CH 11 12 13 14 ConBeh
26. Teenagers in the _____ segment are dutiful and conforming, seeking a rewarding family life and maintaining traditional values. a. upholders b. world savers c. quiet achievers d. bootstrappers e. resigned
A
27. Children tend to have less influence in the decision process when: a. their parents are more involved in the decision process. b. their parents neglect them and do not listen to them. c. their parents give them excessive freedom. d. their parents are materialistic and consumption oriented. e. their parents covertly monitor their actions.
A
27. Kimberley has two older sisters, Stephanie and Grace. Kimberley imitates her sisters' behaviors, such as the way they dress, the way they walk, and the way they talk. Stephanie and Grace are a(n) _____ to Kimberley. a. associative reference group b. sociological set c. consideration set d. dissociative reference group e. consumer network
A
28. Children's influence on the family's decision process is greatest during the: a. problem recognition phase. b. evaluation of alternatives phase. c. external information search phase. d. buying and shopping phase. e. post-purchase evaluations phase.
A
29. _____ is the grouping of members of society according to status, high to low. a. Social class hierarchy b. Clustering c. Cohabiting d. Division of labor e. Maslow's hierarchy
A
31. Marc, a student, wants to become a member of his university's football team. However, to be accepted in the team, he needs to adhere to strict team rules, such as attending all team practices and earning a passing grade in all subjects. To Marc, the university football team is a(n) _____. a. aspirational reference group b. brand community c. dissociative reference group d. consumer forum e. associative reference group
A
33. Gen Xers are doing well by: a. being at the cutting edge of technology. b. investing in the stock market. c. trying to change the world. d. being more rebellious compared to baby boomers. e. climbing the corporate ladder.
A
36. The _____ are those who have incomes below the median and have trouble meeting class expectations. a. underprivileged b. underwhelmed c. overwhelmed d. troubled e. inequitable
A
58. Which of the following statements is true of high self-monitors? a. They respond to advertising appeals in a similar way as low self-monitors. b. They are generally more responsive than low self-monitors to ads that make a quality claim. c. They are guided more by their own preferences and desires than low self-monitors. d. They are not as influenced by normative expectations as low self-monitors. e. They are more responsive than low self-monitors to image-oriented ads.
e. They are more responsive than low self-monitors to image-oriented ads.
46. In the List of Values, which of the following primary values is an external value? a. Self-respect b. Fun in life c. Warm relationships with others d. Sense of accomplishment e. Being well respected
e. Being well respected
37. Which of the following is a feminine value as defined by Geert Hofstede? a. Assertiveness b. Success c. Competition d. Everyday consumption e. Quality of life
e. Quality of life
17. While reading the morning newspaper, Rebecca noticed an article that stated that a brand of soft drink causes cancer. She immediately called her friends and family and told them not to consume any products from that brand. Rebecca likely did this because she thought that this information was _____. a. credible b. visual c. formal d. well organized e. complex
A
19. The term _____ describes the nuclear family plus relatives such as grandparents, aunts, uncles, and cousins. a. extended family b. matrifocal family c. polygamous family d. blended family e. foster family
A
20. People of the same _____ are going through similar life experiences and therefore share many common needs, which may lead to similar consumption patterns. a. age b. gender c. ethnicity d. subculture e. region
A
21. Gatekeepers are individuals who: a. control the flow of information. b. complain about defective products. c. criticize poor marketing techniques. d. have strong ties and thus serve as a bridge between groups. e. are informers for other social groups.
A
23. Which of the following is true of teenagers in the "world savers" segment? a. They have high aspirations and are characterized by their altruism. b. They are alienated from society and have low expectations of the future. c. They are interested in protecting the environment. d. They practice conspicuous consumption. e. They are conformers and seek a rewarding family life.
A
24. Carol is a graphic designer. She wants to buy a computer, so she asks Reda, her friend, for advice. Reda works at a computer repair and assembly store and knows everything there is to know about computers. In this case, Reda is a(n): a. opinion leader. b. reference leader. c. technology coordinator. d. market maven. e. brand ambassador.
A
36. There are a lot of biker gangs in Michael's neighborhood. These gangs do not follow community rules, drive their motorbikes at reckless speeds, and draw graffiti on the wall. Michael's family and friends have warned him to stay away from these gangs as they can be a bad influence on him. To Michael and the people in his neighborhood, the biker gangs are an example of a(n) _____. a. dissociative reference group b. aspirational reference group c. associative reference group d. primary reference group e. secondary reference group
A
38. A _____ occurs when trends in clothing and music start in the lower and middle classes and then spread upward. a. status float b. class deviation c. class distinction d. frequency division e. class struggle
A
38. The _____ segment is comprised of consumers over the age of 65. a. gray market b. baby boomer c. Generation X d. Generation Y e. silent generation
A
38. Which of the following is true of groups that are formally structured? a. They have rules outlining the criteria for group membership. b. They have members who are all related to each other. c. They have relaxed rules for members. d. They avoid contact with their members and keep them at a distance. e. They are composed of the people who happen to be in the same place at the same time.
A
43. Way Wares is a health, beauty, and home care company. It targets individual customers as selling agents and rely on their friendships, social media contacts, and internal social groups for direct-selling efforts. This is best thought of as an example of marketers using weak ties to: a. identify new networks. b. foster interpersonal relationships among its customers. c. increase the influence of opinion leaders. d. build up distribution with large companies. e. sell within secondary reference groups.
A
44. In the context of regions within the United States, the eastern seaboard: a. reflects its roots as the original 13 British colonies. b. is noted for its farms and agriculture. c. was originally part of Mexico and reflects a Mexican character. d. is known as the gateway to the Pacific. e. has Native American and frontier roots.
A
47. The impact of reference groups as socializing agents: a. can change over time. b. does not affect normative influence. c. does not influence the consumption of a luxury item. d. increases with a decrease in tie-strength. e. has a major influence on the consumption of necessities.
A
48. In the context of individual consumer segments, _____ are affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas. a. Young Digerati b. Cul-de-sac Consumers c. Boomtown Singles d. Mobility Blues e. Sophisticated Singles
A
51. Brand-choice congruence is: a. the purchase of the same brand as members of a group. b. the process by which we learn to become consumers. c. the extent to which a group has the capacity to deliver rewards and sanctions. d. a specialized group of consumers with a structured set of relationships involving a particular brand. e. a market in which the social relationships among buyers and sellers change the way the market operates.
