chapter 14 test banks

Define the term "myth."

A myth is a story with symbolic elements that represent a culture's ideals.

Explain the term "power distance" in Hofstede's Dimensions of National Culture. Answer:

Power distance is the extent to which the less powerful members of an organization or institution accept and expect the power to be distributed unequally.

A female writer applies a well-known myth of Western culture to a novel using modern characters. Use this concept of a culture production system (CPS) to explain how this writer will market her novel to readers. Answer:

The writer produces the novel, and she is part of the creative subsystem, which is the first major subsystem of the CPS. In this stage, she takes her idea from a myth to a modern novel that contains symbolic elements representative of the shared emotions and ideals she shares with her customers. Next, her novel must be accepted for publication by a managerial subsystem, which makes her ideas tangible in the form of a book. The novel is mass produced and distributed. After her novel is published, it must be promoted in the communications subsystem. A communications subsystem gives meaning to the new product and provides it with a symbolic set of attributes. The novel will remain unnoticed by the general public until gatekeepers allow it through to consumers. If the book receives positive reviews by the media, or if friends, spouses, and associates begin to talk about the novel, then it is much more likely that the symbolic set of attributes used by the writer will be communicated to the final consumer.

Grooming rituals express two kinds of binary opposition: private/public and ________. A) work/leisure B) self/others C) pride/modesty D) innocence/experience

a

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 B) symbolic exchange C) convention D) rite of passage

a

________ consumption occurs with objects and events that are considered to be ordinary and everyday. A) Profane B) Sacred C) Objectified D) Ritualized

a

A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be repeated is called a ________. A) myth B) more C) ritual D) convention

c

Through the process of ________, objects associated with sacred events or people become sacred in their own right. A) congregation B) reciprocity C) desacralization D) contamination

d

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) ________. A) cultural formula B) enacted norm C) fashion cycle D) innovation process

a

Which of the following is an object that is admired strictly for its beauty or because it inspires an emotional reaction? A) an art product B) a reality-engineered product C) a craft product D) a trial product

a

________ is the extent to which less powerful members of organizations and institutions accept and expect that power is distributed unequally. A) Power distance B) Individualism C) Uncertainty avoidance D) Long-term orientation

a

________ is/are the mental characteristics of people and the way they relate to their environment and social group. A) Ideology B) Myths C) Norms D) Theories

a

In the cultural production process, the people who control the flow of information between producers and customers are called ________. A) lead users B) cultural gatekeepers C) cultural informers D) innovators

b

It is quite common for mainstream culture to modify symbols identified with "cutting edge" subcultures and present these to a larger audience. Such cultural products undergo a process of ________, by which their original meanings are transformed by outsiders. A) innovation B) transformation C) diffusion D) cooptation

d

Researchers primarily see the gift-giving ritual as a type of ________ exchange. A) transactional B) stylistic C) psychological D) economic

d

T/F: According to the trickle-down theory, fashion moves from the upper classes to the lower classes.

true

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.

Fashion refers to ________. A) a particular combination of attributes within style B) the process of social diffusion by which style is adopted by consumers C) being positively evaluated by some reference group D) the norm

b

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. A) ideology B) ecology C) social structure D) socio-psychology

b

Movie and restaurant reviewers, magazine editors, retail buyers and DJ's are considered ________ because they filter information. A) laggards B) gatekeepers C) early adopters D) innovators

b

Myths serve four interrelated functions in a culture, which function explains the origins of existence. A) cosmological B) metaphysical C) sociological D) psychological

b

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. A) social structure B) ecology C) ideology D) dogma

b

Wedding rice, birthday candles, and diplomas are considered ________. A) ritual script B) ritual artifacts C) potlatch D) norms

b

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________. A) norm B) ritual C) myth D) more

c

Define co-optation. Give an illustration of the concept and demonstrate how it applies to the movement of meanings as shown in the text.

