See Exhibit 6.4
60. An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative
mode of conduct is called a(n):
a.
lifestyle
b.
self-concept
c.
attitude
d.
value
e.
perception
61. The most defining element of a culture is its:
a.
customs
b.
myths
c.
language
d.
laws
e.
values
62. Which of the following would NOT generally be considered a “core American value”?
a.
equality
b.
formality
c.
independence
d.
competitiveness
e.
efficiency
63. Homogeneous groups within a culture that share elements of the overall culture as well as have
elements that are unique to that group are called:
a.
autonomous personal units
b.
probability samples
c.
subcultures
d.
normative groups
e.
dissociative groups
64. Which of the following is LEAST likely to be described as a subculture?
a.
Bank managers
b.
Hispanics
c.
College students
d.
Southeasterners
e.
Quakers
65. Which of the following statements about culture as an influence on consumer buying behavior is true?
a.
A firm that understands the culture it is selling to has just as great a probability of selling
its product as a firm that has no understanding of the culture.
b.
Some fear the proliferation of the Internet will increase cultural heterogeneity.
c.
Language is an important aspect of culture.
d.
Core values remain the same for all cultures.
e.
All of the statements about culture as an influence on consumer buying behavior are true.
66. A(n) _____ is a group of people in a society who are considered nearly equal in status or community
esteem, who regularly socialize among themselves both formally and informally, and share behavioral
norms.
a.
extended family
b.
subculture
c.
dissociative group
d.
social class
e.
procreational family
67. As a marketing tool in the United States, social class:
a.
is useful for lifestyle distinctions between groups
b.
is just a simple measure of income level
c.
offers few insights concerning consumer behavior
d.
is not used because the United States is a classless society
e.
has demonstrated that all classes of consumers shop in the same stores
68. Which of the following best characterizes the underclass?
a.
Highly educated underachievers whose incomes are below most comparably educated
workers; often referred to as “slackers.”
b.
People who are not regularly employed and who depend primarily on the welfare system
for sustenance; they have little schooling and live below the poverty line.
c.
Individuals who derive most of their income from the “underground economy” and who
tend to “fly under the radar” of the Internal Revenue Service.
d.
Middle-level blue-collar workers largely working in skilled or semi-skilled serice jobs;
their income is below the national average.
e.
Low-paid service workers and operatives; they have some high school education a
below-mainstream living standard.
69. Social influences on consumer buying decisions include:
a.
society, culture, and family
b.
reference groups, society, opinion leaders, and family
c.
personality, lifestyle, and reference groups
d.
reference groups, opinion leaders, and family
e.
lifestyle, reference groups, and family
70. A group in society, such as family, friends, or a professional organization, that influences an
individual’s purchasing behavior is called a(n):
a.
reference group
b.
conformist group
c.
opinion group
d.
social group
e.
influential group
71. Reference groups can be categorized very broadly as either:
a.
primary or secondary
b.
persuasive or nonpersuasive
c.
direct or indirect
d.
positive or negative
e.
personal or nonpersonal
72. Which of the following statements about reference groups is true?
a.
Reference groups stimulate, but do not constrain, consumption behavior.
b.
Reference groups have strong influence on all brands and product purchases.
c.
A person can only belong to one reference group.
d.
Reference groups serve as information sources and influence perceptions.
e.
Understanding reference groups has not helped marketers much.
73. A direct reference group is composed of:
a.
face-to-face membership groups that touch people’s lives directly
b.
only friends, neighbors, and relatives
c.
role models on television and in the movies
d.
people the individual does not want to be associated with
e.
people an individual aspires to be like
74. A value or attitude deemed acceptable by a group is called a(n):
a.
expectation
b.
reference
c.
aspiration
d.
opinion
e.
norm
75. Dustin is a member of a fraternity that has no problem with underage drinking. In fact, it is encouraged
and expected the members will party and drink alcohol regardless of their age. For this group, drinking
is considered a(n):
a.
norm
b.
requirement
c.
expectation
d.
affect
e.
primer
76. All of the following are types of reference groups EXCEPT:
a.
primary
b.
secondary
c.
personal
d.
aspirational
e.
nonaspirational
77. Which category of reference groups represents groups in which a consumer does not have
membership?
a.
Direct
b.
Indirect
c.
Primary
d.
Secondary
e.
