CB final
37) The second stage in the rite of passage is ________.
C) liminality
32) The ability of a person to pass from one social class to another is called ________.
D) social mobility
5) ________ is the way people maintain an orderly social life.
Social Structure
21) A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.
Surrogate Consumer
7) ________ influence helps the consumer make decisions about specific brands or activities.
B) Social cue
56) What type of power does a class have as a whole to control the behavior of a professor? As you consider the answer, list each of the six types of powers outlined in the text and discuss each type of power as it might be related to this question.
• Referent power—is the influence that a group (or class) has over an individual (the professor) because he or she admires the qualities of the group. This influence would probably be minor, except in social interactions. The professor might feel motivated to act positively toward the class because he or she admires the students' manners and so on. • Information power—is the influence a group can have because it holds valuable information. The only information the class may hold that would interest a professor would be in terms of feedback. Where is the class in terms of an understanding of the topic being taught? Do the students understand the material? • Legitimate power—is the influence a group may hold because of their position of authority. A class is not likely to hold any legitimate authority over a professor. • Expert power—is the influence a group may hold because of their expertise. It is unlikely that a class as a whole would hold any expert power over a professor. • Reward power—is the influence a group may hold because it can grant rewards. A class can reward a professor in many ways. The class could show interest in what is being taught, or it could show interest in the professor as an individual. The class could participate in discussions or laugh at jokes. If students evaluate the instructor or class, that could be seen as a reward or punishment. • Coercive power—is the influence maintained by a group by a force or intimidation. It would be hoped that no class could exert such power.
Subcultures are defined in such a way that a person may belong to many subcultures at the same time. What in the definition allows any given person to belong to multiple groups, and what subcultures would apply to almost everyone?
Answer: A subculture is defined by shared beliefs and common experiences. Any variable that separates people into groups with common experiences and beliefs is by definition a precursor of a subculture. A person, for example, may have parents from Italy, have attended Penn State, and live in New York City. Each of these variables would identity a group of people with shared experiences and beliefs. There are some subcultures that apply almost universally. Each person has an age subculture that is typical of his or her age cohort. Each person has a primary language that places him or her in a cultural context, and each person has a certain ethnic or racial background. Most people who share the same general also share beliefs and common experiences.
46) Who are "born-again Christians," and why are marketers interested in this group?
Answer: Born-again Christians are defined as people who believe in a literal interpretation of the Bible and who acknowledge being "born again" through their faith or relationship with Jesus Christ. They are one of the fastest growing religious subcultures in the United States, with about 72 million out 235 million (31 percent) of American Christians defining themselves as "born-again." This subculture has become a major market. Megachurches have incomes of $1.85 billion. There is a growing merchandising movement among "born agains" with an increasing popularity of Christian music, books (Christian bookstores sold more than $2 billion worth of products), clothing, and other symbolic products.
73) Some people are offended when marketers refer to an event such as the Super Bowl as sacred. Explain how the concept of sacred in consumer behavior is both the same and different from the concept of sacred in a traditional religious context.
Answer: In marketing, an event, place, or person becomes sacred because it is "set apart" from normal activities and begins to be treated with some degree of respect or awe. There are numerous reasons why this may happen, religion being only one of many. There is nothing in the definition that refers to specific or historical religious events, places, or persons. The term as utilized, however, does have similarities with religious feelings. A "sacred" object in religion is treated as very special. It is handled with care and given special packaging considerations. This is also true of sacred objects in marketing. Religious people would be offended if a sacred object was treated casually, or if someone made light of it. The same is generally true with a sacred object in marketing. The manner in which society reacts to Elvis Presley or Princess Diana is quite similar to how a saint would be treated by a religious person. The two concepts are different in that a sacred object need not have religious connections of any kind. Even those who react to an event like the Super Bowl as a sacred occasion may be offended if the suggestion is made that the event has religious overtones for the person.
71) Explain the meaning of objectification and how it occurs. Provide an example.
Answer: Objectification occurs when we attribute sacred qualities to mundane items. This occurs through the process of contamination. Students may provide a mix of examples. For instance, Archie Bunker's chair from the television show All in the Family is a sacred item.
52) Explain the difference between referent power, information power, and legitimate power.
Answer: Referent power—is when a person admires the qualities of a person or a group, and copies their behavior. Information power—is when someone knows something others would like to know. Legitimate power—is power that is granted to an individual by virtue of a social agreement.
59) Define rites of passage. Describe the three rites of passage phases. Give at least two rites of passage examples.
