CB Chapter 14 Culture

B

Procter & Gamble has created an organization called Tremor, whose purpose is to facilitate word of mouth about different products. The Tremor mandate is to target the late majority of consumers, because this group tends to be skeptical of new innovations and adopt them only after half of the population has already done so. A. True B. False

C

Proponents of a standardized marketing strategy argue that many cultures, especially those of relatively industrialized countries, have become so homogenized that the same approach will work throughout the world. By developing one approach for multiple markets, a company can benefit from economies of scale, since it does not have to incur the substantial time and expense of developing a separate strategy for each culture. This viewpoint represents a(n) _______________. A. collectivist perspective B. emic perspective C. etic perspective D. individualistic perspective

D

Winona is a technical sales person. Although she receives a good salary, she does not spend money on products or services that she does not need. Winona would like to pay off her college tuition, so she is saving her money as much as possible. But at the end of the year, when she receives her bonus cheque, Winona treats herself to a day at the spa and a new outfit. This is an example of _____________. A. personal gifts B. regifting C. a reciprocity norm D. self-gifts

A

The _______________ of the cultural production system is responsible for selecting and making tangible the distribution of new symbols and products. A. managerial subsystem B. production subsystem C. communications subsystem D. creative subsystem

C

The _______________ sometimes results in bizarre permutations of products and services when locals modify them to be compatible with their customs. One such example can be found in the highland tribes of Papua New Guinea where members put Chivas Regal wrappers on their drums and wear Pentel pens instead of nose bones. A. global consumption ethic B. emic perspective C. creolization process D. etic perspective

C

The division of labour in a household is an example of a ________, while a person's reluctance to marry a cousin is a ________. A. convention, custom B. custom, convention C. custom, more D. convention, more

C

The gift-giving ritual has three distinct stages. These are____________________. A. presentation, integration, and reformulation B. gestation, exchange, and presentation C. gestation, presentation, and reformulation D. exchange, integration, and reformulation

D

The idea that the media is able to change consumers' perceptions of reality such that heavy viewers of television tend to believe the world is more dangerous than it actually is, that all politicians are corrupt, and teen crime is at record-high levels is called ______________. A. a trend B. reality engineering C. diffusion of innovation D. the cultivation hypothesis

C

The introduction of the Internet, which has created widespread changes in the way we live, would be considered a _____________. A. continuous innovation B. technological innovation C. discontinuous innovation D. popular innovation

B

The process by which certain symbolic alternatives are chosen over others is known as ______. A. fashion awareness B. collective selection C. adoption of innovations D. diffusion of innovations

A

The progression of skateboarding from a cult-like activity with rebellious undertones to a mainstream hobby mirrors the journey many products and services take through popular culture. This is an example of ________________________. A. the diffusion of innovation B. a fad C. infusion D. the adoption rate

B

The rule that a green traffic light means "go" and a red one means "stop," is an example of a(n) __________________. A. crescive norm B. enacted norm C. convention D. more

A

The statement "If it's that cheap, it can't be any good" is associated with ________________ in which lower prices actually reduce demand. A. the snob effect B. the prestige-exclusivity effect C. conspicuous consumption D. parody display

A

Early adopters and innovators share many characteristics. A. True B. False

A

Tiana had one last question to answer on her Consumer Behaviour midterm exam. The question required that she choose the best description of a norm from four alternatives. Which of the following would you recommend she choose? A. A norm is something that is taken for granted to the extent that most people don't realize it's a norm, until it is challenged or violated. B. These are written laws within a culture that if violated can result in severe punishment. C. Our norms are learned vicariously through different media sources. D. Norms allow appropriate behaviour to be modified in order to engage in illicit experiences away from one's own culture.

