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Chapter 16—Symbolic Consumer Behavior
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1. In the context of symbolic consumer behavior, cultural categories do not reflect gender and age characteristics of
people.
a.
True
b.
False
ANSWER:
False
2. The cultural principles associated with work time are very similar to those associated with leisure time.
a.
True
b.
False
ANSWER:
False
3. In the context of symbolic consumer behavior, marketers create products and consumers use them in ways that are
inconsistent with cultural principles.
a.
True
b.
False
ANSWER:
False
4. In the context of symbolic consumer behavior, groups on the margins of society can be agents of change
in cultural principles.
a.
True
b.
False
ANSWER:
True
5. Women use social class emblems to signal their attractiveness to men, whereas men use them to signal to other men
that their partners are devoted to them.
a.
True
b.
False
ANSWER:
False
6. Preserving family heirlooms is an example of the connectedness function of products.
a.
True
b.
False
ANSWER:
True
7. Expensive heirloom china given to a couple on their wedding day by a favorite aunt can serve emblematic,
connectedness, and role transition functions.
a.
True
b.
False
ANSWER:
True
8. In the context of special possessions and brands, replicas or copies of a particularly valued item cannot become fetish
objects.
a.
True
b.
False
ANSWER:
False
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9. People discard special possessions when they lose their functional value.
a.
True
b.
False
ANSWER:
False
10. The importance of special possessions for individuals remains constant with age.
a.
True
b.
False
ANSWER:
False
11. Grooming rituals are designed to wipe away all traces of personal meaning in a product.
a.
True
b.
False
ANSWER:
False
12. Marketers sometimes unintentionally profane sacred objects through commercialization.
a.
True
b.
False
ANSWER:
True
13. Marketers can create sacredness in objects or people.
a.
True
b.
False
ANSWER:
True
14. Carol loves collecting animal figurines. Her treasured collection includes figurines gifted by her friends and family. In
this scenario, Carol considers her animal figurines to be profane objects.
a.
True
b.
False
ANSWER:
False
15. The development of a motive for gift giving occurs in the reformulation stage of gift giving.
a.
True
b.
False
ANSWER:
False
16. The second stage of gift giving, when a gift is actually given, is called the gestation stage.
a.
True
b.
False
ANSWER:
False
17. Token gifts are unappreciated in situations where there is no expectation of a gift.
a.
True
b.
False
ANSWER:
False
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18. When giver and receiver have close connections, the receiver perceives a low economic value in the gift received.
a.
True
b.
False
ANSWER:
False
19. Wrapping a present nicely in appropriate paper helps to commodify a mass-produced product.
a.
True
b.
False
ANSWER:
False
20. Giving a gift that aligns with the giver's self-concept can have a positive effect on the giver.
a.
True
b.
False
ANSWER:
True
21. The term _____ refers to the natural grouping of objects that reflect our culture.
a.
identity schemas
b.
motivational groups
c.
cultural categories
d.
abstract schemas
e.
natural selections
ANSWER:
c
22. In the context of symbolic consumer behavior, which of the following statements is true of cultural principles?
a.
Marketers make products in ways that are inconsistent with cultural principles.
b.
Cultural principles are explicitly stated in cultural categories.
c.
Consumers use products in ways that are inconsistent with cultural principles.
d.
Cultural principles give meaning to products.
e.
Cultural principles stay constant with time.
ANSWER:
d
23. Righteous Fury, a movie released in the US, has been well-received by audiences. Its story has elements of freedom,
independence, and competition. Viewers regard such movies as authentic. This scenario is an example of the:
a.
changes in cultural perceptions with time.
b.
moviegoers' enthusiasm.
c.
attitude shift of Americans.
d.
fit between cultural principles and offerings.
e.
divide between the rich and poor sections of society.