A
51. Ed could not afford a new SUV after losing his job, but he nevertheless purchased one. After the purchase, he felt better about himself. This is an example of how, during times of downward mobility, acquisition and consumption can help: a. protect self-worth. b. achieve higher social status. c. understand social fragmentation. d. increase social panic. e. decrease conspicuous waste.
A
53. In the context of British social classes, identify the social class that has the lowest household income of any of the classes, has limited social and cultural activity, and is low in educational achievement. a. The precariat b. The elite c. The established middle class d. The new affluent workers e. The traditional working class
A
54. Multicultural marketing is the use of strategies that: a. simultaneously appeal to a variety of societies. b. target each subculture with a different marketing campaign. c. globalize marketing, assuming that there are no cultural differences. d. cluster groups across national boundaries. e. address a culture's resistance to change.
A
54. The disappearance of class distinctions is called _____. a. social class fragmentation b. status crystallization c. status float d. social class scaling e. social class manifestation
A
56. _____ is the extent to which the group has the capacity to deliver rewards and sanctions. a. Coercive power b. Credibility c. Personal selling d. Expertise e. Negative advertising
A
59. Which of the following is true of Hispanic American consumers? a. They sometimes resist assimilation out of a desire to maintain their ethnic identity. b. They are likely to believe that people should feel free to live and look the way they want to. c. They have more positive attitudes toward ads than other ethnic consumers. d. They are the third largest and fastest growing subculture in the United States. e. They are more likely than other consumers to check prices and products on the Internet.
A
60. Important cultural influences on consumption patterns are the consumer's level of acculturation and: a. intensity of ethnic identification. b. social class. c. amount of disposable income. d. their trait of competitiveness. e. household influences.
A
61. Consumers acquire items that reflect not only their current social class but also their: a. class aspirations. b. class consumption. c. altruism. d. selfishness. e. greed.
A
66. Which of the following social classes in the United States consists primarily of white-collar workers, many of whom have attended college? a. The middle class b. The oligarchy c. The aristocracy d. The lower class e. The fraternity
A
41. Social class is a better predictor of consumption when: a. product prices are high. b. product prices are low. c. it reflects lifestyles and values. d. a country has a low gross domestic product. e. the older workforce is the majority.
B
13. Certain individuals, such as famous athletes, politicians, and movie stars, have influence because: a. consumers have difficulty making their own decisions. b. their power or expertise makes others want to follow. c. of the primary reference group influence exerted by them d. of the cognitive dissonance created by them. e. of the dissociative reference group influence elicited by them.
B
14. _____ is the information by and implicit or explicit pressures from individuals, groups, and the mass media that affects how a person behaves. a. Anthropomorphism b. Social influence c. Caricature d. Pareidolia e. Frequency illusion
B
15. The influence delivered verbally from one person to another person or group of people is called _____. a. share of voice b. word of mouth c. personalization d. scenario planning e. return on event
B
16. In the context of sources of influence, which of the following is true of non-marketing sources? a. They are delivered by salespeople, service representatives, and customer service agents. b. They are regarded as highly credible sources of influence. c. They are known to have a personal stake in consumers' purchase decisions. d. They are the verbally communicated sources of information about offerings. e. They are regarded as the least credible sources of influence.
B
18. Caroline saw a TV commercial in which a school student talked about the issues she faced while keeping track of all her homework and how easy the task had become since she had started using the Automated Homework Aid System. Being a school student herself, Caroline was immediately able to relate with the student in the commercial and decided to buy the Automated Homework Aid System. This scenario exemplifies how _____ can have a considerable impact on consumers. a. attributions b. testimonials c. sales pitches d. vivid visuals e. mystery ads
B
2. Sometimes, children may have difficulty reaching their parents' status level, a situation known as _____. a. class liquidity b. status panic c. status float d. class elimination e. status crystallization
B
20. A single person living alone or a group of individuals who live together in a common dwelling, regardless of whether they are related can be referred to as a _____. a. kingdom b. household c. tribe d. clan e. subculture
B
24. Harriet is married to Jonas, and ever since their marriage, Harriet has been responsible for purchasing groceries and toiletries every week. Jonas is happy with the way Harriet handles this task and has never had any complaints. This arrangement is an example of a(n): a. syncratic decision. b. wife-dominant decision. c. expressive decision. d. autonomic decision. e. husband-dominant decision.
B
24. Which of the following is true of teenagers in the "quiet achievers" segment? a. They have low expectations of the future and of material success. b. They are ambitious, and they conform to societal norms. c. They practice conspicuous consumption. d. They are family-oriented achievement seekers. e. They are heavy users of Internet-connected devices.
B
28. Bill went to college to fulfill his dream of becoming a great movie director. However, he moved back into his parents' home right after he finished college. In this scenario, Bill could be considered a: a. bootstrapper. b. boomeranger. c. netizen. d. materialist. e. boomer.
B
29. Whitney, a teenager, loves Frenemies, a television series. She wants to have a life just like the characters on the show. She admires all the actors on the show because of their sense of style and the activities they endorse. In this scenario, Whitney sees the cast of Frenemies as a(n): a. consideration set. b. aspirational reference group. c. associative reference group. d. brand community. e. dissociative reference group.
B
32. In most societies, the upper classes tend to be: a. lacking when it comes to meeting class expectations. b. more cosmopolitan and international in orientation than other classes. c. culture bound and the most different from other classes. d. interested in downward mobility to appear approachable to other classes. e. formally structured and have their incomes below the median.
B
35. Born and bred on TV, Gen Xers tend to: a. be quite open to the influence of advertising. b. be cynical about obvious marketing techniques. c. find exaggerated claims less objectionable than other generations. d. find messages that appeal to their sense of nostalgia less desirable. e. be more open to stereotypes.
B
37. Social class structures are important because they strongly affect: a. the gross domestic product of a country. b. the bargaining power of consumers. c. the geographic distribution of population. d. the information processing speed of consumers. e. the elimination of subculture.
B
37. Which of the following is true of the baby boomers? a. They spend more time browsing the Internet than any other age group. b. They are heavy consumers of financial services as they look toward retirement. c. They prefer not being very active on social media. d. They value conformity and collectivism. e. They find it difficult to remember information and to make complex decisions due to their age.
