Consumer Behavior Final Exam

Match.com and eharmony.com measure identifiable personal characteristics called ________. A) personality traits B) personality image C) personality matches D) ego matches

A) personality traits

________ refers to the positivity of a person's self-concept. A) Content B) Self-esteem C) Intensity D) Stability over time

B) Self-esteem

The Myers-Briggs type indicator is based on the work of ________. A) Karen Horney B) Sigmund Freud C) Carl Jung

C) Carl Jung

AIO surveys help measure ________. A) personality B) demographics C) lifestyles D) heavy users

C) lifestyles

The ideal self is a person's conception of how she ________. A) adapts to play different roles B) imagines other think of her C) would like to be D) realistically thinks she is

C) would like to be

A garage sale is an example of what is called ________. A) the profit motive B) renewing C) casting away D) lateral recycling

D) lateral recycling

A typical antecedent state is product disposal.

False

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

False

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

A) General lifestyle segmentation

A type of virtual community of consumption based on sharing online journals is called ________. A) blogs B) boards C) rings D) globs

A) blogs

The personality of a retail store is also called ________. A) store image B) retail theming C) store theming D) store layout

A) store image

With respect to social organization, some barnyard animals exhibit signs of a dominance-submission hierarchy. Which of the following terms best illustrates such a hierarchy? A) Dog-eat-dog B) Pecking order C) Social class D) King-of-the-hill

B) Pecking order

Which of the following is an unpleasant psychological state? A) Density B) Arousal C) Crowding D) Expectancy

C) Crowding

________ refers to the passage of individuals from one social class to another. A) Social class B) Social affinity C) Social mobility D) Social prestige

C) Social mobility

Anna is a millionaire but she is constantly stressed and unhappy despite her wealth, Anna is experiencing ________. A) burnout B) class warfare C) affluenza D) cosmopolitanism

C) affluenza

Which term refers to exchanges of resources, information, or influence among members of networks? A) Media multiplexity B) Flaming C) Lurkers D) Flows

D) Flows

Motivational research relies on ________ of individual consumers. A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews

D) depth interviews

Buzz is created by word-of-mouth advertising.

True

Discretionary income is the money available to a household over and above that required for a comfortable standard of living.

True

Time poverty seems to be more a problem of perception than of fact.

True

When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to social power of groups.

True

When marketers define consumers by product usage they use the ________ rule. A) 80/20 B) 20/80 C) 70/30 D) 30/70

A) 80/20

In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line? A) Asian B) French C) American D) Italian

A) Asian

Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself? A) Content B) Positivity C) Intensity D) Stability over time

A) Content

Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group. A) Eastern B) American C) Western D) European

A) Eastern

________ derives from the knowledge that a consumer possesses about a content area. A) Expert power B) Coercive power C) Reward power

A) Expert power

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior. A) Fear of deviance B) Fear of commitment C) The principle of least interest D) Interpersonal influence

A) Fear of deviance

________ are frequently able to influence others' attitudes on behavior. A) Opinion leaders B) Anti-brand communities C) Norms D) Environmental cues

A) Opinion leaders

Home shopping parties may activate the risky shift or ________, in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase. A) deindividuation B) homophily C) surrogate shift D) principle of least interest

A) deindividuation

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self. A) extended B) actual C) social D) looking-glass

A) extended

Consumers who refuse to sacrifice style, but achieve it on a budget are called ________. A) frugalistas B) the mass class C) the nouveau rich D) social consumers

A) frugalistas

All of the following are important components of social class EXCEPT for ________. A) gender B) income C) educational attainment D) occupational prestige

A) gender

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power. A) referent B) informational C) legitimate D) coercive

A) referent

Power that is granted by virtue or a social agreement, such as the authority we give to police officers, is called ________. A) referent power B) information power C) legitimate power D) expert power

A) referent power

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

A) salespeople

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work. A) self-image congruence model B) self-concept C) self-image D) looking-glass self

A) self-image congruence model

Trisha grew up in a drug-ridden inner city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels stressed and uncertain of who she really is. The concept of ________ assesses the impact of such inconsistencies. A) status crystallization B) homogamy C) habitus D) invidious distinction

A) status crystallization

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

A) status hierarchy

Milton Rokeach identified a set of ________. A) terminal values B) core values C) crescive values D) cultural values

A) terminal values

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________. A) time poverty B) the leisure paradox C) psychological time D) circular time

A) time poverty

A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________. A) time pressure B) sales interactions C) product disposal D) point-of-purchase stimuli

A) time pressure

Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action? A) Most readers will think that Amanda is a little nutty and ignore her Web site. B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership. C) Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda. D) The Web site will actually increase sales at the dealership by giving them free advertisements.