ANSWER:
d
24. Specific people who shape, refine, or reshape cultural principles and the products and attributes they are linked to are
known as _____.
a.
social mediators
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b.
networking agents
c.
ethnic ombudsmen
d.
role acquirers
e.
opinion leaders
ANSWER:
e
25. Nina is a celebrity lifestyle coach. She advises her clients on topics such as fashion, fitness, and food. She is very
famous and thousands of people follow her on social media. In the context of sources and functions of symbolic meaning,
Nina is a(n) _____.
a.
networking expert
b.
opinion leader
c.
critical mediator
d.
cultural pioneer
e.
social ombudsperson
ANSWER:
b
26. Emblematic function is defined as:
a.
the use of products to symbolize membership in social groups.
b.
participation in common social activities.
c.
the formulation of unique signs and symbols for nations and communities.
d.
the quality and reliability of a product or service.
e.
the expression of the political beliefs of the consumer.
ANSWER:
a
27. Outfits of a certain design that are made of blue silk fabric symbolize identification with the country of Kailand. In the
context of sources and functions of symbolic meaning, this is an example of _____.
a.
a geographic emblem
b.
symbol development
c.
professional status
d.
a gender emblem
e.
educational status
ANSWER:
a
28. Immigrants from Brittolia the world over identify with red rice as a symbol of their culture and identity. In the context
of sources and functions of symbolic meaning, this is an example of _____.
a.
role acquisition
b.
an ethnic emblem
c.
symbol development
d.
a gender emblem
e.
social distribution
ANSWER:
b
29. Gayatri wears business suits to work and casuals most of the other times. However, she wears a sari when she wants to
appear especially feminine and traditional. In this example, the sari is a(n) _____.
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a.
rite of passage
b.
ethnic emblem
c.
possession ritual
d.
achievement emblem
e.
divestment ritual
ANSWER:
b
30. Women belonging to the wealthy sections of society take pride in owning and flaunting expensive diamond jewelry.
In this example, expensive diamond jewelry is a:
a.
secondary emblem.
b.
divestment ritual.
c.
social class emblem.
d.
possession ritual.
e.
geographic emblem.
ANSWER:
c
31. Why do nearly 20 percent of U.S. public schools require students to wear uniforms?
a.
To encourage diversity among students
b.
To study the effects of mandatory rules
c.
To express ethnic solidarity with different social groups
d.
To reshape cultural principles regarding education
e.
To remove social class emblems among students
ANSWER:
e
32. An organization in India promotes the cause of education for underprivileged children. The people who support this
organization wear a unique purple badge to increase awareness about their social cause. In this scenario, the purple badge
is an example of a _____.
a.
reference group emblem
b.
grooming ritual
c.
geographical emblem
d.
gender emblem
e.
divestment ritual
ANSWER:
a
33. Rohawk, a laptop bag manufacturer, has created a new line of laptop bags with a feminine design. The target market
for this new product is urban working women. In order to market it effectively to the targeted segment, the advertisements
for Rohawk women's laptop bags show smart and successful young women professionals using these bags. This scenario
is an example of _____.
a.
the role acquisition function
b.
symbol development
c.
opinion leadership
d.
ethnocentric development
e.
role transition
ANSWER:
b
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34. Melissa is in the process of divorcing her husband Oliver. She gives away her engagement and wedding rings because
she wishes to rid herself of memories associated with the relationship. Which of the following role acquisition phases is
Melissa in?
a.
The preconception phase
b.
The incorporation phase
c.
The transition phase
d.
The separation phase
e.
The conventional phase
ANSWER:
d
35. Barbara was born and raised in South Dakota, but at age 33, she has moved to Hawaii. In order to adapt to the culture
of a popular tourist beach town, she experiments with brightly colored, loose-fitting clothing and new hairstyles. In the
context of role acquisition phases, which of the following phases is Barbara experiencing?
a.
The conventional phase
b.
The incorporation phase
c.
The separation phase
d.
The conception phase
e.
The transition phase
ANSWER:
e
36. Ajeet has graduated from law school and is about to start formal practice as a lawyer. He wears the black robes that
identify him as a lawyer and introduces himself as a lawyer. Which of the following phases of role acquisition does Ajeet
fit into?
a.
The incorporation phase
b.
The conventional phase
c.
The separation phase
d.
The conception phase
e.
The transition phase
ANSWER:
a
37. David and Melanie are expecting their first baby. They decorate a nursery and prepare themselves by buying toys and
baby essentials. Which of the following symbolic consumer behaviors is illustrated in this scenario?
a.