A

When attempting to explain the rapid diffusion of products through the population, _________ has been likened to a virus that starts of small and steadily infects increasing numbers of people until it becomes an epidemic. A. meme theory B. the tipping point C. the fashion acceptance cycle D. the fashion life cycle

A

When designers modify styles from Victorian England or colonial Africa, they are reaching back through time for inspiration and following ______________that is predictable and effective. A. a cultural formula B. the voice of the consumer C. economic models of fashion D. the trickle-down effect

C

Whether it is brushing your hair 100 strokes a day or talking to yourself in the mirror, virtually all consumers undergo sequences of behaviours that aid in the transition from the private self to the public self or back again. These are referred to as ___________. A. cultural rituals B. rites of passage C. grooming rituals D. objectification

D

Which functional area of culture is most related to the idea of a common worldview? A. Economy B. Ecology C. Social structure D. Ideology

B

Which of Hofstede's five dimensions examines the extent to which a culture has respect for tradition, preservation of face, and fulfilling social obligations? A. Individualism, collectivism B. Long-term orientation C. Uncertainty avoidance D. Power distance

B

Which of the following does NOT constitute an innovation? A. A new way to package a product B. A new way to phase out a product C. A new way to deliver a product D. A new variation on an existing product

C

Which of the following has been most influential in encouraging the practice of "regifting"? A. Consumers emptying out their closets so as to not become "hoarders". B. The fact that the word can be traced back to a 1995 Seinfeld episode. C. Tougher economic conditions and the desire to recycle and pass things along. D. Anti-consumer groups promoting the idea that less shopping results in increased happiness.

B

Which of the following holidays has been described as an antifestival? A. Valentine's Day B. Halloween C. Easter D. Thanksgiving

D

Which of the following is NOT a common characteristic of fashion and popular culture? A. The cultural selection process never stops, so when styles become obsolete there are others ready to replace them in popular culture. B. A style begins as a risky or unique statement by a relatively small group of people and spreads as others become increasingly aware of the style and feel confident about trying it. C. Styles are often rooted in and reflect deeper societal trends. D. Most styles eventually return as recycled ideas, as marketers scramble to come up with something truly original.

C

Which of the following is NOT a prerequisite for successful product adoption? A. Observability B. Compatibility C. Relatibility D. Trialability

D

Which of the following is NOT a quality of a fad? A. People do not undergo rational decision making before jumping in. B. It is short lived. C. It diffuses rapidly and gains quick acceptance. D. It is utilitarian in nature.

C

Which of the following is NOT considered a formal gatekeeper in the cultural production process? A. Textbook authors B. Casting directors C. Friends D. Restaurant reviewers

D

Which of the following is NOT true for the fashion process? A. Fashion is context dependent. B. Fashion can be thought of as a code or language. C. Fashion processes affect all types of cultural phenomena. D. Business practices are not subject to the fashion process.

C

Which of the following is the correct definition of fashion? A. A fashion is currently desired by consumers. B. Fashion means that a new style is currently positively evaluated by some reference group. C. Fashion is the process of social diffusion by which a new style is adopted by some group(s) of consumers. D. Fashion refers to a particular combination of attributes.

D

_____________ are the adopter category described as individuals on the lookout for new and novel products and are typically the first to try a new offering. A. Early majority B. Laggards C. Early adopters D. Innovators

B

______________ refers to the insertion of specific products and the use of brand names in movie and TV scripts. A. Product branding B. Product placement C. Product focus D. Product advertising

B

______________ refers to the process whereby a new product spreads through a population. A. Product timeline B. Diffusion of innovations C. Product spread D. Diffusion of adopters

C

Which of the following statements best describes a myth? A. A myth is a distortion of the truth intended to teach a lesson. B. A myth is a fiction that tells a story about a product or person. C. A myth is an old story that has been around so long that everyone in a culture can relate to it through shared memories. D. A myth is a story containing symbolic elements that expresses the shared emotions and ideals of a culture.

