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5 Motivation and Affect 1) 2) When a need is aroused that the consumer wishes to satisfy, the process has been activated. A) homeostasis B) want C) desire D) motivation Answer: D 4) What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) instinct theory B) drive theory C) expectancy theory D) need theory Answer: B 5) Which of the following is NOT a biological explanation of motivation? A) expectancy theory B) drive theory C) homeostasis process D) instinct Answer: A 6) Wants are a combination of. A) personal factors B) cultural factors C) A and B D) none of the above Answer: C Answer: C refer(s) to the processes that lead people to behave as they do. A) Goals B) Cues C) Motivation D) Directing 3) In the motivation process, the desired end state is the consumer's. A) drive B) need state C) benefit D) goal Answer: D 7) When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A) hedonic B) utilitarian C) rational D) biogenic Answer: A 8) Goals can be positive or negative. This is an expression of a goal's A) direction B) valence C) strength D) dissonance Answer: B 9) Motivation that is driven by the need for pleasure is called A) effect B) hedonic C) utility D) affect Answer: B.. 10) What type of conflict exists when we desire a goal but wish to avoid it at the same time? A) approach-avoidance conflict B) approach-approach conflict C) avoidance-avoidance conflict D) direction-valence conflict Answer: A 11) According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is A) safety. B) physiological C) belongingness D) esteem Answer: B 12) Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? A) safety needs B) belongingness needs C) ego needs D) self-actualization needs Answer: D 13) suggests that expectations of achieving desirable outcomes-positive incentives- rather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis Answer: C 14) Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Apperception Test? A) McClelland B) Murray C) Maslow D) Herzberg Answer: B 15) An individual with a high need for would be most likely to place a premium on products and services that signify success. A) affiliation B) control C) achievement D) uniqueness Answer: C 16) Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? A) The goal process B) The directionality process C) The motivation process D) The involvement process Answer: C 17) Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience? A) fact-and-find theory B) drive theory C) emotional theory D) theory of cognitive dissonance Answer: B 18) Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior? A) Drive theory B) Instinct theory C) Expectancy theory D) Theory of cognitive dissonance Answer: C 19) In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? A) sentiment needs B) biogenic needs C) hedonic needs D) utilitarian needs Answer: D 20) Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision? A) an approach-approach conflict B) an approach-avoidance conflict C) an avoidance-avoidance conflict D) an orientation conflict Answer: A 21) If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for. A) achievement B) affiliation C) power D) uniqueness Answer: B 22) According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that. A) one must first satisfy basic needs before moving to higher order needs B) the need for power is one of the most fundamental needs C) advertisers who appeal to the need for achievement before other needs are more successful D) most needs are about equal for the average person Answer: A 23) In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist? A) the need for power B) the need for uniqueness C) the need for affiliation D) the need for safety Answer: C 24) A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs? A) The theory is wrong. B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs. C) The hierarchy is often culture-bound. D) Psychogenic needs overwhelm biogenic needs. Answer: C 25) Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? A) a cognitive dissonance conflict B) an approach-approach conflict C) an avoidance-avoidance conflict D) an approach-avoidance conflict Answer: D 26) The degree to which a person is willing to expend energy to reach a specific need is called. A) motivational direction B) motivation path C) motivation scheme D) motivation strength Answer: A 27) Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict Answer: A 28) is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A) Expectancy theory B) The theory of cognitive dissonance C) Value theory D) Choice theory Answer: B 29) Whether a consumer's need is utilitarian or hedonic, the it creates determines the urgency the consumer feels to reduce it. A) magnitude of the tension B) direction of the tension C) expectancy D) reinforcement Answer: A 30) What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) Trait theory B) Collective unconscious theory C) Freudian theory D) Social conflict theory Answer: A 31) Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n). A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict Answer: B 32) What is the most important thing a marketing practitioner can learn from Maslow's theory? A) Safety needs are more important than social needs. B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures. C) Maslow's theory is theoretical and has been very difficult to actually apply in practice. D) Most people must first have their basic needs met before they will be motivated by higher needs. Answer: D 33) Who identified a set of 20 psychogenic needs? A) McClelland B) Murray C) Maslow D) Zaichkowsky Answer: B 34) Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a "call sign"-Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are A) hedonic. B) utilitarian C) biological D) learned Answer: A 35) is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory Answer: C 36) Sally always buys Coca-Cola out of habit, which is an example of. A) routine buying B) low passion C) inertia D) flow state Answer: C 37) Products that command fierce loyalty, devotion and even worship by consumers are called. A) routine products B) cult products C) staple products D) specialty products Answer: B 38) When.M&M's put consumers' names and faces on their candy, this is an example of A) mass marketing B) mass consumer needs C) mass customization D) mass distribution Answer: C 39) performances are where the message itself is a form of entertainment. A) Ad target B) Spectacle C) Encoding D) Decoding Answer: B 40) Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as. A) mass customization marketing B) consumer-generated content C) performance marketing D) mobile marketing Answer: B 41) Consumption at the extreme low end of the involvement continuum is characterized by A) inertia , when decisions are made out of habit. B) flow C) formation D) actualization Answer: A 42) Person, object, and situational factors are the three types of influences that determine a person's level of. A) enculturation B) involvement C) values D) needs Answer: B 43) The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a product. A) fuzzy B) cult C) consumer-generated D) Lifestyles of Health and Sustainability (LOHAS) Answer: B 44) Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior? A) product