Q&A Hero

Q: The ________ look, consisting of practical, comfortable, and timeless (vs. trendy) clothing, is often identified with the upper social class and emulated by lower classes. A) preppy B) WASP C) strata D) symbolic E) downscale

Q: Downscale consumers often spend a higher percentage of their available incomes on ________ than do their middle-class counterparts. A) entertainment B) housing C) education D) food E) clothing

Q: Downscale consumers are more brand loyal than upscale consumers because ________. A) they have found the brand that satisfies their needs the best B) upscale consumers are never satisfied C) they cannot afford to make mistakes by switching to unfamiliar brands D) they have loyalty towards companies that target them specifically E) intergenerational brand transfer is more prevalent in these households

Q: Why do many researchers maintain that America's middle class has been shrinking? A) the global shrinkage of the middle class B) the failing economy C) the geographic shift from metropolitans to the suburbs D) some members are moving upstream to upper-middle class while others are slipping backward to the working class E) the expansion of educational opportunity

Q: Which of the following is NOT a characteristic of affluent customers, relative to the less wealthy? A) healthier B) higher life expectancies C) less likely to become marketers' "customers for life" D) more pressure to achieve E) more isolated from parents

Q: The ________ states that members of lower classes adopt the fashions of the upper class and maintain them even after the upper class has abandoned these fashions. A) upward mobility effect B) downward mobility effect C) trickle-down effect D) exclusivity bias E) trickle-up effect

Q: The classic Horatio Alger tale of a penniless young orphan who managed to achieve great success in business and in life is an example of ________. A) downward mobility B) conspicuous consumption C) downward comparison D) power E) upward mobility

Q: Which of the following class strata constitute a major market for do-it-yourself products? A) lower-upper class B) upper-middle class C) lower-middle class D) upper-lower class E) lower-lower class

Q: Which of the following class strata view work as means to "buy" enjoyment? A) lower-upper class B) upper-middle class C) lower-middle class D) upper-lower class E) lower-lower class

Q: Which of the following social class strata are typically conspicuous users of new wealth? A) upper-upper class B) lower-upper class C) lower-middle class D) upper-lower class E) low-lower class

Q: ________ is a weighted measure of occupation, source of income, house type, and quality of neighborhood to assess social class. A) Social Stratification Theory B) Chapin's Social Status Scale C) Social Comparison Theory D) The Index of Status Characteristics E) The Socioeconomic Status Score

Q: A ________ consists of more than one demographic variable and combines several socioeconomic factors to determine social-class standing. A) subjective measure B) ladder of social ranking C) social consciousness scale D) multi-variable index E) socioeconomic potpourri index

Q: The ________ consists of giving respondents index cards with about 100 or so jobs listed on them and asking them to arrange the cards from the most to the least prestigious. A) ladder of conspicuous consumption B) ladder of social ranking C) occupational prestige scale D) collective will scale E) social-class consciousness scale

Q: Streamline Luggage Company markets its roll-aboard suitcases to international executives and businesspeople that travel regularly. This is an example of segmenting based on ________. A) education B) occupation C) conspicuous consumption D) income E) prestige

Q: Occupation, amount of income, and education are typical variables used as ________ measures of social class. A) subjective B) consumption C) reputational D) status E) objective

Q: In the subjective measurement approach to social classification, most respondents have a tendency to classify themselves in the ________ class. A) upper B) middle C) lower D) working E) highest

Q: The feeling of social-group membership is referred to as ________. A) reputational measures B) class identification C) social class involvement D) class consciousness E) reputational class

Q: According to the ________ measure of social class, the phenomenon of social class is one that reflects an individual's sense of belonging or identification with others. A) subjective B) consumption C) reputational D) status E) objective

Q: Paul is an analyst at an investment bank. He notices that many of the senior executives at his office wear Rolex watches, so he decides to save up and buy a Rolex so that he will appear to be more like those executives. Paul's comparison of his own material possessions with those owned by others to determine his relative social standing is an example of ________. A) Social Comparison Theory B) affluent consumption C) downward comparison D) social stratification E) antisocial comparison

Q: Relative ________ is a measure of the amount of economic assets an individual possesses. A) wealth B) affluence C) social status D) power E) prestige

Q: Social Comparison Theory suggests ________. A) power is related to the amount of economic assets an individual has B) wealth is related to the degree of influence over others an individual has C) social stratification is only present in materialistic societies, as has been the case throughout the history of human existence D) individuals compare their own material possessions with those owned by others in order to determine relative social standing E) belonging to a given social class is no longer reflected in differences in values, attitudes and behaviors

Q: Social class stems from ________, which is the degree of prestige the members of one social class have in comparison with members of the other social classes. A) religion B) power C) social status D) upward mobility E) education

