MAR3503 EXAM 3

What is an evoked set?

An evoked set includes all the alternatives that the consumer is aware of

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 ________.

Atmospherics

Grooming rituals express two kinds of binary opposition: private/public and ________.

work/leisure

A nuclear family consists of ________.

A mother, a father, and at least one child

The process of movement and adaptation to one country's cultural environment by a person from another country is called ________.

Acculturation

Which of the following is considered a post-purchase process?

Consumer satisfaction

Raymond Chandler wrote classic American detective stories. By always using certain roles for his characters and props that were appropriate to the genre, Chandler's novels followed a(n) ________.

Cultural formula

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

Cybermediaries

All of the following are subsystems in a culture production system EXCEPT a ________ subsystem.

Marketing

A group composed of people that the consumer actually knows is called a(n) ________ reference group.

Membership

Within groups, informal rules of behavior are called ________.

Norm

Describe the concept of the filter bubble and give one example.

A filter bubble occurs when the information sources we consult serve up answers based upon what the source "thinks" we want to see, instead of objective, factual information, ex: Facebook's personalized search

A component of a person's subculture is ________.

Age, race, and ethnic background

All of the following are important components of social class except for ________.

Gender

Dimensions we use to judge the merits of competing options are called ________.

Evaluative criteria

Which of the following occurs when a consumer uses a selected product and decides whether it meets their expectations?

Post-purchase evaluation

There are two types of motivation related to research on self-regulation. _____________________ motivation focuses on responsibilities and duties as it prompts people to think about avoiding something negative.

Prevention

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) ________.

Reference group

A consumer's overall reaction to a product after they have bought is referred to as consumer satisfaction/dissatisfaction.

True

A culture production system is a set of individuals and organizations that create and market cultural products.

True

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

True

A temporal factor is one that reflects sense of time.

True

Explain brand community. Give one example.

A brand community is a group of consumers who share a set of social relationships based on usage or interest in a product. An example of this would be VSCO girls whose aesthetics are greatly influenced by the VSCO photo-editing app.

Explain the cultural production system concept.

A cultural production system is the group of individuals/organizations that create and market a cultural product (ex: books, films, fashion, sports, art, food, etc.)

Lily is a Chinese-American woman who speaks mostly English and has a high level of assimilation to American culture. She lives with her parents and her grandmother. Her parents function in both English and Chinese. Her grandmother speaks only Chinese and prefers to shop at traditional Chinese grocery stores. In consumer segmentation, Lily would be described as __________ and her grandmother would be described as as ___________.

Acculturated; traditional

Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel many things about the American culture. In doing so, the professor was acting as a(n) ________.

Acculturation agent

What are age cohorts? Briefly explain how marketers use age cohorts to segment markets.

Age cohorts are groups of consumers who are close in age and share similar life experiences. They help divide consumers into market segments because these shared, generation-specific experiences often lead to similar consumption habits and interests.

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

All of these

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?

Aspirational reference group

Others who are present in a consumer's physical and social environment when purchases are made are called ________.

Co-consumers

The _____________________________ describes the gap between what workers with a college degree earn compared to workers without one. Because the gap is, on average, very wide - the possession of a degree is often used as a proxy for income level.

College wage premium

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. Angela's change of behavior, as a reaction to group pressure is called __________________.

Conformity

The alternatives actively measured during a consumer's choice process are the ________ set.

Consideration

According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.

Constructive processing

_________________ measures how optimistic or pessimistic people are about the future health of the economy and how they will fare in the future.

Consumer confidence

A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.

Consumption situation

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.

Deethnicization

To understand all of their different markets and how their products fit into the physical conditions of each city, the UberEATS team immersed themselves in the places where their customers live, work, and eat. They decided to go to customer locations, move about the cities, experience the food culture, and watch how people use the things they designed. This mindset and research process focuses on user needs and user motivations, and is part of ____________.

Design thinking

The percentage of the market that has adopted an innovation at a specific point in time is also known as the _________________.

Diffusion rate

Money available to a household over and above what is required to have a comfortable standard of living is called ________.

Discretionary income

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.

