change D) stability Answer: C Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 20 .

76) In terms of information processing traits, liberals have a higher ________.

A) need for order B) tolerance for ambiguity C) need for comprehension D) tolerance for the status quo Answer: B Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 77) Political orientation ________.

A) affects what we buy B) has no measurable impact on consumption C) is not a component of our identity D) rarely affects our consumption choices Answer: A Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 78) Christmas is popular in Japan even though less than one percent of people there are Christians.

Answer: TRUE Diff: 1 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 79) Political orientation has a limited impact on our consumption choices.

Answer: FALSE Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 80) The trend of modest fashion is now a $250 billion global industry.

Answer: TRUE Diff: 1 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge

21 .

81) Both kosher and halal followers prohibit beef consumption.

Answer: FALSE Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 82) Explain the difference between kosher food (Jewish) and Halal food (Muslim).

Answer: Kosher and Halal food forbid pork, both require similar rituals for butchering meat.

Religious Jews do not mix milk and meat, nor do they eat shellfish, whereas religious Muslims don't drink alcohol.

Diff: 3 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 83) What is the modest fashion trend?

Answer: For either personal or religious reasons, a growing number of women–including observant Muslims and Orthodox Jews–around the world are looking for clothing styles that are not as revealing as many current outfits. This trend has been dubbed modest fashion and it is now a $250 billion global industry.

Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 84) A researcher who studied Islamic consumers in Turkey identified that perceptions of global brands as infidels unfold through three discourses. List these three discourses.

Answer: Modesty, halal-haram, and tyranny.

Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge 85) How can religious beliefs also determine products that we do not buy?

Answer: Religious beliefs sometimes determine what we will not buy. For instance, religious consumers can come to view brands as "infidels," especially when those brands are associated with or come to represent actors that threaten (or seem to threaten) the consumers' religion.

Diff: 2 Var: 1 LO: 11.5: Explain how our religious and political beliefs affect how we think and often guide our consumption choices.

AACSB: Application of knowledge

22 .

86) ________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information.

A) Geodemography B) Senior market C) Consumer identity renaissance D) Perceived age Answer: A Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 87) ________ refers to whether someone lives in a city.

A) Geodemography B) Urban identification C) Cosmopolitanism D) PRIZM Answer: B Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 88) Residents of different PRIZM clusters ________.

A) have very few differences in consumption patterns B) tend to have almost identical service consumption patterns C) display marked differences in product consumption D) have little disparity in disposable income Answer: C Diff: 2 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 89) The PRIZM system classifies every U.S. zip code into ________.

A) 1 of 66 categories B) 1 of 50 states C) religious backgrounds D) 1 of 118 categories Answer: A Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge

23 .

90) The "American Nation" that includes Southwestern Texas and the Mexican border regions in New Mexico, Arizona, and California is known as ________.

A) the Left Coast B) El Norte C) Greater Appalachia D) New Netherland Answer: B Diff: 2 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 91) A ________ is a person who values diverse viewpoints and new experiences that are not restricted to their physical place of residence.

A) PRIZM B) Young Influential C) cosmopolitan D) New Netherlander Answer: C Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 92) Which of these PRIZM clusters is most likely to be a deer hunter?

A) Urban Gold Coast B) Blue Blood Estates C) Money & Brains D) New Homesteaders Answer: D Diff: 3 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 93) The Prizm System classifies every U.S. zip code into 1 of 66 categories, ranging from blueblood estates to public assistance.

Answer: TRUE Diff: 2 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 94) Where a person lives has a very limited impact on consumption.

Answer: FALSE Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge

24 .

95) The pandemic prompted a big migration from big cities to the lower living costs of smaller cities and suburbs.

Answer: TRUE Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 96) Urban identifiers are analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live.

Answer: FALSE Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 97) The Left Coast includes the sliver of land that runs up the Pacific coasts of California, Oregon, and Washington, and includes Juneau, Alaska, and coastal British Columbia.

Answer: TRUE Diff: 2 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 98) What does it mean to say that "birds of a feather flock together?"

Answer: The phrase "birds of a feather flock together" refers to the fact that people who have similar needs and tastes tend to live near one another, so it should be possible to locate "pockets" of like-minded people whom marketers can reach more economically by direct mail and other methods.

Diff: 2 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 99) Which PRIZM cluster is the most affluent?

Answer: Blue-Blood Estates Diff: 1 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge 100) How can Nielsen's PRIZM system help marketers target their ads?

Answer: This system classifies every U.S. zip code into 1 of 66 categories, ranging from the most affluent "Blue-Blood Estates" to the least well-off "Public Assistance." Residents of different clusters display marked differences in their consumption of products, from annuities to Ziploc bags. The system also ranks these groupings by income, home value, and occupation.

Marketers armed with this information can do a better job tailoring their efforts.

Diff: 3 Var: 1 LO: 11.6: Describe how "birds of a feather flock together" in place-based subcultures.

AACSB: Application of knowledge

25 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 12 How Groups Define Us 1) A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

A) opinion group B) demographic group C) reference group D) focus group Answer: C Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 2) Which of these is NOT a type of reference group?

A) associative B) aspirational C) dissociative D) prescriptive Answer: D Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 3) ________ argue(s) that each of us has several "selves that relate to groups."

A) Cultural pressures B) Social loafing C) Social identity theory D) Membership groups Answer: C Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge

1 .

4) James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

A) membership reference group B) avoidance reference group C) aspirational reference group D) tribal reference group Answer: C Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Analytical thinking 5) Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________.

A) group norm B) leaderboard C) core group D) reference group Answer: D Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 6) When companies use celebrities in their ads, the celebrities are an example of a(n)________ reference group.

A) membership B) aspirational C) coercive D) normative Answer: B Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge

2 .

7) Within groups, informal rules of behavior are called ________.

A) beliefs B) values C) norms D) interpersonal dynamics Answer: C Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 8) ________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

A) Brand community B) Social loafing C) Principle of least interest D) Brand feats Answer: B Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 9) According to social identity theory, each of us has several "selves" that relate to ________.

A) individual identities B) groups C) the minimal group paradigm D) the individual Answer: B Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 10) Which of the following is a central assumption of the minimal group paradigm?

A) People tend to minimize the number of groups they get involved in.

B) People will favor the groups they are in, even if they are arbitrary.

C) People avoid creating new groups when they already feel included.

D) People take a long time to build associations with groups.

Answer: B Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge

3 .

11) There are approximately 8.9 million motorcycle riders in the United States. How much does this group spend annually on motorcycle accessories assuming they spend an average of $950 each per year?

A) $8.455 million B) $8.455 billion C) $84.55 million D) $84.55 billion Answer: B Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 12) One study showed that simply providing information that 65% of hotel guests reused their towels increased the number of guests adopting this practice by 8%. How many new guests adopted this practice if the hotel chain had 210,000 guests that year?

A) 12,020 B) 8670 C) 10,920 D) 16,800 Answer: C Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 13) Which of the following scenarios best demonstrates the Red Sneakers Effect?

A) Jacob wears a pink shirt to work because he does not have anything else to wear.

B) Julie dyes her hair neon pink and receives compliments from her coworkers.

C) John creates a new line of wrist watches and asks his friends to wear them.

D) Jenny sees a lot of people wearing a new shoe brand and buys a pair for herself.

Answer: B Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge

4 .

14) ________ is the extent to which an influencer conforms with the brand's stereotypical consumer.

A) Perceived typicality B) Dissociative grouping C) Social default D) The red sneakers effect Answer: A Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 15) Randy only has 30 minutes to eat lunch so he went to the new restaurant around the corner.

Since he didn't know what to order he simply ordered the same thing as the guy in front of him.

This is an example of ________.

A) dissociative groups B) perceived typicality C) social default D) the red sneakers effect Answer: C Diff: 3 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 16) A reference group of people that we actually know is called an aspirational reference group.

Answer: FALSE Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 17) A fear of deviance typically leads to more nonconforming behavior.

Answer: FALSE Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 18) The social default effect is not driven by an attempt to adhere to social norms but rather by a truly unconscious, automatic process.

Answer: TRUE Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 5 .

19) Prescriptive norms refer to our beliefs about what others think we should do.

Answer: TRUE Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 20) Rashawn can't stand to hear music from Kanye West and he dislikes his clothing line. He goes out of his way to dress and act completely different. To Rashawn people that like Kanye are a dissociative group.

Answer: TRUE Diff: 3 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 21) What is social loafing?