B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership.

Jason is a marketing researcher working for a client who believes that social class will be an important segmenting device. Jason decides to find social class categories by simply asking respondents to pick their own category. Which of the following best supports Jason's approach? A) Most Americans don't mind talking about social class but are usually inaccurate in determining their own categories. B) American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class. C) American consumers are generally better able to identify their neighbors' social class than their own social class. D) Most Americans will list the social class they wish to belong to rather than the one they actually occupy.

B) American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class.

________ are universally recognized ideas and behavioral patterns. A) Compliant B) Archetypes C) Aggressive D) Detached

B) Archetypes

Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an established bank owned by several prestigious families. When his bid failed, Evan said "I always knew there was an elite, but up to now I thought I was part of it." What type of capital was Evan lacking? A) Economic B) Cultural C) Psychological D) Sociological

B) Cultural

________ is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom C) Conventions D) More

B) Custom

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to? A) The id B) The superego C) The archetype D) The ego

B) The superego

An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system? A) BrandAsset Archetypes B) VALS2™ C) RISC D) PRIZM NE

B) VALS2™

The process of learning values from other cultures is called ________. A) enculturation B) acculturation C) core values D) crescive norms

B) acculturation

We tend to marry people in a similar social class to ours. Sociologists call this ________, or assortative mating. A) hemophilia B) homogamy C) monogamy D) cultural formatting

B) homogamy

A person's conception of how he/she would like to be is called ________. A) self-image B) ideal self C) self-concept D) self-esteem

B) ideal self

In advertising terms, a(n) ________ refers to a view or exposure to an advertising message. A) node B) impression C) connection D) reference

B) impression

One percenters are an example of ________. A) pay pay ratio B) income inequality C) saving rate D) plutonomy

B) income inequality

Personal objects, places, and things allow people to feel that they are rooted on their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would be the home most likely be associated with ________. A) family level B) individual level C) community level D) group level

B) individual level

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

B) self-esteem

British psychologist Frederic Bartlett used ________ to examine how information mutates. A) transmission B) serial reproduction C) negative information D) core information

B) serial reproduction

Consumers who buy everything in sight are called ________. A) tightwads B) spendthrifts C) justifiers D) balancers

B) spendthrifts

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

B) surrogate consumer

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

B) the ego

Allison Chewie felt she was always pressed for time; she was feeling ________. A) time pressure B) time poverty C) psychological time D) social time

B) time poverty

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

B) unconscious motives

Allen has a store that rents only formal wear to men, such as tuxedoes. Allen sells to a highly segmented market based on ________. A) product disposal B) usage situation C) mood D) sales interaction

B) usage situation

Blue-collar workers with relatively high-prestige jobs consider themselves as ________. A) upper middle class B) working class lower middle C) upper lower class D) lower lower class

B) working class lower middle

Which of the following variables related to social class distinction is identified by the text as being unclear and the subject of debate with respect to its role as an indicator of social class? A) Occupation B) Education C) Amount of income D) How income is spent

C) Amount of income

________ 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) Archetype D) Mirror image

C) Archetype

Which of the following is considered a post-purchase process? A) The shopping experience B) Mood C) Consumer satisfaction D) Shopping orientation

C) Consumer satisfaction

A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time? A) Time is a pressure cooker. B) Time is a river. C) Time is a map. D) Time is a feast.

C) Time is a map.

