Q&A Hero

Q: Which of the following best explains why marketers view teens as "consumers-in-training"? A) Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. B) Marketers typically do not begin targeting consumers until they are teenagers. C) Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

Q: Gen Yers are most comfortable in a ________, communicating by texting and IMing. A) thumb culture B) tween market C) gray market D) renaissance culture

Q: Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency? A) growth versus restriction B) autonomy versus belonging C) idealism versus pragmatism D) narcissism versus intimacy

Q: Advertising to teens typically depicts ________. A) respected adults recommending the product B) qualified experts explaining product benefits C) a group of "in" teens using the product D) family members using the product together

Q: Which of the following statements about teenagers is most likely true? A) Teenagers are rarely considered a relevant age segment for marketers. B) Most primitive cultures isolate teenagers as they transition to adulthood. C) The term teenager entered the general American vocabulary in the 1950s. D) The term teenager began to be used in Western cultures about 200 years ago.

Q: The lack of marketing information about religion is most likely due to ________. A) the small number of people who are influenced in the marketplace by religious issues B) the dollar value of the Christian market being very low C) traditional bigotry toward religion D) the subject being taboo among researchers

Q: 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

Q: Which of the following is generally true about Asian Americans? A) They tend to be both brand conscious and brand loyal. B) They are not attracted to products that express material status. C) They are one of the least brand-loyal of all American subcultures. D) They are less likely than the average American to buy high-tech gadgets.

Q: Which of the following distinguishes Asian Americans from other subcultures in the United States? A) Asian Americans constitute the largest subculture in the United States. B) Asian Americans are the best educated of any ethnic subculture in the United States. C) Asian Americans have the distinction of having a common language that acts as a unifying cultural agent. D) Asian American households are larger than most other ethnic households in America.

Q: 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.

Q: Approximately 60% of Hispanic Americans are of ________ descent. A) Mexican B) Puerto Rican C) South American D) Dominican

Q: More than fifty percent of all Hispanic Americans are concentrated in just six American metropolitan areas. Which of the following is NOTamong them? A) Colorado B) California C) New York D) Texas

Q: What statement best describes what Coffee-Mate discovered about African-American coffee drinkers? A) They tend to drink coffee with cream and sugar. B) They tend to drink coffee black. C) They tend to drink instant coffee. D) They tend to drink tea instead of coffee.

Q: Which American ethnic subculture is most likely the fastest growing? A) Hispanic American B) African American C) Asian American D) American Indian

Q: Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes. A) assimilation B) maintenance C) resistance D) warming

Q: Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers. A) warming B) adaptation C) segregation D) movement

Q: In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture. A) assimilation B) maintenance C) segregation D) resistance

Q: The cultural learning acquired through ________ leads immigrants to a process of adaptation. A) maintenance B) translation C) resistance D) segregation

Q: People and institutions that teach the ways of a culture are called ________. A) progressive learning models B) ethnography facilitators C) host cultures D) acculturation agents

Q: When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following? A) mass media advertising B) consulates or embassies C) the local community where the immigrant locates D) relatives in the immigrant's home country

Q: The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________. A) de-alienation B) deethnicization C) de-immigration D) deculturization

Q: In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word. A) acculturated B) high-context C) ethnic D) low-context

Q: Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States. A) African American B) Asian American C) Hispanic D) Native American

Q: ________ refers to the possession of both masculine and feminine traits. A) Heterosexuality B) Homosexuality C) Dysmorphia D) Androgyny

Q: The title of a popular book once proclaimed that Real Men Don't Eat Quiche. Products that take on masculine or feminine attributes are said to be ________. A) agentic B) sexually explicit C) sex-typed D) androgynous

Q: ________ are characteristics and behaviors that people stereotypically associate with one gender or the other. A) Androgynous traits B) Sex-typed traits C) Sexual dimporhic markers D) Body dysmorphias

Q: Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals. A) extended self; self-completion B) communal; agentic C) social class; self-congruence D) androgynous; hierarchical

Q: A society that expects males to pursue ________ goals stresses male self-assertion and mastery. A) communal B) agentic C) androgynous D) self-completion

Q: A ________ is that part of the self that our group membership defines. A) culture B) subculture C) social identity D) cohort

Q: A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others. A) culture B) subculture C) microculture D) cohort

Q: A temporal factoris one that reflects sense of time.

Q: Consumers' physical and social environments have little to do with the motives consumers have for product usage.

Q: A point-of-purchase stimuli is part of the purchase environment.

Q: A typical antecedent state is product disposal.

Q: Families have alternatives in purchasing. In a(n) ________ purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved. A) accommodative B) consensual C) contemplative D) authoritarian

Q: When a buying center composed of assorted specialists is organized to gather information and evaluate possible purchases in a high-risk situation, the strategy in use is most likely ________. A) new task B) straight rebuy C) modified rebuy D) innovative rebuy

Q: Like end consumers, organizational buyers are influenced by both internal and external stimuli. Which of the following is an example of an organizational buyer's internal stimuli? A) the nature of the organization B) the buyer's willingness to take risks C) the technological environment's impact on the organization D) the economic environment's impact on the organization

Q: Many factors have been identified that distinguish organizational and industrial purchase decisions from individual consumer decisions. Which of the following is NOTone of those distinctions? A) Purchase decisions made by companies frequently involve many people. B) Organizational and industrial products are often bought according to precise, technical specifications. C) Impulse buying commonly occurs in organizational purchasing because of sales stimulation from direct salespeople. D) Organizational purchase decisions tend to be riskier than individual consumer purchase decisions.