Answer: Social loafing happens when we don't devote as much time and effort to a task as we could because our contribution is part of a larger group effort.

Diff: 3 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Reflective thinking 22) Explain the social identity theory.

Answer: The social identity theory argues that each consumer has several "selves" that relate to groups. These linkages are so important that we think of ourselves not just as "I," but also as "we." In addition, we favor others that we feel share the same identity-even if that identity is superficial and virtually meaningless.

Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 23) What is a reference group? What is the difference between a membership reference group and an aspirational reference group?

Answer: A reference group is an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior. A membership reference group consists of people we actually know. In contrast, although we don't know those in an aspirational reference group, we admire them anyway. These people are likely to be successful businesspeople, athletes, performers, or anyone else who rocks our world.

Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge

6 .

24) What are norms? Why are they important?

Answer: A norm is an informal rule that governs behavior within a group. Without these rules, we would have chaos. Imagine the confusion if a simple norm such as "always stop for a red traffic light" did not exist.

Diff: 1 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 25) Explain the red sneakers effect.

Answer: The red sneakers effect describes a brave person who does something outside the norm, like sporting a pair of red kicks in a professional setting.

Diff: 2 Var: 1 LO: 12.1: Describe the role of reference groups and social norms in influencing consumer behavior.

AACSB: Application of knowledge 26) James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of ________.

A) information power B) referent power C) social power D) legitimate power Answer: B Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 27) ________ derives from the knowledge that a consumer possesses about a content area.

A) Expert power B) Coercive power C) Reward power D) Referent power Answer: A Diff: 3 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge

7 .

28) If a firefighter told you to leave your apartment, you would comply because the firefighter has ________ power.

A) referent B) legitimate C) coercive D) reward Answer: B Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 29) One recent survey discovered that 81% of people rely on word-of-mouth recommendations before they make a purchase. Assume Brand XXT sold 8200 units of a new product. How many units could be attributed to word-of-mouth recommendations?

A) 6510 units B) 6642 units C) 6124 units D) 5839 units Answer: B Diff: 1 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 30) Assume that 82 percent of small business owners and organizations agree that word of mouth is the key to their livelihood. How many small business owners believe this is true if there are 35.3 million small businesses in the U.S.?

A) 27.98 million B) 25.20 million C) 26.01 million D) 28.95 million Answer: D Diff: 1 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge

8 .

31) British psychologist Frederic Bartlett used ________ to examine how information mutates.

A) transmission B) serial reproduction C) negative information D) core information Answer: B Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 32) ________ are frequently able to influence others' attitudes on behavior.

A) Opinion leaders B) Anti-brand communities C) Norms D) Environmental cues Answer: A Diff: 1 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 33) 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 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 34) 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 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Analytical thinking 9 .

35) The importance of weak ties in a social system is demonstrated by their ________.

A) bridging function B) social contagion C) momentum effect D) diffusion responsibility Answer: A Diff: 3 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 36) A marketing manager who wants to identify opinion leaders for her product category should ________.

A) find government officials who use the product B) find socially active persons who are intensely interested in the product category and who are similar to the other customers C) find intellectuals who can write and speak well so that product communication will be facilitated D) look for people who stand out in a crowd Answer: B Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 37) Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders, whose recommendations people see for all purchases.

A) heterophilous B) generalized C) polymorphic D) monomorphic Answer: B Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge

10 .

38) Meagan is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________.

A) innovative communicator B) surrogate consumer C) opinion seeker D) key informant Answer: B Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 39) Anna and David both have the same college degree, belong to the same social class, and attend the same church. This situation illustrates ________.

A) influence network B) positive reinforcement C) referent power D) homophily Answer: D Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 40) Firm LKM failed to address some consumer complaints about a product and negative wordof-mouth (WOM) went viral. Sales fell by 35% from their peak of $2,872,700. How much sales revenue did the firm lose from the negative WOM? A) $1,095,287 B) $937,824 C) $1,005,445 D) $935,016 Answer: C Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge

11 .

41) One social media influencer gets paid $260,000 to endorse a product. However, sales of products endorsed by this person increase by 27% following the endorsement. How much additional sales revenue did Firm VVV earn by hiring this influencer if current sales were $23.4 million?

A) $6.058 million B) $6.318 million C) $5.475 million D) $7.147 million Answer: B Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 42) A person or group with the means to provide positive reinforcement is said to have expert power.

Answer: FALSE Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 43) If a person has social power, he or she has the ability to alter the actions of others.

Answer: TRUE Diff: 1 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 44) For an average citizen, a Supreme Court Justice is more likely to possess coercive power than legitimate power.

Answer: FALSE Diff: 3 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 45) Consumers are swayed more by negative word of mouth than by positive comments.

Answer: TRUE Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Written and oral communication

12 .

46) Explain the difference between referent power, information power, and legitimate power.

Answer: Referent power–is when a person admires the qualities of a person or a group, and copies their behavior.

Information power–is when someone knows something others would like to know.

Legitimate power–is power that is granted to an individual by virtue of a social agreement.

Diff: 1 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 47) 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 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 48) Explain homophily as it relates to opinion leaders.

Answer: Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs. Effective opinion leaders tend to be slightly higher in terms of status and education than their influence.

Diff: 3 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 49) What is "word of mouth?"

Answer: Word of mouth (WOM) influence refers to product information that individuals transmit to other individuals. Because the message comes from people in our network and allows interactivity, WOM is more influential than traditional marketing messages.

Diff: 1 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge

13 .

50) What is a negativity spiral?

Answer: A negativity spiral is a process through which negative messages inspire others to add to the conversation. While positive buzz is beneficial to the firm negative buzz can cause a lot of damage to the brand's reputation if it spirals out of control.

Diff: 2 Var: 1 LO: 12.2: Describe how social influences flow through word-of-mouth communication and how they're especially powerful when they come from opinion leaders.

AACSB: Application of knowledge 51) Which buying decision involves extensive problem solving?

A) new task B) straight rebuy C) modified rebuy D) innovative rebuy Answer: A Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 52) Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for 10 boxes of photocopier paper with her supplier. Ms. Henry is participating in which type of buying situation?

A) new task B) straight rebuy C) modified rebuy D) innovative rebuy Answer: B Diff: 3 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 53) Which of these is NOT a similarity between big corporations and small families when it comes to collective decision making?

A) Both are comprised of a group of people.

B) Both are reliant on gatekeepers to function.

C) Both periodically make impulse purchases.

D) Both have individuals who play specific roles when making decisions.

Answer: C Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge

14 .

54) The person in a group who conducts the information search and controls the flow of information available to the group is called the ________.

A) initiator B) gatekeeper C) influencer D) buyer Answer: B Diff: 1 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 55) Compared to organizational and industrial purchase decisions, individual decisions tend to be ________.

A) larger in total volume for a seller B) much less risky C) focused on individual relationships D) more impulsive in nature Answer: D Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 56) Which organizational decision buying strategy relies most frequently on habitual decisions?

A) a straight rebuy B) a modified rebuy C) a new task D) a prediction market Answer: A Diff: 1 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 57) Reshma is an idea person. She often comes up with the best solution when she's added to a team. Which role in the collective decision process does she play?

A) gatekeeper B) initiator C) influencer D) user Answer: B Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 15 .

58) Which of these factors does NOT influence group decisions?

A) responsibility B) power C) focus D) interpersonal need Answer: C Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 59) The ________ calls for members of a family to make decisions collectively.

A) gatekeeper B) B2B model C) CRM D) synoptic ideal Answer: D Diff: 1 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 60) Which of these characteristics is NOT associated with collective buying decisions in organizations?

A) The size of the purchases is typically very small.

B) B2B marketing tends to emphasize personal selling.

C) Decisions can be very risky to the organization and someone's career.

D) Impulse buying is rare.

Answer: A Diff: 3 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 61) Organizational buyers usually base their decisions on ________.

A) impulse B) sales promotions C) experience D) influence Answer: C Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge

16 .

62) The ________ divides organizational purchasing into three types of purchases based on complexity.

A) buyclass theory of purchasing B) buying center C) CRM system D) collective decision making process Answer: A Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 63) Research shows that tightwads like to marry ________.

A) wealth B) other tightwads C) spendthrifts D) influencers Answer: C Diff: 3 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 64) On B2B firm noticed that 125 customers accounted for 46% of the firm's overall sales. How much did each of these customer average buying each year if the firm's overall sales were $556 million?

