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Q:
A clothier produced a line of clothing with insect repellant impregnated into the fabric for outdoor enthusiasts. This product has a good chance of being adopted because it has a relative advantage.
Q:
Because Stephanie is an innovatorwith computer products, marketers should assume that she is also an innovator with clothing styles.
Q:
A fad has a relatively long acceptance cycle in today's marketplace because of the money necessary to develop the fad.
Q:
Thetrickle-down theory of fashion says that fashion moves from the upper classes to the lower classes.
Q:
The most radical of the innovation change forms is called a discontinuous innovation because it creates major changes in the way we live.
Q:
The diffusion of innovations is a process whereby a new product, service, or idea spreads through a population.
Q:
Which promotional strategy uses unconventional means, such as street theater, to encourage WOM about products?
A) influence networking
B) guerilla marketing
C) viral marketing
D) POP displays
Q:
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
Q:
M-PESA, a mobile-phone-based money transfer service, was initially designed to meet the needs of developing nations before being adapted elsewhere. M-PESA is an example of a ________ innovation.
A) complex
B) reverse
C) social
D) meme
Q:
A ________ is an idea or product that enters the consciousness of people over time.
A) meme
B) belief
C) norm
D) value
Q:
Ashley, an upper-income consumer with an eye for fashion, loves getting a steal at the Dollar Store. She is engaging in ________.
A) social proof
B) social shopping
C) folksonomy
D) parody display
Q:
Organizing music using Spotify or another similar application enables users to listen to music virtually anywhere and across multiple devices. This is an example of the ________ determinant of diffusion.
A) relative advantage
B) observability
C) compatibility
D) trialability
Q:
When marketers embed brand messages in social games, they are seeking to influence consumer behavior through the ________ determinant of diffusion.
A) social proof
B) observability
C) compatibility
D) trialability
Q:
List the various ways that psychographic segmentation can be used.
Q:
Describe the concept of psychographics. Then compare the four forms of psychographic analysis used in marketing.
Q:
For this question, let's assume that being physically attractive is an asset. Use the principle of hierogamy to explain how assets can be utilized to advance social class.
Q:
How does the worldview difference in social class help explain why the sons and daughters of working-class families typically spend their entire lives living within a hundred miles of where they were raised?
Q:
How does the relationship between wealth and social class affect the way marketers segment affluent markets? Are there some consumption situations in which income alone is a good indicator of consumer behavior?
Q:
Identify the three components marketers use to express a consumption style and explain why marketers would want to express a consumption style.
Q:
Identify for each of the following items whether it would be more likely found in a working-class living room or an upper class living room. Items: a Bible, picture windows, still-life portraits, photographs of family members, large potted plants, French furniture, a TV set, a family pet, piano
Q:
What are the two major components of social class? Explain and comment on each component (such as which is more important).
Q:
Explain how the relationship between England's class structure and consumption has recently begun to change.
Q:
Characterize how Japanese social class structure relates to the goods and services purchased by Japanese consumers.
Q:
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.
Q:
Explain the concept of social mobility and its various forms.
Q:
Describe the concepts of social stratification and compare and contrast achieved and ascribed status.
Q:
The average American's standard of living continues to improve. This shift in income has been linked to two key factors. What are these factors? Provide explanatory comments on each factor.
Q:
Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.
Q:
Conspicuous waste is the opposite of conspicuous consumption because one is aimed at showing how important a person's wealth is, and the other is aimed at showing how unimportant his or her wealth is.
Q:
The general method for elevating one's social status is to increase the use of ascribed status tools.
Q:
With respect to codes that are used by separate social classes, middle and upper classes tend to use restricted codes.
Q:
A biography of a famous American woman indicated that she never married the man she loved the most because his family status and income didn't meet her goals. This is evidence of the strength of hierogamy in some people's lives.
Q:
Many 20-somethings have rebelled against their more affluent parents by mocking wealth, wearing shredded jeans, and driving boxy cars. These are examples of what is called a modern potlatch.
Q:
Rachel doesn't work, has a rich and successful husband, and loves to wear high-heeled shoes, tight clothes, and flamboyant hairstyles. According to Veblen's ideas, Rachel's role is decorative.