Ecology

Explain the difference between restricted codes and elaborated codes. Give an example of each.

Elaborated codes - assumes a consumer has no prior knowledge/understanding of a topic, ex: the first book in a series Restricted codes - assumes a consumer already has existing knowledge/understanding of a topic, ex: the sequel to a book

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.

Exchange

A mother, a father, and one or more children are considered an extended family.

False

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

False

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

False

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

False

What is family life cycle marketing? Give one example.

Family life cycle marketing refers to the advertising to consumers based on their family composition and income. Ex: minivans are marketed towards parents with multiple young children

Remote controls with fifty buttons, digital cameras with hundreds of unused, mysterious settings options, and cars with complicated dashboards like a space shuttle are examples of __________________.

Feature creep

Steve is planning to work on increasing his running speed, so he can lose weight and impress his family at an upcoming 5K race. He buys a Fitbit fitness watch so he can track his daily runs and review his performance each day, in hopes that he can improve daily towards his goal. This daily information and response is known as a

Feedback loop

Movie and restaurant reviewers, magazine editors, retail buyers and DJ's are considered ________ because they filter information.

Gatekeepers

An age cohort that describes kids who were born in 2003 and later is ________.

Gen Z

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.

High-context

________ group members tend to be tightly knit, and they infer meaning that goes beyond the spoken word.

High-context culture

Consumers shop in an information-rich environment, causing too many choices, rather than too few. This condition, which forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices, is called

Hyperchoice

Which dimension or functional area of culture is most closely related to the idea of a common worldview?

Ideology

________ is/are the mental characteristics of people and the way they relate to their environment and social group.

Ideology

Frank works at the toy store. His friends from the local softball team always call him in early December to find out when he is getting a shipment of the most popular toys, because they believe Frank will know about this before anyone else does. Frank possesses ___________________ power.

Information

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.

Information search

Consumers who always are on the lookout for novel products or services and who are first to try something new are ________.

Innovators

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.

Landscape

Power that is granted by virtue of a social agreement, such as the authority we give to police officers, is called ________.

Legitimate power

A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________.

POP stimuli

Culture is best described as a society's ________.

Personality

The first stage in the consumer decision-making process is ________.

Problem recognition

________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.

Problem recognition

Explain product involvement and utility. Give one example.

Product involvement and utility is the degree to which an individual will use the product to satisfy their needs. For example, a parent might not have a great deal of involvement with a video game system.

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.

Purchase momentum

According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision.

Rational perspective

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.

Salespeople

Inherited status is important primarily because it:

Serves as an anchor point from which values are learned

A general attitude toward shopping is called ________

Shopping orientation

________ argue(s) that each of us has several "selves that relate to groups."

Social identity theory

________ describes the capacity to alter the actions of others.

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?

Social stratification

________ is the way people maintain an orderly social life.

Social structure

Explain the term "Sandwich Generation."

Someone who is taking care of both their parents and children

When a Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are bought and displayed as markers of social class, they are ________.

Status symbols

A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.

Subculture

________ describes consumers in terms of their aesthetic and intellectual preferences.

Taste culture

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 ________.

Time poverty

Explain the concepts of both top and bottom of the pyramid. Give an example of a product created for each.

Top of the pyramid - high-income earners who have more discretionary income to spend on expensive products, ex: designer watches Bottom of the pyramid - lower-income earners who have less discretionary income; includes the majority of consumers, ex: generic cleaning supplies

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

True

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

True

Neuromarketing uses functional magnetic resonance imaging (or fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features.

True

Self-regulation refers to a person's efforts to change or maintain his actions over time.

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

Winnowing out is part of the cultural selection process.

True

Sophie tells Nick about a great new restaurant. Sophie is practicing ________.

Word-of-mouth communication

How does the worldview difference in social class help explain why the sons and daughters of working-class families typically spend their entire lives living within a hundred miles of where they were raised?

Worldview is how we segment consumers based on their understanding and perspective of the world they live in, which is heavily influenced by social class. Because the worldview of the working-class is generally more intimate and family-oriented, children from these families tend to seek job opportunities closer to home.