A) $2.046 million B) $2.169 million C) $2.128 million D) $2.251 million Answer: A Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 65) Which of these factors is NOT one listed in the text as possible influence on an organizational buyer's perception of the purchase situation?

A) rapport with the salesperson B) supplier expectations C) organizational climate D) buyer's assessment of their own performance Answer: A Diff: 3 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 17 .

66) Assume that about 13 percent of the U.S. population falls into the spendthrift category. How many people are spendthrifts if there are 345 million people in the U.S.?

A) 46.4 million B) 48.6 million C) 40.6 million D) 44.9 million Answer: D Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 67) One firm noticed that sales increased by 8% after implementing a new CRM system. How much were total sales the year following the CRM adoption if pre-CRM sales were $136 million?

A) $160.86 million B) $146.88 million C) $154.95 million D) $141.16 million Answer: B Diff: 3 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 68) In a group decision making process, the buyer may not be the person who actually uses or consumes the product or service.

Answer: TRUE Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 69) B2B marketing emphasizes individual relationships more than advertising or other forms of promotion.

Answer: TRUE Diff: 1 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge

18 .

70) A modified rebuy usually involves the highest level of risk when it comes to organizational buying decisions.

Answer: FALSE Diff: 1 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 71) Organizational buying decisions are often risky, especially in the sense that buyers' careers may ride on their judgment.

Answer: TRUE Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 72) The CRM system calls for family members to make joint decisions.

Answer: FALSE Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 73) Characterize the straight rebuy, the modified rebuy, and the new task decision in organizational purchasing. Provide an example of each.

Answer: a. The straight rebuy is like an habitual decision. This entails an automatic decision as to when an inventory level reaches a pre-established reorder point. Most organizations maintain an approved vendor list. As long as experience with the vendor is satisfactory, there is little to no ongoing information search or evaluation. b. A modified rebuy situation involves limited decision making. It occurs when an organization wants to repurchase a product or service, but with some minor modifications. This decision might involve a limited search for information, most likely by speaking to a few vendors. The decision will probably be made by one or a few people. c. A new task involves extensive problem solving. Because the decision has not been made before, there is often a serious risk that the product won't perform as it should or that it will be too costly. The organization designates a buying center with assorted specialists to evaluate the purchase; they typically gather a lot of information before coming to a decision.

Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge

19 .

74) What makes the collective decision-making process more difficult relative to individual decision-making?

Answer: Collective decisions occur when there are other people participating in the problemsolving sequence–from initial problem recognition and information search to evaluation of alternatives and product choice. The collective decision-making process often includes two or more people who may not have the same level of investment in the outcome, the same tastes and preferences, or the same priorities.

Diff: 2 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 75) List the five key roles in the collective decision-making process.

Answer: The five key roles in this process are initiator, gatekeeper, influencer, buyer, and user.

Diff: 1 Var: 1 LO: 12.3: Explain how, whether in a family or a corporation, members of a group unit play different roles and have different amounts of influence when making collective decisions.

AACSB: Application of knowledge 76) Drew recently bought a Jeep. Shortly thereafter, he joined a Facebook group for Jeep owners, attended a convention for Jeep sellers and owners, and started leaving ducks on other Jeeps that he found in parking lots. Drew's behavior indicates that he is ________.

A) seeking group unanimity B) sensitive to environmental cues C) part of a brand community D) influenced by the Red Sneakers effect Answer: C Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 77) Which of the following is a primary element of agile marketing?

A) internet advertising B) rapid and honest feedback C) crowdsourcing D) focus groups Answer: B Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge

20 .

78) How many new articles are posted on Wikipedia each week if there are 146 new articles posted every hour?

A) 22,176 B) 18,984 C) 24,528 D) 20,496 Answer: C Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 79) Networks of social relations centered on a brand, a practice, or a digital platform are known as ________.

A) microcollectives B) agile markets C) consumer collectives D) movements Answer: C Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 80) One effective and sustainable method used to combat institutional food waste is ________.

A) reselling B) dumpster diving C) awareness campaigning D) consumer collectives Answer: B Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 81) Users upload 300 hours of video to YouTube every minute. What does this level of activity indicate about social media?

A) YouTube is the most popular social media platform.

B) People secretly desired to have YouTube subscribers.

C) Most people have too much free time at work.

D) Social media encourages a culture of participation.

Answer: D Diff: 3 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 21 .

82) A ________ is a group of consumers who share a set of social relationships based on usage of or interest in a product.

A) social media user group B) brand community C) scrum D) network effect Answer: B Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 83) Jim is excited about attending the Harley-Davidson motorcycle rally that will be held in Milwaukee this coming weekend. This Harley-Davidson sponsored event is known as a ________.

A) scrum B) metaverse C) brandfest D) consumer activism Answer: C Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 84) Which of these features is NOT associated with a successful online community?

A) member contributions B) standards of behavior C) network effects D) annual membership fees Answer: D Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 85) Members of virtual support communities often relate to each other in ways that contradict the site's purpose. These contradictory aspects of the support community are known as ________.

A) paradoxical social dynamics B) counterspace C) scrums D) social games Answer: A Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 22 .

86) A ________ is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players.

A) counterspace B) scrum C) social game D) digital virtual consumption Answer: C Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 87) In social gaming communities, ________ show the community the challenges the player has mastered so far.

A) MMORPGs B) badges C) virtual consumptions D) counterspaces Answer: B Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 88) Ng is a member of an ethnic group that has traditionally been marginalized. However, she is a member of a private group on social media that allows her to express her identity and not worry about what other people are thinking. This private group is called a ________.

A) counterspace B) scrum C) paradoxical social dynamic D) spiritual-therapeutic model Answer: A Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge

23 .

89) It's common for experienced users in brand communities to coach "newbies" in ways to maximize their enjoyment of the product so that more and more people benefit from a network of satisfied participants. This process is called ________.

A) a brandfest B) a spiritual-therapeutic model C) standards of behavior D) collective value creation Answer: D Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 90) Which of these features is NOT associated with a culture of participation?

A) a belief in a democratic internet B) the ability to freely interact with others C) fees associated with using the platform D) open access to venues that allow users to share content Answer: C Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 91) Members of a brand community are more likely to criticize products of that brand.

Answer: FALSE Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 92) A scrum methodology focuses on long-term projects that take place over several months or years.

Answer: FALSE Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 93) Consumers worldwide spend well more than $80 billion per year to buy virtual goods for their online characters.

Answer: TRUE Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 24 .

94) One study that analyzed online forums sponsored by Weight Watchers and Obesity Help found that the exchange of support people offer one another (often anonymously) helps people feel more committed to their goals.

Answer: TRUE Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 95) People share more than 5 billion pieces of content on Facebook– every day.

Answer: FALSE Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 96) Explain some of the reasons why a company would be interested in building a brand community.

Answer: Researchers find that brand communities and people who attend brandfests are more likely to feel positive about a brand's products (increasing brand loyalty), more likely to forgive product failures or lapses, and less likely to switch brands. Loyal brand users become emotionally involved with the brand and can become brand missionaries, spreading the values of the brand to others. Further, brand community members do more than build buzz for a product, they help develop new and better ways to use and customize products. This is part of the process of collective value creation.

Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Reflective thinking 97) What are the characteristics of a culture of participation on social media?

Answer: Social media platforms enable a culture of participation: a belief in a democratic internet; the ability to freely interact with other people, companies, and organizations; open access to venues that allow users to share content from simple comments to reviews, ratings, photos, stories, and more; and the power to build on the content of others from your own unique point of view.

Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge

25 .

98) What are consumer collectives?

Answer: Consumer collectives are networks of social relations centered on a brand (like Nike), a practice (like online skating), or a digital platform (like Twitter).

Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 99) List the important features of successful online communities.

Answer: Successful online communities have standards of behavior, they have a critical mass of members making content contributions to the site, members have a high degree of connectedness, and the quality of the site improves as it grows (network effects).

Diff: 1 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge 100) What is a spiritual-therapeutic model? List two examples of organizations or businesses that use this model.

Answer: A spiritual-therapeutic model is a business model or organizational that is loosely based on religious principles. Examples of organizations that use this model include Alcoholics Anonymous and Weight Watchers.

Diff: 2 Var: 1 LO: 12.4: Explain how consumers are social beings who form groups, tribes, and communities around consumption practices and brands.

AACSB: Application of knowledge

26 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 13 Social Class and Status 1) Jim is considered a part of the upper middle class, while Marcos is considered part of the lower upper class. Jim and Marcos have been identified in terms of ________.