Symbol development
b.
Brand image association
c.
Social role reversal
d.
Role transition ritual
e.
Divestment ritual
ANSWER:
d
38. In the context of role acquisition, feedback from others that tells us whether we are fulfilling a role correctly is known
as _____.
a.
reflexive evaluation
b.
ethnic identification
c.
symbol communication
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d.
symbol reinforcement
e.
marketing implication
ANSWER:
a
39. In Swedish weddings, the bride receives a gold coin from her father and a silver one from her mother as parting gifts.
This tradition is believed to ensure prosperity for the newly-wed couple throughout their lives. Which of the following
symbolic consumer behaviors does this example illustrate?
a.
Marital transition
b.
Symbol development
c.
Emblematic function
d.
Symbol removal
e.
Grooming ritual
ANSWER:
a
40. An Indonesian family that has immigrated into the U.S. tries to adopt the American culture by participating in festivals
such as Easter and Halloween. The family also begins to celebrate Thanksgiving and Christmas in their own home. Which
of the following symbolic consumer behaviors does this scenario illustrate?
a.
Reflexive evaluation
b.
Symbol development
c.
Marital transition
d.
Symbol communication
e.
Cultural transition
ANSWER:
e
41. Michael has become newly wealthy due to a large inheritance. In order to flaunt his prosperity, he buys a large house
and an expensive car. He makes sure to display brand labels. Which of the following symbolic consumer behaviors does
this scenario illustrate?
a.
Social status transition
b.
Frame switching
c.
Divestment ritual
d.
Reflexive evaluation
e.
Sacred object profaning
ANSWER:
a
42. Geena treasures a scarf that belonged to her grandmother. The scarf is valuable to Geena because it evokes memories
of the happy times she spent with her grandmother. This scenario illustrates _____.
a.
an actual identity schema
b.
the connectedness function
c.
a social class emblem
d.
the expressiveness function
e.
an ideal identity schema
ANSWER:
b
43. Luke is an ardent fan of a certain rock band. He colored his hair purple and tattooed his body to reflect the band's
iconography. In the context of sources and meaning of symbolic function, Luke's appearance is an example of _____.
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a.
a geographical emblem
b.
the connectedness function
c.
a gender emblem
d.
the expressiveness function
e.
an ethnic emblem
ANSWER:
d
44. Some institutions, such as the military and prisons, deliberately strip individuals of their belongings to erase old
identities. This illustrates that:
a.
possessions help shape people's identity.
b.
people maintain their self-concept irrespective of the situation.
c.
people do not attach a lot of meaning to their belongings.
d.
people project their identities digitally to form self-concepts.
e.
consumers object to the overcommercialization of contemporary culture.
ANSWER:
a
45. Tiffany likes to think of herself as a fashionista. She watches advertisements that show beautiful young women
flaunting branded items with interest and often buys these products. This is an example of _____.
a.
a geographic emblem
b.
an ethnic emblem
c.
advertising that fits with the targeted segment's self-concept
d.
products that fit with consumers' multiple self-concepts
e.
the connectedness function
ANSWER:
c
46. When consumers who are involved in two cultures and are fluent in two languages are exposed to an ad in one of the
languages they know, the aspects of their self-concepts that relate to that language's cultural background are
activated. This phenomena is called _____.
a.
affective realism
b.
cognitive inference
c.
global recognition
d.
phonetic intelligence
e.
frame switching
ANSWER:
e
47. Philip is British but lives and works in Greece. While watching television, if an advertisement is in English, he adopts
the cultural frame of that language. The advertisement activates the aspects of his self-concept that relate to his cultural
background. This scenario illustrates _____.
a.
frame switching
b.
cognitive inference
c.
affective realism
d.
emotional intelligence
e.
diverse marketing
ANSWER:
a
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48. Which of the following statements is true of consumers who are highly attached to a brand?
a.
They are content with the oldest models of their favorite brand.
b.
They work as their favorite brand's paid salesforce.
c.
They are less likely to talk about their favorite brand.
d.
They are least likely to forgive their favorite brand's minor mishaps.
e.