B
40. A business school has set up a gateway course that allows its students to collaborate with each other and their lecturers through a private social media platform. The platform allows students to ask their queries, exchange notes, and share information related to exam schedules and class timings. The school hopes that this new platform will increase graduation rates. In this case, the business school is attempting to increase what is known as the _____ of the students. a. credibility b. tie-strength c. equity d. intimacy e. appeal
B
43. In the context of gender and consumer behavior, gay and lesbian consumers are likely to respond favorably to _____ in advertising. a. multicultural marketing b. sexual orientation symbols c. male-dominant characteristics d. female-dominant characteristics e. ethnocentric marketing
B
43. The greatest determinant of class standing is _____, particularly in Western cultures. a. brand preference b. occupation c. marital status d. cohabitation e. moral values
B
44. A(n) _____ is a market in which the social relationships among buyers and sellers change the way the market operates. a. exchange market b. embedded market c. discrete market d. relationship market e. associated market
B
44. Penny's father is the managing partner of a well-known law firm, and her mother is a hospital administrator. Ever since her childhood, she has never felt the need to find a job or worry about any of her bills as her parents took care of all her expenses. In this case, Penny has lived a comfortable life due to: a. her religious views. b. her inherited status. c. her political orientation. d. her consumption pattern. e. her earned status.
B
45. Cluster analysis is based on the principle that: a. social class has a negligible impact on consumer behavior. b. consumers in the same neighborhood tend to buy the same products and services. c. ethnicity exerts a weak influence on the shopping behavior of consumers for products and services. d. gender plays a major role in influencing the shopping behavior of consumers. e. boomer parents and their adult children share many common characteristics.
B
47. When consumers are consistent across indicators of social class income, education, and occupation, it is called: a. status float. b. status crystallization. c. inherited status. d. earned status. e. status homophily.
B
49. In the context of individual consumer segments, Boomtown Singles are: a. upper-middle-income, white-collar 25- to 44-year-olds, mostly college grads and home-owners, who live in suburbia with their children. b. college-educated consumers under the age of 35, working in entry-level jobs and living in smaller cities where the singles scene thrives. c. single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education. d. affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas. e. city-dwelling, unmarried single consumers with high incomes.
B
56. Acculturated Hispanic Americans are those who: a. speak mostly Spanish but have adopted some regional U.S. customs. b. speak mostly English and have a high level of assimilation. c. can function in either English or Spanish. d. are more likely than the average consumer to check prices on the Internet. e. tend to be highly assimilated by the second generation.
B
56. Visibly buying products and services that one never uses is called _____. a. parody display b. conspicuous waste c. power acquisition d. utilitarian consumption e. involuntary consumption
B
57. Joanna is a billionaire. She owns seven houses in seven states, has a garage full of new cars, and has been called materialistic by many of the people who know her. In this case, Joanna is engaged in _____. a. parody display b. conspicuous waste c. power acquisition d. utilitarian consumption e. involuntary consumption
B
58. The _____ is designed to induce compliance by first asking an individual to comply with a very large and possibly outrageous request, followed by a smaller and more reasonable request. a. even-a-penny-will-help technique b. door-in-the-face technique c. foot-in-the-door technique d. head-out-the-window technique e. foot-in-the-mud technique
B
61. Consumers who have a high intensity of ethnic identification are more likely to: a. make spouse-dominant decisions. b. exhibit the consumption patterns of their cultural group. c. be loyal to the brand that they see the most on television. d. be acculturated into the mainstream culture. e. use coupons and be influenced by them.
B
62. A parody display is: a. the obvious fraudulent use of status symbols. b. a status symbol that moves in a reverse direction. c. the obvious fraudulent use of status symbols. d. an alternative symbol meant to amuse those in a social class. e. the consumption of a symbol that is conspicuous but private.
B
65. In the context of targeting ethnic groups, African American consumers are: a. less likely to believe that diversity in advertising is important. b. more likely to have positive attitudes toward advertisements. c. less likely to respond to messages targeted specifically toward them. d. more likely to trust brands that are not advertised on the Internet or through mobile ads. e. less likely to positively evaluate advertisements made within their ethnic group.
B
66. Asian American consumers are more likely than the average consumer to: a. shop infrequently and alone rather than with friends. b. check products and prices on the Internet before making purchases. c. buy products without considering their value. d. be open to Web and mobile ads. e. believe that people should feel free to live and dress the way that they want to.
B
67. A major feature that distinguishes middle-class consumers from consumers of other classes is that they: a. engage in conspicuous consumption. b. look to the upper class for guidance on certain behaviors. c. engage in compensatory consumption. d. save all their earnings. e. have a high level of attention for advertising.
B
68. Cassidy, a 20-year-old girl, is a Mormon. Her faith does not allow her to consume liquor, tobacco, coffee, tea, or illegal drugs. The given scenario is an examples of: a. regional influences on consumption. b. religious influences on consumption. c. behavioral influences on consumption. d. cultural influences on consumption. e. ethnic influences on consumption.
B
23. Misaki Inc., an electronic goods manufacturer, has a research department that collects details about its customers and classifies them according to their values, personality, and lifestyles. This helps the department to develop marketing strategies to suit the preferences of the firm's customers. In this scenario, the research department at Misaki Inc. focuses on its customers' _____. a. gender b. psychographics c. religion d. age e. ethnicity
B. psychographics
21. In the context of how age affects consumer behavior, teens: a. tend to have less of a say in household purchases. b. are disillusioned and less materialistic than other age groups. c. enjoy a good deal of financial independence. d. describe their generation as idealistic. e. are debt-averse and have low financial literacy.
C
21. The family life cycle depends on: a. the generation in which the parents are born. b. whether the household income is in the growth or decline stages. c. the age of the parents and how many children are living at home. d. the number of highly educated members in the family. e. whether the birth and death rates of the country are equal.
C
22. Household decision roles can be _____, meaning that they relate to tasks affecting the buying decision, such as when and how much to purchase. a. stagnant b. insurmountable c. instrumental d. permanent e. impressive
C
22. People become opinion leaders because they: a. have no interest in being targeted by marketers. b. are dissatisfied with their present knowledge of a product category. c. have an intrinsic interest in and enjoyment of products. d. do not like the products they endorse. e. want to strengthen their social ties with consumers.