Q:
Eddie just bought a vintage Prowler. He can hardly wait to have the guys at the office drool when they see him drive up in this extremely expensive purple "hot rod." Eddie's reason for the purchase falls into the category described by Thorstein Veblen as invidious distinction.
Q:
Tian Zhao's parents were peasants from central China. Tian got a degree in electronics from a university and now works for a medium-sized technology firm. Tian recently purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He shares an apartment with a co-worker and hopes to buy a house in five years. Tian is a member of the mass class.
Q:
A co-branding strategy was being utilized when the Taco Bell Chihuahua showed up in a commercial for Geico insurance.
Q:
Lifestyle is a statement about who one is in society and who one is not.
Q:
The flamboyant consumption of the nouveau riche is an example of symbolic self-completion.
Q:
Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.
Q:
Of the three groups of attitudes toward luxury, the largest group is "luxury is indulgence"; this view is held mainly by seniors with wealth.
Q:
The American rich often indulge in luxury goods while pinching pennies on everyday items.
Q:
Social class appears to be a poor predictor of purchases that have symbolic aspects and low to moderate prices (such as liquor and cosmetics).
Q:
Lower-class men are more likely than middle-class men to have a general sense of empowerment.
Q:
The prestige of occupations varies dramatically from one culture to the next.
Q:
The entire upper class (upper-upper and lower-upper combined) comprises less than 2 percent of all Americans.
Q:
The term plutonomy was coined to describe an economy that relies on a large and healthy middle class.
Q:
American spendthrifts outnumber American tightwads.
Q:
Discretionary income is the money available to a household over and above that required for a comfortable standard of living.
Q:
Education is one determining factor in who gets a bigger piece of the economic pie.
Q:
Measures of consumer confidence can help marketers predict how much money consumers will pump into the economy through discretionary purchases.
Q:
Mothers with preschool children are the fastest-growingsegment of working people.
Q:
Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann most likely belong?
A) Thinkers
B) Achievers
C) Strivers
D) Experiencers
Q:
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.
Q:
Sharon noticed that many of her high-end, outdoor spa customers drive Volvos, a luxury car known for its safety record and high performance. Which of the following terms bestillustrates what Sharon has observed in her customers?
A) product complementarity
B) motivational compliance
C) conscientious association
D) parody display
Q:
Vance comes from the lower-upper class, while Jeff comes from the lower-middle class. They are both madly in love with Julia, who is beautiful enough to do part-time modeling. According to the principle of ________, Julia is most likely to be attracted to Vance.
A) elaborated codes
B) ascribed status
C) hierogamy
D) restricted codes
Q:
Trisha grew up in a drug-ridden inner-city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of ________ assesses the impact of such inconsistencies.
A) status crystallization
B) hierogamy
C) habitus
D) invidious distinction
Q:
Harry was the lead singer in a band that hit it big. For his birthday, Harry had two hundred friends flown by chartered jets to a private island in the South Pacific. They ate the most expensive food, and every morning the bungalows were burned to the ground and rebuilt for the next night. Harry's party is a good example of ________.
A) parody display
B) social mobility
C) ascribed status
D) conspicuous consumption
Q:
Evan was an aggressive, rich, and determined businessman originally from a working class family. He become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an established bank owned by several prestigious families. When his bid failed, Evan said, "I always knew there was an elite, but up to now I thought I was a part of it." What type of capital was Evan lacking?
A) economic
B) cultural
C) psychological
D) sociological
Q:
Mr. Patterson is 57 years old. His annual household income is $500,000. He has been married to the same woman most of his adult life. He doesn't spend much on clothing. According to research, how is Mr. Patterson different from the typical American millionaire?
A) He is older.
B) He has a long-standing marriage.
C) His household income is greater.
D) He doesn't spend as much on clothing.
Q:
According to the class structure outlined in the text, most business managers and university professors would be in the ________ class.
A) upper-upper
B) working
C) upper-middle
D) middle
Q:
Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. It looks like he is going to lose the farm and have to take a manual labor job in the city to support his family. What form of mobility best describesFred's position?
