Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
More than half of all Hispanic Americans are of Cuban descent.
When a company engages in a "piggybacking strategy," it is hoping that customers will
be able to discriminate between the company's product and a competitor's product.
Dove's Campaign for Real Beauty features women with imperfect bodies modeling in
advertisements for skin and hair care products. The nature of the social comparison that
occurs when a consumer uses these marketing images as a benchmark is likely different
than the social comparison that occurs when a consumer sees advertisements for other
skin and hair care products.
In the modern holiday rituals of Christmas, the figures of Christ and Santa can be seen
as binary opposites; one promotes selflessness while the other promotes materialism.
As people's incomes rise, they are more likely to prefer additional experiences over
additional possessions.
Kinsei engineering focuses on the visual sense.
Where you choose to sit in an almost empty movie theater is most likely determined by
your culture's mores.
Motivational research is based on the trait theory of personality.
A normative community is an actual or imaginary individual or group conceived of
having significant relevance upon an individual's evaluations, aspirations, or behavior.
Social capital refers to an individual's knowledge of the "right" behavior used in the
realm of the upper class.
Consumers who share demographic characteristics such as ethnicity and age can have
very different lifestyles.
Consumer-generated content is a trend that helps to define the era of Web 2.0.
The general method for elevating one's social status is to increase the use of ascribed
status tools.
An ethnic subculture consists of a self-perpetuating group of consumers who share
common cultural and/or genetic ties. This subculture is identified both by its members
and by others as a distinguishable category.
Alfred Adler suggested that many actions that people take are motivated by their desire
to overcome feelings of inferiority.
The typical immigrant today in the United States is most likely from Europe.
Sensory marketing has proven to be largely ineffective as a marketing approach.
Creolization occurs when foreign influences integrate with local meanings.
Customers are more likely to buy an inferior product now rather than wait for a better
one if their culture thinks of time as a map rather than as a river.
Interpretation is the last stage of the perceptual process.
Unless a purchase decision is risky and/or has high involvement, it is reasonable for a
customer to shorten the decision process by limiting the information search and
evaluation of alternative stages rather than thoroughly undertaking each step.
The indulgence versus restraint dimension of Hofstede's Dimensions of National
Culture deals with the extent to which a society allows relatively free gratification of
basic and natural human drives related to enjoying life.
The spacing effect describes the tendency for consumers to recall printed material more
effectively when the advertiser repeats the target item repeatedly in a short time period
rather than periodically over a longer time span.
Cedric runs out of gas. He thinks to himself, How stupid I am! Cedric has just
experienced a form of problem recognition that is being dominated by a downward
movement in his actual state.
Episodic memories are likely to become part of a person's long-term memory.
If a retailer has decided to use a marketscape theme for its retail operations, the
retailer's store images will be built on information and communications technology
features.
Cognitive learning theory approaches tend to stress the importance of internal mental
processes.
People tend to pattern their behavior on the perceived expectations of others, which is a
form of a self-fulfilling prophecy.
Subcultures of young women in Japan start many trends that eventually make their way
around the world.
A typical antecedent state is product disposal.
Latitudes of acceptance and rejection are important aspects of social judgment theory.
In general, when the source of a message is perceived as attractive, the message will be
more effectively communicated.
Asian Americans as a whole tend to be an easy target market to communicate with
because of their cultural similarity to one another.
Fashion is the process of social diffusion by which some group adopts a new style.
Once a culture is established it doesn't change. An apparent change in a culture is
simply the emergence of a new culture.
Which of the following best supports the argument that tourism is a sacred experience?
A) Tourism rarely involves the binary opposition of work and leisure.
B) Tourism involves seeking authentic experiences that differ from daily, mundane
activities.
C) Tourism involves the four most important dimensions of culture.
D) Tourism provides opportunities for individuals to better understand their culture's
crescive norms through interaction with other cultures.
John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick."
By systematically rewarding his dog for responding in the correct way, John is able to
accomplish great progress over a 30-day period. John was able to teach his dog using
which of the following learning processes?
A) classical conditioning
B) instrumental conditioning
C) stimulation conditioning
D) extinction conditioning
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
George says that he sees everything as "black or white"no in between." George would
most accurately be characterized as a(n) ________.