C
23. A(n) _____ is equally likely to be made by the husband or the wife, but not by both. a. synergistic decision b. expressive decision c. autonomic decision d. cohabitual decision e. syncratic decision
C
26. _____ are groups we admire and wish to be like but are not currently a member of. a. Schematic reference groups b. Reflective reference groups c. Aspirational reference groups d. Associative reference groups e. Dissociative reference groups
C
27. Boomerangers are: a. people who have jobs that their parents would not have considered doing. b. parents who are living with their children and thus have more discretionary income. c. people who move back with their parents after college or after being on their own. d. people who have gone back to working after resigning from their jobs. e. people who have rebelled and stayed out of their parents' home.
C
30. Members of a particular social class tend to: a. have different income levels. b. have the same attention level for all forms of marketing. c. share similar values and behavior patterns. d. remain in formal groups with strong identities. e. have different educational achievements.
C
30. Owing to the rising popularity of celebrities and professional athletes, most top brands have started using them as brand ambassadors in their TV commercials and newspaper advertisements. Brands are likely doing this because youngsters consider celebrities and professional athletes their _____. a. schematic reference group b. reflective reference group c. aspirational reference group d. dissociative reference group e. associative reference group
C
32. Individuals born between 1965 and 1979 are often called: a. the baby boomer generation. b. Generation Y. c. Generation X. d. Generation Z. e. the silent generation.
C
33. Families whose income level is 20 to 30 percent more than the median of their class are considered _____. a. overwhelmed b. underwhelmed c. overprivileged d. exemplary e. uninfluential
C
34. Bob and Jane are married and are partners at a prestigious law firm. Together, they earn a comfortable seven-figure salary, which allows them to buy luxury products that most people cannot afford. In the context of social class distinctions, it can be said that Bob and Jane belong to the _____ class. a. overwhelmed b. median c. overprivileged d. instrumental e. saturated
C
34. BuyandBefriend.com, an online retailer, allows its customers to post reviews of the books, music, and other products it sells. Customers can add each other as friends, share wish list items, and recommend products to each other. In this case, BuyandBefriend.com is using a _____ to promote its products. a. brand leader b. market maven c. brand community d. brand ambassador e. consumer court
C
35. A(n) _____ is a specialized group of consumers with a structured set of relationships involving a particular brand. a. consumer court b. marketing association c. brand community d. brand extension e. advertising agency
C
36. The term _____ is used to refer to a large and influential U.S. demographic group born between 1946 and 1964. a. Gen Xers b. Gen Yers c. baby boomers d. silent generation e. lost generation
C
39. The overall similarity among members in the social system is called _____. a. heterophily b. homophily c. autonomy d. sovereignty e. formality
C
39. Which of the following is true of consumers in the gray market? a. They tend to be cynical about obvious marketing techniques. b. They like to research and customize purchases to their needs. c. They have difficulty making complex decisions. d. They are good at processing huge amounts of information. e. They prioritize saving for retirement.
C
42. In the context of the gender differences in consumption and acquisition behavior, women are more likely to: a. be consistent in their images of automobiles. b. be sensitive to personally relevant information. c. have shared brand stereotypes for fashion goods. d. feel enthusiastic and strong during consumption. e. see shopping merely as a way of acquiring goods.
C
45. _____ is the process by which individuals acquire the skills, knowledge, values, and attitudes that are relevant for functioning in a given domain. a. Rationalization b. Consumption c. Socialization d. Persuasion e. Consumption
C
46. The benefit of cluster analysis is that it allows marketers to: a. increase the ability of consumers to process information. b. change the decision-making processes of consumers. c. segment and target consumers more effectively. d. reach a wider area of consumers using advertising. e. encourage consumers to rely on their own judgment.
C
46. Which of the following is true of inherited status? a. It assures a certain income and occupation during the life of an individual. b. It determines the level of education an individual will receive. c. It is the anchor point from which upward or downward mobility can begin. d. It is derived from personal achievements gained later on in life. e. It is determined by the city in which an individual resides.
C
47. Segmentation systems such as _____ group areas and neighborhoods into more precise clusters based on consumers' similarities in demographic characteristics and consumption lifestyles. a. neural networks b. SPSS c. PRIZM d. Latent Class Analysis e. precision marketing
C
48. Mediavoid, a think tank, conducted a study on adolescents between the ages 14 and 18 and found that those who watch violent television shows and movies are more likely to buy cigarettes, indulge in drug use, and consume alcoholic drinks. This is an example of how the media can: a. reduce tie-strength between a brand and its consumers. b. influence the buying behavior of consumers. c. negatively affect consumer socialization. d. encourage consumers to form stronger social ties. e. increase attention to advertising.
C
49. In many cultures, consumers can raise their status level through _____, usually by educational or occupational achievement. a. status float b. social liquidity c. upward mobility d. class liquidity e. status deviation
C
51. Unlike consumers from individualistic cultures, consumers from cultures high in collectivism: a. put more emphasis on hierarchy than on equality. b. put more emphasis on themselves than the group. c. emphasize connections to others rather than their own identity. d. tend to be more aggressive and focused on individual advancement. e. tend to be more concerned with social relationships.
C
53. Clay rarely drinks and hence considers himself a social drinker. When at a party or out with friends, he has only a mug of beer so that he is not the only one not drinking. This is an example of Clay: a. reforming the group's behavior. b. acting against the group's behavior. c. conforming to the group's behavior. d. challenging the group's behavior. e. influencing the group's behavior.
C
54. Jason, a new salesperson at a shoe store, followed the customers around the store. He kept talking to them about all the products in the store even after a significant number of customers asked him to leave them alone. Ultimately, most of the customers left and went to the adjacent shoe store. The customers' reaction in this case is an example of: a. compliance. b. congruity. c. reactance. d. conformity. e. valence.
C
55. Fast-food chains have a separate marketing director and multimillion-dollar budget for communicating with Hispanic American consumers, with African American consumers, and with Asian American consumers. This is an example of: a. affinity marketing. b. community marketing. c. multicultural marketing. d. subcultural marketing. e. personalized marketing.