A person who receives rewards and status because of his hard work is said to have ________ status. A) nouveau riche B) hierarchical C) achieved D) longitudinal

C) achieved

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. A) demographics B) personality C) psychographics D) positioning

C) psychographics

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

C) reference group

When we act the way we assume others expect us to act we are practicing a ________. A) looking-glass self B) self-image C) self-fulfilling prophecy D) real self

C) self-fulfilling prophecy

The best predictor of major expenditures that do not have status or symbolic value is ________. A) social class B) income C) social class and income D) occupation

C) social class and income

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

C) sociometric

People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth

C) youth

A reason why consumers conform is ________. A) cultural pressures B) fear of deviance C) commitment D) all of the above

D

The U.S. government estimates that approximately ________ of American adults are overweight or obese. A) 25 percent B) 35 percent C) 50 percent D) 66 percent

D) 66 percent

A company who uses the home shopping party method is ________. A) Amway B) Avon C) Mary Kay D) All of the above

D) All of the above

SRBI Consulting Business Intelligence divides consumers into which of the following groups? A) Luxury is functional B) Luxury is a reward C) Luxury is indulgence D) All of the above

D) All of the above

What form do psychographic studies take? A) Lifestyle profile B) Product-specific profile C) General lifestyle segmentation D) All of the above

D) All of the above

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

D) All of the above

Which of the following is a new kind of avoidance group that has grown in popularity through the Web? A) Virtual communities of consumption B) Virtual worlds C) Consumer tribes D) Anti-brand communities

D) Anti-brand communities

________ is where a person derives his or her identity in large measure from a social group. A) Nano frame B) Micro frame C) Looking-glass self D) Collective self

D) Collective self

________ measures how optimistic or pessimistic people are about the future health of the economy and how they will fair in the future. A) Income inequality B) Credit score C) Saving rate D) Consumer confidence

D) Consumer confidence

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

D) Experiencers

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume? A) Security B) Eroticism C) Disalienation D) Individuality

D) Individuality

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). A) Alfred Adler B) Carl Jung C) Ernest Dichter D) Karen Horney

D) Karen Horney

China's economic boom has created 130 million people in what social class? A) Upper-upper class B) Lower-upper class C) Upper-lower class D) Lower-middle class

D) Lower-middle class

________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group. A) Influence network B) Influence cascades C) Opinion leaders D) Two-step flow model of influences

D) Two-step flow model of influences

Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves

D) a large gap between their real and ideal selves

A buying decisions made by organizational buying is called ________. A) modified rebuy B) new buy C) straight rebuy D) all of the above

D) all of the above

Freud's theory of personality includes the ________. A) super ego B) ego C) id D) all of the above

D) all of the above

Hedonic shopping motives include ________. A) social experiences B) interpersonal attraction C) thrill of the hunt D) all of the above

D) all of the above

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

D) landscape

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig. A) motivational aptitudes B) ego C) brand awareness D) lifestyle

D) lifestyle

Hundreds of millions of consumers around the world have the purchasing power to afford higher quality products. This consumer group, known as the ________, tend to buy affordable cars rather than luxury cars. A) plutonomy B) taste culture C) leisure class D) mass class

D) mass class

According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions. A) antecedent state B) post-purchase process C) cognitive process D) purchase environment

D) purchase environment

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

D) reference group

Most Freudian applications in marketing relate to the product's supposed ________. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism

D) sexual symbolism

A membership reference group is made up of idealized figures such as successful business people, athletes, or performers.

False

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.

False

Special military groups like Navy Seals require conformity to an extreme level. This is created by establishing an extreme fear of deviance.

False

The ideal self is a reference to our more realistic appraisals of the qualities we have and don't have.

False

The looking-glass self is modeled by elements of the pop culture, such as comic book heroes.

False

The looking-glass self is molded by elements of pop culture, such as comic book heroes.

False

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

False

The prestige of occupations varies dramatically from one culture to the next.

False

The reality principle, according to Freudian psychology, is behavior guided by the primary desire to maximize pleasure and avoid pain.

False

The self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card for a prospective client.

False

The superego is also known as the pleasure principle.

False

Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

False

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

True

A co-branding strategy was being utilized when the Taco Bell Chihuahua showed up in a commercial for Geico insurance.

True

A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.

True

A consumer's belief about what the future holds is an indicator of consumer confidence.

True

A point-of-purchase stimuli is part of the purchase environment.

True

Groups maintain fundamental standards of conduct through normative influence.

True

The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

True

The thrill of the hunt is considered a hedonic shopping motive.

True

The wealthiest 160,000 U.S. families are considered one percenters.

True

Tian Zhao's parents were peasants from central China. Tian earned a degree in electronics from a university and now works for a medium-sized firm building computer components. Tian has purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He is a member of the mass class.

True

Time poverty is creating opportunities for many new products that allow people to multitask.