Answer: Co-optation occurs when cultural products undergo a transformation. Original meanings are transformed by outsiders. According to the text, instruments of movement (such as advertising and fashion systems) connect to cultural values and symbols; these cultural values and symbols change consumer goods over time. As the consumer performs consumer rituals, individual consumers are affected. An example of the change is how the influence of hip-hop has gone beyond its urban, African American roots to the American mainstream.

Consumers who always are on the lookout for novel products or services and who are first to try something new are ________. A) continuous innovation B) early adopters C) innovators D) laggards

c

Culture is best described as a society's ________. A) attitude B) consciousness C) personality D) history

c

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? A) objectification B) self-serving guilt C) the reciprocity norm D) role transference

c

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 ________. A) ecology B) social structure C) ideology D) anthropology

c

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? A) metaphysical B) cosmological C) psychological D) anthropological

c

The systematic acquisition of a particular object or set of objects is called ________. A) prioritizing B) hoarding C) collecting D) ritualizing

c

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 ________. A) profane B) objectified C) sacred D) crescive

c

Watercolor tats, Alexandre Birman textured-lamé sandals, blue velvet couches, Bitmojis, and selfies are part of the ________. A) lifestyle movement B) value movement C) cultural movement D) marketing concept movement

c

The Macah, a Native American tribe from the Northwest, built functional seagoing canoes that are considered works of art by modern shipbuilders. By definition, these boats would be considered ________. A) high art products B) style and cultural icons C) low art products D) craft products

d

________ refers to the set of individuals and organizations that create and market cultural products. A) Culture program company (CPC) B) Culture invention company (CIC) C) Culture production institution (CPI) D) Culture production system (CPS)

d

T/F: A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.

false

T/F: A professor was given an administrative warning after he made an inappropriate joke about Princess Diana shortly after her death. Students were likely upset because they saw Princess Diana as a profane individual worthy of special attention and respect.

false

T/F: According to Hofstede, values associated with a long-term orientation are respect for social obligations and the need to save face.

false

T/F: An interrelated function in culture that maintains social order because it authorizes a social cope for members of a culture to follow is called psychological.

false

T/F: Once a culture is established, it doesn't change. An apparent change in a culture is simply the emergence of a new culture.

false

T/F: Anna's best friend, Aubrey, was getting married. Anna spent a lot of time thinking of the perfect gift and was so excited about the gift that she gave it to Aubrey before the wedding. Aubrey cried and told Anna she could never have a better friend. Reformulation best describes the gift-giving stage in this situation.

true

T/F: Casting directors, textbook authors, and retail buyers are all examples of formal gatekeepers in the culture production process.

true

T/F: Hofstede's Dimensions of National Culture organizes cross-cultural values based on power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence.

true

T/F: In many cultures, myths feature talking animals that act as mediating figures.

true

T/F: In the modern holiday ritual of Christmas, the figures of Christ and Santa can be seen as binary opposites; one promotes selflessness while the other promotes materialism.

true

T/F: Most holidays commemorate a cultural myth.

true

T/F: Passing a driving test to receive a driver's license is an example of a rite of passage.

true

T/F: People occupy sacred time and space when they travel on vacation.

true

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.

List and explain the four interrelated functions in a culture. Answer:

Metaphysical-helps to explain the origins of existence. Cosmological-emphasizes that all components of the universe are part of a single picture. Sociological-maintains the social order because it authorizes a social code for members of a culture to follow. Psychological-provides models for personal conduct.

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.

Explain the difference between collecting and hoarding. Answer:

Collecting refers to the systematic acquisition of particular objects or a set of objects, where hoarding reflects the reluctance to discard used objects.

A ________ is a very short-lived fashion. A) trend B) fad C) classic D) style

b

The second stage in the rite of passage is ________. A) separation B) aggregation C) liminality D) sacred consumption

c

A cultural production system is a ________. A) creative subsystem B) managerial subsystem C) communications subsystem D) all of the above

d

T/F: Fashion with an extremely long acceptance cycle is considered to be classic.

true

T/F: Winnowing out is part of the cultural selection process.

true

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.

