consumer behavior exam 2

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

60 percent

Which of the following is an example of cause-related marketing (CRM)?

A company donates $1 to Diabetes research for every purchase of its product by consumers.

__________ are based on performance criteria over which the individual has some degree of control

Achievement roles

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

Consumers generally trust advertising as much as they do WOM.

Which of the following statements is false regarding consumption subcultures?

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

In the United States, promptness is considered a virtue. Americans are expected to be on time to an event, and they expect others to do so as well. Which aspect of culture best explains this behavior?

Culture is acquired, that is, it is learned.

Which cohort was born between 1930 and 1945?

Depression generation

__________ represents generally accepted ways of behaving in social situations.

Etiquette

The children of Generation Y are known as

Generation Alpha

People in this group retain their physical health, but life events (i.e., death of a spouse) have reduced their self-concept and they become withdrawn.

Healthy Hermits

Which of the following statements is true regarding Americans' other-oriented values?

Since World War II, Americans have increasingly valued diversity.

Which of the following is true regarding changes in American cultural values?

There is substantial variance in values across individuals and groups.

Which of the following is false regarding trends in the global youth market?

U.S. brands are currently the leaders among global teens.

__________ is consumers' efforts to reduce their reliance on consumption and material possessions.

Voluntary simplicity

The Martins' household income is $123,000 per year. However, this family estimates that they have $45,000 available to spend on nonessentials such as vacations and entertainment. The $45,000 represents the Martins'

adjusted gross income (AGI).

Which of the following is an emerging American value?

admiring nature

Placing ads in videogames is known as

advergaming

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n)

aspiration reference group.

Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong?

balancer

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

brand ambassadors

The Mini Getaway Tour, in which owners of Mini Coopers gather for the purposes of interacting with one another in the context of learning about and using their Mini Coopers, are examples of a

brand fest.

Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

cause marketing and social marketing

Which of the following is not an example of an environment-oriented value?

competitive/cooperative

Budweiser is a popular brand of beer. Part of this company's market research of U.S. consumers looked at education levels of beer consumers. What education level is most likely a consumer of beer (that with highest propensity to buy and consumer beer) to have attained?

did not graduate high school

Which of the following is not a factor that creates problems in literal translations and slang expressions?

differences in the direction in which written words are read

Bob is somewhat of a loner in high school. He really despises the school "jocks" that seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n)

dissociative reference group.

__________ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location.

distribution

Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a roll of film to a processor. This is an example of a __________ innovation.

dynamically continuous

Mickey is not concerned about the environment. He has no problem with the pollution coming from his 1965 Chevy, and he refuses to recycle. To which environmental activism segment would Mickey belong?

eco-villian

Gay consumers, like heterosexuals, vary in terms of

ethnicity. geographic region. occupations. age.

Compared to the general population, gay consumers tend to be less tech savvy. (T/F)

false - Gay consumers tend to be more tech savvy, are more likely to be online, are more likely to have broadband access, and spend more hours online.

Gender roles refer to the traits of femininity and masculinity. (T/F)

false - Gender roles are the behaviors considered appropriate for males and females in a given society.

Global citizens are highly concentrated in the United States and the United Kingdom. (T/F)

false - Global citizens are highly concentrated in Brazil, China, and Indonesia.

Roughly half of online teens report using social networking sites. (T/F)

false - Seventy-five percent of online teens report using social networking sites.

Current estimates vary, but common benchmarks put the size of the gay market at 10 to 15 percent of the adult U.S. population. (T/F)

false - The gay market has been estimated to be about 7 percent of the adult U.S. population, or roughly 16 million people over the age of 18.

The top reason consumers want to interact with firms on social media is to be entertained. (T/F)

false - The top reason is to get incentives such as coupons.

Americans have always valued diversity. (T/F)

false - Since World War II, Americans have increasingly valued diversity.

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

high product/purchase involvement and low product knowledge

Which of the following is not a reason why the population of the United States has grown steadily since 1960?

increasing birth rate for most of the period between 1960 and today

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

informational

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

innovators

James used his birthday money to buy a skateboard so that he can be out with his friends at the park skateboarding. Which type of materialism does this represent?

instrumental

Which country has the largest percentage of its citizens older than 60 years of age?

japan

Nicholas is examining how people in India perceive time, space, symbols, relationships, agreements, things, and etiquette. He is interested in these factors because they influence

nonverbal communication

Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding internationally. Which of the following is a cultural factor that affects consumer behavior and marketing strategy that Howard Industries needs to be aware of?

nonverbal communications

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?

normative

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

normative

__________ are rules that specify or prohibit certain behaviors in specific situations.

norms

Which of the following is not a broad form of cultural values?

object-oriented

Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet?

occupation

The nearness that others can come to you in various situations without your feeling uncomfortable is known as

personal space.

A culture that tends to view time as being less discrete and less subject to scheduling, views simultaneous involvement in many activities as natural, allows activities to occur at their own pace rather than according to a predetermined timetable is adhering to a _________ time perspective.

polychronic

Which of the following is not a guiding principle for marketing to online communities and social networks?

