Why We Buy Exam 2

4 characteristics set social media apart from non-social digital media

- Social Interactivity- Openness and Flexibility- Fast paced flows of info- constant innovation and evolution

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

More than fifty percent of all Hispanic Americans are concentrated in just six American metropolitan areas. Which of the following is NOT among them? A) Colorado B) California C) New York D) Texas

A) Colorado

Approximately 60% of Hispanic Americans are of ________ descent. A) Mexican B) Puerto Rican C) South American D) Dominican

A) Mexican

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.

Home shopping parties most likely activate ________, in which people become so caught upin the party spirit that they order products that they would normally not purchase. A) deindividuation B) homophily C) surrogate shift D) principle of least interest

A) deindividuation

Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency? A) growth versus restriction B) autonomy versus belonging C) idealism versus pragmatism D) narcissism versus intimacy

A) growth versus restriction

Japan is a very tightly knit culture with rich history and social identification. In this culture,people tend to infer meanings that go beyond the spoken word. This classifies Japan as a________ culture.A) high-contextB) low-contextC) progressiveD) paradigm

A) high-context

A ________ is an idea or product that enters the consciousness of people over time. A) meme B) belief C) norm D) value

A) meme

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

Gen Yers are most comfortable in a ________, communicating by texting and IMing. A) thumb culture B) tween market C) gray market D) renaissance culture

A) thumb culture

When product information is transmitted from individual to individual it is best known as ________. A) word-of-mouth B) C2C C) trickle-across D) viral marketing

A) word-of-mouth

enny just posted a tweet on Twitter about how much she loves a new movie. Jenny has potentially influenced others with ________. A) word-of-mouth B) C2C marketing C) trickle-across promotion D) viral marketing

A) word-of-mouth

13) Grooming rituals express two kinds of binary opposition: private/public and ________. A) work/leisure B) self/others C) pride/modesty D) innocence/experience

A) work/leisure

Homophily is the degree to which a pair of individuals is similar in terms of education, social status, and beliefs. B) Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth and lifestyle. C) Homophily is the degree to which a pair of individuals is similar in terms of ethnicity. D) Homophily is the degree to which a pair of individuals is similar in terms of sexual orientation.

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

Which of the following distinguishes Asian Americans from other subcultures in the UnitedStates? A) Asian Americans constitute the largest subculture in the United States. B) Asian Americans are the best educated of any ethnic subculture in the United States. C) Asian Americans have the distinction of having a common language that acts as a unifyingcultural agent. D) Asian American households are larger than most other ethnic households in America.

B) Asian Americans are the best educated of any ethnic subculture in the United States.

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

B) Atmospherics

Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be? A) ads that focus on product features B) ads that talk down to her C) humorous product ads D) lengthy product ads

B) ads that talk down to her

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood.Springer's Old Country Gifts has attracted Julie with its ________. A) store position B) atmospherics C) subliminal cues D) marketscape theme

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

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

B) comparative

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________. A) de-alienation B) deethnicization C) de-immigration D) deculturization

B) deethnicization

Which of the following refers to consumers who refuse to sacrifice style but who achieve that style on a budget? A) spendthrifts B) frugalistas C) ostriches D) tightwads

B) frugalistas

In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word. A) acculturated B) high-context C) ethnic D) low-context

B) high-context

Which form of reference group influence is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against QuakerState. Bert tells Carl that Quaker State can't be beat for performance and durability. A) coercive influence B) informational influence C) utilitarian influence D) value-expressive influence

B) informational influence

Social analyst Thorstein Veblen believed that we buy things to create ________. This means we use our purchases to inspire envy in others through our display of wealth or power. A) affluenza B) invidious distinction C) status crystallization D) cultural capital

B) invidious distinction

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

B) polychronic

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

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

Like end consumers, organizational buyers are influenced by both internal and external stimuli. Which of the following is an example of an organizational buyer's internal stimuli? A) the nature of the organization B) the buyer's willingness to take risks C) the technological environment's impact on the organization D) the economic environment's impact on the organization

B) the buyer's willingness to take risks

A sociometric network analysis is likely to study all of the following EXCEPT which one? A) referral behavior B) the use of surrogate consumers C) the tie strength between members of a network D) communication in social systems

B) the use of surrogate consumers

Which American ethnic subculture is most likely the fastest growing? A) Hispanic American B) African American C) Asian American D) American Indian

C) Asian American

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

Which of the following statements about teenagers is most likely true? A) Teenagers are rarely considered a relevant age segment for marketers. B) Most primitive cultures isolate teenagers as they transition to adulthood. C) The term teenager entered the general American vocabulary in the 1950s. D) The term teenager began to be used in Western cultures about 200 years ago.

C) The term teenager entered the general American vocabulary in the 1950s.

Which of the following is generally true about Asian Americans? A) They tend to be both brand conscious and brand loyal. B) They are not attracted to products that express material status. C) They are one of the least brand-loyal of all American subcultures. D) They are less likely than the average American to buy high-tech gadgets.

C) They are one of the least brand-loyal of all American subcultures.

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.