True

Western cultures tend to subscribe to an independent understanding of the self, which emphasizes the inherent separateness of each individual.

True

Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity? A) Group unanimity B) Cultural pressure C) Fear of deviance D) Principle of least interest

A) Group unanimity

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

A) Karl Marx

________ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images. A) Social comparison B) Self-esteem C) Real self D) Ideal self

A) Social comparison

________ describes the capacity to alter the actions of others. A) Social power B) Social pressure C) Social interaction D) Social involvement

A) Social power

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision? A) The id B) The superego C) The anti-ego D) The ego

A) The id

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man? A) The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice. B) The promotion to the working-class man should emphasize the long-term benefits of insurance, while the upper-class promotion should emphasize the short-term consequences of the choice. C) The promotion to the working-class man should emphasize pictures while the upper-class promotion should emphasize words. D) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.

A) The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.

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

A) archetypes

Fred Johnson has worked hard all of his life to make a decent living for himself and his family. However, in recent years he has become obsessed with a fear of being ruined, either because of losing his job or losing all of his savings. According to clinical psychologists, Fred Johnson's fear of being ruined is equated to ________. A) atephobia B) harpaxophia C) peniaphobia D) aurophobia

A) atephobia

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

A) bridging function

Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) co-consumers B) by-standers C) purchase competitors D) challengers

A) co-consumers

According to the principle of least interest, the person who is least ________ has the most power in the relationship. A) committed to staying in the relationship B) susceptible to interpersonal influence C) susceptible to cultural pressures D) concerned about sanctions against nonconforming behavior

A) committed to staying in the relationship

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

A) habitus

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

A) homogamy

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________. A) ideal self B) actual self C) looking-glass self D) collective self

A) ideal self

Jim Smith thinks he should be more outgoing. He is looking at his ________. A) ideal self B) self-concept C) looking-glass self D) self-esteem

A) ideal self

A consumer wearing a temporary tattoo of a company's brand logo is an example of ________. A) identity marketing B) market targeting C) compensatory consumption D) an extended self

A) identity marketing

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image. A) impression management B) self-extension C) self-esteem D) social comparison

A) impression management

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

A) lateral cycling

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

A) parody display

M&M allows consumers to put names and works on their candy, this is an example of ________. A) product personalization B) brand personality C) personality traits D) extroversion personality

A) product personalization

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________. A) reference group B) information cascade C) avoidance group D) brand community

A) reference group

A middle class person with an income at least 15 percent lower than the median middle class income, would be considered a(n) ________ consumer. A) underprivileged B) invidious C) restricted D) conspicuous

A) underprivileged

Sophie tells Nick about a great new restaurant. Sophie is practicing ________. A) word-of-mouth communication B) social advertising C) group advertising D) viral advertising

A) word-of-mouth communication

What modern American ceremony would come closest in intent to a Native American potlatch? A) A baptism B) A marriage C) A university graduation D) The celebration ordered by a large company that has gained a new lucrative contract

Answer: B

Which of the following is an example of utilitarian influence? A) An individual seeks information about various brands from a professional. B) An individual's decision to purchase a particular brand is influenced by the preferences of family members. C) An individual feels that the purchase of a particular brand will enhance the image others have of her. D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

B) An individual's decision to purchase a particular brand is influenced by the preferences of family members.

________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Marketing-landscaping D) Store image

B) Atmospherics

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

B) Birds of a feather flock together

________ are consumers who refuse to sacrifice style, but they achieve on a budget. A) Fashionistas B) Frugalistas C) Nouveau rich D) Cosmopolitanism

B) Frugalistas

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understand Hannah's personality? A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations. B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. C) Personality is a hypothetical construct that grows stronger with age. Hannah will likely be extroverted for the rest of her life. D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.

B) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product. A) Halo effect B) Identity marketing C) Impression management D) Self-extension

B) Identity marketing

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

B) Interests

Of the countries listed below, which is thought to be highly status-conscious? A) Canada B) Japan C) Brazil D) Spain

B) Japan

________ 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

B) Laddering

________ 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

B) Occupational prestige

________ are generally more involved in a product category and actively search for information. A) Market mavens B) Opinion seekers C) Innovators D) Reference groups

B) Opinion seekers

The psychological dimension of time or how it is experienced is an important factor in what mathematical study? A) Polychromic activity B) Queuing theory C) Temporal tasking D) Physical metrics

B) Queuing theory

Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior? A) Legitimate power B) Referent power C) Expert power D) Reward power

B) Referent power

________ is the way we assume others expect us to act. A) Looking-glass self B) Self-fulfilling prophecy C) Collective self D) Self-concept

B) Self-fulfilling prophecy

________ influence helps the consumer make decisions about specific brands or activities. A) Normative B) Social cue C) Selective D) Coercive

B) Social cue

________ 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

B) Social loafing

________ describes consumers in terms of their aesthetic and intellectual preferences. A) A restricted code B) Taste culture C) An elaborated code D) Social culture

B) Taste culture

Which of the following is NOT listed as a determiner of how much a person will save (saving rate)? A) The individual's own sense of optimism about his or her personal circumstances B) The relationship between the lending prime rate and growth rates C) World events such as wars D) Cultural differences

B) The relationship between the lending prime rate and growth rates

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.

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

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

B) archetypes

When companies use celebrities in their ads they are using the principle of ________ reference groups. A) membership B) aspirational C) coercive D) normative

B) aspirational

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

B) atmospherics

The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect. A) polarization B) bandwagon C) loafing D) homophily

B) bandwagon

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. A) marketscape B) being space C) mindscape D) activity space

B) being space

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________. A) branded people B) brand personalities C) brand positioning D) brand arrogance

B) brand personalities

The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities. A) normative B) comparative C) selective D) coercive

B) comparative

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

B) conspicuous consumption

Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________. A) normative clan B) consumer tribe C) maven network D) aspirational group

B) consumer tribe

One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return. A) gestalt B) exchange C) gemba D) satisfaction/dissatisfaction

B) exchange

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

B) find socially active persons who are intensely interested in the product category and who are similar to the other customers

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

B) generalized

Luminaries from Amazon, Google, and Twitter tend to use ________. A) hedonic adaptation B) glamping C) social capital D) cultural capital

B) glamping

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________. A) have low self-image B) have multiple selves C) are not confident with their real selves D) prefer their ideal selves

B) have multiple selves

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. A) referent B) legitimate C) coercive D) reward

B) legitimate

Political candidates who get the most media coverage are more likely to win elections because of the effect of ________ in determining one's set of referents. A) propinquity B) mere exposure C) group cohesiveness D) reference bias

B) mere exposure

A set of socially relevant nodes connected by one or more relations is called a social ________. A) graph B) network C) message D) group

B) network

A ________ is an economy that is driven by a fairly small group of rich people. A) democracy B) plutonomy C) monarchy D) homogany

B) plutonomy

A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles. A) social B) polychronic C) planning D) temporal

B) polychronic

When the ego tries to balance opposing forces, it uses the ________. A) super ego B) reality principle C) related principle D) id

B) reality principle

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

B) referent power

In general, advertising is more effective when it ________ than when it ________. A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon word-of-mouth tactics; relies upon viral marketing tactics D) relies upon viral marketing tactics; relies upon word-of-mouth strategies

B) reinforces our existing product preferences; tries to create new product preferences

Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________. A) compatibility B) reproductive potential C) intellectual capacity D) sociability

B) reproductive potential

According to a survey, with respect to disposing of products, about two out of three people indicate that they could be classified as ________. A) pack rats B) selective savers C) excessive disposers D) compulsive recyclers

B) selective savers

A person's physical appearance is large part of his or her ________. A) inner pattern B) self-concept C) group status D) cultural right

B) self-concept

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan? A) Membership group B) Avoidance group C) Aspirational group D) Tribal group

C) Aspirational group

The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups? A) Aspirational group B) Cohesive group C) Avoidance groups D) Deindividualization groups

C) Avoidance groups

________ includes a buyer, a seller, and a product or service and other factors. A) Seller consumption B) Buyer consumption C) Consumption situation D) None of the above

C) Consumption situation

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

C) Downward mobility

Chet meets each Wednesday night at his local bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which membership factor best describes what brings this group together? A) Propinquity B) Mere exposure C) Group cohesiveness D) Avoidance

C) Group cohesiveness

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

C) Horizontal mobility

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

C) Innovators

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey? A) People have a standard personality that can be identified as belonging to one of five categories. B) Psychologists agree that a standard personality component exists in all people. C) Many studies have found that people do not seem to exhibit stable personalities. D) Most psychologists have completely abandoned the concept of personality.