Q: ________ buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale. A) Individual B) Consumer C) Global D) Organizational

Q: A number of specific decision roles are played when a collective decision must be made. The person who brings up the idea or need is the ________. A) initiator B) gatekeeper C) influencer D) buyer

Q: Chet meets each Wednesday night at his local bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which membership group factor best describes what brings this group together? A) propinquity B) mere exposure C) group cohesiveness D) avoidance

Q: Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________. A) normative clan B) consumer tribe C) maven network D) aspirational group

Q: Phillipe is a member of a small Harley-Davidson motorcycle club that meets once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike to buy for his wife. A) comparative B) normative C) coercive power D) legitimate power

Q: If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. A) referent B) legitimate C) coercive D) reward

Q: Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer? A) expert power B) referent power C) reward power D) coercive power

Q: Which form of reference group influence is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability. A) coercive influence B) informational influence C) utilitarian influence D) value-expressive influence

Q: Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________. A) reference group B) information cascade C) avoidance group D) brand community

Q: The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect. A) polarization B) bandwagon C) loafing D) homophily

Q: Home shopping parties most likely activate ________, in which people become so caught up in the party spirit that they order products that they would normally not purchase. A) deindividuation B) homophily C) surrogate shift D) principle of least interest

Q: ________ means that the person who is least interested in staying in the relationship has the most power. A) Social loafing B) Principle of least interest C) Responsibility diffusion D) Commitment

Q: The ________ a group is, the more likely members are to engage in social loafing. A) more homogeneous B) smaller C) bigger D) less homogeneous

Q: Political candidates who get the most media coverage are more likely to win elections because of the effect of ________ in determining one's set of referents. A) propinquity B) mere exposure C) group cohesiveness D) reference bias

Q: A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked

Q: The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities. A) normative B) comparative C) selective D) coercive

Q: 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

Q: The capacity to alter the actions of others is referred to as ________ power. A) publicity B) social C) second-order D) behavioral

Q: Which of the following is an example of utilitarian influence? A) An individual seeks information about various brands from a professional. B) An individual's decision to purchase a particular brand is influenced by the preferences of family members. C) An individual feels that the purchase of a particular brand will enhance the image others have of her. D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

Q: Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions. A) reputational B) descriptive C) knowledge D) value-expressive

Q: A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. A) opinion group B) demographic group C) reference group D) focus group

Q: The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time? A) river B) map C) pressure cooker D) mirror

Q: Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior. A) salespeople B) atmospherics C) retail theming D) reward power

Q: Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________. A) store position B) atmospherics C) subliminal cues D) marketscape theme

Q: Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time? A) Time is a pressure cooker. B) Time is a map. C) Time is a feast. D) Time is a mirror.

Q: One of the most important in-store factors is the salesperson. This influence can be understood in terms of ________ theory, which stresses that each participant gives something to the other and hopes to receive something in return. A) gestalt B) exchange C) gemba D) satisfaction/dissatisfaction

Q: A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________. A) pretailing B) retail theming C) shopping orientations D) POP stimuli

Q: In-store shopping has become extremely important in today's highly competitive retail environment. It has been estimated that about ________ of supermarket purchases are decided in the aisles as consumers shop. A) one-quarter B) one-half C) two-thirds D) four-fifths

Q: In a(n) ________, consumers participate in the production of the products or services they buy. A) pop-up store B) minipreneur shop C) activity store D) sharing site

Q: ________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers. A) Pretailing B) Atmospherics C) Market-landscaping D) Store image

Q: A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. A) marketscape B) being space C) mindscape D) activity space

Q: Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that uses a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme. A) marketscape B) cyberspace C) mindscape D) landscape

Q: In general, people from which of the following cultures have typically been shown to wait the most patiently while standing in a long line? A) Asian B) French C) American D) Italian

Q: 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

Q: According to a study on timestyles, which of the following is a fast country? A) Syria B) Mexico C) Brazil D) Ireland

Q: 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.

Q: A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles. A) social B) polychronic C) planning D) temporal

Q: Which dimension of psychological time includes the categorization of "time for me"? A) temporal orientation dimension B) planning orientation dimension C) social dimension D) polychronic dimension

Q: Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________. A) time poverty B) the leisure paradox C) psychological time D) circular time

Q: Which of the following is an unpleasant psychological state? A) density B) arousal C) crowding D) expectancy

Q: Others who are present in a consumer's physical and social environment when purchases are made are called ________. A) co-consumers B) by-standers C) purchase competitors D) challengers

Q: The day reconstruction method requires a respondent to ________. A) dispose of any unused product during a specified period of time B) keep a record of everything he or she recycled during the month C) try to remember what he or she did a month ago on the same day of the week D) keep a diary of everything he or she did during the day