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

In Germany, one concern retailers have is ensuring that cash drawers have enough money to make change when consumers make purchases. One company went so far as to use a computerized model that monitored the weight of the cash drawer and signaled a need for replenishment. This is such a concern because consumers typically use cash to make purchases, which differs from other countries, such as the United States, where credit card use is more common. Which cultural value does this illustrate?

postponed gratification/immediate gratification

__________ refers to the degree to which people accept inequality in power, authority, status, and wealth as natural or inherent in society.

power distance

Individuals born before 1930 belong to which generation?

pre-depression generation

Which of the following is not generally involved in green marketing?

pricing products lower than the competition

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

primary group

Which of the following is not an adopter category?

procrastinators

Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance?

risk taking/security

For which product category would a reference group's influence be strongest?

running shoes

Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members?

secondary group

The value that Americans place on youth has

shown a slow reversal toward more value being placed on age in recent years.

The population of the United States is over 320 million people. With respect to demographics, this number represents

size

A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles is known as a

social class system

Brand communities can deliver value-creating activities by

social networking. community engagement. brand use. impression management.

Using one marketing strategy across various cultures is referred to as

standardization

Environmental concerns don't guarantee purchase of green products. Negative perceptions are on the rise due to beliefs that green products are

too expensive. lower quality. not better for the environment. not green as claimed.

A "trapped housewife" is generally married and stays at home, but she prefers to work and does not enjoy household chores. (T/T)

true

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

true

Group influence is strongest when the use of the product or brand is visible to the group. (T/F)

true

Late adolescents and early teens are known as

tweens

Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of

consumption subcultures

Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors?

corporate equality index (CEI)

__________ are widely held beliefs that affirm what is desirable.

cultural values

Many upper-upper class consumers exhibit "conspicuous consumption." (T/F)

false

The behaviors considered appropriate for males and females in a given society are known as

gender roles

The voluntary simplicity movement in America represents a shift in which value?

material/nonmaterial

Violation of cultural norms results in __________, or penalties ranging from mild social disapproval to banishment from the group.

sanctions

Which one of these factors is not true regarding glocalization?

uniformity is always possible

The generation born between 1995 and 2009 is referred to as

generation Z

Elsie and her two sisters are all in their mid- to late-60s. They are part of the __________ market.

mature

The changing and expanding roles of women throughout much of the world is creating new opportunities as well as challenges for marketers. (T/F)

true

Which social class consists of skilled and semiskilled factory, service, and sales workers?

working class

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

asch phenomenon

Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases to these beliefs. Which segment of environmental activism best describes Gertrude?

Eco-Centrists

Which of the following is a segment used to describe consumers with respect to their environmental activism?

Eco-Centrists

Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the best insight into these changes?

advertising, movies, and video games

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

age cohort

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

continuous innovation

Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their early 30s. They represent a growing percentage of the workforce along with others who generate new ideas and technologies for a living or engage in complex problem solving. Lakeisha and Timothy are part of the

creative class

__________ is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.

culture

Which of the following statements is true regarding culture?

culture is acquired

A shift back to an emphasis on postponed gratification in America would most likely

decrease the use of credit.

Dale has to write a research report about Poland in his International Marketing class. One aspect he must learn about the country is its size, structure, and distribution. What does this represent?

demographics

Sam has learned that a country to which his company desires to expand places a high value on cleanliness and admires nature immensely. Which category of cultural values does this represent?

environment-oriented

Charmaine is a member of a junior miss organization that teaches young women how to behave in various social situations. She is learning manners, how to carry herself, and appropriate attire for specific situations. Charmaine is learning

etiquette.

Consumers may doubt Toms Shoes CRM because they are tied to a charitable organization with strings attached. (T/F)

false

Psychographics describe a population in terms of its size, structure, and distribution. (T/F)

false

The largest single influence toward uniformity among youth worldwide is education. (T/F)

false The largest single influence toward uniformity among youth worldwide is mass media.

Brand communities are relevant for basically any type of products. (T/F)

false - Brand communities are relevant where consumers have a strong connection with the brand, the product in use, and the firm.

Consumers do not believe consumer-generated content is authentic. (T/F)

false - Consumers develop an affinity for brands associated with CGC because they believe it to be quite authentic.

Generation X is facing the major challenge of being the caretaker of their parents. (t/F)

false - baby boomers

Which is a product or service that often needs modification when targeting gay consumers?

financial services

__________ refers to the traits of femininity and masculinity.

gender identity

Erin is 12 years old. Which label is appropriate for Erin?

generation z

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

gerontographics

Which one of the four segments of world citizens feels positively about international brands, values their symbolic aspects, and is less concerned about corporate responsibility?

global dreamers

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

group

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

guerilla marketing.

Which of the following variables is associated with cognitive age?

health education income social support

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n)

laggard

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

market maven. : Market mavens initiate discussions with others about products and shopping, and respond to requests for market information.

Which criterion is used to classify groups?

membership strength of social tie type of contact attraction

Which time perspective views time almost as a physical object believing that a person does one thing at a time?

monochromatic time perspective

Asian societies (i.e., Japan) value collective activity. That is, consumers look toward others for guidance in purchase decisions and do not respond favorably to promotional appeals focusing on individualism. Which category of cultural values does this represent?

other-oriented

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate?

rituals and traditions

Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?

socially concerned

John and his wife love art and travel the world to purchase artwork that is representative of a country's culture. Which type of materialism does this represent?

terminal

Which of the following factors had a significant impact on Americans' emphasis on security?

the Depression, World War II, and the Cold War

Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group. (T/F)

true

Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause. (T/F)

true

Personal space refers to the nearness that others can come to you in various situations without your feeling uncomfortable. (T/F)

true

Reference group influence can take three forms: informative, normative, and identification. (T/F)

true

Though Americans are increasingly focusing on cooperation and teamwork, it is done so that the team or group can outperform some other team or group. (T/F)

true

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the

two-step flow of communication.