involvement B) price involvement C) purchase situation involvement D) message involvement Answer: C 6 The Self: Mind, Gender, and Body 1) is where a person derives his or her identity in large measure from a social group. A) Self-Concept B) Self Esteem C) Looking-glass self D) Collective self Answer: D 2) Many cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group. A) Eastern B) American C) Western D) European Answer: A 3) "Casual Friday" in American workplaces encourages the expression of a person's. A) virtual self B) dual self C) cultural self D) unique self Answer: D 4) summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities. A) Actual self B) Self-esteem C) Self-concept D) Self-ego Answer: C 5) A person's conception of how he/she would like to be is called. A) self-image B) ideal self C) self-concept D) self-esteem Answer: B 6) The ideal self is a person's conception of how she. A) adapts to play different roles B) imagines others think of her C) would like to be D) realistically thinks she is Answer: C 7) Through the process of , people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image. A) impression management B) self-extension C) self-esteem D) social comparison Answer: A 8) Consumers who have are particularly good targets for marketing communications that use fantasy appeals. A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves Answer: D 9) Jim Smith thinks he should be more outgoing. He is looking at his. A) ideal self B) self-concept C) looking-glass self D) self-esteem Answer: A 10) According to the sociological tradition of , relationships with other people play a large part in forming the self. A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis Answer: C 11) summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities. A) Halo effect B) Self-concept C) Impression management D) Self-extension Answer: B 12) If a person's identity is derived in large measure from his or her social group, this is called. A) the inner self B) the occupational self C) the collective self D) the dynamic self Answer: C 13) If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of. A) doubt and regret B) self-esteem C) dedication and control D) strength and conviction Answer: B 14) is the way we assume others expect us to act. A) Looking-glass self B) Self-fulfilling prophecy C) Collective self D) Self-concept Answer: B 15) Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the self. A) extended B) actual C) social D) looking-glass Answer: A 16) College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the. A) ideal self B) actual self C) looking-glass self D) collective self Answer: A 18) If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, is probably at work. A) self-image congruence model B) self-concept C) self-image D) looking-glass self 17) The refers to our more realistic appraisal of the qualities we have and don't have. A) ideal self B) inner self C) actual self D) outer self Answer: C Answer: A 20) is when the person tries to evaluate their appearance by comparing it to the people depicted in artificial images. A) Social comparison B) Self-esteem C) Real self D) Ideal self Answer: A 21) People appear to favor features we associate with good health and because these signal reproductive ability and strength. A) intellect B) wealth C) youth D) confidence Answer: C 22) Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of. A) compatibility B) reproductive potential C) intellectual capacity D) sociability Answer: B 23) The U.S. government estimates that approximately of American adults are overweight or obese. A) 25 percent B) 35 percent C) 50 percent D) 66 percent Answer: D E) 24) When we act the way we assume others expect us to act we are practicing a. A) looking-glass self B) self-image C) self-fulfilling prophecy D) real self Answer: C 19) A person's physical appearance is a large part of his or her. A) inner pattern B) self-concept C) group status D) cultural right Answer: B 25) There are many props and settings consumers use to define their social roles which then become parts of their selves. Those external objects that we consider a part of us constitute the. A) identity marketing B) market targeting C) compensatory consumption D) extended self Answer: D 26) Understanding our social roles is part of our. A) self-image B) self-esteem C) looking-glass self D) extended self Answer: D 27) Which of the following is a level of a people extended self? A) individual level B) family level C) community level D) All of the above Answer: D 28) Rudi Gonzalez sees himself as being handsome rather than intellectual. Which of the following self-concept dimensions best applies to Rudi's view of himself? A) content B) positivity C) intensity D) stability over time Answer: A 29) refers to the positivity of a person's self-concept. A) Content B) Self-esteem C) Intensity D) Stability over time Answer: B 30) Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers. A) have low self-image B) have multiple selves C) are not confident with their real selves D) prefer their ideal selves Answer: B 31) Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates. A) real self B) ideal self C) extended self D) looking-glass self Answer: C 32) Personal objects, places, and things allow people to feel that they are rooted in their larger social environments. The home can be symbolic for the extended self. Which of the following categories.or levels of the extended self would the home most likely be associated with A) family level B) individual level C) community level D) group level Answer: A 33) Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation? A) family level B) individual level C) community level D) group level Answer: D 35) refers to the possession of both masculine and feminine traits. A) Heterosexual B) Homosexual C) Amorphany D) Androgyny Answer: D 36) refers to a consumer's subjective evaluation of his or her physical self. A) Body dialect B) Body tone C) Body fantasy 34) If products take on masculine or feminine attributes, they are said to be. A) sexy B) sexually explicit C) sex-typed D) androgynous Answer: C D) Body image Answer: D 37) The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn? A) to separate group members from non-group members B) to place the individual in the social organization C) to place the person in a gender category D) to enhance sex-role identification Answer: D 38) Both Eastern and Western cultures see the self as divided into a(n). A) single, group, and dynamic self B) single, extended, and group self C) relational, occupational, and religious self D) inner, private self, and an outer, public self Answer: D 39) If Chen Ho follows a Confucian perspective and dresses according to accepted rules of the group (where others' perceptions of the self and maintaining one's desired status in their eyes is important), then he is recognizing the importance of. A) conformity B) "face" C) force and will D) politeness Answer: B 40) refers to a consumer's subjective evaluation of his or her physical self. A) Looking-glass self B) Actual self C) Ideal self D) Body image Answer: D 41) The preference in a culture for a particular model of beauty (or exemplar) is called a(n). A) ideal of sexuality B) ideal of beauty C) narcissism D) amorphous Answer: B 42) Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her. A) looking-glass self B) body image C) actual self D) ideal self Answer: B 43) The body is adorned or altered in some way in every culture. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? A) to indicate negative feelings towards oneself B) to separate group members from nonmembers C) to place the individual in the social organization D) to provide a sense of security Answer: A 44) A(n) A) ideal of beauty B) self-concept C) cathexis D) ideal self Answer: A is a particular model, or exemplar, or appearance. 45) A Unilever-sponsored survey, which asked American women how they felt about their appearance, reported which of the following? A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women. B) Older women were more likely to describe themselves as beautiful. C) The majority of respondents believe women in ads are not realistic. D) The majority of respondents believe that beauty comes from women's physical appearance. Answer: C 46) Which of the following explains why people decorate or mutilate their bodies? A) To separate group members from nonmembers B) To place a person in a gender category C) To enhance social role identification D) All of the above Answer: D 47) Historically, tattoos have been associated with people who are considered. A) social outcasts B) members of the ruling class C) members of fraternities D) members of religious orders Answer: A 7 Personality, Lifestyles, and Values 1) refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment. A) Self-image B) Consumer image C) Personality D) Mirror image Answer: C 2) According to Freud, the part of the personality that seeks immediate gratification is called the. A) ego B) super ego C) conflict D) id Answer: D D) id Answer: B 4) Freud's theory of personality includes the. A) super ego B) ego C) id D) all of the above Answer: D 5) Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of that influence(s) our purchases. A) rational thinking B) unconscious motives C) conscious motives D) deviant behaviors Answer: B 6) Most Freudian applications in marketing relate to the product's supposed. A) brand personality B) hidden values C) competitive advantage D) sexual symbolism Answer: D 3) When the ego tries to balance opposing forces, it uses the. A) super ego B) reality principle C) related principle 7) In the 1950s, an approach called research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle Answer: C 8) Motivational research relies on of individual consumers. A) psychological profiles B) Jungian analysis C) behavior targeting D) depth interviews Answer: D 9) Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign? A) Orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers. Answer: B 10) Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a. A) patriarch B) sage C) troubadour D) warrior Answer: D 11) According to the theories of Carl Jung, our shared memories create , which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities Answer: A 12) are universally recognized ideas and behavioral patterns. A) Compliant B) Archetypes C) Aggressive D) Detached Answer: B 13) Match.com and eharmony.com measure identifiable personal characteristics called. A) personality traits B) personality image C) personality matches D) ego matches Answer: A 14) , one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive). A) Alfred Adler B) Carl Jung C) Ernest Dichter D) Karen Horney Answer: D 15) According to Freud, the system that acts as a referee in the fight between temptation and virtue is called. A) the id B) the ego C) the thalamus D) the superego Answer: B 16) Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles? A) the 80/20 rule B) the pyramid principle C) the derived demand principle D) the surrogate buyer principle Answer: A 17) Freedom, youthfulness, achievement, and materialism are characterized as U.S.. A) core values B) belief systems C) value systems D) coercive norms Answer: A 18) An advertisement emphasizes that if a consumer uses a certain deodorant, he or she will not offend other people and will not cause problems in the workplace because of "bad body odor." What part of the Freudian system is this ad appealing to? A) the id B) the superego C) the archetype D) the ego Answer: B 19) Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision? A) the id B) the superego C) the anti-ego D) the ego Answer: A 20) The process of learning values from other cultures is called. A) enculturation B) acculturation C) core values D) crescive norms Answer: B 21) Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of. A) consumption movies B) archetypes C) extroversion overcoming introversion D) the superego overcoming the id Answer: B 22) The Myers-Briggs Type Indicator is based on the work of A) Karen Horney B) Sigmund Freud C) Carl Jung D) Milton Rokeach Answer: C 23) The Pillsbury Doughboy and the Jolly Green Giant are examples of A) branded people B) brand personalities C) brand positioning D) brand arrogance Answer: B.. 24) Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has her car. A) branded B) archetyped C) anthropomorphized D) repositioned Answer: C 25) are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium. A) Lifestyles B) Promotional segmentations C) AIO measures D) Psychographics Answer: D 26) Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now? A) activities B) interests C) opinions D) demographics Answer: B 27) When marketers define consumers by product usage they use the rule. A) 80/20 B) 20/80 C) 70/30 D) 30/70 Answer: A 28) Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in between Justin and Craig. A) motivational aptitudes B) ego C) brand awareness D) lifestyle Answer: D 29) According to UK VALS, consumers that are forerunners of innovation and have a wide range of interests are. A) Activators B) Taditionalists C) Achievers D) Seekers Answer: A 30) Marketers use results from AIO surveys to. A) define target markets B) create a new view of the market C) position a product D) all of the above Answer: D 31) Consumption lifestyles can vary to a large degree amongst individuals that may appear to have similarities. Which of the following statements is untrue? A) People with similarities in gender, age and income may prefer to spend their money on different things. B) People with similarities in gender, age and income may prefer to spend their money on broadly the same things. C) In traditional societies factors such as class largely dictate consumption patterns. D) In modern societies, consumers tend to be freer to determine their own consumption patterns. Answer: B 32) There is a growing number of websites and magazines catering for specialist interests. These reflect the spectrum of choices. In terms of lifestyle marketing how would you describe these websites and magazines? A) Consumer target groups B) Symbolic communities C) Taste groups D) Niches Answer: D 33) Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences? A) general lifestyle segmentation B) lifestyle profile C) product-specific segmentation D) product-specific profile Answer: A 34) When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using. A) demographics B) personality C) psychographics D) positioning Answer: C 35) What form do psychographic