Answer: Rites of passage are special times in an individual's life marked by a change in social status. Both primitive and modern societies set aside times when such changes occur. Some of these changes may occur as a natural part of life cycles (e.g. puberty or death), while others are more individual in nature (e.g. birthdays or graduation). Rites of passage consist of three phases or role transitions: • Separation stage, which occurs when the individual is detached from his or her original group or status e.g. the college freshman leaves home. • Liminality stage, in which the person is literally between statuses, e.g. the new arrival on campus tries to figure out what is happening during orientation week. • Aggregation stage, which takes place when the person reenters society after the rite of passage is complete, e.g. the student returns home for winter vacation as a college "veteran." Examples of rites of passage include: 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. The final rite of passage is death.
74) Differentiate between sacred consumption and profane consumption.
Answer: Sacred consumption occurs when consumers "set apart" objects and events from normal activities and treat them with respect. Profane consumption, in contrast, describes objects and events that are ordinary or everyday, they don't share the "specialness" of sacred ones.
59) Explain the concept of social mobility and its various forms.
Answer: Social mobility refers to the passage of individuals from one social class to another. There are three forms—upward (move up in social class), downward (moving to a lower social class), and horizontal (moving from one position to another [such as jobs] in the same social class strata).
60) Explain the three distinct stages of gift-giving rituals.
Answer: The three stages include gestation, presentation, and reformulation. Gestation is the preparation stage in which the giver procures an item. The presentation stage is the process of the actual exchange. Reformulation refers to the shift in the bond between giver and receiver due to the experience.
19) 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 ________.
B) referent power
3) Consumers who buy everything in sight are called ________.
B) spendthrifts
1) A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.
B) subculture
34) According to Dennis Rook, a key aspect of a ritual is ________. A) artifacts B) scripts C) performance roles D) all of the above
D) all of the above
9) A reason why consumers conform is ________. A) cultural pressures B) fear of deviance C) commitment D) all of the above
D) all of the above
73) 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 ________.
D) conspicuous consumption
48) Researchers primarily see the gift-giving ritual as a type of ________ exchange.
D) economic
23) 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) ________.
D) reference group
41) The lack of marketing information about religion is primarily due to ________.
D) religion being somewhat of a taboo subject among researchers
49) Which of the following is NOT one of the three distinct stages of gift-giving rituals?
A) Convention
20) ________ derives from the knowledge that a consumer possesses about a content area.
A) Expert power
27) ________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.
A) Fear of deviance
51) A special ritual marking a person's transition from one role to another is called a ________.
D) rite of passage
4) Power that is granted by virtue or a social agreement, such as the authority we give to police officers, is called ________.
A) referent power
9) ________ refers to the passage of individuals from one social class to another.
C) Social mobility
57) Explain the three different reference groups.
Answer: The three different types of reference groups are: • Membership reference group—consists of people we actually know • Aspirational reference group—are people that consumers admire • Avoidance reference group—are people that consumers deliberately do the opposite to distance themselves from these individuals.
33) All of the following are important components of social class EXCEPT for ________. A) gender B) income C) educational attainment D) occupational prestige
A) gender
6) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power.
A) referent
47) Grooming rituals express two kinds of binary opposition: private/public and ________.
A) work/leisure
7) The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.
B) de-ethnicization
49) 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?
C) Downward mobility
2) Which functional area of culture is most closely related to the idea of a common worldview?
C) Ideology
5) ________ argue(s) that each of us has several "selves that relate to groups."
C) Social identity theory
62) Through the process of ________, objects associated with sacred events or people become sacred in their own right.
Contamination
2) A component of a person's subculture is ________. A) age B) race C) ethnic background D) all of the above
D) all of the above
3) A type of reference group is ________. A) membership B) aspirational C) avoidance D) all of the above
D) all of the above
32) 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
6) ________ group members tend to be tightly knit, and they infer meaning that goes beyond the spoken word.
A) High-content culture
4) ________ is/are the mental characteristics of people and the way they relate to their environment and social group.
A) Ideology
11) ________ are frequently able to influence others' attitudes on behavior.
A) Opinion leaders
1 ________ describes the capacity to alter the actions of others.
A) Social power
29) Phillipe is a member of a small Harley-Davidson motorcycle club. Members meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike he buys for his girlfriend.
A) referent power
53) Pavel is an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under the bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________.
A) ritual
53) What is a reference group? What is the difference between a membership reference group and an aspirational reference group?
Answer: A reference group is an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior. A membership reference group consists of people we actually know. In contrast, although we don't know those in an aspirational reference group, we admire them anyway. These people are likely to be successful businesspeople, athletes, performers, or anyone else who rocks our world.