A) cultural capital B) occupational prestige C) social rank D) social class Answer: D Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 2) A tendency for people to marry in a social class similar to their own is called ________.

A) homogamy B) affluenza C) social dating D) social stratification Answer: A Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 3) 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 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge

1 .

4) 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 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 5) Luxury goods consumers such as luminaries from Amazon, Google, and Twitter often attend events such as the Burning Man festival and stay in tricked out RVs similar to the ones used by entertainers on movie sets. This practice is called ________.

A) hedonic adaptation B) glamping C) social capital D) cultural capital Answer: B Diff: 1 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 6) According to Pierre Bourdieu, people's taste regarding entertainment and the arts serves as a status-making force or ________ that causes consumption preferences to cluster together.

A) habitus B) code C) hierarchy D) chav Answer: A Diff: 1 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge

2 .

7) Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an established bank owned by several prestigious families. When his bid failed, Evan said "I always knew there was an elite, but up to now I thought I was part of it." If Evan's assessment was correct, what type of capital was Evan lacking?

A) economic B) cultural C) psychological D) sociological Answer: B Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Analytical thinking 8) Which of these is NOT one of the three forms of capital identified by French philosopher Pierre Bourdieu?

A) economic capital B) social capital C) financial capital D) cultural capital Answer: C Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Analytical thinking 9) Rashani is about to graduate with a degree in business, but she is having trouble finding a job.

One recruiter told her that her accent may be affecting her options. This example illustrates that Rashani may be lacking in ________ capital.

A) embodied B) cultural C) economic D) social Answer: D Diff: 3 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Analytical thinking

3 .

10) ________ is a system of social relations embedded in judgments of consumption tastes.

A) Social distinction B) Embodied cultural capital C) Homogamy D) Social class Answer: A Diff: 1 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Analytical thinking 11) Assume that 22% of social media users regularly post photos of at least six meals a week.

How many meal photos per month are posted if there are 186 million social media users in the U.S.?

A) 1.06 billion B) 177.32 million C) 331.59 million D) 3.19 billion Answer: A Diff: 3 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 12) Assume that 97,500 people attended last year's Burning Man festival and that 2.5% of those rented a high-end RV to camp in during the festival. How much was total spending on RVs if the average rental cost was $22,000 per person?

A) $1.9 million B) $21.5 million C) $53.6 million D) $536.3 million Answer: C Diff: 3 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge

4 .

13) About 1.2 percent of the 239 million Americans eligible for a credit score have a perfect score of 850. Brand XYZ targets this group and are successful in making a sale to about 14% of these individuals with perfect credit scores. How many consumers purchased their products?

A) 422,920 B) 401,520 C) 480,720 D) 406,220 Answer: B Diff: 3 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 14) Luxury consumers who become connoisseurs gain what researchers have termed ________.

They reject mass luxury brands, preferring instead inconspicuous luxury products.

A) nirvana B) maturity C) taste regime D) habitus Answer: B Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Analytical thinking 15) Carla posts a lot of reviews on Amazon. Her impact rating is higher than about 90% of all other reviewers. Carla does not receive payment for the reviews, but she does get psychic income when people indicate the review was helpful. This system creates a(n) ________.

A) online gated community B) habitus C) reputation economy D) underground economy Answer: C Diff: 3 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Analytical thinking 16) Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.

Answer: FALSE Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge

5 .

17) The more mature a consumer gets in their luxury consumption journey, the more they move away from highly visible markers of luxury with visible logos.

Answer: TRUE Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 18) High cultural capital consumers tend to prefer "self-actualizing" experiences that are mentally stimulating and creative.

Answer: TRUE Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 19) Sociologists agree on a standard classification system for social class with education and income being the primary indicators.

Answer: FALSE Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 20) Online gated communities that selectively allow access to some people may offer a high degree of social capital to the lucky few who pass the test.

Answer: TRUE Diff: 1 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 21) Explain the difference between social capital and cultural capital.

Answer: Social capital focuses on exclusivity as a form of currency. Access to networks and opportunities is a big part of social capital and may result in people who made an opportunity no longer being able to access to it. In contrast, cultural capital refers to a set of distinctive and socially rare tastes and practices that entitle people to reach higher classes.

Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Reflective thinking

6 .

22) Explain what a credit score is and how it relates to social class.

Answer: A credit score is based on a person's outstanding debt and payment history, to see if the consumer qualifies for a loan. Today credit scores have become a badge that many use to "keep score" of a person's worth.

Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 23) What is homogamy and what data suggest this tendency may be true?

Answer: Homogamy is the tendency for someone to marry people from a social class like their own. More than 90 percent of married high school dropouts marry someone who also dropped out or who has only a high school diploma. On the other side of the spectrum, less than 1 percent of the most highly educated Americans have a spouse who did not complete high school.

Diff: 1 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 24) How do we define the aspirational class? What types of consumption choices do they make?

Answer: The new elite in America, which some researchers term the aspirational class, are highly educated, but their consumption choices are far from flashy. Instead, their choices reflect their values: They use their financial resources to prioritize important decisions about health (eating and being well), parenting and education, and their retirement.

Diff: 2 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge 25) What is objectified cultural capital?

Answer: Objectified cultural capital takes the form of tangible cultural goods (e.g., objects), such as pictures, books, or artwork.

Diff: 3 Var: 1 LO: 13.1: Summarize how our consumption choices are expressions of our taste and are strongly influenced by our social class.

AACSB: Application of knowledge

7 .

26) The average American's standard of living continues to improve. These income shifts are linked to two key factors: ________.

A) a shift from blue-collar to white-collar employment and an increase in computer usage B) an increase in immigration to the U.S. and the increase of technical skills C) a shift in women's roles and an increase in educational attainment D) a shift in population from the North to South and advances in human rights Answer: C Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 27) Which of the following personal factors influences a person's savings rate?

A) the individual's own sense of optimism about his or her personal circumstances B) the relationship between the lending prime rate and growth rates C) world events such as wars D) credit score Answer: A Diff: 3 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 28) ________ refers to the passage of individuals from one social class to another.

A) Social class B) Social affinity C) Social mobility D) Social prestige Answer: C Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 29) ________ measures how optimistic or pessimistic people are about the future health of the economy and how they will fare in the future.

A) Income inequality B) Credit score C) Saving rate D) Consumer confidence Answer: D Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge

8 .

30) ________ refers to this creation of artificial divisions that allow us to understand the structure of a society, the relative size of the different socioeconomic groups, and the types of consumer behavior that are prevalent in each stratum.

A) Status hierarchy B) Social stratification C) Hedonic adaption D) Social mobility Answer: B Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 31) All of the following are important components of social class EXCEPT for ________.

A) gender B) income C) educational attainment D) occupational prestige Answer: A Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 32) Most groups exhibit a structure called a ________ in which some members are somehow better off than others in terms of authority, power, or respect.

A) status hierarchy B) social array C) social class D) mass class Answer: A Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge

9 .

33) Sandra decided to become a nurse after several years as an elementary teacher. She still wanted to help people but in a different manner. Sandra's case is an example of which of the following?

A) downward mobility B) upward mobility C) horizontal mobility D) status crystallization Answer: C Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 34) ________ is a system in which we define people by what they do for a living.

A) Status hierarchy B) Occupational prestige C) Social prestige D) Social class Answer: B Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 35) Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with?

A) reference group affiliation B) bias C) social anxiety D) social stratification Answer: D Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Analytical thinking

10 .

36) Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. Due to the economy, Fred has lost the farm and has taken a manual labor job in the city to support his family. What form of mobility best describes Fred's position?

A) horizontal mobility B) two-way stretch mobility C) downward mobility D) upward mobility Answer: C Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 37) A member of ________ has recently gained personal wealth and may experience status anxiety. Such individuals may try to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave.

A) an old money family B) the taste culture C) the nouveau riche D) the mass class Answer: C Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 38) Researchers primarily use which of the following to measure consumer confidence?

A) survey data B) credit card statements C) economic forecasts D) discretionary income Answer: A Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge

11 .

39) About 19% of the U.K. 68 million consumers can be classified as precariat. How many consumers fit this classification?

A) 12.240 million B) 15.640 million C) 14.280 million D) 12.920 million Answer: D Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 40) About 14% of the U.K.'s 66.5 million consumers can be classified as traditional working class. What is the total purchasing power of this group if they have an average income of $18,000 per year?