They serve as brand ambassadors of their favorite brand.
ANSWER:
e
49. Kathryn treasures a pen that once belonged to her grandfather. The pen evokes memories of happy times spent with
her grandfather. In the context of special possessions and brands, Kathryn's pen is an example of a(n) _____.
a.
ethnic emblem
b.
memory-laden object
c.
geographical emblem
d.
achievement symbol
e.
social class emblem
ANSWER:
b
50. Ahmet won the gold medal in a national-level swimming competition. He was also gifted a watch to honor this victory
and he wears it every day. In this example, Ahmet's watch is a(n) _____.
a.
communication symbol
b.
geographic emblem
c.
achievement symbol
d.
gender emblem
e.
ethnic emblem
ANSWER:
c
51. Arnold has named his pickup truck Betty and often speaks to it. He has owned this truck for about 14 years, and it
often used to break down and require expensive repairs. On a recent trip, the axle broke and there were no spare parts to
be found. Regardless of the loss of its function, Arnold still keeps the truck in his garage. In the context of special
possession characteristics, this is an example of _____.
a.
profaning a special possession
b.
an actual identity schema
c.
reluctance to discard
d.
an ideal identity schema
e.
preserving a profane possession
ANSWER:
c
52. When possessions fulfill the emblematic, role adoption, connectedness, and expressiveness functions, they are said to
have _____.
a.
affordability
b.
symbolic value
c.
market appreciation
d.
brand equity
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e.
durability
ANSWER:
b
53. Possessions that evoke specific feelings such as pride and happiness in owners are said to have _____.
a.
mood-altering properties
b.
market stability
c.
usability quotient
d.
recyclable properties
e.
lasting shelf-lives
ANSWER:
a
54. Samantha is quite attached to her smartphone because she finds it extremely useful. Apart from communication, she
uses her phone for surfing the Internet, shopping, daily planning, saving important information, and as a camera.
Samantha's smartphone is a special possession owing to its _____.
a.
spiritual importance
b.
status quotient
c.
recyclability
d.
instrumental importance
e.
style quotient
ANSWER:
d
55. In the context of special possessions for men, which of the following statements is true?
a.
Men do not consider products symbolizing their attachment to other people to be special.
b.
Men consider products to be special when they have instrumental and functional features.
c.
Men's special possessions include heirlooms and pictures passed on through generations.
d.
Men's special possessions include tapestries, jewelry, and other household items gifted by forefathers.
e.
For men, products are most special when they demonstrate the environment's mastery over people.
ANSWER:
b
56. In the context of special possessions and brands, which of the following is a difference between men and women?
a.
Unlike men, women value products when they indicate mastery over the environment.
b.
Men consider products to be special when they symbolize connectedness with others, whereas women
consider products to be special when they have functional features.
c.
Men consider products to be special when they symbolize achievement, whereas women consider products to
be special when they symbolize attachment.
d.
Unlike men, women value the products that provide material comfort the most.
e.
Men are more likely to collect jewelry, dishes, and silverware, whereas women are more likely to collect
cars, books, and sports-related objects.
ANSWER:
c
57. Aaron used to have a lot of stuffed animals when he was a child. When he was a teenager, he gave them away and
bought himself a few albums of music he liked. In the context of special possessions, this is an example of special
possessions changing with _____.
a.
mobility
b.
social status
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c.
gender
d.
age
e.
shelf life
ANSWER:
d
58. At the acquisition stage, _____ enable the consumer to claim personal ownership of new goods.
a.
divestment rituals
b.
geographic emblems
c.
grooming rituals
d.
gender emblems
e.
possession rituals
ANSWER:
e
59. Marty bought a pre-owned pickup truck. He repainted it blue with a stylized white design. He also replaced the
upholstery and the floor mats. In the context of special possessions and brands, this is an example of a:
a.
possession ritual
b.
connectedness function
c.
divestment ritual
d.
role reversal
e.
marketing strategy
ANSWER:
a
60. At the consumption stage, some consumers engage in _____ to bring out or maintain the best in special products.
a.
reflexive evaluations
b.
possession rituals
c.
divestment rituals
d.
grooming rituals
e.
objective evaluations
ANSWER:
d
61. Bertha always spends hours cleaning and polishing the furniture of her home before guests arrive. In the context of
special possessions and brands, this is an example of:
a.
a divestment ritual.
b.
symbol development.
c.
a possession ritual.
d.
symbol removal.
e.
a grooming ritual.