D

A ______________ is a fashion with an extremely long acceptance cycle. A. trend B. Fad C. style D. classic

B

A ______________ refers to the modification of an existing product. A. discontinuous innovation B. continuous innovation C. dynamically discontinuous innovation D. dynamically continuous innovation

B

A _______________ involves a taboo, or forbidden behaviour, such as incest or cannibalism. A. custom B. more C. convention D. norm

A

A _______________ is the set of individuals and organizations responsible for creating and marketing a cultural product. A. culture production system B. culture control organization C. cultural control system D. culture creation system

C

A cultural system consists of three functional areas. One of these areas is _________________, which refers to the way in which a system is adapted to its habitat. A. ideology B. power distance C. ecology D. social structure

D

A divorce, getting a raise, a birthday, a marriage, a military recruit going to boot camp, an internship completed and a medical practice begun, a novitiate becoming a nun, retirement from a job, and so on are all examples of _______________. A. conventions B. customs C. core values D. rites of passage

A

A game that Dairy Queen helped to create called DQ Tycoon lets players run their own fast-food franchise. The game requires players to race against the clock to prepare Peanut Buster Parfaits, take orders, restock the refrigerator, and dip cones. This form of interactive advertising is also referred to as ____________________. A. branded entertainment B. product placement C. reality engineering D. advergaming

A

Costumes worn by political figures or movie and rock stars can affect the fortunes of the apparel and accessory industries. A. True B. False

B

Crescive norms are ________. A. guidelines for behaviour in social settings B. discovered as we interact with other members of a culture C. followed only by the oldest members of a society or culture D. associated with monetary rewards and punishments

B

"Diffusion of adoption" refers to the process by which a new product spreads through a population. A. True B. False

B

"I can't believe it's not butter" is an example of marketers taking a ___________ approach to define the product by what is not, rather than by what it is. A. reciprocity norm B. binary opposition C. sacred consumption D. demarcation

A

A manufacturer of personal-care products tried to introduce a cream hair remover for men as a substitute for razors and shaving cream. This formulation was similar to that used widely by women to remove hair from their legs. The product failed because men were not interested in a product they perceived to be too feminine and thus threatening to their masculine self-concepts. The manufacturer failed to address which key factor for successful adoption of a product? A. compatibility B. relative advantage C. observability D. trialability

C

A(n) ______________ is viewed primarily as an object of aesthetic contemplation without any functional value. A. abstract product B. visual product C. art product D. craft product

A

Although every culture is different, four dimensions appear to account for much cross-cultural variability. Which of the following is NOT one of these dimensions? A. Social structure B. Power distance C. Masculinity/femininity D. Uncertainty avoidance

C

Cultural gatekeepers are also known as _____________, because they influence the products that are eventually offered to consumers. A. cultural specialists B. lead users C. tastemakers D. snobs

C

Birthday candles, wedding cakes, ceremonial wine, hot dogs at the ballpark, trophies, plaques, and retirement watches are all examples of _______. A. gift giving rituals B. holiday rituals C. ritual artifacts D. a food culture

D

Burger King added sweet potato fries to their new limited-time-only summer BBQ menu, which includes Texas and Carolina BBQ Whoppers, frozen lemonades, a Memphis BBQ Pulled Pork sandwich, and a bacon sundae. These are examples of ________. A. dynamically discontinuous innovations B. a fad C. discontinuous innovations D. continuous innovations

C

Business negotiations and office luncheons are examples of which type of ritual? A. Cultural B. Civic C. Group D. Rite of passage

B

Claudia was helping her father clear out his attic when she came across box containing a dozen Betamax tapes of different movies. She was about to throw them out when her son mentioned that she could probably sell the tapes on eBay. Claudia was surprised. She did not realize that people were still interested in using this older technology. Her son pointed out that just like the various plates displayed on her shelves, other people acquired and maintained technology through a process called ___________. A. hoarding B. collecting C. objectification D. contamination

D

Coca-Cola has successfully crafted a single international image. Although Coke commercials are largely standardized, the company permits local agencies to edit them so they highlight closeups of local faces. In order to increase their chances of success with a multicultural approach, marketers must locate consumers in different countries who share a common worldview. Which of the following group of consumers is LEAST likely to fall into this category? A. People whose tastes in music and fashion are strongly influenced by media that broadcast many of the same images to multiple countries. B. People who receive much of their information about the world from sources that incorporate a global perspective. C. People who travel and/or have business contacts, and varied media experiences. D. People who dislike brands that preach American values and don't trust global companies to behave responsibly.

