Consumers Behaviour 4.3
12) 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
34) A ________ is a very short-lived fashion. A) trend B) fad C) classic D) style
B
37) The story goes that George Washington (as a small child) cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act), 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 following functions does this myth best match? A) metaphysical B) cosmological C) psychological D) anthropological
C
40) 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
10) ________ 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
13) Grooming rituals express two kinds of binary opposition: private/public and ________. A) work/leisure B) self/others C) pride/modesty D) innocence/experience
A
15) Which of the following is NOT one of the three distinct stages of gift-giving rituals? A) convention B) gestation C) presentation D) reformulation
A
18) ________ consumption occurs with objects and events that are considered to be ordinary and everyday. A) Profane B) Sacred C) Objectified D) Ritualized
A
27) 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
29) ________ occurs as marketers appropriate elements of popular culture and convert them for use as promotional vehicles. A) Reality engineering B) Crescive norming C) Desacralization D) Product placement
A
38) Pavel was 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 a 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
45) 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 what the text calls a(n) ________. A) cultural formula B) enacted norm C) fashion cycle D) innovation process
A
6) A ________ is a custom with a strong moral overtone. A) more B) superstition C) convention D) monomyth
A
21) 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
25) Which of the following statements would be viewed as most true about styles? A) A style typically starts in a large group of people as a safe but unique statement. B) Styles are often a reflection of more fundamental societal trends. C) Influential people play only a minor role in deciding which styles will succeed. D) Styles most often result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.
B
26) 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 transformers D) innovators
B
28) Which of the following statements most accurately describes high and low art? A) High art is very expensive, but low art is relatively cheap. B) It is becoming harder and harder to distinguish between high and low art. C) Low art is popular with the masses while high art is popular among the cultural elites of American society. D) Especially in Europe, low art is seen as commercial in nature while high art is seen as independent of commercialism.
B
33) Fashion refers to ________. A) a particular combination of attributes within a style B) the process of social diffusion by which a new style is adopted by some groups of consumers C) being positively evaluated by some reference group D) rejecting the norm and pushing for newness
B
35) Gen Akoi greatly values his micro-refrigerator. The refrigerator is so small it will fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting his products. A) ideology B) ecology C) social structure D) socio-psychology
B
39) Ralf and his brother had a business in a Midwest college town taking SUVs and modifying them into tailgating machines. These "awesome party wagons" were equipped with the owner's desired team logo on the front, side, and back; gas grills; and large beverage coolers. Their business boomed, especially when the university had a winning season. Ralf and his brother were creating and selling what could be best described as ________. A) myth carriers B) ritual artifacts C) symbolic exchange objects D) attitudinal reciprocity products
B
41) Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group. When Carl receives his fraternity pin in a final ceremony and joins his new brothers, he will have passed through the final stage of a rite of passage. According to the text, what is this stage called? A) separation B) aggregation C) liminality D) finality
B
43) Country singers Marty Stewart and Travis Tritt and their record label decided to change the culture of the Country and Western music scene. With their now famous "No Hats" tour, the singers abandoned conventional country and western fashion (they threw away their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and younger audiences with a grinding sexy message. The process that these singers went through is best described as a ________. A) cultural funnel B) cultural production system (CPS) C) cultural distribution system (CDS) D) cultural gatekeeping process (CGP)
B
46) Kyle liked to think he could program anything digital. He created a new video game, and a major industry firm wanted to buy it from him. He was bothered by their insistence that he modify the game by including a popular product's logo on the clothing of his main character. In this example, Kyle is concerned about the practice of ________. A) cultural jamming B) advergaming C) pretailing D) plinking
B
48) Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behavior is best explained by the ________ theory of fashion. A) trickle-down B) trickle-up C) trickle-across D) prestige-exclusivity
B
49) Which of the following best supports the argument that tourism can be seen as a sacred experience? A) Tourism often involves the binary opposition of work and leisure. B) Tourism involves setting events, places, and time aside from everyday, mundane activities. C) Tourism involves the four most important dimensions of culture. D) Tourism provides opportunities for individuals to better understand their culture's crescive norms through interaction with other cultures.
B
5) We explicitly decide on ________ norms, such as the rule that a green traffic light means "go" and a red one means "stop." A) crescive B) enacted C) reciprocal D) ritualized
B
1) Culture is best described as society's ________. A) attitude B) consciousness C) personality D) history
C
11) 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
16) As a relationship grows and progresses, gift giving tends to become more ________. A) exchange oriented B) reciprocal C) altruistic D) reformulated
C
2) 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
20) The systematic acquisition of a particular object or set of objects is called ________. A) prioritizing B) hoarding C) collecting D) ritualizing
C
23) The culture we live in creates the meaning of everyday products; these meanings move through a society to consumers. Meaning transfer is largely accomplished by ________. A) product design and distribution B) product design and pricing C) advertising and fashion industries D) public relations and the music industry
C
24) 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
3) ________ usually dictate what is right or wrong, acceptable or unacceptable. A) Myths B) Theories C) Norms D) Rituals
C
30) Promoters attempt to have their products shown prominently in full-length films. This type of promotion is referred to as ________. A) desacralization B) objectification C) product placement D) advertainment
C
32) A ________ innovation is a new product that creates major changes in the way we live. A) globally continuous B) continuous C) discontinuous D) dynamically continuous
C
42) 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. This tour is best classified as an example of ________ consumption. A) profane B) objectified C) sacred D) crescive
C
47) Several years ago, a new Lincoln Mark VIII automobile design was introduced with several features added that had never been seen in a car before. The car had a ten-cartridge CD changer (stored in the trunk), a special garage door-opener button, technology allowing the driver to talk on a car phone without having to use her hands, and an air-suspension ride that raised and lowered the car for different driving conditions. Which of the following best describes the type of innovations included in the Lincoln Mark VIII? A) revolutionary innovations B) continuous innovations C) dynamically continuous innovations D) discontinuous innovations
C
50) What is the primary difference between an innovator and an early adopter? A) Early adopters are much the same as innovators except they (as a group) have higher average salaries and more education than do innovators. B) Innovators are more risk adverse than are early adopters. C) Innovators are more likely to accept risk than are early adopters. D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.
C
7) Interest in the occult is most likely to increase in a society when ________. A) economic conditions begin to improve B) there has been a major triumph, such as winning a war C) members of a society feel overwhelmed or powerless D) people become less religious
C
8) 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
14) Researchers primarily see the gift-giving ritual as one of ________ exchange. A) symbolic B) stylistic C) psychological D) economic
D
17) A special ritual marking a person's change in social status is called a ________. A) convention B) sacralization C) cycle D) rite of passage
D
19) 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
22) 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
31) In the diffusion of innovation process, the ________ are the one-sixth of the population that is very slow to adopt. A) innovators B) early adopters C) late adopters D) laggards
D
36) J. P. Stevens always looks perfect in his business suit. The colors are always right for the season and prevailing style. His tie has the proper knot, he does not wear a tie-tac, his handkerchief is the proper "two-fingers" above the pocket, and his socks and shoes do not distract from his overall look. Which of the following does J. P. seem to be adhering to with his "correctness"? A) enacted behaviors B) customs C) mores D) conventions
D
4) Crescive norms are ________. A) strict "must do" rules of behavior in a society B) followed only by the females of a culture C) associated with monetary rewards and punishments D) subtle rules discovered as we interact with others
D
9) Myths serve four interrelated functions in a culture. All of the following are among those functions EXCEPT the ________ function. A) cosmological B) sociological C) psychological D) anthropological
D
44) 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 s