A) $155.610 billion B) $203.490 billion C) $167.580 billion D) $215.460 billion Answer: C Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 41) Occupational prestige is one way we evaluate how we "rank" compared to other people.

Answer: TRUE Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 42) A consumer's belief about what the future holds is an indicator of consumer confidence.

Answer: TRUE Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 43) Education is one determining factor in future income.

Answer: TRUE Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge

12 .

44) Social stratification refers to the creation of artificial divisions in a society.

Answer: TRUE Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 45) Downward mobility is not possible is the U.S. social class system.

Answer: FALSE Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 46) Explain the term "nouveau riche."

Answer: Nouveau riche describes consumers who recently achieved wealth and don't have the benefit of years of training to learn how to spend it.

Diff: 1 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 47) Explain the concept of social mobility and its various forms.

Answer: Social mobility refers to the passage of individuals from one social class to another.

There are three forms-upward (move up in social class), downward (moving to a lower social class), and horizontal (moving from one position to another [such as jobs] in the same social class strata).

Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Application of knowledge 48) According to a report by the Bureau of Labor Statistics in 2022, a person without a high school diploma makes about $675 a week on average. A person with a diploma but no college education earns about $875. A person with a bachelor's degree makes $1,173 per week.

Based on these statistics, what does this suggest about the value of education? How is education likely to affect our consumption choices?

Answer: Increasing levels of education generate higher levels of income. This higher income affects our consumption choices. Higher incomes enable someone to move beyond purchases just to satisfy needs.

Diff: 2 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Analytical thinking

13 .

49) According to a report by the Bureau of Labor Statistics in 2022, a person without a high school diploma makes about $675 a week on average. A person with a diploma but no college education earns about $875. A person with a bachelor's degree makes $1,173 per week. Among college graduates with advanced degrees (master's, professional, and doctoral degrees), the top 10 percent of male workers made $4,618 or more per week, compared with $3,101 or more for their female counterparts.

Does this data validate the premise behind the college wage premium? Explain your reasoning.

Answer: The college wage premium asserts that there is a wage gap between what workers with a college degree earn compared with those without a degree. While this data does not look at the growth of the college wage gap overtime, we know that the premium of a college degree was about 40% in the 1970s and these statistics indicate that trend is accelerating. The data here validates the premise behind the college wage premium.

Diff: 3 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Analytical thinking 50) According to a report by the Bureau of Labor Statistics in 2022, a person without a high school diploma makes about $675 a week on average. A person with a diploma but no college education earns about $875. A person with a bachelor's degree makes $1,173 per week. Among college graduates with advanced degrees (master's, professional, and doctoral degrees), the top 10 percent of male workers made $4,618 or more per week, compared with $3,101 or more for their female counterparts. What does this data suggest about upward mobility based on educational attainment? How does this differ for men and women?

Answer: Higher levels of education impact earnings and increases a person's ability to move up in social class. However, the impact is greater for men suggesting a gender gap continues to exist.

Diff: 3 Var: 1 LO: 13.2: Describe how consumption contributes to movements within and across social class structures.

AACSB: Analytical thinking 51) John Jones purchases products to show visible evidence of his ability to afford luxury goods, John is practicing ________.

A) brand prominence B) conspicuous consumption C) brand positioning D) homogamy Answer: B Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge

14 .

52) When a Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are bought and displayed as markers of social class, they are ________.

A) social inhibitors B) social parameters C) status symbols D) psychological blocks Answer: C Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 53) If a member of the upper class wore shredded Levi's jeans to a formal party, the person would be exhibiting a sophisticated form of conspicuous consumption known as ________.

A) parody display B) invidious distinction C) downsizing D) status anxiety Answer: A Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 54) 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 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Analytical thinking 55) Jerri is considering buying a new car. She wants to spend money on a luxury model because she thinks the brand is reliable, is likely to require few repairs, and she drives over an hour each way to get to her office. According to SRI Consulting Business, Jerri is shopping based on the attitude that luxury is ________.

A) functional B) a reward C) indulgence D) a necessity Answer: A Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 15 .

56) According to SRI Consulting Business Intelligence, which of the following statements concerning the group of people who believe luxury is indulgence is true?

A) They value things that will last and have enduring value.

B) They tend to be the oldest of the three luxury groups.

C) They have a more emotional approach to luxury spending.

D) They tend to be the least impulsive of the three luxury groups.

Answer: C Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 57) Which of the following groups is not one used by SRI Consulting Business Intelligence to classify consumers?

A) Luxury is functional B) Luxury is a reward C) Luxury is indulgence D) Luxury is parody Answer: D Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 58) The difference between a person's current standard of living and the standard of living they would like to achieve is call the ________.

A) aspirations gap B) downward comparison C) aspirations failure D) financial deprivation Answer: A Diff: 1 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 59) Gander is thinking about buying a Rolex watch. His current watch works fine, and the Rolex was a little outside of his price range, but a Rolex would tell everyone at the upcoming class reunion that he had made it and achieved a high level of financial success. Gander is engaging in ________.

A) the hedonic treadmill B) status seeking C) upward comparison D) aspirations failure Answer: B Diff: 3 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 16 .

60) Some researchers measure a person's assessment of their own status, whether it corresponds to reality or not. These researchers are measuring ________.

A) aspirations failure B) subjective socioeconomic status C) downward comparison D) the hedonic treadmill Answer: B Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 61) ________ is worry, or concern, about your social status.

A) Reverse signaling B) Parody display C) Status threat D) Power distance belief Answer: C Diff: 1 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 62) Veblen posited we buy things to create envy in other people through our display of wealth and power. He called this ________.

A) invidious distinction B) status threat C) parody display D) reverse signaling Answer: A Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 63) Assume that people living in the deep south have an average income of $39,500 per year and this is expected to decline by 2% next year? What is the expected income next year?

A) $39,224 B) $38,710 C) $38,978 D) $38,187 Answer: B Diff: 1 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge

17 .

64) Assume that people living on the west coast have an average income of $107,000 per year and this is expected to grow by 4% per year for the next six years. What is the expected income in six years?

A) $143,390 B) $120,499 C) $146,744 D) $135,389 Answer: D Diff: 3 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 65) Howard only wants to be around people that have achieved the same level of wealth and social status that he has achieved. He distances himself from his old colleagues who did not increase their social standing. Which of these groups does he most closely align with?

A) proletarian B) patrician C) poseur D) parvenu Answer: D Diff: 3 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 66) Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held by those who demonstrate a family history of public service and philanthropy, and tangible markers of these contributions often enable donors to achieve a kind of immortality.

Answer: FALSE Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 67) A sophisticated form of conspicuous consumption is called parody display.

Answer: TRUE Diff: 3 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 68) Income inequality refers to the extent to which resources are distributed unevenly within a population.

Answer: TRUE Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge

18 .

69) When viewed from an evolutionary perspective men use conspicuous luxury products to attract mates, whereas women use such products to deter female rivals.

Answer: TRUE Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 70) Status signaling is especially common for those individuals who have a lower power distance belief –that is, those who have a lower acceptance of and tendency to endorse power or status disparities.

Answer: FALSE Diff: 3 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 71) Allison is considered part of the "luxury is functional' group. Given this information, describe Allison's attitude about luxury and how she spends her money.

Answer: These consumers use their money to buy things that will last and have enduring value.

They conduct extensive prepurchase research and make logical decisions rather than emotional or impulsive choices.

Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 72) Why is wearing a baseball cap backward (with the brim toward the back) a type of parody display?

Answer: A parody display is a method of seeking status by avoiding it. One way this is done is by adopting clothing or material that has function in the working world in such a way that the function is minimized. The baseball cap was built with a large visor in the front to protect the eyes from the sun or rain. By wearing it backward, the wearer is demonstrating that his or her status is high enough that the actual function of the clothing object can be ignored.

Diff: 2 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Reflective thinking 73) Explain what Veblen meant by the term "invidious distinction."

Answer: The meaning of invidious distinction is when consumers purchase items to inspire envy of others through their display of wealth and power.

Diff: 3 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge

19 .

74) Explain how the consumption of luxury goods is viewed from an evolutionary perspective.

Answer: The evolutionary perspective examines human behavior through the lens of biological evolution and natural selection. When viewing consumption from this perspective researchers have found that luxury products also play important signaling functions in heterosexual relationships: Men use conspicuous luxury products to attract mates, whereas women use such products to deter female rivals. They found that when women feel that other women threaten their romantic relationships, they are motivated to guard their mate and they do so by displaying lavish possessions. Flaunting designer handbags and shoes deters other women from poaching a relationship partner.

