consumer behavior Exam

1. A cultural sanction refers to the penalties associated with performing a nongratifying or culturally inconsistent behavior.
2. Americans born between 1928 and 1945 tend to be frugal and follow largely utilitarian motivations with their purchases. The generational microculture group described here is the silent generation.
3. Americans born between 1946 and 1964, during a time in the United States that was marked by optimism and relative economic security, belong to the category of the Baby Boomers.
4. Andy aspires to play for his college football team. He attends the team’s trials and works hard to maintain his fitness and stamina. In this case, being a part of the team appeals to Andy’s ideal self.
5. Barbara is an active member of her church. She is the choir director and the youth program director. Barbara loves both roles and relates with almost all the other members. She is also the spokesperson of the church’s social welfare group. The given scenario illustrates connected self-schema.
6. Beth has been searching for the right sunscreen lotion for her skin type. She tries a few brands, but none of them suit her sensitive skin. When Beth finally finds the right sunscreen, she makes it a point to tell all her close friends about how good the product is. The given scenario is an example of organic word-of-mouth.
7. Businesses dealing with planned retirement communities have become profitable as the baby boomer population becomes older. Identify the trend affecting consumer behavior in this scenario.

Increasing life expectancy and the aging consumer.

8. In Venvuzea, the people of its southern parts are distinguished from others by their hospitality as well as their love for tradition. This is an example of difference based on regional microcultures.
9. Marve is a socialite who is known for her expertise on handbags. Some upcoming designers use Marve’s expertise on handbags to promote their new handbag collection in her social circle. They give her handbags to carry to parties and other social events. Marve also uses social networking sites to write about the bags. She thus creates excitement about them among her friends. The given scenario exemplifies buzz marketing.
10. The individual difference variable of susceptibility to interpersonal influence assesses an individual’s need to enhance the image others hold of him or her by acquiring and using products, conforming to the expectations of others, and learning about products by observing others.
11. The process of learning by imitating others’ behavior is known as modeling.
12. The extended family consists of three or more generations of family members.
13. Which of the following core societal value (CSV) dimensions reflects values consistent with Confucian philosophy and a prioritization of future rewards? Long-term orientation
14. Which of the following statements is true in the context of Chindia? Chindian consumers are stepping up to some luxuries that would have been out of their reach previously.
15. Wizard Battles has a rather large number of dedicated players online. These gamers are from different ethnic, demographic, and geographic backgrounds, but they all share the same passion for the game. This microculture of gamers can be referred to as a street microculture.
16. _____ uses online technologies to facilitate word-of-mouth by having consumers spread marketing messages through their online connections.
    Niche marketing
    b. Stealth marketing
    c. Viral marketing
    d. Dissociative marketing
    C
17. Beth has been searching for the right sunscreen lotion for her skin type. She tries a few brands, but none of them suit her sensitive skin. When Beth finally finds the right sunscreen, she makes it a point to tell all her close friends about how good the product is. The given scenario is an example of _____.
    dissociated self-schema
    b. amplified word-of-mouth
    c. organic word-of-mouth
    d. separated self-schema
    C
18. Ruth keeps account of her family’s expenses. She keeps track of the entire family’s needs and discusses with other family members about what products need to be bought. She realizes that the family requires a bigger refrigerator and discusses this with her parents. She collects information about refrigerators from various brands so that her parents can make an informed decision. In the given scenario, Ruth plays the role of the _____ in the household purchase process.
    innovator
    b. influencer
    c. gatekeeper
    d. purchaser
    B
19. Barbara is an active member of her church. She is the choir director and the youth program director. Barbara loves both roles and relates with almost all the other members. She is also the spokesperson of the church’s social welfare group. The given scenario illustrates_. Select one:
20. separated self-schema
    b. self-esteem
    c. ideal self
    d. actual self
    C
21. When applying for admission to various colleges, Meg considers Corter State University her first choice. She does this because her parents hold this institution in high regard. The given scenario illustrates the influence of a(n) _____.
    informal group
    b. secondary group
    c. dissociative group
    d. primary group
    D
22. Stan is a member of the Council of Consumer Research, but when he attends conferences, he does not identify with the members of the council. Even though his research is received favorably, he often feels detached and perceives himself as different from the other members. The given scenario illustrates _____.
    connected self-schema
    b. separated self-schema
    c. value-expressive influence
    d. informational influence
    B
23. The stress an individual feels to behave in accordance with group expectations is known as _____.
    peer pressure
    b. coercive power
    c. authority
    d. influence
    A
24. Sarah is a member of a book club. The members of the club meet every Saturday for book reading sessions. All the members, except Sarah, drink coffee while they read. During one such session, Sarah is offered a cup of coffee by a member. Instead of refusing it, she accepts the coffee and enjoys it. Which of the following is most likely responsible for Sarah’s change in behavior?