C) Many studies have found that people do not seem to exhibit stable personalities.

The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time? A) River B) Map C) Pressure cooker D) Mirror

C) Pressure cooker

________ are an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior. A) Formal groups B) Informal groups C) Reference groups D) None of the above

C) Reference groups

________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. A) Actual self B) Self-esteem C) Self-concept D) Self-ego

C) Self-concept

Which dimension of psychological time includes the categorization of "time for me"? A) Temporal orientation dimension B) Planning orientation dimension C) Social dimension D) Polychromic dimension

C) Social dimension

________ 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

C) Social identity theory

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time? A) Time is a pressure cooker. B) Time is a map. C) Time is a feast. D) Time is a mirror.

C) Time is a feast.

________ refers to the strategy of getting visitors to a Web site to forward information on the site of their friends in order to make more consumers aware of a product. A) Foot-in-door marketing B) Guerrilla marketing C) Viral marketing D) Demand-based marketing

C) Viral marketing

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

C) a shift in women's roles and an increase in educational attainment

In a(n) ________, consumers participate in the production of the products or services they buy. A) pop-up store B) minipreneur shop C) activity store D) sharing site

C) activity store

The ________ refers to our more realistic appraisal of the qualities we have and don't have. A) ideal self B) inner self C) actual self D) outer self

C) actual self

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change. A) fulfillers B) achievers C) actualizes D) believers

C) actualizes

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

C) anthropomorphized

The ________ a group is, the more likely members are to engage in social loafing. A) more homogeneous B) smaller C) bigger D) less homogenous

C) bigger

Money available to a household over and above what is required to have a comfortable standard of living is called ________. A) real income B) overtime pay C) discretionary income D) average of earnings

C) discretionary income

The steps that consumers practice to gradually distance themselves from things they treasure so that they can sell or recycle them are called ________. A) recycling instincts B) tangential cycling C) divestment rituals D) underground reinvestments

C) divestment rituals

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

C) extended self

Beth likes to volunteer at a local food bank. Because she once worked at a large supermarket and saw lots of food that had not been purchased, she arranged for a local store to give unsold items to the food bank. Beth was engaged in ________. A) lateral cycling B) divestment cycling C) freecycling D) underground cycling

C) freecycling

Vance comes from the lower-upper class as does Jeff. They are both madly in love with Julia, who is beautiful enough to do part-time modeling. According to the principle of ________, Julia could be attracted to both men. A) elaborated codes B) ascribed status C) homogamy D) restricted codes

C) homogamy

Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________. A) unplanned buying B) point of purchase stimuli C) impulse buying D) none of the above

C) impulse buying

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ________. A) opinion leader B) innovator C) market maven D) market analyst

C) market maven

A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked

C) membership

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

C) motivational

Within groups, informal rules of behavior are called ________. A) beliefs B) values C) norms D) interpersonal dynamics

C) norms

Individuals with the ability to influence others' attributes or behaviors are considered ________. A) reference groups B) experts C) opinion leaders D) avoidance leaders

C) opinion leaders

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

C) status symbols

According to the sociological tradition of ________, relationships with other people play a large part in forming the self. A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis

C) symbolic interactionism

When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ is being applied. A) culture code designation B) social cluster C) taste culture D) consumption constellation

C) taste culture

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

C) the VALS™ (the Values and Lifestyles) system

If a person's identity is derived in large measure from his or her social group. This is called _. A) the inner self B) the occupational self C) the collective self D) the dynamic self

C) the collective self

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

C) the nouveau riche

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

D) Makers

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

D) POP stimuli

________ 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

D) Psychographics

________ is the degree to which a person is able to make other people do something. A) Referent power B) Identity power C) Group power D) Social power

D) Social power

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

D) Social stratification

Although teenagers do not have the income of older consumers, they are still an attractive marked based on income. Why? A) Because they have less money, they are more careful of how they spend it. B) Parents lead the teenagers into what they buy; hence any understanding of adult buying patterns can be useful for teenagers as well. C) Teenagers have more consumer confidence and are, therefore, more likely to be swayed by promotional material. D) Teenagers don't have the income of adults, but it's almost all discretionary, meaning that they can spend it as they see fit.