studies take? A) lifestyle profile B) product-specific profile C) general lifestyle segmentation D) All of the above Answer: D 36) A well-known segmentation system based on how consumers agree or disagree with various social issues is called. A) the Likert scale analysis B) the AIO measurement analysis C) the VALSTM (the Values and Lifestyles) system D) the PRIZMTM Cluster system Answer: C 37) Psychographics combines several factors in order to determine how the market is segmented. Which of the following combinations of types of factors is correct? A) Anthropological, political and sociological B) Psychological, experimental and sociological C) Anthropological, psychological and sociological D) Sociological, economic and cultural Answer: C 38) Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume? A) security B) eroticism C) disalienation D) individuality Answer: D 39) The process of learning the beliefs and behaviours endorsed by one’s own culture is known as: A) Socialisation B) Enculturation C) Cultural transference D) Core value adoption Answer: B 41) is/are a norm that controls basic behaviors such as who does household chores. A) Values B) Custom 40) Customs, mores and conventions are all different types of which of the following? A) Socialisation agents B) Values C) Crescive norms D) Core perspectives Answer: C C) Conventions D) More Answer: B 42) Milton Rokeach identified a set of. A) terminal values B) core values C) crescive values D) cultural values Answer: A 43) uncovers consumer's associations between specific attributes and the general consequences. A) List of values scale B) Laddering C) Means-end-chain model D) Terminal value Answer: B 8 Attitudes and Persuasive Communication 1) is a lasting, general evaluation of people, objects, advertisements, or issues. A) An object B) A power C) An attitude D) An image Answer: C 2) The functional theory of attitudes was initially developed to explain how. A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime Answer: B 3) The function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive Answer: A 4) Which attitude function relates to the consumer's self-concept or central values? A) utilitarian B) value-expressive C) ego-defensive D) knowledge Answer: B 5) Psychologist David Katz developed the of attitudes. A) clinical theory B) classical theory C) neoclassical theory D) functional theory Answer: D 6) A(n) is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) personality trait D) attitude Answer: D 7) Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? A) utilitarian function B) value-expressive function C) ego-defensive function D) knowledge function Answer: A 8) A component of the ABC model of attitude is A) behavior B) cognition C) affect D) all of the above Answer: D 9) A component of a hierarchy of effects is A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above Answer: D.. 10) The hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning Answer: C 11) According to the hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning Answer: A 12) Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is. A) internalization B) identification C) compliance D) actualization Answer: A 13) Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is. A) identification B) compliance C) internalization D) commitment Answer: B 14) Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? A) theory of cognitive dissonance B) self-perception theory C) social judgement theory D) balance theory Answer: A 15) The behavior, he/she will take action to restore consistency. A) Theory of attitude B) Theory of consistency C) Theory of commitment D) Theory of cognitive dissonance Answer: D 16) The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) a person and his or her perceptions B) the marketer and its strategy of image building C) a person's beliefs D) subconscious motives Answer: A 17) considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. A) Social judgement theory B) Foot-in-the-door theory C) Balance theory D) Rejection theory Answer: C 18) Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes? A) compliance B) identification C) information acquisition states when a person is confronted with inconsistencies among attitude or D) internalization Answer: D 19) All multiattribute attitude models specify the importance of attributes, beliefs, and. A) action variables B) motivations C) regency of events D) importance weights Answer: D 20) Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model Answer: B 21) Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself? A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying Answer: B 22) Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior. C) Some behavioral outcomes are beyond the consumer's control. D) Measures of attitude often do not correspond to the behavior they are supposed to predict. Answer: A 23) One element in the muliattribute attitude model is. A) evaluations B) salient beliefs C) object-attribute linkage D) beliefs Answer: D 24) is the first element in the traditional communications model. A) Source B) Media C) Receiver D) Noise Answer: A 25) When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing in the communications model established by the store. A) noise B) a message C) media forms D) feedback Answer: D 26) acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. A) Authorized marketing B) Reach marketing C) Target marketing D) Permission marketing Answer: D 27) The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are _. A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency Answer: B 28) What does the sleeper effect suggest about source credibility? A) If a receiver is not paying attention, a message cannot be effective. B) Many people can learn the important parts of a message even when asleep. C) The effectiveness of a message will increase over time. D) The effectiveness of positive sources over less positive sources can be erased over time. Answer: D 29) Source A) valence B) attractiveness C) class D) hierarchy Answer: B refers to the perceived social value of a message source. 30) Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory Answer: A 31) A communicator's expertise, objectivity and trustworthiness refer to. A) corporate social responsibility B) ethics C) source credibility D) expert power Answer: C 32) occurs when people appear to "forget" about the negative source and change their attitude. A) Halo effect B) The sleeper effect C) Native advertising D) Sock puppeting Answer: B 33) According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication. A) stresses a unique attribute or benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson Answer: A 34) The fine line between familiarity and boredom has been explained by the , which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad. A) balance theory B) repetition theory C) halo theory D) two-factor theory Answer: D 35) The two-factor theory explains the fine line between. A) argument and counter-argument B) familiarity and boredom C) compliance and non-compliance D) affect and cognition Answer: B 36) Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message? A) supportive arguments B) two-sided message C) refutational arguments D) reporting bias Answer: A 37) 