    Utilitarian influence
    b. Informational influence
    c. Situational influence
    d. Value-expressive influence
    B
25. The _____ consists of three or more generations of family members.
    extended family
    b. utilitarian household
    c. nuclear family
    d. family household
    A
26. Consumers who spread information about all types of products and services that are available in the marketplace are called _____.
    surrogate consumers
    b. market leaders
    c. market mavens
    d. conscientious consumers
    C
27. _____ occurs naturally when consumers truly enjoy a product or service and they want to share their experiences with others.
    Outgroup influence
    b. Organic word-of-mouth
    c. Separated self-schema
    d. Amplified word-of-mouth
    B
28. In the context of social power, for _____ to work, it is necessary that the desirability of the benefit being offered is high.
    expert power
    b. coercive power
    c. reward power
    d. referent power
    C
29. A group that includes members who have frequent, direct contact with one another is known as a(n) _____.
    dissociative group
    b. primary group
    c. secondary group
    d. aspirational group
    B
30. Jen makes handmade soaps and sells them at farmers’ markets every Sunday. She wants her business to grow, so her husband decides to help her. They start a website to showcase the soaps. Jen’s husband also praises her products using a fake identity on various online forums. In the given scenario, Jen’s husband is using the tactic of _____.
    stealth marketing
    b. shilling
    c. infiltrating
    d. ambush marketing
    C
31. Aspirational group membership often appeals to a consumer’s _____.
    actual self
    b. social self
    c. possible self
    d. ideal self
    D
32. The individual difference variable of _____ assesses an individual’s need to enhance the image others hold of him or her by acquiring and using products, conforming to the expectations of others, and learning about products by observing others. Select one:
33. susceptibility to interpersonal influence
34. attention to social comparison information
35. social presence and embarrassment
36. separateness-connectedness

32. rve also uses social networking sites to write about the bags. She thus creates excitement about them among her friends. The given scenario exemplifies _____.
    shilling
    b. infiltrating
    c. buzz marketing
    d. app marketing
    c
33. Abigail joins Unite for Animals, a nonprofit organization that works for the welfare and ethical treatment of animals. She joins the organization because she strongly believes in the group’s cause of helping animals. She even chooses to become a vegetarian because of her belief in the group’s vision for animal welfare. Which of the following types of group influence does Unite for Animals exert on Abigail?
    Dissociative influence
    b. Utilitarian influence
    c. Informational influence
    d. Value-expressive influence
    D
34. The _____ of groups refers to the ways in which consumers internalize a group’s beliefs or the extent to which consumers join groups to convey their own closely held beliefs.
    utilitarian influence
    b. situational influence
    c. value-expressive influence
    d. informational influence
    C
35. Which of the following reference group influences is related to referent power? a. Utilitarian influence
    Value-expressive influence
    c. Informational influence
    d. Dissociative group influence
    b
36. Derrick, an active member of Animal Lovers Club, is against the killing of animals for food. He does not want to be part of either a meat-lovers’ club or any group with a history of cruelty toward animals. In the given scenario, meat- lovers’ clubs are an example of a(n) _____.
    formal group
    b. aspirational group
    c. primary group
    d. dissociative group
    D
37. Patrick graduated from college with a bachelor’s degree in business administration. He decides to stay with his parents in order to save money and pay off his student loan. In the given scenario, Patrick is an example of a _____.
    gatekeeper
    b. laggard
    c. boomerang kid
    d. decision maker
    C
38. Harriet recently moved to a posh neighborhood. She buys an expensive car and starts wearing designer clothes so that she fits in with the residents of the neighborhood. The given scenario illustrates the individual difference variable of _____.
    social presence and embarrassment
    b. separateness-connectedness
    c. attention to social comparison information
    d. susceptibility to interpersonal influence
    D
39. Families that consist of previously married spouses and their children are known as _____.
    nuclear families
    b. extended families
    c. blended families
    d. matrifocal families
    C
40. Richard is a famous tennis player. He dreams of winning all four major worldwide tennis tournaments so that he can be one of the few players who have achieved this record. This group of record holders is an example of a(n) _____.