Q: Which DSWI Household Classification group is most likely to consume healthy food items and avoid convenience foods? A) dual low occupation career couples, white-collar husband B) nonworking wives C) low husband occupation households D) dual low occupation career couples, blue-collar husband E) very high occupation career couples

Q: Families that do not readily fit into the family life cycle are called ________. A) atypical families B) extended families C) non-family households D) nuclear families E) nontraditional families

Q: The ________ stage of the basic family unit occurs with the death of one spouse. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

Q: During the ________ stage of the traditional family life cycle, married couples tend to be most comfortable financially. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

Q: The birth of the first child marks the transition from the ________ stage to the ________ stage of the traditional family life cycle. A) bachelorhood; honeymooner B) honeymooner; parenthood C) parenthood; postparenthood D) postparenthood; dissolution E) dissolution; bachelorhood

Q: Ken and Kira recently married and do not currently have any children. They both work and are conscientiously saving their money so that they can go on a cruise next summer. Ken and Kira are best described as being at the ________ stage of the traditional family life cycle. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

Q: Marriage marks the transition from the ________ stage to the ________ stage of the traditional family life cycle. A) bachelorhood; honeymooner B) honeymooner; parenthood C) parenthood; postparenthood D) postparenthood; dissolution E) dissolution; bachelorhood

Q: In the ________ stage of the traditional family life cycle, single young individuals have established households apart from their parents. A) bachelorhood B) honeymooner C) parenthood D) postparenthood E) dissolution

Q: Which of the following is NOT one of the variables that is combined to make the family life cycle composite variable? A) marital status B) size of family C) age of family members D) family income E) employment status of the head of household

Q: Vacuum cleaner manufacturers should conduct research on children who perform housekeeping chores by themselves in their roles as ________. A) buyers B) maintainers C) deciders D) preparers E) gatekeepers

Q: Frank tries to get buy-in from his father on the purchase of a new tablet by asking his father to help him research the different types of tablets and getting him involved in the shopping process. This is an example of which of the following tactics used by children to influence their parents? A) inspirational appeal B) coalition tactic C) consultation tactic D) exchange tactic E) rational persuasion

Q: Billy tries to convince his mother to buy him a new set of markers by suggesting that he will be good and clean his room if she purchases the markers for him. This is an example of which of the following tactics used by children to influence their parents? A) inspirational appeal B) coalition tactic C) consultation tactic D) exchange tactic E) rational persuasion

Q: Kim wants a candy bar and tries to convince her father to purchase one for her by threatening to throw a fit in the crowded grocery store if he does not. This is an example of which of the following tactics used by children to influence their parents? A) pressure tactic B) ingratiating tactic C) exchange tactic D) coalition tactic E) consultation tactic

Q: Derek was the primary decision maker when it came to automotive purchases in his household, but asked for and considered feedback from his wife and children when they went to purchase a new car. Derek's approach makes the car purchase an example of a(n) ________. A) husband-dominated decision B) wife-dominated decision C) joint decision D) autonomic decision E) heuristic decision

Q: When Joan got transferred to a new city, she went there ahead of the rest of her family and independently shopped for and purchased a home for them to move into upon their arrival. Joan's role as the only decision maker in the house purchase makes it an example of a ________. A) husband-dominated decision B) wife-dominated decision C) joint decision D) autonomic decision E) heuristic decision

Q: The family function related to setting priorities regarding learning and education, recreational activities, hobbies, setting career goals, media exposure, and shopping habits is ________. A) economic well being B) emotional support C) communication support D) suitable family lifestyles E) shopping support

Q: Socialization is best described as ________. A) a one-way process whereby adults socialize children B) a one-way process whereby children socialize adults C) a one-way process that occurs only during adolescence D) a one-way process that occurs only during adulthood E) a two-way process in which the young person is both socialized and influences those who are doing the socializing

Q: Gloria buys Crest toothpaste because her mother always bought Crest for her family when she was growing up. This is an example of ________. A) intergenerational transfer B) peer socialization C) consumer socialization D) shared shopping experience E) family member socialization

Q: ________ involves the transfer of values, product loyalties, or brand preferences from one generation to another. A) Intergenerational transfer B) Peer socialization C) Consumer socialization D) Shared shopping experience E) Family member socialization

Q: ________ parents are very restrictive and not nurturing in respect to consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

Q: ________ parents are very nurturing but very restrictive in respect to consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

Q: ________ parents are very permissive, but provide their children with little or no nurturing during consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

Q: ________ parents are very nurturing and highly permissive in respect to consumer socialization. A) Rigid B) Indulgent C) Neglecting D) Authoritative E) Authoritarian

Q: Kristen is self-focused and seeks acceptance and attention from others. She is a conspicuous consumer. She views her children as part of her image, and often gives in to her children's requests to make her life easier. When characterizing mothers' socialization-related attitudes, Kristen would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Diva E) Stoic