Incomplete
78. David and Steven are best friends. Steven loves to compete in triathlons. David would love to compete
with Steven but is a weak swimmer. David decides to take swim lessons to improve his breathing and
stroke rhythms. Triathletes are a(n) _____ reference group for David.
a.
secondary
b.
primary
c.
aspirational
d.
nonaspirational
e.
direct
79. Jackie and Kevin like to eat at high end restaurants where they can sit and enjoy their meal without
rushing. An ad showing food created “fast from a can” would be appealing to Jackie and Kevin’s
_____ reference group.
a.
nonaspirational
b.
direct reference
c.
membership
d.
integrated
e.
aspirational
80. Opinion leaders are:
a.
wealthy, well-educated individuals
b.
experts on all high-involvement consumer goods
c.
usually the same individuals for all social classes
d.
people who influence others
e.
easy to locate and target
81. UGG footwear has a portion of its Web site featuring photographs of celebrities wearing UGG shoes.
The celebrities serve as _____.
a.
opinion leaders
b.
laggards
c.
early instigators
d.
gatekeepers
e.
aspirational adopters
82. You are the brand manager for a new line of allergy relief drugs. Which of the following methods
might you employ to use opinion leadership/reference groups to help stimulate demand for your
products?
a.
Create ads that show the typical consumer performing a healthy lifestyle activity.
b.
Develop a promotional campaign that tells customers they “deserve to use” these products.
c.
Drop the price of your new products to the point where customers will realize they are
getting a bargain.
d.
Develop a promotional campaign that emphasizes safety and security needs being fulfilled
by these health-care products.
e.
Use a series of ads showing different health-care associations and societies endorsing the
use of these health-care products.
83. Jen writes a popular blog about cooking. In her blog, she frequently mentions how much she likes
various products, and encourages her readers to purchase the products. What she does not disclose is
that she is being paid to promote these various products. Jen is engaging in:
a.
shilling
b.
spamming
c.
phishing
d.
phreaking
e.
hacking
84. Cultural values and norms are passed down to children through the process of:
a.
accumulation
b.
encroachment
c.
assimilation
d.
socialization
e.
manifestation
85. Because her mother only went to the supermarket once a month, this is how Monique prefers to do her
grocery shopping. One of the reasons Monique is such an efficient shopper is that, like her mother,
Monique believes, “Waste not, want not.” The passing down of norms and values to Monique is an
example of:
a.
consumerism
b.
the socialization process
c.
acculturation
d.
the roles opinion leaders play in business decision making
e.
the role of society in consumer decision making
86. Madison announced to her family last night that she wanted a pair of inline skates. Her sister Bailey
said she thought it was a stupid idea. Their mother, Wanda, said Madison deserved a special treat for
winning the science fair. Because her father Ned said nothing, Madison knew she was not getting the
skates. In terms of the roles played by family members in the consumer decision-making process:
a.
Madison was the initiator, and Ned had no role at all.
b.
Bailey was the initiator, and Wanda was the decision maker.
c.
Madison was an influencer, and Wanda was the decision maker.
d.
Madison was the initiator, and Ned was the decision maker.
e.
Madison was the initiator, and Bailey had no role at all.
87. All of the following are individual factors influencing consumer buying decisions EXCEPT:
a.
gender
b.
age
c.
family
d.
personality
e.
life-cycle stage
88. _____ is an orderly series of stages in which consumers’ attitudes and behavioral tendencies change
through maturity, experience, and changing income and status.
a.
Socialization
b.
The wheel of consumerism
c.
The family life cycle
d.
Lifestyle consumption
e.
Acculturation
89. An individual’s _____ is a composite of psychological makeup and environmental forces. It includes
people’s underlying dispositions, especially their most dominant characteristics.
a.
acculturation
b.
socialization
c.
personality
d.
autonomy
e.
attitude
90. _____ is how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and
self-evaluations.
a.
Socialization
b.
Personality
c.
Socialization
d.
Normalization
e.
Self-concept
91. Which of the following represents the way an individual actually perceives himself or herself?
a.
Personal image
b.
Idea self-image
c.
Real self-image
d.
Lifestyle image
e.
