Consumer Behavior Exam 2

The percentage of millennial fathers in the U.S. men who have primary or shared grocery shopping responsibilities for their household is

80%

Which of the following statements is false regarding the religious/secular value in American society? 1. Many Americans for whom religion is especially important are conservative in their beliefs. 2. Religious-based beliefs do influence decisions. 3. Most people's daily behaviors are not guided by strict religious guidelines. 4. A religious group does not control the educational system, government, or political process. 5. America is basically a religious society.

America is basically a religious society.

Which of the following statements is false regarding word-of-mouth (WOM) communications? 1. Not all personal sources are equal in value. 2. Consumers generally trust advertising as much as they do WOM. 3. It is estimated that over 80% of all consumer product decisions are influenced by WOM. 4. Going beyond satisfaction to deliver more than was expected appears to have the potential to generate substantial WOM. 5. Negative experiences are powerful motivators of WOM.

Consumers generally trust advertising as much as they do WOM.

__________ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location.

Distribution

T/F: Advertising can stimulate and simulate word-of-mouth but not opinion leadership.

False

T/F: Education is probably the most widely applied single cue we use to initially evaluate and define individuals we meet.

False

T/F: Many upper-upper class consumers exhibit "conspicuous consumption"

False

Which of the following is true regarding the size and distribution of the population of the United States?

The growth has not been even throughout the United States.

T/F: Baby boomers are characterized by high education levels, high incomes, and dual-career households.

True

T/F: Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

True

T/F: Enduring involvement leads to enhanced knowledge about and experience with the product category or activity.

True

T/F: Group influence is strongest when the use of the product or brand is visible to the group.

True

Which of the following is a reason why women are an important target market? 1. Women-headed households represent almost 50 percent of all households. 2. Women are homogeneous as a group, which makes marketing to them easier. 3. A high percentage of women work outside the home. 4. Women's purchasing power now equals men's purchasing power. 5. All of these choices are correct.

a higher percentage of women work outside the home

Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers?

attribution oriented

Robert and his wife, Jan, were both born in the 1950s. The last of their three children will graduate from college soon, which is leaving them with increased discretionary income and time. To which generation do Robert and Jan belong?

baby boom generation

A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm is known as a

brand community

The Mini Getaway Tour, in which owners of Mini Coopers gather for the purposes of interacting with one another in the context of learning about and using their Mini Coopers, are examples of a

brand fest

Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

cause marketing and social marketing

Marketers that wish to expand internationally need to understand a culture's widely held beliefs that affirm what is desirable. To do this, marketers should study

cultural values

Which cohort was born between 1930 and 1945?

depression generation

__________ refers to the traits of femininity and masculinity.

gender identity

While women are vital members of the workforce in the United States, they are still considered the primary care givers of the children in a family. This represents women's __________ in American society.

gender role

The children of the original baby boomers are known as _____

generation y

Which one of the four segments of world citizens feels positively about international brands because they view them as a signal of higher quality?

global citizens

As green claims increased in number and scope, the FTC developed the __________ to help alleviate concern over the potential for marketers to mislead consumers.

green guides

People in this group retain their physical health, but life events (i.e., death of a spouse) have reduced their self-concept and they become withdrawn.

healthy hermits

Which type of reference group influence occurs when individuals have internalized the group's values and norms?

identification

Which type of materialism is the acquisition of things to enable one to do something?

instrumental

Which of the following is most closely related to verbal communications? 1. space 2. colors 3. time 4. shapes 5. language

language

Nouveaux riches are most commonly associated with the

lower-upper class

Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent?

multistep

__________ are the arbitrary meanings a culture assigns actions, events, and things other than words.

nonverbal communication systems

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

normative

__________ are rules that specify or prohibit certain behaviors in specific situations.

norms

The nearness that others can come to you in various situations without your feeling uncomfortable is known as

personal space

Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior?

reference group

Which of the following is an example of an other-oriented value?

risk-taking/security

As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this?

secondary group

__________ values reflect the objectives and approaches to life that the individual members of society find desirable.

self-oriented

The value that Americans place on youth has

shown a slow reversal toward more value being placed on age in recent years.

Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

skeptics

Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?

socially concerned

The more consistent an individual is on all status dimensions, the greater the degree of __________ for the individual.

status crystallization

Which type of materialism is the acquisition of items for the sake of owning the item itself?

terminal

Which of the following factors had a significant impact on Americans' emphasis on security? 1. the Cold War 2. World War II 3. the Depression and World War II 4. the Depression 5. the Depression, World War II, and the Cold War

the Depression, World War II, and the Cold War

A shift from a focus on sensual gratification to abstinence in America would most likely affect

the types of advertising themes used

Earl did not complete high school and works as a janitor at two jobs. His income is very low, and he does not possess any skills to help him get a better paying job. Which social class best describes Earl?

upper-lower class

Which of the following statements is true regarding brand communities? 1. Once a consumer becomes a member of a brand community, he or she is always a member. 2. Fostering a community requires the owners of the brand to come together on their own to establish relationships. 3. Brand communities create value through a set of activities that create brand engagement. 4. Brand communities seem most relevant for low-involvement, routinely-purchased products. 5. Brand communities can add value to the ownership of the product, but they do not build loyalty.