C
57. _____ Hispanic Americans are those who can function in either English or Spanish. a. Southern b. Acculturated c. Bicultural d. Traditional e. European
C
58. _____ is limiting acquisition and consumption to live a less material life. a. Hedonic tendency b. Conspicuous waste c. Voluntary simplicity d. Virtual provisioning e. Misanthropic tendency
C
59. The _____ is designed to induce compliance by getting an individual to agree first to a small favor, then to a larger one, and then to an even larger one. a. even-a-penny-will-help technique b. door-in-the-face technique c. foot-in-the-door technique d. head-out-the-window technique e. foot-in-the-mud technique
C
63. A fraudulent symbol is: a. the illegal use of status symbols. b. a status symbol that moves in a reverse direction. c. a symbol that becomes so widely adopted that it loses its status. d. an alternative symbol meant to amuse those in a social class. e. the consumption of a symbol that is conspicuous but private.
C
67. Which of the following is a characteristic of Asian American consumers? a. Research suggests that they are more open to Web and mobile ads than the overall U.S. population. b. They have more positive attitudes toward ads than do other ethnic consumer groups. c. Messages delivered to them in their native language are more effective than messages in English. d. Many Asian Americans prefer prestigious or nationally advertised brands. e. They tend to react positively to ads using spokespeople from any ethnic group.
C
Word-of-mouth communication has more credibility, whereas advertising: a. is more casual. b. has more meaning. c. has more reach. d. is more personable. e. is more personal.
C
23. A(n) _____ is an individual who acts as an information broker between the mass media and the views and behaviors of an individual or group. a. market maven b. quality analyst c. price purveyor d. opinion leader e. market leader
D
25. Manson has subscribed to all the shopping magazines that he knows of and hence is aware of the sale offers in his town. His friends come to him for advice on a wide range of products and to determine where to shop. In this scenario, Manson is a(n): a. opinion leader. b. reference leader. c. technology coordinator. d. market maven. e. brand ambassador.
D
25. Teenagers in the _____ segment are family-oriented achievement seekers with hopes for the future. a. resigned b. quiet achievers c. upholders d. bootstrappers e. world savers
D
29. During their teen years, individuals: a. are debt- and risk averse. b. focus on having stable lives. c. think about starting families. d. strive to establish an identity. e. are less influenced by peers compared to later in life.
D
31. Even with the inequalities, social class distinctions can help individuals determine: a. how to make their lives more interesting. b. how to manage their household income. c. why they need to participate in market surveys. d. what their role in society is. e. the point of social class fragmentation.
D
31. In the context of advertising to teens, Heeling Sports, a manufacturer of sneakers with retractable wheels, can reach teen consumers by: a. advertising in snowboarding magazines. b. selling its products only at stores and not online. c. advertising in newspapers. d. sending teen ambassadors to perform at malls and parks. e. advertising through sports news channels.
D
40. Agentic goals are those: a. that a person will achieve in the near future. b. that help an individual achieve a long-term goal. c. that indicate the levels of achievement that are necessary. d. that stress mastery, self-assertiveness, and self-efficacy. e. that emphasize fostering harmonious relations with others.
D
40. The _____ occurs when trends that start in the upper classes are copied by lower classes. a. boomerang effect b. law of demand c. trickle-down effect d. law of social influence e. law of marginal utility
D
41. Horizen is an Internet service provider. It has started a promotional offer where its existing customers are given discounts on their next bill if they refer the Internet service to 20 other people whom they contact through social media and Internet forums. This is an example of: a. creating multiple opinion leaders for a brand. b. customizing the appeal for each individual. c. identifying dissociative reference groups of individuals. d. targeting networks of individuals. e. influencing an individual's behavior by using information.
D
46. When Stephanie was young, her parents bought her clothes from the brands they preferred. As she grew up, she started shopping with her friends instead of her parents. This led to a change in her brand preferences. This is best thought of as an example of: a. habitual consumption. b. operant learning. c. classical learning. d. consumer socialization. e. impulse purchasing.
D
49. Happy Kid Toys conducted a study on children between the ages of four and ten to determine the kind of toys they liked to receive as gifts during Christmas. The study concluded that roughly 75 percent of the requests made to Santa Claus were for things they had seen on TV. This is best thought of as an example of: a. reference group influence on children. b. peer group influence on consumers. c. homophilous group influence on children. d. media influence on children. e. the influence of opinion leaders on children.
D
50. Bertha was a well-behaved child when she was young, but as soon as she entered high school, she started skipping class, wearing strange clothes, and watching offensive television shows with a group of new friends. Her behavior had become just like that of her new friends. Bertha's behavior is likely due to _____. a. brand loyalty b. valence c. formality d. normative influence e. aspirational group influence
D
50. In the context of individual consumer segments, _____ are single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education. a. Young Digerati b. Cul-de-sac Consumers c. Boomtown Singles d. Mobility Blues e. Sophisticated Singles
D
50. _____, or moving to a lower class, is an increasing trend in some industrialized societies. a. Status float b. Status crystallization c. Reverse mobility d. Downward mobility e. Class fragmentation
D
52. _____ is doing what the group or social influencer asks. a. Valence b. Discord c. Embodiment d. Compliance e. Reactance
D
53. _____ is a process where members of another culture or an immigrant group learn to adapt to the host culture. a. Generalization b. Ethnocentrism c. Racialization d. Acculturation e. Decriminalization
D
55. Reference groups influence product category choice for _____. a. durable goods b. symbolic goods c. necessity goods d. luxury items e. complimentary items
D
55. The Red Boulevard neighborhood used to be restricted to families of old wealth and aristocracy. Of late, families of low economic backgrounds are moving in and mingling with the current residents. Even the local country club has relaxed its membership rules to admit members from a wider range of backgrounds. The given scenario is an example of: a. social breakdown. b. social class manifestation. c. status float. d. social class fragmentation. e. class float.