38) A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor? A) consistency B) authority C) consensus D) liking Answer: C 39) The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? A) the trait-factor theory B) the balanced communication theory C) the two-factory theory D) the theory of reasoned action Answer: C 40) Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend. A) supportive B) low-involvement C) two-sided D) refutational Answer: C 41) Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts....outstanding in his field." Elizabeth was using a literary device called. A) metaphor B) simile C) allegory refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising Answer: C D) resonance Answer: D 42) Which statement best explains the research findings about using two-sided messages to communicate with consumers? A) Two-sided messages are widely used and are very effective in reaching target audiences. B) Two-sided messages are cost-prohibitive. C) Two-sided messages can be quite effective, yet marketers rarely use them. D) Two-sided messages are no different from one-sided messages and are used equally by marketers. Answer: C 43) Do sex-related ads work? A) Overall, the use of a strong sexual appeal is not very well received. B) Strong sexual appeals consistently outperform all other types of appeal. C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention. D) There is no data to answer the question. Answer: A 44) Emphasizing the negative consequences that may occur unless a consumer changes behavior is called. A) a fear appeal B) a rational appeal C) social marketing D) comparative marketing Answer: A 45) Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate. A) the "halo effect" B) the "beauty" factor C) cultural meanings D) the "sleeper effect" Answer: A 46) The route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconscious Answer: B 9 Decision Making 1) The first stage in the consumer decision-making process is ________. A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C 2) The presence of too many product options in the marketplace is referred to as ________. A) purchase dilemma B) consumer hyperchoice C) pseudo-choice D) hyperopia Answer: B 3) Which of the following perspectives on consumer decision making is most closely associated with the economics of information approach to the search process, assuming that consumers collect just as much data as needed to make an informed decision? A) experiential perspective B) rational perspective C) constructive perspective D) behavioral influence perspective Answer: B 4) In a thought process called ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice. A) utility processing B) experiential processing C) constructive processing D) behavioral processing Answer: C 5) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of problem solving? A) extended problem solving B) limited problem solving C) habitual problem solving D) recognition problem solving Answer: A 6) When is a consumer most likely to engage in extended problem solving? A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk. B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements. C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set. D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement. Answer: A 7) Which of the following describes the visual nature of a social game? A) platform B) mode C) milieu D) genre Answer: C 8) A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following? A) routine decision making B) limited problem solving C) graduated response behavior D) extended problem solving Answer: B 9) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluation of alternatives C) Evaluation of the evoked set D) Problem recognition Answer: D 11) If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A) opportunity recognition B) need recognition C) search recognition D) no problem recognized Answer: D 12) ________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice Answer: C 10) A consumer who moves his or her ideal state upward is experiencing ________. A) opportunity recognition B) search recognition C) habitual recognition D) need recognition Answer: A 13) A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. A) inertia B) rationalizing C) satisficing D) anchoring Answer: C 14) A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities. A) inertia B) extended problem solving C) variety seeking D) mental accounting Answer: C 15) People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning Answer: A 16) Under ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law Answer: A 17) As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer? A) It will continually increase. B) It will continually decrease. C) It will decrease, and then increase as the customer becomes more knowledgeable. D) It will increase, and then decrease as the customer becomes more knowledgeable. Answer: D 18) The alternatives actively considered during a consumer's choice process are his or her ________ set. A) inert B) evoked C) evaluative D) consideration Answer: D 19) A(n) ________ refers to a set of beliefs and the way we organize those beliefs in our minds. A) mental accounting B) knowledge structure C) rational perspective D) influence perspective Answer: B 20) Jamie is considering ordering a dessert for lunch. Before she decides on the kind she prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories? A) superordinate level B) ordinate level C) subordinate level D) basic level Answer: D 21) ________ are dimensions used to judge the merits of competing options. A) Evoked sets B) Evaluative criteria C) Levels of abstraction D) Category exemplars Answer: B 22) Attributes actually used to differentiate among choices are called ________ attributes. A) evaluation B) search C) determinant D) segmentation Answer: C 23) Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of ________. A) Web retailers B) cybercash C) design groups D) cybermediaries Answer: D 24) According to the theory called ________, a company can make money if it sells small amounts of items that only a few people want if the company sells enough different items. A) feature creep B) the long tail C) Zipf's Law D) neuromarketing Answer: B 25) What type of cybermediaries are intelligent agents? A) They are travel agents who answer questions online. B) They are people who can help computer users with problems they encounter when trying to shop online; contacts are direct and in-person. C) They are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases. D) They are search engines specifically designed for online marketing and other forms of e- commerce. Answer: C 26) People who post to Web sites offering user reviews are typically not paid for their time and contributions. However, they can gain recognition for good recommendations. This reward system is known as the ________. A) noncompensatory rule B) reputation economy C) long tail D) consideration set Answer: B 27) A mental or problem-solving shortcut to make a purchase decision is called a(n) ________. A) determinant B) detail rule C) heuristic D) experience rule Answer: C 28) The tendency for people to prefer products from their own culture rather than those of another culture is called ________. A) xenophobia B) ethnocentrism