Q&A Hero

Q: Differentiate between the levels of cultural norms.

Q: The American value of individualism stimulates acceptance of customized or unique products that enable a person to "express his or her own personality."

Q: Although Americans deeply embrace freedom of choice and individualism, they nevertheless accept the reality of conformity.

Q: Material comfort and pleasure have become more recently associated with quality rather than quantity.

Q: Americans place a great importance on time. They value time and believe in the importance of not wasting time. This is connected to the Americans' core value of humanitarianism.

Q: 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.

Q: Keeping busy and remaining active and involved is related to one of the American core values.

Q: Gordon's values are strongly reflected in Americans' core values.

Q: 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.

Q: 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.

Q: 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.

Q: Content analysis can identify the intentions, focus, or communication trends of an individual, group, or institution.

Q: 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.

Q: Ritualized behavior is typically rather formal, often scripted behavior, and is likely to occur repeatedly over time.

Q: Symbols can have contradictory meanings.

Q: The repetition of marketing messages is not related to cultural beliefs and values.

Q: The contents of media, advertising, and marketing reflect cultural values and convey them to all members of society very effectively.

Q: Enculturation is the learning of a new or foreign culture.

Q: 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.

Q: 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.

Q: When a specific standard no longer satisfies the members of a society, it is modified or replaced.

Q: Culture gradually but continually evolves to meet the needs of society.

Q: Culture determines whether a product is a necessity or a discretionary luxury.

Q: 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.

Q: We can only truly understand our culture's influence after visiting other countries and observing local values and behaviors.

Q: Cultural values express the collective principles, standards, and priorities of a community.

Q: WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is appropriate for her ceremony because she has been to a number of weddings before. She has questions, though, about the appropriate wording of her invitations, so she reviews the helpful information provided by professional wedding planners on specialist wedding sites to familiarize herself with customary wording and style rules. In choosing a wedding dress, Susan has decided to have a dress designer make a custom wedding dress for her. 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

Q: WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is appropriate for her ceremony because she has been to a number of weddings before. She has questions, though, about the appropriate wording of her invitations, so she reviews the helpful information provided by professional wedding planners on specialist wedding sites to familiarize herself with customary wording and style rules. In choosing a wedding dress, Susan has decided to have a dress designer make a custom wedding dress for her. In the WEDDING MINI CASE, a bridal bouquet would be considered a ritual ________. A) artifact B) symbol C) culture D) custom E) value

Q: In the WEDDING MINI CASE, the wedding is considered a ________. A) custom B) value C) ritual D) belief E) culture

Q: WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is appropriate for her ceremony because she has been to a number of weddings before. She has questions, though, about the appropriate wording of her invitations, so she reviews the helpful information provided by professional wedding planners on specialist wedding sites to familiarize herself with customary wording and style rules. In choosing a wedding dress, Susan has decided to have a dress designer make a custom wedding dress for her. 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

Q: WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is appropriate for her ceremony because she has been to a number of weddings before. She has questions, though, about the appropriate wording of her invitations, so she reviews the helpful information provided by professional wedding planners on specialist wedding sites to familiarize herself with customary wording and style rules. In choosing a wedding dress, Susan has decided to have a dress designer make a custom wedding dress for her. 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

Q: DOG TREAT MINI CASE: Observing consumers at veterinary clinics, pet superstores, and grocery stores, Happy Dog determined that consumers were more likely to buy expensive dog treats at their veterinarians' offices than at grocery stores or pet superstores. Happy Dog researchers also observed that consumers spent less time looking at the pet treats before purchasing them when the treats were purchased at the veterinarian's office because they assumed that anything on offer at a veterinarian's office must be good for their pets. As a result of this research, Happy Dog Beef Treats are sold only at the offices of veterinarians and dog groomers and are more expensive than the average dog treat that pet owners might purchase at the supermarket. Happy Dog recently modified its treat recipe to come out with NEW, JUICIER Beef Treats for pet owners to use to reward their dogs. Advertisements promoting the new recipe show a young boy teaching his dog a series of tricks by rewarding her consistently with Happy Dog Beef Treats. At the end of the commercial, the boy cues his dog for the tricks in front of his parents, she performs, and his parents clap proudly. 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