Advertising to teens typically depicts ________. A) respected adults recommending the product B) qualified experts explaining product benefits C) a group of "in" teens using the product D) family members using the product together

C) a group of "in" teens using the product

Which of the following is considered a postpurchase process? A) the shopping experience B) mood C) consumer satisfaction D) shopping orientation

C) consumer satisfaction

Products are winnowed out as they make their way down the path from conception to consumption, a process called ________. A) diffusion B) cooptation C) cultural selection D) cultural mapping

C) cultural selection

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

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

A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________. A) social inhibitors B) social parameters C) status symbols D) psychological blocks

C) status symbols

When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following? A) mass media advertising B) consulates or embassies C) the local community where the immigrant locates D) relatives in the immigrant's home country

C) the local community where the immigrant locates

In-store shopping has become extremely important in today's highly competitive retail environment. It has been estimated that about ________ of supermarket purchases are decided in the aisles as consumers shop. A) one-quarter B) one-half C) two-thirds D) four-fifths

C) two-thirds

Demographically, which of the following are the two most important characteristics of theHispanic American market? A) It is a mature group with money to spend. B) It is a young group that prefers to live in rural areas. C) It is a mature group that is now almost totally bilingual. D) It is a young group with families that tend to be large in size.

D) It is a young group with families that tend to be large in size.

________ buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale. A) Individual B) Consumer C) Global D) Organizational

D) Organizational

What is a major difference between a Generation Y and a Generation X consumer? A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes. B) There are so many more members of Generation X than Generation Y that promoters use more mass communications with the Gen Xers and fewer one-on-one promotions. C) There are no basic differences except what would be expected by their age differences. D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

Which of the following best explains why marketers view teens as "consumers-in-training"? A) Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. B) Marketers typically do not begin targeting consumers until they are teenagers. C) Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

Social networking is an integral part of what many call ________, which is characterized by interactive platforms that foster the creation of communities. A) the virtual world B) the mega Web C) the inner Web D) Web 2.0

D) Web 2.0

One of the goals of marketing to Gen Yers has been to allow them to remain free of there straints of wires and cords but still be connected to any media at any time. The lifestyle created by this approach is referred to as ________. A) identity renaissance B) cosplay C) distinct-styling D) connexity

D) connexity

The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types. A) surrogate consumer B) innovator C) monomorphic leader D) market maven

D) market maven

Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with? A) reference group affiliation B) bias C) the "silver spoon" syndrome D) social stratification

D) social stratification

The phenomenon called ________ refers to the creation of artificial divisions in a society. A) reference group affiliation B) ascribed status C) mass class D) social stratification

D) social stratification

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

Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes. A) assimilation B) maintenance C) resistance D) warming

D) warming

Product information that is transmitted by individuals to individuals is called ________. A) independent analysis B) product shuffle C) reactance formation D) word-of-mouth

D) word-of-mouth

What type of opinion leaders like to take risks and try new​ things, and tend to be early adopters of new​ products?

Innovators

A celebrity or an influential industry executive is by definition easy to locate. That person has national or at least regional visibility or has a listing in published directories or on social media. In​ contrast, ________ tend to operate at the local​ level, and they might influence only a small group of consumers rather than an entire market segment.

Opinion leaders

​________ who are knowledgeable about a product and whose views are highly regarded tend to influence​ others' choices.

Opinion leaders

Culture

Personality

Eddie just bought a vintage Prowler. He can hardly wait to have the guys at the office drool when they see him drive up in this extremely expensive purple "hot rod." Eddie's reason for the purchase falls into the category described by Thorstein Veblen as invidious distinction.

True

What are driving marketing strategies and tactics?

Web 2.0

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

a. True

A recent study shows that consumers' attitude toward Haagen Dazs condoms is very unfavorable, although Haagen Dazs ice cream is well known and very popular. This is most likely a result of: a. lack of complementarity between the ice cream and condoms b.existing attitudes towards Haagen Dazs ice cream c.poor awareness of Haagen Dazs ice cream d.brand loyalty towards Haagen Dazs ice cream

a. lack of complementarity between the ice cream and condoms

Social class is a strong predictor of purchases that have symbolic aspects, but low to moderate prices. Which of the following is the best example of a product with those characteristics? a. liquor b. cars c. homes d. refrigerators

a. liquor

________ income is the money available to a household over and above that required for a comfortable standard of living. a. Capital b. Discretionary c. Net d. Golden

b. Discretionary

Social class appears to be a poor predictor of purchases that have symbolic aspects and low to moderate prices(such as liquor and cosmetics). a. True b. False

b. False

Which of the following questions would be LEAST likely to appear on a questionnaire designed to determine consumer confidence? a. "Would you say that you and your family are better off or worse off financially than a year ago?" b. "Will you be better off or worse off a year from now?" c. "Are you happy with your wife (husband)?" d. "Do you plan to buy a car in the next year?"

c. "Are you happy with your wife (husband)?"

Sixteen-year-old Michael wanted a car. One evening while his father was paying bills, Michael looked overhis father's shoulder and saw how much money had been placed in the checking account. He whistled. "I thought you said that you didn't have enough money to buy me a used car. In just one month you could buyme the car I want." Michael's father then gave him a lecture on the differences between income and what wasleft over after money was spent on utilities, mortgages, insurance premiums, and food. "Total income," hisfather said, "is not the same as ________ income, the source from which your unnecessary car would have to come." a. wealth b. managed c. perpetual d. discretionary

d. discretionary

Cultural gatekeepers

people who follow and share the lastest gossip: blogs, movies, etc.