C) ethnographics D) altruism Answer: B 29) Which of the following most accurately describes one of linguist George Kingsley Zipf's findings in the 1930s? A) People prefer English titles on products ten-to-one over other titles. B) The word "the" occurs about twice as often as the word "of" in the English language. C) People prefer short words rather than long words in advertising. D) The word "sex" should be left out of marketing promotions. Answer: B 30) A ________ rule means that a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory decision B) lexicographic C) compensatory decision D) conjunctive Answer: A 31) When the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected. A) elimination-by-aspects B) conjunctive C) compensatory decision D) lexicographic Answer: D 32) When using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. A) lexicographic B) elimination-by-aspects C) conjunctive D) compensatory Answer: C 33) A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________. A) purchase momentum B) rational decision making C) feature creep D) inertia Answer: A 34) Susan is trying to select the right tour. She is going to Scotland but can't make up her mind what she wants to do when she gets there. There are so many variables including cost, the weather, and Susan's desire to see the village her grandmother called home. Susan's problem emphasizes the importance of the ________ in designing an effective hospitality-marketing program for the tourism industry. A) experiential perspective B) behavioral influence perspective C) purchase momentum phenomenon D) rational perspective Answer: A 35) Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to actively think about his car in this way, which of the following consumer decision-making process steps is Jeff going through? A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C 36) What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon? A) prepurchase search B) ongoing search C) internal search D) delayed search Answer: B 37) Kent, a college student, is a loyal Coca-Cola drinker. He averages about six Cokes a day. He even prefers Coke to water. However, today when he passed a vending machine in his dorm, he bought a new flavor of soft drink called Big Red. Which of the following most accurately explains his behavior, given the facts about Kent's previous behavior? A) Kent is variety seeking. B) Kent is brand switching. C) Kent is involved in extended problem solving. D) Kent is influenced by peer pressure. Answer: A 38) Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases? A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacy Answer: D 39) Of the following products, which one would typically carry high psychological risk for the average consumer? A) a lawn mower B) a kitchen blender C) an expensive mink coat D) a family vacation to a theme park Answer: C 40) What would be the categorization level for a taco sold in a fast-food restaurant? A) superordinate level B) medium level C) basic level D) subordinate level Answer: D 41) Coca-Cola is an example of a(n) ________ product because it has come to characterize an entire category of soft drinks. A) exemplar B) criteria C) heuristic D) evoked Answer: A 42) Mel Howard is determined to make his used car lot a successful business venture. One of the cornerstones of his sales strategy is to make every used car appear as if it just rolled off the assembly line. His cars are clean, clean, clean! Mr. Howard is relying on which of the following signal forms to send a "signal of quality" to his customers? A) demonstration signal B) product signal C) promotional signal D) design signal Answer: B 43) When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep an American advantage in the balance of trade between Japan and the United States. The attitude expressed by the stickers is called ________. A) national inertia B) lexicographic determinism C) stereotyping D) ethnocentrism Answer: D 44) Latrell finds that every time he goes to select athletic shoes, he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process is an example of ________. A) cognitive dissonance B) information discrimination C) ineptness D) inertia Answer: D 49) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia? A) the cost of the product B) the social risk of the product C) whether the purchase is made after a compensatory or noncompensatory decision process D) whether the customers hold a very positive or weak attitude toward the product Answer: D 50) Ellen stated that she would marry a millionaire. She applied a heuristic in judging men. They must wear expensive shoes and have an expensive automobile. What type of decision rule was Ellen applying in her search for a millionaire husband? A) lexicographic rule B) elimination-by-aspects C) conjunctive rule D) weighted additive rule Answer: B 11 Groups and Social media 1) describes the capacity to alter the actions of others. A) Social power B) Social pressure C) Social interaction D) Social involvement Answer: A 2) A(n) is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. A) opinion group B) demographic group C) reference group D) focus group Answer: C 4) Power that is granted by virtue of a social agreement, such as the authority we give to police officers, is called. A) referent power B) information power C) legitimate power D) expert power Answer: A 5) argue(s) that each of us has several "selves that relate to groups." A) Cultural pressures B) Social loafing C) Social identity theory D) Membership groups Answer: C 6) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has power. A) referent B) informational C) legitimate D) coercive Answer: A 3) A type of reference group is. A) membership B) aspirational C) avoidance D) all of the above Answer: D 7) influence helps the consumer make decisions about specific brands or activities. A) Normative B) Social cue C) Selective D) Coercive Answer: B 8) A group composed of people that the consumer actually knows is called a(n) reference group. A) aspirational B) tribal C) membership D) networked Answer: C 9) A reason why consumers conform is. A) cultural pressures B) fear of deviance C) commitment D) all of the above Answer: D 10) Which of the following is a new kind of avoidance group that has grown in popularity through the Web? A) virtual communities of consumption B) virtual worlds C) consumer tribes D) anti-brand communities Answer: D 11) Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior? A) legitimate power B) referent power C) expert power D) reward power Answer: B 12) Home shopping parties may activate so caught up in the party spirit that he or she orders products that would normally not be purchased. A) deindividuation B) homophily C) surrogate shift D) principle of least interest , in which the individual at the party may get Answer: A 13) James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan? A) membership reference group B) avoidance reference group C) aspirational reference group D) tribal reference group Answer: C 14) The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups? A) aspirational reference group B) cohesive reference group C) avoidance reference groups D) deindividualization reference groups Answer: C 15) is the degree to which a person is able to make other people