61) The American core value of ________ is central to the belief that people can always improve
themselves.
A) efficiency
B) progress
C) practicality
D) activity
E) success
62) In the name of the core value of ________, Americans appear to be more receptive to
product claims that stress “new,” “improved,” “longer lasting,” “quicker,” and increased strength.
A) achievement and success
B) activity
C) material comfort
D) progress
E) individualism
63) For most Americans, ________ signify the attainment of “the good life,” which includes a
new car, a dishwasher, a hot tub and a variety of convenience and pleasure-providing goods and
services.
A) comfort and pleasure
B) achievement and success
C) freedom
D) progress
E) external conformity
64) ________ have always been associated with bigger quantities of things or more of
something. Recently, however, there has been a shift away from quantity towards quality.
A) Comfort, pleasure, and materialism
B) Achievement and success
C) Freedom and choice
D) Progress and movement
E) External conformity and blending in
65) Self-reliance, self-interest, self-fulfillment, self-esteem, and self-confidence are all
exceedingly popular expressions of ________, one of the American core values.
A) materialism
B) achievement and success
C) freedom
D) individualism
E) humanitarianism
66) In terms of consumer behavior, an appeal to ________ frequently takes the form of
reinforcing the consumer’s sense of identity with products or services that both reflect and
emphasize that identity.
A) freedom
B) efficiency
C) progress
D) individualism
E) material comfort
67) Advertisements for high-style clothing and cosmetics usually promise that their products will
enhance the consumer’s exclusive or distinctive character and set him or her apart from others.
This is an appeal to which American core value?
A) materialism
B) achievement and success
C) freedom
D) individualism
E) humanitarianism
68) The concept of freedom in a consumer behavior sense relates to which of the following?
A) freedom of speech
B) freedom of press
C) freedom of worship
D) freedom of choice
E) freedom of movement
69) When Wendy’s advertising emphasizes that a combo meal can come with any of a number of
sides, not just fries, the company is appealing to American consumers’ preference for ________.
A) freedom of choice
B) efficiency
C) progress
D) individualism
E) material comfort
70) One can express ________ by selecting products that friends do not have, or express
________ by purchasing similar or identical products.
A) individualism; conformity
B) collectivism; conformity
C) conformity; individualism
D) freedom of choice; materialism
E) materialism; humanitarianism
71) In research on the motivations of alumni who donated money to intercollegiate athletic
programs, which of the following benefits is associated with being loyal to the college, helping
to build a successful athletic program, and continue tradition?
A) prestige
B) social-practical motivation
C) trusting
D) belongingness
E) materialism
72) ________ is producing and promoting reusable and ecofriendly products.
A) Humanitarianism
B) Health orientation
C) Green marketing
D) Youthfulness
E) Achievement
73) When automobile makers started producing more environmentally sound cars to minimize
the dire consequences of emissions on our planet and its inhabitants, they were engaged in
________.
A) efficiency
B) health and fitness
C) green marketing
D) youthfulness
E) achievement
74) One outcome of the fact that consumers find environmental labels difficult to understand is
________.
A) wider appeal for green products
B) increased price sensitivity regarding green products
C) greater understanding of how to reduce global warming
D) greater engagement in green product markets
E) easier identification of green products
75) From a consumer’s point of view, in the SOUP MINI CASE, White Mountain’s soup
packaging is an appeal to which of the following American core values?
A) achievement
B) efficiency
C) material comfort
D) individualism
E) freedom
76) In the SOUP MINI CASE, White Mountain offers a variety of types of soup in order to
appeal to which of the following American core values?
A) practicality
B) material comfort
C) individualism
D) freedom of choice
E) external conformity
77) In the SOUP MINI CASE, White Mountain draws attention to its use of all-natural,
wholesome ingredients in order to appeal to which of the following American core values?
A) individualism
B) freedom
C) external conformity
D) humanitarianism
E) fitness and health
78) In the SOUP MINI CASE, White Mountain draws attention to its patronage of independent
local farmers in order to appeal to which of the following American core values?
A) humanitarianism
B) fitness and health
C) individualism
D) freedom
E) activity
79) In the SOUP MINI CASE, White Mountain suggests that consumers eat a cup of White
Mountain soup instead of a candy bar or bag of chips as an afternoon snack. If we consider
taking a break for a mid-afternoon snack to be a ritual for many consumers, the soup (or candy
bar or bag of chips) would be considered the ________.
