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272) Your company is introducing a new line of activewear for teenagers and invites the
members of the high school track team to a private showing of the line. This group consists of
________ for activewear clothing.
A) lifestyle makers
B) aspirational people
C) autonomous leaders
D) opinion leaders
E) joint decision makers
273) What percentage of adults is considered to be opinion leaders?
A) 1 percent
B) 5 percent
C) 10 percent
D) 25 percent
E) It depends upon the type of product.
274) When Citizen, a watch company, uses a spokesperson such as singer Kelly Clarkson to
promote its watches, it believes she is a(n) ________ who can influence the purchase decision of
its target market.
A) opinion leader
B) product champion
C) innovator
D) BzzAgent
E) rainmaker
275) The influencing of people during conversations is referred to as
A) opinion formation.
B) peer persuasion.
C) interpersonal gossip.
D) word of mouth.
E) consumer socialization.
276) Word of mouth refers to
A) advertising or public service announcements that rely solely on auditory or voice messages to
reach an organization's target market.
B) subjective, often negative, misconceptions that are passed from one person to another as the
result of selective perception.
C) the influencing of people during conversations.
D) the individuals who exert direct or indirect social influence over others.
E) casual or unconstrained conversation or reports about other people or offerings involving
details that are not confirmed as being true.
277) What percentage of all consumer conversations about brands happen face-to-face?
A) 25 percent
B) 33 percent
C) 50 percent
D) 75 percent
E) 90 percent
278) What percentage of U.S. consumer product sales is directly based on word-of-mouth
activity among friends, family, and colleagues?
A) 10 percent
B) 25 percent
C) 33 percent
D) 50 percent
E) 67 percent
279) All of the following are marketing activities designed to stimulate conversations that
promote positive or retard negative word of mouth except which?
A) using slogans, music, and humor in advertising
B) giving appropriate product demonstrations
C) recruiting and deploying people to produce buzz
D) employing VALS segmentation strategies
E) running teaser advertising campaigns in advance of new-product introductions
280) Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When
Febreze was introduced, a few people in an Internet chat room stated that the product was
harmful to house pets. Though untrue, the rumor spread. This is an example of
A) negative word of mouth.
B) a lack of back translation.
C) propaganda.
D) consumer ethnocentrism.
E) poor opinion leadership.
281) Popularity created by consumer word of mouth is called
A) hype.
B) buzz.
C) propaganda.
D) tweet.
E) spin.
282) BzzAgent is a firm that specializes in a marketing strategy known as
A) corporate espionage.
B) teaser advertising.
C) spin.
D) buzz.
E) viral marketing.
283) BzzAgent
A) is the top consumer information source in developing countries.
B) captures honest word-of-mouth testimonials from satisfied customers who will promote new
products or services.
C) was the first on the Internet to create a public forum for new products.
D) counteracts false rumors or negative buzz for quality products or services that have been
unjustly accused on social networking websites.
E) uses ethnographic research techniques to discover subtle behavioral and emotional reactions
to products in their natural use environment.
284) People to whom an individual looks as a basis for self-appraisal or as a source of personal
standards are referred to as
A) action-oriented consumers.
B) spokespersons.
C) opinion leaders.
D) social classes.
E) reference groups.
285) Reference groups refer to
A) the relatively permanent, homogeneous divisions in a society that consists of people who
share similar values, interests, and behaviors.
B) individuals who exert direct or indirect social influence over others.
C) people to whom an individual looks as a basis for self-appraisal or as a source of personal
standards.
D) those buyers who, through the size of their purchases, affect where marketing dollars will be
spent.
E) those with whom a person does not wish to be a member of or identified.
286) A reference group to which a person actually belongs is referred to as a(n) ________ group.
A) primary
B) associative
C) aspiration
D) dissociative
E) integrated
287) College students who wear clothing displaying the Greek letters for fraternities or sororities
to which they belong are demonstrating pride in a(n) ________ group.
A) dissociative
B) aspiration
C) associative
D) identification
E) political
288) The specialized group of consumers with a structured set of relationships involving a
particular brand, fellow customers of that brand, and the product in use is referred to as a(n)
A) brand community.
B) VALS.
C) opinion leader.
D) social class.
E) buzz group.
289) A brand community refers to
A) the relatively permanent, homogeneous divisions in a society that consists of people who
share similar values, interests, behaviors, and brands.
B) a specialized group of consumers with a structured set of relationships involving a particular
brand, fellow customers of that brand, and the product in use.
C) people to whom an individual looks as a basis for purchasing particular brands.
D) those buyers who, through the size of their purchases, affect where marketing dollars will be
spent on a particular brand.
E) those brands with whom a person does not wish to be identified.
290) A brand community is a specialized form of the ________ reference group.
A) dissociative
B) aspiration
C) associative
D) VALS
E) social class
291) Many University of Florida students, fans, and others view themselves as part of "Gator
Nation," the name of the ________ given to supporters of the University of Florida's educational
and athletic programs.
A) VALS type
B) aspiration group
C) social class
D) brand community
E) market segment
292) A reference group that a person wishes to be a member of or wishes to be identified with is
referred to as a(n) ________ group.
A) preference
B) associative
C) aspiration
D) assimilation
E) integrated
293) An aspiration group is one
A) to which a person belongs and wishes to continue with.
B) that a person wishes to be a member of or wishes to be identified with.
C) that a person wishes to maintain a distance from because of differences in values or
behaviors.
D) that a person knows he or she can never really fit into because of basic cultural differences.
E) that a person feels is significantly above him or her in terms of socioeconomics.