Q: Hillary has a high income and a Master's degree. She is rational and teaches her children to shop and spend responsibly. She resents the influence of the media on her children. When characterizing mothers' socialization-related attitudes, Hillary would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Q: Josie is culturally and socially isolated. She views herself as a caretaker and homemaker. She loves her children, but feels emotionally distanced from them. She deliberates regarding purchases. When characterizing mothers' socialization-related attitudes, Josie would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Q: Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her children. She trusts well-known companies and brands. When characterizing mothers' socialization-related attitudes, Sarah would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Q: Chris does not have the money to indulge her children's requests. She is very price and value conscious. She views her life negatively. When characterizing mothers' socialization-related attitudes, Chris would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Q: Deborah is married and has a career. She multitasks and teaches her children how to become good consumers. She lets them learn from experience and make buying mistakes. When characterizing mothers' socialization-related attitudes, Deborah would be categorized as a ________. A) Struggler B) Nurturer C) Protector D) Balancer E) Stoic

Q: Mothers are stronger consumer socialization agents than their husbands because ________. A) they are more involved with their children B) they often control their children's exposure to commercial messages C) they provide instruction in the skills needed to become consumers D) they regulate the amount of money children can spend and how they spend it E) all of the above

Q: A ________ is a person or organization involved in the socialization process because of frequency of contact with the individual and control over the rewards and punishments given to the individual. A) socialization agent B) status agent C) consumption agent D) decision agent E) composite agent

Q: Children perceive ________ to be a close and reliable source of information, whereas adolescents and teenagers are likely to look to ________ for models of acceptable consumption behavior. A) their families; their friends B) their friends; media C) media; their friends D) media; their families E) their friends; their families

Q: ________ is defined as the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers. A) Intergenerational brand transfer B) Peer socialization C) Consumer socialization D) Shared shopping experience E) Parental socialization

Q: In the context of marketing, the most important role of the family is ________. A) intergenerational brand transfer B) peer socialization C) socialization of family members D) shared shopping experience E) parental socialization

Q: ________ responsibilities have been expanding because attaining good jobs as adults has become harder and parents feel that children must be ahead of other children from a young age. A) Intergenerational brand transfer B) Peer socialization C) Consumer socialization D) Shared shopping experience E) Parental socialization

Q: A husband and wife and one or more children, together with at least one grandparent living within the household, constitutes a(n) ________. A) empty nest B) married couple C) extended family D) single-parent family E) nuclear family

Q: Joanne and Juan have three children: Emma, Ava, and Joseph. They are an example of a(n) ________. A) empty nest B) married couple C) extended family D) single-parent family E) nuclear family

Q: Kevin and Lisa have been married for two years and have not yet had their first child. What kind of family does this constitute? A) empty nest B) married couple C) extended family D) single-parent family E) nuclear family

Q: A married couple and one or more children constitute a(n) ________. A) work group B) nuclear family C) extended family D) friendship group E) life cycle

Q: Traditionally, ________ is defined as two or more people related by blood, marriage, or adoption who reside together. A) friendship B) celebrity C) household D) a work group E) family

Q: Differentiate between normative influence and comparative influence. In your response, please select an example of each type of influence.

Q: Innovators seem to find new products threatening to the point where they prefer to delay purchase until the product's success has been clearly established.

Q: Consumer innovators are not as interested as late adopters or nonadopters in the product categories that they are among the first to purchase.

Q: The traditional five adopter categories present in diffusion literature include all potential consumers present in the marketplace.

Q: The first set of people who purchase a new product are called early adopters.

Q: The sociometric method of measuring opinion leadership captures person-to-person communications about a product or brand among members of a community where most people know each other by name.

Q: Opinion leaders are never opinion receivers.

Q: Opinion leaders are knowledgeable and can give advice about all product categories.

Q: The theory of differential decay suggests that one will dissociated the message from its source over time, remembering only the message content but not its source.

Q: The reputation of the retailer who sells the product has a major influence on message credibility.

Q: When Kaley Cuoco (the actress who plays Penny in the television show Big Bang Theory) plays the role of a genie who grants wishes in a Toyota commercial, or the role of "The Negotiator's" daughter in Priceline commercials, she is characterized as a celebrity actor.

Q: Celebrity credibility includes the audience's perception of both the celebrity's expertise and attractiveness.

Q: Consumers perceive celebrities that appear in commercials often as more credible than celebrities with lesser commercial exposure.

Q: A person's ethnic identification is the degree to which she identifies herself as a member of her ethnic group.

Q: Endorsers whose demographic characteristics are similar to the target audiences' are viewed as more credible and persuasive than those who do not.

Q: A clear perceived fit between a message's sponsor and the entity being sponsored can strongly enhance the sponsor's credibility.

Q: Not-for-profit sources generally have more credibility than for-profit sources.

Q: People who are compliant, have a tendency to conform, have a high need for affiliation, are other-directed and less likely to look for guidance from reference groups.