ANSWER:
e
62. When special possessions lose their symbolic meaning, consumers engage in _____, the wiping away of all traces of
personal meaning.
a.
reflexive evaluations
b.
symbol devaluations
c.
divestment rituals
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d.
role reversals
e.
grooming rituals
ANSWER:
c
63. Jacob used to be very attached to his old and comfortable recliner during his years as a student. Now, with a steady job
and a new home, Jacob no longer likes or needs the recliner. He left it in his attic for months before finally giving it away
to a thrift shop. This scenario illustrates the _____ of a special belonging.
a.
divestment ritual
b.
actual identity schema
c.
grooming ritual
d.
ideal identity schema
e.
possession ritual
ANSWER:
a
64. Which of the following statements is true of sacred objects?
a.
They are worshiped and treated with great respect.
b.
They are ordinary objects without special power.
c.
They are indicators of the owner's economic status.
d.
They evoke feelings of anger and revulsion in the owner.
e.
They are mostly used for daily mundane purposes.
ANSWER:
a
65. In the context of special possessions and brands, profane objects are:
a.
special objects set apart from others.
b.
ordinary objects without special power.
c.
objects that are respected and revered.
d.
objects believed to have magical powers.
e.
objects that evoke feelings of revulsion.
ANSWER:
b
66. The promoters of a famous musician heighten her aura by enhancing the mystery and myth that shroud her, making
her exclusive, and promoting the powerful emotional effect she has on people. In the context of special possessions and
brands, this is an example of _____.
a.
creation of a new geographic emblem
b.
transferring meaning from one individual to another
c.
marketers profaning a sacred entity
d.
creation of a new ethnic emblem
e.
marketers creating sacredness in people
ANSWER:
e
67. A company in India sells decorations during the Diwali festival. The decorative items are specific to the traditions and
rituals of Diwali. This scenario illustrates _____.
a.
the profaning of sacred objects and entities
b.
the creation of ideal identity schema
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c.
product involvement in sacred activities and rituals
d.
the creation of actual identity schema
e.
the maintenance of sacredness by scarcity and exclusivity
ANSWER:
c
68. During which of the following stages of gift giving do people consider what to give an intended recipient?
a.
The acquisition stage
b.
The reformulation stage
c.
The presentation stage
d.
The gestation stage
e.
The disposition stage
ANSWER:
d
69. Norah spent a whole day at the mall looking for the perfect Christmas gift for her mother. Finally she decided upon a
beautiful silver bracelet. Which of the following stages of gift-giving does this example illustrate?
a.
The grooming stage
b.
The presentation stage
c.
The reformulation stage
d.
The gestation stage
e.
The acquisition stage
ANSWER:
d
70. During which of the following stages of gift giving do people reevaluate their relationship with a recipient based on
the gift-giving experience?
a.
The presentation stage
b.
The reformulation stage
c.
The disposition stage
d.
The gestation stage
e.
The acquisition stage
ANSWER:
b
71. Which of the following statements is true regarding the motives and emotions of gift giving?
a.
People give gifts expecting to receive something in return.
b.
Agnosticism is a major reason behind people giving gifts.
c.
The process of receiving and returning gifts makes most people feel anxious.
d.
People who give gifts for altruistic reasons show their love for the receiver.
e.
Antagonism is a major reason behind people giving gifts.