A) ritual artifact
B) ritualistic behavior
C) consumer value
D) symbol
E) acculturated activity
80) In the DOG TREAT MINI CASE, Happy Dog uses its price and channels of distribution as
________ of the quality of its dog treats.
A) symbols
B) rituals
C) customs
D) values
E) beliefs
81) In the DOG TREAT MINI CASE, Happy Dog’s development of NEW, JUICIER Beef Treats
appeals to which of the following core American values?
A) activity
B) progress
C) humanitarianism
D) materialism
E) freedom
82) In the DOG TREAT MINI CASE, Happy Dog’s advertisement shows its Beef Treats as a
means of fulfilling which of the following core American values?
A) humanitarianism
B) individualism
C) achievement
D) freedom
E) efficiency
83) In the WEDDING MINI CASE, Susan learned what music is appropriate for a wedding
ceremony through ________.
A) formal learning
B) technical learning
C) enculturation
D) informal learning
E) acculturation
84) In the WEDDING MINI CASE, Susan learns about appropriate invitation wording and style
through ________.
A) formal learning
B) technical learning
C) enculturation
D) informal learning
E) acculturation
85) In the WEDDING MINI CASE, the wedding is considered a ________.
A) custom
B) value
C) ritual
D) belief
E) culture
86) In the WEDDING MINI CASE, a bridal bouquet would be considered a ritual ________.
A) artifact
B) symbol
C) culture
D) custom
E) value
87) In the WEDDING MINI CASE, Susan has chosen to have her wedding dress custom made,
in line with the core American value of ________.
A) material comfort
B) activity
C) conformity
D) humanitarianism
E) individualism
88) Cultural values express the collective principles, standards, and priorities of a community.
89) We can only truly understand our culture’s influence after visiting other countries and
observing local values and behaviors.
90) The group level of cultural norms reflects shared core values, customs, and personalities that
represent the core of the “national character” of a particular country.
91) Culture determines whether a product is a necessity or a discretionary luxury.
92) Culture gradually but continually evolves to meet the needs of society.
93) When a specific standard no longer satisfies the members of a society, it is modified or
replaced.
94) The amount of people in the society that share a belief or custom is irrelevant to whether or
not it is considered a cultural value.
95) We learn cultural norms and customs mostly from family and peers and begin to understand
that some behaviors are appropriate and others not at a very young age.
96) Enculturation is the learning of a new or foreign culture.
97) The contents of media, advertising, and marketing reflect cultural values and convey them to
all members of society very effectively.
98) The repetition of marketing messages is not related to cultural beliefs and values.
99) Symbols can have contradictory meanings.
100) Ritualized behavior is typically rather formal, often scripted behavior, and is likely to occur
repeatedly over time.
101) Every day when John leaves for work, he walks around the car to check the tires, pats the
hood, then gets in the car and starts the ignition. This constitutes a ritual.
102) Content analysis can identify the intentions, focus, or communication trends of an
individual, group, or institution.
103) A researcher is interested in examining how consumers select a washing machine, so he
goes to the mall and gives people paper and pencil surveys about their preferences. He is a
participant-observer.
104) The informal atmosphere of focus groups’ discussions decrease the likelihood that
consumers will signal shifts in values that impact the acceptance of new products and services.
105) Individuals who belong to a segment that is self-centered and concerned with values such as
self-respect and a comfortable life are likely to be involved in domestic-oriented activities and
are reluctant to try new products.
106) Gordon’s values are strongly reflected in Americans’ core values.
107) Keeping busy and remaining active and involved is related to one of the American core
values.
108) Ads that communicate that the consumer “owes it to him/herself” to provide a justification
for the acquisition of goods and services are appealing to the Americans’ core values of
achievement and success.
109) Americans place a great importance on time. They value time and believe in the importance
of not wasting time.
110) Material comfort and pleasure have become more recently associated with quality rather
than quantity.
111) Although Americans deeply embrace freedom of choice and individualism, they
nevertheless accept the reality of conformity.
112) The American value of individualism stimulates acceptance of customized or unique
products that enable a person to “express his or her own personality.”
113) Differentiate between the”levels” of cultural norms.
114) Differentiate between formal learning, informal learning, and technical learning.
115) How does marketing influence cultural learning?
116) What is the difference between enculturation and acculturation? Which is most important to
marketers and why?
117) Compare consumer field observation to content analysis and value measurement
instruments as research approaches to examining culture.
118) What is a ritual? Provide an example of a ritual artifact and explain why ritual artifacts are
important to marketers.
119) Differentiate between terminal values and instrumental values. In your response, identify
the subsets within each type of value.
120) In identifying the core values of a society, three criteria must be met. Identify and explain
these three criteria.
121) How do the American values of achievement and success influence consumption? Give an
example.
122) How do Americans compromise between their core values of individualism and
conformity?