Brand communities create value through a set of activities that create brand engagement.

T/F: Income enables purchases but does not generally cause or explain them.

True

T/F: Marketing across cultural boundaries is a difficult and challenging task.

True

T/F: Though Americans are increasingly focusing on cooperation and teamwork, it is done so that the team or group can outperform some other team or group.

True

The more the purchase and use of an innovation are consistent with the individual's and group's values or beliefs, the more rapid the diffusion.

True

Which of the following is false regarding trends in the global youth market? 1. technology is mainstream and not restricted to developed countries 2. Both U.S. brands are currently the leaders among global teens and U.S. teens no longer lead the way in global trends are false 3. U.S. teens no longer lead the way in global trends. 4. Both Technology is mainstream and not restricted to developed countries. and U.S. brands are currently the leaders among global teens. are false 5. U.S. brands are currently the leaders among global teens.

U.S. brands are currently the leaders among global teens.

Which of the following statements is false regarding cross-cultural marketing? 1. Increasingly, globalization means mutual influence as products, brands, cultures, and values move back and forth across the world. 2. While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures. 3. There are both subtle and direct ethical issues involved in international marketing. 4. Marketing across cultural boundaries is a difficult and challenging task. 5. Cultures may differ in demographics, languages, nonverbal communications, and values.

While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures

Which of the following statements regarding the masculine/feminine value is false? 1. Many Japanese women feel guilty preparing frozen vegetables in a microwave rather than preparing fresh vegetables. 2. The roles of women are changing and expanding throughout much of the world. 3. Women in South Korea frequently participate more in sports and exercise than men. 4. Basically, we live in a masculine-oriented world. 5. Traditional and modern segments with regard to this value exist simultaneously in many cultures, so marketers must adapt not only across but within cultures.

Women in South Korea frequently participate more in sports and exercise than men.

Companies which have been successful recently at targeting "involved dads" include the following except

Yoplait

The fact that Americans are prone to engage in physical activities and to take an action-oriented approach to problems can be explained through which self-oriented value dichotomy?

active/passive

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the

adoption process

Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the best insight into these changes?

advertising, movies, and video games

Coca-Cola is highly successful in marketing its beverages outside of the United States. Which factors do they use to adapt within and across countries where they do business? 1. cultural homogeneity 2. ethical implications 3. affordability 4. infrastructure 5. all of these choices are correct

all of these choices are correct

Which of the following is a cultural factor that affects consumer behavior and marketing strategy? 1. demographics 2. values 3. language 4. nonverbal communication 5. all of these choices are correct

all of these choices are correct

Target stores give one percent of a customer's purchase to a school of their choice if they use a Target Visa credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that card. This is an example of

cause-related marketing

Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

cause-related marketing

One's perceived age, a part of one's self-concept, is known as

cognitive age

Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?

compatability

Budweiser is a popular brand of beer. Part of this company's market research of U.S. consumers looked at education levels of beer consumers. What education level is most likely a consumer of beer (that with highest propensity to buy and consumer beer) to have attained?

did not graduate high school

T/F: Americans have always valued diversity.

false

Marie has purchased a brand that she has purchased before. However, the first time she used this brand, the product failed and she was dissatisfied. Unfortunately, the second time she purchased this brand, the same thing happened. She's frustrated and wants her money back, but she doesn't feel as though she has any control over this situation. She's decided that she just needs to accept this poor quality and not expect so much from the next product she purchases. Marie can be described as a(n)

fatalist

The children of Generation Y are known as

generation alpha

Amie was born in 1991. Her mother is a college professor, and her father is an attorney. She's not sure what she wants to do when she grows up, but she knows she will go to college and embark on a career of her own. She was amazed when her grandmother told her that women really couldn't do that when she was young. If a woman did work, choices were usually limited to becoming a teacher, a secretary, or a nurse. Her grandmother told her that she was a secretary, but after she started having children, she left the workforce and stayed home to raise her children, which was common for most women at that time. That concept was totally foreign to Amie. To which generation does she belong?

generation y

Individuals born between 1977 and 1994 belong to which generation?

generation y

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n)

group

In which situation is the likelihood of an individual seeking an opinion leader high?

high product/purchase involvement and low product knowledge

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n)

laggard

Which of the following is not a guiding principle for marketing to online communities and social networks? 1. become part of the community and transparency 2. take advantage of the unique capabilities of each venue 3. post marketing content so it does not stand out and appears as just another participant in the community, such as a flog 4. transparency 5. become part of the community

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

In Germany, one concern retailers have is ensuring that cash drawers have enough money to make change when consumers make purchases. One company went so far as to use a computerized model that monitored the weight of the cash drawer and signaled a need for replenishment. This is such a concern because consumers typically use cash to make purchases, which differs from other countries, such as the United States, where credit card use is more common. Which cultural value does this illustrate?

postponed gratification/immediate gratification

Juan is interested in knowing occupational influences on purchases of satellite radio systems. Which of the following occupations are most likely to purchase this type of product?

professional, scientific and technical

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate?

rituals and traditions