A) positivist
B) collectivist
C) interpretivist
D) consumerist
Demographically, which of the following are the two most important characteristics of
the Hispanic American market?
A) It is a mature group with money to spend.
B) It is a young group that prefers to live in rural areas.
C) It is a mature group that is now almost totally bilingual.
D) It is a young group with families that tend to be large in size.
The average American's standard of living continues to improve. These income shifts
are linked to two key factors: ________.
A) a shift from blue-collar to white-collar employment and the increased use of
technology
B) increasing immigration to the United States and increasing development of technical
skills
C) a shift in women's roles and increases in educational attainment
D) a shift in population from the Snow Belt to the Sun Belt and advances in human
rights
Which of the following values is most associated with materialists?
A) honesty
B) status
C) loyalty
D) frugality
According to the information processing-approach to studying the memory process, in
the ________ stage, information enters in a way the system will recognize it.
A) storage
B) retrieval
C) encoding
D) decoding
Which of the following occurs when a customer learns that two products are different
even though the packages of both products look similar?
A) extinction
B) brand equity
C) stimulus generalization
D) stimulus discrimination
A ________ includes a buyer, a seller, a product or service and other factors, such as
how the physical environment makes one feel.
A) postpurchase process
B) purchase process
C) consumption situation
D) psychological situation
If a consumer admires the qualities of another person and copies his or her behaviors,
the person that is copied is said to have ________ power.
A) referent
B) informational
C) legitimate
D) coercive
The tipping point most likely occurs just towards the end of the adoption stage for the
________.
A) innovators
B) early adopters
C) early majority
D) mass connectors
In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air,
so manufacturers created the traditionally shaped ketchup bottle with the narrow
opening. When chemicals were developed to reduce this oxidation, it was then possible
to sell ketchup in more conveniently shaped containers. Customers, however, rejected
bottles that didn't have the traditional ketchup shape. This is an example of the power of
________ in the marketplace.
A) sensory overload
B) thresholds
C) hyperreality
D) schema
Tracy buys Eight O'Clock coffee because it reminds her of her grandmother, who
always purchased this brand. Tracy has a(n) ________ type of relationship with the
product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Which of the following statements most accurately defines homophily?
A) Homophily is the degree to which a pair of individuals is similar in terms of
education, social status, and beliefs.
B) Homophily is the degree to which a pair of individuals is similar in terms of
monetary wealth and lifestyle.
C) Homophily is the degree to which a pair of individuals is similar in terms of
ethnicity.
D) Homophily is the degree to which a pair of individuals is similar in terms of sexual
orientation.
A study found that women who engage in extensive information search and comparison
shopping were most likely to select which of the following metaphors to express their
perspective of time?
A) Time is a pressure cooker.
B) Time is a river.
C) Time is a map.
D) Time is a feast.
Pierre Bourdieu concluded that "taste" is a ________ that causes consumption
preferences to cluster together.
A) habitus
B) code
C) hierarchy
D) capital
Which of the following most accurately reflects the current thinking about the use of
subliminal perception in marketing promotion and advertising?
A) Subliminal messages are below the threshold of perception, so they cannot be
utilized in marketing.
B) Subliminal ads can be effective, but customers do not like them; therefore, marketers
avoid them.
C) There is some evidence that subliminal perception can have limited effects, but the
effects are not specific enough to make subliminal messages effective in advertising.
D) It comes down to a matter of attention. If a viewer will pay enough attention to a
subliminal message, then it can have specific effects.
Which job role best fits the definition of a surrogate consumer?
A) physician
B) interior decorator
C) physical trainer
D) psychologist
Jason is a marketing researcher working for a client who believes that social class will
be an important segmenting device. Jason decides to find social class categories by
simply asking respondents to pick their own category. Which of the following best
supportsJason's approach?
A) Most Americans don't mind talking about social class but usually misclassify
themselves.
B) American consumers generally have little difficulty accurately placing themselves in
the lower-middle class or middle class.
C) American consumers are generally better able to identify their neighbors' social class
than their own social class.
D) Respondents will list the social class they wish to belong to rather than the one they
actually occupy.