do something. A) Referent power B) Identity power C) Group power D) Social power Answer: D 16) According to the principle of least interest, the person who is least has the most power in the relationship. A) committed to staying in the relationship B) susceptible to interpersonal influence C) susceptible to cultural pressures D) concerned about sanctions against nonconforming behavior Answer: A 17) James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of. A) information power B) referent power C) social power D) legitimate power Answer: B 18) derives from the knowledge that a consumer possesses about a content area. A) Expert power B) Coercive power C) Reward power D) Referent power Answer: A 19) Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n). A) group norm B) leaderboard C) core group D) reference group Answer: D 20) When companies use celebrities in their ads they are using the principle of reference groups. A) membership B) aspirational C) coercive D) normative Answer: B 21) Within groups, informal rules of behavior are called. A) beliefs B) values C) norms D) interpersonal dynamics Answer: C 22) 23) If a firefighter told you to leave your apartment, you would comply because the firefighter has power. A) referent B) legitimate C) coercive D) reward Answer: B 24) Phillipe is a member of a small Harley-Davidson motorcycle club. Members meet once a occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior. A) Fear of deviance B) Fear of commitment C) The principle of least interest D) Interpersonal influence Answer: A week to ride and talk about their bikes. This club might exert a influence on Phillipe as he decides which model of bike he buys for his girlfriend. A) referent power B) normative C) coercive power D) legitimate power Answer: A 25) Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual rally illustrates a(n). A) normative clan B) consumer tribe C) maven network D) aspirational group Answer: B 26) happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect. A) Brand community B) Social loafing C) Principle of least interest D) Brand feats Answer: B 27) Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity? A) group unanimity B) cultural pressure C) fear of deviance D) principle of least interest Answer: A 28) Which buying decision situation has the highest level of risk and the most buyers involved in the process? A) new task B) straight rebuy C) modified rebuy D) innovative rebuy Answer: A 29) Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for 10 boxes of photocopier paper with her supplier. Ms. Henry is participating in which type of buying situation? A) new task B) straight rebuy C) modified rebuy D) innovative rebuy Answer: B 30) Two factors determine how a couple spends time and money. One of these factors is whether the couple has children. What is the other factor? A) whether the woman works B) whether they have jobs that require extensive travel C) whether they have extended family members living with them D) whether they live in an urban or suburban setting Answer: A 31) is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism. A) The kin-network system B) Dad advertising C) Home shopping D) The juggling lifestyle Answer: D 32) The a group is the more likely members are to engage in social loafing. A) more homogeneous B) smaller C) bigger D) less homogenous Answer: C 33) In general, advertising is more effective when it than when it. A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon word-of-mouth tactics; relies upon viral marketing tactics D) relies upon viral marketing tactics; relies upon word-of-mouth strategies Answer: B 34) Sophie tells Nick about a great new restaurant. Sophie is practicing. A) word-of-mouth communication B) social advertising C) group advertising D) viral advertising Answer: A 35) British psychologist Frederic Bartlett used to examine how information mutates. A) transmission B) serial reproduction C) negative information D) core information Answer: B 36) are frequently able to influence others' attitudes on behavior. A) Opinion leaders B) Anti-brand communities C) Norms D) Environmental cues Answer: A 37) The pressure to conform that escalates as more and more group members give in is called. A) polarization B) bandwagon C) loafing D) homophily Answer: B 38) A(n) consumer buys. A) market maven B) opinion leader C) power user D) surrogate consumer Answer: D is a marketing intermediary retained by a consumer to guide what that 39) Several research methods are used to study reference groups and opinion leadership. methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members. A) Momentum B) Behavioral C) Sociometric D) Geodemographic Answer: C 40) The importance of weak ties in a social system is demonstrated by their. A) bridging function B) social contagion C) momentum effect D) diffusion responsibility Answer: A 41) proposes that a small group of influences disseminates information because they can modify the opinion of a large group. A) Influence network B) Influence cascades C) Opinion leaders D) Two-step flow model of influence Answer: D 42) Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n). A) opinion leader B) innovator C) market maven D) market analyst Answer: C 43) A marketing manager who wants to identify opinion leaders for her product category should. A) find government officials who use the product B) find socially active persons who are intensely interested in the product category and who are similar to the other customers C) find intellectuals who can write and speak well so that product communication will be facilitated D) look for people who stand out in a crowd Answer: B 44) Recent research on opinion leadership has called into question the traditional view that there are opinion leaders, whose recommendations people see for all purchases. A) heterophilous B) generalized C) polymorphic D) monomorphic Answer: B 45) In advertising terms, a(n) refers to a view or exposure to an advertising message. A) node B) impression C) connection D) reference Answer: B 46) Individuals with the ability to influence others' attributes or behaviors are considered. A) reference groups B) experts C) opinion leaders D) avoidance leaders Answer: C 47) Meagan is planning her wedding and wants everything to be just right. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n). A) innovative communicator B) surrogate consumer C) opinion seeker D) key informant Answer: B 48) Anna and David both have the same college degree, belong to the same social class, and attend the same church. This situation illustrates. A) influence network B) positive reinforcement C) referent power D) homophily Answer: D 49) are generally more involved in a product category and actively search for information. A) Market mavens B) Opinion seekers C) Innovators D) Reference groups Answer: B 50) refers to the strategy of getting visitors to a website to forward information on the site of their friends in order to make more consumers aware of a product. A) Foot-in-door marketing B) Guerrilla marketing C) Viral marketing D) Demand-based marketing Answer: C 51) A type of virtual community of consumption based on sharing online journals is called A) blogs. B) boards C) rings D) globs Answer: A 52) A set of socially relevant nodes connected by one or more relations is called a social A) graph. B) network C) message D) group Answer: B 14 Culture 1) Culture is best described as a society's _. A) attitude B) consciousness C) personality D) history Answer: C 3) usually dictate what is right and wrong, acceptable or unacceptable. A) Myths B) Theories C) Norms D) Rituals Answer: C 4) is/are the mental characteristics of people and the way they relate to their environment and social group. A) Ideology B) Myths C) Norms D) Theories Answer: A 5) is the way people maintain an orderly social life. A) Ecology B) Lifestyle C) Social structure D) Ideology Answer: C 6) A cultural production system is a. A) creative subsystem B) managerial subsystem C) communications subsystem D) all of the above Answer: D 7) The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as. 