D
58. _____ Hispanic Americans speak mostly Spanish. a. Southern b. Acculturated c. Bicultural d. Traditional e. European
D
59. _____ is the acquisition and display of goods and services to show off one's status. a. Misanthropic tendency b. Virtual provisioning c. Involuntary consumption d. Conspicuous consumption e. Utilitarian consumption
D
60. Goods or services become _____ to indicate their owners' place in the social hierarchy. a. parody symbols b. urban myths c. idiomatic symbols d. status symbols e. iconographs
D
60. _____ describes whether information is positive or negative. a. Cohesiveness b. Conformity c. Congruence d. Valence e. Reactance
D
61. Bargainer's Bin is a retail store. It has started a new dollar store and launched a new Web page, www.bargainersbin.com The Web page has several series of webisodes related to the new store for customers to watch. Viewers can also send the webisodes to their friends via e-mail. In this case, Bargainer's Bin is hoping to spread the buzz about its Web page through: a. word of mouth marketing. b. undercover marketing. c. freebie marketing. d. viral marketing. e. niche marketing.
D
63. Kartheiser Inc. makes the effort to use Hispanic actors who speak in both Spanish and English in its ads that target these consumers. The company wants to be able to communicate better with its target audience. The Hispanic community reacts positively toward Kartheiser Inc.'s marketing strategy. This scenario is an example of a company using _____ to appeal to a target market. a. multicultural marketing b. ethnocentric marketing c. ethnic stereotypes d. the accommodation theory e. the construal level theory
D
64. Which of the following is a characteristic of African American consumers? a. They are the largest ethnic group in the United States. b. They are not focused on preserving their cultural identity. c. They place emphasis on the family, tradition, and cooperation. d. They do not always aspire to assimilate with the majority culture. e. They are less likely to encourage diversity in advertising.
D
64. _____ is the consumer behavior of buying products or services to offset frustrations or difficulties in life. a. Conspicuous waste b. Parody display c. Fraudulent symbolism d. Compensatory consumption e. Status float
D
65. Which of the following is true of upper-class individuals? a. They are dependent on family members for economic and social support in many areas. b. They are white-collar workers, many of whom have attended college. c. They are consumers who lack shelter and live on the streets or in makeshift structures, cars, or vacant houses. d. They are a varied group of individuals who include the aristocracy and the "old money" of inherited wealth. e. They are likely to shop in discount stores and to have less product information when purchasing.
D
68. The working class is mainly represented by: a. tech-savvy employees. b. temporary employees. c. probationary workers d. blue-collar workers. e. white-collar workers.
D
18. The term _____ describes a family consisting of a father, mother, and children. a. extended family b. matrifocal family c. household family d. blended family e. nuclear family
E
20. Which of the following is true of opinion leaders? a. They avoid learning details about products. b. They avoid trying new products. c. Their behavior is always the opposite of that of the group. d. Their decisions are based on society's collective decisions. e. They tend to learn a lot about products.
E
22. Teenagers in the _____ segment have low expectations of the future and material success and are alienated from society. a. upholders b. quiet achievers c. netizens d. bootstrappers e. resigned
E
25. In the context of household decision roles, the roles that relate to tasks affecting the buying decision are called _____. a. expressive roles b. titled roles c. habitual roles d. expansive roles e. instrumental roles
E
26. Mary and Dennis had disagreements on where to spend their Christmas vacation. This led to a quarrel. Finally, they sat together, discussed, and picked a place both of them liked. In this case, Mary and Dennis have made a(n): a. wife-dominant decision. b. husband-dominant decision. c. autocratic decision. d. autonomic decision. e. syncratic decision.
E
28. A(n) _____ is a group we do not want to emulate. a. schematic reference group b. reflective reference group c. aspirational reference group d. associative reference group e. dissociative reference group
E
30. Why should marketers be careful when using symbols and language in their advertisements to which teens can relate? a. Teens process information faster than older consumers. b. The symbols and language used become outdated quickly. c. Teens prefer short, snappy phrases to long-winded explanations. d. The quickly changing teen culture could make the message look uncool. e. All of these are correct.
E
32. Associative reference groups are groups that: a. we give expert opinions to. b. we have no influence over. c. we admire and wish to be like. d. we do not wish to emulate. e. we actually belong to.
E
33. After graduating from university, Ted joined the army. He had been looking forward to serving his country by joining the army, but the routine-based lifestyle and strict training had him doubting his decision. In this scenario, Ted is feeling the influence of a(n) _____. a. schematic reference group b. brand community c. market maven d. opinion leader e. aspirational reference group
E
34. Which of the following best describes Gen Xers' consumer behavior? a. They like to take time to research products and customize them to their own taste. b. They are accustomed to shopping in stores and online. c. They are cynical about obvious marketing techniques. d. They notice advertising messages that appeal to nostalgia for their younger days. e. All of these are correct.
E
35. Which of the following is true of class-average families? a. They have difficulty understanding their position in society. b. They are unable to move to a higher social class. c. They reject the idea of social climbing. d. They have trouble meeting class expectations. e. They can afford the symbols expected of their status.
E
37. Ying is a competitive gamer. She is a member of several online computer gaming communities, and she streams and shares all the games she plays with the members of the communities. For her, these online communities serve as a(n) _____. a. dissociative reference group b. aspirational reference group c. formal reference group d. primary reference group e. secondary reference group
E
39. Johnny Daniels, a clothing brand, started out by providing cheap and durable clothes for everyday use and gained popularity among the lower-income groups. After a while, higher-income groups began to purchase the brand's clothes to emulate the lower-income groups. This is referred to as a(n): a. class elevation. b. status extension. c. internal struggle. d. class division. e. status float.
E
42. Both social class and income are needed to explain behaviors that involve _____. a. values or beliefs b. political orientation c. family norms d. artist temperament e. status symbols
E
42. Which of the following is true of weak ties? a. Weak ties are most likely to form among members of primary reference groups. b. Marketers can turn weak ties into strong ones by using social influence. c. Weak ties are common within networks in which consumers are in frequent contact. d. Primary reference group members commonly have weak ties with each other. e. Word of mouth spreads more effectively among people with weak ties.
E
45. Earned status is: a. derived primarily from one's nationality. b. acquired later in life from personal achievements. c. obtained from reference groups through social comparison. d. inherited from one's family. e. derived primarily from one's beliefs and values.
E
48. Sam is from a working-class family, and his father did not have enough money to put him through school. However, with the help of scholarships and part-time jobs, Sam was able to get into a good school and eventually secured a well-paid job. In this case, Sam has experienced _____. a. status float b. status crystallization c. social facilitation d. class fragmentation e. upward mobility
E
52. Unlike consumers from feminine cultures, consumers from masculine cultures: a. put more emphasis on themselves than the group. b. tend to be more concerned with social relationships. c. emphasize connections to others rather than their own identity. d. put more emphasis on equality than on hierarchy. e. tend to be more aggressive and focused on individual advancement.