Q: DOG TREAT MINI CASE: Observing consumers at veterinary clinics, pet superstores, and grocery stores, Happy Dog determined that consumers were more likely to buy expensive dog treats at their veterinarians' offices than at grocery stores or pet superstores. Happy Dog researchers also observed that consumers spent less time looking at the pet treats before purchasing them when the treats were purchased at the veterinarian's office because they assumed that anything on offer at a veterinarian's office must be good for their pets. As a result of this research, Happy Dog Beef Treats are sold only at the offices of veterinarians and dog groomers and are more expensive than the average dog treat that pet owners might purchase at the supermarket. Happy Dog recently modified its treat recipe to come out with NEW, JUICIER Beef Treats for pet owners to use to reward their dogs. Advertisements promoting the new recipe show a young boy teaching his dog a series of tricks by rewarding her consistently with Happy Dog Beef Treats. At the end of the commercial, the boy cues his dog for the tricks in front of his parents, she performs, and his parents clap proudly. In the DOG TREAT MINI CASE, Happy Dog's development of NEW, JUICIER Beef Treats appeal to which of the following core American values? A) activity B) progress C) humanitarianism D) materialism E) freedom

Q: DOG TREAT MINI CASE: Observing consumers at veterinary clinics, pet superstores, and grocery stores, Happy Dog determined that consumers were more likely to buy expensive dog treats at their veterinarians' offices than at grocery stores or pet superstores. Happy Dog researchers also observed that consumers spent less time looking at the pet treats before purchasing them when the treats were purchased at the veterinarian's office because they assumed that anything on offer at a veterinarian's office must be good for their pets. As a result of this research, Happy Dog Beef Treats are sold only at the offices of veterinarians and dog groomers and are more expensive than the average dog treat that pet owners might purchase at the supermarket. Happy Dog recently modified its treat recipe to come out with NEW, JUICIER Beef Treats for pet owners to use to reward their dogs. Advertisements promoting the new recipe show a young boy teaching his dog a series of tricks by rewarding her consistently with Happy Dog Beef Treats. At the end of the commercial, the boy cues his dog for the tricks in front of his parents, she performs, and his parents clap proudly. 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

Q: SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold in microwave-ready, single-serving plastic containers that can be used as bowls and then recycled. White Mountain makes a variety of soups, including New England clam chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes the use of wholesome ingredients produced by independent farmers, and suggests that White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon snack alternative to a bag of potato chips or a candy bar. 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

Q: SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold in microwave-ready, single-serving plastic containers that can be used as bowls and then recycled. White Mountain makes a variety of soups, including New England clam chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes the use of wholesome ingredients produced by independent farmers, and suggests that White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon snack alternative to a bag of potato chips or a candy bar. 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

Q: SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold in microwave-ready, single-serving plastic containers that can be used as bowls and then recycled. White Mountain makes a variety of soups, including New England clam chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes the use of wholesome ingredients produced by independent farmers, and suggests that White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon snack alternative to a bag of potato chips or a candy bar. 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

Q: SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold in microwave-ready, single-serving plastic containers that can be used as bowls and then recycled. White Mountain makes a variety of soups, including New England clam chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes the use of wholesome ingredients produced by independent farmers, and suggests that White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon snack alternative to a bag of potato chips or a candy bar. 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 E) external conformity

Q: SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold in microwave-ready, single-serving plastic containers that can be used as bowls and then recycled. White Mountain makes a variety of soups, including New England clam chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes the use of wholesome ingredients produced by independent farmers, and suggests that White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon snack alternative to a bag of potato chips or a candy bar. 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

Q: 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

Q: 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

Q: ________ is producing and promoting reusable and ecofriendly products. A) Humanitarianism B) Health orientation C) Green marketing D) Youthfulness E) Achievement

Q: 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

Q: 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

Q: 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 B) efficiency C) progress D) individualism E) material comfort

Q: 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

Q: 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

Q: 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

Q: 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

Q: ________ 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 and pleasure B) Achievement and success C) Freedom and choice D) Progress and movement E) External conformity and blending in

Q: For most Americans, ________ signify/signifies 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

Q: 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

Q: 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

Q: In a consumption-oriented society, such as that of the United States, the core value of ________ often means the acceptance of change, new products, or services designed to fulfill unsatisfied needs. A) achievement and success B) activity C) material comfort D) progress E) freedom

Q: Americans' love affair with products that save time and effort, such as the microwave, are examples of the important core value of ________ in this culture. A) progress B) achievement and success C) freedom of choice D) efficiency and practicality E) external conformity

Q: Verve shampoo has come out with a new hair-care product that is a shampoo and conditioner in one, so consumers can wash and condition their hair in one easy step. This product appeals to Americans' value of ________. A) efficiency B) achievement C) progress D) freedom of choice E) success

Q: Americans place an extraordinary amount of importance on being involved and keeping busy. This is a widely accepted core value that relates to ________. A) achievement and success B) freedom C) efficiency and practicality D) time and activity E) external conformity

Q: Which of the following American core values serves as a social and moral justification for the acquisition of goods and services in a context such as "you worked for it," or "you deserve it"? A) materialism B) progress C) achievement and success D) external conformity E) individualism