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.

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.

Differentiate between the trickle-down, trickle-up, and trickle-across theories as they apply to fashion. Answer:

Trickle-down theory-states that fashion trickles down from the upper class to the lower class. Trickle-across-states that fashion trickles horizontally across social groups. Trickle-up-states that fashion trickles up from the lower class to the upper class.

Which of the following is NOT one of the three distinct stages of gift-giving rituals? A) convention B) gestation C) presentation

a

________ postulated that myths involve binary opposition, in which two opposing ends of some dimension are represented (such as good versus evil). A) Levi Strauss B) Freud C) Hofstede D) Bettelheim

a

________ refers to a stage in the gift-giving process, where the giver procures an item to make some event. A) Gestation B) Presentation C) Reformulation D) Ritual artifacts

a

When Bob, a wealthy real estate investor, saw an inner city kid wearing a heavy gold chain with a medallion around his neck, Bob wanted the same for himself. Bob's behavior is best explained by the ________. A) trickle-down effect B) trickle-up effect C) trickle-across effect D) meme theory

b

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 ________. A) sacralization B) desacralization C) defamation D) objectification

b

All of the following are subsystems in a culture production system EXCEPT a ________ subsystem. A) creative B) managerial C) marketing D) communications

c

Products are winnowed out as they make their way down the path from conception to consumption, a process called ________. A) diffusion B) cooptation C) cultural selection D) cultural mapping

c

Which functional area of culture is most closely related to the idea of a common worldview? A) ecology B) social structure C) ideology D) socio-psychology

c

Which of the following would not be a part of the wedding ritual? A) giving away the bride B) the best man C) tossing the girdle D) throwing rice

c

________ is the way people maintain an orderly social life. A) Ecology B) Lifestyle C) Social structure D) Ideology

c

________ is when ordinary objects, events, and even people take on sacred meaning. A) Contamination B) Objectification C) Sacralization D) Profane consumption

c

________ usually dictate what is right and wrong, acceptable or unacceptable. A) Myths B) Theories C) Norms D) Rituals

c

A special ritual marking a person's transition from one role to another is called a ________. A) convention B) sacralization C) cycle D) rite of passage

d

Which of the following is NOT one of the four interrelated functions of myths in a culture? A) cosmological B) sociological C) psychological D) anthropological

d

T/F: A fad is a relatively long-term acceptance cycle in today's marketplace because of the money necessary to develop the fad.

false

T/F: Gestation is the process of gift exchange

false

T/F: A culture production system is a set of individuals and organizations that create and market cultural products

true

T/F: Hong Kong Disneyland is an example of an emic perspective.

true

T/F: Profane consumption involves consumer objects and events that are ordinary.

true

T/F: Romance novels often follow a cultural formula.

true

T/F: 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

T/F: A style typically begins as a risky or unique statement by a relatively small group of people.

true

T/F: According to Hofstede, 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

T/F: The mental characteristics of people and the way they relate to their environment and social group are called ideology.

true

T/F: The worldwide popularity of McDonald's suggests that there is a global consumer culture that unites people around the world by their common devotion to brands.

true

Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them. A) fighter B) fortress C) transcultural D) sacralized

b

As a relationship grows and progresses, gift giving tends to become more ________. A) exchange oriented B) reciprocal C) altruistic D) instrumental

c

T/F: Every year, the students at a prestigious engineering school remove a car from the parking lot and place it on the highest point of the roof of the main engineering building. The students have been doing this for decades, but not once has anyone ever confided to an outsider how it was done. This is a classic example of a ritual.

true

T/F: Gift giving involves economic and symbolic exchange.

true

T/F: Gone With the Wind myths often take place in times of upheaval, such as war.

true

Define the term "fashion system." Answer:

A fashion system includes all people and organizations that create symbolic meaning and transfer those meanings to cultural goods.