B

Events such as the Stanley Cup Finals or the Grey Cup have taken on a special meaning to Canadians. We could say the Stanley Cup Finals have become ______________. A. Desacralized B. Sacralized C. Objectified D. Ritual artifacts

A

Every culture is different. Geert Hofstede's research describes cultural variability using five dimensions. The extent to which a society stresses the importance of self-discipline and accepting one's position in life is captured in which of the following dimensions? A. Individualism, collectivism B. Long-term orientation C. Power distance D. Uncertainty avoidance

B

In order to attract a new market for diamond rings, De Beers promoted the idea of the "right-hand ring," which was targeted at the financially well-off single woman who could buy a diamond ring for herself as a symbol of self-respect and independence. In which of the following countries would you expect this campaign to be least effective? A. Canada B. Japan C. China D. USA

A

In the text we learn that a cultural system consists of three functional areas. Which of the following is NOT one of them? A. Member endorsement B. Ideology C. Ecology D. Social structure

D

Keds sneakers, introduced in 1917, have been successful because they appeal to those who are turned off by high fashion. This is an example of _________________. A. a fad B. a parody display C. a trend D. antifashion

B

Last fall, Marianne's Canadian history class went on a bus trip to Upper Canada Village. The class toured several of the historical buildings, including the bakery, woollen mill, and blacksmith shop. The gift shops contained samples and pictures of late 19th-century domestic artwork. Books describing the social life, music, and religion lined the shelves. While listening to the tour guides talk about what it was like for a young girl to grow up in this region in the mid-1800s, Marianne found herself feeling great pride in being a Canadian. This trip had made a great impression on her. Marianne's experience is an example of which of the following situations? A. Profane consumption B. Sacred consumption C. Desacralization D. Rite of passage

D

One key cultural dimension that distinguishes cultures is the ____________ thought important in a given culture. A. virtues B. beliefs C. history D. values

A

Lindsay was very excited to learn that she would be able to showcase her new "multi-size" purses at a number of spring fashion shows featured by The Bay, Target, Smart Set, and H&M. Each store would feature a different celebrity carrying the versatile purse. Lindsay knew that this _____________could springboard sales as consumers from different demographic groups were exposed to the product around the same time. A. trickle-across effect B. trickle-down effect C. branded entertainment D. carry-over effect

B

Many popular art forms, such as detective stories or science fiction books, generally follow __________, where certain roles and props often occur consistently. A. consistent rules of play B. a cultural formula C. a symbolic structure D. a genre

C

Marvel Comics' Spider-Man character tells stories about balancing the obligations of being a superhero with the need of his alter ego, Peter Parker, to do his homework. This is an example of ___________. A. individualism B. a ritual artifact C. a monomyth D. a symbol

C

Much like the metamorphosis of a caterpillar into a butterfly, consumers' rites of passage consist of three phases. Which is the last of these phases? A. Separation B. Liminality C. Aggregation D. Detachment

B

Myths serve four interrelated functions in a culture. Which of the following is NOT one of these functions? A. Psychological B. Spiritual C. Cosmological D. Metaphysical

B

One of Princess Diana's evening gowns, a guitar used by Elvis, the golden ring from The Lord of the Rings, and your favourite childhood toy are all examples of how common objects can take on a sacred meaning through a process referred to as _______________. A. nostalgia B. objectification C. collection D. memorabilia

C

Sherry works for a local Real Estate Agency. Every year her boss organizes a "Secret Santa" gift exchange where all the agents and staff draw a name of a person for whom they are going to purchase a holiday gift. The expenditure for the gift should fall in the range of $10-$15. Given a choice, a few of the employees would prefer not to partake in this tradition. In the past some of them have received gifts that were obviously worth a lot more than the allowed dollar amount. So now they feel they should be giving gifts of equal or greater value or risk appearing cheap. This is an example of __________________. A. gift-giving ritual B. ritual artifacts C. reciprocity norm D. cultural values

D

Sony Corp. allows clients to directly insert online ads into PlayStation 3 games—the in-game ads change over time through a user's Internet connection. This act of embedding a product or service link in a video is growing at such a rapid rate that it even has a trademarked name which is ______. A. branded entertainment B. product placement C. advergaming D. plinking