D) Teenagers don't have the income of adults, but it's almost all discretionary, meaning that they can spend it as they see fit.

Marketers use results from AIO surveys to ________. A) define target markets B) create a new view of the market C) position a product D) all of the above

D) all of the above

According to the VAL system, consumers that have strong principles and favor brands are considered ________. A) strivers B) makers C) strugglers D) believers

D) believers

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________. A) core values B) belief systems C) value systems D) coercive norms

D) coercive norms

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

D) conspicuous consumption

Understanding our social roles are part of our ________. A) self-image B) self-esteem C) looking-glass self D) extended self

D) extended self

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation? A) family level B) individual level C) community level D) group level

D) group level

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

D) homophily

According to Freud, the part of the personality that seeks immediate gratification is called the ________. A) ego B) super ego C) conflict D) id

D) id

The day reconstruction method requires a respondent to ________. A) dispose of any unused product during a specified period of time B) keep a record of everything he or she recycles during the month C) try to remember what he or she did a month ago on the same day of the week D) keep a diary of everything he or she did during the day

D) keep a diary of everything he or she did during the day

A general attitude toward shopping is called ________. A) shopping addiction B) shopping feeling C) shopping psychology D) shopping orientation

D) shopping orientation

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

D) social class

The ability of a person to pass from one social class to another is called ________. A) status hierarchy B) plutonomy C) hedonic adaption D) social mobility

D) social mobility

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

D) surrogate consumer

"Casual Fridays" in American workplaces encourage the expression of a person's ________. A) virtual self B) dual self C) cultural self D) unique self

D) unique self

Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions. A) reputational B) descriptive C) knowledge D) value-expressive

D) value-expressive

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________. A) patriarch B) sage C) troubadour D) warrior

D) warrior

A good metaphor for a women whose timestyles are spontaneous in their planning orientation and have a present focus is "Time is a mirror."

False

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

False

A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

False

A person or group with the means to provide positive reinforcement is said to have expert power.

False

A person's actual self is a person's conception of how he/she would like to be.

False

A retailer using a marketscape theme gives consumers the opportunity to enter into a world of fantasy (such as one where the person becomes a virtual hunter, race car driver, or fashion model) as they shop.

False

A surrogate consumer, by definition, makes a purchase on behalf of another consumer.

False

A typical utilitarian shopping motive is interpersonal attraction.

False

A vending machine is a good illustration of a point-of-purchase display.

False

Although there are many differences between social classes, almost all these differences can be summarized by the differences that income makes in a person's life.

False

American spendthrifts outnumber American tightwads.

False

An individual with the personality trait of extroversion tends to be quiet and reserved.

False

An individual's motivation to distance himself from a negative reference group cannot be as powerful as his motivation to please a positive group.

False

An individual's motivation to distance himself from a negative reference group is never as powerful as his motivation to please a positive group.

False

Clothing choices are often heavily influenced by the situation in which the consumer needs to wear them.

False

Consumers' physical and social environments have little to do with the motives that are constructed for product usage.

False

Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of times as a map rather than as a river.

False

Downward mobility is not possible is the U.S. social class system.

False

For an average citizen, a Supreme Court Justice is more likely to possess coercive power than legitimate power.

False

George Katona is credited with creating the social class system still used in consumer behavior.

False

Hedonic shopping is typically motivated by immediate needs.

False

Ideal beauty refers to a consumer's subjective evaluation of his/her physical appearance.

False

If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on information and communications technology features.

False

In the VALS2™ system thinkers are career oriented and prefer predictability to risk.

False

Income is a better predictor of purchases that have symbolic aspects but low moderate prices.

False

Janet was very orderly around her apartment. Everything in her apartment was always very neat and clean. At a public park, Janet took some trash out of her car and threw it toward a trash container. Some of it fell on the ground. Janet just shrugged and said, "The trash guys will get it," and drove off. This is an example of deindividuation.

False

Karen Horney, a psychotherapist, described people who move toward each other as aggressive.

False

Lower-class men are more likely than middle-class men to have a general sense of empowerment.

False

Many twenty-somethings have rebelled against their more affluent parents by mocking wealth, wearing clothing such as shredded jeans and driving boxy cars. These are examples of what is called a modern potlatch.

False

Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products.

False

Most cultures in the world encourage the same degree of conformity.