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 Answer: C A) ecology B) social structure C) ideology D) anthropology Answer: C 8) The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of in Japan's cultural system. A) social structure B) ecology C) ideology D) dogma Answer: B 9) Gen enjoys owning a micro-refrigerator, which is small enough to fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics that any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on as a variable in selecting products. A) ideology B) ecology C) social structure D) socio-psychology Answer: B 10) 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 Answer: D 11) All of the following are subsystems in a culture production system EXCEPT a subsystem. A) creative B) managerial C) marketing D) communications Answer: C 12) 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 Answer: C 13) 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 Answer: A 14) Watercolor tats, Alexandre Birman textured-lamé sandals, blue velvet couches, Bitmojis, and selfies are part of the. A) lifestyle movement B) value movement C) cultural movement D) marketing concept movement Answer: C 15) In the cultural production process, the people who control the flow of information between producers and customers are called. A) lead users B) cultural gatekeepers C) cultural informers D) innovators Answer: B 16) refers to the set of individuals and organizations that create and market cultural products. A) Culture program company (CPC) B) Culture invention company (CIC) C) Culture production institution (CPI) D) Culture production system (CPS) Answer: D 17) Movie and restaurant reviewers, magazine editors, retail buyers and DJ's are considered because they filter information. A) laggards B) gatekeepers C) early adopters D) innovators Answer: B 18) 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 Answer: D 19) Raymond Chandler wrote classic American detective stories. By always using certain roles for his characters and props that were appropriate to the genre, Chandler's novels followed a(n). A) cultural formula B) enacted norm C) fashion cycle D) innovation process Answer: A 20) 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 Answer: C 21) Which of the following is NOT one of the four interrelated functions of myths in a culture? A) cosmological B) sociological C) psychological D) anthropological Answer: D 22) 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 Answer: A 23) Myths serve four interrelated functions in a culture, which function explains the origins of existence. A) cosmological B) metaphysical C) sociological D) psychological Answer: B 24) Wedding rice, birthday candles, and diplomas are considered _. A) ritual script B) ritual artifacts C) potlatch D) norms Answer: B 25) Which of the following would not be a part of the wedding ritual? A) giving away the bride B) the best man C) tossing the girdle D) throwing rice Answer: C 26) refers to a stage in the gift-giving process, where the giver procures an item to make some event. A) Gestation B) Presentation C) Reformulation D) Ritual artifacts Answer: A 27) The story goes that a young George Washington cut down his father's cherry tree with a hatchet. Young Washington was then asked who might have committed this act. Even though the boy feared punishment, George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States. Which of the follow functions does the myth best match? A) metaphysical B) cosmological C) psychological D) anthropological Answer: C 28) The second stage in the rite of passage is. A) separation B) aggregation C) liminality D) sacred consumption Answer: C 29) 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 Answer: C 30) 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 Answer: B 31) Grooming rituals express two kinds of binary opposition: private/public and A) work/leisure B) self/others C) pride/modesty D) innocence/experience Answer: A 33) Which of the following is NOT one of the three distinct stages of gift-giving rituals? A) convention B) gestation C) presentation. 32) Researchers primarily see the gift-giving ritual as a type of exchange. A) transactional B) stylistic C) psychological D) economic Answer: D D) reformulation Answer: A 34) As a relationship grows and progresses, gift giving tends to become more A) exchange oriented B) reciprocal C) altruistic D) instrumental Answer: C 35) A special ritual marking a person's transition from one role to another is called a A) convention B) sacralization C) cycle D) rite of passage Answer: D.. 36) 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 Answer: C 37) Pavel is an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under the bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a. A) ritual B) symbolic exchange C) convention D) rite of passage Answer: A 38) consumption occurs with objects and events that are considered to be ordinary and everyday. A) Profane B) Sacred C) Objectified D) Ritualized Answer: A 39) 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 Answer: D 40) The systematic acquisition of a particular object or set of objects is called. A) prioritizing B) hoarding C) collecting D) ritualizing Answer: C 41) 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 Answer: B 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. Gettysburg Battlefield is best classified as. A) profane B) objectified C) sacred D) crescive Answer: C 43) is when ordinary objects, events, and even people take on sacred meaning. A) Contamination B) Objectification C) Sacralization D) Profane consumption Answer: C 44) Consumers who always are on the lookout for novel products or services and who are first to try something new are. A) continuous innovation B) early adopters C) innovators D) laggards Answer: C 45) A A) trend B) fad C) classic D) style Answer: B 46) accept and expect that power is distributed unequally. A) Power distance B) Individualism C) Uncertainty avoidance D) Long-term orientation Answer: A 47) When Bob, a wealthy real estate investor, saw an inner city kid wearing a heavy gold chain with a medallion around his neck, Bob wanted the same for himself. Bob's behavior is best explained by the. A) trickle-down effect B) trickle-up effect C) trickle-across effect D) meme theory Answer: B is a very short-lived fashion. is the extent to which less powerful members of organizations and institutions

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