Defined self-image
92. Chaz wants to be a pirate like Captain Jack Sparrow in Disney’s Pirates of the Caribbean movies. He
wears a bandanna and carries a toy cutlass. Though Jack Sparrow is fictional, Chaz’s role play reveals
his _____.
a.
superego
b.
compliant orientation
c.
ideal self-image
d.
real self-image
e.
socialization process
93. Clayton’s purchase behavior is influenced by his love of rodeo, his patriotism, a fascination with
agriculture, his love of country music, and his belief that everyone needs to enjoy life. All of these
things are part of which personal influence on the consumer decision-making process?
a.
Attitude
b.
Personality
c.
Beliefs
d.
Lifestyle
e.
Experiential learning
94. Studies of how consumers relate to Internet entertainment classify them into nine different groups. One
category is “Mouse Potatoes,” who spend most of their time online, who want the most current
gadgets, and who believe the world pictured in the cartoon The Jetsons will someday exist. This is a
description of the _____ of “Mouse Potatoes.”
a.
self-image
b.
cultural bias
c.
lifestyle
d.
demographics
e.
socialization process
95. To analyze consumer lifestyles, marketers look at consumers’:
a.
activities, interests, and opinions
b.
behavior, personality, and social class
c.
geography, demography, and psychographics
d.
income, gender, and life objectives
e.
activities, personality, and demography
96. _____ is the analytical technique used to examine consumer lifestyles and to categorize consumers.
a.
An acculturation analysis
b.
A consumer audit
c.
Socialization
d.
Psychographics
e.
Demography
97. The extent to which consumers use their current situation to guide their social behavior is called:
a.
socialization
b.
identification
c.
self-monitoring
d.
cognitive dissonance
e.
decision-making
98. The process by which people select, organize, and interpret stimuli into a meaningful and coherent
picture is called:
a.
identification
b.
retention
c.
comprehension
d.
perception
e.
cognitive adaptation
99. Imagine life without that little spinning wheel icon to remind you that your computer is still searching
for a web site or copying documents. Without this wheel consumers might think the computer had
stopped working. This process in which consumers interpret this stimulus into a meaningful and
coherent picture is called:
a.
exposure
b.
perception
c.
retention
d.
cognition
e.
selection
100. On any given day, a person may be subjected to over 2,500 advertising messages but may only be
aware of 10 to 20 of them. This is called:
a.
selective distortion
b.
selective learning
c.
sporadic reinforcement
d.
intermittent selectivity
e.
selective exposure
101. When consumers change or distort information that conflicts with their feelings or beliefs, it is called:
a.
selective distortion
b.
selective dissonance
c.
intermittent reinforcement
d.
selective retention
e.
selective exposure
102. Families of police officers often alter information they hear about officers who die in the line of duty.
This _____ allows them to live and function without constant anxiety while their loved one is engaged
in a potentially dangerous job.
a.
selective retention
b.
selective distortion
c.
selective exposure
d.
faulty selectivity
e.
adaptive stimulus
103. A few years ago, Toro introduced a small, lightweight snowblower called the Snow Pup. Even though
the product worked great, sales failed to meet expectations because consumers perceived the name to
mean that the Snow Pup was a toy or too light to do any serious snow removal. This is how _____ can
influence the consumer decision-making process.
a.
selective distortion
b.
incorrect problem recognition
c.
lifestyle dissonance
d.
Americanization
e.
selective exposure
104. _____ occurs when consumers remember only information that supports their personal feelings or
beliefs.
a.
Intermittent reinforcement
b.
Selective exposure
c.
Selective retention
d.
Faulty selectivity
e.
Selective distortion
105. Cassandra, an accounting major, read an article stating that accounting graduates are receiving the
highest starting salary offers for business majors. The article also stated that marketing majors start
with lower salaries but surpass all other majors’ salaries within ten years. A week later Cassandra
doesn’t remember reading this last part of the article, just the first part. This is an example of:
a.
selective distortion
b.
selective exposure
c.
intermittent reinforcement
d.
selective socialization
e.
selective retention
106. Which of the following is the minimum difference in a stimulus that the consumer will notice?
a.
Minimum level of perception
b.
Absolute level of perception
c.
Differential threshold of perception
d.
Threshold level of perception
e.