    primary group
    b. aspirational group
    c. formal group
    d. informal group
    B
41. Stacy signed up her daughters for Brownie Girl Scouts a few months back. Since then, she has noticed a positive change in her daughters’ attitudes. Her daughters have become much more disciplined and responsible. Stacy feels that this change has been brought about by the Brownie Girl Scouts group. In this case, the attitude change in Stacy’s daughters can be attributed to _____.
    group influence
    b. dissociative groups
    c. negative peer pressure
    d. individual influence
    A
42. The Bellane Heart Association is an organization that promotes cardiac care. It organizes various awareness programs for the public. Well-known and reputed cardiologists provide information on how to prevent heart diseases during these programs. Which of the following does the Bellane Heart Association have in the domain of cardiac care?
    Referent power
    b. Legitimate power
    c. Expert power
    d. Reward power
    c
43. Barbara is an active member of her church. She is the choir director and the youth program director. Barbara loves both roles and relates with almost all the other members. She is also the spokesperson of the church’s social welfare group. The given scenario illustrates _____.
    connected self-schema
    b. social presence and embarrassment
    c. susceptibility to interpersonal influence
    d. separated self-schema
    A
44. Carbund is a professional medical fraternity. Individuals have to meet certain criteria to become a member of the group. The national association outlines the activities that the members are expected to perform. Given the information, Carbund is an example of a(n) _____.
    outgroup
    b. formal group
    c. dissociative group
    d. informal group
    B
45. Harold is the president of a local tennis club. The club’s rules dictate that the club members devote a required number of hours per day to practice. The club members also have to follow a strict uniform code. Any form of nonconformity with the rules would lead to the suspension of membership. Which of the following types of social power does Harold, as the president of the club, exercise over the members of the club?
    Referent power
    b. Legitimate power
    c. Expert power
    d. Reward power
    B
46. A group to which a consumer does not want to belong is called a _____.
    primary group
    b. formal group
    c. dissociative group
    d. peer group
    C
47. _____ refers to ways in which a cluster of members have an impact on the attitudes, opinions, and behaviors of others within that cluster.
    Group influence
    b. Socialization
    c. Cognitive interference
    d. Conformity
    A
48. Jeremy is a ten-year-old boy. His parents drop him to school every day. They now feel that he is old enough to go to school by himself and decide to buy him a bicycle. His parents take him to various bicycle stores to choose a bicycle for him. In the context of household purchase roles, Jeremy is the _____.
    influencer
    b. user
    c. purchaser
    d. laggard
    B
49. Felicity is a 15-year-old girl. She lives in a big house with her parents and her two younger siblings. Her aunt, her paternal grandparents, and her great-grandmother also live with her family. Family chores are divided among the members of the family so that everybody can contribute to the household. The given scenario exemplifies a(n) _____.
    extended family
    b. matrifocal family
    c. nuclear family
    d. blended family
    A
50. ____ includes marketing efforts that focus on generating excitement that is spread among market segments.
    Buzz marketing
    b. Dissociative marketing
    c. Social media marketing
    d. Stealth marketing
    A
51. Cuidado, a nonprofit organization that focuses on caring for the elderly, encourages its members to do as much as possible for the welfare of old people. At the end of each year, one individual is voted as the “Care Member of the Year.” The member also receives a free holiday package for two. Which of the following types of group influence most likely motivates the members of Cuidado to care for the elderly?
    Informational influence
    b. Utilitarian influence
    c. Value-expressive influence
    d. Situational influence
    b
52. The person in the household who recognizes a need and provides information about a potential purchase to others is known as the _____.
    influencer
    b. gatekeeper
    c. purchaser
    d. innovator
    a
53. Jane does not like to buy expensive clothes. However, when she is out shopping with her colleagues who regularly splurge on luxury brands, she ends up buying expensive clothes to impress them. The given scenario illustrates the individual difference variable of _____.
    separated self-schema
    b. low connected self-schema
    c. attention to social comparison information
    d. low susceptibility to interpersonal influence
    c
54. Young adults, aged 18 to 34, who graduate from college and move back home with their parents are referred to as _____.