E
57. Scale Viewer, a nutritional food manufacturer, offers various products that assist weight loss. Consumers who successfully lose weight using its products are featured on an inspirational video displayed in the company website. In the video, the consumers talk about their experiences with Scale Viewer's products. This is an example of a marketer: a. using opinion leaders as a source of social influence. b. using coercive power through dissociative groups. c. using brand names as cues for consumer decisions. d. making decisions on behalf of consumers. e. creating norms for group behavior.
E
62. Joshua's tool and die company put a lot of effort into understanding the Asian American subculture in the United States. The company advertised its products in several Asian languages and hired salespeople from the community. The company's sales went up by the end of the year, and it was approached by more Asian Americans consumers. This scenario illustrates the use of _____. a. the construal level theory b. multicultural marketing c. the theory of reasoned action d. cultural bias e. the accommodation theory
E
69. A particularly important survival activity for homeless consumers is _____. a. networking b. bartering c. exercising d. cocreating e. scavenging
E
55. _____ is a tendency to be resistant to change or new ideas. a. Dogmatism b. Locus of control c. Hedonism d. Pragmatism e. Ambivalence
a. Dogmatism
29. Which of the following is a terminal value in the prosocial category? a. Equality b. Dogmatism c. Frugality d. Hedonism e. Materialism
a. Equality
27. Through student transfer program, Clarke is transferred to a university in Lumeria. Clarke quickly learns the culture of the new country and adapts to it. In this case, Clarke experiences _____. a. acculturation b. habituation c. preattentive processing d. subliminal perception e. selective perception
a. acculturation
33. When consumers operate on the principle of _____, they desire products and services that simply make them feel good. a. hedonism b. dogmatism c. symbolism d. materialism e. functionalism
a. hedonism
47. According to _____, personality arises from a set of dynamic, unconscious internal struggles within the mind. a. psychoanalytic theories b. trait theories c. phenomenological theories d. social-psychological theories e. behavioral theories
a. psychoanalytic theories
57. _____ is the degree to which consumers take a disciplined approach to short-term acquisitions and are resourceful in using products and services to achieve longer-term goals. a. Dogmatism b. Frugality c. Hedonism d. Ambivalence e. Creativity
b. Frugality
31. In the context of domain-specific values, which of the following statements is true of materialism? a. Happiness associated with acquired possessions lingers longer than positive feelings associated with experiences. b. In a materialistic society, consumers will be receptive to marketing tactics that facilitate the acquisition of goods. c. Materialism is a terminal value. d. Materialistic people tend to value symbolic items. e. There is some evidence that materialists do not spend more than they can afford.
b. In a materialistic society, consumers will be receptive to marketing tactics that facilitate the acquisition of goods.
45. Which of the following statements is true of assessing values through questionnaires? a. In the List of Values, consumers are asked about the importance that they attach to the 19 instrumental values and 18 terminal values. b. Marketers can directly assess values by using questionnaires. c. The Rokeach Value Survey contains questions that are tailored according to each consumer. d. The material values scale cover a range of values. e. Value laddering is a questionnaire that asks consumers to identify the two most important or to rank all nine primary values by importance.
b. Marketers can directly assess values by using questionnaires.
25. Which of the following statements is true of values? a. They are among the last things that children learn. b. They are so ingrained that people are often not conscious of them. c. People within the same group do not hold same values and value systems. d. Instrumental values are highly desired end states. e. Most abstract level of values are domain-specific values.
b. They are so ingrained that people are often not conscious of them.
24. _____ are enduring beliefs about abstract outcomes and behaviors that are good or bad. a. Offerings b. Values c. Symbols d. Evoked sets e. Marketing stimuli
b. Values
52. According to researcher Karen Horney, _____ need power, move against others, and are outgoing, assertive, self-confident, and tough-minded. a. introverts b. aggressive individuals c. individuals in oral stage d. detached individuals e. allocentric consumers
b. aggressive individuals
65. According to Futures Company's MONITOR MindBase, consumers in "I am at capacity" segment: a. value creative and hedonic offerings. b. are extremely busy. c. do not value convenience, control, and simplification. d. do not value time. e. see themselves as trendsetters.
b. are extremely busy.
64. According to VALS, formerly known as Values and Lifestyles, _____ like being the first to participate in a trend and the first to leave it behind, seek out stimulation, and are highly sociable. a. believers b. experiencers c. thinkers d. strivers e. survivors
b. experiencers
34. FlyBeyond Airlines offers its flyers abundant legroom, gourmet meals, and a large selection of videos on individual screens. In this scenario, FlyBeyond Airlines appeals to _____ of its customers. a. symbolism b. hedonism c. ambivalence d. utilitarianism e. internal locus of control
b. hedonism
28. In the process of acculturation, consumers are more likely to adopt the values of a new culture: a. when people in the new culture do not express pride in the values that they hold. b. if they view that culture as attractive and as having values similar to their own. c. if they view that culture as having minimal values. d. when people in the new culture are not cohesive. e. when people in the new culture do not give nonverbal and verbal signals about their values.
b. if they view that culture as attractive and as having values similar to their own.
32. Idiocentric consumers tend to put more emphasis on _____ than allocentric consumers. a. food preparation b. individual freedom c. interdependence d. social relationships e. health consciousness
b. individual freedom
51. David chose a new notebook computer after thorough research. After a few weeks of purchase, he faced several issues with its performance. So, he felt embarrassed that he could not make a right decision. In this case, it can be inferred that David possesses a(n) _____. a. low optimal stimulation level b. internal locus of control c. image consistent with high self-monitoring d. low need for cognition e. high extroversion
b. internal locus of control
48. According to the psychoanalyst Sigmund Freud, at the _____, the infant is entirely dependent on others for need satisfaction and receives gratification from sucking, eating, and biting. a. internal search stage b. oral stage c. anal stage d. phallic stage e. problem recognition stage
b. oral stage
38. According to Geert Hofstede's study, _____ is the degree to which a society's members are equal in terms of status. a. value conflict b. power distance c. masculinity d. uncertainty avoidance e. individualism
b. power distance
43. Joanne is a marketing manager at Calin Corp., a ready-to-eat food products manufacturer. During her interaction with the firm's regular customers, she came to know that they like Calin Corp.'s single serving size meals. When she probed why they liked the single serving size packs, they replied the packs come in separate boiling bags. They are of ideal quantity leaving no room for waste. In this case, Joanne is involved in: a. altering customers' locus of control. b. value laddering. c. value segmentation. d. analyzing customers' demographics. e. encouraging a value conflict.
b. value laddering.