Unique threshold of perception
107. A driving force that causes a person to take action to satisfy specific needs is called a(n):
a.
instigator
b.
motive
c.
enforcer
d.
stimulus
e.
belief
108. Ranked from the lowest to the highest level, Maslow’s hierarchy of needs model includes:
a.
safety, esteem, social, physiological, and self-actualization needs
b.
physiological, social, esteem, economic, and self-actualization needs
c.
psychological, safety, economic, esteem, and social needs
d.
physiological, safety, social, esteem, and self-actualization needs
e.
safety, economic, social, esteem, and self-development needs
109. According to Maslow’s hierarchy of needs model, the first needs most people would try to satisfy are
their _____ needs.
a.
safety
b.
physiological
c.
economic
d.
esteem
e.
derived
110. Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another
event requiring insurance. Hence the slogan “You are in Good Hands with All State.” These ads focus
on which of Maslow’s needs?
a.
Esteem needs
b.
Economic needs
c.
Safety needs
d.
Physiological needs
e.
Social needs
111. Jan’s twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan
cannot cook and wishes she could do the same. An ad for Stove Top stuffing promises “one box, three
meal ideas, 30 minutes.” Jan makes a point of adding this item to her grocery list. According to
Maslow’s Hierarchy, this ad appeals to Jan’s _____ needs.
a.
physiological
b.
interactive
c.
esteem
d.
safety
e.
self-actualization
112. Ralph played mediocre golf for over 20 years. Then he retired and vowed to improve his golf game by
buying one of the new golf clubs that promise increased distance and have a $700 price tag. According
to Maslow’s hierarchy of needs, Ralph is most likely trying to satisfy his _____ needs.
a.
social
b.
safety
c.
self-actualization
d.
physiological
e.
psychological
113. The slogan used by the manufacturer of Jaguar automobiles, “Don’t dream it. Drive it.” was intended
to appeal to consumers’:
a.
physiological needs
b.
social needs
c.
safety needs
d.
esteem needs
e.
self-actualization needs
114. If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation, it
would create ads that:
a.
emphasize hunger
b.
emphasize that only those people who want to tell others they have risen to the top of their
profession use the restaurant
c.
inform consumers about the cleanliness of the food preparation areas and procedures
d.
show people enjoying others’ company while eating in the restaurant
e.
indicate eating in the restaurant is what “you have earned and deserve”
115. The process that creates changes in behavior is called:
a.
selective adaptation
b.
learning
c.
involvement manipulation
d.
attitude adjustment
e.
behavior normalization
116. Manufacturers of consumer goods often give away trial sizes of new products to encourage:
a.
experiential learning
b.
selective perception
c.
continuous reinforcement
d.
conceptual learning
e.
problem recognition
117. _____ is a form of learning that occurs when one response is extended to a second stimulus similar to
the first.
a.
Belief generalization
b.
Belief discrimination
c.
Stimulus generalization
d.
Stimulus discrimination
e.
Attitude formation
118. Kent Longino is the marketing vice-president for Andersen, one of the largest manufacturers of
windows in the world. He is directing the introduction of a glass-encased sunroom that can be
assembled in a weekend. He wants to capitalize on Andersen’s existing reputation. Which learning
method should he attempt to stimulate when introducing the new product?
a.
conceptual learning
b.
experiential learning
c.
repetition learning
d.
stimulus generalization
e.
stimulus discrimination
119. Celestial Seasonings is a well-recognized brand of tea. It has differentiated itself from traditional teas
by producing herbal teas and teas using the more exotic white tea leaves. It has recently introduced
Celestial Seasonings Tea Dreams ice cream, a product it hopes will be successful due to consumers’
awareness of the brand. Celestial Seasonings is relying on _____ to make its new product a success.
a.
conceptual learning
b.
experiential learning
c.
repetition learning
d.
stimulus generalization
e.
stimulus discrimination
120. Omega is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on
quality and attention to details. When the company introduces new timepieces it can count on a
well-established market already existing for the new product due to:
a.
perceptual generalization
b.
stimulus discrimination
c.
perceptual discrimination
d.
selective distortion
e.
stimulus generalization
121. _____ is the learned ability to differentiate between similar objects such as packages of different
brands of aspirin.
a.
Incentive discrimination
b.
Stimulus generalization
c.
Selective perception
d.
Selective generalization
e.
Stimulus discrimination
122. Rayshawn’s favorite soft drink is Coca-Cola. If he orders a Coke at a restaurant and is told that the
restaurant serves only Pepsi products, he will often just order water rather than order a Pepsi. He
insists that he can tell the difference between the two brands. Which learning concept is Rayshawn
demonstrating?
a.
Selective retention
b.
Stimulus discrimination
c.
Perceptual generalization
d.
Selective generalization
e.
Stimulus generalization