Quiz 6

Question 1

Because much of American way of life is based on the value of freedom, this value is applied to many different domains of life. In terms of description/classification of values, freedom is probably a

f. attitudinal value.
g. interim value.
h. domain specific value.
i. means end value.
j. global value

Answer 1

Global Value

Question 2

The marketing implication for low-effort innovations is that marketers ought to

a. increase the involvement of consumers regarding the innovation.
b. give consumers written information.
c. give consumers oral information.
d. make the process of trial easy.
e. reduce risk.

Answer 2

make the process of trial easy

Question 3

Measurement/determination of social class is easy when consumers are consistent across the different indicators of social class. This refers to:

a. status float
b. social freeze
c. status crystallization
d. social uniformity
e. class freeze

Answer 3

Status crystallization

Question 4

Symbolic innovations are products, services, attributes, or ideas that

a. offer benefits in product performance over existing alternatives.
b. appeal to our pleasure-seeking and/or sensory needs.
c. offer only incremental improvements.
d. have new social meaning.
e. none of the above.

Answer 4

have new social meaning

Question 5

Tommy Hilfigure was a brand that became popular in the lower class and spread upward to the upper classes. in terms of social class influences, this is referred to as parody display. T/F

Answer 5

False

Question 6

Using the means-end chain analysis marketers can work backwards to discover the _______ that drives consumer decisions

a. lifestyle
b. psychographics
c. personality
d. culture
e. values.

Answer 6

Values

Question 7

For low-effort innovations, attitudes (regarding innovations) are essentially based on

a. careful thought regarding the innovation.
b. trial of the innovation.
c. information search regarding the innovation.
d. awareness regarding the innovation.
e. price of the innovation.

Answer 7

trial of the innovation

Question 8

A marketer needs to consider the concept of adopter categories when introducing an innovation. The important thing to know is that certain adopter categories (or groups), such as the ______ heavily use direct information from the marketer. Such information is later communicated by way of word-of-mouth to other adopter groups, such as ______

a. experimenters; laggards.
b. innovators; early majority.
c. late majority; early majority.
d. experimenters; innovators.
e. early adopters; experimenters

Answer 8

innovators

early majority

Question 9

Lifestyle is a behavioral pattern represented by opinions , interests, and

a. activities
b. values
c. attitudes
d. personality
e. awareness

Answer 9

activities

Question 10

Dogmatism is a personality trait that essentially shows the degree of rigidity a person has towards any information that is contrary to his or her own established beliefs. T/F

Answer 10

True

Question 11

The single best predictor o social class, especially in Western cultures is income. T/F

Answer 11

False

Question 12

3M has introduced a new sponge (for wasting utensils) that has an antimicrobial polymer designed to kill bacteria and germs and reduce the odors associated with wet sponges. In terms of the amount of learning required to use the new sponge, this innovation is a

a. continuous innovation.
b. breadth of innovation.
c. dynamically continuous innovation.
d. functional innovation.
e. hedonic innovation.

Answer 12

continuous innovation

Question 13

A parody display is

a. fraudulent use of status symbols.
b. status symbol that comes from the lower class.
c. overuse of status symbols that results in lost status.
d. comical consumption meant to amuse those in a reference group.
e. consumption that is conspicuous but private.

Answer 13

status symbol that comes from the lower class

Question 14

Innovations can be classified in 3 ways 1) with reference to degree of change in current consumption (amount of learning required) 2. Benefits offered and 3) _______

a. continuous innovations.
b. adaptability of innovation.
c. attitudes regarding innovations.
d. price of innovations.
e. breadth of innovation

Answer 14

breath of innovation

Question 15

In terms of consumer learning requirements affecting the adoption of innovations, _____ relates to the extent to which an innovation can be used on a limited basis.

a. adaptibility.
b. social relevance.
c. legitimacy.
d. trialability.
e. modernity.

Answer 15

trial-ability

Question 16

According to the Freudian theory of personality, the unconscious is made up of the Id, Ego, and

a. Superego.
b. Superid.
c. Compliance.
d. Pragmatism

Answer 16

Superego

Question 17

The family life cycle depends on

a. the generation in which the parents are born.
b. whether the children are in the growth or decline stages.
c. the number of parents present, and the age and number of children living at home.
d. the socioeconomic status of the children.
e. the social class of the children.

Answer 17

the number of parents present, and the age and number of children living at home

Question 18

When people work longer hours, they value leisure time as much as they value their work. Marketers understand this and, hence, offer products/services that increases work productivity and enhances leisure time activities. For instance, FreshDirect, an online grocery store retailer, has built a $200 million business serving busy New York consumers who would rather do something else in their leisure time than go to the supermarket. In terms of consumption values, the success of FreshDirect can most probably be attributed to the value of

c. materialism
d. work and play
e. individualism
f. family and children
g. environment

Answer 18

work and play

Question 19

The main idea of the Freudian approach to personality is that

a. affect is the main component that determines our personality.
b. traits are what decides human personalities .
c. social interactions determine our personality
d. the subconscious/unconscious influences our behavior and, thus, personalities.
e. all human motives are based on terminal values.

Answer 19

the subconscious/unconscious influences our behavior and, thus, personalities

Question 20

In terms of the factors influencing adoption of an innovation, legitimacy refers to

a. products that only relate to the innovators.
b. extent to which a new product can be tried on a limited basis.
c. to the extent to which a new product is compatible with one’s needs & values.
d. extent to which consumers see others using the new product.
e. an innovation that follows an established guideline in what seems appropriate in that category.

Answer 20

an innovation that follows an established guideline in what seems appropriate in that category

Question 21

When Mary and Dennis were trying to decide where to spend their Christmas vacation, they sat down and discussed the various options jointly. Subsequently, they made the decision to go to Cancun. In terms of roles of spouses, this is most likely an example of a

a. peripheral decision
b. syncratic decision
c. influential decision
d. central decision
e. autonomic decision.

Answer 21

syncratic decision

Question 22

Oftentimes, Amazon.com points you to products you might like based on the purchase of consumers who bought similar products that you did. The underlying principle here is that you might share tastes of people that the site considers similar to you. In terms social system affecting adoption of an innovation, this refers to

a. degree of contact.
b. tie-strength.
c. homophily.
d. degree of identification.
e. none of the above.

Answer 22

homophilly

Question 23

Sam came from a working class family. Through scholarships and part time jobs, he was able to earn an MBA degree and eventually get a job as a corporate executive. In terms of social class mobility, this is an example of:

a. upward mobility
b. class fragmentation
c. trickle-down effect
d. status float
e. status crystallization

Answer 23

upward mobility

Question 24

Lower class consumers tend to be heavy watchers of TV and are less likely, than other classes, to read magazines and newspapers. T/F

Answer 24

True

Question 25

Of the different values characterizing consumption in WEstern cultures given below, the rapid spread and popularity of smart phones, 3-D TVs and other gadgets (like Google glass) is most likely due to

a. work and play.
b. individualism.
c. technology.
d. home.
e. lifestyle.

Answer 25

technology