294) A local country club has a great golf course, swimming pool, tennis courts, and even a
stable for horses. It also has numerous high-profile businesspeople, doctors, and local politicians
as members. To attract new members, the club's board of directors should focus its marketing
efforts on people who view its current members as a(n) ________ group.
A) associative
B) aspiration
C) dissociative
D) pressure
E) involvement
295) An American Express advertising claim that "membership has its privileges" creates which
type of reference group?
A) aspiration group
B) dissociative group
C) assimilation group
D) integrated group
E) associative group
296) A reference group that a person wishes to maintain distance from because of differences in
values or behaviors is referred to as a(n) ________ group.
A) socialization
B) associative
C) aspiration
D) dissociative
E) antisocial
297) In the United States, there are two major political parties whose members disagree with
each other on a variety of issues. Many Republicans and Democrats view one another as being
part of a(n) ________ group.
A) associative
B) aspiration
C) dissociative
D) reference
E) involvement
298) ________ influences on consumer behavior result from three sources: consumer
socialization, passage through the family life cycle, and decision making within the family or
household.
A) Functional
B) Situational
C) Social
D) Family
E) Personal
299) The process by which people acquire the skills, knowledge, and attitudes necessary to
function as consumers is referred to as
A) consumer assimilation.
B) consumer socialization.
C) consumer lifestyle.
D) purchase decision process.
E) purchasing enculturation.
300) Consumer socialization refers to
A) the distinct phases that a family progresses through from formation to retirement, each phase
bringing with it identifiable purchasing behaviors.
B) the people to whom an individual looks as a basis for self-appraisal or as a source of personal
standards.
C) the process by which people acquire the skills, knowledge, and attitudes necessary to function
as consumers.
D) the modes of living that are identified by how people spend their time and resources, what
they consider important in their environment, and what they think of themselves and the world
around them.
E) the relatively permanent, homogeneous divisions in a society into which people sharing
similar values, interests, and behavior can be grouped.
301) Research shows that consumer socialization with respect to brand preferences begins at
A) the age of 2.
B) the age of 5 when their cognitive skills have developed to understand the concept of money.
C) the age of 13 when they become teenagers, and when they can understand the responsibility
involved in saving money to be able to consume products and services.
D) the age of 18 when they become college students, living outside their parents' home for the
first time and being responsible for their purchase decisions.
E) at any time, though most people change their brand preferences many times during their
lifetimes.
302) Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes
Kelli shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds
her she needs to keep saving. When Kelli is finally able to purchase a special, more expensive
item, she is allowed to pay for it herself, including bringing the product to the salesclerk to
complete the purchase. In this way, Nicole encourages the development of Kelli's
A) consumer assimilation.
B) consumer acculturation.
C) purchasing socialization.
D) consumer socialization.
E) purchasing enculturation.
303) The concept that consists of the distinct phases that a family progresses through from
formation to retirement, each phase bringing with it identifiable purchasing behaviors, is referred
to as the
A) family scale.
B) family life cycle.
C) family continuum.
D) household socialization.
E) household patterning.
304) The family life cycle concept refers to
A) the distinct phases a family progresses through from the birth of children to when the children
leave home, each phase bringing with it identifiable purchasing behaviors.
B) the distinct phases a family progresses through from the birth of children to retirement, each
phase bringing with it identifiable purchasing behaviors.
C) the distinct phases a blended family progresses through from marriage to separation, divorce,
and remarriage, each phase bringing with it identifiable purchasing behaviors.
D) the distinct phases a family progresses through from formation to retirement, each phase
bringing with it identifiable purchasing behaviors.
E) the intergenerational purchasing habits and product preferences that are passed down from
one generation to the next.
305) The ________, a married couple with children younger than 18 years, constitutes just 20
percent of all U.S. households.
A) traditional family
B) typical household unit
C) socialized household
D) family stage
E) idealized family unit
306) Which of the following statements about the family life cycle is most accurate?
A) The majority of households today are composed of traditional families.
B) Income and gender are two of the variables considered in the family life cycle.
C) Young singles represent a target market for recreational travel, automobiles, and consumer
electronics.
D) Singles with no children are more likely to buy life insurance than any other group.
E) The most financially secure group of any family life cycle stage is single parents with
children.
307) Based on the stages of the family life cycle, which of the following groups most likely has
the largest amount of discretionary income?
A) young married couples without children
B) single parents with children
C) middle-aged couples without children
D) young married couples with children
E) middle-aged couples with children
308) The two major styles of family decision making are
A) paired and passive.
B) male-dominant and female-dominant.
C) joint and spouse-dominant.
D) democratic and autocratic.
E) active and passive.
309) Spouse-dominant decision making implies that
A) the husband makes the majority of the purchase decisions.
B) the wife makes the majority of the purchase decisions.
C) both the husband and the wife make the purchase decisions together.
D) the wife and the husband alternate with respect to their purchase decisions.
E) either the husband or the wife is primarily responsible for purchase decisions.
310) Which type of purchase is most likely to be the result of joint decision making?
A) groceries
B) children's toys
C) medicine
D) home appliances
E) car maintenance products
311) Which of the following statements about family decision making is most accurate?
A) The use of joint decision making is directly related to the educational levels achieved by the
spouses.
B) Husbands make most of the purchase decisions about cars, vacations, and homes.
C) The two types of family decision making are joint and autonomous.
D) With autonomous decision making, the husband would make all the decisions about
groceries, medicine, and car maintenance.
E) Women have little influence when it comes to men's clothing purchases except for socks or
ties.