Diff: 3 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 75) Explain status pivoting.

Answer: Status pivoting involves signaling our success and status in another domain when we feel threatened by someone else's social status Diff: 1 Var: 1 LO: 13.3: Explain how we consume to communicate our social standing to others.

AACSB: Application of knowledge 76) The issue of income inequality is primarily concerned with ________.

A) consumer confidence B) the savings rate C) the distribution of resources D) discretionary income Answer: C Diff: 2 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 77) Roughly four billion people live on less than $2 a day. This group can be described as ________.

A) middle income B) status anxious C) bottom of the pyramid D) nouveau riche Answer: C Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge

20 .

78) One percenters are an example of ________.

A) pay-pay ratio B) income inequality C) saving rate D) plutonomy Answer: B Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 79) In 2020, there were 37.2 million Americans living ________.

A) below the poverty level B) above their means C) on less than $300 a week D) in homeless shelters Answer: A Diff: 2 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 80) In 2020 there were 35.3 million Americans living below the poverty level. What percentage of Americans lived in poverty in 2020 if there were 338 million people living in the U.S. that year?

A) 11.4% B) 8.1% C) 10.4% D) 12.9% Answer: C Diff: 2 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 81) The CEO of Company ZZZ makes $24.8 million per year. The median worker pay in the same firm is $50,129. What is the CEO to worker pay ratio?

A) 482.0 times B) 511.1times C) 544.9 times D) 494.7 times Answer: D Diff: 3 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 21 .

82) Consumers who choose products and brands that align with their values are called ________.

A) purpose-driven consumers B) social change agents C) woke D) bottom of the pyramid Answer: A Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 83) Angel really likes a particular brand of cosmetics, but she's learned some disturbing news about the firm's treatment of workers in other countries. She decided to switch to another brand that she really doesn't like as well but the firm's values align more closely with her values. What type of consumer is Angel?

A) frugalista B) purpose-driven C) one percenter D) bottom of the pyramid Answer: B Diff: 3 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 84) The ________ compares the salary of a company's top executive with the earnings of a typical employee.

A) bottom of the pyramid ratio B) income inequality ratio C) CEO pay ratio D) one percenter Answer: C Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge

22 .

85) Firm BBM has a CEO to worker pay ratio of 342. How much does the CEO make if the median worker salary is $60,580?

A) $20,778,940 B) $20,657,780 C) $20,718,360 D) $20,960,680 Answer: C Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 86) How do most organizations react to the low-income consumer market?

A) They ignore it since these consumers have almost no discretionary income.

B) Many organizations have studied this market, but most do not believe that it is profitable enough to warrant investment.

C) Many organizations recognize that the sheer size of this market makes it attractive to enter.

D) Most organizations focus on trying to identify the few luxury goods these consumers might buy.

Answer: C Diff: 3 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 87) Low-income consumers are ________.

A) more likely to use coupons B) less likely to use coupons C) more likely to make impulse purchases D) less likely to use government assistance Answer: A Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 88) Which of the following is NOT one of the 4 A's of addressing low-income consumers?

A) affordability B) availability C) adaptability D) acceptability Answer: C Diff: 2 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 23 .

89) Which of the following strategies is NOT one that a firm might use to make products more affordable to low-income consumers?

A) reduce packaging sizes B) lower product quality C) maintain operations at near-zero working capital D) leverage scale effects Answer: B Diff: 3 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 90) Firm XYZ ran an advertisement celebrating Black History Month. However, the firm does not have any Black executives or board members. The firm is effectively ________.

A) wokewashing B) advocating social change C) pointing out how difficult it is to hire minorities D) walking the walk and talking the talk Answer: A Diff: 3 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 91) Purpose-driven consumers now represent the largest segment of the consumer market.

Answer: TRUE Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 92) An increase in educational attainment is correlated with an increase in income inequality.

Answer: FALSE Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 93) Adaptability is the most significant of the 4 A's of addressing low-income consumers.

Answer: FALSE Diff: 2 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge

24 .

94) Bottom of the pyramid consumers live on about $10 per day.

Answer: FALSE Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 95) In 2021 CEOs made an average of more than 300 times the amount made by a typical worker in the same firm.

Answer: TRUE Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 96) Define the CEO pay ratio.

Answer: The CEO pay ratio compares the average salary of a firm's chief executive officer with the pay of the firm's median worker salary. For example, a CEO pay ratio of 324 means the CEO makes 324 time the median worker salary.

Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 97) What does it mean to be a one percenter?

Answer: This term was coined during the Occupy Wall Street movement where protestors camped out in cities across the U.S. to spotlight income disparity between the people in top one percent versus the rest of the population.

Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 98) Why are some organizations finally deciding to market goods to the consumers at the bottom of the pyramid?

Answer: Many organizations recognize the huge potential of the low-income consumer market.

The logic is simple: True, a poor person can't afford to buy much, but when you multiply that consumer by billions of others, the numbers start to add up. Now low-income consumer markets worldwide are worth at least $5 trillion per year.

Diff: 2 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge

25 .

99) List the 4 A's of addressing low-income consumers.

Answer: The 4 A's are affordability, awareness, acceptability, and availability.

Diff: 1 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge 100) Why are purpose-driven consumers important to marketers?

Answer: The National Retail Federation reports that purpose-driven consumers, who choose products and brands based on how well they align with their values, now represent the largest segment of consumers (44 percent). These consumers wield a lot of clout, both financially and socially so targeting this group can be lucrative while ignoring them can be costly.

Diff: 2 Var: 1 LO: 13.4: Discuss the ways organizations are starting to work toward greater social justice to combat equality.

AACSB: Application of knowledge

26 .

Consumer Behavior, 14e (Solomon/Russell) Chapter 14 Culture 1) Culture is best described as a society's ________.

A) attitude B) consciousness C) personality D) history Answer: C Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 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 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 3) ________ is the way people maintain an orderly social life.

A) Ecology B) Lifestyle C) Social structure D) Ideology Answer: C Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 4) 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 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Diverse and multicultural work environments

1 .

5) 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 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 6) Gen enjoys owning a micro-refrigerator, which is small enough to fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics that any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting products.

A) ideology B) ecology C) social structure D) socio-psychology Answer: B Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 7) In the cultural production process, the people who control the flow of information between producers and customers are called ________.

A) lead users B) cultural gatekeepers C) cultural informers D) innovators Answer: B Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 8) Which of Hofstede's dimensions of national culture is defined as the extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life and having fun?

A) power distance B) indulgence versus restraint C) masculinity D) uncertainty avoidance Answer: B Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 2 .

9) 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 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 10) ________ is the extent to which less powerful members of organizations and institutions accept and expect that power is distributed unequally.

A) Power distance B) Individualism C) Uncertainty avoidance D) Long-term orientation Answer: A Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 11) Firm UUU used a familiar myth to create a marketing campaign for their product and sales increased by 8%. How much did sales increase if the pre-ad campaign sales were $419 million?

A) $33.52 million B) $54.47 million C) $62.85 million D) $58.66 million Answer: A Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 12) Firm UUU used a familiar myth to create a marketing campaign for their product and sales increased by 10% a year for two years. How much were sales at the end of the second year if the pre-ad campaign sales were $409 million?

A) $531.54 million B) $485.93 million C) $494.89 million D) $477.06 million Answer: C Diff: 3 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge

3 .

13) Myths usually involve stories focusing on ________.

A) histories created by marketing campaigns B) the conquering of opposing cultures C) real life modern situations D) opposing forces in conflict Answer: D Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 14) What role does a mediating figure play in a myth?

A) the protagonist B) the antagonist C) resolution of conflict D) creation of conflict Answer: C Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 15) ________ cultures tend to set more boundaries around what you can say or do in social situations than do ________ cultures.

A) Tight; loose B) Loose; tight C) Masculine; feminine D) Feminine; masculine Answer: A Diff: 3 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 16) 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 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Diverse and multicultural work environments 17) The mental characteristics of people and the way they relate to their environment and social group are called ideology.

Answer: TRUE Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge

4 .

18) Enculturation is a deep, longitudinal inquiry from the inside of a cultural phenomenon or group to unravel insights into the cultural processes therein.

Answer: FALSE Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 19) A cultural system consists of the functional areas of ecology, geography, and ideology.

