MKT 434 Final

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?

downward mobility

Hannah was embarrassed when her friends teased her about the bright colors of her dress on Friday night. She tried to tell her friends that she really is quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?

Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

Many studies have found that people do not seem to exhibit stable personalities.

is the extent to which less powerful members of organizations and institutions accept and expect that power is distributed unequally

Power Distance

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

Which of the following phrases is the best illustration of homogamy?

birds of a feather flock together

Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual rally illustrates a(n) ________.

consumer tribe

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.

ecology

refers to a stage in the gift-giving process, where the giver procures an item to make some event.

gestation

Which of the following would not be a part of the wedding ritual?

giving away the bride

Jen belongs to a film club that selects and views classic movies once a month. Jen 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?

group unanimity

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?

horizontal mobility

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

ideology

Both Peter and Cole are business majors and live in the same dorm, but Peter's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Cole's room features posters of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Peter and Cole.

lifestyle

Jessica 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. Jessica would be classified as a(n) ________.

market maven

usually dictate what is right and wrong, acceptable or unacceptable.

norms

Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of the following best identifies the source of Sharon's feelings?

the reciprocity norm

Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action?

Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership.

Jason is a marketing researcher working for a client who believes that social class will be an important segmenting device. Jason decides to find social class categories by simply asking respondents to pick their own category. Which of the following best supports Jason's approach?

American consumers generally have little difficulty accurately placing themselves in the lower-middle class or middle class.

The Myers-Briggs Type Indicator is based on the work of

Carl Jung

Through the process of ________, objects associated with sacred events or people become sacred in their own right.

Contamination

Garrett 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 Garrett as he decides which model of bike he buys for his girlfriend.

Referent power

Kaity named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Kaity has ________ her car.

anthropomorphized

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________.

archetypes

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?

avoidance reference groups

The systematic acquisition of a particular object or set of objects is called

collecting

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

conspicuous consumption

John Jones purchases products to show visible evidence of his ability to afford luxury goods, John is practicing ________.

conspicuous consumption

Home shopping parties may activate ________, in which the individual at the party may get so caught up in the party spirit that he or she orders products that would normally not be purchased.

deindividuation

When a sacred item or symbol is removed from its special place or is duplicated in mass quantities, then it becomes profane as a result of

desacralization

Researchers primarily see the gift-giving ritual as a type of ________ exchange.

economic

Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them.

fortress

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

general lifestyle segmentation

Alyssa is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Alyssa seem to be working on now?

interests

uncovers consumer's associations between specific attributes and the general consequences.

laddering

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a

myth

With respect to social organization, some barnyard animals exhibit signs of a dominance-submission hierarchy. Which of the following terms best illustrates such a hierarchy?

packing order

The story goes that a young George Washington cut down his father's cherry tree with a hatchet. Young Washington was then asked who might have committed this act. Even though the boy feared punishment, George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the follow functions does the myth best match?

psychological

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

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 ________.

ritual

Dawson and his family recently toured the Gettysburg Battlefield on their vacation. The area was rich in history. While walking, Dawson 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

happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

social loafing

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

Megan 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. Megan's wedding planner is best described as a(n) ________.

surrogate consumer

When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ is being applied.

taste culture

Instead of spending the weekend working on the research paper due at the end of next week, Julia decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Julia's decision?

the id

A member of ________ has recently gained personal wealth and may experience status anxiety. Such individuals may try to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave.

the nouveau riche

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

unconscious motives

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

work/leisure

An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to?

the superego