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 most likely applying in her search for a millionaire husband?
A) lexicographic rule
B) elimination-by-aspects
C) conjunctive rule
D) weighted additive rule
Jack isn't motivated to spend time thinking about what his mom's birthday present could
be so he just orders her flowers yet again. Jack is experiencing ________.
A) boredom
B) emotional decision making
C) inertia
D) mental budgeting
The psychological dimension of time or how it is experienced is an important factor in
what mathematical study?
A) polychronic activity
B) queuing theory
C) temporal tasking
D) physical metrics
On Flickr, shared photos represent the ________ which is the basis for the network.
A) tie strength
B) social object
C) node
D) graph
Which of the following is NOT closely associated with what your text terms the
"horizontal revolution"?
A) Web 1.0
B) Web 2.0
C) C2C e-commerce
D) user-generated content
Which American subculture is most likely to hold technology jobs and purchase
high-tech gadgets?
A) African American
B) Hispanic American
C) Asian American
D) Arab American
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
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
A student of postmodernism is most likely to believe that the world in which we live is
a(n) ________, or a mixture of images.
A) alternate reality
B) paradigm
C) consumerspace
D) pastiche
The term "big data" refers to the ________.
A) importance of database marketing
B) use of mainframe computers to model marketing problems
C) collection and analysis of extremely large datasets
D) implementation of new data mining technologies
Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her
sorority's formal event. The stores were crowded, and none of her favorite shops carried
a dress that she liked in her size. After spending hours at the mall, Jenny gave up and
decided to order her dress online and just return it if it wasn't exactly right. This story is
an example of how consumer behavior is a(n) ________.
A) industry
B) process
C) art form
D) theory
When people deface products, it is an act of ________.
A) counterfeiting
B) anticonsumption
C) addiction
D) materialism
What is the capacity of short-term memory? Comment and explain.
Describe the concepts of brand personality and brand equity and explain how they are
related.
Choose a myth and explain the myth in terms of the four interrelated functions myths
play in a culture.
Explain the term acculturation and indicate how the progressive learning model might
be used by marketers.
Explain the concept of deethnicization. Give an example.
Explain several of the basic characteristics of social networks. Provide an example.
As a personal selection factor, adaptation is seen as the degree to which consumers
continue to notice a stimulus over time. Five factors can lead to adaptation. List and
briefly describe the connection with adaptation.
A woman who was raised on Kate Moss images of women, played with Barbie dolls
while growing up, and watched her share of TV was talking with a friend outside a
theater playing the Marilyn Monroe classicGentlemen Prefer Blondes. The woman said,
"I didn't know Marilyn Monroe was so big and fat." Her female friend disagreed and
said, "Marilyn Monroe is a classic icon of beauty." Discuss this interchange in terms of
ideals of beauty.
As we age, our values and priorities change. Researchers have identified a set of key
values that motivate older consumers. Marketing strategies aimed at the gray market
should relate to one or more of these motivational factors to be successful. Select one of
them and describe how marketers have applied it. The key values are:
∙ Autonomy
∙ Connectedness
∙ Altruism
Maleness versus femaleness and masculinity versus femininity"do these sets basically
mean the same thing? Discuss and illustrate with examples of sex-typed products.
Identify what the term cooptation means. Give an illustration of the concept and
demonstrate how it applies to the movement of meaning as shown in the text.
What is a social game? Is Angry Birds a social game? Why or why not?
A female writer looks at a common myth of the Western culture and writes a novel
applying that myth to fictional modern characters. Using the concept of a culture
production system (CPS), explain how this writer will market her ideas to her readers.
Describe the loss-aversion bias and provide an example from your own experience.
Characterize the straight rebuy, the modified rebuy, and the new task decision in
organizational purchasing. Provide an example of each.
A contemporary view of the American social class structure is presented in the text.
Identify each of the major categories and supply a brief comment that characterizes
each one.
Explain the difference between a high-context culture and a low-context culture. Give
an example of each and explain the reason for your choice(s).
The likelihood that people will become part of a consumer's membership reference
group is affected by three factors. Name and briefly discuss each of these factors.
Use the example of a political campaign to discuss the relationship between various
cultural formulas and reality engineering.