Q: In an American cultural context, whereas ________ is its own direct reward, ________ implies an extrinsic reward. A) success; achievement B) activity; success C) achievement; success D) achievement; efficiency E) success; efficiency

Q: When an ad for Everlast fitness equipment encourages bike riders to train harder and states Everlast's power packs enable them to recover faster from strenuous training, it is focused on the individual rider's quest for ________. A) humanitarianism B) freedom of choice C) materialism D) practicality E) achievement

Q: The Protestant work ethic, which considers hard work to be wholesome, spiritually rewarding, and an appropriate end in itself, is one of the roots of the American value of ________. A) efficiency B) achievement C) practicality D) activity E) success

Q: ________ is the value associated with a preference for well-defined objectives and completing tasks. A) Goal orientation B) Achievement C) Variety D) Conformity E) Leadership

Q: Gordon's surveys of personal and interpersonal values included personal values and interpersonal values. Which of the following is an example of an interpersonal value? A) achievement B) goal orientation C) variety D) recognition E) routines

Q: According to the Rokeach typology of cultural orientation, communications aimed at individuals who have an interpersonal terminal value focus and moral instrumental values should emphasize ________. A) conformity, caring for others, and social consciousness B) concern for societal issues and intense conviction to advance such causes C) one's sense of accomplishment, self-respect, and striving for a comfortable life and independence D) helping others and the role of one's skills in doing so E) moral inequity and its role in society

Q: According to the Rokeach typology of cultural orientation, communications aimed at individuals who have a personal terminal value focus and moral instrumental values should emphasize ________. A) conformity, caring for others, and social consciousness B) concern for societal issues and intense conviction to advance such causes C) one's sense of accomplishment, self-respect, and striving for a comfortable life and independence D) helping others and the role of one's skills in doing so E) moral inequity and its role in society

Q: According to the Rokeach typology of cultural orientation, communications aimed at individuals who have a personal terminal value focus and competence instrumental values should emphasize ________. A) conformity, caring for others, and social consciousness B) concern for societal issues and intense conviction to advance such causes C) one's sense of accomplishment, self-respect, and striving for a comfortable life and independence D) helping others and the role of one's skills in doing so E) moral inequity and its role in society

Q: Within cultural values, being forgiving, helpful, and polite are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Q: Within cultural values, being ambitious, intellectual, and responsible are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Q: Within cultural values, a world of peace and beauty and national security are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Q: Within cultural values, a comfortable exciting life, happiness, and inner harmony are examples of ________. A) personal aspects of terminal values B) interpersonal aspects of terminal values C) competence aspects of instrumental values D) moral aspects of instrumental values E) moral aspects of terminal values

Q: Within cultural values, happiness and self-respect are examples of ________. A) instrumental values B) core values C) cultural values D) social values E) terminal values

Q: ________ are personal goals, while ________ are the basic approaches that an individual might take to achieve those goals. A) Instrumental values; terminal values B) Social values; core values C) Core values; cultural values D) Terminal values, instrumental values E) Cultural values; terminal values

Q: The ________ is a widely used self-administered value inventory that is divided into terminal and instrumental value items. A) Rokeach Value Survey B) List of Values C) VALS D) Chapin's Value Structure Scale E) Attitude Toward Helping Others Scale

Q: The type of food that is typically shared with family and others is categorized as ________ in the context of cultural settings. A) symbolic B) individual C) cultural D) social E) experience

Q: Which of the following is NOT a characteristic of field observation? A) It takes place within a natural environment. B) It is generally performed without the subjects' awareness of being watched. C) It focuses on observation of behavior. D) It most frequently focuses on in-home product usage and consumption. E) All of these are characteristics of field observation.

Q: Hype Mobile Phones wants to learn how consumers decide which mobile phones to purchase, so it places researchers in mobile phone stores and has them pose as salespeople. In this example, researchers are ________. A) third-party observers B) actors C) participant-observers D) active researchers E) imitators

Q: When anthropologists immerse themselves in the environment under study, this technique is called ________. A) value measurement B) depth interviews C) field observation D) group observation E) content analysis

Q: A study of more than 250 ads appearing in eight issues of Seventeen magazine, four Japanese issues, and four American issues, found that teenage girls are portrayed differently. The researcher concluded that these "differences correspond to each country's central concepts of self and society." This study is an example of ________. A) value measurement B) consumer fieldwork C) participant observation D) field observation E) content analysis

Q: Studying societies via analysis of the content of verbal, written, and pictorial communications is known as ________. A) value measurement B) consumer fieldwork C) participant observation D) field observation E) content analysis

Q: Within a cultural context, advertising has the expanded mission of ________. A) generating new consumer needs B) acculturating the young C) enhancing consumer awareness of the needs of others D) replacing the family as the primary vehicle for consumer socialization E) aiding in the dissemination of new tastes, habits, and customs