Answer: FALSE Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 20) Acculturation refers to the learning that occurs when we travel to a new culture and learn that culture's value system and ways of doing things.

Answer: TRUE Diff: 1 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 21) Describe the three functional areas of a cultural system.

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

Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 22) Explain the term "power distance" in Hofstede's Dimensions of National Culture.

Answer: Power distance is the extent to which the less powerful members of an organization or institution accept and expect the power to be distributed unequally.

Diff: 3 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Diverse and multicultural work environments

5 .

23) Explain how we learn about our culture.

Answer: We learn what is right, what is wrong, what is good, and what is bad from observing others in our family, social institutions, workplace, etc. The process of learning the values, beliefs, and behaviors in our own culture is called enculturation.

Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 24) What are myths and how do they relate to culture?

Answer: A myth is a story with symbolic elements that express a culture's values. The story often focuses on conflict between two opposing forces, and its outcome serves as a moral guide for listeners (like when superheroes battle the forces of evil). In this way, a myth reduces anxiety because it provides consumers with guidelines about their world. Most members of a culture learn these stories, but usually we don't think about their origins.

Diff: 2 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 25) Explain how Nike perpetuates the company's origin legend.

Answer: Nike designates senior executives as "corporate storytellers" who explain the company's heritage to the hourly workers at Nike stores. They recount tales about the coach of the Oregon track team who poured rubber into his family waffle iron to make better shoes for his team–the origin of the Nike waffle sole. The stories emphasize the dedication of runners and coaches to reinforce the importance of teamwork. Rookie hires visit the track where the coach worked to help them appreciate the importance of the Nike legends. And rumor has it that senior Nike executives (including the CEO) have a "swoosh" tattoo on their backsides.

Diff: 3 Var: 1 LO: 14.1: Describe how culture is a society's personality.

AACSB: Application of knowledge 26) Wedding rice, birthday candles, and diplomas are considered ________.

A) ritual script B) ritual artifacts C) potlatch D) norms Answer: B Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge

6 .

27) Which of the following would NOT be a part of the wedding ritual?

A) giving away the bride B) the best man C) tossing the cake D) throwing rice Answer: C Diff: 1 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 28) ________ refers to a stage in the gift-giving process, where the giver procures an item to mark some event.

A) Gestation B) Presentation C) Reformulation D) Ritual artifacts Answer: A Diff: 1 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 29) 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 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 30) 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 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 7 .

31) 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 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 32) 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 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 33) As a relationship grows and progresses, gift giving tends to become more ________.

A) exchange oriented B) reciprocal C) altruistic D) instrumental Answer: C Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 34) 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 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Analytical thinking

8 .

35) Pavel is an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under the bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________.

A) ritual B) symbolic exchange C) convention D) rite of passage Answer: A Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 36) Researchers examined how people come to regard products as lucky. These researchers looked at ________.

A) marketing techniques B) conditioned superstition C) social classes D) conditioned behavior Answer: B Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 37) After Sylvia receives a beautiful ring from Nicole, she feels that their relationship is the best it has ever been. This moment reflects what stage of the gift giving process?

A) gestation B) presentation C) reformulation D) ritualization Answer: C Diff: 1 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge

9 .

38) Country X has a population of 34 million and 86% of the population uses the same brand of products in a national consumption ritual. How many people use this brand?

A) 24.94 million people B) 29.24 million people C) 24.08 million people D) 28.38 million people Answer: B Diff: 1 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 39) What is the average cost of a wedding in the U.S. if Americans spend $74 billion per year on weddings and there were $2.7 million weddings last year?

A) $26,414 B) $25,705 C) $27,149 D) $27,407 Answer: D Diff: 1 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 40) What is the average cost of a wedding venue in the U.S. if Americans spend $75 billion per year on weddings, and there were 2.42 million weddings last year, and 54% of the spending was used to pay for the wedding venue?

A) $16,298 B) $16,047 C) $16,736 D) $17,120 Answer: C Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge

10 .

41) Forty-six percent of Americans are willing to go into debt to give a gift. How people are willing to do that if there are 293 million Americans over the age of 14 that engage in gift giving?

A) 127.63 million B) 134.78 million C) 147.41 million D) 141.45 million Answer: B Diff: 3 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 42) Anna's best friend, Aubrey, was getting married. Anna spent a lot of time thinking of the perfect gift and was so excited about the gift that she gave it to Aubrey before the wedding.

Aubrey cried and told Anna she could never have a better friend. Reformulation best describes the gift-giving stage in this situation.

Answer: TRUE Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 43) Gestation is the process of gift exchange.

Answer: FALSE Diff: 1 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 44) Extraordinary beliefs are beliefs that either cannot be affirmed by science or that even contradict established science.

Answer: TRUE Diff: 1 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 45) We love giving gifts so much that in one survey, the majority of respondents agreed they are willing to go into debt to obtain the funds they need to buy them.

Answer: FALSE Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge

11 .

46) Explain the three distinct stages of gift-giving rituals.

Answer: TRUE Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 47) Explain how marketers can use ritual artifacts and ritual scripts to their benefit.

Answer: Ritual artifacts are the specialized items we need to perform rituals, such as graduation programs and caps and gowns at the end of an educational career. Ritual scripts identify what artifacts we need, in what order we should use them, and who uses them. Marketers can rely on the need for artifacts to create consumer demand. The growing wedding industry proves this point as consumers spend more money to participate in rituals determined by cultural scripts.

Diff: 3 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Reflective thinking 48) Explain how Halloween serves as an antifestival.

Answer: In an antifestival, an event distorts the symbols we associate with other holidays. In Halloween, a symbol such as the witch, which is normally seen as an evil antagonist, becomes a mother-like figure. It also parodies and mocks other rituals such as Thanksgiving and Easter.

Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Reflective thinking 49) What are extraordinary beliefs and what are the four functions that underpin consumption rituals related to these beliefs?

Answer: Extraordinary beliefs –beliefs that either cannot be affirmed by science or that even contradict established science–are an important part of consumer rituals. A recent review of research on consumption rituals identified 15 extraordinary beliefs that underpin these rituals, organized into four functions. These functions are connecting, controlling, enchanting, and explaining.

Diff: 3 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge

12 .

50) What are some rituals associated with preparing for battle?

Answer: For most of us preparing for battle means getting ready for work or school. Relevant rituals include brushing teeth, taking a shower or bath, having something to eat or drink, talking to a family member or partner, checking email, shaving, putting on makeup, watching TV or listening to the radio, and reading a newspaper.

Diff: 2 Var: 1 LO: 14.2: Discuss how consumption rituals structure our experiences and convey our cultural values.

AACSB: Application of knowledge 51) ________ 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 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 52) 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 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Analytical thinking 53) 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 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge

13 .

54) 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 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 55) What percent of the U.S. population follows Katy Perry on Twitter if she has 116 million U.S. followers, and the U.S. population is 347 million?

A) 33% B) 32% C) 40% D) 42% Answer: A Diff: 1 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 56) ________ is when ordinary objects, events, and even people take on sacred meaning.

A) Contamination B) Objectification C) Sacralization D) Profane consumption Answer: C Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 57) ________ describes objects or events that are ordinary.

A) Sacralization B) Objectification C) Contamination D) Profane consumption Answer: D Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge

14 .

58) The domains of sacred consumption are places, people, and ________.

A) concepts B) religion C) events D) ideologies Answer: C Diff: 1 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 59) ________ occurs when we attribute sacred qualities to mundane items.

A) Sacralization B) Objectification C) Profane consumption D) Contamination Answer: B Diff: 1 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 60) Taylor hates to get rid of anything. Taylor's failure to throw out things that most people consider to be garbage is now a full-blown obsession. This practice is called ________.

A) contamination B) objectification C) collecting D) hoarding Answer: D Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 61) Over 500,000 people a year spend hundreds of dollars to make the trek to Memphis to visit the former home of Elvis Presley. The estate, which Elvis called Graceland, is a ________.

A) sacred place B) sacred event C) sacred persona D) contamination Answer: A Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge

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62) Anesh has a thriving business in New York City where he sells items that tourists buy to commemorate their trip to the city. His biggest seller is a 10-inch tall replica of the Statue of Liberty. The process of mass duplication of this symbol of liberty and freedom is called ________.

A) contamination B) objectification C) desacralization D) mass customization Answer: C Diff: 3 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 63) The dominance of multinational firms creates a ________ that unites people around the world by their common devotion to brand-name consumer goods, movie stars, celebrities, and leisure activities.