44. Which of the following statements is true of the means-end chain analysis? a. Marketers who use the means-end chain avoid segmenting global markets. b. Marketers directly assess values by using the means-end chain analysis. c. It helps marketers identify important values and the attributes associated with them. d. It uses the List of Values to measure nine principal values driving consumer behavior. e. It uses a standardized questionnaire, and everyone responds to the same set of items.
c. It helps marketers identify important values and the attributes associated with them.
41. Which of the following statements is true of measuring values? a. Marketers directly assess values by using the means-end chain analysis. b. Consumers' response to a values questionnaire is the most accurate way of measuring values. c. The least obtrusive way to measure values is to make inferences based on a culture's milieu. d. Values are often easy to measure. e. Advertising is the least effective indicator of values.
c. The least obtrusive way to measure values is to make inferences based on a culture's milieu.
60. In the context of lifestyles, which of the following statements is true of voluntary simplicity? a. It is a personality trait rather than a lifestyle choice. b. It is the same as frugality. c. Those who follow this lifestyle will reuse items rather than buying disposable products. d. Those who follow this lifestyle want the accumulation of possessions to be the focus of their lives. e. Those who follow this lifestyle will buy items rather than borrowing.
c. Those who follow this lifestyle will reuse items rather than buying disposable products.
49. _____ propose that personality is composed of a set of characteristics that describe and differentiate individuals. a. Materialistic people b. People with an external locus of control c. Trait theorists d. Allocentric consumers e. Low self-monitors
c. Trait theorists
35. In the context of values that characterize Western cultures, people who value the original article or a faithful reproduction focus on _____. a. technology b. youth c. authenticity d. social class e. individualism
c. authenticity
50. A key concept of the phenomenological approach is _____, or people's interpretations of why specific things happen, attributing the cause of events to the self or to others. a. acculturation b. the Rokeach Value Survey c. locus of control d. dogmatism e. the List of Values
c. locus of control
40. Managers at Sephra Inc., a reputed garment manufacturer, notice that the firm's customers can be grouped according to their purchase decisions. These groups focus on a product's style, price, and durability of the products, respectively. In this case, managers at Sephra Inc. identify the customer groups through _____. a. direct comparative advertising b. acculturation c. value segmentation d. indirect comparative advertising e. demographic segmentation
c. value segmentation
63. According to VALS, formerly known as Values and Lifestyles, makers: a. are not interested in automotive products and accessories. b. have a high level of skepticism toward advertising. c. value self-sufficiency. d. have the greatest resource base. e. do not have a high desire to own land.
c. value self-sufficiency.
53. _____ propose that differences in personality are more a function of how individuals have been rewarded or punished in the past. a. Phenomenological approaches b. Psychoanalytic theories c. Trait theories d. Behavioral approaches e. Social-psychological theories
d. Behavioral approaches
26. Which of the following best defines acculturation? a. It is the process of analyzing the merits and demerits of an individual's culture. b. It is the process by which individuals forget the values and behaviors of their native culture. c. It is the process of using domain-specific values rather than global values in a culture. d. It is the process by which individuals learn the values and behaviors of a new culture. e. It is the process of avoiding the values of a new culture that are inconsistent with an individual's native culture.
d. It is the process by which individuals learn the values and behaviors of a new culture.
61. According to VALS, formerly known as Values and Lifestyles, _____ have the lowest incomes. a. makers b. innovators c. thinkers d. survivors e. strivers
d. survivors
56. In the context of need for uniqueness, creative choice counter-conformity means: a. that customers tend to attribute the cause of events to the self or not the self. b. losing interest in possessions that become commonplace to avoid the norm and hence reestablish distinctiveness. c. choosing products and brands that do not conform to establish distinctiveness despite possible social disapproval. d. that the consumer's choice reflects social distinctiveness yet is one that others will approve of. e. that the consumer reinforces conventional consumption practice in a functional way.
d. that the consumer's choice reflects social distinctiveness yet is one that others will approve of.
39. Value segmentation refers to: a. the grouping of feminine values rather than masculine values. b. the grouping of consumers' reactions. c. the grouping of terminal values. d. the grouping of consumers by common values. e. the grouping of values that link to attributes in products and services.
d. the grouping of consumers by common values.
54. According to _____, people prefer things that are moderately arousing to things that are either too arousing or not arousing at all. a. terror management theory b. the theory of reasoned action model c. the theory of planned behavior d. the theory of optimal stimulation level e. Weber's theory
d. the theory of optimal stimulation level
36. According to Geert Hofstede's study, _____ is the extent to which a culture prefers structured to unstructured situations. a. value conflict b. power distance c. masculinity d. uncertainty avoidance e. individualism
d. uncertainty avoidance
30. Which of the following statements best defines instrumental values? a. They include values such as religion, family, or consumption. b. They include values such as equality and salvation. c. They are values that may only apply to a particular area of activities. d. They are highly desired end states such as social recognition and pleasure. e. They are the values needed to achieve the desired end states.
e. They are the values needed to achieve the desired end states.
59. Lifestyles are represented by a consumer's: a. internal characteristics. b. end state. c. internal states. d. motivation, ability, and opportunity. e. activities, interests, and opinions.
e. activities, interests, and opinions.
42. Value laddering refers to: a. using the List of Values. b. inferring values just by looking at product names. c. using a questionnaire to measure consumers' instrumental and terminal values. d. grouping of consumers by common values. e. determining the root values related to product attributes that are important to consumers.
e. determining the root values related to product attributes that are important to consumers.
62. According to VALS, formerly known as Values and Lifestyles, _____ belong to achievement-oriented segments. a. believers b. experiencers c. thinkers d. survivors e. strivers
e. strivers
