Exam 2 Chapter 7 Consumer Behavior

47. What percentage of consumers believe consumer-generated content (CGC) is the most authentic form of all content?

60 percent

42. __________ have experienced health problems which limit their physical activities, but their positive outlook means they remain active within physical constraints.

Ailing Outgoers

20. Which of the following statements regarding age is true?

All of these choices are correct

41. In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the

Asch phenomenon

28. __________ is the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors.

Cohort analysis

51. Which of the following statements is false regarding word-of-mouth (WOM) communications?

Consumers generally trust advertising as much as they do WOM.

18. Which of the following statements is false regarding consumption subcultures?

Consumption must be shared physically to be a shared ritual that creates and sustains a group.

37. Which cohort was born between 1930 and 1945?

Depression generation

13. Which of the following statements regarding education is false?

Education does not influence how one thinks, makes decisions, and relates to others.

100. Many upper-upper class consumers exhibit "conspicuous consumption."

False

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

False

97. Buzz is generally supported by large advertising budgets.

False

56. Which generation was the first to gain a very broad view of a family, which may include parents, siblings, stepparents, half-siblings, close friends, live-in lovers, and others?

Generation X

58. Individuals born between 1977 and 1994 belong to which generation?

Generation Y

26. Sam is a healthy 75-year-old man. He is a retired attorney, has a substantial retirement income, and is a member of several social groups that travel, help others, and encourage lifelong learning. Which of the following is most likely true about Sam?

Sam's cognitive age is less than 75

13. Baby boomers are characterized by high education levels, high incomes, and dual-career households.

True

84. A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior.

True

86. Demographics describe a population in terms of its size, distribution, and structure.

True

91. Group influence is strongest when the use of the product or brand is visible to the group.

True

27. A(n) __________ is a group of persons who have experienced a common social, political, historical, and economic environment.

age cohort

15. 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

48. Which generation refers to those individuals born during the dramatic increase of births (i.e., almost 80 million baby births) between the end of World War II and 1964?

baby boom generation

50. Which generation is considered to be more self-centered, individualistic, economically optimistic, skeptical, suspicious of authority, and focused on the present than other generations?

baby boom generation

1. Yoga instructors and elite athletes are recruited by lululemon to teach classes in exchange for free lululemon clothing. These __________ promote the lululemon brand and encourage others to purchase lululemon merchandise.

brand ambassadors

24. A __________ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand.

brand fest

29. Maria is analyzing the baby boom generation by describing and explaining its attitudes, values, and behaviors as well as predicting its future attitudes, values, and behaviors. Maria is conducting a __________ analysis.

cohort

21. Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate?

consciousness of kind

71. Which term describes consumers' purchase and use of automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth?

conspicuous consumption

46. Signing up to receive an email on a brand's website is an example of

conversion

83. Potential obstacles to rapid market acceptance of an innovation are known as

diffusion inhibitors

77. The manner in which innovations spread throughout a market is referred to as the

diffusion process

57. The exchange of advice and information between group members can occur

directly in the form of WOM when one individual seeks information from another, directly in the form of WOM when one individual volunteers information, and indirectly through observation as a by-product of normal group interaction.

12. Groups with negative desirability are referred to as

dissociative reference groups.

36. Which of the following is a segmentation approach to the mature market that incorporates aging processes and life events related to the physical health and mental outlook of older consumers?

gerontographics

2. Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n)

group

3. Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a

group

68. Nonconventional marketing activities that use a limited budget and can increase buzz are known as

guerilla marketing

59. In which situation is the likelihood of an individual seeking an opinion leader high?

high product/purchase involvement and low product knowledge

14. A household's purchasing power is a function of which of the following?

income and accumulated wealth

30. Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information?

informational

81. Which adopter group represents the first 2.5 percent to adopt an innovation?

innovators

72. Nouveaux riches are most commonly associated with the

lower-upper class

63. Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n)

market maven

71. Twitter is an example of a

micro-blogging tool

55. 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

33. 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

6. Which of the following is NOT a criterion used to classify groups?

number of members

82. In the Hollingshead Index of Social Position, which is true?

occupation is given a higher weight than education

53. John doesn't know very much about electronic equipment, but he wanted to get his girlfriend wireless headphones for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n)

opinion leade

61. 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 a characteristic of a consumption subculture? a. an identifiable, hierarchical social structure b. a set of shared beliefs or values c. unique jargon, rituals, and modes of symbolic expression

option a, b, and c

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

primary group

4. Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior?

reference group

11. As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this?

secondary group

66. 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

18. An estimate by the consumer of how much money he or she has available to spend on nonessentials is known as

subjective discretionary income (SDI).

54. 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

70. Which of the following is an online "pass-it-along" strategy?

viral marketing

39. In which of the following consumption situations will a reference group's influence be strongest?

when the use of the product or brand is visible to the group

43. Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?

word-of-mouth