A) country of origin heuristic B) global consumer culture C) sacred event D) desacralization Answer: B Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 64) The belief that other cultures are inferior to your culture is called ________.

A) country of origin B) desacralization C) ethnocentrism D) contamination Answer: C Diff: 1 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 65) Amani searches every junk store and flea market for Pez dispensers. She has hundreds of different ones but enjoys the thrill of finding one she does not have. Amani is engaged in ________ Pez dispensers.

A) collecting B) hoarding C) contaminating D) objectifying Answer: A Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 16 .

66) Profane consumption involves consumer objects and events that are ordinary.

Answer: TRUE Diff: 1 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 67) Sneakerheads is a term that describes people who are avid collectors of rare or limited edition "kicks," such as Nike Air Jordans or the Yeezy that rap singer Kanye West designs.

Answer: TRUE Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 68) People occupy sacred time and space when they travel on vacation.

Answer: TRUE Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 69) When people systematically amass a collection, they can "worship" material objects without feeling guilty or petty.

Answer: TRUE Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 70) Profane consumption occurs when we set apart objects and events from normal activities and treat them with respect or awe.

Answer: FALSE Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 71) Explain the meaning of objectification and how it occurs. Provide an example.

Answer: Objectification occurs when we attribute sacred qualities to mundane items. This occurs through the process of contamination. Students may provide a mix of examples. For instance, Archie Bunker's chair from the television show All in the Family is a sacred item.

Diff: 3 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Analytical thinking 72) Explain the difference between collecting and hoarding.

Answer: Collecting refers to the systematic acquisition of particular objects or a set of objects, where hoarding reflects the reluctance to discard used objects.

Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 17 .

73) Some people are offended when marketers refer to an event such as the Super Bowl as sacred. Explain how the concept of sacred in consumer behavior is both the same and different from the concept of sacred in a traditional religious context.

Answer: In marketing, an event, place, or person becomes sacred because it is "set apart" from normal activities and begins to be treated with some degree of respect or awe. There are numerous reasons why this may happen, religion being only one of many. There is nothing in the definition that refers to specific or historical religious events, places, or persons. The term as utilized, however, does have similarities with religious feelings. A "sacred" object in religion is treated as very special. It is handled with care and given special packaging considerations. This is also true of sacred objects in marketing. Religious people would be offended if a sacred object was treated casually, or if someone made light of it. The same is generally true with a sacred object in marketing. The manner in which society reacts to Elvis Presley or Princess Diana is quite similar to how a saint would be treated by a religious person.

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

Diff: 3 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Reflective thinking 74) Differentiate between sacred consumption and profane consumption.

Answer: Sacred consumption occurs when consumers "set apart" objects and events from normal activities and treat them with respect. Profane consumption, in contrast, describes objects and events that are ordinary or everyday, they don't share the "specialness" of sacred ones.

Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge 75) What does it mean to say the West, particularly the United States, is a net exporter of popular culture?

Answer: Many consumers equate Western lifestyles in general and the English language with modernization and sophistication, and numerous U.S. brands slowly but surely become ingrained into local cultures. These cultural changes were effectively exported from the West. Indeed, some global brands are so widespread that many people are only vaguely aware of their countries of origin.

Diff: 2 Var: 1 LO: 14.3: Summarize how products, brands, and practices are vessels of cultural meanings.

AACSB: Application of knowledge

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76) Consumers who always are on the lookout for novel products or services and who are first to try something new are ________.

A) collectors B) profane consumers C) innovators D) laggards Answer: C Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 77) Fashion refers to ________.

A) a particular combination of attributes within style B) the process of social diffusion by which style is adopted by consumers C) being positively evaluated by some reference group D) the norm Answer: B Diff: 3 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 78) Which of the following most likely benefited from the rise of the Normcore movement?

A) hipster style manufacturers B) technological innovators C) suburban attire manufacturers D) luxury designers Answer: C Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 79) The ________ refers to the process whereby a new product, service, or practice spreads through society.

A) adoption rate B) diffusion of innovation C) tipping point D) innovation trigger Answer: B Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge

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80) According to the Gartner Hype Cycle there are five key phases of a technology's life cycle.

Which of these is NOT one of those phases?

A) downslope of despair B) trough of disillusionment C) peak of inflated expectations D) slope of enlightenment Answer: A Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 81) Which of these is NOT one of the three major types of innovation?

A) continuous innovation B) periodic innovation C) dynamically continuous innovation D) discontinuous innovation Answer: B Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 82) An innovation should possess ________ and firms often distributed free samples of new products to determine whether the product possesses this attribute.

A) observability B) relative advantage C) compatibility D) trialability Answer: D Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 83) ________ are "routinized things people do, say, and understand" that are situated within a larger system of social structures, such as markets and governments.

A) Innovations B) Practices C) Imitations D) Demarcations Answer: B Diff: 3 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 20 .

84) Kim Kardashian introduced a new line of shapewear clothing she called the Kimono line.

This is an example of ________.

A) imitation B) demarcation C) cultural appropriation D) misappropriation Answer: C Diff: 3 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 85) Jonathan disliked Firm ABC's lack of customer service, so he created at cartoon highlighting his experience. He soon found out he was not the only disgruntled customer after finding several other ________ circulating online.

A) memes B) diffusions C) TAMs D) normcores Answer: A Diff: 3 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 86) How many Americans watched cable TV ten years after it was introduced if 37% of the 250 million Americans watched cable TV at that time?

A) 98 million B) 81 million C) 90 million D) 93 million Answer: D Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge

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87) According to the technology adoption model the likelihood of consumers embracing a new product or innovation is based on two factors: the perceived usefulness of the new option and the ________.

A) cost B) perceived ease of use C) expected popularity D) celebrity endorsers Answer: B Diff: 3 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 88) Skateboarding was invented in California in the 1950s and became very popular in the U.S. and the U.K. by the 1990s. This process of adoption is known as ________.

A) demarcation B) crowdsourcing C) practice diffusion D) meme Answer: C Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 89) How many Americans are innovators if this group represents 2.8% of the population and there are 323 million Americans?

A) 14.62 million B) 9.04 million C) 12.10 million D) 18.68 million Answer: B Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge

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90) How many people bought product AAB in the innovator and early adopter phases of the products life cycle if these groups represent 2.1% and 14.4% of the total sales to date? There have been 4,725,760 units sold.

A) 680,509 B) 766,386 C) 779,750 D) 798,214 Answer: C Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 91) A style typically begins as a risky or unique statement by a relatively small group of people.

Answer: TRUE Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 92) A discontinuous innovation is a significant change to an existing product.

Answer: FALSE Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 93) An early adopter is receptive to new styles because they are involved in the product category and value being trendy.

Answer: TRUE Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 94) According to the Gartner hype cycle the trough of disillusionment occurs when early publicity about the new product results in a few success stories and scores of failures.

Answer: FALSE Diff: 3 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge

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95) Even though innovators represent only a small fraction of the population, marketers are eager to identify them since they are risk takers and the first to try a new product.

Answer: TRUE Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 96) Define the term "fashion system."

Answer: A fashion system includes all people and organizations that create symbolic meaning and transfer those meanings to cultural goods.

Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 97) Identify and describe the five phases of a technology's life cycle according to the Gartner Hype Cycle.

Answer: The five key phases of a technology's life cycle are: 1) Innovation Trigger–a potential technology breakthrough.

2) Peak of Inflated Expectations–early publicity produces a number of success stories 3) Trough of Disillusionment–interest wanes as experiments and implementations fail to deliver 4) Slope of Enlightenment–more instances of how the technology can benefit the enterprise become widely understood 5) Plateau of Productivity– mainstream adoption starts to take off.

Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Reflective thinking 98) What is the tipping point with respect to innovation?

Answer: The tipping point is the moment in the adoption process when an innovation reaches a critical mass of adopters and sales increase rapidly afterwards. Reaching the tipping point can take several years for some products.

Diff: 2 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 99) List the types of adopters and the percentage of adopters that fall into each category.

Answer: Innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%), and laggards (16%).

Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge 24 .

100) List the five attributes of a successful innovation.

Answer: Compatibility, trialability, complexity, observability, and relative advantage.

Diff: 1 Var: 1 LO: 14.4: Explain how products, ideas, and practices circulate through society via the process of diffusion.

AACSB: Application of knowledge

25 .