    early adopters
    b. the early majority
    c. the sandwich generation
    d. boomerang kids
    d
55. Every morning, Kelly goes for a walk in a park near her apartment. She is acquainted with some of the regular walkers in the park. She greets them whenever they meet and sometimes goes for breakfast with them to a nearby diner. This group is an example of a(n) _____.
    primary group
    b. aspirational group
    c. informal group
    d. dissociative group
    c
56. The individual difference variable of _____ assesses an individual’s need to enhance the image others hold of him or her by acquiring and using products, conforming to the expectations of others, and learning about products by observing others.
    susceptibility to interpersonal influence
    b. separateness-connectedness
    c. social presence and embarrassment
    d. attention to social comparison information
    a
57. The marketing tactic that involves compensating consumers to talk about or promote products without disclosing that they are working for the company is referred to as _____.
    a. viral marketing
    b. shilling
    c. stealth marketing
    d. infiltrating
    b
58. _____ is a measure of the strength of connection between members in a group.
    A social tie
    b. Conformity
    c. Informational influence
    d. A social unit
    a
59. _____ are consumers who have great influence on the behavior of others relating to product adoption and purchase.
    Conscientious consumers
    b. Surrogate consumers
    c. Opinion leaders
    d. Market mavens
    c
60. New Beginnings, a firm specializing in mother and childcare products, gives free samples of its latest products to new mothers. It also encourages mothers to share their feedback on the samples on a company blog created for this purpose. The company’s goal is to stimulate positive word-of-mouth about its products. The given scenario is an example of _____.
    separated self-schema
    b. dissociative influence
    c. organic word-of-mouth
    d. amplified word-of-mouth
    d
61. Fred is a 45-year-old man. He has an analog television without a satellite connection. His savings are low. Therefore, he does not wish to switch to a digital television until the old one breaks down. Which of the following adopter categories best describes Fred?
    Innovators
    b. Early adopters
    c. Laggards
    d. The early majority
    c
62. Barrum Owners is a group that consists of people who own Barrum motorbikes. The members of the group meet every month for members-only rides and other events. The group also has online forums where the members hold discussions. Given the information, Barrum Owners is an example of a(n) _____.
    informal community
    b. brand community
    c. aspirational group
    d. primary group
    b
63. A(n) _____ is a group that has no membership or application requirements, and codes of conduct may be nonexistent.
    informal group
    b. formal group
    c. aspirational group
    d. dissociative group
    a
64. _____ is a marketing tactic that involves using fake identities in online discussions to promote a product.
    Shilling
    b. Infiltrating
    c. Dissociative marketing
    d. Consumer socialization
    b
65. A consumer who is hired by another to provide input into a purchase decision is known as a(n) _____.
    opinion leader
    b. market maven
    c. conscientious consumer
    d. surrogate consumer
    d
66. Traffic Followers, a group that promotes road safety, has a strict code of penalizing members who violate traffic rules. In some cases, nonconformity can result in expulsion from the group. The given scenario is an example of a group exercising _____ over its members.
    coercive power
    b. expert power
    c. reward power
    d. referent power
    a
67. Consumers who score high on the _____ variable are concerned about how other people react to their behavior.
    separated self-schema
    b. social buying
    c. attention to social comparison information
    d. susceptibility to interpersonal influence
    c
68. _____ occurs when marketers attempt to accelerate conversations about their products or services in existing customer circles, or when they develop entirely new forums like blogs or web pages to do the same.
    Outgroup influence
    b. Organic word-of-mouth
    c. Amplified word-of-mouth
    d. Separated self-schema
    c
69. Every year, The Sprinters’ Club, a club for athletes, chooses one athlete among its members and declares him or her the “Outstanding Athlete of the Year.” The title is based solely on performance, and all members vie for it. The power of the club to bestow this title on one of its members is an example of _____.
    legitimate power
    b. expert power
    c. reward power
    d. coercive power
    c
70. Gayard Ballet, a ballet group, has both experienced and inexperienced dancers. New members often emulate the attitudes and behaviors of the experienced members as they consider them their role models. This strengthens the bond between the group members. The given scenario illustrates _____.
    referent power
    b. legitimate power
    c. expert power
    d. reward power
    a
71. Janice wants to throw a big party to celebrate her 21st birthday. As her sister Melanie is a professional event planner, she asks Melanie to do all the arrangements for the party. Which of the following types of social power does Janice’s sister exercise over her?
    Referent power
    b. Expert power
    c. Coercive power
    d. Reward power