False

Most opinion leaders are celebrities rather than everyday consumers.

False

Motivational research is based on the trait theory of personality.

False

Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by wealthy seniors citizens.

False

Plutonomy refers to the passage of individuals from one social class to another.

False

Product information that individuals transmit to other individuals is called push promotion.

False

Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.

False

Samuel would like to use occupational prestige to measure social class, but his study is international, and prestige of occupation changes from one culture to the next.

False

Self-esteem refers to the intensity and stability over time of a person's self-concept.

False

Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.

False

Vincente is conducting research to test the hypothesis that the social contagion effect is weak in adults. His finding that adults who have a close friend or relative that abstains from drinking alcohol are more likely to abstain themselves will support this hypothesis.

False

When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying.

False

When companies team up and promote two or more items this is called product complementary.

False

A pop-up store is purposefully designed to come and go very rapidly.

True

A sophisticated form of conspicuous consumption is called parody display.

True

A temporal factor is one that reflects sense of time.

True

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.

True

According to the 80/20 rule, only 20 percent of a product's users account for 80 percent of the volume of product a company sells.

True

According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.

True

An economy that is driven by a fairly small number of rich people is called a plutonomy.

True

An example of social mobility is when a consumer moves from one social class to another.

True

Brand personality is a set of traits people attribute to a product as if it was a person.

True

Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

True

Consumers are swayed more by negative word of mouth than by positive comments.

True

Dove's campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for similar products that use professional models.

True

Duane and Kenneth are both active members of Linkedin, a professional networking Web site. They follow and post to discussion boards, connect with colleagues, and frequently update their profiles. In networking terms, Duane and Kenneth are both nodes.

True

Earlier purchasers tend to be innovators, who like to take risks.

True

Education is one determining factor in future income.

True

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.

True

Groups maintain standards of conduct through normative influence.

True

Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

True

If a person has social power, he or she has the ability to alter the actions of others.

True

Impulse items such as candy or gum are placed near the checkout.

True

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

True

It would be difficult to sell consumers life insurance if their notion of time is like a mirror.

True

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a personality theory called trait theory.

True

Lars has developed an online, multiplayer game that he thinks could be the next big hit in computer-mediated environments. Lars is in the process of looking for financial backers as he moves from the prototype of his game to the finished product. To encourage financial backers, Lars should explain that for most people interested in playing online games, the gap between their online and offline selves is narrowing.

True

Lifestyle profiles look for items that differentiate between users and nonusers of a product.

True

Lifestyles are identified by a convergence of personality, product and setting.

True

Mary Ann reads fashion magazines weekly. Many times she is frustrated because she has been unable to achieve "a look" that she thinks features the "real her." When Mary Ann thinks this way, she is going through a social comparison process.

True

Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment.

True

Mothers with preschool children are the fastest-growing segment of working people.

True

Nate searches famous people and tries to buy products that they endorse. For Nate, these celebrities serve as an aspirational reference group.

True

One of the most important levels of the extended self is the family level.

True

Opinion leaders are likely to also be opinion seekers.

True

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

True

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

True

Product complementarity occurs when the symbolic meanings of different products relate to one another.

True

Psychographics use lifestyle profiles to target markets.

True

Putting more and more people into the same marketing space will increase arousal in customers. This can be seen as either positive or negative, depending upon each customer's interpretation of this arousal.

True

Restricted codes focus on the content of objects, not on relationships among objects.

True

Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.

True

Self-esteem refers to the positivity of a person's self-concept.

True

Social comparison is a basic human tendency.

True

Social stratification refers to the creation of artificial divisions in a society.

True

Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes.

True

The American rich often indulge in luxury goods while pinching pennies on everyday items.

True

The degree to which a person likes to try new things is called innovativeness.

True

The ego is the referee in the fight between temptation and virtue.

True

The fact that some customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and physical surroundings in the marketplace.

True

The flamboyant consumption of the nouveau riche is an example of symbolic self-completion.

True

The influence of others' opinions is at times more powerful than one's own perceptions.

True

The likelihood that someone will belong to your reference group is enhanced if you and the person have propinquity.

True

The reality principle finds ways to gratify the id that are acceptable to the outside world.

True

The symbolic self -completion theory suggests that people who have an incomplete self-definition will tend to complete this identity by buying products that are associated or symbolic of their self-definition.

True