Consumer Behavior Exam 2

What is the approximate population of the United States today?

330 million

Which of the following is a reason why more baby boomers continue to work longer than previous generations?

ALL OF THESE CHOICES ARE CORRECT / necessary due to a low income of some baby boomers, necessary due to a poor pension plan, due to changes in Social Security increasing the age at which full benefits can be drawn, increased desire to stay active in interesting and rewarding careers

Coca-Cola is highly successful in marketing its beverages outside of the United States. Which factors do they use to adapt within and across countries where they do business?

All of these are correct / cultural homogeneity, ethical implications, affordability, infrastructure

Which of the following is enabling the growth of a global culture?

All of these are correct / mass media, work, education, travel

Which of the following is a segment of mature consumers?

All of these choices are correct / Healthy Indulgers, Ailing Outgoers, Healthy Hermits, Frail Recluses

Gay consumers, like heterosexuals, vary in terms of

All of these choices are correct / ethnicity, geographic region, occupations, age

Which of the following variables is associated with cognitive age?

All of these choices are correct / health, education, income, social support

The "Green Guides" provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

All of these choices are correct / ozone friendly, biodegradable, recyclable, recycled content

Environmental concerns don't guarantee the purchase of green products. Negative perceptions are on the rise due to beliefs that green products are

All of these choices are correct / too expensive, lower quality, not better for the environment, not green as claimed

Which of the following is a factor affecting the spread of innovations?

All of these choices are correct / type of group, type of decision, compatibility, observability

Which culture has traditionally valued the wisdom that comes with age?

Asian

Which of the following is true regarding the baby boom market?

Boomers are tech savvy

__________ is defined as the exponential expansion of word-of-mouth.

Buzz

Which cohort was born between 1930 and 1945?

Depression generation

Consumers may doubt Toms Shoes CRM because they are tied to a charitable organization with strings attached.

False

Cultures are static and rarely change.

False

The children of the original baby boomers, generation Y born between 1977 and 1994, are sometimes referred to as the "baby bust" generation.

False, "echo boom"

The Hollingshead Index of Social Position (ISP) takes into consideration the rapid expansion of the role of women.

False, (ISP) was developed BEFORE rapid expansion of the role of women

Two companies cannot use the same logo and brand name when operating in different countries.

False, Global trademark law allows for two companies to have the same logo and name in different countries

The largest single influence toward uniformity among youth worldwide is education.

False, it is mass media

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

False, nongeographically bound community

The Depression generation is composed of those individuals born before 1930.

False, the pre-Depression composed of those born before 1930

The top reason consumers want to interact with firms on social media is to be entertained.

False, the top reason is to get incentives such as coupons

This segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to reflect reduced physical capabilities and social roles.

Frail Recluse

Which generation is not part of the mature market?

Generation X

Individuals born between 1977 and 1994 belong to which generation?

Generation Y

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

Green Guides

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?

NORMATIVE / is strongest when individuals have strong ties to the group and the product involved is socially conspicuous.

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

Nonverbal communication systems

Which of the following is true regarding changes in American cultural values?

There is substantial variance in values across individuals and groups.

Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group.

True

Gerontographics is one segmentation approach to the mature market that incorporates aging processes and life events to the physical health and mental outlook of older consumers.

True

Other-oriented values reflect a society's view of the appropriate relationships between individuals and groups within that society.

True

Personal space refers to the nearness that others can come to you in various situations without your feeling uncomfortable.

True

The family unit is the basis for virtually all societies.

True

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

True

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

active/passive

A(n) _____ is based on an attribute over which the individual has little or no control.

ascribed role

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n)

aspiration reference group.

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n)

aspiration reference group.

The largest, most diverse generational segment is

baby boomers

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

brand fest

Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's __________ age.

cognitive age

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

compatibility

Which of the following is not an example of an environment-oriented value?

competitive/cooperative

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a

consumption subculture.

Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors?

corporate equality index (CEI)

Sam has learned that a country to which his company desires to expand places a high value on cleanliness and admires nature immensely. Which category of cultural values does this represent?

environment-oriented

Which term is used to refer to whether a person is biologically a male or female?

gender and sex

__________ refers to the traits of femininity and masculinity.

gender identity

Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, they only purchase grain from organic farms. They state on their packages that "organic farming helps keep our food pure and protects our land and water from harmful substances. By supporting dozens of small organic farms, Health Valley helps protect a way of life for these family farmers, and helps ensure a safer and healthier Earth for you and your children." This is an example of

green marketing

Marketers have responded to Americans' increasing concern for the environment with an approach called

green marketing

Which of the following is strongly associated with occupation?

income and education

Which of the following is one of the defining characteristics of American society?

individualism

Which of the following is most closely related to verbal communications?

language

What percentage of American adults exercise regularly?

less than 50%

What is the largest single influence on the movement toward uniformity in the global youth market?

mass media

The voluntary simplicity movement in America represents a shift in which value?

material/nonmaterial

Which of the following is a self-oriented value?

material/nonmaterial

When comparing income levels by education and gender, which of the following is true?

men earn more than women at each level of education

The __________ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well.

multistep

The boundaries that culture sets on behavior are called

norms

Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n)

online community

Mitch seems to know everything about cars—at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n)

opinion leader

Which of the following is not generally involved in green marketing?

pricing products lower than the competition

Which type of group includes family and friends and involves strong ties and frequent interaction?

primary group

Which of the following is not an adopter category?

procrastinations

Heather and Jeff live on a farm in Iowa with their three children. They are concerned about the environment because of the high cost of heating their home in winter. Which environmental activism segment best describes Heather and her family?

proud traditionalist

Which value relates to tolerance for ambiguity and uncertainty avoidance?

risk taking/security

Violation of cultural norms results in __________, or penalties ranging from mild social disapproval to banishment from the group.

sanctions

With respect to demographics, which of the following refers to the number of individuals in a society?

size

With respect to advertising, __________ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions.

stimulating

Whether or not a new idea, practice, or product is an innovation is determined by

the perception of the potential market.

A culture's overall orientation toward time is known as its

time perspective

A woman who is married with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children would be classified as

traditional

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the

two-step flow of communication.

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

upper-lower class

Carl is a physician earning $300,000 per year. Using the Coleman-Rainwater system, identify the social class to which Carl belongs

upper-middle

__________ is consumers' efforts to reduce their reliance on consumption and material possessions.

voluntary simplicity

Buzz is a self-employed construction worker. He is proud of his ability to do "real work" and sees himself as the often-unappreciated backbone of America. He dislikes the upper-middle class and prefers products and stores positioned toward his social-class level. Which term best describes Buzz?

working-class aristocrat