A) horizontal mobility
B) two-way stretch mobility
C) downward mobility
D) upward mobility
Q:
Richard worked very hard on his grades and worked after school part time to be able to afford tutors to help him advance his education. When he was named valedictorian of his class, he earned a certain status. The best term to describe the form of status that Richard earned is ________.
A) reference group affiliation
B) achieved status
C) classification status
D) ascribed status
Q:
In school, it always seemed as if Kenneth got all the breaks. He had access to all the right resources, such as special privileges, fancy cars, a large allowance, and dates with all the beautiful girls. Even at work, he was put on the fast track and got promoted early to a high-prestige job. It seemed as if Kenneth was artificially ranked higher than others. The process that best describes what happened to Kenneth is called ________.
A) reference group affiliation
B) bias
C) ascribed status
D) achieved status
Q:
Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with?
A) reference group affiliation
B) bias
C) the "silver spoon" syndrome
D) social stratification
Q:
Psychologists use the term homogamy to describe "assortative mating." Which of the following phrases is the best illustrationof homogamy?
A) Opposites attract.
B) Birds of a feather flock together.
C) Leave no stone unturned.
D) To the victor go the spoils.
Q:
Sixteen-year-old Michael wanted a car. One evening while his father was paying bills, Michael looked over his father's shoulder and saw how much money had been placed in the checking account. He whistled and said, "I thought you said that you didn't have enough money to buy me a used car. In just one month, you could buy me the car I want." Michael's father then gave him a lecture on the differences between income and what is left after money is spent on utilities, mortgages, insurance premiums, and food. "Total income," his father said, "is not the same as ________ income, the source from which your unnecessary car would have to come."
A) wealth
B) managed
C) perpetual
D) discretionary
Q:
Consumers use a set of products called a(n) ________ to define, communicate, and perform social roles.
A) brand prominence group
B) consumption constellation
C) restricted code
D) elaborated code
Q:
Product ________ occurs when the symbolic meanings of different products are related to one another.
A) distinction
B) crystallization
C) complementarity
D) hierarchy
Q:
The ________ marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.
A) personality
B) motivation
C) lifestyle
D) social
Q:
________ defines a pattern of consumption reflecting a person's choices on how he or she spends their time and money.
A) Lifestyle
B) Habitus
C) Social class
D) Cultural capital
Q:
A person in the middle class, but with an income at least 15 percent lower than the median for the middle class, would be known as a(n) ________ consumer.
A) underprivileged
B) invidious
C) restricted
D) conspicuous
Q:
If a social researcher wanted to investigate social status in a small city, her best choice for a questionnaire would be one that included questions or observations on education, area of residence, total family income per year, and ________.
A) occupation prestige level of the household head
B) membership groups of the primary income earners
C) ability to utilize electronic communication channels
D) ability to win friends and influence people
Q:
If the super rich bought "shredded Levi's jeans" to wear to formal parties, they would be exhibiting a sophisticated form of conspicuous consumption known as ________.
A) parody display
B) invidious distinction
C) downsizing
D) elaborated codes
Q:
Social analyst Thorstein Veblen believed that we buy things to create ________. This means we use our purchases to inspire envy in others through our display of wealth or power.
A) affluenza
B) invidious distinction
C) status crystallization
D) cultural capital
Q:
A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________.
A) social inhibitors
B) social parameters
C) status symbols
D) psychological blocks
Q:
Pierre Bourdieu concluded that "taste" is a ________ that causes consumption preferences to cluster together.
A) habitus
B) code
C) hierarchy
D) capital
Q:
When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ concept is being applied.
A) cultural code designation
B) social cluster
C) taste culture
D) consumption constellation
Q:
The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man?
A) The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.
B) The promotion to the working-class man should emphasize the long-term benefits of insurance, while the upper-class promotion should emphasize the short-term consequences of the choice.
C) The promotion to the working-class man should emphasize pictures while the upper-class promotion should emphasize words.
D) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.
Q:
________ are wealthy individuals who are likely to suffer from status anxiety, trying to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave.
A) Old money consumers
B) The working wealthy
C) The nouveau riche
D) Typical millionaires