13) Describe the three functional areas of a cultural system.
Answer: Culture's functional areas include: a. Ecology—the way in which a system is adapted to its habitat. This area is shaped by the technology used to obtain and distribute resources. b. Social structure—the way in which orderly social life is maintained. This includes the domestic and political groups that are dominant within the culture. c. Ideology—the mental characteristics of a people and the way in which they relate to their environment and social groups. This revolves around the notion that members of society possess a common worldview. They share certain ideas and principles of order and fairness. They also share an ethos, or set of moral and aesthetic principles.
35) Explain the difference between a high-context culture and a low-context culture.
Answer: In a high-context culture, group members tend to be tightly knit and infer meanings beyond the spoken word. In contrast, people in a low-context culture are more literal.
47) Explain why the Islamic market should be important to U.S. marketers.
Answer: Muslims will make up more than one-quarter of the earth's population by the year 2030, and during that same period analysts expect the number of U.S. Muslims to more than double.
44) ________ is a system in which we define people by what they do for a living.
B) Occupational prestige
12) 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?
B) Referent power
25) When companies use celebrities in their ads they are using the principle of ________ reference groups.
B) aspirational
14) The pressure to conform that escalates as more and more group members "cave in" is called ________.
B) bandwagon
8) The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of ________ in Japan's cultural system.
B) ecology
9) Gen enjoys owning a micro-refrigerator, which is small enough to fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics that any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting products.
B) ecology
46) Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them.
B) fortress
28) If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.
B) legitimate
33) Wedding rice, birthday candles, and diplomas are considered ________.
B) ritual artifacts
73) 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) ________.
B) surrogate consumer
28) 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 ________.
D) social class
40) 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?
C) Amount of income
15) 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?
C) Aspirational group
16) 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?
C) Avoidance groups
40) ________ foods are permissible under the laws of Islam.
C) Halal
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? C) Horizontal mobility
C) Horizontal mobility
66) ________ is when ordinary objects, events, and even people take on sacred meaning.
C) Sacralization
2) Money available to a household over and above what is required to have a comfortable standard of living is called ________.
C) discretionary income
7) The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as ________.
C) ideology
8) A group composed of people that the consumer actually knows is called a(n) ________ reference group.
C) membership
26) Within groups, informal rules of behavior are called ________.
C) norms
1) Culture is best described as a society's ________.
C) personality
45) A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be repeated is called a ________.
C) ritual
6) The best predictor of major expenditures that do not have status or symbolic value is ________.
C) social class and income
) Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity.
Conformity refers to a change in the beliefs or actions as a reaction to real or imagined group pressure. In order for a society to function well, a system of rules for expected behaviors is developed, more or less informally as norms or formally through laws. Over time, there is general agreement within society about obeying these rules and conforming to the group's norms. Among the factors that affect the likelihood of conformity are: • Cultural pressures can exert enormous influence on individuals to "do the right thing." • Fear of deviance pressures individuals because most societies and groups punish or disapprove of behaviors different from those of the group. • Commitment or the degree to which the individual is dedicated to continued membership in a group influences behavior. Generally speaking, the greater the desire to remain in a group, the more conformity an individual will exhibit. • Group size, unanimity, and expertise all combine to increase a group's power to elicit great conformity. • Susceptibility to interpersonal influence refers to an individual's need to identify or enhance his or her image in the opinion of significant others. This enhancement process is often accomplished by the acquisition of products the person believes will impress his or her audience.
10) Which of the following is a new kind of avoidance group that has grown in popularity through the Web?
D) Anti-brand communities
17) ________ is the degree to which a person is able to make other people do something.
D) Social power
13) Although teenagers do not have the income of older consumers, they are still an attractive marked based on income. Why?.
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.
42) Most religion-oriented marketing activity in America can be traced to the ________ community.
D) born-again Christian
34) 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) ________.
Market Maven
29) A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________.
Myth
72) Individuals with the ability to influence others' attributes or behaviors are considered ________.
Opinion Leader
77) ________ is the extent to which less powerful members of organizations and institutions accept and expect that power is distributed unequally.
Power distance
61) ________ consumption occurs with objects and events that are considered to be ordinary and everyday.
Profane
2 A________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.
Reference Group
65) Thomas and his family recently toured the Gettysburg Battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Gettysburg Battlefield is best classified as ________.
Sacred
86) Hofstede's Dimensions of National Culture organizes cross-cultural values based on power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence.
True
87) The indulgence versus restraint dimension of Hofstede's Dimensions of National Culture deals with the extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life.
True
88) According to Hoftstede, power distance refers to the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally.
True