ANSWER:
d
72. Edward is fond of his nephew Jamie. On Jamie's 21st birthday, he gifts Jamie a large sum of money for his college
expenses. In the context of gift-giving, Edward's motive of giving the gift is _____.
a.
compensatory
b.
antagonistic
c.
altruistic
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d.
obligatory
e.
instrumental
ANSWER:
c
73. Reena is seeking monetary help from friends and family. In the hopes of getting a loan from her distant but wealthy
aunt, Reena meets and gifts her a silk scarf. In this scenario, Reena's motive in giving a gift to her aunt is _____.
a.
antagonistic
b.
obligatory
c.
compensatory
d.
instrumental
e.
altruistic
ANSWER:
d
74. Robert is father to five-year-old Ella. His job involves extensive traveling, which keeps him away from home for
weeks at a time. He feels sad about not being able to spend enough time with Ella and gifts Ella expensive toys on his
return. Which of the following reasons or motives of gift-giving fits this scenario best?
a.
Altruistic motive
b.
Compensatory motive
c.
Antagonistic reason
d.
Obligatory reason
e.
Instrumental motive
ANSWER:
b
75. Brad and Jake are coworkers and competitors for the post of manager. Jake bagged the top performer award for three
quarters in a row, resulting in Brad feeling jealous and resentful. For Jake's birthday, Brad presented him with tickets to a
movie starring Jake’s least favorite actor. In this example, Brad's gift to Jake is an example of _____.
a.
altruistic gift-giving
b.
obligatory gift-giving
c.
compensatory gift-giving
d.
instrumental gift-giving
e.
antagonistic gift-giving
ANSWER:
e
76. Which of the following statements is true regarding the appropriateness of a gift?
a.
Token gifts are appropriate and appreciated in situations where no gifts are expected.
b.
Spontaneous gift giving, even something small, can signify disdain and contempt.
c.
Gifts are appropriate irrespective of the relationship of the giver with the recipient.
d.
Personal gifts are appropriate in all situations.
e.
Token gifts are appropriate and highly appreciated in all situations.
ANSWER:
a
77. Which of the following statements is true regarding the value of a gift?
a.
People give valuable gifts to avoid feelings of indebtedness to others.
b.
Givers believe that the gifts they buy for others are not valuable.
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c.
The value of a gift is not an important element in the gift-giving process.
d.
The giver's culture does not influence decisions about the value of a gift.
e.
Givers believe that the gifts they give others are extremely valuable.
ANSWER:
e
78. Ceremony, timing and surprise, attention to the recipient, and the recipient's reaction are aspects of which of the
following stages of gift-giving?
a.
The presentation stage
b.
The disposition stage
c.
The gestation stage
d.
The consumption stage
e.
The reformulation stage
ANSWER:
a
79. The third and final stage of the gift-giving process is the _____.
a.
divestment stage
b.
reformulation stage
c.
presentation stage
d.
gestation stage
e.
disposition stage
ANSWER:
b
80. Which of the following relational effects of gift-giving has an experiential theme of epiphany?
a.
The severing effect
b.
The weakening effect
c.
The negative confirmation effect
d.
The affirmation effect
e.
The strengthening effect
ANSWER:
e
81. Which of the following relational effects of gift-giving has experiential themes of empathy and recognition?
a.
The weakening effect
b.
The negligible effect
c.
The strengthening effect
d.
The affirmation effect
e.
The severing effect
ANSWER:
d
82. Which of the following relational effects of gift-giving has experiential themes of charity and overkill?
a.
The negative confirmation effect
b.
The weakening effect
c.
The severing effect
d.
The strengthening effect
Name:
Class:
Date:
Chapter 16—Symbolic Consumer Behavior
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e.
The negligible effect
ANSWER:
e
83. What are cultural categories and how do they affect consumer behavior?
ANSWER:
Responses will vary.
84. Explain how marketers can use the emblematic function of products to sell their brands.
ANSWER:
Responses will vary.
85. Discuss social identity theory and how products fit into this theory.
ANSWER:
Responses will vary.
86. Describe the various types of special possessions.
ANSWER:
Responses will vary.
87. Explain why marketers need to be aware of the sacred meanings that people, objects, places, and events can have to
consumers.
ANSWER:
Responses will vary.
88. Explain how timing is a factor in the process of gift giving.
ANSWER:
Responses will vary.
89. Explain how technology has created major changes in the gift-giving process.
ANSWER:
Responses will vary.
90. What are alternatives to traditional gifts and how are non-profit organizations encouraging the trend?
ANSWER:
Responses will vary.
